Aviva Studios, home of Factory International, is forecasting a powerful shift in the way brands approach live experiences in 2026, and is encouraging event planners to capitalise on a new wave of art and culture-led experiences over the year to come.
Across sports, art, fashion and grassroots culture, the venue has seen a shift in brands moving beyond one-off spectacles, to the creation of experiences rooted in community. According to Aviva Studios, this appetite for authentic, culture-led activations will define the next generation of events, opening up exciting opportunities for planners and agencies.
“We’re seeing a clear movement away from purely transactional events,” said Stephanie Williams, Head of Events, Head of Events at Factory International, the organisation that programmes and operates Aviva Studios’. “Audiences want connection, not just content, and brands are responding by working with artists, creators, and communities to build something people can really belong to. It’s a shift event professionals should be excited about, and one we’re perfectly placed to help them deliver.”
Aviva Studios believes several forces are driving this change, and that this will continue into 2026 and beyond; audiences increasingly expect experiences that reflect their values and passions; consumers are searching for authentic, trustworthy information; communities have become a vital source of credibility for brands; and immersive, participatory formats create longer-lasting impact than static campaigns. For the events sector, this represents a rich new landscape of possibilities.
“As brands lean into culture, planners have a unique opportunity to craft events that connect with diverse communities, and to be inspired by new thinking,” added Stephanie. “Aviva Studios offers a flexible canvas for that creativity, from world-class performance spaces to open public areas, all designed to support bold ideas.”
With demand for this new contemporary mode of activations on the rise, Aviva Studios is inviting brands, agencies, and event professionals to explore how its spaces can host events that go beyond marketing to become moments people remember and share.
Author: Sam Hyland
Sam is the assistant content manager for Event Industry News (EIN). Sam is involved in publishing news stories, videos and podcasts. Sam also collates the latest stories for the EIN e-newsletter. If you have a press release or story you think we might be interested to know about please email features@eventindustrynews.com
