Podcast: Avantgardeā€™s Thom Greybe discusses experiential power for brands

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On this weekā€™s episode of the Event Industry News podcast, we welcomed Avantgardeā€™s digital creative director, Thom Greybe.

Avantgarde is a global brand experience agency that has been designing measurable experiences for 35 years. Its 10 locations include Berlin, Cologne, Dresden, Dubai, London, Munich, SĆ£o Paulo, Shanghai, Vienna and Zurich.

Speaking about the power of experiential events, Thom stated people seek out places and events where they can ā€œfeel something and see something different.ā€

He continued: ā€œI donā€™t think digital necessarily relates just to screen-based content in the experience arena, I think it actually starts to become a lot more interesting, a lot more part of the story-telling.ā€

The fast advancement of technology in recent years, such as smart devices and the internet, has made people used to digital technology: it has become a part of daily life for most people. However, technology such as an ā€œ84-inch touchscreenā€ isnā€™t a usual occurrence so it is important to observe and monitor how audiences react to such technology to determine its success.

Giving an example, Thom said: ā€œPeople have a much lower tolerance of getting things wrong when everyone is watching. You have to be so direct about what people need to do on that screen because, if they make a mistake, they feel silly and they leave, which is not what you want!ā€

This creates a challenge for designers to determine the balance of finding engaging content that attracts audiences and making it easy for them to navigate and use.

If you think you have a relevant topic to discuss and would like to feature on the Event Industry News podcast, please email molly@eventindustrynews.com.

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Molly Hookings
Author: Molly Hookings

Molly joined the editorial team in March 2019. She has several yearsā€™ experience working in broadcast and journalism, as well as marketing and PR. Past experience includes working for the BBC and independent publishing houses. If you have a story you think Molly might be interested in, please email: molly@eventindustrynews.com