For the past 18 months, the pandemic has put a stop to live events worldwide, and entire industries have come to a standstill. The result is a wide array of platforms, events and campaigns, all of them now vying for attention in the same saturated media environment. And even as soon as face-to-face events are possible again, events in the New Normal will not be as normal as we knew them before for some time to come.
It’s time to reflect on what we’ve learned. So here’s 10 insights from our experience of (live) communication in space.
The question of how live communication in the post-pandemic space is shaping up cannot be answered with "either/or". The huge opportunity at the moment is the combination of analog space and new digital formats.
We are all hunters and gatherers – of experiences, encounters and impressions. We love to tell each other stories accompanied by expressive gestures. In an inspiring setting that stimulates all our senses. Purely digital trade shows, events and meetings are an acceptable and sensible stopgap solution during a pandemic, but they are by no means a substitute for real live events. Participate in just a few of these events, and you can feel the "digital fatigue" (HORIZONT) setting in. The absence of a multi-sensory experience means we never lose that sense of simply sitting in front of a screen. Real togetherness is missing – and this must change, fast.
‚The best of both worlds‘ is our vision for spatial communication: a smooth transition between newer digital and reliable in-person elements – as soon as the situation allows. A flexible combination, especially useful in these continued times of uncertainty. Where strategic focus is shared through knowledge, content and networking in the digital arena, combined with emotional encounters and socializing on-site. With interfaces that integrate seamlessly and technology that smooths the way for making personal contacts. Made special by their experiential nature – a “digital hug,” so to speak.
We can’t wait!