What will 2024 bring us, what are the trends? Where is the industry heading? How do sustainable, aesthetic experiences arise?

Jesper Götsch, Managing Partner & Founder of Jazzunique, gives his personal predictions for 2024 in the brand experience economy and at Jazzunique.

Real emotions instead of technology overload

Since there are hardly any limits to how experiences can be designed these days due to the endless technical possibilities, the focus on shared emotional experiences will grow. For the development of experience concepts, this means that we will once again focus more on people's natural needs and emotions. We will place more emphasis on intelligent interaction promotion and surprising, loving details that are remembered to create lasting enthusiasm.

2024 will be the year of real experiences

This year, events will increasingly become the most authentic and credible communication channel as digital information loses credibility due to the increasing spread of AI-generated fake reality. Events and immersive spaces are also becoming the most important and authentic content sources for digital communication channels.

“Of course” AI

AI tools, both in the areas of productivity and creativity, will become more and more naturally integrated into all processes of our work. We will slowly get rid of the feeling of being overwhelmed as we get used to the speed of new developments (tools and technologies), lose fear and learn to appreciate the benefits.

Immersive experiences and Apple Vision Pro

Immersive experiences in real space and in digital space will grow ever closer together, even if they will still appeal to different target groups in the medium term. With the introduction of Apple Vision Pro, the accessibility of augmented reality as a shared experience will get a new perspective and a big boost.

Nature and peace

Due to an everyday life overloaded with technology and information, we are increasingly looking for peace, naturalness and a balancing environment. For the design of experiences, this means, for example, the use of natural materials, locations in nature and the conscious creation of spaces and experiences without media overstimulation.