Brand Experience Center Conference 2026 to Take Place in Dublin

(eap) Following the successful debut of the Brand Experience Center Conference (BECC) in Brussels earlier this year – as reported by EAP on 31 Jan 2025 – the organisers have now announced Dublin as the host city for the next edition, scheduled for 26 to 28 January 2026. Known for its vibrant brand culture and home to numerous globally recognised companies, the Irish capital is expected to offer an ideal setting for international brand experience professionals to connect and exchange ideas. The 2026 conference will be held at the iconic Guinness Storehouse, widely recognised for its immersive storytelling and innovative visitor experience. The official networking dinner will take place in the venue’s Gravity Bar, which offers panoramic views over Dublin’s skyline and provides a distinctive setting for peer-to-peer interaction.

Catherine Toolan, Managing Director of the Guinness Storehouse, expressed her enthusiasm: “We are thrilled to host the Brand Experience Center Conference at the Home of Guinness and welcome our international colleagues and brand home counterparts to experience everything Guinness Storehouse has to offer. We look forward to showcasing Dublin's finest brand experiences and offering a warm Irish welcome or ‘Céad Míle Fáilte’ to everyone.”

For the first time, the conference will be extended by an additional day. A newly introduced opening event on Monday evening will take place at the historic Jameson Distillery on Bow Street, offering participants the exclusive opportunity to experience another of Dublin’s world-renowned brands and to kick off the conference in true Irish style. Details of the 2026 programme are expected to be announced after the summer break, with ticket sales beginning around the same time. New to this edition will be dedicated sessions focusing on both B2C and B2B brand experience centres, offering tailored content for professionals across all industry segments. ■