Brand Experience Center Conference 2027 Shares Programme
Photo: Courtesy of Brand Experience Center Conference
(eap) The first programme details for the Brand Experience Center Conference 2027 have been revealed: From 25 to 27 January 2027, international professionals from the world of brand experience centres will gather at Swarovski Crystal Worlds in Wattens, Austria, near Innsbruck. Featuring presentations, best practices and various networking formats, the conference will provide a platform for sharing knowledge and experiences related to the development and operation of brand experience centres.
Photo: Courtesy of Brand Experience Center Conference
The event will kick off on Monday, 25 January, with a networking event centred around the Tiroler brand. Two full conference days featuring a diverse programme of presentations will follow on Tuesday and Wednesday. The first conference day will conclude with a networking dinner at Swarovski Crystal Worlds.
With a total of three so-called “Brand Home Talks” – one more than at the previous edition in 2026 – the programme will offer practical insights into different brand experiences. Among the topics covered will be the development of the recently opened Balashi Beer Experience in Aruba (see EAP News of 5 Oct 2026). Representatives from BMW Welt in Munich and the visitor centre of MEYER WERFT in Papenburg will also share their experiences and insights from practice.
Photo: Courtesy of Brand Experience Center Conference
Further presentations will explore various aspects of brand experiences and visitor engagement. Swiss technology company Behamics, for example, will address the topic of “nudging”, examining how insights from behavioural science can be used to turn visitors into brand ambassadors and influence their future spending behaviour. Manchester City Football Club will provide insights into Medlock Square, a new brand experience destination currently being developed on the sport and entertainment complex Etihad Campus in Manchester. Microsoft, meanwhile, will demonstrate how its Microsoft Experience Center One serves as a growth driver in the B2B sector. Further programme details are expected to be announced shortly.
“People who run a Brand Home don’t often get a room full of peers who deal with the same oppertunities and challenges. At this conference they learn, get inspired and get connected with their peers. Dublin sold out, so for anyone who wants to join us in Swarovski Kristallwelten, now is a good time to register,” says Bart Dohmen, founder of the Brand Experience Center Conference.
Early-bird registration remains open through 15 October 2026, inclusive, allowing interested participants to secure a discounted conference fee. ■
