Derek Tran’s Outlook on Interactive Brand Experiences in 2024

Derek Tran, Co-Founder and Technical Director at Showroom Experiential, has penned an article for Post Magazine's Annual Outlook issue, exploring the current landscape of interactive brand experiences alongside his philosophy on the art and technology that will drive it forward. With the resurgence of in-person brand activations, Tran highlights the shift towards one-to-one connections and the value of genuine engagement over extravagant displays. Drawing on Showroom's work with Fellowes, he emphasizes the significance of crafting immersive experiences that nurture consumer trust. He also cautions experiential marketers and designers against blindly following tech trends.