Unnoticed vs Unmissable
Experiential isn’t a sidekick—it’s the hero of modern brand storytelling, shaping tomorrow’s immersive campaigns. As more brands incorporate these activations into their strategy, we’re presented with a new challenge: how do you create experiences that don’t go unnoticed? Join us at our one-of-a-kind, Mixed Reality studio The Lighthouse, to explore how to create moments that are truly unmissable.
Attendees will gain practical insights into the strategic execution of experiential campaigns, explore best-in-class examples, and discover how experience design can inspire deeper audience interactions. We will also uncover the secret psychology behind lasting impact, examining what makes an experience not only seen, but felt.
This event is designed for professionals in Marketing, Brand Experience, and Innovation roles who are looking to stay ahead of the curve.
Event speakers
We’ll hear from thought leaders and industry experts who are leading the charge in unmissable experiences.
Ruth Wyllie
Ruth’s two-decade career in the spirits industry has seen her shape how brands connect with audiences. Since joining The Macallan in 2017, she has redefined its experiential strategy, crafting immersive experiences that inspire emotion, foster inclusion, and build loyalty. Over the past four years, Ruth has led The Macallan’s experiential strategy, embedding it as a vital part of the brand ecosystem. Her work unites storytelling, activations, and events under one connected brand narrative, continually redefining what it means to experience The Macallan.
Taylor Martin
Taylor’s 7-year career with The Macallan began with the opening of the new distillery in 2018, which catapulted the business into the experiential sphere. She now leads the creation and delivery of innovative experiential design for product launches and global campaigns, ensuring creative excellence and global consistency. Her work brings The Macallan’s artistry to life worldwide, creating memorable, lasting connections with new and existing consumers.
Patrick Fagan
Patrick is an applied behavioural science consultant, lecturer, and Sunday Times bestselling author. He turns psychology into real-world solutions and helps major brands change consumer behaviour. He also spent one year doing a new experience every week, catalogued at his Substack JustDoStuff.co.uk.
Riaz Farooq
Riaz is a practical creative director, a gifted 3D artist and a well-rounded designer with a thorough understanding of all levels of production. He has worked on some of the world's largest canvases, and driven extremely complex projects, such as reawakening dormant cave systems with light in a one-of-a-kind permanent installation at the famous St Michael’s Cave in Gibraltar and creating a 360 immersive show for Group 42 in the world's largest projection installation in Al Wasl dome, Dubai.
Timings:
9:00 Arrival & breakfast for a 9:30 start
Welcome & introduction
The Macallan – Connection & emotion: experience reimagined in the luxury landscape
Pixel Artworks – From passive to protagonist: experience design for deeper interactions
Break
Patrick Fagan – The Secret Psychology of Unmissable Experiences
Break
Patrick Fagan, The Macallan, Pixel Artworks – Beyond the now: future-proofing tomorrow’s experiences
11:40 wrap-up and networking for a 12pm finish