Why This Summer Belongs to Experiential

As the sun comes out, so do the brands. The summer season is the beating heart of the events and experiential calendar – and in 2025, it’s looking bigger than ever. With cultural landmarks like Glastonbury, Gamescom, Comic-Con, and Wireless fast approaching, we’re seeing a surge in demand for experiential talent as brands push to make their mark with unforgettable live moments.

At The CoCo Group, we specialise in connecting the dots between top-tier talent and standout brand experiences. Right now, we’re supporting clients across retail, tech, entertainment, and FMCG who are activating immersive campaigns and pop-ups that need creative firepower – fast.

Why the Spike?

The post-pandemic demand for IRL engagement hasn’t slowed. In fact, it’s evolved. Brands are no longer just present at events – they’re building shareable, story-led environments that amplify reach both on and offline. From interactive gaming hubs at Gamescom to high-impact fashion installations at London pop-ups, the experience economy is thriving – and it’s driven by strategic storytelling and bold production.

The Talent Behind the Magic

None of this happens without people. Experiential Producers, Project Managers, Art Directors, and Tech Leads are in high demand. So are hands-on Creatives, Fabricators, and freelance teams who can flex, build, and activate on-site.

We’re seeing brands lean heavily into agile freelance support – whether it’s to deliver a one-day stunt, a three-week pop-up, or a touring activation. With hybrid teams and fast turnarounds the new norm, there’s never been a more exciting time for freelance specialists in this space.

What Brands Are Asking For

We’ve had briefs for everything from immersive product launches and influencer-led experiences to high-production-value festival builds. And while the formats differ, the ask is the same: smart, creative talent that can deliver under pressure and help brands show up in the right way, in the right place, at the right time.

Ready for the Summer Rush?

If you’re a freelance experiential professional – from Producer to Production Assistant – or a brand planning to level up your events presence this season, we’d love to chat.

Here at CoCo, we understand the pace, the stakes, and the creative ambition behind great events. Whether you’re scaling your team or stepping onto your next gig, we’re here to support you.

Let’s make summer 2025 unforgettable.