That's Interesting — April '25
Moments of Awe
This month’s That’s Interesting goes big on spectacle. A physical spectacle at the Superbowl, a digital spectacle in Rome and a natural spectacle in London. Plus, an incredibly practical look at AI in events.
We’ve been busy delivering events in US and UK, welcoming new people to the team and checking out the brilliant Soil exhibition at Somerset House and Flavour&Some at Battersea Power Station.
The Wild Story of Kendrick’s NFL Triumph
(15min explore)Superbowl halftime shows are the apex of event production. Upwards of 300m people watching a live show that must be built, performed and removed under the tightest of timing and production constraints. Check out Kendrick’s show here. 7.5mins to build, 6mins to derig, over 50 stage carts. There’s a great reddit thread here by one of the crew.
Why interesting?
- How limitations fuel creativity
- Great example of collaboration between creative and production design
- Hard graft – 8days of rehearsals
Data visualisation for events
(3min explore)Live events are often crying out for creative data visualisation. Done well, as in this example of how American’s spend their day, you have something that is sure to spark conversation. It doesn’t have to be screen-based, as demonstrated by this brilliant installation showing time on social media as unread books.
Why interesting?
- Dry data can be translated into moments of joy
- Data is a storytelling tool for your brand
- Data viz works well in pre & post comms
The AI event tools you should already be using
(2hour watch)This recording of a Skift event does a great job of unpacking how AI can help design and deliver live experiences – right now. It’s deeply practical and shares insights from people using AI in their day-to-day event roles. You can read an overview here, but better to watch the recording.
Why interesting?
- Smart prompts are a huge time saver for many event admin tasks
- AI-managed content is great for extending experiences
- Everything you do needs to be guided by an AI policy
All this from a QR code
(4min read)For one week only, fashion brand Fiorucci returned to its iconic Milan home - but not in the way you’d expect. The cult fashion brand launched an AR-powered pop-up at the site of its former boutique in Piazza San Babila, inviting passersby to scan a QR code and step inside a fully immersive, three room, virtual store.
Why interesting?
- Blends nostalgia with next-gen tech
- Shows how AR can turn a moment on the street into a full experience
- Blends storytelling, interactivity and digital retail in a totally fresh format
In Bloom
(2min explore)We’re currently designing an experience that will go heavy on flora, so a visit to The Saatchi Gallery’s latest show is a must see.
Why interesting?
- Florals can be maximalist, sculptural, even surreal
- Reminder that nature is a powerful design tool
- Dried flowers are having a moment – more sustainable, just as stunning
