The Experiential Expo Is Coming to Piccadilly Lights
The Experiential Expo Is Coming to Piccadilly Lights
IPM launches a new flagship event for experiential marketing, bringing the industry together beneath one of London’s most iconic media landmarks for a day of insight, inspiration and industry progression. Set within The Venue at Piccadilly Lights, the Expo will spotlight the creativity, effectiveness and growing importance of experiential marketing, while creating space for brands, agencies and service providers to connect, share ideas and help shape what comes next.
The Experiential Expo Is Coming to Piccadilly Lights
On 24 June 2026, the IPM will launch The Experiential Expo at The Venue, Piccadilly Lights in London, a new flagship event designed to put experiential marketing centre stage and give the sector a platform worthy of its growing impact. Set beneath the famous Piccadilly Lights, The Venue offers an immersive, high-tech environment built for brand experiences, with three floors, 6,650 sq ft of space, capacity for more than 540 guests, and the ability to connect activity in the space directly to the screen above.
On 24 June 2026, the IPM will launch The Experiential Expo at The Venue, Piccadilly Lights in London, a new flagship event designed to put experiential marketing centre stage and give the sector a platform worthy of its growing impact. Set beneath the famous Piccadilly Lights, The Venue offers an immersive, high-tech environment built for brand experiences, with three floors, 6,650 sq ft of space, capacity for more than 540 guests, and the ability to connect activity in the space directly to the screen above.
Experiencing Experiential
Experiential marketing has never felt more visible, or more vital. As brands look for stronger ways to create connection in an increasingly digitised world, live experience is earning a more prominent role across the wider marketing mix. That shift is already visible in the market and in the spaces being built to support it, with Piccadilly Lights itself evolving from a historic billboard landmark into a destination for immersive brand performance.
A new stage for experiential marketing
The Experiential Expo has been created to reflect the momentum behind the sector and the people driving it forward. Across a full day of keynote talks, panel discussions and campaign showcases, the event will explore the ideas, challenges and opportunities shaping experiential marketing now.
From measurement and effectiveness to creativity, accountability and the future role of live brand experience, the programme will bring together agencies, brands and service providers for a day built around insight, discussion and practical inspiration. The aim is not simply to celebrate standout activations, but to create a space where the industry can demonstrate its value more clearly, share what is working, and keep pushing standards forward.
Why this matters now
Experiential marketing is enjoying real momentum, but the conversation around the discipline is also maturing. Brands are asking sharper questions about effectiveness. Clients want stronger evidence. Agencies are looking for better ways to benchmark performance, prove ROI and articulate the strategic role of experience in a modern campaign mix.
Experiencing Experiential
Experiential marketing has never felt more visible, or more vital. As brands look for stronger ways to create connection in an increasingly digitised world, live experience is earning a more prominent role across the wider marketing mix. That shift is already visible in the market and in the spaces being built to support it, with Piccadilly Lights itself evolving from a historic billboard landmark into a destination for immersive brand performance.
A new stage for experiential marketing
The Experiential Expo has been created to reflect the momentum behind the sector and the people driving it forward. Across a full day of keynote talks, panel discussions and campaign showcases, the event will explore the ideas, challenges and opportunities shaping experiential marketing now.
From measurement and effectiveness to creativity, accountability and the future role of live brand experience, the programme will bring together agencies, brands and service providers for a day built around insight, discussion and practical inspiration. The aim is not simply to celebrate standout activations, but to create a space where the industry can demonstrate its value more clearly, share what is working, and keep pushing standards forward.
Why this matters now
Experiential marketing is enjoying real momentum, but the conversation around the discipline is also maturing. Brands are asking sharper questions about effectiveness. Clients want stronger evidence. Agencies are looking for better ways to benchmark performance, prove ROI and articulate the strategic role of experience in a modern campaign mix.
That is exactly where the IPM’s experiential work has been focused. Through its communities, the IPM has been building a stronger foundation for the sector, bringing together different skillsets and perspectives to create positive change across promotional marketing. The experiential community in particular has been centred on common workstreams including measurement, effectiveness, best practice resources and training, all designed to help the industry speak with greater clarity and confidence.
One of the clearest examples of that work is CORE, the insight platform launched by the IPM and SpaceandPeople to help brands and agencies access better experiential data. Developed in response to the need for stronger metrics and benchmarks, CORE gives campaign teams access to live activation insights across areas such as footfall, distribution and sign up performance, helping make experiential easier to plan, optimise and defend.
That is exactly where the IPM’s experiential work has been focused. Through its communities, the IPM has been building a stronger foundation for the sector, bringing together different skillsets and perspectives to create positive change across promotional marketing. The experiential community in particular has been centred on common workstreams including measurement, effectiveness, best practice resources and training, all designed to help the industry speak with greater clarity and confidence.
One of the clearest examples of that work is CORE, the insight platform launched by the IPM and SpaceandPeople to help brands and agencies access better experiential data. Developed in response to the need for stronger metrics and benchmarks, CORE gives campaign teams access to live activation insights across areas such as footfall, distribution and sign up performance, helping make experiential easier to plan, optimise and defend.
An iconic venue for an industry built on experience
The choice of venue feels fitting. Located beneath one of Europe’s largest advertising screens. The Venue at Piccadilly Lights is built for immersive brand storytelling. Landsec describes it as a brand performance space at the centre of everything, while venue materials position it as a place where brands can craft campaigns with global impact and transform stories into experiences at one of the busiest and most culturally resonant locations in London.
For an event focused on the future of experiential, there could hardly be a better backdrop. It combines scale, visibility and flexibility with the kind of theatre that reflects the ambition of the industry itself.
An iconic venue for an industry built on experience
The choice of venue feels fitting. Located beneath one of Europe’s largest advertising screens. The Venue at Piccadilly Lights is built for immersive brand storytelling. Landsec describes it as a brand performance space at the centre of everything, while venue materials position it as a place where brands can craft campaigns with global impact and transform stories into experiences at one of the busiest and most culturally resonant locations in London.
For an event focused on the future of experiential, there could hardly be a better backdrop. It combines scale, visibility and flexibility with the kind of theatre that reflects the ambition of the industry itself.
“Piccadilly Lights is proud to support the IPM and champion an event that celebrates the very best of experiential marketing. The Experiential Expo is exactly the kind of forward-thinking industry moment that The Venue was built for – a space where digital and physical storytelling come together to create unforgettable experiences. As brands continue to push creative boundaries, we’re excited to showcase how The Venue can help bring those ideas to life in one of the most iconic and high-impact locations in the world.”
Derek Manns, Head of Commercialisation at Landsec
“Piccadilly Lights is proud to support the IPM and champion an event that celebrates the very best of experiential marketing. The Experiential Expo is exactly the kind of forward-thinking industry moment that The Venue was built for – a space where digital and physical storytelling come together to create unforgettable experiences. As brands continue to push creative boundaries, we’re excited to showcase how The Venue can help bring those ideas to life in one of the most iconic and high-impact locations in the world.”
Derek Manns, Head of Commercialisation at Landsec
More than an event
The IPM hopes The Experiential Expo will become a staple in the calendar for marketers, agencies and partners working in live brand experience. More than a one off event, it is intended as a platform the industry can build on year after year, evolving alongside the sector and helping accelerate its growth, recognition and long term impact.
For the IPM, that sits squarely within its wider role as the UK’s leading authority on promotional marketing, supporting the industry through standards, insight, guidance, legal support, training and community. The Expo brings those strengths into a space that feels especially timely: one where creativity, measurement, conversation and commercial relevance need to work hand in hand.
Join us at Piccadilly Lights
The Experiential Expo takes place on 24 June 2026 at The Venue at Piccadilly Lights, Piccadilly Circus, London, W1D 7ET
Further details on speakers, sessions and opportunities to get involved will be announced soon.
Interested in attending, partnering, or becoming part of the IPM’s experiential community?
IPM Member get access to exclusive tickets. Please contact jodyb@theipm.org.uk to redeem. Get in touch with the IPM team to find out more at info@theipm.org.uk.
More than an event
The IPM hopes The Experiential Expo will become a staple in the calendar for marketers, agencies and partners working in live brand experience. More than a one off event, it is intended as a platform the industry can build on year after year, evolving alongside the sector and helping accelerate its growth, recognition and long term impact.
For the IPM, that sits squarely within its wider role as the UK’s leading authority on promotional marketing, supporting the industry through standards, insight, guidance, legal support, training and community. The Expo brings those strengths into a space that feels especially timely: one where creativity, measurement, conversation and commercial relevance need to work hand in hand.
Join us at Piccadilly Lights
The Experiential Expo takes place on 24 June 2026 at The Venue at Piccadilly Lights, Piccadilly Circus, London, W1D 7ET
Further details on speakers, sessions and opportunities to get involved will be announced soon.
Interested in attending, partnering, or becoming part of the IPM’s experiential community?
IPM Member get access to exclusive tickets. Please contact jodyb@theipm.org.uk to redeem. Get in touch with the IPM team to find out more at info@theipm.org.uk.
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