What makes a Brand Experience
truly memorable?
Insights from the Cannes Lions International Festival of Creativity 2025
Why Brand Experience matters in 2025
The Cannes Lions International Festival of Creativity has evolved into more than a celebration - it’s a testing ground for how brands connect with consumers on an emotional and cultural level. In 2025, brand experience is not defined by scale or spectacle, but by meaning, resonance, and participation.
Gone are the days when flashy stunts or pop-ups were enough. Today’s most impactful brand experiences are emotionally rich, value-driven, and designed to be shared.
What Is Brand Experience - really?
At its core, brand experience is the sum of every touchpoint a person has with a brand. It extends across:
• Physical environments (retail, events, packaging)
• Digital channels (web, apps, social media)
• Cultural presence (collaborations, community involvement)
But most importantly, it’s how these moments make people feel. That’s the true differentiator.
🔄 Brand Experience Trends 2025: What’s Defining the Future of Connection
In 2025, the way we think about brand experience has fundamentally evolved. It’s no longer about being flashy - it’s about being felt. From immersive tech to emotional storytelling, the best experiences meet audiences at the intersection of relevance, participation, and purpose.
Let’s explore the four defining trends shaping the future of memorable brand experiences this year:
1. From Immersion to Emotion
Immersive experiences continue to be a powerful storytelling tool - but the focus is shifting. Instead of showcasing technology for technology’s sake, brands now use tools like AR, VR, mixed reality, and spatial audio to deepen emotional connection.
What’s new in 2025:
💡 Emotional layering in tech: Brands use VR to simulate empathy (e.g., walking in someone else’s shoes), not just to wow visually.
💡 Personalized immersion: Adaptive experiences based on real-time emotional feedback (like facial expression or voice tone analysis).
💡 Sensory design: Spatial sound and haptics are being used to create mood, not just interactivity.
🔎 Example: At Cannes Lions, a mental health brand used binaural audio and scent dispersion to guide users through a calming narrative in a quiet dome—designed not to dazzle, but to soothe.
From Immersion to Emotion
2. Purpose-Driven Encounters
Today’s consumers are skeptical of surface-level sustainability or “virtue signaling.” They want to see meaningful action from the brands they support and experiences are now one of the most effective ways to bring those values to life.
Key dynamics in 2025:
💡Hybrid cause + commerce: Branded experiences that fundraise, activate volunteers, or make a tangible social impact.
💡 Co-branded purpose campaigns: Partnerships with NGOs or community organizations to scale impact.
💡Embedded responsibility: From circular design to regenerative materials, sustainability is built in, not bolted on.
🔎 Example: A beauty brand launched an AR pop-up that showed real-time effects of ocean acidification on coral reefs—while simultaneously raising money for marine biodiversity programs.
3. Play, Co-Creation, and Participation
Audiences are no longer passive consumers, they want to interact, contribute, and co-create. This shift from storytelling to story-building is reshaping how brands design activations.
Trends fueling co-creation:
💡 Gamified brand experiences: Interactive installations that let users “unlock” story elements, rewards, or creative roles.
💡 Live content co-creation: Social-first activations where users’ input (text, video, choices) shapes the unfolding experience.
💡 Fan-led storytelling: Brands tapping superfans to co-create product campaigns, narrative arcs, or digital collectibles.
🔎 Example: A tech brand built a modular pop-up where users could vote on the layout, product features, and even music and saw 4x more dwell time compared to static exhibits.
Make it easy!
4. Simplicity that cuts through noise
Ironically, as brand experiences become more complex behind the scenes, the consumer-facing moment is getting simpler. Why? Because clarity creates emotional access. In an age of noise, the brands that resonate are the ones who know how to focus.
Simplicity in 2025 means:
💡 One strong feeling per touchpoint: Joy. Wonder. Belonging. Surprise. Avoiding emotional overload.
💡Visual and verbal minimalism: Clear storytelling, elegant design, and intuitive navigation.
💡 Micro-experiences: Bite-sized moments (a sound, a scent, a sentence) that leave a lasting mark.
🔎 Example: A CPG brand redesigned their in-store activation to focus on one message—"Taste Joy." Simple visuals, a single flavor sample, and a curated Spotify playlist delivered a layered but clear emotional journey.
Final Thoughts: Designing with Purpose and Emotion
As we move forward, the bar for brand experience will only rise. Success lies not in louder activations—but in meaningful, resonant moments that speak to who your audience is and what they care about.
If your brand wants to stand out, remember: don’t just show up—connect.
Why Global Brands Trust US
Trusted by Industry Leaders
From Meta and Ring to Shokz and SumUp – leading brands rely on nonplusultra to grow their retail presence across Europe. Here's what our partners say about working with us.
What Our Clients Say
✨ Goetz Lehnig
Head of Partnerships, Ring (former Meta)
"nonplusultra was the backbone of our VR business launch at Meta in EMEA. Strategic, operational, and far ahead of the competition."
✨ Thomas Zhang
Sales Director Europe, Shokz
"Together we dominated the open gear sector in 110 stores within 4 months. No agency performs better in Europe."
✨ Aleksander Naum
Director DACH, XGIMI
"From Ring to now at XGIMI – nonplusultra remains a strategic and operational partner. Sell-up improved by 3–5x."
✨ Rodriguez Stohrer
Head of Brand, iFixit
"Efficient, creative, and aligned with our mission. Working with nonplusultra makes my life easier."
✨ Burkhard Triebel
VP Growth, SumUp
"nonplusultra became part of our team, understood our brand DNA, and helped scale our business across Europe."
✨ Andreas Roth
Director Distribution, TD SYNNEX
"With nonplusultra, we create market access and strong reseller relationships across Europe."
✨ Peter Hölzl
Retail Strategy, CE CONOMY
"nonplusultra understands both the supplier and retail perspective. Pragmatic, inspiring, and committed."
Ready to
Transform
Your Retail
Strategy?
From Data Chaos to Clarity!
How Retail Analytics is Powering Consumer Electronics in Europe.
The Retail Data Dilemma in 2025
European retail in 2025 is more fragmented than ever. With over 100 retailers using different report formats, article numbers, and store naming conventions, the issue isn’t lack of data—it’s the inability to align and utilize it efficiently. For global brands, this fragmentation turns insights into noise.
At nonplusultra, we see data as more than numbers—it’s the roadmap to retail growth. Through our Holistic Retail Analytics system, we help brands navigate the chaos and turn raw data into actionable strategies that fuel market expansion and optimize performance.
The Problem: Fragmented Formats, Manual Processes, Missed Opportunities
Manual reports, multiple file formats (XLSX, TXT, ZIP, even emails), and constantly shifting structures? That’s the norm for European retail reporting. Approximately 30% of reports still arrive manually, increasing risks of inconsistency and error.
Add in the chaos of mismatched store names and article codes, and it's clear: traditional reporting is a growth blocker🚫!
Our Solution
A System built for Complexity
nonplusultra’s Holistic Retail Analytics system doesn’t just automate data collection—it validates, corrects, and harmonizes it across sources. This includes:
✅ Retailer & distributor sell-in / sell-out
✅ POS marketing campaigns
✅ Field force visit reports
✅ Store images & demographics
✅ Channel marketing and external data overlays
All of this is integrated into NPU ONE—our proprietary dashboard platform—giving clients real-time insights, strategic recommendations, and exportable reports tailored to every business layer
From Static Data to Strategic Insight
Through ONE, brands gain visibility like never before. Whether it's regional comparisons, ROI by marketing activity, or identifying store-level growth opportunities—our dashboards reveal what matters most.
We deliver Quarterly Reports and Topical Sprints to focus on key performance drivers, such as seasonality, distribution gaps, or campaign effectiveness.
Proof in Performance: Razer’s Retail Uplift
When Razer partnered with nonplusultra, they didn’t just get better data—they got better results:
📈 33% sales growth in stores with field visits
📈 €6.6K additional revenue per covered store
📈 35% weekly uplift from optimized visits
What’s Next: Predictive Retail Intelligence
We’re expanding our analytics capabilities by integrating:
- Demographic overlays
- AI-powered POS image recognition
- Sentiment analysis via surveys and third-party data
Our goal: Move brands from reactive reporting to proactive planning!🚀
Retail Analytics as a Strategic Advantage
Retail data is no longer just a reporting tool—it’s a competitive advantage. With nonplusultra, brands gain structure, speed, and strategic foresight. If you're still juggling Excel sheets and chasing reports, it’s time for change.
👉 Book your free strategy session and take the first step from chaos to clarity.
For general inquiries please contact us over the contact form or the following touchpoints:
- Email: contact@nonplusultra.eu
- Address: nonplusultra Sales GmbH, Atelierstraße 10, 81671 Munich, Germany
The Digital Growth Playbook is breaking
Brands Aren’t Going Back into Retail, They’re Rewriting It
E-commerce was once a straightforward path to success. Brands benefited from low advertising costs, rapid growth, and direct customer relationships. However, the landscape has changed dramatically. Customer acquisition costs have increased by 60 percent, online return on investment is shrinking due to intensifying competition, and consumers are growing weary of the constant barrage of digital ads.
At the same time, traditional retail models are struggling. High rents, significant overhead costs, and declining foot traffic have made large-scale retail operations increasingly unsustainable.
💡 So where do brands go from here? They don’t go back to retail—they reinvent it.
The New Role of Physical Space
Retail is no longer just a distribution channel. Instead, it has become a strategic platform for engagement, brand-building, and digital acceleration. Successful brands are transforming their physical spaces into:
Experience Centers
Rather than merely selling products, stores now function as showrooms, educational spaces, and interactive brand activations. For example, Dyson’s Demo Stores allow customers to test products in real-world scenarios, creating a deeper connection between the brand and the consumer while driving both in-store and online sales.
Customer Acquisition Tools
Physical locations serve as powerful marketing assets, increasing brand visibility, fostering social engagement, and ultimately driving digital conversions. Apple Stores exemplify this approach, offering immersive brand experiences that build customer loyalty, generate shareable content, and strengthen long-term brand value.
Hyper-Flexible, Lower-Risk Formats
Instead of investing in large retail footprints, forward-thinking brands are adopting more agile models. Pop-up stores, showroom-style locations, and co-branded retail spaces provide flexibility, reduce financial risk, and allow brands to test and refine their strategies before committing to permanent locations.
Who is leading
the change?
Several brands are at the forefront of this retail transformation:
Samsung Experience Stores focus less on direct sales and more on immersing customers in the brand’s ecosystem, fostering long-term engagement.
Nike Live Stores are small, community-focused retail spaces that bridge the gap between digital and physical commerce, creating tailored experiences for local audiences.
Highsnobiety’s Concept Spaces merge content, community, and commerce, redefining retail as a cultural hub rather than just a shopping destination.
How We See It
The key question for brands is not whether to open retail stores but how to leverage physical spaces as scalable, profitable assets within a broader business strategy. At nonplusultra, we believe brands should:
✅ Treat retail as a brand amplifier rather than just a sales channel.
✅ Integrate physical locations into an omnichannel model, ensuring that stores complement digital efforts rather than compete with them.
✅ Use data-driven insights to optimize store formats, continuously testing and refining retail strategies just as they would with e-commerce.
✅ Explore flexible retail models, such as pop-ups and flagship experiences, to maximize impact while minimizing risk.
This is not about returning to traditional retail—it is about building the future of retail. Brands that embrace this new paradigm will unlock innovative ways to engage customers, drive conversions, and cultivate lasting loyalty without being entirely dependent on expensive digital advertising.
TECH GIFT GUIDE
The Ultimate Gift Guide for Tech Enthusiasts & Lifestyle Innovators
Looking for the perfect gift for the tech-savvy or the lifestyle trendsetter in your life? Look no further. nonplusultra, the retail growth partner for some of the most innovative global consumer brands, has curated a list of must-have items that combine cutting-edge technology, sleek design, and practical utility. Whether it's enhancing home security, leveling up gaming experiences, or introducing premium sound to their day-to-day, we’ve got you covered.
We asked the NPU team and those are their favorites for Tech-Enthusiasts!
💍 For Wellness Enthusiasts: Oura Ring
Give the gift of health and insight with the Oura Ring, a sleek and advanced wearable designed to track sleep, activity, and overall wellness. Its minimalistic design makes it stylish yet practical, providing actionable insights into health metrics like heart rate, body temperature, and sleep quality. Perfect for anyone aiming to optimize their lifestyle, it’s a thoughtful gift for self-care lovers and data-driven achievers.
🕹️ For Gamers and Streamers: Razer Gaming Gear
Level up their gaming setup with Razer’s top-tier accessories. From ultra-responsive keyboards and precision gaming mice to immersive headsets, Razer delivers the performance edge every gamer needs. Designed with precision and style, it’s the ultimate choice for anyone passionate about gaming or streaming. Our personal favorite is the Razer Basilisk V3 Pro Mouse.
🎧 For Fitness Fans and Audiophiles: Shokz Bone-Conduction Headphones
Whether they’re running, cycling, or simply on the go, Shokz headphones are a game-changer. Using innovative bone-conduction technology, Shokz delivers crystal-clear audio without blocking the ear, ensuring safety and awareness during outdoor activities. Lightweight and sweat-resistant, they’re the perfect blend of form, function, and fitness.
Not quite a match yet?
Check out more of our
favorite CE brands!
🕹️ For Gamers and Tech Pioneers: Meta VR Headset
Step into the future of gaming and entertainment with Meta's advanced VR headset. Whether exploring virtual worlds, engaging in immersive gaming, or attending virtual concerts, the Meta Quest 3S delivers an unmatched experience. Lightweight, comfortable, and packed with groundbreaking technology, it’s a gift that will leave a lasting impression.
🎨 For the DIY Creative: Cricut Cutting Machines
Unleash their inner artist with Cricut’s versatile cutting machines. Perfect for creating custom designs on paper, vinyl, fabric, and more, Cricut is the ultimate tool for crafters, small business owners, and DIY enthusiasts. From personalized gifts to professional-quality designs, Cricut makes crafting effortless and fun. Check out the Cricut Joy Xtra Starter Bundle.
💇♀️ For Beauty & Hair Enthusiasts: Dreame Hair Devices
Help them achieve salon-quality hair at home with Dreame’s advanced hair devices. From hair dryers with ionic technology to versatile stylers, Dreame combines innovation and elegance to deliver professional results. Perfect for those who value beauty, style, and efficiency in their daily routines.
🍕 For Pizza Lovers: OONI Pizza Ovens
Bring the pizzeria experience home with OONI’s state-of-the-art pizza ovens. Designed for both indoor and outdoor use, these ovens reach incredible temperatures, cooking authentic, restaurant-quality pizzas in just 60 seconds. A must-have for foodies and backyard chefs, OONI makes every pizza night unforgettable.
☕ For Coffee Connoisseurs: Nunc Coffee Machines
Delight the coffee lover in your life with Nunc’s premium coffee machines. Designed to blend style with functionality, Nunc machines offer barista-quality espresso, cappuccino, and more—all from the comfort of home. A sleek, high-performance choice that transforms every morning brew into an artful experience.
Why we
chose those
products?
Each item in this guide reflects nonplusultra’s dedication to curating innovative, impactful, and meaningful products that elevate everyday life. While we proudly collaborate with leading global brands like Meta, Razer, Shokz, and more, we also admire and recommend other remarkable brands, such as Dreame, Nunc, and OONI. These companies have set exceptional standards in their industries, delivering quality, innovation, and experiences that inspire us and resonate with consumers worldwide.
We believe in celebrating brands that push boundaries and create solutions that make a difference. Whether it's Dreame’s elegant hair devices, Nunc’s coffee craftsmanship, or OONI’s pizza ovens that bring families and friends together, these brands embody the spirit of innovation and lifestyle transformation.
Ready to Wrap It Up?
From the practical to the luxurious, this guide has something for everyone. Make this gifting season extraordinary with products that inspire, protect, and elevate everyday life.
You got inspired by our work with brands, get in touch with us!
KEY TAKEAWAYS GITEX DUBAI
Our Main Insights from the Gitex Event and Market Visits in Dubai
Our recent visit to Dubai offered numerous opportunities to gain a better understanding of the local market and its dynamics. As the leading economic hub of the Middle East, Dubai opens up exciting prospects, especially for cloud- and software-focused companies as well as the retail sector. In addition to intensive networking at the Gitex technology fair and visits to major retailers, we gained valuable insights into local strategies that are particularly relevant for tech companies and retailers.
After intensive discussions and numerous store visits, here are the key learnings and actionable recommendations:
1. Regular On-Site Presence Pays Off:
Dubai shows that long-term partnerships are best strengthened through regular, personal visits. Gitex offers an annual platform for this purpose, and the expansion to Berlin in May 2025 opens a new connection to Europe.
2. Exclusivity is Essential in Retail:
In collaboration with major retailers like Sharaf DG, product exclusivity is critical. Dubai Duty Free and Sharaf DG favor brands that offer an exclusive shopping experience before expanding to other markets.
3. Strategic Development of Distribution Networks:
The right choice of distributors is crucial for sustainable market development. In the B2B sector, Mindware has proven to be a reliable partner, while Shift is relevant for multi-channel retailers, and ABM is recommended as a leader in "Retail as a Service" for retail spaces.
Learn How to
Secure Exclusive
Retail Partnerships
4. Promoters as Key Sales Resources in the Middle East:
Locally trained promoters are important for directly addressing consumers. They earn between 700 and 800 USD per month, with additional incentives up to 2000 USD – a worthwhile investment to strengthen brand presence.
5. Market Insight: Experiential Marketing as a Key in the Middle East:
Through agencies like Avantgarde, a comprehensive marketing plan can be developed to specifically target local consumer groups. Experiential marketing strategies offer a way to stand out from the competition.
6. High Potential for Meta-Experience Zones:
Dubai offers numerous premium locations for interactive product zones that can be rented exclusively. Sharaf DG, for instance, is planning new Meta-Experience Zones, ideal for tech companies to showcase products through immersive experiences.
These insights provide valuable approaches to strategically and profitably accessing the growing Middle Eastern market.
Explore new
Market Opportunities
now!
EUROPEAN RETAIL CHECKLIST
Tapping into the European retail market requires careful planning. From regional customization to certifications and strategic pricing, every detail is important to avoid problems like grey imports. Our European retail checklist is your essential guide to overcoming these challenges and building a strong market presence. Are you ready for success? Start with the checklist!
Mastering the complexity of entering the European retail market
Entering the European retail market can be a complex undertaking as the region is diverse and decentralized. It is crucial to deal with important aspects such as regional customization, certifications, pricing, POS display guidelines and quick access to decision makers.
Failure to consider these factors can lead to problems such as gray imports and price dumping, which can severely damage a brand's reputation. In this diverse market, careful planning and attention to detail are essential to navigate the complexities and gain a foothold in European online and offline retail.
Are You Ready to Enter
European Omnichannel
Retail? This is Your
Checklist:
Regional customization of listing data and content:
Ensure your product listings and content are customized to the specific regions and markets you are targeting within Europe. This includes customizing language, currency and cultural nuances to effectively connect with local customers.
Certifications for omnichannel retail sales:
Acquire the necessary certifications and compliance requirements to sell your products in brick-and-mortar retail stores. This may include meeting certain regulations and standards of the respective region for the product and packaging. For example: CE certificate including WEEE, REACH (Registration, Evaluation, Authorization and Restriction of Chemicals), specific requirements for instruction manuals or declarations of conformity (RED, Rohs, ERP).
Establish a pricing framework with all stakeholders:
Work closely with your distributor and retailers to develop a pricing structure that ensures market stability. Consider factors such as production costs, margins and competitive pricing to find a balance that benefits all stakeholders. The right distributor will already have contracts with your target retail partners; however, their primary focus is not usually to build your brand.
POS & channel marketing materials:
Research and prepare the ideal point-of-sale (POS) materials, including the right display sizes for each retailer, proven material types and set-ups. This will help maximize the visibility and impact of your products at store level, leading to increased sales and brand awareness. Especially when entering highly competitive or new product categories, the impact of channel marketing on sales cannot be underestimated.
Direct access to key decision makers:
Develop a streamlined approach, particularly through key account management, to reach key decision makers within retail organizations. Building relationships with these individuals can significantly speed up the process and open doors for potential partnerships. Decision makers and opinion leaders are not only located at headquarters, but can also be regional managers.
If you consider these essential points on your checklist, you will be well prepared to successfully enter the European retail market. Remember that thorough preparation and strategic alignment with local requirements and stakeholders are key to establishing a strong presence and achieving long-term success.
Download the complete retail checklist as an overview and start optimally prepared in the European market!
