Imagination

Imagination Imagination is The Original Experience Design Agency. Imagination is a Global Experience Design Company headquartered in London, with 13 studios worldwide.

Founded over 50 years ago, we apply the power of our collective imagination to creative, commercial, and cultural challenges, creating experiences that move people. Founded over 50 years ago on a principle of Independent Creativity - we bring together diverse groups of strategic, creative and practical people to find creative and inspired answers to client challenges. We remain independent to this

day. We have earned a reputation for consistently challenging and changing the status quo, through our core offers of Consulting, Destinations, Content and Live. Imagination’s clients include LG Ford, IKEA, LVMH, Samsung, Jaguar Land Rover, HSBC, Major League Baseball, 3M, Turkish Airlines, Shell and Telstra. Imagination was ranked 38 in Newsweek’s UK Top 100 Most Loved Workplaces 2022 and won the Grand Prix award at Campaign Tech Awards for their recent work with Visa Masters of Movement.

Is friction-maxxing the answer to an increasingly automated world?Chief Strategy Officer, Tom Gray unpacks why a growing...
05/06/2026

Is friction-maxxing the answer to an increasingly automated world?

Chief Strategy Officer, Tom Gray unpacks why a growing number of consumers are actively seeking out friction - and what that means for brands in the FMCG space.

The opportunity isn't to make things easier; it's to help people find meaning in the moments that matter. From the IKEA Effect to the Guinness two-part pour, the brands building lasting salience aren't removing effort. They're designing for it.

Read more on friction-maxxing here: https://imagination.com/latest/why-friction-maxxing-is-becoming-a-selling-point-for-brands/

05/06/2026

The stakes couldn’t be higher for someone stepping into an experience built around their favourite story. One wrong detail - a clumsy line, a set that doesn't quite land - and the spell is broken.

In our latest FYI session, Matthew J Bennett, Former Group Creative Director at Secret Cinema, explores the discipline of emotional mapping and what it really means to be a guardian of authenticity.

It’s not just about creating a space - you're handling something that people love deeply. Get it right, and the bubble of belief grows stronger with every step they take through the story. Get it wrong, and no amount of spectacle will save you.

Keep watching to understand why the best immersive experiences are built by people who truly put themselves in the mindset of a superfan.

We filmed something exciting this morning! FYI: For Your Imagination is already back in the studio, this time probing t...
03/06/2026

We filmed something exciting this morning!

FYI: For Your Imagination is already back in the studio, this time probing the question of fandom and authenticity when it comes to experiences and sport.

In the run up to the World Cup, Chief Strategy Officer Tom Gray sat down in our London Labs with independent sports journalist and founder of Mundial Magazine, Seb White, alongside Group Marketing Director at Genius Sports Tom Washington.

The conversation dived into the future of brand engagement in sport; exploring the shifting nature of fandom, the globalisation of fan culture, and what it really means for brands to show up authentically.

Stay tuned for more!

02/06/2026

Give people a mask, and they'll show you their true self.

In our latest episode of FYI (For Your Imagination), Tom Gray, Matthew J Bennett and Abigail Evans explore why the most powerful experiences have always worked a little like theatre.

From ancient Greek rituals to modern immersive experiences, the instinct to step inside a story and connect with the people around you has never really gone away. Today’s smartest brands aren't inventing something new, they're tapping into something timeless.

Watch to see what opens up when you stop asking people to watch, and invite them to become part of the story instead: https://imagination.com/latest/fyi-for-your-imagination-the-participation-pivot/

From an unexpected start in ballet to leading global event production at Imagination, Ross Wheeler, Business Director an...
02/06/2026

From an unexpected start in ballet to leading global event production at Imagination, Ross Wheeler, Business Director and Head of Live, sat down with the Event Industry News podcast to unpack how theatrical discipline shapes the way we think about live experiences, and why the details that happen before the event are just as important as the moment itself.

A great live experience doesn't happen by accident. It's built from instinct, craft, and a deep understanding of what makes an audience feel something. Because when you've trained to perform, the audience is always your priority.

Listen to Ross’ insights here: https://www.eventindustrynews.com/news/from-ballet-to-big-stage-ross-wheeler-on-imaginations-live-event-magic

We’re still buzzing from our session at the Event Marketer Experiential Marketing Summit last week in Las Vegas with Ang...
29/05/2026

We’re still buzzing from our session at the Event Marketer Experiential Marketing Summit last week in Las Vegas with Angie Kozleski, Jeannee Kirkaldy, and Jennifer Grace.

Thanks to everyone who stopped by to learn more about how we turned the Ford Racing and Oracle Red Bull Racing & Red Bull Technology Season Launch event into a connected ecosystem of content and fan experiences!

28/05/2026

People have always craved ritual, shared space, and the feeling of being part of something. Streaming diluted it, phones fragmented it, but experiences are how we reclaim it.

We're back with another episode of FYI (For Your Imagination), this time exploring The Participation Pivot, and why the future of both brand engagement and commercial success is rooted in interaction, emotion, and, importantly, play.

In a world saturated with content, the experiences that are winning are those that make their audience feel something. From world-building and emotional mapping to the permission structures that unlock real participation, we're exploring why immersive experiences tap into something so timeless.

Chief Strategy Officer, Tom Gray, is joined by Former Group Creative Director at Secret Cinema, Matthew J Bennett, and Abigail Evans, Experiential & Events Business Lead at Outernet-London.

Whether you're building experiences, commissioning them, or simply fascinated by the psychology of participation, watch the full episode at https://imagination.com/latest/fyi-for-your-imagination-the-participation-pivot/

The best F&B spaces don't feel like businesses. They feel like infrastructure.A great local café becomes an integral par...
26/05/2026

The best F&B spaces don't feel like businesses. They feel like infrastructure.

A great local café becomes an integral part of your morning, a neighbourhood restaurant becomes a central point for your community. It’s not an accident. It's design.

When location, experience, business model, and brand are genuinely integrated, restaurants stop being venues and start becoming social anchors. Places people return to, recommend, and identify with. Places where routines form and relationships deepen.

Juman Sleiman, Strategy Lead, and Koen Theunis from RBnH Solutions, explore what it actually takes to get it right - from lease structures and right-sizing operations, to storytelling and the kind of authenticity that can't be faked.

Read their full insights here: https://imagination.com/latest/why-successful-f-and-b-brands-are-building-connection-not-just-restaurants/

It's been a big week for our work with Ford Motor Company! We're proud to share that the 2026 Ford Racing Season Launch ...
21/05/2026

It's been a big week for our work with Ford Motor Company!

We're proud to share that the 2026 Ford Racing Season Launch experience won the Auto Category at the Shorty Awards, and also took home a Gold at the Event Marketer Ex Awards!

In collaboration with Ford Racing and Oracle Red Bull Racing & Red Bull Technology, we turned Detroit into the centre of the racing universe - while celebrating Ford’s historic return to Formula 1. Through immersive projections, live reveals, and deep employee engagement, we created a launch experience that blended motorsports and culture, generated millions of views, and left a lasting impression on racing fans around the world.

A huge congratulations to our teams, clients, and partners who brought it to life.

Read more here: https://imagination.com/work/ford-racing-2026-season-launch/

We're live and about to take the stage at Event Marketer’s Experiential Marketing Summit.This afternoon, we're joining F...
20/05/2026

We're live and about to take the stage at Event Marketer’s Experiential Marketing Summit.

This afternoon, we're joining Ford Motor Company to unpack how Ford Racing's 2026 Launch Week was built, not as a one-off event, but as a connected brand universe in partnership with Oracle Red Bull Racing.

If you're at the summit today, join Jennifer Grace, Angie Kozleski, and Jeannee Kirkaldy at our 2:30pm session, Turning Events Into Ecosystems: How Ford Racing Mobilizes Fans for Brand Impact. We’ll be talking all things concepting, ex*****on, measuring KPIs vs long-term brand value, and the frameworks behind it all.

https://www.eventmarketer.com/event/experiential-marketing-summit-2026/agenda/

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