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.

We're live! The Visa Tap In Studio is open, and the world's biggest tournament just got even more colourful. Fans are al...
19/06/2026

We're live! The Visa Tap In Studio is open, and the world's biggest tournament just got even more colourful.

Fans are already lining up to take their shot, so they can walk away with something truly memorable: a one-of-a-kind work of art that captures their fandom, created in collaboration with Visa’s official illustrators for the FIFA World Cup

The Visa Tap In Studio inspires fans to turn their skills into a masterpiece, so they can become a part of the greatest show on earth at the intersection where the worlds of football and art collide.

5 billion viewers and yet most brands will be invisible.Every brand with a connection to football - and plenty without o...
18/06/2026

5 billion viewers and yet most brands will be invisible.

Every brand with a connection to football - and plenty without one - will be activating at the World Cup. Most will make noise but few will be remembered.

Alex Beazley-Long, Strategy Lead, explores why the activations that cut through aren't built around what a brand wants to say, but what fans actually want to do.

At the last World Cup, that meant putting them on their own pitch. Through Visa's Masters of Movement, 120,000 fans stepped up to represent their country in front of packed crowds, and became the story themselves. In 2026, the brands that win won't have the biggest footprint. They'll be the ones that hand fans the spotlight.

Read Alex's insights here: https://imagination.com/latest/how-to-win-the-world-cup-off-the-pitch-a-guide-to-fan-experience-that-actually-works/

18/06/2026

We are incredibly proud of our long-standing partnership with Amazon Web Services (AWS) and thrilled to have just delivered our 6th AWS Summit Sydney together.

Collaborating with the AWS team is always an inspiring experience. This year, over three intense, high-energy days and record attendance, we had the privilege of helping bring the Partner Summit, Executive Forum, and flagship AWS Summit Sydney to life.

From two days of incredible opening keynotes, to over 170 sessions, hands-on workshops, and a bustling expo floor packed with immersive partner experiences, the energy this year was unmatched. We welcomed a record crowd to the ICC Sydney, all eager to learn, connect, and explore everything from broader cloud strategy to the frontiers of agentic AI.

To bring this year's massive program to life, the team supported over 250 speakers and reviewed over 280 presentation decks, delivering an incredibly diverse range of learning formats. The agenda featured 106 breakout sessions across 8 stages, alongside 70 fast-paced lightning talk sessions across 3 stages.

An event of this scale simply doesn’t happen without a monumental team effort, and we want to say a massive thank you to everyone involved:
The incredible AWS team: Thank you for your continued trust, deep collaboration, and for always pushing the boundaries of what is possible. It is a true privilege to build alongside you.
ICC Sydney: Your world-class hospitality and seamless support is unmatched.
Our extensive range of event partners and delivery specialists without whom we truly couldn’t deliver this event.
The Imagination team, all of whom worked tirelessly behind the scenes to ensure every demo, keynote, and connection went off without a hitch.

At this year's Summit, we were reminded that the power of face-to-face connection is more important than ever. Thank you to every builder, leader, and partner who walked through the doors. Your passion is contagious, and we are incredibly grateful to have played a part in bringing this community together.

Amazon Web Services

Exceptional experiences aren’t just built on big ideas. They’re built on hundreds of small decisions.Our Sydney-based St...
17/06/2026

Exceptional experiences aren’t just built on big ideas. They’re built on hundreds of small decisions.

Our Sydney-based Strategy Director, Laurel Cook, reflects on how her most influential creative experience was a single meal in which every detail, however small, told part of a bigger story. It reinforced her belief that exceptional work is built from hundreds of considered decisions, not one big idea.

It's a philosophy that runs through everything Laurel shares in this month’s Experiences That Made Me feature - from a defunct Sydney event series she still thinks about, to her theory on why a little boredom might be good for your audience.

Discover Laurel's story here: https://imagination.com/latest/experiences-that-made-me-laurel-cook/

16/06/2026

What has globalisation actually done to sports fandom?

Arsenal fans are parading the streets of Nairobi. Roughly 1 in 5 Brits now identify as NFL fans.
Thanks to the internet and rapid globalisation, fandom in today’s sports landscape takes root in the most unexpected places. We are officially living in the age of the diaspora fan.

Die-hard supporters don’t just live in their team’s home city or country. They’re everywhere. For sports brands, leagues, and sponsors, this shift poses a massive opportunity to tap into a universally engaged, hyper-loyal fanbase on a global scale.

As Tom Washington from Genius Sports puts it, people are buying into fandom in their own distinct way. Sport has always brought people together, and today’s increasingly connected world is only making it stronger.

Watch our latest episode of FYI here: https://imagination.com/latest/fyi-for-your-imagination-a-question-of-fandom/

Challenger brands don't follow the status quo. Neither should their marketing.For too long, challenger meant underdog. T...
15/06/2026

Challenger brands don't follow the status quo. Neither should their marketing.

For too long, challenger meant underdog. Today it's a strategic posture available to any brand willing to back a bold idea over a big budget. Experiential is where that posture becomes something people can actually feel.

Laurel Cook, Strategy Director, explores how the brands that get it right are the ones that protect their ideas - carrying the conceptual edge all the way through to ex*****on, at scale, without sanding down the corners that made it interesting in the first place.

Airbnb's 'Night At' series is an example worth studying. Not because it was bold for boldness' sake, but because it remained strategically coherent. Every location, from Dracula's Castle to Abbey Road Studios, was an expression of the same underlying idea. That consistency is what turned a campaign into a cultural behaviour, and a cultural behaviour into 600%+ revenue growth over a decade.

Conceptual originality isn't a creative luxury. For challengers, it's what makes everything else work.

Read Laurel’s full insights here: https://imagination.com/latest/experiential-marketing-is-now-the-challenger-brand-advantage/

Generative AI moves fast. That’s why every quarter, we break down the shifts you need to care about. Our Q2 report unpac...
11/06/2026

Generative AI moves fast. That’s why every quarter, we break down the shifts you need to care about.

Our Q2 report unpacks how the most interesting AI developments aren't just technical - they're behavioural. From agentic tools that can click, edit and publish, to restricted model releases, we discuss the developments that caught our attention, and how our approach continues to keep human creativity and responsibility at the centre.

The more capable AI becomes, the more intentional we need to be about how we use it.

Read our Q2 generative AI report here: https://imagination.com/latest/whats-new-and-our-approach-to-using-generative-ai-q2-2026/

How do you genuinely gain the attention of fans during the world's biggest sporting event? In a tournament as vast as th...
10/06/2026

How do you genuinely gain the attention of fans during the world's biggest sporting event?

In a tournament as vast as the FIFA World Cup, interrupting fans mid-journey won't cut it. The brands that will be remembered are those that make their presence actually worth being a part of.

Creative Director, Wesley Richardson, argues that the smartest brands won't ask how to get in front of fans, but how to genuinely enhance what fans are already feeling. The passion is already there. The role of a brand is to tap into it, not talk over it.

Wesley explores what brands need to get right before the first whistle blows. Read more here: https://imagination.com/latest/why-world-cup-fans-want-inclusion-over-interruption/

We're thrilled to announce that we won silver at The FAB Awards! When Guinness returned to London to launch the Open Gat...
10/06/2026

We're thrilled to announce that we won silver at The FAB Awards!

When Guinness returned to London to launch the Open Gate Brewery, we set out to create an experience that felt as iconic as the brand itself. A visitor journey rooted in storytelling, sensory discovery, and the craft of modern brewing. To see that work celebrated on the global stage means a great deal.

A huge thank you to our partners at Diageo and to every member of the team who poured their energy into bringing this experience to life.

Congratulations to all of this year's winners.

https://imagination.com/work/guinness-the-open-gate-experience/

09/06/2026

Adults don't outgrow the urge to play, we just need a reason to remember it.

In our latest FYI session, Matthew J Bennett and Abigail Evans explore one of the most underrated design challenges in immersive experience: how you signal to an audience, almost immediately, that it's safe to let go.

The permission to play doesn't start when people walk through the door - it starts weeks before, in the communications, the mystery, the anticipation you build along the way. By the time the best experiences begin, the audience is already ready. Find out how the best experiences earn participation before the doors even open.

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