I like things slow. There’s a certain magic about taking your time. Slow mornings. Slow jams. A slow burn. These days when everything is moving at a rapid pace — even scientists have said the earth is rotating faster. The algorithm shows you exactly what you want before you even know you want it. A song is released and remixed, Sped up, chopped and repurposed before anyone has had time to listen to it. And within all that speed things become very shallow, surface level, forgettable. The obsession with hustle culture and optimization is slowly releasing its hold and people are yearning for ease—for things that they can hold onto when they turn off their screens. 

What does this mean for experiential? Put simply it means that virality can no longer be the end goal. A shiny activation that is created to be posted and forgotten. People are protecting their time ferociously and will not be spending it on anything that doesn’t make them feel something. 

What matters now is resonance. 

When someone steps into an experience, a relationship begins between the attendee, the brand, the moment and the feeling it leaves behind. And we all know that the best relationships take time. 
That’s what Slow Burn is about. It’s our counter to an industry that is being pressured to compete with the algorithm, where experiences pop up and disappear with no staying power. A slow burn builds something deeper. It's the swag that never leaves someone's rotation because it was made with intention, not obligation. It's the story someone retells three weeks later to a friend who wasn't there. The connection made between two strangers that outlasts the room it started in.  So during the next few months, we’ll be moving slow and with intention, mapping out what it takes to stick in someone's mind. We are in the era of yearning and we are leaning all the way in.