Today, simply capturing attention is no longer enough. In saturated environments like shopping malls or trade shows, brands must create genuine experiences.
The theatrical presentation of a stand allows a simple space to be transformed into an immersive universe, where the visitor no longer simply looks: they live an experience.
The objective is clear: to make a lasting impression, extend the time spent on the brand and create a natural interaction with it.
Set design, decor, animations, interactive devices… every element is designed to capture, engage and immerse.
A stand should no longer just be visible. It should be experienced.
A new approach to field marketing
Historically positioned on street marketing and gallery activations, we evolved our approach in 2026 by developing fully scenographed ephemeral corners.
The idea: to no longer simply animate a passage point, but to create a truly dedicated, identifiable and immersive space.
This approach allows us to:
- To stand out immediately in highly competitive environments
- Create a strong point of attraction
- Generate qualified traffic
- Promote exchange and memorization
The stand then becomes a strategic device, conceived as an experiential journey.
Immersive and impactful devices
At URBAN PUB, we design complete, coherent and engaging universes.
We combine different levers:
- Overall scenography (carpets, sets, POS displays, visual universe)
- Interactive devices (claw machines, games, animations)
- Immersive experiences (Photo Booth, tastings, sensory activities)
Each element has a specific role: to attract, to keep, and to engage.
The goal is not to pile on animations, but to create a smooth and natural experience.
Concrete field experiences (2026)
Since the beginning of 2026, we have deployed several stand theatricalization devices in Luxembourg, in galleries and at events.
AXA – IMMERSION IN THE HEART OF JAPAN
For the Autojumble at Luxexpo, we assisted AXA in creating a fully themed stand around Japan.
Objective : to create a strong and memorable immersion.
The system included :
- A monumental Torii arch over 4 meters high
- A gripper machine for interaction
- A colorful and impactful scenography
- An overall atmosphere designed to attract and surprise
Result : a highly visible stand, a large crowd and a memorable experience for visitors.
BOFFERDING – A 100% IMMERSIVE ACTIVATION IN THE GALLERY
For the launch of the alcohol-free beer during Dry January, we deployed a complete setup in the Belle Étoile and Cactus Howald galleries.
Objective :
- Create an immediate visitor stop
- Turning the passage into an experience
- Bringing the brand to life beyond tasting
The system included :
- A fully staged space
- A branded cargo tricycle, a true anchor point
- A gripper machine with batches
- A custom photo booth
- An optimized tasting area
- Field teams at the heart of the experience
Result : high foot traffic, engagement, queues and a brand fully integrated into the shopping journey.
LE MOULIN 1704 – A SENSORY GALLERY EXPERIENCE
At Cloche d’Or Experience, we have transformed a space into a true experience centered around cereals.
Objective : to rediscover the product in a different way.
The device :
- Gourmet cereal bar
- Live tastings
- Simple and authentic recipes
- Direct exchanges with consumers
- Photo booth to extend the experience
Result :
- A brand embodied
- Local values highlighted
- An engaged and receptive audience
ELTRONA – A PLAYFUL AND ENGAGING ACTIVATION
With the Giga Love concept, we have set up an activity based on a personalized claw machine.
Visible from afar and immediately playful, the device has:
- Attracted attention
- Generated from spontaneous participation
- Created a real focal point of activity
Here, the game becomes a simple, effective and accessible lever for engagement.
THE “BAUERENHAFF AN DER STAD” – AN EDUCATIONAL IMMERSION
During the event at Glacis, we accompanied Luxlait, Le Moulin 1704 and the Chamber of Agriculture.
Objective : to create a vibrant and attractive space centered around local agriculture.
Measures put in place :
- Plinko-type interactive game
- Custom tricycle
- Staged truck
The result : an experience accessible to all, educational and engaging, with strong interaction with the public.
Putting people at the heart of the experience
No device functions without human interaction.
Hosts and hostesses are not just there to welcome guests: they embody the brand and bring the experience to life.
Their role:
- Adapting their posture to the universe
- Building a connection with visitors
- Supporting the experience
As in street marketing, it is the human interaction that transforms an event into a memorable moment.
Content that extends the impact
Theatrical presentation also allows for the generation of content.
Photos, videos, social media shares… the experience continues after visiting the stand.
Visitors themselves become ambassadors for the campaign, amplifying its reach in a natural and authentic way.
The immersive videos captured at the booth enhance the activation , showcase the atmosphere, and convey the visitor experience. They feed into the brand’s digital platforms while reinforcing its image.
AXA – Autojumble 2026
Battin – Launch of its non-alcoholic beer
Want to create an experience that makes a difference?
At URBAN PUB, we design tailor-made solutions to transform your activations into immersive experiences.
From strategy to on-the-ground execution, each project is designed to: attract, engage and leave a lasting mark.