By Harry Wright, Strategy Director, Imagination
You walk into a space, and instantly it feels familiar, like it was designed just for you. The music hits the right note, the lights feel welcoming, and every corner invites discovery. It’s not a one-off stunt or a short-lived experience. It’s a place you want to return to, again and again.
That’s the shift we’re seeing in experiential marketing. Audiences aren’t just chasing novelty; they’re chasing genuine connection. Research from American Express in 2025 found that 59% of British consumers planned to maintain or increase their spend on experiences, with 38% prioritising those experiences over buying more “stuff.” Success comes to the brands that do more than spark attention. They’re the ones building permanent homes; destinations where audiences can immerse, explore, and belong. Real opportunity lies in creating spaces that leave a lasting imprint on both the heart and the mind.
The rise of the brand home
So, what exactly is a brand home? It’s the physical manifestation of a brand’s soul. An immersive, permanent destination audiences can experience as many times as they like. We’re seeing these crop up everywhere, from high-concept retail to full-blown cultural hubs that blend storytelling, hospitality, and entertainment.
Take the Starbucks Reserve Roasteries in cities like Shanghai and Milan. They’ve effectively turned the morning caffeine fix into “coffee theatre,” complete with tasting bars and viewing areas for the roasting process. Then there’s Netflix House, which launched in Philadelphia in late 2025. It’s a year-round space where fans don’t just watch their favourite shows; they taste, play, and shop them in real life. Similarly, Secret Cinema has recently revealed its intentions to build a permanent brand home in London this week. Even the beauty world is getting in on the act, with P.Louise opening a permanent store in Manchester this year that feels less like a shop and more like a social club, featuring dance floors and juice bars.
These aren’t just shops with better wallpaper but environments where a brand’s world can unfold at its own pace.
From visits to belonging: The ‘stay-over’ effect
The real power of a permanent space lies in what I call the “stay-over effect.” A pop-up is a visit; a brand home is an invitation to inhabit the brand’s values. When you have a fixed location, you move from transactional engagement to emotional resonance.
Look at the World of Volvo in Gothenburg. Instead of a traditional automotive showroom designed to shift units, it’s a purpose-built cultural destination. It uses exhibitions and public programming to turn a car manufacturer into a facilitator of community and storytelling.
At Imagination, we’ve seen this transformation first-hand with the Guinness Open Gate Brewery in London. By creating a working brewery that doubles as a communal space, the brand isn’t just selling a pint, it’s hosting a conversation. It provides the opportunity for fans to see the “how” behind the “what,” fostering a level of trust and customer loyalty that a temporary bar simply couldn’t achieve.
How to get it right
Building a brand home is a bold move, and it comes with big opportunities. If you’re thinking about making the leap from temporary to permanent, there are a few things you need to ensure.
Remember it’s a destination, not a shop. The best spaces invite exploration, spark curiosity, and give people a reason to linger, not just a place to buy.
There needs to be a clear bridge between audiences and their passions. Great brand homes can connect both effectively, whether that’s learning a skill, discovering a community, or simply feeling inspired.
One of the most important things to consider is how the space can evolve. A permanent home shouldn’t mean your brand stays static. The most memorable spaces grow and change alongside the people who visit them, keeping every experience fresh.
The future of belonging
Pop-ups will always have their place – they’re the trailers for our biggest ideas, sparking curiosity and excitement. But the next evolution is clear: the brands shaping the future are the ones creating lasting communities; places where audiences feel they belong.
Experiential success will no longer be measured by weekend footfall alone. It will be measured by the connections and culture that flourish within a space. It’s about moving from moments to meaning, inviting people in, letting them stay, and giving them a place to call home.
