The Secret Weapon Every Experiential Agency Should Have
Plus: AAM speaks out on censorship, top activations from Lollapalooza, and a horrifying halloween experience.
Hi friends,
When clients tour our 70,000 square foot facility in Chicago, they’re impressed with the capabilities on display. From design to engineering, fabrication, content, media, and more.
But one of the most valuable resources at Bridgewater is even further behind the scenes: the Experiential Technology Lab.
On some days, our team of mad scientists is busy staying ahead of technology. Experimenting with new tools, new techniques, or new ways of combining existing tech.
On other days, the team is trying to break things. Building rapid prototypes to prove a client’s concept is feasible, cost-effective, and accessible. Stress testing an idea before the project moves forward.
AI, projection mapping, motion capture, lasers, holograms, robotics. These are just a few of the toys you’ll see as light, smoke, and sound effects spill into the halls. The Lab is the ultimate experiential playground.
But it’s also our secret weapon.
It’s how we ensure projects with big ambitions don’t run into big problems. And it’s why clients trust us to create tech-driven experiences that have never been attempted before.
If you’re ever in the neighborhood, stop by for a visit. Until then, the short video below offers a sneak peek at the Lab.
- Eric
Have an idea for a tech-driven experience? Or just questions about experiential technology? Grab a time on my calendar and let’s chat.
In our Experiential Technology Lab we’re always experimenting, and this one’s a favorite. Our Sliding Monitor System blends motion mechanics with touchscreen input to reveal hidden layers of content. Think explorable timelines, digital x-rays, or immersive product demos. It’s just one example of how constant prototyping fuels new possibilities for museums, brands, and beyond.
AAM Statement on the Growing Threats of Censorship Against U.S. Museums
The American Alliance of Museums warns that mounting censorship pressures are threatening museums’ ability to tell diverse stories and uphold open inquiry. With more than 22,000 U.S. museums serving communities and protecting heritage, AAM is calling for support to resist censorship and safeguard these trusted institutions for future generations.
American Alliance of Museums →
Top Brand Activations from Lollapalooza 2025
Lollapalooza drew 400,000 fans to Grant Park and turned into a playground for more than 30 brands. Highlights included Venmo House’s bracelet bar, Airbnb Haven’s homey lounges, Patrón’s two-story tequila bar, Dove’s deodorant activations, Heinz’s ketchup photo moment, So Delicious’s giant pint, Bacardí’s Caribbean vibe, Tito’s walk‑in fridge, and loyalty lounges from T‑Mobile and Chase Sapphire Reserve.
How AI Is Transforming Trade Shows in 2025
AI is moving from novelty to infrastructure on the trade show floor. Custom chatbots now act as knowledge engines, exhibitor tools like Maestro cut design and estimating time, and AI agents handle everything from speaker prep to lead follow-up. Organizers are experimenting with automation that shortens workflows and personalizes journeys, while doubling down on what machines cannot replace, the human spark of live connection.
Punchdrunk To Launch New Immersive Show In London
Punchdrunk is debuting Lander 23, an ambitious new hybrid of immersive theatre and live-action video game. Opening September 17 at the company’s Woolwich site, the show places guests inside a space mission where choices and collaboration shape the outcome. For themed entertainment and LBE professionals, this is how leading creators are blending narrative, gameplay, and live performance into the next generation of audience experiences.
Raising the Bar for Immersive Halloween Experiences
As summer winds down, theme parks and entertainment venues are launching this year’s Halloween experiences and my money’s on Moment Factory for the most over-the-top offering. Joining forces with Dells Boat Tours to reimagine its iconic Ghost Boat experience, this multimedia descent into darkness is their largest-scale scare attraction to date.
ASTC 2025
Sept 5-9 | San Francisco, CA
Association of Zoos & Aquariums Annual Conference
2025 Sept. 13-18 | Tampa, FL
MCN 2025
Oct 20-22 | Minneapolis, MN
SATE North America 2025
Oct 20-22 | Buena Park, CA
WWA Annual Symposium & Trade Show 2025
Oct 20-23 | Orlando, FL
27th ICOM General Conference 2025
Nov. 11-17 | Dubai, UAE
Event Tech Live
Nov. 12-13 | London, UK
IAAPA Expo 2025
Nov. 17-20 | Orlando, FL
