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Service: Environmental Design & Guest Experience

Arada 

Request your copy: Making World Economic Forum work for your brand

Posted on 24 February 2026 by Martin Fullard

At the World Economic Forum in Davos, showing up has never been easier — yet succeeding has never been harder. The annual gathering at Davos

Posted in Press

The friction problem: why live experience is the antidote to the AI content crisis 

Posted on 16 February 2026 by Martin Fullard
Abstract image of frictionless immersive experience

As AI makes content effortless, engagement is getting harder to earn. Matt Margetson, Innovation Director, part of the Tomorrow innovation team at Identity, argues that

Posted in Insights

TikTok

Helping brands deliver more sustainable events in the UAE

Posted on 12 January 2026 by Martin Fullard
AI generated image of a tree to visualise sustainability

Sustainability in events is no longer a nice-to-have in the Middle East. With ambitious national targets, evolving regulations and increasingly conscious audiences, brands operating in

Posted in Insights

Formula 1: the ultimate experiential brand evolution

Posted on 18 December 2025 by toni
Michael Gietzen talking about experience

Formula 1 has transformed from an exclusive motorsport into a global entertainment phenomenon. Michael Gietzen explores how live experiential marketing, multi-channel engagement, and storytelling turned

Posted in Insights

Driving inclusivity in practical ways

Posted on 22 October 2025 (5 November 2025) by Martin Fullard
People sharing an experience

How can we move beyond good intentions and take simple, practical steps to make everyone feel included, represented, and able to belong? Janet Dodd, Chief

Posted in Insights

If these walls could talk, would they tell your brand’s story?

Posted on 8 October 2025 (5 November 2025) by Martin Fullard
person in an immersive space

Every building tells a story. In brand experience, architecture isn’t just the setting, it shapes the narrative. By listening to a venue’s history, quirks, and imperfections, brands can

Posted in Insights

Whose brief is it anyway; the brand or the audience?

Posted on 24 September 2025 (5 November 2025) by Martin Fullard
Group of people reviewing a document

Balancing brand objectives with shifting audience expectations is one of the biggest challenges in experiential events. George Perry, Global Business Development Director at Identity, explores

Posted in Insights

Bringing people on the plant-forward journey

Posted on 2 July 2025 (5 November 2025) by Martin Fullard
Abstract render of a sustainable space

In the third and final part of her series on sustainable menus, Marie Simpson, Head of QHSE and Sustainability at Identity looks at shifting mindsets

Posted in Insights

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