Here’s the truth about events right now – brands don’t win by showing up, they win by showing why it matters.

People want connection. They want moments worth sharing. They want to feel something. That’s why we launched fxm, Faulhaber’s new experiential marketing division,  built to take brands out of the feed and into real life. The event space is evolving faster than ever before. What used to be a “pop-up” is now a content studio, a community touchpoint, and a brand-building machine all at once. Today’s consumer expects more than a cool backdrop and a product sample. They want purpose, personalization and a reason to care. 

This is where fxm leads. We don’t develop environments that simply look good; we build moments engineered to move — emotionally, socially, and strategically. With a PR-first mindset, we design experiences to travel far beyond the venue, earning coverage, creating cultural currency, and fueling storytelling long after the lights come down.

Experiential isn’t a trend, it’s a shift in how brands build trust, relevance, and community. And the future belongs to those who treat it as such.

Perfect example: Levi’s® L’Hôtel Bleu

This summer, we brought Levi’s® to life at Osheaga through an immersive, multi-day brand experience designed to spark real connection, and the momentum didn’t stop at the festival gates. With intention at every touchpoint, we partnered with our existing clients Gray Collection and Moroccanoil, along with MAC Cosmetics and EQ3, to create a layered journey that felt elevated, seamless, and genuinely memorable. Every partner played a meaningful role, adding value for guests while expanding the storytelling and earned-media potential.

And because we believe in seeing our clients bigger  and building experiences that live well beyond the moment, we extended the program to include a hosted stay for 13 top-tier Montréal creators at L’Hôtel Bleu, paired with exclusive access at Osheaga. This thoughtful integration sparked more than 200 pieces of earned creator content and 22M social impressions, showing how experiential grounded in community and PR strategy delivers outsized results.

What happened at L’Hôtel Bleu wasn’t a coincidence. It was a reflection of where modern experiential marketing is going: collaborative, connective, and built with purpose.

Experiential Is Evolving. These Are the Shifts That Matter:

Trend 1: Experiences = the new content pipeline

Today, an event isn’t just an event – it’s a content studio, a storytelling platform, and a media moment all at once. 

Attendees don’t just capture memories. They capture content. Content that needs to spark authentic conversation.

That’s why every fxm experience is strategically designed for both IRL and URL impact.

Trend 2: Customization isn’t optional anymore

People want experiences that reflect them.

We don’t recycle concepts, we customize everything to the brand and the market:

• Start with the brand’s DNA – What does the brand sound like? Feel like? Stand for? We build from that.
• Design for city-by-city flexibility – One concept, multiple markets — without feeling copy and pasted.
• Make it personal – Product customization, choose-your-own experience moments, bespoke takeaways.
• Localize it – Local food + beverage partners, neighbourhood creators, community-first talent.

Think of it this way: If you could swap the logo and the event stays the same,  it’s not an fxm event.

Trend 3: ROI > RSVPs

It’s not about how many people showed up. It’s about what the event did.

Every fxm experience comes with a measurement plan that tracks:

• Foot traffic + dwell time – Who showed up, how long they stayed, and what they interacted with.
• Influencer content and reach – Number of posts, views, quality of content, sentiment, earned value.
• Digital amplification performance – How the event drove clicks, traffic, conversions, or loyalty sign-ups.
• Customized reporting tied to your goals – Because “vibes were great” isn’t a KPI.

Events are an investment and we make sure they perform like one.

How it all comes together

fxm plugs directly into PoweredPR®, our integrated model that connects PR, influencer, digital, and social into one seamless storytelling engine.

So instead of separate vendors, you get one unified team that handles:

• Big idea + creative development – We dream it, write it, design it.
• End-to-end production – Venue, builds, staffing, logistics, run-of-show — we’ve got it.
• Amplification + content strategy – PR, creators, paid, organic distribution — everything works together.
• Measurement and post-event reporting – Real numbers tied back to real goals.

It’s not just an event, it’s a brand moment that lives everywhere.

The future of events?

There’s no single formula for experiential anymore. The most meaningful moments aren’t defined by scale, but by intention. Sometimes it’s a four-hour micro-activation that sparks curiosity and disappears by sunset. Other times it’s a traveling pop-up that meets communities where they are, or an intimate creator preview that inspires content and conversation long after the doors close.

Attention today is earned through authenticity, care, and relevance — never shortcuts. fxm exists to design experiences that resonate, not just “wow”; moments that honour people’s time, invite participation, and build real affinity.

Because in a world overflowing with content, the most unforgettable thing you can offer someone is something they truly feel.

Welcome to fxm: where brands become unforgettable.