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The best brand activations do not end when guests leave. Here is how LUME designs events to generate three distinct waves of content — and why agencies that build this in from the brief get more mileage from every dollar their clients spend.

Most brand activations run through an agency, which adds a third layer between the brand and the venue. Here is the full cost breakdown of what that model actually costs — and where the budget disappears before the event starts.

Shareable moments are not accidents. After nearly a decade watching guests decide what to photograph and what to post, here are the design principles that consistently drive organic social content — with the data behind why they work.

In 2016, Dotan Negrin took the keys to a vacant storefront at 393 Broadway and started building. Ten years, 1,600 events, and a 40-screens later, here is how NYC's most technically advanced immersive venue was built from scratch.