BRAND EXPERIENCE CENTER
Conference 2027

Welcome to the Brand Experience Center Conference 2027, the conference for Brand Experience Centers, Brand Homes, Factory Tours and other locations creating and sharing unique stories.

25, 26 & 27 January 2027, Swarovski Kristallwelten, Austria

The Brand Experience Center Conference brings together the people behind Europe's leading brand experience centers, brand homes and factory tours. Once a year, we meet inside one of those locations, to share what works, debate what doesn't and figure out where the industry is heading. In 2027, that location is Swarovski's Kristallwelten in Wattens, Austria, from 25 to 27 January.

Why attend?

Brand Experience Centers occupy a specific corner of the visitor attractions world. They exist to tell the story of a single brand or product. Some are mainly consumer-facing, some operate as B2B hubs, and a number sit somewhere in between or have an educational role. What they share is the use of physical space to make that story tangible.

That focus comes with its own questions. How do you tell a brand’s story without it tipping into advertising? How do you balance commercial goals with the experience itself? How do you operate inside a corporate context that wasn’t built around visitor attractions? Most conference programs don’t address those questions. This one is built around them, with content shaped by an advisory board of senior professionals working in the field.

What to expect?

The 2027 edition takes place at Swarovski Kristallwelten in Wattens, in the Austrian Alps, from 25 to 27 January. The programme opens on the evening of 25 January with a welcome reception, followed by two conference days with more than ten sessions. A networking dinner closes the first conference day. Access to Kristallwelten, a visit to the Swarovski factory and time for conversation during the breaks and lunches are part of the format.

The content is put together by the advisory board, made up of senior managers from across the European Brand Experience Center community. The 2026 edition in Dublin closed with an average attendee rating of 8.9!

New this year is an optional tour alongside the main programme: a cultural tour through Innsbruck on Monday afternoon, before the opening reception, open to conference delegates only. Details and costs are on the conference programme page. And for anyone who fancies a few hours in the Tirolean Alps with nothing on the agenda, we arranged a special rate at the Aqua Dome, the Alpine spa resort in the Ötztal. Useful if you are coming in early or staying on. The details are in your registration confirmation email.