26, 27 & 28 January 2026, Dublin
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.
26, 27 & 28 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. Behind-the-scenes access to Kristallwelten 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; the 2027 programme aims for minimal the same standard.
We are working on the programme now. Ticket sales are expected to open in August.
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What's included?
Networking
Meet the Brand Experience Centers ecosystem during network breaks, lunches and at our two evening events.
Conference
Two full days conference program with more than 10 sessions by top speakers, including panel sessions and workshops for both B2B as well as B2C brand experience centers
Exploring
Explore the Jameson Distillery at Bow Street and the Guinness Storehouse, in special tours, together with your peers of the Brand Experience Center community.
F & B
All refreshments during breaks, lunches, opening event and the network dinner are included in your ticket.