THE ARCHITECTURE OF ENGAGEMENT

This article dives into the immersive, high-energy design principles behind C2 Studio’s GenXP approach. It illustrates how thoughtful activations can shift attendees from passive observers to active contributors.

At any major industry gathering, the most powerful moments often happen between sessions, in the spaces and activations that spark curiosity, creativity, and connection.

A few weeks ago, C2 Studio (the experiential agency behind C2 Montréal) powered Brandweek in Atlanta, designing activations aligned with their GenXP methodology, which focused on transforming attendees from passive spectators into active participants.

➡️ Read more about The Gen XP Methodology in SIGHTLINE Summer 2025 edition.

The result was a masterclass in human-centered design: immersive spaces that encouraged exploration, activations that invited play, and cultural moments that celebrated the city itself. Here are my takeaways:

1. The Kick-off: Breakfast with Local Energy

Few things set the tone for a day like a great breakfast—and even better when it happens right where the action is. Every morning, attendees gathered in a welcoming food hall, which encouraged conversations before sessions began.

On the first morning, an Atlanta drumline brought local energy to the room, filling it with rhythm and enthusiasm. The performance highlighted Atlanta’s culture, creating a memorable, energetic start that set the tone for a full first day.

2. The White Hall: Designing for Connection and Space Optimization

The main hall was built for interaction. Through lighting, and colors, the space radiated energy and movement, setting the tone for collaboration from the start.

Tiered, estrade-style seating added both function and flow. By layering seats vertically, the design maximized capacity without crowding the floor, allowing more people to gather comfortably in the same area. The elevated structure also created a sense of openness, encouraging people to sit together, exchange ideas, and observe the energy of the room from different perspectives.

With a few deliberate design choices; warm light, vibrant visuals, and smart use of height, the hall became a living space for connection, where structure and atmosphere worked together to spark conversation.

3. The Bodega presented by Uber Advertising: Curated Discovery

Located on a mezzanine overlooking the Whitehall ballroom, The Brandweek Bodega presented by Uber Advertising quickly became one of the most talked-about experiences.

Attendees were invited to fill a tote bag with a curated mix of products, including snacks, beauty items, games, accessorie, and even Reebok sneakers. This “choose-your-own swag” concept encouraged action and participation, prompting people to explore, touch, and select the items that reflected their interests. By engaging directly with the products, participants became part of the experience, which increased the feeling of personalization.

The format highlighted multiple brands in an intentional and sustainable way, reducing waste since attendees selected only what they truly wanted. On the activation structure, a collaborative art wall extended the same spirit of involvement, inviting guests to color a mural created by a local artist and leave a creative mark within the event environment. A nearby station presents participants with materials to create their very own physical ads, business card or poster and publish it right away on the Bodega’s Community Board.

4. Interactive Meterboards: Moments of Play and Insight

Between sessions, a series of interactive meterboards offered quick, self-guided games that encouraged reflection and creativity. Attendees could place colored stickers to share opinions, complete short word challenges, or respond to prompts that revealed something about their mindset and personality.

These small activations added moments of lightness and curiosity throughout the day. They invited people to pause, play, and engage on their own terms while still feeling connected to the collective energy of the event. Simple in design and low in cost, they demonstrated how even modest interactions can spark inspiration and deepen the overall experience.

5. The Connection Labs: Simple Ideas with Real Impact

Some of the most memorable activations are the simplest. One of C2’s signatures are the Connection Labs, which were Strategically taking place in the middle of the Whitehall as a mechanism to drive traffic in the common area with partner activations, attendees stepped into one of four colored circles representing their responses to a prompt displayed on screen. Conversations began naturally among those who shared the same choice, sparking new connections and collaborations in a relaxed, unforced way.

Without technology or gimmicks, the setup relied on thoughtful human-centered design to transform strangers into collaborators.

The Takeaway: Participation Creates the Experience

C2 Studio’s production in Atlanta brought their GenXP methodology to life, turning attendees into contributors who shape the event itself. Every activation encouraged participation, allowing people to generate ideas, interactions, and moments that became the content of the experience. When engagement is designed into the event, participants leave having co-created the event, taking home stories, inspiration, and connections that endure well beyond the day.