Essence Fest 2025: Experiential Standouts

At Essence Fest 2025, we weren’t just building booths—we were shaping culture. This year, we saw a clear shift: brands are tapping into nostalgia, offering real self-care experiences, focusing on sustainability, sharing knowledge, and creating fully immersive environments to spark deeper emotional connections.

Here’s how those trends influenced the design, materials, and unforgettable moments behind Essence’s standout activations.

Nostalgia & Immersive Storytelling

Mielle’s “Beauty Rewind” pop-up salon was a cornerstone example of 2025 brand trends. It transported attendees into a 90’s salon environment with retro furnishings and AI smart mirrors that let guests virtually try on vintage hairstyles. 

A super personal “touch”: local massage therapists in the salon were offering hand and scalp massages to help people feel pampered and cared for.

Our take on fabrication: This booth (and others) embraced warm, retro vibes: vintage trim, neon accents, and soft, touchable materials. Smart mirrors required pre-built frames with precise wiring, but even with all the tech, the space kept its intrigue. Semi-transparent mesh wall panels added just the right amount of mystery—an eye-catching detail we saw throughout the fest.

Experiential Micro-Moments & Self-Care Services

Many brands went beyond simple product displays. The Creme of Nature “Unstoppable Hair” space offered these unique touches:

• An actual working vending machine that dispensed free hair care products

• Several highly “instagrammable” zones: a dance floor, a manifestation wall, and a space decked out in vibrant orange sofas and neon signage

• Professional stylists offered free, on-site edge sculpting in a fun & functional retro-futuristic fringe salon

Our take on fabrication: Idea Circle amped up the sensory appeal with velour salon chairs and plush textiles—perfect for comfort-first activations. The booth also featured modular frames with quick-swap panels for easy branding updates and fast teardown. And those LED-backlit mirrors? Made for selfies and influencer moments. They totally nailed the vibe.

Escapism + Immersion

The Visa + Wells Fargo “Autograph Journey” activation invoked exclusivity with an airport-inspired lounge. Guests were given an inviting, hospitality-driven environment to rest and recharge in. Perks included:

•Immersive LED lighting to invoke a sense of tranquility, relaxation, and luxury

•Premium lounge chairs with charging ports & ambient music

•Complimentary refreshments and giveaways

Naturally, the space offered plenty of standout photo and video moments, and the calming lounge area with thoughtful touches made guests want to linger. With its unique lighting and design, the experience felt premium, exclusive, and effortlessly inviting.

Our take on fabrication: Vega Group turned this lounge into a mini getaway. Think LED tunnel, airline-style ticket counter, and subtle jet-inspired details…all tied together with a clear first-class theme. The goal? Highlight travel perks through atmosphere - a concept that totally took off.

Relatable + Approachable

Progressive’s “Open the House” lived up to its name, delivering major open house energy with a laid-back, neighborhood vibe. Guests could kick back, explore, and maybe even pick up a few tips on homeownership along the way! Space highlights included:

• A front porch swing (cute!)

• A cozy living room and study - complete with soft sofas, interactive headphone kiosks, and ambient sound

• A backyard hangout with festoon lights, a cold treat cart, giant Jenga, and a DJ - basically, a backyard BBQ waiting to happen

Our take on fabrication: Lime Media brought this space to life on one of their fleet trailers - a smart, portable setup that’s easy to reuse. The result: a relaxed, relatable escape from the typical booth scene, grounded in everyday life, and full of charm.

Medical Advocacy and Education

Merck showed up at Essence Fest with a clear mission: make clinical trials feel approachable, not intimidating. Their booth broke down big ideas–like what trial phases mean, why diversity matters, and how caregivers play a key role–into interactive, easy-to-understand experiences.

More than just a branded space, this felt like a welcoming hub for learning, connection and open conversation. The message was clear and powerful: clinical trials should reflect the communities they serve, and that starts with honest education and real outreach.

Our take on fabrication: Idlewild & Downtown FabWorks designed small, welcoming kiosks where guests could explore interactive touchscreens and holographic displays at their own pace. These learning zones were tucked into sound-dampened alcoves, offering a little extra privacy for more personal topics. The sleek setup fit right in with the high-end feel of other booths at the festival.

Also, we chose materials that made the space feel warm and approachable, while keeping the structure lightweight, modular, and easy to reuse. Smart design, less waste!

Looking Ahead for Experiential Fabrication

This year, Essence Fest showed us something big: building a booth isn’t enough anymore. We’re value engineering portable brand worlds—spaces that feel welcoming, exciting, and built to last. Each activation became a stage for real connection, from styling and self-care to health, travel, and financial confidence.

Our job as fabricators? Build smart, modular spaces where brands come to life—and leave a lasting mark.

Looking ahead, our mission stays the same: create places people don’t just pass through, but feel. It’s about building with purpose and soul. Essence Fest proved it—brands shape culture through moments that truly move people.

Planning an event and need a team who truly gets it? From big-picture ideas to the little details that make it all work, we are here to help you build something that feels just right. Let’s connect and get to work. ✨