Jamie Reilly of Moment Factory: The Wall Between Event Marketing and Entertainment Will Dissolve

Seeking experiences that feel real

Jamie is General Manager of Sports & Entertainment at Moment Factory.

Muse spent a few minutes with Jamie to learn more about her background, her creative inspirations and recent work she’s admired. 

Jamie, tell us …

Your most important creative inspirations, and some recent stuff you love, in the events space or otherwise.

I recently went to see Masquerade in New York, and it stayed with me for weeks. I was moved by how this human, tactile, and hectic experience felt so authentic, allowing something real and raw to emerge. Inside this carefully constructed Phantom of the Opera world, the close proximity between guests and the ritualistic atmosphere made people more open and curious about one another. It was interesting to watch how people transformed once they were given permission to disappear a little behind a mask. It reminded me that the experiences we create have the power to temporarily shift behavior and open up a much-needed space for collective connection.

Talk about the importance of live events. They seem more vibrant than ever these days.

People are looking for experiences that feel real. After years of living through screens, digital content, and online stimulation, there’s a growing desire for collective moments in the real world. Even the most digital-native companies, such as Netflix and Epic Games, are turning to location-based experiences to immerse their audiences in physical environments. 

What we see is that the projects that resonate most today are the ones that create real connection through shared, authentic experiences and that it is the emotional resonance that builds loyalty and lasting cultural relevance.

What is interesting in the live-events world is that people have fully integrated this shift, and we are now seeing innovations in venues that provide truly dynamic solutions. Projection mapping, for instance, is shifting from a simple add-on into something modular, immersive and embedded into the environment. But innovation isn’t just about technological advancements. It is mainly about the creative use of technology within a specific place, which is what gives it meaning. In fact, technology is even more powerful when it works silently behind the scenes to make a space feel alive and magical, without taking center stage.

In recent years, we’ve seen new business models emerge, such as programmable spaces, which allow event organizers to seamlessly integrate immersive content into venues. This enables spaces to be rapidly transformed and tailored into distinctive atmospheres that adapt to each client’s and brand’s needs.

At Cipriani 25 Broadway, for example, we’ve embedded high-end multimedia elements directly into the infrastructure. It becomes a living canvas where brands and artists can step in and start immediately. By offering a built-in library of digital layers and adaptable content, we remove the friction between the idea and its execution, allowing stories to be told within this New York City landmark architecture.

How can curious brands dip their toe in this vibrant medium?

The beauty of immersive experiences is that they allow brands to move beyond the surface and express their true essence. Even at a small scale, it’s about shifting from simply showing a message to designing experiences people can step into and feel part of. A good place to begin is by looking at existing physical touch points. A flagship store entrance, VIP lounge, or pop-up booth can become an opportunity for branded storytelling, centered around a single core emotion rather than trying to communicate everything at once. It’s a simple yet powerful way for brands to test how their audience responds.

Brands should focus first on creating meaningful, purposeful interactions with their audience, and then on ROI. If you prioritize moving the audience and building emotional resonance, ROI naturally follows, and people become ambassadors who continue to engage over time.

Conversely, what should brands avoid when getting immersive? 

They need to approach immersion as a completely different storytelling language. The most common pitfall is treating an immersive environment like a screen used to flash logos or products. Immersion engages all the senses; it’s an orchestration of light, narrative and sound in a space. The magic happens when these elements come together to transform the atmosphere of a place, allowing people to genuinely connect with a brand’s values and story in an authentic way, creating a deeper and more personal bond with the brand.

What recent projects are you especially proud of?

Moment Factory continues its longstanding collaboration with Phish, leading creative and show direction for a Sphere concert series of nine shows across three weekends. From an iridescent spider’s web to a vibrant bubblegum universe and a surreal hotdog spaceship odyssey, every concept is displayed at a monumental scale that organically adapts to the band’s live improvisation. The shows include a virtual lighting rig that pays tribute to Phish’s iconic physical light rig directly on Sphere’s immersive 160,000 sq. ft. media plane, operated live directly from the lighting console.

Transforming the Barnabeu’s corridors into a multi-level gamified journey of friendly competition, this permanent installation combines interactive technology, immersive media and storytelling to deliver a Real Madrid-themed experience for fans and visitors. The course guides guests from “rookie” status to elite team members, placing them at the heart of the action through connected devices, custom avatars and real-time progress tracking.

The “Perpetual Story Machine” at the Milken Center for Advancing the American Dream was a multi-room attraction combining immersive storytelling, innovative technology and interactive gameplay. The goal was to bring the essence of the American Dream to life. The journey unfolds in stages, starting with an interactive game where guests repair the machine’s broken mechanics to prevent its precious stories from disappearing. They then enter the core of the magical device and travel through different eras and across America, encountering first-person accounts inspired by true events. Each story immerses them in a unique environment with a distinct aesthetic.

Where do you see event marketing going in the next few years? What should we look for in terms of innovation?

I could write a book on where we’re headed, but the core of it is this: over the next two years, the wall between event marketing and entertainment will completely dissolve. We are moving away from passive consumption toward a world of participatory storytelling, where a brand’s message isn’t something you look at, but something you inhabit.