The Psychology of Experience: Why Physical Engagement Matters

Image credit: Cheil USA, Aston Martin’s activation at Art Basel Miami Beach

​We’ve never had more ways to connect, and yet people feel more disconnected than ever. Endless feeds, notifications, and virtual interactions may keep us plugged in, but they often leave us emotionally untouched. Digital can generate reach, but it rarely creates resonance.

That’s why the most memorable brand moments are still happening in person. Physical presence offers something digital can’t replicate: attention that feels real and engagement that becomes memory.

There’s proof. Live engagement builds trust and drives real behaviour. According to Freeman’s 2025 Trust Report, 95% of attendees say they feel more connected to a brand after a live experience, and 85% are more likely to purchase afterward. Most also report increased loyalty and social sharing, a clear signal that physical experiences create momentum digital alone often cannot.

Audiences today are craving connection, something that creates emotional depth. With digital fatigue growing, people are responding to brands that show up with presence, intention, and a reason to gather. The global events industry is projected to reach $600 billion by 2029, and 78% of marketers now say in-person experiences are their most impactful channel.

At Cheil, we help brands turn this insight into action. For Aston Martin at Art Basel Miami Beach, we designed an experience that could only be felt in person. From the moment guests arrived, the focus was on immersion, inviting people to touch, see, and feel the craftsmanship of the brand up close. Every detail was curated to provoke emotion: the energy of live art, the sound of performance engines, the tactile luxury of the DBX interior. Rather than stage a one-way presentation, we built a multisensory environment that encouraged exploration, conversation, and memory-making.

And that’s what makes a moment last.