Ahead of the Experience on Main Street Conference 2025 conference in Manchester, EN spoke with Emily Smith, executive board member of Experience UK and a veteran with over 25 years working in the museums and heritage sector.
She shares insights on the evolving UK experience economy, the rise of immersive technology, and what attendees can expect from this year’s event.
A research driven foundation
Emily’s pivotal contribution to Experience UK began with an in-depth research report she conducted four years ago. The study examined the emergence of a new market for members, particularly focusing on how arts and cultural experiences were being used to drive high street redevelopment and urban regeneration.
The research revealed that many innovative developments, such as the transformation of Battersea Power Station didn’t yet have a name or defined sector. But they were clearly part of a growing ecosystem, one that needed visibility, structure, and support.
Building a collaborative eco-system
One of the major takeaways from her research was the sheer range of stakeholders involved in experience-led projects. From central government and local authorities to universities, private developers, and cultural institutions, the sector spans both public and private realms. Recognising this, Emily and her team worked closely with Experience UK CEO Ian Clappison to establish an annual think tank-style conference bringing all these voices into the same room.
The first conference took place in Leicester, with the second held in London’s King’s Cross. The goal? To connect the dots, encourage innovation, and scale successful experience projects across the UK and beyond.
Standout examples of experience design
Emily points to recent projects like the Egyptian VR Experience at Westfield as prime examples of immersive storytelling meeting commercial opportunity. Members had the chance to engage directly with project commissioners, highlighting the importance of platforms that connect creators and clients.
She also mentions the rise of Secret Cinema, which has taken over derelict warehouses and transformed them into fully immersive theatrical spaces. These examples showcase the creative possibilities of the sector and its ability to reimagine environments in surprising, powerful ways.
Defining success through connection
For Emily and the Experience UK team, success isn’t just about attendance numbers, it’s about impact. Feedback surveys ask delegates whether they’ve made valuable connections and if those connections have led to new business or partnerships.
Another key metric is sector growth: Are new conversations emerging? Are innovative partnerships forming? This year, a notable development is the growing international presence, with delegates coming from around the world to learn from the UK’s expertise and bring that inspiration back to their own regions.
The rise of digital and immersive experiences
Digital technology has dramatically reshaped the experience economy. Platforms like Outernet, Frameless, and Lightroom in King’s Cross offer next-level immersion that blends art, storytelling, and cutting-edge tech. Emily highlights the role of data-driven platforms like Fever, which use customer insights to predict and shape future experiences.
What used to be defined by museums, zoos, and theme parks has now expanded into immersive hotel dining, pop-up exhibitions, and 24-hour cultural installations. “The experience economy has transcended its traditional boundaries,” she says. “It’s now global, data-driven, and endlessly creative.”
Supporting members through networks and knowledge
At its core, Experience UK’s mission is to serve its members. But Emily is clear: that service comes through connection.
The UK’s leadership in this space is also evident in its export power £46bn annually in creative economy exports with many UK companies working on large-scale projects in the Middle East and beyond. “There’s huge demand for UK expertise,” Emily notes. “And we’re making sure our members are front and centre.”
What’s next: The Manchester Conference
Looking ahead, the next Experience UK conference will take place in Manchester, one of the UK’s most exciting hubs for experience design and urban regeneration.
“Manchester is like a second capital for the experience economy,” says Emily. “It’s a place where innovation, culture, and creativity intersect and that’s exactly what we want the conference to reflect.”
To view the full content programme and learn more about the event visit here
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