The four formats
| Format | What guests do | Use it when | Lead time |
|---|---|---|---|
| Pop-ups and brand activations | Hold, try, or buy the product | A product drop, a new market, or a retail takeover | 8 to 12 weeks |
| Launches and PR events | Meet the product with press and creators | A product launch, a store opening, or a press day | 6 to 10 weeks |
| Community gatherings | Sit down, learn, and come back | Membership, hospitality, wellness, or a lifestyle label | 4 to 6 weeks for the first gathering, then monthly |
| Immersive experiences | Walk through a space built around one feeling | A product story, a festival presence, or an anniversary | 10 to 14 weeks |
Large launches and touring pop-ups need 12 weeks or more. Many events suit 6 to 8 weeks. A tighter date is sometimes possible.
How to choose
- If the product has to be held, start with a pop-up or brand activation.
- If the people who will tell the story need to be in the room, start with a launch or PR event.
- If the brand needs regulars, start with a supper club, a workshop, or a series.
- If the story is a place guests walk through, start with an immersive experience.
A brief can combine formats. A launch supper can sit beside a pop-up. The discovery call is where the studio names the one that does the job, and what else can wait.
What every format includes
- One producer, from the first call to the final report
- Styling and build: florals, furniture, tablescapes, and signage, sourced and installed
- A curated guest list of press, creators, and the community the brand wants
- Photo and video capture, plus a results report within two weeks
Experiential PR, at this studio, is that list plus the room. Guest lists, press invitations, creator seeding, and the content plan are part of the work.
The studio works in India. Scale runs from a twelve-seat supper club to a launch for several hundred guests. The budget is scoped after the call, against the goal.
Questions brands ask
What counts as an experiential event in India?
An experiential event in India is a live brand event people attend. At Touch Wood Studio that means a pop-up or brand activation, a launch or PR event, a community gathering, or an immersive experience.
Which format should a brand choose?
Choose from the job. A product that needs to be held points to a pop-up. A story that needs press and creators in the room points to a launch. A brand that needs people to return points to a community series. A story people should walk through points to an immersive experience.
What are the lead times?
Pop-ups and brand activations: 8 to 12 weeks. Launches and PR events: 6 to 10 weeks. Community gatherings: 4 to 6 weeks for the first, then monthly. Immersive experiences: 10 to 14 weeks. Large launches and touring pop-ups need 12 weeks or more.
Does the studio also handle the PR?
Guest lists, press invitations, creator seeding, and the content plan are part of the work. Experiential PR, at this studio, is the room and the story that leaves with the guests.