Timestamps and line breaks are removed and the text is joined into paragraphs. The wording is unchanged. I kept the video's chapter titles as section headings and placed each at the nearest sentence break, since in the raw transcript they fell mid-sentence.

[Intro]

that people want to gather together. It's impossible to find a ticket for any concert but it's not only about concert is about festival is about conferences is about exhibitions and the point is that is happening now. The real question is why and why now? There is a global more important big shift that is happening and our industry is at the center of this moment. Historians already call this moment the hyper isolation era. We work alone. We commute alone. We also eat alone because that's the luxury today to go in a retreat without the technology. Be free. connect again with yourself because we are losing guys. If we have minus 18, please let's be clear, we're going to die. Then the disaster and we came back. Bam. Plus 10. I honestly believe the future are inerson experiences. To do this as TRS, we want to propose you a new framework.

What's happening in the in-person industry?

Let's start from now. What is happening now in the Inerson experience? It's clear also this event, every event, the people want to gather together. It's impossible to find a ticket for any concert. I have my daughters that every time say why don't we go there forget it no way and we all remember cold play but I can do any other example but it's not only about concert it's about festival is about conferences is about exhibitions it's about visitor attraction it's about the number of the people that want to gather inside of aqua park and the point is that is happening now and obviously as a research the real question is why and why now?

Yes. And I can say you know it's a bubble it's good and everything but actually there are some element that I would like to share with you because I feel that having a framework of reasoning would help us on our strategy to make the imperson experience stronger and better in the future and together we will co-create these future experiences.

So what we have seen clearly is that the growth of social network from 2006 Facebook it's very linear and correlated for the growth of the inerson experiences. If you see the growth of your event any event any exhibition your visitor attraction it's very growing as much as the growth of the social network. So the point here is very clear. We use two words social network as every time it happen when there's something new that is coming and as human we use the past words that can represent the best the new words. My favorite philosopher it's Lutvik Vinterstein and he says something that for all of us that we are uh the architect of the experience have to be clear in mind the limit of our world is based on the limits of our words and this is a classical example social network it's everything everything but it's not social it's a network yes my network for what because what we see today it's a huge disconnection.

So the growth of social network doesn't made much more sociality of social people. No there is a huge disconnection and on the other side we have this growth incredible growth of human gathering and in person gathering.

The Hyper-Isolation Era

And the reality is that historians already call this moment the hyper isolation era. We work alone. We commute alone. We also eat alone. And we spend the most of our time scrolling down a phone try to find a sense of of fulfillment that we don't have it from here.

So we have to remember that what is happening is not only because we are great on what we're doing. There is a global more important big shift that is happening and our industry is at the center of this moment.

Covid-19... and what happened next

And apart from this we have to remember something probably as important as the fact that we are in the hyper isolation era. COVID 19 it happened five years ago and uh I know some of you are still have post-traumatic syndrome so I will show some picture if you don't want to watch it and for all of us in our industry is still something that we don't want to see but there was a moment in which concert were cancelled empty venue theme parks it's finished it's done we will have virtual reality exhibition only online.

The point is that and I will never ever thanks COVID in my life. Never. But it's because of COVID that many things change in terms of the perception of all of us. But we are inside of the industry. Outside of us, there is a huge different perception of what we call the impersonal experiences. And I want to show you here probably the most sophisticated users of Inerson experiences, what I call beneficiaries. In exhibitions, we have many beneficiaries, visitors, guest, attendees, but the most important one are exhibitors. very demanding because they put a lot of money to attend with their little house inside of a large space to connect with other people

Our data as a research company

and what we have seen and this is our clear data the exhibitor's KPI overall as a research company most of you know that we standardize uh four main questions about all the exhibitions that we work around the world we're talking about thousand of exhibition and this data come from hundred of thousands of exhibitors and this is very clear for me sorry a lot of number I'm the guy of the number but the overall satisfaction from the most critical and the most sophisticated beneficiaries the exhibitors of large exhibition exhibition and everything in 2017 in terms of satisfaction was uh 3.51 350 3.55 then the disaster disappear we don't have data nothing and then we come back 3.8 date. Oh wow, I remember the day. I speak with some of the leader in the room. They say, "Hey, it could be maybe a bubble, but what's going on after two years that we don't meet? Maybe the satisfaction is bigger." But then we start to see also all the other numbers likelihood of return very flat and if I can mention Andrea, we we have worked years on this. Andrea Pichin, the the partner of previous partner of GRS, we remember it was very stable. But when we wake up after COVID, bam, over four in a scale from one to five, 4.8. It's huge.

And if it's not enough, net promoter score, guys, you know net promoter score, right? I remember this period. I was traveling. I was lucky enough to be invited sometimes to speak in some conferences and I say, "Guys, if we have minus 18, please let's be clear, we're going to die." Not everybody but minus 80 means that we have much more detractors of the people that pay our salary instead of promoters doesn't will not last a lot then the disaster and we came back bum plus 10. Do you know when you see a jump from minus14 to plus 10 if you are a researcher it's a nightmare because you are sure that you make a mistake and then you try to understand okay but let's see next year okay plus eight plus seven 2025 we're dropping the number it's plus seven it's changed the perception

it's changed the perception from the most difficult one and you see the importance very stable and now boom Boom up. So we have to be aware that this room need to know that there is a different feeling on what we do. And actually I have to be honest I I I feel it here. I'm I'm super proud. But I also think that it's not because only of us. It's because there is a need of connection between you. This is why you are here because we want to co-create.

What's the future of in-person experiences?

And for me, if I can share to you what could be in the future, many important futurists, I'm not I'm just someone that tried to to to share his thought, use the luxury industry as an example of prediction of what would be the next luxury because the luxury will become a norm. And if we think about few years ago, uh maybe the luxury was to own a car. Oh no, maybe before to own a house, to have your own house and then to have something to move around. Maybe a horse and then a car and then a luxury car. And then the reality is that you want more. You would like to have your kids to study. That was the luxury. the possibility to take your first plane and see another country and do a little bit of tourism, right? So this is not for the same everywhere in the world for every people. But just to be quite clear, I think in this room, none of us would consider this luxury. But few years ago, having a car was a luxury. Two cars was a miracle. So what is the luxury today? If you really want to think or see that that person is super rich, super luxurian people, the top of the top of the top, you have to find a person that is able to stay one week without a phone, without WhatsApp, without email, without computers.

Wow. Do you know that people that people must be another level because that's the luxury today to go in a retreat without the technology be free connect again with yourself because we are losing our internal connection we think that we are a body with a mind it's not only it's body mind soul all of this now because this hyper isolation make us quite difficult to understand what is going to happen and for me if you ask me the future of luxury is the inerson experience. It would be so difficult to find the time to travel to meet with other people. It would be so expensive we know to travel around and everything and have those moment where we can really connect to each other.

I honestly believe the future are in-person experiences where we not only connect outside but thanks to this we reconnect with ourself inside because it's difficult to meet each other just for let you know this is also how I sell to my mother that we don't meet a lot so I just say just to make it clear but in any case apart from this sorry I just disrupt my whole flow but what I'm saying is that luxury is in person. moment like this will be difficult in three to five years to have all of you this level of people in the same place and it's our responsibility my responsibility first responsibility is not to waste your time and if you ask me what I see in the future I see that uh the new venues that are coming DC the new way of building events much more green festival we will hear later in the afternoon what are the developing elements that are coming exhibition it will be more green more human to human and connecting and everything and the point is that with the AI and the technology that is coming we will be able to cocreate more every single experience will be a co-creation it's no more me speaking it's all of us cocreating

and I really really think that this world have to become a pillar in what we are creating because even if we don't want we are the architects of the future experiences here in this room. We are architects of the future. And just to be clear, we are not talking about furniture. We are not talking about uh I don't know uh clothes and everything because in that case maybe we'll think about Milan, Italy, I don't know. We're not talking about uh food or wine. So maybe we're talking about France. We are talking about experience. This is UAE. It's based on this. Dubai is the epicenter of the city of the experience. So these architects should share their thoughts. And for me again the point is that we need to think that thanks to the AI we will be able to co-create together.

The AI problem

But warning warning please warning because the race of machine and the AI is bringing the world in a completely different experience soon very soon and is not if or not is when I know I will receive a phone from one of my daughters, Emma or Elellena, asking for something Russian. Every time I will see her and I will be not able to understand if she's true or not. All the deep fake that we will see around everything that is happening all around, it's already here. And I just want to let you know just a personal thing with my wife Elisa and my daughters, we already have decide our family password.

Yes, we already enter in that world that we need to have a password to understand if the person that I see on the other side of the screen it's real or not. So this is where and why I think all of us have a responsibility because uh I have the the incredible pleasure of having two daughters 13 and 11 and I see that they are growing up in a different way than me. But all that we are doing connecting people reconnecting with ourself creating imperson experience is not really only about translational element is not about revenues is building the future of humanity and we have to take this as our mission our responsibility because is in the place that we co-create the people will elevate personally professionally for sure but as human

and uh there's something that I think uh I discover thanks for some people here in the room that uh I want to share with you if you want what I really believe is the real secret power of uh inerson experiences.

Let's take a breath together

So again to connect with the inside of ourself if you just want to close the eyes one second sit a little bit better it will be fast we will do two long breath in then we stop breath out and then a second one. So just put your feet in your hand. We will do it all together. Close your eyes. Feel that you are in the ground. And if you want, just follow me. A big breath. Keep it. Keep it. Keep it. Slow out.

A second one together. In. Keep it. Keep it. Keep it. Slow out.

So when you want you can reopen your eyes. Welcome back.

This is what we are really able to do when we are together. The presence of this moment, the presence of now. And to do this, we need to reconnect with ourself.

What's next for the in-person industry?

So just to finish what's the next for the inerson experience industry. So from our point of view as a research company we think that experience is no more enough. Experience means present this beautiful moment of attention of being here that need to create connection first inside of you and then with all the other that have to have a meaning that will leave you a transformation.

So we we we try here we will try everything today and probably not everything will go in the right direction but what we want to share with you is that it's no more about the experience is the transformation factor of having someone flying from all over the world for an exhibition or coming to a concert and everything is not only about what is happening during the experience for me now is thinking about what after the experience is it worth because we are going to compete with wonderful screen, fantastic glasses and our sofa in the room. So that's our competition in the future. So we really need to understand and put together the mix to make it really worth it.

So to do this as TRS, we want to propose you a new framework. a framework that has for E maybe someone know me personally I'm a little obsessed about Eric Elisa Elena and um Emma and also the framework is with E very fast entertainment emotional impact drive happiness inspiration and optimism education fundamental education it's the base for a personal growth so drives learn something new help grow as a person we are always that person a capsi is not only I see it I cocreate it you are not here just to hear me and I stop now you are co-created you will co-created and also share eventually also vulnerability because we are all in the same situation inside the same body it's painful we know and then obviously empowerment the meaning drives connect something bigger that's the point and u

yes before I forget because this is quite important important and very embarrassing, but uh I promise I've start to be on Tik Tok and YouTube and I'm doing every week a video about this content and everything. So if anyone of you would like to have other uh thoughts like the one that I do, you can find me on YouTube or linking and uh it's fun because many of you thanks me say I never thought about queuing in this way because I really try to see the thing in a different way.