Designing for Connection: Highlights from The Manual’s Brain Breakfast

Last week, The Manual and Outernet London hosted an inspiring breakfast seminar exploring one big question:

What does human connection look like in today’s hyper-digital world?

From clients and creators to artists, promoters, and place makers, we’re hearing a shared theme; everyone’s searching for deeper, more meaningful connection. Together, we unpacked what that means for brands, spaces, and experiences designed with intention.

Setting the Scene: Why Connection Matters More Than Ever

The morning kicked off with Eric Allen, Co-Founder of The Manual, who introduced everyone to the session and then moved onto the Gemma Duffy, Positive Psychology Coach and Live Experience Strategist who took the floor with a compelling keynote on the paradox of our time:

We’ve never been more connected - yet we’ve never felt more disconnected.

In a world where loneliness is rising, algorithms shape our choices, and digital fatigue is real, brands are struggling to build real connection. As digital interactions dominate, Gemma explored how our craving for IRL moments is reshaping culture. She spotlighted trends like the rise of emotional design and the demand for sensory, “all-the-feels” experiences, where brands like The Manual and Outernet are leading the way in shaping this new era of connection.

The Panel: Designing the Next Era of Human Connection

The conversation deepened with an exceptional panel moderated by Lynn Lester (SVP, The Drum), joined by:

• Elaine Seow, Marketing Manager, Spotify

• Zach Harman, Senior Experiential Marketing Manager, Epidemic Sound

• Jess Butcher, CEO, Scroll Aware

• Fabian Rigall, Founder, Secret Cinema

• Gundeep Anand, Founder & Creative Director, The Last Stand

Together, they explored the evolving landscape of experiential design:

• How do we create connection beyond dopamine hits?

• How can physical and digital experiences complement each other?

• How do we measure the impact of emotional engagement?

The panel had a fun ‘for’ and ‘against’ format, focusing on the pros and cons around digitally connected or disconnected experiences.

However, their insights from their discussion were clear. The future isn’t about choosing between digital and physical. It’s about designing where the two meet.

Outernet x The Manual: Connection in Action

Wrapping up, Rowena Maddock, Director of Events & Experiences at Outernet, showed how this thinking is already coming to life.

Outernet, the UK’s most visited cultural attraction with 80 million+ visitors a year has become a stage for brands to connect on a massive, measurable scale. Together with The Manual, we’re creating experiences that don’t just look incredible, they perform incredibly.

A Few Standouts:

• Pluto TV’s Most Haunted, a haunted house takeover blending The Manual’s physical design with Outernet’s FaceScape AI tech. Immersive, shareable, and spine-tinglingly effective.

• Spotify Wrapped, a full building takeover where data met design. Fans saw their Wrapped results on massive screens, joined live moments with major artists, and took their experiences home IRL.

• Comfort’s Next Level Fresh, from digital flower show to 360° sensory installation, turning the everyday into the extraordinary.

Every campaign was designed not just to wow, but to connect emotionally, physically, and measurably.

Measuring What Matters

With Outernet’s PIAMS (Public Immersive Audience Measurement System) and research partnerships with 2CV, we’re helping brands see exactly how their experiences land, from dwell time and engagement to sentiment and uplift.

Because connection is powerful, but connection with proof is unstoppable.

 Let’s Create the Future of Connection

The takeaway?

The real magic happens where digital meets physical and where stories come alive and people truly feel something.

If you’re ready to design experiences that move people and measure the impact. Let’s talk.
Contact the Outernet B2B team to explore what’s possible