Festival of the Future — Bringing Tomorrow’s Customer to Life at Marks & Spencer
Client: Marks & Spencer
Sector: Retail
Project Focus: Internal Engagement, Sustainability Strategy, Immersive Brand Experience
The Challenge
In a fast-evolving world, Marks & Spencer recognised that engaging internal teams with future-facing thinking was not a luxury — it was essential. The business needed to equip colleagues with a clearer understanding of emerging megatrendsimpacting customers and society, particularly around sustainability, lifestyle shifts, and values-led consumer behaviours.
But data and reports weren’t enough. M&S wanted to inspire belief, dialogue, and action — by letting colleagues step into the future themselves.
Our Solution: A Festival That Made the Future Tangible
Matthew Fairweather Studio partnered with M&S to conceive and deliver Festival of the Future — a dynamic internal campaign built around a fully immersive, physical experience that allowed colleagues to see, feel and engage with what the future customer might need.
We created a multisensory indoor environment, blending editorial storytelling, spatial design, digital media and live experience to bring megatrends to life.
Key Deliverables
Immersive Environment
Designed a future-facing, branded environment inside M&S HQ
Blended exhibition design with sensory storytelling — sound, motion, scent, and space
Created themed zones around climate, consumption, ethics, wellbeing, and technology
Strategic Themes
Highlighted sustainability and lifestyle megatrends shaping future consumer behaviour
Aligned themes to key areas of M&S innovation: food, fashion, packaging, home, supply chain
Internal Communications Campaign
Developed a complete brand identity for the “Festival of the Future”
Delivered a multi-phase communications plan: teaser > activation > reflection
Used video, print, ambient messaging, and digital signage across offices
Employee Activation
Supported leadership and People team with talk tracks, event hosting kits, and feedback tools
Encouraged cross-team conversation and idea generation, not just passive viewing
Created print + digital content for teams unable to attend in person
The Impact
Engaged over 2,000 colleagues across head office and regional teams
Sparked tangible innovation conversations across food, clothing, and packaging divisions
Established a new benchmark for how internal events can be experiential, not transactional
Enhanced employee understanding of long-term M&S commitments on sustainability and innovation
Built momentum for future-focused internal comms and leadership visibility
“You helped us turn the future into something people could walk through — not just read about. It left people thinking differently about what our brand can do.”
— Director of Internal Communications, M&S
Why It Worked
This wasn’t just an event — it was a cultural signal. Festival of the Future showed that M&S is serious about equipping its people with the tools, knowledge, and mindset to meet tomorrow’s customer with confidence.
By combining creative storytelling with strategic substance, the experience landed emotionally and intellectually — and set a new tone for internal engagement.
Ready to Inspire Your Teams Around What’s Next?
We help large organisations bring strategic shifts to life through immersive internal campaigns, brand storytelling, and future-focused communications.
Let’s talk about future-proofing your customer and employee experience.
