What role do live encounters play in an increasingly complex communications landscape? With the new "Here and Now" survey, the Live Lab agency is launching an annual industry barometer that examines key developments, priorities and areas of tension in live communication.

The survey is aimed at decision-makers from marketing, communication, experience and event management. The aim is to draw a common picture of the situation in the industry: How is live communication used today, what goals are being pursued with it and what are currently the biggest challenges?

Strategic importance of live formats

The focus is on encounters as a strategic communication tool - understood as a form of connection in the here and now. The survey sheds light on the strategic importance of live formats in organizations, goals and expectations of events, brand experiences and communication campaigns as well as factors that strengthen impact and relevance. It also examines current areas of tension in implementation and management as well as overarching communication priorities for the coming year.

A second part of the survey is dedicated to a current focus topic and looks at the noticeable influence of artificial intelligence on communication, events and live experiences in the introductory year. The focus here is not on trends, but on concrete experiences, perceived added value and limitations in practical use.

Annual format with Insight Report

"Here and Now" is deliberately designed as an annual format. The results flow into an Insight Report, which is intended to make developments comparable over time and serve as a basis for discussion. The report is shared exclusively with participants via the Live Lab newsletter.

The survey will start on February 16, 2026 and will take around 15 minutes to complete. Further information and participation: https://forms.office.com/e/n73KAKcG1M

Live Lab is an agency for events, brand experiences and communication based in Zurich, Dubai and Riyadh. In line with its purpose "Live is the strongest communication", Live Lab focuses on encounters that create connection and impact - be it in the context of corporate events, brand spaces, communication campaigns or digital content.

Ten years ago, Andreas Messerli and Maximilian Souchay founded Live Lab AG in Zurich - with the vision of bringing brands to life through effective live, brand and experience formats. Following a successful joint start-up and development phase, the ownership structure is now undergoing a corporate realignment: Live Lab will be fully owned by co-founder Maximilian Souchay.

Focus for the Messerli Group

The reorganization allows the Messerli Group to focus more strongly on its core services in the area of physical marketing measures. "We have built up Live Lab together and I am proud of what we have been able to achieve in a short space of time. At the same time, now is the right time for Live Lab to fully emancipate itself entrepreneurially," says Andreas Messerli. "This is where our historical strengths and our infrastructure lie - and this is where we will continue to make targeted investments in the future." The Messerli Group will thus act even more consistently as a leading implementation partner for physical brand presences.

Entrepreneurial design field for Live Lab

"Live Lab has been an entrepreneurial field for me from the very beginning," says Maximilian Souchay, founder and new sole owner. "With the complete takeover, we will be able to run the agency in an even more agile way in future, involve the management more closely, further develop our activities in the Middle East and make a good transition to the next generation." Sharpening the positioning is a win-win situation for both companies, emphasizes Souchay. "We have strong core competencies on both sides, which we can now position even more clearly on the market. Andreas Messerli helped make the joint development possible - now is the time to take the next step."

Two companies, two clear positions

The Messerli Group positions itself as a leading implementation partner for physical brand appearances, with a high level of vertical integration, comprehensive infrastructure and a focus on efficient, high-quality realization. Live Lab is an independent, entrepreneur-managed agency for live, brand and experience marketing with an international perspective and a focus on growth.

Live Lab is a full-service event agency based in Zurich. Since 2015, Live Lab has been designing and implementing event, brand experience and video formats for companies and organizations - from corporate events and brand spaces to hybrid solutions - with projects in Switzerland and the Middle East.

The Messerli Group was founded in 2012 by Andreas Messerli Jr. and is headquartered in Wetzikon ZH. As a competence center for emotional marketing, live communication and brand experience, the Group conceives, designs and implements distinctive national and international worlds of experience that make brands and companies emotionally tangible at trade fairs, events, exhibitions, conferences, in customer and catering zones and at the POS - both physically and digitally. The Messerli Group's comprehensive range of services includes strategic consulting, creative design, detailed planning and professional implementation. With around 360 employees in twelve subsidiaries, the Group brings expertise, innovation and passion to every project.