Bla Bla Lab 2025: One year, nine episodes

To celebrate its tenth anniversary, the Live Lab team and its founder, Maximilian Souchay, reflect on past projects, valuable lessons learned, and their evolving approach. This episode is both a manifesto and a retrospective: live communication is most effective when people come together in person and share genuine experiences. Presence creates closeness, and closeness creates trust – that is precisely where the power of live communication lies.

Marc Lutz explains why traditional storytelling is no longer sufficient. Rather than individual stories, we need worlds in which people can immerse themselves, understand them, experience them, and help shape them. World-building fosters identification, depth and long-term loyalty, making it a strategic tool for brands, organisations and experiences.

Ralph Schelling discusses cuisine as a narrative medium. A menu becomes a story when its origin, attitude and emotion are made tangible. Food then becomes more than just a pleasure – it becomes part of an overall experience, a quiet but powerful storyteller that connects people.

Looking ahead, Sabine Mayer describes how live experiences are changing, becoming more interactive, immersive and mindful. Technology is not an end in itself, but a means of facilitating deeper participation. The future of live experiences lies in real encounters, enhanced by the intelligent use of tools.

Guntram Friede offers valuable insights into the realities of the Swiss market. He believes that success does not come from copying and pasting strategies, but from cultural understanding, patience and precision. Those who treat Switzerland with respect, honour its traditions, and establish trust are able to lay the foundations for long-term growth.

Vanessa Gentile makes one thing clear: diversity and empowerment are not soft topics, but rather key success factors. Companies that promote diversity and empower their employees become more innovative, resilient and credible. It is crucial that this attitude is translated into structures, not just words.

Johanna Gollnhofer explains why sustainability is often overlooked in marketing and how it can be implemented more effectively. To reach people, sustainability must be made understandable, attractive and suitable for everyday use. The focus should be on relevance, emotion and real choices, not sacrifice.

Christina Spindler discusses inclusion as a design principle. It’s not just about accessibility; it’s about genuine participation, from the initial planning stages through to implementation. Inclusive events foster stronger communities because they not only consider diversity, but require it.