In a world that’s increasingly uncertain and digitally saturated, consumers are craving more than convenience. They want a meaningful connection with a brand and full 'experiences' when they purchase goods or services. Escapism in marketing isn’t new, but in 2025, it’s no longer a novelty, but a necessity. Escapism allows audiences to momentarily leave behind the stresses of everyday life and immerse themselves in something that's more emotionally fulfilling.
Whether it’s a whimsical product launch, an immersive retail environment, or an interactive digital campaign, more companies are turning to escapism to create customer connection, loyalty and buzz. Thankfully, you don't need to be a large global brand with a never-ending budget to use escapism as a branding technique. Escapist storytelling, augmented reality and sensory design are increasingly accessible tools for companies of all sizes.
The psychology behind escapist marketing
So, why does escapism work? Escapism taps into fundamental human needs: the need for novelty, imagination, stress relief, emotional safety and having fun. In periods of global or personal stress, people naturally gravitate toward experiences that offer relief or wonder. From the resurgence of fantasy films to the explosion of cosy gaming, the trend is everywhere nowadays.
In marketing, escapism gives people permission to dream. It evokes emotion, builds affinity and leaves lasting impressions. Successful brands are building on this to give consumers an experience when they buy their products or services, or interact with their company.
Examples of immersive, escapist marketing
Let’s look at how some brands have leaned into escapism with great success.
1. LEGO x immersive retail
LEGO stores around the world have been transformed into mini adventure lands — with AR play tables, custom figurine stations and vibrant storytelling zones. These stores don’t just sell plastic bricks. They create mini-worlds, drawing visitors into a playful, imaginative space that parents and children alike want to return to.
2. Pip & Nut's pop-ups
Pip & Nut, a natural nut butter brand, collaborated with Sense London to create 'Pipnic' pop-up events across central London. These events combined product sampling with wellness activities like yoga and mindfulness colouring, allowing consumers to experience the brand's ethos first hand.
3. Calm’s sleep stories and mindful campaigns
Mental escape can be just as powerful. Calm, the wellness app, uses gentle visual branding, storytelling, and ambient sound to position itself as a place of retreat. Its marketing doesn’t shout. It soothes, which resonates with an audience looking to disconnect and feel grounded.
How to build an escapist experience for your brand
You don’t need a multi-million dollar budget or a virtual reality suite to use escapism in your marketing. Here’s how brands can begin creating immersive experiences:
Start with emotion
Ask: what do you want your audience to feel? Joy? Nostalgia? Wonder? Calm? Then build your narrative, design and user experience around that emotional goal.
Craft a story
Whether it’s a brand origin story or a campaign narrative, wrap your messaging in story structure. A well-told story is one of the oldest and most effective forms of escapism.
Use sensory branding
Engage more than just the eyes. Think sound, movement, texture or even scent (especially in physical experiences). Consider video content, sound design, or even animations that really draw you in.
Incorporate interactive elements
Web design that invites users to play, explore, or personalise creates a sense of agency and escape. Think quizzes, sliders, interactive timelines or immersive scroll effects.
Design for continuity
Escapism isn’t a one-off event. It works best when it's embedded across channels – from your website and socials, to packaging and customer service. Make the experience feel coherent and continuous.
Escapism isn’t about distraction
Some critics view escapist marketing as fluff or fantasy. Escapism doesn’t distract. Instead, it deepens a brand's relationship with consumers by creating meaningful interactions with them.
Escapism often allows people to engage more honestly and emotionally. It creates space to dream, to feel, and to connect. It doesn’t just push a product.
As attention spans shrink and digital fatigue rises, immersive brand storytelling is quickly becoming important across many industries. The brands that win in 2025 will be the ones that transport their audiences – even if just for a moment – into a world that feels more meaningful, beautiful, or hopeful.
