We are slowly approaching the last working day of 2024, and before we head off for a well-deserved break, we wanted to show you everything we’ve accomplished this year because – we’ll admit – we have plenty to boast about!

For 365 Lab, the year behind us was marked by innovation and the implementation of new technologies (primarily artificial intelligence), traveling across the region and Europe, and numerous events where we featured original brand activations.

AI Trident: The Game Changer

At the Tourism Fair, we premiered our new device, AI Trident, which since February 22nd has become a true hit and the first choice for many clients at their most significant events.

Modern design makes this activation visually impressive, it is highly functional as it can be used by three people simultaneously, and it is particularly interesting because the software it uses is based on AI technology.

We recognized the growing trend of using artificial intelligence for entertainment and saw how much people enjoy trying out their AI avatars—seeing themselves as superheroes, historical figures, pop culture icons, athletes, etc.

Although we already had one AI-based device before Trident – AI Drawing Bot – the design and success of the AI Trident inspired us to continue exploring artificial intelligence and see how we can enhance our portfolio – which is exactly what you can expect from us in 2025.

1 year, 1 team, and 286 events

When you divide 365 by 286, you get 0.78 events every day. However, for us, the first quarter has a much slower pace, especially January, so considering that most of these events happened from April until today—and some lasted several days or even weeks—you can imagine what our daily life looked like.

Our team truly gave their all to ensure every event ran flawlessly – from the physical hardware and software to client communication and on-site support.

Still, for us, it’s not enough to just focus on current, existing events, even though client satisfaction is our absolute priority. Every year, we challenge ourselves to think outside the box and plan months, or even years, ahead. It is a great pleasure, but also a challenge when it comes to technology.

That’s why we can’t wait to introduce new devices to our lineup, as well as applications currently in development!

Olympics, Gamescom, Night of the Dragon, EXIT, and much more

We are particularly proud of our long-standing cooperation with the Olympic Committee of Serbia, and additionally, this year, in partnership with the McCann agency, we participated in the Paris Olympics!

AI Trident “walked” all the way to Cologne for the world’s largest gaming event – Gamescom – and in Ljubljana, our Scream Booth entertained fans who came to celebrate the end of Goran Dragić’s professional career.

Traditionally, we had several activations at the EXIT festival, and we also visited Love Fest, Red Bull Soundclash, as well as the THCF concert.

We were in England, the Czech Republic, and Germany for a project with the STADA Group, as well as in Macedonia, BiH, and Croatia with other activations.

The record-breaking event for us this year was dm Feel, where we had as many as 6 activations, and we created a particularly interesting custom activation for the National Tourism Organisation of Serbia at the Wine Vision festival.

New additions to the 365 Lab team

In 2024, our team expanded, and we strengthened our positions in marketing, sales, technical support, and programming. In a year that was challenging for many industries and companies, we are proud that our team is growing, and we are sure that everyone will make an immeasurable contribution in 2025!

Now we’ve treated ourselves to a little break, organizing a Secret Santa party for our team, as well as gift distributions for the employees’ children – even though December is one of our busiest months, the holiday spirit hasn’t bypassed Šabačka 12!

A reliable partner for experiential marketing and the best brand activations

For 12 years, we have been pushing the boundaries of experiential marketing in our market and, without false modesty, we truly are the first address brands and agencies turn to when they need interactive activations.

That’s why we feel the responsibility and privilege to implement the latest global trends and offer our partners something truly impressive that has a very positive impact on their relationship with consumers. Contact us so we can design the best activation for your brand!

RECAP: 2024 at 365 Lab and what are we preparing for 2025?