The energy at the second annual Brand Royalty was undeniable. The floor was buzzing from the get-go until last call, tallying up over 900 curated guests who all clearly had a great time. This wasn’t a happy accident; it was the result of a deliberate strategy built off the success of the first expo last summer. Produced by founder Aidan Henry of Brink Events to be, in his own words, “more like a cocktail party than an Expo, that’s for sure.”
After the dust settled, Aidan made time to chat about the event, where he shared the philosophy, challenges, and vision behind Brand Royalty. He peeled back the curtain on a luxury showcase completely unique in Canada and how he didn’t let typical expo standards or expectations hold him back.
Tossing out the Typical Tradeshow Playbook
Aidan clearly felt fed up by tradeshows, calling them “very artificial, and they’re very, I don’t know. Cheesy, slimy…”. His vision for Brand Royalty was to spring away from all that with an environment where people can let their guard down and more like a party he’d produce.
To achieve this, he rethought the entire format. “We want to rip that apart and make more of like a standing reception than we do, a sort of a sit-down trade show,” he explains. This meant removing booth dividers for an open-concept flow and swapping standard tables for cocktail tables to encourage mingling. The goal was to foster genuine human connection first. “It’s just having a genuine conversation… ultimately lead to that trust, that relationship, that sale, and that business down the road.” says Aidan.
Crafting an Immersive Experience
This year were several new interactive elements to immerse guests. A live DJ set the tone with “cool Jazzy house kind of stuff,” adapting the energy throughout the day in a way a preset playlist never could. Experiential features were also a massive success, from a packed-out sound healing and aromatherapy lounge to a custom engraver offering personalized takeaways.
One of the biggest draws was Mr Booth’s AI Photo Booth. “It was a huge hit,” Aidan notes. “People loved that AI thing.” Guests could get a photo that was instantly transformed, putting them in a tuxedo and taking them back in time, which was then printed on a lanyard pass for the event.
Luxury with Purpose
While the event showcases top-tier brands, Aidan emphasizes that its purpose runs deeper. A crucial element was the partnership with the BC Cancer Foundation, with the event raising an impressive sum for the cause.
“I think that that’s got to be highlighted because it’s not just about the luxury Brands and money and all this stuff,” Aidan insists. “It’s got to be about community. It’s got to be about giving back. It’s got to be about charity and I think that we hit the mark with that one.” With a notable donation of $6,000 from the event, Brand Royalty proved that luxury and purposeful community support can go hand-in-hand.
Brand Royalty’s Bright Future
Looking ahead, Aidan’s vision is clear. He wants to maintain the event’s core magic while continuing to evolve. “When you come to this event, it’s a bit of a discovery,” he says. “You walk around the corner, you just don’t know what you’re going to see.”
He plans to keep attendees on their toes, promising that while the core vibe will remain, the layout and experiential pieces will change every year. As for expansion, Aidan is ambitious. After nailing the formula in Victoria, he’s looking to add new luxury verticals like jewelry and yachts and eventually expand to new markets like Vancouver and beyond. As he puts it, “I think the sky’s the limit with where we can expand to.”
Visit brandroyaltyexpo.com and follow @brandroyaltyexpo on Instagram, Facebook, and LinkedIn. You can also connect with Aidan Henry on Linkedin.