The Future of Experiential: A Deep Dive into the GenXP Framework and Podcast Launch With C2’s CEOThe Future of Experiential: A Deep Dive into the GenXP Framework and Podcast Launch With C2’s CEO

When you think of event producers who create memorable and unique experiences, C2 Montreal typically tops the list. This year was no different. In May, the annual business conference welcomed more than 5,000 attendees to “its three-day immersive playground that’s part conference, part festival and part participatory experience.” The 2025 event, held May 20-22 at the Grand Quay, featured experiences like Braindates, sound baths, immersive culinary experiences, a creativity carousel, and a dreamscape zone. 

C2 is widely recognized as a pioneer in the festivalization of business events. Here’s an experience at C2 2017. Photo: C2

The next C2 Montréal is scheduled to take place from May 1-31, 2026, in Montreal, Canada. Here’s an experience at C2 2015. Photo: Felix Renaud

This summer, C2 International, a global leader in business experience design and producer of C2 Montreal, launched GenXP, a strategic playbook for designing experiences that move the needle on brand and business growth. Building on this momentum, C2 released a new podcast in July called "Let's Make a Scene," created to spark fresh conversations around experiential marketing and explore innovative ways brands can forge meaningful audience connections. 

C2 CEO Anick Beaulieu stands at the forefront of this organization widely recognized as a pioneer in the festivalization of business events. In a recent interview with us, Beaulieu shared her journey, insights, and the innovative strategies that distinguish C2 from its competitors. Highlights from this conversation follow, with the full interview available to watch here. 

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Beaulieu's Journey to CEO

 Beaulieu joined C2 as sales and marketing director in 2015 and took on business development roles before being named CEO in 2023. Reflecting on her path to leadership at C2, she touted the power of sales in shaping her business acumen. "Sales are such an entrepreneurial aspect of business...you're directly connected to the market," she said. Her transition from real estate to events may seem unusual, but it’s a testament to how transferable skills can lead to success across industries. 

C2: More Than an Event

C2 is often credited with pioneering the "Festivalization of Business Events" concept. Beaulieu emphasized the community-centric nature of their events. "Even if you come in for the first time, you will make friends, you will develop relationships," she said. The events are designed to engage all senses and foster meaningful connections, which Beaulieu believes is crucial for driving business outcomes. 

The Gen XP Framework

Beaulieu introduced C2's Gen XP framework as a strategic playbook designed to formalize and share their unique approach to experiences. "Experiences are having a moment right now,” she said. The framework includes five strategic pillars: world creation, unpredictability and surprise, meaningful participation, living IP, and transmedia layering. Beaulieu highlighted the importance of world creation in providing a cohesive experience that aligns conceptually. 

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C2 strives to create visually distinctive elements like this one at its show in 2024. Photo: Jimmy Hamelin

In May, the annual business conference welcomed more than 5,000 attendees to “its three-day immersive playground that’s part conference, part festival and part participatory experience.” Photo: C2

Designing Generative Experiences

Beaulieu believes in the potential of experiences designed to evolve in real-time. "There needs to be a concrete reason for [attendees] not to stream this content on their couch," she said, stressing the importance of empowering the audience. She suggested that even small pockets of generative experiences could transform an event and encourage participants to become promoters. 

Memorable Moments from C2 Events

Some standout moments at C2 included creative partnerships such as Braindates, one-on-one or small group conversations based on topics posted by attendees in the Braindate platform, hosted in IKEA beds and labs focused on social impact, like a food security session that engaged participants in cooking for a cause. These experiences garnered significant attention and were visually distinctive, serving as examples of how C2 blends sensory engagement with innovative formats. 

"There needs to be a concrete reason for [attendees] not to stream this content on their couch," said C2 CEO Anick Beaulieu. Photo: Jimmy Hamelin

Even small pockets of generative experiences like this one can transform an event and encourage participants to become promoters, said C2 CEO Anick Beaulieu. Photo Agnie Szka

Shifting from Event Planning to Experience Strategy

For those new to experience strategy, Beaulieu advised starting with curiosity and setting clear strategic objectives. Understanding the "why" behind an event and embracing innovation are key. Beaulieu draws inspiration from various fields, from Beyoncé’s entertainment strategies to insights from the Cannes Lions. She favors looking beyond traditional events to find new ideas and approaches. 

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The Role of Technology and AI

While acknowledging AI’s creative potential, Beaulieu underlines that technology is a means to enhance meaningful connections rather than an end in itself. C2 uses technology to tell stories across multiple platforms and engage audiences in a more profound way. 

In July, C2 CEO Anick Beaulieu and C2 VP of Growth & Partnership Jesse Gainer launched the debut episode of Let’s Make a Scene podcast. Photo: C2

C2 Launches "Let's Make a Scene" Podcast

Beaulieu also delves into experiential trends on the "Let's Make a Scene" podcast, which features 10-minute unscripted episodes with industry luminaries like TikTok's Sofia Hernandez, Pinterest's Xanthe Wells, and the creative directors behind the Paris 2024 Olympic Games. Serving as a real-world extension of the GenXP white paper, the podcast brings to life the five principles that define this new era of audience engagement through authentic conversations with industry leaders. Find the podcast on your favorite streaming service.