Five voices from the Seeper crew on what really inspired them on the IAAPA Europe 2026 show floor

The European leg of the IAAPA circuit gave us plenty to think about. When we asked the Seeper crew for their reflections, they all landed on the same answer: amid all the tech on the show floor, what really inspired them was human.

Experiences you can touch. Technology with a story wrapped around it. A UK and European sector growing up and asking, “What’s next?” A brilliant wave of new talent looking for people who care about the same things.

Here’s what five of the team brought home.

Experiences you can touch

The show floor was packed with screens, sensors and software. Yet the moments that stayed with our Creative Director were the ones you could feel with your hands.

“Amongst all the tech, the best experiences were tangible, physical and active. The fusion of physical and digital is what wins hearts and minds.”

Chris Brown, Creative Director

Technology with a story wrapped around it

For our Tech Director for Software, the difference between a good demo and a great one came down to narrative.

“The strongest demos weren’t standalone products. They had a narrative that brought the technology to life.”

Russell Hall, Tech Director for Software

Spatial storytelling is what we do every day, and it was good to see so much of the industry heading the same way.

Hungry for human connection

On the hardware side, our Tech Director felt real momentum behind the kind of work Seeper makes.

“What we’re selling is hot right now. People are hungry for design with human connection.”

James Switzer, Tech Director for Hardware

A sector growing up

The conversations felt different this year, with more ambition and more curiosity about where the industry goes next.

“The UK and European sector is growing up and asking what the future looks like. So many people here believe in deep storytelling.”

Ria Campbell, Comms Director

A wave of new talent

People travelled to be there, and new collaborations were taking shape all around the hall.

“People travelled to be there. Shared stands, new partnerships and a wave of young talent looking to connect.”

Lauren Anderson, Exec Producer

Nurturing emerging talent matters deeply to us. Seeing so many new voices at IAAPA looking for people who care about the same things made us feel good about where this industry is going.

Audience. Place. Story.

Five people, five disciplines and one shared conclusion: the best experiences are the ones people feel.

Next stop: IAAPA Orlando, 16 to 20 November. If you’re heading there too, come and find the Seeper crew.