The Future of Community & Marketing: Why ‘Fourth Spaces’ Are the Key to Connection & Wellbeing
For decades, the conversation around gathering has been focused on where we meet: coffee shops, gyms, coworking spaces. Now however, as we move deeper into a digitally fluid world, the why behind our gatherings is becoming even more important.
Enter Fourth Spaces™ which is a term coined in Eventbrite’s latest Fourth Spaces Report, which highlights the evolving ways Gen Z and Millennials are blending their online and offline lives. Unlike traditional third places (think cafes and community centers), Fourth Spaces are designed to facilitate deep, shared experiences based on passion, identity, and wellbeing.
Photo Credit: Madelin Bolhman x Hardwater Cocktail Room - Bentonville, AR
The Rise of Fourth Spaces: From Online Spectators to IRL Participants
Today’s young adults have spent years curating online personas, diving into niche interests, and forming digital communities. But now, they’re seeking more: a way to bring those digital passions into real-life, immersive, multi-sensory environments. According the Eventbrite’s report:
95% of 18- to 35-year-olds want to explore online interests through in-person events.
73% are drawn to communities that offer a sense of belonging and identity.
64% attend events specifically to make new friends.
Photo Credit: Lewa Adewumi x Abike Ade
Designing for Pleasure: The Next Frontier in Fourth Spaces
Photo Credit: Koen
That’s why I’m designing offerings like ‘Unwind’ and Dancing With The DJ. My vision is these carefully curated offerings will serve as a multi-destination, pleasure-based enrichment experience, leveraging multi-sensory design, immersive storytelling, and will be tailored to each location’s unique cultural, artistic, and wellness landscape, in an effort to create experiences that:
Strengthen emotional wellbeing through curated, real-world gatherings.
Redefine community-building by blending digital engagement with tactile, in-person interactions.
Drive marketing impact through intimate, high-touch experiences that resonate emotionally.
But what does a pleasure-centered Fourth Space actually look like in practice?
The New Playbook: Crafting Multi-Sensory, Story-Driven Experiences
Photo Credit: Brandon Frias x Los Angeles Tea House
Looking at Eventbrite’s research, we see six major experience categories driving the Fourth Space movement:
Culinary Circles – Supper clubs, themed dinner parties, and chef-led pop-ups that transform food into a creative social experience.
Live Social Clubs – Music, comedy, and performing arts events that blur the line between audience and performer.
Game-Based Gatherings – Interactive trivia nights, esports tournaments, and retro gaming events fostering strategic play and collaboration.
Creative Expression Labs – Hands-on workshops for painting, pottery, photography, and other artistic exploration.
Fandom Festivities – Watch parties, cosplay events, and creator meetups that bring online fan communities to life.
Healthy Hangouts – Group wellness experiences like hiking clubs, sound baths, and sober-curious social gatherings.
The common thread?
These experiences all tap into pleasure, curiosity, and connection which are fundamental human drivers that brands, creative curators, and community leaders must embrace to stay ahead in the experience economy.
The Business Case for Pleasure-Based Fourth Spaces
Brands like Nike and Sephora have already begun experimenting with multi-sensory marketing activations, but there’s still massive untapped potential in designing pleasure-centered experiences that foster deeper human connection and brand affinity.
72% of Gen Z and Millennials prioritize experiences over material goods.
Experiential marketing campaigns generate 2x higher brand engagement than traditional digital advertising.
79% of young adults prefer events that combine multiple interests, creating richer, more dynamic experiences.
I see Fourth Spaces as the ultimate intersection of storytelling, enrichment, and emotional connection, not just a place to gather, but a platform for self-discovery, creativity, and transformation.
Photo Credit: Dominique Crenn
What’s Next? Let’s Create the Future
As Fourth Spaces redefine how and why we gather, the key question becomes:
How can we co-create immersive, pleasure-based experiences that align with this cultural shift?
The opportunity is wide open for wellness and pleasure-based educators, creatives, brands, and experience designers to shape this next era of connection. Whether through immersive storytelling, sensory-driven environments, or wellbeing-focused activations, those who innovate in this space will not only capture attention but cultivate lasting, purpose-driven communities.
If you’re interested in designing Fourth Spaces that enrich lives, deepen engagement, and drive meaningful impact, let’s connect. Drop a comment or reach out—I’d love to build with you.
