INVNT’s five-year partnership with Xero has helped transform Xerocon into one of the world’s most distinctive B2B experience platforms. In APAC, the global brand storytelling agency has brought together thousands of accountants, bookkeepers, app partners and small business professionals to two of Xero’s flagship global brand experiences, Xerocon London and Xerocon Denver.

This year’s Xerocons, held at Olympia London and Colorado Convention Center in Denver, were built with the power of putting people at the centre, and showed how thoughtful experiential design can elevate traditional conferences into environments that drive engagement, learning and lasting brand connection. The approach reflects a broader shift in B2B marketing, moving beyond conventional expo environments towards experiences built around participation, play and human connection. 

At Xerocon London, this philosophy translated into a series of playful activations designed to spark curiosity and conversation. Highlights included the Laundromat User Experience Lab, Air Your Dirty Laundry phone booth and the much-discussed ball-pit slide, demonstrating how experiential design can turn learning and engagement into memorable brand moments.

A defining feature of Xerocon London was its commitment to sustainability. Many custom-built elements and expo assets were repurposed from Xerocon Brisbane held in 2025, extending their lifecycle and reducing waste while maintaining the premium creative standards synonymous with the global event series.

Building on the momentum of London, Xerocon Denver delivered a distinctly local interpretation of the brand experience. Every activation, environment and touchpoint was developed with the local community and culture in mind, ensuring the event felt authentic, relevant and uniquely Denver.

Laura Roberts, managing director, APAC at INVNT, stated, “Over the past five years we’ve worked alongside Xero to help evolve Xerocon into one of the most distinctive and recognisable brand experience platforms in the world. Every design decision, every activation and every touchpoint is created to foster connection, spark conversation and strengthen relationships across the Xero community.

“Delivering two major international events back-to-back in London and Denver is a testament to the strength of the partnership, the trust between our teams and the calibre of talent across INVNT in APAC, and around our global offices. While each event was uniquely tailored to its location and audience, both stayed true to a shared vision: creating experiences that are immersive, memorable and deeply human.”

Justin Fraser, GM global brand experience & integrated campaigns at Xero, added,  “Xerocon has always been about bringing our community together, but this year we placed even greater emphasis on helping people build relationships, learn from one another and feel part of something bigger. The response across both London and Denver was exceptional.

“INVNT continues to bring fresh creativity, strategic thinking and flawless execution to our partnership. Their ability to create experiences that are locally relevant while maintaining the global Xerocon vision helps ensure every event feels authentic, memorable and uniquely Xero.”

As well as the global Xerocon program, the agency has recently delivered a range of projects including AANA RESET, marking the organisation’s transition to the Marketing Association of Australia; the Samsung Sky Portal Activation at Vivid Sydney; SAP NOW at Sydney’s Hordern Pavilion; and a premium hosted luncheon for Netflix celebrating the launch of My Brilliant Career.