Capturing people's attention is one of the primary objectives of the events and entertainment industry. The desire for experiences that break away from the familiar is simply part of human nature – and therefore of any audience. When used correctly, LED walls, displays and projectors continue to deliver outstanding results in this respect. One medium, however, has gained particular relevance in our 2025 review and our outlook for 2026: the show drone.

But what makes drone shows interesting beyond the pure “wow” moment for modern brand communication and event formats? And why do they create an impact that cannot be explained by technical parameters alone?

The tech is still there – but it’s about what you feel

The appeal of a drone show often lies in the way the technology fades into the background. As soon as the swarm takes off and begins to form images in two or even three dimensions, attention shifts away from devices and systems towards movement, rhythm and form in the night sky.

Its precision is perceived less as a technical achievement and more as something almost organic. This combination of digital control and emotional impact turns drone shows into a medium that works both live on site and in images and videos – an essential aspect, especially in today’s social media landscape.

A few years ago, LANG’s CEO Tobias Lang stated: “Drone shows are digital signage.” What he meant by this has become increasingly clear. Beyond visual fascination, drones convey messages and information. They are capable of telling stories in a clear and accessible way.

Storytelling can be applied in many different ways. Consider brand communication, for example. A compelling show begins long before a single drone ever leaves the ground. It starts with the question of what those who have seen the show will feel, think or talk about afterwards.

Think about the story you want to tell

To unlock this potential, it is essential to think in symbols and movement rather than in traditional high-gloss content. The deliberate use of shapes, dynamics and transitions in the service of storytelling becomes a statement: a tangible expression of attitude and brand identity. This requires not only creative vision, but also a deep understanding of the technical framework. Only when these conditions are considered from the very beginning can movements and sequences be designed to unfold their full impact while also laying the foundation for a safe and coherent show.

At an anniversary or birthday celebration, a company’s history can be retold in a nostalgic way. At corporate events, drones can visualise a sense of togetherness. At product launches, a show can illustrate how a product makes life easier or better. At city festivals, the identity of a city can be translated into an emotional experience. Even interactive elements are possible, such as easily scannable QR codes projected onto the largest screen in the world. Drone shows can achieve all of this on their own, but they can also be combined seamlessly with other media.

At LANG AG, we know first-hand the impact that arises from combining multiple technologies. This also applies to drone shows. A natural first step is often to address another sense through carefully synchronised music during the visuals. Beyond that, other visual media can be integrated seamlessly with show drones. Whether a projection mapping wrapped around a building and accompanied by a drone swarm, a festival stage extended vertically by drones into the sky, or a precisely positioned LED wall on the ground forming the visual foundation for the spectacle above, each scenario adds visual and narrative depth to an event.

You want to make your story fly – and we can help you

Experiences like these always require a considerable level of preparation. With our experience of recent years, we know this very well. That is why it is important to us at LANG to share this experience with those who want to unlock the full potential of drone shows, just as we do. We are able to support all aspects of preparing a drone show.

At LANG, we do not only provide the drones themselves along with the necessary peripherals. We also support planning and permitting in advance, take full responsibility for the show design when required, and are able to execute the show itself. Just as important to us is the transfer of knowledge. Through our LANG ACADEMY, we provide all the resources needed to enable interested parties to carry out all of these steps independently.

Ultimately, drone shows are about the moment when the audience’s undivided attention meets a story unfolding in the sky. The show drone has long since secured its place in the toolkit of modern communication and within complex media systems. Those who fill this space not only with light but with meaning create an emotional connection that extends far beyond the event itself.

Today, the night sky is perhaps the most exciting stage for contemporary communication. With the right combination of technical precision and proven experience, this potential can be fully realised – for experiences that are not only seen, but remembered.