'Phygital reality' was thr buzzword du jour a couple of years back, replaced more recently by the wider catch-all 'hybrid'. Whatever you call these blended experiences (and perhaps you're already calling them something new), a marrying-up between the digital and physical worlds has become a goal for many. Here, we investigate not just total CX approaches that bring journeys through both worlds, but cutting-edge technical applications that merge the two; examples of work that shows the way forward; and thinking about what all this means for the marketing landscape.