Goal of this paper is to present results from wind tunnel tests aimed at evaluating the potential of different wake control strategies for wind farm power maximization and load reduction. The experiments are conducted in a large boundary layer wind tunnel, using up to six servo-actuated and highly sensorized wind turbine scaled models in different wind farm layouts. Two main strategies are considered: the first derates the upstream wind turbines, while the second aims at redirecting wakes away from the downstream machines. The latter strategy is implemented in two alternative ways, using either active yawing or individual blade pitching. The impact on wind farm power and loading of these control strategies is discussed, highlighting the most promising ones.