The Integrated Storytelling & Experience Design Studio

AdventureLAB STUDIO

We help organisations develop, design and deliver successful creative strategies and concepts through facilitation, workshops, and by providing additional competencies when needed.

Illustration from Vatten (Water), part of the Smart Cultural Tourism transmedia project Kulturarvsresan (The Cultural Heritage Journey) by Västernorrland Museum, Sweden

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AdventureLAB ACADEMY

We help professionals and students build their creative skills through team training, course programs, workshops and masterclasses, on-demand or customised to needs and organisational goals.

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AdventureLAB LIVE

We help professionals move their industries by organising, collaborating and participating in events, presentations, expos to boost innovation and create new concepts.

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AdventureLAB INSIGHTS

As part of our mission, we share insights and inspiration on our website, in our newsletter, in books, articles and videos.

Illustration from the article “Our Lives in the Uncanny Virtuality”

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WELCOME TO THE ADVENTURELAB

We work with attractions, destinations, museums, and other brands across the experience sectors that benefit from innovative concepts and integrated storytelling to enrich and expand their brand.

Our core mission is to assist you in building a solid creative foundation through creative strategies, imaginative concept development, and immersive story experience design.

Klaus Sommer Paulsen, CEO & Founder
klaus@adventurelabstudio.com

Our Mission

WE HELP INNOVATORS AND CREATORS DEVELOP STRONGER CONCEPTS, TELL BETTER STORIES, DESIGN UNFORGETTABLE EXPERIENCES AND FLY HIGHER!

Developing Successful Strategic Concepts for Story Experience Design

AdventureLAB STUDIO

We help organisations develop, design and deliver successful creative strategies and concepts through facilitation, workshops, and by providing additional competencies when needed.

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Creative Services and Solutions

Girl running away in a Swedish forrest, key illustration for The Hidden Tragedy - The Torsåker Witch Trials.

Creative Development

From stories to characters to full experiential narratives, we create new, original concepts and strategies ready to be applied to your design process.

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Facilitation

We will help you transform your ideas into brilliant concepts through facilitated creative processes, such as our StoryLAB program, for developing core stories.

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Workshops

In a short time, build new concepts or enhance existing products/experiences, applying Integrated Storytelling principles and methods.

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StoryVerse GuideBook

Discovery, development, and delivery of creative strategy, StoryVerse, translocation, and transmedia storylines are collected in your unique StoryVerse GuideBook.

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Brain in a Box

is a unique solution providing clients with consulting services on creative projects by an expert to confer with directly online.

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Creative Review

We will review your current experiences through the eyes of your audience. You will receive a report with suggestions further development.

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Bornholms Beskyttere

The Hidden Tragedy – The Torsåker Witch Trials

Robot Games Festival 2022

Storytelling Workshops for Destination Triangle Area

Pirate Experience Room at Bornholms Middelaldercenter

Jesperhus Blomsterpark

Jesperhus Flower Girls

Popcorn Revenge

With their guidance, AdventureLAB helped us create completely new ideas and insights, which took the project in a positive direction. They have good energy and professionalism at a high level, and it was a pleasure to work with them.

Anna Louise Siggaard

Billund Municipality Museums

AdventureLAB ACADEMY

We help professionals and students build their creative skills through team training, course programs, workshops and masterclasses, on-demand or customised to needs and organisational goals. Furthermore, we work with learning institutions and organisations to develop and deliver programmes and courses.

Upcoming Courses

AdventureLAB Smiling Robot Girl (Created with Midjourney)

New Dates Coming Soon!

Mastering Creative Strategy in the Age of AI

Online Course with Diploma

Learn how to enhance your creative process from concept to design with Generative AI!

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Integrated Storytelling by Design in 16:9 Format

New Dates Coming Soon!

Integrated Storytelling Fundamentals

Online Course with Diploma

Use storytelling as a design method to create the next level of audience-centric themed and branded story experiences!

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New Dates Coming Soon!

Storytelling Without Words

Online Course with Diploma

Design and create story experiences beyond the limits of words or language!

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MasterClasses in Danish

AdventureLAB WorkShops and MasterClasses

Nye datoer i september bliver snart annonceret!

Integrated Storytelling MasterClass for Kulturarvens Kreative Ledere

Den Gamle By, Aarhus

Styrk din rolle som kreativ leder
Vores nye MasterClass kombinerer teori og praksis, hvor deltagerne lærer at bruge integreret storytelling til at lede kreative teams og projekter, med fokus på samarbejde, innovation og publikumsoplevelser indenfor vores kulturarv.

Se mere om MasterClassen her

Learn more about AdventureLAB ACADEMY

Strongly recommended for anyone from newly sprouting creatives to seasoned corporate marketers. Klaus will truly change the way you inform, educate, entertain, engage with, and involve your audience.

John Kolesar

Solomon Group

Klaus Sommer Paulsen on stage at TEA SATE 2022

AdventureLAB LIVE

We help professionals move their industries by organising, collaborating and participating in events, presentations, expos to boost innovation and create new concepts.

Upcoming Talks and Presentations

“Encounter the Dark Side of Storytelling & Experience Design”

May 7, 2025

TEA SATE Europe 2025, Blackpool (UK)

While many of the professionals in themed entertainment are brilliantly capable of providing an escapist vacuum of fun and entertainment, we also need to acknowledge the power of story and experiences when they are purposefully used for manipulation and incitement, dividing or targeting people, sometimes leading to a change of mind, sometimes leading to actions of consequence.

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“Crafting Neverending Storytelling: Enhancing Guest Journeys with Transmedia and Technology”

July 1, 2025

IAAPA Expo Asia 2025, Shanghai

Discover strategies to design seamless, story-driven experiences that engage guests before, during, and after their visit. Learn how cross-platform transmedia, integrated storytelling, and innovative use of new technology can turn visitors into lifelong fans. Perfect for professionals in themed entertainment, marketing, and IP development.

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Upcoming FREE online webinars

New Dates Coming Soon!

Join our popular webinars on storytelling, creative strategy, AI and much more, including:

“Introduction to Integrated Storytelling”

“Introduction to Creative Strategy in the Age of AI”

“Introduction to Storytelling Without Words”

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INSIGHTS and INSPIRATION

As part of our mission, we share insights and inspiration on our website, in our newsletter, in books, articles and videos. We also contribute to other media and collaborate with magazines and other platforms than our own, contributing to and providing content.

Wardrune performing at Musikhuset, Aarhus, Denmark

Insights and Inspiration

Uncanny Virtuality illustration made by Klaus Sommer Paulsen, AdventureLAB usingf Midjourney, Adobe Photoshop and Adobe Lightroom

Articles

Inspirational and insightful articles about storytelling, experience design and all the other things that makes brands, attractions, museums and destinations stand out.

Read

GET 36% OFF THE REGULAR PRICE!

Integrated Storytelling by Design

Packed with theory and exercises intended to unlock new narrative dimensions, Integrated Storytelling by Design: Concepts, Principles and Methods for New Narrative Dimensions is a must-read for creative professionals looking to shape the future of themed, branded and immersive experiences.

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FREE DOWNLOAD!

Storytelling Beyond the Screen

The anthology Storytelling Beyond The Screen collects seven insightful articles from eight outstanding professionals in the fields of video production, sound design, transmedia storytelling, AI and VR.

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Latest Article

Breaking the Silos of Disciplinary Domains

The world is becoming increasingly complex and needs open minds and collaboration. Challenges are rarely confined to neat disciplinary boxes, and solutions demand a convergence of professional perspectives. Yet, many organisations remain trapped in “silo thinking” – a structural and cultural phenomenon that isolates teams and hinders cross-disciplinary collaboration.

The Significance of Imitation Collapse

The article discusses the concept of Imitation Collapse in the context of AI and creativity. It highlights how overreliance on generative tools and imitation can lead to a decline in originality and innovation across various sectors. The text emphasizes the importance of creating unique, authentic content and the risks of internal and external imitative practices diluting original concepts.

Our Lives in the Uncanny Virtuality

What happens when we get immersed in a world where it is increasingly difficult to tell fact from fiction and where everybody gets a magic wand that can bend reality? How our perception of reali may evolve with intelligent technologies such as Generative AI at our fingertips.

The Past Reimagined

Experience designers and storytellers working with cultural heritage need to take note of the achievements of the performing artists reimagining the past because they are not just about the artists being inspired by history; it is about connection to audiences changing their view of the world in the past, present and future.

How Spaces Become Places

How Spaces Become PlacesSometime last year, we were finally presented with the opportunity to return to face-to-face conferences, expos and meeting around the world. Many were reminded that when you walk into a room full of people sharing that space together, it...

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Join our other subscribers of the newsletter, The Experience Economist, and get articles, news and updates on courses and events delivered directly to your mailbox. With each issue, we make a draw for a free ebook version of “Integrated Storytelling by Design”.

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