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How character development can elevate your guest experiencesGreat character development creates more opportunities for storytelling in projects across different industries.Any story needs characters, and in good stories, they are well-thought and well-designed. They...
A core brand story is not a static structure — it branches out into different storylines with new developments and event.
The Power of Mobile StorytellingAs we are approaching the spring and summer season for tourism and leisure, we gathered a few insights into mobile-based experience design focusing on storytelling. These guidelines are drawn from some of our current observations into...
Predictions for 2022 in the Leisure IndustryIn this article, we underline some of our predictions for 2022 for the attractions industry, but not only. The year 2022 seems to be a good opportunity to summarise and implement the lessons learned in the previous year. We...
Establishing a creative strategyHow often do you jump to the creative stage of a project, skipping strategy, planning, and even research? We all can be honest and say that we did it at least once. Undoubtedly, creative processes allow us to be free in our thinking,...
Impressions from IAAPA Expo Europe 2021In this issue of The Experience Economist, we are making a summary of what we have observed and learnt at IAAPA Expo Europe with relevance to storytelling. IAAPA Expo was an excellent opportunity to finally see old and new...
5 areas where your brand story lives and growsNo matter what industry you are active in, you have a brand, therefore you also have a brand story. It is a continuously living and growing system that can be transformed and influenced either from within or by external...
Last year we were wondering how to operate with all the restrictions in order. Now we begin considering what to do next after the reopening of the industry. A certain thing that we know is that audience expectations and behaviour have changed, and we expect some new...
One of the wonderful things about international and cross-cultural collaborations is that we can meet and interact with our favourite franchises in many places – from family entertainment centres (FECs) to larger themed attractions like parks. The core of a franchise,...
While the main focus of a guest experience design is usually the on-location interactions, going beyond this has an enormous potential.
Learn about five simple steps you need to take when defining the creative strategy to design a rich story-based experience.
The imposed regulations and pandemic development has created a narrative of what The New Normal may become.
On September 11th the world marked six months since the pandemic began officially. In this period, we saw ups and downs, good and bad events, but in this article, we want to focus on the good lessons to be learned and bring some inspiring examples from different...
There are so many wonderful places and spaces that are more than meets the eye. Beneath their surfaces, they harbour a story or a piece of history that are capable of creating connections with those fortunate enough to visit them. Pass a point or turn a rock, and there you will find that special something that makes your being there even more special.
There is no need to beat around the bush. Times are tough throughout the creative industries. For location-based and themed entertainment professionals, in particular, lock-downs and prolonged reopenings with limited attendance have had a massive impact…
Unless you have resided under the proverbial rock since summer, it is very evident that we are now in the season of courses and conferences. And let’s be honest, there are some brilliant opportunities to gain both inspiration and knowledge that is applicable to the...
This week, we were yet again in a creative development meeting with one of our partners in the UK. Next week, we’ll do a follow-up session. For each of these, none of us will leave our respective hometowns of Aarhus or London. Our travel time is down to the time it...
The interaction and engagement that will enable your customers to experience your brand and its values, meaning and message, is often defined as the brand experience. Sometimes, the design of your experience is presented and thought of as basic outlines for user...
Sometimes, cherubs in airports make people react in unexpected ways. I recently shared a video online from something that could very well have been from a museum, but it was not. Quite a few people were as amused as I was of the small cherub eloping a classic Rubens'...
A story is not just a story. You may be perfectly capable of writing a great short story, but that does not mean you are great at copywriting. You may be great at ads, but that does not mean that you are at the same level, when developing a core story. And you may be...
Over the last couple of weeks, I have had to opportunity to speak about Beyond The Screen Experience Design on several occasions. My audience has been experience design students, media education professionals and experience professionals. The interest and positive...
You know the clichéd phrase, A New Year A New You, widely used in a multitude of variations to lure us into the gym, setting new goals for our private weigh-ins, and take a fresh look at what we eat, wear and do. However overused the phrase may be, it is nonetheless...
Think about the word “hybrid,” and it’s likely to evoke thoughts of eco-friendly cars, new types of plants cultivated by combining those that already exist, human robots in sci-fi novels, or even crossbred dogs. By its very nature, a hybrid is a new creation, often...
Adrian Fisher is internationally renowned as the world’s leading maze designer, specialising in custom designed visitor attractions such as Mirror Mazes, Landscape Mazes, Panel Mazes, Dark Rides and Magic Mansions. We asked The Experience Economist readers for their...
Some, if not many, consider you something else other than what is traditionally thought of as an architect. Is that true? Could you perhaps be described as an architect of physical experiences? I actually think that 'architect of physical experiences’ should be the...
Global Real Estate Experts, July 27, 2018 The importance of leisure and experience is encouraging a new generation of attractions. “The new landmark leisure concepts break out of the box and sometimes they even break the mould,” says Klaus Sommer Paulsen, founder and...
Bricks-and-mortar spaces are an integral part of the next iteration of retail, and they have the potential to play a new, multi-faceted, and valuable role in people’s lives. People are still shopping, and they still need places where they can go. The future retail...
As retail and leisure come together to create spaces of value, we need to apply a more detailed and nuanced approach to designing moments and memories that these physical and digital places will represent. Thinking and planning in terms of multidimensional experience...
According to Warren Buffett, traditional retail is dead. The billionaire investor also believes that, in 10 years, the retail industry will look nothing like it does now. Department stores are already online, and changes in the way people spend their money make them...
The travel industry needs to recognise that its game has and will continue to change. Travellers and the world they explore have evolved. Mottos about the best destinations, claims for superior service levels, and other obvious reasons for buying travel industry...
Have you ever met someone representing your customers who asked to be taken on a customer journey? Did you ever hear someone other than marketing professionals who were craving some brand activation? I bet the chances are very slim. Why not challenge yourself and your...
Any marketer involved in branding in 2017 is almost certain to be involved in experience design or experience management in one way or the other. As with many disciplines, experience design itself is dynamic and in a continuous state of flux, where seasoned...
It’s that time of year when it’s easy to become overwhelmed with ideas on how to become the new you, whether it’s joining this or that course, listening to a webinar, or signing up to a fast-track programme to success. It’s also a time of year when it’s easy to...
The CEO of a successful retail franchise once shared his prescient view with the management of a shopping mall during a meeting on how to make their retail space successful: “If you don’t have family entertainment, families will not visit your mall.” In other words,...
Throughout human history storytelling has confirmed shared culture and beliefs, passed knowledge down from one generation to the next, and helped humans understand the world around them. The significance of stories is embedded in our collective mindset, so it’s no...
At AdventureLAB, much of our work can be defined as adding value to a place or creating a place of value altogether. To do this successfully, we strongly believe the concept of value has to have a deeper meaning than that of the monetary payoff for the owner or...
The retail environment has never been more competitive. Shop closures are regularly in the news and the idea of “well-established” more often means “old,” rather than “enduring.” While hanging on for survival, however, many retailers seem to have forgotten what made...
Would you like your brand to be conceived as a true and relatable hero? This is hard to achieve through traditional marketing communication of features and benefits, but by combining storytelling and social media you can add another dimension to your relationship with...
Unless you have been performing your marketing tasks from under a rock in a cave somewhere, you will have noticed the increased focus on customer experiences and their value to the retailer. Integrated experience strategies can help build and increase attention,...