Design your story-based experience in just 5 days

Join a group of like-minded creatives in this unique experience design, online, facilitated program.


Learn how to do storytelling by design and create an experience plan with the audience in mind. We have named this fast-paced, highly interactive program StoryCamp.

Sign up for StoryCamp

Join the StoryCamp Program if

you work with:


Tourism or attractions


Branded customer experiences


Themed entertainment 


Or with anything that benefits from the combination of storytelling and experience design

and you want to:


Learn how to combine storytelling and experience design


Advance your storytelling skills with a new methodology


Design a well-structured, impactful experience in a short timeframe


Boost your knowledge of storytelling and experience design in just 5 days

Day-by-day program breakdown

August 24-28, 2020, 3 PM – 6 PM CET (10 AM – 1 PM EDT)

One group with a maximum of 
8 participants

The sessions are online – participate from wherever!

Day 1 - Define your concept

The first day is dedicated to the creative strategy and concept definition. With the theory and practical assignment of this step, you give a strategic meaning to your story-based experience. It can be either to increase traffic to a specific location, to develop your brand experience, increase customer engagement etc.

At the last part of the session, you will receive an assignment to complete before the next day.

Outcomes: Creative strategy and core concept.

Day 2 - Define your story

The second day is all about your story. We begin with the definition of a great story, its elements; then we continue with the more complex theory about the different narrative formats like modular and non-linear storytelling.

We complete the session with a new assignment, the result of which we will discuss at the beginning of the next day.

Outcomes:  Your core story definition and your high concept.

Day 3 - Define your audience role

Now that you know what story you want to tell, we focus our attention on your audience. You may also refer to it as customers, users, guests; they are the people, you want to engage with. The third day focuses on the understanding of the different roles of the audience. Whether they interact with your story or just observe it, it’s important to know what their journey will be and how they will act.

This day also ends with an assignment, and we will discuss the results at the beginning of the next day.

Outcomes: Audience definition and audience journey design.

Day 4 - Define your experience

The fourth day marks a significant milestone; this is the day when we combine all the previous outcomes and create the experience for your audience. You learn about what an experiential narrative is and how it reflects your core story.

The practical assignment will guide you to design the final experience, with all the elements in order: story, audience, space, interactions, emotions etc. all aligned with your creative strategy.

Outcomes: The final experience plan is defined.

Day 5 - Evaluate your final outcomes and set your action plan

We have dedicated the final session to feedback, evaluation and planning forward. You can choose to present your outcomes to the whole group, or keep it confidential and only share it with the instructor. Either way, we analyse the results of the program together and create an action plan for implementation.

Follow-up: You journey doesn’t end with Day 5, as you will receive immediate next step instructions to bring your experience plan closer to reality following the five days. A few weeks after StoryCamp, we will reach out to see how the action plan is developing, and you will have the chance to receive more feedback from us.

Here is how you Sign up for StoryCamp

Step 1:

To begin, complete the short form with your name and email, pick your preferred payment method and then press “SIGN ME UP”. Now we’ll know that you want to participate in the program.

Step 2:

We will reach out to you with the invoice which you securely pay via PayPal. However, if you do not have a PayPal account, or prefer an alternative, we’ll send you an ordinary invoice by email.

Step 3:

We confirm your registration by email when payment is received. Furthermore, when we approach the start date, we will send you the link to attend online and all the preparation materials.

For any questions write to Ecaterina Capatina at 

Step 1

Let us know that you want to join the StoryCamp and fill out the form. We’ll get back to you shortly with the rest of the details and the invoice.

Price: €800 (€1000)

Introductory offer

Choose your preferred payment option:

8 + 11 =

What is included
  • 5  online sessions of 3 hours each
  • Reading materials
  • Customised assignments
  • A follow-up call after the program

Unlock the opportunities of the program

Left until StoryCamp 2020









Benefit from the small-group format to work with own concepts and get customised feedback to your outcomes.


Submit your considerations for your project ahead of the program and get personalised theory during the course.


Embrace the online format of the program to participate from anywhere.


Benefit from the low price for designing a story-based experience with the latest methodology.


Set a realistic and measurable set of goals for your project and share your developments and questions with us in a follow-up call.


Build and keep a toolbox of methods and practices that you can always use in your later work.

Klaus Sommer Paulsen
MA IT Interaction Design & Multimedia

During the five-day program, Klaus will share with you the theory and principles of storytelling by design and guide you through the entire process. 

Besides his work as an award-winning storyteller, designer and creative director, Klaus Sommer Paulsen has been working with professional training and education since 1995. He has designed and led many different courses and programs for various companies, associations and learning institutions, bringing theory and practice together from design thinking, integrated marketing, hybrid innovation and experience design. His trademark as an instructor and facilitator is highly interactive sessions focused on building knowledge and skills for immediate use by the participants.

Klaus is AdventureLAB’s lead developer on the Integrated Storytelling principles and practices, a strategic design tool for creative and business development that merges story and experience in new ways. He has spoken and written about the concept on numerous occasions around the world and in various media, including keynotes, masterclasses and as contributing editor of the anthology “Storytelling Beyond The Screen”.

Besides his work as CEO & Founder of AdventureLAB Klaus is a member of Themed Entertainment Association’s International Board, Chair of VIA University College’s Multiplatform Storytelling & Production BA programme and is currently developing an Integrated Storytelling course for a new MBA programme at Parnu College.


The StoryCamp Program is designed based on the courses and MarteClasses that we give to train professionals on how to apply the principles of Integrated Storytelling.

Used as a design method, Integrated Storytelling creates a synergy between the story and the experience, while empowering the audience with new roles and ways to immerse themselves in engaging memorable moments.

We originally designed this methodology at AdventureLAB as a way of working. Today, we also train companies around the world how to implement it in their design processes. For years, we have developed and facilitated masterclasses, workshops, courses. From September 2020, Integrated Storytelling will be taught as a part of an MBA Program at the University of Tartu Pärnu College.

In 2020 we have relaunched our Integrated Storytelling Online Certification Program. It is a fully developed, college-level program that combines theory and practice.

Don’t hesitate to contact us – send your questions to Ecaterina Capatina at

Learn more about AdventureLAB on our website

We help creators and innovators develop stronger concepts, tell better stories, design unforgettable experiences and fly higher!