Designing the Future of Experiences Today

Workshop in English and Spanish

Participant Requirements:

Materials will be provided in the workshop.

Enhance your Skills in:

• Experience design and engagement strategy for global audiences of all ages
• Experience mapping
• Experiential narrative approaches
• Experiential marketing strategies
• Discovering new formats for experiences
• Marketing and audience engagement

Description:

This workshop will be led by the former VP of Design at The Sphere, MA+ART, a New York-based agency dedicated to curating world-class talent to produce marketing experiences worldwide. Also participating is Not an Agency, a Mexican studio specializing in the promotion and design of experiential events with music in Mexico.

In this course, you will learn about the importance of creating experiences orchestrated through emotional highs and lows. You will gain insights into building a dynamic emotional arc that evolves over time and how audio, visual, sensory, and spatial elements converge with a solid narrative structure that engages and is memorable for audiences. This workshop will focus on techniques for designing immersive experiences, using practical tools such as experience mapping to connect with audience emotions and design the life cycle of a memorable experience.

During this practical and creative class, we will explore the magic and function of emotional design, applicable to various media but especially effective for live shows, immersive experiences, exhibitions, and interactive installations. The goal of the workshop is to provide useful templates and processes that participants can integrate into future projects, collaborating on a real-life example to apply this knowledge. We will learn to differentiate between brand activation projects and profit-driven immersive businesses and discuss how both can benefit from similar creative approaches, adapting to a constantly changing technological and cultural landscape.