WORDS BY HENRIETTA THOMPSON
Whether it’s digital, physical or a combination of both, making a brand experience inspiring and memorable is – as many are finding – about making the right connections. When the experience is not merely individual, but also collective, it is amazingly powerful. As Local Projects’ Barton explains: “Giving audiences a job or a purpose, an experience to find yourself in, to see yourself reflected in: these are notions that are really the expanding horizon. An experience should reflect something about you and have a self curating angle to it too.” Yes, people all want a beautiful, seamless experience, but they also want something they can participate within. It doesn’t take immersive technologies to immerse a person emotionally in an experience, it takes a creative, intelligent and 360 degree approach by design. Henrietta Thompson is an architecture, art and design writer based in London
BUILDING DESIGN EXPERIENCES
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