Heinz Portrait - Credit : Nathan Pask
AEA Consulting
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Bompas & Parr
Forged in the Creative Crucible : Why is Britain so bloody good at experiential design ?
By Sam Bompas , Co-Founder of Bompas & Parr and Friends
Britain , once the swashbuckling island of booze , fags , mags , monarchy and Shakespeare , is now the leading exponent of experiential design . The work of the likes of Secret Cinema , Marshmallow Laser Feast and DotDotDot London sits far beyond the bounds of theatre , music , museums or creative technology engulfing you in tangible , navigable worlds .
The memories forged and stories articulated become tales you will tell others for years to come . These experiences are currently being delivered around the world and if you haven ’ t already , you ’ ll be able to gorge on them soon .
But what is experiential design – recently I sat on three panels , and each had a dramatically different take on the matter . For one it was about mastery of poly-sensory design geared to stimulate each sense . This is , of course , total rubbish – the room you are in is a multi-sensory experience ! Even less inspiringly , some digital marketeers thought it meant interactive , dynamic banner ads . Puke . The third had the most effective approach that encompassed storytelling as the secret ingredient . The definition was more open too ; ‘ hard to define but you know it when you feel it .’ There ’ s a textural and emotive component with true experiential design .
So why did an island of codgers , scallywags , wastrels and rascals become leaders in this delightful medium ? With experiential design so hard to define , I thought the most effective way to get to the root of Britain ’ s success would be to canvass to the leading practitioners ( and some of our creative heroes ). I tracked down
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