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Lift 109 at Battersea Power Station. Image courtesy of RAA and Journey.
The Moonwalkers A Journey With Tom Hanks at Lightroom King’ s Cross. Image courtesy of John Sturrock
or rhythms tied to memory and culture, and you strike an emotional chord with audiences.
New tech like HOLOPLOT allows for surgical precision, directing audio so that people standing inches apart hear different tracks.
59, a Journey studio, used directional audio at the David Bowie Is exhibition, where visitors triggered their own audio experiences simply by moving through the exhibition space.
4. For Our Next Act, We’ ll Need a Volunteer Today’ s audiences want participation, not passive observation. Immersive theatre like You Me Bum Bum Train or Punchdrunk’ s The Burnt City places the audience inside the story, not just in front of it.
Disney’ s Rise of the Resistance dark ride goes even further; you don’ t simply watch a Star Wars tale unfold, you live it, as the Empire literally captures you, and then you’ re saved by the Resistance. That personal involvement makes it unforgettable.
5. A Dish Best Served … Branded? Taste and smell may be more complex to design for, but if well done, they can engage sensory pathways that create deeper connections with audiences.
David Bowie Is at the V & A. Image courtesy of 59, a Journey studio
Experiences like Murdér Express in East London blend narrative and cuisine into one theatrical event. Museums are catching on too: The Louvre offers scent-led tours, and Museum Ulm integrates aromas into its exhibitions. Even a snack( like the Dune popcorn bucket) can become a tangible piece of a story world.
If you strike the right balance, it’ s not a gimmick. It’ s edible storytelling.
6. The Venue Tells the Story A venue isn’ t neutral, it speaks to us. And the moment someone arrives, the experience has already begun.
Contemporary venues embrace this. The Dallas City Performance Hall uses an
LED curtain to reshape its façade. Miami’ s New World Symphony building is a canvas for projection.
Then there’ s Sphere Las Vegas, with a programmable architectural skin that transforms the entire venue inside and out.
Encore: The Senses Endure Tech will change, and trends will shift. But the senses remain our gateway to meaning. From Greek amphitheatres to full-blown immersive experiences, we’ re still trying to inspire the same feelings in audiences: excitement, wonder, and human connection.
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