Worlds of Wonder

Experience Design, the enterprise of creating immersive worlds around people seems to be the biggest star in todays marketing firmament. No other medium is more promising in connecting people to stories, places and ideas. What is the story behind this movement? How did it evolve and what is the best way of navigating in this sector? In this revealing book, two pioneers reconstruct the past 25 years, showing how constructed experience came to be central in our lives. They arrive at an original conclusion: immersive experience design is not just the latest new media extension. It is related to our way of being, of finding our way in life. When used in the right way, it serves as an instrument for massive, multi agent change. The Art of Wonder not only gives a thorough analysis of the psychological foundations of Experience Design and its rise into cultural and commercial realms, it also provides practical tips for how to build engaging worlds for your audiences. Larded with the light hearted history of their own XD-firm, one gets more than a feel for this way of work. From museums to theme parks and from A-brands to governments, Experience Design (XD) is paramount in today's creative industry. Imagination is becoming the ultimate canvas for connecting people to brands, stories, and places. It will be of interest to all students and professionals active in experience design, including their bosses and clients. Since the book contains a first person account of discovering what XD is, it will function as a companion for designers and senior managers alike, since a growing segment of todays' bigger organizations launches experiential marketing initiatives, posing new questions to their Marketing & Communication departments.

“"Decades into today's experience economy, experience design remains very much an art rather than a science. 'Worlds of Wonder' exemplifies the state of that art, providing a beautiful, insightful, and wonderful view of the design of experiences that engage, inspire and even transform." - B. Joseph Pine Il - Co-author of The Experience Economy: Work Is Theatre and Every Business a Stage”

"Decades into today's experience economy, experience design remains very much an art rather than a science. 'Worlds of Wonder' exemplifies the state of that art, providing a beautiful, insightful, and wonderful view of the design of experiences that engage, inspire and even transform."

• B. Joseph Pine Il - Co-author of The Experience Economy: Work Is Theatre and Every Business a Stage

Erik Bar and Stan Boshouwers studied Cognitive Artificial Intelligence at Utrecht University in The Netherlands. In 1991, they founded Tinker imagineers, now one of the leading experience design agencies in Europe.

This book is about immersive experience design, the art of creating spaces that tell a story. lt's the result of 25 years of work by one of Europe's first specialised XD agencies. Starting in 1991, the authors witnessed the rise of a completely new industry, mixing graphic, spatial and theatrical arts with interaction design and personal growth. 'Worlds of Wonder' is the illustrated summary of that ongoing journey. lt is intended for everyone in the process of revealing their brand, art, history or ideas about the future. Spatial storytelling is as old as architecture, and modern media technologies have boosted its scale and expressive powers. The more the online world grows, the greater the need becomes for actual spaces of wonder and imagination. People seek out those spaces to indulge in immersive experiences and social interaction. A very exciting industry is emerging. One that is growing in depth and in strength. This book contains many examples, with the intention of giving you a sense of what works and why, from the psychological foundations of consumer behaviour to practical steps to action. 'Worlds of Wonder' is an invitation to anyone involved in this inspiring field.

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