Dynamic #4

Awe effect

Between unusual and extreme experiences, stimulating wonder.

"I've studied the sense of wonder extensively and the meaning it can take in the professional world. It's a serious topic, not just glitter; it can bring a lot to people and transform the professional experience." - Marine Allamel, Nouvelle Épopée

While boredom erodes individual morale, a quest for wonder becomes the keystone of experiential design, redefining hospitality spaces as well as entertainment experiences. To meet this search for 'Awe effect' and introduce 'the extraordinary into the ordinary,' experiential professionals transform hospitality venues through the appeal of the fantastical and continuous surprise. The notion of escape is redefined through the lens of performance and extreme immersion. Thus, through magic and wonder, experiential gains memorability and enables the deployment of timeless moments.

Augmented hedonism

#binge living #disrupted sensoriality #visual emotion #playful experiences

Between society's gloominess and normativity, a desire for rupture and escape grows. If "27% of Gen Z and 28% of Millennials say they're ready to go into debt for a summer of fun," 'funflation' embodies this wild growth of the entertainment industry where individuals make the most of the present moment. As illustrated by the creation of Disney events exclusively for adults, the deployment of regressive experiences is appealing. So, in response to the need to stimulate wonder and surprise, hospitality venues evolve through playful, surreal, or even dream-inspired universes.

28% of Millennials say they're ready to go into debt for a summer of fun.

Total experientialization, Netflix House, US, 2024

Netflix inaugurates its theme park inspired by its new productions. Physically materializing its hit series, the platform evolves into a playful gathering place. Theming events by echoing pop culture successes resonates with consumers' attraction to permanent entertainment.

Event artification, Laila Gohar, Prince de Galles Hotel, FR, 2023

Playing with a form of contemporary surrealism, the culinary artist created a 3-meter wedding cake at the Prince de Galles Hotel as well as a collection of objects of the same shape. If the world of gastronomy evolves toward artification, the playful and regressive respond to consumers eager for surprise and wonder.

Surrealist vision, Jacquemus, Le Bleu, Selfridges, UK, 2022

The fashion brand's pop-up showcases its clothes at the heart of a gigantic and quirky bathroom. Proposing immersive, ultra-themed spaces, beyond the brand's universe, allows for instilling regressive pleasure.

Culinary excursion, Balbosté x Riyadh, FR, 2024

For the airline, the ultra-innovative culinary studio was inspired by light phenomena observable from the plane. Through spectacular staging and ultra-creative hybridized dishes, the studio brought its radical reading of the brand to life. Combining all senses to deploy a collective physical experience makes total immersion in brands' DNA possible.

Extreme immersions

#scientific breakthrough #polysensory escapes #new frontiers #sensational experimentation

If 77% of individuals declare they want to "feel something, feel alive" and traveling to the ends of the Earth has never been so accessible, the desire to experience a certain change of scenery grows. This millennial fascination of humanity for exploring distant places expresses itself through the idea of 'transcendent aim,' opening the way to experiences as unusual as they are extraordinary. Making the apparently unimaginable possible, technological innovation disrupts the notion of escape. A quest for extreme and invigorating performance in turn inspires the deployment of transcendental experiences.

77% of individuals declare they want to 'feel something, feel alive'

Intrepid exploration, Black Tomato x 007, EU, 2024

The travel agency immerses its clients in a custom journey into James Bond's universe, offering an itinerary through the films' iconic locations. Dramatizing immersion through iconic exploration figures allows responding to individuals' adventure fantasies.

Transcendental escapade x Anika Madsen, NR, 2023

Immersing guests in the middle of insular nature and evoking a salmon's eye, whose preservation is central to reflection, the Iris restaurant is only accessible by boat and offers cuisine as sensory as it is futuristic. Capitalizing on remote locations to create total experiences opens the door to ultra-innovative experiences.

Exclusive stratosphere, The Alchemist x Space Perspective, USA, planned for 2025-2026

The Alchemist restaurant will offer an exceptional culinary experience aboard a carbon-neutral stratospheric balloon. Combining exceptional location and innovative gastronomy, the future of hospitality opens to new frontiers and invites redefining the limits of possibility.

Nature-digital experimentation, El Cosmico x NASA, US, 2023

The first 3D-printed luxury hotel offers an immersive hospitality experience with design fully integrated into its natural environment, reminiscent of Martian lands. Proposing immersions where nature and technology merge makes creating futuristic experiences possible.

Experiential entry keys

1. Create global experiences around major scripted themes and play 360° on this creative universe.

Beyond a classic celebration, invite the world of entertainment, animations, or even regressive references into the deployed experience.

3. Propose unusual experiences in small groups in innovative locations, fostering a sense of total immersion.

4. Move toward the territory of performance and make possible encounters with iconic figures who have achieved exploits.