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. Inhoudsopgave 1. WHAT 1.1 Worlds of wonder 1.2 Experience design 1.3 Beginners'minds 1.4 The WOW moment 1.5 The wonder zone 1.6 Experiental journeys 2. WHY 2.1 Designing for the experience economy 2.2 Facilitating transformation 3. WOW The real thing Augmented reality 1.0 Under the hood Architecture scenography, museography 1st person perspective A case for curiosity Religion for atheist Patient empowerment Serious play Seeing with new eyes From magic lantern to virtual reality Maker spaces Poetic design 4. HOW 4.1 The big idea 4.2 Concept development 4.3 Planning 4.4 The experience design team 4.5 Storytelling 4.6 Design 4.7 Cost control 4.8 Operation 5. NOW Now, it's to you Keyword index Credits Colophon