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Designing with Intention: Creating Emotional Connections Through Immersive Experiences

What makes an immersive experience? Gensler leaders unpack the concept of experiential architecture, explore the traits that make an experience truly immersive, and reflect on the importance of designing with intention
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Lisa Matthews, CTS
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Designing with Intention: Creating Emotional Connections Through Immersive Experiences
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AT&T Discovery District | Projects | Gensler

The AT&T Discovery District is a dramatic transformation of the company’s global headquarters into a seamlessly integrated immersive, mixed-use destination.
Photo credit: Gensler 

In their recent dialogue BLOG, Gensler's global leaders of Digital Experience Design and Entertainment explore the concept of experiential architecture and what makes an immersive experience. The article cites several examples including the AT&T Discovery District in Dallas, the Jackie Robinson Museum in New York, and the American Kennel Club Museum of the Dog, New York, each highlighted by a mesmerizing video clip. 

"Immersive experience is a term that gets used to describe everything from theme parks and interactive theater to marketing activations and art installations. What do we mean when we talk about immersive experiences in an architectural context?"

Discover the 5 traits of Immersive Experiences that their research uncovered, how stories and brands are translated into an experience in a physical space, and how experiential can scale to everyday moments and places in people's lives. 

Read the article here: Designing with Intention: Creating Emotional Connections Through Immersive Experiences (gensler.com)

Go to the profile of Lisa Matthews, CTS
Lisa Matthews, CTS
Open to opportunities , NA

A marketing professional and 20-year AV industry veteran, I am a proud CTS holder and enthusiastic #AVfoodie who is passionate about innovative technologies, design, and all things AV.

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