The Wonka Principles
An Immersive Design Approach
We are human. We are storytellers. We need to share our experiences through storytelling, even if it's just to remember moments from our lives. Storytelling gives meaning to our lives and demonstrates that we exist, matter, and wish to share joy, hardship, and laughter with others. Our stories remind us of who we are, and our ability to write them can shape who we become. Although our languages may differ, our human experiences are universal. More people need to understand that we share their fears and lives and care about their stories. Oceans and mountains may separate us, yet the tales of our shared existence bring us together.
Technology has transformed our ability to tell stories. It must be immersive. But what does that even mean anymore? Isn't real life immersive enough? Yes, and that’s precisely why audiences seek experiences that transport them away from everyday challenges, exposing them to new feelings, people, places, and activities they wouldn’t normally encounter. The definition of immersive captures this idea perfectly: "relating to digital technology or images that actively engage one's senses and may create an altered mental state."
All the words associated with immersive—interactive, imagination, involvement, impact, intuitive, and more—begin with the letter "I." This focus on "I" also extends to the design process: "I aim to create a unique experience," "I seek to immerse guests in the world of the Hopi Indians," "I desire to entertain guests," "I hope to inspire guests," and "I strive to make a difference."
It all begins with another word that starts with "I": idea. "I have an idea." From this simple starting point, a journey of creativity and discovery unfolds as developers envision how their immersive experiences can differ and how they can challenge and transform their guests. Before the design can begin, "I need to write the story."
Any immersive design should start with the narrative of the guest's journey, detailing everything from their online experience to long after they leave, ensuring they carry that experience with them. This narrative conveys what you want a guest to hear, feel, see, touch, learn, smell, and more. This document outlines each step of the guest's journey, guiding them from their world into yours and somehow transforming them by the time they depart.
The key to any story that offers an immersive experience lies in making your guests characters in the narrative and providing them with a stake in the outcome. Their participation is essential; they are not merely bystanders or audience members but are integral to the story. They should feel this way as soon as they enter, and they can even be given options that allow them to shape their own story, creating an even more personalized experience. Keep it simple: enable guests to easily immerse themselves in the story, understand their character, and learn what they need to accomplish.
At times, you have an established audience you’re trying to reach. This means you need to genuinely understand their desires and identify what you can offer that distinguishes you from their past experiences or satisfies their unmet needs. Other times, if you’re fortunate, you may have the chance to create something that broadly resonates and inspires people to engage with your vision and design. While a client may specify a particular audience they wish to target, defining one for yourself and witnessing your unique vision attract that audience can be even more rewarding.
Keep your audience in mind. Each audience member is unique, arriving with different expectations and experiencing the adventure in various ways. No two may feel the same about your experience. Consider the characters in Willy Wonka; each had distinct traits and dreams about what they would see, leading to different outcomes. The same applies to your audience but stay true to your message and vision to create what you believe is the right approach.
Trust your audience; they are intelligent. They seek entertainment, inspiration, fear, or transformation. If you engage them in your story, they will fully embrace the experience. Always remember: your audience is unaware of what you didn't spend. Create a compelling experience regardless of the cost, and they will become immersed in it. They won’t complain about a lack of media, scenery, or anything else; if you immerse them in your vision from the start, they will accept it no matter how it is delivered.
There are many ways to achieve this. While any immersive experience will certainly involve various technologies, it is essential not to limit this narrative to its presentation alone. Today, a vast array of technologies is available for delivering captivating stories, and this landscape evolves daily. The best approach is to design the experience you envision and then choose the most suitable technology to present it to guests. Most importantly, in any experience, technology should be seamless; it exists solely to convey the story effortlessly.
The path to inspiration for an experience can vary significantly from project to project. Whether you're funding a dream initiative or facing a challenging client, the obstacles may differ; however, the process of creating something magical for your guests remains constant. Develop an idea, craft the story, and involve designers, technicians, actors, and others to bring it to life. By guiding your team along the right path of discovery, your idea will evolve into something even more powerful than you imagined.
The story of Willy Wonka and the Chocolate Factory serves as an inspiration for the fundamental principles of immersive experience design.
Start by creating an engaging and captivating experience centered around a fictional or real property—something guests have never encountered before and are excited to explore.
Build anticipation before the event to enhance business - this is a unique opportunity.
Ensure its uniqueness: A reservation is required, and only a select few will experience this once-in-a-lifetime opportunity.
Guests need to arrive in a special place.
Create a unique arrival sequence that transitions guests from their world to an extraordinary destination.
Introduce a host when necessary. Whether it’s a human character or an AI presence, the host guides guests and provides valuable information throughout the event.
Then, guests take a unique entrance behind the scenes.
Guests receive a badge that may be RFID-enabled, allowing them to access and retain information about special moments throughout the experience and afterward.
Create a magical path allowing guests to find secrets along the way
Let them try—whether it's the product or the process.
Make it fun with activities to involve guests in the story.
Take away - leave changed or to continue to learn or experience more.