Behavioral Trends: Experience Economy

 

Experience Economy

 

Experimentalism is aspirational and fun. We have a desire to “do”, rather than to “have”. We’ve got the basic things. We want the next thing: the story that comes with it. We are always looking for “you-had-to-be-there” types of moments that add meaning and value to our life.
 
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SEE SOME EXAMPLES OF EXPERIENCE ECONOMY IN ACTION:

GRANTEATRO MÉXICO

Theater, despite being one of the most ancient arts, is always finding itself as the subject of constant, boundary-pushing experimentation and innovation. Directors, writers, actors and even stage designers all find ways to bring the millenary art form to new heights. One of the more curious innovations has come from Granteatro, a Mexican theater company founded and directed by César Aristóteles García, based in Monterrey and specialized in experimentation, in the form of “Amiga, date cuenta” – a play that takes place on Zoom amid COVID-19 restrictions. Most crucially, the play is enriched by the audience’s interactions with the characters live during the play through WhatsApp. The members of the audience are able to provide advice to the characters, which may or may not alter the course of the story, making each performance unique and, of course, bringing a refreshing, engaging experience to theater fans.

Experience Economy - Granteatro México

facebook/granteatromx

FINDASENSE

Digital consulting firm Findasense, as stated by its self-explanatory name, aims to promote experiences as a way to fundamentally change things. The company, which is based in Spain and has offices all around the world (including Mexico), constructs consumer experiences that make sense for users, companies and society at large, nurtured by diversity in communities, markets and nationalities in order to create value and growth through said experiences. Driven by the four key elements they call EPIC – Strategy, Purpose, Identity and Culture – Findasense has worked with brands like Coca Cola and Lenovo, among others, and have won several awards, demonstrating the centrality of experiences in the effectiveness of its work.

Experience Economy - Findasense

mx.findasense.com

SECRET CINEMA

The thrill of sitting at a movie theater and watching a good film isn’t enough for an avid movie fan. Sometimes, the worldbuilding, characters and story are so good that you wish to be inside the movie itself. For the past few years, a few groups of lucky people have gotten the chance to do just that. The Secret Cinema operates in undisclosed locations around the world as a gateway for audiences to become the characters and take part in their favorite stories, from blockbusters like Star Wars to cult favorites like The Grand Budapest Hotel. Whether you choose to blend in with the crowd or be a main character, one thing is for certain – you’ll never forget this unrepeatable experience.

Experience Economy - Secret Cinema

secretcinema.org

LIVELIKE

Millions of people worldwide bond and connect over sports. No matter which one, it’s bound to have a dedicated fanbase. However, it’s hard to interact with other fans around the world during a game. Video calls aren’t expressive enough, and they could get in the way of the game. LiveLike has developed an award-winning VR experience for these scenarios, offering a “virtual suite”, multiple camera angles, support across different platforms and even customization for teams and brands. This VR platform has been used for events like the FIFA World Cup, the Super Bowl, Roland Garros and more, offering a brand new experience for sports fans that goes beyond a simple live transmission.

Experience Economy - LiveLike

livelike.com

RANDONAUTICA

Randonautica is an app that generates random locations through the complex process of quantum entropy and, apparently, with users’ intentions in mind. These locations often yield interesting and unexpected findings that align with those intentions – whether they’re positive, like love or creativity, or negative, like danger or crime. Users (called Randonauts) embark on blind journeys to these locations in one-of-a-kind, at-your-own-risk adventures that may or may not enlighten, surprise or frighten. Nevertheless, Randonautica has proven to be a mindful way to navigate the world for its dedicated community of users.

Experience Economy - Randonautica

randonautica.com

KCON:TACT

KCON is an international convention of K-pop held in cities around the world each year, including concerts and other events featuring artists who rarely get to leave Korea. Faced with the COVID-19 pandemic, the organizers didn’t allow the travel restrictions and social distancing limit the experience, creating an innovative digital experience in the form of KCON:TACT – a marathon of live and pre-taped content featuring over 30 artists. Besides AR-enhanced live concerts, fans were able to enjoy live meet and greet sessions, behind the scenes content, influencer panels and more, in an effort to harness and enhance the potential of virtual content. Through innovation, the organizers of KCON were able to overcome limitations and create a successful experience that preserved value for its audience.

Experience Economy - KCONTACT

kconusa.com

WHISPERLODGE

Autonomous Sensory Meridian Response, a sensory phenomenon better known by its initials – ASMR, purportedly causes hard-to-explain, yet euphoric sensations through sound triggers like whispers and brushing sounds, for example. ASMR has a massive following in YouTube, with hundreds of specialized channels providing a fix. How, then, do you take ASMR to another, physical, level? The answer lies in Whisperlodge. Initially an art project by Melinda Lauw, Whisperlodge is the intersection of immersive theater and ASMR, and takes place in intimate spaces, always with a focus on one-on-one interactions between guides (performers) and guests. Common sound triggers are performed directly on guests, which immensely heightens the experience – making Whisperlodge a must for ASMR fans.

Experience Economy - Whisperlodge

whisperlodge.nyc

NEIL MENDOZA’S MECHANICAL MASTERPIECES

Artist Neil Mendoza connects software and sculpture to inject life to objects and spaces. One of his recent works, Mechanical Masterpieces, was created for the Children’s Museum of Pittsburgh, and features several classical paintings adapted for the 21st century – in other words, turning these paintings into experiences. Equipped with levers, ropes, buttons and even a watering can, visitors can directly interact with the paintings themselves, affecting what happens inside the “canvas”. Thus, becoming a direct and fun way of engaging children with art that can often seem inaccessible or outdated.

Experience Economy - Neil Mendoza Mechanical Masterpieces

pittsburghkidsdesign.org

MUSEUM OF ICE CREAM

The Museum of Ice Cream opened in New York City in 2016 to much media attention. Though it’s been described as “essentially a 3D selfie background”, the Museum has been extremely popular among visitors in its multiple locations, and offers several themed attractions for visitors. The pastel-pink hues and numerous attractions like a sprinkle pool proved irresistibly sweet for all kinds of ice cream lovers. Ice cream, of course, is served at every location – capping off the delicious experience.

Experience Economy - Museum of Ice Cream

museumoficecream.com

SECRET LIBRARY

Escape rooms had become popular attractions in malls and amusement parks in recent years, but with the COVID-19 pandemic, it’s become impossible to experience them again. Enter The Secret Library: a mixture of a live performance and an escape room, taking place online over video-conference. The audience is immersed in the experience, and is encouraged to look for clues and uncover mysteries collaboratively, and though it sometimes steps beyond the typical escape room adventure, it’s never less thrilling than its physical counterparts.

Experience Economy - Secret Library

secretlibrary.io

AIRBNB EXPERIENCES

Airbnb’s disruption in the hospitality industry has expanded beyond lodging, encouraging the industry at large to focus more on experiences and unique opportunities for its audiences. In recent years, Airbnb has partnered with brands to offer one-night-only stays at places like Barbie’s Malibu Dreamhouse or the Goodyear Blimp – creating unrepeatable moments for a lucky few. Throughout the COVID-19 pandemic, Airbnb has moved to hosting online experiences with numerous guides around the world, from cooking to tarot reading to Hollywood lighting – anything you can imagine, really – all from the comfort of your home. Shifting the focus to experience has been essential for Airbnb, and it will continue to do so despite the circumstances.

Experience Economy - Airbnb Online Experiences

airbnb.com

MEOW WOLF

Meow Wolf is an artist collective turned production company based in New Mexico (U.S.) whose work focuses on creating experiences that go beyond mere art installations or photo sets. Their hallmark work, the House of Eternal Return, has been described as an interactive art experience that combines narrative elements with mystery, dream worlds, and surprise. Featuring over 70 rooms, the House of Eternal Return allows people of all ages to choose their own path through multiple environments, ensuring a distinct, hard-to-capture experience for each visitor.

Experience Economy - Meow Wolf

meowwolf.com

ALANXELMUNDO

Alan Estrada is a Mexican actor, singer and dancer, with over 15 years of experience in his field. However, he’s perhaps best known as AlanXElMundo, a travel YouTuber with over 2.5 million followers as of 2020 and over 9 years’ worth of vlogs documenting his journeys around the world. Born as a hobby, his channel has now grown to become a blog full of travel tips and inspiration. His outlook on travel, which is embedded into his channel’s content, is inspirational and uplifting, framing travel not as a luxury but as valuable experiences, memories and connections, which will in turn make your lifetime well spent.

Experience Economy - AlanXElMundo

alanxelmundo.com

THE BILLIE EILISH EXPERIENCE

Gen Z superstar Billie Eilish released her anticipated debut album in 2019. To accompany the album’s release, Eilish, in collaboration with Spotify, curated a pop-up installation in downtown Los Angeles (US), called the Billie Eilish Experience. Consisting of 14 unique, themed rooms, each corresponding to a song in the album. The rooms ranged from an RC car track and a full-sized replica of Billie’s bedroom, to a room filled with adoptable rescue puppies. The Experience, besides effectively promoting the album, allowed audiences to connect with the process behind its creation, and enhanced their perception of each track.

Experience Economy - The Billie Eilish Experience

coupdemainmagazine.com (article)

ATTRAP’RÊVES HOTEL

A French family company founded in 2010, they offer true sensory experiences through the installation of design and ecological accommodations but without sacrificing the environment. Attrap’Rêves, the very first network in France for unusual nights.

Experience Economy - Attrap'Rêves Hotel

attrap-reves.com

THE DISNEYLAND EXPERIENCE

Everyone knows that going to Disneyland is an unforgettable lifechanging experience. Everyone gets involved into the magic of that strange kingdom full of characters, stories and memories of our childhood and our whole life.

Experience Economy - Disney

disneyland.com

BLINDEKUH

Blindekuh is a restaurant where meals are served in the dark. The name is derived from “Blinde Kuh” (blind cow), the German name for Blind man. No lights are allowed inside a blindekuh. Meals are served by blind and visually impaired people. The dark restaurants are a project of the Blind-Liecht foundation, who works to create employment opportunities for blind and visually impaired people. The original restaurants are located in Basel and Zürich, Switzerland. The restaurant concept has subsequently been replicated elsewhere, including London, Paris, Sydney, Amsterdam, Tel Aviv, Beijing, and Vancouver as restaurants and multiple cities in the United States as special events.

Experience Economy - Blindekuh

blindekuh.ch

 

 

Click here to navigate our list of Behavioral Trends for value creation, full of insights and needstates, written from a post-demographic human-centered perspective by our partner Andrea Lobo.

 

 

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