The soul of an experience: Crafting memories that last
In my mid-20s, I talked my way into a Jane’s Addiction concert. It was a freezing winter night in Vancouver, and a friend and I, both ticketless but determined, decided to try our luck.
by Brendan Shelper
Looking back 20+ years later, my memories of that evening are enlightening, not for what you might expect.
Do I remember the setlist or the intricate details of the show? No.
Do I remember the journey to get there, the thrill of sneaking past security? Absolutely.
Do I remember the energy of the crowd, the sweaty, electric atmosphere, and the stranger who handed me a joint as I found my spot near the stage? Oh, yes.
The act was the drawcard, but it wasn’t the experience.
This anecdote is a reminder of a profound truth: it’s not always the headline event, the grand spectacle, or the polished delivery that sticks with us. Often, it’s the smaller, unexpected moments, the surprises, the obstacles, the spontaneous sparks that become the most meaningful memories.
You’ve lost that curious feeling
As we age, the world often feels increasingly familiar. The frequency of major discoveries diminishes, and with it, the effortless wonder we once experienced in our youth. New experiences and everyday marvels give way to routine and predictability, subtly dulling our curiosity and leaving us less open to the unexpected.
By introducing moments of surprise and delight, we can reignite that dormant spark and recapture the magic of new experiences. At Battle Royal Studios, our mission is to disrupt this cycle. Through meticulously crafted experiences, we offer individuals and brands the opportunity to rediscover the extraordinary, triggering emotions that transcend the ordinary and create lasting impressions.
The predictability trap
Our brains are hardwired to spot patterns. We anticipate what comes next, often without realising it, and when things unfold exactly as expected, they fade into the background. This is why many Hollywood action films, despite their spectacle, fail to leave a lasting emotional impact. As The Psychology of Cinematography notes, “The overuse of predictable tropes and linear storytelling often dulls the viewer’s emotional response, as the mind disengages when the outcome is obvious.”
The same is true for experiences. When events follow a rigid, predictable structure, they fail to resonate deeply. A beautifully plated meal that arrives without context, a seamless path that offers no engagement, these might impress momentarily, but they rarely linger in the mind.
Building soul memories
At their core, the memories that stay with us, the ones we revisit time and again are those tied to emotion. They’re the “soul or heart memories,” born from moments of surprise, wonder, and delight.
Consider the key memories that stay with us for a lifetime, those tied to deep emotions and past experiences. These “goosebump memories” are often triggered by sensory cues, intertwining to evoke the essence of early experiences from childhood or young adulthood, the joy of discovery.
Embracing friction
Too often, event planners focus solely on creating a smooth, frictionless journey for participants. But friction, the unexpected twists and detours is where the magic happens. As my concert story illustrates, it was the effort to get in, the serendipitous interactions, and the raw energy of the moment that made it unforgettable.
In events, friction can take many forms: a scavenger hunt that leads to hidden delights, a spontaneous performance in an unexpected corner, or a moment where guests are invited to participate rather than passively observe. These “positive collisions” create surprise, discovery, and emotional resonance.
The craft of memory building
Designing events isn’t just about logistics or aesthetics; it’s about creating emotional imprints. Every detail, from the lighting to the way a guest is greeted, is an opportunity to evoke feeling.
As event planners, creatives, or marketers, we’re not just crafting moments; we’re building memories that last. We’re aiming for the kind of soul memories that live rent-free in the minds of participants for years to come.
The true magic of an experience lies in its ability to spark emotion, create surprise, and offer discovery. It’s in those moments where expectations are subverted and senses are awakened that we find something profound, the joy of connection, the thrill of the unexpected, and the delight of truly being in the moment.
