How breadcrumbs can create monumental immersive experiences
From harnessing psychology to developing bespoke tech, we curate immersive experiences that keep our audiences engaged every step of the way.
By Brendan Shelper
Credits ©
Photography – Marcus Zumbansen
Tapping into our nature of curiosity
Humans are inherently inquisitive, drawn to the unknown and the promise of discovering something new. At BRS, our approach to curating spaces revolves around the concept of “breadcrumbs” – subtle hints and clues that encourage exploration and immersion into the brand story or event themes.
This method not only informs the event design but transforms passive observation of our guests into active participation, fostering a deeper connection between the audience and the narrative.
Psychological engagement through design
The psychology behind this approach is rooted in the principles of cognitive engagement and emotional resonance. Quite simply, when guests are invited to explore on their own through making choices and accessing a hands-on experience, they become more invested in the activity and absorb more information.
Guests want to touch, taste and customise
We consider these key elements when curating interactive and immersive event spaces:
One Narrative: Ensure that every element of the space contributes to the overall narrative by having consistency in theme, style, and messaging. This creates a cohesive and compelling story that resonates with guests.
Interactive touchpoints: Incorporate relevant interactive elements that respond to guest actions such as touch-sensitive AI driven installations or physical interactions with real actors. Each touchpoint could offer a new layer of the narrative or brand story to the overall experience.
Guided discovery: While the goal is to encourage self-guided exploration, subtle guidance is essential to ensure guests don’t feel lost or overwhelmed. This can be achieved through strategically placed audio cues, lighting, or real actors within the space.
Multisensory engagement: Engage multiple senses to create a more immersive experience. Visual stimuli are powerful but combining them with other senses like sound or smells can make it more memorable.
Dynamic spaces: Design spaces that are dynamic or responsive. This adds an element of surprise and keeps the experience fresh, encouraging repeat visits and prolonged engagement.
We do what we teach
Here’s a few case studies from previous BRS projects that support our approach.
Global Consumer Brand Launch
In Berlin’s Kraftwerk, we transformed every attendee into an active participant in the brand’s narrative using LED wristbands and a volumetric light installation. The highlight of the event was a colossal LED cube lifting to unveil the product lounges beneath, leading eager guests to explore and interact with new devices. The event played out in three distinct phases, read more here.
Ford Cologne Electric Vehicle Center Opening
In this event, we transported attendees from a historic industrial site to a symbol of modern sustainable manufacturing. The journey included a driving experience through the heritage site in cologne in a fleet of new Ford EVs, arriving onto the new multibillion Euro EV assembly line, to witness a full factory transformation, showcasing Ford’s commitment to sustainability. In a massive display of immersive lighting, over 300 LED titan tubes and a 30m LED screen flipped the ON switch for the rejuvenated heritage factory, embodying Ford’s vision for the start of their electrification of Europe.
The future of curated spaces
As tech advances and audience expectations evolve, the future of curated spaces lies in the seamless integration of digital and physical elements. At BRS, we’re developing our own intuitive event assistants that not only brings the guests closer to the narrative and brand story but can spark interactive brand engagement and loyalty programs.
Our commitment to innovation and storytelling will continue to drive us as we create experiences that captivate and inspire our audiences.
