Jensen predicted that in the first half of the 21st century we would abandon work to automation and spend our money on stories and nonmaterialistic values, reaching a point where those who are paid the most are those who can tell the best stories. Whilst today not all of Jensen’s predictions have come into fruition we are currently living in the experience economy where the more “unique experiences are this era’s luxury goods.”[2]

 J.Sundbo argues in his Handbook on the Experience Economy that “As economic activity shifts further and further away from goods and services, those companies that stage experiences…will eventually see their experiences become commoditized.”[3]  Therefore the struggle faced by advertisers is how to create something that is unique within the growing landscape of the experience economy and avoid developing an experience that is lost within the quagmire of the pointless pop-up shop and the uninspiring so called “immersive” bar.

Many of the branded experiences that receive huge press and accolades are large-scale, such as HBO’s 2018 ‘Westworld’[4] experience. These are incredibly expensive to execute and so exclusive that most people will never go.  In comparison immersive theatre companies such as Punchdrunk[5] have been creating successful theatrical experiences for large scale audiences on far smaller budgets whilst providing unique moments for individuals within these shows.

In an economy where “Consumer demand for experiences shows no sign of abating”[6] the brand that can create a wide reaching accessible relatively inexpensive experience that still feels unique to each individual audience member will inevitably be pursued and celebrated.

This company's research will aim to discover if experiences can be made better if created using immersive theatre practice.