Experiential design

From Austin Storm
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experiential design

n. interior design / architecture with an emphasis on how people will physically interact with the finished product, in a sensorially holistic way.

Because We Can calls this the 'Choreography of Space'

I first thought of it in terms of Disney Imagineering

Roman and Williams also exemplifies this in my mind. They're not afraid of beauty, even verging on the anachronistic, and its power to transport people.