The Process
Where fundamentals meet method.
From the core ingredients to the flow that shapes them, we transform raw ideas into experiences that feel alive, meaningful, and unforgettable.
I approach experiential design the way I approach cooking—with fire, feeling, and a deep respect for the senses. It’s not about decoration. It’s about transformation. Good design, like good food, should hit you in the chest before you even realize what’s happening.
At the heart of both crafts are time and temperature. You learn when to let things simmer, when to turn up the heat, and when to walk away entirely. Francis Mallmann gets this. He doesn't just cook with flame—he dances with it. His chaos is poetic. His timing, intuitive. That’s the energy I bring into the creative process: trusting the fire, trusting the moment.
Ingredients matter too—not just what you use, but how you use them. In design, those ingredients are sound, light, space, story, symbolism. You don't just throw them together and hope it works. You taste as you go. You trust your palette. Like a chef adjusting the salt in the sauce until it sings, I fine-tune every element until it feels just right.
And just when you think you've nailed the technical side, someone like Gino D'Acampo reminds you—joy matters. Personality matters. Sometimes you toss the rulebook and follow your gut. That sense of humor, that boldness, that freedom to play—that's where soul lives. In design, as in food, you have to show up fully, unapologetically yourself.
Design isn't about flashy tools, either. You don't sear a steak with a candle. You need the right tools in the right hands—projection mapping, immersive storytelling, spatial choreography. But even the sharpest knife is useless without someone who knows how to wield it. Experience teaches you that.
Every project is its own cuisine. What works in New York might not fly in Nashville. Some moments call for bold flavors—heat, intensity, spectacle. Others call for subtlety, warmth, restraint. It’s not one-size-fits-all. It's reading the room and cooking for your audience while still leaving your fingerprints on the plate.
Anthony Bourdain understood that food wasn’t just food—it was narrative, memory, culture. That changed me. His voice is always in the back of my mind, reminding me to respect the story, honor the mess, and go where the meaning is. That’s what I want to build—experiences that connect across boundaries and invite people to feel something real.
At the end of the day, I'm just a guy in a creative kitchen—mixing instinct with intention, precision with passion. I believe the best experiences are like the best meals: deeply felt, honestly made, and impossible to forget.
So yeah—call me a cook. One who traded a stovetop for a studio, but never lost the fire.
The Fundamentals
The Fundamentals are the building blocks of everything we create. They’re the core principles, the essential ingredients, and the techniques that ensure clarity and stability. Without them, ideas collapse. With them, every design gains structure, balance, and the power to stand the test of time.
Understand your target audience, Their needs, desires, and behaviors.
Design experiences that address customer pain points while showcasing how the product or service solves them.
Allow customers to interact directly with the product or service through hands-on experiences or demonstrations along every path of their journey.
Incorporate interactive elements to create dynamic engagements.
Use narratives to evoke emotions and create a compelling context for the product, service, or environment.
Share the brand’s journey, mission, or unique value proposition to build authenticity and trust.
Engage multiple senses (sight, sound, touch, smell, taste) to create a memorable environment or simple interaction.
Utilize technology to enhance the customer journey, not define it.
Incorporate relevant technology that speaks to your audience while also serving critical propose to the business.
Organize time and resources to capture moments or unique experiences that customers want to share on social media.
Include branded tracking or interactive elements to increase reach and engagement.
Create moments of surprise, delight, or awe that leave a lasting impression.
Focus on fostering emotional connections, such as making customers feel valued, inspired, or part of a community.
Ensure that the path to result is seamless and intuitive.
Include features that call to action, always requiring the least amount of effort.
Like a chef’s pantry, The Fundamentals hold the essentials—connection, engagement, loyalty, and memorability. Some ingredients may not be immediately recognizable, but their presence changes everything. Blended with care, these fundamentals ensure every experience not only satisfies in the moment but leaves a lasting flavor that keeps people coming back.
The Method
The Method is like following a recipe, but with room for instinct and artistry. It’s about knowing when to measure with precision and when to season by feel. Each step builds on the last—preparing, layering, tasting, adjusting—until the whole experience comes together. Just as a chef guides a meal from raw ingredient to unforgettable dish, we guide ideas through their journey, mapping every touchpoint with intention so the final creation feels alive and deeply satisfying.
Identify the goals of the experience.
Determine the outcomes desired, such as brand engagement, emotional impact, or educational value.
Analyze the target audience's preferences, behaviors, and expectations.
Develop personas that represent different types of participants.
Map out the participant’s journey from start to finish.
Include pre-experience, on-site engagement, and post-experience touchpoints.
Highlight every point of interaction between the participant and the experience.
Examples include entry, navigation, interactions, and exits.
Plan how different senses (sight, sound, touch, taste, smell) will be activated.
Map out the emotional flow—anticipation, excitement, surprise, and satisfaction.
Decide if and how technology (interactive displays, mobile apps) will be used to enhance engagement.
Develop a cohesive narrative or theme that guides the participant’s journey.
Ensure all touchpoints align with this central story.
Define key performance indicators (KPIs) to evaluate the success of the experience.
Use insights to improve future experiential designs.
The Method is the recipe in motion—how the essentials are measured, layered, and brought to life. It’s the flow of preparation, the sequence of flavors, and the craft that turns raw ingredients into an unforgettable experience.
Contact Us
Have questions or want to learn more? We're here to help! Contact us today to discuss how we can bring your vision to life. Whether it's a quick inquiry or a detailed consultation, our team is ready to assist. Let’s connect and create something extraordinary!