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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Experiential & Event Design

This multi-disciplinary course focuses on designing immersive physical environments for brands, exhibitions, and cultural events. Students will learn to translate a 2D concept into a 3D space, managing the attendee journey from entry to exit. The curriculum covers spatial planning, wayfinding, lighting, and the integration of interactive digital touchpoints to create memorable human experiences.

§ 01 By the end you can
  1. Translate brand identity into 3D spatial environments (Pop-ups, Booths, Stages)
  2. Map the "User Journey" through a physical space to control flow and engagement
  3. Create technical floor plans, elevations, and 3D visualizations
  4. Integrate sensory design (Sound, Light, Texture) to enhance immersion
  5. Understand material logistics, safety regulations, and fabrication costs
§ 02 Sixteen sessions

The whole semester.

  1. 01Introduction to Spatial Storytelling
  2. 02The Attendee Journey Map
  3. 03Concept Development & Mood Boards
  4. 04Floor Plans & spatial ergonomics
  5. 053D Visualization Techniques (SketchUp/Blender)
  6. 06Lighting Design & Atmosphere
  7. 07Wayfinding & Environmental Graphics
  8. 08 · MidtermMidterm Examination
  9. 09Exhibition Design: Museums & Galleries
  10. 10Retail Experience: Pop-Up Shops
  11. 11Stage Design & Scenography
  12. 12Technology Integration (VR/AR/Projection)
  13. 13Sustainable Materials & Fabrication
  14. 14Production Logistics & Safety
  15. 15The Pitch: Selling the Experience
  16. 16Final Project: The Immersive Event Scale Model

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Immersive Event Scale Model

How it’s judged

Recommended reading
  1. Exhibition Design: An Introduction by Philip Hughes
  2. The Experience Economy by B. Joseph Pine II and James H. Gilmore
  3. Spatial Design by Peter Fiell and Charlotte Fiell
  4. Wayfinding: The Art and Science of How We Find Our Way by O'Neill
  5. Grand Stand 6: Design for Trade Fair Stands (Frame Publishers)
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