Someone will eventually ask for an immersive experience. Before booking a wall of sensors, it is fair to ask what a guest is supposed to do with it.
Write the interaction in one sentence.
“A visitor does this, and then this happens.” If we cannot finish that sentence, the sensor supplier is not our first call. The audience has not sat through the pitch and should not need a facilitator to translate the concept.
Is the guest discovering, contributing, learning, playing or connecting? The technology should serve one of those verbs. “There was a spare wall” is a reason to hang a coat, not a strategy.
Design for the person who walks past.
The first step must be obvious to someone carrying a drink and looking for a colleague. Consider how long it takes, how several people join and whether a bystander can understand the result. “Just watch the demo video first” is already a warning sign.
Plan for different reach, mobility, hearing and visual needs. Offer an alternative path where needed. If the experience collects personal details, explain why and who handles them. A surprise mailing list is a memorable interaction for the wrong reason.
Test the idea where it will live.
Venue light, noise, connectivity, power and space have opinions about the concept. Test in those conditions and rehearse a useful fallback. The Wi Fi will not be persuaded by the render.
Our Accenture × Nike portfolio includes digital wall, projection and installation studies. They are design explorations, labelled as such, that show ways a brand might occupy a space and respond to attention.
If the technology helps a guest understand or enjoy something, the wow tends to arrive by itself. Nobody needs to appoint it Head of Experience.