We turn the story of a place into an experience people can enter, influence and understand.
Real materials, responsive digital worlds and the lives of the people who belong there. Designed together, even before the place is built.
Explore the experiences
For future places, visitor destinations, sales environments and live events.
See how the layers connectEight themes, twenty distinct concepts. Scroll through the films or jump to a theme. Each encounter connects a physical action, a digital response and a human story.
Theme
1 of 8Give an imagined world materials, scale and a threshold people can cross. The story begins with something real, then opens into a place beyond it.
Concept film / 01
A seed placed in a brass cradle opens the library onto a living forest.
The defining moment
The seed jar settles in its cradle. After a short pause, the two shelving doors slide apart and a forest appears beyond the library.
Explore the full conceptWhat it makes possible
Connect a small physical object to the larger world it can bring into being.
Concept film / 02
A physical threshold makes the journey into an imagined world feel continuous.
The defining moment
A visitor crosses the aerospace doorway onto real rocks while the same terrain continues into a panoramic Martian canyon.
Explore the full conceptWhat it makes possible
Enter an imagined world through a convincing physical transition.
Concept film / 03
Build the part people need to touch. Give it a world beyond its edges.
The defining moment
A visitor touches the stone column beside a real reflecting basin as projected city life supplies the courtyard’s wider context.
Explore the full conceptWhat it makes possible
Understand a larger place through a fragment experienced at full scale.
Film placeholder
A combined introduction to the experiences in this theme.
3 individual films to explore below.
Theme
2 of 8A place changes through presence, activity and time. Visitors discover its possibilities by moving through it, changing its conditions or choosing what to reveal.
Concept film / 04
A walk becomes a conversation between the visitor and the landscape.
The defining moment
One visitor pauses on a stepping stone while a second moves ahead, revealing different light patterns across real planting and water.
Explore the full conceptWhat it makes possible
Discover relationships in a landscape through movement and observation.
Concept film / 05
Experience the character of one place at different times and occasions.
The defining moment
The same recognisable brick hall is shown as a quiet morning space, an afternoon gathering and an evening jazz venue.
Explore the full conceptWhat it makes possible
Compare how one venue could support different activities and atmospheres.
Concept film / 06
Bring an architectural model to life through routes, movement and changing conditions.
The defining moment
A visitor selects a route with a rotary control, illuminating its path across a crafted city model beside a full-size walkway fragment.
Explore the full conceptWhat it makes possible
Understand proposed routes, scale and spatial relationships before construction.
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A combined introduction to the experiences in this theme.
3 individual films to explore below.
Theme
4 of 8Bring another location, a future possibility or a hidden layer into the present. People can understand what a place holds without needing to be there at that moment.
Concept film / 10
See a future design in the position and scale it could actually occupy.
The defining moment
A visitor holds a tablet showing a proposed library aligned with the unfinished factory’s real trusses, windows and walking route.
Explore the full conceptWhat it makes possible
Compare a proposed redevelopment with the site’s actual conditions.
Concept film / 11
The coastal vista progresses to the supplied night-time drone masterplan closing frame.
The defining moment
The coastal vista progresses to the supplied night-time drone masterplan closing frame.
Explore the full conceptWhat it makes possible
Give a compact physical setting the presence and perspective of a larger world.
Concept film / 12
The visitor steps onto the concealed trigger. Saturn and detailed information appear on the paving, arranged for the two visitors to read.
The defining moment
The visitor steps onto the concealed trigger. Saturn and detailed information appear on the paving, arranged for the two visitors to read.
Explore the full conceptWhat it makes possible
Turn a building and its grounds into a story an audience can explore together.
Film placeholder
A combined introduction to the experiences in this theme.
3 individual films to explore below.
Theme
5 of 8Move from looking at a proposal to making choices within it. Materials and spatial rehearsals let people test how a future place could fit their lives.
Concept film / 13
Handle the materials. Change the room. Make a shared design decision, even from different places.
The defining moment
A remote client proposes a finish while an on-site designer swaps a full-size wall panel and the shared model updates beside the samples.
Explore the full conceptWhat it makes possible
Agree a material and layout configuration with a client in another location.
Concept film / 14
Participants move the partition while the route model updates around the actual obstruction.
The defining moment
Participants move the partition while the route model updates around the actual obstruction.
Explore the full conceptWhat it makes possible
Test whether a future layout supports the activities its occupants need.
Film placeholder
A combined introduction to the experiences in this theme.
2 individual films to explore below.
Theme
6 of 8Give invisible forces a physical expression. Air, sound and movement become something people can encounter, helping an abstract idea make sense through the body.
Concept film / 15
Feel light, sound and air change, then see what produced the difference.
The defining moment
A visitor adjusts airflow in a test bay, making fabric ribbons move while a nearby trace displays the measured change.
Explore the full conceptWhat it makes possible
Compare environmental conditions through felt differences and visible measurements.
Concept film / 16
A field of real moving elements turns architecture into a shared reveal.
The defining moment
Suspended reflective slats gather and open above an atrium audience as a participant’s physical control influences the reveal.
Explore the full conceptWhat it makes possible
Make an event reveal felt through the actual movement of architecture.
Film placeholder
A combined introduction to the experiences in this theme.
2 individual films to explore below.
Theme
7 of 8Make distance part of the encounter. Something done in one place becomes an invitation, a clue or a response in another, giving people a reason to act together.
Concept film / 17
A remote command opens the valve to 60%. The site worker adjusts it locally to 40%, returning the new state to the twin.
The defining moment
A remote command opens the valve to 60%. The site worker adjusts it locally to 40%, returning the new state to the twin.
Explore the full conceptWhat it makes possible
Let people in different places contribute to a result they make together.
Concept film / 18
The visitor steers the drone towards a carved facade and changes the camera angle to investigate it.
The defining moment
The visitor steers the drone towards a carved facade and changes the camera angle to investigate it.
Explore the full conceptWhat it makes possible
Investigate a real distant place with someone who can respond in context.
Film placeholder
A combined introduction to the experiences in this theme.
2 individual films to explore below.
Theme
8 of 8Let the encounter leave a trace. Individual contributions become a shared performance or a made object, giving people something they helped bring into being.
Concept film / 19
Play the architecture and hear individual contributions become a shared performance.
The defining moment
A visitor taps timber bars while another steps on a floor zone and a seated participant turns a tactile control, their contributions joined by embedded light.
Explore the full conceptWhat it makes possible
Create a shared musical performance through physical participation.
Concept film / 20
Compose a pattern, see it made and leave with a physical piece of the encounter.
The defining moment
A host helps a visitor arrange pattern blocks while an enclosed machine fabricates the matching relief and a finished example is held beside it.
Explore the full conceptWhat it makes possible
Turn personal choices into a tangible object that carries the encounter home.
Film placeholder
A combined introduction to the experiences in this theme.
2 individual films to explore below.
Generated concept films for discussion and development.
Start with what a place means to its people. Build a physical encounter around that meaning, then use digital content to reveal what the visitor could not otherwise see. Their action connects the layers.
The physical
Materials, objects and spaces give the story weight, texture and scale. A doorway, a seed or a table creates a believable starting point.
The digital
Imagery, light, sound and sensing extend the real setting. They show a different time, a hidden process or the consequences of a choice.
The human story
The lives, rituals and ambitions connected to the place shape the encounter. People understand whose story it is and where they fit within it.
The connection in practice
A visitor is invited to choose a seed specimen. That small decision opens a much larger story about the landscape it could sustain and the people who protect it.
A real object makes the scale of the story personal.
The visitor’s gesture opens the physical shelving.
Planting, projected forest, light and sound reveal the larger world.
A host connects the forest to the seed, its place of origin and the people caring for it.
Plans, renderings and presentations do useful work. The opportunity is to connect what they show with what people need to feel, understand and decide.
01 / Communicate a concept
A deck, a rendering and an explanation. People piece together scale, atmosphere and how the place could be used from separate representations.
The gap to address
The audience still has to imagine what it would feel like to be there, and why it would matter to them.
Greater emotional connection to content for VR learners than classroom learners in PwC’s soft-skills training study.
PwC, 2020. Employee training, not a study of sales or exhibitions.
Read the PwC studyThe opportunity
Give people a human-scale fragment, an action and a story that explains the larger idea through an encounter.
What we would test
Can visitors explain the idea in their own words, including how it would affect them?
02 / Support decisions before construction
Brochures, plans and a static model introduce a proposal. The buyer translates miniature rooms and finished images into everyday routines.
The gap to address
Questions about scale, movement and belonging can remain unresolved while the place is still being designed.
Of buyers’ agents said home staging made it easier for buyers to visualise a property as a future home.
NAR, 2025. US agents reporting on existing homes, not off-plan conversion.
Read the NAR findingsThe opportunity
Connect a tangible model or room fragment to lived scenes, routes and choices that make the proposed place understandable.
What we would test
Which questions are resolved, which remain, and does confidence translate into a qualified next step?
03 / Make choices across distance
Video calls, sample deliveries and revised renderings support remote decisions. Each person may be looking at a different material, file or version.
The gap to address
It is difficult to relate a colour on a screen to a real surface, or see how a change affects the whole place.
Of consumers expected companies to deliver personalised interactions in McKinsey’s 2021 research.
McKinsey, 2021. Consumer expectations, not a test of remote spatial customisation.
Read the McKinsey researchThe opportunity
Let a host handle the physical options while everyone explores their effect in one shared digital setting and story.
What we would test
Can people compare alternatives, understand the trade-offs and return to the same agreed choices?
04 / Create a meaningful event
A stage, a presentation and a reveal tell an audience about a brand or place. Most people receive the same story from a distance.
The gap to address
The spectacle can be memorable while its meaning, and the audience’s own role, remain unclear.
Of attendees trusted brands more after participating in an in-person event, according to Freeman’s research with The Harris Poll.
Freeman, 2025. Reported event-attendee attitudes, not a guaranteed result for any format.
Read the Freeman researchThe opportunity
Make participation part of the narrative. A shared action can reveal something about the place, its people or the brand’s purpose.
What we would test
What do people remember about the story, what did they contribute, and what do they want to do next?
What this evidence tells us
These studies point to the value of experience, visualisation, personal relevance and human contact in their own settings. We use them to frame what a prototype should test. The performance of a StoryCraft experience must be established with its own audience.
A rendering describes appearance. A model explains form. An interactive exhibit demonstrates a response. We bring those capabilities into a narrative rooted in the place and the people connected to it.
Each layer has a job
The physical setting determines what people can touch, where they move and what feels real. The digital layer reveals what cannot yet be built, what has disappeared or what changes through a choice. The human story gives that choice meaning. We develop the timing, transitions and hosting together, so the visitor experiences a connected encounter.
Speak with the people who know it, use it or could belong to it. Gather the lived details, aspirations and tensions that give the experience a reason to exist.
A narrative premise, an audience and a change in understanding to work towards.
Decide what someone encounters first, what they can do and how the world responds. Give the physical gesture and the digital reveal the same narrative purpose.
An experience sequence linking action, response and meaning.
Build one representative moment with the actual materials, digital behaviour and hosting it depends on. Watch where people hesitate, what they notice and how they explain it afterwards.
Evidence of what communicates, what confuses and what needs to change.
Develop the spatial construction, content, sensing, show control and facilitation as one system. Plan arrival, accessibility, timing, reset and the transition back to ordinary life.
An experience that can be hosted, maintained and evaluated in its setting.
That question is the starting point. The format follows the story, the audience and the setting.
Return to the experience themes