Immersive brand communication as ritual





The possibility of immersing oneself in another reality has always exerted an enormous attraction on people. As early as 380 BC Plato suspected in his cave parable that our perception of the environment could only be a shadow of a higher reality. While the listeners of Plato still had to use their imagination to relive his story, today, thanks to technological developments, complete immersion into a constructed reality is almost effortlessly possible.

Immersion occurs when the individual has the feeling of becoming one with another, staged world. It is important that this reality is consistent and clearly defined. The immersive experience is actively constructed by the experiencer by exploring this other world, questioning it and gaining new information about it.

Many companies have now discovered that creating immersive experiences is an excellent way of telling compelling stories around brands.

Inspired by ethnographic theory on rituals, I developed a framework that allowes to design an immersive experience:

1. Transition
2. Rules
3. Narrative
4. Location
5. Roles
6. Multisensory experience
7. Exit | Shared experience

Based on these seven elements, we designed a pop-up concept for the established winery Langguth Erben: the ERBEN Rooftop Winebar.


Mark