EXPERIENCE DESIGN
Storytelling Special
The Great Hall Warner Bros Studio Tour
The Leavesden, UK, attraction is famous for its grand reveal. Visitors are taken inside a darkened room, where they watch a short fi lm. A screen drops to uncover the enormous doors that, when opened, reveal the Great Hall of Hogwarts
visit. The anticipation builds to our EXPY winner at #1 – especially since at least all alumni (around half the group have been there before) know the winner is a fellow participant. A few fi gure it out in advance and are very proud of themselves if right (drama in itself). Others are still to guess who it will be, but as they’ve already got to know the winner during this experiential and participative event, the excitement at this climactic moment is palpable. The falling action is interviewing the winner, after which we close thinkAbout, leading into the dénouement: everyone reliving the event as they say goodbye. You don’t have to follow the seven
stages of the Freytag Diagram religiously. The most important thing is to think of the rising action and crisis as the building of intensity, suspense or anticipation. Don’t just spring your reveal on your unsuspecting guest – you may get shock, but never awe. Rather,
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Members of the British royal family enter the Great Hall during a tour of the Warner Bros Studio in Leavesden
consider how you can ratchet up the intensity bit by bit. Let guests fi gure out that something is coming, but they … don’t … yet … know … WHAT! Fuel their expectations. Get them leaning forward with their senses alert, anticipating what is to come, expectant, hopeful, worried,
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wide-eyed, and almost ready, ready, ready, for the big reveal.
SIMPLIFYING THE STRUCTURE If seven stages of drama are too many, a fi ve-stage model was popularised by Doblin, a Chicago-based group of innovation consultants: ■ Enticing ■ Entering ■ Experiencing ■ Exiting ■ Extending
AM 4 2014 ©Cybertrek 2014
PHOTOS: WARNER BROS STUDIO TOUR
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