we believe what we believe
Designers deal in ideas. Without an idea there is no design. But in the immersive experience world we are also dealing with information, devising strategies to make it stimulating and engaging. We have developed a dynamic matrix for our creative working method, best encapsulated in the equation: Ideas+information = innovation.
Innovation is commonly described as ‘the commercial and financially successful exploitation of ideas.’ This definition associates innovation with a tangible outcome. However, in today’s fast-changing environment this is not enough. Innovation is the art of making new connections, and continuously challenging the status quo - without changing things for change’s sake.
“Our business is to create leading-edge design innovation that delivers real results” To develop imaginative and novel solutions requires that we a) challenge the status quo, and b) have a genuine insight into consumer needs. Our understanding of the dynamic relationship between content and experience is underpinned with the intellectual rigour that constantly interrogates the sense of what the audience wants.
Increasing consumer sophistication is leading to ever more technically advanced methods of delivering experience, but we are acutely aware that while people gawp at the whizz-bangs and multimedia displays, there is a subtle but powerful yearning for the real. CGI and similar technologies are blurring the boundaries between what is likely or possible and what is real; audiences need reassurance. This insight is driving our current work towards ways of offering people the euphoria of spectacle and the absorption of static display at one and the same time. The new meaning of ‘interactive’ returns us to the old transaction of look, touch and learn.