Started: 2000 Location: Providence, Amsterdam, San Francisco Focus: Experience Design
Story by Nicole King.
In an evolving high-tech environment, Nick Scappaticci remains dedicated to designing culturally meaningful experiences using emerging technology. Eighteen years ago, when Tellart was founded in Providence, Scappaticci and his design partners caught the emergence of experience design and its’ potential to fuel consumer and brand experience. They’ve since been working with clients to invent products, innovate, and tell stories that inspire an audience towards actionable outcomes.
In an experience economy, Scappaticci explains, businesses must orchestrate memorable events for customers where the memory of these events becomes
the product. Tellart interprets businesses’ content to design an immersive experience that optimizes the consumers’ interaction with their product or brand. By pushing the limits of tools and platforms, Tellart’s work plays a crucial role in establishing the customer’s relationship to their clients by focusing on the entire arc of their visual, physical and virtual engagement.
In an experience economy, the memory of events becomes the product.
Thus, technology creates opportunities to change the way brands tell their stories. But it also creates challenges as it rapidly shifts and grows. The pace with which we adopt new technologies, Scappaticci explains, produces a cycle of constant evolution: the moment one platform becomes comfortable and familiar, it will likely be outdated. With this, Tellart works to build more multidisciplinary teams to understand new materials and use future foresight to get ahead of challenges.
Currently, the Tellart team is interested in thinking about future projects that tap machine learning that can pick up patterns and behaviors to become more predictive, and in turn work to present new information quickly to affect a person’s experience. Scappaticci believes that the rapid advancement of the experiences available to us has as much to do with culture and shared beliefs as with technology.