Jul 8, 2026 · 17 min · 10 segments
For centuries, buildings were designed with a single purpose in mind. Theatres staged plays, factories manufactured goods and railway stations moved passengers. Many have since found new lives through…
Alex WillsGuest
Georgina GodwinHost
The Wizard of Oz was only shot for three and amazingly, you know, an innovative masterpiece for its time because it went famously from black and white to color, famous technicolor.
And so this was another evolution of that kind of technology where they went, OK, well, how are we going to up res it? They did a partnership with Google.
We've seen that in developments like the Canary Wharf group are doing amazing work in really evolving that estate over time.
How do you go about changing a building once it's already up? When you talk about total experience design, what does that actually mean?
Architects are fantastic and specialist consultants look at certain facets of the built environment.
I think what we've seen firsthand is technology, certain types of technology is often thought of later on in the process.
Content is often thought of later, whether it be programming or digital signage or other aspects of content, certainly if you've got a big screen or a big component like that.
And then brand and digital, whether it be ticketing or whether it be the the experience technology platforms are often sort of looked at later on.
So what we've looked at is created a model that Total Experience Design, which really in-depth looks at those kind of dimensions in detail and considers them strategically up front.
So before in that pre-planning phase, we are looking at all of those facets, all of those dimensions to consider, well, what is that experience? What is that experience for people? And the key thing that shoots through all of title experience design is human centered design and really understand, you know, who is this being designed for? And of course all those other parties are thinking about that and looking at that, but it's a relatively newish thing, really doubling down on, on, on the people aspect of it.
And this is designing for, um, increasingly, you know, neurodiverse or older generations, younger generations, male, female, and really considering those end to end journeys.
So really from the sort of moment of even thinking about coming to somewhere, that end-to-end journey what that ticketing experience might be is there a ticketing experience all the way through to sort of you know leaving the space or the place or the environment so that's why the total is in there it really is looking at that whole piece starting off with a human-centered experience design and then one of the pieces that we are making is this experience master plan that kind of fits over the whole top and can be this sort of guiding brief this guiding plan there are master plans in in placemaking there are master plans in in architecture as well but it's this experience master plan that considers all those dimensions.
And then the final one we consider as well is time, because often these spaces, especially these adaptable spaces, are very busy on a Saturday or a Sunday or on a Friday night or where their core experience has been designed for, but they're empty on a Monday or a Tuesday.
And so it's to look at the dimension of time as that final component and see what that means for the experience, what other considerations need to be made in the design process.
The Wizard of Oz was only shot for three and amazingly, you know, an innovative masterpiece for its time because it went famously from black and white to color, famous technicolor.
And so this was another evolution of that kind of technology where they went, OK, well, how are we going to up res it? They did a partnership with Google.
We've seen that in developments like the Canary Wharf group are doing amazing work in really evolving that estate over time.
How do you go about changing a building once it's already up? When you talk about total experience design, what does that actually mean?
Architects are fantastic and specialist consultants look at certain facets of the built environment.
I think what we've seen firsthand is technology, certain types of technology is often thought of later on in the process.
Content is often thought of later, whether it be programming or digital signage or other aspects of content, certainly if you've got a big screen or a big component like that.
And then brand and digital, whether it be ticketing or whether it be the the experience technology platforms are often sort of looked at later on.
So what we've looked at is created a model that Total Experience Design, which really in-depth looks at those kind of dimensions in detail and considers them strategically up front.
So before in that pre-planning phase, we are looking at all of those facets, all of those dimensions to consider, well, what is that experience? What is that experience for people? And the key thing that shoots through all of title experience design is human centered design and really understand, you know, who is this being designed for? And of course all those other parties are thinking about that and looking at that, but it's a relatively newish thing, really doubling down on, on, on the people aspect of it.
And this is designing for, um, increasingly, you know, neurodiverse or older generations, younger generations, male, female, and really considering those end to end journeys.
So really from the sort of moment of even thinking about coming to somewhere, that end-to-end journey what that ticketing experience might be is there a ticketing experience all the way through to sort of you know leaving the space or the place or the environment so that's why the total is in there it really is looking at that whole piece starting off with a human-centered experience design and then one of the pieces that we are making is this experience master plan that kind of fits over the whole top and can be this sort of guiding brief this guiding plan there are master plans in in placemaking there are master plans in in architecture as well but it's this experience master plan that considers all those dimensions.
And then the final one we consider as well is time, because often these spaces, especially these adaptable spaces, are very busy on a Saturday or a Sunday or on a Friday night or where their core experience has been designed for, but they're empty on a Monday or a Tuesday.
And so it's to look at the dimension of time as that final component and see what that means for the experience, what other considerations need to be made in the design process.
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