Design Forecast 2016
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Gensler <strong>Design</strong> <strong>Forecast</strong> <strong>2016</strong><br />
Entertainment<br />
Audiences co-create<br />
the show<br />
Digital culture has bred a generation of<br />
consumers who expect speed, interactivity,<br />
and a world of choice, but also more<br />
engaging, humanized brand connections.<br />
Entertainment destinations will integrate<br />
smart devices, apps, and wearables<br />
into their experiences to make them both<br />
personalized and inviting.<br />
Entertainment venues offer customers the<br />
potential for immersive settings that deliver<br />
authentic, collective, real-time experiences<br />
for families, couples, and individuals to share<br />
and remember. Consumers want to direct<br />
all of this, to be the storytellers—even as<br />
they need the venues to make it come<br />
together. Handling this relationship shift is<br />
entertainment’s challenge and opportunity.<br />
Co-creation is evolving beyond<br />
customization, engaging the appetite for<br />
involvement. This will mean opening up<br />
key experiential processes to a wider<br />
audience—not as a passive, mute “suggestion<br />
box,” but as active participants in shaping<br />
the venue and the activity.<br />
Cultural relevance is a source of pride for<br />
domestic consumers, as well as a growing<br />
part of global consumers’ entertainment<br />
offerings. With continued growth of the<br />
new middle class, there will be an increased<br />
appetite for domestic tourism. Emerging<br />
markets proudly display and export their<br />
local cultural identity through re-created<br />
symbols, lifestyles, and traditions.<br />
left and below: Hyundai Card Music<br />
Library + Understage, Seoul<br />
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