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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 />

72<br />

73

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