Our 9 Principles of Spatial Storytelling


1. Visitor Journey
We believe that a spatial story should take the guests on a well-orchestrated journey that unfolds and evolves from the moment that the guest decides to embark up to the revisit.

2. Narrative tension
Just like a good novel that builds tension throughout its chapters, we arrange differently designed spaces to form a spatial story that steadily moves towards a climax, with reflective moments in between.

3. Transformation
We take our guests on experiential journeys that make them wonder, question, experience and ultimately, understand. Afterwards, our guests have been emotionally moved and mentally transformed, because they have understood.

4. Intuitive Information
We organize information in a clear hierarchy, from big gestures down to insightful details that can be accessed on demand. This ensures that every guest can find exactly the right amount of information for an interesting visit, regardless of their age or time constraints. 

5. Themed Immersion
We believe in ‘themed immersion’ that teleports and physically places our guests in new worlds and contexts for realistic first-hand experiences.

6. Interaction
Simple, intuitive and playful interactions between narrator and guest create a meaningful sense of participation. We use interaction not just to make contact between the experience and the guests, but also to provoke a dialogue between the guests themselves.

from_story_to_journey_001 from_story_to_journey_002 from_story_to_journey_003 from_story_to_journey_004 from_story_to_journey_005 from_story_to_journey_006 from_story_to_journey_007 from_story_to_journey_008

7. Multi-sensory 
To create lasting memories, well-designed content needs to engage the senses and stimulate the intellect with themed sound, light, smell, taste and movement. It is all about creating a multi-sensory experience.

8. Offering Perspectives
In our complex world, not everything is black and white. By offering various perspectives instead of one single narrative, we show our guests that simple truths do not exist and empower them to form their own opinion. 

9. Creating informed ambassadors
A good spatial story creates a deeper understanding of the subject matter and a sense of ownership that turns guests into ambassadors that will promote the offering beyond the visit.

01_narrative_fragments 02_narrative_fragments 03_narrative_fragments 04_narrative_fragments 05_narrative_fragments 06_narrative_fragments 07_narrative_fragments 08_narrative_fragments

8. Offering Perspectives
In our complex world, there is no black and white and more often there are many valid various perspectives on the same topic. By offering perspectives instead of just one narrative we show our Guests that simple truths do not exist and take them seriously by enabeling them to form their own opinion. 

9. Creating informed Ambassadors
A good spatial story creates a deeper understanding of the subject matter and a sense of ownership that transforms guests into ambassadors that will promote the offering beyond the visit.




For an optimal experience, content, interpretation, and design need to be integrated into a well-defined work-flow with an efficient feedback loop.

1) Kick-off
A start-up meeting ensures that a project is launched on a strong footing. Here we confirm the scope and objectives of the project, the approvals and feedback process, the stakeholders of the project, and project management and communication strategy. In this stage, we identify the content experts in the.

2) Visioning
The content experts, project stakeholders, the lead designer, and the project team meet in a creative workshop to review and confirm the vision and thematic framework of a project.

3) Concept design and interpretive framework (interpretive planning)
In this stage, interpreters develop an interpretive plan that identifies the content structure, objectives, and messages of each section of the experience. The content experts review and input based on their specialist knowledge. At the same time, the design team works to develop idea sketches and references images towards a concept design.

4) Preliminary design
This phase deepens the design -developing schematic floor plans and exhibition designs, developing multimedia descriptions, defining graphics styles and resources, and developing construction and production costs. At the same time, a content matrix is developed, which identifies each collection item or multi-media in the exhibit with their requirements. Av treatments and scripts, are being produced, which are reviewed by select content experts. In this phase, the design team typically expands to include additional specialists.

5) Final design
Final content and graphics (text panels, final av, infographics, and so on)are being developed including floor plans, exhibition designs including lighting, and multimedia designs. Final translations if necessary happen here. Our content experts review the final text and av scripts. Here also construction and production costs are being finalized.

6) Specifications
Ideally, the design team works with one or more carefully selected contractors who translate our final designs into construction specifications.

7) Construction and production
The designer regularly interfaces with construction and production firms to answer questions and ensure the design.

1_theorgachart 2_theorgachart-1 2_theorgachart 2_theorgachart_copy 3_theorgachart







copyright 2021 MAF.studio