MAF's mission statement
MAF BELIEVES IN THE LIFE-CHANGING FORCE OF SPATIAL STORYTELLING TO INFORM, INSPIRE AND CONNECT TOMORROWS CHANGEMAKERS.
- Form follows content
Spatial Storytelling translates stories that matter to meaningful 4-dimensional journeys by making content a spatial experience. With a strong interpretive framework as the foundation on which space and content come together.
- A carefully staged journey
A Spatial Story - unlike other media to convey a narrative - takes the visitor on a physical walk through space and time. With the visitors as protagonists in mind we intentionally compose their journey by designing all aspects they’ll meet along the way.
- Themed Immersion
As a first point of contact with a themed space, big gestures teleport and place our guests in new worlds full of fantasy and contexts and immerse them in the topic.
- Information Architecture
Organising information in a clear hierarchy, from big gestures down to insightful details that can be intuitively found and accessed on demand. This ensures that everyone can find their amount of information for an interesting visit, regardless of their age, expertise, attention span or time constraints.
- Fused Media
Telling the stories with different timed narrative layers of collection, image, film, text, light, and sound creating a total environment in which all the fragments interplay and fuse together. This requires an interdisciplinary approach in which we purposefully integrate all disciplines into the overall narrative experience.
- Fantasy
A Spatial Story is not attempting to copy reality but creates our own fanciful, conceptual environment: an imaginative parallel universe that tells stories and triggers curiosity.
- All senses
To evoke and create lasting memories and emotions, well-designed content needs to engage all the senses with themed sound, light, smell, taste and movement. It is all about creating a multi-sensory experience that draws the guest into the moment and using all channels to the human brain.
- Encounters
In our complex world, nothing is black and white and all stories are human. By finding the main characters, personalizing the stories and organizing juxtaposed encounters we appeal to the intellect, create a sense of ownership and empower our guests to form their own opinion.
- Participation and interaction
Offering different levels of engagement and inviting visitors to playful deep-dives and meaningful participation using interactive- and digital- media, settings, people and programming. Interactivity is a means to inspire visitors to be active players, enable collaboration and cooperation and can even be an instrument for experimentation and dialogue.
The above is not a static recipe but a dynamic way of thinking applied to each project in a tailor-made manner.