In this first week, you’ll explore what Experience Design is and how it looks in practice. You’ll discover how social, technological, and cultural developments influence the way people experience brands and environments. Through inspiring examples, you’ll gain a broader understanding of how brands create meaningful interactions with their audiences.

The line between physical and digital is becoming increasingly blurred. You’ll analyze existing brand experiences where these two domains merge—such as in retail, museums, events, and immersive installations—and explore how technology, storytelling, and space enhance one another. Through case studies, you’ll learn to critically assess the relationship between form, interaction, and impact.

A meaningful experience begins with a strong understanding of both the brand and its audience. You’ll dive into the brand’s identity, values, and tone of voice, while exploring the world and mindset of the target group. Through audience visualizations, mood imagery, and storytelling techniques, you’ll work toward an authentic brand translation in both visuals and emotion.

You’ll define the foundation of your Experience Design concept. What is the goal of the experience? What message or emotion do you want to convey? Using core values, experience directions, and inspirational material, you’ll outline the initial framework for your design—both visually and conceptually.

In this phase, you move from direction to enrichment. You’ll explore how design, use of materials, color, sound, scent, movement, and space come together to create a coherent, sensory experience. You’ll experiment with physical samples, spatial models, or digital simulations, and support your design choices based on brand identity and the intended experience.

You’ll develop your concept into a compelling spatial design. You’ll formulate a clear design vision and use sketches, visualizations, models, or prototypes to make your unique design signature visible.

You’ll translate your design into a digital presentation that convincingly communicates the idea, the experience, and the underlying vision. The focus lies on form, color, atmosphere, and both verbal and non-verbal storytelling. The presentation should be powerful both visually and conceptually, and resonate with the intended audience.

You’ll present your complete concept, explaining your choices, supporting your approach, and demonstrating how your design aligns with the brand, the target audience, and the intended context.