In 2023, global brand activation agency DesignScene acquired Secret Theatre, led by artistic director Richard Crawford, known for immersive productions like Edward Scissorhands in New York and the internationally acclaimed Hell Hath No Fury, which toured London, Hong Kong, and Singapore.
It’s a partnership and evolution for both companies, as the worlds of immersive theatre and brand activation continue to collide in projects like citizenM’s Cameo activation in Chicago and Roku City at SXSW in Austin, where Secret Theatre brought their expertise to DesignScene’s work. And so, one year after their official collaboration, Crawford offers five lessons learned about crafting “immersive” experiences that go beyond the buzzword.
Richard Crawford, Artistic Director, Secret Theatre & DesignScene
1. Start with the story.
Every great activation—like a play—needs a story at its heart. It’s about more than just the brand’s message; it’s about the journey the audience takes. What is the objective of the guests attending? How can we make their experience special? We want them to really immerse themselves in what the brand is doing.
At an activation for citizenM in Austin, we worked with the hotel to create stories inspired by the city itself and local artists. Guests stepped into an artist’s mind, joined a choreographed dance, or jammed with a live band. Each moment transported them into a new world. The lesson? Tie the brand’s narrative to the context and culture of the location to create an experience that feels really personal.
2. Deeper connections require bold choices.
Immersive storytelling is about creating meaningful and lasting connections. Sometimes that means taking bold creative leaps. For Roku City at SXSW, we transformed an empty venue into a vibrant, multi-world experience. Guests wandered through a Parisian-inspired street filled with performers who invited them into intimate, playful moments. Elevators became “Doctor Who”-inspired TARDISes, whisking them to fantastical spaces filled with sounds and imagery. Every element invited people to feel like part of the story, not just spectators. There are no limits to what you can activate if you’re willing to think expansively. Give it a go!
3. Big ideas are not easy.
Bringing grand visions to life often involves navigating logistical and budgetary challenges. Shocker, right?! But convincing a client to let us use their helicopter pad or fleet of Rolls-Royce motor cars, as we did for The Peninsula Hong Kong, required persistence, creativity, and a clear vision.
One of our boldest activations was a secret “Rain Room” installation at Cannes Lions that wouldn’t be out of place at the Tate. Debates over the cost and value were constant, but the moment became a viral sensation, cementing its impact during the festival. Right then, we knew we did the right thing.
4. Unconventional spaces, unforgettable experiences.
No space is too small, too industrial, or too corporate to be reimagined. Over the years, DesignScene and Secret Theatre have activated boats, planes, warehouses, and even typhoon-struck islands in Hong Kong. We just love unconventional locations, especially turning conservative feeling spaces into wild and wonderful worlds.
One of our most memorable projects involved transforming a corporate-feeling venue into a space where guests met Jay Gatsby himself in a Madrid penthouse. These settings elevate the experience from mundane to magical, creating stories people won’t forget.
5. Take risks to stand out.
Immersive storytelling is about daring to do something unexpected. Can you look back on each project and say, “Despite all the sweat, that was worth it”?
This year, we’re working on projects in Singapore, Marrakesh, and London, each driven by the same mantra: go big or go home. Whether it’s creating multi-layered worlds for guests to explore or bringing the most ambitious ideas to life, the risk is essential if you want to be remembered. For the right reasons, of course!
Bonus: The takeaway.
The world is chaotic. Always has been. Can we make it better? More interesting? More positive and alive? With what we do as artists and activators, we strive to do just that.
The artist’s perspective is often the quietest in the room, but when it’s woven into the process, it changes everything. Experiences become more meaningful, authentic, and memorable. They stop feeling like marketing and start feeling like something real—something people want to be part of. Just go for it, see what happens… and let us know!
–Richard Crawford, Artistic Director, Secret Theatre & DesignScene
