the immersive worlds handbookdesigning theme parks and consumer spaces

scott a. lukas

Learn how to design exciting, believable, authentic themed spaces!

Scott A. Lukas, famed industry expert on designing themed spaces, brings you a book focusing on the imaginative world of themed, immersive, and consumer spaces. Whether you are involved in designing a theme park, themed restaurant, cultural museum, shop, or other entertainment space, you will benefit from the insider tips, techniques, and experiences highlighted in this practical guide. The book features possible design issues and current trends, case studies and interviews with real-world designers, and further reading suggestions. The book also includes a companion website, www.ImmersiveWorldsHandbook.com, to complete your learning experience.

Practical charts and tables, offering clear and concise summaries of key concepts

A variety of case studies to inspire you: current, real-world, historical, conceptual

A research break, to provide insights on how to use research to develop and maintain more effective themed and consumer spaces

Interviews with expert voices in the field covering practical hard-won techniques including: Joel Bergman (Bergman, Walls & Associates), Kelly Gonzalez (Royal Caribbean Cruises), Anna Klingmann (Klingmann Architects and Brand Consultants), Bob Rogers and Carmel Lewis (BRC Imagination Arts), David Rogers (The Jerde Partnership), Nancy Rogo Trainer (Venturi, Scott Brown and Associates), and many others

Companion website, www.ImmersiveWorldsHandbook.com, contains useful links, extended and additional expert interviews, printable handouts for many of the exercises in the book, and more in-person discussions of these issues

Scott A. Lukas is a key writer, speaker, and consultant on themed entertainment. He has written numerous books and articles on the subject of theme parks, shopping malls, themed spaces, video games, and other contemporary consumer spaces. A recognized authority in the field, Scott has provided keynote addresses and workshops in Germany, Orlando, and California, including at the Themed Entertainment Association conference and has consulted with major theme park and entertainment companies. He has been recognized with four teaching awards in his field.

Computers / Interactive & Multimedia, Computers / Virtual Worlds

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THE IMMERSIVE WORLDS HANDBOOK

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THE IMMERSIVE WORLDS HANDBOOK DESIGNING THEME PARKS

AND CONSUMER SPACES

S C O T T A . L U K A S

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First published 2013 by Focal Press 70 Blanchard Road, Suite 402, Burlington, MA 01803

Simultaneously published in the UK by Focal Press 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Focal Press is an imprint of the Taylor & Francis Group, an informa business

2013 Taylor & Francis

The right of Scott A. Lukas to be identifi ed as author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Notices

Knowledge and best practice in this fi eld are constantly changing. As new research and experience broaden our understanding, changes in research methods, professional practices, or medical treatment may become necessary.

Practitioners and researchers must always rely on their own experience and knowledge in evaluating and using

any information, methods, compounds, or experiments described herein. In using such information or methods they should be mindful of their own safety and the safety of others, including parties for whom they have a professional responsibility.

Product or corporate names may be trademarks or registered trademarks, and are used only for identifi cation and explanation without intent to infringe.

Library of Congress Cataloging in Publication Data

Lukas, Scott A., 1968-

The immersive worlds handbook: designing theme parks and consumer spaces/Scott Lukas.First [edition].

pages cm

1. Amusement parksDesign. 2. Themed environmentsDesign. 3. Senses and sensation in architecture. 4. ArchitecturePhyschological aspects. I. Title. GV1851.L85 2012 791.068dc23

2012019867

ISBN: 978-0-240-82093-4 (pbk)

ISBN: 978-0-240-82098-9 (ebk)

Typeset in DIN Regular

Typeset by MPS Limited, Chennai, India

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CONTENTS v

C O N T E N T S Acknowledgements ix

Preface xi

Chapter 1 The Nature of Themed and Immersive Spaces 3

Immersive Worlds 4

What Is a World? 4

Aspects of Space 13

Principles of Space 22

Placemaking 27

The World and the Designer 31

Chapter 2 Designing Effective, Immersive, and Creative Spaces 35

ProvocationThe Blank Space 36

Meaning 36

Inspiration 44

Stories 48

Design Stories 52

Chapter 3 Atmosphere, Mood, and Effective Spaces 63

Atmosphere 64

Theming 68

Elements of Design 81

Principles of Form 89

Effective Spaces 94

Operations 95

Chapter 4 Authenticity, Believability, Realism 101

Taking Space Beyond the Space 102

Authenticity 106

Into the Depth 112

The Bigger Picture 125

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