Notes from
backstage.
Designing New Experiences for Virgin Voyages
A collection of new Happenings for Valiant Lady and Brilliant Lady, plus a reimagining of a few guest favourites. Every one of them started with a question rather than an activity.
Read itWhy the Best Brand Systems Borrow From Theatre
Most brand guidelines read like instructions for a machine. Use this blue. Never rotate the logo. Keep 40 pixels of clear space. All correct, and all completely uninterested in the thing a brand is actually for, which is making someone feel something. Structure first, then the moment Theatre people understand a thing most brand strategists don't say out loud: the technical stuff — blocking, lighting cues, the exact second a door opens — exists entirely in service of a moment the audience...
Read itIt's Showtime: What We Learned Launching Undertow
We staged a swimwear launch in a decommissioned public pool. On paper that sentence should have set off every alarm a production team owns. Somehow it didn't, and here's roughly why. The venue was the idea Undertow didn't need a venue dressed up to look like something else. It needed a room that was already, structurally, about water — just drained of it. We spent more time on what to leave alone than what to build. Guests moved through the old changing rooms before they reached the pool...
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