Our 10 commandments of Spatial Storytelling

1. Make it a journey
We believe that a spatial story should take the guests on a well-orchestrated journey that unfolds and evolves from the moment that the guest decides to embark up to the revisit.

2. Build narrative tension
Just like a good novel that builds tension throughout its chapters, we arrange differently designed spaces to form a spatial story that steadily moves towards a climax, with reflective moments in between.

3. Guide to transformation
We guide our guests on experiential journeys that make them wonder, question, experience and ultimately, understand. Afterwards, our guests have been emotionally moved and mentally transformed, because they have understood. 

4. Organize intuitive information 
We organize information in a clear hierarchy, from big gestures down to insightful details that can be accessed on demand. This ensures that every guest can find exactly the right amount of information for an interesting visit, regardless of their age or time constraints. 

5. Immerse thematically
We believe in ‘themed immersion’ that teleports and physically places our guests in new worlds and contexts for realistic first-hand experiences.

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6. Provoke interaction 
Simple, intuitive and playful interactions between narrator and guest create a meaningful sense of participation. We use interaction not just to make contact between the experience and the guests, but also to provoke a dialogue between the guests themselves.


7. Talk to all senses
To create lasting memories, well-designed content needs to engage the senses and stimulate the intellect with themed sound, light, smell, taste and movement. It is all about creating a multi-sensory experience.

8. Offer perspectives
In our complex world, not everything is black and white. By offering various perspectives instead of one single narrative, we show our guests that simple truths do not exist and empower them to form their own opinion. 

9. Create informed ambassadors
A good spatial story creates a deeper understanding of the subject matter and a sense of ownership that transforms guests into ambassadors that will promote the offering beyond the visit.


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10. There is no 10!
If you have read this far, we should start a conversation.



To ensure an optimal experience, we integrate content, interpretation and design into a clear workflow with an efficient feedback loop.

1) Kick-off
A start-up meeting ensures that your project is launched on a strong footing. Here, we confirm the scope and objectives of the project, the approval and feedback process, the stakeholders of the project and the project management and communication strategy. In this stage we also identify the content experts in your team.

2) Visioning
The content experts, project stakeholders, M A F and the project team meet in a creative workshop to review and confirm the vision and thematic framework of the project.

3) Concept design and interpretive framework 
In this stage, our interpreters develop an interpretive plan that identifies the content structure, objectives and messages of each section of the experience. The content experts review and input based on their specialist knowledge. At the same time, the design team works to develop idea sketches and references images towards a concept design.

4) Preliminary design
This phase deepens the design – developing schematic floor plans, exhibition designs and multimedia descriptions, defining the graphic styles and resources and determining construction and production costs. We also develop a content matrix that identifies each collection item or multimedia in the exhibit with their requirements. Av treatments and scripts are produced and subsequently reviewed by select content experts. In this phase, the design team typically expands to include additional specialists.

5) Final design
Final content and graphics (text panels, final av, infographics, and so on) are developed, including floor plans, exhibition designs including lighting and multimedia designs. Final translations, if necessary, happen here. Our content experts review the final text and av scripts. The construction and production costs are also finalized.

6) Specifications
The design team works with one or more carefully selected contractors who translate our final designs into construction specifications.

7) Construction and production
M A F regularly interfaces with construction and production firms to answer questions and ensure the design.

8) Grand opening
The finished exhibition opens its doors to the public, and we crack open a bottle of champagne to celebrate another successful project.


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