The Storytelling Company (TSC) ads

Every year SAP asks us the same question at Sapphire: does anyone leave holding something they didn’t have before? In 2026, the answer was a stadium night, a lesson in collaboration and a personalized shirt to take home. In Madrid and Orlando, the Experience Center became a cross-industry journey with the intensity and unity of a major global sporting event, the shift from competition to collaboration, an honest taste of the agentic age, and a personalized shirt to take home. The stadium feeling, distilled. Read more on our website.

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Nobody has ever been moved by a green tick on a dashboard, so at SAP's new Experience Center in Singapore we put visitors inside a company run on agentic AI, from the first sketch to the returning customer.

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Some rooms stay with you long after you've left, and you can rarely say why. We're nearly 200 people across five cities who build exactly those rooms, for brands, museums, operas and training centers, and this is a glimpse inside them.

I have lost count of the number of project meetings that begin with: ‘Should this be VR?’ It is a reasonable question. Usually, it is asked too early. A headset, an LED wall or an interactive installation gives a project something tangible. It can also create excitement very quickly. But the technology already carries consequences for the visitor: are they alone or part of a group? Do they watch, move, choose or simply take time to look? It also carries very practical consequences. Thirty headsets do not automatically mean 90 visitors an hour for a twenty-minute experience. Once fitting, cleaning, reset and real-world utilisation are included, the capacity may be much lower than expected. Projection creates a different relationship: collective, fluid and potentially high-capacity. Scenography gives the story physical weight before any screen is switched on. None is inherently more immersive than the others. I have written a short article about the four questions I believe should come first: the narrative, the audience, the capacity and the operating model. Sometimes the answer is VR. Sometimes it is projection. Sometimes it is a very well-made door. What does the story need the visitor to do? #ImmersiveExperiences #VisitorExperience #ExperienceDesign #Storytelling