Immersion vs. spectacle

distinction — attributed to David Landgraf

Spectacle is decorative: the bigger the better, the louder the more impressive. Immersion is environmental: the room becomes the rainforest, the menu becomes the region, the mission becomes felt rather than declared. Landgraf builds immersion because it sticks; spectacle dissipates by morning.

"Entertain came through immersion rather than spectacle."

design, experience