Immersive experiences and storytelling are no longer just trends; they are the foundation on which art, technology and human interaction are elevated to new dimensions. This connection was impressively presented at Prolight + Sound 2024, when Andreas Allen, Director of Global Partnerships at flora&faunavisions (FFV), gave his inspiring presentation “The stage as a total work of art”. Andreas highlighted the transformative power of storytelling and how FFV is a master at creating innovative and immersive experiences.
For those who missed the lecture, the interview with Andreas Allen now offers the opportunity to learn more about flora&faunavisions and their impressive projects. Be inspired by the vision and creative processes of a studio that continuously pushes the boundaries of what is possible.
What is immersive storytelling?
Immersive storytelling is a technique that makes it possible to fully immerse the audience in a narrated story. This is done by combining different media and technologies such as virtual reality (VR), augmented reality (AR), 360-degree videos, interactive installations and multi-sensory environments. The aim is to create an environment in which viewers are not just passive observers, but become active participants who can experience the story from different perspectives.
VW Iconic – Photo by Ken Schluchtmann
An important aspect of immersive storytelling is the creation of a coherent and compelling narrative that touches the audience emotionally. This requires a deep understanding of narrative structures and the ability to seamlessly integrate technology into the story without it dominating the experience. The best immersive experiences balance technological innovation with emotional depth, providing audiences with a unique and memorable experience.
About flora&faunavisions
flora&faunavisions FFV is a multidisciplinary design studio specializing in the creation of immersive exhibitions, branded experiences and staged moments. The studio strives to redefine design and technology by creating stories and emotions that transcend genres and industries and set new standards. Their portfolio includes impressive projects such as exhibitions, live music shows, fashion shows and stage productions that create excitement worldwide. Andreas Allen, Director of Global Partnerships at FFV, gives us a look behind the scenes of the design studio in this interview.
Interview with Andreas Allen from flora&faunavisions
Can you give us a brief overview of flora&faunavisions? What is the vision and mission of your studio?
Andreas Allen, Director of Global Partnerships, flora&faunavisions
flora&faunavisions (FFV) is a multidisciplinary design studio at the forefront of shaping the future of immersive exhibitions, branded experiences, and staged moments. Our mission is to redefine design and technology by crafting narratives and emotions that transcend genres and industries, setting new standards. We are an ecosystem of creative directors, producers, and technologists driven by relentless curiosity. This drive enables us to continuously push the boundaries of what’s possible, creating unforgettable live entertainment experiences that have defined the past decade. Whether it’s spatial design or full-service events, we tailor each encounter to evoke profound emotions and curate moments that resonate with visitors of all ages.
What role does innovation play in your design processes and projects?
Innovation is a cornerstone of our creative process and success at FFV. Working at the intersection of design and technology, we view innovation not just as the use of advanced tech, but also as the thoughtful absence of it when necessary. This allows us to focus on stimulating human responses through pure emotion. In today’s world of sensory overload, it’s crucial to balance technological integration with emotional storytelling. We adopt a holistic approach to innovation, ensuring that technology enhances rather than overshadows the narratives and emotions we aim to convey.
What importance does storytelling have for your work?
Storytelling is at the heart of everything we do at FFV. Our digital storytellers craft magical experiences that transport audiences into different worlds. We work holistically and collaboratively, always starting from the perspective of the consumer.
Our approach involves distinct phases: first, we fully understand the story we want to tell and the emotional triggers we want to activate. Then, we determine the appropriate technology and plan the programming and delivery of the experience. This process of ideation, design, and technical execution ensures that our stories are compelling and immersive.
Da Vinci Genius – Photo by Ken Schluchtmann
How do you and your team stay creative and innovative in an ever-changing industry?
We continuously stay ahead of the curve by collaborating with a wide array of international partners across various industry sectors. This diverse network fosters agile thinking and encourages us to push the boundaries in creative experimentation, particularly in AI, VR, and spatial design. Our project portfolio is incredibly diverse, which keeps us challenged and
inspired. For example, one day we might be crafting a kinetic digital opera with a 150-piece orchestra, and the next, we could be working with an EDM artist to develop a tourable live solution. We also create responsive, data-driven work for interactive installations and develop educational exhibitions that focus on critical issues such as climate change and sustainability. These exhibitions leverage cutting-edge technology to engage audiences of all ages across different markets. By embracing this variety, we ensure that technology complements rather than dictates our creative processes. This approach allows us to deliver work that resonates widely while continuously adapting and innovating to stay at the industry’s forefront.
How do you integrate different art forms such as light, sound, architecture and digital media into your stage projects?
As we conceptualize stages, we meticulously consider each element, designing them to create a coherent and unified story. Our team of experts in various fields collaborate from the early concept stages, sharing ideas, needs and requirements. This teamwork ensures that the different art forms influence and enhance each other, rather than standing alone.
Solomun +1 at Pacha, Ibiza – Photo by Mario Pinta
How do you balance technical innovation with narrative depth in your designs?
At FFV, the story always comes first; technological innovation being a toolbox for us to then bring this story to life in the most appropriate and spectacular way.
What challenges do you face when integrating new technologies into your stage projects?
To build a show that is eventually scalable for touring is something that needs to be carefully considered, as different locations will usually not have the same capacity to accommodate for a certain load of equipment, space requirement, media surfaces or a controlled environment.
Can you share some of your most important projects or collaborations that have been particularly formative for your studio?
Recent highlights from our touring projects include:
- VW Iconic: we recently launched an exhibition at the VW DRIVE Forum in Berlin Mitte. At the Forum you can explore fascinating cultural icons of the past and future. At the heart of the exhibition lies an immersive room where multimedia projections vividly bring visions of mobility, architectural worlds, and technologies to life. We asked ourselves: what visions might become iconic in the future? And here, you will find these answers as you dive into an interactive loop, divided into three chapters, all projected in 270° glory.
Open now and runs thru March 2025. - The Ring Cycle: A revolutionary digital adaptation of Richard Wagner’s epic opera, launched at Opera Australia. The Ring is a monumental leap in the marriage of art and technology, creating a transcendent experience that pays homage to the classical roots of Wagner’s masterpiece while embracing all the possibilities of the digital age.
Ring Cycle – Photo by Wallis Media
- Utopian Garden: An interactive experience of co-creation that takes audiences on a journey to discover the beauty in each other and the world around us. A new addition to the series titled EDEN, will show at Illuminate Adelaide summer 2024.
Utopian Garden – Photo by Lacey Wright
- Da Vinci – Genius: An immersive show that takes visitors on a creative journey through the eyes of Leonardo da Vinci in the present day, currently showing in Amsterdam and soon to open in the US and Asia.
- Solomun +1 at Pacha, Ibiza:We are proud of our long-standing collab with internationally renowned electronic music artist Solomun and are responsible for the yearly re-imagination and creation of the multimedia experience in and around the iconic Pacha nightclub on Ibiza.
Both The Ring Cycle and Utopian Garden won the 2024 World Experience Award in their respective categories for excellence at the WXO Summit in NYC.
Immersive experiences – new industry standards
The influence of immersive experiences and storytelling on the event industry should not be underestimated. They have evolved from trends to indispensable components in the design of modern installations and events. At Prolight + Sound 2024, Andreas Allen from flora&faunavisions impressively demonstrated how innovative storytelling techniques and immersive technologies can create unique and emotional experiences. These approaches make it clear that the integration of art and technology not only sets new standards, but also allows us to experience and touch experiences in a completely new way.
Many thanks to Andreas Allen for his exciting presentation and the interesting interview – we look forward to seeing what projects flora&faunavisions will inspire us with in the future!
