Insights, ideas, and the odd strong opinion. Published regularly, worth the read.
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The most complicated experience TSC has ever assembled is not in any venue. It is the company. Here is what it actually takes to make four different instincts move in the same direction.
TSC did not arrive as a single outfit with a clever name. It converged. Four separate companies, four distinct instincts, four entirely different ideas about what makes an experience hold, pulled into one.
Think of the last experience that stayed with you. A concert, an exhibition, a space you walked into for work and did not expect to remember. You almost certainly could not name the technology that made it happen. That is not a lapse in your attention. It is technology doing its job.
Becoming Marilyn Monroe opened in Zurich on March 27, 2026. The summer before, it existed only as an argument in a few people's heads. This is the part the case study leaves out.
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