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The Narrative

Insights, ideas, and the odd strong opinion. Published regularly, worth the read.

Work explained

Maintenance Days, Momentum Days: What Nine Experience Centers Learned About AI

by Barbara Negele
8 min

We could have all stayed home. That’s how Susan van Dueren den Hollander, Director of Customer Experience at The Storytelling Company, opened the day. Everyone could have stayed at their desk and asked ChatGPT what this community is thinking, learning, and doing. The answer would have arrived within seconds. Instead, they were all in the same room.

What happens when nine of our Experience Center clients meet in a space? They talk, they argue, and they bring more to the table than any individual meeting ever could.

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Work explained

Design for day 1.000

by Daniele Denaro
4 min

Experience centers are usually judged on opening day. Daniele Denaro, Creative Technologist at TSC, on why the more useful question is what the space feels like almost three years later, when novelty is gone and the people who run it have made it their own.

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The Industry Questioned

They came, they cosplayed, they conquered.

by Elham Nizam
6 min

When talking about culture and entertainment, there is simply no way around the world of gaming. Arguably the most complete form of art, gaming is economically larger than the music and film industries combined. Once a year, this exceptional industry gathers in Cologne for gamescom, the world’s biggest gaming expo.

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Abstract wireframe grid with overlapping translucent geometric planes
Work explained

We didn’t start as one company. We built our way there.

Four companies, four instincts, one direction. What it actually took to make them move as one. Read more

The people inside

Lost, confused or hungover?

Meet the four colleagues who got around 125 of us into dragon boats for TSC's summer team event Read more

Charlotte skyline and railway yard at golden hour dusk
Work explained

How TSC found its American home in Charlotte.

What TSC's US operation does, how it began, and why the American market reads this business in a language of its own. Read more

Michael Couzigou in profile against magenta bokeh background
The people inside

From wow to why. And the people behind.

Michael Couzigou spent twenty-five years turning cultural sites into places you do not want to leave. Read more

Sophie Blockus in cream sweater talking at bar event
The people inside

How are you, really?

Sophie Blockus trained as a Mental Health First Aider. What that is, and why she wanted it at TSC. Read more

Honeywell showroom with glowing blue city model and digital displays
Work explained

The technology you are not meant to notice.

Most immersive technology asks to be admired. The Storytelling Suite is built to disappear. Read more

Person photographing wall of glowing screens with smartphone
THE INDUSTRY QUESTIONED

We spent years building Worlds. Here’s why.

For years the work spoke and the company stayed quiet. Here is why that finally changed. Read more

Person silhouetted against towering cloud projection installation
The people inside

Every World TSC Builds Runs Through Her.

flora&faunavisions founder Leigh Sachwitz is now TSC’s CSO. Read more

Blue data projections in dark room with people at laptops
The Industry Questioned

Easy to claim. Harder to prove.

Every agency can say sustainability now. The trick is saying it so a stranger could check. Read more

TSC flag on pole against clear blue sky
The Industry Questioned

One voice is not a nicety. After a merger, it’s survival.

After a merger, four voices still read as four vendors. One voice is how they become a single company. Read more