Asun Santiago Saracho
That once-in-a-lifetime character is part of what makes a good event really magical. A unique moment, live, but also an exclusive place created for precisely this moment. It means creating an independent universe within the limits of the scenario and the budget, and that means using our imaginations non-stop. Creativity harnessed to transform limits into new possibilities. Theoretically, space is defined using three dimensions; width, length and depth. But this seems somewhat obsolete in a world where transmedia content, hypertextuality and streaming are blurring the edges of traditional dimensions.
We live in space, we move in space, and it reaches us through our senses. That is what makes it a sensory experience. And subjective, insofar as the way that our senses interpret it lies in the deepest zones of our brains. So, MacGuffin's challenge when designing an event is to create a customized space for optimal connection between the audience and the message.
Director at MacGuffin