Tianjin University of Technology invites CEO of MCM Group to Give “Experiential Design” Lecture

Apr 20, 2012 | Press Room

Michael Mitchell speaks at Tianjin University of Technology

Tianjin, China.  The “Experiential Design” methodology of MCM Group was explored in detail through a three hour lecture organized by Tianjin University of Technology.   Academic leaders from various fields at the University as well as 300 students from several schools at the University including the Art & Design School and International Business School attended during the afternoon seminar on April 20, 2012. This presentation is part of the ongoing international lecture series of the University’s Art & Design School.

As an internationally leading advocate of “Experiential Design”, Mr. Mitchell introduced the theory of Experiential Design and gave a detailed analysis on a number of architectural projects, showcasing the wide applications of the methodology.  His detailed review of project cases that his group has worked on extensively covered features of the methodology, as well as highlighting similarities and differences between western and Chinese design approaches.  As Mr. Mitchell reflected during his talk, “creating emotional connections, strengthening the sense of an experience in a space, allows touching something deep in people’s hearts, which allows us to design more meaningful, inspiring and interesting spaces is the goal of Experiential Design.”

 The ideas behind “Experiential Design” were enthusiastically received by both the design professional attending as well as students.  In a lively Q & A session, Mr. Mitchell answered questions covering a range of design issues raised by the methodology, as well asexpressing his recognition of the rapid maturation of the Chinese design market.

Experiential design was generated in the unique environment of Los Angeles, which has long been an innovation center. For four decades, Mr. Mitchell has accumulated a wealth of experience in themed design, scenic design, interactive technologies and sustainable design. Through such experiences, he came to realize how to important it was to enrich the built environment to enable people to fully interact with it, much as mankind has done for most of our evolutionary history.

Michael Mitchell speaking at Tianjin University of TechnologyMr. Mitchell presented the basic tenants of “Experiential Design:”

Emotions – what do we want a visitor/user to feel

Involvement – how do we want people to interact with the space

Participation – what do we want them to think or learn in our space

Sustainability – how do people and building function together to be more sustainable

Brand – what should be the public face/brand of the space (what should the public feel looking at the space)