This is the phase where we determine the goals of an experience with our partners and decide what we're doing.
Now that we've determined what we're doing, we have to figure out how we're doing it. The mechanics of games, the design of animatronics, and populating the world all happen in this phase.
Now's the time to actually do everything we spent our time planning to do! Construction, scripting, rehearsals, and event logistics are just a small slice of everything that needs to happen during this intense period. We test everything including usability, tech, mechanics, accessibility, fun and engagement.
Prior to event opening, the team organizes and rehearses all roles and tasks needed to smoothly execute the event down to the minute. Still, we adapt when things go wrong and finally enjoy successfully transporting people into a world that started from our imagination and seeing them unexpectedly transformed as a result of it.
The event can never be finished without determining how successfully we met our goals. After giving a warm thanks to our participants for being a part of our world, we begin to analyze the copious data creatively collected in the experience to absorb the lessons to be learned from our production.