The four experience realms
Joseph Pine & James H. Gilmore
Staging brand experiences is not just about entertaining customers: It is about engaging them. Experiences can be classified on the basis of two dimensions: participation (active vs passive) and connection (absorption vs immersion). The coupling of these dimensions defines the four realms of an experience: 1) entertainment; 2) education; 3) escapism; and 4) aestheticism. These domains are mutually compatible, often commingling to form uniquely personal encounters.
Entertainment:Experiences that are passively absorbed through the senses, as generally occurs when viewing a performance, listening to music, or reading for...