Laura Hess - 500 Experiences in 5 Years. A quest for the remarkable!

Join us as we talk with Laura Hess, who attended 500 experiences in 5 years, about building a 25-point “Remarkable” rubric for scoring immersive theatre, fine-art installations, XR activations, brand activations, and more....

Learn how intentionality, multi-sensory design, and post-show reflection can help creators craft moments that truly resonate, transport audiences into flow states, and leave a lasting impact. Tune in for practical experience design tips, real-world case studies (including Hermès’s non-transactional activation), and a fresh framework for evaluating remarkable experiences.

DOWNLOAD the REMARKABLE experience report - https://www.reuleaux.world/#remarkable-2025

Laura Hess is an experience strategist for interactive and immersive mediums. She champions experiential design and its power to move and change people for the better. Past projects include brand activations, experiential marketing, participatory theatre, film, VR, installation art, and themed entertainment.

Drawing from her interdisciplinary background, she specialises in creative strategy and concept development across new and traditional formats, delivering meaningful solutions for independent and global media companies.

In 2021, she founded Reuleaux, an experiential consultancy. She’s also a founding member and advisor for the World Experience Organization and No Proscenium’s arts editor. After completing a Master of Science in Leadership for Creative Enterprises at Northwestern University, she has no plans for another degree with a longer title.

Contact links

https://www.linkedin.com/in/hess-laura
https://www.reuleaux.world/
https://laurahess.substack.com/

Chapters

00:00 The Journey of Exploring 500 Experiences

04:55 The Importance of Reflection in Experience Design

09:10 Creating the Remarkable Model

14:57 Understanding the Components of the Remarkable Model

20:45 Evaluating Experiences: The Rubric Explained

28:38 Understanding Experience Scoring

31:33 The Importance of Flow and Connection

33:43 The Role of Audience Participation

35:57 Navigating Commercial vs. Meaningful Experiences

38:28 Intentionality in Experience Design

41:43 Hermes: A Case Study in Non-Transactional Experiences

47:02 Cultural Exchange and Brand Relationships

51:12 Themes in Experience Design

54:24 The Shift Towards Intentionality in Experiences

54:58 Sensorial Aspects: The Key to In-Person Engagement

56:31 The Power of Live Performers in Experiences

59:47 Exploring the Beyond Cognition Case Study

01:03:32 The Importance of Sensory-Driven Experiences

01:04:38 Reflections on Experience Design and Improvement

01:10:08 The Need for Reflection and Iteration in Design

01:12:00 Closing the interview and contacting Laura