Observations and
Experience Economy
RM1
Two dimensions create four realms of experience
Television
Art Gallery
(Pine & Gilmore, 1998)
Lecture
Acting in
a play
X: Customer participation (Passive-Active)
Y: Connection btw customers & event (Immersion-Absorption)
The Experience Realms
”worlds”
”pick up”
”surfing”
”go deeply into”
”diving”
The Experience Realms
The Experience Realms
Educational:
Absorbing the
events unfolding
while actively
participating
The Experience Realms
Educational:
Absorbing the
events unfolding
while actively
participating
Escapist:
Being”swallowed
up” while actively
participating
The Experience Realms
Educational:
Absorbing the
events unfolding
while actively
participating
Estethic:
Being
”swallowed
up” but
remaining
passive
Escapist:
Being”swallowed
up” while actively
participating
The Experience Realms
The
Sweet
Spot
Rich Experience
”The richest experience encompass
aspects from all four realms”
 Centering around the ”sweet spot” in the
middle of the framework
 You don´t want to select one and then
stay in just one realm
 Set a stage by exploring the possibilities
of each realm

The Wheel of Experience
sense of hearing
sense of taste
Entertainment
sense of smell
Learning
Sense of Sight
Aesthetics
sense of touch
Escapism
Participation
accessibility