1. Observations and Experience Economy RM1

2. Two dimensions create four realms of experience (Pine & Gilmore, 1998) Television Lecture Acting in a play Art Gallery X: Customer participation (Passive-Active) Y: Connection btw customers & event (Immersion-Absorption)

3. The Experience Realms ”pick up” ”surfing” ”go deeply into” ”diving” ”worlds” Repetition

4. The Experience Realms Repetition

5. The Experience Realms Educational: Absorbing the events unfolding while actively participating Edutainment Repetition

6. The Experience Realms Educational: Absorbing the events unfolding while actively participating Edutainment Escapist: Being”swallowed up” while actively participating Motion simulator rides Repetition

7. The Experience Realms Educational: Absorbing the events unfolding while actively participating Edutainment Escapist: Being”swallowed up” while actively participating Motion simulator rides Estethic: Being ”swallowed up” but remaining passive Art gallery Repetition

8. The Experience Realms The Sweet Spot Repetition

9. 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 Repetition

10. Entertainment Learning Aesthetics Escapism accessibility Participation sense of touch Sense of Sight sense of smell sense of taste sense of hearing The Wheel of Experience