Klaus Sommer Paulsen: Speaking at Leisure and Hospitality World

Klaus Sommer Paulsen


Designing the Convergence of Before, During and After with Integrated Storytelling

About Klaus Sommer Paulsen

Klaus Sommer Paulsen is CEO & Founder of AdventureLAB, an integrated storytelling and experience design studio based in Denmark that works with attractions, destinations and other experiential brands and spaces.

In his daily work, Klaus brings together decades of experience from various disciplines in marketing, entertainment, design and development that are applied with a genuinely holistic mindset of “whatever it takes to make it work”. The anchoring point of it all is the heart of the story and the experience, and the connection between the two.

Klaus has spoken and lectured on many occasions about the new narrative dimensions and themed experiences to be explored and achieved with Integrated Storytelling. Furthermore, he is the editor and contributor for an upcoming book on New Screens and Beyond The Screen disciplines.

Klaus is active on several boards, including Themed Entertainment Association’s International Board Of Directors.


The magic that comes from combining the story and the experience is taking giant leaps forward with the advancements in technology, media and the role of the audience. This evolution creates new ways of strengthening the connection with the visitors before, during and after their attraction experience, with their individual narrative and brand relationship first beginning at home and then continuing at home. During this talk, we explore how design principles can be used for both creating experiences and the stories they represent and become once lived and influenced by the audience, allowing them to become the hero. These principles open up for creating storylines and story experiences that expand across time, media and places and can ultimately be used as the basis for uniquely personalised AI-enhanced concepts.

This talk can be seen as a stand-alone presentation or in combination with the "Navigating the Future of Integrated Storytelling" keynote presentation Thursday at 10:15 in Keynote Theatre 3.

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