The best marketing book of the past 20 years. Dr H Maise, Director, Vienna International Airport The core concepts of Mikunda's work are the most highly debated topics in environmental design today... an incisive and useful roadmap for understanding this new landscape. Gregory Beck, Director, The Experience Architecture Forum at Harvard University Mikunda acts as a tour guide to the world's 'third places' revealing the secrets of how they work. Financial Times, Germany Mikunda is a guru and mastermind of new experience worlds. Visa Magazine
"The best marketing book of the past 20 years." - Dr. H. Maise, Director, Vienna International Airport. "The core concepts of Mikunda's work are the most highly debated topics in environmental design today...an incisive and useful roadmap for understanding this new landscape." - Gregory Beck, President, Architecture and Experience Design, New York, and Director, The Experience Architecture Forum at Harvard. "Mikunda labels places of recreation and entertainment as 'third places', a term that you get to like as he takes you on a voyage to the most exciting and sophisticated places in the world." - Christoph Mahdalik, Creative Head of FCB Events and PR, writing in "Trend Magazine". "Mikunda is a guru and mastermind of new experience worlds." - "Visa Magazine". "Mikunda acts as a tour guide to the world's 'third places' revealing the secrets of how they work." - "Financial Times", Germany. "A must for those involved in marketing and the theming of emotional and materialistic public places." - A3-Boom, Austria. To successfully establish an emotional bond with a customer, marketers have to access the mind and heart.
Linking the desire for entertainment with emotion and putting the customer in the right mood is the key to attracting sales. In this riveting book, we are shown how this is achieved in public spaces all over the world. Known as "Third Places" these are locations, apart from home and work, that we choose to visit. A master of mood management, the author draws on his extensive experience of working with marketers, designers and architects to create pleasurable and memorable sensory experiences. We're given a unique and fascinating insight into how people's emotions are influenced through light, colour, smell, sound and other sensory triggers. From the Peggy Guggenheim Museum in Venice to Caesar's Palace in Las Vegas, from Swarovski's Crystal Worlds in Austria to the Guinness Store House in Dublin, we're taken on an exhilarating voyage of today's spectacular "Third Places" - the new "experience worlds" - and how they are created.
This is where art meets science: where sophisticated design and cognitive psychology interweave to provide a massage of the soul for customers in stunning shopping malls, flagship stores, inspiring museums, hip hotels, trendy bars, themed restaurants, city centre events, wellness zones, virtual rooms, leisure parks, historical sites, nature trails - in fact, anywhere we choose to spend our free time.