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Experience is not what happens to you. It is what you do with what happens to you. (Aldous Huxley)

Welcome to the homepage of the Experience Design-concentration of the Master of Visual Arts (MVA)-programme of the Academy of Visual Arts. This is our home on the web, and here you can find all the recent news and activities in connection with our programme. Please take a look, and make sure to come back.

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By Peter

Syna Lee

On 09, May 2012 | No Comments | In | By Peter

I slept in this morning, but managed to catch breakfast with Santa, but he didn’t eat much. Lunch will just be a quick ride on the Orient Express before heading over to tea with Alice in the Wonderland. But tonight’s gonna be a good night, as I heard that Al Capone and Jack Sparrow are battling each other to raise funds for the cancer foundation. And did I tell you about the free flow champagne? Oh, you don’t want to miss that . . . . . .

My work is about turning ideas into live experiences. I could be designing a gangster dinner for an architectural firm; a carnival for a fashion label; a global launch for a new camera; or a motivational sales meeting for a bank. Whenever people come together, whether there are hundreds or just a selected few, my work comes in to add story and memory to the event.

I have been designing and producing event experiences for 10 years. If you ask “What drives you?”, I would say it’s the Audience. Their laughter, their amusement, their engagement, their surprises . . . . . . their every reaction to what is designed drives me to keep going, to improve, to work up the hook, sustain their interest and build up to the peak. I have always been proud to pull together ends of extremities: back in high school, I studied physics next to textiles design, and so it is in my events, I inject seriousness with a bit of fun, and celebrations with a bit of meaning. The bottom line is, champagne makes me bubbly, bass makes me dance, dancing makes me laugh, but I need to work for money.