
I was lucky enough to get a ticket for Punchdrunk's The Masque of the Red Death at the Battersea Arts Centre on Saturday night. I'm not normally a big fan of theatre, I find it hard to suspend my disbelief and buy into the conceit of actors on a stage (this says more about my shortcomings than those of theatre in general). The Masque of the Red Death was a very different evening, it is audience involvement theatre. You plot your own path, explore a myriad of rooms and come across different scenes as you move through the space. Whenever you feel like it you can even pop into a David Lynch like cabaret show and have a drink before exploring further. No two people have the same evening because of this you end up spending a lot of time afterwards comparing notes and trying to combine knowledge to understand the story.
The success of the evening was in large part down to something that it is really important to think about when designing brand experiences - the power of disorientation. On arrival the venue looks shut, you are directed down a side street and enter via the fourth fire exit on the right. Everyone is given an identical masque to wear and told not to talk. You walk through five or six small dark antechambers, separated by big black curtains and from then on in you have no problem suspending your disbelief. Complete immersion in an amazing experience.