Worldbuilding For The Senses Panel at SXSW London
At SXSW London last week, Vicki Sutherland, Chief Growth Officer at Outernet explored what happens when storytelling escapes the screen in the panel ‘Worldbuilding for the Senses’. One theme emerged consistently across the discussion which was that world building is no longer just a creative concept. It has become a strategic tool for brands looking to create deeper, more meaningful connections with audiences.
As digital experiences become increasingly saturated, brands are investing in immersive environments that offer something different experiences that people can feel, participate in, and remember.
Creating Experiences Beyond the Everyday
For Vicki Sutherland, world building is about creating immersive and authentic experiences that transport people beyond their everyday digital lives. The goal is to create moments that are memorable, engaging, and inherently shareable.
This idea was echoed by Melanie Blood from Ocean Labs, whose approach focuses on making creativity tangible. By combining technology, physical spaces, and sensory elements, they create experiences that leave a lasting impression long after the moment has passed.
Artist and experiential designer Maja Petrić brought another perspective, exploring how space, light, nature, and technology can work together to foster emotional connection. Her work demonstrates how immersive environments can create opportunities for reflection, stillness, and genuine engagement.
Why Immersive Experiences Matter More Than Ever
One of the clearest messages from the discussion was that immersive experiences are no longer a "nice-to-have" addition to marketing campaigns, they are increasingly becoming a core component of them.
Both Outernet and Ocean Labs stressed that successful world building starts with understanding the campaign objective. The experience itself should never be the goal; rather, it should serve a strategic purpose, whether that's driving awareness, engagement, community participation, or commercial outcomes.
The most effective experiences are those that align creativity with clear business objectives while remaining authentic to both the audience and the brand.
Authenticity Drives Impact
Authenticity was a recurring theme throughout the session.
The panel agreed that audiences respond most strongly when they are placed at the centre of the experience and invited to actively participate rather than passively observe.
One standout example highlighted by Outernet was the Kleenex x Mr Doodle collaboration. The project demonstrated how authentic partnerships between brands and artists can generate significant audience engagement while also delivering measurable commercial results.
Similarly, Ocean Labs' work with Gorillaz showcased how technology can be used to strengthen storytelling rather than distract from it. By enhancing the narrative and creating moments designed for sharing, technology became an enabler of connection rather than the focus of the experience itself.
Technology as an Enabler, Not the Destination
As expected, technology and AI featured prominently in the discussion. However, the consensus was clear: technology should be viewed as a tool rather than the end goal.
Whether through personalisation, interactivity, or audience engagement, technology is most effective when it serves the story and enhances the experience. The most successful projects begin with human needs and creative vision, using technology to deepen engagement rather than simply showcase innovation for its own sake.
The Future of World Building
Looking ahead, the panel suggested that the future of world building may not be about creating bigger or more elaborate worlds.
Instead, success will come from creating more meaningful ones.
As audiences increasingly seek connection, belonging, and relevance, the focus is likely to shift towards personalisation, community, and shared experiences. The brands that succeed will be those that create worlds people genuinely want to be part of, not just visit for a moment.
If there was one key takeaway from SXSW London, it was this: world building is evolving from spectacle to significance. The future belongs to experiences that are authentic, emotionally resonant, and designed around the people they serve.
If you’d like to find out how your brand can create worldbuilding experiences at Outernet London, please contact our team with your enquiry.
