How Tellart is designing sensory spaces to inspire the public imagination

Through storytelling, technology, and craftsmanship, experience design studio Tellart creates immersive spaces that engage the public on pressing climate issues – shaping perspectives through sensory-driven interactions.

In an era where experiential design is becoming an essential tool for communication, Tellart stands at the forefront of crafting interactive, sensory-driven spaces that engage audiences on some of the most pressing global issues. The experience design studio, known for its seamless blend of technology, storytelling, and craftsmanship, is preparing for the upcoming Expo 2025 in Osaka, where it will deliver immersive pavilions for the Netherlands and the Philippines.

But beyond high-profile events, Tellart’s work consistently explores how spatial experiences can shift perspectives, spark curiosity, and inspire action, particularly in the realm of climate awareness.

We spoke with Tellart’s CEO and partner, Paul Skinner, and technology director, Sabrina Verhage, to understand how they approach designing for impact, their use of interactive technology, and why experience design is more important than ever.

Designing for experience, not just interaction

At its core, Tellart is built on the belief that experiences shape human understanding.

“Our studio holds a deep belief in the transformative power of embodied human experience and in the craft of design through making,” says Skinner. “Experiences shape our lives, and we experience the world via our bodies, not just our minds. So designing at the intersection of nature, technology, and culture is fertile ground for creating impact.”

Verhage echoes this sentiment, noting that Tellart’s work considers both physical and digital realities as inseparable parts of modern experience. “We acknowledge our immaterial reality,” she explains. “Our material world can no longer be separated from the immaterial digital plane. So we create interactive products and installations or immersive storytelling experiences—spaces that audiences can walk through and experience.”

Technology as a material

Unlike traditional design studios, Tellart views technology not as an add-on but as a material in itself. They believe it’s something that—like wood or metal—must be understood and manipulated for optimal use, as each has its own opportunities and limitations.

Skinner says, “In Tellart’s early days, this meant designing for ‘innovation labs’ of product companies, but we always considered the larger context.

“Human experiences occur in spaces, and spaces are afforded by architecture, so we apply the same convictions of ‘story first,’ ‘design through making,’ and ‘design by addition’ at all scales.”

For Verhage, this approach became clear during her training in architecture – that’s when she first encountered interactive spaces. “During my exchange year at Sci-Arc in Los Angeles, they taught me programming and the idea of interactive spaces in architecture,” she explains. “The idea of walking down a hallway and the hallway responding to my presence was super appealing to me. From that moment on, I didn’t want to go back to ‘normal’ architecture – I just wanted to design spaces that respond and change based on my presence in them.”

Engaging the public on climate topics

One of Tellart’s key areas of focus is using experiential design to engage the public on climate-related issues. From reimagining food security at COP28 to advocating for ocean health with a musical installation, the studio is finding new ways to make climate discourse tangible and personal.
“First of all, I think that the attitude of saying tech is the antithesis of nature won’t get us to a future in which we thrive together with nature,” says Verhage. “We need to find a way to live with both technology and nature in the future.

“We’re going to need to innovate and find ways to use technology to work with our biosphere instead of against it.”

One of Tellart’s most compelling projects in this space is Dinner in 2050, an AI-assisted installation that reimagines food security. Visitors are invited to stand around a dinner table and speak their favourite dish into a microphone. The AI then analyses the dish’s ingredients, swapping the least sustainable element for an alternative based on local ecological data. The final, machine-generated version of the meal is projected onto their plate, offering a provocative look at how climate change may alter everyday dining experiences.

“Each of the decisions made in this experience design was to get the audience to experience standing around a dinner table, thinking about themselves and their favourite food—but also the consequences climate change has for their lives,” says Verhage. “And not to forget, the experience should allow for trial and exploration. What dish would it create when you say beef lasagne?”

The role of emotion and empathy

Beyond technological innovation, Tellart prioritises creating emotional resonance in its installations. The award-winning Race Below, a multisensory musical experience that advocates for ocean rights, is a prime example.

By immersing audiences in a sonic journey inspired by marine life, the installation has encouraged over 32,000 people from 178 countries to sign a petition in support of ocean conservation.

Verhage notes that projects like these highlight the power of experience in shifting perspectives, explaining how “experiencing a climate disaster first-hand makes one awfully aware of climate change”.

She adds: “There is something about acknowledging the human experience as a powerful driver of awareness and change. Engaging our emotions, sensing, and understanding of the world around us can be transformative.”

The future of experience design

As the field of experience design evolves, Skinner and Verhage see increasing demand for deeper, more immersive engagements. According to Skinner, this could mean a shift toward more transformative experiences that go beyond entertainment or information delivery, creating a lasting personal or collective impact.

“This means more projects will be designed to evoke emotion, challenge perspectives, and even change minds,” he says.

The growing role of AI in experience design also can’t be ignored, as our lives become increasingly intertwined with machine learning systems. Tellart is already thinking about how it can create meaningful human experiences that implement AI and reflect on these new technologies.

“One recent project, SAM AI, was an interactive experience designed to give visitors fresh perspectives on our relationship with AI for entertainment, work, nature, creativity, and community,” Verhage explains.

With their upcoming work for Expo 2025 in Osaka set to highlight stories of climate innovation and natural beauty, Tellart continues to push the boundaries of what experience design can achieve. Through their fusion of storytelling, technology, and craftsmanship, the studio is not just designing installations—it’s shaping the way people connect with the world’s most urgent challenges.