"Travel is evolving from fly-and-flop, to find-and-seek, and go-and-become." What the future of hotel design will look like in an era of the experience economy.

1. THE FUTURE IS HERE

2. THE FUTURE IS HERE
@JAMESWALLMAN / JAMES@THEFISH.CO

3. CHANGING TIMES…

4. CHANGING ROOMS
CHANGING TIMES…

5. CHANGING ROOMS
CHANGING TIMES…
WHAT THE EXPERIENCE ECONOMY MEANS FOR YOU

6. “Travel is evolving,
from fly-and-flop,
to find-and-seek,
and go-and-become.”

7. 1. Introduction
2. How we work
3. The Experience Economy
4. Experience trends
5. How might we…?
AGENDA

8. INTRODUCTION

11. 제
임
스
월
먼
지
음
—
황
금
진
옮
김
제임스 월먼은 주목받는 저널리스트이며 문화예측 전문가이자 기
조 연설가이다. 또한 베스트셀러 작가이기도 하다. 그는 현재 발생하
는 문화 경향을 분석하고, 다가올 미래 문화 경향을 예측하는 글들
을 <GQ>, <뉴욕 타임스>, <파이낸셜 타임스> 등에 글을 기고했고, 앱
솔루트Absolut, BMW, 버버리Burberry, 나이키Nike 등에서 고문을 맡은
바 있다. 그는 미래학에 관한 칼럼을 <T3>에 장기간 발표했으며, 퓨
처 래버러토리The Future Laboratory’s의 예측 정기간행물의 편집자를 역
임했다.
제임스 월먼은 옥스퍼드 대학에서 고전문학 석사 학위를, 런던 예술
대학교에서 언론학 석사 학위를 받았다. 프랑스, 그리스, 미국 캘리
포니아 주 팔로알토 등에서 거주했고 현재는 가족과 함께 런던에서
살고 있다.
황금진 옮김
숙명여자대학교 영어영문과를 졸업하고 책이 좋아 번역 일을 시작
했다. 독자 대신 손품을 팔아 시간을 절약해 주는 것이 번역가의 역
할이라 생각하며 성실한 자세로 번역에 임하고 있다. 옮긴 책으로는
《개와 영혼이 뒤바뀐 여자》, 《프로젝트 매니지먼트》, 《기업을 키우
는 인사결정의 기술》, 《카네기 인간관계론》, 《런어웨이》 등이 있다.
세계 최고의 문화예측 전문가
제임스 월먼
JamesWallman
과
소
유
증
후
군인류를강자와약자,지배자와피지배자로갈라놓은
근본원인과힘의작용그리고감춰졌던역사의비밀!
무기・병균・금속은인류의운명을어떻게바꿨는가?
“서울대학교 도서관 대출 1위”
퓰리처상 수상작ㆍ세계적인 베스트셀러
김진준옮김| 35,000원(양장본)|28,000원(무선본)
총, 균, 쇠
700만년전,인류의미래를결정하는충격적인진화가시작된다!
고작1.6%의유전자차이로어떻게‘제3의침팬지’는
700만년동안에인간으로진화했을까!
인간의 본성과 문명의 발달 과정을 명쾌하게 풀어낸
재레드 다이아몬드 박사의 인류진화보고서!
김정흠옮김|이현복해설|25,000원(양장본)
제3의 침팬지
세계적 석학이며 한글 찬양론자로 유명한
재레드 다이아몬드 박사 불후의 명저
《티핑포인트》와 《괴짜경제학》을 더한 책이지만 훨씬 장대한 아이디어를 담고 있다. 흡인력과 감
동과 재미를 고루 갖춰 읽을 맛이 나는 책!
— <선데이 타임스>
지나친 소비지상주의의 유래를 따뜻한 시선으로 밝히면서 사적인 견해와 사회적인 견해를 적절
히 배합해 놓았고 이에 대한 대처방안 또한 노련하게 권하고 있다.
— 조지메이슨대 학장, 피터 N. 스턴스
신나는 유령열차를 타고 과잉소비의 광기를 체험하다 보면 어느새 우리를 비웃고 있는 우리 자신
의 탐욕과 마주하게 된다. 다행스럽게도 저 너머 터널 끝에 광명이 비친다. 제임스 월먼은 우리를
터널 끝으로 인도해 준다.
— 마크 턴게이트
엉뚱한 이야기와 설득당할 수밖에 없는 예가 든든하게 받쳐주고 있어 읽는 즐거움이 더없이 크
다. 월먼은 오늘날 우리가 이렇게 살아갈 수밖에 없는 이유와 ‘물질’에 대한 집착이 바뀔 가능성이
존재하는 이유를 밝혀낸다. 이제 여러분은 쇼핑을 하면서 자신을 예전과 같은 시선으로 절대 바
라볼 수 없을 것이다. 세상을 바꿀 만한 보배 같은 책이다.
— 매리앤 캔트웰
물건이 정말, 우리를 행복하게 할까?
갖고 싶다고 생각했던 것들을 모두 가진다고 해서 전보다 행복해질까? 아니다. 오히려 우
리가 사는 지구에 해롭다. 우리의 집을 정신없이 어질러 놓은 다음, 우리에게 오는 것은 무
엇일까? ‘과소유 증후군’에 걸려 스트레스를 받게 되고, 심지어 목숨을 잃을 수도 있다. 세
상을 바꿀 만한 획기적인 이 책에서 문화예측 전문가인 제임스 월먼은 행복해지려면 소유
물에 대한 관심을 줄이고 체험에 대한 관심을 늘려야 한다고 말한다. 새 손목시계나 새 구
두보다 휴가나 친구와 함께하는 시간같이 공유할 수 있는 체험에 투자해야 한다고 말한다.
심리학, 경제학, 문화에 대한 흥미진진한 통찰이 깃든 이 책은 행복한 변화를 위한 필수조
건이다.
S T U F F O C A T I O N
9 788970 129334 0 3 3 3 0
ISBN 978-89-7012-933-4 www.munsa.co.kr
값 15,000원
소유하는 것이 행복이라는 시대에 대한 반란
과소유증후군
물건이 많을수록, 우리는 정말 행복할까?
CATION
STUFFO
제임스 월먼 지음│황금진 옮김
STUFFOCATION행복하기 위해필요한 것은?
Jak nás
věci zahlcují
Více žít, méně mít
James Wallman

13. ANY QUESTIONS?
JAMES@THEFISH.CO / @JAMESWALLMAN

14. HOW WE FORECAST

15. William Gibson
“The future is already here,
it’s just not very evenly distributed.”

16. HOW WE
FORECAST
1. Investigate the
innovation

17. HOW WE
FORECAST
1. Investigate the
innovation
2. Understand the
macro-trends

18. HOW WE
FORECAST
1. Investigate the
innovation
2. Understand the
macro-trends
3. Use the Diffusion of
Innovations curve

19. DIFFUSION OF INNOVATIONS
Source:
Everett Rogers

20. DIFFUSION OF INNOVATIONS
Source:
Everett Rogers

21. DIFFUSION OF INNOVATIONS
Source:
Everett Rogers

22. DIFFUSION OF INNOVATIONS
Source:
Everett Rogers

23. DIFFUSION OF INNOVATIONS
Source:
Everett Rogers

24. DIFFUSION OF INNOVATIONS
Source:
Everett Rogers

25. THE EXPERIENCE ECONOMY

26. DEFINITION
The experience
economy is, according
to Joe Pine and Jim
Gilmore, a “long-term
structural shift in the
very fabric of
advanced
economies”.
Source: The Experience Economy

27. THE FUTURE IS HERE
Source: The Experience Economy
DEFINITION
The experience
economy is, according
to Joe Pine and Jim
Gilmore, a “long-term
structural shift in the
very fabric of
advanced
economies”.

28. SUCCESS
OF CAPITALISM
The unprecedented
success of our system:
Materialism
+ Consumerism
+ Capitalism
= Abundance

29. CARBON
CONCERN
To hit the COP 21
target of <2°C,
humans must become a
carbon sink by 2070.
Source: Danny Dorling & Mark Maslin

30. QUESTIONING CAPITALISM
Now we have enough:
• We don’t need or want more stuff.
• We’re worried about our wellbeing.
• Our values are shifting:
• from materialism to “experientialism”.

31. CONNECTED LIVES
“Facebook has more people than God on
this planet, and can reach them on a
mobile phone”
Scott Galloway, NYU Stern
• 5bn mobile phones, 3bn smartphones
• One in two would rather have a broken
bone than a broken phone
Sources: Benedict Evans, a16z; Adam Alter, author,
Irresistible

33. “We believe that a major decoupling within retail sales is now
occurring, with consumers choosing to spend on
‘experiences’ rather than ‘things.’”
KKR

34. “Travel and leisure shares outperforming traditional retailers…
Experiences trump stuff for generation born between 1980-2000”
Bloomberg Business

35. “Consumers of all ages are opting for experiences,
with millennials leading the charge.”
Cashing in on the Experience Economy, McKinsey

39. “Retail without experience seems to be in slow implosion.”
Joe Pine, author, The Experience Economy

40. WHAT’S NOT
GOING TO
CHANGE
People still want:
• Mastery
• Autonomy
• Relatedness
• Safety, security, status
Sources: Self-Determination
Theory, Evolutionary Psychology

41. EXPERIENCE TRENDS

42. FESTIVALS RISING
The live music industry
grew by 50% from
2010 to 2015.
• Live music and
festivals now worth
£2b, £3.5bn in
2020
• From 496 festivals
in 2007 to 1,070 in
2015
Source: Mintel
LAMPA conversation festival, 2017

43. FESTIVALS RISING
The live music industry
grew by 50% from
2010 to 2015.
• Live music and
festivals now worth
£2b, £3.5bn in
2020
• From 496 festivals
in 2007 to 1,070 in
2015
Source: Mintel
LAMPA conversation festival, 2017

44. Desert Trip grossed
$150m over two
weekends.
• People came from
around the world
• Tickets sold out in
3 hours

45. The Rolling Stones at Desert Trip.
Photo credit: Kevin Mazur
Desert Trip grossed
$150m over two
weekends.
• People came from
around the world
• Tickets sold out in
3 hours

46. PERSONAL TOURS
People don’t want to just
go somewhere anymore,
they want to experience
it with a local.
• Side Story takes
people ‘behind-the-
scenes’ to locations
not ordinarily open to
the public.
Side Story’s Karim is a urban art expert.

47. Airbnb’s Experience
hosts have to qualify
for:
• unique access
• participation
• perspective
You can hunt for truffles
on one Airbnb Experience.

48. EXTREME SPORTS
More are taking part in extreme
sports.
• Marathons, ultra-marathons
• Wing-suit flying
• Parachuting
• Obstacle course racing

49. PUNK
EXPERIENCES
People used to stand
out by how they
looked… Now they
stand out from what
they do.
• Alcotraz serves
prisoners cocktails
Alcotraz, London

50. PUNK
EXPERIENCES
People used to stand
out by how they
looked… Now they
stand out from what
they do.
• Alcotraz serves
prisoners cocktails
Alcotraz, London

51. PUNK
EXPERIENCES
People used to stand
out by how they
looked… Now they
stand out from what
they do.
• Alcotraz serves
prisoners cocktails
Alcotraz, London

52. PUNK
EXPERIENCES
People used to stand
out by how they
looked… Now they
stand out from what
they do.
• Alcotraz serves
prisoners cocktails
Alcotraz, London

53. TOUGH LUXE
Tough guy challenges
are the new luxury good.
“It’s surprising how
people with wealth are
prepared to be
uncomfortable for an
experience others won't
'dare' to have…”
Sophy Roberts, special
correspondent, CN Traveler
Learning to survive on Desert Island Survival

55. “When we don’t know what’s going
to happen next, we pay more
attention to the next. Uncertainty is
our rocket ride into the now.”
Steven Kotler, The Rise of Superman
• Get Lost by Black Tomato
• Unknown by Pelorus
Get Lost by Black Tomato

56. ESCAPE ROOMS
• 50-60% year-on-year
growth
• Second international
escape room
conference, Up The
Game
Escape Hunt

57. ESCAPE ROOMS
• 50-60% year-on-year
growth
• First international
escape room
conference, Up The
Game
Escape Hunt

58. • Blurring of
boundaries
• Collaborations: in
pubs, golf courses,
museums, laser tag,
bowling alleys
• TV & movie links:
Crystal Maze, Hunted
Experience, Tomb
Raider
Source: Ken Ferguson, designer,
Red Bull Escape Room World
Championships

60. DIGITAL DETOX
• 80% check their
phones within 15
minutes of getting up
Source: The Economist
• Time Well Spent
movement
• “Forest bathing”
emerging
The 72 Hour Cabin, Henriksholm.
Photo: Jonas Ingman

62. VR JOURNEYS
At a Epicurean Market
in Singapore, visitors
were transported to
Scotland for a tour of
the Glen Ord distillery.

64. IRL 2.0:
IMMERSIVE,
RESPONSIVE, LIVE
“Ultratechnologists” in
Tokyo created a 3,000-
square-metre immersive
installation.
• wander as you like
• every journey unique
• responds to you
teamLab’s DMM.Planets Art

66. The most effective VR
experiences blend
physical with virtual.
• Mr Robot at Comic
Con, San Diego
• Westworld at Comic
Con, NY
A synthetic human greets
experientialists to Westworld.

67. IMMERSIVE
EXPERIENCES
“What if you could
essentially live the
movie?”
Fabien Riggal, founder, Secret
Cinema
Secret Cinema. Photo: Paul Cochrane

69. TRANSFORMATION
ECONOMY
Travel is evolving:
• from fly-and-flop,
• and find-and-seek,
• to go-and-become.

72. ‘We’re now going
beyond experiences to
guiding transformations’
Joe Pine, author, The Experience
Economy
• Extraordinary
Adventure Club
• Transformative Travel
Council
• Transformation awards,
eg at Pure Life
Experiences

74. PSYCHEDELIC TRIPS
People and researchers
are using hallucinogens
for wellbeing.
• Ayahuasca tourism
• Resurgence in
research
• Michael Pollan’s How
to Change Your Mind:
What the New Science
of Psychedelics
Teaches Us…
Image: Paolo Jales

75. “‘The mushroom teachers
help us to see who we
really are,’ says Mary.
‘They bring us back to
our soul’s purpose for
being here in this
lifetime.’
By now I was inured to
the New Age lingo…
I was in good hands,
even when those hands
were flapping a crow’s
wing around my head.”
Michael Pollan

76. TECH-DRIVEN
TRANSFORMATION
Data-driven fitness and
fintech companies are in
the business of
transformation:
• Nike+
• Monzo
• Happy Money
Happy Money app

77. TECH-DRIVEN
TRANSFORMATION
Data-driven fitness and
fintech companies are in
the business of
transformation:
• Nike+
• Monzo
• Happy Money
Carnival Corp’s Ocean Medallion

78. HOW MIGHT WE…

79. HOW MIGHT WE…
HELP PEOPLE “GO AND BECOME”?

80. HOW MIGHT WE…
ENABLE IMMERSIVE EXPERIENCES?

81. CHANGE
YOUR GUESTS
Marriott offered
“Transform with
Marriott" workshops to
teach guests about:
• Finding your voice
• The art of tidying
• Clean sleeping
Alcotraz, London

82. IMPORTANCE OF
IMPERFECTION
“The art of imperfect
beauty is accepting the
natural cycle of growth
and decay. Using
flawed and scarred
materials and surfaces
we’ve alluded to the
enigma of time
passing.”
Armin Fischer,
Dreimeta Design Studio
Design Hotels’ La Granja

84. HOW MIGHT WE…
DESIGN FLOW?

85. DIGITAL DETOX
DESIGN
Villa Stéphanie in
Baden-Baden takes
digital detox seriously.
• Rooms have an
“internet kill switch”
• A special coating
on walls blocks
96% of surrounding
Wi-Fi
Villa Stéphanie’s “internet kill switch”

86. HOW MIGHT WE…
CHALLENGE PEOPLE?

87. DESIGNING
FLOW
"We live to compete and
compete to live…we
believe that obstacles
make us stronger.”
Spartan Race
• 1 Hotel South Beach
in Miami has a
“Spartan Gym”
The Ace Hotel in London features a climbing
wall by design firm Patternity.

89. “Travel is evolving,
from fly-and-flop,
to find-and-seek,
and go-and-become.”

90. CHANGING ROOMS
CHANGING TIMES…
WHAT THE EXPERIENCE ECONOMY MEANS FOR YOU

91. THE FUTURE IS HERE
@JAMESWALLMAN / JAMES@THEFISH.CO