Expanding the Narrative: Media
Smithsonian National Air and Space Museum
"Media is one of the most powerful storytelling tools
PJ Tamayo
Media Designer and Illustrator at PGAV
Whether it’s a theme park, zoo, or digital interactive, PJ Tamayo (Media Designer and Illustrator at PGAV) believes integrating media elements like video and audio can instantly immerse guests and reveal their purpose in the story. Tamayo explains, “While we do a great job of placemaking through the physical environment, integrating media adds a crucial layer that explicitly encapsulates the story. It can guide a guest through their objective and give them a call to action. The media is designed to offer guests an experience they can’t replicate at home or on their devices. Combined with the physical environment, it all blends to immerse the guest physically and emotionally into the story.”
Media has a way of expanding placemaking. Picture a space designed to look like a rainforest. The guests stand under a forest canopy; moss grows on the north side of the trees, bright flowers add splashes of color, and waterfalls cascade. But where are the sounds of life? The air surrounding us is filled with life: things that flutter and buzz, interacting with the canopy in a thousand random ways. Even the way the sound of a wing flap reverberates creates a sense of size and distance.
Though we may not actively think about it when walking through nature, we feel it when we experience a space without these tangible expressions of life. Tamayo says, “The reality is that physical spaces have some limitations. When you add media, the story's scope can be expanded.”
Often, in zoos and aquariums, the species are divided by habitat and geographical range. The architecture and theming are often a major clue to let the guests know if they are in North America or the Arctic, but sound and media can complete the illusion and transport the guests. Tamayo says, “Polar exhibits with vibrant auroras, howling wind, and lighting coordinated with the appropriate time of year for their native habitat don’t just help maintain the animal's unique circadian rhythms, they create a magical experience for guests.”
Guest Engagement
Clients have in-depth knowledge of their venues and guests and a clear understanding of the message they want to convey, but having a media designer who specializes in guest experience ensures the right elements are used in the right way at the right time. Tamayo seeks to engage the audience on a meaningful level without overwhelming them. He knows it's essential to design an experience that captures their attention and ensures they absorb the critical information. He explains, "One of the most important functions of media, especially within a built environment, is to amplify and guide the guests’ emotional journey. For example, suspenseful music in a dark queue helps build anticipation.”
Keeping things focused is also key. Tamayo explains, “Any part of the guest experience that does not support the story is pulling the guest away. Ensuring things like the safety video are thematically on-point helps support the idea that the guest is occupying that fantastical space.”
Designing The World
The 3D model of the 1904 World’s Fair at the Missouri History Museum is impressive on its own, but the added media elements bring it to life. Clouds, birds, and dirigibles fly overhead as the city grows and transforms before your eyes. The model sits within a beautiful exhibit designed to grab attention. But why should visitors care? Media pieces carefully placed around the space answer this question by revealing the complexities of the Fair's history, including its darker aspects and culturally objectionable elements. They include personal interview segments, allowing guests to witness powerful stories that continue to resonate over a century later.
Tamayo explains, “By surrounding guests with historical context, the exhibit helps them see the complexities of the Fair—and how we are still dealing with the consequences today. This reflection on the past offers valuable insights into the present, and hearing those stories from people who are directly impacted brings the story home.”
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