Depth
(layer detail, evoke response)

When creating the exhibition Invisible, we worked together to engage visitors on multiple levels. Bringing the sensorial world to life, this immersive experience combined large-format ‘sit back’ content with more detailed ‘lean in’ moments. Intelligent Beauty book collaborator Katherine Templar Lewis shares her knowledge on how those ‘aha!’ moments of insight are mirrored in someone’s reaction to a piece of work.

The act of crossing physical thresholds created intrigue, which was rewarded when a guest realised what they were viewing. Neuroscience has made famous the hit of dopamine we get for achieving tasks, however small. Most social platforms exploit it by giving immediate feedback that keeps us coming back.

But Katherine says it’s the same when we’re in the process of making creative work: “The brain’s reward system plays a key role in completing creative tasks with technology by releasing dopamine when we accomplish goals, creating a sense of reward. Technology enhances this process by providing immediate feedback, leading to more frequent rewards that boost engagement and encourage sustained effort.”

The ‘fast and slow’ ways an audience absorbs the work we’ve created also have impact, by underpinning an instinctive emotional response with intellectually-driven insight. With aesthetically-driven work, what we see, hear and feel provides immediate gratification. Looking for shortcuts, our brains seek familiar patterns, releasing a quick dopamine hit that provides a momentary feeling of pleasure.

Deeper, idea-led work, however, requires more thought and reasoning. Here, gratification is delayed because the brain has to connect ideas, but it eventually produces a stronger feeling of reward and a closer affinity between customer and brand. In that sense, amplifying the input while crafting a project has a valuable impact on the audience.

Found’s installation with Alter Projects for The Singleton 40-Year-Old launch in Shanghai placed visitors inside the craft and science of whisky-making, to represent four decades of invisible molecular development. We explored delicate materiality and flowing forms to create a sensorial and evocative viewing experience. In doing so we uncovered ways to bring intangible attributes, such as flavour, aroma and emotion to life.

So, a thorough research process leads to deeper moments of insight. It ensures we represent a product, subject or idea clearly, in ways none of us could have imagined in briefing. Truly intelligent exploration gives unexpected, yet relevant, results and insightful moments of discovery for the audience.

This is what happens when detail meets depth, work that rewards curiosity and creates real connection. At Found, we design for both instant impact and lasting insight.