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Keynote Speaker
Klaus Sommer Paulsen: Speaking at the Family Attraction Expo

Klaus Sommer Paulsen

CEO & Founder - AdventureLAB


Designing a Successful Tomorrow for the Attractions Industry

2020 and 2021 have proven incredibly challenging for the attractions industry. However, there are ways forward, as the evolution of the sector has been accelerated by the need for adaption and innovation. This scenario presents attractions with possibilities to survive and thrive as sustainable players in the new experience industry landscape. Join this talk for inspiration, insights and discussion on how we can design the future now with principles and methods as those presented in the new book “Integrated Storytelling by Design”.

About Klaus Sommer Paulsen

Klaus Sommer Paulsen is CEO & Founder of AdventureLAB in Denmark. The studio designs and facilitates creative strategies, story and experience concepts for attractions, destinations and other experiential brands and spaces.

In his daily work, Klaus merges decades of experience in marketing, entertainment and design. The anchoring point of it all is the heart of the story, the experience, and the convergence of the two.

Klaus has spoken and lectured for years about new narrative dimensions and themed experiences. He is the author of Integrated Storytelling by Design, contributing editor for the Storytelling Beyond The Screen anthology and has published articles for Adobe and various media outlets.

Klaus has been active on several boards for years, including Themed Entertainment Association’s EME Division and International Board of Directors, and is working with educational institutions developing and designing educational programs from PBAs to MBAs. In 2021, AdventureLAB has become a partner with BoldMove Nation, with Klaus joining as the Integrated Storytelling Director.