The Transformative Experience Design workgroup is developing the SPARK model: a framework designed to explore how immersive experiences can spark resonance and ultimately transformation. At the core of the SPARK model lies a guiding question: What lights the spark in an experience?
We investigate what contributes to moments of presence, connection, and meaningful change, whether emotional, cognitive, or embodied.
The SPARK model examines two main interconnected dimensions that shape transformative potential:
- Presence: the felt sense of “being there” in an experience;
- Agency: the sense of having influence or authorship within the experience
These dimensions unfold across several experiential layers and contexts, including:
- Self: internal reflection, embodiment, memory, identity;
- Social: interpersonal connection, shared attention, relational meaning;
- Spatial: the influence of (virtual or physical) environments and scenography
Furthermore, we look at three further dimensions of response namely: visceral, emotional and cognitive.
The SPARK model is intended as both a reflective lens and a practical guide. It can support the evaluation of existing work and inform the design and development of new experiences; whether in XR, performance, installation, or hybrid formats. Through artistic experimentation, prototyping, and interdisciplinary dialogue, we continue to evolve this model and its applications. Our ultimate aim is to support creators and researchers working toward immersive experiences that don’t just impress, but resonate, connect, and can ultimately even transform