Stimulating Wonder: A Conversation with Chris Cloud from the WNDR Museum
In the ever-evolving landscape of hospitality, the concept of experience innovation is gaining significance. Chris Cloud, Senior Director of Brand Engagement at the WNDR Museum, shares how this unique establishment is redefining hospitality through immersive experiences. Founded in 2018, the WNDR Museum aims to create inspiring environments that ignite curiosity and foster connection among its guests. Cloud provides insights on the intersection of hospitality and creativity, the essence of wonder, and the ways different industries can harness these concepts for enhanced success.
Can you provide an overview of what WNDR Museum is, and the mission it embodies?
Chris Cloud (CC): The WNDR Museum is essentially a venue that evokes a sense of wonder in its visitors. While this description may appear straightforward, it encompasses a complex array of experiences. Our goal is to immerse guests in art and interactive installations designed to stimulate curiosity and joy. Our mission has evolved to focus on the concept of wonder itself, which we believe serves to open hearts and minds, fortify connections, and inspire joy.
What specific role does hospitality play within the WNDR Museum and immersive experiences in general?
“Hospitality is critical in creating a welcoming and secure atmosphere conducive to wonder.”
CC: It is our aim to ensure that guests feel comfortable and valued throughout their visit. This nurturing of an inviting environment is essential, as immersive experiences represent unique escapes from the routines of everyday life. Additionally, we are exploring methods to sustain the essence of wonder even after guests leave, such as by offering tokens or mementos that maintain their connection to our community.
How would you define Experience Innovation, particularly in relation to the operations of the WNDR Museum?
Experience Innovation at the WNDR Museum entails the continuous adaptation and refinement of our offerings based on the feedback we receive from guests.
“We are transitioning from the experience economy—centered on creating unique moments—to a transformational economy that emphasizes personal growth through experiences.”
CC: This approach highlights the emotional benefits of wonder, extending beyond mere interactions to foster lasting impressions. Experience Innovation provides an opportunity to engage with people in a way that forms meaningful memories. It’s a chance to build brand relationships by facilitating experiences that are not only satisfying, but transformative in some way.
What factors do you believe are contributing to the increasing popularity of immersive experiences at this moment in time?
CC: The rise in popularity can largely be attributed to the public’s desire for authentic interactions. In the aftermath of the pandemic, individuals increasingly seek joyful and meaningful connections outside of their daily lives. Additionally, many brands are utilizing established intellectual properties, such as Harry Potter, to create engaging experiences.
“At the WNDR Museum, we distinguish ourselves by prioritizing creativity and collaborating with local artists, thereby providing them with a platform to showcase their art.”
What advice would you offer to hospitality professionals seeking to incorporate innovative experience strategies into their business models?
“I would advise professionals to adopt a hospitality mindset that transcends traditional boundaries. This concept is not limited to the realm of hotels and restaurants; it can manifest in any customer interaction.”
CC: Focusing on creating inviting environments facilitates deeper connections with patrons and enhances customer loyalty. For example, a pet food store might consider hosting community meetups for pet owners, fostering both connection and memorable experiences.
How does the WNDR Museum engage and inspire its team members in the creative process?
CC: We foster an environment that encourages all team members to feel valued and heard. I advocate staying informed on current trends and encouraging the team to explore experiences outside their own industry for inspiration. Regular collaborative meetings allow our team to share ideas and brainstorm concepts collectively, emphasizing that experience innovation is a team-oriented endeavor.
How did the pandemic influence the evolution of the WNDR Museum’s offerings and experiences?
CC: The pandemic served as a significant catalyst for re-evaluating how we approach immersive experiences. It prompted us to not only focus on art and installation but also on the emotional well-being of our guests. We recognized a collective longing for human connection and joyful interactions. This led us to enhance our experiences by emphasizing inclusivity and engagement, ensuring that each visitor leaves with a sense of connection and wonder.
In what ways do you envision the WNDR Museum contributing to the broader cultural landscape?
CC: The WNDR Museum aims to be more than just a place of entertainment; we aspire to be a cultural hub that fosters artistic expression and community engagement. By collaborating with local and international artists and enabling them to share their narratives, we hope to inspire dialogue and creativity within our community. As we grow, our goal is to create a lasting impact not only in the immersive space but also in the cultural conversations of our time.
How does WNDR Museum foster a sense of community among its visitors?
CC: At the WNDR Museum, fostering community is central to our mission. We organize events, workshops, and interactive experiences that encourage collaboration and participation among our guests. These activities create spaces for visitors to connect with one another and with the artists, enriching the overall experience and allowing for shared moments of joy and creativity. Our aim is to cultivate an environment where everyone feels they belong and can contribute to the narrative of wonder.
Can you elaborate on the concept of “unreasonable hospitality,” and how it aligns with your philosophy at the WNDR Museum?
CC: “Unreasonable Hospitality,” a term popularized recently by Will Guidara, embodies going above and beyond for guests to create memorable experiences. At the WNDR Museum, we recognize that our visitors are seeking joy and connection. This philosophy inspires us to surprise and delight our guests in unexpected ways—whether through personalized interactions, thoughtful surprises or creating spaces that spark joy and creativity. We believe that such gestures cultivate loyalty and foster a community of engaged visitors.
How do you leverage social media to enhance the visitor experience?
CC: Social media is an invaluable tool for showcasing our experiences and engaging with our audience both before and after their visits. We utilize platforms like Instagram and TikTok to share visually striking content that captures the essence of wonder. Visitors often share their experiences online, creating a community of advocates who inspire others to explore our museum. This engagement not only promotes our brand but also draws people in by showcasing the unique experiences available at WNDR.
How do you measure the success of your experiences and the impact they have on guests?
CC: We monitor success through a variety of metrics, including guest feedback, social media engagement, and attendance figures. However, we also recognize that the true measure of our impact lies in the emotional responses of our visitors. Success means creating lasting memories, fostering connections among guests, and encouraging them to carry the spirit of wonder into their everyday lives. We continually solicit feedback and look for ways to adapt and enhance our offerings based on guest experiences.
What role does technology play in the experiences provided at the WNDR Museum, and how do you balance this with more traditional forms of engagement?
CC: Technology is an integral part of many experiences at the WNDR, offering interactive elements that engage visitors in unique ways. However, we recognize that not every experience needs to rely on technology. We also emphasize physical interactions and immersive elements that do not involve screens. The key is to create a balanced approach, using technology where it enhances the experience while ensuring visitors also have opportunities for authentic, tactile engagement. When we use the term Experience Innovation, the innovation part can focus on technology, but it really is about thinking differently and challenging convention.
“When we use the term Experience Innovation, the innovation part can focus on technology, but it really is about thinking differently and challenging convention.“
How do you keep the museum’s offerings fresh and engaging for returning visitors?
CC: We employ a strategy of continual innovation, which involves regularly updating installations and rotating exhibits. Additionally, we stay attuned to the latest trends in art and culture, allowing us to introduce new experiences that resonate with current societal themes. This ensures that each visit feels unique, and returning guests can always discover something new. Guest feedback is also vital as it helps us understand what resonates with our audience and what they might like to see in the future.
Can you share any upcoming initiatives or projects that the WNDR Museum is particularly excited about?
CC: We are currently working on several exciting projects that aim to further expand our influence and reach. One initiative involves collaborating with local schools and community groups to design immersive art experiences that reflect their stories and contributions. We believe that by making art accessible and relevant to diverse groups, we can deepen our impact and enhance community involvement.
What insights can you share regarding the future of immersive experiences in the hospitality industry?
“The future of immersive experiences in the hospitality industry will likely be marked by an increased emphasis on personalization and emotional connection. As guests seek meaning and relevance in their experiences, businesses must create offerings that resonate deeply with individuals.“
CC: The future of immersive experiences in the hospitality industry will likely be marked by an increased emphasis on personalization and emotional connection. As guests seek meaning and relevance in their experiences, businesses must create offerings that resonate deeply with individuals. We anticipate a shift toward experiences that integrate storytelling and community engagement, allowing visitors to feel a part of something larger than themselves. Ultimately, the most successful immersive experiences will prioritize building relationships and fostering genuine wonder.
In closing, are there any additional thoughts or significant points you would like to communicate?
CC: As we approach the second half of the 2020s, I firmly believe the power of wonder will act as a driving force in shaping our future. This fundamental essence has been integral to human experience since time immemorial, and I am eager to see how we can effectively harness it to enhance societal connections moving forward.
“…the power of wonder will act as a driving force in shaping our future.“
Chris Cloud’s insights illuminate the transformative influence of hospitality within the framework of immersive experiences. By cultivating a culture of creativity and community, the WNDR Museum stands as a pioneering entity within the hospitality sector. As professionals embrace experience innovation, the focus on authentic connection will play a crucial role in forging meaningful engagements across various industries. Ultimately, recognizing the power of wonder as a central tenet of human interaction can guide businesses toward deeper, more impactful relationships with their audiences.