Since childhood, Dr. Ilana Gilovich-Stossel has been drawn to magic of storytelling and the world-building and imagination that go into it, especially in the theatrical medium. Through her English literature studies and Ph.D. earned at Columbia University, she homed in on the academic side of theatrical performance, which has influenced her career as a creative director and experience designer.
Gilovich-Stossel spent 13 years working with “Sleep No More” and Emursive Productions, stepping into various roles ranging from marketing intern to private event producer to creative copywriter to cast member, eventually becoming the company’s chief storyteller.
In this episode, she takes us inside her time at “Sleep No More” and discusses what goes into developing and performing in a sprawling, immersive theater experience, including interacting with multiroom sets, designing soundscapes and rehearsing while allowing for improvisation with audiences.
On the brand activation side, Gilovich-Stossel talks about how she brought to life Hendrick’s Gin’s new product through a 90-minute, immersive production called “Anotherland” that she wrote and directed. For her, it was about harnessing the power of botanicals and leaning into a brand that “takes the serious playfully and the playful seriously.”
She also shares the importance of spontaneity, personalization and subverting traditional event expectations to deepen immersion and brand affinity. Listen in to discover how marketing, creative, dramaturgy, narratives and experiential design all come together to transport attendees to new worlds.
“With this medium, it’s such a poignant reminder that even within a set track, a set container, a set of rules, that we can connect spontaneously with warmth and feeling and authenticity,” Gilovich-Stossel says. “The most redemptive affordance of this kind of art form is for people to be seen and known and loved and held… It’s so special because we couldn’t do it without the audience.”
