Case Story
Designing & Building An Immersive Storytelling Experience:
Celebrating The Individual & Collective Voice of The MassArt Community

Client

MassArt Made — Boston, Massachusetts
The MassArt Made on-campus retail shop featured a unique, curated selection of art and design work by current students, alumni, faculty and staff. Through both the in-store and online experience of this elegant boutique venue, MassArt got to showcase the eclectic legacy of MassArt‘s extensive globally-connected community of creatives and innovators.

Background

While pursuing my MFA at MassArt’s Dynamic Media Institute (DMI), I initiated and led a student-based collaboration to create an innovative, QR code–based audio storytelling system for the newly-launched MassArt Made retail store. The project was inspired by a chance conversation I had with a staff member who had heard about a UK flea market using audio storytelling to add emotional resonance to second-hand goods.

Problem

MassArt Made needed a distinctive, interactive in-store experience to:

• Elevate the retail environment with a unique, art-forward experience
• Authentically communicate the stories behind the artwork and goods
• Use accessible, cost-effective technology for deployment
• Engage both on-campus and online audiences

Proposed Solution

Inspired by the flea market concept, I proposed creating an Embedded Story System — a media installation that would allow shoppers to scan a code on a physical artist’s card and hear a short audio story about the work as told by the creator over the store’s sound system. These moments would provide meaningful, personal insight into the artwork, turning passive retail browsing into a memorable, emotionally engaging community listening experience unique to the moment.

Process

1. Stakeholder Discovery & Buy-In
   Initiated early conversations with the MassArt Made store manager and staff, learning their goals and identifying opportunities for innovation during the store setup phase.
2. Team Formation
   Assembled a small team of collaborators from the DMI and MIT Media Lab:
   
   • Joe Liberty focused on physical prototyping.
   • Andrew Ellis handled back-end programming and code architecture.
   • Pol Pla helped with audio and playback integration.
3. Participatory Workshop & Ideation
   Conducted a half-day co-creation studio with stakeholders to define the experience vision, explore use cases, and gather initial ideas. This set the tone for an iterative, user-centered process.
4. Rapid Prototyping & Testing
   Developed several working prototypes using QR codes, Processing, and webcam triggers. Quick testing in the retail space led to insights around lighting, signage, and interaction timing.
5. Implementation
   Installed the final system for the store’s grand opening. A custom-designed card with a scannable QR code linked to an MP3 audio file. When scanned, the system dimmed the ambient music to play the artist's story.

Solution

The final MassArt Made Embedded Story System featured:

• Artist Cards with unique QR codes
• An in-store scanner that played MP3s of artist stories
• A user-friendly interface and audio volume control
• Simple instructional signage to guide first-time users

The experience blended physical and digital storytelling, enhancing the sense of connection between shoppers and artists.

Outcomes & Lessons Learned

What Worked:

• Visitors were charmed by the personal stories and the tactile/tech hybrid experience.
• The installation aligned with the MassArt brand ethos of creativity, experimentation, and community storytelling.
• Low-cost technologies (QR codes, Processing, MP3s) proved to be highly effective.

Lessons Learned:

• Environmental factors (like lighting) can affect system reliability — building in lighting controls was critical.
• Simple signage significantly improves user engagement.
• Audio-based interaction invites deeper emotional connection with artwork.

Future Possibilities

• Build out improved online integration of the Embedded Story System for implementation with a fully-working e-commerce platform
• Create artist-controlled story uploads for potential future item rotations
• Develop a more expansive interactive storytelling ecosystem for future gallery exhibits or alumni showcases
• Collaborate with the Architecture and Studio for Interrelated Media Departments to design a small dual-purpose recording studio to capture more Embedded Story System audio clips a MassArt Made Podcast Series