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Brendan McGetrick is an internationally renowned writer, curator, and designer. His work has appeared in publications in more than thirty countries, including The New York Times, Wired, The Financial Times, Art Review, Der Spiegel, Domus, and Vogue Nippon. His projects include the books Content (Taschen), MAD Dinner (Actar), and Urban China: Work In Progress (Timezone 8).
In 2011, he curated Unnamed Design, a component of the 2011 Gwangju Design Biennale, in collaboration with Ai Weiwei. The exhibition received over 200,000 visitors and was named the year’s best contemporary design show by the New York Times. In 2014, he co-curated Fair Enough in the Russian pavilion at the Venice Architecture Biennale, together with Anton Kalgaev and Dasha Paramonova. The exhibition received a jury prize and was, according to OII+ magazine, “considered the smartest or the dumbest [exhibition], depending on who you talk to.” In 2017, together with Justin McGuirk, he curated California: Designing Freedom at the Design Museum in London.
Since 2015, he has served as the director of Global Grad Show, the world’s largest exhibition of graduate design and technology. He currently serves as Creative Director of Museum of the Future, a visionary cultural institution in Dubai.
From Immersive to Expansive Experience
Immersive Experience is all the rage these days. But according to Brendan McGetrick, the Creative Director fo the Museum of the Future in Dubai, as more or more experiences call themselves immersive, the term has lost its value to describe original experiences or to inspire them. McGetrick will present the Museum of the Future as a case study in a new approach that aspires to wed the digital and physical in order to produce an effect he calls Expansive Experience. This approach borrows from many of the technologies and scenographic techniques common to immersive experiences, but applies them to not only immersive the audience but to transform them.