for.play portfolio_master

SUDSE placemaking team experience

Rockwell Group narrative update

hershey park fun crew

De Niro Con Sandwich

national audubon society

3D Tech Fest

Alvanon Converations

McKittrick Hotel World-Building

xo, for..play

at the illusionist's table

SCHOOL OF VISUAL ARTS

experience production

creative development & world-building

Research & Analysis

experiential elements

our services

the mission

experience architecture

SpeakerS

design process

click to our desk

GROOVE & GRIND SAFE SPACES

Come rifle through our desk to learn more about who we are, what we do, and how do it, and what we believe in when creating moments that matter. Everything leads to a philosophy or case study – dig in, and see all there is to discover. When else do you get to dig through someone else's things??

Welcome to Our World!

studio overview

our story

for.play hotline

SUDSE placemaking team experience

Rockwell Group narrative update

hershey park fun crew

De Niro Con Sandwich

national audubon society

We're Still Here

3D Tech Fest

Alvanon Converations

McKittrick Hotel World-Building

at the illusionist's table

SCHOOL OF VISUAL ARTS

experience production

creative development & world-building

Research & Analysis

experiential elements

our services

the mission

experience architecture

SpeakerS

design process

GROOVE & GRIND SAFE SPACES

studio overview

our story

for.play hotline

partners & clients

for.play is helmed by Brooke Viegut, a narrative strategist, experience designer, and theater and immersive director. With a decade in the workforce and a lifetime of play practice, Brooke's design infuses deeper storytelling into traditional experience models, crafting meaning everywhere from meeting rooms to merry-go-rounds.

Brooke Viegutprincipal creative

Working at the intersection of storytelling, community, ephemerality, and radical play, we collaborate with creatives, designers, brands, and organizations–from The McKittrick Hotel to National Audubon Society–to create narrative experiences that inspire, invigorate, celebrate, and transform. Our team consists of an ever-evolving roster of designers, strategists, creatives, videographers, and individuals passionate about the power of connection through story. In addition to client work, we create original experiences and research opportunities including anonymous intimacy, an upcoming text and workshop series exploring the design of trauma-informed entertainment. Based between New York and Dallas, Texas, our work continues to take us around the world.

for-play.co

home

team@for-play.co

Hover over the dots for more detail.

narrative design

for.play

services, events & experiences

experience design

production

creative direction

story-led strategy

research & consulting

home

home

the manifesto

01 Design for collaboration. Clients, partners and participants are co-creators and collaborators. Conferences are usually places where people are talked to and maybe talked with. We see them as an opportunity to cross-pollinate valuable insights and generate “aha” moments. 02 Design for the whole experience. The experience starts before people arrive at the conference - with a special, exciting invitation! - and ends long after everyone has returned home. We think holistically and design for a beginning, middle and end, sprinkling in fun, thoughtful narrative elements that surprise and wow! throughout. 03 Design for play, connection and fun! Conferences are often big, overwhelming and serious. Everyone shows up wearing their "expert" hat. We design for ways to help people be human - inviting them to be silly, get personal and remove their masks so they can show up as their whole selves and contribute.

Creating moments that matter. At our core, for.play is dedicated to creating memorable, joyous, and thoughtfully curated experiences. Because no two projects are the same, we take a bespoke approach designing for each community we engage with — from conference-going industry professionals to creatives seeking inspiration to partygoers dancing at a pop-up nightclub. Regardless of medium, we’re on a mission to build stronger connections to communities, ideas, and brands through playful, interactive experience design—or, the art of having a good time. While our work takes many forms, our ethos remains the same; to co-create our better futures, one meaningful moment at a time.

for.play

our mission

home

Our framework for expanding live entertainment and knowledge-based experiences to deepening emotional engagement, elevating audience experience through intentional curation of every aspect of the narrative.

watch the talk!

for.play

EXPERIENCE ARCHITECTURE

Multi-Sensory World Audiences Step Into

Collectibles Throughout the Experience

Moment to dress up, party, dance, laugh, sing, shine

Gamifying & Designing Moments for Play

Beautiful Visual Spaces To Bring the Event to Life

Social-Ready Content Studio to Press Record

Communal Rituals to Bring People Together

Intimate Conversations & Connection

Collaboration & Hackathon-style Problem-Solving

Cross-Disciplinary Collisions & "Aha!" Moments

Field Trips & Local On-The-Ground Explorations

home

Surprise Gifts as Invitation & Souvenir

for.play

experienTIAL elements

for.play

THINGS WE VALUE

home

Safety

Equity

Joy

Storytelling

Exploration

Co-Creation

Play

for.play

For some clients this means booking a venue, hiring performers, and writing a script. For others, it means creating a community engagement strategy or a marketing campaign. Regardless of method, our overarching goal is to build stronger relationships in your community through playful, interactive experience design—or, the art of having a good time.

We believe in research, and that there is rarely a "one-size-fits-all" answer to most problems. Trained in design research and theater, our team combines these skills in masterful workshops meant to discover, diagnose, then treat a problem. Our process begins with research and analysis. Diagnosing a design problem or curating an experience requires an intimate understanding of goals; a doctor needs to run a full diagnostic prior to prescribing medication! So do we. We want to understand your values and goals as an organization, and as individuals. After information gathering, we begin planning and executing a narrative. We design to influence people through the power of joy and play, connecting people to people, organizations to organizations, brands to brands, and any matrices in between. Our unique, research-driven approach invigorates emotion and creativity through collaboration with each of the diverse communities we visit.

experience production

creative development & world-building

Research & Analysis

• Guided by our collective goals & learnings, we'll generate experience design creative concepts, content ideas and moment thought-starters.
• Once concept is solidified, we'll identify needed team resources and budget to bring vision to life within time frame. Often in collaboration with communications teams.

• Production: build our collective vision to life from invitation to aftercare, cementing delight, purpose, and memorable moments in attendees.
• Post-Production: design for additional experiential touchpoints to elongate the experience in attendee’s minds and wrap up the narrative. As well as, review the efficacy of our surprise and delight moments and execution of overall vision.

home

• Diagnosing a design problem or curating an experience requires an intimate understanding of goals; a doctor needs to run a full diagnostic prior to prescribing medication! So do we. We want to understand your values and goals for each experience as an organization, and as individuals.

EXPERIENCE CO-DESIGN PROCESS

home

We designed bespoke, seamless experiences for over 500 guests and 50 high-profile speakers to make a two-day festival exploring the intersection of advertising, storytelling, and innovation memorable. The event featured an all-star speaker lineup, including Jon Bon Jovi and Jesse Bongiovi, Jenna Lyons, Christy Turlington Burns, and corporate leaders from Pfizer, BET, Molson Coors. Our focus was to elevate the speaker experience, ensuring each guest felt fully supported to do what they do best — deliver engaging talks, spark conversations and share stories of impact. We designed detailed pre-event coordination, personalized on-site conceirge service, offered custom communal green room for self-care, and meticulously managed all technical aspects — from staging and lighting to a flawless AV setup — enabling the event to flow seamlessly. The result was a highly engaging event that celebrated creativity and innovation, where both speakers and attendees felt fully immersed in the festival experience.

Conference User Experience Case Study

Tribeca X

home

In collaboration with School of Visual Arts, MA Design Research Writing and Criticis, and MFA Interaction Design, we designed bespoke, seamless experiences for over 250 guests and 30 speakers during a 10 session speaker and exhibition series exploring the latest innovations in design thinking. Our focus was to elevate the guest experience and produce a seamless show, ensuring each guest felt fully supported. We designed detailed pre-event coordination, personalized on-site conceirge service, offered custom communal green room for self-care, and meticulously managed all technical aspects — from staging and lighting to a flawless AV setup — enabling the event to flow seamlessly. The result was a series of highly engaging events that celebrated creativity and innovation, where both speakers and attendees felt fully immersed in the festival experience.

Speaker Series & Exhibition Case Study

School of Visual Arts Speaker Series

home

From 2022 to 2024, we led the creative strategy, curation, and production for 3D Tech Fest, a global conference exploring the future of fashion and technology. Our goal was to craft a compelling narrative and engage a diverse, global audience across three days of digital programming. In 2022, we established a foundational narrative and democratic curatorial process based on an Open Call form, seeding the September event each May and encouraing audiences to participate in it's formation. We curated speakers and content that bridged industry expertise with audience interest, ensuring the conversations were both forward-thinking and accessible. Audience engagement was key to the festival’s success. Serving an average of 5,000 attendees from 20+ countries each year we designed interactive elements that encouraged participation, from live Q&A sessions to watch-parties to virtual roundtables, and an active digital community where attendees shared notes and debated concepts, ensuring all viewers were involved in dialogue about the global future of the fashion industry. By aligning creative strategy, narrative development, and engagement, we helped 3D Tech Fest grow into a highly anticipated event, sparking conversations about the future of fashion and technology across the globe.

Virtual Conference Case Study

3D Tech Fest

home

In an industry as unsustainable as fashion, gathering its leaders to discuss our collective future is essential. Alvanon asked us to create a space where industry executives could connect on a deeper, more personal level to address the challenges of sustainability in fashion. Leaving the boardroom, we collaborated with restaurants to embrace local culture and cement these connections to place. Through a series of invite-only dinner parties across Italy, we fostered conversation by encouraging participants to lean into personal discomfort—exploring their own emotions, passions, and intentions in this work. Through these mission-centric gatherings, we moved closer to building a stronger, more connected apparel industry actively rethinking how we design, make, and consume fashion for a more sustainable future.

• Intimate seating and first-name-only place cards to promote inclusivity and ease.
• Printed question cards guided the dinner discussions, sparking dialogue on the future of the industry and how leaders can drive change.
• The chef delivered a talk about the locality of the food and their sustainable ethos, connecting the purpose of the evening to conversations.

Dining Experience Case Study

Alvanon Conversations

home

Challenge: The McKittrick Hotel sought to craft an intimate, transformative guest experience for its show, At the Illusionist's Table, while ensuring a sold-out run through effective marketing and engagement. Solution: The project focused on creating a seamless narrative across all touchpoints, from marketing materials to post-show follow-ups. Key elements included:

• An immersive marketing campaign highlighting the mysterious and personal nature of the show, inviting guests to embark on a sensory journey, blending magic with fine dining.
• A comprehensive overarching narrative through marketing materials, pre-show communications, and audience touchpoints were woven into a cohesive storyline, setting the stage for an immersive experience even before guests arrived.

• Post-show narrative engagement where guests received personalized follow-ups, maintaining the magical atmosphere and encouraging word-of-mouth promotion.

Results: This holistic approach created a buzz around the show, resulting in a sold-out run. The combination of immersive marketing and an unforgettable guest experience turned At the Illusionist’s Table into a sought-after event, reinforcing The McKittrick Hotel’s reputation for innovative, intimate performances.

Dining Experience Case Study

At the Illusionist's Table

home

Challenge: Rockwell Group, a renowned interior and architectural firm with a diverse portfolio, faced a complex challenge in unifying its external narrative. Known for various specializations—from restaurants and Broadway sets to hospitals and festivals—the firm struggled to convey a consistent brand message to its broad audience. The Marketing and Communications team needed to simplify the firm’s narrative, increase engagement, and streamline content development. Solution: for.play partnered with Rockwell Group to develop a cohesive digital narrative that captured the firm's multifaceted identity while building stronger engagement across digital platforms. Key initiatives included:

• We established a unified written and visual voice that resonated across all of Rockwell Group’s touchpoints, helping communicate its diverse portfolio in a fresh and accessible way.
• A future-focused narrative was crafted to reflect Rockwell Group’s legacy while positioning the firm as an innovative leader in the design world, balancing its past achievements with a future-facing vision.

• We streamlined content development, developed clear standards to ensure consistency and efficiency.

Results: By developing a unified narrative and streamlining content processes, Rockwell Group successfully enhanced its digital presence, growing its following to 100k on Instagram and creating new opportunities for ongoing content production. The initiative reinforced Rockwell’s position as a design innovator while ensuring its story remained accessible and engaging to diverse audiences.

Narrative Design Case Study

Rockwell Group's 40th Anniversary

home

Challenge: Groove & Grind, a live music and pole dancing event in Brooklyn, needed to ensure a safe, inclusive, and enjoyable environment for its eclectic audience while increasing revenue through higher ticket prices and bar sales. The event’s focus on adult-oriented entertainment presented unique challenges in balancing excitement with safety. Solution: To maintain an inclusive atmosphere while maximizing profit, Groove & Grind implemented a comprehensive safer spaces policy. The policy was designed to prioritize marginalized communities and ensure that all guests, performers, and staff felt comfortable and respected throughout the night. Key elements of the policy included:

• Zero tolerance for discrimination, setting a clear tone for inclusivity.

• Mandating consent culture, ensuring that interactions remained respectful and consensual.

• On-site support through community members wearing glowing bracelets were available throughout the event to address any safety concerns or uncomfortable situations.

Results: By establishing a safer spaces policy that centered respect, inclusivity, and consent, Groove & Grind not only created an enjoyable and secure environment but also significantly increased its ticket and bar revenue. The sense of safety and respect helped foster a more joyous and carefree atmosphere, leading to positive word-of-mouth and return attendance. Additionally, the clear boundaries and focus on community values justified a higher ticket price, resulting in increasing ticket revenue by 85% and boosting bar sales by 120%.

Audience Experience Case Study

Groove & Grind Safer Spaces

home

As part of De Niro Con, a week-long fan convention celebrating Robert De Niro’s 80th birthday, we tapped into New York’s sandwich culture for a playful, community-driven event: the Best De Niro Hero competition. Local sandwich shops were invited to battle it out for the title, competing to see who could create the most iconic De Niro-inspired hero sandwich. Over 150 fans joined in, tasting unique bites from several local establishments and using the De Niro Con app to vote for their favorite sandwiches, blending technology with tasty fun. Each vote empowered local businesses to take the spotlight, turning them into the true “heroes” of this celebration—both in the culinary sense and as champions of their communities. The event seamlessly integrated play, technology, and delicious food, sparking friendly competition and fan engagement. With every bite and vote, attendees felt part of something bigger, celebrating De Niro and New York’s iconic food culture all in one go.

Community Experience Case Study

De Niro Con - Sandwich Competition

home

During the pandemic, the National Audubon Society challenged us foster a sense of belonging for 30 board members while advancing the organization's mission during routine board meetings. We designed and produced three consecutive virtual board meetings that went beyond routine business to deepen personal connections and inspire action. Each meeting was structured around Audubon’s core values, including "birding for all," "cross-country conservation" in partnership with Audubon Americas in Chile and Columbia. To enhance the experience, each board member received custom gifts and prompts for sharing their experience, encouraging hands-on participation while activating personal storytelling and reflection, fostering a shared sense of purpose. A highlight was the final meeting, where board members approved a revitalized community program for youth, reinforcing their commitment to the next generation of conservationists. This unique blend of mission-driven storytelling and value-based design helped board members feel more connected to the organization—and to each other—despite the virtual setting.

Board Meeting Revamp Case Study

National Audubon Society

Experiential Overview:

• Invitation – Participants registed with a written reflection on "home," designed to ground them in their own narratives of and community.
• Adventure – Receiving texts throughout the day, participants were equipped with activation kits to document manifestations of micro-cultures within the city and design their own impermanent interventions for belonging.
• Closing & Aftercare – These explorations culminated in a shared meal, and a collaborative installation expanded by each participant as they added their personal map to a growing, community-generated map of New York City.

home

Led by the fictional Society for Urbanic Divergence and Speculative Exploration (SUDSE), this text message adventure into three unique neighborhoods in New York City aimed to reimagine what it means to belong to a community as urban spaces become increasingly depersonalized by corporate interests. Participants were invited to investigate their own responsibility of belonging through a day of play, observation, and excavation. The event fostered a deep awareness of how each participant can reshape their urban environments through intentional, small-scale interventions. It demonstrated that to belong to a place means to not only inhabit it but to engage with its history, culture, and people—building a space that reflects the unique stories of those who call it home.

Placemaking & Team-Building Case Study

S.U.D.S.E. Expedition

Tasked with reimagining the narrative experience at The McKittrick Hotel, we set out to evolve its institutional storytelling, linking iconic immersive shows like Sleep No More and At The Illusionist's Table with the hotel's dining experiences and magic shows. Our goal was to create a cohesive world where each element—from performances to bathrooms to culinary experiences—was part of a larger narrative. We collaborated with world-class illusionists and creatives to carefully curate and administer this expanded story through communications, souvenirs, and experiences, deepening the audience's connection through individualized moments and opportunities for discovery within the building. By embedding deep lore and intricate storytelling throughout the venue, we gave guests the sense that every experience was interconnected, encouraging repeat visits and new layers of exploration. This approach not only enhanced the audience journey but also positioned the hotel for future award-winning entertainment. Through a mix of theatrical expertise and marketing strategy, we built a narrative that not only entertained but deeply engaged, creating a lasting and memorable experience for every visitor.

home

Narrative World Building Case Study

The McKittrick Hotel/Sleep No More

home

Challenge: Hersheypark sought to enhance the guest experience by transforming mundane moments, such as waiting in line, into opportunities for entertainment and engagement. The goal was to create a more enjoyable, memorable experience for visitors while maintaining a high standard of service from ride operators. Solution: We partnered with Hersheypark and RWS Entertainment Group to develop a comprehensive guest engagement strategy for the park's ride operators. The project focused on infusing fun into the waiting experience through interactive games, chants, trivia, and exercises. Key components of the initiative included:

• Scripts and active training for ride operators to guide their interactions with guests, ensuring consistency and enthusiasm across the park.
• Ongoing research explored the intersection of service and experience design, contributing to research on how small activations can significantly impact guest satisfaction.

In addition to experience design, for.play led outreach and digital content production, managing social media to attract top talent for the roles. Results: Through interactive experiences and a dedicated focus on playful engagement, we transformed waiting in line at Hersheypark into moments of connection and joy. The project not only elevated guest satisfaction but also contributed to the ongoing conversation around how small, everyday activations can shape larger experiences.

Audience Experience Case Study

Hersheypark Guest Experience

Challenge: The event aimed to raise awareness and funds for communities in Ukraine and Poland, emphasizing the ongoing impact of war on families, businesses, and communities. The goal was to create a meaningful, community-driven experience that not only shared stories of those affected but also inspired sustained support. Solution: We developed We’re Still Here: A Community Reception for Relief, a gathering designed to immerse guests in the real stories of Ukrainians and Poles enduring the aftermath of war. The event featured interactive elements to foster connection and amplify support:

• Stories of resilience from Ukrainians and Poles, with performers and installations portraying life under threat. Cards with Ukrainian customs and history details encouraged guests to discuss their connections to Eastern Europe, deepening a shared experience.

• To inspire donations, guests participated in a game-like pledging activity, where they could raise hands at different pledge levels, from $50 to $25,000+. Pledges were tracked live, fostering excitement and collective action. Information cards with donation follow-up options allowed continued engagement post-event.

• Community activations like sing-alongs and interactive games about Eastern European culture and refugees sparked deeper connections and understanding among attendees.

Conclusion: We’re Still Here transformed a fundraising event into an experience of empathy and community support, helping attendees feel part of a larger mission. The reception was a resounding success, leading to increased awareness and raising $50k for relief efforts. Through immersive storytelling and interactive fundraising, the event not only raised substantial funds but also built lasting connections between attendees and the people they supported.

home

Fundraising & Casual Event Case Study

We're Still Here

In addition to client work, we create original experiences and research opportunities including play.time, an experience for adults designed to access your inner child; for.inspiration, a collection of experiential resources; and anonymous intimacy, an upcoming text and workshop series exploring the design of trauma-informed entertainment.

Serious fun for serious impact. Working at the intersection of storytelling, community, ephemerality, and radical play, we collaborate with creatives, designers, brands, and organizations to create narrative experiences that inspire, invigorate, celebrate, and transform (and have a good time while doing it). Founded in 2022, our work takes shape across a variety of media from dinner parties to dance floors, immersive experiences, themed activations, live entertainment, narrative campaigns and communications, conferences, installations, and more for clients and communities of all sizes across the globe.

In addition to client work, we create original experiences and research opportunities including play.time, an experience for adults designed to access your inner child; for.inspiration, a collection of experiential resources; and anonymous intimacy, an upcoming text and workshop series exploring the design of trauma-informed entertainment.

Serious fun for serious impact. Working at the intersection of storytelling, community, ephemerality, and radical play, we collaborate with creatives, designers, brands, and organizations to create narrative experiences that inspire, invigorate, celebrate, and transform (and have a good time while doing it). Founded in 2022, our work takes shape across a variety of media from dinner parties to dance floors, immersive experiences, themed activations, live entertainment, narrative campaigns and communications, conferences, installations, and more for clients and communities of all sizes across the globe.

for-play.co

Ready to create moments that matter? Call us!

+1.214.498.7288

team@for-play.co

partners & clients

partners & clients

partners & clients

for-play.co

Ready to create moments that matter? Call us!

+1.214.498.7288

team@for-play.co