Wednesday, January 25, 2012

Thematic statement for SATE 2012 - Yves Pépin

Statement from SATE 2012 Co-Chair Yves Pépin:

SATE 2012 in Paris will not be only the spelling of S, A, T, and E.

In the themed entertainment industry, which is expanding more and more over the continents, how shall we overcome the cultural differences; how make the most of cultural diversity, how achieve the best results in view of differences in outlook, thinking, and way of life?

In regard to cultural differences, we are speaking about languages, symbols, work process, or spiritual references that we encounter in the international development of our activities. Of course.

But not only. We must also take into account how cultural background, social position, and institutional rules vary even within our own countries and regions, and from one project to another. Themed entertainment professionals serving the industrial sector, the army, local institutions, volunteer committees, or non-profit associations, etc.., are liable to encounter differences of professional culture. Groups formed around a project often see the project as a culture itself, without fully understanding the internal cultural differences within the project that might impede success.

Facing the cultural diversity in our projects, how to reach solutions:
  • to refine smart global standards or to go more in depth into the specificities?
  • Is the difference of culture an obstacle or an opportunity?
  • And finally, are new cultural territories really a promised land for more markets?
With this in mind, the main SATE 2012 theme will focus on the cultural diversity challenge, experienced by all its actors in all its sectors .

Through those questions, the ambition is to feel and to appreciate:
  • the working method and decision process,
  • the project content and the formal way of telling it,
  • the design and architectural project as a physical expression,
  • the role of the technologies as well as the human factor,
  • the way the audience is receiving it and living its own experience, ...
How do all these ingredients contribute to our art, and how are they affected by the cultural factors of all parties?
And how shall we deal with them throughout the project process, from client's RFP to audience appreciation?

Through cases, testimonials and debates at the highest level, SATE 2012 will open this question: with the storytelling techniques, architectural standards, and technologies of globalization, is “themed entertainment” ironing out our cultural differences, contributing to unproductive stereotypes, or is it giving cultural diversity a tremendous opportunity to find new expression?

Finally, the theme for SATE 2012 could be formulated this simple way:

Cultural diversity in Themed Entertainment: an obstacle or an opportunity?