Experience design (XD) is the practice of designing products, processes, services, events, omni-channel journeys, and environments with a focus placed on the quality of the user experience and culturally relevant solutions.

Event Experience Design (EXD) is the practice of designing events with a focus on the quality of the guest’s experiential journey with the intention of creating meaningful and memorable experiences in alignment with the event objective.

It’s a thought leadership and additional layer of strategic creativity to event design. Plotting the moments along the experiential journey that facilitate maximum impact of the event from the moment the guest first learns about it, throughout the event itself as well as a long-lasting life after they exit the doors. It is not event planning or production.

Conservatory of Flowers



The Dracula Ball- Major Fundraiser for the Conservatory of Flowers
San Francisco, CA.


To design an event to not only raise funds for the restoration of the cloud forest exhibit, but to broaden the support from the existing older demographic for SFCOF to a younger generation. The challenge was to design an experience that would not alienate current supporters while also appealing to a younger generation. 

Experience Design APPROACH

Breaking down the event timeline into an early VIP Experience, the Main Gala Event and the After Party.  


Photos © Pablo Durana
Working with Carina of Entire Productions, as well as so many of her truly talented colleagues, was a fabulous honor, pleasure and joy! Entire Productions brings creativity, energy, passion for the art of sublime experiences and precision to their work. I hope that I am fortunate enough to work with Carina and Entire again and again!
— Samantha Smart, Chief Development Officer Conservatory of Flowers