Through constant brainstorming, hothousing and focus group sessions spliced with roundtable discussions, participants will be party to the construction of a narrative according to the 3 Act Rule (A.K.A. The Hero’s Journey – Hollywood’s failsafe screenwriting structure). The unfolding script will inform the design of Rhubaba, with the intention of deploying narrative in the production of a strategically induced, scripted experience in actual space: a brandscape.

‘Magic Hours’ will be held at intervals – a series of round table discussions for analysis, deconstruction, and development of the narrative cartography, with the assistance of experts from multiple fields including film theory, psychoanalysis, interior design, neurology, art therapy, branding, game design and more.

This process aims to function as a lens for practical and critical exploration of how architectural brandscapes and virtual realities relate to languages of mainstream cinema (such as use of framing, editing, lighting, back-story, special effects, sound design, colour correction etc.). How might a narrative structure manifest itself as a tangible reality? In the era of the so-called ‘Experience Economy’ we are increasingly subjected to scripted experiences, but who gets to be an author and what might be gained from becoming an actor? Can we build the potential to improvise, interfere or deviate from the script?

In addition, this venture will explore how living in a project might relate to socially sanctioned isolationism, addressing questions about the role of the artist and creative production in society.

This exhibition is supported by an Edinburgh Art Festival bursary and by Creative Scotland.