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Exploring the new intersection of self, space and storytelling in an evolving digital age
Insights from our latest Holition Talks panel session on Blurred Realities
How do we design experiences that feel more human in an increasingly digital world?
What happens when the spaces we occupy start to blur, and where do we go from here?
These were just some of the questions posed at the latest edition of Holition Talks, a panel session exploring Blurred Realities—our quarterly theme focussed on how brands and creatives are navigating the new frontiers of self-expression, storytelling, and technology.
Set against the backdrop of accelerating innovation…from AI and gaming to immersive retail and hybrid storytelling, this panel session brought together a group of thought leaders working at the intersection of creativity, technology, and culture, each with a unique perspective on how we design experiences for a world where the lines between physical and digital are increasingly fluid.
Joining the conversation were:
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Ghislaine Boddington, Co-founder & Creative Director at Body>Data>Space, world-renowned futurist and long-time advocate for digital twins and body-centred digital experiences.
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Morgan Evans, Director of Fashion & Beauty at Karta, with a background in immersive brand storytelling, mixed realities, gaming, and web 3 experiences for brands such as Tommy Hilfiger.
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Nils Ellis, Executive Creative Director and Futurist, whose work blends emotion-driven design with emerging technology for brands such as Apple, LVMH and ØPUS Intelligence.
Moderated by Holition’s Co-Founder and Chief Executive, Jonathan Chippindale, the discussion opened with a provocation:
"What is the value of drawing people into digital worlds, both as a creator of those worlds, and as a participant? How important is individuality? What kinds of stories can be told? And what happens when our identities are no longer tied to a single self, but multiple digital expressions?"
The Role of Digital Spaces: Moving From Spectacle to Connection
Digital experiences have matured far beyond novelty. What once felt separate from the physical world is now deeply integrated into how we shop, create, and connect.
From mixed realities to gamified environments, these spaces are increasingly designed not just for interaction, but for immersion and feeling.
Drawing on Holition’s collaboration for Tommy Play, a Web3 fashion experience on Roblox that extended Tommy Hilfiger’s 2022 New York Fashion Week show, Morgan Evans described how platforms like this allowed brands break out of one-way storytelling
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“We saw people who love fashion go to this game, dressed to impress, which broke the fashion news cycle, because there were millions of people playing it concurrently at one point… and no other fashion game had managed to do that.
The world that we were building and the brand meant something, but what meant just as much, possibly even more, was the notion of community and what they wanted. And actually, in the end, we were building to a community need, rather than brand needs."
In Morgan’s view, this wasn’t simply about product placement, it was about building a cultural moment, powered by the community rather than directed by the brand. The shift from attention to intention is what made the experience resonate.
Nils Ellis echoed this: "People just wanted to feel connected and to feel a part of something.”
What makes digital spaces and hybrid worlds valuable isn’t just the technology, but the emotional connections they enable and how these creative liberties are opening new dimensions for brand expression.
Whether it’s a gamified experience, a shoppable augmented reality filter, or an immersive brand space, users are seeking belonging, not just content.
Key takeaway: Digital spaces are no longer secondary touchpoints. When designed with core human needs in mind, digital spaces can enhance, not replace, the human experience.
Identity and the Self: Gaming, Self-Curation and the Rise of the Digital Twin
The question of self-expression was another focal point of the panel session.
People are no longer passive recipients… they’re editors, storytellers, and stylists of their own virtual selves. As culture continues to evolve, how people express their identities is also becoming more fluid, nuanced, and decentralised.
“Self-identity” today is shifting into one that is less fixed, more personalised, and an extension of the human self.
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For Ghislaine Boddington, this is a deeply human evolution. “We’re moving toward a world where everyone is not only a creative but a curator of their own identity. And with the rise of digital twins, we’re beginning to build companions that grow and learn with us.”
This reframing of identity, from static to dynamic, has major implications for brand engagement.
In spaces like Roblox, Zepeto, and Fortnite, people aren’t just dressing avatars, they’re constructing new expressions of self. These are not passive consumers, but active cultural participants.
Morgan elaborated on this through his commercial work in the Metaverse and Web 3. “We learned with Roblox that community comes first. People want to build with you, not be told by you. Brands need to shift from storytellers to co-creators.”
“Brands need to allow humans to make their own pathways, make their own stories, create their own digital human twin”. - Ghislaine Boddington
In these evolving hybrid spaces, people expect to be part of the story, not just the audience. It requires brands, artists, and creatives to let go of total control and instead create spaces where audiences can shape their own experiences.
Key takeaway: Brands must design for co-creation, and give their audiences the space for individuality, community, and self-authorship.
Storytelling in Hybrid Spaces: Designing for Human Connection
With so many digital tools at our disposal, the conversation turned to how brands can move beyond technology hype cycles to create authentic and resonant narratives in immersive formats.
Too often, the promise of innovation overshadows the power of a well-told story. But in most cases, it’s the emotional outcome… not the technology, that people remember.
Audiences aren't always looking for the newest piece of groundbreaking tech - in fact, it’s usually simpler and human than that. They're looking for meaning, relevance, and emotional connection.
Meaningful experiences start with story, lead with feeling, and only then use tech to elevate the journey. The challenge for brands now is to simplify, humanise, and design with intention, putting resonance before resolution.
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Nils spoke about the idea of “frisson,” that electric, goosebump moment where something truly resonates. “That’s what I’m chasing in my work,” he said. “Those fleeting moments of awe or connection — and sharing them with others.”
Whether through augmented reality, generative AI, or immersive concert worlds like the Travis Scott x Fortnite event, the panel agreed: the power lies not in the technology tools, but in the stories we tell and the emotions that they convey.
When digital tools are used to support, not drive, the story, it becomes invisible in the best possible way.
The most successful immersive experiences don’t shout—they invite, evoke, and stay with you long after the screen fades.
Key takeaway: Emotional design is what transforms interaction into experience. Start with story. Start with the human.
Navigating Complexity in an Overstimulated Hybrid World
With so much hype around AI, AR, gaming, and more, how do brands cut through the noise and create with clarity?
“Start with people,” Morgan said simply. “You can’t innovate meaningfully if you don’t understand who you’re designing for.”
The panellists urged brands to shift focus from flashy activations to thoughtful frameworks. “It’s not about being on every platform,” Nils emphasised. “It’s about being intentional with how and where you show up.”
Ghislaine encouraged a values-first approach. “Ask why. Ask what impact this will have. Ask how this connects people.”
Key takeaway: In a hype-saturated world, innovation must be grounded in strategy and audience insight. Design with purpose, not just presence.
Final Thoughts: Embracing Blurred Realities
As the session drew to a close, what resonated most was not a single platform, tool, or trend, but a shared vision of possibility. A vision where technology doesn’t detract from the human experience, but deepens it.
At Holition, we explore these questions through digital anthropology, combining creativity, strategy, and cultural insight to design experiences that feel both future-facing and fundamentally human.
“Blurred Realities isn’t just a theme—it’s a lens. One that helps us see where things are headed, and what matters most as we go.” - Jonathan Chippindale, Chief Executive at Holition
Join the Conversation and Explore Blurred Realities with Holition
Blurred Realities invites us to rethink what’s possible at the intersection of self-expression, spaces, and storytelling-led experiences.
At Holition, we’re not just observing these shifts—we’re actively shaping them. We’ll continue this conversation through our interactive Holition Plays workshop this July 2025, where we will be unpacking the cultural, creative, and commercial implications of this new blended world.
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