Kenza Dahak

We spoke with Kenza in late 2025, after she took Story Building: Secrets of Narrative Placemaking and Design from Entertainment Architecture, taught by Steve Tatham.

Why did you choose to sign up for this program, and how was your experience?

I chose to join the program because it aligned precisely with a shift I was already making in my practice: moving from isolated cultural projects toward more immersive, narrative-driven experiences rooted in place, people, and context. The program gave structure and language to intuitions I had developed through years of work across Europe and the MENA region.

Overall, the experience was both grounding and clarifying. It helped me slow down, question assumptions, and approach cultural development with greater intentionality.

What was the most memorable moment of this program for you?

One of the most memorable moments occurred during our second session, when a case study challenged us to craft a narrative for a building. A peer’s presentation stood out by showing that a building can communicate values such as responsibility and long-term vision simply through its existence, even before it is experienced.

“This insight reinforced a key realization for me: immersion is not about scale or spectacle, but about coherence, when storytelling, spatial design, community engagement, and economics align.”

Immersive cultural experience development is growing worldwide. Do you feel this program is valuable for others involved in cultural projects? If so, why?

Absolutely. Many cultural projects today are visually strong but conceptually fragmented. This program is valuable because it provides a method, not just inspiration. It helps cultural practitioners design experiences that are sustainable, context-aware, and meaningful—not only for audiences, but also for local ecosystems and stakeholders.

Tell us about an upcoming project you are excited to apply what you’ve learned in this program.

One project I’m particularly excited to explore further is Villa Camembert, a significant architectural landmark in the city of Casablanca that invites reflection on narrative, public relevance, and long-term viability. The program has shaped how I approach such spaces, showing how a strong narrative can define purpose and support economic sustainability while leaving room for the project to evolve.

Villa Camembert functions almost like an observatory, accumulating layers of life and use over decades. Though it has been open to the public only once through artistic exhibitions, its rich and complex history makes its narrative potential especially compelling.

This depth and complexity offer a unique opportunity to explore how architecture, storytelling, and cultural engagement can coexist, creating spaces that are both meaningful and enduring.