Scenography · Experience Design · Spatial Storytelling

Fromstorytospace

Portrait of Jan Pfeuffer.
Jan Pfeuffer · Senior Creative Partner for spatial experiences

I develop the central spatial idea that holds complex projects together.

For exhibitions, brand worlds, expo pavilions, attractions, and major events — from the first question to a clear, tangible direction.

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Selected projects

From idea to experience.

Selected examples of how a challenge becomes a spatial idea — and then a tangible experience.

3x3 basketball on Hamburg's Binnenalster at sunset.
Hamburg · 2025

Hamburg's Stage for the Games

The city becomes part of the experience

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Monumental stage design for the New Global Sport Conference in Riyadh.
Riyadh · 2024–2025

New Global Sport Conference

A stage identity built to evolve

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Interactive desert landscape inside the Kuwait Pavilion at Expo Osaka 2025.
Osaka · 2025

Kuwait Pavilion — Expo Osaka 2025

From cultural heritage to a shared future

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Rosemarie begins her journey beside Lübeck's Holstentor.
Lübeck · 2020

Rosemarie's Journey

In search of the people

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More projects
Two ways in

Everyprojectstartssomewheredifferent.

Place · Challenge · OpportunityWhat could
happen here?Possibility
Path 01

Create

There is no spatial idea yet. I develop it from place, audience, challenge, and context.

Place → Idea → Story → Experience → Space
Path 02

Transform

A story, motto, or strategy already exists. It becomes a visitor journey, spatial dramaturgy, and design language.

Existing direction → Experience → Space
Collaboration with agencies

One idea. One direction. A design that wins people over.

My value to agencies comes from combining three capabilities — without gaps between concept, creative direction, and visualisation.

Scenographic ideaCreative DirectionHands-on 3D visualisation
Capabilities, collaboration, and process
From idea to outcome

Space reveals what an idea can do.

Six spatial situations show the range — and how a theme, brand, audience, guiding idea, or place becomes a tangible experience.

Kazakhstan's illuminated Expo pavilion at night.
01 · Expo pavilionsNational identity becomes a spatial experience.
People explore a media-rich exhibition environment.
02 · Exhibitions & museumsThemes become a spatial story.
An atmospheric brand world combines space, light, and a shared experience.
03 · Brand worlds & experiencesA brand's character becomes tangible.
Visitors move through an atmospheric themed environment.
04 · Attractions & themed environmentsA guiding idea becomes a world to explore.
A spatial installation makes the identity of a place visible.
05 · Places & destinationsThe identity of a place becomes an experience.
A large audience shares a live spatial experience.
06 · Major eventsSpatial dramaturgy brings many people into one shared moment.

Excerpts from individual pitch visualisations

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Experience & trust

Experience and trust

23+years1,100+projects9+Expo pavilions & pitches101awards

What recognition makes visible

The awards reflect projects in which guiding idea, story, space, and execution were developed as one shared quality.

ADC · iF Design Award · BrandEx · BEA World · Golden Award of Montreux · Red Dot Award

Explore awards and context

Selected clients & partners

Mercedes-Benz · Porsche · Audi · BMW · Google · YouTube · Netflix · Airbus · DNV · FIFA · UEFA · Qatar Foundation · Walt Disney Entertainment · NXP · TUI · Hamburg Tourism · Lübeck Tourism

FORM IS FUNCTION. DESIGN IS MUSIC. SOUL IS HAPPY.

About
Seated portrait of Jan Pfeuffer against a black background.

I care about what space does to people.

I combine conceptual clarity with spatial thinking, experience, and the drive to carry a strong idea into reality together.

More about me
Signature of Jan Pfeuffer
Start a conversation

Let's turn an idea into an experience.

Start a conversation ↗︎
info@derszenograph.de+49 4502 809422St. Jürgen-Str. 29 · 23570 Lübeck · Germany