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111. Nelly Ben Hayoun – Designer of Experiences

111. Nelly Ben Hayoun – Designer of Experiences

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 Nelly Ben Hayoun - Designer of Experiencesby MTF Labs | MTF Podcasthttps://musictechfest.s3.eu-west-3.amazonaws.com/podcast/111-nelly-ben-hayoun.mp3Dr. Nelly Ben Hayoun-Stepanian is a designer of experiences. She makes it possible to become an astronaut in your living room while dark energy is being created in your kitchen sink and a volcano erupts on your couch. She runs a leading interdisciplinary design agency which devises subversive events, experiences, and feature-length films, working with everyone from NASA to Lego, MOMA to Mattel.Nelly is the founder of the Underground University where she leads with board members including Rose McGowan and Pussy Riot's Nadya Tolokonnikova, and she launched the International Space Orchestra – a musical group of astrophysicists, astronauts and other space scientists who have worked with Prodigy, Avalanches, Sigur Ros and others.Nelly Ben Hayoun Studio@nellybenhayoun on TwitterDownload episode← Previous episodeNext episode →TranscriptDubber Hi, I’m Andrew Dubber. I’m Director of MTF Labs, and this is the MTF Podcast. So this is one of those episodes where introducing the guest might end up taking longer than the podcast interview itself, if I’m not careful, because Dr Nelly Ben Hayoun-Stepanian does an awful lot of different things that all require some explaining but could, in short, be broadly categorised as the creation of experiences.She’s a filmmaker, artist, designer, founder and namesake of one of the world’s top design studios, founder of an underground university, of an international space orchestra that’s worked with Prodigy, The Avalanches, and Sigur Rós. She works with NASA, the European Space Agency, Singularity University, Mattel, LEGO, Airbnb, Google, The Guardian, the SETI Institute, the BBC, Red Bull, WeTransfer, XL Recordings, MoMA, Victoria and Albert Museum, the National Museum of China… You get the idea. She has, she reckons, thirteen jobs, more or less – probably more – and at one point was so in demand for public speaking engagements around the world, she employed doppelgängers, look-alikes who she trained to mimic her mannerisms and delivery style so she could literally be in multiple places at once.Dubber Dr Nelly Ben Hayoun-Stepanian, welcome to the MTF Podcast. It’s nice to see you again. How are you doing?Nelly Yes. It’s so nice to see you, Andrew. Hello listeners.Dubber It’s great to have you on. You do pretty much everything, and I feel like I’m just going to say “Tell me about this project. Tell me about that project. Tell me about this project.” because there are so many things that you do that are so much of interest to the people who listen to a podcast like this. So you’re more or less an experienced designer, but that doesn’t even begin to cover it. How do you describe what you do?Nelly Well, actually, I don’t describe myself as an experienced designer but as a designer of experiences, which basically means that, suddenly, when you start to speak about experiences, then you allow yourself to look at multiple different fields because if you want to make a meaningful experience for members of the public, then you need to know a bit about music, know a bit about architecture, know a bit about design, know a bit about academia, film. Basically all of the different realms of things. So if you want to say what I’m doing, I design experiences for members of the public to experience a rocket lift-off in their living room while dark energy is being produced in the kitchen sink, sonic booms are erupting in your bathtub, and then, as if it wasn’t enough, you have a volcano that is literally right there in front of you while someone is… I don’t know. Your auntie is experiencing stage one, two, and three of the rocket lift-off, the Soyuz rocket. That’s what I do.Dubber Okay. So I have to ask the question, why do you do this?Nelly Why do I do this? I do this because I feel like there is a part of our realities or part of science as we know it or part of the mystery of our world that a lot of us don’t have access to because we don’t have the right degree. If I’m too small, too fat, if I don’t have the right PhD, the chances that you’re going to make it to become an astronaut are really small. I found this so unfair. There is 250 astronauts up there. Why is it that you or I cannot go up there? Why is it that we cannot experience a bit of the magic of going in outer space?So in order to give you that kind of magic experience or to give you access to that sublime that is a part of our world then I have to design a meaningful experience. I need to actually find a way to give you it as close as it can be experienced. So I’m not lying to you, and I’m giving you that as close as it can be experienced, but it’s not exactly like being an astronaut. But it’s working with an astronaut to ...

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