Be the Michelangelo of Memories

In the world of experience design, we are not just architects of moments—we are sculptors of memory. Just as Michelangelo chisels away at marble to reveal a masterpiece, we must shape and etch experiences in a way that ensures they are remembered long after the moment has passed.

Our masterpiece is not the experience, but rather the memories created.

The playwright and critic, Oscar Wilde said, “Memory is the diary that we all carry about with us.” Insightful guy, and so true.

Everything about who we are is based on the memories of what we experience. So, at any given moment, in most senses, all we are.....are our memories. Let that sink in.

How we create those memories from the fleeting experiences of life is pretty important. Experiences are transient; they happen, and then they and gone, forever. But what endures is the memory of that experience—that unbelievable hot dog with your best friend, the fall on your bike rounding the last turn home, an offhand remark from your eighth-grade teacher, or that magical date night that seemed to suspend the laws of time.

So, yes, memories are the precious residue of experiences; but they’re so much more. They are the framework of our identity. As social beings, we use them to connect with others, understand our place in the world, and guide our actions; Basically, memories are why we are the way we are and why we do the things we do. In the words of Nobel Laureate Daniel Kahneman, our remembering self is "the master storyteller," molding our perception of life far more than our experiencing self.

Designing for Memory, Not Just Experience
Every experience—whether it’s an event, a product launch, or a cup of coffee with a friend—is an opportunity to craft a memory. So, the question isn’t just “What will people experience?” but “What will they remember?”

How will you etch that time in their minds, making it something that lingers rather than dissolves into the background noise of life? While being in the moment matters (hat tip to Kahneman’s Experiencing Self), we need to ensure that experiences are not just lived but deeply encoded.

Here are 5 research-backed principles—not mutually exclusive—that can help you sculpt lasting memories:

1. Engage Multiple Senses
Memory encoding is amplified when multiple senses are involved. By integrating sound, touch, visuals, smell, and taste, we create richer neural pathways or associations that lead to stronger recall. (By the way, the argument now is that there are 22 to 33 different senses–sorry Aristotle!) Think about why realtors bake cookies when showing a house—the scent doesn’t just make a space feel warm, it strengthens emotional encoding or like the smell of popcorn and cotton candy on Main Street in Disneyland. Brands like Mercedes and BMW design the sound of a car door closing to feel premium and reassuring. The subtle auditory cue enhances brand perception and recall. Then there's Apple, which masterfully uses haptic feedback to reinforce brand perception.

Next time you design an experience, pair a visual element with a unique sound or tactile sensation. Give the brain more retrieval cues to latch onto. And remember, words account for only the smallest part of communication.

Memories aren’t recorded evenly—they’re shaped by emotional highs and the final moments of an experience (The Peak-End Rule). The next two support this rule:

2. Create Peak Moments
Memories are strongly tied to emotions. Want a memory to stick? Design for joy, surprise, or awe—those intense emotional spikes anchor recollection. Think about your most vivid memory; Bet it’s deeply emotional.

3. Design a Meaningful End
People don’t remember the entire experience; they remember how it ended. Endings shape recall more than anything else. Ever wonder why the Olympics has a Closing Ceremony? That’s no accident. A meaningful close—whether it’s a symbolic

moment, a parting gift, or a final emotional connection—solidifies an experience’s impact. Ask yourself: What’s the last thing people will feel, hear, or do? Make sure it’s intentional.

4. Utilise Memory Anchors
Memories don’t exist in isolation—they're strengthened by association.
Structure experiences as stories, not random or separate moments.
Events that have a clear beginning, middle, and end are easier to recall than those that feel scattered. This is why mystery dinner theaters, escape rooms, guided tours, progressive dinners, and themed amusement park rides—which naturally create a memorable arc—are easier to remember than unstructured, free-form experiences. They tie into a narrative—and our brains are wired to remember stories. Reinforce key moments by linking them to existing memories. If something feels familiar, it’s easier to recall.

5. Make It Personal
People remember experiences that feel personally significant. The more agency someone has in an experience, the more indelible it becomes. Co-creation is key. Let people contribute, engage, and shape their own journey. The more they invest, the more indelible and stronger the memory. Whether it’s a live event, a product experience, or even a dinner party, create moments where participants can add their personal imprint.

Your Responsibility as a Memory Sculptor
Every single experience—whether a road trip with friends, a first date, a webinar, a standing ovation, a childhood tradition, a graduation ceremony, or the way someone makes you feel when they say goodbye—has the potential to shape memory.

Whether it becomes forgettable or unforgettable, is by design.

As a good friend poignantly shared with me, “A sunset is just another sunset—unless it’s the one you saw on the night you fell in love.”

Be the Michelangelo of Memories. Sculpt the moments that matter.
Shape the stories people tell themselves. Etch your masterpiece.

Onward, maestro—the marble of time awaits your chisel.