Escapism. Through the lens of a Disneyland visit.

If you ever go to a Disney park with me, rest assured that I am one of those fans who, right at the gates of the Magic Kingdom, transforms almost by magic into a Disneyfied storyteller.

At every corner, on every ride, at the parade, and even when having a quick bite of that famous Mickey-shaped ice cream sandwich, I will recount a story about a slice of Walt Disney’s creations in the park. I will point out every little detail that showcases the creativity, ingenuity, and inspiration that make the magic of the parks …

If Brands lift the magic in our lives, they must ensure the sense of bliss lingers long after the adventure ends.

… Why do I do it? Because I am passionate about experiencing firsthand the growing legacy of my hero, Walt Elias Disney. A legacy reflected in creativity. To me, the purest form of self.

It is in this love of the experience that I not only feel connected but fully immersed in his and his Imagineers’ integrated storytelling.

The feelings created by this immersion sparked in me thoughts on the power of ESCAPISM as a brand element.

Escapism is a psychological concept that refers to the act of temporarily leaving one’s reality or daily life to escape from stress, anxiety, or unpleasant emotions.

How can I bring this escapism magic with me? That is the future promise brands must seek to make, is it not?

A brand’s job today is to create a space so enticing you wish to escape to, whether it is digital or real. Brands are expected to transform the audience’s harsh reality into an escapade, one that feels like you need a passport to go to.

Escapism is not a new term; however, a recent increase in this practice is definitely worth noticing. Brand creators must understand and adapt their brands to this growing need that audiences seek.

Wunderman Thompson Global Director Marie Stafford believes that by celebrating “the thrilling, the uplifting, the awe-inspiring, and the magical,” brands can help people transcend “tough times and jolt them from long-standing malaise.”

[embed]How is consumer hunger for escapism playing into experiential design? Challenging times are breeding an expectation for the unexpected. Enter the escapist experience.frameweb.com

Experiential branding has become a successful common practice because we, as consumers, are looking for much-needed escaping moments that can channel the soothing emotions of a mind-holiday from the reality of our struggles — an escape from social and personal pain.

Why is escapism such a strong feeling to tap into, much like nostalgia?

The bliss nostalgia brings us by visiting the past, we get by experiencing a moment in the present with escapism. This escaped moment allows us to breathe, to pause our minds, and provides a moment of simple joy.

Blissful is how I would describe my days in Disneyland.

You know that sensation of pure, unadulterated magic on Christmas morning when you open your presents? That’s how an escapade day in Disneyland makes me feel. This created bliss comes from the story-intentional-telling details that surround the escapade you are currently enjoying.

Now, what I’m wondering is, how can I take this bliss home? I want to experience the blissful joy brought by this escapade every day and not just most days. Is merchandising enough? Could it be that through keepsakes and souvenirs of your travels, you can experience the full bliss?

WPP Director states that we should “…expect brands to deliver transportive experiences” that, in my opinion, should transcend from that present moment to a moment at home.

If we are seeking an escape to look for an awe-created moment, how can a brand enhance this exact experience at home?

To truly extend the magic of an escapade beyond the moment, brands must find innovative ways to bring that awe-inspired experience into our everyday lives, ensuring the sense of bliss lingers long after the adventure ends.