In this episode of Citizen One: Exploring Our Urban Future, an urbanNext original podcast series, host Douglas Stuart McDaniel sits down with Greg Ashton, Experiential Design Director at Gensler, whose career spans three decades of narrative-driven design, including extensive work with Disney Imagineering. Greg shares insights into how storytelling shapes physical space, from theme parks to future cities, and how worldbuilding principles developed in entertainment are now informing urban and experiential design at large scales.
Drawing on his years of experience in master planning, show set design, and field art direction, Greg discusses how human-centered storytelling can create more immersive, livable urban environments. He reflects on the evolution from designing for entertainment to designing for everyday life, emphasizing how experiences must be intentional, emotional, and rooted in narrative logic to create resonance across diverse audiences.
The conversation explores the future of vertical urbanism, placemaking in dense environments, and the challenges of weaving organic, intuitive human experiences into highly engineered cityscapes. Greg also shares his perspective on how cities of the future can maintain a sense of discovery, intimacy, and cultural memory — ensuring they don't just function but feel alive. He describes the importance of blending predictability and surprise, structure and serendipity, drawing lessons from both traditional urbanism and innovative worldbuilding frameworks.
Ultimately, Greg and Doug examine the crucial role of the experiential designer as a "narrative architect," creating not just spaces, but journeys — and how the cities of tomorrow must be crafted not only for efficiency, but for wonder.
Chapters
00:00 Introduction to Experience-Driven Design
01:45 Greg Ashton's Journey: From Surfboards to Architecture
07:07 The Role of Disney in Shaping Experiential Districts
13:13 Technology and Immersive Experiences in Urban Design
14:53 The Impact of Tourism on Authentic Cities
19:50 Expectations of Future Cities: A New Generation's Perspective
24:28 Wayfinding and the Importance of Navigation in Urban Spaces
28:17 The Role of Sound and Light in Creating Immersive Environments
32:29 Memorable Experiences: The Intersection of Design and Meaning
34:25 The Evolution of Experiential Design
36:25 Immersive Experiences in Urban Spaces
41:41 Emerging Project Typologies in Immersive Design
47:53 The Role of Digital Infrastructure in Experience Design
52:07 Celebrating Local Culture and Authenticity
57:30 Future Opportunities in Creative Careers
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