This isn’t a white paper. It’s a working theory, backed by real research, and tested through events.
When everything is recommended, curated, and reviewed before we arrive, our emotional response flattens. The night becomes familiar before it begins.
Mystery is not just aesthetic. It changes attention. It changes memory. It changes how people bond.
Studies suggest curiosity states can improve memory for what you learn, and even for incidental details around the moment.
Translation: give people a question, not a brochure.
Novel and unexpected experiences can drive attention and strengthen what people remember.
Translation: predictable nights blur together.
Shared emotional experiences, especially when people are co-present, can increase feelings of connection.
Translation: the room matters more than the feed.
We design events that hold back just enough information to create curiosity, without turning it into confusion.
We keep formats flexible so the night can move. We build in moments that create a shared “did that just happen?” feeling.
If you want to collaborate on a study or capture outcomes properly, email us.
A few accessible starting points. These links go to the original papers or open access pages where possible.