The Guest Journey Unlocked: The Art of Storification: Designing Story-Driven Experiences

Case: Arctic Giant
with Story Designer Anne Kalliomäki (Storysheep) and Iida Homanen (Arctic Giant)

📅 Date: Tuesday 9th September 2025
⏰ Time: 9am CET (Stockholm) / 10am EET (Helsinki)

In this edition of The Guest Journey Unlocked, we explore how storification—the art of designing services with a narrative structure—can guide and elevate the entire guest experience. From the moment a future guest dreams of travel, through booking, arrival, stay, and all the way to post-stay loyalty, storification brings coherence, emotion, and meaning to every touchpoint.

Our creative partner in this session is Tarinakone Ltd. | Storysheep, Finland’s most experienced story design studio. Together, we’ll explore how to transition from storytelling to storification, a process that goes beyond branding to become a strategic tool for activating emotion, connection, and memory throughout the customer journey.

You’ll also hear from Arctic Giant, a Finnish hospitality brand that has implemented storification—and discover the real-world impact it has made.

You’ll learn:

• What storification means and how it differs from traditional storytelling.
• How to design story-driven guest experiences across the entire journey.
• Practical examples of how hospitality brands can bring stories alive in operations, marketing, and guest engagement.
• The case of Arctic Giant—how storification shaped their guest journey and elevated their brand.
• How story design creates stronger emotional connections, loyalty, and profitability in hospitality.

Meet the Speakers

Anne Kalliomäki
Story Designer, Tarinakone Ltd | Storysheep
Anne is Finland’s leading expert in story design, helping destinations, hotels, and service providers transform guest experiences through storification. With a background in theatre and storytelling, she has pioneered methods for embedding narrative into the entire customer journey.

Iida Homanen
Arctic Giant
Iida represents Arctic Giant, a hospitality brand that has embraced storification as a core strategy. She will share insights into how their team implemented story-driven design and the tangible results it created for both guests and business outcomes.