Theming

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Theming is the use of an overarching theme to create a holistic and integrated spatial organization of a consumer venue. ^[1] A theme is a unifying or dominant idea or motif on which any new construction idea, new style generation, any product is designed. ^[2] It is the process of designing and constructing an object or space so that the particular subject or idea on which the style of something is based ^[3] is made clear through the “synthesis of recognizable symbols with spatial forms.”^[1]

Theming is applied to an environment in order to create a memorable and meaningful experience for individuals or groups that visit the space, and can be expressed through the use of architecture, decor, signage, music and sound design, costuming, integrated technology, special effects, and other techniques.^[1] Theming is increasingly used to create physical spaces for "experiential marketing,” in which consumers can connect and interact with a brand.^[4]

Historically, most large-scale themed environments were primarily designed for entertainment, so the industry that creates these venues is known as themed entertainment. Examples include theme parks, water parks, museums, zoos, visitor centers, casinos, theme restaurants, and resorts.^[5] Theming is also increasingly used on smaller scale projects, including parties and product launches, to make these events more impactful.^[6]

Common themes include holidays (such as Halloween, Christmas, and Valentine’s Day), historical eras (such as the medieval period and the American frontier), cultures (such as Ancient Greece and Polynesian culture), and literary genres (such as fantasy and science fiction).