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Engineering Belonging: How to Turn Product Launches into Living Worlds (Late)
A practical Campfire on using story, symbolism, ritual, and sensory design to build brand worlds people choose to join.
What if a car launch wasn’t just a moment – but the start of a culture?
In this Campfire, The Hanging House co‑founders Anam Ahmad and Husam Haris will take you inside Nissan NISMO’s Red Ring Society – an experiential world where two very different cars live under a single emotional universe.
Anam and Husam will detail how their Dubai-based experimental agency transformed a ‘simple’ product reveal into an unforgettable brand experience into something more.
You’ll learn the key choices, frameworks and sensory signatures on how what started as an audience became a genuine tribe…
Inside the case study: NISMO Red Ring Society
- The challenge: How to build one emotional universe from two distinct cars
- The approach: Story architecture > Symbol & ritual design > Multi-sensory world‑building
- The result: An experience that felt alive, coherent, and repeatable—giving fans identity, not just information
What you’ll learn:
- What it takes to build a cinematic, emotionally-driven brand world
- How to engineer belonging through story, symbolism, and design
- Tools to unite multiple products under a single emotional framework
- Practical takeaways to elevate the impact and longevity of your experiences
Who this Campfire is for:
- Experience designers
- Brand + creative strategists
- Experiential producers and world-builders
- Brand leaders ready to go beyond campaigns
About Anam & Husam:
Anam Ahmad (Founder and CCO) and Husam Haris (Co-Founder and COO) are co-founders of The Hanging House, an experiential studio reimagining how brands build worlds people want to live in.
She leads the instinct: inventing worlds through story, psychology, and play.
He leads the intelligence: scaling those worlds into reality through strategy, production, and systems.
Together, they’ve built brand ecosystems with cult-like loyalty, from Nissan’s NISMO tribe to GUGU, a rising cultural movement designed to unboring adulthood. Their work proves that when creativity and operational mastery collide, brands stop selling and start shifting culture.
About The Hanging House:
The Hanging House is an independent omnichannel experiential studio working at the intersection of art, tech, and people. Born eight years ago in a garage with four people and a few laptops, it has since delivered 200+ experiences across industries and borders for brands, governments, and culture‑makers—most recently earning shortlists at Campaign Middle East Agency of the Year.
Visit: thehanginghouse.com
How to watch this Campfire:
- Link to sign up for this Campfire (WXO members only)
- To join the WXO, please head to our Application page
- The WXO is a global home for the leaders, shapers and doers in the Experience Economy
- As a member, you’ll get live access to Campfires like this one plus unlock an on demand library of over 100 Campfire recordings
Timings:
Campfire #2 is suitable for those in the US or Europe, but everyone is welcome! Here’s when we kick off in your time zone:
- London: 17:55 – 19:25
- Paris: 18:55 – 20:25
- Los Angeles: 09:55 – 11:25
- Santa Fe: 10:55 – 12:25
- Chicago: 11:55 – 13:25
- New York: 12:55 – 14:25
- São Paulo, Santiago & Buenos Aires: 13:55 – 15:25