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Emotion Meets Inclusion at SATE Europe 2025

• May 2025
• News

Redefining Inclusion: Marilyn Willrich Brought Deaf Perspectives to SATE Europe 2025

Earlier this month, Zebra Uno’s Co-Director, Marilyn Willrich, participated in the Themed Entertainment Association’s (TEA) Storytelling, Architecture, Technology, Experience (SATE) Europe 2025 Conference, held in the vibrant seaside town of Blackpool, UK.

From May 6th to 9th, the conference took place at the iconic Blackpool Pleasure Beach, where TEA brought together industry professionals to explore this year’s central theme: emotion. The event examined how the core pillars of SATE – storytelling, architecture, technology, and experience – can work in harmony to build meaningful emotional connections with audiences. Attendees were treated to a range of thought-provoking sessions led by international guest speakers, each offering unique perspectives on how emotion shapes and elevates immersive experiences.

One of the many standout sessions, titled ‘The Emotion of Sounds’, focused on the powerful role sound plays in evoking emotional responses. The session was split into two insightful parts. The first featured Chris Willrich, Director at DJW; Stephan Lawrence, Creative Director at The Bezark Company; and Brian Yessian, Owner of Yessian Music. Together, they explored how sound design enhances storytelling and immerses audiences in themed environments.

The second part was led by Marilyn Willrich, who brought an important and often underrepresented perspective to the conversation: accessibility for D/deaf audiences. Through her interpreter, Zeranna Bueno Del Carpio, Marilyn educated attendees on Deaf culture, the distinctions between HoH (Hard of Hearing) and Deaf communities, the significance of British Sign Language (BSL) as a fully-fledged language, and how facial expressions and body language convey emotion. She emphasised the crucial role that visual and musical cues play for D/deaf individuals in experiencing themed entertainment and shed light on the barriers they often face.

Her session sparked valuable discussions on inclusivity and inspired attendees to consider how creative choices can make experiences more accessible for all. Marilyn’s contribution left the audience with plenty of food for thought – and a renewed motivation to design with empathy, emotion, and accessibility at the forefront.

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