Blog

SATE Europe: Emotion Meets Inclusion

• May 2025
• News

Emotion Meets Inclusion: Marilyn Willrich Brought Deaf Perspectives to SATE Europe 2025

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

From May 6th to 9th, TEA held its conference at the iconic Blackpool Pleasure Beach. The event brought industry professionals together to explore this year’s central theme: emotion.

The conference examined how the core pillars of SATE – storytelling, architecture, technology and experience – can work together. In doing so, they can build meaningful emotional connections with audiences. Attendees enjoyed thought-provoking sessions led by international guest speakers. Each session offered unique perspectives on how emotion shapes and elevates immersive experiences.

The Emotion of Sounds

One standout session, titled ‘The Emotion of Sounds’, explored the powerful role of sound. Speakers examined how sound can evoke emotional responses and enhance immersive experiences.

The session featured two insightful parts. First, Chris Willrich, Director at DJW; Stephan Lawrence, Creative Director at The Bezark Company; and Brian Yessian, Owner of Yessian Music, explored sound design. Together, they discussed how sound enhances storytelling and immerses audiences in themed environments.

Accessibility and Emotion

The second part featured Marilyn Willrich, who brought an important and often underrepresented perspective: accessibility for D/deaf audiences. Through her interpreter, Zeranna Bueno Del Carpio, Marilyn educated attendees about Deaf culture. She also explained the distinctions between HoH (Hard of Hearing) and Deaf communities.

In addition, Marilyn highlighted the significance of British Sign Language (BSL) as a fully-fledged language. She explained how facial expressions and body language can convey emotion. Furthermore, she explored the crucial role of visual and musical cues for D/deaf individuals experiencing themed entertainment.

Marilyn also highlighted the barriers D/deaf audiences often face. Her session sparked valuable discussions about inclusivity. As a result, attendees considered how creative choices can make experiences more accessible for everyone.

Ultimately, Marilyn’s contribution gave the audience plenty of food for thought. It also encouraged renewed motivation to design with empathy, emotion and accessibility at the forefront.

Back to Blog