Creating a different world with an immersive experience designer Daria Maksimova

Daria Maksimova next to the Vintage Cinema exterior, World of Barbie, Toronto 2022

In a world where immersive experiences are becoming increasingly popular, Daria Maksimova has managed to gather a really impressive portfolio of shows. With a career spanning nearly a decade, Daria has worked on an array of large-scale, multi-million dollar projects, each captivating the minds of hundreds of thousands of people across North America. Her vision has transformed prestigious venues into magical, interactive wonderlands. This article will delve into the creative mastery of Maksimova, highlighting her most notable projects, commercial successes, and insights into what it takes to create immersive experiences that leave a lasting impression.

From designing the World of Barbie, an immersive and interactive touring experience based on a beloved doll, to the Dr. Seuss Experience, a branded immersive experience based on the work of one of the best-selling children’s authors of all time, Maksimova’s work has left a lasting impression on audiences. 

We recently had the pleasure of sitting down with Maksimova to discuss her forward-looking approach to design and the refreshing philosophy that has made her such a powerful creative force in the industry.

“Every project is important to me, and I treat it with the same care. It is important to create something that will entertain diverse audiences. Kids’ reaction to these interactive environments is so genuinely heart-warming, and adults really engage and want to be immersed into a different world.” says Daria. “Being a lead designer of immersive experiences is a little bit like being a film director, as I need to combine so many components into one single vision.”

When asked about her most notable recent project, Maksimova mentions the World of Barbie, produced by Kilburn Live in collaboration with Mattel. It is an immersive and interactive touring experience based on one of the best-selling iconic toys of all time, and Maksimova is beyond thrilled about the show opening in Santa Monica, California, right before the premiere of the Warner Bros. Barbie film in the summer of 2023. For Maksimova, this project is a dream come true, as it marks the first time one of the shows that she designed is opening in Santa Monica, a location she has always admired.

Especially for the 2023 premiere in Santa Monica, Daria had designed an interior of the Vintage Cinema, a new addition that no one had seen before, featuring custom-made neon logo signs, arched wall decor, the screen and soft Barbie-colored chairs. “We are in the heart of the entertainment industry and home of the cinema, and as a film lover myself I wanted to draw some parallels to that in the show.” 

Daria Maksimova inside the new cinema interior, World of Barbie, Santa Monica 2023

When asked about her creative process and design philosophy, Daria emphasizes the importance of thorough research and immersion in the subject matter. She believes a deep understanding of the brand or theme can help bring innovative ideas, allowing for fresh perspectives and unique designs that resonate with audiences. “I draw such huge inspiration from this city. Part of me always views this city through that lens. Barbie as a brand is also closely tied to those aesthetics. That connection is visible in the design of this show.”

Overcoming challenges is par for the course in the world of design, and Daria has learned to navigate the complexities of her projects by visualizing the end goal and breaking it down into manageable daily tasks. She also stresses the need for constant practice and honing her craft, refining her creative skills with each new venture.

Parallel to the World of Barbie, Maksimova continues working on the Dr. Seuss Experience, another show she designed. Launched in Toronto in 2019, it quickly became a commercial success, making Time Out’s list of the “50 Coolest Places in the World.” The Dr. Seuss Experience is now open in one of the most prominent locations in Washington D.C, Tysons Corner Center. 

When asked about her aspirations, Maksimova said she “would love to create an immersive experience that is based on a film, especially if I work with an IP I have a personal connection with.” Daria draws parallel between immersive and films as both can create a sense of being transported into a different world. 

Daria Maksimova’s success is a testament to the power of creativity. Her unique approach to designing these experiences and ability to bring innovative visions to life have largely contributed to her success in the industry, as her designs continue to entertain a diverse set of audiences across North America.