Tristan Hupe-Guimarães is an award-winning Dutch experience designer and entrepreneur, currently traveling the world with Tellart, a pioneering studio shaping the future of immersive storytelling and public engagement. Tellart works globally with governments, museums, brands, and cultural institutions to create narrative-rich, emotionally resonant environments blending art, design, and emerging technologies.

As lead experience design partner for the Netherlands and Philippines Pavilions at Expo 2025 Osaka, Tellart is crafting next-generation destinations that merge sustainable architecture, interactivity, and powerful national narratives.

Tristan is also the Artistic Co-Founder of Hotel Wonderland, the Netherlands’ first large-scale immersive theatre experience, and Sherlocked, creator of acclaimed escape rooms. He has produced dozens of large-scale interactive projects and installations for clients including Google, Adyen, Rijksmuseum, and The Next Web, transforming spaces into living, emotionally engaging experiences.

Adrian is a seasoned architect with deep expertise in designing next generations stadiums, arenas and immersive mixed-use environments across EMEA and the US. Notably, he played a key role as a designer for the world renowned, immersive COSM Venues in LA and Dallas. He believes the future of venue design lies in crafting multi-layered, user-focused experiences — where storytelling, societal trends and spatial innovation converge to deliver the ultimate spectacle.

Driven by a passion for technology-led innovation, Adrian draws on his expertise in digital integration and extended reality systems to reimagine how spaces are conceived, communicated and experienced by fans, players, entertainers and operators. At HKS, he is focusing on forming core R&D strategies, aiming to seamlessly merge the physical and digital realms and pushing the boundaries of how the venues of tomorrow are created for the fans of the future.