WHAT
WE
DO
AWA is an experience creation studio rooted in situational and spatial design.
We see gatherings as opportunities for human connection and design the conditions and environments that make those connections possible.
Working with a network of artists and creative talents, we develop narrative worlds integrated into the heart of gatherings.
From inaugurations and brand activations to commemorative, corporate, and public contexts, our work builds onto existing events to shape how they are experienced.
We bring themes to life so they move beyond décor and become lived, shared experiences.
Depending on the project and its context, an experience may remain minimal or unfold through
more elaborate staging. From playful to formal, some creations invite surprise and participation,
while others lean toward contemplation and reflection.
Guests may encounter discreet performances, engage with artistic installations, receive
unexpected messages, or discover clues embedded throughout the space. Light, sound,
atmosphere, scents, and sometimes food are used to set a tone, guide attention, and encourage
interaction.
Nothing is announced or imposed, subtly blurring the line between what is real and what is
staged. The experience takes shape through interactions between people and their environment.
APPROACH
How experiences take shape
We design experiences by working with what is already there: the place, the moment, the people,
and the reason for gathering.
Artistic, narrative, and technical elements are combined and adapted to each project’s context,
scale, and budget.
This can take many forms, from installations and light or sound environments to interactive
structures, digital tools, or narratives unfolding across a space or over time.
Nothing is announced or imposed.
The experience takes shape through how people engage with one another and with their
surroundings.
BACKGROUND
AWA grew out of hands-on practice before becoming a studio.
It began as a private festival, developed over five editions as a creative lab where collective experiences combining artistic creation, play, and narrative were built, tested, and refined.
Over time, a approach emerged: recognizing the value of designing situations within events, and paying attention to what happens between people, without forcing interaction or outcomes.
Today, AWA builds on this practice through a combination of creative, technical, and operational experience, carried by its founders in collaboration with artists and creative partners.
SCOPE
A snapshot of our scope, from playful to formal, as our body of work continues to grow.
Private Festival
Ongoing experimental gathering developed over five editions.
An internal laboratory for testing narrative environments, games, and collective dynamics through
practice.
Commemorative Gathering
Conceived and produced by the founder prior to AWA, within the Musée d’art de Joliette.
A funeral reimagined as an exhibition, integrating personal objects, music, and shared rituals.
FOUNDERS
AWA was founded by Sara Shukur and Marlène Grégoire.
Sara leads concept development and creative direction, initiating projects and shaping narratives
before assembling the right artists and collaborators. She also oversees client relationships and
project direction, staying closely involved throughout production.
Marlène brings deep expertise in large-scale light installations, technical systems, and complex
production environments. She ensures feasibility, structure, and precision, translating ideas into
clear technical and operational frameworks.
Together, they develop projects through constant dialogue, balancing ambition with budget,
timelines, and resources.
Depending on the project and its context, an experience may remain minimal or unfold through more elaborate staging. From playful to formal, some creations invite surprise and participation, while others lean toward contemplation and reflection.
Guests may encounter discreet performances, engage with artistic installations, receive unexpected messages, or discover clues embedded throughout the space. Light, sound, atmosphere, scents, and sometimes food are used to set a tone, guide attention, and encourage interaction.
Nothing is announced or imposed, subtly blurring the line between what is real and what is staged. The experience takes shape through interactions between people and their environment.
COLLABORATE
What if connection was part of the design?
Let’s create something together.
Write to us, or call like it’s 1999.