Roskilde University · Denmark · 2019
Annalina Kristina Pfeil’s history master’s thesis examines living-history interpretation at Kronborg, including Hamlet Live alongside Royal Banquet.
Read the thesis ↗Press & Research
Creative practice.
Documented foundations.
Original publications and project credits that support the work presented on this website.
International academic relevance
A live experience.
A subject of international research.
Hamlet Live connects immersive storytelling, visitor participation and heritage interpretation. Its academic relevance extends beyond the original case study: the production has been examined in research, and the article presenting the 7 I’s framework has been cited and discussed in later international publications.
The original paper was co-authored by Niels Frederik Lund, Peter Holst-Beck, B. Joseph Pine II and Anna Leask. Published online in 2021 and in Journal of Heritage Tourism in 2022, it connects creative practice with research on the visitor experience.
Read the original 7 I’s paper ↗Research on Hamlet Live
These studies examine the experience itself. The analyses from 2019 predate the article about the 7 I’s.
University of Western Australia · Australia · 2019
Kathryn Prince’s peer-reviewed chapter, Misremembering Hamlet at Elsinore, analyses Hamlet Live through memory, emotion, place and historical reenactment.
Read the chapter abstract ↗Aalborg University research portal · 2023/2024
Cian Flanagan and Giang T. Phi use Hamlet Live to study employees’ learning and adaptation during Covid-19 in Employee learning in tourism experiences.
Read the study abstract ↗How later research uses the article
The following publications reference the 7 I’s paper. Their use ranges from analysis in a literature review to a supporting citation; these are distinct forms of research engagement.
Tourism storytelling · Portugal · 2024/2025
Researchers affiliated with the University of Aveiro include the paper in Is a Good Story Enough?, a systematic review of 66 articles, and discuss it in relation to destination storytelling.
Read the literature review ↗Immersive museums · Croatia · 2023
Researchers at the University of Osijek reference the Hamlet Live study in Gamification and Immersive Experiences in Museums as Audience Development Strategy.
Read the article ↗Cultural tourism · Schokland · 2023
Mijnheer and Gamble cite the paper when discussing visitors’ expectations of authentic experiences. Their article is available in the University of Liverpool repository.
Read the publication record ↗Why this matters for cultural experience design
Taken together, these publications offer different perspectives on the meeting of place, performance and participation. They give museum and heritage teams research to draw on when discussing visitor engagement, authenticity and the work of performers. Peter contributes to this conversation both through the making of Hamlet Live and as a co-author of the original study.
Beyond academic publication, WXO’s Campfire 38 brought all four co-authors together to explain the seven elements using Hamlet Live examples for experience-design professionals.
Explore WXO’s professional discussion ↗- Hamlet Live: the 7 I’s Experiential Strategy Framework for heritage visitor attractions ↗Based on research by Niels Frederik Lund, Peter Holst-Beck, B. Joseph Pine II and Anna Leask. Published online in 2021; Journal of Heritage Tourism, 17(2), 2022. DOI: 10.1080/1743873X.2021.1951277.
- Korsbæk på Bakken — official opening press release ↗30 April 2015. Credits Peter Holst-Beck as co-director and entertainment.
- Sceneliv, #05, 2016 ↗Danish Actors’ Association. Coverage of live theatre and visitor interaction, including Hamlet Live and Korsbæk.
- WXO: Experience Design And The Seven “I”s ↗Industry discussion of the framework with examples from Hamlet Live.
- WXO: It’s Playtime For Retailers ↗Article by Peter Holst-Beck on storytelling, prototyping and retail experiences.
- WXO Founding Circle ↗WXO’s own profile of Peter: actor, director, producer, immersive experience designer and former Bakken entertainment chief.
- Kend din by — municipal project overview ↗Records the 2024 pilot and collaboration with TIK / International House.
- Kend din by — project proposal, 2 April 2025 ↗Includes a pilot report and a proposal for further development.
- Theatre, television & voice credits ↗Dansk film database — Peter Holst-Beck.
- WXO: Immersive Theatre Should Be Everywhere And Anywhere ↗Expert article by Peter Holst-Beck. WXO identifies Peter as the author.
Project credits are stated individually. Research co-authorship does not imply sole ownership of a framework. Enquiries about interviews, speaker biographies and image permissions can be directed to Peter.
From research to visitor experience