Reuleaux is an experiential consultancy
based in Los Angeles.
Reuleaux is founded by Laura Hess, an award-winning strategist and ROX specialist. The consultancy helps brands, agencies, entertainment studios, and cultural institutions translate their vision into impactful, memorable moments for guests and audiences.
Laura translates audience insights into measurable strategies that drive engagement, affinity, and business outcomes. Utilizing her interdisciplinary background, her work includes experiential marketing, themed entertainment, participatory theatre, film, VR, and installation art across physical, digital, and hybrid environments.
Laura is also the creator of the REMARKABLE™ framework, a diagnostic tool and standardized evaluation methodology that offers deeper, specific insight into event sentiment and emotional resonance. It quantifies ROX (Return on Experience), alongside traditional evaluation metrics and emergent biometric data.
A recognized industry thought leader, Laura was recently named a "Power 10" in Blooloop's 2025 Immersive Influencer List. She's a founding member of the World Experience Organization and the former arts editor of No Proscenium.
What Is ROX?
ROX is Return on Experience, which is distinct from ROI (Return on Investment).
Experiences are anchored in feelings. The primary goal of these events, productions, and activations is to make people feel something and this emotional impact is what drives behavior.
That’s why ROX is different from ROI. It’s not a direct financial return on an investment. ROX uses emotional currency to generate an action-based return.
Why ROX?
Traditional evaluation criteria and KPIs (key performance indicators) don’t capture the full picture of an experience, the emotional resonance it can have.
The experiential industry lacks a sentiment benchmark which results in decisions based on repetition, intuition, and/or incomplete data. Opportunities for (deeper) connection are missed.
Feelings are abstract, complex, and nuanced; they are inherently difficult to quantify. They are also what matters most. What people care about and what they remember is how something made them feel.
ROX isn’t just more data; it’s better, more complete data. Data that shows sentiment and impact. Understanding ROX informs everything from event goals and design, to marketing and financing.
Why Reuleaux?
Many teams and organizations run into two problems:
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They aren’t clear on what they’re trying to achieve. What is the purpose of the experience? What is its intentionality?
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They don’t know how to accurately evaluate if an experience delivered on its specific goals. Traditional metrics and KPIs are the default even though they capture incomplete data.
Through a distillation process based on industry expertise and hundreds of hours of field research, Laura helps teams clarify the intention of an experience (its goals and how its design will facilitate those goals), and identify which outcomes will be measured to ascertain the experience’s impact and efficacy.
Services & Expertise:
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REMARKABLE Workshops & ROX Presentations
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Experience Strategy & Creative Direction
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Experience Audits & Evaluation Reports
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Concept Design & Visualization
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Cultural Research & Competitive Analysis
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Curation & Programming
REMARKABLE
™
Experience Framework
REMARKABLE is both a diagnostic and evaluative tool.
It can identify the specific nature of an experience and assess its performance. The framework captures emotional resonance; it fills in gaps from traditional metrics and offers deeper insight into why and how an experience was successful.
Now, with an industry index of 700+ productions, it has become an essential asset for all stages: ideation, development, testing, and post-mortem evaluation. REMARKABLE supports the entire ecosystem of creatives, audiences, and the business bottom line.
Experience Design
Past projects include experiential marketing, brand activations, participatory theatre, installation art, film, VR, and themed entertainment. Reach out with questions about your project's design, how to achieve your goals, and how to maximize your ROX.
Talks & Workshops
Presentations include an ROX overview alongside an introduction to REMARKABLE's usage and its value. Workshops expand participants emotional fluency and deepen their understanding of the framework's correct application. This process maximizes impact, memorability, and business outcomes across all phases of design, development, and evaluation.
Writing
A dedicated hub for experiential work. Posts on Substack span six years of coverage. These include capsule and long-form reviews, news about upcoming productions, weird & wonderful experiences, plus deeper dives into design trends, opportunities, and industry standouts.
Podcasts
Regular and guest appearances. Conversations about experience design, specific productions, industry trends, innovative approaches, and the REMARKABLE framework.
Experiential design has the power to move and change people
A Reuleaux triangle is the convergence of a three-set Venn diagram.
Here, the three circles represent three worlds:
Creators · Audiences · Experiences
When they form a union of interplay, it’s magical. We feel its magic; we’re transported and captivated. We want to live in that space, to share it and return to it again and again.
The dynamic harmony of a Reuleaux triangle embodies the potential promise of experiential productions.
Not all experiences achieve this ideal.
Sometimes creators design a stunning experience, but don’t fully know who it is for.
Sometimes the design has robust and clear intentionality, but doesn't reach its audience.
Sometimes the intended audience gathers, but the experience falls flat.
Reuleaux was founded to cultivate exceptional experiences, to inspire and deliver that Reuleaux-triangle-magic.
Meet me in the center...
© Copyright Reuleaux 2026