Envision yourself transported into a beloved fictional realm or playing a role in the tale of a cherished childhood plaything. Daria Maksimova, a top-tier designer in the world of multimillion-dollar immersive and interactive branded experiences, brings such dreams to life. Her critically-acclaimed creations inspire enchantment and a welcome sense of escapism in those who explore them.  

Daria’s passion for this niche area of design began almost ten years ago. She has designed shows that are collaborations with top-selling brands such as Mattel, Dr. Seuss, and Hasbro. All of the experiences that she designed are large-scale (10,000+ sq. foot) and created to be visited by hundreds of thousands. Some of her custom experiences have been featured in prestigious venues such as Santa Monica Place near the Third Street Promenade, Fundidora Park in Monterey, Mexico, L.A. Live Arena, Queen Mary in Los Angeles, Tysons Corner Center in Washington DC, and more.

One of Daria’s most significant projects to date was being the lead designer of the Dr. Seuss Experience, an interactive exhibition that’s based on the work of the best-selling author Dr. Seuss. The 2019 Toronto show quickly became a commercial success, making Time Out magazine's 50 Coolest Places in the World list. Since its debut, the show has traveled all across the US and is now launching in Washington DC’s Tysons Corner.

How does Daria design these dreamlike experiences from scratch? She really understands the importance of research on the subject matter in order to create quality work but also emphasizes that it’s crucial to bring a new vision to the table. The challenge is to use the subject as inspiration while still creating something innovative. For example, the central feature of Dr. Seuss’ Experience, the balloon maze, is based on the book Oh, The Places You’ll Go. The maze is a metaphor for life's journey in which you sometimes encounter dead-ends or take the same path again, but the process of going through it is fun in itself.

World of Barbie is one of Daria’s most recent projects that is based on the beloved Barbie doll and produced by Kilburn Live in partnership with Mattel. The show launched in July 2022 in Toronto, and now it’s opening for the first time in the US in Santa Monica, California. It arrives just in time for the Barbie film premiere, and the show is already selling out.

The show is both educational and immersive, and features different inspirational environments such as the Barbie Dreamhouse, Vintage Cinema, Barbie Museum and the Space Centre that represents the world of travel and exploration. 

When asked about the challenges in her career, Daria admits: “These shows are so large and they consist of thousands of little pieces. The challenge is to juggle between focusing attention on tiny details - because they really matter in order to add depth - and the bigger picture, so those pieces feel like they belong to the same world. It got easier over the years with constant practice.”

When you visit a space that Daria has designed, you are instantly transported to another world. Her work is not only visually stunning but also innovative. As she continues to work with some of the most iconic brands in the world, Daria dreams to “create an immersive experience that could live in an art gallery or a museum” as the designer admits that she “feels like home in a museum environment.” With this passion and energy, we can expect to see her creating experiences that stand the test of time and that people revisit over and over again for years to come.