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The Wizards of OZ
CEO and media expert

Johanna Koljonen (founding partner, PDA) is a writer, broadcaster and participation designer consulting on experience design with museums, the public sector and media companies. She is an authority on designing for safety and trust in participation, and lectures on analog experience design, Nordic Larp and changes in the media landscape.

She co-founded the Alibis for Interaction Master Class and the Nordic Larp Talks, both of which she hosts, and is the editor of the Nostradamus Project, which charts and predicts the close future of the screen industries. In 2011, she received the Swedish Grand Journalism Award in the Innovator of the Year category.


Founder and Creative Lead

Bjarke Pedersen is the creative director of P|D|A. His primary work is designing participatory events and experiences with a focus on strong stories. In the last twenty years he has worked on projects ranging from transmedia storytelling for television to real-world participatory games with more than 10.000 people playing at the same time. 


He is a world-leading expert in the design of bespoke larps for grownups. These immersive experiences include Inside Hamlet at the castle Elsinore in Denmark, and End of the Line, the first official collaborative style larp product from White Wolf, produced in Helsinki, New Orleans and Berlin.


Bjarke teaches and lectures on participatory design and culture at universities, conferences and art festivals across Europe and USA. He is a co-founder of the Alibis for Interaction masterclass.

Phone: +45 2860 0521

Troels Barkholt-Spangsbo
Producer and project manager.
Juhana Pettersson
Game designer and writer.
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