Mirco Heller

Mirco Heller is a doctoral researcher and research associate at the Institute of Modern Japanese Studies at Heinrich Heine University Düsseldorf (HHU). His research interests include consumer and brand sociology, intimate and partner relationships, the sociology of work, and corporate management in Japan.

As part of his doctoral research, he examines themed experiential spaces. His research focuses on themed gastronomy, theme parks, “Content Tourism” (the tourism-oriented use of media content), and related forms of consumer culture. Japan can be regarded as a global pioneer in the design of themed spaces. These spaces extend far beyond the mere presentation of goods, creating immersive experiential environments in which consumption and entertainment converge. Particular emphasis is placed on the consumption of atmospheres and experiential products, which serve to showcase an eventful lifestyle while contributing to the construction of consumers’ identities. His research critically examines how experiences in themed consumption spaces are staged, perceived, and communicated through the use of social media. Particular attention is paid to patterns of social media use in these spaces, especially the use of the popular social media app BeReal in Japan. The project draws theoretically on approaches from the sociology and psychology of consumption as well as the sociology of space.

During his stay at the DIJ, Mirco Heller uses participant observation to examine various themed spaces with regard to their design and staging, as well as the experiences they generate. Particular attention is paid to service offerings, architecture, immersion, interaction, and practices of staging. In addition, he conducts qualitative, semi-structured interviews with BeReal users about their patterns of use and the relevance of the platform for self-presentation and identity formation. He also interviews actors involved in the themed spaces under study about their conceptualization and strategies of staging.