It would be easy to think that a more permanent installation isn't an event. I feel that any carefully curated environment that tells a story could be considered an event. You still have to go to it visit it, even if it's just part of something else, and the purpose is usually to give some kind of experience whilst telling a story.
My time working on the JLR contract with Imagination saw my involvement on several such projects from full on Land Rover experience centres to vehicle hand over centres.
The brief asked for a reception display, but I felt the opportunity was much bigger.
There were several stories to tell - the technology behind the Ingenium engine, the sustainability of the factory and, importantly, the people and families who worked there. My concept brought those stories together, taking the experience beyond reception and integrating it into the building and wider visitor journey.
Working with fellow MISSION agency Krow, the challenge was to create customer experiences
for three very different automotive brands, Fiat, Abarth and Jeep within the O2.
Understanding the different brand emotions and customer profiles was key to developing each concept. The experiences combined digital interaction with carefully chosen physical elements, from a Jeep climbing wall to an outdoor driving experience, giving each brand its own distinct personality.
The idea for Saïd Business School’s reception was ‘Impact From Within’ - what you learn
inside the school gives you the ability to make an impact in the outside world.
The visual language came from the diaeresis, the two dots above the ï in Saïd. Standing beneath the arch activated the school’s story, audible only from that position, as were the anamorphic graphics across the walls and floor which aligned to reveal the two dots of the diaeresis.
