Spatial design: Storytelling through the spaces Presented by Rahul Pradhan Senior Art Director Philips Design, India

1. 1
Spa&al
design
Storytelling
through
the
spaces
Rahul
Pradhan
Philips
Design
3
October
2014

2. 2
Tell
me
where
is
fancy
bred?
Or
in
the
heart
or
in
the
head

3. 3

4. 4
1

5. 5
Case
Study
1

6. 6

7. 7

8. Design
anchors
8
Brand
Personas
Experience
Flows
Shopper
Profiles

9. Design
anchors
9
Brand
Personas
Shopper
Profiles
Experience
Flows

10. 10
Approachable
Personalized

11. 11
Entry
In-­‐store
Interac=on
Delivery
&
Customer
Service
Entrance
Lobby
Concierge
Personalized
interac&ons
Product
presenta&ons
Touchdown
rooms
Interac&on
seOngs
Enduring
rela&onship
Personal
touch
Celebra&ng
‘MOMENT’
My
‘clubhouse’

12. 12
Entry
In-­‐store
Interac=on
Delivery
&
Customer
Service

13. 13
Hero
Car
Hero
Car
Hospitality
Area
Delivery
Visual
Skin
Bay
Visual
Skin

14. 14

15. 15
Showcasing
the
‘heros’

16. 16

17. 17
700
SqR.
of
visual
skin

18. 18

19. 19
Celebra&ng
the
‘moment’

20. 20

21. 21

22. 22
Clubhouse

23. 23

24. 24

25. 25
Case
Study
2

26. 26

27. 27

28. Experience
Flow
|
Mapping
the
customer
journey
28

29. 29
Seduc&on
with
light
Plan
the
path
Come,
let’s
play

30. 30
Seduc&on
with
light
Plan
the
path
Playground
of
light
Visual
spectacle
Emo=onal
to
Ra=onal
Intui=ve
interac=on

31. 31
Seduc&on
with
light

32. Dynamic
Interplay
32
|
Colors,
intensity
and
shadows

33. Dynamic
Interplay
33
|
Colors,
intensity
and
shadows

34. Dynamic
Interplay
34
|
Colors,
intensity
and
shadows

35. 35
Plan
the
path

36. 36
Winning
with
scale
|
Case
studies
and
product
presenta&ons

37. 37
Interac=ve
demos
|
Explain
complex
concepts

38. 38
Interac=ve
demos
|
Demonstrate
the
‘state
of
the
art’
technology

39. 39
Interac=on
spaces|
Collabora&ve
working

40. 40
Come!
Let’s
play

41. Intui=ve
interac=on
41
|
Special
app
to
explore
effects,
features
&
informa&on

42. 42

43. 43
Case
Study
3

44. 44

45. 45

46. 46
Fun,
Play
Care,
healing
Disney
FHC
Pediatric
floors
Realism
&
Abstrac&on
Cartoon
&
Fantasy
Public
space
Transi=on
transi&on
Disney
Lobby
Pediatric
Floor
Transi=on
Clinical
space

47. 47

48. 48
Underwater
Jungle
Savanna

49. 49
Underwater
Jungle
Savanna

50. 50

51. 51

52. 52
2

53. 53

54. 54

55. 55

56. 56
3

57. 57

58. 58
“Whenever
there
is
a
conflict
between
modern
technology
and
the
desires
of
our
primi:ve
ancestors,
these
primi:ve
desires
win
each
:me”
Caveman’s
law,
Michio
Kaku

59. 59
Storytelling
2.0

60. 60

61. 61
"Hippocampus"
by
Images
are
generated
by
Life
Science
Databases
(LSDB).

62. 62
Cleveland
Museum
of
Arts
|
Nonlinear
story
telling

63. 63

64. 64

65. 65
Hyper
real

66. 66
New
immersive
experiences|
VR
Headsets

67. 67
Fiat
LIVESTORE
|
Products
at
your
doorsteps

68. 68

69. 69
465,000
Unique
users/month

70. 70
67%
Video
chats
scheduled
the
test
drives

71. 71
7.5
Minutes
Average
&me
spent
on
the
video
chat

72. 72
Daquri
Smart
hard
hat
|
Pushing
the
boundaries

73. 73

74. 74
Sensors

75. 75
Electronic
polymer
skin
patch|
Sensing
&
dispensing

76. 76
Smart
diapers
|
+
Monitoring
hydra&on
and
infec&ons

77. 77

78. 78
Happiness
blanket|
Headband
+
Bluetooth
+
Blanket
with
fiber
op&c

79. 79

80. 80
We
are
the
music
makers,
And
we
are
the
dreamers
of
dreams

81. 81

82. References
• Caveman’s
82
law
:
hop://www.digitaltonto.com/2011/4-­‐digital-­‐laws/
• Storytelling
2.0
:
hop://localprojects.net/project/gallery-­‐one/#1
• LiveStore
:
hop://livestore.fiat.com.br/
• Daquri
Helmets
:
hop://gizmodo.com/the-­‐daqri-­‐smart-­‐helmet-­‐wants-­‐to-­‐put-­‐augmented-­‐reality-­‐t-­‐1631615644
• Goosebumps:
hop://scita&on.aip.org/content/aip/journal/apl/104/25/10.1063/1.4881888
• Smart
diapers
:
hop://www.pixiescien&fic.com/
• Digital
skin
patch
:
hop://www.core77.com/blog/medical/wearable_technology_smart_band-­‐aids_can_do_a_lot_more_than_cover_up_cuts_26751.asp
• Happiness
blanket
:
hop://www.bri&shairways.com/en-­‐gb/offers/partners/happiness-­‐blanket

83. 83

84. 84

85. 85
…
Now,
through
careful
manipula-on
and
good
storytelling,
you
can
get
everybody
to
clap
at
the
same
:me,
to
hopefully
laugh
at
the
same
:me,
and
to
be
afraid
at
the
same
:me.
-­‐
Steven
Spielberg

86. …
Now,
through
86
careful
manipula-on
and
good
storytelling,
you
can
get
everybody
to
clap
at
the
same
:me,
to
hopefully
laugh
at
the
same
:me,
and
to
be
afraid
at
the
same
:me.
-­‐
Steven
Spielberg

87. 87

88. Key
insights
88

89. 89

90. Dyn90a
mic
Interplay
|
Colors,
intensity
and
shadows

91. 91
“Whenever
there
is
a
conflict
between
modern
technology
and
the
desires
or
our
primi:ve
ancestors,
these
primi:ve
desires
win
each
:me”
Caveman’s
law,
Michio
Kaku

92. 92
Electronic
polymer
skin
ta[oo|
Sensing
&
dispensing

93. 93
Customized
Experiences
Hyper
real
Experiences
Sensory
Experiences
Post
Digital
Experiences