Designing spatial experiences workshop Facilitated by Abhimanyu Kulkarni Creative Director Philips Design, India and Rahul Pradhan Senior Art Director Philips Design, India

1. Designing
spatial
experiences
Abhimanyu Kulkarni
Philips Design
2nd September, 2014

2. Spatial
design
Communication
design
UX design
Product
design
Strategic
design

3. About us

4. About us
Abhi
Designer & screenwriter
Rahul
Spatial & lighting designer
Jyotika
Communication designer

5. What do
stories
have to do with spaces

7. monomyth
a basic pattern found in many narratives from around the world

8. Follow your bliss
Sat-chit-anand
a helpful guide for the journey each of us walks through life

9. The hero’s
journey
THE
ORDINARY
WORLD
CHALLENGES
A CALL TO
ADVENTURE
TRANSFORMATION
BEGINS
TEMPTATIONS
REVELATION
(ABYSS)
TRANSFORMATION
COMPLETES
THE HERO
RETURNS
Mentor
Helper

10. THE ORDINARY WORLD: Luke Skywalker years for a more exciting life

11. CALL TO ADVENTURE: Luke discovers the message hidden within his droid

12. TRANSFORMATION BEGINS: Going to Mos Eisley

13. Helpers & Mentors

14. CHALLENGES…

15. …& TEMPTATIONS

16. REVELATION: Attacked by the monster in the garbage compactor

17. TRANSFORMATION COMPLETE: death star destroyed

18. TRANSFORMATION: death star destroyed

19. The hero’s journey:
Star Wars
THE
ORDINARY
WORLD
CHALLENGES
A CALL TO
ADVENTURE
TRANSFORMATION
BEGINS
TEMPTATIONS
REVELATION
(ABYSS)
TRANSFORMATION
COMPLETES
THE HERO
RETURNS

27. 27
September
16,
2014
Philips
Design

30. The hero’s journey:
Airport
THE
ORDINARY
WORLD
CHALLENGES
A CALL TO
ADVENTURE
TRANSFORMATION
BEGINS
TEMPTATIONS
REVELATION
TRANSFORMATION
COMPLETES
THE HERO
RETURNS

31. Writer
• The writer uses cinema elements (camera, lighting,,
sound, costume, time, dialogue, editing etc.) to
breath life into the theme
Designer
• The designer uses spatial elements (architecture,
lighting, colors, layout, signage etc.) to breath life
into the theme

32. The theme is brought to life
through various cinematic
elements
Color
Speed
Symbols

33. Similarly spaces are brought
to life by…
Color
Light
Layout

34. Writer
• Writers uses cinema elements (camera, lighting,
location, sound, costume, time, dialogue, editing
etc.) to breath life into theme
• Theme brings unity of emotion and meaning
Designer
• Designers uses spatial elements (architecture,
lighting, finishes, colors, layout, signage etc.) to
breath life into the theme
• Theme brings unity, emotion and meaning

35. theme
unites emotion and meaning
to create an experience
Start wars is the story Luke Skywalker’s maturation and self-realisation

36. (experience creates memory)

37. Writer
• The writer uses cinema elements (camera, lighting,
location, sound, costume, dialogue, editing etc.) to
breath life into the theme
• Theme brings unity, emotion and meaning
• Personal vision; found through insight into the story
material
Designer
• Designers uses spatial elements (architecture,
lighting, finishes, colors, layout, signage etc.) to
breath life into the theme
• Theme brings unity, emotion and meaning
• Personal vision; found through insight into the
story material

38. Who is the space meant for…
Travelers
Office workers
Patients
Children
Home makers

39. Who are they?

40. Who are they?
Personas

41. And what they do (over space and time)

42. And what they do (over space and time)
Experience
flow

43. Personas & experience flow
+
observations,
quotes &
notes
activities
words
patterns
dreams
frustrations
observations
ideas
statistics
trends

44. Play
with the elements to piece together the
experience

45. Clustering
to identify key needs
EXAMPLE:
airport gate
Stressful
Bored
Entertain myself
Long wait
Keep checking departure
AnticipationFind where to go
Finish work
Check email
Confusing
Everything looks the same
Wasting time
Take a nap
Keep getting up
Stay near gate
Relaxing,
cheerful
ambience
Zoning as per
passenger needs
Keep visual connect
with airline (staff)
Orient and help
navigate

46. Hierarchy of needs
Keep getting up
Stay near gate
Keep checking departure
Keep visual
connect with
airline (staff)
Wasting time
Finish work
Entertain myself
Take a nap
Find where to go
Confusing
Everything looks the same
Orient and
help navigate
Stressful
Bored
Anticipation
Relaxing,
cheerful
ambience
Long wait
Check email
Zoning as per
passenger
needs
INSPIRATIONAL NEEDS
(Wow!)
ASPIRATIONAL NEEDS
(Identity)
FUNCTIONAL NEEDS
(Security)

47. EMOTIONAL
NEEDS
Hierarchy of needs
ASPIRATIONAL
NEEDS
(Identity)
INSPIRATIONAL
NEEDS
(Wow!)
+
=
Building on emotional needs helps to build
an experience theme

48. Experience theme for an Airport
48
Passage through India
September
16,
2014
Philips
Design

49. 49
Examples of themes
brought to life
using spatial elements
September
16,
2014
Philips
Design

52. Today

53. Design a changing room
for a clothing store
Dressing room is the most important space
in a store, more than even the selling floor
of the store
Paco Underhill

54. Make groups

55. Choose one of the following and
make a 4x4 persona
58
1. Young man getting married in a hurry and choosing a suit from a readymade clothes store
2. Young marketing executive woman wants to impress her management team
3. A student shopping for his first date
4. Two women shopping for Christmas party wear
5. Young woman shops for lingerie for her honeymoon
September
16,
2014
Philips
Design

56. Name & photo
Behaviors
Description
Needs
Choose one of the following and
make a 4x4 persona

57. Map out their hero’s journey
Make observations, cluster them
and evolve a theme
Design a changing room based
on your experience theme

58. Now

59. Plan your activities
61
Break
10 mins
Persona
20 mins
Experience flow
30 mins
Theme identification
10 mins
Design & prototype concept
45 mins
Presentation
7 mins/group
September
16,
2014
Philips
Design