DIXIV STORE OF THE FUTURE by The Jupiter Drawing Room South Africa for Interactive Africa

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DIXIV STORE OF THE FUTURE

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Industry Shows, Events & Festivals
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Art Director Nicole Manovjolic
Copywriter Annabel Slingsby, Marcelle Du Plessis
Designer Mary Murray, Alex Hayn
Released February 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: INTERACTIVE AFRICA
Product/Service: DESIGN INDABA XIV
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Feb 24 2011
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa, Cape Town)
Creative Director-Design: Joanne Thomas (The Jupiter Drawing Room South Africa, Cape Town)
Copywriter: Annabel Slingsby (The Jupiter Drawing Room South Africa, Cape Town)
Designer: Alex Hayn (The Jupiter Drawing Room South Africa, Cape Town, Cape Town)
Art Director: Nicole Manovjolic (The Jupiter Drawing Room South Africa, Cape Town)
Copywriter: Marcelle du Plessis (The Jupiter Drawing Room South Africa, Cape Town)
Designer: Mary Murray (The Jupiter Drawing Room South Africa, Cape Town)
Account Manager: Masha Roginsky (The Jupiter Drawing Room South Africa, Cape Town)
Production Manager: Debbie Sher (The Jupiter Drawing Room South Africa, Cape Town)
Product Developers: Wicked Pixels Team (Wicked Pixels)
Augmented Reality Developers: Pixel Project Team (Pixel Project)
Media placement: Expo Stand - Design Indaba Expo - 24 February 2011

Describe the brief from the client
To create a stand for the Design Indaba brand at the annual Design Indaba Expo. To illustrate the brand’s core belief that through creativity comes upliftment. And as part of a national through-the-line campaign, to create a final piece of communication for Design Indaba.

Describe the challenges and key objectives
Imagine a future where creative thinking has created products that shape our world positively, rather than destroying it. Imagine these products are accessible to everyone, not just the elite few. We wanted to make these products and their benefits seem real. The concept we developed, to bring the future to the present, provided the biggest challenge. Having created a fictitious company selling fictitious products offering creative solutions to problems, we needed a way to showcase our non-existent ‘products’ to a broad spectrum of visitors to the annual Design Indaba Expo. Visitors included the international design elite and the average consumer.

Describe how you arrived at the final design
We asked ourselves what an Expo stand of the future would look like, and how consumers would experience and interact with it. We wanted to create easy access from all points. Shoulder to shoulder with 260 traditional stands selling physical creative and design items, we created our 'store of the future'. Using simple, uncluttered, clean design, we brought the future into the present with the help of augmented reality, captivating children and adults by providing them with the opportunity to engage with the products and see their benefits.

Give some indication of how successful the outcome was in the market
It was the most talked about campaign Design Indaba has ever run. Expo visitors tweeted and blogged enthusiastically to such a degree, that Expo attendance tripled on day two. Amidst the frenetic bright colour, noise and product crowding of traditional Expo stands, our restrained, uncluttered, interactive stand stood out. Visibly accessible from every angle to 38000 people, crowds of onlookers surrounded the stand at any given time. Ultimately, we successfully achieved a 12% Expo visitor increase on last year’s attendance figures.