Swire Properties Design & Branding PACIFIC PLACE by Imagination


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Industry Business equipment & services
Media Design & Branding
Market United Kingdom
Agency Imagination
Creative Director Jiri Bures
Art Director James Sparks, Nick Payne Cook
Designer George Schon
Released May 2011

Credits & Description

Category: Offline Digital Design
Creative Director: Jiri Bures (Imagination)
Head Of Production: Anna Chapman (Imagination)
Technical Director: Kel Phillipson (Imagination)
Digital Producer: Ali Proctor (Imagination)
Senior Strategist: Tom Gray (Imagination)
Tech Lead: Dan Diggins (Imagination)
Art Director: James Sparks (Imagination)
Art Director: Nick Payne-Cook (Imagination)
Designer: George Schon (Imagination)
3D Developer: Benedict Sheehan (Imagination)
Media placement: Interactive Wayfinding Kiosk - Shopping Mall - 26 May 2011

Describe the brief from the client
Swire Properties wanted an interactive digital directory system to assist visitors at the exclusive Pacific Place shopping mall in Hong Kong. It had to complement architect Thomas Heatherwick’s new vision for the mall and echo the level of customer service offered by a high-end shopping destination.

Describe the challenges and key objectives
Create an easy-to-use way-finding installation that complemented the luxury retail experience. Take cues from the branding and architectural design to integrate seamlessly into the physical environment. Dynamically draw routes through a 3D model of the mall, providing shoppers with easy-to-remember visual cues and text instructions each time.

Provide tenants with a showcase for their details. Ensure the interface did not bias shoppers towards one retailer over another. Provide up-to-the-minute information on available amenities (which could taken out of use via CMS to mimic real-world availability), latest cinema listings and adverse weather (real-time typhoon warnings - legally required in HK).

Describe how you arrived at the final design
Interface, movement, responsiveness and tone were digital expressions of Thomas Heatherwick’s interior design. We developed new iconography based on simple flowing lines as a language-free short-hand for amenities and store categories.

Our interactive 3D maps offered smart way-finding in 3 languages, using live data from a central CMS to provide store listings, special offers, movie times and weather updates.

We recognised that map systems fail when users can’t match the visuals to the physical environment. Our interactive kiosks dynamically orientated themselves based on their location, so that users were already pointing in the right direction.

Give some indication of how successful the outcome was in the market
The Pacific Place kiosks have recorded over 30,000 visitor engagements per month since opening, and are in use for over 1,100 hours per month.

Swire Properties are now looking to implement the system in other retail properties, and are exploring a mobile application for way-finding on the move.