Santander Design & Branding SANTANDER GROUP VISITORS CENTRE by Ydreams

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Industry Banking & Financial Services
Media Design & Branding
Market Portugal
Agency Ydreams
Creative Director Luis Carvalho
Released February 2010

Credits & Description

Category: Other Digital Executions for Advertising and/or Promotion of Brands or Products
Product/Service: SANTANDER GROUP
Date of First Appearance: Feb 8 2010 12:00AM
Entrant Company: YDREAMS, Caparica, PORTUGAL
Creative Director: Luis Carvalho (YDreams)
Lead Designer: Leonel Duarte (YDreams)
Project Manager: João Serpa (YDreams)
Account Manager: Carolina Luz (YDreams)
Industrial Designer: Luis Vargas (YDreams)
Mechanical Engineer: Rui Simões (YDreams)
Software Engineer: Ivan Valadares (YDreams)
Software Engineer: João Frazão (YDreams)
Software Engineer: Nuno Cruces (YDreams)
Software Engineer: Mário Franco (YDreams)
Software Engineer: Sérgio Estevão (YDteams)
Software Engineer: Vera Rivotti (YDreams)
Software Development Manager: Nuno Capeta (YDreams)
Graphic Designer: Vitalino Silva (YDreams)
3D Animator: Luís Miguel Duarte (YDreams)
Sound Design: André Nascimento (YDreams)
Sound Design: Ivan Franco (YDreams)
Quality Control: Fernando Gomes (YDreams)
Infrastructures Technician: Rui Coelho (YDreams)
Mobile Robotics Engineer: Paulo Alvito (ID Mind)
Media placement: Autonomous Robot Guides - Visitors Center (Cuidad Grupo Santander) - February 8, 2010
Media placement: LED-Paneled Columns - Visitors Center (Cuidad Grupo Santander) - February 8, 2010
Media placement: Large-Scale Interactive Model Of The Financial City - Visitors Center (Cuidad Grupo Santander) - February 8, 2010
Media placement: Large-Scale Intercative Wall - Visitors Center (Cuidad Grupo Santander) - February 8, 2010
Describe the challenges and key objectives
Attracting and captivating the visitor’s interest the moment they step into the centre, and provoking an immediate association and connection with the client’s key brand values of innovation and creativity was crucial, especially in a space conceived and designed for transiting through, instead of one built for in-depth content exploration. Therefore, the digital installations could in no way intrude upon the architecture and spatial design, and had to be appealing and compelling from the point of view of interface and equipment design.
Describe the brief from the client
The giant glass cube that is the antechamber to Santander’s Visitors Centre is the first impression people have of the bank as well as the financial city complex. The brief was to create an impactful and engaging space that would differentiate and set it apart from other similar institutions. The centre should abound with frontline technology that translates Santander Group’s interests and intentions, and conveys a corporate culture that is concerned with traditional values but also very much in touch with the 21st century and the latest innovative trends in technology, design and functionality.
Describe how you arrived at the final design
For the nucleus of the Visitors Centre we created a family of robots inspired on the client’s iconography and design that expressed Santander Group's innovation and modernity. The final aesthetics resulted from the need to integrate design aspects such as motion, sound, lighting and behavior. Another priority entailed designing digital signage based on organic elements to accentuate the center’s spatial harmony. We integrated an interactive wall and large-scale model in the center’s interpretive area, using graphic lines and applied technologies inspired on the ethereality and transparency of the Visitors Centre, as well as the materials used in its construction.
Give some indication of how successful the outcome was in the market
The Visitors Centre opened to the public during the first week of February 2010. The robots perform on average 200 ushering missions every week and have already caught the attention of the international media. The client has expressed its satisfaction, underlining that the main goal of the project to create something that didn’t exist anywhere else in the world has been successfully achieved.