Posts Tagged ‘Shanghai Expo’

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LESSONS LEARNED Pt 3 EXPERIENTIAL DESIGN

November 21, 2010

And now, some final thoughts on experiential design.  Over and over again, the importance of the Shanghai Expo to our event world is conveyed by various designers in various trade publications.  They communicate the same message – a message that has resonated with me and has driven me forward to improve my own skills and the experiences I create for my clients. Here are just a few more excerpts from EVENT DESIGN, October 2010 issue:

Each tells a simple story throughout the pavilion…

…meld architecture, media and message throughout…

Unique story telling…whimsical, interactive, artistically crafted…

The little gems discovered along the way are more memorable than the “over-the-top” elements

Use of building surfaces and advanced lighting technology to create art…building surfaces (became) a communication medium

Move from interactive to immersive

Unique storytelling …360 degree projections…floor, ceiling and surrounding walls

A different way of thinking won

Unify the exterior and the interior

An affirmation that there is no better medium to communicate a message than through design

Design plays a significant role in communicating ideas

The designer brings a story to life to deliver a message

You need a well-defined storyline and you need to use all parts of the experience:  the media, graphics, structure, space, and circulation through it in service to the messages that you want to communicate.  If you have a clear storyline and have everything support the few clear messages you want to communicate…

It’s not so much about the technology or materials; it’s about putting design in service to interpretation

High-level projection is everywhere and levels the playing field. It brings it back to content.  It is not about shiny technology…the resonant experiences were tied to emotional communication, not necessarily to technology.

For me, that sums it up.  The world of experiential design has spoken.  It’s time to put away for good the theme parties and pretty events without purpose of the 20th century.  For now, save that for the social customer, although I predict they, too, will migrate to more personally meaningful events as time goes by.  Our industry is growing up. We provide a means to an end, and should not think of ourselves as the end by itself. Are you ready to join me in the exploration of this evolving world and its contribution to the New Economy of the 21st Century?

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KEITH GOLDBERG’s LESSONS LEARNED

November 20, 2010

And now some excerpts taken from Goldberg’s report in EVENT DESIGN October 2010.  The pavilion descriptions definitely reflect effective rules we might all do well to embrace!

OLDER FOLKS DIG (THE RIGHT) TECHNOLOGY.  Interactive touchscreens delivered content in such graphic, intuitive ways that a child or senior citizen could get into it.

THE MOST POWERFUL TOOL IN MARKETING IS THE NARRATIVE JOURNEY – those that embraced the expo theme of “Better City, Better Life” by creating journeys that reflected the progress of their own cities were rewarded  with buzz throughout the visitor audience.

INTIMATE STORYTELLING IS KEY TO CREATING COMMUNITY – and Chile did it best!

SIZE DOESN”T ALWAYS MATTER. It was inspiring to see an unexpected and smaller exhibitor step up and leverage technology to tell its story.

KIDS EVERYWHERE ARE SELF-CENTERED (IN A WONDERFULLY CHARMING WAY, OF COURSE)

THE HOLOGRAM MAY (UNFORTUNATELY) NEVER DIE …despite being an unreliable technique that often does not work.

OVER-PROMISE & UNDER-DELIVER IS NOT A WINNING STRATEGY. Don’t let this happen to you.

NO MAN IS AN ISLAND…BUT A PAVILION CAN BE.  Saudi Arabia created a desert island with rooftop oasis with a 3D/360 degree theatre the size of two football fields and people waiting in line for up to 8 hours for the privilege of seeing it..proof that if you build something people want, they will come.

CAPTURE HEARTS AND MINDS…AND BUTTS..”dwell time” is partly dependent on level of comfort…whatever you can do to integrate comfort into the experience always pays dividends.

KEEP THE IDEA BIG AND THE EXECUTION SIMPLE …as did Belguim with their “iceberg in two blocks, separated by a crevasse” to demonstrate climate change.

EVERYONE LOVES A PANDA and World Wildlife Fund with their panda logo did it well

DELIVER ON YOUR PROMISES. Poland promised an experience to meld its folk heritage with its position as a modern nation and through integrating its established exterior look into a design that enabled technology, media and theatre to bring their story to life – did just that.

COOL MATERIALS DRAW A CROWD. Just look at Spain’s pavilion with its wicker panels adhered to steel and glass to suggest the flowing lines of a Flamenco dancer’s skirt.

YOU ARE DEFINED BY THE COMPANY YOU KEEP- Just as our parents taught.  In the event and exhibit world, it is important how you are positioned in the minds of customers as well as “on the floor”.  In Shanghai, Iran and North Korea were virtually connected – with not much to show.  Lines were short and that may be the real insight gleaned.

BE AUTHENTIC as Canada so skillfully demonstrated.

RETRO NEVER GETS OLD – as China proved with the flying saucer-shaped Expo Culture Center.

EVERY MASCOT IS A DESCENDANT OF GUMBY – and the official mascot of World Expo, “Haibo” caused Ken to wonder “What happened to Pokey?”

IF YOU HAVE HOME FIELD ADVANTAGE, USE IT.    And China did. After  dictating size and height parameters to the rest of the world, they broke their own rules –and built bigger, and beautiful for their own pavilion.

And the parting comment from Keith was that perhaps the most powerful part of the experience in Shanghai was touring with thousands of people from very different cultures…all waiting in line together…all surprised and delighted by similar things…moved by the same stories…and were happy to share these moments with each other…Face-to-Face.  Live.

So much food for thought from his insights. Thank you Keith Goldberg and EVENT DESIGN for sharing.

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TRENDS…ONE MORE TIME

October 22, 2010

Earlier this month I attended the Minnesota Meetings and Events event in St. Paul (yes, I like the concept of smaller, focused gatherings – keep it up) which featured 3-4 vendors “reporting” on event trends they see will be big for the holidays.

Those of you who attended (or not) that know me very well, know that once again I was disappointed in the shallowness and out-of-date ideas shared by some of the vendors represented. Color revisited and not necessarily up to date; ideas that have been in the marketplace for 2-4 years now; some on-target food comments but generally, nothing that lit up the light bulb for me at all. No wonder we are considered the fly-over zone here in the Midwest.

And yet, every day, right here, I am inspired by innovative thinking and trend applications. We have one of the top “trend” companies located here (Iconoculture) and certainly “trendy” companies as well with Target at the retail level, some top line media companies in the forefront nationally, and then my personal favorite –the internationally recognized design firm of Blu Dot. Not to mention five or more national event industry trade magazines not counting the familiar two that focus on Minnesota…from InTents to Event Solutions, Catersource, Corporate Event , and Exhibitor- we all have easy access to a wealth of input that should be stimulating us to experiment, innovate and just generally do better. And that does not count our easy online access to what is happening elsewhere; what are the applications here, and just what are the thought-leaders in our community doing to make events more impactful and experiential?

For instance, just two weeks ago, I attended the fall meeting of UMEDPA – and was inspired by a report on the Shanghai Expo and trends that were seen there. The list was long: fully immersive, multi- sensory environments; intriguing “control of space” stories; 4D theatre presentations; experiential exteriors that start the engagement BEFORE you enter; lighting as architecture; organic shapes; better line management techniques with “pre-show” applications; 360 degree media projection; projection on unusual shapes; touchscreen applications; interactive experiences; LED, LED, LED – not as a little light on the wall, but as an installation; projection on fabrics; projection surfaces that interact with each other; augmented reality applications emerging; layered projection-the list went on and on. For two weeks, time permitting, I have been expanding that input via the internet – and have a growing list of applications that I could consider for events that I produce.

So I sit here contemplating why once again, we continue to fall back on same-old, same-old uninspiring input from same-old tired design teams when our city is brimming with new fresh talent and ideas that inspire me on a daily basis. Come on people, we can do better than this! Not to worry, I won’t give up, and hopefully, I will harvest some new food for thought from the November ISES chapter meeting. It’s being advertised as an opportunity to learn more about experiential design and creating events that POP!