Draft Creations x Saudi Design Festival 2022
Creating A Brand Experience Through A Designer’s Eyes at Saudi Design Festival 2022
Project Type
Branding
Challenge
Saudi Design Festival is an event set to bring creative communities together to celebrate great design while demonstrating a prominent Saudi presence on the global creative map. As an interior design studio in Riyadh, Draft Creations wanted to take part in this creative cultural festival.
Draft Creations, commissioned Blue Hat, as their consultant to help explain the interior design process in a memorable and engaging way. The challenge was to transform a garage-like space into an interactive one that guides the visitors throughout the steps an interior designer would follow.
Intervention
Our main goal behind creating this specific user-journey for Draft Creations was, first, to shed light on the interior design process when tackling a new project, and second, to create engagement between visitors and the brand.The interior design steps usually carried out in the industry were as follows:
Brainstorm
Plan
Design
Execute
Meet
We wanted customers to experience the design process through a checkpoint of each of the aforementioned steps. Every phase contained a certain activity related to the step with an instagrammable moment to harness, finally wrapping up the process with a meetup with the team to have a quick chat.
Internally, we launched the research and ideation phase, where we mapped out a 3D simulation of the space in order to kickstart idea generation. We created a customer journey and identified the various points in which users will be interacting with different set ups.
Results
We created experiences that invite visitors to interact with different elements throughout the booth. The “Express Yourself Wall” coincides with the brainstorm phase, where visitors can write down their favorite patterns, style, and colors. The “Wheel of Fortune” allows them to win cool items from Draft Creations that include discounts or even custom designed accessories. Visitors could even have a go at “Creating the Perfect Floor Plan”. These types of interactions created unforgettable moments of excitement and helped to forge a strong bond between visitors and the brand.
On the first days, around 200 people got the chance to view design for the first time from a designer's perspective, and they took to Instagram to share their experiences with all the engaging checkpoints we have created. With this booth, Blue Hat helped Draft Creations translate a thought process into a physical space, one where people can interact as if they are interior designers.
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