Disney "Big Hero 6" Exhibition Design
January, 2016- March, 2016
Team member: Wu Shengzhi, Huang Ting, Zhang Xiaoxiao, Wei Zheng
My contribution: research, interaction design, prototype, presentation,
This project is aimed to to come up with an exhibition design in shopping center based on the popular Disney movie “Big Hero 6”. Cooperating with DC Design Company, my team and I initiated the project by conducting user research and obtaining existed data in order to better understand people’s behavior in shopping center, as well as their expectation of the "Big Hero 6" exhibition. We tried to provide people with a better experience in a film-related exhibition, and also attempted to satisfy the demands of different stakeholders. The final proposal, including interaction entertainment, film restoration, and pop-up station, was highly recognized by Disney Shanghai. It defeated many competitive opponents and helped DC Design obtain the exclusive right to holding “Big Hero 6” exhibitions in China.
Research & Process
We did a serious of research on the expectation of an exhibition in shopping center. In order to clearify our object groups, we also analysis data and survey about the people who go to the shopping center. And we also used methods to figure out customers’ attitude towards the film Big Hero 6. The research help us understand what aspects or elements we should focus on.
Needs of Different Parties
The project mainly involves in three different parties, the Disney Company, Shopping Center, and the exhibition design team(us). Therefore, before any serious research, we would like to clearify the needs of these parties.
We want our film big hero 6 could be continuously promoted in other forms. The exhibitions should be held in first-tier cities of China, and it should not only display the film Big Hero 6 in a unique and thematic way, but also promote the brand construction of Disney.
We would like to attract more customers to our shopping center, and increase the duration in which they stay in our shopping center. Moreover, we would like to have an interactive and artistic exhibition to achieve that goal, and the exhibition should base on a special theme and familiar brand or image.
Exhibition Design Team
We are willing to acquire the only display authorization of Big Hero 6 in Mainland China, and the brand of Disney undoubtedly would contribution the competitiveness of the company in this field, and help us to make contracts with different shopping centers easily.
Survey ( data collected from WIFIPIX™ )
Who usually go to the shopping center?
The data demonstrates that in Beijing & Shanghai shopping center customers of age from 19-35 occupy more than 80 percent of all the customers visiting shopping center. Besides, it should be also noticed that among all, the female customers is much more than male customers. Thus it is reasonable for us to design the exhibition concerning more about the young customers from 19-35 years old, as well as the female customers.
Survey ( data collected from ICSC )
When does customer usually go to the shopping center?
From the data, we can know that customers are more likely to enter shopping center during summer as well as in the afternoon and evening. In addition, the average time of customers’ staying in shopping center is about 1.5-2 hour, and it has been also indicated that customers usually stay longer in an experiential shopping than in a super market.
Survey ( data collected from RET China commercial real estate research center )
What kinds of factors influent customers' choice of going to the shopping center?
The data from RET China Commercial real estate research center indicates that customers are sensitive to special theme, interaction, and brands, which should be one of the priorities in our design process. Besides, people often pay much attention to themetic activities such as movie premiere, theme game, and art and design.
Why customers go to the shopping center?
The reason that people go to shopping center could be mainly attributed into six aspects, Entertainment Motivation, Social Motivation, Economic Interest Motivation, Information Acquisition Motivation, and Ability Achievement Motivation. Therefore, our design should be aimed to address these potential psychological desire and physical demands of customers.
data collected by questionarie
What elements people like the most?
Though questionnaire, we have a better understanding about people's expectation and preference about the movie "Big Hero 6". We not only know which ones are the favorite characters in the movie, also know what kinds of elements that people values most of the exhibition in shopping center.
Territory Mapping of
Disney “Big Hero 6” Exhibition Design