This design project was for DELL’s origin blue team. Every year DELL puts on a B2B conference called DELL World. The brief for our team was to come up with a physical build and immersive activation that highlighted DELL’s sustainability initiatives; mainly their efforts in circular economy, fossil fuel reduction, and educational initiatives. We ideated a story world that the participants would find compelling and one they could immerse themselves in. Then we designed the space as well as the physical educational portion of the activation to accurately educate the user about the various initiatives and to build brand affinity. Our team came up with the idea of representing DELL’s sustainability initiatives as a metaphorical journey to the moon. The user is drawn into the world when they see a large moon over the activation build, and then by observing the activation below which looks like a spaceship. Before entering the activation, the users take a picture at an entry station that superimposes a filter that creates a virtual avatar. This avatar contains the user’s face in a spacesuit which uploads to the DELL World App as their passport. Then the user can enter the space which includes a lounge in the center with a view of the moon above and the earth on a screen on the floor. Then there are four activations in a surrounding hallway, which includes a video about one aspect of DELL’s sustainability initiative. What is distinctive about these videos is that the user’s avatar is imposed into the video. After watching each video the users get a virtual badge, and collecting every badge by watching each education video earns them a virtual DELL explorer certificate which is featured on the DELL World app. The central aim of this activation was to educate the user in an immersive and gamified way, and to build brand affinity for DELL. Adding the app certificates creates a sense of accomplishment and embedding the user’s avatar is both useful for sharabilty and for increasing their connection to the experience. 

IDEATION 

The Ideation process involved brainstorming ideas and metaphorical themes that could become a story world, involved user research as well as research on DELL’s sustainability initiatives, and then involved designing the physical design of the space as well as the interaction design.