BRAND ACTIVATION CASE STUDY PERFUMERY & CO: THE CHALLENGE: THE CLIENT: USER & AUDIENCE: CREATIVE SOLUTIONS PERFUMERY & CO BRAND ACTIVATION

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1 : THE CHALLENGE: Perfumery & Co is launching their first flagship store in The Dubai Mall s high-end section Fashion Avenue. They need to introduce the brand prior its opening in an edgy way. The client also wants to gather a database for the future use within the internet and social media. In a designer s perspective, not having established brand identity guideline is the challenge to create a neutral branding that will not hinder the brand growth identity. The goal is to promote engagement and intrigue the future branding of Perfumery & Co. THE CLIENT: Perfumery & Co is a new luxury fragrance and beauty destination located in The Dubai Mall s prestigious Fashion Avenue. It showcases an exclusive selection of niche and artistic scents from Europe and the Middle East, plus premium beauty products, Perfumery & Co serves an exquisite portfolio of region-first brands with a focus on highly personalized scent and beauty experiences. USER & AUDIENCE: The target visitors are young adults, especially Arabic women who have strong purchasing powers. Luxury shoppers around Fashion Avenue.

2 THE SOLUTION: An innovative niche consists of physical and digital engagement that invite patrons to try smell an unlabeled core scent (Floral, Woody, Oriental and Gourmand), choose a scent they fancy then reveal the scent personality traits along with the range of perfume under the same category. Using RFID tagged tablets, users were able to insert into wall to trigger the 86-inch interactive touchscreen. At the end of the session, the guests are encouraged to enter their address for a free personalized perfume consultation, and that how we collect data for future ers about the new premier store. DESIGN PROCESS: We started by creating the initial concept of the activation which is letting the visitors to discover their own scent by sniffing variety of unlabeled perfume base which we divided in to four; Floral, Woody, Oriental and Gourmand. Then, we collected all perfume brands that are needed to be included on the list. Divided and sorted in to eight types of main ingredients which are Rose, Jasmine (Floral), Oud, Sandalwood (Woody), Patchouli, Amber (Oriental) and Honey, Vanilla (Gourmand). Grouped all materials and turned it into CVS data ready for encoding. Organizing Data and Assets An innovative niche consists of physical and digital engagement We spent a lot of time sorting all the perfume labels, description, Arabic translation and editing all bottle images making sure that it will all work flawlessly with the developer UI ArchitecturE, WireframE and STORYBOARD

3 Essential part of the design process was creating the storyboard in a wireframe format with detailed instruction on the movements of each objects, navigations, image carousel and transitions to ensure consistency in the development stage. We made the whole interface modern yet organic mood by showing it on the transitions between pages mimicking movements from nature as object being blown by the wind and blooms like flowers. HIGH-FIDELITY MOCKUPS

4 Used Adobe Illustrator to create pixel-perfect reference image with detailed specifications for the front-end development. Then, exported assets like, logo, fonts, icons, design elements and buttons for development. PHYSICAL PROTOTYPING Physical niche rendering and mockups The niche was beautifully decorated with white flowers with 84 inch high-definition touchscreen attached on the wall for more impactful visibility for the actual audience and shoppers passing by. We used white and minimal designs for the perfume bottle stands. Considering that the brand doesn t have current style identity guidelines by that time. TECHNOLOGY Alternative approach to the physical assets which consist of interactive digital table. RFID is an acronym for radio-frequency identification and refers to a technology whereby digital data encoded in RFID tags are captured by a reader via radio waves. We ve tagged all base scents to serve as key to the interface.

5 USER INTERFACE DESIGN: The object of the interface was to keep the visitors interested throughout the process of the campaign. This was accomplished through using vibrant colors, subtle animation, and information about the scent characteristics relating to the personal level. A high definition touchscreen interface that s enables the audience to feel part of the process while enjoying the entertaining magical touch moment swiping and discovering their perfumes. The movements of the flowers and ingredients plays a big part on the interface every time it changes to another scent category. Transitions between pages mimicking movements from nature as object being blown by the wind and blooms like flowers. Serves as standby screen featuring clients logo and catch phrase WHAT S YOUR FRAGRANCE PERSONALITY? Perfume selection screen uses a carousel which enables users to swipe left or right to discover variety of brands. Sign-up form to collect data from visitors Hard coding was a crucial part of the design. We have to consider the platform we are designing for. Our developer used Java Script, HTML and CSS3 for the frontend, back to back with PHP for the back-end development.

6 INTERACTION DESIGN: To enable visitors to have the full physical-digital luxury experience, a host will guide them through the journey starting from their arrival to the niche. In partnership with Firmenich, perfumers who works closely with the world s finest brands to bring innovation and passion to fragrance solutions, they provided eight base scents that are used in perfume worldwide. CREATIVE SOLUTIONS 1. Visitors are greeted by the host and lead them to try and guess distinctive 2. The host then ask the visitor to scent in all four side of the niche which are Rose, Jasmine, Oud, Sandalwood, guesstimate the scent that they like, Patchouli, Amber, Honey and Vanilla. pick up the peg of the same scent and attached it to the reader embedded on the wall with the screen. 3. Right upon reading of the RFID 4. Upon clicking the Find Your Scent button, a wide range of perfumes under tag, the chosen scent will be presented the same category are presented. Within the carousel, images and descriptions on the screen after the transformation of branded perfumes are detailed. To extend the interest of the guest, we added of flowers or ingredients. The characteristics of the scent or ingredient is perfumers with their own words describing the scent. videos about origins of scents. Also displayed were the internationally acclaimed described on the screen in relation to the personality of the guest. 5. The host then suggest to fill a form to get a personalized complementary consultation which main purpose is to collect customer database to follow up on them in the future. OUTCOME & VALIDATION: The whole experience was well received by the clients and became an attraction to the newly opened Fashion Avenue mall visitors. The platform receives 500 visitor s data per day for the entire three-month long campaign. Overall outcome was a massive success for the brand s activation. Watch demo clip with this LINK 500 visitor s data per day for the entire threemonth long campaign