- D&AD Entry 2011 - Wieden + Kennedy Brief
Honda Environmental Design
Brief: Design a structure or environment showcasing Honda’s rich and diverse credentials and establish them as a company that society wants to exist. The challenge for this brief is to create an environment that will invite people into the richness and depth of the Honda organisationand give them an understanding of the organisation and it’s future ambitions.
Target Audience: Honda wants to design systems for better living – therefore the target audience is everyone in the world regardless of whether they drive or not.
Aim: To create an interactive experience for the target audience. Not a monotonous space of information. A memorable space that is versatile to other instalments and applications.
Idea: The main idea is to give the audience an experience in an interactive dreamworld. Due to the brand strap line ‘The Power Of Dreams’ I wanted the space to feel and act like dreams and ideas in our minds. The floor, walls and ceiling are made from interactive LED light technology, so when people walk through the area they make contact with the surfaces making the light and narrative happen. The areas where peoples feet are on the floor will glow and electricity looking light will fizzle away from them. The longer you stay in one space the more the images of narrative will expand and flourish. When the person puts their hands upon the walls, the images will fizzle in the same behaviour as the floor. I have chosen red for the light colour to keep in sync with the brand identity. The idea of electric looking light to connect the images and give the dream like effect is because Honda’s aspiration that our futures power is predominantly electricity. The narrative and images that are presented to the persons interacting, always change and move around the space. The images appear over time, so the longer they interact the more images and story is told. The lightning will meet on the ceiling from the other side and finally a red glow dominates the space and all images disappear leaving the Honda logo and ‘The Power of Dreams’ strap line. The Honda URL is always glowing and fizzing in the corners of the space to raise curiosity and get people to interact with the walls.
All images and narrative are accompanied by music, in intervals due to the amount of people interacting. The further into the story telling they are dictates the volume and severity. The genre of music to accompany image will be moody classical, for example ‘Suite Bergamasque: Clair de Lune’ by Moura Lympany.
The person enters a world of darkness and leaves in a world inspired and constructed by Honda.
- Time periods of interaction:Time in seconds.
- Narrative example:History narrative (All narratives can be edited and created to suit best needs at time of installation)
- Environment:Size of space:
- The tunnel is to be installed in current public foot tunnels. For example underground tube stations, road highway tunnels and fly over walkways. The featured area is 5 meters wide, 5 meters long and 2.5 meters high. All installations can be fabricated to the size of the constructed tunnel.
- Foot Traffic:
- Tunnel size can provide walking space for 25 adults commuting at any one time, giving each person 1 meter squared walking space.