When Madame Tussauds approached us for a new project, they posed the question: “how do we create a truly interactive experience surrounding one of the most popular Emmy winning reality TV series of the past decade?”
Our thinking was complex, but the solution was simple. Bring the show to the guest, not the guest to the show.
With our longstanding relationship with MT’s and Merlin Entertainment, we’ve been trusted upon time and time again to deliver world-class experiences taking into account the physical space, the customer journey, as well as always trying to up the ante in regards to design and technology.
We wanted to create an experience that would put the guest in the designers seat! Providing them with the opportunity to create their own unique clothing line that would redefine NYC hottest style trends!
It didn’t stop there. Considering the stars of Project Runway, we also had to make sure that we received Heidi Klum’s “KISS” of approval when it was launched.
The pressure was on.
THE OEG ROLE:
From our initial discovery, we understood that this whole project had to be “designed from scratch”, from the way the space and technology played together, to how the guest was going design their fashion line.
This meant we needed to first conceptualize the customer journey as well as story-board out the experience and see where the gaps stood.
/OEG enters the fashion world\
We brought in a fashion designer to hand draw all the models, designs, and patterns so we could bring the unique and custom outfits to life via technology. Truly an analog meets digital partnership.
The initial touch point to us is extremely important. That first impression can often make or break an experience, so we needed to take the look and feel of the the attract loop and heighten it. We ended up combining video and still assets and combining them with some special effects to create a one of a kind design.
Being the orchestrator between technology, UX design, fashion design as well as taking into account the spatial parameters, we needed to completely level the playing field so all parts of the system worked seamlessly together.
From a programming perspective, we had to take into account how to make the outfits align, be colored and patterned as well as accessorized for all ethnicities.
As you enter, you’re welcomed by the stunning Heidi Klum! From here, the five-part customer journey takes you into a New York fashion workshop where you have the opportunity to take on the role of a contestant utilizing an interactive digital touch screens sketchbook to work like a real-life fashion designer. The guest is able to choose from an array of outfits, patterns, and styles to create a custom and unique look. At the end of the journey, ‘new designers’ have the opportunity to conduct their own photoshoot (with paparazzi) and be featured on the cover of Marie Claire ™ magazine.