Immersive Loft Experience

CHALLENGE

Successful product development requires a holistic focus on the customer across diverse parts of the organization. The best results happen when teams share a common vision of the consumer experience, competitive landscape and business objectives.

P&G turned to Kaleidoscope to create an immersive brand experience that was disruptive and engaging to cut through the noise to energize, inspire and unite the Cheer team.

SOLUTION

Kaleidoscope created a “hyper immersive environment” that ignited the design, technology and marketing teams. Much more than a brick-and-mortar loft location that removed team members from their day-to-day world, the Cheer loft experience gave them a space where their senses could be stimulated by sights, smells, textures, imagery, brand stimulus, fashion trends, consumer architypes, music and videos in a high fashion theme.

With only a few weeks’ notice, the Kaleidoscope team created a multi-sensory space that communicated the product vision and spurred ideation through development of:

• A manifesto or mission statement to set the overall tone
• More than 7 consumer personas/archetypes to embody the core audience
• Marketplace snapshot that reflected the current competitive landscape
• Visual insights with video interviews from consumers and key internal stakeholders
• Product concepts (sketches and/or models)
• Macro- and Micro-level trend data visualization
• Scenario exercises that capture possible visions of the future
• Installment and curation of multiple stations along the path including video content, boards, products and product concepts
• An innovation toolkit and facilitated sessions to capture the experience and ideation
• A takeaway book and video to share insights across broader teams

Methods employed included:

• Consumer research design, research and visualization of findings
• Immersive experience design of the environment
• Trend analysis, synthesis and visualization
• Market analysis and visualization
• Workshop development and facilitation
• Innovative toolkit development to spur ideation and ability to capture findings

RESULTS

Although it was originally designed to serve as the setting for a single meeting, the Cheer loft lived for over a year and helped to:

• Serve as a catalyst for dozens of innovation activities, including the launch of a new line
• Create product concepts that ranged from simply repackaging existing chemistry to complex fabric care systems
• Paint a picture of the new Cheer consumer through archetypes
• Capture key concepts through video interviews and visualization to enhance alignment
• Inspire a team and ignite them toward a new vision of Cheer as an essential fashion accessory

“Kaleidoscope provided a ‘hyper immersive environment’ that integrated design, technology and marketing teams.”
— Project Lead,  Cheer Brand