BIZ DESIGN | WANDERLUST PROJECT
Wanderlust Experience is a private party label that aims to inspire people for living in a better world. Their parties are held either in unusual places, like airport hangars or at rooftops in São Paulo.
THE PROJECT
Wanderlust Experience asked us to help them rethink how to connect brands and people in party experiences, so they could elevate the brand awareness and the average ticket that companies pay to activate their brand in private parties. Our job was to activate Comark, a dealership of the car brand Mercedes-Benz, in a party that would be held at an airport hangar.
METHODOLOGY
We first had to understand the party users in order to design interactive experience to connect Mercedes-Benz with them. Using our connections, we interviewed 15 people, from heavy to non-users of parties. We then created a set of personas for the project.
With the data collected in the interviews, we mapped out 2 user journeys: VIP and regular users.
We then developed a concept that guided our understanding of the journey of the users: entropy. We defined it as an 1. Moment in which euforia plays the main role; 2. Rare period of time when happiness bursts out of the blue; 3. Unique moment that we would love to live again; 4. Individual happiness.
We mapped out how a general entropy was related to each moment of the journey and how individual entropies could change peoples moods along the way.
In the end we proposed a set of meaningful experiences connecting the brand and the user personas of the party. Our main goal was to create new entropy triggers for the personas.
