Why is this work relevant for Brand Experience & Activation?

The audio-sensory park responds directly to a new need brought about by the pandemic: reconnection. Reconnection that transcends the limits of social distancing and lack of physical contact. The space is an invitation to find connection – within one’s self, with one another, and with the whole community – through sound. Sounds that capture and evoke the fullness of life — love, joy, fear, excitement, thrill, adventure – at a time when emotions and normal human experiences have been dulled or disrupted by the pandemic.

Background

Product was launched in the Philippines amid the world’s longest lockdown. With a market numbed by the pandemic, how does a brand foster real connection with its Filipino audience? Around that same time, city governments and business sectors were seeing the urgent need for added parks and open spaces more than ever. And this was the perfect opportunity for the brand to take the first step. Brief: Design an open space to reinvigorate community life in the city. Objectives: ● Seamlessly integrate a design into a public space that’s sustainable and conscious to the needs of the community: more parks and open spaces ● Create a unique space for reconnection - within one’s self, with one another, and with the whole community during unprecedented times.

Describe the creative idea (20% of vote)

The team set out to create a one-of-a-kind audio-sensory park that transcends social distancing by inviting connection through sound. A space where people could tune in to their feelings - and to each other. Using engineered sound, the micropark rouses feelings, triggers memories and sparks ideas. As one steps in, the audience is immersed in soundscapes from the brand’s rich content library. Each sound experience is carefully designed to complement yet build upon the city soundscape - adding a new layer of feeling and experience to a simple walk in the park. These immersive, multisensory experiences bring to life the themes of Nature, Love & Relationships, Thriller, and Suspense – inspired by beloved entertainment genres. All these reconnect the community to an array of emotions like joy, delight, peace, thrill and adventure -- at a time when the usual human experiences we share have been curtailed by the pandemic.

Describe the strategy (20% of vote)

Situated across a busy pedestrian connection that targets the residents, workers, diners, joggers, and the wider community, the unique installation is integrated seamlessly within the Bonifacio Global City environment. Accessible and non-intrusive, the brand stayed true to its mission: be a vehicle for reconnection. With minimal branding, design and user experience take the center stage - a harmony of hardscape and softscape. As the community interacts with the garden of sound installation- the brand experience is elevated and consumer journey is effortlessly set in place.

Describe the execution (30% of vote)

Architects worked closely with sound designers and sound engineers to bring the audio-sensory park to life. The structures were prefabricated out of site to limit contact with the community. Then seamlessly brought together to transform a 45 sq. meter linear corridor into a colorful walk with interwoven structures that undulate from the ground, rhythmically forming seats, pillars, sunshades, and interactive consoles. Composed of 4 thematically distinct portals, each with its own unique soundscape, the park is flanked by lush greenery that smoothens the transition from park to urban street. Construction began in late October 2021 and completed by November 28, 2021, just in time for the holiday season. The project occupies a major pedestrian connection between two high traffic nodes: Terra 28th Park and the BGC High Street. To this day, it continues to delight local residents and visitors eager to recharge their spirits and senses in safe sanctuaries outdoors.

List the results (30% of vote)

Shortly after the audio-sensory park launch, an increase of 17,000+ average daily foot traffic was recorded by the Bonifacio Global City. Residents, families, diners came out to interact with the park and discover its many surprises, up until another surge in January disrupted outdoor life again. Despite fluctuating lockdown restrictions, the park continues to be a safe outdoor sanctuary for those who need it most.