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. 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 the fullness of life — love, joy, fear, excitement, thrill, adventure however lulled and 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 draw real connection from Filipinos? 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 park where people could tune in to their feelings - and to each other: A place that invites connection through sound. . As one steps in, the micropark piques interest, rouses feelings, and stimulates ideas. It does this by using engineered sound - immersing the audience with soundscapes from the brand’s content library. The sound is designed to blend and compliment the city soundscape - adding a new layer to feel and experience. Inspired by beloved entertainment genres, the space creates a new, immersive, multisensory experience through Nature, Love & Relationships, Thriller, and Suspense. And all these reconnect the community to an array of emotions like joy, delight, peace, thrill and adventure -- however disrupted and lulled by the pandemic.

Describe the strategy (20% of vote)

Situated across a busy pedestrian connection and targeting 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 put in place. .

Describe the execution (30% of vote)

The project occupies a major pedestrian connection between two high traffic nodes: Terra 28th Park and the BGC High Street. The [45 sq. meter] linear corridor is transformed into a colorful walk with interwoven structures that rise and 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 smooths the transition from park to urban street. The structures were prefabricated and tested out of site to limit the contact with the community.

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 and experienced the park up until another surge in January disrupted outdoor life again.