Future Consumer Hub
Future Consumer Ltd (FCL) is one of the fastest growing FMCG companies in the Indian market.
Client
Future Consumer Ltd
Project Delivered
March 2019
Duration
4 Months
Future Consumer Hub, Mumbai
FCL approached Digital Jalebi in October 2018 with a brief to create interactive experiences for their new experience center coming up in Mumbai.
This was the first and one of its kind, with extensive use of interactive installation created for the FCL consumer base. We were very kicked about this project.
The Challenges
- To give the users a sense of the width of FCL
and talk about the brands under Future Consumer Limited.
To create a space for experimentation, abundance, a space to try out products without constraints, Live Demo of products.
To capture the user’s attention through gamification of the brand narrative.
To create an experience center that allows the consumers to engage with the brand through immersive and informative media.
- Design and develop exhibits that reveal themselves to the users.
My Role
- As the Lead Designer, I was responsible for interacting with various brand owners to understand their requirements and provide them with solutions.
- Proposed a total of 9 ideas to bring the story of the individual brand to life of which 3 were chosen to be taken forward.
- I defined the detailed User Experience of all the exhibits and communicated the same to the development team to build prototypes.
- Conducted user testing of the prototypes and defined the optimal User Experience.
- Worked out the mechanics of the physical exhibits and with the help of the product designer and fabricator, developed the final production-ready drawings.
- Worked with the client teams, the script writer and the video editor to develop content for a VR experience that we proposed.
Investors and Executives
HNI Customers
Understanding Visitor Profile
Target visitors included highly-motivated achievers and executives from within the conglomerate, and educated, well-informed, HNI consumers. Therefore, the space had to be designed keeping in mind an international look and feel, while enhancing the call-to-action for visitors.
What is the space like?
Knowing the Space
Situated in a prime area of Mumbai near Tardeo, this place invites people to experience the wide variety brands that Future consumer has to offer. The Experience Center measures approximately 790sq.ft. Having been a super market before and being placed in the ground floor of the mall, it attracts a lot of crowd.
Since it is located right below the Future Consumer office, it allows for the company to bring their clients here to experience the brand in a more intimate manner.
The Outcome
We designed a total of 3 interactive experiences for this experience center. These were, the pick and place table, the Recipe Wheel and the India Food Park VR experience
Pick and place product display
Zone
Center Of the Plate Brands
Medium
RFID based product display
To showcase multiple retail products from FCL’s vast portfolio, customization and user-friendliness were the key factors.
Intent
To showcase multiple retail products from FCL’s vast portfolio, customization and user-friendliness were the key factors.
Content treatment
Since the products on display were updated every few months, We took a RFID tag approach which could be attached to any product and corresponding data could be updated easily in the backend.
We insisted on designing a content management system for easy maintenance and update.
The proposed installation had a 43” screen mounted on a custom designed kiosk. The kiosk design matched the aesthetics of the space.
User Interaction
The user picks up a product placed on the shelf and places it on the sensor area. This triggers the relevant content to be displayed on the screen.
Recipe Wheel
Zone
Center of the Plate Brands
Medium
Gamified Wheel Interface With Video Content
To showcase the spectrum of recipes that the users can experiment with the “center of the plate brands”.
Intent
An interesting way to showcase the spectrum of recipes that the users can experiment with the “Center of the plate brands”. The installation should be robust and easy to maintain in the future. It should also allow the user email the recipe to their email ID.
Content treatment
A life sized wheel of recipes was proposed for this installation. The recipes to be displayed were placed on the wheel.
The relevant content for each recipe was stored in the backend database which would be fetched and displayed every time a recipe gets chosen on the wheel.
User Interaction
The visitor turns the recipe wheel and as soon as a recipe is selected, a video begins to play on the display. When the video completes, the user gets to share the content to their email ID.
India Food Park Virtual Tour
Zone
Center of the Plate Brands
Medium
360 degree virtual tour of the India Food Park
To Introduce the visitors to the facilities at India Food Park in Tumkur, Karnataka.
Intent
This is an immersive exhibit which virtually teleports the user to the India Food Park.
Content treatment
A 360 degree shoot was conducted at the facility using state of the art 360 cameras. The video footage was then post processed and ported to the Unity3D platform. The users immersed themselves in this content using Hi-end VR headsets.
User Interaction
The user wears the VR headset placed on the podium and clicks the start button to begin the experience.