The Experience Center created by VAVE Studio for Keppel Park Avenue Central (PAC) has been honored with the Best Design Award at the 6th GXA Awards 2022 and the winner in Experience Design Category at the Singapore Good Design Award (SG Mark) 2023.

The PAC Experiential Center is an attempt to shape the spatial journey with “User Experience Thinking” and an innovative practice of amplifying brand value through “Scenario Design”.

The judging committee of the 6th GXA Awards remarked on the project as follows:

The PAC Experiential Center identifies user personae and needs. Through distinctive, well-thought-out, and highly interactive experience design, it provides customized guidance to the target customers, achieving effective communication and conversion. The integration of online and offline elements showcases the overall experiential effect and marketing value promotion, demonstrating exceptional innovation, pleasure, and value.

From commercial sales to spatial experience, from sales tactics to experiential flow, from straightforward demonstration to differentiated value expression, this project combines different user needs and characteristics, integrating digital technology into spatial scenarios, creating a holistic service system.

Overall, it achieves high integration of innovative experiences, strong enjoyment, and a sense of value as a spatial product.

Nowadays, we are living in a society with rapid development. The emergence of cultures and the sudden changes in technology have engulfed us in the tide of modernity.

The value of physical space has been redefined in our fast-paced lives: it no longer relies on traditional perceptions of “sight, sound, smell, touch, and taste”, but is now being replaced by new senses such as “relaxation”, “ambience”, “everyday experience”, “social connection”, and “elegance”. This shift aims to provide us with emotional value that meets our needs.

Based on the concept of PAcity (a commercial space within a park), we propose the curation theme of "City Park" to organize a “Nature Walk” amidst the concrete jungle.

By understanding the value and demands of our customers, we extract the first-person perspective of “I” to form 5 narrative chapters: “Entrance”, “I+City”, “I+Work”, “I+Life”, and the adaptable “I+Community”. We transform these 5 narrative chapters into 5 scenarios: “Park”, “Super Elevator”, “Shared Workspace”, “Café”, and “Salon”. These scenarios connect the brand's value with the public's emotional perception, providing a sense of relaxation in everyday life.

Entrance - Park Roaming, discovering the jungle within the city. Take a breath in the tranquility of nature.

I+City - Super Elevator, the upward-growing urban landscape. The vertical vision enables us to see the complex possibilities of multi-layer urban life.

I+Work - Shared Workspace, a miniature form of diverse offices. Redefining the new elements of work, bringing together “solitary contemplation”, “brainstorming”, and “meta-universe collaboration” in this small corner.

I+Life - Café Bar, nourishment for the urban population's battery. An open and high-quality atmosphere for leisure and lifestyle blurs the boundaries between the showroom and everyday life.

I+Community - Salon, an on-site discussion of an ideal community. This space is no longer just a showroom but a gathering place for topics on "nature" and "sustainability," where ideas converge, and the future grows.

At the beginning of the conception, we realized that there were 2 core challenges:

The 300 square meters were both our constraints and starting point. How could we fulfill a complete narrative experience in a limited space and cater to various visitor flows and functionalities?

The combination of cross shaped movable partitions and screens allowed multiple visitor groups to coexist in the space while maximizing its multifunctional capabilities. The movement of these partitions shaped an exploratory and maze-like experience with profound spatial layers. This allowed people to undergo a montage-like switching of scenarios, achieving a de-spatialization process and broadening the perceived area of space in people's feelings.

At this stage, the space became like a jigsaw puzzle, enabling the reorganization and integration of multiple scenarios seamlessly.

The showroom is just a touchpoint in the actual visitor journey. How can we break through the boundaries of the showroom and extend the experience to “before, during, and after” the visit?

The O2O model seamlessly connects the touchpoints of the experience with everyday life. Through a series of interactive point, such as “AR, trigger-based animation, H5 via QR code, and pick your PAC attributes”, we blend the physical and virtual dimensions, exploring the boundaries of the physical space. This creates a "scenario-based experiential journey" that originates from the space and goes beyond the confines of the physical venue.

Each project is a challenge that pushes our own limits. By uncovering the unique genes of each project and using design to shape meaning and convey value to the public, we hope to achieve what this project aspires to: the significance of bringing a "Nature Walk" into the fast-paced urban life.

委托方 Client
吉宝置业中国 Keppel Land China Limited

概念与设计 Concept and Design
VAVE Studio

创意指导 Creative Direction
胡海杰
主创策划 Principle
陈文博
策划 Creative Planner
葛彦汝、付子芩
空间设计 Space Designer
吴越
视觉设计 Visual Designer
关钧方、林顺康
项目统筹 Project Manager
黄冠杰
公共关系 PR Manager
杨始朝

建设执行 Construction and Implementation
上海康业展览展示 Shanghai Kang Ye Construction & Decoration Co.,LTD.

多媒体制作 Media Production
易术家 EVAR

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