9 September 2013

From nice view to amazing journey: UNstudio and Experientia transforming the observation wheel experience

Be the first to share

An architectural rendering of the Giant Observation Wheel, to be built in an undisclosed location in Japan.
Click on image to view slideshow
 

Recently, Fast Company, Dezeen Magazine and Wired have featured articles about UNStudio’s design for the Nippon Moon, a Giant Observation Wheel (GOW) to be located in Japan that could rival the London Eye and Singapore Flyer. To make the Nippon Moon unique, UNStudio teamed up with Experientia to create a journey that takes the customer into the heart of the view, and helps to bring the landscape to life in an immersive, innovative experience.

UNStudio invited Experientia to develop the interactive aspects of the project, while engineers Arup and Mitsubishi Heavy Industries are collaborating on the technical specifications. From a distance, UNStudio’s concept may look similar to the well-known observation wheels of London and Singapore. As UNStudio notes, the wheel’s look is governed by structural constraints (defined by Arup and Mitsubishi Heavy Industries — two of the world’s most specialised wheel engineers), as well as by the location and the size of the wheel. But closer up, the concept is highly innovative, creating a complete user experience where the journey is much more enduring than the 40-minute rotation on the wheel itself.

Architecturally speaking, there are several innovations which make the Nippon Moon stand out. Although the size and location are currently undisclosed publically, UNStudio confirms that it will be nearly twice the scale of the London Eye. It also features double-decker capsules – a world first. But it is the focus on user experience aspects that make the wheel concept truly unique.

Experientia researched the various experiences of the customer journey from “Discovery” and “Ride” to “Return”, and designed various touchpoints and applications. The discovery moment starts as people begin to find out information about the wheel and purchase tickets online. With the Nippon Moon app, interactive features allow people to choose the time of their ride and their capsule, each of which has a unique internal theme. The app also builds excitement over the interim, sharing views from the top of the wheel and counting down to when customers start their rides. On the day of the ride, people can use the app to keep track of how long until it is their turn to board, allowing them to move within the facility freely, and avoiding queues.

Once on board, the experience of looking out at a city landscape is transformed by augmented reality techniques, built into the transparent skin of the capsules. Imagine looking out at a city skyscraper, for example, and being able to see how tall it is compared to towers around the world, or compared to Godzilla. The augmented reality offers viewers the option to immerse themselves in the historical and cultural relevance of the landscape they are looking at – or they can choose to simply enjoy the unenhanced view.

Experiences are shared however, and the app also allows riders to interact with each other. The Nippon Moon app lets people communicate the other capsules during the ride, or to send their own photos to the Hall of Fame, where they will see them displayed in a dynamic digital photo installation as they leave the facility. With original concepts and high-tech implementation, a ride on the wheel will become a truly unforgettable experience.

To read more about the wheel, check out the articles in Fast Company, Dezeen and Wired:
http://www.fastcodesign.com/3017693/in-wheel-life-spinning-the-worlds-largest-ferris-wheel
http://www.dezeen.com/2013/09/02/gow-nippon-moon-by-unstudio/
http://www.wired.co.uk/news/archive/2013-09/03/nippon-moon-giant-wheel

 

GOW Nippon Moon, Japan, 2012

Client: UNStudio
Location: Japan
Programme: Giant Observation Wheel
Building surface: Terminal and platform 7.200m2
Building volume: Terminal and platform 90.000m3
Building site: 18.000m2
Capsules: 32, single and double-decked
Platform level: 21m
Wheel type: ‘Ladder rim’, hybrid tension wheel
Pylon: 5-columned pylon
Rotation speed: 40min/rotation
Status: Design

 

Credits

UNStudio: Ben van Berkel, Gerard Loozekoot with Frans van Vuure, Filippo Lodi and Harlen Miller, Jan Kokol, Wendy van der Knijff, Todd Ebeltoft, Tina Kortmann, Patrik Noome, Jeroen den Hertog, Iain Jamieson

Advisors

Engineer: Arup Tokyo + Melbourne

Interactive design and customer journey: Experientia, Italy:
– Jan-Christoph Zoels | Creative Director
– Takumi Yoshida | Interaction Designer
– Renzi Guisti | Interaction Designer
– John Welch | Interaction + service designer
– Eloisa Fontana | Interaction Designer

Animation: Submarine, Amsterdam

Visualisation: MIR

Be the first to share
2 September 2015
What do people really do at airports?
A few days ago researcher Ben Kraal gave a talk at UX Australia 2015 describing four years of research done by him and his colleagues on what people do in airports and what airport …
14 August 2015
Jon Kolko: Design thinking comes of age
How should companies think about design centricity? For Jon Kolko, vice president of design at Blackboard, an education software company, design thinking can define the way an organization functions at the most basic levels—how it …
8 August 2015
Stanford: taking back control of an autonomous car takes five to eight seconds
Autonomous cars are based on the premise - similar to airplanes - that the human driver can take back control of the vehicle in case of emergency. But that takes quite a bit of time. Two …
1 August 2015
Nissan’s place-based design process
Megan Neese is a senior manager in the Future Lab at Nissan Motor Ltd., a cross-functional team tasked with uncovering new business opportunities for the future of automotive. In an article for EPIC, she explains how …
27 July 2015
Breaking Free from The Lean Startup religion: The Service Designer Manifesto
Breaking Free from The Lean Startup religion: The Service Designer Manifesto by Tenny Pinheiro Eise Books July 21, 2015 - 52 pages Free on Kindle Abstract Our civilization is facing complex, systemic and scary wicked problems. It is already known that …
17 July 2015
Interview with Amy Parnell, Director of UX at LinkedIn
SocialTimes recently chatted with Amy Parnell, the director of user experience at LinkedIn, to learn more about what goes into a redesign (or a slight tweak). What kind of research goes into design changes on LinkedIn, …
14 July 2015
Smart Cities will know everything about you
So, asks consultant Mike Weston, how can marketers cash in without becoming enemies of the people? Weston writes that the law will be too slow to catch up with digital innovations and that businesses in a …
2 July 2015
Getting citizens involved in protecting fragile energy environments
A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

16 March 2015
Better Health and Wellbeing: Giving the elderly in Singapore sparkling golden years

Invitation: sharing session, Singapore, 30 March 2015   What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

See all articles