Experientia s.r.l

We are an international experience design consultancy

With the behaviours and contexts of people driving our designs, we create product and service experiences that really matter.


Transform the giant observation wheel into a full entertainment venue, to create a truly unique riding user experience.


Innovative and interactive concepts for the wheel experience, starting from the discovery of the Giant Observation Wheel (GOW), and continuing to the ride itself, the return home and beyond. A mobile phone app and augmented reality features offer educational and quirky information and comparisons on the wheel itself, and allow people to share the experience in original ways.


The wheel is planned for an undisclosed location in Japan. The global team includes UNStudio, Experientia, Arup Engineering and Mitsubishi Heavy Industries.


Competitor analysis, interaction design, user experience design, service design, strategic planning


The Nippon Moon concept transforms the giant observation wheel from a simple Ferris wheel ride to a world-class viewing experience: one that is immersive and interactive, and stands out from other observation rides worldwide.

Giant observation wheel user experience

UNStudio’s design for the Nippon Moon envisions 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. 50+ different design concepts explored diverse user interactions and experiences spanning various time frames, services and interaction modes on private or shared devices.

Discover: 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 or a themed capsule. 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.

Ride: 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 or to explore ideal views of riders before them. The Nippon Moon app lets people communicate with the other capsules during the ride, share with friends, or to send their photos to the Hall of Fame.

Return: As people complete the ride, they see their own photos displayed along with those of other riders in a dynamic digital photo installation as they leave the facility. As they return home, they can evaluate their experience and comment on it via the app.

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 articles in Dezeen and Wired:


GOW Nippon Moon, Japan, 2012

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



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



Engineer: Arup Tokyo + Melbourne

Animation: Submarine, Amsterdam

Visualisation: MIR


Interactive design and customer journey: Experientia, Italy:

Jan-Christoph Zoels | Creative Director

Takumi Yoshida | Interaction Designer

Renzo Guisti | Interaction Designer

John Welch | Interaction + service designer

Eloisa Fontana | Interaction Designer