Virtual Reality: The Future Of Quick Scale Design

Virtual Reality: The Future Of Quick Scale Design
SHARE
THIS



According to insights at this year’s SXSW, virtual reality (VR) is set to be as ubiquitous as the smartphone. Matt Whale, managing director of innovation consultancy, How To Impact, wholeheartedly agrees, believing that VR will change the way pitches are presented and research developed. Here he presents a case study to demonstrate how this technology can convince clients to commit to change.

The rapid evolution of technology has disrupted business across the board but no industry has felt the effects more than the original content creators – photographers and visual creatives – who on the one hand have lost the community and connection of the old print centres, and on the other have seen their industry opened up to new players with expectations for greater collaboration, flexibility and different ways of working.

In late 2014, SUNSTUDIOS, the largest professional photography studios in the southern hemisphere, engaged How To Impact in a project designed to provide future-proof support for visual creatives and fill the gaps in their community.

Our approach was audience-centric as we partnered with those working within the industry – the end users – to understand their challenges, desires and needs. Following in-depth exploratory research, three iterative rounds of hypothesis-testing and a deep dive into SUNSTUDIOS business, our solution was The Treehouse. This is a dedicated co-working space within SUNSTUDIOS to help image creatives connect with industry peers, provide the resources they need to thrive, and generate new revenue streams for the business.

The use of virtual reality (VR) technology was vital in developing both the business model, including membership and service tiers, and the spatial design within a tight timeframe.

By using VR technology we were able to implement an on-going test and learn approach, using accurate and continuous feedback from the end users to make rapid prototypes and effectively develop a service design and creative environment specifically for them.

According to our insights, a critical factor supporting the co-working hub’s success would be the creation of a sense of inclusiveness and openness. It needed to actively invite photographers in from the main atrium in the existing space, which is contradictory to the traditionally private and secluded nature of photography studios.

To create this open and welcoming environment we needed the main entranceway of The Treehouse to be built into the existing atrium. This would not only mean physical re-construction but also the loss of valuable exhibition wall space. SUNSTUDIOS was understandably reluctant to continue with this design proposal, which is where the VR became vitally important.

Alongside a fully clickable prototype for the central service experience and detailed membership models, the Oculus Rift headset demonstrated the power of the new proposed space layout.

Tawfik Elgazzar, a photographer who took part in the research that led to The Treehouse development, said the VR allowed him to be immersed in the concept in ways that miniature models and illustrated videos could never match.

“It made the visualisation of the development much easier to understand and grasp given that the space we were in was completely different to the end product at the time. It was amazing to be able to look up and down while standing in the space, to see the stairways and ceilings around you.”

Alan Brightman, general manager of SUNSTUDIOS, said resulting feedback from the photographers and the ability for the internal team to experience the exact design was what ultimately persuaded them that this was the right decision.

“The plan for how the space was to best work was challenging, with a tension between an open, communal space and individual privacy. Having a virtual 3D walkthrough allowed us to get a clear picture of how the build would take shape. More importantly, the real benefit was that it enabled our potential clients to give us better feedback on the proposed look and feel of the site.”

Digital technology has created waves in the photography industry, eliminating the need for people to create in a set space and increasing competition as the profit margins and brief opportunities for skilled workers erode by the influx of uploaded content from semi-professionals or ‘pro-sumers’.

It was hugely satisfactory to use digital technology to bring connection and growth back to the visual creative community, and reimagine the SUNSTUDIOS space in a way that would meet their needs.

 

Latest News

Is Kyle All Set To Get His Very Own Reality TV Show?
  • Media

Is Kyle All Set To Get His Very Own Reality TV Show?

Last week, rumours were doing the rounds than none other than Kyle Sandilands had been lured to the Network Ten to host some sort of Judge Judy-esque reality show where the shock-jock would apparently try and “resolve issues” between celebrities and members of the public. For its part, Ten was decidedly quiet on the idea, nor did […]

by B&T Magazine

B&T Magazine
David Droga: Advertising Isn’t Going Away, Just Really Sh*tty Advertising Is Going Away
  • Media

David Droga: Advertising Isn’t Going Away, Just Really Sh*tty Advertising Is Going Away

David Droga, arguably Australia’s most successful creative having won more Cannes Lions than anyone else in history, opened the 2018 Cannes Lions Festival of Creativity on a apt topic: the power of creativity. Droga reflected on his career to date and then shared just one piece of recent work. “I’m going to show you one […]

IPG Study: Aussie Ad Spend Per Head Now Second Only To The US
  • Advertising
  • Media

IPG Study: Aussie Ad Spend Per Head Now Second Only To The US

The Australian advertising economy will increase by three per cent this year, according to the latest forecast by IPG Mediabrands’ media intelligence and investment division, MAGNA. The new forecast is in line with previous MAGNA estimates for this year and sees a similar level of growth to 2017.  Australia remains one of the most advanced and […]

by B&T Magazine

B&T Magazine
Charity Group Unveils Glorious Ad Highlighting The Daily Challenges For The Disabled
  • Campaigns

Charity Group Unveils Glorious Ad Highlighting The Daily Challenges For The Disabled

A new ad highlighting the everyday hassles and tribulations of people with disabilities is proving as witty as it is human. The ad is the work of Swiss disability advocacy group Pro Infirmis and show’s people with disabilities dealing with every maladies – awkward dates, weak grocery bags, dog droppings and the infamous red sock in […]

by B&T Magazine

B&T Magazine
Nude Mum The Star Of New Mars Campaign Via Clems Melbourne
  • Campaigns

Nude Mum The Star Of New Mars Campaign Via Clems Melbourne

Mars Bar Australia and Clemenger BBDO Melbourne have launched a new brand platform for the iconic chocolate bar, ‘Enough Chocolate to Deal with Anything’. Representing a shift away from positioning Mars Bar as something that provides energy, the new platform aims to showcase how the chocolate bar can provide Australians with the confidence they need […]

by B&T Magazine

B&T Magazine
Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Nine Launches Big Ideas Pop-Up Store
  • Media

Nine Launches Big Ideas Pop-Up Store

Nine has today launched a new pop-up store, The Big Ideas Store by 9Powered, which will host a series of events, workshops, research studies and guest speakers that demonstrate how Nine’s integrated business works to formulate better solutions to the challenges facing marketers. Over the next two weeks, The Big Ideas Store will highlight how […]

Gillian Armstrong: Adland’s Become “Brainwashed Into Thinking All Directors Have Beards”
  • Advertising

Gillian Armstrong: Adland’s Become “Brainwashed Into Thinking All Directors Have Beards”

Acclaimed Australian director Gillian Armstrong has launched a scathing attack on the agency “boys’ club” that, she believes, continue to ignore female directors for TV campaigns. Armstrong, 67, cited stats that show half of all graduate directors leaving Aussie colleges are now female, they’re regularly cleaning-up in short film competitions, however, it’s not translating to directing work within the industry. Only about […]

by B&T Magazine

B&T Magazine
Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine
We Are Social Acquires Socialize
  • Media

We Are Social Acquires Socialize

We Are Social has acquired Socialize; however, it will not be renamed We Are Socialize or even Margaret for that matter.

Global Marketing Player adm Appoints Country Manager For Australia & NZ
  • Marketing

Global Marketing Player adm Appoints Country Manager For Australia & NZ

International marketing services business adm Group Ltd has appointed Matt Cave as its country lead for Australia and New Zealand. Cave (pictured above) has more than 25 years of industry experience in the Asia-Pacific region, and will be instrumental in driving adm’s expansion throughout Australia and New Zealand. With 26 offices in 19 countries around […]

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”
  • Media
  • Technology

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”

Weploy began with a shared realisation between two friends that recruiting quality staff had become too complicated and it was high-time so declutter the process. Based in Melbourne, the start-up combines Tinder-style online skills-matching with Australian job market, and in doing so, rids eager employers of the strenuous – and at times incredibly uncomfortable – […]

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James
  • Marketing

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James

Nielsen has announced it has acquired Landsberry & James (L&J), a leading media analysis and software company based in Sydney, Australia. L&J designs, develops and markets software across the entire media analytics, planning, buying and post analysis process for television, digital, radio, advertising expenditure and advertising creatives. Nielsen’s investment in L&J enables an unparalleled and powerful […]

Pac Mags’ Home Beautiful Partners With Harvey Norman To Launch ‘Cooks Co-Op’
  • Marketing
  • Media

Pac Mags’ Home Beautiful Partners With Harvey Norman To Launch ‘Cooks Co-Op’

Home Beautiful and Harvey Norman have partnered on a new content series which will transform a quintessential Aussie shed into a field-to-fork restaurant whilst showcasing culinary local heroes. In 2012, Martin Boetz (pictured above, right) – the chef behind the cult following of Longrain during his 13-year stint – escaped the bustle of the big smoke […]

Music Feeds & Purple Sneakers Join Forces
  • Media

Music Feeds & Purple Sneakers Join Forces

Music Feeds and Purple Sneakers have unveiled a new strategic partnership that will allow music industry and direct advertisers to extend campaign bookings across all Purple Sneakers digital platforms when booking with Music Feeds. Founded in 2005 by Martin Novosel as a club brand and events company, Purple Sneakers is a key player in the Australian […]

by B&T Magazine

B&T Magazine
Headway & App Annie Get Ready For FIFA 2018
  • Media
  • Technology

Headway & App Annie Get Ready For FIFA 2018

Headway, the leading data-driven media buying company, has teamed up with market data and insights company AppAnnie. Together, the companies have unveiled The App Marketer’s Guide to the World Cup – a whitepaper designed to help app marketers succeed. Every year, flagship sporting events are breaking the internet with increasing viewership and the 2018 FIFA World Cup […]

Twitter Makes In-Stream Video Ads Available To All
  • Advertising
  • Media

Twitter Makes In-Stream Video Ads Available To All

Social media giant Twitter has announced it’s making in-stream video ads available to all advertisers – including self-serve – across 12 markets, including Australia. The popular video format attaches pre-roll content in front of premium publisher videos and highlights. The 12 international markets where Twitter’s in-stream ads will be available are Australia, Brazil, Canada, France, […]