Virtual Reality: The Future Of Quick Scale Design
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
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.