There is a wonderful Lavazza coffee lounge in Chicago - and their story is refreshingly different to Starbucks.
Full of life – and the art of coffee – in larger than life pictures, as well as an engaging slide show to inform you of their back story on the ‘real’ coffee… (espresso is never translated, how crema makes the difference to taste…)
How simple it is to tell your story with a few pictures and the story that you know so well.
The Lavazza ‘theme park’ was doing a brisk trade in coffee and related breakfast fare, at the same time as entertaining and informing customers. A great way to build customer loyalty.
There is a usually a captive moment in any business transaction - always a good time to inform, entertain, engage and build the relationship with customers. Lavazza is doing a great job here.
When Trump University was launched, the challenge was to give reality to a learning environment that was primarily designed to be online. Enter The Wealth Builder’s Blueprint, the first flagship product for Trump U – to share the stage with Donald Trump.
This home study program has substantial ‘thud’ factor, plus the substance of a complete wealth building system to follow in Trump’s footsteps. But how could it stand out in the media frenzy of lights, cameras and journalists wanting a story straight from the Donald?
The ‘theme park’ was essential to convert the lobby into an environment that could capture the imagination and create a brand experience that left a lasting impression - not to mention the opportunity to profile the product around the world riding on the media’s coverage.
Essential ingredients for a knowledge theme park:
Create a color palette to set the stage for the brand (colored table cloths can work well)
Merchandise with multiple product samples (an old department store trick: stack them high – watch them fly!)
Display messages that inspire and evoke curiosity - an open mind is essential to get someone to take action
Build the browsing experience - create a mini fantasy adventure with lots to explore
Engage your audience with multiple senses
And now with the ever-increasing expectations for a complete online experience, these same principles can be applied in a website to create a virtual knowledge marketing theme park.
When you bring knowledge to market in any form the function of design plays a critical role.
The role of design is important at all stages - here’s just a few design functions: information design (how can people embrace new ideas?), education design (how can people learn and act on new ideas?), graphic design (the visual interface that creates appeal and effective communication).
Good design is one of the fastest ways to get your point across in this information overload, A.D.D, world.
First seen at Logic + Emotion, here’s Stanford Grad student, David Ngo going beyond the designer’s dilemma with Design 101:
Lavazza coffee lounge in Chicago - and their story is refreshingly different to Starbucks.
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