Historically charity has not been welcomed in the mega-malls of retail mecca. Understandable to a degree as landlord’s a hold negative perceptions of charities canvassing in prestigious retail environments and the adverse effect on shopping trips.
When World Vision, the world's largest International child sponsorship organisation, approached TYC we saw the chance to use our unique approach to try to do something bigger. Something better for the world.
The challenge: how to reward high value donors with a rich experience that would be welcomed in the mega-malls.
There were many barriers to overcome on this project, none more so than the very real need of hundreds of thousands of children around the world. But it all needed to be fully understood and the team went through an emotional roller coaster of research to see another way. By talking to target customers, speaking with WV members who had been in the field, observing the worlds many of the children live in and combining this with our retail knowledge and know how, the team spotted the opportunity.
Through experience design and mapping, the team curated a path that brought the two worlds together with state of the art technology combined with authentic, modern interior design akin to the spaces the targeted customers. The Story Shop was born.
The Story Shop is a mid mall kiosk space that is an immersive retail experience. The interactive magic mirror captures passers-by and then sets them on an adventure to explore the inner world of The Story Shop and get closer to those in need. Tap to pay makes it easy to donate smaller contributions but the key is the reward the experience gives those that sign up to sponsor a child.
The moment we all realised this really could change its sector was when between Westfield, Hammerson and Intu, The Story Shop was offered 6 premium locations including both London Westfields and Brent Cross, within 48hrs of our initial presentation to landlords.
A clients attitude always has a huge effect on the outcome of any project and we have been inspired by the WV team. Their desire to change and challenge was unlimited. Even when we told them they would need to employ completely different skill set of staff to deliver the experience, they never strayed.
We thank our digital partners, Omnifi, and our contracting team, DMN for bringing to life our vision and helping to change lives. We are very proud of the outcome and are now continuing to see how we can use our skills to do more.
The Story Shop has also won the following recognition throughout both the retail sector and design industry:
/ WINNER in Not For Profit category of DBA Design Effectiveness Awards 2017
/ WINNER of Most Effective Shopping Centre/ Roadshow at FMBE (Field Marketing & Brand Experience) Awards 2016
/ WINNER for Mall Retail at the BCSC Opal Awards 2016
/ HIGHLY COMMENDED for Short Term Retailer of the Year at SCEPTRE Awards 2016
/ COMMENDATION for Exhibition / Experiential Design at The Drum Design Awards 2016
/ Finalist for Retail / Pop up Interior Design at The Drum Design Awards 2016
/ Finalist for Best Use of Design & Technology In-store at ISG Retail Week Interiors Awards 2016
Project scope: Strategy, Retail design, Experiential design, Branding, Art direction, Video curation.
“The strategic approach to the project, deeply understanding the consumer and articulating that in the experience map completely blew us away! That's the bit that step changed this project. “