The problem:
The Queens Wharf development, a spectacular 5-7 year project, aimed to transform the city and wider region while preserving its historical significance. However, engaging a diverse audience, including; local business owners, students, investors, tourists, and the wider community presented significant challenges.
Key issues included:
Lack of Visualisation:
76% of people emphasised the importance of visualising the project before construction, yet no accessible means existed to do so.
Community Concerns:
Local stakeholders, such as a cafe owner on George St, expressed worries about construction obstructions and a desire for regular updates.
Limited Engagement:
With only 52% of people excited about the development, there was a need to inform, enthuse, and create a lasting connection with the community.
Historical Education:
Sharing the site’s historical elements was a priority, yet traditional methods fell short of capturing widespread interest.
imersive
pitch
Queens Wharf - Mixed Reality
The Queens Wharf project, was a 5-7 year, world-class development with a significant impact on the city and region of Brisbane. The below case study was for the initial pitch which I led with a small team.
Facing the challenge of engaging diverse audiences and addressing concerns about construction disruptions, we leveraged our expertise in digital strategy, design, and technology to create innovative solutions. These included VR and AR experiences to visualise the project, share its historical elements, and provide ongoing updates, ensuring long-term community engagement and a memorable "wow factor."
mixed reality
mixed reality
Innovating the Customer Experience
Our approach to this project was rooted in understanding the business owners concerns and public opinions and using the insights to create a full campaign approach that could be used throughout the 7 year build process. We knew the experience had to be mobile, interactive, and truly experiential for end-users. That’s why the pitch process included gathering data and user sentiment.
Leveraging Emerging Technology
To deliver truly immersive and engaging solutions, we integrated Virtual Reality (VR) and Augmented Reality (AR), developing a comprehensive suite of digital tools designed to engage all stakeholders, from motorists and pedestrians to the wider community, across the entire project lifecycle.
- 'Window to the Future' Pre-visualisation: Allows stakeholders to visualise the project well before physical construction begins.
- 'Step into the Future' Immersive VR: For a deeper level of engagement the fully immersive VR experience would fit perfectly into the vibe of Brisbane Festival while also inspiring people about the development.
- Augmented Reality for Engagement and Updates: Extensive use of AR would bridge the gap between the physical and digital.
- AR Building Hoarding and Advertising: Construction sites can often be an eyesore. Using AR overlays on building hoardings would mitigate visual obstruction concerns while simultaneously offering engaging advertising.
- AR for Stakeholder Updates: Establishing an ongoing process to deliver regular updates to stakeholders via AR, would keep everyone easily informed.
- 'AR Fact Hunting' Game: To educate the public in a fun, interactive way, the AR game concept would encourage users to 'hunt' for historical and project-specific facts.
mixed reality
Problems Solved by the Solutions
Enhanced Visualisation:
VR and AR tools allowed 25 out of 33 respondents to visualise the project, addressing the 76% demand and boosting excitement to 52%.
Community Engagement:
Interactive experiences at sales stands, events, and through AR fact hunting engaged local businesses, students, and tourists, fostering enthusiasm and informing the wider community.
Addressing Concerns:
AR building hoardings and regular updates alleviated fears about construction disruptions, which was a concern many of the local business raised during our research.
Historical Education:
The AR fact hunting feature successfully shared the site’s historical elements, creating an educational “wow factor.”
Longevity and Adaptability:
The phased rollout from pre-development to post-completion ensured sustained engagement over 5-7 years, with adaptable content for different uses and events.
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