Conceptual <strong>Design</strong> of Temporary Exhibition Platform and Smart Grid Exhibitionfor Siemens Urban Sustainability CentreFinal Resultto the KJ-analysis and cover both structural and technicalissues as well as visitors’ impact.Attract attention and create interestAn exhibition must first attract the attention of the visitorto get a chance to communicate messages. This can bedone with an attractor that draws the attention of the userand focuses it on the topic of the exhibition. By buildingthe exhibit around a central attractor you will gainattention from a distance. The attractor also functions asa “heading” of what the content of the exhibition is about.Very large objects and installations can more easily attractattention than smaller ones but the attractor shouldalso be somehow fascinating to create interest. Scary,beautiful, impressive, disgusting, spectacular, or in otherways bizarre exhibits can fascinate the viewer. It is alsogood to add a level of surprise and anticipation into anexhibition to make the user more interested and excited.By using recognition, e.g. letting the visitor see his/herown face, company logo, or city, the visitor’s attention andengagement is put to an even higher level.Exhibition structureTo maintain the users’ attention throughout an exhibitionit is important to tell a story and the structure, and howthe exhibition is organised needs to support this story.The user should get a clear picture of what the exhibitionis about from the start and get an overview before detailedinformation is presented. There must also be a goodbalance in the amount of exhibition objects and a clearthought behind the location of the objects and installationsso that the user can easily follow the story.By having a structure with a clear entrance the visitors willfeel special and important. Food or giveaways can also beused to make the visitor feel pampered or selected. Foodalso helps preventing fatigue and giveaways function asmemorabilia.Aesthetics and interior designThe aesthetical impression in an exhibition is importantand it needs to express the content of the exhibition. Itshould work as a whole to create the right atmosphere,and at the same time all details need to match the restof the exhibition to keep a harmonized experience. Thisshould be considered when choosing colour scheme,surfaces, finish, and fonts etc.If all parts of the interior work together, such as decoration,furniture, lighting and music, the right mood can becreated which enhances the experience for the user. It isalso possible to create the desired emotions from settingthe atmosphere and context for the actual content andmessages presented in the exhibition.Interactive experienceUsing interactive objects and letting the user participatein a game or challenge creates interest and elicitemotions. Through interaction that appeals to all sensesthe experience can be both more fun and engagingand at the same time more informative for the user. Acombination of visual, haptic and audible stimuli in aninteractive exhibit works well to engage the user and if thegame aspect is included as well the installation becomeseven more captivating. Games or challenges appeal to theaudience’s playfulness and competitiveness which attractattention and focus with the user.Crucial for all interactive elements is that it needs to beoperable without any technical or usability problems. Ifthe technology does not work flawlessly, or it is unclearfor the user how to interact with the exhibit, the user willfeel frustration, disappointment or even anger. Serviceminded, helpful, and skilled personnel who can assisthelps out.Evoke emotionsOne of the main objectives with the exhibition is to makethe visitor feel something for the message to get through.The exhibition should give the audience a comprehensiveexperience. Visual, audible, and haptic stimuli shouldwork together to elicit desired emotions. Even some “bad”feelings, such as disgust and fear, can increase the level ofinterest from the user. However, if the exhibition makesthe user feel sad or guilty, he/she will probably just try toshake it off. The key is to evoke the right type of emotionand at the right moment.Installation solutionsBesides having a clear structure and consistent design ofthe exhibition as a whole, the individual installations alsoneed to be considered. To get the users’ full attention itcan be good to somehow screen off the installation fromthe surroundings and thus decreasing disturbances fromthe outside. This can be achieved by putting up walls or aroof around the exhibit.The information needs to be communicated in a way thatfacilitates learning. Written information should be keptto a minimum and always be supported with pictures orother means of communication. By using projections orinteractive screens, many layers of information can bepresented on a smaller area.52
Oskar Karlsson, Petter PolsonMaster <strong>Thesis</strong> 2011 at Chalmers University of TechnologyFinal ResultIf objects and products are being presented, they shouldbe placed in their context to make it easier for the user torelate to them. It is also nice to use physical objects or 3Dtechnology to enhanced the spatial experience and givedepth to the exhibits. This will further facilitate the communicationto the user who will feel more as a part of theexhibit and thus more participating. Another way to getthe user more involved is to use familiar environments. Byrecognising a face or a city, the user will be able to relate tothe exhibit and become more interested in the message.5.3 Smart grid exhibitionThe concept for the temporary exhibition on smart grid isdivided into four stations representing the background,benefits & challenges, actors & markets, and cases &solutions in the Exhibition Content Description (SeeAppendix I - Exhibition Content Description on page74). These stations are presented in detail belowafter the suggested exhibition structure and route aredescribed.5.3.1 Exhibition structure and routeThe modules are placed in a certain way to create thefeeling of several rooms in the exhibition. Siemenspersonnel guide the visitors through the exhibition andthey walk a certain path. By having a set route, it is easierto tell a story throughout the exhibition to elicit emotionsand to give the visitors a better experience.BRIDGE1.02FEATURE STAIRC.04Figure 5.12 USC first floor office space - Exhibition layout53
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