Universal Wonderland: KB Creative Advisors's Project Case Study in Design Leadership
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THE VISION REALIZED PROJECT CASE STUDY 01. issue “Wonder and Imagination-these are the 2 key emotions the new zone must deliver.” Glenn Gumpel, President CEO Universal Studios Japan, Osaka USJ Co. teamed with KB Creative Advisors to lead the development of a new zone centered on children’s play. Universal Wonderland’s completion achieves a milestone for the theme-park at the celebration of it’s 10-year anniversary. It sets a new standard in theme- park design driven by a core focus in guest experience that is repeatable and emotionally fulfilling. How KBCA helped reimagine this new zone is a case study in design leadership and intense collaboration. KB | CREATIVE ADVISORS
Transcript
THE VISIONREALIZED
PROJECT CASE STUDY01.issue
“Wonder and Imagination-these are the 2 key emotions the new zone must deliver.”Glenn Gumpel, President CEO Universal Studios Japan, Osaka
USJ Co. teamed with KB Creative Advisors to lead the development of a new zone centered on children’s play. Universal Wonderland’s completion achieves a milestone for the theme-park at the celebration of it’s 10-year anniversary. It sets a new standard in theme-park design driven by a core focus in guest experience that is repeatable and emotionally fulfilling. How KBCA helped reimagine this new zone is a case study in design leadership and intense collaboration.
KB | CREATIVE ADVISORS
The vision
The challenge
Design leadership
Evolving the brands
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Contentsnov dec jan feb mar april may june july aug sep oct nov dec jan feb mar
2011 2012
www.kbcreativeadvisors.comLos Angeles| Singapore
USA: 5150 Wilshire Blvd #360 Los Angeles CA 90036 t:1-323-285-5259Asia: 10a Craig Rd. 2F Singapore 089670 t: 65-3158-2045
USJ Co’s primary goal was to meet the needs of an underserved market group of young children (3-9 yrs old) and their families.
When Universal Studios Japan® first opened in 200, the zone was originally designed and themed as the “WILD WEST” area. Although well designed and meticulously detailed, it failed to resonate emotionally with the regional market. This area was then re-themed to the “Land of Oz” based on the characters from the classic movie. The“Land of Oz” officially
A Harmony of Wonder and Imagination
closed in 2011 to make way for the Wonderland transformation to take place.
The vision was to create a home for three brands, Snoopy, Hello Kitty and Sesame Street, inhabiting a land filled with “Wonder” and “Imagination” the two tenets that would drive key program and design decisions throughout the process.
Monument sign at entry into land Marketing key art illustrating entire land Sculpted characters greet guests at entry
THE VISION VISION DEVELOPMENTthe 3 “W”sWe always start with asking clients some fundamentals:What- What is the Program and what emotion does it need to fulfill?Who- Who are we designing for?Why- Why does the park need this project, towards what higher goal does it seek to attain?
DESIGN RESEARCHlistening, discovering, fulfillingUSJ has over the years successfully driven increase in park attendance through a rigorous process of market survey and putting their ear on the ground; listening and fulfilling what their guests seek. Mothers were identified as the key decision makers in driving ticket sales for the park. In the program
and design process, the team considered not only the types of attractions kids would enjoy but also planned for the amenities and facility details that are hospitable and ergonomic for both kids and adults alike.
The project seeked to fulfil this combination in the right “style” that would evoke wonder and imagination.
At the end of an intense charette design process, KBCA produced a presentation that conveyed the client’s vision of the experiential narrative through words, images and original artwork of discov-ered concepts. These collected thoughts and visual ideas then formed the foundation for the next steps in design evolution.
Rehabilitate, recreate
KBCA was faced with the complex challenge of creating a new “world” within the constraints of existing structure and facilities. To achieve economy and cost effectiveness, maximizing investment in areas that guests actually experience and touch was key.
The area anchoring the site at its nort-east edge was occupied by 2 outdoor covered theatres; both with an overall eleavtion drop of approximately 8 metres. This presented both a challenge and an opportunity in envisioning the possible uses of this area. KBCA’s depth of owner-operator experience and masterplanning poweress came into play in re-configuring the 30,000 s.m. land area into 3 sub-zones. Almost all existing facilities remained intact, except for one of the outdoor theatre which was demolished to make way for what was to be eventually become Sesame Central Park.
A constant dialogue that involved active listening with the client and an exchange of ideas was present throughout the decision making process. KBCA worked closely with the USJ team to articulate not only the aspirations of the project, but also to organize and evalute pre-existing site facilities conditions.
The KBCA design team transformed the area with a combination of altering, enclosing, layering and adding to the bones of the facilities and working in harmony with existing site topography.
Design leadership takes a vision and makes it real.
In 2010, Oct 27, USJ Co. asked KBCA to meet on site for a charette session to transform one of the lands in the park. At 9am on Nov 1, KBCA senior design delivery leaders were on the job.
Drawing talent from Singapore, Los Angeles and Berkeley, KBCA mobilized a group of 22 design professionals. Among them were experts in the design and programming of environments for children, creative producers,design architects, illustrators, set and production designers, art directors, landscape architects and specialty consultants.
Delivering the project in just 17 months required a full throttle, fast track process. To manage the scope of work, the area was dvided into key blocks, each with its
USJ Co.
ASnoopy
BHello Kitty
CSesame
G.C.S.G.C
DESIGN LEADERSHIPNTTFacilities
distinct program and uses. KBCA led the charette process including vision briefings, brainstorm sessions, and design discussions capturing ideas in play and feeding them back to the design teams.
The team participated in weekly “work-shops” where progress in visual ideation, sketches and renderings were presented and ideas exchanged. The energy and synergy these dialogues generated resulted in a rich and seamless set of overall ideas for Universal Wonderland.
View of Sesame Town from Hello Kitty Fashion Avenue
Day dreams of flying in the cloudsAt the first zone upon entry, KBCA proposed a bold move to place the new outdoor round-ride in front of the existing “Snoopy-Studios” building.
By orienting the new land entry portal to frame a kinetic structure of cuteness, it draws guests in and becomes the iconic starting point for the imagination and wonder that awaits beyond. KBCA ‘s design
USj character wonderland | PaGe 2worK In ProGreSS coMMentS | May 24, 2011
SnooPy center Icon concePt
USj character wonderland | PaGe 3worK In ProGreSS coMMentS | May 24, 2011
SnooPy rIde VehIcle
Study models made for fine-tuning ergonomics, scale and “photo-friendly” factors.
Installed flying snoopy and centerpeice
KBCA imagined an environment of exuberance and celebration that is original but still attuned to the brand’s tone and language.
team charetted through several concepts before finally stirking the chord that evokes wonder and imagination in Snoopy’s world..
KBCA was tasked with taking this concept that personifies Kitty and translating it into a groundbreaking genre of architecture.
Armed with design research centered heavily on fashion, culture and food, the design team engaged in an active dialogue with USJ’s “Team Kitty” to establish the key design elements that are quintessentially Hello Kitty.
Hello Kitty has evolved over the past 30 years and continues to be a powerhouse global brand. The challenge was to evolve it yet another level into the“next” look that is an original to USJ.
The design team set out to uncover the elements that would make a modern and sophisticated statement but overlaid with “Cute”.Kitty’s “Bow” was identified as an icon unique to the character’s identity and became part of the signature quilted wall- an evolution that began from a classic handbag. The Bow also played a key role in the development of the “Hello Kitty Ribbon Collection” –a Meet and Greet attraction. The attraction personalizes the experience by offering guests a selection of bow accessories prior to their special moment with the Kitty herself.
Complementing the oversized ribbon is a system of layered patterned glass that plays on transparency and a whimsical repitition of the brand’s signature logo. A system of banding “ribbons” surrounds the interior environment- leading guests, from the entry through a showcase of “Kitty’s Couture” – culminating into her shoe display chamber where kids are entertained with an oversized “shoe slide”.
The concept for the “tea-cup” round ride evolved from a series of ideas linked to Kitty’s modern-day accoutrements. The oversized and colorful Cupcakes are a natural fit and doubled as the perfect snack opportunity.
Bow selection showcase, attraction signage.
The quilted wall was angled to orient the Iconic Bow towards guest approach.
A single cupcake mold was made and variations of patterns and color combination applied.
Hello Kitty Boutique interiors, Entrance from Fashion AVenue
USj character wonderland | PaGe 12worK In ProGreSS coMMentS | May 24, 2011
SeSaMe : d is for drIVe
jUnIor rIde VehIcle- 3d Model One Body / Four Faces & Four Colors
Each face would need to be
a “Plant-on” element
Elmo
TellyGrover
Ernie
Tuesday, May 31, 2011
Identifying the “style” that unlocks a sense of wonderment was a key component in the design of Sesame town. KBCA’s design team created a signature look that evolved from a formula using the IP’s basic style-guide combined with the “BIG FACE” concept.
The designers took an “anthropomorphic” approach in the façade design and inflected the lines to create a “Uniquely USJ Sesame” style that is consistent throughout the interiors and outdoor play areas. By virtue of the brand’s popularity and it’s wide-reach to the broader
Bursting with Imagination and Wonder
market, this zone offers the most attractions for “what kids like to do”.
Through market research conducted- one of the most popular activities identified amongst kids was driving. Driving with autonomy appealed to kids as it offered a “role-play” of a grown-up activity. Two variations of this attraction was developed, one suited to the very young toddlers and another scaled up for the more adventurous young drivers.
KBCA designed the new facade to work with keeping the existing structure and base surface panels. The effect works into a backdrop for adding the new stylized Sesame facades.
Pre-existing primary structure of building facade from “Land of Oz”-was retained.
The mini-drive course for toddlers was designed to be centrally located to form a focal point of energy and excitement in the main plaza.
USJ CHARACTER WONDERLAND | PAGE 9WORK IN PROGRESS COMMENTS | MAY 5, 2011
SESAME: INDOOR IMAGINATION PLAY
ENTRY
The play on scale of the suspended “big face” ring heads- added to a sense of wonderment. Guest experience the worlds imagined “inside the heads” of each character.
The mini-flume offers an adult and child shared experience
To break up the 2500 s.m. space into several distinct play spaces- KBCA’s design team proposed suspended “Big Face” heads of the favourite characters that would create compression and scale in the 16m tall volume.Each “Pod” ‘s play program is developed to be symbiotic with the tone and language of the respective Sesame Characters.
A series of ramps designed to function both as access and a secondary viewing platform.
The Elmo Imaginarium contained the highest density of focused play programs within the land. Central to the volumnious space is a mini-flume attraction themed as Elmo and his goldfish Dorothy.
An important space planning component was for parents to have an overlook from which to find some respite while the kids explored below.
The success and popularity of the project is a result of focusing on the timeless activities kids love and customizing the environment to inspire imagination and a sense of wonder.
USJ CHARACTER WONDERLAND | PAGE 32WORK IN PROGRESS COMMENTS | MAY 5, 2011
SESAME: INDOOR IMAGINATION PLAY
GROVER’S CONSTRUCTION COMPANY: BUILDING BLOCKS
USJ CHARACTER WONDERLAND | PAGE 49WORK IN PROGRESS COMMENTS | MAY 5, 2011
SESAME: INDOOR IMAGINATION PLAY
MOPPY : LUCKY DANCE EXTERIOR
USJ CHARACTER WONDERLAND | PAGE 20WORK IN PROGRESS COMMENTS | MAY 5, 2011
SESAME: INDOOR IMAGINATION PLAY
BERT & ERNIE’S UNDERSEA ADVENTURE: VIEW FROM PLAZA
