Brand Experience 379

Point of view statement: The user of this exhibition is millennials who spend more time coming together at cafe’s than making a trip to Te Papa. They like to engage in groups and share their experiences on social media platforms such as Instagram and Facebook. The rise of Instagram accounts that visit and review cafes is a big trend with your typical millennials becoming the biggest critics towards this. It can influence who visits where, and where people decide to meet and where they choose to go in terms of social public spaces. Spaces that are visually appealing and exciting create more interest for people to visit through social media and word of mouth. Big Idea: Our big idea is to create a space in Te Papa that uses one of the existing cafes as a place to not only display information and be a cafe culture exhibition in itself, but also turning it into a ‘millennial playground’. This space will be a fun, educational space that gives the user a choice to be th...

Exhibition-   What are we trying to communicate? We are trying to communicate… What experience are we trying to create? We are creating an experience for millennials to have an enjoyable time, whilst having an affirming consistency for the museum and that will measurably be sustainable. Using physical/digital tools that are complimentary to our chosen exhibition and that will enhance the space. Our purpose is…

Current experience:  The experience that a millennial has when visiting Te Papa is different to those that are visiting as children or an adult/parent. The exhibitions are familiar and most millennials that live in Wellington, or who have visited, seem to have been to Te Papa either just once, or multiple times. ‘We’ remember the colossal squid, history collections, natural environments, pacific cultures etc. and have revisited for the Gallipoli exhibition or even Dreamworks, but other than that there is nothing there to attract us back to the museum on those rainy days. Instead, coffee culture has become a big trend amongst millennials. We visit cafes because they are a social public space that you can go to, to meet up with different people. There is a safety net with cafe’s as it is a social space that allows you to choose how much time you want to spend there. Coffee and food is used as a way to determine the situation and length of meeting with someone.  Te ...

Te Papa’s history: Te Papa is New Zealand's national museum, renowned for being bicultural, scholarly, innovative, and fun. Our success is built on our relationships with and our ability to represent our community. On 14 February 1998, Te Papa (housing the national art collection among its taongataonga treasures) opened on Cable Street, Wellington – on time and within budget. Since then, millions of people have visited Te Papa. Our narrative-based, interdisciplinary, and interactive approach has attracted international attention, as has our commitment to biculturalism. Visitor milestones: 2001 – 5 million 2004 – 10 million 2008 – 15 million 2012 – 20 million 2015 – 25 million

Research we found from doing our interviews this week