Wondermachine

WORKSHOP

The Glenmorangie brand wanted to offer an experience that matched its new branding and master distiller, Dr. Bill. The goal was to create a fun and offbeat experience that still reflects the expertise of a renowned house.

To align all parties around a single idea, we chose to hold a workshop bringing together designers, UX designers, and marketing specialists in a collaborative working session.

BIG IDEA

With the workshop completed, our teams analyzed the ideas in depth to identify three main areas of focus.

After consultation with the brand, the concept naturally evolved into the creation of a "Wonder Machine.

Inspired by the world of Willy Wonka, the brand aimed to showcase its whisky through a multitude of processes, thereby engaging with its audience in an unexpected way.

ARTISTIC DIRECTION

We wanted to create a machine inspired by the world of whisky, particularly the distillery, but with a modern twist.

We chose to integrate a real still at the center of our structure and to create a series of digital tubes that guide the liquid through a multitude of small interactions related to the brand's universe.

USER INTERFACE

Mirroring the circular shape of a still window, the user interface is colorful while remaining minimalist in the actions it offers, to keep the user’s attention on the back wall.

This minimalism is achieved through strong contrasts, a structured design, and precise, concise tutorials to guide instructions in a playful and graphic manner.

SCREEN INTERFACE

We wanted to create a complex and intriguing machine (with tubes and glassware) in a modern style while drawing inspiration from industrial details.

The work focused on the complexity and realism of the glassware, balancing between a broad view of the machine and immersion in inspiring visuals.

To best integrate the experience into an architectural setting, we aimed to design the content based on the structure, leveraging the constraints of the still and the canopy as creative advantages to propose a unique and memorable design.

VISUAL CONTENT CREATION

The Glenmorangie universe is complex as it combines a premium aspect with a fun and quirky side.

To best represent this identity, we worked on a series of graphic elements:

• Sourcing visuals that align with each product.

• Animated tutorials.

• Designing ingredient icons.

• Creating and animating product packshots.

SOUND CREATION

Creation of a sound universe inspired by a machine that is both amusing and surprising. We aimed to capture the propagation of a liquid, punctuated by multiple auditory interactions with its environment.

A bold sound design, achieved through precise selection of audio equipment, allows for a complete immersion in the experience.

DEVELOPMENT

The complexity of the project lies in the ability to offer different visual, olfactory, and auditory experiences based on user choices, all generated in real time.

The seamless integration of technology within the structure enables the provision of an innovative retail tool while maintaining a highly premium in-store service.

CRM

The user is invited to continue the experience online by retrieving their entire journey on their mobile device.

A summary details each of their choices while providing product information in line with the whisky recommendation.

A digital ticket also connects the Wonder Machine to the bar area, offering the opportunity to taste before purchasing.

USER TESTING

We conducted a series of user tests to observe the ergonomics of the experience with an audience.

This session allowed us to highlight areas for improvement concerning the coordination of interactions between the tablet and the large screen.

The optimization of the tutorials and the segmentation of interactions enabled us to adapt the application to meet expectations effectively, resulting in a smooth and efficient tool.

DEPLOYMENT

A successful deployment at the Glenmorangie flagship in Heathrow Airport now allows us to offer an average of 12 sessions per day in a Travel Retail environment.

This success is driving the brand to make the experience adaptable on a simple iPad to begin a global rollout.