XD-MILLENNIALS, MULTICULTURALISM + ENTERTAINMENT
The studio was an immersive real-life project with an established Victorian institution, the Royal Automobile Club of Victoria (RACV). RACV is a brand appealing to middle-class, middle-aged Victorians and research has shown that the brand is somewhat irrelevant to younger urban demographics. Meanwhile, Victoria is becoming denser, more urban, younger and multicultural leaving RACV with a knowledge gap in how to address this changing market.
The studio developed concepts for temporal pop-up installations within Melbourne’s Chinatown district that would operate as both cultural events, points of interaction and collectors of data. Rather than attempting to pitch the RACV to millennials, the design project intended to educate RACV management to the interest, wants, desires and needs of the new generation.