Putting ‘active’ back into interactive play areas
‘Linger longer’. It rolls off the tongue but for every shopping centre manager it’s one of those crucial KPIs: ‘How do we keep our customers on site just that little bit longer?’
Increasingly, the answer is keeping the pre-schoolers happy. And the answer is very often an upgrade to the play activities.
Interactivity is a curious unicorn of a business that designs, builds, integrates and installs play areas that combine the best of the old and new school: namely, old-school, ‘climb and jump’ play equipment with new-school interactive digital play activations.
The latest Interactivity-designed play area has gone into Tuggerah Super Centre, and it’s a beauty.
NEW SPACE, NEW OPPORTUNITY
With the recent relocation of one of Tuggerah Super Centre’s key tenants to the new Level 1, space was created on the Ground Floor. Aventus has long recognised the value of engaging with the young family market, and the new space provided the opportunity to reset the bar in retail centre kids play areas with this latest edition.
The shopping centre already had a small play area in that precinct, but determined that a play area ‘attraction’ would do wonders to activate that zone.
The new Interactivity-designed and built play area is the result.
“It was instantly noticed. During construction we had parents ringing to ask if the new play area was open,” remarked Tuggerah Super Centre Manager, Julie Meehan.
“The play area quickly attracted regulars. People would use the play area as a meeting place. It’s just added to the customer experience, because the kids are happy.”
POND LIFE
One drawcard of an Interactivity play area is how the digital components are educational — this is nothing like sitting your child in front of an iPad.
“That was a key concern for us,” concurred Julie Meehan. “There’s a vocal opinion that the whole point of a play area is to get kids away from a screen. The Interactivity digital offering is educational and that was really important to us. Especially the interactive fish pond. Kids of all ages can jump and play on it. Even babies love it. The digital elements are stimulating brains as well as providing a physical component.”
INTERACTIVE FISH
The interactive touchscreen games are for slightly older kids and provide a menu of puzzle games to keep them interested and occupied.
The interactive fish pond is a real favourite for Interactivity’s clients and kids. A projected animation of fish swim across a themed ‘pond’ and using an infrared interactive beam, the fish respond to the kids’ movement. Children can’t stop jumping and chasing the fish.
Interactivity customises the game and the aquatic life depending on the location.
“The principal reason for the play area is to give customers a reason to stay longer,” observed Julie Meehan. “And with young families it helps our week day trade as well. It’s achieving all that. And it’s certainly influenced traffic for that part of the centre, by providing a new attractive destination for our customers with little ones.”
Interactivity: 1300 797 199 or www.interactivity.com.au
Epson Projection: www.epson.com.au