Chadstone Shopping Centre has invested in kids’ Play Pods where digital interactivity is the main attraction.
Story: Christopher Holder
Vicinity gets it. As one of the largest landlords in the country and looking after the national retail jewel in the crown, Chadstone Shopping Centre, Vicinity understands ‘activation’.
In previous issues of [DigitalSignage] we’ve mapped the effect of retail interactive activations, and how they can stimulate a shopping mall’s social media presence and boost engagement (when expertly designed).
Mostly the executions have been temporary, celebrating a festival or having a seasonal bent.
In the case of Chadstone Shopping Centre, the jury is in. Sure, no retail entity is going to say ‘no’ to extra love on their Facebook page, but ultimately spending money on an installation such as this is about keeping customers happy, and helping them shop longer — any #lovechaddie online chatter is simply a bonus.
That said, these four Play Pods are in the oldest part of Chadstone Shopping Centre. As such, there was clearly a strong case to replace an existing play area for little ones and augmenting that with three other areas. In so doing, it instantly gives the not-so-hot-right-now wing of the shopping centre with an attraction that gives kids and families cause to linger. Retailers such as ToysRUs and nearby cafés are cheering from the sidelines.
“This is a massive showcase for Interactivity,” noted Interactivity Technical Director, Maddi Goricane. “Vicinity has entrusted the entire activation to us and the focus is very much on the technology — everything the kids can play with it tech based.”
SHEER QUACKERY
Interactivity designed, built and installed every aspect of the four Play Pods. The brief began with an original poem provided by Vicinity. The 16-line, four stanza poem entitled ‘Three Quacky Ducks’ provided the inspiration for the four Play Pods.
Each of the four Pods is sited in one of the four stanzas of the poem and subtly their design and playing modes reflect that — one more themed ‘on the farm’, another more ‘on the beach’ etc.
The headline act is a bespoke interactive game station. Replicated across the four Play Pods the game dovetails with the narrative of the poem.
When not in use the kiosk cycles through the telling of the story of the Three Quacky Ducks. The voiceover talent has a comforting Play School tone about her — intentional, as it happens.
Once the child touches the screen, the voiceover finishes that four lines of the poem then launches the game relevant to that stanza. The first line is read and the other three lines are accompanied by an interactive game.
The original art style from Interactivity’s graphic artists is whimsical and evocative of picture book favourites from yesteryear. Every successful game completed is accompanied by an affirming cheer.
The complete interactive display is an Interactivity product. The shroud is fabricated in Australia and along with the other componentry is assembled in Australia. Interactivity uses an NEC commercial display a touch overlay sourced from the UK. It’s a neat system.
“Parents like the educational nature of the games,” commented Maddi Goricane. “Yes, it’s another screen in their child’s life, but they appreciate that they’re far from mindless entertainment — they engage their child’s memory and acumen.”
The Play Pods also include a suite of tabletop games. Interactivity has compiled an archive of favourites new and old. It’s not uncommon to see ‘dad’ engrossed in a round of Frogger while junior is engrossed elsewhere on the Pod.
EASILY LED
The interactive screen might be the highlight but there are plenty else to entertain and delight. Interactive LED strips are a big hit. Conspicuous green buttons (at a variety of heights for different age groups) trigger LED strips that run up ‘tree trunks’ accompanied by sound effects pertinent to that Play Pods theming.
As children approach other areas (depending on the Pod) more LED are sensor triggered: strip lights on a bridge, a traffic light turning green, a shop front opening for business.
NICE GESTURE
Rounding out the interactive play are interactive projections on two of the Play Pods. A Interactivity speciality, these play areas are a favourite. Based on an Epson installation projector, an infrared sensor and the game software, kids can jump into a pond or the surf and chase fish and other aquatic life. Such is the image brightness and the quality of the media that toddlers often double take, tentatively dipping their toes in, just in case. Slightly older kids ‘dive’ right in with a squeal of delight.
SERIOUS STUFF
Having fun is serious business. Some nine months in gestation, these beautifully resolved Play Pods aren’t something you can order on Friday to be delivered on the Monday. Bu if the consideration and investment in such an execution is ‘non-trivial’, neither are the outcomes. These four Play Pods reinforce Chadstone Shopping Centre’s family-friendly credentials and keep faith with the retailers in that part of the precinct.
“If you can create movement and light, you will attract kids —they’ll want to come and investigate. From there it’s our jobs to keep them entertained and engaged, providing mums and dads with a few minutes’ respite, and kids the time to be kids.
“Seeing the kids having fun and using the tech is very rewarding.”
Interactivity: 1300 797 199 or www.interactivity.com.au
Epson: www.epson.com.au