Titan Experience Zone

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Explore with time, explore time, explore Titan

Titan's Experience Zone is at the center of the "World of Titan" flagship store, Hosur. At TEZ, visitors can experience, explore and learn about Titan products, philosophy, values, history, innovations, communication and more.

Where: Hosur, Tamilnadu When: 2009 Client: Titan Industries Limited
Project Partners: Roll over this link Concept: xdlab & Titan Global Design
Research, analisys, strategy: xdlab & Titan Global Design
Art Direction: xdlab & Titan Global Design
Visual Communication: xdlab & Titan Global Design
Architecture: xdlab with Electra
Motion graphics and short movie: xdlab with MonkeyTalkie
Static graphics: xdlab
Interactive Hardware and Software: xdlab
Production management: xdlab
to see project credits.
TEZ is not just a store, but an elaborate experiential space. It speaks about Titan, but not just about it alone. It is a unique physical and qualitative synthesis of Titan's world-class approach and values.

It has been designed to allow Titan to introduce itself and speak in a very distinctive way to its visitors, to communicate more effectively and affectively.

The space engages its visitors in a journey, which starts very emotionally and develops adaptively, offering more and more information as the visitor explores the space. The journey culminates where it begins, being cyclic, just as time is. The more rounds the visitor takes, the more experience and awareness he receives.

TEZ consists of five areas:

Immerse:
Located in the center of the TEZ, this experience is a pure plunge into the context of time. It is designed as an emotion-rich initiation into the TEZ, where the visitor experiences Time in many attributes and scales. Here the visitor can emotionally experience some hidden beauties of common everyday life, revealed by scaling time. The beauty in the seemingly ordinary rainfall, a thunderstorm or the passage of clouds on an ordinary day. The many months of growing flowers seen in seconds or drops of rain falling on a leaf. Only time reveals surprisingly extra-ordinary beauty in the seemingly mundane.

The space activates as the visitors walk in, and consists of immersive audio-visuals projected on an enclosing surface, that embraces the visitors and takes them on an exploration of hidden beauty.

Reflect:
This space offers the first direct glimpse into Titan, where the idiom of reflections is realized with ‘magic’ mirrors becoming the means of delivering the experience. Milestone watches, each holding a rich story about itself within, wake up on being touched, and let out their ‘souls’ from their physical reflection in these story-telling mirrors. These souls then present information about the watch itself as well as about innovation, deep design, and key achievements over Titan’s history.

This experience has proven to drive visitors to attain more information rather than ‘tedious or seemingly inconvenient’ ways such as verbal information or print booklets.

Engage:
This area expands on the innovation stories of the reflection zone, and turns its focus on the aspect of precision and technology. Here, Titan Edge, the technological masterpiece of the group, is physically presented in an augmented hologram. When approached, it reveals its inner self in an animated blow-up virtually, disintegrating into its various minute components, to then re-assemble when people leaves. The Edge experience is re-enforced by an actual layered presentation of its various components, physically presented as an inset of the static graphics.

The other key element of the area is offered as an interaction with a physical microscope, where the visitor gets to experience the precision capabilities of Titan first-hand.
 

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Discuss:
This zone offers a warm conversational experience with the people who define Titan - the visionaries, the designers, the workers, the brand ambassadors, the customers and the visitors. It is a language of sharing thoughts, of getting insights into the human aspect of Titan, and, for an escorted visitor, a medium of leaving meaningful messages to connect.

The conversations emanate from the various portraits presented in the space, who talk to the visitor when he touches them. Special guests can also leave a message for Titan, and hear similar messages left by visitors who interacted with this space earlier.

This experience is augmented with a virtually presented visitor guest book, where he can read various impressions about Titan as inked by important visitors over time.

Deliver/Summit:
It is a space which is largely static, and presents a summation of impressions that a visitor can absorb at his own pace, and for as long as he desires. It is an experience where he gets a canvas-view of Titan and its persona, presented in a stimulating and engaging visual format. Various facts and figures highlight Titan’s capabilities and strengths, its Vision and its connect with people, without getting overbearing.

The visuals are layered, to introduce an intriguing play between surfaces as one walks by, and are augmented by displays which showcase Titan’s advertisement and Logo evolutions, along with a presentation of its signature tune.

Visitors can share their impressions about the experience in a visitor book in this area.
Last modified on Wednesday, 11 January 2012 12:36
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