Hello, this is Realworld!
Today, we'd like to talk about space activation.
Many local governments and companies
create spaces that bring people together
by utilizing idle spaces.
Promotion centers, playgrounds, cultural complexes...
You've probably visited places with various names like these at least once.
But not all of them succeed!
"Why don't people come to our space?
We spent so much money making it beautiful..."
When you have concerns like this,
please remember what we're sharing with you today.
Spaces that failed to attract people
have overlooked one thing!
It's the 3 elements for a beloved space.
Physical space (Genuine Space),
the story that fills the space (Story),
and 'can you experience that story
through play (Play)'
No matter how beautiful a space is,
if it lacks stories that people can relate to
and activities where they can experience those stories,
people will just pass by momentarily!
So for a beloved space,
creating a Magic Zone that combines these 3 elements
is the key to space activation.
Let me introduce you to a space that found this Magic Zone
and achieved significant growth compared to last year.
It's PICKR at Korea Tourism Organization's Hiker Ground!
The official name of this place is
the Tourism Company Crowdfunding Success Product Exhibition and Promotion Center,
where products from companies that participated
in Korea Tourism Organization's support programs
are promoted and sold.
The main advantage of this place was that you could
directly touch and purchase products from
innovative and attractive tourism companies.
However, it had some challenges:
the distance between the main visitor flow of Hiker Ground
and the PICKR space was quite far,
and it lacked 'Story' and 'Play' elements.
Realworld has been operating this PICKR space
for the past year!
How did this place change after meeting Realworld in 2023?
By adding the story and experience called 'Alice's Gift Commotion'
to the existing space,
we achieved up to 250% increase in monthly visitors
and up to 50% increase in monthly sales
compared to the same period last year.
PICKR became significantly more active than last year!
What kind of story and experiential elements were added
to create this Magic Zone?
1. Story: An easy-to-understand narrative for everyone
First, we gave PICKR space
the concept of a 'secret gift shop.'
Using the familiar character Alice,
we designed the space to be familiar and interesting
for everyone from children to adults!
The exterior walls and life-size cutouts at the store entrance
were clearly recognizable as Alice and her friends,
so people would come in while passing by,
and children would take photos with them~
2. Play: Experience that turns the space into a playground
We didn't just stop at creating the space with a concept story,
but created experiential content based on that story.
It's the content called 'Alice's Gift Commotion'!
Through this content,
even people who didn't know about PICKR
naturally flowed into PICKR through the experience.
Throughout Hiker Ground,
we placed these 'Secret Gift Shop Invitations'
to spark curiosity among many visitors.
This invitation was both an element that aroused curiosity
and a game kit for Realworld content.
Also, most of the content inside was written based on
PICKR's actual story, serving as promotional material for PICKR!
People take this invitation to meet Alice
and explore floors 1-5 of Hiker Ground.
As they discover hints about the secret gift shop,
they naturally end up entering PICKR
where the content concludes.
Starting with curiosity,
they explore Hiker Ground, solve missions,
and find the secret gift shop!
And they flow into a space where they can actually
explore and see real products, not just a fairy tale gift shop,
completing the final experience.
It was content that combined fairy tale storytelling
with real, tangible experiences.
So, what were the results of adding
story and experience to the existing space?
As I mentioned earlier,
the increase in visitors compared to last year
led to successful space activation!
The existing problem of the space was that
the main entrance of Hiker Ground and PICKR's location were different,
so many visitors would pass by without knowing about the space!
This experience overcame the geographical challenges
and naturally increased awareness and favorability!
When people see others playing inside,
passers-by become curious and look around,
creating a positive cycle
that helped it grow into a beloved space.
A space completely transformed by content application—
isn't it amazing?
Today, we looked at the case of PICKR,
which achieved space activation through story and content!
How about your space?
Do you want to create a beloved space?
Contact Realworld!
Thank you!
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