Quilmes

Art Direction

A project to introduce the newly renovated Quilmes malt house in Tres Arroyows via impactful, playful, and interactive solutions

Year

2017

Credits

Client: ABinBev
Art Director: Diego Bustamante
Created in conjunction with ADITIVO and NNIDO

Quilmes presents a new project that seeks to position the Tres Arroyos malthouse as a benchmark in innovation within the industry based on the implementation of new technologies, its work with institutions (CSR programs) and build greater interaction with the local and academic community.

The development is structured in such a way to meet the following objectives:

Function as a unifying link between all the tour stations.
Generate visual impact, thus complementing the experiential tour experience offered by Quilmes.
Offer the visitor the possibility of accessing additional and up-to-date information on the different types of procedures as well as the work of plant personnel (CSR), thus replacing the use of brochures.
Present the target audience with a playful and interactive experience through gamification.
Serve as a roadmap and the guide, providing an inclusive experience throughout the journey.
Serve as a data collection instrument for marketing actions.

Vision & Execution

In collaboration with ADITIVO we designed the tour that was composed of the following steps:

1. Entrance
2. Renewable energies
3. Green Points
4.BTS
5. Reuse
6. Pond
7. Nature Reserve
8. Mural

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MOBILE APP

+ Trivia
Game with contest mode, where all the participants answer questions about the different points of the route. card collection with results and summary of points.
+ Activities
Information about the activities available and which season it corresponds to. Schedules, accompanying institutions.
+ Explore
Through Augmented Reality, the interface will present specific additional information in the different seasons.
+ Map
Total visualization of the route and the participants.
+ Agenda

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RENEWABLE ENERGIES
Playful installation

Diners are invited to separate their waste at the end of lunch. At the same time, as the recycling bins are filled, the impact will be measured and reflected in a visual and attractive way. This will allow a measurement of the on-time impact of the workers' recycling actions.
This measurement can be reflected in a tree (real or represented iconographically next to the bins) that will light up as the bins fill, or on screens with infographics.

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GREEN POINTS
Holography: “EXPLORE THE FUTURE”

It is presented in a holographic and 3D material that explains the qualities of the process. An innovative way to show something unique and original such as Smart Barley.
The use of sensors gives the guide the possibility of passing these holographic infographics with manual gestures in the air.

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EFFLUENT PLANT + REUSE
Immersive experience: “MAGIC TUNNEL”

We propose an interactive experience of high impact and emotional value to explore the functioning of tributaries and their subsequent reuse.
Participants are invited into a tunnel with 10-meter-long screens that visibly react as people move.

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POND
Installation "Interactive floor"

Located within a closed space specifically arranged for the installation, the objective is that visitors can enjoy the experience along the same path that they came from after passing the pond, presenting to whoever is at this point the characteristics of the fauna in a playful and interactive.

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NATURAL RESERVE
Installation "Interactive Forest"

The app has a double login, interacting in this experience with its participants and allowing your guide to control it. As they approach the different species, the beacons react by sending push notifications to the cell phones, informing informative details about the systemic services from the app.

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