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Tuesday, 17 May 2005 | Levent OZLER
Xbox Goes For Greenspace at E3
For E3 2005, XBox broke from the traditional trade-show mold, designing a gaming environment to support the vision of their new brand, XBox 360. To create this innovative experience, XBox teamed up with Purepartner by Design, a New York City based design firm.
Purepartner by Design was challenged to bring alive the attitude and philosophy of XBox 360 in the context of the global gaming community. The entire E3 experience grew out of XBox's recognition that, within the gaming lifestyle, there is a symbiotic relationship between individual self-expression and the building of a communal culture.
After a full immersion into the XBox 360 brand personality and the E3 experience, Purepartner by Design developed the concept they would use as the foundation for the E3 environment: a public green space. Understanding the scale of the Los Angeles Convention Center as a microcosmof a major metropolitan area, and envisioning XBox's E3 presence as a component of that area, they mapped out a space that began to resemble an urban oasis surrounded by a grid of city blocks.
The analogy is a fitting one. A revitalizing oasis within a dynamic cityscape reflects XBox's dedication to creating a forum for self-expression and community - an effort that parallels and supports the steady evolution of gaming culture itself. And as a place for the world's most creative people to come together and express themselves, what better forum is there than any major city's "Central Park"?
This environment's destinations, such as the "Observatory" and the "Aviary," are inventive abstractions of familiar civic landmarks found in major public green spaces. These and each of the other spaces within the XBox E3 environment hold their own intriguing stories, which the gamers are invited to explore and discover.
Metaphor for Rebirth, Aspiration
Once the GREENSPACE concept was established, Purepartner by design adopted a design philosophy that embodied this concept and reflected the XBox 360 brand. They found the inspiration for their philosophy in the Ralph Waldo Emerson essay "Circles." One verse in the essay describes the concept of "The Flying Perfect," which Purepartner saw as representing both the spirit of XBox 360 and the mindset of the avid gamer:
The Flying Perfect simultaneously represents the frustration and excitement that drives the never-ending quest for technology and adventure. The circle, as described by Emerson, functions as a force in nature and as a form that resonates with much of the human experience. It serves as a metaphor for rebirth, aspiration, inspiration, self-expression, community, communication, and competition.
As a pure form, the circle is central to the new XBox 360 logo. As a concept, it embodies the core qualities of the XBox 360 brand. In all of its fo r m s, the circle subtly and overtly informs all of the experiences created within XBox's massive 35,000+ square foot "greenspace".
Non-Traditional Marketing Gaining Momentum
"As the effectiveness of print, television and radio advertising is increasingly questioned, smart marketers are seeking out more non-traditional marketing programs that can deliver relevant and memorable brand experiences."
Ron Caruso, principal/Purpartner by design
Today's savviest companies are increasingly channeling their advertising dollars into nontraditional experiences. Why? Because these outlets provide better reach and better value than traditional media like TV, print, and radio. Non-traditional alternatives convey brand messages in exceptionally noticeable and energizing ways - through buzz - generating temporary environments to permanent installations that convey a company's core values and personality, from compelling new ways to maximize a name-in-title opportunity, or the rebranding of a New York City taxi cab.
The impact of such innovative solutions is real: they reach target audiences with a much greater degree of customization and relevance. As a direct result of their effectiveness, spending on non-traditional brand experiences is expected to more than double in the next two years, growing from its current 10% share of total U.S. advertising spending to 25%.
Amplifying The World's Most Progressive Brands
Purepartner by design, a New York City - based design and marketing firm, is passionate about creating distinctive experiences that amplify and dimensionalize the personality and presence of the world's most innovative brands. Blending comprehensive analysis with intelligent design, their interdisciplinary team delivers striking and substantive non-traditional brand solutions. In collaboration with their clients, Purepartner blurs the lines between architecture, design, and strategic marketing to create solutions designed to realize identified brand objectives.
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