9 September 2013

From nice view to amazing journey: UNstudio and Experientia transforming the observation wheel experience

Be the first to share
Media
Business
Services
Social Issues

An architectural rendering of the Giant Observation Wheel, to be built in an undisclosed location in Japan.
Click on image to view slideshow
 

Recently, Fast Company, Dezeen Magazine and Wired have featured articles about UNStudio’s design for the Nippon Moon, a Giant Observation Wheel (GOW) to be located in Japan that could rival the London Eye and Singapore Flyer. To make the Nippon Moon unique, UNStudio teamed up with Experientia to create a journey that takes the customer into the heart of the view, and helps to bring the landscape to life in an immersive, innovative experience.

UNStudio invited Experientia to develop the interactive aspects of the project, while engineers Arup and Mitsubishi Heavy Industries are collaborating on the technical specifications. From a distance, UNStudio’s concept may look similar to the well-known observation wheels of London and Singapore. As UNStudio notes, the wheel’s look is governed by structural constraints (defined by Arup and Mitsubishi Heavy Industries — two of the world’s most specialised wheel engineers), as well as by the location and the size of the wheel. But closer up, the concept is highly innovative, creating a complete user experience where the journey is much more enduring than the 40-minute rotation on the wheel itself.

Architecturally speaking, there are several innovations which make the Nippon Moon stand out. Although the size and location are currently undisclosed publically, UNStudio confirms that it will be nearly twice the scale of the London Eye. It also features double-decker capsules – a world first. But it is the focus on user experience aspects that make the wheel concept truly unique.

Experientia researched the various experiences of the customer journey from “Discovery” and “Ride” to “Return”, and designed various touchpoints and applications. The discovery moment starts as people begin to find out information about the wheel and purchase tickets online. With the Nippon Moon app, interactive features allow people to choose the time of their ride and their capsule, each of which has a unique internal theme. The app also builds excitement over the interim, sharing views from the top of the wheel and counting down to when customers start their rides. On the day of the ride, people can use the app to keep track of how long until it is their turn to board, allowing them to move within the facility freely, and avoiding queues.

Once on board, the experience of looking out at a city landscape is transformed by augmented reality techniques, built into the transparent skin of the capsules. Imagine looking out at a city skyscraper, for example, and being able to see how tall it is compared to towers around the world, or compared to Godzilla. The augmented reality offers viewers the option to immerse themselves in the historical and cultural relevance of the landscape they are looking at – or they can choose to simply enjoy the unenhanced view.

Experiences are shared however, and the app also allows riders to interact with each other. The Nippon Moon app lets people communicate the other capsules during the ride, or to send their own photos to the Hall of Fame, where they will see them displayed in a dynamic digital photo installation as they leave the facility. With original concepts and high-tech implementation, a ride on the wheel will become a truly unforgettable experience.

To read more about the wheel, check out the articles in Fast Company, Dezeen and Wired:
http://www.fastcodesign.com/3017693/in-wheel-life-spinning-the-worlds-largest-ferris-wheel
http://www.dezeen.com/2013/09/02/gow-nippon-moon-by-unstudio/
http://www.wired.co.uk/news/archive/2013-09/03/nippon-moon-giant-wheel

 

GOW Nippon Moon, Japan, 2012

Client: UNStudio
Location: Japan
Programme: Giant Observation Wheel
Building surface: Terminal and platform 7.200m2
Building volume: Terminal and platform 90.000m3
Building site: 18.000m2
Capsules: 32, single and double-decked
Platform level: 21m
Wheel type: ‘Ladder rim’, hybrid tension wheel
Pylon: 5-columned pylon
Rotation speed: 40min/rotation
Status: Design

 

Credits

UNStudio: Ben van Berkel, Gerard Loozekoot with Frans van Vuure, Filippo Lodi and Harlen Miller, Jan Kokol, Wendy van der Knijff, Todd Ebeltoft, Tina Kortmann, Patrik Noome, Jeroen den Hertog, Iain Jamieson

Advisors

Engineer: Arup Tokyo + Melbourne

Interactive design and customer journey: Experientia, Italy:
– Jan-Christoph Zoels | Creative Director
– Takumi Yoshida | Interaction Designer
– Renzi Guisti | Interaction Designer
– John Welch | Interaction + service designer
– Eloisa Fontana | Interaction Designer

Animation: Submarine, Amsterdam

Visualisation: MIR

Be the first to share
31 March 2019
Time Change: How the UX of Time Begins Below the UI
The user experience of most web-based applications begins well below the interface, all the way down to fields in a database. Examining how systems and users experience time prove this point dramatically. Think about how …
19 March 2019
Interested in a career with us?
Then we are interested in hearing from you. We have several positions available for talented UX/UI and service designers who are passionate about creating world-class user experiences. Please see the job descriptions on our website for …
22 December 2018
Our very best wishes for 2019! / Auguri da Experientia!
24 October 2018
How do we make smart cities civic?
Engagement Lab, an applied research and design lab associated with Emerson College that investigates and creates media and technology to reduce disparities in civic participation, announced via a twitter thread the launch of Making a …
24 October 2018
[Book] Challenging the City Scale
Challenging The City Scale: Journeys in People-Centred Design Ed. by Cité du Design (Saint-Etienne) and Clear Village (London) Birkhäuser, 2018, 176 pages (free ebook) This 176 pages book is released by the famous international publisher Birkhäuser, and co-edited …
10 October 2018
Sidewalk Toronto has only one beneficiary, and it is not Toronto
Jim Balsillie, former chairman and co-CEO of Research In Motion, doesn't mince his words in discussing the new Google-affiliated waterfront development Sidewalk Toronto: What happens with Toronto’s waterfront infrastructure will have profound and permanent impacts on …
4 October 2018
Bringing​ ​patients into focus at the Roche Innovation Summit
Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “​Transforming the Healthcare Experience Together​”, the summit aimed to galvanize …
2 August 2018
[Report] Reclaiming the Smart City
Reclaiming the Smart City: Personal Data, Trust and the New Commons Why and how city governments are taking a more responsible approach to the collection and use of personal data By Theo Bass, Emma Sutherland, and Tom …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

19 March 2019
Interested in a career with us?

Then we are interested in hearing from you. We have several positions available for talented UX/UI and service designers who are passionate about creating world-class user experiences. Please see the job descriptions on our website for more information, and send us your CV with a cover letter statement about yourself, your experience, and what UX […]

22 December 2018
Our very best wishes for 2019! / Auguri da Experientia!
4 October 2018
Bringing​ ​patients into focus at the Roche Innovation Summit

Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “​Transforming the Healthcare Experience Together​”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]

13 June 2018
Invito: DesAlps design thinking workshop per la tua startup

Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]

3 May 2018
Invito: DesAlps innovation workshop per le PMI del territorio piemontese

Experientia è lieta di invitare le piccole e medie imprese del territorio piemontese al: DesAlps Workshop #1: Il Design Thinking per le PMI Venerdì 18 maggio 2018 – dalle 9.00 alle 17.30 @ Rinascimenti Sociali | via Maria Vittoria 38, Torino Scopri i vantaggi che il Design Thinking può portare al tuo business per prepararvi […]

27 April 2018
Impact through Design – Event in Turin, Italy

(Scroll down for English) Come può il design generare impatto? In continuità con il summit International Days of Deans and Experts: Impact Through Design (Barcellona, aprile 2018) Torino ospita il primo evento dedicato alla prospettiva italiana sull’impatto generato attraverso il design in riferimento ai Sustainable Development Goals definiti dalle Nazioni Unite. Attori dell’ecosistema territoriale ed […]

See all articles