Following the success of The Story Shop, World Vision and TYC combined forces again to take learning’s from the multi-award winning concept and further evolve the charity’s retail offer in premium shopping malls around the UK. The ambition for the next generation kiosk was to blur the lines between retail and installation to create an iconic destination that visitors recognise, remember and choose to interact with.
Having partnered with the charity for three years previously, team TYC was already well acquainted with the aims and objectives of the organisation. The World Vision UK team provided a fantastic kick-off session that comprised of a single (A0) briefing sheet that captured key learnings from The Story Shop.
The next step was to gain first hand experience, so the team put on World Vision uniforms and worked on the existing kiosk to learn about the day-to-day challenges of operating a mid-mall kiosk in a premium retail environment.
Following a short period of time for initial idea generation, a collaborative concept creation workshop was held where the project team (including both World Vision UK and TYC) got stuck in to creating and building ideas together. The output of the collaborative workshop was three different routes based upon a notion of creating a remarkable landmark / installation.
Following the development of ideas a single route, Garden of Hope, was selected and further worked in to. The digital touch points, human interactions, in-store communications and connected retail elements were considered together in order to design the best customer experience possible.
The organic form with eye catching movement stands out against the backdrop of the clean, hard lines of shopping malls and the standard block format of other mid-mall kiosk units. The Garden of Hope is an oasis in the environment; symbolic of the hope, protection and life given to sponsored children, their families and local communities. Natural materials, such as oak, bring a warm and honest feel to the kiosk.
Central to the installation is a garden of giant, white jade plants. This feature was inspired by White Jade, a poverty-striken young girl from China, whose situation so deeply moved war reporter Dr. Bob Pierce that he paid for her upbringing and education. Pierce went on to establish World Vision in 1950 helping to transform the lives of millions of children throughout the world.
Visitors can learn more about the charity’s work and how they can join the efforts via a range of ways, from buying a Must Have Gift to sponsoring a child. Physical elements such as a weighted jerry can allow visitors to experience the real struggle that some children make for water every day. Digital touch points are integrated throughout the kiosk but human interaction is also incredibly important. The story of child sponsorship is brought to the forefront by allowing visitors to identify a unique child to sponsor there and then.
Tap to donate is promoted to breakdown the barrier of monthly donation and enables visitors to give as much as they can. The Garden of Hope is able to react rapidly to crisis appeals with all digital elements communicating the crisis and all donations via tap to donate being sent to the appeal.
World Vision UK has again proved to be a progressive and brave organisation challenging the status quo of face-to-face fundraising and trailblazing the place of non-profits with in the premium retail landscape.
The Garden of Hope launched on the 31st July 2017 at Westfield Stratford City in London.
“World Vision UK is very pleased to offer an innovative new way for us to engage with the public within the retail mall environment. As well as connecting shoppers in the UK with the true-life stories of some of the world’s most vulnerable children around the world, visitors can also find out about the range of ways they can support the charity and make a lasting difference to these children and their communities.“