The Cavern Crossing is a concept I created for my graduation project for the study Communication & Multimedia Design. Within this project, research has been done to finding a solution on how the Cavern Club in Liverpool could attract more young visitors.
Being the place where the Beatles started playing and got discovered, this club is one of the biggest tourist attraction in Liverpool. Still, youngsters between the age of 18 and 25 are nowhere to be seen. Through my research, I concluded that the target group would actually like the visit The Cavern Club, but that it's Liverpool’s city branding that’s causing the Cavern Club’s lack of young tourists, as they're not interested in visiting the city.
A concept needed to be found that would increase the promotion of the Cavern Club and Liverpool, and this way create awareness by the target group. The final concept that turned out to be most fitting for this target group of 18 to 25 year olds was the Cavern Crossing; an interactive wall that gives the visitor an unforgettable experience in the Cavern Club and at the same time encourages word-of-mouth recommendations.
About Cavern Crossing
The Cavern Crossing wall tracks your movements as you walk alongside it, and shows your silhouette. After this, your walking silhouette will join the line of silhouettes of all other people who participated. This way, you leave your personal mark in the city of Liverpool and join the community of the Cavern Club’s visitors. When your friends visit the Cavern Club, they can look up your walk as well and follow you in the line.
As a souvenir to this experience, you’ll get a digital photo of your walk along the wall sent to you per email. The colourful background of the wall will cause it to be a very cool picture to post on social media and share with your friends. This way, the experience gets a lot publicity on social platforms like Instagram, and will be known as the spot you should visit in Liverpool.
In order to find the right user experience within this concept, I've done multiple types of prototypes of both the interactive wall as the touch screen, and what would be the best way to make them interact with each other.
This video shows the visualisation of this concept. In the left corner, you can see the prototype of the touch screen customers would have to use to enable the interactive wall. This video gives a good impression on how both devices would interact with each other.
Curious about the full concepting process of this project? Have a look through my thesis "City branding for millennials"!