Nudging with 3D video mapping

Abstract

The RAI Amsterdam situated at the Europaplein is the Netherlands biggest convention center with a total of 115.000 m2 of exhibition grounds and 1.5 million annual visitors. Five times a year the RAI hosts events where the amount of exhibitors is to big to fit in the current buildings. At these moments pavilions are constructed at the Europaplein, the pavilions are there approximately 1/4th of the year. To strengthen the connection with the neighbourhood the RAI initiated project ‘De Plint’. This project is aimed at developing the borders of its property, both commercial and noncommercial for the coming years. ‘De Plint’ distinguishes two kinds of target groups, the ‘Moeters’, people who come at the RAI for their work, and the ‘Willers’ the target group who have nothing to do with the current operations of the RAI.
As part of ‘De Plint’ this graduation assignment was initiated with the focus to enhance the experience of the ‘Willer’ at the Europaplein. The method used for this thesis is nudging, as Hansen & Jespersen (2013) describe: ‘Ways of influencing choice without limiting the choice set or making alternatives appreciably more costly in terms of time, trouble, social sanction, and so forth’.

During the internal and external analysis of the RAI, the Europaplein and nudging, the future noord/zuidlijn commuter was chosen as the target group to design for. This target group is a result of one Amsterdam’s biggest construction challenges, the Noord/Zuidlijn metro, and the 22nd of July it will finally open. This metro will bring an estimated extra 7 million visitors to the Europaplein. Interviews with these future commuters showed that there is not a uniform way of prefered traveling by metro. The only thing their trips had in common was the frustration towards people who stand just outside of the metro station entrance. The biggest challenge that the RAI faces is facilitating these people through the crowdedness of the Europaplein full of pavilions from and to the Noord/Zuidlijn entrance. If this does not succeed neighbourhoods perception of the RAI will negatively be affected. Therefor the design statement for this graduation assignment was formed:

“Design a nudging strategy that enables the future commuter to cross the Europaplein at full capacity to the Noord/Zuidlijn metro entrance the way they prefer”

The nudging concept that is created is 3D video mapping at the pavilions of the RAI. The 3D mapping visuals attracts the eye of all the future commuters. The commuters can decide for themselves what their planning is. If they are being nudged and curious by the 3D mapping, the commuter can sit and have a look at the visuals. In this way they nudge the people away from the walking paths in front of the Noord/Zuidlijn entrance.
When the future commuter is in a hurry the nudges can be neglected and walk over an obstruction free square to the Europaplein. The visuals will show all kinds of art created by local artist to strengthen the connection with the neighbourhood.