By Michelle Flores e Thayná Cusate.
About Parque das Neblinas
An environmental reserve owned by Suzano and managed by Ecofuturo Institute, covering 7,000 hectares of Atlantic Forest in various stages of regeneration. The park plays an important role in conserving the Itatinga River basin and the Serra do Mar State Park inSão Paulo - Brazil.
An environmental reserve owned by Suzano and managed by Ecofuturo Institute, covering 7,000 hectares of Atlantic Forest in various stages of regeneration. The park plays an important role in conserving the Itatinga River basin and the Serra do Mar State Park inSão Paulo - Brazil.
Brefing
How to attract Generation Z to Parque das Neblinas and create an experience for this audience?
The park aims to enhance its appeal to Generation Z. The challenge is to create meaningful experiences that resonate with their interests and lifestyles, encouraging them to visit and engage with the park.
How to attract Generation Z to Parque das Neblinas and create an experience for this audience?
The park aims to enhance its appeal to Generation Z. The challenge is to create meaningful experiences that resonate with their interests and lifestyles, encouraging them to visit and engage with the park.
Design Process
The design process was based on the double diamond model structured in four stages: Discover (understanding the problem), Define (synthesis of the problem), Develop (idea generation and prototyping), and Deliver (implementation of the solution).
The Discovery process was guided by three principles: understanding what is desirable for people, viable for businesses, and technically feasible. The define phase is crucial to clarify the problem statement and guide the design direction. On those 02 parts, we did:
The design process was based on the double diamond model structured in four stages: Discover (understanding the problem), Define (synthesis of the problem), Develop (idea generation and prototyping), and Deliver (implementation of the solution).
The Discovery process was guided by three principles: understanding what is desirable for people, viable for businesses, and technically feasible. The define phase is crucial to clarify the problem statement and guide the design direction. On those 02 parts, we did:
- 16 Interviews with potential users and stakeholders;
- Document Analysis;
- Desk Research;
- PESTEL Analysis;
- Ecosystem Mapping;
- Empathy Mapping;
- How Might We (HMW).
Double Diamond Approach
Design Process
What We Found
Audience
We defined four main stakeholders for the challenge: NATURE as the central stakeholder, GENERATION Z as the primary target audience, CHANGE AGENTS who support the system, and PARQUE DAS NEBLINAS as the channel for solutions and the main client.
What makes a place cool?
According to Project for Public Spaces, a "cool" place is one that attracts people and keeps them engaged through vibrancy, diversity of activities, and a welcoming atmosphere. It emphasizes accessibility, social interactions, and a unique sense of identity, making it a destination where people naturally want to gather and connect. The principles are separated in 04 parts: Sociability, Activities, Accessibility and Comfort and Reputation.
According to Project for Public Spaces, a "cool" place is one that attracts people and keeps them engaged through vibrancy, diversity of activities, and a welcoming atmosphere. It emphasizes accessibility, social interactions, and a unique sense of identity, making it a destination where people naturally want to gather and connect. The principles are separated in 04 parts: Sociability, Activities, Accessibility and Comfort and Reputation.
Ecosystem Map
What makes a place cool?
Sociability and Activities
For sociability, a place has to be social, that means welcoming, interactive, diverse and emotional. For activities,
a place has to be fun, special, active and sustainable.
On the Desk Research we found global examples of how that happens globally:
And for Gen Z, what makes a place cool?
What Change Agents have to say?
Accessibility, Comfort and Reputation
For accessibility, a place has to be convenient, near, accessible by public transportation and walkable. For comfort and reputation, a place has to be safe, clean, espiritual and green.
On the desk research we found global examples of how that happens globally:
And for Gen Z, what makes a place cool?
"They didn't teach me and I don't have the obligation to know"
Pedro, 16.
What Change Agents have to say?
Reframing
Place Branding
A strategic approach to promoting a location by emphasizing its unique identity and cultural heritage. Key principles include authenticity, stakeholder involvement, consistency across messaging, understanding the target audience, and creating memorable experiences. Successful place branding also focuses on sustainability, dynamic adaptability, and compelling storytelling to foster emotional connections with visitors and residents. By applying these principles, places can effectively attract desired audiences and enhance community pride.
Rebriefing
How to transform Parque das Neblinas into an irresistible destination for Generation Z, applying the principles of place branding to create experiences that inspire connection and purpose with nature?
How to transform Parque das Neblinas into an irresistible destination for Generation Z, applying the principles of place branding to create experiences that inspire connection and purpose with nature?
Next Steps
Execution of Development and Delivery phases. Launch on Nov 28th, 2024.
Execution of Development and Delivery phases. Launch on Nov 28th, 2024.