DIDI PROJECT DESIGN SPACE CLIENT BRIEFS 2019-2020 TABLE OF CONTENTS About this Document 3 Important Dates 4 The Briefs 5 Dubai Festival City Mall 6 Emirates Nature - WWF 9 LEGO Middle East 12 Nike 15 RAKBANK 18 Video Scoring Rubric 21 About DIDI 22 2 ABOUT THIS DOCUMENT Client Briefs This document serves as a supplement to the DIDI Project Design Space Handbook. It contains information about DIDI Project Design Space that changes every year. Namely, this document contains program dates, the project briefs, background on the project clients and a video submission scoring rubric. 3 IMPORTANT DATES Program Schedule Please keep the following dates in mind. 6 November 2019: Deadline for schools to apply. 10 November 2019: DIDI to notify schools of acceptance into program. 19, 21 or 23 November 2019: Teacher workshops at DIDI. Participation in one of the three workshops is mandatory. 8 December 2019: Due date to solicit student participation (at least 15 students/school). November 2019 - March 2020: Teams complete DIDI Project Design Space (four after-school club sessions). 1 March 2020: Teams submit solutions to DIDI for client review. 12 March 2020: Teams will be notified if they made it into the boot camp and final competition. 21 March 2020: Design boot camp at DIDI for selected teams. 18 April 2020: Final competition at DIDI for selected teams. 4 THE BRIEFS 2019-2020 Briefs This year, DIDI Project Design Space participants will be given five design briefs and will choose one brief to solve. This year’s clients are Dubai Festival City Mall, Emirates Nature - WWF, LEGO Middle East, Nike and RAKBANK. Timeline & Format for Submission Proposals from all teams must be received by 1 March 2020. Video submission directions can be found on the DIDI Project Design Space online portal. See Session Four Supporting Materials in the DIDI Project Design Space Handbook for pitching templates and tips. Additional Resources Additional resources for some of the briefs can be downloaded and printed from the DIDI Project Design Space online portal. 5 DUBAI FESTIVAL CITY MALL BRIEF Project Overview Situated on the shoreline of the stunning Dubai Creek, Dubai Festival City Mall is one of Dubai’s major shopping and leisure destinations. With more than 500 outlets, the mall is not only home to renowned fashion brands like Zara, H&M, Topshop, Coach, DKNY and Kate Spade but also to Dubai’s only IKEA and the Middle East’s only Robinsons. In addition to its retail offerings, Dubai Festival City Mall offers 56 restaurants and cafés, the largest food court in Dubai and food and beverage concepts such as Serendipity 3, Sugar Factory, Tortilla and the Middle East’s only Hard Rock Café. Visitors can also indulge in world-class entertainment options including Novo Cinemas, where they can enjoy Dubai’s only IMAX screen; Fabyland, a 70,000-square-foot family entertainment center; and IMAGINE, the mall’s newest entertainment addition. IMAGINE takes place every evening on Festival Bay, which has been called “the most instagrammable sunset in Dubai.” The record-breaking attraction harnesses the power of light, water and fire, combined with giant aqua screens, nine lasers and fountains and surround sound to dazzle audiences with an utterly original show. IMAGINE holds the Guinness World Records for the largest water screen projection and the largest permanent projection mapping. IMAGINE currently has four major shows, known as spectaculars: Stardancer, A Child’s Dream, A Pirate’s Tale and - coming soon - Hathi’s Garden. Every day starting at sunset, these four spectaculars alternate every 30 minutes. The Dubai Festival City Mall’s challenge to DIDI Project Design Space participants is: PITCH THE NEXT IMAGINE SPECTACULAR – A SPECTACULAR THAT INCREASES MALL FOOTFALL AND REVENUE BY TARGETING A NEW ADULT AUDIENCE DEMOGRAPHIC. Requirements: • The spectacular must be four to eight minutes long. • The spectacular must target an audience not covered by the other four shows, which are predominantly targeted at children. • Additionally, the proposal must include: • Definition of a target audience demographic. • A visual storyboard that communicates the story and key plot points, scenic design and character design through sketches and images. • A technical scene synopsis that communicates directions for projections (i.e., what will be projected and the surface(s) onto which it will be projected) and special effects (e.g., lights, lasers, fire, water and fireworks). • A business case (i.e., explanation of how the spectacular will generate money for the mall). 6 DUBAI FESTIVAL CITY MALL BRIEF Participants should keep in mind that the main goal of this challenge is to design a show that enhances the experience of the customer. Dubai Festival City Mall will seriously consider implementing the best proposals. Scope of Work & Deliverables In order to be considered, teams must create a prototype of a solution to the challenge, as well as a pitch to explain why their solutions should be chosen. Teams must create a video of their solution including the following: • A high-level description of the spectacular’s concept • An explanation and a presentation of their prototype • A pitch explaining the benefits of their prototype • A review of the process used to develop the prototype Teams selected to attend the boot camp will also be required to prepare the following: • A written script including musical direction and song lyrics, if needed • Video footage of key scenes / choreography - for Dubai Festival City Mall’s animation studio to use as a reference Criteria for Selection Projects will be evaluated according to the following criteria: • Potential impact of solution • Would the potential solution lead to increased sales for Dubai Festival City Mall? • Relevance to design brief • How well does the proposed solution answer the brief? • Creativity and originality • Is the solution original, on trend and engaging? • Feasibility • Would it be financially and technically feasible to implement this solution? 7 DUBAI FESTIVAL CITY MALL BRIEF • Level of completion • Is the idea fully developed? Is the idea specific and clear? Timeline & Format for Submission Proposals from all teams must be received by 1 March 2020. Video submission directions can be found on the DIDI Project Design Space online portal. About Dubai Festival City Mall’s IMAGINE Show IMAGINE is a landmark Dubai attraction, launched in 2016 and inaugurated by HH Sheikh Mansour bin Mohammed bin Rashid Al Maktoum. Omar Al-Futtaim had a vision to deliver a world exclusive experience on the water, where 25,000 attendees watched the launch on Festival Bay. IMAGINE harnesses the power of the world’s largest permanent projection mapping and the world’s largest water screen, along with high-tech lasers, large fire effects and an immersive light and water display. IMAGINE is an attraction that tourists are travelling to see and brings shows every night to an average audience of 15,000 people. 8 EMIRATES NATURE - WWF BRIEF Project Overview There is an urgent need for residents of the UAE to connect with our natural heritage. We must preserve the land, the seas and the biodiversity that they support. That’s why Emirates Nature - WWF partnered with the Environment Agency-Abu Dhabi and the International Fund for Houbara Conservation to create Connect with Nature, a program that encourages youth to discover the natural wonders of the UAE while building the leadership skills necessary to become future environmental leaders. Connect with Nature aims to create a movement “for youth, by youth” who care deeply about nature and the environment. The program empowers youth to explore their passions, “rewild” in nature and creatively find solutions to environmental challenges. In addition, Connect with Nature offers opportunities to contribute to environmental research as citizen scientists and engage in dialogue about environmental issues. To further advance its mission, Emirates Nature - WWF is recruiting DIDI Project Design Space participants to redesign a feature on its Connect with Nature website currently known as the “Knowledge Hub.” At present, the Knowledge Hub provides youth with information and facts on wildlife in the UAE. However, Connect with Nature wants the Knowledge Hub to serve a bigger purpose and is challenging DIDI Project Design Space participants to improve it. The organization wants to see designs for an engaging and interactive Knowledge Hub. Emirates Nature - WWF’s challenge to DIDI Project Design Space participants is: REDESIGN CONNECT WITH NATURE’S “KNOWLEDGE HUB” AS A DIGITAL PLATFORM TO ENGAGE YOUTH TO JOIN THE MOVEMENT TO CREATE A MORE SUSTAINABLE FUTURE INDIVIDUALLY AND COLLECTIVELY. Requirements: • The Knowledge Hub platform should be designed for website and mobile app. • The solution must be based on the DRUPAL Content Management System. • The solution should be focused on user experience (UX). Connect with Nature is open to any solutions that meet the above requirements. Participants may wish to consider the following as they design their solutions: • Collaborative learning features • Creating a digital community of learners • Movement building • Making the platform “for youth, by youth” 9 EMIRATES NATURE - WWF BRIEF • Online security and privacy rules and regulations • User-friendly and intuitive design features Be creative, enjoy the design process and have fun designing an innovative online experience that excites youth about nature and leads the change towards sustainability! Connect with Nature is looking