Fanta x Kings cross tunnel
Kings cross – London
It is one of Europe’s longest light-walls and was created by The Light Lab and Spiers+Major. The tunnel has a gentle curve and the walls are lined with repeating panels, backlit with LEDs, along the full 90m length so there are no shadows.
The light-wall contains 190 controllable vertical pixels set behind 12mm toughened glass and the idea is for the lights to create a soothing, relaxing journey.
The flooring has long triangles in ceramic tiles to echo the ‘fin’ sections above.
The tunnel itself has been designed by architects Allies & Morrison and links St Pancras International and King’s Cross St Pancras Underground stations to the new public spaces, restaurants, offices and homes at King’s Cross.
The tunnel is open to pedestrians Monday to Sunday from 7am until 8pm.
An illuminating showcase for artists
The gently curving underground tunnel features an ‘art wall’ made from LED lights, which will be used to showcase artistic commissions. The art light wall was designed by Spiers & Major and built by The Light Lab. Running the length of the tunnel the lightwall contains 190 controllable vertical pixels set behind 12mm toughened glass.
The first commissioned piece to greet commuters was an artwork called Pipette, created by The Cross Kings and Tom Sloan Design. It is a tranquil, animated piece located in the new subway entrance and was conceived as a surface evoking the colourful tapestry of King’s Cross. The colours in Pipette are an unusual range, seldom seen in LED systems, and works in harmony with the existing lighting scheme as well as the architecture.
Changes colour as u walk past
Around the station – harry potter, youtube space British library
Video screen
Not easy to find, many people ask how to get there
KC UNDERGROUND TUNNEL x FANTA
FANTA:
COLOURFUL; VIBRANT.
OVER 100 FLAVOURS WORLDWIDE; JAPAN HAS 75 FLAVOURS ALONE.
FANTA HAS THEIR OWN UNIQUE BOTTLE SHAPE CALLED THE ‘SPLASH’ BOTTLE.
“Primary competitors to Fanta have included Tango, Mirinda, Sunkist, Slice, Sumol, Crush, Faygo, Tropicana Twister and Orangina. Fanta was the second drink to be produced by Coca-Cola, after the original Coca-Cola.”
HOW WOULD THE UK (WHO HAVE 4 STANDARD FLAVOURS) REACT TO THE INTRODUCTION OF ALL 75 OF JAPAN’S FLAVOURS AT ONCE?
FANTA ORIGINATED IN NAZI GERMANY DUE TO THE IMPORTATION EMBARGO THAT LEFT THEM WITHOUT THE MEANS TO MAKE COKE - THE FANTA WEBSITES ‘HISTORY’ PURPOSELY LEAVES OUT THIS ORIGIN, CITING THE FIRST PROPER PRODUCTION IN NAPLES AS THE BEGINNING OF FANTA.
FEAR OF DARK HISTORY OVERSHADOWING FANTA’S ATTEMPT AT BEING A FAMILY FRIENDLY AND APPROACHABLE BRAND?
SOFT SANS-SERIF FONT - BOUNCY, PLAYFUL, HAS THE SAME AESTHETIC AS THE ‘SPLASH’ BOTTLE SHAPE, SHAPE IS FLUID.
GRAPE FANTA LAUNCH IN UK: EXPECTED TO BE A HUGE HIT, AND PUBLIC REACTION IS POSITIVE. https://www.cosmopolitan.com/uk/worklife/campus/a26354170/fanta-grape-launched-uk/
ONLY USE SOUND: INTRODUCTION OF 75 DIFFERENT FLAVOURS ALL AT ONCE, WITH OVERLAPPING AUDIO AS YOU WALK THROUGH KC UNDERGROUND TUNNEL, NOT UTILISING THE EXPENSIVE SCREEN. PAYING FOR THE SCREEN FOR PEOPLE TO LISTEN, NOT WATCH.
POSSIBLE ATTRACTION ON THE FLOOR/UNDERFOOT? MEANING PEOPLE ARE PASSING THE EXPENSIVE SCREEN BUT ARE MORE FOCUSED ON WHAT’S BELOW THEM.
REFERENCES: BRUCE NAUMAN, CILDO MEIRELES.
SOFT UNDERFOOT PATH? REPLACE THE FLOOR WITH WATERBED-ESQUE FLOORING, TO FIT WITH FANTA’S PLAYFUL AND WACKY BRANDING.
All flavours of Fanta
Aloe Vera Muscat
Apple Kiwi
Apple Lime Melon
Apple Peach
Apple Vanilla
Apricot
Armistice
Banana Fermented Milk
Berry
Berry Blackcurrant
Berry Cherry
Berry Floral
Berry Orange
Birch Beer
Bitter Herbal
Bitter Lemon
Bitter Orange
Bitter Water
Black Cherry
Blackcurrant Blueberry Raspberry
Blueberry
Blueberry Salacider
Bogle Apple
Bubble Gum
Candy Cane
Chamoy Orange
Chocolate Orange
Cinnamon Rum
Citrus Blend
Clear Apple
Club Soda
Coconut Pineapple
Cranberry
Cranberry White Grape
Cucumber Melon
Currant
Falice Créma
Floral Lemon
Fruit Punch Orange
Granadilla
Grape Lime Strawberry
Grape Pineapple
Grapefruit Lemon Lime
Grapefruit Lime
Grapefruit Pineapple
Grenadine
Guaraná
Herbal
Honeydew Melon
Internet Cherry
Japanese Lemon
Japanese Melon
Kirk Melon
Kiwi Lime
Kiwi Starfruit
Kiwi Strawberry
Lemon
Lemon Lime
Lemon Lime Mint
Lemon Orange
Lemon Passionfruit
Lime
Lime Orange
Lime Peach
Lychee Soursop
Mandarin Orange Mint
Mandarin Tangerine
Mango Melon
Mango Orange
Mango Passionfruit
Mango Pineapple
Melon Orange
Melon Vanilla Cream
Mint Orange
Mint Raspberry Strawberry
Mushroom
Orange Passionfruit
Orange Peach
Orange Raspberry
Orange Tangerine
Orange Vanilla
Passionfruit
Pappleberry
Peach
Peach Strawberry
Pineapple
Plum
Raspberry
Raspberry Strawberry Vanilla Cream
Sangria
Strawberry Cream
Strawberry Milk
Strawberry Pineapple
Strawberry Yogurt
Tamarind
Tangerine
Tropical Fruit Punch
Tutti-Fruti
Unflavoured
Vanilla Cream
Watermelon
Wild Berry Lemon
Williamson Fruit
THREE IDEAS:
IDEA 1
75 FLAVOURS, ALL AT ONCE: A TUNNEL OF SOUND, BOMBARDING THE AUDIENCE WITH A RAINBOW OF NEW FLAVOURS FROM JAPAN IN A CACOPHONY OF NOISE - HEAR 75, LEAVE WITH ONE. THE ULTIMATE WAY TO EXPLORE THE NEW RANGE WITHOUT HAVING TO MAKE A CHOICE. NO VISUALS, JUST AUDIO.
Insight: You love UK'S flavours so here's Japans 75
https://soundcloud.com/e-rubin/75-fanta-flavours-audio
CREATE YOUR OWN: MOTION SENSOR SCREENS ALLOWING USER INTERACTION TO ‘CLICK’ AND ‘DRAG’ INGREDIENTS THROUGH THE FANTA PROCESS.
Insight: "Welcome Britain to the fantamily, pick our representative"
ONCE THE SCREEN TIME IS UP A TALLY OF THE FLAVOURS CHOSE WILL BE ROUNDED UP AND THE MOST POPULAR FLAVOUR WILL BE TURNED INTO ANOTHER FLAVOUR OF FANTA, OR IF ALREADY A FLAVOUR WILL BE RELEASED INTO THE UK FOR SALE.
IDEA 3
USE THE FLOOR. INSTEAD OF USING THE CONVENTIONAL METHOD OF USING THE SCREEN, USE THE FLOOR SPACE TO SIMULATE LIGHTING UP TILES IN THE COLOURS OF FANTA, WHEN ALL FANTA TILES HAVE BEEN STEPPED ON IT WILL REVEAL A NEW FLAVOUR COMING TO THE UK.
Insight: "Introducing a new flavour to Britain"
So when a tile is stepped on, the wall reveals a puzzle piece that would reveal a new flavour. The insight for this was that if the British public want to know what the new flavour is, it would be entirely up to them to find out because they would need to directly interact with the tunnel and the brand to know, making them feel included. Commuters have stepped on a tile and it has lit up simultaneously with a puzzle piece on the tunnel wall that shows a snippet of the new Fanta flavour in it's bottle.
I thought that maybe once all the tiles have been stepped on it could reveal a new flavour of fanta coming to the UK.
I got feedback from Steve Spacey for our work. He said that he felt our strongest concept was the second idea with the people interacting choose their own flavour was good but he said that the font paired with the orange colour scheme reminded him way too much of easy jet and I need to change it to differentiate easy jet from Fanta. He wasn't wrong:
Doing som more research into Fanta's font that was designed by a company called Koto. The typeface was described as "pretty great and perfectly executed, capturing the feel of cut paper and neatly digitized."
Looking at the illustrations and identity used by Koto for Fanta and incorporating them into my new mockups. The colours they use are soft but vibrant and the illustrations reflects on their intent to be playful and natural with the animated fruits, which doesn't come through with our usage of real fruits in our first mockup.
This is our final mock up.
We used the same typeface and fruit images from Koto and attempted at a fun background using some of the colours from the Fanta flavours. I realised it was a little ridiculous to expect commuters to drag and drop an ingredient from one side of the tunnel and walk all the way to to the bottle. So I minimised the amount of fruit choices there are and had them closer to the bottle and changed the concept to selecting a fruit which would trigger an animation creating a new flavour visually.
Overall i enjoyed this project and the final outcome we created.
This project tested us to use advertisement in a creative and interactive way.
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