Georgia Power - Georgia Experience Center
Getting to the Heart of Economic Development
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Project Overview:
Georgia Power is a public utility whose Community and Economic Development Group markets the state of Georgia to business leaders around the globe (e.g., convincing Mercedes-Benz to move their U.S. headquarters from New Jersey to Atlanta). Since decision-making in economic development is based largely on data, industry communications historically have targeted only the intellect. To help the Peach State stand out, we targeted decision-makers’ emotions as well. Our work spanned two strategically positioned installations at a new B2B brand center in Midtown Atlanta.
My role:
I served as co-creative lead on the project, developing our overall approach and translating daunting amounts of dense economic development information into light-touch immersive experiences that would wow and delight guests. I also originated the business, bringing Georgia Power in as a client and playing a key role in managing the relationship.
Data-Art Installation
From inside the lobby, a data visualization wall beckons guests to enter and signals passage into an economic development space unlike any other. Lovingly dubbed the “Barometer of Boom”, this installation turns statistics into stories through visual metaphors that compare Georgia’s employment growth, technology jobs, and GDP against the national average. The experience is designed to pique guests’ curiosity and spark conversation with a Georgia Power representative.
Immersion Room
Deeper in the space, the Immersion Room turns introductory meetings into collaborative explorations. Previously, Georgia Power representatives would make educated guesses about a visiting company’s needs and assemble massive PowerPoint decks they would then present. The Immersion Room’s non-linear content framework shifts the format from presentation to conversation. Rather than being locked into a lengthy block of pre-determined slides, Georgia Power reps now have the flexibility to follow the natural rhythms of conversation, steering the story in real time in response to their guest’s interests and questions.
Multi-sensory design: Every element of the experience––including choreographed lighting, spatial sound, a custom-fabricated table, and a multi-screen canvas––worked together to wow guests and underscore Georgia Power as an innovative partner.
Tactile interactivity: RFID turns a set of handheld objects into tactile navigation devices. When placed on the multitouch table, each “lens” triggers a different content mode.
Invoking “otherness”: Design choices, such as representing Georgia from a non-standard, though still recognizable angle on a map, further differentiate the Immersion Room content experience from its “ordinary world” counterpart.
“I hear people make comments like, ‘Wow, what an incredible way to tell that story.’ They are just blown away by this unique way of communicating.”
— Nicole Pearson, Marketing Manager @ Georgia Power