Near the end of February, Best Buy approached The Bernard Group with a very unique project to design a customer experience to demonstrate DSLR Camera capabilities and features. Most of the consumer benefits relate to image capture capabilities and a variety of photographable experiences that would help encourage a “pick it up and try it” experience.
The City plan for the photogenic model was planned to exploit the various camera features. The “Big City” miniature contains interior views to demonstrate the macro lens aspects. The wind turbines have messaging on the blades that can only be seen on the fast shutter setting of the cameras. Even the lighthouse has colored bulbs that demonstrate the lens sensitivity to light.
The design development demanded a full effort on the part of the TBG design team, prototype shop and project management crew. The exhibit contains over 300 individual printed and fabricated parts that span the full breadth of manufacturing tools at TBG. The Empire state building for instance is made of 24 parts, printed on two different substrates, fabricated and routed in our plastic fabrication shop and hand assembled.
The full city was installed first in Boston, and then followed by 6 more installations in the US. But the big opportunity came a few weeks after the installations with the announcement of a national rollout to over 300 cities…. and this is where the TBG process shines. Every step of the prototype development was planned for mass production. The expansion of the project is a seamless outcome of the design process.