Meow Wolf: OvARride Guide & OvAR

Project Description

The OvARride Guide is an interactive book that allows Meow Wolf visitors to experience the Convergence Station in the comfort of their home. Visitors can explore the lore and hidden features using the augmented reality app, OvAR. Additionally, OvAR contains exclusive Meow Wolf soundtracks and information about the exhibition artists.

Problem

In Spring 2022, Meow Wolf and MaCher partnered with SMC IxD for a design challenge. We focused on the Convergence Station in Denver, and were asked to develop an interactive experience that blends the physical and digital world. The goal was to drive audience engagement towards the brand, further extending the storyline and content from the exhibit, driving foot traffic to the exhibits, and increasing sales from the stores.

Insights

Meow Wolf exhibits are interactive art experiences, where visitors can explore many fantastical rooms, often following the overall exhibit theme. We found that visitors tend to not realize there is an underlying story to the exhibits due to non-linear storyline and unconventional layouts, creating confusion and disappointment. Typically, visitors are unable to fully explore the full exhibit in one day, further adding to visitor disappointment. Additionally, having only several locations makes it difficult for people to access, especially if they come from out of town.

Solutions

Our team conceptualized an eye-catching book that looks like a fridge, which matches the client's brand identity, while also meeting the overarching story needs and pain points among the audience. We created an immersive literature experience that serves as memorabilia and an opportunity to learn more about Meow Wolf post-visit.