Override Guide + OvAR

Project Description

The Override Guide is an interactive book that allows you to experience the Convergence Station at your own pace, anywhere and anytime. You can explore hidden features and translate secret languages using the augmented reality app, OvAR. It contains exclusive Meow soundtracks and information about the geniuses behind the art.

Problem

In Spring 2022, Meow Wolf and MaCher partnered with SMC IxD for a sponsored design challenge. Focusing on the Convergence Station (Denver), we were tasked to develop an interactive user experience that bridges the physical and digital world, with the goal of driving audience engagement with 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 rich in content and surprises, that visitors tend to only scratch the surface of the narrative on their first visit. We have also found from interviews that the unconventional layout and non-linear storyline of the exhibits cause confusion and disappointment for some visitors. A one-day tour isn't enough to fully explore and experience the installations. And having only few locations makes it even harder for users to visit and re-visit, especially for those who do not live in the locality.

Solutions

My team, Studio 22, conceptualized an eye-catching product (a book that looks like a fridge!) that not only matches the client's brand identity, but also meets the overarching needs and pain points among the audiences. We created an immersive literature experience that serves as a memorabilia and an opportunity to learn more about Meow Wolf post-visit.