Challenge

Creating a successful trail presented several challenges. We had the delicate task of crafting subtle nods to iconic Ghibli elements without direct replication due to stringent copyright considerations. Strategic placement of installations was also critical, requiring us to maximise visibility while ensuring a logical flow that complemented and led to the main exhibition. We needed to design an intuitive experience for visitors, minimising the need for on-site staffing across multiple locations. Additionally, we were tasked with integrating an environmental theme, aligned with both the mall's values and similar messages found in select Studio Ghibli's animations.

Solution

We focused our strategy on creating an intuitive, self-guided experience that respected copyright and complemented the main exhibition. With that, we came up with a trail map to guide visitors, encouraging discovery throughout the mall that culminated in a photobooth engagement located where the main exhibition took place. Recognisable yet subtle Ghibli-inspired elements were integrated, ensuring an engaging and accessible experience.

Execution

We installed iconic 'My Neighbor Totoro' bus stops as trail markers and strategically placed stamping pedestals with approved Ghibli silhouettes. A 'Howl’s Moving Castle' inspired garden wall, featuring plantable seed paper mementos, added an environmental touch. The self-guided trail, with clear maps and intuitive installations, ensured seamless navigation and engagement, effectively driving traffic within the mall and toward the main exhibition.