ACMI (Australian Centre for the Moving Image)
2019 Innovation Name: Lost Map of Wonderland
Awards: 6th Most Innovative Retail, Hospitality, Tourism & Entertainment Company
The Map is an A3 folded paper device, designed to accompany the visitor throughout their journey thorugh the exhibition. 4 versions of the map were created featuring key wonderland characters as well as exhibition information, branding and space for visitors to craft and draw. The design was inspired by The Jolly Postman by Janet and Allan Ahlberg and S. by Doug Durst and J.J. Abrams.
We wanted to take printed material and embed secrets and curiosities within it to reward our visitors’ curiosity. Paper was an ideal cheap medium and just as the books come to life when read, we liked the idea of bringing a paper map to life during the visit — hiding simple technology inside the ancient technology of paper. Embedded with an NFC chip that connected to NFC readers located throughout the exhibition, simple visual cues within the graphic design prompted the user to hold their map against a reader to uncover secrets such as a projection of the White Rabbit. It also included a unique URL which allowed visitors to log into a post-visit experience and engage more deeply with the Wonderland exhibition and the curated information we created for them.