Early this September, I’ll be heading over to the UK to speak at dConstruct in Brighton. This excursion, a talk at UX and potentially Picnic, as well as a visit with Gonzalo in Uraguay (November) will give me an opportunity to continue the thread on UI and play activity that I began earlier in the year with my GDC Micro Talk on game layer designs for HOME.
While developing the ideas for that talk, I had the opportunity to speak at length with folks all over – from Imagineers to academics to developers – and beyond. This trend continued – as conversations about the design of public space are incredibly engaging to people from all walks of life, and central to the ongoing debate about regional development, public transportation, economic trends and ethical consumer behavior.
In the past, I’ve blogged about Christopher Alexander (I still read Timeless Way every year or two) and Jane Jacobs, and Umberto Eco’s Travels in Hyper Reality. Now, I’m looking into books that explicitly focus on the design of entertainment landscapes: theme parks, urban entertainment centers, and the like.
This reading frenzy began with Designing Disney, which Warren got me on our last trip to the park here in Anaheim. Walking the ‘Land, talking about its design is always fun – but was amplified by his encyclopedic knowledge of Disney lore. And, as he suggested – there’s a wealth of information in Hench’s book which makes it essential reading for any game designer.
Digging around in leaf-node literature on park and entertainment construction – I’ve found interesting nuggets in unlikely places – like Developing Urban Entertaninment Centers – a late 90’s adver-book on “category killer”, megaplex retail design by the Urban Land Institute. While creepily capitalist in its language, the scholarship within it is sound – echoing theories that Jacobs, Alexander others presented decades ago. What’s more – it contains a lot of the same arguments for iterative design that you see in traditional game design tomes. (For a special treat – try replacing the phrases like “destination” and “retail” with “MMO” and “boxed-game”):
In large part, the distinctiveness of a destination development derives from the design of environments that create a sense of place for patrons and a strong presence for tenants. Rather than the predictable interior courts and shopping corridors that characterize malls and retail centers, destination developments have reintroduced the streets, piazzas esplanades and variations in facade that are the sine qua non of great cities…
…There is greater complexity in shaping the distinctive environments that define destinations. Developers must address the individual demands of retail and restaurant tenants for a wide variety of presentations that permit street front access, strong brand identity, and multilevel spaces. Creating engaging public places and overall identity and sense of cohesiveness while trying to meet competing tenant demands not only requires a skillful development team but a whole new approach to design.
Developers of destination projects engage in an interactive design process, adjusting and readjusting plans throughout the predevlopment stage to address the various requirements of tenants percieved consumer preferences, the particular demands of the site and often the standards set by public codes.
The soft costs associated with creating the sense of place that contributes to a project’s distinctiveness are considerably higher than those for the formula-like configurations of malls and shopping centers. In addition to the design costs related to an iterative process, the design team often is expanded to include scenographic artists, landscape achitects, special effects designers festival planners, graphic artists and branding consultants.
The hard costs associated with common spaces, tenant facades and store interiors are also higher than those for other forms of retail development. A central challenge in making these projects economically feasible therefore becomes the assignment of costs among the developer, the tenants, the public sector and in some cases even the corporate sponsors. Most of the forerunners in creating destination projects have seen these costs pay off in increased rents and sales.
In other words – when it comes to user interface and experience design, you get what you give. We really believe this at TGC – and design accordingly.
I happen to believe that presentations follow the same input/output model applies to presentations – so I’ll be thinking a lot about these ideas over the next two months! Have suggestions on books I can dig into along these lines as a I prep for my talks? Call, text or email me. I’m game!