The goal of BAXY (named for the four buttons on a video game controller) is to unite people through play. This entertainment concept was a collaboration with branding agency McGarrah Jesse, IA, and Gamestop.
Tasked with creating an entirely new concept outside of Gamestop’s current portfolio, much attention was paid to consumer insights and identity design. How might we use an experience to attract customers beyond a brand’s core audience?
Our portion of the design process spanned retail strategy and positioning, consumer insights, and interior design. We utilized scenario-based customer journey mapping extensively to create an entirely equitable experience for all users.
The result was a compelling space that could provide a variety of play-related experiences to a wide audience. The irreverent programming included a secret arcade, bookable game pods, “couch- co-op’s” for group play, a hidden game room, and arena for streaming events. All digitally-enabled through an app that allows the gamers to continue the experience after departing the space.
SERVICES // Retail Strategy, Consumer Insights, Prototype Development, Interior Design
ROLE // Consumer Insights, Designer
All work performed while employed as a designer at IA Interior Architects.