Global experience design company Imagination has partnered with Qatar Tourism and Visit Qatar to create an interactive experience for tourists in Doha Port’s new visitor centre. This experience highlights the wealth of experiences and adventures available in Qatar and supports the wider development of the new Port area.
Imagination designed and delivered the concept proposal in one week, and launched onsite just seven weeks later, ensuring we were live for the public in time for the 2022 Qatar World Cup. Imagination created an immersive user journey with three key zones of discovery and individual hero themes, including Adventure & Adrenaline, Nature & Wellness and Culture & Hospitality. All three themes use iconic imagery to entice visitors to discover more about experiences that can be had in the country during the tournament.
To make the user journey interactive Imagination incorporated QR codes that visitors can scan to explore more about each adventure and book the ones of most interest.
Launching in time for the World Cup, the experience has been available for the fans who are staying on cruise ships around the Port, but also for all local, expat, and international travellers and residents. Additional content updates that hero and promote new experiences will follow in the months ahead.
Imagination partnered with their Sydney office for the design and development of content, as well as Poland-based firm AM Concept, for the visualisation and real time rendering. A senior member of the Qatari Royal family envisioned the project so all elements of the experience were approved by them, culminating in a walk-through of the space on the 10th of November.
Jason Robard, Executive Creative Director, Imagination Middle East, said: “This project is a significant milestone for us in our World Cup journey as an agency working with multiple partners and brands on a global scale. It has been brilliant to bring our content and destination offering to life and showcase our capability to deliver world-class experiences even on a tight timeline. We look forward to continuing working together with brands in the region and bringing their stories to life.”
Michael Lister / Fatma Al-Jaidah said: “It has been an incredible experience learning what can be achieved in such a short amount of time. It has been a pleasure working with Imagination and seeing them take a concept through to launch. We understand the importance of capturing and engaging audiences through experiences for our region and look forward to following the public and fans’ reactions to this space.”