Engaging storytelling & an immersive environment
filled with interactive experiences
senna emotion
AYRTON SENNA INSTITUTE
an interactive exhibition
How to tell the story of a racing legend to different generations?
visitors
400.000
cities
rio de janeiro,
são paulo & 9 others
brazil
years
2012 - 2015
the project
what
An interactive exhibition conceived and designed to honor the history of the greatest F1 driver of all time, Ayrton Senna.
why
The Ayrton Senna Institute is committed to maintain Senna's legacy alive in brazilians' hearts and minds. It was time not only to reignite the emotion of nostalgic moments on old fans, but also to introduce the national hero to new generations.
how
Through an immersive exhibition circuit to present Senna's achievements, his contributions to the sport, the backstage of F1, his personal life and also the legacy that was built for the country's education by the Ayrton Senna Institute.
The project mixed design, technology, collection objects and multimedia content to build an engaging and inspiring experience for families.
goals & needs
people |
entertainment
.
.
friends & family time
relive pleasant memories
business |
maintain brand relevance
media buzz
new fans
.
.
experience design
from end to end
Working alongside a multidisciplinary team, I passionately collaborated to bring to life this tribute to the brazilian national hero.
by renan luna
by luiz kuhner
created from scratch
concept
The project's name represents "motion and emotion", a concept inspired by the universe of movement, technology and passion for Formula 1.
Built upon three strategic pillars (immersion, memory and emotion), the exhibition proposed an interactive storytelling presented on a circuit based on Senna's personal life, racing career and legacy.
motion and emotion
visual identity
The exhibition's visual style is an interpretation of the main concept "motion and emotion". Through the mix of dynamic graphisms (fast displaced fragments on space) and a variety of photo framing (wide angle action, as well as close up on details), the project mixes the excitement of speed with the deepness of meaningful intimate moments of the world champion.
The range of graphic design solutions contemplated both physical and digital media, resulting in large scale scenography prints, expography signage, advertising material, movie projections and interactive softwares.
* visuals for the 2014's season
a ludic world
scenography
The structures were created to immerse visitors into a parallel universe apart from the world outside. It was designed to represent continuity and movement, blending detached physical displays to the walls and its graphics.
engaging visitors
immersive storytelling
In order to offer joyful experiences and to arouse curiosity towards the content, interactive interfaces were present in several moments of the expographic circuit.
The strategy was to design a more dynamic and engaging storytelling to develop a more affective relationship with visitors.
an exhibition fueled by interactive experiences
touchscreen table
41 victories
Discover the stories behind Senna's remarkable 41 victories and three F1 world titles, by exploring the stages where it all happened, the grand prix circuits.
CONCEPT / INFORMATION ARCHITECTURE / INTERACTION / GRAPHIC / ILLUSTRATION
explore senna's most memorable racing moments on historical circuits around the world
wheel controlled slideshow
champion's
journey
Take the wheel and ride through all the modalities in which Senna competed, from go-karting to Formula 1.
CONCEPT / INTERACTION / GRAPHIC
an overview of senna's career achievements
video mapping
F1 teams
A projection show in which all the cars and teams Senna drove for in F1 came alive in front of the fans.
CONTENT & SCRIPT COLLABORATION
* concept art by luiz kuhner
interactive kiosk
share your
experience
A hub made for social sharing.
Visitors could become part of the exhibition by recording a video about their memories of Senna, posting pictures taken during the tour and tweeting famous inspiring quotes from the champion.
CONCEPT / INFORMATION ARCHITECTURE / INTERACTION / GRAPHIC
among other interactive solutions
Visitors could take a picture with a virtual 3D grand prix trophy, watch a full lap at Interlagos circuit onboard with Senna through virtual glasses, explore Ayrton's moments with his family by controlling a virtual photo album, learn the story of his personal items shown on an interactive display and other experiences.
holography, augmented reality, virtual glasses, gestures control...
Senna Emotion took place on a variety of popular venues, such as museums, cultural centers, malls and even on a subway station
media impact
on the news
On its debut season, 2012, senna emotion exhibition received great coverage from the mainstream media channels.
39
articles on
television
59
articles on
print media
85
articles on
online media
websites
newspaper and magazines
television
162
photos published
2.531,7cm
2
published area
2hrs 41min 08sec
broadcasted on tv
* all media data referred only to 2012
articles published
183
a project meant to be where people are
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república subway station / são paulo
museu histórico nacional / rio de janeiro
village mall / rio de janeiro
new admires got inspired by the national hero
project info
company
ydreams
my role
lead designer (2014 - 2015)
ux / ui designer (2012 -2013)
client
instituto ayrton senna
design team
alice bodansky
ana monte
david cunha
luiz kuhner
mario pimenta
priscila freire
raphael homem
renan luna
victor ataíde
skills used
concept and ideation
content research
illustration
information architecture
interface design
motion graphics
next project
© 2023 diego brito
and so,
the legend lives on
