NGUY Karen | Eastern State Penitentiary: Creating a phygital experience

Context

Eastern State Penitentiary, once the world's most famous and expensive prison, is now being transformed into a historically significant site, with its ruins and decaying cells becoming a fascinating museum of horror. To attract more visitors, offer a captivating experience, and increase ROI, the museum entrusted us with the mission of creating a unique and memorable phygital experience.

Potential targets

Horror fans, families, tourists

Role

Graphic designer, narrative concept and story sequencing, game creation, UX/UI (card sorting, zoning, wireframing, prototyping) using Adobe XD

How can we transform a museum visit into an immersive and memorable experience that attracts and educates visitors?

a horror escape game blending digital and physical experience

Moodboard

Logo

Palette

#123A55

#282B35

#A97D2F

#D9D1CE

#0C0902

Guidelines

TRAGEDY, MAGIC, AND DESPAIR

This graphic identity seeks to capture the raw emotion of prisoners through a dual perspective. On one hand, we feel the horror, loneliness, and madness that accompany their isolation, but on the other, a small light of hope still shines, allowing them to dream of a future outside prison. It is a visual balance between dark and light, reality and imagination, with a magical aspect conveyed by the color blue.

The Game

Synopsis

In 2021, a visit to Eastern State Penitentiary turns into a nightmare. While helping a guard repair an old lock, a spectral light transports you to 1881, to the heart of the original prison. Hunted by guards and haunted by legendary prisoners, you must unravel the mysteries of these oppressive walls if you hope to return to your own time. An immersive quest where every moment counts.

Mechanisms

- Integrated storylines : 80% of the puzzles are based on the prison's true legends and stories, for total immersion.
- Adaptability : The experience is designed to be captivating, but neither too frightening nor gory, to suit a wide audience.
- Immersive setting : Realistic and interactive physical sets.
- Phygital : Use of your phone (camera and flash) to solve puzzles.
- Interactive elements : QR codes, puzzles, and various riddle games.
- Duration: 2 hours of exploration and mystery.

Game scenerio

Backstage

UX

Security features
- Ticketing area / Account creation
- Game activation on-site via a confirmation QR code
- Creation of 10 puzzles that encourage exploration of every nook and cranny
- Engaging storytelling
- Prison map

Methodology used: Benchmarking, map sorting, zoning, prototype

Brand Book

Download the full PDF

Eastern State Penitentiary

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