Natkirken GOD GOES DEEP

Consumer’s Experience and Design - CBS Spring 2015 Allegra Bandinelli

Design of a Transformational Experience

“The perfect stillness of the night was thrilled by a more solemn silence.

The darkness held a presence that was all the more felt because it was not seen.

I could not any more have doubted that HE was there than that I was.

Indeed, I felt myself to be, if possible, the less real of the two.”

― William James,

The Varieties of Religious Experience

§  Reality of the unseen

§  Human experiences occur in the mind

§  After an experience, ideas and insights tend to stick, often being valued for the rest of the person’s life

ACTUAL

  Natkirken concept since 1999 (goal of attracting more people as well as offering a new and innovative way of expressing “religiousness”)

  GGD since 2012, initiated by priest Christian Monrad and Dj Palma Lova

  Djs playing electronic/deep-house music in the Copenhagen Cathedral

  Every Friday – 4 hours experience (8-12pm)

  Free entrance, everyone is welcome

  “Oasis of relaxation” in the middle of the vibrant Copenhagen – visual escapist adventure far from everyday stresses – warmth and community feeling – spiritual, aesthetic, musical art experience

Unique and powerful concept, open-minded for an environment such as a church…

POTENTIAL

  Individual experience (Kristensen & Horvat, 2012) but not enough focus on the power for the visitors’ self-actualization à Satisfaction of the individual searching for improvement – physically and spiritually

  Deep pleasures of the mind (Kubovy, 1999) connected to curiosity à Increase even more the pleasures related to curiosity and introduce virtuosity to reach the “flow state” (Csizkszentmihaly, 1989)

  Escapist and aesthetic experience but the entertaining and educational aspects are lacking (Pine & Gilmore, 1998) à Reach the “Sweet Spot” following the 4S model

  Not efficient nudging signs (Goldstein et al., 2008) à Improve signs and directions for slowing down and walking in an undisturbing way

  Design already creates a lot of meaning (Heskett, 2006) à Improve some details, e.g. lights and sitting spots

  Not well known (few familiar visitors) à Raise awareness and attract more visitors

…can be enhanced into a FULL IMMERSIVE TRANSFORMATIONAL EXPERIENCE!

Try to give visitors an individual experience that transform them!

TRANSFORMATIVE ECONOMY Experiences are replaced by personal transformations.

The customer is the product itself!

TRANSFORMATIONAL EXPERIENCE: one-time experiences that change the character

of the need satisfaction. •  Creative individuals: Djs, creators and designers •  Domain of rules and symbols: art, religion and music •  Field and gatekeepers of the domain: visitors, organizers, critics

Kristensen & Horvat, 2012

Csizkszentmihaly, 1989

Kubovy, 1999 Pleasures of the mind are sequences of emotions, whose major stimulating factors are: •  Curiosity (unknown) - visitors for the first time don’t know what to expect;

they are curious about the place and the music. •  Virtuosity (skill) – to be introduced trough opportunity of drawing and exhibiting sketches;

visitors would feel challenged.

“Flow state”: optimal experience, when the aspirant is full immersed in a feeling of energized focus,

full involvement and enjoyment in the process is in place.

To deliver a FULL TRANSFORMATIONAL EXPERIENCE (to bring visitors closer to the experience so they can immerse

themselves into it) we need to deliver an educational, entertaining, aesthetic and escapist experience.

Bring the aspirants in the “Sweet Spot”!

Absorption

Immersion

Passive participation

Active participation

Entertaining Educational

Aesthetic Escapist

Pine & Gilmore, 1998

Create visitors

SURPRISE

Eliminate visitors

SACRIFICE

Increase visitors SATISFACTION

Build up visitors SUSPENCE

•  Introduction to the experience: inspirational and informational area at the entrance of the church

•  Comfortable environment: add beanbag chairs and other facilities to lie down; coffee and drinks area

•  Nudging signs: panel as a blind with signs on it

•  Virtuosity pleasures: opportunity to draw during the experience and exhibit the artworks afterwards

•  Engagement: increase the artistic level and resonance of the event by inviting art schools or architecture students

•  Music discover: listen to electronic music in a relaxing and enjoyable way

•  Place discover: find out that a church can also offer entertaining and inspiring experiences

•  Changing elements: different lights concept unique for each event; new Djs every time

•  Fortune cookies: small messages to pick-up when going out containing quotes and info about the next event

“As technology accelerates people lives,

many feel an urgent need to slow down.”

–Pico Iyer, The Art of Stillness