Royal Opera House Theatre Pack
The Brief
To create a special edition theatre pack for the Royal Opera House to present to guest VIPs on the opening night of performances celebrating theatre from around the world. This pack celebrates Kabuki - The Beauty of Japanese Theatre. The outcome needed to convey the spirit of the Kabuki Theatre style, and be appropriate for a VIP audience. In addition to designing the box and brochure, augmented reality is incorporated to create a unique interactive experience that will enhance guests' experience at the theatre.
The Approach
The box (packaging) design draws on the clean minimal style synonymous with Japanese culture, and traditional palette of white, red and black inspired by the national flag, art, history and architecture. Its minimal style and palette were also selected as appropriate for the VIP audience, and uses less ink, which is just one of many considerations when designing sustainably.
The final page of the brochure informs the guests on how to use the Aurasma app to unlock exclusive interactive content throughout the brochure; indicated by a customised icon designed from the Aurasma mark. Content examples can be seen in the final images below.
In addition to the VIP brochure, the box also includes a gift for each VIP. After considering bespoke handheld items such as opera glasses, figurines and traditional fans, the final choice was a mounted trio of woodblock prints representing the famous show Benten Kozō, featured in the brochure. By presenting the guest with three mounted images, they can be collated and packaged, again to save space. These are placed in the pack in a second tier of recessing beneath the brochure. This presentation means that the prints are an added bonus or surprise treat for the guest to find, which aims to engage the user and enhance their experience. Making them feel like VIPs with their limited edition prints they can frame at home and retain as a lasting memento of their evening.
Note: This project was completed for a student brief, and was not commissioned by the Royal Opera House
