Chick-fil-A wanted to leverage the core of the brand, as a positive influence on families to reimagine the play space of the future.
WHAT WE DID:
We conducted mobile ethnography with millennial moms to understand their aspirations, vulnerabilities and everyday realities as parents to uncover a powerful insight at the heart of their parenting style.
We conducted a thorough investigation into the market dynamics of each test market city to determine the right pilot location and ran a competitive audit of experiential spaces across the country to understand what is working well in existing environments.
Finally, we worked with an experiential design agency to bring the vision into reality by prototyping elements of the experience.
Armed with a resonating vision of parenting today, we created a new 'category' that redefined local play spaces that combine physical and digital play in easily re-programmable environments. Kefi provides the play that kids need to grow and thrive in a 21st Century society. The first opened in 2019.
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