Developing the customer journey of Dutch National Opera & Ballet: A brand-based design of the new theatre shop

Developing the customer journey of Dutch National Opera & Ballet: A brand-based design of the new theatre shop

Van der Zande, F.E.M.

Hultink, H.J. (mentor)
Cankurtaran, P. (mentor)

Industrial Design Engineering

Product Innovation Management

2016-01-26

SCOPE The Dutch National Opera & Ballet (NO&B) is one of the largest cultural organisations in the Netherlands, and one of the top five of its kind in the world. They are the leading Dutch organisation for opera and ballet. The Dutch Opera and the Dutch National Ballet were separate entities until they recently merged, together with the Amsterdam Music Theatre, into one institution at the beginning of 2013. The goal of this project was to redesign the touchpoints of the new NO&B so that they optimise the experience of both the ballet and the opera visitors and add to the mission of the brand, which is to have all aspects of the NO&B experience rated as a 9 or higher by the visitors. RESEARCH After an analysis of the organisation and qualitative research amongst visitors, it was found that the main strengths of the Dutch National Opera & Ballet lie in the fact that they are the only institute in The Netherlands that produces the entire production in-house. This is unique, and can provide extra value for visitors. Their communication regarding these strengths can be stronger, however. The direction of this project was therefore to improve the communication of production and craftsmanship through a redesign of the shop of the NO&B. THEATRE SHOP The shop is redesigned through di erent aspects such as interior, assortment and online. They are based on ‘superior simplicity’ and abstractly referring to ‘backstage’ with style elements and products that put emphasis on the craftsmanship behind the scenes. For instance, a column in the shop is used as a exhibition element that displays playful examples of how much work and effort is done behind the scenes. The assortment of the shop is adjusted to fit the new shop and the brand, including items inspired by specific performances. The craftsmanship is integrated in the product assortment through ‘hero- items’: limited edition items that are made in the atelier of Dutch National Opera & Ballet.

retail
theatre
customer journey
branding

http://resolver.tudelft.nl/uuid:57da9e9c-7e19-4fbe-94e7-7f5f522cf0f1

Campus only

Student theses

master thesis

(c) 2016 Van der Zande, F.E.M.