The first case is Refinery 29, a lifestyle media brand. Refinery 29 proposes a stylish and well-balanced life for modern women. As those of you who have already accessed its website would know, this brand is a web-based media that covers Hollywood gossips and some political issues along with fashion and lifestyle trends. It has now become a familiar type of web page, but at the time of its launch it created a sensation among New Yorkers with its unique editing and fast update on trendy information. Now, it's publishing in four major cities of New York, LA, London and Berlin.

 Prepared for three years by the brand, 29 Rooms is a fresh new event. There is a reason for the growing number of participants and regions wishing to host the event. 29 Rooms, like its name, is a fun-house with 29 individual rooms that visualizes the imaginative spirit of Refinery 29 in the real world. Produced in collaboration with people who have their own special way of seeing the world, including global artists, visionaries and brands, 29 Rooms is a space with exquisitely curated rooms that enthusiastically attracts people.

 29 Rooms sets a new theme every year and this year it's Turn It Into Art. This playground that aims to provide a multi-sensory experience instead of limiting itself to one sense has started in the East Coast of USA, but will also be exhibiting in the West Coast by the end of the year. Familiar brands such as Dunkin' Donuts, Dyson and Cadillac are spotted in the list of their collaborations. Among many interesting rooms, I would like to show you the Dyson room, since it will be easier for you to understand the nature of 29 Rooms by observing the way the brand is expressed within a room, rather than through artistic works.

 This is the Sonic Spin room where visitors can experience Dyson's new hair dryer and take profile photos for Instagram. Instead of the ordinary routine for testing a hair dryer, this space provides a service in which visitors can take a photo of themselves with their hair fluttering and pinwheels spinning in the background with the help of the powerful jet wind made by the Dyson.

▶ Lessons to learn : This is an example of brand space planning that leads to voluntary advertisements by providing a service in which users can have fun with the product and recognize its benefits.

 This is my favorite case by HBO. I guess you all know very well about room escape games. It was one of the fads that led many people back to board and detective games. The basic rule of this game is that a group of people locked inside a room has to escape within a given time by answering hidden questions or finding clues. This game has been a huge hit worldwide and numerous room escape game places have appeared in Korea as well. HBO focused on this new game culture that spread out in the US and around the world and created a successful experience design of mega room escape games in SXSW earlier this year.

 Its room escape service was created in combination of its three most popular TV shows Veep, Silicon Valley and THE Game of Thrones and was applauded from both TV show and room escape game fans. Based on the TV series with solid narratives, the gamers found themselves easily immersed into the experience with props used in actual shooting bringing the imaginary story to life.

▶ Lessons to learn : This shows the efforts made by others to capture popular trends, even though such trends may seem irrelevant to the brand at first, and how others have sought to find clues from the brand that can be applied to experience design.

 This campaign from two years ago is called #WeighThis by Lean Cuisine and is a widely discussed example of service design. Lean Cuisine is a brand that aims to heighten American's standards of eating habits and health by improving the quality of frozen food. It's a frozen food brand claiming to be low-fat and low-calorie. It turns the idea of people who put convenience over quality when choosing frozen food, and suggests a logic that convenient food doesn't necessarily have to be unhealthy.

 The campaign was held in Grand Central Station, New York, and invited women to participate in and weigh themselves. Not many women would agree to do so in the middle of the crowd, but more than 240 million people showed sympathy with this event. That's because Lean Cuisine asked women to measure themselves by their standards, rather than their weight, as part of the #WeighThis campaign.

 The ladies took part in the declaration that they will weigh themselves with the values they chose such as 'love in me' or 'the strength to overcome breast cancer'. And there was zero consideration on adding a touch point for Lean Cuisine products in this event. Products made by Lean Cuisine are for people pursuing a healthy life, but this was an experience design devoted to the message the brand wanted to tell people instead of promoting its products. The campaign has become a good example of making people clearly understand the brand's philosophy within its products through the message in this campaign that your accomplishments and your values are more important than your weight.

▶ Lessons to learn : When considering customer experience, there are many ways to express brand philosophy without directly suggesting or testing certain products, and such roundabout methods can be useful to clearly communicate the brand philosophy.

 Misereor is a German relief NGO. The organization deals with various social problems. Do you remember the last time you paid for something in cash? Nowadays, it is normal to use a credit card, or an app such as Kakao Pay or Toss when you pay back money to those who paid on behalf of others. Based on this consumer behavior this NGO created a service called Social Swipe. It was already three years ago in 2014.

 The image above is a screen at an airport. The screen displays a digital poster regarding social issues that Misereor wants to resolve. For example, like in the image above, the poster presents an image of a loaf of bread to discuss food shortage. Its uniqueness is placed in the middle of the poster. As you can see, it has been cut in the middle. And at the bottom it reads you can donate money by swiping your card on the screen.

 If someone approaches the poster and swipes his/her credit card out of curiosity, the image of the bread changes to the scene where the bread is being sliced. The image of the bread that changes at the gesture of swiping down the card is naturally associated with the idea that they themselves handed out a slice of bread for people suffering from a shortage of food. People can intuitively recognize the impact their donation has on society. The amount of donation is small, providing a low hurdle for participation and sparking curiosity among people who watch the donation as they pass by.

 The service is not finished. By the time people forget that they had amusingly donated their money, there is another tiny tactic waiting to motivate their donation. When they check the receipt, they will find a message of appreciation for their one-time donation along with a link to sign up for regular donations. Behind this simple-looking service was an effort to redesign the whole donation service including collaboration with airports, payment systems and bank systems.
What if we take a similar approach using a mobile payment platform? What do you think will be possible?

▶ Lessons to learn : Women in their 20's tend to make all purchases for heavy cosmetics on their mobile phone. You can imagine a variety of services that sprouted from easy digital payment methods.

 In this chapter, we looked through service design cases created for one-time events. Considering service in terms of general business direction is surely important, but there is nevertheless a strong need for drawing out issues using small touch points with a strong impression as been illustrated above to expand the spectrum of customer approach. I will finish this chapter here, hoping that our staff working on methods to provide diverse services by business stages and characteristics will be able to refer to these cases at the beginning and the middle of their ideation. We are now facing the final chapter. Thank you all who reads the column, posts comments and clicks on the hearts.