ENTERTAINMENT
Cinepolis
Cinepolis invited me to a year-long collaboration with its
in-house innovation team to resolve sprint challenges each
quarter to diversify its business portfolio inside and outside
the filming industry.
Cinepolis is the 4th largest movie theatre chain in the world
operating +800 cinemas on 3 continents. Aware of the fast-track
changes in the entertainment industry new concepts were pitched,
picked, developed and test-proof to be part of the evolution.
Context
For 2020, the last project involved creating a new service
experience based on two potential concepts previously decided
by the in-house innovation team: leisure and co-working. The
key requirement was to fulfill a double-clause:
1. The new experience should be relevant enough to standalone as an independent business unit of economic experience.
2. The new experience should be able to refer the customer to the cinema and, therefore, create a combined profit ecosystem
1. The new experience should be relevant enough to standalone as an independent business unit of economic experience.
2. The new experience should be able to refer the customer to the cinema and, therefore, create a combined profit ecosystem
Sprint approach
To comply with the agile nature of the challenge we used secondary research tools as the key resource to find the relevance of these concepts among future clients. This allowed us to find unmet needs, identify strengths of global disruptive best practices, and understand motivators, barriers, and expectations that arise when people attend these places.
Main attributes
We worked around these three “must-haves” on both concepts:1
Evolutionary technology
Our space should integrate sustainable and technological
features as a wellbeing detonator, based on inteligent
building features.
2
Multi-purpose spaces
Modular architectural planning and interior design are
compulsory to satisfy the community’s recreational and
professional needs.
3
Brand Multi-tribe concept
The search for identity has led to the emergence of different groups, but there isn’t a space that fosters their coexistence.
Work & Balance
This first concept resulted in a multipurpose co-working space designed to spark and nurture work-life balance based on four principles:Collective momentums
Activate collective momentums of efficiency with the support of an internal team that makes you feel comfortable.Ongoing learning
Produce everyday learning through classes or exhibitions on topics of interest to the community.Space customization
Inspire creativity throughout customizable sustainable spaces designed for collaboration and concentration.Human growth
Develop wellbeing and personal growth through soft skills training activities and mental health interventions.
Meet & Share
A community center based on four main purposes designed to trigger memorable collective interactions and experiences:Adaptative spaces
Learn in state-of-the-art spaces that adapt to the necessity of any course or classCurated experience
Explore alternative lifestyles and passions with scheduled retail experiences featured by local businesses and entrepreneursCommunity building
Connect with others that shared passions in events hosted for the interest of different micro-tribesF&B
Complement new experiences throughout a global food & beverages area
Change never waits
Even though the core elements and mission of both concepts are different, they represent growth for Cinepolis, small businesses, and the community around them, listed below.As the project was ending and starting to be presented to board members, COVID-19 was beginning to grow into a pandemic, and the project was put on hold to attend more pressing matters.