To gain even more insight and to reinforce existing insights, we had to do some more research. We then held a brainstorm to find out all the possible reasons why people should not go to the opera or ballet.
After this brainstorming session, we saw a few points more often in combination with the insights gained. With this and all other insights from the research, the interviews, the briefing and the tour we started to come up with concepts.
Behind the fact that the concept was established, we have studied three performances of the upcoming season in order to realize the concept and have chosen characters from it. Since we only had synopsises to study, we linked the characters to Jung archetypes to present them more strongly.
Then we started testing how we were going to tackle this, and finally decided to create a 3D environment to create a good experience.