Consumer Behavior Assembly Row Final Group Project

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THE ORIGIN OF THE FUTURE Tomorrow’s Assembly Row I. Kuchikian, A. Miskovska, L. M. Zapata, H. Hsiang, J. Kodali Hult International Business School|Consumer Behavior|Dr. Caryn Pang 1 November 2023

Transforming into the FUTURE

DIVERSE & INCLUSIVE

TOURISTICALLY ATTRACTIVE

MODERN & FUTURISTIC

(Canva, 2023) (Canva, 2023) (Canva, 2023)

Demographic Analysis & Store Mix

Recommendations:

Silent disco club

Mini Golf

Cheaper food & beverages options

More grocery shops

Residents - under-indexed in options for grocery shopping

Indian and Middle Eastern cultures - underindexed (Food & Beverages)

1 (Slane, 2021)
(Ulrich, 2023)
Recommendations: More high-quality photos Complete information about shops and restaurants Newsletter
(Kuchikian, 2023)
Web Page
More modern design

Placemaking

Budget: $50,000

CONVERSATION “LED” SCREEN

ORANGE LIGHT CITY

Orange - the color of AR Custom-made animations

Festivities and Holidays

Budget: $4,000 to $12,000

Optimistic, Positive, energetic

Budget: $10,000

(Gerber, 2021) (Johnson, 2020)

Digital Art Museum

Unlimited budget

Combination of art, entertainment, and technology

Interactive space where people can live a sensory experience from sight, hearing, smell, and touch

Budget: $20 M

(Han, 2018)

Laser Show

Unlimited budget

Tell a story to attract customers

Stunning visual effects synchronized with music

Budget: $10,000 to $30,000

(Canva, 2023)

“I love Assembly Row” sign

Unlimited budget

Instagrammable location

Famous design artist

Budget: $4,1 M

2023)
(Izzo,

Promotions

Budget: $100,000

Food Truck Festivals

Different cultural cuisines

Dish Competitions

Once every two months

Budget: $2,000 per truck

(Canva, 2023)
Mobile App Unlimited budget Budget: $300,000 Loyalty Points Gamification Interactive Map Book reservations & online shopping Digital wallet Group Chat (Kuchikian, 2023) (Kuchikian, 2023) (Kuchikian, 2023) Sign In Home page Digital wallet
The Orange City Coming soon...

Meet the Team

Tomorrow’s Assembly Row

THE ORIGIN OF THE FUTURE

Hult International Business

School|Consumer Behavior|Dr. Caryn Pang

Ignacio Kuchikian Jayanth Kodali Hsiang Huang Lina M. Zapata Alzbeta Miskovska

Reference List

Hult International Business School|Consumer Behavior|Dr. Caryn Pang

Canva (2023).

https://www.canva.com/design/DAFyqyjMtNk/eF4tlUPeRaZTiGGWOEklJw/edit Gerber, D. (2021, August 24). ‘The Conversation’ digital art installation at Assembly Row speaks volumes. The Boston Globe.

https://www.bostonglobe.com/2021/08/24/lifestyle/conversation-digital-artinstallation-assembly-row-speaks-volumes/

Han, G. (2018, August 1). The World’s First Digital Art Museum Opens in Tokyo. Design Milk. https://design-milk.com/worlds-first-digital-art-museum-tokyo/ Izzo, C. (2023, July 14). The beloved “LOVE” sculpture is returning to NYC after 4 years. Time Out New York. https://www.timeout.com/newyork/news/the-belovedlove-sculpture-is-returning-to-nyc-after-4-years-071323

Johnson, M. (2020, January 15). So you want to live in Assembly Square. Boston Magazine. https://www.bostonmagazine.com/property/assembly-squareneighborhood-guide/

Kuchikian, I. (2023). Website and Mobile App Design. Slane, K. (2021, May 30). Luxury indoor mini golf is coming to the Seaport. The Boston Globe. https://www.bostonglobe.com/2021/05/30/lifestyle/luxury-indoormini-golf-is-coming-seaport/

Ulrich, J. (2023, July 13). Silent disco technology: What is it and what can it do? Sound Off. https://soundoffexperience.com/silent-disco-101-everything-you-needto-know/

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