Human Motivations Framework, short HMF, is a global Coca-Cola tool, which investigates the top 9 human motivations for consumption. It is based on research, which is done every 5 years and guides the company's brand strategy. We were invited to create an experience in order to present the results of said research in a tangible way to the company.
We were inspired by the unique art of Michael Johansson, who researches in materiality and creates beautiful complex sculptures and structures with carefully selected objects. Our main objective for the project was to humanize data and transform it into a sensory and interactive, real-life infographic.
We had to gain a deep understanding of the subject. After thoroughly studying the data we entered a phase of experimentation and design tests with materials and objects seeking insights for the representation of the different human motivations.
The result was a unique scenographic universe, materializing sensations and feelings, a fully interactive exhibit where company employees were invited to an immersive experience with each of the 9 human motivations.