Realidad aumentada sobre la mesa: diseño de experiencia para el restaurante Innato

Abstract

Axial Group is an agency specialized in creating comprehensive experiences that allow different renowned brands in the national market to stand out through the design of spaces, digital solutions, and branding elements. Currently, among its notable clients are Archies, Domino’s Pizza, Starbucks, Weber Saint Gobain, Argos, among others.

The agency's activities include designing, manufacturing, and producing both interior and exterior commercial spaces, brand creation and/or rejuvenation, implementing digital marketing and positioning strategies, and generating virtual experiences through various means (websites, apps, virtual and augmented reality, among others). It is in these last three areas where the author of this project is currently carrying out internship duties.

Recently, the agency won a new project bid for a business group located in Bogotá: Grupo COG, which manages two restaurants in Chapinero: Innato and Anomalía, the latter formerly known as Mérito. One of its founders, Óscar González, is a renowned chef with extensive experience in the culinary world and who also stands out for researching native and hidden ingredients from our territory. The differentiating factor of both restaurants is the collaborative work and research carried out in various indigenous communities and among farmers: It is sincerely exciting to pay homage to traditional values and the diversity of local Colombian products that chefs like González defend, highlighting the value of flavors that allow us to learn about the culinary culture and traditions of a country through modern and innovative dishes, brought directly from the field to the table. (Walsh, 2023).

Both restaurants already have distinctive graphic elements applied in their respective brand architectures, some more advanced than others, which are currently implemented in their premises and social networks.

During the internship period, the author is involved in developing some components of the mentioned project, thus having the opportunity to enhance some of its deliverables. It was favorable to find an opportunity for improvement in the design, which seeks to "ensure that the different influencing factors of design (technological, ergonomic, aesthetic, psychological, etc.) have been adequately considered when carrying out a project." (Herrera Batista, 2010).

With this in mind, a process at the Innato restaurant was identified that is susceptible to improvements in design, given the space-time circumstances that may limit the presentation of each dish with ingredients originating from Óscar's voice and persona to each diner; considering other responsibilities that he has and the importance of highlighting the indigenous and farming community as the protagonists of the story behind each preparation. To positively contribute to this issue, an exploratory methodology will be proposed in which the medium and content will be analyzed to showcase a virtual environment that brings together all stakeholders based on the restaurant's graphic identity to generate a proposal for an experience and systematize it in this document.