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Arts and Culture / Food / Travel
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Experience
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Product

RISS: The Next Generation of Tourism

Category
Arts and Culture / Food / Travel
Client
Innovation Norway

Innovation Norway asked Bleed to explore and develop a new design based approach to innovation in the travel industry, preparing for the next generation of sustainable tourism.

Background

Innovation Norway (IN) is the Norwegian Governments primary instrument related to innovation and development of Norwegian enterprises and industry. IN is the main actor in the Norwegian travel and tourism sector, and is responsible for the promotion and development of the Norwegian tourism industry.

One of the main challenges was to unite different actors in shared narratives — to increase the value of communication and experience development.

Fig 1.
A multidisciplinary approach

DOGA (Design and Architecture Norway) & AHO (The Oslo School of Architecture and Design) conducted a pilot project to investigate if a design-based approach could be the solution. Based on this pilot, Innovation Norway decided to establish a group of experts. The group consisted of Bleed (design expertise and design facilitator), Gyger (analytics and travel expertise), and AHO (academic research).

The project has resulted in two distinct part. First the group created an open source framework for innovation in the experience based industries with a special focus on the travel and turist sector (RISS). Next was - Using RISS, to create a set of 12 national concepts for signatur narratives and experiences for Norway - called the National Collection.

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RISS - A new framework for brand and experience innovation

Riss is a new design based framework for innovation and collaboration in the travel industry. Through a carefully selected and developed set of tools and processes, the framework aims to create a precise and shared language among very different actors and introduce methods of research and concept creation to support sustainable value creation. These are some of the critical factors in the solution:

Reframing the phase of insight and research. Based on Ted Matthews's academic research, 'Mesh of Meaning,' we utilise myths, rituals, and meaningful cultural clues  to determine the value of narratives.

Using the 'Mesh of Meaning' to create tangible visions. Deconstructing and decoding complex social structures, for then creating an insightful view of phenomenons for the outside to understand.

The method is agnostic in terms of output, and can be used to develop either experiences, products, brands, or stories. By engaging discipline- and actor-independent concepts, the process gathers all narratives into a single shared goal. The method is open-source and available for everyone to use.

The National Collection

A collection of tangible visions & signature experiences for Norway. Norway is well known for its natural beauty and fjords. Less known is Norways culinary scene, cultural experiences and our relationship to our nature - "the Friluftsliv". Based on the RISS framework, we created proposals, tangible visions and strategies for culture tourism, culinary tourism and nature based, outdoors tourism. This is the National collection.

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