Image courtesy of Architecture is Fun.
Architecture’s People’s Choice Awards: Why a wizarding world wins in Florida, and what even church designers and learn.
Over 1.6 million votes were cast, demonstrating that the places and spaces we inhabit, even briefly, matter to how we feel, think and connect.
It’s not a surprise for those who survey and study enchanting public spaces that The Wizarding World of Harry Potter at Universal Studios was crowned the People’s Choice for Architecture by AIA Florida. Over 1.6 million votes were cast, demonstrating that the places and spaces we inhabit, even briefly, matter to how we feel, think and connect. What can we as architects and designers of public spaces learn from this mythical model?
Moving through what seemed like a crack in a building façade, we were amazed to see this Dickensian-like district appear before our eyes.
On a recent visit to Universal Studios, we nearly missed Diagon Alley completely. While Harry Potter nerds were in the know, we shamefully had to ask where the entrance was. Moving through what seemed like a crack in a building façade, we were amazed to see this Dickensian-like district appear before our eyes. Gingotts Bank with its enormous fire breathing dragon was straight ahead. Diagon Alley exudes a tremendous “feel good” buzz from being part of the busy street scene. This narrow street was full of life; a vast array of shops, eateries, live shows and rides with room to “own” the space yourself. There was a clear rhythm of experiences; shopping, hanging about, making magical things happen with wands purchased from Ollivanders, coming and going from rides, and magical moments throughout.
Image: unsplash.com; Troy Jarrell
As creative professionals, we know the importance of product, brand and service in creating great experiences.
As creative professionals, we know the importance of product, brand and service in creating great experiences. Yet, here memorable interactions are created through a heightened sense of place. It is the thoughtful design of Diagon Alley that wins. It is beautiful, imaginative and welcoming. It feels authentic.
It surprises and delights.
Here are the top 10 public space lessons we observed while at Diagon Alley:
- Diagon Alley is a distinct destination; one that is immediately recognizable - not to mention welcoming, safe, and accommodating for everyone.
- Its success as a public space relies on visitors being able to adopt, use, enjoy and customize their own experiences; all thoughtfully designed and familiar.
- Architectural features that are visually interesting and that seem “real” to visitors.
- While the street is narrow at the entry, Diagon Alley widens to present a multitude of areas to perch, refresh or watch, taking all the magic in.
- This is a carefully curated pedestrian environment, thriving in its show and tell mode.
- You can move internally through the shops, from one shop to the next. It is yet another pathway of experience and a great way to circulate crowds. There are many pathways of discovery, alluring you back in the future. You are certain that you can’t possibly have seen everything.
- Amenities are close at hand. There are a plethora of restaurants, dining and drink kiosks, and bathrooms all agreeably close-by and easy to find.
- Diagon Alley is well maintained. It’s pristine.
- Visitors love spending time here. That’s palpable and infectious.
- The Wizarding World of Harry Potter is MEMORABLE.
Kudos to Universal Studios for demonstrating how thoughtful design helps curate and create memorable public space. Every public spaces should be magical and memorable in some way. If it’s not, it’s probably not really a public space.
Let’s value how public spaces can offer people places to spend high quality time--unstructured time with opportunities to socialize, reflect, be inspired, unplug and have FUN.
