As part of the Experience Design course in Spring 2025, I led the design of a location-based entertainment (LBE) experience where multiple players cooperate to solve riddles in an ancient, cursed tomb. The goal was to create a 10-minute, cooperative, puzzle-driven narrative in which players work together to rescue a trapped explorer buried behind the wall.
We crafted a compelling storyline, designed a sequence of interactive riddles, and developed an immersive environment using a blend of physical and digital touchpoints—including interactive kiosks, pressure sensors, physical buttons, reactive lighting, soundscapes, and projection-mapped visuals on a custom-built tomb wall.
This project allowed me to gain hands-on experience in scenic design, Unity development, and multisensory interaction design. Although I had prior experience with sound, lighting, and interactive elements individually, this was a valuable opportunity to think holistically—considering how all elements could come together into a cohesive, emotionally resonant experience that evolves scene by scene.
I used Unity to integrate sound, lighting, and interactive logic, learning C# with the support of AI tools. I also learned how to operate DMX lighting systems and collaborated with teammates to record and edit custom sound effects and voiceovers, blending them with ambient background tracks to enhance the mood and tension of each moment.
Immersive Experience
Visuals, sound, and interactive
objects evoke emotion and immerse
Immersive Experience
We introduced Imhotep as an in-world narrator to deepen immersion
Collaborative Puzzle Dynamics
Players alternate between the
kiosk and the tomb wall
Physical + Digital
Digital and physical riddles make a more dynamic experience
Following Imhotep’s narration, guests are invited to solve three riddles, each consisting of two rounds.
The riddles progressively lead players from the Kiosk to the Tomb wall, and back again. To keep everyone engaged, each playertakes the lead on a different step throughout the experience.
The riddles combine physical and digital interactions, fully immersing guests in the eerie atmosphere of the cursed tomb. Using touch, toggles, magnets, and RFID sensors, players engage with the wall in dynamic, playful ways.
As guests enter the physical set of the Ancient Tomb, they are immediately immersed in the intro narrative,
led by Imhotep and Sam, who is trapped within the sand wall. Following Imhotep’s instructions,
guests position themselves at the kiosk and the tomb wall.
Shafer's original brand identity reflects its heritage as a cult wine from Napa Valley, known for its bold and classic weight. However, some elements have become outdated, and in order to represent Shafer's true essence—one that evolved from the founder's story to a narrative rooted in Napa's terroir— a fresh approach was necessary.
Especially to position Shafer as a luxury brand moving forward, we have decided to redefine the visual identity of Shafer 2.0, while preserving the originality of its wines.
000 Journey & Documentation
000
Current Shafer labels present limitations in effectively capturing the unique character and elevating the prestige of the 'Hillside Select' wines, our highest-tiered portfolio. To strategically position Hillside Select as a distinct premium brand, we proposed creating a separate yet visually harmonious label that maintains a clear connection to the broader Shafer brand identity.
While Shafer has a reputation for high quality wine, gradual transformation to a luxury brand is
necessary to evolve from horizon 0 to horizon 2.
Current Shafer labels present limitations in effectively capturing the unique character and elevating the prestige of the 'Hillside Select' wines, our highest-tiered portfolio. To strategically position Hillside Select as a distinct premium brand, we proposed creating a separate yet visually harmonious label that maintains a clear connection to the broader Shafer brand identity.
To conduct a comprehensive 360-degree analysis of Shafer Vineyards, we began by reviewing the brand story, current tasting experience, and customer feedback—highlighting both likes and dislikes.
Key insights revealed that the current Shafer brand story heavily emphasizes the founding family, followed by the terroir of the grapes. While acknowledging the importance of the founders' legacy, Shafer needs to evolve its brand narrative to prioritize terroir and the wine itself. This shift was crucial for successfully integrating Shafer into the Shinsegae Group brand portfolio.
Luxury brands typically possess several key pillars. Notably, Shafer already embodies each of these pillars, demonstrating its inherent potential to become a truly iconic luxury brand.
Additionally, we explored the brand narratives, wine labels, and tasting experiences of neighboring wineries within the Stag's Leap region of Napa Valley, where Shafer is located. This comparative approach allowed us to gain a deeper understanding of Shafer's position within the broader regional context.
Shafer’s brand is strong among its customer base and throughout the industry.
Shafer’s customer base is narrow and aging, though customers are sophisticated.
Shafer can grow its customer base by enhancing storytelling and reaching a broader audience.
Shafer’s story is built on a strong foundation of provenance and heritage.
Shafer has strong associations with
Napa as well as key man risk.
Shafer can increase relevance by telling a richer story and addressing its lesser-known products.
Shafer is a quietly strong brand that has
not been leveraged extensively.
Shafer’s visual identity is simple and dated,
but well-known in the industry.
Shafer has opportunities to expand into new product lines, experiences, and activations.
Shafer delivers a superior product and a powerful in-person experience.
Hillside Select and Doug have had outsized impact on Shafer’s success.
Shafer can "luxurize" its experience and better engage younger audiences.
As the youngest Engagement Manager in the company’s history, I navigated complex communication channels to ensure alignment among my internal team, the Shafer team, a New York-based agency, and SF-based architects. Together, we co-created a cohesive brand strategy, identity, and experience. By facilitating regular cross-functional meetings and collaborative sessions, I fostered consensus, driving toward the shared goal of elevating Shafer into a true luxury brand.
I also conducted frequent on-site visits to the Shafer Vineyards estate, gathering input directly from winery staff on their vision for the brand's future. My strong interpersonal skills and meticulous attention to detail cultivated a positive and productive working environment, enabling seamless collaboration across teams and projects.
As part of the Experience Design course in Spring 2025, I led the design of a location-based entertainment (LBE) experience where multiple players cooperate to solve riddles in an ancient, cursed tomb. The goal was to create a 10-minute, cooperative, puzzle-driven narrative in which players work together to rescue a trapped explorer buried behind the wall.
We crafted a compelling storyline, designed a sequence of interactive riddles, and developed an immersive environment using a blend of physical and digital touchpoints—including interactive kiosks, pressure sensors, physical buttons, reactive lighting, soundscapes, and projection-mapped visuals on a custom-built tomb wall.
This project allowed me to gain hands-on experience in scenic design, Unity development, and multisensory interaction design. Although I had prior experience with sound, lighting, and interactive elements individually, this was a valuable opportunity to think holistically—considering how all elements could come together into a cohesive, emotionally resonant experience that evolves scene by scene.
I used Unity to integrate sound, lighting, and interactive logic, learning C# with the support of AI tools. I also learned how to operate DMX lighting systems and collaborated with teammates to record and edit custom sound effects and voiceovers, blending them with ambient background tracks to enhance the mood and tension of each moment.
