White Rabbit
A new concept of space that merges entertainment and culture through artists and creators, allowing tourists and locals to connect with the true spirit of a city.
A provocative brand
Cities like Barcelona welcome numerous visitors who walk through its streets following clichés, but they delve little into the local culture or less touristy areas.
White Rabbit positions itself as a brand that seeks a true connection between the tourist and the city, offering a space for exploration and entertainment through which visitors can understand the genuine essence of the city hidden behind the tourist façade.
It is therefore an expansive, entertaining and provocative brand that aims to snap tourists out of tourist mode and become more receptive and open-minded visitors.
Off-Museum
We created the term “Off-Museum” to represent the break with the traditional notion of what a museum should be. Instead of being a static and contemplative space, an Off-Museum is dynamic, interactive, and constantly evolving. It is a brand concept that redefines the cultural and artistic experience, inviting visitors to connect with the essence of a city.
Brand experience
White Rabbit is built on top of what used to be the old Bulevard Rosa in Barcelona. As a tribute to its origin and also emphasising the idea of entering another reality of Barcelona through a burrow, the tour is done in an almost labyrinthine way. It delves into the idea of discovering more and more of the authentic Barcelona as you progress.
The brand is expressed by giving space to its creators, who represent the most authentic Barcelona, and through different points of contact: from an onboarding room, through the texts in each room, to the store/exit experience, where the brand continues to speak like on a roulette wheel that invites visitors to flow and let luck take them to the next “hidden spot” in Barcelona.
Magical moments
At Summa, we believe that brand experiences should be memorable and transformative. White Rabbit has been created and designed to have a striking dialogue with people, making talking about Barcelona entertaining, but not superficial. Furthermore, the journey includes magical moments designed to have an unforgettable impact that becomes part of the conversation about White Rabbit beyond the experience.
Visuals
White Rabbit is a mysterious entity that we can only define by its own symbol. The visual system will use resources such as the symbol, its colors, modified typography, and spacing to convey its character as a provocative, fun, and stimulating brand, while also maintaining elegance and intelligence.
