Visionastiti, Raynandi (2026) Perancangan Experiential Branding Sebagai Visitor Experience Di Lokananta. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Lokananta sebagai studio rekaman pertama milik negara dan pusat arsip musik nasional menghadapi tantangan dalam membangun pengalaman kunjungan yang imersif dan partisipatif, khususnya bagi pengunjung generasi muda. Berdasarkan temuan awal, Ruang Linimasa masih menyajikan narasi sejarah yang linear dan statis, dengan dominasi display pasif serta durasi kunjungan rata-rata hanya 45 menit, jauh di bawah standar museum interaktif. Hal ini mengindikasikan belum optimalnya implementasi experiential branding yang mampu membangun keterikatan emosional dan partisipasi aktif pengunjung terhadap warisan musik Indonesia. Penelitian ini bertujuan merancang strategi experiential branding pada Ruang Linimasa Lokananta melalui integrasi media interaktif dan narasi arsip musik untuk menciptakan pengalaman berkunjung yang imersif. Perancangan menggunakan pendekatan kualitatif melalui studi literatur, observasi lapangan, studi eksisting, depth interview dengan pemangku kepentingan dan ahli eksibisi, serta wawancara terhadap sepuluh narasumber pengunjung muda. Kerangka teori utama mengacu pada Strategic Experiential Modules (Schmitt, 1999) yang meliputi dimensi sense, feel, think, act, dan relate, serta konsep visitor journey (Falk & Dierking), museum experience, dan prinsip desain ruang eksibisi (Dean, 1994). Big idea yang dirumuskan adalah “Waktu Bergaung, Rasa Terhubung”, yang diimplementasikan melalui alur sirkulasi suggested approach dan lima zona pengalaman: proyeksi mapping sebagai entry hook, zona linimasa kronologis, zona interaktif panel putar berisi funfact dan kutipan relatable, zona pendengaran musik, serta photobooth interaktif sebagai titik dokumentasi. Media pendukung berupa zine guidebook yang dapat dibentangkan menjadi poster berfungsi sebagai alat navigasi sekaligus memorabilia. Hasil perancangan menunjukkan bahwa integrasi media interaktif multisensori dan narasi sejarah yang dikemas secara dinamis mampu mentransformasi Ruang Linimasa dari ruang pamer pasif menjadi lingkungan eksibisi yang partisipatif, emosional, dan relevan dengan preferensi generasi muda, sekaligus memperkuat posisi Lokananta sebagai destinasi budaya yang hidup. ======================================================================================================================================
Lokananta, as the first state-owned recording studio and a national music archive center, faces challenges in creating an immersive and participatory visitor experience, particularly for young visitors. Based on initial findings, the Timeline Room still presents a linear and static historical narrative, dominated by passive displays with an average dwell time of only 45 minutes far below the standard for interactive museums. This indicates a suboptimal implementation of experiential branding capable of building emotional attachment and active visitor participation in Indonesia's musical heritage. This research aims to design an experiential branding strategy in the Lokananta Timeline Room through the integration of interactive media and musical archive narratives to create an immersive visiting experience. The design employs a qualitative approach through literature review, field observation, existing condition studies, in-depth interviews with stakeholders and exhibition experts, as well as interviews with ten young visitor respondents. The main theoretical framework refers to the Strategic Experiential Modules (Schmitt, 1999), encompassing the dimensions of sense, feel, think, act, and relate, along with the concepts of visitor journey (Falk & Dierking), museum experience, and exhibition space design principles (Dean, 1994). The formulated big idea is "Time Resonates, Feelings Connect," implemented through a suggested circulation approach and five experiential zones: projection mapping as an entry hook, a chronological timeline zone, an interactive rotating panel zone featuring fun facts and relatable quotes, a music listening zone, and an interactive photobooth as a documentation point. Supporting media includes a zine guidebook that can be unfolded into a poster, functioning as both a navigation tool and memorabilia. The design outcomes demonstrate that the integration of multisensory interactive media and dynamically packaged historical narratives is capable of transforming the Timeline Room from a passive exhibition space into a participatory, emotional, and culturally relevant environment for young audiences, while simultaneously strengthening Lokananta's position as a living cultural destination.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | experiential branding, visitor experience, museum experience, Ruang Linimasa, Lokananta, immersive exhibition, generasi muda, experiential branding, visitor experience, museum experience, Timeline Room, Lokananta, immersive exhibition, young generation |
| Subjects: | N Fine Arts > NA Architecture > NA6695 Art museums and galleries |
| Divisions: | Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis |
| Depositing User: | Raynandi Visionastiti |
| Date Deposited: | 29 Jul 2026 07:39 |
| Last Modified: | 29 Jul 2026 07:39 |
| URI: | http://repository.its.ac.id/id/eprint/139256 |
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- Perancangan Experiential Branding Sebagai Visitor Experience Di Lokananta. (deposited 29 Jul 2026 07:39) [Currently Displayed]
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