Overview

Melbourne Knowledge Week (MKW) is the city’s annual festival of ideas, bringing together workshops, talks, exhibitions, performances, and interactive experiences across a mix of in-person and online events. The festival transforms Melbourne into a dynamic learning environment where communities explore innovation, emerging technologies, and future-oriented thinking.

Problem

​Event information is primarily accessible through online platforms, requiring attendees to rely on mobile data or public Wi-Fi for schedules, bookings, and navigation. This creates friction for visitors moving between venues and limits the visibility of MKW across the city. Additionally, the absence of physical touchpoints weakens marketing impact and reduces opportunities to attract new audiences.

Research Insights

Quantitative research and questionnaires showed that attendees preferred an MKW card because it removes dependence on public Wi-Fi or mobile data for wayfinding and event booking. Since Melbourne already uses Myki cards and recharge stations, a similar system would be familiar and easy to adopt. Integrating interfaces into the urban environment increases event visibility and supports stronger marketing and engagement. These touchpoints can also be reused for other annual festivals. Site analysis identified public transport hubs, event venues, and high-pedestrian areas as the most effective locations for placement.

Solution

In collaboration with the City of Melbourne, Illuvigate is a wayfinding system for Melbourne Knowledge Week that combines an MKW card, OLED screen interfaces placed throughout the city, and embedded LED mesh on footpaths to guide users to event locations. The screens allow visitors to retrieve event information, book or cancel sessions, and access a personalized navigation experience through the card’s location-identifying chip. The LED mesh provides clear visual direction along footpaths, making it easier for attendees to move between events while enhancing MKW’s presence in the urban landscape.