Editorial depth, physical entry point
The design challenge was making RFID feel natural in an editorial context. We worked closely on the physical touchpoints. The objects visitors interacted with needed to feel like part of the event design, not a technology installation dropped into the room. The result was something that read as curation rather than gadgetry.Each RFID trigger was mapped to a specific NatWest story, chosen to resonate with the Women Mean Business themes. When a visitor tapped, the content that appeared was directly relevant to what they were already engaged with. That relevance was the mechanic's biggest strength. It amplified the editorial work NatWest and The Telegraph had already done rather than competing with it for attention.
