Social Lives of Connected Teens

THE SOCIAL LIVES OF CONNECTED TEENS

CHLOE WALKER N0416594 NEGOTIATED PROJECT STAGE 1 FASH30001 WORD COUNT: 8144

26

11 55

48

76 4

INTRODUCTION

7

ONE: THEN AND NOW

11 The Past 12 Teens Today 14 Busy Schedules 16 Parents 28 Consumer Profile: Grace 30 Consumer Profile: Louise

tHREE: youth spaces

five: making it theirs

CONCLUSION

37 38 39 40 42

The Idea Competitor Analysis Youth Clubs Case Study: Art Mix SWOT Analysis

57 58 60 62 64 66 68 70 72 74 76

Brand Aim Teenage Bedroom Visual Moodboards The Chalkboard The Lockers The Photobooth The Products School Collaborations Printed Material The Members Scheme Invites and Events

TWO: CONSEQUENCES

four: what is it?

SIX: PROMOTION

90

5

25 Empathy 26 Loneliness 28 Relationships 30 Desire for Disconnect 34 Consumer Profile: Will

47 48 50 52

The Social Hub Case Study: The GoodHood Store Changing Environment A Week In the Life

81 82 83 84 86 87 88 89

Launch Case Study: Life in Levi’s Launch Campaign Social Media Website and Blog Event Photographer Ensuring Loyalty Launch Timeline

INTRODUCTION What comes to mind when you look back on your teenage years?

Awkwardness? Rebellion? A desire to fit in?

It’s an in-between phase of life when you grow out of being a child and begin to search for your own identity separate from your parents. It’s a time of experiences, mood swings and emotions which you haven’t come across before.

It’s also during this period that focus shifts from families to peers (Newman and Newman, 2001). Teenager’s begin the search amongst those of their own age for like minded individuals with whom they feel they belong. (Tarrant, 2002). As they do this the quantity and intimacy of their peer interactions rise and socialising soon becomes a central part of their world. (Berndt, 1982) They become what (Newman, 2001) refers to as “psychologically connected to their social lives”.

Engaging and interacting with peers and friends in this way is an essential part of adolescence in order “to learn empathic skills, to think about their values and identity and to manage and express their feelings” (Turkle, 2012). However the opportunities that today’s teenager have to do this has changed dramatically in recent years, mainly due to the dawn of the internet and the popularity of social media. This report will investigate the factors which are influencing today’s young generation to communicate virtually before focussing on the impact this is having on their behaviour and development.

Figure 1: NYC High School Teens (Levitt, 2015)

7

chapter ONE: THEN AND NOW

the past

socialising, one which exists virtually outside of the real world.

As the world becomes increasingly digitally connected, teenager’s today have the tools to navigate their social lives from their finger tips thanks to mobile phones and the internet. However there are growing concerns over how these methods of communication are effecting humanity and in particular the young generation who are now coming of age having never known life without texting, messaging and social media.

Figure 2: Teens of the Past (Walker, 2014)

Over the years the social spaces in which teenager’s go to “hang out” and be with each other has changed. (Boyd, 2014) gives the example of the American drive in in the 50’s and the malls in the 80’s. In order to discover for myself where young people socialised in the past, I questioned adults from different generations by asking them to fill in the card seen below in Figure 2. This is an example of one of the answers I received, other responses can be found in Appendix 2.

The places which were mentioned in this task such as playing out on the streets or in the skate park gave these generations the opportunity for a ‘moratarium’ (Erikson, 1968). This is a consequence place, space and time free from adult surveillance, which they can spend with each other to do what they need to do, all of which is necessary for their emotional growth (Turkle, 2012).

However outdoor spaces such as these are now competing with a new means of

11

TODAY Various labels have been placed on modern day teenagers who are commonly referred to as part of the Generation Z demographic (Wallop, 2014). Figure 3 shows the stigma attached to them with regards to their digital nature. They are the first cohort to grow up digitally, with no memory of life without digitalised screens and facebook. To them texting and messaging are second nature, with phones and social media amongst those that 13-

17 year olds would most struggle to live without (Sabur, 2015).

In light of this, I conducted a STEEPLED analysis (see Appendix 10.1) to give me a better understanding of all of the factors which are influencing this age group towards being heavily reliant on virtual communication. I then went on to conduct interviews with this generation in order to gain qualitative insight into the lives of teenager’s today.

Figure 3: Digital Generation (Walker, 2014)

12

13

Figure 4: The Teenage Gaze (Collins, 2013)

“the average teen checks social media 11 times a day, sends 17 text messages, equating to once every 1.5 hours they’re awake”(Sabur, 2015).

BUSY SCHEDULES

There is much debate over whether the current youth are addicted to their technology, as discussed by (Kardaras, 2014). However I discovered that spending time on their devices may be less to do with addiction and more to do with their busy lifestyles. After conducting interviews with this generation I found that very few feel they have any time to themselves. Louise told me about how she wishes she had more time to do what she wanted but between homework, school and hobbies, there was very little opportunity to fit that in (See Appendix 4.1). She explained how tired it left her, making turning to digital devices even more appealing in the spare time she did have.

Their busy lives mean they are a generation booked up without 5 minutes to spare (Cowan, 2014) and as a result the time available for them to spend with friends is exceedingly limited. It’s also difficult for them to meet up, as today teenager’s often live miles away from each other (Appendix 4,1). Therefore more than anything, virtual communication becomes a way of overcoming these problems. It is their desire to stay in contact with each other which drives their “obsession”. Without it they feel cut off. It is this technology which enables them to maintain and fit their social lives between everything else that they do.

“I do homework until 8 o’clock and then by that time i’m really tired and I just want to watch tv and stuff and I don’t really have much time to read or draw which is what I really like doing” Louise, Age 14

14

Figure 5: The Teenage Gaze (Collins, 2013)

15

parents When I asked past generations how they socialised in their youth many described time spent playing “in the park” or “around the streets”. However today teenagers are quick to list indoor environments such as “cafes” and “shops” (Appendix 4.1). Whilst these spaces are offline it demonstrates the way in which this generation are missing out on the opportunity to ‘play out’ like their parents did.

A study found that less than half of today’s youth are now allowed to play in their local park without adult surveillance (Moore, 2010). When comparing this with the mere 14% who do not let their child use social media sites without supervision (see Appendix 3.1), it is clear to see how more readily accepted letting their children socialise online as opposed to outdoors is. This is further supported by a survey I conducted which found that 68% of teenager’s parents worry about their safety when outdoors.

In the documentary (In Real Life, 2014) it is suggested that this fear and

protectiveness of today’s adult generation has resulted in young people being more confined to their rooms and therefore less able to communicate face to face as a result. As they are unable to carve out their independence in the offline world they turn to the online realm, behaviour which is further discussed by (Livingstone, 2008). It is here that they find the “moratarium” which is no longer available in real life (Turkle, 2012).

It has also been suggested that parents play a further role in their child’s communication skills. According to (Neighmond, 2014) “[teens] learn by watching [adults] have a conversation, how to read other people’s facial expressions.

And if that’s not happening children are missing out on important developmental skills”. When conducting a survey into the lives of these parents, I found that 100% were active on social media sites (Appendix 3.1). This shows how the parents of this young generation also communicate virtually. Their children then witness and adopt this behaviour.

16

Figure 6: At Home With Mother and Daughter (Walker, 2014)

This is Allison (pictured left) with her 13 year old daughter Eva (pictured right). When Allison was young she would often play outside in the street with friends, but this is something her daughter Eva is not familiar with. Instead Eva spends every evening doing homework and weekends doing drama. They’re both extremely tired after the school and working day are over and often communicate via text message when in the same house.

17

e h T mory e M

r e k a M Figure 7: Grace Simpson Consumer Profile (Walker, 2014)

18

Grace loves making and sharing memories via Facebook. She has very little concern over keeping her life private and part of what she loves about getting together with her friends is being able to capture and share the moments with her online social network. It is these friendships which are incredibly important to her but with high career prospects she spends a great deal of time studying.

Social Media and her phone mean that working hard doesn’t have to come at the price of her social life.

Figure 8: Grace Simpson Questionnaire

19

e h T t ive a e r C

r o t c e

l l Co Figure 9: Louise Peart Consumer Profile (Walker, 2014)

20

Louise enjoys being creative in every form, be it writing, collaging or drawing. She even recently won a competition which required her to design a new app. Her creative personality is reflected in everything she does and is a big part of her life.

Louise tries hard to fit in some ‘creative time’ but being involved in numerous extra curricular activites and her Year 9 homework schedule, often leave her with little time to spare.

That’s why she loves Instagram, it’s a quick and easy option which allows her to channel her creativity when it suits her, while enabling her to connect with the friends who make her smile.

Figure 10: Louise Peart Questionnaire

21

CHAPTER twO: consequences

23

EMPATHY AND EMOTIONS

Figure 11: My Dreams Are My Fanfic (White, 2013) The opportunities which these digital communication tools provide can not be denied and are further discussed by (Quart, 2014), (Livingston, 2008) and (Boyd, 2014) in relation to forming identities and preventing isolation. However with smartphone use now almost ubiquitous within this age group (Euromonitor, 2013), their are growing concerns over the negative effects it may be having on the communication and interpersonal skills of adolescents.

Research has found a significant decline in empathy and an increase in narcissism among young people compared to the previous generation. This has been attributed to the rise of digital communication. (Taylor, 2012) claims that as this generation are able to avoid difficult conversations by simply logging off and cope with uncomfortable scenarios through the safety of their screens, they are not learning how to comfort each other or how to interpret emotions.

A survey I conducted (see Appendix 3.2) found that although teenager’s preferred to communicate face to face, 54% claimed to find it easier to express their emotions online.

This statistic supports how they may opt for messaging, texting or ‘posting’ when dealing with more emotional conversations, such as break ups (Kissick, 2014). The consequences of doing this have also been strongly emphasised by (Turkle, 2012) who claims that sharing emotions in this way stops teenagers considering their thoughts and feelings on an individual level; she suggests it has become normal amongst many of this age group to turn straight to their phones when they feel emotional. This can be seen within the art work of the young artist Holly White, who described how easy she has found it to share her deepest thoughts and feelings on twitter (White, 2013) as seen above in figure 11 (see Appendix 6.3 for an interview with the artist).

25

Figure 12: Lonely Window (Mauve, 2013)

26

LONELINESS Despite the ability to be constantly connected to friends and family through technology, there is concern that this form of communication can generate a feeling of loneliness. My research found how important texting and social media are to teens in order to stop them feeling alone or left out, however new findings suggest that the more people connect through these methods the lonelier they feel (Buijs, 2014). An investigation by (Hare, 2010) led to the conclusion that virtual communication does not give the same sense of fulfilment and intimacy that comes from real life conversations. This can result in a feeling of loneliness and emptiness as captured by the photographer Mauve in figure 12.

“Through its digital twilight glow, the screen becomes a window, opening to a new world while simultaneously introducing a new kind of loneliness�

(Mauve, 2013).

27

RELATIONSHIPS Research discussed previously in this report has shed light on the limited opportunities today’s teenager’s have to socialise offline. Their digital devices are therefore embraced as they give them the ability to stay connected to each other or at least they appear to. I discovered that young people remain tethered to their phones even when they are socialising offline, this inability to disconnect results in them feeling more distant from the friends they are with in the real world.

A survey I conducted (see Appendix 3.2) found that 63% admitted that at times they have felt their interest in the online world has negatively affected their offline experiences and 44% agree at least “somewhat” that using social media often distracts them from the people they’re with (CommonSenseMedia, 2013). The saddening effect that this is having on relationships and friendships has been portrayed in the video by (DeGuzman, 2013), a still of which is shown in figure 13. It has also been captured by the photographer (Romero, 2014) as shown in figure 14. Each of these artists demonstrate the way being constantly tethered to devices can create isolation and take people away from both the moment and the people they are with. Madeleine (see Appendix 4.1) explained to me how her phone fills up every moment she has spare including those she spends with friends; “We’ll be having a conversation and if the conversation stops then i’ll go on my phone for a couple of minutes” (Thompson, 2014)

This is a finding I observed for myself during unstructured ethnographic research of this age group (see Appendix 4.5). I noticed that phones remained on the table until there was a lull in the conversation at which point they would be picked up. The presence of phones alone can be harmful to relationships and those involved. (Misra, 2014) found that when conversations took place with phones on tables lower empathetic concern was reported. Being constantly ready to pick up and engage with the virtual world means people are constantly switched on and results in what (Stone, 2014) refers to as “partial living”. This behaviour is seen commonly within teens.

One adolescent explained how her phone allowed her to do more than one thing at any one time (Euromonitor, 2013). However this behaviour means that the individual is never fully absorbed in one world which can cause particular frustration in friendship groups as 14 year old Louise (see Appendix 4.1) explains; “it can be annoying if you’ve made the effort to see someone and then they spend all of their time on their phone” (Peart, 2014).

Unfortunately these findings suggest that even when young people do get the chance to communicate and converse offline, the online world and technology are interfering.

28

Figure13: I Forgot My Phone (DeGuzman, 2014)

Figure14:Death of Conversation (Romero, 2014)

29

DESIRE FOR DISCONNECT

Recently the negative impacts of virtual communication and technology have become more widely acknowledged. As a result many people have begun to take part in what has become known as “digital detoxes”; a dedicated time out away from their screens as a means of reconnecting with the meaningful and tangible (this is further discussed by Jurgenson, 2013 and Krotosk, 2014). Many of the advocates for these digital detoxes are adults, however today’s teenager’s are also adopting this recent trend and exhibiting a desire to disconnect.

One of the main driving forces towards this is their desire for privacy. While (Turkle, 2012) and (Nass, 2014) suggest they are a generation who share everything with everyone, when interviewing this age group I found that they in fact frown upon those who share intimate details of their lives.

(Perez, 2013) attributes this to having grown up being publicly catalogued on social platforms by their parents (see figure 15).

In being exposed to the openness of the virtual world from such a young age, they’re conscious of how they appear online (figure 16) and as a result desire more “intimate and private forms of communication” (Perez, 2013).

When interviewing 13 year old Charlotte (see Appendix 4.1) I discovered how much she values keeping elements of her life private and taking time away to appreciate what is happening offline. This attitude reflects a societal trend where being less involved online is seen as a sign of

someone enjoying their life (Bell, 2015). It is an attitude felt amongst the majority of this age group with 80% having at some point purposely refrained from using social media (see Appendix 3.2) a finding supported by (Curtis, 2014).

I interviewed a seventeen year old blogger who was an early adopter of this trend (see Appendix 4.2) and told me;

“You don’t experience life from a laptop screen. Life is going by and there are so many things which aren’t learnt and memories which are not made if you’re spending time on the web” (Rose, 2014)

It’s a statement which many of this age group would agree with as 43% of teens admit that they agree strongly or somewhat that they sometimes wish they could “unplug” (Common Sense Media, 2012).

It has also been suggested by (Boyd, 2014) that social media no longer reflects the private realm that it once did. (Turkle, 2012) and (Livingstone, 2008) explain that part of the appeal in this online world is that it provides an “adult free space” for young people to have the opportunity to interact privately which the offline world does not allow. However with 82% now connected to their parents this space is no longer private.

(Boyd, 2014) attributes this to the reason that this age group are leaving Facebook.

A recent survey appears to support this showing that active users of 13-17 year olds dropped by 9% in 2013 (Curtis, 2014) and could therefore be a further factor encouraging them to take a step back from the online realm.

“IF I’VE GOT SOMETHING INTERESTING GOING ON I FEEL LIKE I HAVE TO POST ABOUT IT AND THEN I STOP MYSELF BECAUSE I KNOW IT’S BAD FOR30ME” Charlotte, Age 13

Figure 16: Social Media Infographic (Walker, 14)

Figure 15: Parent and Child Infographic (Walker, 2014)

31

e h T tory s i H

r e t un

H

Figure 17: Will Simpson Consumer Profile (Walker, 2014)

32

Will is an innovator when it comes to the trend of disconnection.

He does not view social media or his phone as a vital part of his life and much prefers to spend his spare time in the real world reading or learning new things. Whilst he uses skype to stay in touch with distant relatives, he is not active on any other social networking site, deeming them as ‘pointless’. He does not feel he is missing out by not being involved in the online world, he simply is not interested in it and is not influenced by the fact many of his friends are online.

Figure 18: Will Simpson Questionnaire

33

CHAPTER three: youth spaces

35

Considering the growing appreciation for disconnection that teenager’s have and the negative consequences of virtual communication, I want to provide an opportunity for 13-17 year olds to take a step back from their screens and reconnect with each other.

This will be done by providing an offline social place specific to this age group.

37

COMPETITOR ANALYSIS

intimate: environments which encourage interaction free from adult surveillance public: open spaces where everyone can observe behaviour virtual: how involved they are in the virtual world reality: how involved they are in the physical, real world

Figure 19: Competitor Analysis (Walker, 2014) A key attribute of the space would be in it being adult free as having independence and privacy is important to adolescents.

This desire for independence and turning away from adults was noticeable when conducting ethnographic research of them in offline environments (see Appendix 4.5).

They chose the most private areas and aggregated towards those of a similar age.

When I questioned 13-17 year olds on how they felt when in puclic spaces such as Costa and Starbucks, they seemed to believe that these spaces weren’t designed for them.

Louise told me how she associated Starbucks with ‘business types’ while Eva explained

how rarely she chose to sit in Costa with her friends because they believed they would disrupt those around them (see Appendix 4.1). The space I create will provide an opportunity for teens to socialise with their peers in a more intimate environment specifically designed for them where they can disconnect and re engage with each other in the real world. It’s positioning can be found in figure 19. It has been placed closer to ‘reality’ than other offline spaces because it will encourage the consumer to be fully absorbed in the real world. (How this will be done will be discussed on page 65).

38

YOUTH CLUBS AND PROGRAMMES When conducting research into where teenager’s spend their offline time, youth specific spaces such as young people’s programmes and youth clubs were not mentioned. As I proposed to create a new space specific for the same age category it was important to understand why organisations such as these did not appear to be widely successful amongst the intended audience. When specifically questioning a young girl on her time there, she described her one off experience as un-stimulating summing it up as a big room with a “football table” in the middle where “there was nothing to do” (see Appendix 4.1). She also discussed how teens brought in alcohol and the uncontrollable behaviour which they exhibited. This was a common

hectic

boring

finding when asking teenager’s on what comes to mind when thinking about youth clubs. While there were some positive responses many of their replies were centred around mania and violence (see figure 20).

A further problem when speaking to a youth club worker was that many youth spaces incorporate technology into the environment as a means of encouraging young people to attend (See Appendix 6.1). As I wanted to distance my own space from this and focus on disconnection I looked towards more structured spaces which encouraged teenager’s to get involved through creating a more engaging environment where young people could interact in a more physical and tangible way.

CREATIVE fun

busy violent

Describe youth clubs in one word.

Figure 20: Youth Clubs in one word (Walker, 2014)

39

Figure 24: Promo Poster (Artmix, 2014)

Figure 21: The Baltic Newcastle (Schlecht, 2014)

ntranc

4) er, 201 lk a W ( tmix e to Ar

Figure 22: Entrance to Artmix (Walker, 2014)

40

23: E Figure

ARTMIX ARTMIX are one example of such a space, founded by Daniel Howard as part of The Baltic Art Gallery. During an interview I had with him (see Appendix 5) he explained that the reasoning behind the organisation was to encourage more of this age group to be interested in art. It was founded on research into young people’s attitude towards both The Baltic and art galleries in general. Many explained that they were reluctant to enter as they felt that they did not belong there and that they needed to modify their behaviour.

This feeling was partly attributed to the design aesthetic. The design aesthetic of The Baltic Gallery shown in figure 21 can appear to be relatively harsh and intimidating. This played an important part in creating a formal and less relaxed atmosphere which made teenager’s feel uncomfortable. Therefore ARTMIX have carefully considered the environment and how they communicate to these young people, creating a comfortable and relaxing space specifically designed for 14-19 year olds. The youthful aesthetic can be seen reflectd in both the space (see figure 22 and 23) and advertising (see figure 24).

It works on the basis of a member’s scheme and everyone who joins receives a ‘membership card’ to allow them access to the space, making them feel as if they truly belong to the club.

Whilst still in its infancy the founder is confident it will be a success (Howard, 2014). However a potential threat may be its lack of digital prescence. When

questioned on how the availability of the space would be promoted, (Howard, 2014) told me that ARTMIX were solely relying on word of mouth from parents and teachers. While there is success in this form of communicating, it misses out on the influence of social media.

What distinguishes ARTMIX from other youth clubs and programmes is the fun, youthful and creative aesthetic which I want to incorporate into my own brand and space. Building on this I will also use a 360 degree marketing strategy which connects the consumer with the brand and inspires them to disconnect even when they’re not physically in the space. This will be discussed in more detail on page 86.

A further way that I will differ from ARTMIX is by creating a brand which is independent on it’s own. ARTMIX and various other young people programmes such as Collabor 8 (see Appendix 6.1) are run by museums and art galleries focusing on a specific consumer with an interest in art. I aim to attract the consumer on a more general basis. There will be events and activities which they can get involved in but I first and foremost want to create a social space which appeals to the majority. It will be positioned as a space for 13-17 year olds through the design aesthetic and promotional materials and will not explicitly state that it is for ‘youths’ in order to disassociate from its competitors.

41

STRENGTHS

SWOT ANALYSIS

* timely-trend towards disconnection and taking a step back from screens * positive effect on empathy and interpersonal skills * they will feel more comfortable in an environment designed for them and will gain a sense of independence * little competition as not many places like this * research shows this age group prefer communicating face to face and are desiring time away from technology

OPPORTUNITIEs

* competitor analysis found that youth specific spaces were not popular amongst young people, therefore opportunity to create something different which is * spend social time in shops and cafe’s but those which consist of different demographics- opportunity to make a social space combining what they love to do but just for them * opportunity to overcome the negative effects of virtual communication * website which encourages disconnection even when they can not make it to the space due to busy lives * opportunity to be creative through in store design considering the target audience * targeting those of a secondary school age and therefore could use schools to promote the space * most of this age group spend money on places involving food or clothes(Piper Jeffray, 2014)

WEAKNESSES

* young demographic who are dependent on parents- parents may not give permission * ethical considerations- who will be in charge and if its an adult free space how old will the people be who work there? * young demographic so may not have much money to spend, how will the space then run? * busy lifestyles of teenagers who are at school through the day and have homework will make it difficult to fit in going to a physical space- will it be all day or in evenings? * the space is about disconnecting so marketing online and reaching teenager’s may conflict with the message

THREATS

* the busy lifestyle of teenager’s * the ease of online, how to persuade teenager’s to make the effort to get offline * using phones within the space may pose a threat at what the store aims to do * if accidentally target the wrong crowd/ demographic could discourage teens from entering and will pose a threat to maintaining this as an adult free space * differentiating from a ‘youth club’ when it is targeting the same audience * young people can be hard to control- may abuse the space * teenager’s identify more with well known brands (Howard, 2014) and so difficulty making it popular when first introducing it into the market

Figure 25: SWOT analysis of offline spaces for42 teenager’s (Walker, 2014)

I then conducted a SWOT analysis (see figure 25) in order to understand the opportunities and threats attached to creating an offline space for 13-17 year olds. This helped develop my idea, specifically identifying the need to ensure the in store design discouraged the wrong crowd. It also drew up possible threats which encouraged me to consider how to fit in with their busy lifestyle and how to disuade them from using phones within the space. Overcoming these problems will be discussed in the next chapter.

43

CHAPTER four: what is it?

45

THE SOCIAL HUB

Shopping and cafe’s were repeatedly mentioned as ways in which this generation enjoyed to socialise offline (see Appendix 4.1). Furthermore a survey conducted by (Piper Jeffray, 2014) found that teenager’s were spending an increasing amount of money in the food and drink sector. I therefore looked into how brands were combining cafe’s with stores in order to create what (Raymond, 2013) refers to as a “social hub”.

47

E H D T O O H D E O R O G ESTO LIF

Figure 26: The GoodHood Store (Wonderland, 2014 and Jakubik, 2013 and Gardner, 2014)

48

An example of a brand who have recently implemented a cafe within their store is The Good Hood Store.

They first opened a shop in 2007 which combined a clothing store with a creative space, creating a concept store which targeted a very specific consumer and lifestyle. Every product which is sold and every element of the environment is specifically designed with their customer in mind. In this way they appeal to a niche crowd of individuals who appreciate creativity and good quality design (Coolhunting, 2013). It more recently has opened a life store which includes a cafe to bring together their consumer and add a social experience to shopping in The Goodhood Store. The decision to do this reflects: “a new genre of intimate, highly curated neighbourhood stores, [which] has gained traction, becoming local hubs that blend shopping and socialising” (Wang, 2014). Aida (see Appendix 6.2) are another store who have also combined shopping with a cafe. Talking to an employee of the store on the decision to do this he explained

how the hope was that it would provide a place for people to relax and to stay longer than they might have otherwise done.

What The GoodHood Store have mastered is the way to create an environment which discourages the wrong crowd whilst inviting in their consumer by finding an aesthetic which strongly appeals to them. The clear focus of the brand has developed a loyal consumer base and as a result they have become increasingly successful. I will take the same approach when creating a space for 13-17 year olds.

The space will very specifically target them through the aesthetic and create a “social hub” which combines a cafe with a store.

However whilst the design of The GoodHood Store may be appealing to its consumer, it does not reflect a particularly warm or comfortable space (see figure 26) which would encourage a customer to stay.

When creating a concept store for 13-17 year olds, it is important that it is designed in a way which they feel relaxed and at home.

This will be discussed in more detail on page 58.

“a new genre of intimate, highly curated neighbourhood stores has gained traction, becoming local hubs that blend shopping and socialising” (Wang, 2014) 49

THE CHANGING ENVIRONMENT A further threat which emerged when I conducted a SWOT analysis was the problem of overcoming the busy lives of teenager’s which involved school through the day and homework in the evening, as well as various other hobbies and activities. This problem of how to utilise a space as much as possible is important for many brands, especially considering the rising cost of rented spaces.

As a result brands have adopted an ‘adapt to survive’ approach (Kennedy, 2014) resulting in what have become known as “retail chameleons” (Burn-Callander, 2014).

What this means is brands are creating multi functional spaces which adjust to the changing needs of the consumer throughout the day. The Jones Family Project is one example of such a space (see figure 27).

Figure 27: The Family Jones Project (The Jones Family Project, 2014)

50

During the day The Family Jones Project provide a creative workspace and cafe environment selling coffee with the space focused on providing the perfect working environment. Then at 5pm the cafe transforms into a bar, dimming the lights, selling alcohol and cocktails and playing more upbeat tracks.

The function of the space shifts to providing a fun place to go after work. It has also been known to host intimate dinner evenings and various pop up events, proving it to be a continuously changing space which adapts to suit the consumer’s needs. The consumer are young, successful businessmen and professionals, those who want a space to run their one-men business through the day but want to enjoy themselves in the evenings (Watts, 2014).

Shaping the brand around the consumer is particularly important for today’s young generation as they especially expect a brand to adjust to suit their needs (Frontline, 2014). Furthermore if the brand are to compete against the online world, then it must be able to fit easily into their lives in the same way that social media and texting do. The environment of the concept store for teenager’s will be altered from day to evening to ensure it can function at all times of the day. However unlike The Family Jones Project it will done in more subtle ways i.e. through lighting and music changes which will change the in store ambience.

51

WEEK IN THE LIFE: EVA HINCHCLIFFE

Figure 28: A week in the life of Eva (Walker, 2014)

In order to understand more about the day to day life of this generation and how to shape a store around them, I gave 13 year old Eva the task of keeping a diary for a week, findings can be seen in figure 28 and Appendix 4.4. From this I concluded how the store would change and function which can be seen in figure 29. Changing the environment in this way will give it a purpose and allow it to remain open when young people are at school.

52

rary e to a lib iv t a n r e and alt iods. free per y space d g u t in s r u a d e ifferent it ted to d f the ill provid ge group to vis a w ic it d : e S d DAY ion o his a ill be lder of t nings w he locat the for the o : Weekday eve d on page 77. T to visit GS ne ble them a EVENIN h as those outli n e ld uc ls wou the events s ar schoo ool activities. e n through at is d h n ic h a c h s g w r in be fte lis store more up ase for a will be on socia e h c h u it m w store come focus e will be r ND: the o E t s K E e E h W ing t g out�. nd light music a of a “social han re and mo

)

an

: The Ch

9 Figure 2

14 alker, 20 (W e c a p ging S

53

CHAPTER FIVE: THE COVE

55

THE BRAND AIM

“a social concept store with the mission of bringing young people together offline by providing a comfortable and relaxed environment specifically designed for them�

57

TEENAGE BEDROOM CHANGE/EVOLVE

HONEST

EXPRESSIV E

BITS AND PIE CES

Grace, 17 ” sy co , ly ir g d, re e tt lu “c

I first chose to name this space “The Cove” development for which can be seen in Appendix 7.1. The main reason for this name choice was that “Cove” has many connotations with privacy and the idea of being tucked away.

After identifying the key values and essence of the brand (see Appendix 10.2) it was important that The Cove successfully translated its values and aims into action through the in store design and brand identity. The importance of getting the brand aesthetic right in order to appeal to the target consumer and discourage the wrong crowd was emphasised by Dave Howard (as discussed page 41).

I took inspiration for both the interior and feel of the brand directly from the own private spaces of this consumer. In an interview with 14 year old Louise she mentioned how much she loved decorating

her room (see Appendix 3.1). According to (Brown, 1994) the bedroom is

“a safe, private space in which experimentation with possible selves can be constructed” (J.D.Brown, 1994).

Photographers over the years have strived to capture its significance (see figure 30).

After questioning this generation on what their bedrooms meant to them and first handedly observing them in this environment (see figure 31), it became clear that there were many correlations between their own rooms and The Cove’s brand essence. I drew out key themes common across most teenager’s bedrooms which could then be applied to the store environment of The Cove in order to create a relaxed and personal space (more visual research into these spaces can be found in Appendix 7).

15

an, Jonath ” L A SON R E P , G N I X RELA , E L B A T R O F “cosy, comfort and private”Meghan, 15 “COM

FREEDOM

“cosy, spacious, homely” Louise, 58

Figure 30: A Girl In Her Room (Matar, 2014) Figure 31: Meghan In Her Room (Walker, 2014)

59

FUN/EXPRESSIVE Figure 32: Illustration Moodboard (Walker, 2014)

THE

COVE

I took inspiration from illustration and recent handwritten trends in type to create a logo which was soft and approachable with a personal feel (see figure 33)

Figure 33: The Cove Logo (Walker, 2014)

THE

COVE

The base colour scheme will remain subtle and muted inspired by natural earthy tones. The is so that more colourful, personal elements are able to be added to the store (see figure 35 and for the consumer’s own voice to shine through. The Cove logo will stand against various subtle colours shown in figure 34.

Figure 34: The Cove Logo With Background (Walker, 2014)

60

WARMTH, COMFY, COZY

While the base colours of the store will be calm, natural and stripped back they will juxtapose bright, strong colours used within the store. The moodboard in figure 35 shows the laidback, relaxed atmosphere which will be translated in to The Cove. Through using bright patterns and materials it will create a personal, one of a kind feel.

It also reflects the comfortable and at times eclectic environment of a teenager’s bedroom.

61

MATERIALS

Figure 35: Atmospheric moodboard (Walker, 2014)

Chalkboard Wall which they’re free to write and draw on

Figure 37: In Store Chalkboard Mock Up (Walker, 2014)

Figure 38: In Store Chill Out Area Mock Up (Walker, 2014)

PERSONAL

THE CHALKBOARD Inspired by the individuality and creativity which teenager’s express in their bedrooms I wanted to personalise the store and allow them to add their own touch. This is a recent trend which has been seen within

many cafe’s and exhibitions (figure 36). This interactivity would also add to the in store experience. They will be able to draw on a white chalkboard at the back of the store (see figure 37).

c. Seescape (Gallery Seescape, 2012)

d. Abbey Road (C

handler, 2010)

)

ory

m b. Me

014 (Sky, 2 e c a l a P

a. Crate Cafe (Ross, 2014)

Figure 36: Memory Moodboard (Walker, 2014)

63

DISCONNECT LOCKERS

My research previously mentioned how even when this consumer socialise offline, technology is a problem as they spend time with friends on their phones. Therefore in order to overcome this threat, the space must encourage consumer’s to put down their phone.

When considering how I could do this I was inspired by Tech Creche (see Appendix 9.1), a scheme which encourages families to have time away from their screen and focus more on spending time with each other. It works on the basis that visitors download vouchers from the website, one voucher designed for a child and one for a parent.

They then fill in these vouchers asking their family member to promise to leave their

belongings at the Tech Creche.

This encourages the visitor to leave their belongings but does not force them to. I will take a similar approach by implementing lockers into The Cove which customers are able (but not obliged) to use to store their digital devices (as shown in figure 39) . The keys will be kept behind the counter, with the customer having to ask to use the lockers. The incentive to do this will be that when they do they will receive a 10% friendship discount which they can use when they bring another friend to the store (figure 40). This will help promote the brand through word of mouth and introduce the brand to new customers.

lockers

Figure 39: In Store Locker and Counter Mock64 Up (Walker, 2014)

Figure 40: Friendship Discount Card Mock Up (Walker, 2014)

65

MEMORIES PHOTOBOOTH

Their bedrooms often provide a space to collate memories and photographs.

Translating this to The Cove there will be an in store photobooth such as the one featured in figure 41. This will also provide a tangible means of documenting their time here which is particularly important as they won’t have their I-phone camera’s to do this. They will be able to stick the images to the booth or take them away and keep in their rooms (see figure 42 for where the booth will be situated).

Figure 41: Urban Outfitters Photobooth (Walker, 2014)

Photobooth

Figure 42: In Store Mock Up Photobooth (Walker, 2014)

66

Counter

Photobooth

Chill out zone with rugs, sofa’s and chairs

Figure 43: Birds Eye View mock up of The Cove (Walker, 2014)

67

PRODUCTS This store is a space which truly feels like ‘theirs’ so they can get that sense of independence and self expression which they find online, offline. Staying true to the brand, The Cove will belong to teenager’s in an even more authentic way as the consumer will create the content and products to be sold in store. This is inspired by the increased collaborations taking place between consumer and brand’s. One example are Heinekens Idea’s Brewery who allow customers to respond to a brief they set, which challenges them to come up with their own ideas for products. Finalists are then selected from those who respond before the final winning idea is chosen with the possibility of being made (Crowhurst, 2013).

The Cove will take a similar approach, posting a brief (see figure 46 overleaf) to their website based on a chosen theme.

The first of which will be Escape. The consumer will then fill in a submissions form

and upload an image of their product via the website (see figure 44). Those who are chosen will be contacted and their work displayed and sold in the store. In the same way as Heineken’s, those who enter will be encouraged to promote their creations through social media (see figure 47 overleaf).

This collaboration between the brand and 13-17 year olds will be a consistant and central part of The Cove. A new theme will be chosen every four months and a new brief distributed.

In this way the store will come to resemble more of a gallery (see figure 45) reflecting a recent trend in many concept stores today (Shearman, 2014), such as ‘Story’ (see Appendix 9.2), who sell products based on a different theme every month.

Changing the store in this way also provides the opportunity to create a buzz around the brand with every new theme which is introduced (as discussed on page 76.)

68

Figure 44: Website Mock Up (Walker, 2014)

Figure 45: Products Sold Mock Up (Walker, 2014)

69

SCHOOL COLLABORATIONS

The Cove will partner with schools in order to directly target this consumer and get them involved. Schools in the area will be given a physical copy of the brief to be handed out by teachers in art classes (see figure 46).

70

As part of the launch of the brand and to generate initial awareness, staff from The Cove will personally go into schools to distribute the brief and make pupils and teachers aware of the facilities.

Figure 46: Escape Brief Mock Up (Walker, 2014)

Figure 47: Social Media Post (Walker, 2014)

Whenever consumers then create their products they will be prompted to share images and pictures once complete through tagging “The Cove� with the #thecovecreate, an example of which can be seen in figure 47.

This will encourage others to take an interest and get involved, particularly if they are part of a school which the brand has not visited.

71

printed flyers and timetable

While being present on social media is important to grow the community and reach the consumer, having more tangible and physical promotional material will be used to reflect the brand values of disconnect and offline experience. This is inspired by the French Club L’Isole who have an ‘anti social media’ stance, banning its use within the club or as a promotional tool. The reason for this is that when promoting digitally “you’re lost in the maze of the internet” (Sayej, 2014). Bearing this in mind there will be a heavy emphasis on using more physical means of promotion through flyers, posters and events. The promotional material such as the flyers seen in figure 48 will feature work produced in event’s sessions by the consumer’s themselves, coinciding with the personal element of The Cove. They will then be distributed throughout secondary schools and in community buildings, featuring a timetable of events on the back. The posters will change every 4 months and will be re-distributed. Their will also be posters to advertise the launch of events which will take place to celebrate the new theme (as discussed on page 76).

72

Figure 48: Flyer Mock Up (Walker, 2014)

73

membership card A membership card scheme will allow consumer’s to get further involved with the brand. Joining the scheme will be based on an application basis. To apply they will have to complete an application form available in store and also from the website. After which ten 13-17 year olds will be chosen in each city who will become members of that store.

This will entitle them to a members card (seen in figure 49). They will also gain exclusive emails inviting them to member’s meetings where they will be able to socialise and have a discussion about how they believe the store should run. This could be from deciding on the next theme of the store to what events

should be introduced. These events will be governed by staff of the store. New member’s will then be chosen each year.

Giving this consumer the opportunity to have a direct input coincides with how hand’s on and influential today’s young people are.

Brands are being encouraged to collaborate more with this consumer (Kingston, 2014) because they are seen to be a generation who want to be heard. This was supported by an interview with Daniel Howard (see Appendix 5) who claimed more young people are wanting a say in how they believe a company should function.

staff and sales assistants The staff and sales assistants will play an important role in providing a comfortable in store environment. The store will aim to provide in store jobs for young people aged 16 and over.

Although older than the intended consumer, they will still serve as friendly faces taking more of an ‘older

sibling’ role. The staff will then help at members meetings and hosting events, truly being able to get involved with every aspect of the store. Their presence will add to the friendly and relaxed environment, with one more experienced manager watching over.

74

Figure 49: Members Card Mock Up (Walker, 2014)

INVITES and events Members will then receive exclusive invites to the launch of the newly themed store every 4 months (see figure 50). The invite will entitle them to a pre launch party where they will mix with other member’s and VIP guests such as bloggers. Figure 51 shows an example of a public poster to advertise the event.

Figure 50: Members Invite Mock Up (Walker, 2014)

76

Figure 51: Event Poster (Walker, 2014)

77

CHAPTER six: promotion

79

launch

DAY OF DISCONNECT In order to position the brand as a place for disconnecting and face to face socialising, there will be a pop up event in the four major cities that The Cove will open; London, Leeds, Newcastle and Nottingham.

Through out the month of July there will be a one day event in each city named “Day of Disconnect” where a large camper van such as that seen in figure 52 will take residence in public parks. It will sell smoothies, host creative events and lay out picnic mats, providing a place for people to stop by, relax and talk. This was inspired by the SNOG frozen yoghurt pop up van (see Appendix 9.3). The day will be videoed, after which content will be created and uploaded to

the brand’s website (see figure 54 overleaf).

This aspect of the event will be particularly important to give the consumer another way of remembering the event without having to use their phone. It will also enable those who could not attend a way of being involved. The power of a video being used to generate emotional content in this way was emphasised by (Phedon, 2015).

The aim of the event will be to demonstrate what can happen when you put down your phone. This will position The Cove as a place to go to reconnect with friends and disconnect from screens.

Figure 52: Launch Event Mock Up (Walker, 2014)

81

LIVE IN

Figure 53: Levi’s Campaign (Hello October, 2014) In 2014 Levi’s launched a campaign which aimed to celebrate the adventurous nature of denim. It filmed a documentary series of the day to day life of various people who never took off their jeans. The films were then posted to Levi’s own youtube channel and promoted by those featured. Alongside this, bloggers were used to promote the campaign, featuring their own “Live in Levi’s” account on their blogs (see figure 53). Using their social influence opened the campaign up to a wider audience and encouraged everyday people to get involved.

Collaborating with bloggers in campaigns is being used more and more by brands, since the internet has enabled brands to “connect their products with influential individuals in order to better engage with their target

audiences” (McQuarter, 2014). The impact of this is that the campaign which could have simply been videos by Levi becomes something that consumer’s can be a part of, introduced to them by the bloggers they trust. Reaching people in this way successfully positions the brand as denim for everyone.

However the authenticity of a campaign such as this could be disputed as the products which the bloggers wore within the content they posted was sponsored

by Levi’s. The Cove will not be using these bloggers to promote a product but rather to promote the brand’s message of disconnection, along with the launch event.

82

launch campaign

Figure 55: Social Media Post (Walker, 2014)

Figure 54: Launch Campaign Website Mock up (Walker, 2014)

Inspired by the Life in Levi’s Campaign, an online marketing campaign will coincide with the city launches. This will harness the power of bloggers and social influencers (Earls, 2007). This campaign will use four people to film, document or write about a day without their phones or the internet. One a week will be uploaded to The Cove website (see figure 54) prior to that week’s “Day of Disconnect” event. The content and the event will then be promoted through the bloggers own platforms, as well as The Cove’s with the hash tag #dayofdisconnect (see figure 55). Ella Grace Denton is one example of a potential

blogger the brand could collaborate with.

She is Age 20 and runs a blog titled “We Need To Live More”. Her posts focus on encouraging young people who follow her to live a healthier and more fulfilled lifestyle and in this way she is a highly positive role model on young people.

Through using these blogger’s influence the brand will reach a larger audience and encourage consumer’s to either take part in their own day of disconnect, or head to the launch event taking place in a city near them.

SOCIAL MEDIA Using social media to promote the brand in many ways conflicts with the message of disconnection, therefore the way in which this medium is used has to be carefully considered.

The Wilderness Festival is a yoga weekend which aims to encourage people to disconnect from society and reconnect with nature. Speaking to the founder (see Appendix 6.2) she expressed that although the brand is about switching off and taking time out it social media enables them to expand to a larger community (Kasey, 2014), touching upon one aspect of the 5 C’s of social media. The online world enables people who can not make the event to still become part of it. The Wilderness Festival carefully consider the content they post online in order to inspire people to disconnect and switch off wherever they are. This will be incorporated into The Cove’s online prescence.

Figure 5 6

The brand will use Facebook to post new events and share event times with their consumer (see figure 56) but will mainly focus it’s attention on Instagram. This platform is highly favouritised amongst this age group with a recent report by (Piper Jeffray, 2014) finding the Instagram usage amongst teens has jumped from 69% to 76% in 2014.

Considering its content carefully, The Cove will feature inspirational quotes and images which will not only inspire this age group to enter the store but even if they can not come they will be encouraged to get off their screens and take time out. It will also serve to promote new blog entries, videos and pieces which have been put up on the website (see figure 57). How the Cove will use the 5C’s of social media to create a strong online presence can be seen in figure 58.

84

: Facebo

ok Page

Mock U

p (Walk er, 2014

)

Figure 57: Instagram Mock Up (Walker, 2014)

85 Figure 58: 5C’s Social Media (Walker, 2014)

website and BLOG Coinciding with the brand’s social media content, their will be a blog on The Cove website which will also feature content to inspire offline creativity amongst teenager’s. It will offer them ideas of what they can do in the time they spend with friends and alternative activities to turn to other than the online realm. The content will mainly be written and submitted by the consumer.

Figure 59:The Cove Blog Mock Up (Walker, 2014)

86

event PHOTOGRAPHER Limiting phone use means that capturing experiences in the store via social media will be kept to a minimum. A problem of this is that it loses out on a key promotional tool. This concept store is a novelty and therefore it is highly likely that people will strongly want to share their time there with others. This could make them reluctant to relinquish their mobile phones. This is a problem which the event co-ordinator of Kinfolk Events explained to me in an interview (See Appendix 6.2) . Kinfolk Magazine host events which bring people together around a communal table where food and stories are shared. There is a no

phones at the table rule implemented and instead the event is documented by having a photographer present. The photographs are then made available to attendees. In this way the consumer is still able to remember and share their time there whilst remaining fully involved in the moment.

During events and activities at The Cove a group photograph will be taken which will then be uploaded to Instagram and the website. The consumer will then be able to share this amongst their social networks. The larger events which also take place i.e. theme launches will be captured on video and posted.

87

ENSURING LOYALTY

Figure 60: Consumer Loyalty (Walker, 2014) The above diagram (figure 60) is a concise overview of how the marketing tools mentioned will come together to reach the consumer before, during and after they enter the store and how this will fit into the consumer descision journey. By hitting the different touch points and considering the 7p’s of marketing the hope is they will remain loyal to The Cove.

88

The timeline in figure 61 shows how the events, promotions and changing themes will be implemented in the first year of The Cove.

89

90

conclusion

Technology is continuously developing, the internet is soon set to reach remote areas of the world and new social media platforms are emerging every single day. As a result the problems discussed in this report will only become ever more apparent. Considering this, it is important that as the spaces to communicate virtually grow, so do the spaces to communicate in real life. The young people who continue to come of age in this digital world need the offline facilities such as those provided by “The Cove� now more than ever. I see this brand as one which could grow and thrive, offering the tangible, physical element which teenager’s today and in the future will not get from the online, virtual realm.

91

92

cited references

93

Berndt, T. (1982). The Features and Effects of Friendship in Early Adolescence. Child Development, 53(6), p.1447.

Bell, P. (2014). So Long, FOMO - Here’s Why 2014 Will Be Year Of The JOMO (Joy Of Missing Out). [online] The Huffington Post UK. Available at: http://www.huffingtonpost.co.uk/2014/01/03/jomofomo-2014_n_4523544.html [Accessed 2 Jan. 2015]. boyd, d. (2014). It’s complicated. USA: Yale University Press.

Bujis, C. (2014). Together is Better. Flow Magazine, (7), pp.65-67.

Burn-Callander, R. (2014). Retail ‘chameleons’ take over the high street - Telegraph. [online] Telegraph.co.uk. Available at: http://www.telegraph.co.uk/finance/festival-of-business/10974117/ Retail-chameleons-take-over-the-high-street.html [Accessed 4 Feb. 2015].

BROWN, J., DYKERS, C., STEELE, J. and WHITE, A. (1994). Teenage Room Culture: Where Media and Identities Intersect. Communication Research, 21(6), pp.813-827.

Casey, K. (2014). Offline Spaces. (Email) 20 Nov. 2014 Common Sense Media, (2012). Social Media, Social Life: How Teens View Their Digital Lives. [online] USA: Common Sense Media, p.p.17. Available at: https://www.commonsensemedia.org/research/ social-media-social-life-how-teens-view-their-digital-lives# [Accessed 6 Jan. 2015].

Cool Hunting, (2013). The Goodhood Life Store. [online] Available at: http://www.coolhunting.com/ design/the-goodhood-life-store [Accessed 20 Jan. 2015].

Crowhurst, M. (2013). HEINEKEN crowns winners of Ideas Brewery Crowdsourcing Platform 60+ Challenge. [online] Theheinekencompany.com. Available at: http://www.theheinekencompany.com/ media/media-releases/press-releases/2013/08/1722670 [Accessed 17 Jan. 2015].

Curtis, S. (2014). Teens drift away from ‘traditional’ social networks - Telegraph. [online] Telegraph. co.uk. Available at: http://www.telegraph.co.uk/technology/social-media/10787276/Teens-driftaway-from-traditional-social-networks.html [Accessed 6 Jan. 2015].

Earls, M. (2007). Herd. Chichester, England: John Wiley & Sons.

Erikson, E. (1968). Identity, youth, and crisis. New York: W.W. Norton.

Euromonitor International, (2013). Consumer Lifestyle in the UK. Consumer Lifestyle. London: Euromonitor.

Firth, P. and Raymond, M. (2013). Student Trend Briefing by LS:N Global, The Future Laboratory.

Firth, P. and Raymond, M. (2014). Student Trend Briefing by LS:N Global, The Future Laboratory.

Firth, P. and Raymond, M. (2013). Student Trend Briefing by LS:N Global, The Future Laboratory.

Firth, P. (2014). Student Trend Briefing by LS:N Global, The Future Laboratory.

Generation Like, 2014. Frontline, Season 32, Episode 4 [TV] PBS, 18 Feb. 2014

Grey, J. (2014). Social Spaces. [Email] 16 Nov. 2014 Howard, D (2014) Youth Spaces [Newcastle] 27 Nov. 2014 Hinchcliffe, E (2014) Consumer Interview [Nottingham] 10 Nov. 2014 Matar, R. (2014). A Girl In Her Room. [image] Available at: http://www.raniamatar.com/portfolio/girland-her-room/portfolio1.php [Accessed 5 Feb. 2015].

Mauve, J. (2015). Lonely Window. [online] Julien Mauve. Available at: http://www.julienmauve.com/ LonelyWindow [Accessed 6 Jan. 2015].

Mikami, A., Szwedo, D., Allen, J., Evans, M. and Hare, A. (2010). Adolescent peer relationships and behavior problems predict young adults’ communication on social networking websites.

Developmental Psychology, 46(1), pp.46-56.

Misra, S, Cheng, L, Genevie, J, Yuan, M. (2014). The iPhone Effect: The Quality of In-Person Social Interactions in the Presence of Mobile Devices. Environment and Behavior. 47 (1), p.1-24.

In Real Life, 2014. [DVD] Beeban Kidron, UK: Dogwoof, 2013 [Region 2 only] Jurgenson, N. (2013). The Disconnectionists. The New Inquiry. [online] Available at: http:// thenewinquiry.com/essays/the-disconnectionists/ [Accessed 1 Jan. 2015].

Kardaras, (2014). Plugged-in and tuned-out: The dangers of teenage virtual addiction. [online] Fox News. Available at: http://www.foxnews.com/opinion/2014/09/26/plugged-in-and-tuned-out-howto-handle-teenage-virtual-addiction/ [Accessed 17 Jan. 2015].

Kennedy, K. (2014). Retail “Chameleons” prove Popular on the High Street. [online] Movehut.co.uk.

Available at: http://www.movehut.co.uk/news/retail-chameleons-prove-popular-on-the-highstreet-22938/ [Accessed 4 Feb. 2015].

Kingston, A. (2015). Get ready for Generation Z. [online] Macleans.ca. Available at: http://www. macleans.ca/society/life/get-ready-for-generation-z/ [Accessed 17 Jan. 2015].

Kissick, D. (2014). What is love in the digital age?. i-D Magazine, (333).

Krotosk, A. (2015). Detox. [podcast] Digital Human Archive. Available at: http://www.bbc.co.uk/ podcasts/series/dha [Accessed 1 Jan. 2015].

Livingston, S. (2008). Taking risky opportunities in youthful content creation: teenagers’ use of social networking sites for intimacy, privacy and self-expression. [online] London: Sage Publications, p.-.

Available at: http://eprints.lse.ac.uk/27072/1/Taking_risky_opportunities_in_youthful_content_ creation_(LSERO).pdf [Accessed 2 Jan. 2015].

Miller, P. (2013). I’m still here: back online after a year without the internet. [online] The Verge.

Available at: http://www.theverge.com/2013/5/1/4279674/im-still-here-back-online-after-a-yearwithout-the-internet [Accessed 3 Feb. 2015].

Moore, M. (2010). Children today ‘have less freedom than previous generations’ - Telegraph. [online] Telegraph.co.uk. Available at: http://www.telegraph.co.uk/news/uknews/7638919/Children-todayhave-less-freedom-than-previous-generations.html [Accessed 15 Jan. 2015].

Nass, C. and Yen, C. (2012). The man who lied to his laptop. New York: Current.

Neighmond, P. (2014). For The Children’s Sake, Put Down That Smartphone. Available: http://www. npr.org/blogs/health/2014/04/21/304196338/for-the-childrens-sake-put-down-that-smartphone.

Last accessed 31st Dec 2014 Newman, B. and Newman, P. (2001). Group Identity and Alienation: Giving the We its Due. Journal of Youth and Adolescence, 30(5).

Peart, L (2014) Consumer Interview [Newcastle] 23 Nov. 2014 Perez, S. (2014). The Rise Of The Ephemeralnet. [online] TechCrunch. Available at: http://techcrunch. com/2013/06/30/the-ephemeralnet/ [Accessed 2 Jan. 2015].

Phedon, P. (2015). Gung Ho. Quart (2014). Alissa Quart: From Gen X to Z: Teens and the New Cool – Generation Like FRONTLINE. [online] Available at: http://www.pbs.org/wgbh/pages/frontline/media/generation-like/ alissa-quart-from-gen-x-to-z-teens-and-the-new-cool/ [Accessed 1 Jan. 2015].

Romero, B. (2014). Death of Conversation. [image] Available at: http://www.huffingtonpost. co.uk/2014/10/27/photographer-smartphones-babycakes-romero_n_6054650.html [Accessed 3 Feb. 2015].

Rose, S (2014) Consumer Interview [Email] 23 Nov. 2014 Sabur, R. (2015). Teens are facing ‘addiction struggle’ with technology - BelfastTelegraph.co.uk. [online] BelfastTelegraph.co.uk. Available at: http://www.belfasttelegraph.co.uk/life/technologygadgets/teens-are-facing-addiction-struggle-with-technology-30878997.html [Accessed 8 Jan. 2015].

Sayej, N. (2014). An Exclusive New Club in Paris With a No-Social-Media Rule. [online] T Magazine.

Available at: http://tmagazine.blogs.nytimes.com/2014/07/25/lisole-exclusive-new-club-paris-nosocial-media-rule/?_r=0 [Accessed 8 Jan. 2015].

Shearman, S. (2014). Rethinking retail: why brands are embracing the rise of the concept store. [online] the Guardian. Available at: http://www.theguardian.com/media-network/media-networkblog/2014/jul/09/retail-brands-concept-store-shopping [Accessed 30 Jan. 2015].

Stone, L. (2014). Continuous Partial Attention. [Blog] Linda Stone. Available at: http://lindastone.net/ qa/continuous-partial-attention/ [Accessed 6 Jan. 2015].

Taylor, J. (2012). Raising generation tech. Naperville, Ill.: Sourcebooks.

Tarrant, M. (2002). Adolescent Peer Groups and Social Identity. Social Development, 11(1), pp.110123.

Thompson, C (2014) Consumer Interview [Newcastle] 01 Dec 2014 Thompson, M (2014) Consumer Interview [Newcastle] 01 Dec. 2014

Turk, G (2014). Look Up. [Online Video]. 25 April. Available from: https://www.youtube.com/ watch?v=Z7dLU6fk9QY. [Accessed: 26 November 2014].

Turkle, S. (2012). Alone together. New York [etc.]: Basic Books.

Wallop, H. (2014). Gen Z, Gen Y, baby boomers - a guide to the generations - Telegraph. [online] Telegraph.co.uk. Available at: http://www.telegraph.co.uk/news/features/11002767/Gen-Z-Gen-Ybaby-boomers-a-guide-to-the-generations.html [Accessed 6 Jan. 2015].

Wang, L. (2014). Retail Recon | In Shoreditch, All’s Good in the Hood - The Business of Fashion. [online] The Business of Fashion. Available at: http://www.businessoffashion.com/2014/09/retailrecon-shoreditch-alls-good-hood.html [Accessed 13 Jan. 2015].

Watts, D. (2014). Interview With Duncan Watts Co-Founder Of The Jones Family Project. [online] Made in Shoreditch. Available at: http://madeinshoreditch.co.uk/2014/11/27/interview-with-duncanwatts-co-founder-of-the-jones-family-project/ [Accessed 20 Jan. 2015].

White, H. (2013). Column: Arts. Flaunt Magazine. [online] Available at: http://flaunt.com/author/hollywhite/ [Accessed 6 Jan. 2015].

IMAGE references

Figure 1: Levitt, D. (2015). Time Magazine NYC High School Teens. [image] Available at: http://www. daniellelevitt.com/galleries/126-time_nyc_high_school_teens [Accessed 22 Jan. 2015].

Figure 2: Own Image (2014) Teens of the past [photograph] Figure 3: Own Image (2015) Digital Generation [photograph] Figure 4:Collins, P. (2013). The Teenage Gaze. [image] Available at: http://www.petracollins. com/?portfolio=the-teenage-gaze [Accessed 30 Jan. 2015].

Figure 5:Collins, P. (2013). The Teenage Gaze. [image] Available at: http://www.petracollins. com/?portfolio=the-teenage-gaze [Accessed 30 Jan. 2015].

Figure 6: Own Image (2014) At Home With Mother and Daughter [photograph] Figure 7: Own Image (2014) Grace Simpson Consumer Profile [Photographs] Figure 8: Own Image (2014) Grace Simpson Questionnaire [Questionnaire] Figure 9: Own Image (2014) Louise Peart Consumer Profile [Photographs] Figure 10: Own Image (2014) Louise Peart Questionnaire [Questionnaire] Figure 11: White, H. (2013) My Dreams Are My Fanfic [Mixed Media] Figure 12: Mauve, J. (2015). Lonely Window. [online] Julien Mauve. Available at: http://www.julienmauve.com/LonelyWindow [Accessed 6 Jan. 2015].

Figure 13: DeGuzman, C. (2014). I forgot my phone. [video] Available at: https://www.youtube.com/ watch?v=OINa46HeWg8 [Accessed 2 Feb. 2015].

Figure 14: Romero, B. (2014). Death of Conversation. [image] Available at: http://www.huffingtonpost.co.uk/2014/10/27/photographer-smartphones-babycakes-romero_n_6054650.html [Accessed 3 Feb. 2015].

Figure 15: Own Image (2014) Parent and Child Infographic [Infographic] Figure 16: Own Image (2014) Social Media Infographic [Infographic] Figure 17: Own Image (2014) Will Simpson Consumer Profile [Photographs] Figure 18: Own Image (2014) Will Simpson Questionnaire [Questionnaire] Figure 19: Own Image (2014) Competitor Analysis [Marketing Model] Figure 20: Own Image (2014) Youth Clubs in One Word [Text] Figure 21: Schlecht, S. (2015). [image] Available at: http://scsa0301englandiatravels.blogspot. co.uk/2011/01/newcastle-revisited.html [Accessed 3 Feb. 2015].

Figure 22: Own Image (2014) Entrance to Artmix [photograph] Figure 23: Own Image (2014) Entrance to Artmix [photograph]

Figure 24: ArtMix (2014) Promotional Material [Poster] Figure 25: Own Image (2014) Swot Analysis of Offline Spaces for Teenagers [Marketing Model] Figure 26: a. Jakubik, A. and Jakubik, A. (2013). The Goodhood Life Store [London] | Trendland. [online] Trendland.com. Available at: http://trendland.com/the-goodhood-life-store-london/ [Accessed 4 Feb. 2015]. b. Wonderland Magazine, (2014). Goodhood, East London | Wonderland. [online] Available at: http:// www.wonderlandmagazine.com/2014/09/goodhood-east-london/ [Accessed 4 Feb. 2015]. c. Gardner, J. (2014). Commune at Goodhood. [image] Available at: http://www.standard.co.uk/ goingout/restaurants/commune-at-goodhood--restaurant-review-9812799.html [Accessed 5 Feb. 2015].

Figure 27: a and b The Jones Family Project, (2015). Try our office in the window. [online] Available at: http://www.jonesfamilyproject.co.uk/events/33-try-our-office-in-the-window.html [Accessed 5 Feb. 2015].

Figure 28: Own Image (2014) A Week In the Life of Eva [Diary Scans] Figure 29: Own Image (2014) Timetable of Events [Image] Figure 30:Matar, R. (2014). A Girl In Her Room. [image] Available at: http://www.raniamatar.com/portfolio/girl-and-her-room/portfolio1.php [Accessed 5 Feb. 2015].

Figure 31: Own Image (2014) Meghan In Her Room [Photograph] Figure 32: Own Image (2014) Illustration Moodboard [Moodboard] Figure 33: Own Image (2014) The Cove Logo [Image] Figure 34: Own Image (2014) The Cove Logo with Background [Image] Figure 35: Own Image (2014) Atmospheric Moodboard [Moodboard] Figure 36: Own Image (2014) Memory Moodboard [Moodboard]

a. Ross, T. (2014). Crate Cafe - Return Of The Road Trip. [online] Return Of The Road Trip. Available at: http://www.returnoftheroadtrip.co/crate-cafe/ [Accessed 14 Feb. 2015].

b. Find and Watch, (2014). Sky Arts Ignition: Memory Palace. [online] Available at: http://www.sky.com/tv/show/memory-palace [Accessed 11 Feb. 2015].

c. Seescape Gallery (2012). Gallery SeeScape. [online] Seescapechiangmai.blogspot. co.uk. Available at: http://seescapechiangmai.blogspot.co.uk [Accessed 14 Feb. 2015].

d. Chandler, B. (2010). Love London: Abbey Road graffiti 1992 | Flickr - Photo Sharing!. [online] Flickr.com. Available at: https://www.flickr.com/photos/barbarachandler/6994508311/ [Accessed 14 Feb. 2015].

Figure 37: Own Image (2014) In Store Chalkboard Mock Up [Mock Up] Figure 38: Own Image (2014) Chill Out Area Mock Up [Mock Up] Figure 39: Own Image (2014) In Store Locker and Counter Mock up [Mock Up]

101

Figure 40: Own Image (2014) Friendship Discount Card [Mock Up] Figure 41: Own Image (2014) Urban Outfitters Photo Booth [Photograph] Figure 42: Own Image (2014) In Store Mock Up Photobooth [Mock Up] Figure 43: Own Image (2014) Birds Eye View mock up of The Cove [IMage] Figure 44: Own Image (2014) Website Mock Up [Mock Up] Figure 45: Own Image (2014) Products Sold Mock Up [Mock Up] Figure 46: Own Image (2014) Escape Brief Mock Up [Mock Up] Figure 47: Own Image (2014) Social Media Post Mock Up [Mock Up] Figure 48: Own Image (2014) Flyer Mock Up [Mock Up] Figure 49: Own Image (2014) Members Card Mock Up [Mock Up] Figure 50: Own Image (2014) Members Invite Mock Up [Mock Up] Figure 51: Own Image (2014) Event Poster Mock Up [Mock Up] Figure 52: Own Image (2014) Launch Event Mock Up [Mock Up] Figure 53: Bondai, S (2014) Life in Levi’s Screen Shot [Image] Figure 54: Own Image (2014) Launch Campaign Website Mock Up [Mock Up] Figure 55: Own Image (2014) Launch Instagram Mock Up [Mock Up] Figure 56: Own Image (2014) Facebook Page Mock Up [Mock Up] Figure 57: Own Image (2014) Instagram Mock Up [Mock Up] Figure 58: Own Image (2014) 5c’s Social Media [Marketing Model] Figure 59: Own Image (2014) Blog Mock Up [Mock Up] Figure 60: Own Image (2014) 7P’s Marketing [Marketing Model]

Figure 61: Own Image (2014) Launch Event Schedule [Mock Up]

BIBLIOGRAPHY

BOOKS Bell, J. and Waters, S. (n.d.). Doing your research project.

Boyd, d. (2014). It’s complicated. USA: Yale University Press.

Cowan, M. (2015). Generation Z. 1st ed. [ebook] London: Happen Group, p.all. Available at: http:// www.happen.com/hs-fs/hub/319072/file-1248385197-pdf/downloads/publications/715955_GenZ_ New_Kids.pdf [Accessed 2 Jan. 2015].

Devereux, E. (2007). Media Studies: Key Issues and Debates. 1st ed. [ebook] London: Sage, pp.300319. Available at: http://books.google.co.uk/books?hl=en&lr=&id=JKRlkmhiPKsC&oi=fnd&pg=PA302&dq=teenagers+and+self+expression+through+bedrooms&ots=4Yu9kJ6gSK&sig=ziqS7G6MFsUJb0Bqzs9cP1Lekv8#v=onepage&q=teenagers%20and%20self%20expression%20 through%20bedrooms&f=false [Accessed 12 Jan. 2015].

Earls, M. (2007). Herd. Chichester, England: John Wiley & Sons.

Erikson, E. (1968). Identity, youth, and crisis. New York: W.W. Norton.

Ito, M. (2010). Hanging out, messing around, and geeking out. Cambridge: The Mit Press.

Nass, C. and Yen, C. (2012). The man who lied to his laptop. New York: Current.

Posner, H. (2011). Marketing fashion. London: Laurence King Pub. Rheingold, H. (2000). The Virtual Community. Cambridge, Massachusetts: MIT Press.

Taylor, J. (2012). Raising generation tech. Naperville, Ill.: Sourcebooks.

Turkle, S. (2012). Alone together. New York [etc.]: Basic Books.

DOCUMENTARIES In Real Life. (2014). [DVD] UK: Beeban Kidron.

Generation Like, 2014. Frontline, Season 32, Episode 4 [TV] PBS, 18 Feb. 2014 Nowness, (2013). Real Life Experiences. [video] Available at: https://www.nowness.com/story/reallife-exp [Accessed 1 Jan. 2015].

JOURNALS Berndt, T. (1982). The Features and Effects of Friendship in Early Adolescence. Child Development, 53(6), p.1447.

BROWN, J., DYKERS, C., STEELE, J. and WHITE, A. (1994). Teenage Room Culture: Where Media and Identities Intersect. Communication Research, 21(6), pp.813-827.

Jurgenson, N. (2013). The Disconnectionists. The New Inquiry. [online] Available at: http://

thenewinquiry.com/essays/the-disconnectionists/ [Accessed 25 Jan. 2015].

Mikami, A., Szwedo, D., Allen, J., Evans, M. and Hare, A. (2010). Adolescent peer relationships and behavior problems predict young adults’ communication on social networking websites.

Developmental Psychology, 46(1), pp.46-56.

Misra, S, Cheng, L, Genevie, J, Yuan, M. (2014). The iPhone Effect: The Quality of In-Person Social Interactions in the Presence of Mobile Devices. Environment and Behavior. 47 (1), p.1-24.

Newman, B. and Newman, P. (2001). Group Identity and Alienation: Giving the We its Due. Journal of Youth and Adolescence, 30(5).

Peresson, G. (2010). General overview of the country. Giornale della Libreria, (1).

Rideout, V (2012). Social Media Social Life. USA: Common Sense Media . 35.

Tarrant, M. (2002). Adolescent Peer Groups and Social Identity. Social Development, 11(1), pp.110123.Victoria Rideout (2012). Social Media Social Life. USA: Common Sense Media . 35.

MAGAZINES Becerra, L. (2014). The Quiet Life. Viewpoint. 33 (.), p.94 Buijs, C. (2014). Together is Better. Flow Magazine, (7), pp.p.65-p.70.

Fake, C. (2013). Virtual Communities. Wired Magazine, (-), p.51.

Hooper, M. (2013). Nameless and Shameless. Viewpoint, (33), pp.p.132-138.

Huix, A. (2014). Technically Addicted. Stella- The Sunday Telegraph, pp.p.58-62.

Hooper, M. (2013). Nameless and Shameless. Viewpoint, (33), pp.p.132-138.

Kissick, D. (2014). What is love in the digital age?. i-D Magazine, (333).

Somers, J. (2014). How Healthy Got Hip. Teen Vogue, (November 2014), pp.p.110-113.

White, H. (2013). Column: Arts. Flaunt Magazine. [online] Available at: http://flaunt.com/author/hollywhite/ [Accessed 6 Jan. 2015].

Podcast Krotosk, A. (2015). Detox. [podcast] Digital Human Archive. Available at: http://www.bbc.co.uk/ podcasts/series/dha [Accessed 1 Jan. 2015].

PRESENTATION OR LECTURE Firth, P. (2014). Student Trend Briefing by LS:N Global, The Future Laboratory.

Firth, P. and Raymond, M. (2014). Student Trend Briefing by LS:N Global, The Future Laboratory.

(October, 2014)

Firth, P. and Raymond, M. (2013). Student Trend Briefing by LS:N Global, The Future Laboratory.

(October, 2013) Firth, P. and Raymond, M. (2013). Student Trend Briefing by LS:N Global, The Future Laboratory.

(March, 2013) Phedon, P. (2015) Gung Ho, Nottingham Trent University (January, 2015) ONLINE VIDEOS Gary Turk. (2014). Look Up. [Online Video]. 25 April. Available from: https://www.youtube.com/ watch?v=Z7dLU6fk9QY. [Accessed: 26 November 2014]. charstarleneTV. (2013). I Forgot My Phone. [Online Video]. 23 August. Available from: https://www. youtube.com/watch?v=OINa46HeWg8. [Accessed: 26 November 2014].

DeGuzman, C. (2014). I forgot my phone. [video] Available at: https://www.youtube.com/ watch?v=OINa46HeWg8 [Accessed 2 Feb. 2015].

Nowness, (2014). Tavi Gevinson x Minna Gilligan. [video] Available at: https://www.nowness.com/story/tavi-gevinson-x-minna-gilligan [Accessed 7 Jan. 2015].

Style Like U, (2012). Tavi Gevinson. [video] Available at: http://stylelikeu.com/profiles-2/closets/tavi-gevinson/ [Accessed 7 Jan. 2015].

Ted.com, (2013). Your online life, as digital as a tattoo?. [video] Available at: http://www.ted.com/ talks/juan_enriquez_how_to_think_about_digital_tattoos [Accessed 1 Jan. 2015].

Ted.com, (2012). Connected, but alone?. [video] Available at: http://www.ted.com/talks/sherry_ turkle_alone_together [Accessed 1 Jan. 2015].

REPORTS Common Sense Media, (2012). Social Media, Social Life: How Teens View Their Digital Lives. [online] USA: Common Sense Media, p.p.17. Available at: https://www.commonsensemedia.org/research/ social-media-social-life-how-teens-view-their-digital-lives# [Accessed 6 Jan. 2015].

Euromonitor International, (2013). Consumer Lifestyle in the UK. Consumer Lifestyle. London: Euromonitor.

Foresight, (2015). Future identities: changing identities in the UK. Future of Identities. [online] London: Government Office for Science, p.all. Available at: https://www.gov.uk/government/uploads/ system/uploads/attachment_data/file/273966/13-523-future-identities-changing-identities-report. pdf [Accessed 1 Jan. 2015].

Livingston, S. (2008). Taking risky opportunities in youthful content creation: teenagers’ use of social networking sites for intimacy, privacy and self-expression. [online] London: Sage Publications, p.-.

Available at: http://eprints.lse.ac.uk/27072/1/Taking_risky_opportunities_in_youthful_content_crea-

tion_(LSERO).pdf [Accessed 2 Jan. 2015].

Miller, D. (2013). What is the relationship between identities that people construct, express and consume online and those offline?. Future Identities in the UK- the next 10 years. [online] London: Crown. Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/ file/275750/13-504-relationship-between-identities-online-and-offline.pdf [Accessed 2 Jan. 2015].

WEBSITES Bell, P. (2015). So Long, FOMO - Here’s Why 2014 Will Be Year Of The JOMO (Joy Of Missing Out). [online] The Huffington Post UK. Available at: http://www.huffingtonpost.co.uk/2014/01/03/jomo-fomo-2014_n_4523544.html [Accessed 2 Jan. 2015].

Bonnington, C. (2014). Facebook’s Breaks Out ‘Groups’ As It’s Latest Stand Alone App. Available: http://www.wired.com/2014/11/facebook-groups-app/. Last accessed 26th Nov 2014.

Burn-Callander, R. (2014). Retail ‘chameleons’ take over the high street - Telegraph. [online] Telegraph.co.uk. Available at: http://www.telegraph.co.uk/finance/festival-of-business/10974117/Retailchameleons-take-over-the-high-street.html [Accessed 17 Jan. 2015].

Burn-Callander, R. (2014). Retail ‘chameleons’ take over the high street - Telegraph. [online] Telegraph.co.uk. Available at: http://www.telegraph.co.uk/finance/festival-of-business/10974117/Retailchameleons-take-over-the-high-street.html [Accessed 4 Feb. 2015].

Camp Grounded, (2015). Camp Grounded - Summer Camp for Adults - Digital Detox. [online] Available at: http://campgrounded.org [Accessed 8 Jan. 2015].

Casey, K. (2014). Offline Spaces.

Co., L. (2015). The Levi’s® Brand Launches “Live In Levi’s®”- A New, Global Campaign Inspired By Millions Of Stories From Passionate Fans. [online] Prnewswire.com. Available at: http://www.prnewswire. com/news-releases/the-levis-brand-launches-live-in-levis--a-new-global-campaign-inspired-by-millions-of-stories-from-passionate-fans-265189921.html [Accessed 20 Jan. 2015].

Constine, J. (2014). Facebook Launches Standalone Groups App To Stoke Micro-Sharing. [online] TechCrunch. Available at: http://techcrunch.com/2014/11/18/facebook-launches-standalonegroups-app/ [Accessed 6 Jan. 2015].

Cool Hunting, (2013). The Goodhood Life Store. [online] Available at: http://www.coolhunting.com/ design/the-goodhood-life-store [Accessed 20 Jan. 2015].

Crowhurst, M. (2013). HEINEKEN crowns winners of Ideas Brewery Crowdsourcing Platform 60+ Challenge. [online] Theheinekencompany.com. Available at: http://www.theheinekencompany.com/ media/media-releases/press-releases/2013/08/1722670 [Accessed 17 Jan. 2015].

Curtis, S. (2014). Teens drift away from ‘traditional’ social networks - Telegraph. [online] Telegraph. co.uk. Available at: http://www.telegraph.co.uk/technology/social-media/10787276/Teens-driftaway-from-traditional-social-networks.html [Accessed 6 Jan. 2015].

Doctorow, C. (2015). Social steganography: how teens smuggle meaning past the authority figures in their lives. [online] Boing Boing. Available at: http://boingboing.net/2013/05/22/social-steganogra-

phy-how-teen.html [Accessed 2 Jan. 2015].

FRONTLINE, (2015). Alissa Quart: From Gen X to Z: Teens and the New Cool – Generation Like FRONTLINE. [online] Available at: http://www.pbs.org/wgbh/pages/frontline/media/generation-like/ alissa-quart-from-gen-x-to-z-teens-and-the-new-cool/ [Accessed 1 Jan. 2015].

GONSALVES, R. (2014). The rise and rise of The Goodhood Store. [online] The Independent.

Available at: http://www.independent.co.uk/life-style/fashion/the-rise-and-rise-of-the-goodhoodstore-9709895.html [Accessed 20 Jan. 2015].

Hourihan, P. (2013). Generation Z: the Holy Grail for brands?. [online] Marketingmagazine.co.uk.

Available at: http://www.marketingmagazine.co.uk/article/1214118/generation-z-holy-grail-brands [Accessed 20 Jan. 2015].

Hourihan, P. (2015). Generation Z: the Holy Grail for brands?. [online] Marketingmagazine.co.uk.

Available at: http://www.marketingmagazine.co.uk/article/1214118/generation-z-holy-grail-brands [Accessed 29 Jan. 2015].

Hiemstra, G. (2014). Off Piste: Wilderness Collective. Available: http://www.coolhunting.com/travel/ off-piste-wilderness-collective-interview. Last accessed 26th Nov 2014.

Jakubik, A. and Jakubik, A. (2013). The Goodhood Life Store [London] | Trendland. [online] Trendland. com. Available at: http://trendland.com/the-goodhood-life-store-london/ [Accessed 4 Feb. 2015].

Kardaras, (2014). Plugged-in and tuned-out: The dangers of teenage virtual addiction. [online] Fox News. Available at: http://www.foxnews.com/opinion/2014/09/26/plugged-in-and-tuned-out-howto-handle-teenage-virtual-addiction/ [Accessed 17 Jan. 2015].

Kemp, N. (2013). Tuning Out: Why brands need to disconnect and embrace the new simplicity. [online] Marketingmagazine.co.uk. Available at: http://www.marketingmagazine.co.uk/article/1176005/ tuning-out-why-brands-need-disconnect-embrace-new-simplicity [Accessed 13 Jan. 2015].

Kennedy, K. (2014). Retail “Chameleons” prove Popular on the High Street. [online] Movehut.co.uk.

Available at: http://www.movehut.co.uk/news/retail-chameleons-prove-popular-on-the-highstreet-22938/ [Accessed 4 Feb. 2015].

Killip, T. (2014). Levi’s New Campaign Celebrates the Stories of People Who Live in Their Jeans. [online] Complex UK. Available at: http://uk.complex.com/style/2014/08/levis-live-in-levis-project-filmvideo [Accessed 18 Jan. 2015].

Kingston, A. (2015). [online] Available at: http://www.macleans.ca/society/life/get-ready-for-generation-z/ [Accessed 17 Jan. 2015].

Kingston, A. (2015). Get ready for Generation Z. [online] Macleans.ca. Available at: http://www.macleans.ca/society/life/get-ready-for-generation-z/ [Accessed 17 Jan. 2015].

Konnikova, M. (2013). How Facebook Makes Us Unhappy - The New Yorker. [online] The New Yorker.

Available at: http://www.newyorker.com/tech/elements/how-facebook-makes-us-unhappy [Accessed 6 Jan. 2015].

Levitt, D. (2015). Time Magazine NYC High School Teens. [image] Available at: http://www.daniel-

lelevitt.com/galleries/126-time_nyc_high_school_teens [Accessed 22 Jan. 2015].

Marketing, O. (2013). Generation Z: Rebels With A Cause. [online] Forbes. Available at: http://www. forbes.com/sites/onmarketing/2013/05/28/generation-z-rebels-with-a-cause/ [Accessed 17 Jan. 2015].

Mauve, J. (2015). Lonely Window. [online] Julien Mauve. Available at: http://www.julienmauve.com/ LonelyWindow [Accessed 6 Jan. 2015].

McDermott, J. (2014). Anonymity Is the new black in social apps - Digiday. [online] Digiday. Available at: http://digiday.com/platforms/anonymity-apps/ [Accessed 2 Jan. 2015].

McQuater, K. (2014). Getting in with the crowd: How brands are using blogger engagement to build advocacy, boost search visibility and increase revenue. [online] The Drum. Available at: http://www. thedrum.com/news/2013/12/17/getting-crowd-how-brands-are-using-blogger-engagement-buildadvocacy-boost-search [Accessed 18 Jan. 2015].

McVeigh, T. (2012). Meet the new puritans: young Britons cut back on drink and drugs. [online] the Guardian. Available at: http://www.theguardian.com/society/2012/dec/08/students-new-puritansless-drink [Accessed 6 Jan. 2015].

Miller, P. (2013). I’m still here: back online after a year without the internet. [online] The Verge. Available at: http://www.theverge.com/2013/5/1/4279674/im-still-here-back-online-after-a-year-withoutthe-internet [Accessed 3 Feb. 2015].

Moore, M. (2010). Children today ‘have less freedom than previous generations’ - Telegraph. [online] Telegraph.co.uk. Available at: http://www.telegraph.co.uk/news/uknews/7638919/Children-today-have-less-freedom-than-previous-generations.html [Accessed 15 Jan. 2015].

Moran, G. (2014). Shopwatch: The Goodhood Store. [online] Drapersonline.com. Available at: http:// www.drapersonline.com/news/shopwatch/shopwatch-the-goodhood-store/5064145.article [Accessed 7 Jan. 2015].

Neighmond, P. (2014). For The Children’s Sake, Put Down That Smartphone. Available: http://www. npr.org/blogs/health/2014/04/21/304196338/for-the-childrens-sake-put-down-that-smartphone.

Last accessed 31st Dec 2014 Newforestnpa.gov.uk, (2015). Tech Creche - New Forest National Park Authority. [online] Available at: http://www.newforestnpa.gov.uk/info/20047/travel/340/tech_creche [Accessed 8 Jan. 2015].

Pallini, K. (2014). Trendwatching with Generation Z. Available: http://www.howcoolbrandsstayhot. com/2014/09/11/trendwatching-with-generation-z/. Last accessed 01st Jan 2015.

Paul, M. (2013). I’m still here: back online after a year without the internet. [online] The Verge. Available at: http://www.theverge.com/2013/5/1/4279674/im-still-here-back-online-after-a-year-withoutthe-internet [Accessed 1 Jan. 2015].

Perez, S. (2014). The Rise Of The Ephemeralnet. [online] TechCrunch. Available at: http://techcrunch. com/2013/06/30/the-ephemeralnet/ [Accessed 2 Jan. 2015].

Peterson, H. (2014). Everything You Need To Know About How Teens Are Spending Money, What

They Like, And Where They Shop. [online] Business Insider. Available at: http://www.businessinsider. com/how-teens-are-spending-money-2014-4?IR=T [Accessed 13 Jan. 2015].

Quart, A. (2013). Alissa Quart: From Gen X to Z: Teens and the New Cool – Generation Like - FRONTLINE. [online] FRONTLINE. Available at: http://www.pbs.org/wgbh/pages/frontline/media/generation-like/alissa-quart-from-gen-x-to-z-teens-and-the-new-cool/ [Accessed 7 Jan. 2015].

Qureshi, H. (2013). The teenage bedroom: a place to call your own. [online] the Guardian. Available at: http://www.theguardian.com/lifeandstyle/2013/apr/18/teenage-bedroom-place-your-own [Accessed 1 Jan. 2015].

Romano, (2014). Photographer documents the death of real-life conversation. [online] Mashable.

Available at: http://mashable.com/2014/10/27/death-of-a-conversation-photography/ [Accessed 17 Jan. 2015].

Ryan, J. (2014). In pictures: Jigsaw opens Emporium in central London. [online] Retail-week.com.

Available at: http://www.retail-week.com/stores/in-pictures-jigsaw-opens-emporium-in-central-london/5059705.article [Accessed 7 Jan. 2015].

Sabur, R. (2015). Teens are facing ‘addiction struggle’ with technology - BelfastTelegraph.co.uk. [online] BelfastTelegraph.co.uk. Available at: http://www.belfasttelegraph.co.uk/life/technology-gadgets/teens-are-facing-addiction-struggle-with-technology-30878997.html [Accessed 8 Jan. 2015].

Saettler, M. (2015). How to target Gen Z, the new consumer on the block, via mobile - Mobile Marketer - Research. [online] Mobilemarketer.com. Available at: http://www.mobilemarketer.com/cms/ news/research/18316.html [Accessed 29 Jan. 2015].

Sayej, N. (2014). An Exclusive New Club in Paris With a No-Social-Media Rule. [online] T Magazine.

Available at: http://tmagazine.blogs.nytimes.com/2014/07/25/lisole-exclusive-new-club-paris-no-social-media-rule/?_r=0 [Accessed 8 Jan. 2015].

Shearman, S. (2014). Rethinking retail: why brands are embracing the rise of the concept store. [online] the Guardian. Available at: http://www.theguardian.com/media-network/media-network-blog/2014/jul/09/retail-brands-concept-store-shopping [Accessed 30 Jan. 2015].

Solon, O. (2015). Hyperconnectivity is changing our sense of identity (Wired UK). [online] Wired UK. Available at: http://www.wired.co.uk/news/archive/2013-01/21/hyperconnectivity-identity [Accessed 1 Jan. 2015].

Stone, L. (2014). Continuous Partial Attention. [Blog] Linda Stone. Available at: http://lindastone.net/ qa/continuous-partial-attention/ [Accessed 6 Jan. 2015].

Synamatix, A. (2014). Take a look inside the new Goodhood store. [online] The Daily Street. Available at: http://www.thedailystreet.co.uk/2014/09/take-look-inside-new-goodhood-store/ [Accessed 20 Jan. 2015].

Teixeira, D, Goncalves, F. (2014). What comes after Generation Y the Age of Consumer?. Available: http://www.insites-consulting.com/what-comes-after-generation-y-the-age-of-the-community/. Last accessed 01st Jan 2015.

The Jones Family Project, (2015). Try our office in the window. [online] Available at: http://www.jonesfamilyproject.co.uk/events/33-try-our-office-in-the-window.html [Accessed 5 Feb. 2015].

Wallop, H. (2014). Gen Z, Gen Y, baby boomers - a guide to the generations - Telegraph. [online] Telegraph.co.uk. Available at: http://www.telegraph.co.uk/news/features/11002767/Gen-Z-Gen-Y-baby-boomers-a-guide-to-the-generations.html [Accessed 6 Jan. 2015].

Wang, L. (2014). Retail Recon | In Shoreditch, All’s Good in the Hood - The Business of Fashion. [online] The Business of Fashion. Available at: http://www.businessoffashion.com/2014/09/retail-reconshoreditch-alls-good-hood.html [Accessed 13 Jan. 2015].

Watts, D. (2014). Interview With Duncan Watts Co-Founder Of The Jones Family Project. [online] Made in Shoreditch. Available at: http://madeinshoreditch.co.uk/2014/11/27/interview-with-duncanwatts-co-founder-of-the-jones-family-project/ [Accessed 20 Jan. 2015].

West, G. (2015). Heineken announces Ideas Brewery crowdsourcing platform 60+ Challenge winners. [online] The Drum. Available at: http://www.thedrum.com/news/2013/08/14/heineken-announces-ideas-brewery-crowdsourcing-platform-60-challenge-winners [Accessed 17 Jan. 2015].

Wonderland Magazine, (2014). Goodhood, East London | Wonderland. [online] Available at: http:// www.wonderlandmagazine.com/2014/09/goodhood-east-london/ [Accessed 4 Feb. 2015].

Writer, S. (2015). The impact of social media on public relations. [online] The Drum. Available at: http://www.thedrum.com/news/2012/03/21/impact-social-media-public-relations [Accessed 9 Jan. 2015].

APPENDICES

ONE: methodology

two: teens of the past

three: survey

four: the consumer

1. Parents 2. Teens 3. Infographics

1. Interviews 2. Emails 3. Profiles 4. Day in The Life 5. Observational Research

five: face to face interviews

six: email interviews

seven: visual research

eight: ethical consent

nine: case studies

ten: marketing models

eleven: tutorial record sheets and declaration

1. methodology

Primary research was an integral part of this project. There was much conflicting evidence surrounding the effects of virtual communication and digital technology use in young people, therefore through going directly to this consumer I was able to find out their point of view and opinions. I also researched different generations to offer a comparison. A did a large variety of research, both qualitative and quantitative to gain as much information as possible around my subject area. When deciding upon which research methods to use I looked at (Bell, 2014).

AIM

METHOD

WHERE

ADVANTAGES

To find out how older generations spent their youth in order to offer a comparison.

Gave them a question card Newcastle. titled “where did you go and Nottingham what did you do with friends when you were a teenager?’ for them to fill in.

Quick, clear results. People also had the opportunity to think about their answers instead of having to instantly respond.

To find out the relationships and dynamics between parents and teenagers.

Online Survey

Online

Gave me quantitative, easy to read data and able to get a large sample size.

To find out the attitude of 13-17 year olds towards social media.

Online Survey

Online

Gave me quantitative data which I could easily interpret. Also targeted them online which is where my research said they were.

To gain more detailed insight into the lives of teenager’s today.

Asked teenager’s to first fill in Newcastle a question sheet using words and drawings. Questions asked included ‘what do you enjoy doing with your friends?, “what do you do in your free time?” “what are your hobbies and interests?”

“List words you associate with social media”.

The initial fill in/drawing task provided a focus for the interview to enable me to ask questions around these and gain a clear insight into the lives of this age group. I also asked them individually or in pairs (sister’s) so that they would not feel influenced by peers resposnses.

To find out about how opinion formers of the target consumer are adopting the trend of disconnection.

Email interview with a blogger who promotes disconnection and real life experience.

Questions revolved around her opinion on social media and also her general day to day life.

Online

As it took place via email it allowed me to directly source my consumer from the internet.

To gain more lifestyle based information around this age group in order to build up consumer profiles.

Gave them questionnaires about themselves and took images of them in their natural environments (bedrooms).

Newcastle

Many seemed to enjoy filling in questionnaires, allowed me to ask more fun, personal questions.

They were able to draw on this making it a fun activity.

I adhered to the ethial guidelines when collecting data and took the appropriate ethical requirements. As I was often working with children under the age of 18, this meant gaining parental consent as well as the participating individual. Full consent was giving by both parent and child and can be found in Appendix 9.

DISADVANTAGES

HOW IT WAS CREATIVE

SAMPLE SIZE

DATE

APPENDIX

Retrospective data- if they couldn’t clearly remember they may have made up, people only remember certain aspects.

Participants were asked to attach photographs of when they were younger. The fill in form was also a physical card.

5

December 2014

2

As it was a survey it was Created infographics used within this report. not very detailed. Also anonymous so when someone gave an interesting answer I was unable to contact them.

50

November 2014-January 2015

3.1

Hard to ask more detailed questions. It was not very informatative.

Created infographics used within this report.

41

October 2014-January 2015

3.2

Some of the participants were very shy so it was at times difficult to draw out answers.

Small sample size- finding participants who were willing to get involved was difficult.

Gave them a question and answer sheet to fill in and draw on. They can be seen holding this in Appendix 4.

4

November 2014

4.1

The answers to the questions were well thought through, may not be her immediate response. A one to one could have provided more detailed answers.

x

1

October 2014

4.2

Quick questionnaire so detailed questions weren’t asked. In person interviews could have provided more detailed results.

Took photographs of them in their bedrooms and also the questionnaires were visual.

5

December 2014

4.3

[Continued overleaf]

AIM

METHOD

WHERE

ADVANTAGES

To find out the general weekly schedule of the consumer.

Asked a 13 year old to keep a diary which was full of prompting questions which I had written.

Nottingham

As it was kept for a week I was able to gain clear insight into the lives of the consumer. Small, portable diary meant she could quickly fill it in their and then.

Fun task which she enjoyed doing.

To find out how this age group behave when they are in offline social spaces,

Having found out from my consumer interviews where this age group go to socialise offline, I undertook unstructured observational research of them in this environment.

Newcastle

It allowed me to see how they behaved naturally, as they were unaware they were being observed. Gave me true, honest insights.

To gain an industry insight into designing spaces for young people, and their offline behaviour

A face to face interview with The Balticthe founder of ArtMix, Daniel Newcastle Howard.

Allowed me to get first hand insight into someone who worked with young people.

Art Mix had recently been set up so the research which had been conducted to support the opening of the space was recent and relevant.

To gain industry insight into the behaviour of the consumer in offline spaces.

Email interview with Youth Programmer Alice Thickett.

Insight from someone who directly worked with the age of my consumer.

To gain industry insight into how to create offline social spaces.

Email interviews with Jessica Online Grey, Katie Casey and Rowan

Asking a range of people who worked in different areas enabled me to understand how different spaces target different consumer’s.

To find out more about how social media can be used to communicate.

Email interview with the young Artist Holly White, who turns her emotional tweets into art.

Online

It enabled me to see the perspective of someone a little older than my consumer and how her opinions differed from the generation I was focusing on.

Discover the importance of the bedroom in teenager’s lives and also what appeals to them aesthetically/what they value.

Photographic research in the bedrooms of teenager’s, inspired by artists such as Rania Matar. Also handed out questionnaires on their bedroom’s to find out what they valued most about this space so I could apply to my own visual work

Newcastle

Gave me detailed insight into the world of this consumer and allowed me to draw commonalities between the spaces.

Online

DISADVANTAGES

HOW IT WAS CREATIVE

SAMPLE SIZE

WHEN

APPENDIX

I did not follow her around all week so not certain it’s 100% the truth This week may have been starkly different to others. Also only asked one participant to fill in so her life may be different to other’s of her age.

The diary is a visual document which can be seen in Appendix 4.4

1

December 2014

4.4

Ethics surround the fact they were being observed without knowing it. Had to observe for a long period of time for a small number of observations to be made. Also one time example so observations may have been due to chance.

x

x

November 2014

4.5

The space had only recently been opened so there was not much insight which could be research on it’s success.

x

x

November 2014

5

The Youth Programme was part of an art club therefore focused on those consumer’s interested in art. Difficult to make generalisations

x

x

November 2014

6.1

Face to face would have x meant more detailed answers.

x

October 2014December 2014

6.2

As it was not my target consumer, it did not provide a great deal of insight.

x

x

October 2014

6.3

It was not useful in building up x visual aesthetic as bedrooms varied greatly between all participants.

5

November 2014- December 2014

7.1

2. teens of the past

3. online surveys

1. PARENTS Questions asked: How old is your child?

Which social media sites are you active on?

Does your child have social media?

Are you connected to them on any social networking platforms?

Have you ever posted about your child online?

When you were a teenager, where did you go and what would you do with your friends?

Would you allow your own child to do this?

Do you worry about your child’s safety when they’re out of the house?

How often do you take your child somewhere they ask to go?

Have you ever stopped your child going on their digital devices?

If your previous answer was yes, please tell me why you did this.

2.12-18 year olds (teens) Questions asked: Do you go on social media everyday?

Have you ever purposely spent time away from social media?

Yes. Please tell me your reason for doing so?

No. Have you ever thought about doing so?

Have you ever felt your interest in what was happening online was actually interrupting your offline experiences?

How do you prefer to communicate with friends/family?

What are your main reasons for using social media?

Where do you feel it easier to express your emotions?

If you’re feeling emotional, what is the first thing you want to do?

Tell me what you enjoy doing in your free time?

Have you ever created a blog which you have not shared with your friends?

How much of an accurate portrayal do you feel your online profiles are of your offline self?

Have you ever removed something from social media?

If your previous answer was yes, please tell me why?

4. the consumer

1. interviews louise DATE: 23RD NOVEMBER 2014 WHERE: NEWCASTLE

She was first given instructions to answer four different questions on a piece of paper through drawings. Once this was done she was interviewed and asked some questions around these drawings.

Hello, just to begin I am conducting research into the social behaviour of teenager’s today. Do you agree to take part?

Yes What is your main reason for using social media? to share photos and ideas and stuff Do you ever feel as though you spend too long on it?

Yes When you are with your friends, how much time do you spend on your mobile phone?

When we go out for lunch and stuff we spend a lot of time on our phones and stuff on instagram Which is your favourite social media platform to use?

Instagram Why? Because you actually have to have a reason to post something rather than update a random status or something, you have to actually have to have a reason to post a photo What do you post?

Like if i go out anywhere and i see anything I like, like the Christmas Fenwicks window display I see you’ve drawn shopping, where do you like to go on shop?

Metro Centre or Eldon Square Do you buy things or browse?

I say i’m going to look round but then I end up buying stuff What about your friends, do they spend much time on their phone?

Yes How do you feel about that?

It’s okay I think when we’re all on our phones but it can be annoying if you’ve made the effort to see someone and then they spend all of their time on their phone Which shops do you like?

I like Topshop, New Look, I like all of the home shops as well like with all of the cushions and stuff What do you like about Topshop?

I like the variety, there is new stuff in all of the time, it changes all the time, and they have a range of sizes where as New Look has the same stuff as last year

You mentioned home stores, what do you like about those?

I think it’s a change from all of the clothing stuff, I really like decorating my room and stuff like that, like the different prints and colours and stuff Do you prefer communicating with your friends online/offline?

Offline Why? Because you can’t really understand how people feel when you’re online and they might not understand your mood, like you could put an exclamation mark at the end of something and they might think it’s agressive but you don’t mean it like that How often do you meet up with your friends?

I see my friends at school, after school we might have tea at their house, then about every other weekend we might go shopping Do you feel as if you have much time to yourself?

Yeah but I spend most of my time doing homework, like I do homework until 8 o’clock and then by that time i’m really tired and I just want to watch tv and stuff and I don’t really have much time to read or draw which is what I really like doing Do you ever go to any cafes?

Yeah, Starbucks Do you sit down?

Yeah What would your opinion be on a cafe which consisted mainly of people your own age?

Yeah, I think that would be great, because sometimes you go in Starbucks and stuff and its expensive and then you never get a seat because there’s all like the business people who are sitting there on their laptops where as if you had one for teenagers you could do stuff that teenagers like rather than sophisticated coffees which are expensive, you could do like milkshakes and smoothies and stuff.

So what do you like to eat and drink?

Pizza, sushi, different type of sandwiches and nibbles and stuff. I really like smoothies and you know the frapeccinios at Starbucks, yeah I really like them Is that mainly with your friends?

Yeah So you like reading and drawing, do you read physical books?

Yeah I prefer physical books to reading on my phone Have you ever purposely not gone on your phone?

No Do you go on any websites?

I go on you tube a lot Thanks, that’s great.

EVA DATE: 10TH NOVEMBER 2014 WHERE: NOTTINGHAM

Hello, just to begin I am conducting research into the social behaviour of teenager’s today. Do you agree to take part?

Yes Have you ever been to a youth club?

Yeah, it was a bit, there wasn’t really anybody there to like watch you so everyone was going wild and there’s one in West Bridgford where people take alcohol and drugs to Why did you go?

Just to see what it was like, I’ve only been once just to see what it was like One of my friends went and they’d been going for quite a while, but when I went I didn’t really like it What was the age range?

It was quite big. I think it was up to 16, from like 11 What did you do?

There was just a room where you could relax, you won’t meant to go outside but lots of people did, and the people there didn’t know how to control you Was there much to do?

A football table and that’s really it, there were bean bags Do you spend a lot of time on social media?

I suppose I do look through my feed but most of the time I spend messaging people Why is that?

When I post things I post a few photos at a time and then partly post ever, where as I message all the time What are your feelings on if your mam was your friend on facebook?

Well I don’t post anything bad so I wouldn’t mind either way but some people don’t add their parents on purpose because they don’t want them to see what they post Do you spend long periods of time on your computer at once?

If i’m having a conversation with somebody I’ll keep it going, I don’t not reply, but I’m not on it for long periods of time because I find it a bit boring What other things do you do?

Cooking, I went and walked the dogs, I do my homework mostly, that took up quite a lot of my weekend What do you do with your friends?

Well my closest friends we go to their houses and last time we were at my friends we went and walked a dog around the little park. One of my closest friends are never off it and so its kind of hard to talk to her but yeah I prefer it when we’re not on our phones and we’re actually doing something. It’s a bit more exciting What would make you want to go to something? What appeals to you?

Well i’m going to loughborough fair this weekend to meet up with some friends and we’re just going to go on some rides and eat pop corn. I suppose I wish there was somewhere we could all go but the thing is not a lot of my friends live close so even if their was we probably wouldn’t be able to go together that’s why I message people over Facebook

So your friends don’t live close, but you’re meeting up in loughborough, why?

Because it’s event and an occasion, there’s a reason to meet up On your perfect day what would you do?

I would probably spend the whole day at Alton Towers, I love alton towers I love theme parks, they’re so exciting What are you interested in?

I go orienteering, it’s on Sundays, with school outside of school time. Occasionally I go horse riding, like every 4 weeks and I do a lot of drama, a lot of drama, at least twice a week and sometimes every single day but only when it’s really hectic What about meeting new people? Do you like meeting them?

Well it’s a bit hard to meet new people since there’s not anywhere too meet them I guess. There’s only reason school and since you know everyone from the start of the year they’re not really new to you Have you ever talked to someone online before talking to them offline?

No because I find that weird, I don’t really talk to that many online it’s just the same people that I know well and that I get on with Have you ever been on teen forums?

No What are your favourite social media platforms?

Facebook, I only have Facebook and Instagram, I don’t have snapchat or anything Snapchat’s the worst thing for posting horrible messages to people. It’s because you click it, read it, it’s gone, that’s why. I suppose you could screenshot but the other person knows, there’s lots of bad things happen on snapchat in my school, that’s why I don’t have it What do you like about Instagram?

It’s a bit safer than Facebook I guess, it’s really hard to post any hate about somebody and the only way you can chat with someone is a direct message Do you go on any websites?

I mainly use the internet for homework, I suppose a few games and emails but mainly for school work Do you read any magazines?

Not very much, I’m not really into magazines Where will you all meet up with your friends? mainly on Friday’s at like parks and yeah in town.

What do you in town?

Just walk around chatting I guess. if it’s just girls we go to shops but if there’s boys, well last time we had a water fight in the park. Probably the boys influence Do you go to cafes at all?

Well yeah we do go for costa for coffee and maybe a little quick sandwich but we tend to take it out with us and eat it as we walk, just cos it’s easier and well we’re bait loud. I don’t think costa likes us being there, a bit disturbing to other people. Not in a bad way just a bit noisy. You can’t really like be yourself Thank you.

Madaleine and Charlotte DATE: 01st december 2014 WHERE: NOTTINGHAM

They were first given instructions to answer four different questions on a piece of paper through drawings. Once this was done they were interviewed and asked some questions around these drawings.

Hello, just to begin I am conducting research into the social behaviour of teenager’s today. Do you agree to take part?

Yes Why do you go on social media?

M: I feel a sense of satisfaction when I scroll through my Facebook feed, but I probably spend ‘too much’ time on it C: It’s good for sharing photos and keeping in touch What do you mainly do in your free time?

M: I’ll go on my laptop, only if I’ve got nothing else to do C: spend time on my laptop and reading If you’re doing hobbies, do you ever record them on your phone?

M: No not really, but I don’t do my hobbies very often and when I’m not i’m using my phone so I guess most of the time i’m using my phone Do you ever crave not having your phone?

M: No but if I know someones having a fall out I don’t like not knowing what’s going on or waiting until I get to school to find out What about shopping?

C: If i have enough money I love to go shopping with my friends if I have enough money, I usually buy clothes M: Yeah I love going shopping but I go more to talk to my friends, I don’t end up buying very much stuff Do you ever go to cafes?

M:Yeah, Starbucks I usually sit in there C: Yeah we usually go to Starbucks M:I don’t go in a lot but when I do it usually is half an hour just to talk to my friends Do you go on your phones in there?

M:We’ll be having a conversation and if the conversation stops then i’ll go on my phone for a couple of minutes What about if a cafe didn’t have the internet, if you couldn’t access it from there?

M:I don’t mind them, if there’s no wifi in a cafe I don’t care because i’m usually going in for another reason, it’s not my sole reason for going into a cafe. I mean if i needed the internet I might be a bit frustrated but I wouldn’t be…

C: Having wi-fi is a nice plus but I wouldn’t be put off if they didn’t have any What about fairs?

M:like a fun fair? I went to one a while ago and it was quite nice, but I only went because I hadn’t been before and I don’t know if I’d go again C: I’ve never been to a fun fair with my friends before, when I think about it if I’m going with my family I think about it being really fun, going on rides and eating sweets but when I get there it sounds really silly but I feel really threatened almost and uncomfortable

Why is that?

C:Because if there’s not many people I feel weird that I’m there and if I don’t know anyone I feel really uneasy Social media, good or bad?

M: To a point I think it’s a good thing like being able to talk to friends but I think the possibility to talking to someone and getting into trouble like meeting someone you don’t know and that’s a thing people take advantage of doing something they wouldn’t usually do in school C: I think it’s a really, I mean not a realllyyy bad thing but it is a bad thing, like for example when we were driving in the car to drama I was talking about the jungle book in the car to our dad and I was saying it’s really big and its got really advanced words and my dad was saying its because when it was written everyone was more educated they didn’t have any computer games or social media to distract us so i think if we didn’t have that then it would be much better for us.

Do you still read physical books then or online?

C: Both What do you like about having a real book?

C:I think it’s just because when I can fold it over on to my page I can get back to it, there’s nothing I really like more about it, I just like reading That’s what you do in your time to yourself then?

Yes Do you ever feel like you don’t have much time to yourself?

M: Yeah, I have a lot less than last year, like I thought Year 9 was difficult last year but then I actually came out of it and realised it was really easy and I had a lot of time free that I didn’t use for anything and now I’ve just got no free time and I’m constantly doing things I don’t like or enjoy doing like homework How much time do you say you spend on social media?

M: I’ll be on a bit when I wake up and then I get home from school and I’m just on it all of the time, I’ll have my tea and stuff but pretty much the whole time that I’m not at school.

C: I think I would say I’m on it a lot of the time but I’m not constantly on it Have you ever purposely not gone it?

M: Yeah, like sometimes if somebodies had an argument with me I don’t like going on to avoid anyone popping up or anything. I just doing like to talk about it or talk to anyone about it.

C: Sometimes I stop myself going on it because if I’ve got something interesting going on sometimes I feel like I have to post about it, rem I like stop myself going on it because I know it’s bad for me.

What are your favourite brands?

M: I like go in New Look most of the time but I like Topshop except I don’t really go in because they’re all really expensive What do you like about New Look?

M: It’s all organised when you go in and the clothes aren’t that expensive, I don’t really like asking for anything too expensive cos I feel guilty C: Erm i like Nike and Primark Have you ever bought anything online?

M: No, well I have once but I usually browse and then go and buy in store C: I go on Amazon sometimes but not on proper brands websites What do you like about going in store?

M: Things look different on the website and I just like looking at everything, I sometimes don’t even buy things I just like looking at the stuff Thank you.

images from above interviews

2. email interviews SHONA ROSE- BLOGGER 17 years old

Documents her life travelling and posts inspirational blogs at www.shonarose.blogspot.co.uk about experiencing the world. >On 23 Oct 2014, at 09:26, Chloe Walker wrote: Hi Shona, I really hope you don’t mind me emailing you.

I came across your blog a couple of days ago and it really caught my attention because we share a lot of the same interests.

At the moment I am in my final year at university and I’m researching how despite teenagers and young adults being so absorbed in the internet and social media, so many of us, including myself crave experience and finding happiness outside of our technology. It’s a subject i’m really interested in and I was just wondering if I could get your personal opinion on the matter. Your feelings towards social media? As well as what you enjoy and inspires you?

I’d really appreciate the input from someone like yourself who I feel shares the same values.

Chloe x > Subject: Good sides of social media: :Instantaneity From: shonarose@talktalk.net Date: Fri, 24 Oct 2014 13:05:07 +0100 To: cbw10@hotmail.co.uk Hi, I wrote the following whilst on the bus to work so sorry for it all being in note-form!

Shona x Good sides of social media: :Instantaneity Making plans (group chat) Work!! My work use it to post rotas, updates etcc -Love tumblr - feel like it’s a platform where people are often 100% themselves - maybe because most of the time no one from people’s real life are on there so they feel ok exposing themselves?? Also so many inspirational quotes and photos etc ... Maybe it’s all about idolising my aspirational life but I don’t see anything wrong with that when its all positive and makes me happy . Can also relate to many people on there which I think so many teens want to be able to do nowadays ... Basically it’s a site which I find ISNT full of teens seeking approval and attention ... A little quiet corner of the Internet :) Bad sides: -Very conscious of and try not to get caught up in the whole idea of online identity ie Facebook and instagram profile . A lot of people put so much effort and pressure on themselves in regards to their online appearance..

-you don’t experience life from a laptop screen. Real, physical people are often a lot different to who they are online. Life is going by and so many things not learnt, memories not made if you are only spending it on the web -Facebook Twitter etc fuels the teen culture that is ‘everyone is moody/’hate life’’ etc. in the same vein users often glamorise mental illnesses and therefore social media can be a hugely negative influence upon people who will look at it eg if everyone else starts worrying about their weight , then naturally you will start to also.

-social media is full of opinions only !!! If you want to find out truth/experience things etc and have your own beliefs you need to get off the web

I prefer communicating face to face.. You can tell by peoples tone and facial expression their emotions and how they feel , rather than just a smiley face emoticon! A lot of conversations on the internet I find can be fake. Eg people think one thing but type another - which they’re able to do because of the ability to delay your reply.

When I’m not at work I try to spend my time experiencing life and making memories with friends and family (sounds so cringey but it’s true!). That’s not to say I can’t be alone because I also enjoy yoga, long walks, reading (both physical books and online blogs). It’s good to spend time alone from people and technology to clear your head and think things through without the opinions of others affecting you/your thoughts. With my friends and family I like going to new places Or doing new things. Ie a pizza making night or visiting a cool cafe I’ve read about (usually online!). I don’t like doing the same old like going shopping at the local shopping centre every weekend or eating at the local chain restaurant - I enjoy seeing and trying out new things.

In terms of what inspires me I think it’s definitely people who live happy fulfilled lives and who don’t settle for satisfactory but rather have the determination to do whatever it is that makes them happy. Whether this be a person on tumblr, a close family or friend or an inspiring quote from a book. I’m actually leaving to go travelling next week and one of the things I’m most excited about is to see things I’ve never been exposed to before eg a certain culture and meet different people from all walks of life with each a different story Basically I just think there’s a whole world out there and so much to learn and do and I want to go/do/see it all life is too short! How can you live life and not explore/see what earth has to offer?!

3. CONSUMER PROFILES MEGHNA BATTACHARYA

jonathan peart

4. week in the life

5. observational research Unstructured observation was carried out in the environments which 13-17year olds mentioned they spent time with friends. I made general observations and noted repeated behaviour which allowed me to identify clear patterns.

MCDONALDS all different ages and types of people very noisy so teenagers could be as loud as they wanted to be didn’t stay/sit for a long period of time- only went in to eat and then left (average 10 mins) the environment is not created to encourage people to stay- cold, people kept their coats on, not relaxed COSTA -many sets of teens in pairs and all gravitated around the corner, upstairs in the most hidden part of the cafe, together -each had phones on the table but it was only used when there was a lull in conversation, when there was nothing else to talk about other wise each were busy having intamite conversation -good at communicating, phone filled in blank moments -showing each other xmas presents -writing xmas cards -had the same cups of hot drinks/not food -relaxing and warm environment- each of them stayed after they had finished what they were drinking/eating SHOPPING -most only had a prim ark bag even though they were shopping elsewhere with friends -having various in depth conversations whilst shopping STARBUCKS -noticed 3 of target age group sitting in corner -held conversations with each other whilst looking at phone -looked away from phone when particularly interested but phone never left their hands

5. face to face interviews

1. DANIEL HOWARD- FOUNDER OF ARTMIX and learning and engagement assistant Location: Baltic Museum of Contemporary Art date:27/11/14 time: 11:00am

CW: Hello, just to begin I am conducting research into the social behaviour of teenager’s today. Do you agree to take part?

DH: Yes

CW: Firstly if you could possibly tell me the reason ArtMix was first set up? And why it is important for young people to have places like this to go?

DH: -We found that younger children would come to art galleries, young adults and adults would too however there was a huge drop off for teenagers. When we investigated and researched this we discovered that the reason they were reluctant to come into an art gallery was because they felt that it was for adults and that they had to modify their behaviour. They felt as though they didn’t belong there so our aim was to create somewhere comfortable that feels like ‘just theirs’ where they could come with their friends which is how Art Mix was founded. This is a relaxed environment and each member of ‘artmix’ gets a membership card so they can feel part of something. We really wanted them to learn to love art in a way which wasn’t forced upon them. They can do things more expressive here- learn to love art which isn’t forced upon them by classrooms, they can do what they want to do.

We also found when conducting focus groups that they felt the appearance, branding, logo of the art gallery was too formal and intimidating. Teenagers were put off by this. Therefore when desiging the promotional material we adjusted the language so that it was more informal and made the place and writing more colourful.

CW: What is available for them to do when they’re here?

DH: Well it is led by young people so they have a say in what activities take place. At the moment we only have a few activities such as photography and drawing but we hope that as Art Mix grows to have a lot more.

Making sure young people had a big say in what goes on here was important as it seems that having a voice and their own opinion is really important to them. We’ve had the largets number of entries to our Blah Blah Blah scheme ever, at 22, when we usually only have 12.

CW: What is Blah Blah Blah?

DH: It’s a scheme which young people can apply to become part of and it means they get a say in how art galleries are run all over the North East.

CW: Where did you find this age group preferred to go during your research if they didn’t choose to go to galleries?

This generation mainly went to food orientated spaces and identify strongly with brands where as older teenagers go to my cultural hot spots such as old cinemas to demonstrate their interests and who they are. We also found not many of them used twitter or Facebook but mainly used instagram -

CW: How do you aim to promote ArtMix? DH: We’re relying heavily on W-O-M because in terms of persuading this age group to go somewhere it was most persuasive when came from friend, teacher or family member.

It also became clear that peer pressure was a big factor in decisions as if one person got involved in activity the others would CW: Are you using social media such as Instagram or Facebook to promote it?

DH: Not yet but it is something we’re thinking about and plan to do.

CW: How successful has the sceheme been so far?

DH: Well we’ve only just opened so it’s hard to say but we are confident that it will become highly successful CW: I’m sure it will! I think that’s everything, thanks so much for your time. It’s been really helpful

6. EMAIL interviews

1.YOUTH ALICE THICKETT- YOUTH PROGRAMMER

Date 28/10/14 From: cbw10@hotmail.co.uk (Chloe Walker) To: alicethickett@nottinghamcontemporary.org Hi Alice, I hope you’re having a lovely week.

I came across your email when looking at events for young people on the Nottingham Contemporary website. I am currently studying at Nottingham Trent University where I am in the midst of writing my dissertation. My project touches upon young people and the importance of an offline community and creative outlet in the rapidly growing digital world.

I am looking to gain insight into the importance of workshops and offline communities for teens, and also how young people find these experiences. If it is at all possible would you be able to advise me on who would be most appropriate to answer some questions regarding this topic. I would really appreciate it.

Best Regards, Chloe Walker > Date: 29/10/14 To:cbw10@hotmail.co.uk From: alicethickett@nottinghamcontemporary.org Hello Chloe, I think you have emailed the right person and I would love to talk to you about this.

How would you like to move forward?

Thanks, Alice Thickett Youth Programmer

>From: Chloe Walker [cbw10@hotmail.co.uk] Sent: 16 November 2014 15:53 To: Alice Thickett Subject: RE: Chloe Walker- questions Hi Alice, I rang the gallery a couple of times last week but no one answered, Is it still possible to ask you a few questions, I can email them over if it’s easiest, I have a couple in particular I’d like to ask which are very general but if you could just talk a little about what you think in terms of your experience observing this age group, that’d be really helpful.

What do you feel that young people (teenagers in particular) gain from coming to events and workshops?

What is the importance of having physical spaces where young people can come together?

Thanks, Chloe >From: AliceThickett@nottinghamcontemporary.org To: cbw10@hotmail.co.uk Date: Thu, 20 Nov 2014 15:25:05 +0000 Subject: RE: Chloe Walker- questions Hello Chloe, Just for some background info: My name is Alice Thickett and I’m the youth programmer for Nottingham Contemporary.

We are currently engaged in a National programme for 15 - 25 year olds which is funded by the Paul Hamlyn Foundation and supported by the TATE. It’s a 4 year programme and its very exciting as it’s allowed us to develop a range of opportunities for young people.

In answer to your questions and being a young person myself (25): What do you feel that young people (teenagers in particular) gain from coming to events and workshops? think before I start answering questions about young people as a whole we should remember that young people are all individuals - and so my answers will be quite generalising.

We work with a few different groups at Nottingham Contemporary and I think that they benefit in a range of different ways.

The young people who already engage with the exhibitions we have here, get experience out of coming to events and workshops. This is because our workshops are always centred around peerled activity. All the young people who attend our workshops gain experience in thinking about other young people, putting themselves in the shoes of others and thinking and working towards developing interesting workshops for others (called COLLABOR-8 socials). Members of our steering groups get more in-depth experience into the behind the scenes work that goes into running a gallery, and are involved in marketing, evaluating and programming our youth programme.

The people who attend our events and haven’t yet engaged in our youth programme get to experience the work of their peers, including artwork, creative and interactive installations and music. It is an alternative to going to bar, or gig and our atmosphere is always really friendly and relaxed.

The young people who we work with as part of our partnerships have different reasons for attending our workshops.

The young offenders from Nottingham City Youth Offending team engage in our workshops and events because it is part of their order - but while they are here they develop transferable skills and creative knowledge.

The young people from Crocus Fields (young people with learning difficulties), are almost all non verbal communicators. Being involved in workshops allows them to communicate and showcase their work next to their peers without being stereotyped (this is a really interesting research project you might want to know more about?)

We also work with young carers and young people in care who just require some time with other young people and away from the stresses of their personal life.

The gains from engaging with workshops and events is vast and totally depends on the individual.

What is the importance of having physical spaces where young people can come together?

Physical spaces are always better for communication and in depth discussions. I think that the young people I work with enjoy meeting new people in person and conversations are more fruitful when we all meet as a group. It also helps with avoiding miscommunications!

You might get the best answers from the people who attend our steering sessions, and I can ask them for quotes if you wish?

Hope I’ve helped, do you have any more questions for me?

Let me know, Alice Thickett Nottingham Contemporary

brett- youth worker On 10 Nov 2014, at 14:58, Chloe Walker <cbw10@hotmail.co.uk> wrote: Hi Brett, Andy Latimer gave me your email, I’m his step-daughter and currently at university doing my final year project. My project is about young people and how to create a space which encourages them offline. As someone who has worked with young people, would you be able to tell me the main challenges facing youth clubs today with regards getting teenager’s offline?

Thanks, Chloe Subject: Re: Chloe Walker- Uni From: durhamdragonbrett@yahoo.co.uk Date: Mon, 10 Nov 2014 22:24:27 +0000 To: cbw10@hotmail.co.uk Hi, yeah I’ll be happy to help if I’m able, I’m currently a level 3 youth worker for Durham county council or more specifically “one point” while in my first year at uni doing youth and community work so spend a lot of time interacting with young people, in youth clubs, schools, detached and mobile club bus.

Getting young people off their mobiles and i-pads is a huge challenge we face. Even when they come they don’t want to give them up. We try to overcome this by incorporating their gadgets into the activities which we host. For example many of the spaces now have tv’s video games, computers so they can come and be together and get involved but they can still be online. It is these facilities which I think encourage the young people to attend, although many clubs don’t have the budget to have lots of technology. I have seen spaces have activities and events which they can bring their own phones and i-pads along to.

I am more than happy to meet up and discuss this topic further with you?

Brett

2. SOCIAL SPACES AIDA SHOREDITCH

>Date: 13/01/15 From: cbw10@hotmail.co.uk (Chloe Walker) To: events@aidashoreditch.co.uk Hi, I hope you’re well!

I messaged the brand on Facebook a couple of months ago regarding asking some questions about the store to inform my dissertation which is looking into in store environments.

I just wanted to ask one question: What was the reason behind combining a cafe and a clothing store?

Kind Regards, Chloe Walker >Date: 18/01/15 To:cbw10@hotmail.co.uk From: events@aidashoreditch.co.uk Hi Chloe Thanks for your email. Of course, very happy to answer your question.

What was the reason behind combining a cafe and a clothing store?

The owner’s intention with AIDA was to create a beautiful and welcoming space that focused on the whole experience for every customer. Combining a cafe with the clothing provides a place for people to relax and enjoy the store, to meet friends, to sit and read or work in a friendly and inspiring environment, and to stay a little longer than they might otherwise have done. It is also a big part of our in store events. The experience is what’s important to AIDA, and the cafe changes the atmosphere of the store in a really positive way.

I hope that answers what you wanted to know!

Thanks, Rowan

kelly casey- wanderlust yoga >On Thu, Nov 20, 2014 at 4:57 AM, Chloe Walker <cbw10@hotmail.co.uk> wrote: Hi Kelly, Thanks so much for getting back to me. Here are my questions: What relevance does yoga have in todayâ&#x20AC;&#x2122;s culture?

What value do offline communities such as Wanderlust have in a world full of online communication?

What draws people to attend the festival or events?

Do you find people record their experiences at Wanderlust Festival? i.e.over social media?

Whilst your focus is around yoga why do you feel itâ&#x20AC;&#x2122;s important to combine it with other topics e.g. food, music and film?

Thanks again, I really appreciate it, Chloe >Date: Mon, 24 Nov 2014 16:19:34 -0500 Subject: Re: Chloe Walker- Questions From: kelly@wanderlustfestival.com To: cbw10@hotmail.co.uk Hi Chloe, Yoga has become more prominent in the Western culture over the last 10 years. It is a growing industry with new people trying it everyday. Yoga helps people connect to their body through movement, producing change in different spheres of their lives. It helps people unwind from their busy lifestyle and get back to basics. Often times people in our culture come to yoga for a physical reason but end up figuring out that the spiritual and mental journey is just as important.

Online communities have become just as prevalent as offline communities. Social media platforms have allowed us to reach a larger audience and has also allowed people who cannot physically be at one of our festivals still have the Wanderlust experience.

Lots of things draw people to our festivals. Phenomenal yoga teachers, local vendors, farm fresh food, great music programming and the community that has formed around our events. The connections that are made at each festival keeps people coming back and connected when they are not at an actual festival.

People use social media platforms to share their Wanderlust experience. It also acts as a way for people to look back on their experience and remember the joy and love that they felt. This has generated quite a large Wanderlust online community!

Although our focus is around yoga, adding other elements to our festival adds value for our attendee. We love to support like-minded businesses so having local vendors and food allows us to support creatives who share the same values as Wanderlust does. All of these elements play into the yogic lifestyle and help expose our attendees to an inspired life.

I hope this information helps and please let me know if you have any other questions.

All my best, Kelly

JESSICA GREY- KINFOLK EVENTS

>From: Chloe Walker <cbw10@hotmail.co.uk> Date: Sunday, November 16, 2014 at 3:31 AM To: Jessica Gray <community@kinfolk.com> Subject: Hello Hi, My name is Chloe. I am currently carrying out research for my final year project in which I am touching upon interesting places which create a sense of community within. I have been a huge fan of Kinfolk Magazine for a long time and I would love the opportunity to be able to ask a couple of questions regarding the events it holds. Please could you advise me on who to contact regarding this.

Kind Regards, Chloe Walker > Date: Wed, 19 Nov 2014 14:22:34 -0800 Subject: Re: Hello From: community@kinfolk.com To: cbw10@hotmail.co.uk Hi Chloe, That would be me! Iâ&#x20AC;&#x2122;m the Community Director here at Kinfolk, meaning that I manage all of our events.

Would you be okay with sending the questions over via email?

Very best, Jessica > From: Chloe Walker <cbw10@hotmail.co.uk> Date: Thursday, November 20, 2014 at 1:17 AM To: Jessica Gray <community@kinfolk.com> Subject: RE: Hello Hi Jessica, Thank you so much for getting back to me.

I just have a few questions which you can find below: Considering the ease of communicating and building up communities online, why do people still want to come together offline? What is the value of offline communities especially today?

Who are your consumer, and how do you create an event you know they will want to be a part of?

What do they enjoy about it and what has the feedback been from the people at these events?

Have you found people record their time at the events? i.e.through social media Thanks again, Chloe Walker > Date: Mon, 24 Nov 2014 09:43:57 -0800 Subject: Re: Hello From: community@kinfolk.com To: cbw10@hotmail.co.uk Hi Chloe, Sure thing. My answers are below – hopefully these will suffice but if you have any follow up questions please don’t hesitate to let me know!

Considering the ease of communicating and building up communities online, why do people still want to come together offline? What is the value of offline communities especially today?

While I certainly believe there is value in online communities, I will also say that navigating Kinfolk’s online community and “real life” community is a constant balance for me as our community manager. The internet allows us to quickly find others who share our values or interests but how connected can we really be through a screen? I believe whole heartedly in the value of spending time, in person, around the table with friends and family, whether old friends or newly acquainted. I think part of the reason Kinfolk was so successful from the very beginning, was that many people in our generation clung to this reminder and felt the need for these types of gatherings just as much as our founders did. This isn’t something our grandparents or our grandparents’ parents needed to be reminded of – the idea of sharing a meal with friends and family isn’t anything new to them. To our generation, however, due to the internets massive effect on our view of “community”, it was (and is) a new idea that resonates with many.

Who are your consumer, and how do you create an event you know they will want to be a part of?

Thinking back on the events I’ve hosted for Kinfolk, I think our consumer encompasses a large range of personality types and ages. Often people who are makers or creatives looking for connections to other makers and creatives in their community are extremely keen on participating. One of the most rewarding pieces of my role is seeing the connections made at the Kinfolk events, and often times what people go on to collaborate on together – I love that Kinfolk can facilitate those types of relationships and partnerships!

Regarding the question of how do I know our events are something our consumers will be a part of, I suppose I really don’t ! :). I do my best to plan and facilitate events that reflect our company’s ethos, and I try my hardest to make sure these experiences are authentic. I’m constantly asking myself “why am I doing this?” and “what are we gaining from this?”. Any time the answer has not resonated our values, I will cancel the event. This literally happened just last month when I was in full swing of planning a launch party in New York City. The event felt schmoozy, insincere, and the only real value I could find in it was “rubbing shoulders” with other companies and the press. This was so far from our core beliefs and values that we quickly called the whole thing off.

What do they enjoy about it and what has the feedback been from the people at these events?

As mentioned above, I think people really enjoy gathering together with like minded individuals in their community. Generally, our feedback is very positive from the events – people love them. Of course, we’ve had event attendees reach out to us after the fact to tell us that they were disappointed with the event. I think sometimes people paint a very vivid picture in their mind of what they think a Kinfolk event is, and if the event is anything different from that, they feel let down. I understand how a person could feel that way, and we always do our best to hear their critiques and keep them in mind going forward.

Have you found people record their time at the events? i.e.through social media

YES. Hugely so. The very nature of Kinfolk events seem to encourage people to share their experiences through social media channels like instagram. While this is great grassroots marketing for Kinfolk, having attendees show up to a dinner and be on their phone the entire evening is just about the furthest thing from our goals and intentions for the events. As such, we actually started having social media “rules” at our gatherings. Hopefully, they didn’t feel quite like rules to our guests, but we do always start our meal by thanking our attendees for joining us, recognizing any partnerships that helped with the event, and then asking everyone to please set their phones aside for the duration of the meal.

I know some of ours hosts have even gone as far as to ask people to please leave their phone on a table when walking into the event. In the end, we don’t receive much push back on this – attendees seem really grateful for the reminder to be present and enjoy their time at the gathering. We always promise photos will be available in some capacity (from the evening’s photographer, usually) which helps :).

3. ALTERNATIVE PERSPECTIVE Holly white- artist

Young artist who turns her emotional tweets into art work. > On Oct 29, 2014 1:53 PM, “Chloe Walker” <cbw10@hotmail.co.uk> wrote: Hi Holly, I hope you don’t mind me emailing you. I recently discovered your work and was intrigued by “Feelings Offline”.

I am currently in the midst of carrying out research for my dissertation where I touch upon the way young people express their emotions online and was wondering if I could email you over a few questions about your own personal experiences of this and about your work?

I’d be most grateful.

Best Regards, Chloe Walker > Date: Wed, 29 Oct 2014 15:06:38 +0000 Subject: Re: Hi Holly From: hollyharriet@gmail.com To: cbw10@hotmail.co.uk Yeh sure no problem chloe! What and where are you studying? And what’s the title of your dissertation? Would you like me to send you some zines?

I actually wrote a dissertation recently on a similar topic but from a material culture perspective.

Holly I’m just really interested in hearing your perspective on the topic. If you could perhaps tell me a little bit more about your work and what you’re interested in? And then I can ask more specific questions?

I really appreciate your time with this! Thanks again.

Chloe >From: hollyharriet@gmail.com Date: Fri, 31 Oct 2014 15:34:21 +0000 Subject: Re: Hi Holly To: cbw10@hotmail.co.uk Can I ask you how you feel about the digital world being a place for self expression; the good and bad sides of being able to express emotions online?

I’m going to assume when you say digital you are talking specifically about the internet - let me know if you want me to readdress this?

On a personal level, i use the internet all the time, and social media specifically, as, I suppose you could call it, a site for self expression. I make and share a lot of digital work and personal photos “as art” sort of, also videos and stories about my life - although these are sometimes interlaced with fictional narratives. In a sense you could say I am sometimes experimenting with how social media can be used in different ways to share personal stories and explore emotional experiences, as well as fictionalising that. I upload stuff pretty much everyday. I don’t use facebook a huge amount, but I check it, and I build websites and blog on tumblr and tweet and love all that. I watch a lot of youtubes. I have a lot of online friends and love seeing what work people are making online. So in that respect its a big part of my life, although mainly within the context of art and politics and a discourse around that.

I can easily not go on the internet for a while though, if i’m on holiday or working outside, i’m happy to get offline for a while. I’m not someone addicted to checking facebook etc, and I have comparitively very few followers and fb friends and rarely get likes and veiws, so that’s not a big part of my experience.

Im not exactly sure how specific this all is to the materiality of the online space, or the digital. I’m an artist so sharing work and pictures is a part of my lifestyle, and the internet is a platform and media very available to me, virtually for free. but I’m also someone using the internet in a social way, so evidently those 2 meet i guess. if I didn’t do all that stuff online I guess I would share all that stuff in a different way, whether making zines or sharing physical videos or whatever? I love using html and css but if i didn’t do that i suppose i would have another skill. Social media makes it easier to build a community i suppose?

I used internet a little growing up, but only got curious about social media as i was at university I guess around the mid 2000s, i guess before that it was chatrooms and emails.

I’ve just completed a masters in anthropology where i was researching emotions online, in the context of the UK -i don’t really think an idea of an universal online space is that helpful, i think the way the internet is used should be be considered in its context, location wise, just as anything else.

In my masters research I guess I was interested in terms of social media specifically. I think the internet can be a great place to share stuff and shape identities, i suppose you could call that “expressing yourself”? obviously i use it for that. but evidently what is shared, and how, is heavily mediated by social media and its commerical interests. people like jose van dijck have discussed this really well. i think recently an awareness of the kind of mediation that happens with sharing on social media has limited how much i use facebook, at least. overall i suppose i don’t see the online context as vastly different from any other, but then i have been online for years now. hope this helps - sorry its a bit rambly. would love to see a copy of the essay when its done.

Best Holly

7. visual research

1. NAME DEVELOPMENT

2. BRAND DEVELOPMENT

Originally I was inspired by geometric shapes/patterns and developed the above brand identity seen on the left.

However on reflection this was too bold and not in keeping with the brand as approachable, personal and friendly.

I therefore changed the text and decided on more subtle colours which were not too overpowering before deciding on the final type and logo as seen in the report

COVE the

COVE THE

I did decide to incorporate colour, shapes and patterns into the furniture, decorations. Whilst opting for more subtle colours in the membership cards. Inspired in part by the images below.

3. bedroom aesthetic

WEBSITE

4.REPORT LAYOUT AND CONSUMER PROFILES

ROOKIE MAGAZINE

Report visual Inspiration came from teenage magazines such as ‘Rookie’ and ‘Zeum’ who use colourful borders around images and text.

In particular Rookie Magazine, use different borders for each section of the magazine which is what I tried to replicate in my own report.

ZEUM

OH COMELY- contents page inspiration

MAGA

ZINE

CONSUMER PROFILE LAY OUT INSPIRATION

8. ETHICAL CONSENT

1.TO APPENDIX 4

2. TO APPENDIX 6

2. FIGURE 6

9.CASE STUDIES

1. TECH CRECHE

Promise Voucher valid until September 14, 2014

Us e

NPA 00257

www.newforestnpa.gov.uk/travel

*Sunday to Thursday, excluding bank holidays.

Dr a

Te ch C en r ech te e re an d d in y a to ou l u ou ’ll fo xu r F au r t ry RE to w z E ma tic M o at en al ly

From:

Your tech will be held in a secure electronic combination safe which is only accessible to our New Forest Travel Concierge team and the owners of Il Palio 2 restaurant, where the Tech Cr eche will be hosted on behalf of the New Forest National Park Authority.

th e

I promise to get out of our car and leave my mobile, tablet and car keys at the Tech Cr eche for a fun family adventure in the New Forest National Park...

Give your promise voucher to the New Forest Travel Concierge at Brockenhurst train station and leave your technology at the Tech Cr eche for play time in the Forest (don’t worry, you can pick up everything at the end of your trip).

W in

To:

Pr ize

Ask your grown up to promise to swap screen time for play time...

Promise Voucher

I promise to get out of our car, and leave my mobile and computer games at the Tech Cr eche to have fun with my family and friends in the New Forest National Park...

From:

Give your promise voucher to the New Forest Travel Concierge at Brockenhurst train station and leave your technology at the Tech Cr eche for a family adventure in the great outdoors (don’t worry you can pick up your technology at the end of your trip).

Your tech will be held in a secure electronic combination safe which is only accessible to our New Forest Travel Concierge team and the owners of Il Palio 2 restaurant, where the Tech Cr eche will be hosted on behalf of the New Forest National Park Authority.

Promise Voucher valid until September 14, 2014

NPA 00257

www.newforestnpa.gov.uk/travel

INSIGHTS: I will be applying a similar scheme in The Cove by introducing locker’s for customers to leave their digital devices in. They will get a fill in friendship card to motivate them to decide to use them, in much the same way the ‘promise vouchers’ motivate visitors to Tech Creche.

Introducing a locker scheme will strongly position The Cove as a brand who encourage disconnection.

The novelty of having these locker’s in space will make people more inclined to use them and also give visitors something to talk about, generating word of mouth,

Figure 2: Tech Creche (2015)

*Sunday to Thursday, excluding bank holidays.

Dr a

To:

Te ch C en r ech W te e re an in d d in y a to ou l u ou ’ll fo xu r F au r t ry RE to w z E ma tic M o at en al ly

Ask your child to make a promise to swap screen time for family time...

th e

RESULT: It was an innovative idea and the first of its kind, giving people what they seemingly deisre, tech free time where they can reconnect with their families.

This brings the focus back to the outdoors and nature which is what New Forest National Park stands for. This new introduction also gained a great deal of media coverage. This therefore distinguished New Forest National Park from other parks of it’s kind.

Promise Voucher

Us e

IMPACT: This action taken by the brand is very timely as their has been recent concern over nature deficit in children and young people. Introducing the ‘Tech Creche’ aims to combat this and remind people what nature is about. The New Forest National Park can then come to represent ‘tech free’ time that people want.

Figure 1: Tech Creche (2015)

Pr ize

SITUATION: New Forest National Park introduced a scheme which aimed to encourage people to reconnect with nature and each other and disconnect from their phones. It came after a survey found both children and adults feel they are spending too much time on their gadgets. Visitors are able to keep their belongings in a safe provided such as the one above.

Prior to visiting the park they can download vouchers (seen in figure 1). This makes the decision to leave their phones in the safe more official so they won’t be persuaded to opt out.

2. STORY

M an t C sp or are a b * ys re ak

ra w

y

be

M an t C sp or are a b * ys re ak

ra w

y

be

“Point of view of a Magazine Changes like a Gallery Sells things like a Store”

Figure 3: Coolhunting (2015)

SITUATION: This New York Concept Store resembles a gallery, reinventing itself every four to eight weeks, centred around a different theme each time. At the core of Story is change, in this way it continuously gives the consumer a new experience and a reason to enter the store. With every new theme they partner and collaborate with new brands.

IMPACT: It demonstrates the changing landscape of offline retail and the consumer’s need for experience. As retail stores compete against the online world, where there is more of a meaning behind the prodcuts or store. Concept stores such as Story are based around story telling, selling experiences as much as they sell products.

RESULT: Story has received a great deal of media coverage due to it’s success and innovation, featuring in the Top 15 shops in NYC. It keeps the consumer returning purely on the basis that it is constantly changing. However a criticism may be that as it changes so frequently from themes such as “wellbeing” to “cool” it appeals to different consumer’s each time.

INSIGHTS: I will be applying the concept of changing and centring the store around a different theme, although at a much slower pace of every 4 months. The instore design will remain the same but what will change is the products (created by young people) sold. As the in store environment on the whole will not change, it will consistently target young people.

Offering a new reason to get involved with the brand it will keep the consumer interested. The instore environment will in many ways combine a cafe, a store, and a gallery, reflecting current trends in offline retail in which a store becomes more like a gallery.

3. SNOG POP UP

Figure 4: Event Magazine (2015) SITUATION: During The Festival of Love, Southbank Centre, SNOG held a pop up party bus in which customerâ&#x20AC;&#x2122;s were able to hop on board and eat there yogurts. The bus was vibrant, with psychadelic lights.

IMPACT: It was a friendly, upbeat environment which provided a space for people to come together as opposed to just having a stand and taking their yoghurt and eating it elsewhere or on the move.

RESULT: It was highly popular and stood out meaning people were drawn to it due to itâ&#x20AC;&#x2122;s novelty. Providing such a space as this reinforced the idea that this was a fun, social brand. The very fact it partnered with The Festival of Love also reinforces this.

INSIGHTS: I will be using a similar bus in my own pop up event. Although much smaller, there will be outdoor spaces for people to sit. It aims to encourage people to stop by as it will be novel and create a social environment, positioning the brand as friendly and fun. This will be done in busy parks due in the summer period.

While the look and feel of the bus will not be similar to SNOG. It will bear much resembalance in the way it brings people together and gains attention.

CASE STUDY IMAGE REFERENCES Figure 1 and 2: Newforestnpa.gov.uk, (2015). Tech Creche Promise Voucher - Downloads - New Forest National Park Authority. [online] Available at: http://www.newforestnpa.gov.uk/downloads/download/225/tech_creche_promise_voucher [Accessed 14 Feb. 2015].

Figure 3: Assets.coolhunting.com, (2015). [online] Available at: http://assets. coolhunting.com/coolhunting/mt_asset_cache/2013/03/Art-Story-NYC-1-thumb620x383-56502.jpg [Accessed 14 Feb. 2015].

Figure 4: Eventmagazine.co.uk, (2015). Snog opens psychedelic pop-up bus at Southbank Centre. [online] Available at: http://www.eventmagazine.co.uk/snog-opens-psychedelic-pop-up-bus-southbank-centre/destinations/article/1303379 [Accessed 14 Feb. 2015].

10. marketing models

1. STEEPLED analysis

SOCIAL

TECHNOLOGY

ECONOMICAL

ENVIRONMENTAL

POLITICAL

-health conscious and termed ‘the new puritans’ – it’s the older generation setting a bad example, they’re more responsible and value their own wellbeingwhen applied to technology they don’t like spending long periods of time on it as view it as a negative effect on their health -obesity problem in this age group -have more of an input in family choices

-big data and goggle glass leading to increasing privacy concerns -increased smartphone use -e-reading -parents increasingly reliant on their child’s input when choosing technology -access to world news has made travel seem more possible as well as the internet enabling users to communicate with people on other side of the world -race to get social media and internet to most remote areas of the world: connectivity lab and project loon

-teenage generation have watched their parents struggle through recession making them more financially aware and responsible -sharing economyreliance on each other -housing prices mean less likely to ever own a home

-more environmentally aware and willing to do something about it (unilever advert) -travel has become a lifestyle

-scottish voting elections saw 16 year olds eligible to take part

LEGAL

ETHNIC

X -age of retirement raised to 70 during their lifetime -less of this age group have part time jobs than the previous generations -smoking ban in pubs and smoking age increased until 18 -school leavers increased to the age of 17 -raised university fees combined with the platform the online world can give makes them more entrepreneurial

DEMOGRAPHIC -millenials grew up with world wide web, now focus is on social media in current teenage generation -older generation learning from younger generations in order to keep up with technology (role reversal) -parental generation are overprotective of their children

2. brand onion

THE BRAND IC T E EA STH D

RB AN E

NO T SAF SERI ETY OUS

IV T A STR

EVEN TS FO LAIDBAC R PEOPLE TO M K

EET

CRE AT

IVE

IVACY FRI R P QUIR U E L KY NDS IL HIP SOCIABLE DISCONNECT PLA ION YFU INTIMATE MFORTABKE L CO RELAXED THE A Y C PPRO SELF FUN REA ACHA EXPRESSION BLE TE WH AT UNREFINED T IS S N E M OLD IRON V N E NG I X A L E R

11. DECLARATION AND RECORD SHEETS

199

210