Design Workshop Booklet

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Fellicia Yonata

2013

DESIGN WORKSHOP BOOKLET

THE BRIEF

BACKGROUND

CREATIVE CHALLENGE

Spatial Design Brief Brief set by: Holiday Inn In collaboration with: IHG

Since 1952, Holiday Inn Hotels and Resorts have provided the services business travellers need, while also offering leisure travellers a comfortable, casual atmosphere where they can relax and enjoy a range of amenities.

The check-in experience can be tedious and lengthy. How can you transform this into a positive experience for guests? Holiday Inn would like an overall design solution that provides a holistic experience to make better use of guests’ time.

You’ll find them throughout the world – in small towns and major cities, along quiet roadways and near bustling airports – because Holiday Inn hotels are always conveniently located.

Consider how other industries say ‘hello’, and how having to wait could be something that guests actually enjoy and even look forward to.

CONSIDERATIONS As one of the most recognised hotel brands in the world, Holiday Inn needs no formal introduction – it strives to be welcoming, reliable, innovative and sociable, and these values should be manifested in the check-in experience. The Holiday Inn brand wants people to enjoy every part of staying at their hotels. The check-in experience should be more than a mandatory requirement; they would like it to become something that could conceivably encourage loyalty to the chain.

DELIVERABLES TARGET AUDIENCE Business and leisure travellers.

Main deliverable: Upload a presentation film of your work (max. 2 mins) or up to eight images showing your solution. Optional supporting material for presentation film: Up to four images; interactive work (websites, widgets, apps, HTML, etc.); physical material (prototypes, mockups, etc.); supporting information (up to 400 characters).

Consider different guest types and needs. Currently there are a number of relatively universal steps within the standard check-in process, all of which you may consider transforming as part of this brief. Additional information on the traditional view of check-in is available in the Brief Pack. As you consider the re-invention of the check-in process, you should take into account how this will impact the spatial design, service design and product design of the environment. If you design and develop an app, they’d like to see this as part of a solution, rather than the sole deliverable.

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HOLIDAY INN

GROUP MEMBERS Fellicia Yonata Marjory Kho

RESEARCH Holiday Inn has 1.200 hotels globally, for that reason we decided to visit Singapore’s Holiday Inn. Curremtly there are 2 hotels, located at Orchard and Zion road.

ORCHARD CITY CENTRE

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View of the Hotel Sign from the Orchard Road.

Hotel Lobby and Lounge

Tourists pamflet located next to lift

Hotel Front Door

Hotel Lobby and Lounge

Nice vintage pattern for carpet at lobby

Facing the highway road from the hotel front door

Hotel Reception Desk

Board Information for Halls

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ORCHARD CITY CENTRE

ATRIUM

Swimming pool located at the rooftop

Hotel Lobby and Lounge

Outside view of the hotel from across the road

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Hotel Lobby

Whole view of the hotel inside

Unique glass roof top which makes the hotel special and interesting

Hotel Reception Desk

Hotel Lift

Whole view of the hotel inside

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ATRIUM

BROCHURES

Below are few brochure we collected from the hotel itself, they don’t have the price list and room details. It is about the hotel membership.

Signboard information for shuttle bus

d&ad Map of interests for tourists

The nearest bus stop located outside of the hotel, makes it accessible

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Membership Card details

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Cardholders for room hotel key, including maps, and facilities available in the hotel.

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BROCHURES Free Shuttle Bus Schedule and Map of Interests

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TIMELINE Here’s our plan and timeline for the project Week 2

Week 3

Week 4

Research Survey Mindmap

Finish survey and research Brainstorm for ideas and further mindmap

Finalizing idea Developing ideas Process of project Brochure design Test Print

Adjusments Printing

SURVEY Since we don’t really understand how tourists feel for the current check-in experience, we went to conduct a short survey in general. Initially we were targetting for 30 respondents. We planned to look for the respondents in the selected hotel lobbies, outside hotel, and popular tourists spot. The hotels we planned to conduct on were Hyatt, Raffles Hotel, Marina Bay Sands, Holiday Inn, Goodwood Park, and Orchard Road was also included. However, only Marina Bay Sands agreed on conducting the surveys. For Orchard Road, it was kind of hard to get respondents as the people are not really friendly and hard to differentiate between tourists and locals. In addition, we got few friends who frequently travels to fill the survey. So in the end we got about 16 respondents.

Week 5

Submission

SURVEY QUESTIONS

SURVEY RESULTS AND ANALYSIS

1. Age:

Respondents from different age range (20-69) were asked, with majority of male. With different background of countries, such as Hong Kong, Japan, USA, Brunei, Indonesia, Hong Kong, Australia, France, China, Phillipines, and Singapore.

2. Gender: 3. Nationality: 4. How frequent do you travel in a year? a. < 3 times b. 3-5 times c. > 5 times 5. Purpose of travelling a. business b. leisure 6. Which method you choose for hotel reservations or booking? a. online b. walk-in c. over the phone 7. How long are you willing to wait for hotel check-in procedure? a. no waiting/ immediately b. 1-5 mins c. 6-10 mins d. > 10 mins 8. What do you think of the existing hotel check-in procedure? 9. What are your expectations of a hotel check-in based on past experience? 10. What do you think of a customized hotel check-in? 11. If a mobile app is developed to aid check-in procedure, will you use it? a. yes b.no Why? 12.

For questions number 4, mostly travels less than 3 times per year and some people travels more than that. In the next question, they were asked the purpose of the travel. The results shown both target audience are fairly important.

leisure

business

95% of the respondents prefer to book a hotel through online in question number 6. Other was through travel agency. This shows that reservations are mainly done through online. Most of the respondents are willing to wait for 1 to 5 minutes and some agreed for 6 to 10 minutes during hotel check-in. Which means majority of people prefer a faster check-in process. Number 8 shows opinions from the respondents about the existing hotel check-in procedure. All of the respondents are quite satisfied with the current hotel check-in procedure.

Any other comments?

Thank you for your time! design workshop

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Week 1

SURVEY RESULTS AND ANALYSIS Expectations for hotel check-in were stated in number 9. Some requests for language assistant, to help tourists dealing with language barriers, others prefer less queueing in counter. In addition, self check-in machine was mentioned. The rest are quite satisfied and has no addition.

MINDMAP Mindmap of Holiday Inn

We offered a customized hotel checkin procedure in question number 10. Most of them would like it. If there is a mobile app developed to aid in check-in procedure, majority of the respondents said they will use it. For some people they are afraid of security issues and not into technology. Others said that it will be good to have different languages, faster, convenient, accesible services.

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LIMITATIONS

COMPARISONS

RESEARCH

Based on our visit to Singapore’s Holiday Inn branches, here are the limitations we found.

Below are comparison in services offered by the two branches available in Singapore.

Here are few hotels we found that inspired us and they offered unique experience to their guests.

ORCHARD CITY CENTRE

ORCHARD CITY CENTRE

ANDAZ HOTEL

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ATRIUM • • • • • • • • • • • • •

view aound the hotel (facing roads and old, vacant HDB) no eateries nearby lobby only interesting structure of the lift lobby colors are dull colors doesn’t give the “fresh” look like the branding the interior doesn’t feel “up to date” lack of warm and inviting feel lack of seating or waiting area lack of good first impression no “welcome” feeling lack of fragrant scent, sensorial experience no reading materials in the lobby (magazines, newspaper stand) staff seem reluctant to provide tour service

staffs seem friendly nice chandelier lights no shuttle bus services

ATRIUM • • •

staffs don’t seem friendly (personal encounter) nice lift and ceiling design shuttle bus services

SOCIAL MEDIA Here are some exposures Holiday Inn have for their company. • • •

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facebook website Mobile apps (Holiday Inn, Priority Club Rewards, Holiday Inn Athens, Holiday Inn Montreal, Holiday Inn Beaumont, Holiday Inn Express, IHG twitter “Stay You” campaign 2012 London Olympic Youtube

EXISTING CHECK-IN Holiday inn provides walk-in checkin, online through website and mobile application, also phone call. Holiday Inn offers pillow choices for their guest.

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Special lobby in Andaz Hotel have differentiate them from other hotels. With the host offering the guest a seat and a cool glass of wine, while the host processing your information, payment process, and give the guest a room key instead the ordinary check in desk process. Alternatively if guest is in hurry, the host will help them check in at the elevator.

PALAZINNA GRASSI

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view aound the hotel (facing highway and roads) lobby colors are dull colors doesn’t give the “fresh” look like the branding doesn’t feel up to date for the interior lack of warm and inviting feel lack of good first impression lack of fragrant scent, sensorial experience no reading materials in the lobby (magazines, newspaper stand)

In the Palazinna Grassi, guests can check in anywhere and anytime they like. If the guests are going there by water, they can choose to check in aboard their vintage Celli boat. By land, just simply walk into their bar and check in leisurely while sipping a glass of Prosseco. It is even possible to check in in the room. The Palazinna Grassi has no reception area because the setting is bereft of formalities. For most guests, it is really more like a private club than it is a hotel where guests find this set up more cozy and convenient.

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PENINSULA BEVERLY HILLS

The hotel offers flawless and personalized check in such as customized room scent and the monogrammed pillowcases. From the minute the guest step in, their guest relations manager will know the guest’s name, hand the registration papers and keys, and escort the guest to suite, room, or private villa in the garden. Now, they have added a new service, a pickup service from airport to hotel. With additional charge $134 to $280, guests can have a Lincoln Town Car, a Mercedes-Benz, a luxury SUV or a BMW. The concierge will assist them with their luggage also.

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The Peninsula Beverly Hills offers “Peninsula Time”, a unique checkin/ check-out experience that offers guests the luxury of time by making a day at The Peninsula last longer than 24 hours. With Peninsula Time, by prior arrangement, you may check in and out at any hour of the day or night for no additional fee. When you book a room, suite or villa, it is yours for one night. It intends to let the guests to feel as if The Peninsula is their home away from home. Other services offered is unique Airport Concierge, which provides the luxurious gift of time to the guests by collecting the luggage and escort them to a waiting hotel car, during the travel time guests can check in and order a complimentary welcome beverage which will be prepared in the room. For departures, additional $100 is needed for the concierge to check in your luggage and whisk you through security to an airport lounge to comfortably await your flight. The hotel also offers the complimentary use of a Cadillac to the guests who made a reservation for the length of their stay.

captures the glamour of celebrities on the red carpet at a movie premiere, the Emmys, or the Academy Awards. This Peninsula Beverly Hills program is one that women, men or couples will long remember. The experience begins in the privacy of the guests’ room, when a professional stylist does their hair and makeup so that they are red-carpet ready. The stylist will consult with female guests as they borrow exquisite pieces from the hotel’s exclusive Henri J. Sillam jewelry boutique to glamorize their gowns. The guest will then be photographed by award-winning Hollywood photographer Ryan Forbes. The photo shoot will be done within the hotel area. A week later, guests will receive a selection of proofs from which to select the perfect portrait. This experience is available with only US$950.

COSMOPOLITAN HOTEL LAS VEGAS

http://www.youtube.com/ watch?v=RudMPz1tEyA The hotel has implemented a multimedia digital effort that weaves storytelling into the exterior and interiors called “The Cosmopolitan Digital Experience”. Created out of Digital Kitchen, Chicago, the effort makes use of multiple screens embedded in the architecture and interiors of the Cosmopolitan Hotel in Las Vegas to create a unique experience for guests. Among the components include eight screen-wrapped columns that welcome guests in the lobby. Each column features works of photography; 3D and 2D animation; and film that helps to engulf visitors in the hotel’s narrative while challenging them to rethink the idea of architecture, interiors and physical space. The digital assets within the experience can be curated and tailored for specific seasons and events.

W RETREAT AND SPA

Reception process begins at the Male International Airport for W Retreat and Spa booking at Maldives. The W ambassadors welcome the guests and escort them to the W van which will take them to the W Lounge. After that, guests will be offered drinks, food, or even shower if they wish. Then, they will board a seaplane which delivers them in 25 minutes to the Fesdu Island. The check in process will be done in the guest’s villa.

ALOFT HOTEL

Aloft Hotel in Hawaii provides staffed e-ticket machines and non-staffed one. Besides checking in through the kiosks, printing out the guest’s airline boarding passes is also available.

OMNI SAN DIEGO Omni hotel offers instant check in to any guest who booked a reservation using a credit card. Once the guest has arrived, they will be given the key to their room. No questions need to be asked to the tired travelers, what an effective check in procedure.

“The Red Carpet-Ready Experience” is an offer to guest for the opportunity to be photographed in a style that design workshop

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OTHERS For several months Hilton and Hyatt have been allowing the highest-level members of their loyalty programs to check in remotely via the Internet. Marriott recently announced that it was testing Web check-in from handheld devices at one location in Redmond, Wash.

http://vimeo.com/43399632 Space Program is a mixed between part of museum, retail, and installation. The project is about re-defining and re-engaging the interaction between the visitors and a space where a new level of experience is activated. The guests can learn more about the local culture in an unconventional context.

ANA YELA

Treatment like a royalty and check in papers will be handled long-distance is what Ana Yela offers. By the time guests arrive at Marrakesh, the hotel representatives will welcome them and led them to a waiting SUV which transport them from Merana airport to the walls of the medina. The hotel owners Andrea and Ben Kolb will be waiting to welcome their guests with milk and dates, which is a traditional Moroccan welcome. They offer a homier, check-in alternative.

Other hotels are emphasizing human touch over high-tech by serving fruity welcome drinks upon guest arrivals or trading the traditional tall check-in desk, which has long dominated hotel lobbies, for free-standing pods that allow employees to mingle with the guests. The Ritz-Carlton Hotel Company started offering chilled towels, beverages and food samples at check-in last year, and some of its properties now allow guests staying on the club level to bypass the entire registration process in the hotel lobby and checkin on the club-level floor instead. The idea is to turn what was once a purely transactional procedure into a more casual, even pleasurable experience.

they can save time. Starwood Hotels and Resorts, which began testing self-service kiosks in 2003 and now has them in 25 hotels, said checking in at the front desk can take several minutes, but the process is less than 45 seconds with a kiosk. Guests who use Web check-in at Hilton or Hyatt ensure that they have a room, even if they arrive late or face an overbooked hotel. For now, however, most guests still prefer checking in at a front desk where they can ask about hotel services and facilities like how late the pool is open, according to research by PricewaterhouseCoopers. Hyatt says average kiosk use is currently just 8 percent for check-in and 9 percent for check-out, though some convention hotels have higher rates. In the future, however, hotels see technology playing a larger role. At some point guests may even be able to walk straight up to their rooms using their loyalty program card as their room key.

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THE MAJESTIC HOTEL

The changes in check-in come as hotels are trying to one up one another on everything from the number of spa treatments offered to bed-sheet thread counts. The chain is also teaching employees to read and respond to guest behavior. If a traveler seems in a hurry, for example, members of the staff are encouraged to skip the usual procedure of ticking off property features and focus on getting the guest up to her room quickly. In the case of a family with children, the front desk clerk might tell them about child-friendly outings. Loews Hotels, which is taking a similar check-in approach at its properties, has tripled its training budget to make sure the new messages are consistent company wide. Hilton Hotels already has kiosks in more than 170 of its Embassy Suites properties and plans to add them in all its domestic Hilton brand hotels by year-end. Much like automated teller machines, the kiosks let guests slide in their credit cards and pick up their room keys. INDEED, there are advantages to the self-service methods. For one,

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D&AD RESEARCH

INSTALLATIONS LIVING MASTERPIECE

THE DISTANCE BETWEEN MOTHER AND CHILD

We researched past works of “spatial design” category in d&ad websites to get some inspirations and ideas.

ANAMORPHIC MIRROR

An installation located at Deutsche Bank Frankfurt portrays the logo of the bank itself. This brilliant installation requires the viewers to stand at the correct point and distance to make the logo visible.

SEPHORA SENSORIUM

To demonstrate GE’s commitment to helping reduce the National Gallery’s carbon footprint, we created the world’s first ‘living’ masterpiece. Using over 8,000 plants we recreated one of the National Gallery’s most famous paintings, Van Gogh’s ‘A Wheatfield, with Cypresses’. Over a four-month period the plants were grown and then installed onto a huge 22-metre site outside the gallery in the middle of Trafalgar Square.

One million families suffer from autism in China. Parents with affected children have to confront the issue alone, thanks to lack of awareness. We created an exhibition of ‘Living Sculptures’ in Shanghai. A mother and her child, dressed in black, sat at two ends of a long netted cage, depicting the psychological distance between the autistic child and its parents.

THE CANVAS EXPERIMENT

THE LAUNDRY GALLERY

d&ad The Sephora Sensorium is the world’s first interactive scent museum. The multifaceted and interactive sensory experiences go beyond just the act and perception of sniffing perfume. The finale, ‘Lucid Dreams’, experience explores the physical act of smelling with an interactive mix of cinema, design and technology that creates visual stories based on how you sniff the fragrance.

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Siemens washing machines with anti-vibration design are extremely smooth and don’t vibrate even at fast spin-drying. This feature needed to be announced to our high-earning and design-addicted target group. We built fragile sculptures out of usual household items and put them on the washing machines. Then we turned the machines onto the spin cycle. Eight of the sculptures were exhibited at a temporary art gallery in the centre of Berlin: the ‘Laundry Gallery’. Posters, an online film and advertisements in local magazines announced the vernissage in advance.

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The Canvas Experiment was founded on two concepts: ‘a blank Canvas for self-expression’ and ‘independent enough not to follow’. Converse is dedicated to enabling engaging brand experiences with an emphasis on music, art and events. The idea was to use the shoes themselves as the vehicle for delivering one-off and exciting experiences. The Canvas is a fully-functional digital screen built out of 480 Chuck Taylors, each connected to a servomotor enabling 180-degree rotation. The shoes act as pixels, making it possible to render images and animations on what’s effectively a low-resolution screen.

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IDEAS

From the research and surveys, below are the few considerations taken in the projects.

After went through researches, below are our ideas and plans to give a new check-in experience to Holida Inn’s guests.

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people who don’t travel through air (airport) other locations besides lobby and hotel for the self check-in machine preparing information before guests arrives people who don’t use gadgets and technology guests’ feelings such as tiredness, jet lag, sea sick, etc when they arrives international roaming, wi-fi and no internet access 15 minutes first impression customized drinks offered to guests QR codes for easier scanning application for personalized services convenience bill payment

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brochure for hotel details application including options for different countries, it will provide services, ‘customized’ room requests, and photos of rooms and facilities available in the hotel self heck-in machine located at the airport and hotel non-phone check-in (alternative plan) experience virtual personalized area chairs to check-in instead of waiting in the counter (comfort) offer local experience to the guests based on hotel’s location check-in and check-out time airport pick-up service installation of the local experience (culture) local installation (on glass panel) alert of guests who are tired from long journey

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cushion/ pillow “tickets” (redeem for complimentary spa/ massage) ‘live’ viewing of room in personalized area through machine in the lobby ticket machine to produce coupons according to personal preferences (based on selection) lighting, installation types stay you, role playing such as if you want to get a treatment like an idol, president, etc plan for guests, a personal agenda, to help guests to decide what are their plan during their visits, customized to their preference

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CONSIDERATIONS

The brochure design and how the cards will be placed inside. design workshop

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MOBILE APP

CONSULTATION

Below are considerations and factors related to mobile app plan: - internet and no internet - call - map - directions - book - find hotels holiday inn - rates - rewards night - facilities - bar and restaurants - reviews - history feature - traveler personalizationi - future reservvation and recommendation - smart card key - connect with social media - technology, fingre print touch

During consultation with our teachers, we spoke about our ideas and plans. However, as the teacher pinpoint the key points of the brief, we felt that we should improve the current idea.

As mentioned, the 4 important points are welcoming, reliable, innovation, and sociable to create the whole experience.

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Suggested areas to be play with are space design, service design, and product design. So on the right side, we have extended each areas and possiblities of the ideas.

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FINAL IDEAS Below is the sketch of our final ideas, and how we wanted it to be.

Here are the final ideas: - lobby check-in area - massaging/ relaxation area - e-kiosk - tablet for each room

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RESEARCH We plan to communicate the problems through video with simple motion graphics. So we embark on our journey to start researching on motion graphics to be our inspirations and the style we would like to follow.

MEET OUR AIRLINE - INFOGRAPHICS

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http://www.behance.net/gallery/ Meet-Our-Airline-Infographics/6735975 Above is an example of motion graphics done for an airlines, avianca done by Binalogue. The style in the motion graphics mainily focused on red and white colors, where it inspired us to play with green and white on our video.

ROSEBUD

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http://www.behance.net/gallery/ Rosebud/6059703 An application presentation in a lovely animation style. Like the idea of every single object can be transformed to other objects.

RENT PRESENTATION - MOTION GRAPHICS

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http://www.behance.net/gallery/ Rent-Presentation-Motion-Graphics/6069335 A motion graphic focusing on “rent”, like the simple vector styles and the use of complimentary colors between orange and blue.

SQUIRYL SOCIAL LOYALTY ON YOUR MOBILE PHONE http://www.behance.net/gallery/ Squiryl-Social-Loyalty-on-your-mobile-phone/6631039 A motion graphics to help audience getting familiar with squiryl application interface. It’s presented in cute and colorful animations. Making it loveable and easy to digest.

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SI+E http://www.dandad.org/awards/student/2012/categories/13/advertising/08744/allan-zhang-neville-hewuni-lee-yeo-yongpeng-marcus-yuen An example of senior’s work for one of the previous D&AD entry. Using simple vectors and smooth animation. Great layout for presentation.

VECTOR STYLE

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These vectors has inspired us in the style of our vectors.

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VECTORS

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Below are the sketches and final vectors used for the animation.

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COLORS AND TYPEFACE

STORYBOARD

Below are the color and typeface used in the animation.

Moving on, below are the sketches and plans for our animation storyboard.

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HOLIDAY INN

Above are the sketches on how we want to start our animation.

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d&ad Besides are the continuation in points with details to make the transition easier.

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We sketched the main idea for each frame, how it will looks like.

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d&ad As seen on the sketch above, few changes were made for the storyboard, like how it should be viewed from the camera perspective, etc.

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RESEARCH

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For the technical part, Marjory will be dealing with the after effects production, and I will handle the vectors. For the after effects animation, we researched few tutorials to help us in animating. Below are few of it.

http://www.sketchypictures.com/tag/ make-cartoon-in-ae/ Tutorial done by Ryan Boyle, showing how to use puppet tools to animate a character.

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http://vimeo.com/41066079

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A video tutorial on how to export vector images with layers from adobe illustrator to adobe after effects. It was super helpful in solving our problem when exporting, cause everytime we export, the image became distorted.

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ANIMATING PROCESS Here are screenshots of the steps done in after effects to animate the walking businessman. Starting point, both legs are straight, given 3 key points for each legs.

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Then the left leg will go to the front.

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And then the right leg will move to the front, and left leg will move to the back.

Check by playing it, to see how the character walks.

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Then, add expression to make it loop non-stop.

Thus, that’s how the walking man was created.

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FINAL OUTCOME

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Below are few of the main screenshots of the animation.

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PRESENTATION BOARD Below are the presentation board to explain our concept and the final outcome with the video screenshots

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L’ARTISAN PARFUMEUR THE BRIEF

BACKGROUND

MANDATORIES

Packaging Design Brief Brief set by: L’Artisan Parfumeur In collaboration with: jkr

L’Artisan Parfumeur is a boutique fragrance house, founded in Paris in 1976 by perfumer-chemist, Jean Laporte. As the first niche perfumer, the brand broke the rules in the 70s by taking inspiration from unexpected places to create some of the most intriguing, singular and deeply personal scents in the world.

The jury is interested in the creative process that led to your final idea. This can be hand sketches or alternative design directions you explored before selecting your final route. • Show designs for both graphics and structure across the four scents. • Show pack elements / supporting materials to bring your idea to life. • Create a name for each fragrance. • Bottle and pack designs for each of the four scents should be shown as a range and rendered on a white background. • Show mood boards / inspiration materials for your concept.

TARGET AUDIENCE

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Discerning shoppers looking for a unique perfume experience. It’s not about age, but about a mindset (unique, exuberant, evocative).

CREATIVE CHALLENGE

You need to ensure that your design retains the quality, craftsmanship and authenticity that L’Artisan Parfumeur is known for.

Traditional French fragrance houses are steeped in a rich history of style and imagery. L’Artisan Parfumeur wants to break with this convention. Their latest collection is uniquely based around bottled emotions. Your challenge is to showcase this range by breaking the rules of conventional perfume packaging.

• Consider how to balance the look and feel of the range with a variety of emotions. • How can the packaging evolve L’Artisan Parfumeur’s brand? • Consider if a range name is needed. • How is the perfume dispensed? Step away from traditional perfume packaging or material conventions if you wish.

There are four scents, each capturing a different human feeling: • Scent a: Passion and desire. Sex and lust. Raw and physical. • Scent b: Perfect, sublime love. An interior emotion. • Scent c: Excitement and fear. Adrenaline, exhilaration and thrill. • Scent d: Elegant and dignified. Stormy yet still.

CONSIDERATIONS

Modernising the brand and taking on a more innovative approach to packaging are important next steps for L’Artisan Parfumeur.

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L’Artisan Parfumeur

DELIVERABLES Main deliverable: UUpload up to eight images showing your solution. Optional supporting material: Physical material (prototypes, mockups, etc.); supporting information (up to 400 characters). Keep any text on images to a minimum; supporting information can be entered online. For full format specs and guidance, see ‘Formatting Your Entries’ on the next page. Work in formats other than those outlined will not be accepted.

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GROUP MEMBERS Desmond Ng Fellicia Yonata Natalia Christie Madroni

RESEARCH L’Artisan Parfumeur is one of the most unique and iconoclastic fragrance houses in the world. They work with imagination, exceptional raw materials and visionary perfumers to forge a distinctive alchemical vision, creating some of the most intriguing, singular and deeply personal scents of recent years.

VISION L’Artisan Parfumeur believes that fragrance is an art form. Poetry, art, humour and stylish ingenuity are woven together to create fragrances that dazzle, intrigue and shock. Each creation explores a wide range of olfactory notes in the ideal concentration for its particular conception and composition. L’Artisan Parfumeur is not afraid to break the mould. Like any visionary artist, rules are subverted and confounded. We play with the concept of rupture, a different way of

doing things. A L’Artisan Parfumeur fragrance is an olfactory and evocative experience. L’Artisan Parfumeur know their customers are looking for something exceptional, something that will make them feel unique and individual as they move through their lives. There is a fragrance from L’Artisan Parfumeur for everyone, it is just a question of deciding which fragrance is right for you.

MINDMAP Mindmap of L’Artisan Parfumeur

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L’Artisan Parfumeur was founded in Paris in 1976 by perfumer-chemist Jean Laporte and was one of the first of a movement of exclusive niche fragrance houses inspired by nature and a desire to do things a little differently. A combination of classicism, avant-garde fragrance creation, innovative collaborations and an insistence of the highest quality materials has created a body of original, sometimes shocking work. This blending of artisanal fragrance creation and contemporary artistic flair has captured the heart of fragrance aficionados looking for quality, craftsmanship and authenticity.

L’Artisan Parfumeur

2013

RESEARCH

SOCIAL MEDIA

L’Artisan Parfumeur shops are mostly located in Europe, especially France. There are also few shops in United States, Japan. The rest are placed in department stores, and some perfumery shops.

Here are some exposures L’Artisan Parfumeur have.

Singapore does not have L’Artisan Parfumeur shop, however some department store and perfumery shop do carry the brand, such as Tangs and essentials.

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So decided to do small research, and we went to the Tangs department store to try smelling the perfume and get an idea of the brand. In addition, we looked around to see what other brand’s or competitiors offered to the customers, to consider it in our research.

d&ad L’Artisan Parfumeur counter in Tangs Orchard Beauty Hall.

L’Artisan Parfumeur in Marina Bay Sands escentials.

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L’Artisan Parfumeur

2013

RESEARCH BOARDS

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Here are our researches compiled into boards, each category for each boards.

Above are the special packaging of L’Artisan Parfumeur. Including the limited edition, and small bottle for sample.

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L’Artisan Parfumeur

2013

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Above are the special packaging for special edition of L’Artisan Parfumeur. Candles, perfumes, and wrapping paper. The illustration is done by Daniel Redfern Cook.

In the image above, it shows the normal packaging for L’Artisan Parfumeur. Black box with label in the middle. design workshop

L’Artisan Parfumeur

2013

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Few examples of common L’Artisan Parfumeur bottle shown above.

Unique shape of perfume bottle as shown above. Including the necklace which made the perfume portable and stylish.

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L’Artisan Parfumeur

2013

d&ad We did a research on other brand’s perfume bottle. We picked few interesting and nice design for the perfume bottle. Few comes with the packaging itself.

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L’Artisan Parfumeur

2013

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Common advertisement of L’Artisan Parfumeur, each has a photograph of the bottle, accompanied by illustrations related to the theme as a background.

Few of uncommon advertisement for L’Artisan Parfumeur, some with photograph, others with full illustration.

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L’Artisan Parfumeur

2013

Few examples of detailed advertisement, and magazine advertisement.

d&ad Special limited edition advertisement, the number series.

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L’Artisan Parfumeur

2013

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Advertisiment done for L’Artisan Parfumeur in colorful style.

We did a small research for the consumer of L’Artisan Parfumeur. We tried to match it with few popular figure that we think suitable for it.

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L’Artisan Parfumeur

2013

d&ad Both images above shown the competitors of L’Artisan Parfumeur.

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L’Artisan Parfumeur

2013

MOODBOARDS

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Below are draft of the moodboards for the emotions.

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L’Artisan Parfumeur

2013

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L’Artisan Parfumeur

2013

SKETCHES

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Below are sketches development for the perfume bottle design.

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L’Artisan Parfumeur

2013

On the left is agenda of our second meeting, what we intent to finish.

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L’Artisan Parfumeur

2013

d&ad Above is the list of considerations for our design.

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L’Artisan Parfumeur

2013

d&ad We decided on the octagon divided into 4 design, hence we tried to make the measurement for the bottle.

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L’Artisan Parfumeur

2013

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Few maths formula to calculate the measurement, helped by few of our friends.

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L’Artisan Parfumeur

2013

d&ad The measurement formula, still trying to get it right.

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L’Artisan Parfumeur

2013

d&ad The measurement formula, still trying to get it right.

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L’Artisan Parfumeur

2013

d&ad We decided colors for each emotions, and few names for the perfume.

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L’Artisan Parfumeur

2013

DIAMONDS After the research and sketches, we come out with the idea of dividing the original shape. The first initial idea we have come out with the diamond shape was to break out literally from the original perfume bottle design. Thus, we create a 4 bottle forming an octagon shape when they are placed together. Since the original shape is a Heptagon, we modified it into octagon so it can be divided into 4 bottles. As seen on the image on the right, we tried to illustrate it using illustrator vectors. Each bottle represents each emotions. The 4 bottles combined into 1 with 1 cap. So when the customer buy it, they can choose different kind of fragrance.

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We experimented with black colors mostly, as it is hiding the emotions inside. For the full covered black bottle, we plan to added ilustrations related to each emotion on the inside part, so it will be visible when the person open the inside. Another design was to add visible glass, so people can see through the liquid inside. Each emotions will have different colors of the perfume liquid. The last idea was to make the bottle half transparent and half black with the use of gradient. This is to show the liquid colors through the transparent part.

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L’Artisan Parfumeur

2013

CONSULTATION

MINDMAP AND RESEARCH

Before finalizing it, we consulted one of our lecturer. After showing the researches, sketches, and the design, we asked what is her opinion on it. Few of the moodboards still need to rework on it. For the design itself, we haven’t answered enough yet for the brief. We need to explore more of each emotions and relate it to the brief. We need concept behind the design.

So, after consultation, we embark on our journey to look for a fitting concept to the theme emotions.

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L’Artisan Parfumeur

2013

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For the next meeting, we decided on what should we research for homework.

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L’Artisan Parfumeur

2013

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Emotion mindmap.

We came out with alter-ego word. Thus we found 4 personality type after research.

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L’Artisan Parfumeur

2013

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Further research on alter ego in relationship with the 4 emotions.

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L’Artisan Parfumeur

2013

Changing from alter-ego to illusion concept. Further research and development for illusion concept.

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L’Artisan Parfumeur

2013

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Bottle sketches and illusion for the bottle.

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L’Artisan Parfumeur

2013

ILLUSION

VISUAL RESEARCH

After went through research and mindmap, finally we have a concept for our perfume, illusion. It is a series created to let the audience experience series of emotional illusions. It inspires them to submerge themselves in the new experience offered. The illusion concept also reflects on the packaging itself. We were inspired by puzzle boxes, instead of an ordinary box, the box itself have aesthetic and interactivity for the audience to play with. The bottle will also have an illusion element on it, by playing with the label perspective. It was inspired by the “blk” water. Instead when the liquid goes down and the text appear, we planned to make the words visible when the liquid starts to go down, the words become invisible.

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L’Artisan Parfumeur

2013

SKETCHES

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Interesting puzzle box mechanism which inspired us in our design.

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L’Artisan Parfumeur

2013

Measurement and idea for the packaging.

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L’Artisan Parfumeur

2013

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Measurement for the packaging mock-up.

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L’Artisan Parfumeur

2013

DOCUMENTATION The images shown below are our attempt in making the packaging using styrofoam.

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L’Artisan Parfumeur

2013

3D MODELLING

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To visualize it better, we asked our friend from product design to do digital prototype. Below are pictures of the packaging made using 3D software.

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L’Artisan Parfumeur

2013

TEMPLATE The template also done by the product designer, to show the ratio.

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L’Artisan Parfumeur

2013

ICE

VISUAL RESEARCH

However, after went through deeper research for our illusion packaging, we found out that the box was originated from a horror movie in Europe. Since it’s associated with horror and darkness, also we didn’t change the mechanism, we decided to do change our concept. Partly because we can’t find any other interesting packaging related to “illusion” concept.

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Thus, we went for another research which lead us to “ice” concept. Human emotions nowadays are similar to ice. They does not express their real emotions. The series was made to let people break from their “ice” and express themselves freely.

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L’Artisan Parfumeur

2013

VOLATILE

SKETCHES So we tried to research on function.

Another problem arise, as ice seems too common to be a concept. We have seen few perfume with ice concept. Also we feel that the concept is not strong enough. And so, we decided to do another research for a new concept.

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L’Artisan Parfumeur

2013

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Volatile sketches, with each name for each emotions.

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L’Artisan Parfumeur

2013

Volatile sketches for bottle design.

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L’Artisan Parfumeur

2013

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Sketches for perfume accesories, where one part of the perfume can be taken off and attached with a bracelet as a portable perfume.

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L’Artisan Parfumeur

2013

Initial design for the perfume bottle. On top is a portable solid perfume can be taken out, below we have accesories.

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L’Artisan Parfumeur

2013

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Development sketches for the bottle perfume design and packaging.

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L’Artisan Parfumeur

2013

Color combination and label sketches. Measurement for the packaging box.

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L’Artisan Parfumeur

2013

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Finalizing the bottle design.

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L’Artisan Parfumeur

2013

Trying to measure it for digital prototype.

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L’Artisan Parfumeur

2013

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Still measuring the size of the perfume bottle.

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L’Artisan Parfumeur

2013

RESEARCH The mechanism of the perfume bottle was inspired by the portable perfume shown on the images on the right side.

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L’Artisan Parfumeur

2013

http://www.behance.net/gallery/ Augustine-Claret-Perfumery-Products/5726173

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An unique perfume branding to inspire us for our branding. I like how it has consistency for the style and art direction, nice choice of typeface. It’s done by a student.

An image showing how sprayer parts work, to help us get a better idea for the portable perfume.

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L’Artisan Parfumeur

2013

DOCUMENTATION We tried to do a mock up from clay, to make the visualization easier. So below are the photos of our clay prototype. There is no exact measurement in the progress of making.

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L’Artisan Parfumeur

2013

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L’Artisan Parfumeur

2013

CONCEPT

MECHANISM

An in-depth research and brainstorming sessions were done on the given scents, our team decided to use the word, ‘VOLATILE’ as the big idea.

The portable perfume has a capacity of 10 ml and when it’s all used up, it can be refilled from the main perfume bottle by attaching to it and pumping it.

BOTTLE DESIGN

‘VOLATILE’, to describe a person, is a liability to display rapid changes of emotion. To visualize the idea, we were inspired from the effects of Kaleidoscope – an unexpected change of patterns and colors when the Kaleidoscope is turned. We created simple shaped patterns for each scent and applied similar effects from the Kaleidoscope, giving the patterns a more interesting perspective to represent the intrigue change of emotions..

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In today’s world, where convenience plays a prominent role in the choices of the consumers, the demand for convenient products is now on the rise around the globe. We felt that is the direction that L’Artisans Parfumeur should be striving for. Hence, we were more focused on the functional aspects of the perfume and designed a smaller; portable perfume attached on the main perfume bottle. Users would be able to bring the portable perfume around conveniently. The main perfume bottle can be placed at home for the users to use.

design workshop

L’Artisan Parfumeur

2013

PACKAGING DESIGN The portable perfume has a capacity of 10 ml and when it’s all used up, it can be refilled from the main perfume bottle by attaching to it and pumping it. The packaging has the logo on the top left corner, the label for each emotions is located on bottom right corner with gold laminated.

TIMELESS CHARM

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For scent B, with the characteristics of perfect, sublime love and interior emotion, the color blue was chosen and labeled Timeless Charm.

GRACEFUL FLAIR For scent D, with the characteristics of elegant, dignified and stormy yet still, the color purple was chosen and labeled Graceful Flair.

design workshop

L’Artisan Parfumeur

2013

ROSE CHAMBER For scent A, with the characteristics of passion, desire, sex, lust, raw and physical, the color red was chosen and labeled Rose Chamber.

AWAKENED THRILL

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For scent C, with the characteristics of excitement, fear, adrenaline, exhilaration and thrill, the color Black was chosen and labeled Awakened Thrill.

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L’Artisan Parfumeur

2013

PRESENTATION BOARD After finalizing the design, we need to submit the requirements: • A3 presentation boards • A3 moodboard • A3 forr bottle (including rationale) and name • A3 for packaging • A3 Idea development • submission form • labels for each board (attached behind)

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Below are the presentation board to explain our concept and the final outcome with the video screenshots

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L’Artisan Parfumeur

2013

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L’Artisan Parfumeur

2013

MOODBOARD

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The final moodboard, including the 4 emotions

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L’Artisan Parfumeur

2013

SHORT-LISTED In the next two weeks after submission, the short-listed candidates are announced. We were chosen, and we were told to improve and work on few things especially for the board layout, and the packaging design feels like separated two things/series.

However, we feel that there is still room for improvement. So we decided to work on for the packagin design, and add on more things.

We sketched for a new packaging, instead of a box packaging, we choose to use glass, inspired by beauty and the beast rose glass. The reason to use the glass is to represent emotion kept inside the glass.

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L’Artisan Parfumeur

2013

PRESENTATION BOARD RESEARCH In order to create better layout for the presentation board, we looked up for the past works in D&AD website. Few are images taken from packaging design competition in student awards in the past.

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On the right side is board for whisky packaging design. We liked the consistency of the logo in each board, and also clear background.

design workshop

L’Artisan Parfumeur

2013

On the right side is board for whisky packaging design. The white background works well with the white packaging, giving it a good contrast and elegant feeling. It consists of different boards, one for concept explanation, one for the packaging as a whole, explanation of how each packaging works.

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L’Artisan Parfumeur

2013

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L’Artisan Parfumeur

2013

Few boards done by different people, for same brief, body shop packaging design. The 3D model balanced well with the white background. The concept explanation placed in a board together with the whole series. How the packaging works are explained in detail for the next few boards.

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L’Artisan Parfumeur

2013

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The icons on the top and bottom board is consistent. Like how there is always small little details for each items shown through the dotted lines.

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L’Artisan Parfumeur

2013

Another whisky packaging, the layout is clean and differrent type of labels were shown quite clear.

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L’Artisan Parfumeur

2013

SKETCHES

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From the research gathered, we sketched down our layout for boards.

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L’Artisan Parfumeur

2013

Below are the sketches how we are going to layout the final design on the board.

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L’Artisan Parfumeur

2013

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PRESENTATION BOARD

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L’Artisan Parfumeur

2013

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L’Artisan Parfumeur

2013

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L’Artisan Parfumeur

2013

FINAL OUTCOME PRESENTATION BOARD Before submitting, we asked few of our friends for opinions. Thus, we did a slight change on the board design.

d&ad Moodboard of the four emotions.

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L’Artisan Parfumeur

2013

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The second board consists of our development from the first initial design.

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L’Artisan Parfumeur

2013

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The concept board explains behind the concept of volatile. Our team decided to use the word, ‘VOLATILE’ as the big idea. ‘VOLATILE’, to describe a person, is a liability to display rapid changes of emotion. To visualize the idea, we were inspired from the effects of Kaleidoscope – an unexpected change of patterns and colors when the Kaleidoscope is turned. Simple shaped patterns were created for each scent and were applied with similar effects from the Kaleidoscope, giving the patterns a more interesting perspective to represent the intrigue change of emotions.

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L’Artisan Parfumeur

2013

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The packaging board, consits of the whole four fragrance line up together as a whole. Including the descriptions of each name and emotions

design workshop

L’Artisan Parfumeur

2013

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Functionality board shows how the perfume can be detached and attached, and how it works. In today’s world, where convenience plays a prominent role in the choices of the consumers, the demand for convenient products is now on the rise around the globe. We felt that is the direction that L’Artisans Parfumeur should be striving for. Hence, we were more focused on the functional aspects of the perfume and designed a smaller; portable perfume attached on the main perfume bottle. Users would be able to bring the portable perfume around conveniently. The main perfume bottle can be placed at home for the users to use.

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The name of each scent where in this case, ‘TIMELESS CHARM’, is embossed on the small perfume bottle. Other scent names include: ‘ROSE CHAMBER’, ‘AWAKENED THRILL’ and ‘GRACEFUL FLAIR’.

L’Artisan Parfumeur

2013

A spare bottle cap and nozzle is stored at the bottom of the packaging. The nozzle and cap are meant for the main perfume bottle when the smaller perfume is detached. The packaging is secured with a locking device.

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Mechanism board shows how the perfume works, and how the packaging looks like in details.

The portable perfume has a capacity of 10 ml and when it’s all used up, it can be refilled from the main perfume bottle by attaching to it and pumping it.

L’Artisan Parfumeur

2013

SINGAPORE MARITIME WEEK

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A government statutory board Established on 2 February 1996 with the split of PSA PSA was split into PSA Corporation (handling the commercial aspects and the running of the ports) and MPA (regulator) Mission to develop Singapore as a premier global hub port and international maritime centre (IMC), and to advance and safeguard Singapore’s strategic maritime interests Main roles -­Port Authority, Port Regulator, Port Planner, and National Maritime Representative.

WHAT IS SINGAPORE MARITIME WEEK?

THEME My Maritime Impressions

An annual event • Inaugural event in 2006. • SMW gathers the international maritime and business community in Singapore for a week of conferences, dialogues, exhibitions and social events in celebration of all things maritime. • Visit www.smw.sg for more info

OBJECTIVE

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ABOUT MPA

Design a T-Shirt by drawing inspiration from what captures your imagination, about Maritime Singapore

DELIVERABLES – Entry form (Annex A) – Submission template (Annex B)

design workshop

Singapore Maritime Week

2013

RESEARCH

To find out more about MPA, I had done a little research on the given link. So basically MPA is about port and maritime in Singapore. From the research done, my impression of the MPA is there is a need to show “colorful� side of port and maritime in Singapore. So I choose to use colorful and vectors in my illustration. Below are the vectors research that is related to port and maritime, the colors and visual I would like to apply on my design. Inspired by the circle with colorful vectors of land, I think it suits well for a t-shirt design.

mpa design workshop

Singapore Maritime Week

2013

T-SHIRT DESIGN #1

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The design was inspired from the colors of Singapore’s maritime, the design emphasizes on blue color, as it is related to sea and sky which plays important role in Singapore’s maritime. The title given shows that Singapore’s maritime always bright and sunny.

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Singapore Maritime Week

2013

RESEARCH After doing the first design, I feel that I want to try designing it from different perspective, like bird’s eye point of view. So I decided to do another design with isometric style.

mpa design workshop

Singapore Maritime Week

2013

mpa design workshop

Singapore Maritime Week

2013

T-SHIRT DESIGN #2 The design uses variety of vibrant colors, to let the audience feel the colorful side of Singapore’s maritime. Singapore’s maritime is wide and unique, and to show those features, bird’s eye point of view and 3D looks suit the brief. Simple vectors used to create the 3D imagery and also to make sure audience understand Singapore’s maritime better and to prevent misunderstanding of image perception.

mpa design workshop

Singapore Maritime Week

2013

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