(extra-)Ordinary Nothing is what it seems.
Open Borders
The borders are open! Who knows where to stop these days when everything blends into one? The offline and online world are merging. Conversations have no social boundaries – Let’s talk about sperm! – and what is private anymore. Or just get a child from Africa! Go as far as it takes, even companies like Greenpeace have taken it a higher level. But what is true anymore…..everyone’s a journalist.
(il)logical
When logical becomes illogical. Didn’t it used to be logical to sit in a bar? Well, we would like to see the expression on your face when you’re told to leave Lounge Bohemia unless you can find a place to sit. And isn’t it logical to be silent when you’re listening to music, you don’t speak? So only order your beer at De Nieuwe Anita when the band stops playing. When you’re in a club, dancing, drinking, having fun sounds logical - or are you also texting to your friends? Logical extreme to forbid mobile phones on the dancefloor.
(un)defined
Who knows who’s who – roles are no longer defined. Dads collect their kids from nursery, old and young are playing Guitar Hero II. The generation gap seems to have faded, when parents started looking like their kids, 40 is the new 30 and a new wave of grey gamers. Make an exposition of all the bra’s you’ve ever designed and show it in the Kunsthal. Or commerce your art for millions. Art is commerce, commerce is art. More symbols, less words. Is the emoticon taking over?
Disturbia
Isn’t it scary how nothing seems to be scary anymore? We’re going through extremes when it comes to beauty; chemicals in lips, plastic boobs and surgery to get the fat off. Not that disturbing anymore. And no more fear. No more fear for terrorists attacking, for example. Is their less threat or are we just used to idea? Police moving around in bigger groups. Feeling of safety? Or used to the fact that we need security? How about all the explicit images we see in newspapers, online and on TV every day. We’re not that easily shocked anymore, are we?
Nothing is what it seems.
As roles merge, target groups can no longer be defined by age or gender. Seperation is foolish. Think unisex. Who needs two wardrobes when you can share one. Boy fit fits girl and tailored girl styles fit boys. Retail your products in brand new ways by saving costs on production and start developing innovative designs.
Take advantage of the disappearing generation gap. Young people want to look older, old people want to look younger. Give them style advice to help them achieve the age that they really want to be. Tap into the vitality of the grey gamers and offer products that help them to keep defying mother nature or breath young life into old people’s aids. And, for all those parents and children that want to look alike make sure that your designs are available to all, whatever the size. Consumers will have got used to a lack of privacy in their lives. Fast fashion brands can do away with changing rooms, as trying on clothes anywhere in the store will become the norm. Security cameras can now overtly become part of the store design as people do not feel threatened by ‘big brother’ but love the attention. In fact, why keep the images for yourself – let consumers show others where they have been. Create coverage by starring in everyone’s blog.
Nieuwe Anita, Amsterdam
In a world where everything is blending into one, nothing is quite what it seems. The bar of possibility is being raised higher and higher – normality, what’s that? People, places and conversations – nothing fits in a box anymore and everything is public property. So think outside the box, as consumers are expecting the unexpected.
(extra-)Ordinary Retailforcast
Adding a little something extra to the ordinary provides great potential for product design. Fabrics that change colour or that keep garments crease free are simple ways to participate in this (extra)ordinary world. Or does an umbrella need to look like an umbrella – redefine what the consumer knows. What if you didn’t add something to the ordinary but took something away? Design gloves without fingers, a one-cup bra or a shirt with only one sleeve. Logical that beauty doesn’t always have to be perfect. The store doesn’t have to be only place to sell your fashion. Moving on from the popup stores your collections can become temporary exhibitions in any museum. Giving everyone the chance to buy ‘a piece of art’ from the gallery. Or hand your store over to musicians, graffiti artists or actors and entertain your consumers in unexpected ways. But always, always present it as if it is business as usual – normal, right?
What about the store itself? Don’t restrict yourselves on design. Inject a theatrical element to your stores – create illusions, so that things really aren’t what they seem. Keep the consumer guessing with frequent changes not only in your collections but also your retail design. And how does the consumer get into your store? Does the ceiling always have to be white? Shock the consumer in new ways by challenging what is logical.