James Parker by James Parker

OAKLEY By James Parker

Design the next generation of performance eye wear that can be showcased at the 2012 London Olympic Games.

RESEARCH PART - 1

RESEARCH BRAND DECODING COMPETITION SUNGLASS MARKET DISSEMBLES

James Parker - D&AD Oakley

RESEARCH PART - 1

What is Oakley? Oakley is a premium sports equipment brand, that makes - sunglasses, sports visors, ski goggles, watches, clothing, bags, backpacks, shoes and prescription glasses. Oakley holds over 575 patents for its products, materials and processes. Started in 1975 by Jim Jannard with the sole intention of making products that work better and look better than anything else on the market. The first product designed was a motorcycle hand grip which followed the shape of the riders hand and was made out of a new material that increased grip even with sweat. This material was then used in eye wear. This then turned into the Oakley brand we have today.. Jim Jannard - “If you’re going to do something, be brave and jump in, but do something meaningful.”

What is Oakley’s USP? Oakley’s unique selling point is that it has a perceived high performance, which is backed up by a following of high class athlete and a key emphasis on technical innovation.

James Parker - D&AD Oakley

RESEARCH PART - 1

Moderate Resonance

Has a quite high level of loyal customers as thier is no other brand that strives for innovation in this market, or has any kind of similar asthetic. Many customers young extreme sport enthusiasts.

Established high performance sport Brand

Known for its high quality performance eyewear, quality, innovation and asthetic. However - many consumers only use thier products for sport and not for lifestyle.

Resonance

Judgements

Moderate feelings towards Brand

Feelings

Traits of a High Performace sport brand

Known for its high quality of material, innovations, durability, reliability and lenses. High Price

Fun, extreme sport, performance, quality, security, organic, skelital. When worn for sport evokes, performance, talent. When worn outside a sport situation evokes, tacky, cheap, not fashionable.

Sport Performance Image

Performance

Imagery

Oftern worn by people at the top of their sport and can evoke the idea that this person must be serious about their sport by wearing Oakleys. Heritage of innovation. Can evoke when not worn for sport a more cheap and tacky idea as the asthetic is drawn for

Salience

Moderate Awareness

Good awareness as a Sports Brand known best for its Eyewear

James Parker - D&AD Oakley

RESEARCH PART - 1

MATT FLAMBOYANT COLOURS

IMITATION MATERIAL

COLOUR, SUFACE, TEXTURE, FINISH CAMOUFLAGE

FLEXIBLE

DETIALED

CARBON FIBRE

TRANSPARENT PLASTIC

GLITTER

LIGHT

MATERIALS AND COMBINATIONS

HIGH PERFORANCE

SEMI TRANSPARENT POLARISED LENS PHOTO CHROMIC LENS

MASS PRODUCED INJECTION MOULDING

DIE CAST

TECHNICAL INNOVATION

OAKLEY

UV PROTECTION

TECHNOLOGY AND MANUFACTUREING UTILITARIAN

ADOPTABLE

CLIPPING MECHANISM

SPORT CUSTOMISABLE

ERGONOMIC

EXTREME

USER EXPERIENCE

FUNCTIONAL OVERSIZED DISTINCTIVE LOOKS CHEAP

FOR CHANGING LENSES

DETAILED

ADAPTABLE

SECURE

COMFORTABLE HIGH PERCEIVED VALUE

ORGANIC TACKY SKELETAL

SHAPE, FORM AND ASTHETICS

AGGRESSIVE

ROBUST

ALIEN LIKE

FUTURISTIC

James Parker - D&AD Oakley

RESEARCH PART - 1

Brand Code

Organic Styling High Performance Adaptable Dynamic Technical Innovation

Oakley is a high performance sports wear brand. It has Organic Styling which clearly differentiates it from all other sports brands. User experience is Adaptable allowing consumers to be able to use the same product in many different situations whilst still performing very well, Also allows an amount of flexibility in the way that the object performs specific for different conditions e.g. Changeable lenses and different sizes for different faces. Colour, Surface, texture and finish are highly detailed and Dynamic allowing users to have glasses in almost every colour and finishes from matt to gloss and graphics. Technical innovation is a large part of what sets Oakley apart from its competition and trying to come up with the next “First”, in terms of shape, form, fit, lenses, user experience....

Emotional Description

Applying Code

Architect - Zaha Hadid Car - BMW Z4

Olympic sailing sunglasses Glasses have to be a product “First” innovation has to be at the for front of the design. Manufacturing - die cast, injection moulded.... Could be anything as these could be a one off product not the usual Oakley mass produced object. Shape form - organic, distinctive, aggressive, robust, verging on tacky. Has to be secure. In terms of material choice it has to be high performance and dynamic.

James Parker - D&AD Oakley

RESEARCH PART - 1

Store front branded completely with Oakley styling.

Simply displayed glasses back lit so that the glasses stand out.

Sunglass stands and plinths specific to Oakley.

Huge dominating art sculpture in the store, over 3 meters high and 3 meter wide.

Heritage on show throughout store - previous items

Oakley Brand - Store

Store and brand is encapsulated into absolutely everything making it very cohesive. From art work to, display stands, to coat hangers....... The Sunglass design must fit into this eco system.

James Parker - D&AD Oakley

RESEARCH PART - 1

SPORT SUNGLASSES

Oakley heritage steams from being at the fore front of innovation and high performance. This has meant that the collection of sport glasses are at the fore front and used by many top class athletes who see Oakley at the top of sports performance sunglasses.

ASIAN FIT

Standard sunglasses do not all ways fit well for all types of face structure. Oakley Asian Fit sunglasses allow people to get the correct fit that is essential for comfort, protection, and even optical performance.

ACTIVE SUNGLASSES

Mix between style and functionality, Allows them to be worn all the time but still able to be used for sport and for fashion. The frames have quite a defining form of organic skeletal forms as well as quite chunky and aggressive lines.

SPECIAL EDITIONS

Mixing Oakley designs with cutting edge work from artists to create new and interesting glasses.

LIFESTYLE SUNGLASSES

Taking what Oakley have learnt from sport sunglasses into fashion based styles. All the benefits of material, technology, lenses and fit into a fashion frame.

LIMITED EDITIONS

Going against the mass production of the usual Oakleys to a limited production run and taking the ideas of Oakley to merge of art and science. The result is a set of original sunglasses that are different to all others.

Categories

Glasses, broken into different categories, slight styling differences between and performance. Research further into glasses for sport to under stand current range and where, the glasses will fit with in it.

James Parker - D&AD Oakley

RESEARCH PART - 1

James Parker - D&AD Oakley

RESEARCH PART - 1

User Experience is high among most of these sports glasses this links to the brand code - High Performance, meaning to create a good high performance product the user experience is very important, and the way the user feels and understands the product is very important. Aggressive seems to vary quite dramatically among all of the glasses this shows that Oakley think that some of their customers desire aggressive glasses that may make their opponents uncomfortable or make the person wearing them alter their feelings towards the glasses.This drastic differentiation between glasses shows a differentiation between what users desire. Performance is as expected high over all of the range and links directly to High Performance. Wild links with aggressive in terms that the more aggressive the glasses the likely hood of that being aggressive is correlated. Organic Styling is in the brand code but these sport glasses seem to slightly vary in their degree to organic styling. Customisability is high among all of the glasses this links to a key feature of the brand code - Adaptability. This means that these glasses are able to be customised by the user making them adaptable.

User Experiance

Wild

Aggressive

Organic Styling

Performance

Customisability

James Parker - D&AD Oakley

RESEARCH PART - 1

Adidas is the worlds largest sport wear manufacturer producing a wide variety of goods including - bags, shirts, watches, eye wear, and other sports- and clothing-related goods. Founded in 1948 gives it a strong heritage coming from many iconic sporting related products. Bolle began in France in 1888, Seraphim Bollé started the company by first manufacturing combs and hair ornaments from Boxwood and Horn indigenous to the region, but after WWII they started moulding in nylon. In the 1950’s they started creating the sunglasses and safety glasses we see today. Bolle try to achieve fit, fashion, and comfort, by using the latest technology to allow them to create innovations in their glasses.

Founded by Nick Gill in 1975, Gill has become a well established British company designing and producing sailing clothes and equipment. The Brand was founded on believing that they could create better equipment for sailing that allowed greater comfort and durability. Gill is at the fore front of technical innovation with in sailing with key importance on durability in terms of sailing.

Nike is the worlds largest sport wear manufacturer based in the US and produces a wide variety of sporting, equipment and clothing. Founded in 1964, Nike also owns many other sporting related brand’s that include Converse , Umbro and Hurley international. It can be seen all across the world and its “swoosh” and “Just do it” are highly recognised every where you go. Nike all ways trys to be at the for front of innovation in sports attire.

BLOC eye wear was established in 1988, due to the growing demand for sports and fashion eye wear and over the proceeding years, with the notion of going against the idea that perfection can only be achieved with excessive price.

James Parker - D&AD Oakley

RESEARCH PART - 1

OAKLEY

ADIDAS

SYMBOLIC

INSTRUMENTAL

HEDONISTIC

BLOC

SYMBOLIC

INSTRUMENTAL

Around the third point for all three values with instrumental slightly higher,

INSTRUMENTAL

HEDONISTIC

Addidas quite high for all three values instrumental slightly more than the others.,

Oakleyâ&#x20AC;&#x2122;s brand value at the extreme of instrumental meaning its main emphasis is on

NIKE

BOLLE

SYMBOLIC

HEDONISTIC

GILL

HEDONISTIC

All values quite low with instrumental a little higher, not an item with much emotional

James Parker - D&AD Oakley

INSTRUMENTAL

HEDONISTIC

Bolle has high simbolic value, here meaning that people covert owning their Bolle sun-

SYMBOLIC

INSTRUMENTAL

SYMBOLIC

INSTRUMENTAL

HEDONISTIC

No emotional value at all either hedonic or symbolc built purely for function and perfor-

RESEARCH PART - 1

High material quality

Cheap

Technical

Expensive

Fashion

Poor material quality

Sport

Organic

Oakley on the extreme of expensive and thrid highest on material quality, High performance - comes with a price of innovation, quality material and good design.

James Parker - D&AD Oakley

Oakley third highest in terms of sporting credentials just bellow Addidas and Nike, Oakley sits right in the middle of organic and technical with large amount of both.

RESEARCH PART - 1

Technical

Aggressive

Leisure

Performance

High emotional value

Low emotional value

Gentle

Non Technical

Oakley sits at the extreme of performance and aggressive, compared with Bolle which has high performance but is gentle.

James Parker - D&AD Oakley

Oakley sits at the extreme of Technical and high emotional value, this shows that their is a great importance to these glasses not just being an object but something that is converted by the user with more emotional value.

RESEARCH PART - 1

3 Factory Exclusive

3 Kitchen Accessible

Oakley Bolle Adiddas Nike Gill

Serious

Playful

Oakley - most playful yet still quite serious

Crafted

Manufactured

Oakley - Almost all sunglasses mass produced yet a little lower than Nike and addidas.

Local

Global

Traditional

Modern

Established

Faddish

Oakley - products aimed at under 40ish ordiance.

Polite

Oakley - Liveliest brand, some of thier products push the boundry of sunglasses interms of design, materials and style. Unexpencted.

Mature

Youthful

Oakley - Equal highest with Nike - brand is quite playful.

Scientific

Mystical

Oakley - In the middle - is both mystical and scientific in equal amounts.

Distant

Oakley - Sunglasses are adaptable to the scenario. The brand feels like the glasses are designed for and by people who do the particualar activity.

Lively

Intimate

James Parker - D&AD Oakley

RESEARCH PART - 1

Is the only sport eye wear brand that also manufactures cameras Is the only sport eye wear brand that also manufactures that started manufacturing combs.

Is the only sailing appeal brand that also manufactures sunglasses.

WHAT? The only manufacturer of high performance eye wear. HOW? Manufacturing only in the US Is the only sport equipment brand that is the largest in the world.

WHO? Middle class, sport enthusiast. WHERE? Developed economies (UK and USA) WHY? Who longs for the sporting aesthetic and high performance. WHEN? do they need you? In a time of over copied, mass produced Chinese crap.

Is the only sport equipment brand that is the largest in the world.

Oakley is the only high performance eye wear brand that manufactures only in the US

Is the only sport equipment brand that copies oakleys aesthetic almost completely.

James Parker - D&AD Oakley

RESEARCH PART - 1

This DISSEMBLY shows the way in which the connections between components of the sunglasses go together. The way in which the dents in the lenses themselves allow them to clip into the top frame. This can be taken into glasses in terms of refining technical aspects of the design to minimise clips and screws.

Safety glasses With interchangeable lenses.

James Parker - D&AD Oakley

SAILING RESEARCH BOAT EQUIPMENT OLYMPIC CLASS INTERVIEWS CONSUMER PROFILES ROUTINE

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Teva water shoes used to get better grip and performance when moving around the boat and when leaning out. Worn in all conditions.

Team GBR Musto shell courses, waterproof trousers that keep the elements at bay waterproof, breathable and durable. High wear knees and bottom parts helps with grip friction when moving around the boat.

Minimal buoyancy aid purely used incase of falling into the water and keeping afloat, light and close fitting design.

Team GBR Musto Skandia hat, worn to keep sun out of eyes but still able to maintain great vide angle of view without constraining sight. Depends on the athletes personal decision whether the hat is worn all of the time or only part. Normally used in very sunny conditions.

Team GBR Musto Skandia Base layer worn in all conditions, fast drying, insulator as well as protecting from wind.

Bolle official sponsor of Team Skandia GBR sailing - this pair is the one that majority of the team seem to be wearing, wide lenses not impairing vision, Polarized lenses and full rim frames. Lightweight and durable smock, protects against wind and spray with Skandia Team GBR and Musto. Worn in cold and more ferocious conditions where just base layer and life jacket are not enough. Worn over the top of base layer.

Clear understanding of what the athletes use in terms of equipment and how sunglasses can integrate into this kit. Hat seems important part of equipment to stop sung getting in your eyes and see better, has much better freedom of vision compared to wearing glasses.

James Parker - D&AD Oakley

RESEARCH PART - 1

Class - Laser Radial Crew - 1 Length - 4.2m Width - 1.39m Hull weight - 58.97 kg Main Sail area - 5.76 m2 Single sail

Class - Laser Crew - 1 Length - 4.2m Width - 1.39m Hull weight - 58.97 kg Main Sail area -7.06 m2 Single sail

Class - Finn Crew - 1 Length - 4.5m Width - 1.47m Hull weight - 145 kg Main Sail area - 10.6 m2 Single sail

Class - 470 Crew - 2 (with Trapeze) Length - 4.7m Width - 1.69m Hull weight - 120 kg Main Sail area - 9.12 m2 Main, Jib and Genoa

Class - 49er Crew - 2 (with Trapeze) Length - 4.876m Width - 1.447m Hull weight - 74.25 kg Main and jib area - 19.97 m2 Main, Jib and Genoa

Class - E6 Crew - 3 Length - 6m Width - 2.35m Hull weight - 695 kg Main Sail area - 15.9m2 With Keel Main and Jib

Class - Star Crew - 2 Length - 6.922m Width - 1.734m Hull weight - 671 kg Main Sail area - 20.5 m2 With Keel Main and Jib

Understanding what that their are differences in the roles of people on the boat., On all the boats their is one person who stears and operates the main sail, then on some boats (470, 49er, E6 and Star) their is additional crew to add ballast and operate the front sails. Relating this to glasses not all features may be necessary for all the crew.

James Parker - D&AD Oakley

RESEARCH PART - 1

Name? Mark Andrews

What are the issues associated with sunglasses and sailing? Fall off and sink. Get covered in water and salt so cant see. Polarized lenses make some sails look deeper than they are.

How do you communicate with your coach while training,? When sailing we usually sail for around 3-4hours. Can be a mixture of things depending on what we are working on. If working on speed lot of straight line work. Some days boat handling so lots of tacks gybes starts mark rounding etc. Some days just race training. The coach is in a rib so usually come along side to chat. We also spend quite a bit of time on fitness road biking etc so use glasses then to. This is usually Non coach lead.

Why do you wear sunglasses when sailing? Protect eyes from sun. In light winds can help see wind on the water better.

Do you notice your glasses when you are sailing? When its hot they can steam up. When its windy they get covered in water and cant see.

Are you competing in 2012? No What do you require from sunglasses, specific to sailing? Repel water, donâ&#x20AC;&#x2122;t fall off and fit.

Is salt water on lenses an issue? Yes even the hydrophobic lenses get covered in salt then need to be washed to stop scratching . Do you wear goggles or glasses? Glasses. Do you change different glasses and lenses dependent on condition? Yes. How long have you had your glasses? 2 years. Where do you keep your glasses, are they precious to you? I take good care of them yes they each have a bag and are kept clean. How much does fashion affect your choice of sunglasses? Not when sailing but on land yes. Did you choose your sunglasses because of the way people will look at you in them and why? No. Have you ever had problems with glasses? Falling off and steaming up in hot windless conditions. What is you basic day to day schedule in terms of training, how much you train?, What training?,

James Parker - D&AD Oakley

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Name? Andrew Simpson

bag.

Sailing partner? Ian Percy

How much does fashion affect your choice of sunglasses? Not really affecting choice , apart from if they stand out too much or just look stupid.

Are you competing in 2012? Yes, Star Class. What do you require from sunglasses, specific to sailing? Protection from the sun light and the glare from the white boats and water, but good enough to see the wind on the water very clearly. What is the toughest part of your sport? The nature of the sport, the fact that the weather dictates the daily plan and the need for flexibility. What are the issues associated with sunglasses and sailing? Issues are you are very active so keeping them on as you knock things. Also , the other issue is water on the lenses. Is salt water on lenses an issue? Yes! Sometimes does not go straight off and sometimes dries on lens depends on conditions.

Did you choose your sunglasses because of the way people will look at you in them and why? No, Have you ever had problems with glasses? No, What is you basic day to day schedule in terms of training, how much you train?, What training?, How do you communicate with your coach while training? Gym 8, prep at 10 , sail for 4-5 hours , then gym and debrief. The coach comes along side and gives us feed back or we do it through head sets while sailing. Do you notice your glasses when you are sailing? Yes, push into the side of my temples.

Do you wear goggles or glasses? glasses, but goggles could be better in strong winds. Do you change different glasses and lenses dependent on condition? Sometimes but its a hassle, I tend to wear glasses in the lighter winds as in stronger winds they fall off. The lens, choice allows me to see the wind better. How long have you had your glasses? They donâ&#x20AC;&#x2122;t last that long, on the boat as they get scratched up very quickly. Where do you keep your glasses, are they precious to you? Not really precious! Chucked in a

James Parker - D&AD Oakley

RESEARCH PART - 1

Name? Ian Hogan Class? Laser Radial, Laser

Where do you keep your glasses, are they precious to you? My glasses stay in their cases with my sailing gear. I only wear them on the water and wear different glasses on shore.

Are you competing in 2012? Yes What do you require from sunglasses, specific to sailing? When it comes to sunglasses for sailing, polarised lenses are a must. It takes some of the glare off the water and it makes it easier to read the wind. Multiple lenses are great for different light levels from day to day. The frame needs to fit tight and I prefer captive lenses that wont fall out on impact. What are the issues associated with sunglasses and sailing? Fogging – especially on cold days when you’re sweating, some lenses can fog easily. Also on rainy days and cold water venues. It’s important to have some space to breathe between the lenses and skin. Durability – lenses need to withstand contact with salt water, sunscreen and heat. I’ve had issues with some top brands delaminating. There are times when you come face first with equipment, water, or crew members and lenses and frames need to stay intact on impact and not get scratched easily. Why do you wear sunglasses when sailing? Keeps the glare off and polarised lenses make reading the wind easier. Also helps keep salty spray out of your eyes. Is salt water on lenses an issue? On good lenses, crusted on salt wipes off easily with a little water and a cloth. I’d be interested to know the chemistry between salt and the lens. Do you wear goggles or glasses? Glasses. Do you change different glasses and lenses dependent on condition? Depending on cloud cover, I go between dark gray lenses on bright days and pink tints for dark clouds and rain. How long have you had your glasses? I’ve had my current sailing glasses for almost a year. I usually have at least one pair break every six months.

How much does fashion affect your choice of sunglasses? For my shore glasses, I go more for fashion. For on the water, I like functionality – good side coverage, low profile fit and durable frames. Did you choose your sunglasses because of the way people will look at you in them and why? I guess my on water glasses are pretty sporty while still stylish, but I got them for their function over style. For on shore, I still go for polarised lenses but like bigger square frames on skinny arms. Have you ever had problems with glasses? I had one pair delaminate this year. I couldn’t wear them at all anymore. I’m not sure what caused it. I also ran over a pair accidentally with my truck and they were durable enough to just have an arm break off. I was able to glue it back together and you wouldn’t even be able to tell they were used at all. What is you basic day to day schedule in terms of training, how much you train?, What training?, How do you communicate with your coach while training,? A typical training day usually involves a morning run, 4 hours on the water, and an evening gym session, 5 days a week. I am on the water between 200 and 250 days a year. During off times, the gym and fitness is kicked up a notch. The run and gym are on my own and I have a coach for on the water. Communication with my coach is verbal between my boat and his coach boat. Extensive video and photo analysis is done upon returning to shore. Do you notice your glasses when you are sailing? If they are the right fit, they shouldn’t be noticeable.

James Parker - D&AD Oakley

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Name: Mark Andrews Age: 27 Profession: Full time sailor What brand of car do you drive or like: Renault Clio What clothing brand do you often wear: Musto Hobbies: Cycling, rugby, windsurfing - most outdoor sports Do you go to the gym (if yes how many times a week): every day Where do you do your grocery shopping: Tesco Which area do you live in: Clitheroe, currently living in Weymouth, Where do you normally dine: Nandos Do you travel often: often to sailing in competitions Dislikes: idiotic people Dream holiday: Adventure holiday with my mates Worst habit: My french What word or phrase most depicts your personality: Lad Do you have any lucky charms or rituals: No Favourite reality show: Jordy shore Name 3 things that are always in your shopping trolley: Chicken, cake, milk What was the last book you read: Long way down

James Parker - D&AD Oakley

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Name: Andrew Simpson Age: 36 Profession: Full time sailor What brand of car do you drive or like: Audi What clothing brand do you often wear: Fat Face Hobbies: Not many now, I used to play football badly. Do you go to the gym (if yes how many times a week): All the time Where do you do your grocery shopping: Sainsburys Which area do you live in: Southampton, but currently living in Weymouth. Where do you normally dine: Zizzis Do you travel often: often to sailing in competitions Dislikes: Making Stupid errors Dream holiday: Honey moon Any heroes: Ian Botham Do you have any lucky charms or rituals: I listen to certain music tracks before races Favourite reality show: No, they are all terrible! Name 3 things that are always in your shopping trolley: Red meat, tomatoes, cider What was the last book you read: Micheal Phelps autobiography

James Parker - D&AD Oakley

RESEARCH PART - 1

Wake up 7 breakfast then, morning run around 8 and then session in the gym

4 or so hours training during the week in the morning. With some time for preparation and sorting out kit.

Coach in rib giving instructions over headset or shouting. Sometimes sailing is video and reviewed later.

Training reviewed and analysed errors seen and then can be worked on the subsequent day or slightly different training routine to counter and minor issues.

When dealing with top class athletes the tiniest detail can affect the performance in creating sunglasses every issue associated with the sunglasses has to be beneficial and be as best possible to aid performace to the athlete.

James Parker - D&AD Oakley

RESEARCH PART - 1

Sunglass features Different lenses for different conditions - Depending on cloud cover, dark gray lenses on bright days and pink tints for dark clouds and rain. (Of making it easier to change lenses, way that lenses can react to different conditions.) Protection - from the sun light and the glare from the white boats and water, but good enough to see the wind on the water very clearly. Fogging â&#x20AC;&#x201C; especially on cold days when youâ&#x20AC;&#x2122;re sweating, some lenses can fog easily. Also on rainy days and cold water venues. Also stop steaming in hot, windless conditions. (Airflow between skin and glasses important, or find a more innovative solution to this problem.) Fit - keep them on in strong winds but still unnoticeable, some prefer the reassurance in glasses pushing sides of temples. Correct fitting frame may not have these issues. (Tight fit frame, make then float, create a goggle.) Vision - Glasses used in some conditions and not others - some glasses reduce peripheral vision, some sailors prefer caps for this reason. (Visor, remove frame but maintain solid frame.) Durability - not get scratched or break easily, full framed glasses take up all the knocks and bashes. (Material and lens choice very important to get right to remove these issues). Polarized lenses - can make some sails look deeper than they are. (Importance of clarity in the lenses) Glasses not goggles (glasses that have the security of goggles) Relationship to glasses Ranges from an item that is almost throw away item just chucked in a bag and lasting only a few months to a precious object that is owned for up to a couple of years. Different shore glasses - for style. But sailing glasses purely for function. Glasses do not last that long - quickly scratched.

James Parker - D&AD Oakley

RESEARCH PART - 1

How can sunglasses allow the wind to be read better? Keep salty spray out of your eyes and allow it to be easily removed from the lens? How can the glasses adapt to altering weather conditions? How to create the act of owning the sunglasses into more of an object that you care about more deeply. How to stop sunglasses steaming and fogging up. How can sunglasses allow better communication with coach. How can sunglasses make you sail better. How can a better fit be created. How can peripheral vision be maintained even when wearing glasses. Recording practises to allow results to be watched and information gained.

James Parker - D&AD Oakley

FORM/IDEA GENERATION FORM SKETCHES SKETCH MODELS IDEAS

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James Parker - D&AD Oakley

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James Parker - D&AD Oakley

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James Parker - D&AD Oakley

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James Parker - D&AD Oakley

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Dimensions completely wrong nose bridge 1cm to wide lenses start in the middle of the eye ball.

Frame thickness at nose piece is to wide reducing area of vision.

Nose piece to high up the nose.

Shape and form very similar to M frame.

Straightening Sunglass lines to create simpler form.

Removing frame from the bottom of the glasses creates better field of vision and increasing volume of top keeps frame strength.

James Parker - D&AD Oakley

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Arm length to short and doesnâ&#x20AC;&#x2122;t allow firm fit or balance to be created.

Experimentation of form and size using clay and wire.

Difficult medium to make glasses, refining wire form difficult to get right. Over all size of half frame worked well.

Covers eyes well, but frame extrudes the head to far.

Custom fitting frame to face, creating more secure fit.

Spray shields at the bottom of the lenses stop salty spray sticking to the lenses.

James Parker - D&AD Oakley

RESEARCH PART - 1

Fit and security of wearing glasses when sailing is a major issue, but goggles are to hot, by incorporating sunglasses with a band instead of arms aims to solve the issues of comfort, and security.

Customisable arms, using low heat mouldable plastic, allows closer and more comfortable fit, hard sell product like this as professional fitter would be necessary to get the correct level of fit.

Camera recording glasses allow to be worn in training to record decision and sailing and then able to be analysed after the race. Creating the frame, lenses and arms from the same material as the lenses allows their to be no point in the glasses where the glasses themselves affect vision.

Multi part arms allow a greater level of personalised fit as each section can be formed to the individuals head shape, creating a securer and more comfortable fit.

Even with the most expensive glasses their can be issues of the lenses fogging, by taking the air from the sides of the lenses to the rear reduces the issue of fogging lenses.

James Parker - D&AD Oakley

RESEARCH PART - 1

Security of glasses not falling off your head when sailing is a major issue and this is the main reason why some sailors do not where glasses. By adding a band on to the top of the glasses like a headphone bad aims to reduce this likely hood by creating another point of connect with the glasses and the users head.

One of the issues of sailing with glasses is salt getting on the lenses are drying - by putting a shield at the bottom of the lens this aims to stop the salt water getting to the glasses.

This idea addressees the fact that not everybody has the same shaped head and by adding a three section joint to the pivot point of the arm the creates a more Adaptable fit for wider demographic of user.

James Parker - D&AD Oakley

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Wipeâ&#x20AC;&#x2122;ies - attaching a screen wiper to the lenses, so at the touch of a button any salt or liquid on the lenses can be wiped off.

To reduce salt on the lenses, by sticking a thin transparent sticker to the glasses where the salt can settle on and dry, and then after ripped off to reveal clean salt free lenses underneath, this could be layered up with multiple layer of stickers dependent of the conditions and length of race.

Taking this from a wind screen wiper design to a simple downward motion reduces the annoyance of wipers going past your eyes making reducing the impact on your sailing.

James Parker - D&AD Oakley

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Wipeâ&#x20AC;&#x2122;ies - attaching a screen wiper to the lenses, so at the touch of a button any salt or liquid on the lenses can be wiped off.

Taking this from a wind screen wiper design to a simple downward motion reduces the annoyance of wipers going past your eyes making reducing the impact on your sailing.

James Parker - D&AD Oakley

RESEARCH PART - 1

When training many of the athletes when interviewed are in constant communication with their coach aiding performance. By incorporating sunglasses and radio headset this means no wires to cross, reduced items to look after and more concentration on sailing. The needs for sailing and for training are different, can these differences be incorporated in to one pair of glasses.

Part of wearing glasses as an athlete is about creating a barrier or better version of yourself, taken to the extreme this idea creates a harsher more aggressive design to try and put off other athletes and make you appear threatening.

James Parker - D&AD Oakley

RESEARCH PART - 1

Many of the athleteâ&#x20AC;&#x2122;s that were interviewed said that they have more than one pair of sunglasses in most cases one for sailing and one for on land, by creating a design that is adaptable for these two conditions reduces the equipment that the athletes have to own, creating a more fashion aesthetic for their sailing glasses with out affecting performance.

Technology within sailing is getting smaller and smaller and instruments are able to be put in a pocket this allows the next step to be taken by incorporating sailing instruments with a heads up display into a pair of sunglasses. Allowing athletes to see critical information that can aid performance from where ever they are within the boat.

James Parker - D&AD Oakley

CONCEPTS

RESEARCH PART - 1

This concept is about the different needs and requirements for racing and for training but more focusing on how the sunglasses could allow you to train better. - Allows coach to keep in contact with sailor through radio integrated into thier sunglasses. - Heads up display in the glasses to give the athlete telemetry on thier race - boat speed, distance to next race marker etc.. How it relates to brand Organic Styling - frame has quite an aggressive form but at the same time very specific organic elements within that form. High Performance - designed to allow athletes to train with the latest technology to allow them to have a greater understanding to perform to their best. Adaptable - Lenses can be changed easily and arm can be swapped from race arms to training arms. Dynamic - As these are manufactured from ABS their is many possibilities of different finishes and material colours. Technical Innovation - Glasses before have used heads up displays but none have done used this technology specific to sailing to try and create the best possible sunglasses design to allow maximum performance.

James Parker - D&AD Oakley

RESEARCH PART - 1

160mm

50mm

140mm

James Parker - D&AD Oakley

RESEARCH PART - 1

This concept is about trying to make a completely no compromise sunglass design very specific to sailing and addresses the issues that current sunglasses have for sailing. - Increase sailors field of vision. - Reduce salt on the lenses by having tear off strips. - Lens change with full frame design. - Tight secure fit for glasses by having arms that clasp onto the face. How it relates to brand Organic Styling - whole frame of the glasses has a structure very much like a bone structure and the idea of the way that the arms of the glasses work came from looking at joints. High Performance - design of these glasses is to try and make you able to perform the best. Adaptable - Lenses can be changed easily and arms are adjustable to almost all head shapes. Dynamic - As these are manufactured from ABS their is many possibilities of different finishes and material colours. Technical Innovation - would not say that any of the features added to these glasses is new just a slightly different way of doing it, to make sunglasses for sailing the best they can be.

160mm

50mm

150mm

James Parker - D&AD Oakley

RESEARCH PART - 1

James Parker - D&AD Oakley

RESEARCH PART - 1

Fashion meets Sport - One pair not two Many athleteâ&#x20AC;&#x2122;s own two pairs of glasses one for sailing and one for shore one for performance and one for fashion, this concept is trying to merge this boundary of sport and fashion to create a single close fitting sport sunglasses but with a more fashion aesthetic. At the moment sport sunglasses all seem to have the same aesthetic which is quite hard edged and aggressive, definitely not something that could be seen upon the catwalk. From my research over the last 2 or 3 years Oakley has started to move into the realm of fashion sunglasses. Many of the athletes have quite a throw away view of sunglasses as they quickly get scratched and break on the boat or in a bag, glasses lasting as little as 3 months.To try and counter this throw away society by trying to make the glasses into something you covert treasure for many years. How it relates to brand Organic Styling - Form of the glasses has come from thinking of the glasses as a fashion object, but the form has quite organic features styled into it. Adaptable - instead of different lenses for different condition this design is single lens so the user would have to buy different glasses for different conditions. Dynamic - Manufactured from carbon fibre creates many possibles of how the sunglasses can be finished to the users specific requirement. Technical Innovation - combination of fashion and performance.

160mm

140mm

James Parker - D&AD Oakley

RESEARCH PART - 1

James Parker - D&AD Oakley

CONCEPT DEVELOPMENT DEVELOPMENT RESEARCH SKETCHES SOFT MODELS DETAILS TECHNICAL ASPECTS

RESEARCH PART - 1

By combining features from both concept one and two this allows to create the ultimate in performance sunglasses for sailing. Taking the features of the heads up display from concept two allowing the athlete to see information to aid their sailing. Combining this with interchangeable lenses, wide field of vision and tight fit. This design will aim to create an uncompromising pair of sunglasses allowing the athlete to perform at their best possible. Features the glasses must have in order of importance. 1. Lenses tailored to weather conditions - There has to be a straight benefit to wearing glasses at all, so if the lenses are not correct for conditions that can make all the different to them being use full or a hindrance, when sailing. 2. Uncompromising vision - Must be able to have a clear view of sails, other competitors glasses must not hinder moving head. Salt getting on lenses. 3. Must stay on - fit is very important in terms of the glasses not falling off when moving around the boat. 4. Rugged - Ability to take knocks and bashes that may occur within the boat. 5. Understanding wind - affect of this upon the boat in terms of speed over ground. 6. Comfort - races are not to long so the issue of comfort is not the most important concern for the design of the sunglasses.

James Parker - D&AD Oakley

RESEARCH PART - 1

How these features will be implemented into the sunglasses 1. Lenses tailored to weather conditions - Ability to change lenses very important and must be fast and easy, no need for lenses to be changed during a race as races are not that long. Lenses must be suited to conditions -Dark lenses in very sunny conditions -Pink tint for cloud and rain -Gold or Bronze the rest of the time 2. Uncompromising vision - Currently some sailors where hat due to the glasses frame impairing what they can see.This design must aim to minimise the issues of frame of lenses obstructing vision as well making the lenses come further round the sides of the face to allow peripheral vision to be impaired by the sunglasses. Spray and salt can become large problems when sailing as the spray comes onto the lenses and then may not run straight off and dries and not easily wiped off, by using hydrophobic lenses this issue is overall countered as the liquid on the lense will bead off and also if salt does dry it can be easily wiped off. 3. Must stay on - Creating a tight secure fit for glasses is quite difficult as all heads are slightly different shapes. Sailors do not like having band behind their head so has to remain an arm. This means that the design of the arms of the sunglasses are very important to get the correct fit with in the glasses. 4. Rugged - Many interchangeable lense glasses have the bottom of the lense exposed meaning it is not as secure in the frame of the glasses and its ability to take knocks is less. The frame must be full around the lens. 5. Understanding wind - Creating a heads up display with in the glasses allowing the wearer to see the affect that the wind has upon their direction and speed. By using sensors to determine wind direction, compass bearing, position of boat in relation to course and speed over ground use full information can be given back to the athlete to improve their racing performance. All of the sensors would have to be fitted into the boat and a wireless link to the glasses would allow them to receive the information. -Speed - Shows the affect of sail or bearing changes upon the speed of the boat giving a much higher degree of accuracy the athlete. -Wind Direction - Shows how close you can get to the wind to increase speed. - Position and bearing - using a combination of pre known race markers plotted in a GPS and compass can allow you to get as close as possible to the most optimum course. Having this information within glasses means that its all ways available and viewable even when you are moving around the boat, as well as if this information is all ways available the sails can be tweaked all the time to increase the speed of the boat dependent of the current wind direction and bearing. 6. Comfort - creating a well designed and ergonomic sunglasses design as specific as possible to the athlete using the sunglasses.

James Parker - D&AD Oakley

RESEARCH PART - 1

Sony HMZ-T1 Head Mounted Display, personal cinematic home entertainment experience, with Dual OLED HD screens allowing 2D and 3D images to be displayed, virtual 5.1 surround sound, can be connected to a large variety of devices allowing you to watch movies and games on them, appears as 60” screen. Cost - £800

Vuzix 280xl dual LCD Display screens resolution 428 x 240, virtual screen size 51" from 10 feet (3m), the glasses display exactly the same as on your iPhone and is battery powered making the glasses very portable. Cost - £100.

Myvu video glasses dual lcd 640x480 screens, integrated earphones. Can plug directly into an iPhone among many other devices. Retail price £200

GPS-enabled goggles for skiers and snow boarders. Zeal Optics' frame design with a micro LCD display, which appears to hang approximately six feet in front of the user. That head-mounted display provides real-time feedback to the wearer, including speed, latitude / longitude, altitude, vertical distance travelled, total distance travelled, a chrono / stopwatch mode, a run-counter, temperature and time, as well as other features such as camera for recording you route and menu to allow you to answer calls from your phone. All of this data can be uploaded to a website where its all overlaid upon each other and then able to shared with your friends. Cost - $499

James Parker - D&AD Oakley

RESEARCH PART - 1

TIckTack is a sailing instruments company that designs and manufactures almost all wireless sailing instruments specifically for racing dingies and yachts. TickTack design their instruments to give you the best chance of crossing the line first. Their is a wide range of products including racing compasses, impellor sensors, depth, temperature, wind veins, vide range of displays and remote. As most of the system is wireless it is easy to alter it to your needs and doesnâ&#x20AC;&#x2122;t cables running up your mast, as well as this all most all the instruments and sensors are self powered through wind or solar power, giving wide amounts of flexibility. Currently TickTack instruments do not integrate with other devices - This technology could be the backbone to a heads up display sunglasses.

Micro screen layered with lens over the top, allows the screen to be viewed at very close distance to your eye, minimum 10mm from eye ball.

TackTick T220 Vertical Wind Transmitter, Wind sensor, that measures speed and direction and is completely self powered via solar.

TackTick T113 Multifunctional Wireless Remote Display, repeats all the data you need to improve performance viewable all around the boat.

Micro lithium battery within left side arm of the glasses

Power button using one of the Oakley Oâ&#x20AC;&#x2122;s - second button part of the circuit board and allows screen page to be changed. Circuit board connected to the two buttons, battery and screen. Power micro USB also connected to circuit board.

James Parker - D&AD Oakley

RESEARCH PART - 1

Best position in the centre bottom, as this is all ways in your vision and does not really affect the view when sailing as most of what is being viewed is above the horizon. The side of the glasses that the screen sits depends on whether you are right of left eyed depends whether it is better to have the screen on the right of on the left of the nose piece. Best results on the strong eyed side.

James Parker - D&AD Oakley

RESEARCH PART - 1

Screen position bellow the eye, but juts out to far may be broken off is not secure in sailing conditions.

James Parker - D&AD Oakley

RESEARCH PART - 1

Testing bringing the screen away from the frame in this model, created cumbersome design that could break off and not function.

James Parker - D&AD Oakley

RESEARCH PART - 1

James Parker - D&AD Oakley

RESEARCH PART - 1

Starting to create forms of the side profile view of the

James Parker - D&AD Oakley

RESEARCH PART - 1

Exploring how the details of the glasses will be designed and function, here looking at lens changing and arms on the frame.

James Parker - D&AD Oakley

RESEARCH PART - 1

Sectioned arm with sprung metal inside allows to get a better and tighter grip for the user this page explorers possible forms for this idea.

James Parker - D&AD Oakley

RESEARCH PART - 1

Creating a better fit around the nose by bringing the nose piece out further creating more of a cushion where the nose and pad meets.

James Parker - D&AD Oakley

RESEARCH PART - 1

Working out the final sizes of the sunglasses and how these word on the face.

James Parker - D&AD Oakley

RESEARCH PART - 1

James Parker - D&AD Oakley

FINAL DESIGN

RESEARCH PART - 1

This concept is about trying to make a completely no compromise Sunglass design very specific to sailing and addresses the issues that current sunglasses have for sailing but also integrates a heads up display allowing the athlete to see instrument telemetry which will enable then to gain better performance from their boat and win. Changeable lenses - Lenses tailored to weather conditions - There has to be a straight benefit to wearing glasses at all, so if the lenses are not correct for conditions that can make all the different to them being use full or a hindrance, when sailing.This design has a simple locking mechanism that allows lenses to be changed easily to variety of tints and specifications. Field of vision - Currently some sailors where hat due to the glasses frame impairing what they can see.This design counters this by the lenses coming round the face further towards the ear. Tight fit - Creating a tight secure fit for glasses is quite difficult as all heads are slightly different shapes. Sailors do not like having band behind their head so has to remain an arm. By creating finger like bone joints that pull into your head this creates a much closer fit. Rugged - Robustness is very import in sailing sunglasses they can be easily knocked so having full frame is very import to keep lenses secure and safe, this is remedied by having a full frame around the glasses as well as the lenses being interchangeable. Understanding the wind - Their is a micro LCD screen mounted in the right hand frame that allows data from sensors mounted in the boat to be displayed to the wearer showing the affect that the wind has upon their direction and speed. Using sensors to determine wind direction, compass bearing, position of boat in relation to course and speed over ground use full information can be given back to the athlete to improve their racing performance. All of the sensors would be fitted into the boat and a wireless link to the glasses allows them to receive the information. -Speed - Shows the affect of sail or bearing changes upon the speed of the boat giving a much higher degree of accuracy the athlete. -Wind Direction - Shows how close you can get to the wind to increase speed. - Position and bearing - using a combination of pre known race markers plotted in a GPS and compass can allow you to get as close as possible to the most optimum course. Having this information within glasses means that its all ways available and viewable even when you are moving around the boat, as well as if this information is all ways available the sails can be tweaked all the time to increase the speed of the boat dependent of the current wind direction and bearing.

Comfort - The design has a design that is suited to male heads rather than women as it is for a larger head this specifications allows the Sunglass to have a more ergonomic design and as specific as possible to the athlete using the sunglasses.

James Parker - D&AD Oakley

RESEARCH PART - 1

How it relates to brand Organic Styling - Frame has quite an aggressive form over all with the oversized frame, exadurated features, but at the same time very specific organic elements within that form, such as the joints at the ends of the arms where the frame goes over the ears where the splits into parts like a skeletal structure. Much of the rest of the frame is quite bone like and the way the connection between components is very natural. High Performance - design of these glasses is to try and make you able to perform the best, using technology to allow the athlete to understand the boat and the affects of the wind, improving over all performance, Adaptable - Lenses can be changed easily by uncoupling the arms and arms have skeletal spring loaded arms to create a better and securer fit to the head. Dynamic - As these are manufactured from ABS their is many possibilities of different finishes and material colours. Technical Innovation - Glasses before have used heads up displays but none have used this technology specifically to aid sailing to try and create the best possible sunglasses design to allow maximum performance for an athlete to get the most out of the boat and current conditions.

James Parker - D&AD Oakley

RESEARCH PART - 1

Top gold dots pivot point for arm to change lenses.

PartVents to stop glasses steaming up. Part Main body and arms Gold details Process - injection moulding Process - injection moulding Material - ABS - matt Material - ABS -matt Finishing - Sprayed in black Finishing - Sprayed in metallic Gold

Vents to stop glasses steaming up.

James Parker - D&AD Oakley

RESEARCH PART - 1

Hydrophobic Lenses allow water to bead and run off.

Vents to stop glasses steaming up. Clips to changed.

hold arms and allow lenses to be

James Parker - D&AD Oakley

RESEARCH PART - 1

Clip to secure lens and arm in place.

Lens easily swapped out and changed.

Pivot point for arm.

James Parker - D&AD Oakley

RESEARCH PART - 1

Gold metallic piece inside the 5 sections ABS arm is a piece of sprung metal, this allow the arms of the glass to fit to the head better as to the left in normal view when put on the arms try to push back against the head back to their original form (to the left).

Sprung arms to allow tight and more secure fit.

James Parker - D&AD Oakley

RESEARCH PART - 1

12.5

4.4

5.6

BER

SPD

XTE

NXT

Right Hand O is the power button for the heads up display

James Parker - D&AD Oakley

RESEARCH PART - 1

12.5 BER

XTE

12.5

4.4

BER

XTE

4.4 SPD

5.6

NXT

SPD

BER

XTE

SPD

BER12.5 NXT 5.6 XTE 18 SPD 4.4

Left Hand O is the screen change button for the heads up display

James Parker - D&AD Oakley

RESEARCH PART - 1

12.5

4.4

5.6

BER

SPD

James Parker - D&AD Oakley

XTE

NXT

RESEARCH PART - 1

XTE (degrees) - CROSS TRACK ERROR the difference between the bearing you are on and the best possible direction with current wind conditions.

Blue triangle is best optimum sailing bearing to next race marker.

12.5

BER

12.5

5.6 4.4 NXT

4.4

XTE

SPD

NXT 5.6

XTE

XTE 18 SPD 4.4

SPD

BER (degrees) - Current compass bearing of the boat.

BER12.5

BER

XTE

4.4

Blue dots are race marker points, and blue line is the optimum sailing line between race marker points.

Red arrow is the wind direction in relation to the boat direction. NXT - is the distance to the next race marker point.

Battery and connectivity indicators.

SPD (knots) - Speed over ground of the boat.

James Parker - D&AD Oakley

RESEARCH PART - 1

Micro screen layered with lens over the top, allows the screen to be viewed at very close distance to your eye, minimum 10mm from eye ball.

Wire runs in top part of the frame.

Left Hand O is the screen change button for the heads up display.

Right Hand O is the power button for the heads up display

Circuit board connected to the two buttons, battery and screen. Power micro USB also connected to circuit board. Micro lithium battery within left side arm of the glasses.

Micro USB cable for charging

James Parker - D&AD Oakley

RESEARCH PART - 1

Left side - battery, two part ABS plastic case.

Right side - Circuit board, clips inside two part ABS plastic case.

James Parker - D&AD Oakley

RESEARCH PART - 1

Wind vain - collects data on wind speed and wind direction. Wirelessly connects to base unit. Is powered by wind spinning the vain

Sunglasses - wirelessly connect to base unit and only displays the data it receives no sensors with in the glasses purely a screen to deliver the information.

Solar panel powers the Base Unit.

Base unit - receives all of the data from wind vain (wireless), but also has an in built compass (allows course bearing to be set) and GPS (allows race marked way points to be set and speed over ground to be gathered)- this data is then transmitted to the glasses to view..

James Parker - D&AD Oakley

Title Sub

RYANAIR Camera Branding By James Parker

Brief - to design a camera that fits within the ryan air branding.

Brand and Design - James Parker

Reseach

Part 1 - Brand Decoding

Brand and Design - James Parker

Research Part 2 - Brand decoding

Brand Narrative

Brand Code

Ryanair is a no frills, low cost, budget airline. Its non aspirational and cuts through the bullshit of the “jet set” of years gone by. User experience is restrictive and aggressive yet democratic, honest and punctual. Advanced technology ensures it’s a supper efficient company on all fronts,allowing it to slash costs and keep fares low. Colour and finish are cheap, brash and tacky. Materials combination are unpretentious, busy and clashing. Asthstetics are inconsistent and often quite brutal.

-Aggressive and restrictive.

“It is the unashamed vilan of the corporate world.” David Mitchell, The Observer, 2010.

-Non aspiration and democratic

Emotional Description

Applying Code

Shop - Primark

-No frills, low cost -Super Efficient -Brash and Tacky

Camera

Low cost, high volume,affordable product. Possibly made from injection moulded plastic. It would be tacky and brash in colour, it would feel cheap and lightweight to touch. Overall it would feel

Brand and Design - James Parker

Research

Part 3 - Emotional Description

Camera has a simplistic form basedon the form of tin.

Clothes on makeshift tables displayed unashamadley.

Long ques for check out due to large numbers of people and not enough check outs.

Clothes fallen off hangers and sit on the floor.

Shop workers fold clothes infront of customers on makeshift tables and then put them back onto the pile.

Clothes on the floor and piled high.

Customers have to delve into the piles to search out the items they desire .

Brand and Design - James Parker

Research Part 5 - Bipolar

Passenger Number/Complaints

Ryanair - Most profits, Supper Efficient

Brand and Design - James Parker

Price Per Mile

Ryanair - Cheapest, Low Cost

Research Part 6 - Bipolar

Passenger Pumbers/ Profit

Ryanair - Large passenger number and large amounts of complaints - Aggressive, Restrictive and Non Aspritaional.

Brand and Design - James Parker

Brand Narrative

Ryanair - demographic of passenger - quite liberal and quite creative.

Research

Part 7 - Close competition

Exclusive

3 Accessible

Ryanair - most accessible - low prices allow it to have a huge demographic

Serious

Playful

Crafted

Manufactured

Ryanair - most Manufactured - Highly Efficient 20 mins turn around

Global

Ryanair - Market just in euroupe

Modern

Ryanair - Very Modern - All planes less than 3 years old, all booking done online.

Polite

Ryanair -Most lively - Brash colours and Aggresive advertising

Local Traditional Lively Mature

Youthful

Intimate

Distant

Ryanair - high on distant - Low level of customer service, everything is an extra.

Ryan Air British Airways Easy Jet Air Lingus Virgin

Brand and Design - James Parker

Research Part 8 - Dissembly

Dissembly of Panasonic DMC-FX40 digital camera. cost new - ÂŁ150

Brand and Design - James Parker

Idea Generation Part 1

Brand and Design - James Parker

Idea Generation Part 2

Brand and Design - James Parker

Idea Generation Part 4

Brand and Design - James Parker

Idea Generation Part 5 - Form Development

Explortion of form using the brand code and translating that into a form.

Brand and Design - James Parker

Brash and Tacky- Ryanairâ&#x20AC;&#x2122;s clashing colours, blue and yellow instantly create a combination that is uncomfortable to look at. The simple forms to the right are instantley made to look cheap and unsophisticated by adding these colours.

Idea Generation Part 6 - Models

Sketch models exploring the brand code in a three dimentional form. Brand and Design - James Parker

Idea Generation Part 7 - Models

Democratic and Non Aspirational Acessible to all, form is simple and throw away (no glitz).

Restrictive - Buttons on the rear of the camera, as it will be cheaper to asemble and manufacture the cuircuit board.

Super Efficitent - Simplistic camera removes any features and details which are not completeley nessesary.

Aggressive- Large lens creates an aggresive design.

120

110

Brand and Design - James Parker

Idea Generation Part 8

TOP-UP CAMERA - you have to put money onto the camera via debit card to allow pictures to be taken. Aggresive.

ANTI CAMERA - creates a democratic version of a luxuary camera.

VAC-CAMERA - Designed so that the main body of the camera is one peice and then the lens, circuit board, battery and other components are slotted in and clipped to the main body.

DIGITAL BEACH CAMERA - large proportion of Ryanairsâ&#x20AC;&#x2122;s customers are tourist and a large portion of those are going on beach holidays.

UN-UNIFORMED - none of the parts of the camera go together well this creates a form that is not pleasing and is uncomfortable to look at. Mimics the contrasting colours, fonts and designs used on Ryanairs website and advertising.

PULL CORD CAMERA - Altering the way that people take pictures this camera uses a pull cord to release the shutter on the camera.

PARTS CAMERA - Every part of the camera is an optional extra, but does function as the body alone.

COIN PER CLICK - You hire the camera from Ryanair and then have to pay in coins per extra photo. Camera also increases in weight and rattle as camera is used.

Brand and Design - James Parker

Concept Generation Concept 1

Brand and Design - James Parker

Concept Generation Concept 2

Brand and Design - James Parker

Concept Generation Concept 3

Brand and Design - James Parker

Concept 1 Part 1

Cost - £20 41% of people traveling on Ryanair use it for leisure, of which a large majority will be going on cheap family holidays, involving visiting the beach. Super Efficient - Simplicity of camera design removes rear viewing screen and keeps components to a minimum. Non aspirational - A camera that people would purchase on a whim and do not have to save up for. Brash and Tacky - The form is quite child like and kitch. No Frills and Low Cost - Minimal features and cheap materials.

Waterproof camera can be produced for £20

SpongeBob £19.99 Megapixels 0.3 inbuilt memory 152 photos Waterproof

Brand and Design - James Parker

Concept 1 Part 2

Manufacturing

Features

Injection moulded ABS two part body clips together

Veiw finder - no rear screen (to reduce cost) Fixed 35mm equivilent polycarbonate lens 5 megapixel sensor Internal storage for 100 photos Internal battery - usb for charging

Brand and Design - James Parker

Concept 2 Part 1

Cost - £30 The CEO of Ryanair said this about his airline “For years flying has been the preserve of rich fuckers. Now everyone can afford to fly.”, this camera cuts threw the ridiculous prices and perceived status symbol that a real Leica has, and replaces it with a cheap, crass and whimsical object, thats accessible to all. Aggressive - Confronts one of the most prestigous and highest-class camera manufactures head on. Super Efficient - Simplicity of camera design removes rear-viewing screen and keeps components to a minimum. Non aspirational - A camera that people would purchase on a whim and do not have to save up for, as its more of a gimic. Brash and Tacky - The form is very classic but the colours are kitsch and Clashing and as it would be made of plastic it creates a cheap material quality.

Brand and Design - James Parker

Concept 2 Part 2

Manufacturing Injection moulded ABS two part body, clips together

Features Small rear screen Fixed 35mm equivilent polycarbonate lens 4 megapixel sensor internal storage for 100 photos requires x2 AA batterys

Brand and Design - James Parker

Concept 3 Part 1

Cost -Body ÂŁ25 each additional component between ÂŁ5-15 The Camera designed so the initial purchase of the main body additional parts can be added such as lenses, extra battery, screen, buttons, grip. This allows the camera to be upgraded without large expenses. Non aspirational - A camera that people would purchase on a whim and do not have to save up for, as its more of a gimic. Democratic - Low price allows it to be brought by all. Brash and Tacky - Components of the camera do not fit perfectctly together, form is primitive and clashing, aswell as bright colours and cheap materials. No Frills and Low Cost - Functions as just main body to the right, price increases as features are added.

Brand and Design - James Parker

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Concept 3 Part 2

Manufacturing Injection moulded ABS two part body, clips together

Features Screen optional extra Fixed 35mm equivilent polycarbonate lens +extra lenses available 4 megapixel sensor internal storage for 100 photos + sd card adapter to increase storage Internal battery for 30 mins + extra battery to increase

Brand and Design - James Parker

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Development Part 1

Brand and Design - James Parker

102

Development Part 2

Models explore the proprtions of a camera in three dimensions in terms of camera use. How components may fit into these cases. The features make a Leica a Lecica and how these can be used in a Ryanair camera to make it more Democratic and be used attack Leica in an Agressive and cheaky way.

Brand and Design - James Parker

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Development Part 3

Efficient use of material. Large lens Aggressive Form is simple - Non aspirational and democratic

Not obvious that this camera is a play on Leica.

110

Camera not Brash and Tacky enough. To conservative.

120

Has many features of a Leica.

110

Leica features found indenteded side panels Two straight lines running across the body Veiw finder split level top piece

Brand and Design - James Parker

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Development Part 4

Button and screen development - small buttons use less material and reduce cost but larger buttons are easier to assemble.

By combining all four of the rear buttons into one, the buttons can be smaller (reducing material) and also easier to assemble (larger object to fit into case.

Brand and Design - James Parker

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Development Part 5

Shows how the user interface is used. White circles show when button is pressed. Brand and Design - James Parker

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Development Part 6

ke a m w dy f vie o b o in ack a L m he cky. t o a s t nd t e a lg bu rash e v b ssi era s. e l c Ex cam o fril the er n d fin

Brand and Design - James Parker

like y o s t mple y s e l si nalit a f o io te ve rea ition unct essi c es . Add ds f aggr g l bu uct ly ad s is r e ut prod reat e len o g r tle icky der Larg b Su gim w fin use. d an le vie e of ho eas d an

re- f l e e its till cr er s len ing s subtl the e f th ould . Yet side efo ize ge m era ce in ore s he t lar cam spa era m t u e g d cin ost b essiv iste cam u a e d r Re ces c agg ce w g th du s an redu akein ate lges g m bu uldin mo ient. fic

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Final Design Brand Code

No frills - Camera features are set to a minimum only 6 buttons, no settings, no lens in the view finder, small internal memory and only 4 megapixel sensor. Low cost - Due to reduced features and the main components being made from injection moulded plastic, this greatly reduce the cost that this camera can be sold for. Retailing for ÂŁ30. democratic - The whole concept for this camera is about making a very high class camera accessible to everyone, throw low cost and reduced features. Aggressive - Confronts one of the most prestigous and highest-class camera manufactures head on. Super Efficient - Simplicity of camera design removes rear-viewing screen and keeps components to a minimum. Non aspirational - A camera that people would purchase on a whim and do not have to save up for, as its more of a gimic. Brash and Tacky - The form is very classic but the colours are kitsch and Clashing and as it would be made of plastic it creates a cheap material quality.

Brand and Design - James Parker

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Final Design Part 1

Features Small rear screen 1.4â&#x20AC;? Fixed 35mm equivilent polycarbonate lens 4 megapixel sensor Internal storage for 100 photos Requires x2 AA batterys Mini USB for for downloading photos

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Final Design Part 2

The CEO of Ryanair said this about his airline â&#x20AC;&#x153;For years flying has been the preserve of rich fuckers. Now everyone can afford to fly.â&#x20AC;?, this camera cuts threw the ridiculous prices and perceived status symbol that a real Leica has, and replaces it with a cheap, crass and whimsical object, thats accessible to all.

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Final Design Part 3 - Dissembly

Front case Rear Case Buttons

Battery cover Screen Buttons

2x AA Batterys

Circuit Board

Manufacturing Main Injection moulded ABS body parts are clipped together internal components all slot into place Battery door is screwed in place Brand and Design - James Parker

Lens

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Final Design Part 4

Power and shutter shutter buttons are made from injection mooulded ABS

Top button is for power and bottom button is for shutter

RYANAIR logo, top details and yellow part are all stickers, onto blue ABS front and rear cases

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small 9mm lens made from Polycarbonate in center with sticker decal over the top. Large lens - Aggressive

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Final Design Part 5

Battery compartment for x2 AA Batterys. Door is locked in place with a screw.

View finder is a simple tapered hole in the body

Mini USB for transfering photos to computer

Buttons made of injjection moulded rubber Case made from injection moulded ABS

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Final Design Part 4

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Final Design Part 5

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Research

More With Less Speaker system produced from paper mulch Designed by James Parker

Brief - given three matierals veneer, steel wire and paper, then asked to experiment with these materials and then design a product using the experimentation to influence the final design.

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Research Part 1 - Ecoluxuary

the Eco-Luxury market is expanding rapidly with new products being launched on a daily basis and labels starting to really flaunt their eco-credentials as a major selling point to their brand. People pay more for enviromentally products. (innocent smoothie) In an age of the cheaply plastic goods trying to get away from this throw away society, can this be embraced by makeing low enviromental impact and sustainable objects.

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Research Part 2

Rolled newspaper Bowl from Habitat

Vitra Paper light fitting

Gylles Miller Instillation in Selfridges

Habitat Paper light fitting

Veneer Lamp at skandium

Vitra Paper light fitting

Veneer light shade seen at Geophry Drayton.

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Experimentation Part 1 - Veneer

Combining paper mulch and veneer chips to see if it increased the strength of the paper mulch.

Creating a tube of paper mulch to see if more strength could be gained.

By cutting and layering veneer bowl shapes could be formed

Using veneer as a base to create a spiral of paper pulp to create a tube with more strength than one with purely a whole in middle

Form created by steaming the wood and putting weight in the middle and steam heating the edges.

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Scaleing up paper pulp spiral meant that the paper pulp was not able to dry dure to thinckness and lack of air to the surface.

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Experimentation Part 2 - Paper Pulp

Shredded news paper and hot water pushed into a bowl shaped mould and left to dry created solid form with interesting texture.

By using a metal structure inside the paper pulp this created a much more ridgid form. But a tighter mesh would be needed to stop the paper from cracking and still dry quickly and also very hard to define a form.

Sheets of paper layerd with hot water to create this bowl. Some layers did not bond to others very well probably because they were not soaked in hot water for long enough.

Quite rough pulp tested in a larger press mould. Worked well hard to define edges with any prescision.

Plant pot covered in paper pulp, no undercuts and still would not release from the mould.

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Experimentation

Part 3 - Inflation

Simple inlation of a peice of paper folded to see whether it would keep its structure.

Taking the inflation further by trying to give the paper more of an interesting inflated structure.

Balloon used to create inflation affect using layers of veneer, this worked well but two layers of veneer on each side made the veneer split and not able to expand very far.

Trying to create the idea that a balloon shaped space had been created without the use of a ballon to created the expanding.

4 3

Larger balloon inflation with single layer of veneer, worked best and created a very interesting form just unclear how this coulr be taken further into a product.

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Idea Generation

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Concept 1

Concept for a clock that uses layers of veneer layered in a way that creates a three dimensional form from layers of flat sheet material, by cutting and scoreing the veneer movement is able to be done.

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Concept 2

Ipod speaker system made of layers of paper built up to create thickness within the material, joined with just layers of water to bond the layers of paper together.

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Concept 3

One of the properties of paper mulch is sound deadening, this concept is to design a set of speakers that are made of paper mulch and the use of paper mulch as material benefits such as reduced cost - interms of greater value product than started with and sound deadening properties of paper,

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Speaker Research Part 1

Best speaker cabinet shape is round or egg shape is these reduce the effect of the case on the sound. These forms do not colour the sound.

Best speaker sound from cabinets enclosed. reverbirating sounds do not escape throw the cabinaet

MarketHifi Seperates market halved since 2001 till 2007. Speaker systems have been the fastest growing sector. This has been partly due to an increase in availability of products at the lower end of the market. Highest growing area of the market in the past few years MP3/ipod docks. Hifi seperates overall decreasing. The average price paid for a speaker system ÂŁ161. Increase in the size of the High End Audiophile part of the market.

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Speaker Research Part 2

Over the past few years the number of users with the decline of CDâ&#x20AC;&#x2122;s most users of speakers use it withan Ipod or computer. Neither of these devices are actually designed specificaly to create good sound quality but insead designed to be mobile and as compact as possible. - Computer speakers - Cheap Low Qulalities - I-pod Speakers - every sector of the market high to low. MP3â&#x20AC;&#x2122;s and other music formats compress sound reducing the quality of sound. - Better Sound Quality - Music and Speakers - Use with Mp3 and Computer - Relatively compact as tobe used with primarly portable devices. Most people do not sit down just to listen to music usually multi tasking.

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Design Development Part 1 - sketch

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Design Development Part 2- sketch

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Mocup

Mocup test of possible design set with in context,

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Manufacturing Process

These images show the process that was used to created the final design. If this design were produced using indtrial methods then production would be done using mesh moulds instead of plaster so that the water could be squeezed from the moulds very quickly making it a much faster manufacture.

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Final Design Part 1

This design trys to optimise the sound created by the speaker drivers without the cabinet altering the sound and only working to amplify and inrich it. Paper mulch mouldings form main structure with rubber sealis and nuts and bolts, holding it all together sitting on a thin veneer plinth.

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Final Design Part 2

scenario of where the speakers are designed to be used and how they fit into that context. Front veiw simple plinths contrasted with highly engeneerd bolts and industrial looking rubber, set agianst monotone desk and modern mac.

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Japanese Tabacco International In collaboration with Future Concept Lab Designed By James Parker

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Research Clean City - Part 1

What is a Sterile City?

In my opinion the what creates a sterile city is somewhere there is almost total order and a level of clenlieness almost to the extent of a hospital. With people being fied for chewing gum and throwing ciggerettes on the floor. In comparison to London, which in many parts is a City that is quite dirty and random, but also has areas which are totallly clinical. So I do not think that a city can ever be completely sterile. such as canary warf which would be almost as clinical as singapore Sterile can also mean to be really without any character so manotany of structured roads and housing that does not say anthng about the area and becomes manotonous. A city that could be described as this is milton keynes, with rows of houses in very strictl layout and almost all with the same dull form.

What is a clean City?

One that is clean in terms of actual cleanliness, or city with a very low pollution level, or in terms of building and layout of the city or the amount of ccrime and antisocial behaviour. The diagram to the left shows a distibution of ten major cities and how they in terms of how globabl they are and how dirty or clean they are. The cleanest city in the world is Vienna and dirtiest is Baghdad, In terms of dirtiness this is interms of all of the factors above. Pollution level - There have been many initiatives to reduce pollution within cities and urban areas, congestion charging, airaplane carbon offsetting, electric cars which do not give off any pollution but still need electrisity which would have likley come from coal power station and cycling initiatives. Buildings and layout - Does the layout of a city actually make it more clean and do the buildings themselves actually alter how people treat them. Crime and antisocial behaviour - The areas in a city where there is largest amount of antisocial behaviour and crime is within and around coucil housing areas. This doesnt mean that architecture has an affect to make people commit crime, but the people who live in these types of housing are oftern the poorer members of society, who maybe unemployed and crime is the only way to make money.

What is a dirty city?

Rubbish is really a symbol of being dirty and an area not being as nice as it could be. Graffiti is all over east london and much of this done by famous painters (eine, Banksy.....) this was oftern assosiated with vandalism and antisocial behaviour but now companies are asking for their shutters to be sprayed in the iconic east London Eine lettering. This shows how fast something can swap between being art and newsence or dirty and clean. Lagos in Nigeria is oftern thought of as one of the most â&#x20AC;&#x153;Dirtyâ&#x20AC;? cities due to high levels of poverty, huge shanty towns, lack of hygene and basic services like schools, rubbish collection, running water etc. Every year the same amount of oil is pumped into the lagos Lagoon as was spilt by BP in America and this is also the main river where people bathe and drink from.

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Research City - Part 2

Quality of Urban Life Posotive Urban Experiences Rubbish Bins

In almost every bourogh in London there is some form of weelie bin and recycling scheme. This creates a more posotive experiance for many people, by keeping the streets clear of our black plastic bin liners, making recycling accessable and as easy as possible so that it encourages people to do it. Benefits of recycling goods means that there is reduced amount of goods that go into land fill. Goods will be available at cheaper prices as the raw materials do not need to be extracted out of the ground secound time around.

People Together

Massive addvantage of living in an urban enviroment and more specifically a large city like London is that everyone and almost everything is possible to be done. For example if you need blue modeling foam you can just go and buy it from a shop not order it online and wait for it to arrive.

Ease of Travel

The transport links within many cities are much wider and easier than in non urban enviroments.

Negative Urban Experiences Debt and High Prices

Due to high levels of population and great competition to live in cities, house prices are very high specifically within london it, for example the uk average house price is ÂŁ246,000, in areas of central london the price of only a one bedroom flat is upto ÂŁ550,000 (on average).

Rubbish and Throw away Society

Living cities espesialy there a large emphasis on things being fast and throw away and there is an ever growing trend to eat on the go, which initself makes there a need for that whole process to be disposable. So plastic knives, forks, ecess packaging..... Also the fact that in a heavily urban enviroment almost alll items can be purchased helps this escerlate.

Force Fed Consumption

Around every corner of a heavily urban enviroment there is advertisment for something or other ( the next idevice or club rave). this forced upon us advertising steams back to the throw away society as maybe what we are forced to purchase is not what we want or inded have a use for.

Congestion Pollution

Large amounts of people trying to get around a city leads to an ever growing problem of congestion and pollution. Aswell as an ever growing standard of living meaning people go throw natural resources faster and faster.

Commuting Within a City

Living in a city is meant to have a major benefit of making comuting a thing of the past well you may be geographically closer to where you need to be but that doesnt nessesaraly mean that it will take a shorter time to get there.

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Research Enviroment - Part 3

Each year nearly 600 million trees are destroyed to provide fuel to dry tobacco. Put in another way one tree is destroyed for every 300 cigarettes. The world annually discards about 4.3 trillion cigarette butts which creates over 500,000 tonnes of pollution per year which take roughly 12 years degrade. Within an hour of contact with water, cigarette butts can begin leaching chemicals such as lead and arsenic.

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Research JTI Brands - Part 4

Winston

Silk Cut

The brand was introduced in 1954, and became the best-selling brand of cigarettes in the United States. It held the Number 1 spot from 1966 to 1972, thanks to the successful marketing slogan “Winston tastes good like a cigarette should. In the last national survey in 2005, Winston ranked sixth in market value. Distributed in over 80 countries worldwide, WINSTON is available in a range of brand styles. Winston are known to be one of the few cigarette brands that claim that there are no additives in their cigarettes.

Launched in 1964, Silk Cut has been established as the leading lower tar brand with a reputation for quality and innovation. Silk Cut became famous through the surreal Cut Silk advertising campaigns lasting over 20 years.

Camel

Sobraine

Launched in 1913, Camel is the first worldwide cigarette trademarkfor prerolled cigarettes. Today, Camel is sold in over 100 countries around the world and it is the 5th biggest global tobacco brand. The Camel cigarette, is so named because it used Turkish paper.

Sobranie is one of tobacco brands in the world. Registered in London in 1879. High class and quite expensive. Popular in Europe in particular Russia and Ukraine

Mild Seven

Mild Seven is the No. 1 brand in Japan and the third top-selling cigarette in the world. Created in Japan, Milled Seven has been a top seller since its launch in 1977 and enjoys leading positions in key Asian markets. A premium brand, MILD SEVEN is distributed in over 40 countries. Originally manufactured in Japan as a variant of the popular Seven Stars brand.

LD was launched in Russia in 1999 by Liggett-Ducat. The brand was an immediate success as it was seen by consumers as a credible international brand offered at the same price as long established domestic brands. LD is now available in more than 30 countries.

Benson Hedges

Glamour

Originally created for the Prince of Wales (but never smoked) in 1873, Benson & Hedges has a proud British Heritage. B&H is a leading Virginia blend cigarette.

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Originally launched in 2005 in Russia, Ukraine and Kazakhstan, Glamour is JTI’s leading super-slim brand.

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Research Current market -Part 5

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Research Habits - Part 6

Why do people smoke

Where do people smoke

Habits

Relax Social Fun Work Stress Fashion Trend

Coffee break With freinds Party Bus stop At work

Carrying cigarettes - lighter, packet, gum, atches, mp3, bottle, phone. Throw onto the floor Litter Spitting Multi tasking

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Research Luxuary - Part 7

The cigarette can be a clear symbol of status and class depending on which brand ( and sub brand). Overall consumption of cigarettes has declined for the past several years, but sales of luxury cigarettes are rising, nonetheless. Many well known brands have produced luxury sub brands as well as individual manfactures specific to the market such as Chancellor, Treasurer and ToR Oriental This has also prompted major fashion houses such as Louis Vitton to create cigarette smoking accessories. Also in this market there are limited edition packs, this ones for lucky strike. This one is made from stainless steel and has crystals in it look more like consumer electronics than cigarette case.

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Idea Generation Part 1

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Idea Generation Part 2

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A-Light Concept 1

This concept is for a disposable and portable ash tray that will set on fire once a cigarettte has been stubed out upon it. This process wates material and this produces unesesary negative affect on the enviroment mimiking the harm that smoking cigarettes causes to the body.

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Easy Clean Concept 2

Smoking is thought of as unclean at the best of times, so who really wants to empty a portable ash tray?

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Fondle Tray Concpet 3

This concept is creating a portable ash tray that smokers would want to keep in there pocket by being attractive, smooth and unobtrusive in the pocket. The physical act of smoking lead to this concept which is designed to be held and fiddled with even when not in use, giving smokers somthing to do with there hands.

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Concept Development Fondle Tray - Part 1

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Concept Developmet Fondle Tray - Part 2

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Final Design Part 1

This senario shows the way in which the user will use this portable ash tray simply open half and then you can use it like a normal ash tray when you finish with your ciggarette put it into the hole and when you are finished close it up. To empty pull the ash tray apart over a bin and remove the contents of the ashtray.

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Final Design Part 2

The thought behind this design is to take the action of smoking and create an object that is designed to be fiddled with so that the smoker has comthing to do with his hands when not smokine. But still keeping it cheap to produce, functional and athstetically pleasing. The astetic of the design has been conceived so that it can be easily slid into a pocket with out taking up minimal room. The final product would be produced from brushed aluminium to keep it light and minimal in design.

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Solid to Fluid

Project to design a lighting solution designed by James Parker

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Final Design

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Final Design

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Headphones

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Headphones

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Headphones

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Final design

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Final Design

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Concrete Experimentation

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Concrete Experimentation

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