CONCEPT385. Instant on the beat. by By Kimberley

CONCEPT385 LIVING&LEISURE KIMBERLEY SCHOUTEN 06.02.2014

CONCEPT385

CONCEPTBOOK

Author Kimberley Schouten Place of publication Tilburg Year of publication 2014 Studentnumber 2069019 (K. Schouten) College year 2013-2014 Education International Lifestyle Studies Institute Fontys Academy for Creative Industries Sectors Living & Leisure Version 1

Copyright ÂŠ 2014 Kimberley Schouten All rights reserved. No part of this publication may be reproduced, stored in a computerized database, or published in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior written permission of the copyright holder.

ABSTRACT In this thesis the research question What gives life satisfaction to Generation Y, based in Amsterdam, when it comes their to leisure? Is answered, with the aim to develop a lifestyle concept for CONCEPT385 within the event industry, which contributes to the improvement of the Quality of Life of Generation Y. Relevant trends and developments within urban & events are taken in account. To find the answer of the research question, different literature will be used. The literature serves as the theoretical support of the research. Besides literature, interviews are conducted with the target group and experts in trends and developments, in order to get new insides that were used as inspiration for the concept that is developed after the research. Although the GYPSY sees itself as a unique individual and is living its life with himself in the main role, social contacts are very important for the GYPSY to improve their quality of life, and so life satisfaction. Leisure activities are seen as quality time with social contacts and as an escape from all the daily pressure. In their leisure, they are looking for both intimacy as quality time; that are the moments when they experience life satisfaction.

To contribute to the needs to satisfy the GYPSY, CONCEPT385 needs to connect, be flexible, open, high quality, authentic, original, trustworthy and inspiring (9). This can be strengthened by making them more committed to their leisure activities. That makes that they are more involved with the activity, which makes it into an memorable experience. GYPSY knows exactly what he wants and what his qualities are, so giving stage to their ambitions and talents will result in a feeling of happiness and pride, which influences the life satisfaction of the GYPSY positively. According to this conclusion, to execute THE HOOK UP is recommended, because this concept has all the aspects that the target group is looking for, to experience life satisfaction and improvement of their quality of life.

TABLE OF CONTENTS Title page Abstract Table of Contents Introduction

2 3 4 5

CONCEPT385 Generation Y, GYPSY Trends

6 8 12

CONCEPTING Conceptstatement Concept: THE HOOK UP Financial feasibility Conclusion & recommendations

15 16 17 22 24

ATTACHMENTS Introduction Research Analyses Subquestion 1 Analyses Subquestion 2 Analyses Subquestion 3 > trendmap > brand focus match > trends

27 28 34 40 46 47 48 50

Consumer Insights > Analyses Environmental Signal > Focus Report: I know where the party is at, please donâ&#x20AC;&#x2122;t tell

54 54

Conclusions research

CONCEPTING Value fit Co- creation > outcome > converge > COCD Box

62 63 64 65 66 67

Concept TO BE CONTINUED > elaboration > business model canvas > Financial feasibility

68 70 72 73

Concept THE HOOK UP > elaboration > business model canvas

74 75 78

EASIBILITY > Social feasibility > Financial feasibility > Juridical & Ethical feasibility > Technological feasibility > Organisational feasibility > Change Management > Concept monitoring

79 80 82 84 85 86 88 90

SOURCES List of Sources Bibliography

93 95

EVALUATION CONCEPT385

INTRO DUCTION In order to complete the first semester of International Lifestyle Studiesâ&#x20AC;&#x2122; graduation year, students are expected to complete a thesis for a company. The subject of this thesis is to create a new concept in order of CONCEPT385. The focus is on trends within the domains urban (living) and events (leisure). The concept will be created for young, people based in Amsterdam.

The problem statement for this thesis is What gives life satisfaction to Generation Y, based in Amsterdam, when it comes their to leisure? The following three research question will give answer to this problem statement: What is the identity of CONCEPT385? What is the lifestyle of the target group: Generation Y? Which trends fits for both CONCEPT385 as Generation Y?

CONCEPT385 consists of a team of two young, passionate and above all committed innovators with different backgrounds. In order to get a new vision and obtain a different perspective, CONCEPT385 asked help from someone with the same thoughts but with different ideas and from a different background. This creative agency developed leisure concepts such as Deja Woo, The American red Cup Party and Throwback Thursday. These are strong, isolated, but above all successful concepts, that no longer need reinforcement. To continue this pattern, it is time to launch a new concept by being different, to make a difference.

For the research different methods are used. Mainly literature is used, which serves as the theoretical support of the research. Besides literature, interviews are conducted with the target group and experts in trends and developments, in order to get new insides what could be an inspiration for the concept that is developed, based on this research.

The aim is to develop a lifestyle concept for CONCEPT385 within the event industry, which contributes to the improvement of the Quality of Life of Generation Y. Relevant trends and developments within urban & events are taken in account.

CONCEPT385

CONCEPT385 is a creative agency, based in Amsterdam, started in 2011. This organisation provides events, advising and trendwatching.

The domain in which CONCEPT385 can be placed, is the event(organization). Consultancy and trendwatching qualify for appointment as secondary markets, but arenâ&#x20AC;&#x2122;t the main businesses of CONCEPT385.

Vision Original thinkers with no limits. 385 ideas per day, sometimes even per hour. We like to create, think and play with our minds. Ideas are dreams, our Ideas are bulletproof, tailor-made and most of all immortal, they take a life on their own. 385 is a young passionate, committed and mixed team of 2 young innovators with different backgrounds with a network of young artists, digital thinkers, music lovers and lots of other great minds. Were Dutch. That means Dutch-minded. No bullshit and straight forward. We are energetic, multi-talented and most of all we share a passion for what we do. We like to find your dreams. Share our dreams and make them reality. Be different, to make the difference.

A strength of the creative agency is that they are the only one in this field who involve other leisure activities to their (nightlife) concepts. The delivery of other services as consultancy and trendwatching add also extra value to CONCEPT385. There is some difference when it comes to the popularity, looked at social media â&#x20AC;&#x201C; which is the most commonly used media by the target group. CONCEPT385 isnâ&#x20AC;&#x2122;t as known as their biggest competitors, which is a weakness. A result of that is that the company may be less profitable as it should be after 2 years providing monthly recurring events. However, it is one of the youngest companies, related to the competitors.

Mission Bring people together. Create. Values Flexibility, transparency, giving, sharing and growing together.

GENERATION Y

GYPSY

CONCEPT385â&#x20AC;&#x2122;s target group are young (working) people, living in Amsterdam. The choice has been made to translate this target group into a generation: Generation Y.

When it comes to their leisure, GYPSY is looking for intimacy, so small intimate events are more attractive than large ones (9). GYPSYs from Amsterdam, who were interviewed to give their opinion, came with the insights that nightlife is fun for dancing, meeting people and escape from the daily pressures, but other leisure activities are more intimate and seen as quality time, which is more valuable and has a positive impact on their quality of life, and so their life satisfaction.

Generation Y has the age of 20 â&#x20AC;&#x201C; 34 and they experienced economic growth and prosperity in their formative period. Because of the 24/7 commercialized information society and Internet, they share values that are typical for this generation (8). These values are authenticity, respect, self-development, togetherness, companionable and happiness (9). To be more specific, his target group is named as GYPSY: Generation Y Protagonists & Special Yuppie: Youngster, living in urban area (Amsterdam), who belongs to Generation Y. This youngster sees itself as a unique individual and is living its life with himself in the main role. When it comes to their leisure, GYPSY is looking for intimacy, so

MEET MILAN Milan says hi. This GYPSY isn’t from Amsterdam originally, but by moving to the city 9 years ago, he was determined to stay. The authenticity, the vibe and the liveliness attracted him as soon as he got in touch with the city. From then on he has been living his life to the fullest. The 30s are ahead, but that won’t stop him from chasing his dreams. Milan is in a relationship for 5 years now. They live together, but both think it’s important to give eachother enough space to be able to do their own thing. Milan is a CEO and creative director at a well known publicity agency. He loves doing his job and to work in a team. He believes that you can learn a lot from each other and be a great inspiration to one another. Milan is also a great drawer and graphic deisgner. He has a group of close friends. Because of the busy working life, there isn’t that much time for real life interaction, but thanks to modern technologies, his friends are always close and involved in what he’s doing. A good party is a perfect opportunity to meet up again and to have fun, just like back in the day. Milan is an inquisitive. He constantly wants to be inspired and is interested other peoples vision on society and creativity. By feeding himself new insights from everything and everyone around him, he gets inspired. Also online he’s looking for new triggers for innovation. Milan wants to know what’s new and going on, to use this in both his work as his own creative (draw) projects.

Milan belongs to the early adaptors. Independence, open mindedness and growth are core values in his busy but variously way of life.

MEET BEAU This is GYPSY Beau. Born, raised and made in Amsterdam. 23 years old. Lately she found a spot for her own in the citycenter of Amsterdam and registed as a freelance allround stylist. Beau lives on her own. Now that she has finished her study, she wants to give herself space to discover where what opportunities are in market and develop herself further as an entrepreneur and stylist. Beau is a real social person. She loves to be around friends in her spare time. Share experiences, feelings and fun stories with eachother. Quality time is the key to friendship, according Beau. But hey, there is always reason to throw a party, so weekly she hits the city to dance the night away in one of the wellknown clubs in Amsterdam. Beau is an explorer. She is passionate about discover new places, new experiences, new people and new movements. Especially on the streets there is much inspiration to find, not to mention all the activities in the city which attract all the inspiring and creative people in Amsterdam. Online, Beau is always keeping an eye on the actualities and ofcourse whatâ&#x20AC;&#x2122;s going on at social media. What are the people talking about, where are they people at? Tumblr and Pinterest are also huge inspiration sources to her, kind of an online pinboard. Beau belongs to the early majority. Freedom, self-employment and togetherness are core values in her adventurous and a bit impulsive life.

TRENDS

COMMITMENT The sense of coherence is increasing. In addition, we come to realize that we are part of a society. With everything we do, both individually and collectively, we exert influence on society. By that, we create the society of tomorrow. Because we build it up all together, it means that the society belongs to all of us, so in fact itâ&#x20AC;&#x2122;s ownerless. We are all responsible for each other and dependent on each other. The trend commitment is relevant because the aim of CONCEPT385 is to find dreams of others and make them reality. This trend also fits to their values giving, sharing and growing together. Also this trend interacts with the (core) values of the GYPSY; togetherness and companionable. GYPSY is looking for intimacy and trust, what can be found in other people with the same ideas and ideals, and in CONCEPT385 because they operate transparently, which is also value they pursue.

MACRO | ESTABLISHED TREND

NON MATERIAL There is much progress and growth in times like these, but that growth is not necessarily financial. The emphasis is more on self-determination, authenticity and meaningfulness: dematerialization. The richer the collaborations, the more valuable the immaterial reward. Cooperation is a type of mutual reward. Value is created without money going around. Just call it Asynchronous Reciprocity. People help each other in exchange for recognition, status, or just because it is fun and it gives them satisfaction. New ecosystems grow on non-tangible value, social capital. Basis of equality and opportunity through formations is creating sustainable value. The use of social networks means we are no longer bound to traditional economic constraints such as time, space and resources. By responding to the trend Non Material, CONCEPT385 can differentiate themselves from the competition and complete their mission: be different, to make the difference. Through implementing this trend, CONCEPT385 can bind the GYPSY more emotionally to their organisation. Besides, the values of both CONCEPT385 and the GYPSY are both non-material values. In times of crises there are lot of chances when it comes to this trend. Do more with less to distinguish yourself from the competition. MACRO | EMERGENT TREND

CONCEPT

CONCEPTSTATEMENT

INSTANT

A concept statement is the verbal representation of the concept, which will be presented to a client and the customer for approval. The concept statement will be translated in all concept designs to improve the life satisfaction of the GYPSY.

ON THE BEAT

For creating this statement, values of CONCEPT385, the trends, the GYPSY and the domains living and leisure are taken in account to make a value fit. The value fit is the footing of the concept statement. The following values where pieces together:

You will never be alone again because we give you the key to togetherness, by making you forget the lonely moments in life. Grow, create and fuse instantly on the beat.

Growing together + Non material + Creative + Urban Commitment Pop up The valuefit leads to the following concepstatement:

THE HOOK UP ‘’Phone woke me up about 12 PM on Sunday morning, Bad hangover day’’ that’s what Madcap said. But change is about to come, because we’re done with those bad ass headaches and throwing days always. Bringing the events to the afternoon makes we have lots of energy to dance till the sun goes down, together.

PRODUCT A co-created (pop-up) event in the afternoon for young urban, creative people at an exclusive location. ORGANISATION THE HOOK UP will be organised by CONCEPT385. Because co-creation is a key ingredient of the concept, even as commitment, other stakeholders will share in the responsibility for the organisation of the event.

The afternoon is the new evening and THE HOOK UP will show what kind of beautiful things that will bring. An ultimate moment to come together, meet new people, create amazing collaborations and hang around with fine drinks, local food, fun games and sexy tunes. THE HOOK UP takes place once a month on Saturdays, at an inspiring location, such as a bar or unique store in the city centre of Amsterdam. The spaced will be filled with amazing guests, from DJ’s to photographers to bloggers to creative geniuses. All of the visitors have the opportunity to introduce own creative ideas to give THE HOOK UP an extra dimension and a personal touch, or show that talents in any creative way. Fashion, music and art will fuse at THE HOOK UP. At 16.00 the party gets started and it will end at 21.00 to make sure you won’t hit the sheets too late and you can enjoy your next day off, without that bastard of a hangover.

IDENTITY Be different to make the difference. This concept will show fashion, music, art and fun from a different perspective by providing a platform for new talent, reinforced by known talents. With the benefits of going out, without the disadvantages of going out in the late evening or by night. NETWORK The CONCEPT385 network consists of the following partners: De modefabriek BV, Bespoke, De Supperclub, Odeon, Club up/ De Kring, De Sugarfactory, Paradiso, Blue Blood, De Haarbaarbaar, TLG, Americancups, Redfuncups, The American redcup, De partywinkel, Good Genes, Kiss, Green Paperboys, MelRoy, Jimmy Woo, Chicago Social Club, Roses Cantina, Ludwig, AIR, The Partysquad, Feest DJ Ruud, Yellow Claw, Mc Fit, The Opposites, Jim Aasgier, George Ho, Melly Mell, Mairo Nawaz, FS Green, Maydien, Full crate, Mr. WIx, Modernday Hippies, Malachi, Lauwrenxe, Nnelg, Gado X Gado, Julsquared, Jaziah, MC Complex, MC Marboo,

The only thing that’s missing is you and your friends, let’s HOOK UP!

CONCEPTELABORATION Sloddervosgang, Flava, Abstract, Extended music, Top Billin, Robin Banks, The Flexican & Sef, Cherr du perr & Darling10, ET, The Denim Daily COMMUNICATION The communication of HOOK UP will mainly be placed through social media, to reach a huge part of the target group. Social media is like a second nature for the target group and by using social media interaction can be created. (Social) Media that will be used are Facebook, Twitter, Instagram and the CONCEPT385 website.

PHYSICAL ENVIRONMENT THE HOOK UP will take place in the city centre of Amsterdam. Because it’s a pop up concept, there can be chosen for a bar, or a concept store to held the event. Important for THE HOOK UP is to choose exclusive locations. Interesting options where THE HOOK UP will takes place are exclusive (concept) stores and bars. The collaboration with such locations is interesting for the owners, because it will ensure exposure for the bar/store. For that, they may are willing to pay.

Beside Social Media, word of mouth communication is a must. Organizers and participants will enthusing one another to tell what is going on, where it takes place and who is about to come. Import for the communication of THE HOOK UP is to bring the concept in storytelling. ‘’ Storytelling is the most powerful way to put ideas into the world today’’ said Robert McKee. By Storytelling, people are able to visualize more, what makes that they will better understand what the concept is about. By that, visuals can evoke emotions what makes that people feel closely connected with the concept, which makes that they feel the need to participate, and will participate.

CONCEPTELABORATION Interesting options are:

THE BUTCHER The Butcher is a stylish, top-quality burger bar, in the heart of ‘De Pijp’, the happening scene of young urbans. The Butcher will provide fresh quality meat and ingredients to create the ultimate burger. Late breakfast, tasty lunch, good dinner or just a midnight snack. The Butcher is for every moment of the day. Dining in a relaxed atmosphere with professional service is what The Butcher stands for: quality, quality and more quality. To enter this restaurant you need to make a reservation. Only the password you’ll get give you entrance to this burger bar. That makes The Butcher one of the most exclusive places in Amsterdam. Besides, The Butcher has a Secret Kitchen and a secret cocktail bar. The Butcher is the place to be.

HUTSPOT Hutspot is a whole new shopping experience in Amsterdam, created by three youngsters. They started offering with a platform for young creative to give them the opportunity to present their products. Hutspot is constantly on a search for new and inspiring brands, designers, artists and entrepreneurs to offer them their own space and their own stage. Their focus is mainly on unique products, created with passion and care. Everything at Hutspot is for sale. Hutspot is divided in two large spaces. Downstairs clothing, furniture, books, accessories, motorbikes and the dog can be found, and upstairs they have an open space to have coffee. Besides, they offer a workspace at the long reading table in the downstairs area. According to Hutspot, upstairs has become a place where people of all ages come to enjoy the atmosphere together. The concept offers many opportunities and Hutspot is already looking forward to growing bigger. The characteristics and mind set fits perfect to THE HOOK UP.

CONCLUSION & RECOMMENDATION

CONCLUSION To answer the main question of this research: What gives life satisfaction to Generation Y, based in Amsterdam, when it comes their to leisure? Literature research is used, completed with interviews with experts and the target group, the GYPSY from Amsterdam. Although this target group sees itself as a unique individual and is living its life with himself in the main role, social contacts are very important for the GYPSY to improve their quality of life, and so life satisfaction. Leisure activities are seen as quality time with social contacts and as an escape from all the daily pressure. In their leisure, they are looking for both intimacy as quality time, that are the moments when they experience life satisfaction.

According to this conclusion I recommend to execute THE HOOK UP, because this concept has all the aspects that the target group is looking for to experience life satisfaction and improvement of their quality of life. That experience can also result in more loyalty from the target group against CONCEPT385, what will also influence the attendance of other CONCEPT385 concepts positively. I’s important to become aware of the power of your customer. For the development of future concepts, co-creation with your target group can be the key to a successful and sustainable concept, which provides better results and will lead to an increase of CONCEPT385’s profitability. That is even very advantageous from a financial perspective.

To contribute to the needs to satisfy the GYPSY, CONCEPT385 needs to connect, be flexible, open, high quality, authentic, original, trustworthy and inspiring. (9) This can be strengthened by making them more committed to their leisure activities. That makes that they are more involved with the activity, what makes it into an memorable experience. GYPSY knows exactly what he wants and what his qualities are, so giving stage to their ambitions and talents will result in a feeling of happiness and pride, which influences the life satisfaction of the GYPSY positively.

After that, the final recommendation: Don’t be afraid to change. By closing one door, another door will open, which will lead to a million new ways and lessons. Dare to step over the threshold, be brave enough to walk a new road and let all the experience, prosperity and adversity be lessons, with which you can achieve higher goals. That is what makes you grow and empower as a company. Dare to be different, to make the difference, by doing it your way. - Kimberley Schouten

CONCEPTING

ORGANISATION Growing + together

1. INSTANT ON THE BEAT You will never be alone again because we give you the key to togetherness, by making you forget the lonely moments in life. Grow, create and fuse instantly on the beat.

TRENDS

Flexibility Commitment Transparency Non material Giving Independence Sharing Freedom Growing together Creative

GYPSY

Authenticity Respect Self-development Togetherness Companionable Happiness Involvement

TRENDS TARGET GROUP DOMAIN Non material + Creative + Urban Commitment Pop up

Giving +

DOMAINS

Freedom +

Happiness + Involvement

Urban Experience

2. UNEXPECTADLY UNDERTAKE Giving the crowd a (free) stage to unexpectedly undertake happiness (whenever they want).

Clubs Bars Home Drinks Experience Urban Pop up

INSTANT ON THE BEAT has been chosen to create the concept designs.

TO BECONTINUED “In another moment down went Alice after it, never once considering how in the world she was to get out again.” That’s what Alice said.

Stories are divided in different chapters, so is TO BE CONTINUED. Every edition of this concept will take you into a different chapter, so edition you will be immersed into another world. Every edition will end with a surprising and open-ended happening. What was that? You get curious, right?! The only way to find out, is to visit the next TO BE CONTINUED edition.

We’re all in a world from which we want to run away sometimes: Relax our mind and bodies to forget all the daily pressure. For just a while we want to live in another world far, far away from here, just like Alice in Wonderland. This concept will take you to the far away land at a cosy and trusty place. But sssst, keep it a secret, it’s only for a few of us….

Oh, hope you can keep a secret, because the location will be undisclosed till the day of the event. To keep the vibe intimate, entrance will be obtained by personal invite only.

We’re just going out to escape from the reality, but this time we bring another world to our own place: home. TO BE CONTINUED is a nightlife event which will take you on a magical trip. We travel back in time to the old school and trusty feelings that beautiful stories gave us when we were just little kids.

This is your key to togetherness, so bring someone.

CONCEPTELABORATION NETWORK The CONCEPT385 network consists of the following partners: De modefabriek BV, Bespoke, De Supperclub, Odeon, Club up/ De Kring, De Sugarfactory, Paradiso, Blue Blood, De Haarbaarbaar, TLG, Americancups, Redfuncups, The American redcup, De partywinkel, Good Genes, Kiss, Green Paperboys, MelRoy, Jimmy Woo, Chicago Social Club, Roses Cantina, Ludwig, AIR, The Partysquad, Feest DJ Ruud, Yellow Claw, Mc Fit, The Opposites, Jim Aasgier, George Ho, Melly Mell, Mairo Nawaz, FS Green, Maydien, Full crate, Mr. WIx, Modernday Hippies, Malachi, Lauwrenxe, Nnelg, Gado X Gado, Julsquared, Jaziah, MC Complex, MC Marboo, Sloddervosgang, Flava, Abstract, Extended music, Top Billin, Robin Banks, The Flexican & Sef, Cherr du perr & Darling10, ET, The Denim Daily and many more.

PRODUCT Nightlife in crowd party which will take you back to the old school, trusty feeling of beautiful stories in a serie of events, held at a homey but secret location, which fits the theme. IDENTITY An escape for all of us. TO BE CONTINUED takes you back to the older days and it immerses you into a world where we once only could dream of, like Alice in Wonderland. In every story is a hidden secret, at TO BE CONTINUED it is a secret where you will be taken along till the very last moment. The only thing that is sure is you will meet and experience wonderful things together, which makes you escape from the daily pressures. If you get the inviteâ&#x20AC;Ś TO BE CONTINUED ORGANISATION HOOK UP will be organised by CONCEPT385. Depending on the location and collaborations, other stakeholders are also responsible for the organisation of TO BE CONTINUED.

COMMUNICATION The communication of TO BE CONTINUED will mainly be placed through social media, to reach a huge part of the target group. Social media is like a second nature for the target group and by using social media interaction can be created. (Social) Media that will be used are Facebook, Twitter, Instagram and the CONCEPT385 website.

CONCEPTELABORATION Beside Social Media, word of mouth communication is a must. Organizers and participants will enthusing one another to tell you what is going on and who is about to come. The secret location plus the invitation will evoke curiosity and the only way people can find out what will be going on is to get that invitation. Import for the communication of TO BE CONTINUED is to bring the concept in storytelling. ‘’ Storytelling is the most powerful way to put ideas into the world today’’ said Robert McKee. By Storytelling people are able to visualize more, which makes that they will better understand what the concept is about. By that, visuals can evoke emotions what makes that people feel closely connected with the concept, which makes that they will/feel the need to participate. The story will help them escape from the busy reality for just a moment.

PHYSICAL ENVIRONMENT TO BE CONTINUED will take place in the city centre of Amsterdam. The location is secret and will depend on the theme of the night. To keep the ambiance intimate and exclusive, there can be chosen for a smaller location, such as a residential house. There will be space and attention for art: cultural handmade art combined with art visuals and video projections.

Entrance for TO BE CONTINUED is by invite. The invite is an important communication tool because it will give people access to the event and it will tell where the party is at. Invitation will be send by email.

PRODUCT A co-created (pop-up) event in the afternoon for young urban, creative people at an exclusive location.

The afternoon is the new evening and THE HOOK UP will show what kind of beautiful things that will bring. An ultimate moment to come together, meet new people, create amazing collaborations and hang around with fine drinks, l ocal food, fun games and sexy tunes. THE HOOK UP takes place once a month on Saturdays, at an inspiring location, such as a bar or unique store in the city centre of Amsterdam. The spaced will be filled with amazing guests, from DJ’s to photographers to bloggers to creative geniuses. All of the visitors have the opportunity to introduce own creative ideas to give THE HOOK UP an extra dimension and a personal touch, or show that talents in any creative way. Fashion, music and art will fuse at THE HOOK UP.

At 16.00 the party gets started and it will end at 21.00 to make sure you won’t hit the sheets too late and you can enjoy your next day off, without that bastard of a hangover. The only thing that’s missing is you and your friends, let’s HOOK UP!

CONCEPTELABORATION COMMUNICATION The communication of HOOK UP will mainly be placed through social media, to reach a huge part of the target group. Social media is like a second nature for the target group and by using social media interaction can be created. (Social) Media that will be used are Facebook, Twitter, Instagram and the CONCEPT385 website.

NETWORK The CONCEPT385 network consists of the following partners: De modefabriek BV, Bespoke, De Supperclub, Odeon, Club up/ De Kring, De Sugarfactory, Paradiso, Blue Blood, De Haarbaarbaar, TLG, Americancups, Redfuncups, The American redcup, De partywinkel, Good Genes, Kiss, Green Paperboys, MelRoy, Jimmy Woo, Chicago Social Club, Roses Cantina, Ludwig, AIR, The Partysquad, Feest DJ Ruud, Yellow Claw, Mc Fit, The Opposites, Jim Aasgier, George Ho, Melly Mell, Mairo Nawaz, FS Green, Maydien, Full crate, Mr. WIx, Modernday Hippies, Malachi, Lauwrenxe, Nnelg, Gado X Gado, Julsquared, Jaziah, MC Complex, MC Marboo, Sloddervosgang, Flava, Abstract, Extended music, Top Billin, Robin Banks, The Flexican & Sef, Cherr du perr & Darling10, ET, The Denim Daily and many more.

Beside online communication, offline communication such as word of mouth is very valuable. Organizers and participants will enthusing one another to tell what is going on, where it takes place and who is about to come. Import for the communication of THE HOOK UP is to bring the concept in storytelling. ‘’ Storytelling is the most powerful way to put ideas into the world today’’ said Robert McKee. By Storytelling people are able to visualize more, what makes that they will better understand what the concept is about. By that, visuals can evoke emotions what makes that people feel closely connected with the concept, which makes that they feel the need to participate, and will participate. Poster and flyers will be used at the location of where the event will take place.

CONCEPTELABORATION PHYSICAL ENVIRONMENT THE HOOK UP will take place in the city centre of Amsterdam. Because it’s a pop up concept, there can be chosen for a bar, or a concept store to held the event. Important for THE HOOK UP is to choose exclusive locations. Interesting options where THE HOOK UP will takes place are exclusive (concept) stores and bars. The collaboration with such locations is interesting for the owners, because it will ensure exposure for the bar/store. For that, they may are willing to pay. Interesting options are:

Hutspot is divided in two large spaces. Downstairs clothing, furniture, books, accessories, motorbikes and the dog can be found, and upstairs they have an open space to have coffee. Besides, they offer a workspace at the long reading table in the downstairs area. According to Hutspot, upstairs has become a place where people of all ages come to enjoy the atmosphere together.

To enter this restaurant you need to make a reservation. Only the password you’ll get give you entrance to this burger bar. That makes The Butcher one of the most exclusive places in Amsterdam. Besides, The Butcher has a Secret Kitchen and a secret cocktail bar. The Butcher is the place to be.

The concept offers many opportunities and Hutspot is already looking forward to growing bigger. The characteristics and mind set fits perfect to THE HOOK UP.

THANKS

I would like to take this opportunity to thank the people who participated in this project and had a share in its successful completion. First, special thanks to Danielle Pakes, Founder and Creative Director CONCEPT385, for the opportunity, the enthusiasm and trust. Second, all the respondents who participate at the interviews, co-creation session and the concept testing for their help, enthusiasm and input. Last but not least the experts: Trendwatcher Richard Lamb for the inspirational meeting and of course all the teachers who have accompanied me during this process. - Kimberley Schouten

THE END