ORIGINS THE HUMANISATION OF TECHNOLOGY
Melissa Feeley N0431794 Stage 2 Portfolio The Future Laboratory
THE HUMANISATION OF TECHNOLOGY Methodology Origins Travel Travellers The Big Idea Creative Strategy Recommendations References & Bibliography
The process began by collecting a wide range of information from both online and offline sources. We created two sketchbooks, one of research and the other full of visuals, which inspired our thought process. We shared these between us throughout the course of the week, which gave us the chance to look at one another’s research, and also offered the opportunity to have an equal amount of input. Each week, we have completed a methodology document including the group’s weekly goals, an analysis of our week and an individual weekly seed.
Figure 1, Methodology Collage
METHODOLOGY
The point or place where something begins, arises, or is derived. Origins describes the beginning of the journey and the source of all adventure. This definition of Origins inspired the big idea and creative concept later explored in this project. This is the beginning of a new experience rexploring the excitement that travellling once was.
Figure 3, Origins Logo
ORIGINS
TRAVEL INDUSTRY
Figure 4, Travel Collage
Technology is becoming a part of our lives everyday. A new gadget or technique is constantly adjusting the way we live. Our Blurred reality trend refers to the integration of technology into all aspects of our lives from work, play and even relationships. Travels provides a platform which enables us to connect with one another. Using the Blurred reality trend, we are able to look at how the ever evolving technologic world can engage consumers through a new kind of reality. Where physical and digital environments, media and interactions are woven together throughout the experiential sequence.
INSIGHTS Technology is becoming a more integral part of our lives and is changing the nature of travel.
Figure 5, Travel Collage 2
The travel industry is always going to have relevance in our lives, but what will be the next revolutionary change.
Figure 6, Travel timelien collage
THE TRAVEL TIMELINE
Plan and book
Airport Experience
Travel
The Trip
Review
Looking at the travel timeline and after asking people about their memorable moments in their journey, it became apparent that the experience at the airport let down the travel experience. The time between getting to the airport and when you arrive at your destination sees a dip in excitement. Instead you are mostly stressed and bored of waiting.
Figure 7, Travel Collage 3
CONSUMER
Figure 8 Consumer Collage
The great thing about ‘Blurred Reality’ in conjunction with the travel sector is that its agile nature is applicable to multiple consumers- making the trend accessible, efficient and of a modern and timely nature. Throughout this project we have looked at three consumer categories that have inspired our creative strategy. Our primary consumer is ‘The Creative Traveller’, who first inspired our big idea as they bought to our attention that travelling alone is a rather isolating concept. Therefore, it would be beneficial for this group to make connections with other creative travellers before arriving at the destination. Following on from this, to demonstrate how our big idea and creative concept are transferrable, we have two further consumer groups. ‘The Solo Adventurer’ is those who travel alone for domestic purposes and ‘The Group Escapade’ is those who travel in groups of friends, work colleagues or families.
Figure 11, Diesel Algorithms
Figure 10, The Moment Factory
Today, with regards to the mind and body, we stand at the cusp of a new understanding of the relationship between our human identity and the tools and technologies in our environments. With the invention of new technologies, they in turn re-invent us and re-invent the travel experience. When was the last time you enjoyed yourself in the airport? The travel experience was once something of positivity and excitement that led up to the arrival of your destination, but now the digitalised booking process and apologetic space of the airport has dehumanised the encounter. Therefore, it is our aim to reimagine the setting within the airport to make it a lighter, inspirational, creative and more playful place. This is the beginning of the journey.
Figure 12, Meditation Nightclub
THE BIG IDEA
CASE STUDIES French anthropologist Marc Augé once referred to airports as “non-places” a tedious transitory zone between travelling to and from one place. The moment factory an innovative multimedia company was commissioned to help create a better experience at LAX airport. To bring back the wonder and interest once created through travel.
Figure 13, The Moment Factory
They redesigned LAX international terminal to reinvent the passenger experience of an airport using multimedia screens and sensors that would react to the way passengers were feeling. Making a stressful and tedious long queue more relaxed.
A case study that elaborated on this assumption through our research was the ‘mind rave’. As visitors of the meditation nightclub dance their night away in Las Vegas, they are hooked up to an EEG machine, which read their brainwaves and emitted the information from the brain activity into light and sound. This gave consumers the opportunity to be immersed into a futuristic design, whilst being involved in an experience customised to their self-conscience. A marketing tool by S7 airlines. Travellers are connected up to an EEG machine and are asked where they dream of travelling to. They then have to shut their eyes and concentrate on the journey an airplane would take from their current location to their dream location. If they manage to not get distracted and are able to reach the destination, then they win plane tickets there. If they begin to think of other things and get distracted, then they don’t win anything. The case study explores the power of the mind and self control, focusing on how we can utilise technology to our advantage in order to create a positive outcome.
Figure 14, Meditation Nightclub 2
Technology is giving us the possibilities to create meaningful experiences, which encourage positive emotional responses.
Figure 15, s7 Airlines
CONT.
Figure 16, Creatives Collage
Artists, Architects, Graphic Designers, Visual Merchandisers will inspire the space created within an airport. They will be part of the new methodology.
Figure 19, Lunar Pop Up
Figure 17, Robert Storey Design Figure 18, LIKE architects
CREATIVE STRATEGY Our creative strategy is aimed at the architectural interior of the airport. Primary research and observations have shown that the intimate connection between the consumer and the high of travel has somewhat disengaged. This opportunity will reimagine the environment of the airport through digital architecture. Consequential to the Human Data trend from our macro research, we believe that in the future, data will be embedded in our bodies via microchips. Therefore, these devices would sync with the digital infrastructure to react to passers by through the ability to recognise and sense a consumer’s emotions. The architecture would then in turn appropriately respond to engage travellers. For example, it could point the more creative traveller in the direction of an artistic suite and those travelling in a group to a more sociable area of the airport.
SCENARIO 1 You are going to Berlin on business, travelling alone and you have never been to the city before. You are flying to SchÜnefeld and know you need to get the U-Bahn into the city centre however you are unsure about to work the trains and where to go. You post your dilemma onto the blog and get a response, another solo traveller is flying somewhere else but is going from the airport, they have been to the airport at the same time and offer to meet you. When you’re at the airport you meet them in one of the new sociable lounges. You both discuss Berlin and the technicalities however afterward the conversation leads into work and both your situations. You discover that they have not only be helpful with information about Berlin but there is also a possibility to work together and have similar interests in an area of work. Without making the area more sociable and interactive with a blog and meet up spaces then the journey would have been stressful and boring.
SCENARIO 2 You are waiting for your long haul flight, in which you are going to see a potential client about your design work. As you are having to wait a few hours, you decide to go to the dedicated work space. You know when you’re flight is boarding because you will receive a notification on your devices. Whilst you are doing work, you are approached by someone else who has been watching you whilst they also work. You are both graphic designers and they are interested by the work you do. After a chat and some collaboration they ask if you are connected to the online platform, you are and so are they. Instead of exchanging business cards you are able to connect and view each others work and projects. A seamless way of interacting with like minded people, which would no have happened if this system didn’t enable individuals and groups to connect in both a physical and digital space.
Figure 20, Airport Collage 2
RECOMMENDATIONS The airport is an unsociable space, we become closed off from the world. Our key aim is to bring back the excitement that was once present throughout the entire travel experience. Our recommendation is two fold, involving the changing of the environment within the airport: to make it more sociable. As well as to invite travellers to be able the connect and engage with one another whether it be before, during or after their journey. We hope our recommendation will be applied globally.
THE BLOG In reimaging the space of the airport, we have created a digital recommendation service, which could be applicable globally. This online platform showcases a new methodology to the airport environment through the idea of hyper-collaboration. To bring back the travel experience, this pack recommends it will take the minds of multiple sectors from the creative community, such as artists, architects, interior designers and technicians.
Figure 21, Blog Screen shot
This platform will act as a referral recommendation for the new committee, it will provide a walk through experience to engage consumers through the booking process and pre-flight. As we know, the airport is a space whereby people shut down and shut off, stressed and bored. So this platform acts a social exchange, being able to connect passengers before, during and after they travel.
Figure 22, Concertina Mock Up
THE BOOKLET To supplement the online presence we also created an offline concertina flyer. The idea behind it is that while the online blog may attract people, we would also send this booklet to potential people and agencies we would like to work with. To make it attractive to them we have made in engaging by asking them to draw and make notes on it. As well as using colloquial language and anecdotes that others that have travelled will find relatable.
THE FUTURE
Today the airport is an environment where stress and boredom strive. We shut off and disengage with our surrondings. But the airport will open up into a space you want to enjoy and interact whilst there. The excitement won’t turn off, instead of waiting to hear for gate numbers it will be sent to your device leaving the time you spend in the airport yours. This time is about you and making the most of your time.
Figure 23, Airport Collage 3
In 10 years time we forecast that our personal data will be integrated into our bodies in the form of our own personal data, including identity, medical records and passport. We predict that in the future there will be the opportunity for this data to react with the digital devices proposed in our creative strategy and therefore create a positive relationship between humans and technology.
Figure Ref Figure 1, Methodology Collage (2015) Group Image Figure 2, Diesel Algorithms ( 2015) Andreas Nicholas Fischer http://www.frameweb.com/news/diesel-installation-byandreas-nicolas-fischer Figure 3, Origins Logo (2014) Melissa Feeley Figure 4, Travel Collage (2015) Melissa Feeley Figure 5, Travel Collage 2 (2015) Melissa Feeley Figure 6, Travel Timeline Collage (2015) Group Image Figure 7, Travel Collage 3 (2015) Melissa Feeley Figure 8, Consumer Collage (2015) Christie Hutchinson Figure 9, Airport Collage (2015) Christie Hutchinson Figure 10, The Moment Factory (2014) The Moment Factory http://www.momentfactory.com/en/project/walls/LAX_-_ Los_Angeles_International_Airport Figure 11, Diesel Algorithms ( 2015) Andreas Nicholas Fischer http://www.frameweb.com/news/diesel-installation-byandreas-nicolas-fischer Figure 12, Meditation Nightclub (2015) Lia Chavez, http://www.psfk.com/2015/01/meditation-night-club-las-vegas. html Figure 13, The Moment Factory (2014) The Moment Factory http://www.momentfactory.com/en/project/walls/LAX_-_ Los_Angeles_International_Airport Figure 14, Meditation Nightclub 2 (2015) Lia Chavez, https://www.lsnglobal.com/seed/article/16972/mind-ravemeditation-nightclub-turns-brainwaves-into-light-and-sound Figure 15, s7 Airlines (2015) s7 Airlines, http://www.psfk.com/2015/04/s7-airlines-eeg-brainwave-headset-imaginationmachine.html Figure 16, Creative Collage (2015) Christie Hutchinson Figure 17, Robert Storey Design (2014) Robert Storey x Nike http://www.huhmagazine.co.uk/7424/nike-launch-nycwomenswear-pop-up-shop Figure 18, LIKE Architect (2010) LIKE Architects http://www.likearchitects.net Figure 19, Lunar Pop Up (2011) ///byn Architects http://www.archdaily.com/120174/lunar-pop-up-store-bynstudio/ Figure 20, Airport Collage 2, Christie Hutchinson Figure 21, Blog Screen shot (2015) Group Image http://originsexperience.tumblr.com Figure 22, Concertina Book Mock up (2015) Melissa Feeley Figure 23, Airport Collage 3 (2015) Melissa Feeley
References AugĂŠ, M. (1995). Non-places. London: Verso. ///byn (2011) Lunar Pop-up Store ///byn [online] Available at: http://www.archdaily.com/120174/lunar-pop-up-store-bynstudio/ [Date Accessed 1st May 2015] Klanten, R., Ehmann, S. and Borges, S. (2013). Brand spaces. Berlin: Gestalten. LIKE Architect (2010) Bus Stop Symbiosis [Online] Available at http://www.likearchitects.net [ Date Accessed 1st May 2015] Lowe, J (2014) Nike Launch NYC Womenswear Pop-Up Shop [online] Avaliable at: http://www.huhmagazine.co.uk/7424/nike-launch-nycwomenswear-pop-up-shop [Accessed 1st May 2015] Manthorpe, R (2015) MIND RAVE: MEDITATION NIGHTCLUB TURNS BRAINWAVES INTO LIGHT AND SOUND [Online] Available at : https://www. lsnglobal.com/seed/article/16972/mind-rave-meditation-nightclub-turns-brainwaves-into-light-and-sound [Date Accessed 4th February 2014] The Moment Factory (2014) LAX - LOS ANGELES INTERNATIONAL AIRPORT [Online] Available at: http://www.momentfactory.com/en/project/ walls/LAX_-_Los_Angeles_International_Airport [Date Accessed 3rd February 2015] Willems, O (2015) Brainwave Headset Lets Travelers Fly to their Dream Destination [Online} Available at: http://www.psfk.com/2015/04/s7airlines-eeg-brainwave-headset-imagination-machine.html [Date Accessed 24th April]
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ORIGINS THE HUMANISATION OF TECHNOLOGY