The Big Idea Molly Savident N0571002
Tea Uglow initially known as Tom, is the Creative Director for Google’s Creative Lab in Sydney. She works with cultural and creative organisations around the world exploring the space between technology and the arts to see what can happen where they intersect. Tea presented a Ted video on “An Internet Without Screens”, this talk looked into the digital age and development of today’s society with iPhones and Screens and posed the question, ‘what if you could use the internet without a screen?’ After all its not the electronic device we lust after, its the information and content within them. Tea then goes into the demonstration of using the internet and technology within things without a screen such as Hacky Sacks, touch remotes and tangible YouTube players. From listening to Teas talk I particularly liked the idea of incorporating iPhones and technology within trees to create a digital yet natural experience for children to go outside and connect with digital fairies and woodland creatures. This is what lead me on to considering how we can utilise digital and internet within an everyday, normal setting to create a different experience.
The ted talk
“An Internet Without Screens” - Tea Uglow
The idea of creating a digital yet natural experience for children to interact with the outside, connecting with digital fairies and woodland creatures also encouraged me to consider the younger generation and its relationship with technology. Today our world is becoming more and more digitally influenced and driven. As a result, we as humans are demanding more of it wherever we go. This specific idea within the Ted talk encouraged me to think about how we can utilise digital experiences not just for consumers within a Paul Smith store but to also draw in and connect with the online consumer in-store. This is what lead me to my big idea “How can you relate the online Paul Smith store with the physical store to connect with the digital consumer�
The ted talk
Linking with Context Stage of Paul Smith
Brain Storm one
Brain Storm two
Brain Storm three
Brain Storm FOUR
Who?
Digital experience for the younger, digital generation, the demand for a digital and technological experience is high. The younger generation expect it wherever they go.
What?
Introduce digital and technological experiences in to Paul Smith stores to create better more interactive and tangible experience.
Where?
In-store - reflecting a similar experience to online.
When?
Now, the technological age is developing and companies and devises are becoming more digital by the minute. The demand for in-store experience is growing currently.
Why?
To connect with a greater audience, grow the relationship mainly the younger generation who are constantly hungry for bigger and better digital experiences and technology and attract the online consumer into the stores.
con sider the context
In store experience, digital experience, technology, interactive, touch screen, videos, projectors, get involved, connection between consumer and individual, understanding a brand, becoming part of a brand, not just an outsider, actually involved, your presents and involvement counts, feel part of them, like you’re giving something back, makes things digital, more modern, attracts the younger consumer, draws in consumer, sense, utilise the powerful senses - tangible, digitally engaged, engagement, combination of the digital and physical world, connecting with the digital consumer in a physical environment, digital age, combination of digital and physical, turning more digital, changing the way the world runs, development, developing, generations, aging, developing experiences, tangible experience, out of this world, space, future, futuristic, new, virtual, virtual reality, change, changing, new experience, changing experience, changing perceptions, different perceptions, online consumer, online, internet, the cloud, online shoppers, alternative to online, unique, different
Free writ ing
Tram
Trams take people on a journey to a destination, could utilise technology to take consumers on a journey about Paul Smith’s brand and brand story
Pyjamas
Pyjamas are worn to bed, you go to bed to sleep and create your own dreams. Using technology within store to create a magical, surreal experience for consumers
Bead
Beads are used in jewellery, jewellery is expensive and beautiful. Create a beautiful and desirable experience which encourages consumers to talk about the brand and want to come back.
Beach
A beach is where you go for a break, a get away. Turn Paul Smith around into a digital thinking, technology driven brand to give consumers an alternative to shopping, a break from all the same high end brands
Compass
An adventure, a compass is used during expeditions and adventures. Create an in-store digital experience and make it an adventure, give consumers the opportunity to enter a digital pathway about Paul Smith and the history behind him and his stores
Dentist
Dentists focus on your teeth and mouth. Create a tangible and digital experience that connects with ones senses, allows thoughts to be triggered by a specific sound, smell, taste or experience meaning consumers will immediately think of the brand once senses are triggered
word Associ ation
Blackboard
Interactive - allow consumers to interact with specific digital experiences to make them their own - tangible digital booth that allows consumers to tailor digital outfits specifically to them
cream
Create a different viewing experience of collections. Make the whole store cream with no other colours and project the patterns, colours, objects onto the garments instead
plastic
Basic everyday material, use basic objects combined with digital technology to create an experience e.g. a normal book with moving digital story imagery
planet
Aliens and surrealism, create an out of this world, different experience. Take the garments out of the shop, host a digital event instead of a catwalk. Project collections as though they’re in the night sky
Computer
Do the opposite, everything is controlled by computers, laptops and tablets, create visual experiences such as moving image or audio experiences about the brand in a dark room allowing consumers to imagine and shop with different senses rather than the normal mouse and screen action
Turkey
Turkeys are most commonly eaten at Christmas, create a special digital Paul Smith Christmas event that is sense triggered. An experiential room with sounds, visuals and physical objects to give a sneak peak at the next collection
word Associ ation
1
Pre-store Digital Journey Create a pre store digital journey for consumers to experience before entering the specific Paul Smith Store to understand the brand personality and heritage in a digital experiential way
2
Product Projection A digital in-store experience which provides an alternative to looking at normal garments on a hanger. The use of one colour and projectors
3
Senses stimulation Use of in-store digital experiences to connect with consumers senses to provoke an sense of emotion that is then triggered and remembered out of the store
My three ideas
1 Idea Description
The world is becoming more digital, consumers are becoming more digital and as a result the demand for a digital experience is becoming greater and greater. This idea focuses on taking the consumers on a digital journey of Paul Smith. This blends the gap between the physical and digital world which keeps the heritage aesthetic to the brand but targets the more digital driven consumer. This experience would be connected to the main Paul Smith flagship store and take the consumer on a digital Journey of Paul Smith himself and the company. The journey would consist of visual moving imagery projected onto the walls and floor creating a mock up of Paul Smiths Office, Goggles leading the consumer into a virtual sense of reality taking them around Paul Smith catwalk displays and interactive devises allowing consumers to experiment and play with different collections adapted to them. These digital experiences would then be transferred into all stores creating a consistent brand aesthetic.
Idea One
Pre-store digital journey
Strengths
Weaknesses
Opportunities
Threats
Different to how brands have used digital in-store experience in the past. Relevant and gives consumers a better understanding of Paul Smith himself and the brand. Gives the consumer digital freedom to experiment with the different lines and collections getting a feel for what they like. Creates desire for consumers to visit the flagship store and subconscious links would be made from the digital experience in each store.
Is it really doable? Problem of adding extra space onto the flagship store to create this digital journey. Could add it within the store already built however this reduces the general store space. Is this engaging enough for the digital consumer? Do they want digital experience adding on or do they want it within the actual store. Is it digital enough? Would the link be clear between the digital journey experience and in-store?
Allows the brand to do something Does it resemble the idea of a museum, alternative and different to what other would it attract museum and history brands have previously done in the past. goers rather than the digital generation. Celebrates the brand and the brand history.
Is it timely?
In terms of the digital aspect yes it is timely, the modern world is becoming more and more reliant on technology and digital experience and as previously stated, the demand for digital experiences is increasing. In terms of in-store experience yes its timely, more and more brands today are incorporating digital within store such as Burberry. Is the experience around the Paul Smith history timely? Yes and no, it will always be timely as the brand is still going and still making history however its not necessarily at the forefront of consumers minds. They want what’s in the store, what they can purchase and physically have, what’s fast and fashionable, not always the history behind something.
Idea One
Pre-store digital journey
2 Idea Description
Minimalism is an on going trend that is beginning to develop in-store, online and now in peoples homes. This idea focuses on utilising minimalism and creating an alternative way of perceiving and shopping for clothes and accessories. This is a digital experience that incorporates one colour, white, and digital projectors. The store is stripped of its normal products and replaced with plain white ones, the style and shape are kept the same including the layout of the store. The designs and styles are then digitally projected onto each garment which allows consumers to experiment with the provided choices, switching the colours, shapes and sized to create their own personal design which is then available to purchase. This keeps the heart of the brand the same just giving an alternative experience to consumers.
IDEA TWO
Product Projection
Strengths
Unique way of displaying collections and products, would interest and attract a younger consumers as its a different and innovative way of using digital technology. Alternative way of utilising in store experience which creates general curiosity from consumers and therefore increase foot traffic into the store. The opportunity to add the consumers own touch to garments makes it more personal and timely to individual consumers.
Opportunities
Brings the brand into the modern digital world, allows Paul Smith to connect with new digital and innovative consumers with the opportunity for increase sales and profit.
Is it timely?
Weaknesses
Does it suit Paul Smith? It it too digital for his liking? May not work with the brand in terms of removing all colour and brand essence making it white and minimal. Its unique and different but is it too different? As a result will it turn people away as its about the unknown and consumers can’t experience the final designed product straight away?
Threats
Does it completely ‘re brand’ the brand? Could taint the brand personality of heritage and being quintessentially British. Could have a negative impact on existing Paul Smith consumers and as a result lose loyal shoppers. nnnnnnnnn
Again its timely within the digital aspect, fits well with creating an in-store experience, its unique and different which appeals to consumers, it is digital and in-store forward allowing the brand to connect with the younger consumer. Ability to personalise and adapt your own garments or accessories is becoming more popular and consumers are becoming more attracted to the idea. Brands such as Louis Vuitton and Ralph Lauren are now also offering this service to their consumers.
IDEA TWO
Product Projection
3 Idea Description
Our senses are our body’s most powerful way of making sense of the world around us. They keep us safe, allow us to understand and trigger emotion. Utilising the senses are the most powerful way of connecting with the consumer. Sense stimulation is an idea of using digital experience to connect with consumers senses and as a result attract a wider consumer audience. This idea stimulates the visual sense, the hearing sense and the sense of smell. The use of visual moving image projected onto walls that demonstrates the history of Paul Smith and the world when he was younger, this triggers the sense of nostalgia and when nothing mattered. The use of positive sounds and noises played throughout the store which is also connected to the online store and social media sites to stimulate a positive mood and influence purchasing habits. Finally the sense of smell utilised within store - keeping the store smelling of Paul Smith fragrances which are transferred and infused into physical advertising such as screens and magazines to stimulate the sense of smell and subconsciously remind the consumer of the brand.
IDEA THREE
Sense Stimulation
Strengths
The senses are the most powerful way of connecting with the consumer, targeting the senses will subconsciously and most likely consciously, cause the brand to enter the consumers line of thoughts stimulating the action to research or visit the Paul Smith stores.
Opportunities
Could subconsciously encourage consumers who have visited a Paul Smith store and are scrolling a online media site or Paul Smith website to purchase. Gets consumers more physically involved with the brand feeling as thought they’re more personally targeted.
Is it timely?
Weaknesses
Is it really that digital? Will it attract a new consumer demographic? Utilising the sense of smell isn’t particularly digital, its more about the physical side of advertising. Will it connect and appeal to the digital audience and attract them into the physical stores?
Threats
The sense of smell has previously been done by brands such as Mccains jacket potatoes. Not necessarily new and innovative.
Again, in terms of utilising digital influences within store and online yes, consumers are always looking for the digital, technology, in-store experience and are hopelessly attracted to it. However targeting the senses has previously been done but did have positive impacts on brands such as McCain. Its not being done currently but has the possibility to work if experimented with again.
IDEA THREE Sense Stimulation
2
Product Projection The use of patterns projected onto clothing and products. A digital in-store experience which provides an alternative to looking at normal garments on a hanger.
CHOSEN IDEA
Further brainstorm of my idea to get extra thoughts and ideas down on paper, to review my idea and spark up any extra points that could be included throughout my Big Idea.
shape and develop
Anarchist?
Use of personalisation and projection on iconic buildings such as parliament to rebel against laws they may disagree with and therefore make their personal marks on other things
Buddhist?
Projection used to personalise and create a calming and zen like environment appropriate for Buddhist practises, meditation and relaxing
Criminal?
This idea allows consumers to create their own personalisation and identity. Criminals could use this technique to forge someone else’s identity and escape the ‘wanted’ signs and poster
Child?
A children’s section allowing children to draw their own ideas and patterns and project them onto Paul Smith garments. Allows children to create and develop their own personal ideas. Could be a part of the store for children to sit and get distracted by whilst their parents are shopping
Alien?
Educating aliens through the basics of clothing, you have a mannequin, clothes are designed and drawn by hand then made and sewed to fit a specific size, then patterns are created to personalise, brand and complete the garment
shape and develop Someone Different Approaching
You can only make one dot at a time: You can’t change something straight away, therefore you cant fix problems straight away. Test out your idea first and then build upon it. Everything wont fix over night, you need to take it 1 step at a time
What is the simplest solution?
Simplest solution would be connecting to new digital consumers online and on social media, this is where the digital consumers natural habitat lies. However this is most likely to attract them to the online store, not the physical store
Assemble some of the elements in a group and treat the group: Assembling the individual elements of a Paul Smith garment and looking at the as a whole instead of splitting them up. Demonstrate to consumers the final outcome that could arise from their designs and personalisations of their garments.
Spectrum analysis
“A method of analysing the properties of matter� Analyse and look at the makeup of digital consumer and their purchasing habits. Utilise this in store and with sales assistances to generate the same purchasing actions as demonstrated online
shape and develop Oblique Strategy Cards
After using the Shape and Develop techniques I have decided I need to ensure that my idea is versatile and captures the interest of all consumers. As the aim was to attract the digital consumer in-store with the result of attracting the younger generation, then this idea is perfect as its utilising technology. However I need to be careful that from appealing to new audiences, the original audience aren’t forgotten about and as a result Paul Smith decline in sales. Therefore I have decided that the in-store experience must be incorporated into the original stores to prevent a complete re brand and change in consumer targeting. This will allow the original consumers to return and experience what they already know with the addition of an in-store experience optional to them. On the other hand, having the in-store experience will hopefully attract the new, digital, younger consumer and in conjunction introduce them to the original more heritage side of Paul Smith.
shape and develop Test and Redefine
Aim:
bIG iDEA:
“Relate the physical Paul Smith store with the digital online store to connect with the digital consumer�
Utilising pattern projection onto blank clothing canvases to create a digital in-store experience.
to Summarise