PROJECT “O� continuity table CONTENTS Insight research Creativity Concept Design Brand identity and Naming Positioning created and developed by Maria Cristina Debenedetti
Musa Boom O Continuity Table
INSIGHT RESEARCH
Consumer Trends
Live & Tell We’re talking about consumers first and foremost telling stories about their experiences or purchases in order to get a status boost.
As if we were reading coffee residues left in a mug, we can see three macro trends guiding our behavior in the future.
Status story Labels Life caching
Musa Boom O Continuity Table
From products and symbols to experience and stories. Status stories VS Status symbols. The need for recognition and status is at the heart of every consumer trend. Expect a shift from brands telling a story, to brands helping consumers tell status-yielding stories to other consumers. It is thus up to the customer to tell a story, any kind of story, with the brand providing the ingredients. SHACKLETON - The Naked Table Project
“I am” Environ-mind Green credentials Local & authenticity Re-use Re-cycle Nu-austerity
Life caching Sources: trendwatching.com trendcentral.com springwise.com coolhunting.com psfk.com futureconceptlab.com
Collecting, storing and displaying one’s entire life, for private use, or for friends, family, even the entire world to peruse. The enduring need is collecting. Human beings, fueled by a need for self-worth, validation, control, vanity, even immortality, love to collect and store possessions, memories, experiences, in order to create personal histories, mementos of their lives, or just to keep track for practical reasons. NOKIA - LifeBlog
INSIGHT RESEARCH
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Labels
Re-use Re-cycle
Purchasing transparency and being able to show the whole design of the business, which starts with the raw materials’ producers and continues through every step of the supply chain. Labels allows customers to trace each product they buy back to the site where the raw material was picked up. ICEBREAKERS - Baacode
Companies know that the current financial meltdown has led consumers to be more disgusted than ever with greedy corporate execs who just don’t care. Companies start to conceive products with a part of recycled materials so as to position and compete in the new environmental conscious market. “Reduce, Reuse, Recycle” the waste hierarchy. EMECO-COCA COLA Navy Chair
Status story
Uniqueness Happynomics Luxury
Live & Tell
1
“I am”
Happynomics Business, wealth and happiness blend in so meet the needs and desires of people with the aim of making them happy. In this context, the future will not be guided only by technology, innovations, products, but from emotions. This will be achieved by the economy depends on the emotional component of interaction satisfaction between people and products or services. APPLE IPhone
Consumers are embracing from everything that has to do with personal branding and social capital, relishing their elevation to social important people, s.i.p. who are desperately trying to be unique. Uniqueness The shift from mass to unique explains the surge in niche or even one-of-a-kind products and services. Consumers moving away from familiar, trusted mass brands may soon find themselves truly addicted to everything niche. CONVERSE - Chuck Taylor
Luxury Luxury, once a single segment at the top of the market, is now multi-layered, with different customers, marketing and prices. A new market, ‘masstige’ (mass meets prestige) targets the aspiring middle market while top brands pursue ‘stratospheric’ luxury aimed at the superrich. And there’s a new luxury consumer with a ‘new slow’ or ‘deep living’ approach to life who wants sustainable, ethical and cultural-based luxury. AMAN RESORT - Lifestyle Experience
Local and authenticity
Environmind Entire societies have embraced sustainability in everything, a broad philosophy regarding concerns for environmental conservation and improvement. Nu-austerity Nu Austerity isn’t just a trend, it’s a philosophy - a return to basic values, materials and a way of life that is all about sustainability and conspicuous abstention. THORNTONS BUDGENS Green Roofs
Local is authentic, local is trusted, local is often eco-friendly, local is quality and best of the best, and thus a rich source of stories. Millions of consumers will gladly continue to pay a premium for these goods as they tell a story of authenticity, of connoisseurship, of the owner knowing where in the world to source the best of the best for each product category. PRADA Made in
Green credentials Millions of consumers are now actively trying to greenify their lives and green credentials are an endless source of status and stories. Consumers’ interest in green credentials will lead to even more ecofriendly goods and services sporting bold, iconic markers and design, that help their eco-conscious owners show off their ecocredentials to their peers. FIAT Eco-Drive
Musa Boom O Continuity Table
INSIGHT RESEARCH
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Market Trends In recent years thanks to the main theme of environmental sustainability, wood is experiencing a very vibrant season in furniture industry. Analyzing the production, we have identified five market trends as described and illustrated in the map.
Concept Shape Wood is curved to create sculptural and sinuous shapes, enhanced by the continuity between seamlessly vertical and horizontal elements.
At any project basis the idea, a metaphor or interpretation of reality. Objects communicate a sense through shapes, colors and materials and suggest new scenarios of interaction. The people, the environment and the significance of our everyday actions.
wood
Technology Dynamic and transformable furnitures - lighter, stronger and flexible - innovative and portable heating equipment, everybody elect wood as the primary construction material.
Re-cycle Each object recycled is deprived of its form and use. What matters is the material that is reprocessed to create a new object. Nothing captures of what could it be in the past, only the material qualities remain.
Re-use It is earth friendly, taking wooden objects and exchanging without reprocessing them; reuse help save time, money, energy, and resource. The elements are reassembled in a new way to create furniture and objects with new meanings, (connecting made of metal or plastic).
INSIGHT RESEARCH
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INSIGHT RESEARCH
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INSIGHT RESEARCH
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Opportunity of innovation
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Shape
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= Opportunity of Innovation
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Tell
Shape
“I Am” + Live &
Tell
Shape
Tell
Tell
T “I Am echn ”
“I Am” + Live &
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“I Am chn o ”
Te
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cle -cy Mind Reviron-
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T “I Am ech n ”
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+ l L ive og & T
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=
Re-use
RIVA 1920
FURNISM CAPPELLINI HORM EDRA RIVA 1920
ron-Mind Envi
+
Re-use
EDRA
on-Mind Envir
Re-use
+
ron-Mind Envi
HORM
Concept ” + Live & Tell “I Am
Shape
“I Am chn o ” + L log ive &
cle -cy ind Re iron-M
Concept + Live & Tell “I Am”
Re-use
Shape
y ll e
v En
+ L ol ive og & T
Concept Liv “I Am” + e & Tell
ron-Mind Envi
“I Am” + Live &
v En
cle -cy ind Re iron-M
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Concept “I Am” + Live & Tell
“I Am” + Live &
Shape
“I Am” + Live &
CAPPELLINI
“I Am hno ” l + Liv og e&
Tell
Re-use
+
UNFULLFILLED NEEDS
ron-Mind Envi
Re-use
FURNISM
“I Am” + Live &
Tell
FULLFILLED NEEDS BY PRODUCTS NOW IN THE MARKET
Re-use
Concept + Live & Tell “I Am”
ron-Mind Envi
Shape
+ Live & Tell “I Am”
on-Mind Envir
Concept + Live & Tell “I Am”
“I Am” + Live &
Concept
* The positioning of the companies was carried out in a qualitative way considering both the reputation and the products range.
-cy Mind on vir En
The objective is to identify areas of product-service’s innovation related to unfullfilled needs.
In recent years customers began to think seriously about environmental issues, but despite other market sectors there are a few products and companies to fullfill this orientation in the furniture sector.
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In these maps we aim to position* some of the most design influent companies present in Italy, concerning Market trends and Consumer trends.
lo Li v g e & Te
“I Am chn ”+ o
Te
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Musa Boom O Continuity Table
CREATIVITY
Creativity
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A mind map to stimulate creativity, to explore the meanings, the collective imagination and then to create a new concept.
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re no at va i r on ec gr t io ow n r e y c le th us e rin su st gs ai na bl e
CREATIVITY
th
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str
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strength
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game
structure
elastic firm
shape technology art
sculpture
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CONCEPT
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DESIGN
Concept
Design
Continuity in the shape and continuity in wood’s life through re-use. Uniqueness due to the origin of each elements and uniqueness in every elements’ selection
There is no solution of continuity between top and legs. Single elements interlocking tongue and groove define the table.
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Recovery boards with different origins always assemble unique tables.
The composition of elements can be well-ordered and square or not as mood suggests.
Table depth can be modified desmounting elements.
well done, but...
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...today I feel joyful
Musa Boom O Continuity Table
Continuity Table
DESIGN
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DESIGN
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NETWORK SCENARIO
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NETWORK SCENARIO
BUILDINGs
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is identified, selected and collected locally by the RWA.
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For example look at gothamforestproducts.com
MPANY
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Once the woods are steam, bent and milled to become the actual elements of the table by the FMC are packaged and delivered.
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Is the main network node, interacting with RWA and customers.
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the RWAs in contact with local situations, reports informations about wood and buildings and deliver the wood once remanufactured to FMC.
furniture manifacturer company
ed wood
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information flow The information flow is bidirectional, the customer, the FMC and the RWA are both senders and recipients. And even when the purchase process is over, the customer receive updating about new reclaimed woods and demolished buildings.
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reclaimed wood ASSOCIATION
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reclaimed wood
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As many cities in a lot of countries has been redeveloped, hundreds of buildings were demolished, filling landfills, the RWAS interrupt the chain by salvaging timbers and remanufacturing this resource into building products.
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Here is a map to show processes, actors, materials and informations flows, activated in this product service. d he
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Network Scenario
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d em o l is
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Through internet he choses dimensions, and sources of wood. He asks informations to FMC.
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DESIGN
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Design Scenario Here is a synoptic telling the interactions between people service environments and product starting from selection process to production till assembling at home.
DESIGN
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SPAIN Barcelona - Eixample (8523(
SPAIN Barcelona - Eixample (8523(
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The aim is to analyze the occasions and the way the product service interacts and offers moments of delight to people who purchase it.
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First visiting the manufacturer yo website of the u choose the size of the table.
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For each continent appears a map and a list of demolished buildings where are available the recovered wood of the desired size.
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The peculiarity of building and s woods are told in a form that show the geographical origin of the woodn the essence the building destinatio and its history.
Hello Mr Robinson, I am Nick, here is a new selection of wood from USA
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The selected woods once arrived at the funriture manufacturer company are restored steam bent and milled to become the actual elements of the table.
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the image even in The product s s to communicate in aim g the packagin and clear way an immediate concept.
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The elements one after the other are m. stuck with tongue and groove syste Depending on the requirements canin be reduced the depth or aggregate n. an orderly or disorderly compositio
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IPhone application. The network of reclaimed wood ass. informs you about new building dem olished.
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DESIGN SCENARIO
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POSITIONING NAMING AND BRAND IDENTITY
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Positioning
Design Scenario
Concept + Live & Tell “I Am”
Always concerning Market and Consumer Trends, in this map we show how “O continuity table” meets a larger area of needs. Tell
Shape
“I Am” + Live &
ll Te
Re-use
Continuity Table
ron-Mind Envi
This new product is well positioned in the furniture market strongly influenced by Form and Concept as well as in the emerging markets identified by “Environ-mind, ”I am“ and “Live and Tell “ Consumer Trends.
FULLFILLED NEEDS BY PRODUCTS NOW IN THE MARKET
Liv og e&
y
“I Am ”+
T e c hn ol
dam Amster tial Residen building
W
NE
Africa Nairobi Farm
Asia
i Shanga God New City Temple
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IP IPhone application displays the composition of your table and at any time allows to update it with new element. Through that application you can always read the story the origin and characteristic of any reclaimed lumber part of your table and this enables you to get in touch with countries people and cultures.
Naming Name - O O is an italian term to introduce an alternative choice. Choice means freedom, but also suggest an evaluation of alternatives. In this table a fundamental choice was the type of wood. The decision to use recovered wood has actually enriched with new meanings the object itself. The ageing wood does not lose its technical and aesthetic characteristics. The traces left on its surface by the time and use are an archive of stories that adds meaning to the finished product. Choosing to use recovered wood is a choice of respect for nature and sustainable development. O indicates a conscious alternative. Descriptor - Continuity Table Continuity is a concept inherent in the re-use, a second chance to exist even if with different shape and function. Continuity because the shape of the table is a continuous line without interruption between top and legs.
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Europe
ans New Orle the House ofn su g risin
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Brand identity Continuity Table The lines of a pen retrace an original stroke, in some places overlap and in others juxtapose and redefine it. The continuous and fluid lines in a circle mean the continuity in the shape of table and the hand strokes mean the uniqueness of each product. Differents strokes coexist to symbolize different periods, forms and uses. One is the original wood, used as a structural element in a old demolished building, the others are the recovery wood now used to construct the table.
we change by design
Maria Cristina Debenedetti Founder and Design Leader Musa Boom via G. B. Pergolesi 24 20124 Milano - Italia M T E W BLOG
+39 335 52 33 987 +39 02 670 77 003 mariacristina@musaboom.it www.musaboom.it musaboom.blogspot.com