Fuori Salone Trends User & Social Innovation 2013
- Desk Analysis PHASE 2- Coolhunting & Cultsearching PHASE 3- Secondary Research PHASE 1
PHASE 1
Fuori Salone
The event Fuori Salone known as Fuorisaloni or even as Milan Design Week, is an event that takes place annulamente in Milan in conjunction with the Salone del Mobile. It is, along with the Salone del Mobile, the most important event, worldwide, covering the field of industrial design, in particular the furniture industry. wikipedia
Fuori Salone Official creative & collaborative services
E.Reporters
The guys that document Fuorisalone Digital Reporter. Person with camera or mobile telephone who snaps pictures, captures glances and points of view on the events. A new professional figure who, by means of digital technologies, produces and shares information through multi-device platforms.
Fuori Salone Official creative & collaborative services
Fuorisalone.it App
Download Fuorisalone.it App, to know all Design Week events: april 9-14 2013 - Milano With Fuorisalone.it app you can access to: EVENTS AGENDA: all the Milano Design Week's events, corredated with addresses, descriptions, photos and routes to reach them FOCUS ON:Focus on the main events and on the hot zones: Brera Design District, Porta Romana, Zona Tortona, Ventura Lambrate and more PHOTOS AND BLOG: Live stream of Photos and blog posts uploaded by 100 e.reporter MY FS: your personal agenda: select the events you don't wont to miss, and organize them day by day.
COOLHUNTING SCHEDULE 09/Apr/13
10/Apr/13
11/Apr/13
12/Apr/13
13/Apr/13
14/Apr/13
STEP 1 STEP 2 STEP 3
The intial phase of on-thespot research is observing, we try to find some phenomenon to evaluate our assumption.
We focus on specific place and collect information on purpose.
On the basis of previous data, we start to make conclusion.
PLAN
visiting for FuoriSalone
PHASE 2
USER DIARIES
we seperate our diaries into 5 main visiting areas and identify them with photos and keywords.
EXHIBTION BIG SCALE
INTERACTION
MATURE
RONG
HISTORY
INNOVATION
CLASSIC
PAVILION
CRAFTS
PROFESSIONAL
Compared with the other exhibition site, Triennale is more official and professional. The topic of exhibition is mainly related to localism, history and crafts. The way they promote their products and brands are mainly brochure, leaflet and catelogue with high quality.
YOUNG BEIJING
CONCEPT
ASIA
INDUSTIAL AREA
INCLUSIVE FOOD & DRINK STUDIO
CASUAL The exhibtion site in Tortona is used to be an industrial area where transformed into an innovative center nowadays. The content is inclusive and concepture. This area is a great platform for young designers and students to presenation themselves. The way young designers promote their work are multiple and frontier.
MARKET CONCEPT
COMPACT FOOD & DRINK
CAUSAL
CREATIVE FRONTIER
CLOSE
SELF-EXPRESS
INNOVATION
The MOST exhibtion located in the Museum of Science and Technology is provided by Tom Dixon. The main atmosphere in MOST is casual and approachable, visitors could touch and experience the material and products. Especially in the patio where some junior design studio show their work. The exhibition is more like an artist market.
The most impressive part in Lambrate is the academic exhibition where includs a creative restaurant and coffee bars. Visitors have access to the work of many design colleges.The event in Larmbrate change everyday.
STUDENT
INNOVATION
CONCEPT
PLATFORM
SELF-EXPRESS
PLURALISM FRONTIER
CONCENTRATE
CASUAL
EVENT
STREET
ARTIST
PROFESSIONAL
WORKSHOP ACADEMY
PARTY
INCLUSIVE
DISPERSIVE
DELICATE
FOOD & DRINK
The exhibition area in Brera is located in a design community, Over 90 events are scheduled, including exhibitions, parties and site-specific installations. Besides the delicate design, Brera also proivde food and drink which offer visitors a casual experience.
COOLHUNTING & CULTSEARCHING
we focus on what promotion the brand offered, and how much visitors would take away from FuoriSalone.
Small part of what we took from Fuorisalone
we focus on what promotion the brand offered,and how much visitors would take away from FuoriSalone.
＃1 ＃2 ＃3 ＃4
TYPES
Brochure Poster
Postcard Newspaper
Souvenir
Sample
Food
QR code Experience others Relationship & Service
Brochure Poster
Postcard Newspaper
ďźƒ1
Traditional Material Passive
ďźƒ1 Brochure Poster
1st type are things like brochure, poster and newspaper which provide introduction including an index of the products of this brand. It's an effective but very traditional way of spreading. With these stuff, you are easy to get an overview about this booth.
Postcard Newspaper
Souvenir
Food
Sample
ďźƒ2
ďźƒ2 Souvenir
Food
Sample
2nd type refers to endless kinds of gifts. Some of them relfect the brand's main concept, and some just are covered with their visual identity. The visitors are wiling to receive this kind of promotion, so sometimes they wil queue to take one or try once. After that, it's easy to find bunch of people holding these advertising bags or drinking redbull.
Attractive
Memoriable
Functional
ďźƒ3 QR code Experience others
ďźƒ3 QR code Experience others
3rd type includes experience mainly about touching the product, being impressed with these real presonal using. Another component is QR code, using the popular technology to give chance to those who are interested in this project for futher information. It's a sustainable way in contrast with the info explosion on the site, especially with the link with your mobile device.
Interactive
Experienced
Impressive
ďźƒ4 Relationship & Service
The last type is not so popular since it aims to cultivating a relationship between the brand/the organization and the visitors. The most obvious example is the booth who gives our plants. In this way, visitors with the flowers are surely to be the user or the actor of this service, and at the same time, they gain the idea of the brand/the organization and contribute themself into its development.
Long-lasting Creative Collaborative
case analysis
URBAN Planning We appreciated this promotion very much and decided to analyze it further. Actually it won the flower design award 2012, so it got chance to do a test first in fuorisalone 2013. The flowers were delievered freely to the visitors. We found the original idea on www. flowerdesign award. dk
http://flowerdesignaward.dk/
ďźƒ4
Relationship & Service
ďźƒ4 URBAN Planning SHOW YOUR WOMAN HOW MUCH YOU LOVE HER. During the observation, we saw the smil on people's face, it's more than flower now. Once you get one, you're required to be responsible for it and also for the people who you give it to. So it really would improve people's relationship.
http://instagram.com
ďźƒ4 URBAN Planning People responded to the slogan---PLANT A FLOWER IN A DANGEROUS PLACE. And posted the pic on social media such like Instgram. In the interaction, collaborative creactivity and the power from people was shown, contributing to the environment we're living in.
http://instagram.com
Comparison IN FuoriSalone
More
＃1
in terms of quantity
＃2
Brochure Newspaper Postcard
Porpotion
Souvenir
Food
Sample
Less
The first type occupied most of the things you can bring home after visit. The second follows and it includs endlesss forms. Besides, the third type is mainly composed of virtual interaction and high technology. Last but not least, the fourth type is like alienware with really smallest ratio, but at the same time gaining the largest attention and reputation
＃3 QR code
Experience Others
＃4 Relationship & Service
How much did they take away from Fuorisalone?
ďźƒ1 Afterwards Trash! Trash!! Trash!!! Brochure Newspaper Postcard
ďźƒ2 Fun! One-off!! Trash!!! Afterwards Souvenir
Food
Sample
Afterwards
ďźƒ3 QR code
Experience Others
Iconic Persistence Recognitive Memory Temporary!!
Afterwards
ďźƒ4 Relationship & Service
Green! Ethusiasm for Planting!!! Awareness of Environment!
Comparison After FuoriSalone
＃2 ＃1
＃3
＃4
Sustainability in terms of quality
More
In the contrast with quantity, in terms of quality, the fouth type seemed the most valuable one. It provided more about the concept or the idea of this brand/booth. It's easier to buid long-term relationship with them. The rest three types have different levels of quality, but generally they are on the opposite compared with quantity. Less
PHASE 3
What's new in terms of promotion?
IKEA moving boxes Every July 1st long weekend in Canada, a cultural phenomenon happens. The people of Quebec move, 225,00 people in a city of 1.8 million moving all at once. There isn’t enough of anything – trucks, movers, even boxes. IKEA helped Quebecers make moving easier with the simple act of providing moving boxes. These boxes were printed with moving tips, a checklist, a helpful dinner offer at the local IKEA, and of course a great offer on new IKEA furniture for the new place. They even showed how to turn the box into a chair when movers ran out of breathe. Boxes were posted all over town-hung flat on walls and designed to be the hardest working posters ever. When the boxes were taken, They had messaging underneath telling people to keep coming back for more. www.advertolog.com
Hellmann’s recipe receipt Hellmann's and agency Ogilvy Brazil came up with a novel way to encourage consumers to use mayonnaise for more than sandwiches. The brand teamed up with supermarket chain St Marche to install special software in 100 of its cash registers. When customers bought Hellmann's, it clocked the other items they were purchasing and came up with recipes combining several of the ingredients and printed them out on the bill adage.com
OUR VISION
Vision
regarding Brands and their Promotion
Eco creative
Designers began to notice their impact onto the environment Plant has been widely used as a design element
Designer also craftsman
The re-emergence of the traditional craft like weaving in the household products field
Touch it feel it Hard materials which not commonly used before bring new feelings to furniture design
Be small be smart Less is more, small changes make big differences
THANKS
Shen Yuwei - 797842 Gui Jiale - 797866 Ge Yanming - 797850