Genius Loci
TRENDS REPORT Benedetta Anghileri Elisa Berzuini Gui Jiale Gökçe Yüksel Shen Yuwei
Content 1.Research objectives......................................... 2.Milan trend & icon............................................ 3.Generational Targets & Icons.......................... 4.Target interview............................................... 5.Home diaries.................................................... 6.Reaction to Swatch.......................................... 7.Conclusion........................................................
Researach Objectives For the Icons project we decided to carry out the interviews and mind builders. In our investigation we took lot’s of photos. We paid attention to the domestic environment in order to understand the material culture in these two generation groups. Then we carried out a Coolhunting in Milan considering the topics style, food, wellbeing, technology and places. to develop a new possible trend and to propose a new project. interviews as an outcome. We wanted to identify new trends for further product/project development that are associated with wanted the focus on the brand “Swatch”. We analized the brand through a desk research in which we came out with brand’s which we would like to develop for our two generation groups. Finally we reached our aim by proposing a project and coming to conclusions with above mentioned groups.
MILAN Trend DYNAMIC
Sport icon Fashion icon Market icon
INHERITED
Historical icon Craft icon Cultural icon
PIONEER
Design icon Info icon Luxury icon
MILAN Trend
DYNAMIC Associazione Calcio Milan established in 1988. The spirit of AC milan rooted in this city deeply. For Milanese , San Siro Stadium is the holy land of Carnival. Milan fashion week is one of the top 4 fashion week in the world. Meanwhile, The Senigallia in Porta Genova has a long tradition. All these features consist of a dynamic image of Milan.
Sport icon
Fashion icon
Market icon
San Siro Stadium
Fashion Week
Senigallia market
MILAN Trend
INHERITED Milan has inherited lots of culture and custom,it's with strong italian sear. Italy is a country with a long history. There are many craftmen, especially in leather industry. In addition, italian food are astonishingly welcome in all over the world. Milan is a representive city of these features. With the development of its own identity, this city absorbed a lot from italian historian and culture.
Historical icon
Craft icon
Cultural icon
DUOMO
Craftmen
Luini-panzerotti
MILAN Trend
PIONEER As the hotbed of innovation, Milan is the pioneer in a lot of fields. Milan design week in April is one of the most famous design event in the world. It’s a really point of fresh design idea around the world. At the same time, magazine ZERO which is the top fashion media is originated from Milan. La Rinascente, the Stage of Luxury products is found in Milan as well.
Design icon
Info icon
Luxury icon
Design week
ZERO magazine
La Rinascente
Generational Targets & Icons FOOD
Lively Kids
family clothes
Posh Tweens
Bershka
Expo Teens
Tokidoki
Linker People
Freitag/ Vans/ Jeans
Unique Sons
Oakley
Sense Girls
Cath Kidston
Mind Builders Singular Women Premium Seekers Normal Breakers Family Activists Pleasure Growers
Borsalino Stefanel Burberry ISSEY MIYAKE CLARKS
Cameo MUU-MUU
KIKO
foreign food
bicycle fixed
BABASUCCO vegeterian brunch Activia yogurt Michelin Star Restaurant
watching VIOLETTA
Timbuk Toys
Justin Bieber’s concert
Balotelli hairstyle jewellery for cellphone
energy drink
virgin Gym
Disco
Plants vs Zombie
Santaria/Frida Bar
Pandenus/Pave
Google glasses
Marina Abramovic show
Kindle
LUSH
Google Calender
Creed stone massage Spa
Brera cooking course
Nike+ipod
Golf club
Lexius
spice taste-leaf book osho
Heineken
STYLE
LUNA STAR
Mcdonald's
Brilla
Etro
TECHNOLOGY
quick dry backpack
Six God
geriatric cellphone
tennis
Imetec massager
WELLBEING
Vernissag@vava.milano Esselunga
Al Pascià
PLACES
TARGET Interview
INTERVIEW with Fernando & Mattia
Mind Builders
Linker People
Borsalino Brunch Creed Google Calendar Brera
Freitag Foreign Food Bicycle Fixed Whatsapp Santaria/Frida
FERNANDO LOMBARDI
MATTIA PIAZZANO
Mind Builders
Linker People
52 years old Photographer Spend more time at home because he work at home live with his wife and his dog
32 years old Copywriter Few hours spent at home live with Matteo, his flatmate for 4 years
FERNANDO LOMBARDI
HOUSE
MATTIA PIAZZANO
BEDROOM Especially for sleep , rest , reading , doing yoga or pilate , work on computer, No television only music .have privacy . It's a open bedromm with tatami on the floor. I have some magazines, newspapers, personal souvenir and art objects around the bed. • Personality : Gandhi • Main spot : tatami bed • Emotion : warm, calm KITCHEN Industrial, open to living room and dining table. All steel, lots of kitchen tools along with personal items (pictures / books / vintage items). • Personality : Charles Bukowski • Main spot : objects • Emotion : clean BATHROOM Modern rational, open, bright, with vintage sofa to sit, lay clothes. • Personality : Wood Allen • Main spot : vintage sofa • Emotion: intimacy LIVING ROOM Large room with picture window, comfortable sofa , large bookshelves , television. It's main spot of my house. • Personality : Iris Arpfel • Main spot : bookshelves • Emotion: memories and your living style GARAGE / GARDEN / STORAGE ROOM Garden / atrium furnished with a large bed, plants, objects of religious
BEDROOM #1 This room is mine, I sleep there and my stuff is there as well. Any part of it has its own functionused for listening to music, sleeping and storing clothes. It's Comfortable, lots of staff that could be packed into a tablet. BEDROOM #2 Roomie’s room, aka flat’s shared room. It's used for eating and watching sports on rojadirecta. It was once the local subsidiary for a brand. There are Lots of tram vibrations but easiest room to clean. KITCHEN Not so big, It's mostly used for cooking, sometimes for eating. There are more knives than forks or spoons, several ways to enjoy a cup of coffee Kitchen. BATHROOM More plumbers paid visit to the bathroom than lovely guests. GARAGE / GARDEN / STORAGE ROOM None of them.
PERSONALITY & EMOTION Any room has its own personality related to who spend more times in it. Objects are a consequence even if they are located there just few days ago.
inspiration and mirror. • Personality : Ibrahim Ferrer • Main spot : Red brick wall and religious objects. • Emotion: fantacy
SPECIFIC / FAVOURITE / SIGNIFICANT SPOTS First things I show to new visitors are the stuff I’ve found on the street. Maybe if you wanna impress someone, just show them what you got for free.
GARDEN
BEDROOM #2
BEDROOM #1 LIVINGROOM
LIVING ROOM
BATHROOM
KITCHEN
BATHROOM
DINGING ROOM BEDROOM KITCHEN
PATIO
BATHROOM
STUDIO
CLOSET
150 m²(approx), dining room, open kitchen, atrium, garden, 1 bedroom with bathroom, 2 walk-in closets, 1 small service area, small office with bathroom and loft bedroom. Outside parking place (courtyard)
45 m² (approx), 2 rooms, kitchen and bathroom. No garden nor garage
what’s in your fridge cupboards, food, drink, almost no frozen food
what’s in your fridge: it depends on my bank account
what’s in your medicine cabinet medicines, leftover weight loss programs or detoxifying never finished.
what’s in your medicine cabinet: aspirine
what’s on your bookcase / shelves/ walls many image books, costume, architecture and design.
what’s on your bookcase / shelves/ walls books and dvds
what’s in your cd / dvd rack/ smartphone/ tablet every kind of music. Very few Italian music, lots of CD because unlike the music files download are palpable objects.
what’s in your cd / dvd rack/ smartphone/ tablet LP’s
1. What is/was your favourite book, comic book, cartoon, garment, gadget, accessory…?
1. What is/was your favourite book, comic book, cartoon, garment, gadget, accessory…?
book: Sulla fotografia” Susan Sontag” comic book: Tintin cartoon: The Jetsons , garment: blue skirt gadget: Doll in fabric of Frida Kalo , accessory: Silver Ring
Mad Magazines my records my cameras
2. Are there any objects outside this house that you especially like? (buildings, shops, monuments…)
2. Are there any objects outside this house that you especially like? (buildings, shops, monuments…)
A wooden boat
Trams, bicycles
3. If you had the money, what would be the objects, clothes, devices… that you would like to own?
25℃
Faster Internet , a temperature controller in the kitchen , a complete DVD library , an English butler.
3. If you had the money, what would be the objects, clothes, devices… that you would like to own?
More Mad Magazines, more records, more cameras
4. What’s on your walls? Have you got any art, posters, photos, stickers… hanging/attached on the room’s walls? How long have they been there? And why?
4. What’s on your walls? Have you got any art, posters, photos, stickers… hanging/attached on the room’s walls? How long have they been there? And why?
some important paintings and a lot of author’s photos on the walls
Mostly movie posters
5. Have you got a secret diary, agenda or “memory” box?
5. Have you got a secret diary, agenda or “memory” box?
The house is crammed with memory .. In the kitchen, in the bathroom, everywhere.
Small boxes where I store work related documents
6. According to you, what’s an icon? Please, give me a definition and some examples present in your everyday life experience Items such as a chair by Mies Van der Rohe, books by authors such as Avedon, Newton, a car like the old Mini, the Berkel slicer
6. According to you, what’s an icon? Please, give me a definition and some examples present in your everyday life experience Ain’t no icons, only useful or not useful items
7. What’s the difference between a fashion and an icon? Please, give me an example of a fashion and an example of icon, in general and in your house…
7. What’s the difference between a fashion and an icon? Please, give me an example of a fashion and an example of icon, in general and in your house…
Fashion - eat Bioproducts, and so many clothes in the closet Icons - the old All Star, the old Mini
Ain’t no icons, only useful or not useful items 8. Are there any icons that you remember from when you were a child that have disappeared or been forgotten? Why? Or any favourite icons which have gained a different meaning / influence nowadays? When I was a kid icons were football players and directors. Nowadays icons are still football players and directors that were not when I was a kid. Mostly because they weren’t yet born
8. Are there any icons that you remember from when you were a child that have disappeared or been forgotten? Why? Or any favourite icons which have gained a different meaning / influence nowadays? Beatles 9. Are there any icons related to the history / contemporaneousness of your country? Has your country produced any icons in the past or recently?
9. Are there any icons related to the history / contemporaneousness of your country? Has your country produced any icons in the past or recently?
The Havaianas, yellow t-shirt of the Brazilian national team. None.
Comparison VINTAGE/ELEGENT Items such as a chair by Mies Van der Rohe, books by authors such as Avedon, Newton, a car like the old Mini, the Berkel slicer. He also want a wooden boat.
HUMOROUS His description about Bathroom: "More plumbers paid visit to the bathroom than lovely guests."
MASHUP His collection is various and rich.
EXTRAVAGANT/DISORGANIZED things in the fridge depends on his bank account.
HIGH QUALITY AND HEALTHY LIFE He want a temperature controller in the kitchen and an English butler. Almost no frozen food in the fridge. His leftover weight loss programs or detoxifying never finished.
SIMPLY BUT PASSIONATE If he have money, he will buy what he like. Mad magazine, records, carmera.
CONTEMPLATIVE good sense of life. He provide each room a personality with famous people. He also do yoga or pilate in his bedroom.
PRAGMATISM Ain’t no icons, only useful or not useful items. TRAVELER: bicycle and tram
HOME Diaries
SCATTERED HUMOR
Intimidating icons Refidden (refined + hidden) icons
COLLECTING MOMENTS Forget-me-not icons Sanctified icons
FURNISHING ENJOYMENT Dust-cover icons / Dethronized icons Meaningful icons
SELF PAMPERING Personal taste Healthy life
Cynism Intellectual enjoyment
Overstock Taking care
Usefulness Aesthetic
Delight icons Soul-care icons
HOME Diaries
Scattered humor
Icons that furnish different stories by decomposing, recomposing things which exist and we know so far: icons that excite, arouse a fee¬ling. Nowadays, we don’t need anything more, humor remains the only way to trigger the attraction towards an object. Contradicting langua¬ges and paradoxes can help to rediscover the narrative capacity in a scorched world by the virtual hypertechnology.
VALUES Cynism Intellectual enjoyment
ICONS Intimidating icons Refidden (refined + hidden) icons
Scattered humor Intimidating icons Remarkable humor behaviour anticipates the personality of the landlord. These icons have the attitude to make a host feel embarrassed and/or uncomfortable.
“Don’t be fucking late” in bathroom Weighting scale with superheros’ name Freezer with vodka and organs
Scattered humor
Refidden (refined + hidden) icons The humor in this house is not ostentatious. It is mild, polite, hidden. It was like a treasure hunt and was also like an experience which makes you feel “you re-search something.”
Art piece in bathroom “Strictly no smoking” signboard aside to cigarettes Queen Elizabeth say goodbye to guests
HOME Diaries
Collecting moments
Items usually tell you something about people and places from many years ago. They prefer not to record someone’s life chro-nologically but rather record them by the objects they collect. It’s taking slower-paced life to focus on the little things, to find details within the chaos. The important thing is how memories are hinged to special icons.
VALUES Overstock Taking care
ICONS Forget-me-not icons Sanctified icons
Collecting moments
Forget-me-not icons The house looks like a big storage. The inhabitant of this house is strongly attached even to the most simple things and the landlord chooses to accumulate in an “organized disorder�.
Monthly classifier shelf of the bedroom Corona’s flamingo
Collecting moments
Sanctified icons Interpreting and living the house as a museum: not because every object is placed behind a glass, but because he pays attention and he takes care of each memory as if it was a treasure. The house grows with its inhabitants.
Religious iconography from Brazil Collection of Borsalino and other hats Fernando’s desk
HOME Diaries
Furnishing enjoyment
People enjoy furnishing a space, characterizing strongly, referred to their own personality. All of us can be interior designers of our house. We live in a space grows during our permanence. VALUES Usefulness Aesthetic
ICONS Dust-cover icons / Dethronized icons Meaningful icons
Furnishing enjoyment dust-cover icons / dethronized icons In this case, the icons are dethroned. The tendency is about purchaseing an item considering not only its importance to the cultural and fashion fields, but also its functionality. So, items like the ashtray by Enzo Mari will be surrounded by anonymous glasses , just like other staff.
Ashtray by Enzo Mari Vintage Telephone May Day by Konstantin Grcic
Furnishing enjoyment
meaningful icons Surround yourself with precious objects with cultural meaning and aesthetics. The aesthetic and meaning value of these icons are also evidents to a guest who visit this house for the first time.
Penelope AKA Penny (Labrador dog) with Charles Eames chair Toio Lamp by Achille Castiglioni LC3 Armchair by Lecorbusier
HOME Diaries
Self pampering
Pampering, in this case, means to be satisfied by what surrounds us. It’s about taking care of themselves and leading a healthy life. It consists of sth following their own desires and own tastes of the moment.
VALUES Personal taste Healthy life
ICONS Delight icons Soul-care icons
Self pampering
Delight icons The priority is certainly about personal taste and present an important meaning. Passions and pleasures are directly connected with the leisure of these users.
Dirty glasses Favourite DVDs movies Personal skateboard
Self pampering Soul-care Icons Nowadays, more and more people have developed a stronger awareness of taking care of themselves, through a balanced diet, a healthier lifestyle and our own passions as well. (like music and photography). The house is a mirror of ourselves and it is also a place where we spend a lot of time, or would like to spend most of our time. We need a high quality environment with selected products, where makes us feel comfortable and peace.
Bathroom products Music CDs Photographs on the ground
REACTION to Swatch SWATCH is just an example for us to discover how it can be improved the new market strategy of a brand. we chose swatch because it is one of the best brands in the world and it is worlwide famous. other reason is that swatch is a brand which really apreciates the market analysis and this is why swatch launched its "accessories & jewellery" side in the market because through its successful analysis they saw that they have to make something innovative to stay on the race. so we show them that they have to pay attention to the needs of the new generation groups to stay as a good brand!
A GOOD BRAND but why ? - There is history behind - Strong brand identity - High quality of each piece of the product - Always easy recognizable; maybe beacuse of its color, its look (shape, size) or its plastic - Versatile as a design to be worn with almost everythnig - Accessibility to a boarder range of people - Usability in every occasion - A way to communicate to express yourself belonging to this specific consumer group
which watch can be for Fernando and Mattia? The watches below are the ones which are the closest demanded by them
to identfy why both Fernando and Mattia are not satisfied with their watches here is the SWOT analysis of SWATCH Strength
Weakness
New Styling High Technology Variety of Products Effective Marketing Strategy Repositioning into the Fashion Market Price
Weak Employee Productivity Due to fragmentation in the sector Difficulty in Promotion
Opportunities
Threats
Possible Market in Developing Countries Behavioral Switch of Customers from Luxurious to Affordable Innovative change in E-Commerce Research and Developments with a
Increase of the Counterfeit in Watch Market
Combination of New Marketing Strategies
Expectation of Consumers in terms of Unpredictable Change
Increase of the Cost of the Raw Material
why don’t they buy it?
UNIQNESS
reason is the missing feeling of considering their trend approaches
how can the compatibility be determined appealing to both generation groups? considering the SWOT analysis; the oppotunity of the brand highlighted above can be the solution of the threat identified
the suggestion
development is making the watches compatible
“MAKE YOUR OWN SWATCH WATCH”
1.Milan is a city willing to accept all kinds of new things. But it also means everything is updating fast. In that contest, historical icons are well stored but more valuable for the old and tourists. 2.For young generation, the icons in Milan cultivated their feature, meanwhile they are exploring further icons worldwide. 3.To make an improvement of a brand it is significant to make an analysis of a brand and a deep investigation of addressed consumer group regularly to communicate them better and in a useful, innovative way in terms of consumption of future.
CONCLUSION
4.At the beginning, we classified Fernando as a mind builders. During and after our research, we noticed that some features and some of the values of his behavior: the healthy pleasure (found for example in the kitchen, no frozen food), he lives continuosly stimulated by new horizons, new passions and new intellectually stimulating experiences So, there is a link between his actions as a mind builder and his future behavior as a pleasure grower.
Thanks