User-Centered Design 以用户为中心 My Product Service System Design Report 我 的 产 品 服 务 体 系 设 计 学 习 报 告
2012.9
NUTRIGOUS 进行关于 " 如何改善食品安全及食品包装设计 " 的调查及研究
2012.10
Study on “How to improve the healthy food and the food package” including the research and design part
JoynUp 2012.11
参加 2013 意大利米兰设计展，产品设计作品 “JoynUp”－为儿童设计安全有益的玩具 Team work JoynUp was exhibited on Fuori Salone 2013, a safe and valuable design for children
2012.12
FuoriSalone Trends 通过米兰设计周的现场数据采集整理， 进行关于“设计未来趋势”的调研分析 与 future concept lab 互动学习
2013.1
Study on the trend analysis in design field in FuoriSalone 2013, from desk analysis, field work to second research, collaborating with Future Concept Lab
2013.2
Myseum
2013.3
以社会公平为目标， 对传统博物馆系统设计新型服务系统
Genius Loci 以社会物质文化为出发点，进行关于“创新、设计、社会生活的特 定用户调研与品牌策略分析” Based on material culture, study on the icons of INNOVATION, DESIGN, SOCIAL LIFE, which characterize and coexist with the generational groups in their reality to be observed, and the strategy for the brand
Under the topic of DEMORCRACY, taking traditional museum systemfor example, designed new service system
2013.4
2013.5
CONTENT 目录
2013.6
Aroma 为奢侈品牌打入中国市场而订制的一套新的展示宣传系统， 包括一个临时展示厅 In order to help the luxury brand develop in China, we designed a new system including a temporary urban pavilion under a specific topic.
NUTRIGOUS 进行关于 " 如何改善食品安全及食品包装设计 " 的调查及研究 Study on “How to improve the healthy food and the food package” including the research and design part
时间：3 个月 小组：6 人 工具：Scenario Moodboard Position Map Persona Story board Touchpoint 针对调研得出的现代快节奏生活所导致的饮食不良 习惯，提出可携带式原料棒，充分发挥其便捷、可 量化、用户定制化的特点，设计了产品本身及其可 食用包装及用户人群。
SCENARIO
SCENARIO
Nutrition
Measurable
Eatable Pack
+ Value Customized
Travel Health
MOOD BOARD
MOTIVATION Packaging Data
183 33%
The amount of packaging sent to final disposal is declining rapidly, as recovery rates - and particularly recycling rates - continue to increase.
consumption of packaging
AVERAGE
recycling rate
Waste Data *data from 2008 EUROPEN statistics in EU-15 Average
65
82%
70%
69%
41%
35
0
Recycling Data *data refers to the year 2008
1998
2008
31%
MOTIVATION
12 million 67.2 % 39 %
Italians EAT OUT Rome
of them lives in a big city
of them works in an office
*data refers to CONFCOMMERCIO and ISTAT
Bad Food Habits
2X
worldwide prevalence of OBESITY Nearly doubled between 1980 and 2008 * data from CONFCOMMERCIO and ISTAT
In the new age of watching weight and counting carbs, where people struggle to eat well every day eating out is a massive hit. It seems like it’s impossible to eat a nutritious meal out of the home.
POSITIONING MAP Tangible Corn husk Packaging
9
2
Mushroom Packaging
10
6
Fruit Bag & Egg Shell Bag
9
2
6
1
9
Romato Bowls
6
10
Corn Bottle
Green Gym
Visible message
8
10
8
Food fun
10
6
69
2
9
59 Orange juice
SUSTAINABLE
9
8
8
9
Shops
6
7
HEALTHY
9 10
Can Deposit
SUSTAINABLE
8
Cycling event
5
9
1
9 8
9
Invisible message
8
Burn Food Love Food Hate Waste
10
8
10
4
4
8 Graphic symbol
Oliver-Obama
2
10
Service
10
Product
Intangible
Feasible Healthy Sustainable
INNOVATION
Packaging Innovation What once was considered as waste now becomes a valuable and eatable component of your daily diet.
EATABLE NUTRITION COMPOSTABLE WASTE
1
Healthy Life On-The-GO Eat healthy wherever you are or wherever you go, or simply spice up your food and drinks with 100 % natural ingredients
2
POSSIBLE CONCEPT VALUES
PERSON AS
Raise more convinience
BRAND
Waste less Flexibility Healthy Nutrition Be special Add something to the product
KIND OF SINESS BU
B2C B2B
NEEDS to
Right portion
SA TI
Y SF
Business Business to to Costumers Business
MAIN AI
M
RS NE
Generate new value Education on nutrition
Micro kitchen chefs Ingredients producers Research Labs both eatable materials and food and nutrition
SE
PAR T
The pregnant daughter The housewife Mum The gymnastic Son The Businessman dad
DUCTS PRO strips that add nutritional value to your food
B2C
S CE I RV
Restaurant Advertising event with food to taste Blog Magazine
B2C
Costumized packaging Promotion in concept store
B2B
value adding eatable packaging
B2B
Have all nutrition with you at home as well on travel Eat healthy food out of your house
B2C
More sustainable way to product differentiation A better image Add value to the product (new potential)
B2B
Business Map
POSSIBLE CONCEPT Our concepts are developed for 2 different areas the B2C and B2B. It is important to address with our innovation both sectores, since influencing the way packaging is created is mainly a question of the Producer of the actual content. To spread our Vision and help the people to improve their health, we h a ve o n t h e o t h e r h a n d concepts that are directed at the B2C market. That allows us to talk to the people directly.
POSSIBLE CONCEPT
STICK Our sticks are rich in nutrition and flavor. You can put them in your food or drinks. They dissolve in liquids.Come in a convinient size. The barcode connects you to our page, where you can read about the ingredents.
POSSIBLE CONCEPT
LABEL
PERSONAS
B U S I N E S S M A N FAT H E R -
51
ANTONIO is the MARKETING DIRECTOR of a pasta producing company. He is concerned about his work and he is always looking for new opportunities for that. He spends most of his time in meetings and travelling. He tries to spend the of the time with his lovely family. EATING HABITS Loves beef Spends 1,5 hours a day eating Eats in restaurant at lunch Spends most of the time sitting Has no time to eat
ON THE GO
PERSONAS
HOUSEWIFE MOTHER -
48 BIANCA is a house wife and spends most of her time in the house. She has a lot of hobbies such as cooking, reading and painting. She prepares the breakfast every morning for all of the family and lunch for his son Santos. It's Bianca that is responsible for buying the groceries in the family and she usually does that together with her daughter Alessia. EATING HABITS Loves apple pie Spends 3 hours a day eating Eats home-made food Loves cooking and sharing recipe Cooks for all the family
FAMILY CHEF
PERSONAS
PREGNANT DAUGHE TR -
25 ALESSIA has graduated in Architecture and she is interested in sustainability and green design. She reads a lot of magazines and shops in Milano. She is pregnant at the moment and engaged to Mario, but they haven't got an own apartment yet. She is going to be an apprehensive mother since she is reading a lot of book about having babies. EATING HABITS Loves vegetables Spends 3 hours a day eating Reads magazines Visits the showrooms in Milan Is interested in baby nutrition
NUTRITIONIST
PERSONAS
GYMNASTIC SON
-
20 SANTOS was born in Brazil and was adopted by Antonio and Bianca. At the moment, he is studying and working as a model on a part-time contract. He is attending the IULM University in Milano with bad results. He spends most of his time in the gym improving his muscles. He also like to go out with friends for apertivo and dancing. EATING HABITS Loves egg and meat Spends 1,5 hours a day eating Eats fast food often Loves gym Eats only proteinous food
SPORTY BOY
STORYBOARD
INGREDIENTS: 50% VITAMIN 15%
ANTONIO IS ON THE PLANE
SERVICE
PRODUCT
PRODUCT
BtoB
HE SCAN THE QR CODE OF THE STRIPE ...
NEW EATABLE PACKAGING
BtoB
NEW EATABLE PACKAGING
SERVICE
...AND HE GET FOOD...
Our company carries out a thorough study of the possible packaging fits your product. Our packaging are
SERVICE
PRODUCT
customizable and give you a new personality to your image. Our packaging will be all eatable
ANTONIO PASTA EAT THE PACK!
IDEA
BtoB
IDEA
HE WENT TO THE WEBSITE
AND DISCOVER A PRODUCT
THAT DECIDED TO USE FOR HIS COMPANY
STORYBOARD
WWW. NUTRIGOUS.COM
2012 COOKING CONTEST PREPARE THE BEST DISH WITH OUR NEW PRODUCT
COOKING CONTEST
MUM FIND A MAGAZINE ON THE TABLE..
...AND FOUND INSIDE A TICKET
JOIN
MUM GOES ON THE WEBSITE
CO
MUM WENT TO THE CONTEST PLACE..
AND COOK WITH NUTRIGOUS PRODUCT
O KI
N G C O NTE
ST
MUM TAKES PART IN THE COOKING CONTEST
STORYBOARD
NEWSLETTER
@ ALESSIA RECIVED A NEWSLETTER
A SHOP ASSISTENT EXPLAIN THE PRODUCT
NEW FLAGSHIP STORE IN TOWN FIND US IN OUR STORE IN VIALE ZARA (MILAN)
...ABOUT A NEW SHOP IN MILAN...
ALESSIA BOUGHT NUTRIGOUS PRODUCT
AND SHE DECIDED TO GO THERE..
AND SHE RECIVED ALSO A MAGAZINE
STORYBOARD
12
SANTOS IS STUDYING...
IT’S TIME FOR EAT...
HE GOES TO THE VENDING MACHINE
BLOG
PRODUCT
Santos, 22 IULM Milan
HE ENRICH THE FOOD WITH NUTRIGOUS
TOOK A PICTURE OF IT AND..
CHECK OTHER NUTRITIONAL PRODUCT
TOUCH POINTS PERSONAS MAIN USER ACTIONS/INTENTION Capture
Review
Buy
Use
Share
FORMATS main magazine e-magazine
university
TOUCH POINTS
home
restaurant
on board
Publications Online Platform Events Selling points Backup
newsletter 3rd party magazine main website blog database serial contests fairs TV programme molecular gastronomy
microkitchen Online platform
Backup
Publication
NUTRIGOUS TOUCH POINTS
Events Selling points
TOUCH POINTS PROPORTION
sample food main products restaurants supermarkets vending machines research facilities
FUTURE STEPS
TOMORROW 'S HEADLINE Let’s cook with paper ! —A cooking contest in EXPO 2015 Milano Nutrigous is a rising brand who sells nutrition and ingredients for cooking in paper form. Nowadays, we can already discovered their products in the supermarket and store. They aims to create a balance between quick pace life and correct nutrition from food. So their paper-form product has became popular during businessmen and young people. While in EXPO 2015, Nutrigous held a cooking competition using all the ingredients by their food. Actually, they already has a online platform for the use of exchanging recipe. With the rising passion of their clients, finally these chefs can find a place to show off. In the end, people with the most creative idea of using Nutrigous products won the first prize and he received the access to participate the research lab, becoming the new product consultant for this brand in the following season.
FUTURE STEPS F U T U R E
S T E P S
User Testing
Interative Design
Focus Groups
Visual Exploration Colour
s
al ion t a v ser earch b O es R
hic
After that we will enter there user testing phase, where we in an iterative process of prototyping and testing will optimize our product.This will happen in focus groups to optimize taste, color and other variables.
hic p ra h g no earc h t s E Re
Lit er Re atur vie e w
p gra ho
The ethnolographic research is a central part in our research and aims to analyze the behavior of people in context with food. In this way we will be better able to understand their needs and challenges.
c Psy
oto y Ph raph g no Eth
In cooperation with molecule cooking and scientist, we start with a literature review of the articles and the progress on food production, conservation and eating habits.
JoynUp 参加 2013 意大利米兰设计展，产品设计作品 “JoynUp”－为儿童设计安全有益的玩具 Team work JoynUp was exhibited on Fuori Salone 2013, a safe and valuable design for children
时间：3 个月 小组：3 人 工具：Journey Map Mock up Prototyping Budget Control Material Production
为米兰自然历史博物馆的特定用户——儿童设计既 有博物馆代表性又安全有意义的产品。本小组以达 芬奇为主题，引用其作品“未完成”的特点，以硅 胶为材料设计了一套供儿童拼装纸板的工具套装
joyn up
takeaway
museum
joynup
joynup
index Research
Brainstorming Opportunities
First Peer review
Concept hypothesis “Track me” “Live in your dream”
Unifinished project Keywords Kit of connection Package Logo Templates “Take away your museum” Storyboard Video frames Masterpieces
Concept development
Second peer review Final product
+
Positiveness
main improvement
-
Journey map
Design Path
Negativeness
other improvement
Too free Less pratical
MUST shop
Kids’ behavior Questionare Kids’ study
Market Comparison Analysis
Unfinished Project Perspective
+ +
lab experience
Track me
Tools & Guide
Pimp, Flexible Reversable
Live in your dream
+
An inspirational guide which helps children to build their personal area
Existing Too complex
Research
Personalized accomplishment improved stimulate creativity
First peer review
Pimp Hacking Improve
Construction kit
+
+
Layer
Plastic kits High cost
-
Leonardo da Vinci
Polymath Mysterious Controversial
-
An attachment to your bicycle leaving a TRACK when you riding
Template MUST pieces “Take away your museum” Rebuild you favourites Children Area Free-developing templates Comments
JOYN UP
Waste Cardboard Package Design Icon Free Construction
Concept development Second peer review
Final product Exhibition
Research We described Leonardo into three keywords: polymath, mysterious and controversial. At the same time, we have discovered the content by questionare, kids’ research and survey in MUST.
Sexuality
Munari’s method
Inspired by nature
Unfinished paintings
Sexuality
Colors
To create machines Senses
Feel things
Link to children?
Controversial
Leonardo Mysterious
“Last supper”
A genius projected into the future
“Monna Lisa” Noses’ collection
Relationship
Polymath
At the MUST shop?
What’s missing?
Questionnaire Their product
Opportunities?
Inventor
Lab experience
Anatomist
Painter
Low price
Scientist Botanist Architect
Bring near Must and lab
Observe things
First peer review Live in your dream
Love to have a personal area An inspirational guide which helps children to build their personal area
WHAT IS IT? Inside this, there can be guidelines about how to build it,like structure suggestion, connections and also washable ink as tools. This guide is mystery. The description is undefined in order to leave full freedom to children finding whatever they think fits this description. They need to learn from Leonardo and start their own invention from now on.
Track me
6 to 10
WHO IS GOING TO USE THIS? Children from 6 to 10, who are more independent and physically active than they were in the preschool years. He develops a more mature and logical way of thinking. This means with things identified with the senses, these children can associate with others and generate their imagination. At that age, they have already got practical ability.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
City is children’s playground
6 to 10
Own perspective
1.
Follow the track
WHAT IS IT? It’s an attachment which can be added to your bicycle. It leaves color on the ground when you ride bicycle.The ground and road are the paper for children. The color can be changed. It can be some pigment ,powder, or even noctilucent color. This can be a game among children as they can track their friends.
An attachment to your Bicycle: Leave a TRACK when you riding
WHO IS GOING TO USE THIS? Children from 6 to 10, they develops a more mature and logical way of thinking. This means with things identified with the senses, these children can associate with others and generate their imagination. At that age, they have already got practical ability. Both boys and girls can be our potential targets.
CASE STUDY
1. DIY w/IKEA; 2. Makey Makey; 3. Whaletale for family travels; 4. Land Rover emergency guide; 5. Free universal construction kit; 6. BMW explore and joy; 7. Lego + paper by Muji; 8. Sugru; 9. Whai Whai guide; 10. Tree tents; 11. Cloud cities, Tomas Saraceno; 12. Cocoon modular living.
Concept development Insisting on “UNFINISHED PROJECT”, we got the initial idea that providing some kind of kit to help kids constructing with carton board. But we realized that the cost of this kit is too high and not so interesting with plastic material.
Leonardo
(humanistic way)
Children
(what attract them)
Let’s begin an adventure to build your dream (1). With printed pattern for your first model. Follow the guide, using the connections we provide and cut the carton of our packaging (2). Surprise? If you have no idea how to use these stuff, open the guide and start searching all the material you have at home (3).
1. 2. 3.
Not constant
Imagination
7.
Unfinished work/game
Pimp don’t waste Made by me Playful creativity Personalize Improve
At your home you can find many useless cardboard boxes. These wasted material now gain value for you (4).
Even though your parents didn’t buy you a plane, but look, now you make a plane by yourself. Try to fly like a bird. Or maybe a house! (6, 7)
5. 6.
It’s time to show your manual ability. Visualize/realize your dream(5).
4.
goditi le tue
Second peer review .sem .ekil oc k o o l enal trap gni p nw t o ruo icxe tso m y se od w ehT oh e es s ’t
!taerg repus s’ eL
enjoy your
Enjoy your brain!
Puncher and marker in the same tool
eut el
itidog
The most exciting part comes. Let’s see how does your own plane look
5 connections to build everything
Open your package
Discover connections and puncher/marker
ruo y
“Joyn-up looks very simple. It includes 5 different tiny pieces and an instrument for doing hole. A way to rethink the cardboard which was regarded as rubbish”.
Our first hypothesis of package
goditi le tue
oyn up
A inspirational guide to start to learn how you can use it
ti
For this review, we started designing packaging, developing several types of connection based on the original one and named them one by one. We started purchasing a balance between fun and use.
yoj ne The most exciting part comes. Let’s see how does your own plane look
it’s super great!
like.
like.
it’s super great!
With the help of our guide you can build your first construction
Final product
The final kit is made by silicon. It’s elastic and colorful, totally safe for kid’s use. And the point is, it’s easily use and strong enough for connecting. Besides, we provide a tool for both punching and drawing. With the addtional guide, the children can take away their own museum as they want.
JOYN UP is a set of kit, a way to rethink the wasted cardboard boxes in our garages or thrown in the dustbin. These rubbish will be the material that to be combined with JOYN-UP, allowing you to create incredible objects. JOYN UP is dedicated to children from 3 years old. It includes 25 colored silicon connections, a special tool and three templates. The special tool is used to color your creations and to drill holes in the box where to put into connections. JOYN UP allows children to build their wonderland without limitations in terms of creativity and recycling. To start using JOYN UP, children will get special instructions, given as three templates of three masterpieces you can find in the Museum: the Leonardo’s ying machine, the Toti Submarine and an old famous telephone.
waste//
After you visit the Museum, with this kit, you will be able to reproduce your favorite masterpieces in cardboard, especially in your way and as your personal creation! That is to say, you can have your personal Museum at home! It’s your turn now: “take away the Museum” and start to be a designer!
TAKE AWAY
Visit science and technology museum
Made by me // Take away museum // Flexibility // Playful creativity // Play green// Don’t Endless experience// Reused...
YOUR MUSEUM
Discover Joyn up, your construction kit
Start with the template to build your masterpiece
Use the puncher and the connection to finish it
Complete your personal Toti submarine
And finally play again and again
Video frames
The masterpieces
Enrico Toti submarine (1967) The ability to dive is the most important innovation in the history of navigation.
Landline telephone (1962) This phone was connected to the telephone network and allow the user to reach any subscriber on the network automatically. The introduction of plastics and the growing importance of design in society began to change its appearance.
Leonardo’s flying machine Of Leonardo da Vinci’s many areas of study, perhaps this Renaissance man’s favorite was the area of aviation. Da Vinci seemed truly excited by the possibility of people soaring through the skies like birds.
Joyn up kit
The package
The tube
Toti submarine
A little cardboard bag with a tube inside. On it will be wrapped the 3 template. You can find a quick explanation outside and a deepening inside: what’s Joyn up? What can I do with the connections? The outer handle is suitable for children.
The cardboard tube contains the connections and the puncher/marker. It’s folding to make sure you dont miss any piece.
This is an example of what you can find inside the kit: connection and puncher of course, but also 3 template (one of this is the Toti submarine). You can cut the template, followed black lines, and build your personal masterpiece.
FuoriSalone Trends 通过米兰设计周的现场数据采集整理， 进行关于“设计未来趋势”的调研分析 与 future concept lab 互动学习
Study on the trend analysis in design field in FuoriSalone 2013, from desk analysis, field work to second research, collaborating with Future Concept Lab
时间：2 周 小组：3 人 工具：User Diaries Desk Analysis Coolhunting&Cultusearcing Secondary Research Case Study Trends Analysis 以发掘设计界的流行趋势为目标，走访 2013 米兰设计周。从制定调研 计划、现场采集资料到后期整理总结，我们小组以各品牌在设计周上 的宣传方法为主要切入点，分析这些方法的优缺点并归类，详细分析 了两个主要案例，由此以小见大，总结出设计未来发展趋势。
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
Genius Loci 以社会物质文化为出发点，进行关于“创新、设计、 社会生活的特定用户调研与品牌策略分析” Based on material culture, study on the icons of INNOVATION, DESIGN, SOCIAL LIFE, which characterize and coexist with the generational groups in their reality to be observed, and the strategy for the brand
时间：1 个月 小组：6 人 工具：Target Interview Home Diaries Brand reaction suggestion Generational Targets & Icons 从城市的特点调研为出发点，走访米兰大街小巷。 随后深入调研特定人群，抽样进行深入访谈，参观 住所并纪录受访者的生活习惯和生活环境，总结出 目标人群的关键特性，最后以 SWATCH 手表为品牌 样例，给出对应调研结果的假设系统调整策略。
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 Researach Objectives Objectives For Icons the Icons project we decided to carry out interviews the interviews For the project we decided to carry out the and mind builders. and mind builders. Ininvestigation our investigation we took of photos. We paid attention In our we took lot’s lot’s of photos. We paid attention to the domestic environment in order to understand to the domestic environment in order to understand the the material culture in these two generation groups. we carried material culture in these two generation groups. ThenThen we carried a Coolhunting in Milan considering the topics out aout Coolhunting in Milan considering the topics style,style, food,food, wellbeing, technology and places. wellbeing, technology and places. to develop a new possible to propose a new project. to develop a new possible trendtrend and and to propose a new project. interviews an outcome. We wanted to identify trends interviews as anasoutcome. We wanted to identify new new trends for for further product/project development are associated further product/project development that that are associated withwith wanted the focus onbrand the brand “Swatch”. We analized the brand wanted the focus on the “Swatch”. We analized the brand through a desk research in which we came out with brand’s through a desk research in which we came out with brand’s which we would like to develop fortwo our two generation groups. which we would like to develop for our generation groups. Finally we reached our by aimproposing by proposing a project and coming Finally we reached our aim a project and coming to conclusions above mentioned groups. to conclusions withwith 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.
Myseum 以社会公平为目标， 对传统博物馆系统设计新型服务系统 Under the topic of DEMORCRACY, taking traditional museum systemfor example, designed new service system
时间：2 周 小组：6 人 工具：Journey Map Mock up Prototyping Budget Control Material Production 在着重研究社会娱乐和文化产业发展的方向上，以 “市民创建自己的博物馆”为概念，设计了一个结 合导航的开源博物馆游览系统，自己制定参观计划 并可推荐添加特色展馆，与更多的使用者分享优秀 的展览。
for Design in Democracy of 以社会公平为目标， 对传统博物馆系统设计新型服务系统 Under the topic of DEMORCRACY, taking traditional museum systemfor example, designed new service system
在着重研究社会娱乐和文化产业发展的方向上，以“市民创建 自己的博物馆”为概念，设计了一个结合导航的开源博物馆游 览系统，自己制定参观计划并可推荐添加特色展馆，与更多的 使用者分享优秀的展览。
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• usual places of interest • new places to visit spotted by user • people’s exhibitions • possible places for events & exhibitions
rds his He reco mind re map to s and trie his trip fo more in to get the t ou es ab ing plac interest d. he visite
create your own customizable city museum
System map
• screens & printers • decide your path • print your map/booklet depending on the path you choose • point out “hidden places” b filling in blank questionnaire
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based on user experience
Myseum
TOURIST OFFICE
APP • point out places of interest • record your journey • find directions • leave comments & feedbacks • create your own path • points out areas of intervention
WEBSITE community
map
• collects all points that you can visit • provides paths • defines users habi pointing out most visited places and trends
• connects people with same interest • people can suggest and apply for renovation of unused/abandoned places
Redesign the content and method of teaching Edutainment Extend the access of learning Creating chance learning from local people Customize your learning contents
Current Mindmap
Bad management of resources
Education never finishes
Education
Immigrants are not included in the society Creation of closed community
Lack of awareness of wasted energy
Energy Part of culture/represent culture Possibility to spend time together
Food
Create new relationship and improve the existing one Periodical events based on food Use food as a trigger of other business Invite tourist into local dinner Introduce immigrants’ food culture
e
Waste Managment
Law Justice Social Inclusion Work
rt
e
Language barrirs Hard possibility to find work
Administration Bureacracy
Ageing Wellbeing Healthcare
E nt
Paper less society Too much printed information Reward system for recycling Pollution brought by tourist Print the selected info Negative effects of events(eg.rubbish after concert)
Make the waste of energy visible
Too many regulations
tur
Old people are not in the centre of entertainment Out of “Fashion” Lack of communication Lack of opportunities to express their cultural experience
Organized immigrants cultural events Space to express yourself
Not enough budget and space
Most of the contents are not related to the“real life”
Cultural skill exchange
Balance between entertainment and environment Include immigrants in culture life Recognize immigrants’ capabilities
City Pass with discount
Traditional ways of education are boring
Involve old people in the producing system of entertainment
Self-sufficient system Collaborative management
Interactive ways of learning Engaging the variety of the “students”
ain
ul
Provide opportunities and spaces for different generation to meet Exhibition or studio for experienced people Larger access of info, more than modern technological way
Independent organization for management Open the authorities of renovation to the public
m ent &
C
Housing Urban Renovation Many abandoned houses and factories
Transport Packageing Delivery Mobility Most of the time, cities are not covered by public transportation It can’t support big events
Engaging transportation into the cultural experience Make transportation well supporte the need of people Wayfinding system Design transportation as part of experience Using metro station, train station billboard to promote service
Carelessness of historical sites Uneven distribution Distroying old/historical building Renovate instead of destroy Open source renovation Using existing public infrastracture to deliver service, such as postoffice, tourist points, etc.
Future Mindmap
Open source cultural database Motivation for participating Spread of local culture Inclusion for all generation
Self-sufficient system Collaborative management Flexible and pointed regulations
Owner set their own regulations according to different museums More small scale theme museums Citizens-run culture center Exhibition+Events Museum Pass with discount
A platform for sharing culture Content varing from knowledge to craft skills or memory Diverse access considering different generation Well classified cultural database User-friendly graphic design
Education
inment & Cu a t l er
En t
Ageing Wellbeing Healthcare
Balance entertainment and environment Inclusion for all kinds of people Recognize everyone’s capabilities
Law Justice Social Inclusion Work Organized immigrants cultural events
re tu
Breaking the barrier between generations/tourists and citizens Customization your own map of citizen culture Both digital and physical map and culture information Help the elder devoting their remaining energy here Provide the access ranging from tourist offices to website/application
Administration Bureacracy
Open source renovation Using existing public infrastracture to deliver service, Citizen intellingence such as postoffice, tourist points, etc.
Housing Urban Renovation Energy
Using the existing tourist office as physical touchpoints
Using the existing as much as possible
Space to express yourself
Food Collecting recipes Create a enciclopedia of local food culture
Transport Packageing Delivery Mobility
Customized maps with your interest Using metro station, train station billboard to promote service
Waste Managment
Various ways of providing services like app, website and info points,instead of print huge amout of advertisment Print only the selected info Paper less for spread culture
Aroma 为奢侈品牌打入中国市场而订制的一套新的展 示宣传系统，包括一个临时展示厅 In order to help the luxury brand develop in China, we designed a new system including a temporary urban pavilion under a specific topic.
时间：3 周 小组：6 人 工具：Journey Map Market Research Modeling Event planning System Map Temporary Urban Solution 以意大利的咖啡品牌为切入点，将咖啡文化带入中 国市场。普及咖啡及相关产品在意大利人生活中不 可代替的作用，并且通过展馆的体验设计，带给人 们真实的咖啡体验，同时介绍新型的咖啡产品，如 咖啡菜肴、小吃等创新咖啡做法。
Coffee in Italy is more than a beverage. For the majority of Italians it is a true lifestyle and cultural phenomenon. The traditional preparation of coffee with moka at home requires a series of gestures made with care and precision. The moka coffee is, also, an important part of italian national identity. Italians love to think that they are the only ones who know how to do coffee with moka so well.
BRAND
COLOR
Black 100 %
Black 50 %
TYPOGRAPHY
LOGO LAYOUT
type: Futura Light type: Times italic
Positive
FLYER
GUERRILLA MARKETING ITALIAN RESTAURANT Chinese people are not used to drink coffee at the end of the dinner.
PREGO The Westin Bund Center 88 Henan Central Road. THE KITCHEN No.2967 West Lujiazui Road. PALLADIO NanJingXiLu 1376 Hao BoTeMan DaJiuDian 1Lou. DA MARCO 103 East Zhu An Bang Road.
COFFEE Put the coffee powder near salt and peper (cause we can cook and flavour with coffee).
STAIN Flyer with a stain of coffee to catch the attention. “What is missing?” / “Be more italian, visit our website and discover the real italian lifestyle.
STAKEHOLDERS - SYSTEM MAP Special guest (dinner)
Architects and designers Administration of each location in cities
Brand managers and “Made in Italy” association
Restaurant
Food shop
Structure and furniture provider
REFERENCES Transportation
App
Website
Pavilion
Invitation
Univocal flow One-to-one flow Information flow Material flow
Disassemble and reassemble
People
(public exhibition)
Guest
(private event)
Financial flow
Design store
LOCATION / TOUR 1. BEIJING Xiangshan Park
CHINA
Century Park 2. SHANGHAI
3. NINGBO Jiangxia Park
5. CHENGDU People’s Park 4. HONG KONG HongKong Park
TECHNICAL DRAWINGS
1500 1000
300
1320
580
460
500
67 0
1500
80 m2 + 80 m2
STRUCTURE
1 1
1
PVC 2
3
1
4
1
4
2
ALLUMINUM 3
2
2
3 1
4
1
TEAK 8 preassembled framework aggregate on site
4
3 CERAMIC
5 5 PLEXI
STRUCTURE x 19
320x8cm
x4
240x 8cm
x56
x4
140x 8cm
x8
x2
40x8cm
x8
x2
Basic tube structure
300x 8cm
180x8cm
x4
135x8cm
x2
CEILING 40 preassembled modular framework aggregate on site.
STRUCTURE 42 preassembled framework aggregate on site.
25x8cm
x4
x44
TRANSPORTATION 2 trucks (LxLxH): (7,4+8,20) x 2,5 x 2,90 mt o 3 mt
215x8cm
160x8cm
x2
200x8cm
x 116
150x8cm
145x 8cm
20x8cm
x6
FLOOR
100x8cm
x2
x4
190x8cm
120x8cm
x6
80x8cm
x80
DISASSEMBLE AND REASSEMBLE 2 days / 10 people
OUTSIDE DAYLIGHT
OUTSIDE NIGHTLIGHT
INSIDE
INSIDE
INSIDE INSIDE
TIMETABLE
12.00 13.00 DAY 1 14.00
DAY 2 15.00 16.00
DAY 3
17.00 18.00
DAY 4
19.00 20.00
DAY 5
21.00 22.00
10.00
DAY 3
DAY 4
DAY 5
OPENING CEREMONY 11.00
Coffee o’ clock: Start the day with a coffee and be part in the presentation of14.00 regional products. 13.00 15.00
Coffee o’ clock: Start the day with a coffee and be part in the presentation of17.00 regional products. 16.00 18.00
Coffee o’ clock: Start the day with a coffee and be part in the presentation of regional 19.00 20.00 products. 21.00
Coffee o’ clock: Start the day with a coffee and be part in the presentation regional products. 22.00 of 23.00 00.00
(25 guests by invitation)
(25 guests by invitation)
(25 guests by invitation)
12.00
Start the day with a coffee (a (25 guests by invitation) biscuit for each kind of coffee, cappuccino, marocchino) CEREMONY and be partOPENING in the presentaStart theproducts. day with a coffee (a biscuit for each tion of regional kind of coffee, cappuccino, marocchino) and be part in the presentation of regional products.
(40 guests by invitation)
COFFEE O’ CLOCK Start the day with a coffee and be part in the presentation of regional products.
Made byCOFFEE Moka: O’ enjoy the CLOCK traditionalStart waythe to day make your with a coffee coffee with Moka. andBialetti be part in the presen-
tation of regional products.
(25 guests by invitation) COFFEE O’ CLOCK Start the day with a coffee and be part in the presentation of regional products. COFFEE CLOCK Illy Dinner: DinnerO’(fish) with thefrom day with specialStart guest Illy a coffee and be part in the presenCompany.tation (Each guest can products. of regional prepare his own Moka)
(15 guests by invitation)
THE STAFF SET THE INTERIOR OF THE PAVILION
11.00
DAY 2
THE STAFF
MADE BY MOKA Enjoy the traditional way to make your coffee with Bialetti Moka.
EATABLE COFFEE Cake party, eatable coffee. SET THE INTERIOR OF Presentation of the collection Richard Ginori.
ILLY DINNER Dinner (fish) with special guest from Illy Company. (Each guest can prepare his own Moka).
THE PAVILION
Eatable coffee: Cake party, eatable coffee. Presentation of the collection Richard Ginori
Coffee COFFEEHour: HOUR Mediterranean drinks with coffee Mediterranean drinksand withfruits. Granita Siciliana al caffè. coffee and fruits. Granita
(25 guests by invitation)
(25 guests by invitation)
THE STAFF
Siciliana al caffè.
COFFEESPHERE Coffee in different state: solid, gas, INTERIOR liquid. SET THE OF Molecular Coffee caviar.
THE STAFF SET THE INTERIOR OF THE PAVILION
10.00
DAY 1
Coffeesphere: Coffee in differGelato al caffè: Coffee as an MEET THE CHEF ent state: solid, gas, liquid.Dinner (meat) with ice-cream and as a cream. a Molecular Coffee caviar.special guest: the italian Ice cubed coffee. (25 guests by invitation)
THE PAVILION
Bialetti Dinner: Dinner (vegan) with a special guest from Bialetti Company.
GELATO CAFFÈ Meet theALchef: Dinner (meat) Coffee as an ice-cream anditalian as a with a special guest: the cream. Ice cubed coffee. Chef Massimo Bottura.
(15 guests by invitation)
(15 guests by invitation)
BIALETTI DINNER Dinner (vegan)with a special guest from Bialetti Company.
Chef Massimo Bottura.
(25 guests by invitation) MEET THE ARTIST Dinner with the artist Michelangelo Pistoletto, designer of the collection of cups for Illy Company.
CLOSING CEREMONY CLOSING Meet the artist: Dinner with Design your coffee: a CEREMONY way to create a special guest from Italy: the your personal best coffee with the help artist Michelangelo Pistoletto, of a great chef. designer of the collection of Design your coffee: a way cups for Illy Company. to create your personal best coffee with the (15 guests by invitation) help of a great chef.
23.00 (40 guests by invitation)
00.00
ORGANIZATION OF THE INTERIOR DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
10.00 11.00 12.00 13.00 14.00 15.00
OPENING CEREMONY CLOSING CEREMONY
16.00 17.00 18.00
40 Guests by invitation (included 5 guests that won the “gold spoon”).
19.00
OPENING CEREMONY Day 1: 10 am to 2 pm CLOSING CEREMONY Day 5: 8 pm to 12 pm
20.00
Day 1: 10 am to 2 pm Day 5: 8 pm to 12 pm
21.00 22.00 23.00 00.00
COFFEE O’ CLOCK AFTERNOON EVENTS MORNING Day 2 - Day 5: 10 am to 12 am AFTERNOON Day 1 - Day 5: 2 pm to 12 pm BEYOND ITALIAN TRADITIONAL COFFEE EXHIBITION (PUBLIC) MORNING Day 2 - Day 5: 10 am to 12 am AFTERNOON Day 1 - Day 5: 2 pm to 12 pm
DINNER Day 1 - Day 4: 7.30 pm to 11 pm
JOURNEY MAP AUG
11th.
JOURNEY MAP
FLOW
1
2
3
from 7.30 am to 11.00 am
Xintiandi, Shanghai Home
7.30 am
4 16th.
AUGUST
11th.
8.30 am
5
11.00 am
5.30 pm
6.30 pm
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
from 5.30 pm to 11.30 pm
6
7
8
9
10
11
VISIT BEYOND ITALIAN 6. Visits “Italian traditional coffee” exhibition. TRADITIONAL 7. Enjoys the dinner with chef and guests. 8. Prepares his own Moka. COFFEE EXHIBITION
9. Recognizes that it was a good taste experience. 10. Receives a gift after few days. 11. Starts to include coffee in his routine.
Xintiandi, Shanghai Home
AUGUST
8.30 am
11.00 am
7.30 am
4. Goes to AROMA pavilion. 5. Arrives to AROMA pavilion.
from 9.30 am to 11.30 pm
7.30 am
9.30 am
21th.
16th.
Century Park, Shanghai AROMA Pavilion
21th.
1. Drinks his usual tea breakfast. 2. Receives the formal invitation. 3. Searches more info on the website.
SEARCH FOR MORE INFORMATION ON THE WEBSITE
5.30 pm
6.30 pm
One of the guest is Simon Yam, he’s the General Ma-
11th. 16th. nager at Fairmont Peace Luxury Hotel. He loves to
discover new customs and traditions of other cultures. In his hotel, before the event, he propose to his clients to visit Aroma Italian Pavilion.
6.50 pm
6.55 pm
7.30 pm
9.30 pm
11.30 pm
9.30 am
21th.
7.30 am
Life can only be understood backwards, but it must be lived forwards.
VERSION 2.0, INDLUDING THE SELECTED DESIGN WORK FROM 2012 TO 2013