Service design work

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

Whatsapp

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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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