DESIGN RESEARCH
MARKET ARENA STREAM
MASTER IN BUSINESS DESIGN
PROJECT LEADER: DAVIDE PROJECT ASSISTANT: GEORGIA SPANOU
NATALIA FORONDA VALERIA SANCHEZ PRATEEK BATRA
1
2
3
4
5
BD QUESTION TRENDS & WORKING FIELD
HYPOTHESIS
AXIS
SURVEYS
ANALYSIS & CONCLUSION
?
1 BUSINESS DESIGN QUESTION
DO LIVING ROOMS NOWADAYS HAVE A STATUS QUO PURPOSE OR A MORE FUNCTIONAL ONE
1 TRENDS
TREND # 1: USABLE FURNITURE As living spaces are becoming smaller, there is a need for multifunctional furniture, and also people are starting to work more from home so they need a living room/ office space.
1 TRENDS
TREND # 2: CLASSICAL/VINTAGE There are people who still prefer the classical/ baroque style of fancy furniture.
1 TRENDS
TREND # 3: INCORPORATION OF TECHNOLOGY As technology advances, living rooms have evolved to be more technological and it is a way of showing your status and that you are up to date.
1 TRENDS
TREND # 4: MINIMALISTIC ENVIRONMENT Less is more. Being minimalistic has become another way of showing status quo. People like clean/ open spaces.
2 HYPOTHESIS
To one extreme, some people are evolving towards having a more high-tech and trendy living room that shows their status quo, and towards the other extreme, there are people looking to optimize their space and make it a multi-environmental place.
Even though people have different needs, wants and purchasing power, they are both gravitating towards creating a more functional space.
3 AXIS
1 FUNCTIONALITY One function-Multifunctional Family room-Show room
SOFAS
2 EVIROMENTS Simple-Complex Cold-Warm
EVIROMENTS
VARIABLES
3
41%
12%
35%
10% FAMILY ROOM
MULTIFUNCTIONAL
SINGLE FUNCTION
SHOWROOM
In the creation of environments, the tendency is to show off your personality, more than functionality and family usage.
3 10%
6%
0%
0%
8%
17%
10%
2%
8%
15%
6%
0%
6%
6%
2%
2%
FAMILY ROOM
MULTIFUNCTIONAL
SINGLE FUNCTION
SHOWROOM
3 COLD
28%
16%
30%
SIMPLE
COMPLEX
26%
WARM
Living room environments are being created with more complexity, no matter if the general feel is cold or warm.
3 4%
2%
10%
4%
12%
8%
10%
4%
2%
10%
12%
2%
2%
2%
10%
4%
WARM
COMPLEX
SIMPLE
COLD
3
34%
15%
31%
27% FAMILY ROOM
MULTIFUNCTIONAL
SINGLE FUNCTION
SHOWROOM
Sofas are being deigned to meet a single function, whether it is of high design or a more familiar and comfortable look
3
12%
5%
4%
0%
12%
5%
7%
4%
12%
5%
5%
9%
5%
2%
9%
4%
FAMILY ROOM
MULTIFUNCTIONAL
SINGLE FUNCTION
SHOWROOM
3
33%
19%
38%
SIMPLE
12%
WARM
COMPLEX
COLD
There is a trend towards complex design of sofas in general, with a tendency of warm feel.
3 4%
4%
7%
14%
0%
4%
5%
7%
4%
5%
10%
7%
5%
5%
9%
10%
WARM
COMPLEX
SIMPLE
COLD
4 SURVEYS
Find out peoples use, perception and behavior in regads to their current and ideal living room spaces in order to identify if the trend is moving towards having more functional or status quo living rooms. Understand the use that people give to the living room and in which way does the space reflects their personality or lifestyle.
4
TOPICS
GENERAL INFORMATION Trends depending on personal demographics and on lifestyles Compare current lifestyle with ideals
LIFESTYLE & DECORATION
USE & FUNCTION
SURVEYS
PREFERENCES AND IDEALS
If there is correlation bePeoples behavior in the How their ideal living tween behavios and life- use they give to their cur- room differs from their style around living rooms. rent living room to know current one. How much attention and how multifunctional it is. What their expected effors goes into showing What their current envichanges and purchase themselves through the ronment is to identify the intents are for the future living rooms. importance they give to in regards to living rooms. the decoration of it.
4 18
NATIONALITIES
AGE 90%
19-34 YEARS OLD
SURVEYS DEMOGRAPHICS
4 SURVEYS DEMOGRAPHICS
18
NATIONALITIES
AGE 90%
19-34 YEARS OLD MALE
FEMALE
42%
58%
TYPE OF HOUSE THAT THEY LIVE IN
#
HOW MANY PEOPLE DO THEY LIVE WITH
9% 22% 25% 24% 20%
LIFESTYLE
WHO DO THEY LIVE WITH
WHAT PEOPLE HAVE OVER FOR
FREQUENCY OF HAVING GUESTS
Parties Games For company Relaxing
LIFESTYLE
OVERALL USES FOR LIVING ROOM SPACES
HOW MANY USES PEOPLE GIVE TO A SINGLE LIVING ROOM
FUNCTIONALITY
DESCRIPTION OF THE CURRENT LIVING SPACE
ENVIRONMENT
SHOW ROOM
FUNCTIONALITY
ENVIRONMENT
IMPORTANCE OF ELEMENTS IN LIVING ROOMS
PREFERENCES
SOFAS & HABITS
PREFERENCES
WHO?
HOW OFTEN?
HOW?
HOW OFTEN PEOPLE REDECORATE?
5 ANALYSIS & CONCLUSION
Up to 75% of people use their living room for more than 6 different things which tells us that they have multi-functional spaces. People who use their living room for less things look elegance, moderness and openness. People who use their living room for more things look for warmth, cozyness and multi functionality The uses that are most used are: Entertainment, Personal Time, Watching TV, Eating, Family Time
5 ANALYSIS & CONCLUSION
Eventhough the ratio of people who have multi functional and people who have showroom spaces is 50 – 50, most of them want places that are more showroom like for the future, because they have functionality as a given. People dont see a clear difference between redecoration and restyling, they look for what the whole environment looks like in order to show who they are. Most people like to decorate and restyle their livingrooms themselves in order to show their own personality through it, and ask others to make sure their doing the right thing. People who have guests over often are more prone to re decorate and re style more frequently, which tells us that they care more about what their living room says about them.
CONCLUSION