MINDFUL by Sinead Gibbons

MiNDFUL DON’T CHANGE. SWiTCH.

‘We are indeed much more than what we eat, but what we eat can nevertheless help us to be much more than what we are’ (Adele Davis, 1942: online)

Sinead Gibbons N0325008 FASH300025

CONSUME MINDFULLY

DON’T CHANGE. SWiTCH. If you read this report by candle light you will save enough energy to make four cups of coffee. SWiTCH. WORD COUNT- 5489

DECLARATiON Module: Negotiated Project Stage Two Module Leader: Matthew Gill Reference No: FASH30002 I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the Universityâ&#x20AC;&#x2122;s regulations on assessment contained in its handbook. Signed: Date:

CONTENTS ONE 11 CONCEPT 11 MISSION STATEMENT 11 DON’T SWITCH. CHANGE. 12 THE START 16 THE ISSUES 22 METHODOLOGY

TWO 32 THE TRENDS 32 SCIENCE AND CULTURE 34 FOOD DESIGN 36 THE NUDGE

THREE 41 THE CLIMATE IGNORERS 43 THE CURIOUS CITIZEN 44 THE PERSONAL DEVELOPMENT JUNKIE 46 COMPETITORS

FOUR 54 MINDFUL 55 IDENTITY

62 BRAND VALUES 68 DESIGN 70 INTERIOR 74 MINDPOINTS 82 PHONE APPLICATION 88 PLACE 89 PROMOTION 93 LAUNCH

FIVE 98 CONSUMER JOURNEY

SIX 102 THE FUTURE 109 CONCLUSION

SEVEN 112 LIST OF FIGURES 114 LIST OF REFERENCES 117 BIBLIOGRAPHY 128 APPENDICES 182 TIMEPLAN 186 TUTORIAL RECORD SHEETS 198 ETHICAL CONSENT

DON’T CHANGE. SWiTCH. If you read the next section in natural day light you’ll save enough energy to power a radio for an hour. SWiTCH. CONCEPT MISSION STATEMENT DON’T CHANGE. SWITCH. INTRODUCTION METHODOLOGY

CONCEPT Mindful is an interactive proactive restaurant that promotes and encourages the small steps consumers can take towards a positive change for the environment. Mindful captures imagination and excitement through surreal and engaging experiences; which as a result galvanises permanent behaviour change.

MISSION STATEMENT Mindful’s goal is to address global environmental issues through a design solution that better communicates a sustainable future and furthers understanding of the planets limited resources in a new engaging way; a future of food experience. Mindful aims to initiate a cultural shift in the way people think through engaging experiences, moving them towards a more integrated way of assessing individual consumption habits; although quite informative Mindful’s aim is not to shock but to act as a vehicle for positive behavioural change.

DON’T CHANGE. SWiTCH. Mindful’s brand is built around its slogan: ‘DON’T CHANGE. SWITCH’. It emphasises that consumers don’t have to change their current lifestyles to live in a sustainable way; Mindful is about modifying individual’s lifestyle choices in order to achieve a more eco-friendly way of living. Engaging with the daily lives of consumers through a tracking gamification smart-phone application, will be essential for Mindful’s strategy towards positive behaviour change. ‘People wanting new ways to be entertained, they are interested in new kinds of learning environments that are more participatory; people want to learn but they don’t want to be taught’ (Marketing Week, 2012: online)

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THE START

In the midst of today’s fast moving, uncertain and speculative world there are detrimental global issues which we, as consumers, choose to ignore, this in turn results in a prolonged impact on consumer behaviour and our attitudes towards the world. [Infographic, pg 18]. Our failure to learn from the economic recession, alongside the continuing neglect of our environmental impact and global food shortages may stem from a ‘literal loss of perspective’ (RSA, 2013: online) that we urgently need to regain and sustain, to secure a hopeful future. Four years on from the financial crash (UK Government, 2013: online), certain issues are continuously being highlighted; consumers today are now receiving continual exposure to new world “buzz” issues around the topics of sustainability, climate change and carbon footprinting. With increased exposure to these issues, consumers have adopted radically different world views which have resulted in consumer conflict and a difference in priorities. The ‘Me’ Generation states a generational group of consumers born between 1977-1994 who collectively are not civically minded and are known to have more focus on the self and less focus on society and community. (Chronicle, 2012: online)

Fig. 2 Research Illustrations

Within the ‘Me’ Generation, opposing the minute group of consumers doing all they can to help save the environment, are the ‘Climate Ignorers’; these are the irresponsible group who accept their complicity in the environmental issues but have made a conscious decision not to act upon it or even live as though they do (RSA, 2011: online). The ‘Climate Ignorer’ consumer has ‘a worrying knack of passing the buck- blindly, trusting that the important issues will be sorted out by the important people’ (WGSN [2], 2012: online). This group of consumers with inherited short-sighted negative habitual behaviour are stuck in a state of denial and confusion. They are uncertain about the future and as to how their individual behaviour alone could have an impact; however armed with the right information, knowledge and confidence this group could step up and become the drivers of change.

‘2013 is grounded in a renewed sense of the importance of what’s real, what’s now and its potential.’ (WGSN [3], 2013: online)

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‘By 2050 there will be another 2.5 billion people on the planet. How to feed them? Science’s answer: a diet of algae, insects and meat grown in a lab’ (Vidal for The Guardian, 2012: online)

Food is essential to human existence, but recently the world has seen huge global debates around food on a moral, economic and political level; continuous issues coming to light around food security, morally questionable farming techniques and transparency of the food system in the wake of the horse meat scandal; has brought about an overwhelming state of confusion and has had prolonged impact on consumer confidence within the sector as a whole. As a result of this dwindling consumer confidence, our insecure food systems and the significant environmental and biological cost that our food consumption has, in essence has driven scientists and industry professionals to explore the future to discover food alternatives for a more sustainable and eco-friendly way of living; the future of food. As a reaction to environmental issues, consumer’s negative habitual behaviour matched with our culture of mass consumption this report will explore the viability to utilize design and media thinking to unpick the influences around sustaining the environment in order to produce a catalyst for change through a future of food restaurant. This concept will address real environmental concerns to the ‘Climate Ignorers’ group and aims to galvanise permanent positive behaviour change responding to the emerging trends currently occurring within several markets, with direct emphasis on how to be more efficient with the world’s finite resources. In short, this report will inform the methodology undertaken for research, identify the trends and the influential political, economic and social implications, define trends from analysis across case study’s and conclude with an implementation concept for a future of food restaurant.

‘Sustainability is our generations defining issue and as a result is important to the success of brands in the near future’ (Mark Parker, Stylus [1], 2013: online)

Fig. 3 Introduction Illustrations

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THE ISSUES â&#x20AC;&#x2DC;The most obvious important realities are often the ones that are hardest to see, hear and talk aboutâ&#x20AC;&#x2122; (David Foster, 2013: online) Global issues such as climate change have been on the agenda for many years. This infographic was developed in order to analyse all of the latest background contextual research and the real impact that we as consumers are currently having on our planet and its resources, and in order to truly explore the reasons why behaviours need to change.

Fig. 4 Infographic Development

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Fig. 5 Mindful Infographic

‘We are living in a branded society where we demand bigger, better and more. As a result of this demand and our consequent consumption, we are using 50% more resources than our planet can provide’ (WWF, 2012: online) ‘To produce one beef steak 5000 litres of water are needed’ (Virtual Water 2013: online). ‘Society doesn’t value water in the way we do other finite resources like energy, gold and pearls and this has to change’ (Withers, Stylus [1] online: 2013) ‘If our patterns of consumption in the UK were repeated around the world, by 2050 we would need an extra eight planets to survive.’ (WWF, 2012: online) ‘Society doesn’t value water in the way we do other finite resources like energy, gold and pearls and this has to change’ (Withers for Stylus [1], 2013: online) ‘Taking a shower uses 3kg of carbon’ (McCandless, 2009: 68) ‘At the current rate of consumption, the Earth needs 1.5 years to produce and replenish the natural resources that we consume in a single year’ (WWF, 2012: online) ‘Current water footprint stands at nearly 5000 litres per person per day in the UK’ (Virtual Water, 2013: online) As a result of these drastic global issues, consumers’ confidence and awareness of what impact they will have on the future of the environment is dwindling, results from a questionnaire undertaken, (Appendix 5: 134) supported this, but in contrast also showed that learning more about the environment and individual habits appealed to 76% of the respondents. (Question 10)

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FIG 5.

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METHODOLOLY Research was a fundamental component to support this implementation project. The research helped to understand the global issues, innovations, markets and consumers, in order to gain a diverse range of collective underpinning to enable depth and validity to the project findings and to construct timely recommendations.

EMAIL, BLOG, TWITTER, PINTEREST, RSS FEEDS SET UP 28TH MARCH 2013 Online platforms were set up as an initial starting point in order to gain contacts and collect research efficiently. EMAIL Although a professional project specific email address enabled for sufficient data collection, when contacting industry professionals from justthefutureoffood@gmail.com I received feedback from numerous professionals who presumed a competitor was contacting them and therefore were reluctant to email back, thus making contacting industry harder than anticipated. RSS FEEDâ&#x20AC;&#x2122;S Although receiving timely direct news information the un-human nature of the alerts set-up made it difficult to receive refined quality research. BLOG & PINTEREST- [Appendix 1, Page 129] [Appendix 3, Page 131] Visual research conducted could be recorded effectively via www. amindful.tumblr.com this blog was a great platform in enabling me to record progression and inspiration to refer back to, the blog was also used as a platform to explain the brief to potential collaborators. Pinterest helped gain an insight into trends within visual aesthetics.

TWITTER- [Appendix 2, Page 130] @AMindful was set up to gain direct contact with industry professionals; this proved time efficient and effective. The character limitation restricted communication but opposing this it secured timely news stories and information on innovations within the research markets. Twitter was extremely ineffective in finding out consumers thoughts of the future of food.

Fig. 6 Initial Research Thought Showers

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QUESTIONNAIRE DIGITAL QUESTIONNAIRE via surveymonkey.com- Set up 23rd March 2013 [Appendix 5, Page 134] The questionnaire [Appendix 4, Page 132] was piloted by 15 people on the 18th March 2013; following this, it was refined as it revealed certain questions were unclear; re-wording and additions took place to ensure more accurate answers. The re-launch was completed by 71 consumers and gave a true insight into current consumer behaviour, awareness and attitudes towards saving the environment. Being digital the link-through method proved unsuccessful in gaining a diverse range of consumers throughout the UK, as a result a more stratified approach was undertaken [Appendix 6, Page 137] in the hope of stimulating a vast UK population response. Fig. 7 Questionnaire research

INTERVIEWS Interviews with industry professionals gained an in-depth understanding of trends and attitudes within the current markets; conducted via a range of diverse approaches. IN PERSON Morgaine Gaye; Food Futurologist 11/04/2013 2pm [Appendix 8, Page 40] Although difficult to arrange, this semi-structured, face to face interview ensured a focused and in-depth conversational style to evoke resulting in elaboration and extra insightful information that wouldn’t have been achieved via email. Morgaine was interviewed due to her invaluable experience as a food futurologist. VIA TELEPHONE After making connections and gaining contacts via Twitter, phone calls were conducted as opposed to email due to the time restraints of industry professionals. Phone calls created a conversational platform of communication and encouraged detailed insights of their knowledge. Kyle Bean; 13/04/2013 5pm [Appendix 10, Page 148] Kyle was interviewed due to his history in communicating global issues through design; the aim to gain raw insight into the inspiration and evolution of his process. Charlie Harry Francis; 14/04/2013 3pm [Appendix 9, Page 146] Charlie was interviewed due to his advancements within the experimental food industry; although insightful, his knowledge about the area on a whole was minimal. VIA EMAIL Email proved the least effective way of contacting professionals within the food sector; after following these up with a phone call some responded, but most stated they did not have a sufficient amount of time to be interviewed. Christopher Boffoli; 17/05/2013 5pm [Appendix 18, Page 170] Christopher’s knowledge about communicating global issues through design was valuable in my research process but due to oversea’s time difference, communicating proved difficult. VIA FACEBOOK [Appendix Page] Facebook proved effective to contact people who optimized my typical consumer; 34 diverse lifestyle questions were completed, these proved very insightful when analysed.

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FEEDBACK FOCUS GROUP 01/05/2013 2pm [Appendix 16, Page 163] A focus group was undertaken in order to expand research into consumer’s likes and dislikes around graphics, concepts and food. Interaction with Pinterest and taste testing encouraged participant’s attention which as a result ensured in depth opinions.

CONSUMER ATTITUDES 12/04/2013 [Appendix 7, Page 139] Post questionnaire analysis, it was essential to understand exactly why this consumer group have negative connotations around saving the environment, these were placed in yuppie hangouts and workspaces across the UK, although insightful most weren’t useful due to non-corresponsive feedback.

CONSUMER OPINIONS Continuous People who optimised my typical consumer were asked for their thoughts on the design process of Mindful at every step of the way, this was valuable to the process to gain an insight into what they like and dislike within design and communication.

RESTAURANT DIARIES 22/04/2013- 05/05/2013 [Appendix 12, Page 153] Restaurant Diaries were completed by three young professionals; the goal was to understand their subjective experience and to gain extensive insight into their motivators. These proved difficult to collectively analyse but the information provided was essential.

Fig 8. Concept Ideas

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EVENTS AND TRADE SHOWS IFE AND PRO2PAC; Excel London 17/03/201320/03/2013 [Appendix 13, Page 159] Attending the UK’s largest food and drink trade event was essential in gaining industry contacts and insightful information from lectures contrasting this exhibitors were reluctant to engage with me as I wasn’t an industry professional. THE FUTURE LABORATORY- LS:N Global Trend Briefing Strange Days 24/04/2013 12pm [Appendix 11, Page 150] This Strange Days trend briefing thoroughly informed and expanded my research into science and technology; it was also very insightful for trends around consumer behaviour. INSECTS AU GRATIN WORKSHOP in collaboration with Pestival 02/05/2013 3pm [Appendix 14, Page 161] Participating in Pestival’s workshop; an extension of their ‘Who’s the Pest’ exhibition, was truly insightful into the future of food and how to change consumer behaviour and attitudes. Due to the workshop aesthetic it enabled a debate style discussion to evolve providing thorough information about the social, economic and political impacts of the future of food.

OTHER EVENTS AND VISITS [Appendix 20, Page 179] SUSTAINABILITY LIVE 18/04/2013 10.15am On reflection, despite gaining positive industry professional feedback on the development of my concept, visiting this trade show was unexpectedly not valuable in expanding my research, due to its industry approach.

MAGMA BOOKSTORE 02/05/2013 [Appendix 15, Page 162] Visiting Magma bookstore was vital in finding visual inspiration for layout and restaurant design.

SECONDARY WGSN, STYLUS, STYLESIGHT, MPD CLICK, MARKETING WEEK, VERDICT, MINTEL [Bibliography, page 119] Trend databases were used in order to gain valuable insight into the markets, consumers and also trends in current visual language, alongside identifying industry buzz words. Mintel and Verdict helped source market statistics alongside furthering understanding into the current markets.

BOOKS [Bibliography, Page 117] A variety of non-fiction books aided my research into consumer behaviour, global issues as well as trend prediction, copy writing and marketing & communication strategy.

MAGAZINES AND NEWSPAPERS [See Bibliography, Page 125] Magazines, Newspapers and online Articles were integral to further understand global issues and consumer attitudes towards these. Layouts were analysed to help expand the design of the report submission.

DOCUMENTARIES [Bibliography, Page 127] Documentaries were watched in order to gain exclusive information about the future of food and global issues.

All primary research was conducted ethically, according to Nottingham Trent Universityâ&#x20AC;&#x2122;s ethical code. Detailed explanations about the research project and what it entailed were provided; permission was asked to use quote individuals and all participants who were in face-to-face contact were asked to sign consent forms. All consent forms and methods are featured after the appendix in the relevant order (See Page 198).

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DON’T CHANGE. SWiTCH. If you walked to work today you would have saved on average enough energy to run five baths. SWiTCH. THE TRENDS COMPETITORS CONSUMERS

THE TRENDS Research into current market trends, competitors and consumer behaviours, was undertaken in order to explore the external and internal trend impacts that will influence the development of Mindful’s strong brand strategy and its launch into market.

SCIENCE AND CULTURE ‘There is a renewed interest in figuring out our tiny role in the universe, perhaps this is the pendulum swinging in the other direction after the unchecked industrialism in the 20th century’ (Greg Smith, 2013: Appendix LSN)

As a result of the general fatigue that young consumers are feeling towards global issues; the economic crisis, food shortages, and environmental degradation, society has seen a huge uptake in the intellectual processes of science and change, according to Marketing Week (2012). Younger consumers’ negative attitudes and little awareness of the impact they are having on the environment has driven them to be intuitively interested in technological breakthroughs, such as, 3D printing and the discovery of the God particle - the particle which holds the physical fabric of the universe together (Telegraph 2013: online), through the belief that technology will find a way of undoing the environmental damage already caused by society. This increased interest within science and technology has resulted in this younger consumer group becoming more connected than ever admiring the ability to track personal data, known as ‘The Quantified Self ’ movement (WGSN [3], 2013), with an increasing desire to learn through different mediums and alternative education systems; ‘people are engaging in new ways to educate themselves about the world’ (LS:N Global, 2013: Appendix 11: 150). Although ignoring the environment, this consumer group demand technological engagement that will enhance their everyday lives and which in turn increases their desire to learn. We are at a ‘game-changing moment in history, with today’s consumers finally embracing the future - despite the fact that many of our systems are in a state of flux’. (Stylus [2], 2012: online) With an increased interest within science and embracing the future, engaging with this consumer group will need to include the latest advancements within technology in order to change their consciousness about the relationships between their habits and the environment; ‘Engagement is about how you drive someone’s imagination forward, how you make them think about different things’ (LS:N Global, 2013: Appendix 11: 150)

â&#x20AC;&#x2DC;The process of science fiction prototyping has the goal of starting conversations around food and the future. This is important as the future is not set and, by talking about it and trying things out, you can help shape it.â&#x20AC;&#x2122; (Stylus [2], 2012: online)

Fig 9. Ubiquitos Science Culture

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FOOD DESIGN As previously reported food is not only a source of sustenance but is essential to social and economic factors in our lives. Mintel (2012) states that dining out remains one of the top consumer spending priorities, but it is common notion that it has succumbed to financial pressures as a result of the recession and from consumersâ&#x20AC;&#x2122; cautious approach to spending; thus meaning brands having to offer more to entice consumers. In an interview with Morgaine Gaye (Appendix 8, Page 40) she backed this up by predicting that different approaches within the dining sector will become commonplace over the next decade, stating that consumers are increasingly looking for added benefits alongside their food.

Fig. 10 Experiential Dining

With consumers heightened interest towards technology and the increasing desire to become more connected and engaged, partnered with, consumers demanding multi-functional benefits from their food, the restaurant industry has seen a rise of experiential multi-sensory dining. Another key element behind this trend may be the influential idea of ‘the experience economy’ (Brown, 2009: 128) the idea that consumers today are buying more into the experience. Over the past years the food industry has seen a diverse range of pioneering culinary players within the food sector adopting this trend from Heston Blumenthal to ‘Architectural Foodsmiths’ (2013: online) Bompus & Parr all creating spectacular engaging installations, the core to each of these experiences is audience engagement through the senses.

As a result of consumers’ cautious approach to spending and consumers desire to be more connected and engaged within immersive experiences, it is essential for brands to consider new ways of engaging and providing interaction within the dining experience. Be it through technology, sensorial engagement or through collectivism, ‘experience engagement will be 2014’s defining factor.’ (Stylus [2], 2013: online)

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THE NUDGE It is common notion that some mass consumer behaviour change techniques don’t own longevity. Within the market there is debate around the effectiveness of ‘Shock Tactics’ vs. the ‘Nudge Theory’. The ‘Nudge theory’ is the idea that gently nudging people towards changing their behavior over the long-term can be more effective than shocking them to make change (‘Shock Tactics’). Rory Sutherland, who explores the use of behavioral economics states ‘If you just frighten people and don’t have corresponding activities to help people quit, then there’s a danger you create the fear and anxiety but not the change in behavior’ (Marketing Week, 2012: online), supporting this idea is feedback from the focus group undertaken (Appendix 16, Page 165). When shown two behavioral change campaigns one incorporating ‘Shock’ and the other ‘Nudge’ approaches feedback from this consumer group revealed that the Shock approach would push them in the opposite direction whereas the Nudge made them want to be involved so in essence change their behavior. Unilever’s FIVE Levers for change’ supports the nudge theory for positive behavior change. Although nudging approaches have proven results attention grabbing approaches are still essential, the Volkswagen fun theory is a key example of a brand empowering behavior change by making it fun to do. ‘Something as simple as fun is the easiest way to change people’s behavior for the better’ (Fun Theory, 2009: online) In essence to change consumers’ behaviors and attitudes towards huge global issues, it is key to use fun, engaging and collaborative techniques to ensure longevity.

Fig 11. Fun Theory

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DONâ&#x20AC;&#x2122;T CHANGE. SWiTCH. If you turn your laptop off whilst reading the following section you will save enough energy to import a chocolate bar. SWiTCH. THE CLIMATE IGNORERS COMPETITORS

THE CLIMATE IGNORERS The Mindful restaurant acts as a catalyst to the desires and aspirations of a consumer group that donâ&#x20AC;&#x2122;t currently act on global issues or save the environment that they live in. Mindfulâ&#x20AC;&#x2122;s consumer is aged 16-35, creative, intrigued and ambitious with a strong interest in technology and an overriding desire to learn about the future. Drawing from primary and secondary research undertaken, a more specific consumer has been identified on the next page to gain a true insight into the demographics of this consumer group, in a means of effectively targeting them. Primary research (Appendix 18, Page 170) showed that these consumers, uptake different belief system, they are very interested within technology and the future and escapist religions such as Buddhism were mentioned by each consumer. They like to be thoroughly connected and are intrigued with the future.

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Fig 12. The Curious Citizen Mood board

‘THE CURIOUS CITIZEN’

‘The curious citizen’ has a commutative attitude when it comes to science. This consumer although has never necessarily been interested within the environment or sustainability has recently thrived to learn about the future and has an intuitive knowledge about technology. Being young and living in the city, this consumer doesn’t go out of their way to recycle or to save energy, in fact when it comes to it they really do not care about the environment at all, their attitude is ‘I’ve done my bit’ or ‘What I do just won’t make a difference’. Although recently, this consumer has developed a sense of importance in what’s real, they embrace imagination and the future. When it comes to dining this consumer loves to discover something different, something non-corporate connected with technology an out of this world escapist experience. This ‘curious citizen’ consumer loves to be involved and engaged within the latest ‘big thing’, with a renowned interest in interactive experiences.’ Interested in technology, experiences and discovering something different.

It is important for A Mindful in targeting this consumer group because they represent the core honest values of A Mindful; engagement, technology and knowledge. This is also the consumer group who’s negative attitude towards the environment needs to change. They are the instigators in technological advancements and have a desire to learn about the future, connecting to these consumers through these means will be essential for the success of the brand. This consumer would discover Mindful after discovering the coverage of the phone application on websites such as the New Scientist and also design websites such as DEZEEN.

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‘THE PERSONAL DEVELOPMENT JUNKIE’

‘The Personal Development Junkie’ is pragmatic and measures life through interactive and immersive experiences; their life takes the form of a powerful connected journey where new experiential collaborative experiences are core; always seeking to meet new people with a desire to learn in new ways. Life is about continuously tracking and controlling personal information and data through their smart phone device to essentially boast to friends, particularly through gamification and civic-minded applications. They are extremely goal orientated and as a result this consumer is intellectual and always on the lookout for discrete ways of securing discounts and instant privileges. To this consumer seeking a different experience is essential when selecting a dining experience. Although digital connectedness is essential to this consumer’s daily lifestyle as a desire for more control, physical experiences that re-iterate that of the virtual world are also essential.’ Interested in the latest civic-minded applications, gamification, discounts.

It is important for A Mindful to target this consumer group as they are un-knowingly changing the world for good through applications that project positive behavioural change. As A Mindful’s application will adopt a gamification aesthetic, it will appeal to this group of consumers’ competitive nature. ‘Self-tracking may look geeky now, but the same was once true of email. And what geeks do today, the rest of us often end up doing tomorrow’ (Economist, 2012: online). This consumer group fits into ‘The Quantified-Self ’ trend noted by WGSN (2012), they will create awareness and drive Mindful’s brand awareness by posting and comparing the latest scores on social networking websites.

Fig 13. The Personal Development Junkie Mood board

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COMPETITORS Mindful aims to better communicate positive behaviour change around global issues through an experiential, future of food dining concept and therefore has numerous groups of competitors; not only within the food industry, but also within experiences, but most importantly within promoting positive behavioural change through design; all who are reaching Mindfulâ&#x20AC;&#x2122;s targeted consumer group. Perceptual maps have been constructed in order to give an idea of where Mindful sits within each of these market sectors in order to consider its strongest competitors.

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Mindful places itself as a brand in quite high regard due to its truly experiential concept but as shown isnâ&#x20AC;&#x2122;t truly theatrical and participatory like Secret Cinema as a result of its restaurant aesthetic. As shown there are brands such as Fish Fight trying to engage with consumers about consumption and global issues but Mindful differs from these due to its engaging gamification concept which anticipates global issues subliminally- contrasting to that of the shock tactics used within these campaigns. Although there are experiential restaurants seeking to attract consumers and engage them within the brand, Mindful differs with its laid back, subliminal educative concept. Instead of focusing on the experience of the food, Mindful focuses on the surrounding engaging opportunities, through gamification and offering consumers alternatives to help them be more sustainable, interacting with them on every point of their daily journey. To explore Mindfulâ&#x20AC;&#x2122;s competitors further, this Venn diagram was constructed in order to show exactly how each of these brands are engaging with this consumer group and as a result the attributes that Mindful will take forward from each of these direct competitors in order to develop the brands communication and promotion strategy.

Fig 14. VENN Diagram

THEATRICAL, PARTICIPATORY, FUN, REQUIRES CONSUMER ENGAGEMENT, COLLABORATION, WORD OF MOUTH MARKETING, A SECRET

EXPERIMENTAL, FUTURISTIC, ENGAGING, OUT OF THIS WORLD, THEATRICAL, TECHNOLOGICAL

ENGAGING NUDGING POSITIVE CHANGE

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UNILEVER Unilever stand by marketing behavioural change principles to inspire sustainable living.

Fig 15. Unilever FIVE lever of change

Fig 16. Unilever Postivie Behaviour Change

It is essential for Mindful to consider Unilever’s ‘FIVE levers for change’ to engage and inform the ‘Climate Ignorer’ consumers about their habits and in order to make them aware of the consequences of their decisions. Unilever’s nudge approach empowers consumers to follow the path of least resistance to make the new behaviours easy, empowering them to make the changes themselves. Mindful will take into account Unilever’s ‘FIVE levers for change’ within its brand strategy to effectively nudge consumers towards a more sustainable lifestyle, particularly through the Mindful phone application which will enforce new habitual behaviours unknowingly.

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DON’T CHANGE. SWiTCH. The amount of energy you have already used to read this report would only be able to power a light bulb for one second. MINDFUL IDENTITY LOGO BRAND VALUES STRAPLINE DESIGN MIND POINTS APPLICATION

MINDFUL ‘People want to be challenged and they’re looking for an experience away from the mundane’ (CNN, 2012: online) Derived from a SWOT analysis undertaken (Appendix 17: 168), it is essential for Mindful to develop strategies in order to gain repeat visitors, to keep strong relationships with their consumers post-dining and to radiate the cool young approach across all touch points for staying in tune with the targeted consumer group and to ensure Mindful adopts the notion of ‘cool’ and ‘fun’ (Appendix 7: 139). To achieve these findings a creative brand communication and promotion strategy has been developed and will be outlined within the next section.

Fig 17. Trends Moodboard

IDENTITY ‘Mindful’ captures the literal idea of taking away a mind and mouth full of information from the restaurant; being educated through food. Derived from numerous potential titles with the help of consumer research, Mindful was chosen to its anonymity and its mysterious bold stance.

Fig 18. Title Decision Making

‘I like A Mindful as it’s like a mouth full but a mind full of information’ (Waring 2013, Appendix 22: 181) ‘I like the anonymity of A Mindful as it doesn’t seem like it would be a place to go for food, which is a good thing, people of our generation like the be intrigued’ (Beck 2013, Appendix 22: 181) ‘I think Food-Print sounds too much like it’s trying to save the environment which really just doesn’t appeal to me in the slightest, I like FieldFork but then again that sounds like you are going to get a huge plate of beef on your plate which isn’t relevant to your concept so I would definitely go with A Mindful as it is a catchy and interesting title’ (Gallagher, 2013 22: 181)

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LOGO â&#x20AC;&#x2DC;Good graphic design can make a great campaign, a strong brand image and a powerful storytelling toolâ&#x20AC;&#x2122; (Stylus [7], 2011) It was essential for Mindful to develop a logo, in order to have a visual platform that consumers could recognize. Deriving from research conducted [Appendix Page] and taking into account the Mind and Thinking cohesive core of Mindfulâ&#x20AC;&#x2122;s brand, communicating this through the logo design was essential in clearly communicating the brand and its mission.

Fig 19. Logo Creation Progression

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Fig. 20 Logo Final Creation

‘In a world where our daily lives are over-saturated with information and choices, consumers are looking to products and services that simplify their environments’ (Computer Arts Collection, 2012: 23)

CENTERED EDGE SPRAY // SMOOTHNESS 4 // RADIUS 13

ACCENTED EDGE // WIDTH 6 // BRIGHTNESS 16

TEXTURIZER // SACLING 8 // RELIEF 14

‘I like the bold-ness of this logo it stands out and I would definitely recognize it any where I went’ (Sutton 2013, Appendix 22: 181) ‘The logo really captures what the brand is about and I think that is what a logo should do’ (Trotter 2013, Appendix 22: 181)

Fig. 21 Logo Expansion

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BRANDING GUIDELINES

[Sansation Bold Type 120 | Size 18.]

[Logo Creation]

}

[Sensation Bold Type 120|17]

Fig 23. Mindful Branding Guidelines

[Illustrated Adoption in collaboration with Jinesh Revagar: Appendix 21: 180]

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BRAND VALUES Standing by 3 core values, Mindful integrates these into every strategy and promotional campaign engaging with consumers in a positive way.

POSITIVE LIFESTYLE CHANGE We aim to make a positive impact and change your views and attitudes in many prompting engaging ways, through our branded experiences, through engaging collaborative opportunities and through the various other ways we interact with you. EXPERIENTIAL ENGAGEMENT Experiential engagement is at the core of the brand, not only from us to you but from you to each other; A Mindful commits to giving you and the rest of society experiential interactive opportunities by engaging you within challenges at any chance. CONSUMER COMMITMENT Alongside helping change your behaviour for the better, we are committed to improving the way that society manages its environmental impacts outside of our brand, we help you as individuals work towards a sustainable future through everything we do.

Fig. 24 Brand Values

AEKER MODEL BRAND AS A SYMBOL Head Bold Minimalistic Illustrated

BRAND AS A PERSON Fun Outgoing Extravert Friendly Motivated Cool

BRAND AS A PRODUCT Innovative Interactive Immersive Immediate

BRAND AS AN EXPERIENCE

BRAND AS AN ORGANZATION

Engaging Collaborative Fun Sensorial Informative

Inspirational Alert Innovative Strong

As you can see from this aeker model constructed Mindful is interactive, engaging, sensorial and collaborative alongside other factors.

Fig 25. Brand Aeker Model

65.

DON’T CHANGE. SWITCH. Mindful’s brand is built around its slogan, ‘DON’T CHANGE. SWITCH’. It emphasises that consumers don’t have to change their current lifestyles to live in a sustainable way; Mindful is about modifying individual’s lifestyle choices in order to achieve a more sustainable way of living. Letting consumers do the things they love but with better consequences. This slogan; although quite shocking still adopts a ‘Nudge’ technique due to its encouraging aesthetic, produced initially in order to grab consumers attention.

‘I think the slogan really captures the ethos of the brand and its values, it is really attention grabbing and would definitely leave me intrigued’ (Potter 2013, Appendix 22: 181)

Fig. 26 Strapline Development

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THE RETUARANT ‘The whole experiences that is where things are going which make things memorable. It’s not just the food. It’s the way you invite people to your restaurant. Everything has to be consistently clever- the interior decoration, the waiter’s uniform, the visual language of the place and of course the menu itself.’ (Victionary, 2012: 68) Reacting to the burgeoning interest within food and its unpredictable future alongside the external influential factors and trends currently affecting the industry, Mindful is a feast for both mind and mouth; it will broaden the minds and open up the palettes of those consumers intrigued with the future and technology. The restaurant will boast an eclectic mix of gastronomic inventions that explore the edible landscape of the future within an experiential futuristic engaging setting exploring how eating can raise awareness of saving and sustaining the environment. The following sections will outline the restaurant experience, a communication and promotion strategy and will thoroughly expand on the design process which have all been influenced by current consumer behaviour and attitudes (Appendix 12: 153)

Fig 27. Mindful Interior Moodboard

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DESIGN ‘A restaurants identity is a shortcut from the chef ’s gastronomic proposal to the consumer. It is an opportunity to channel certain images and other sensations, and let people experience what you offer as a restaurant.’ (Victionary, 2012: 67)

Mindful’s brand design aesthetic will strike the correct balance between the world of science and visual consumer engagement; which is at the core of the brand, it is based around illustrated statistical information which is aesthetically pleasing and not preachy. The visual aesthetic is based around the background context of the restaurant; explores the connotations of consumption issues in an artistic way. The visuals produced are eternally mysterious, captivating imagination within the design, an extension of the experience. Identity design for Mindful was derived from information received from a focus group [Appendix 16: 163] where consumers stated they aesthetically liked illustrated visuals alongside a minimal bold aesthetic. These consumer opinions had huge impact on the design process.

‘Visually I don’t like over clutter, it scares me away’ (Turner, 2013: appendix 16: 163) ‘I like how visual it is but it makes you read the information on it because it’s done all nice and isn’t too over complicated, it really makes you read into it and you come away feeling like you have learnt something.’ (Miller, 2013: appendix 16: 163)

Fig 28. Design Moodboard

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INTERIOR Mindful’s vibrant and interactive interior is constantly evolving, with ever changing collaborators designing the perfect futuristic backdrop to the culinary speculations alongside the music and food in order to offer a true one-off experience, encouraging consumers to return. The design will offer consumers a momentary escape through a sensory environment in keeping with Mindful’s brand values; the illustrated coding builds the path for the values and subliminal messages for the experience. ‘While immersive educational experiences and sustainably initiatives are proving attractive to certain customers, others are simply looking for a slice of escapism’ (MPD click [1], 2012: online)

Fig. 29 Interior Design

}

WALL INTERIORS

}

STATISTICAL INFORMATION ILLUSTRATED VISUALLY

}

ILLSUTRATED VISUALS FOR WALLS

‘An idea can enjoy complete freedom when illustrated, it suits the way that creative think today- it plays on our emotions and allows ideas to really grow’ (Nick Booth in Computer Arts 2013: 11)

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â&#x20AC;&#x2DC;Illustration is a much more immediate

discipline and can convey a message in much more detail than a photograph; illustration can be fantastical, unbelievable and extra-ordinaryâ&#x20AC;&#x2122; (Carl Rush for Computer Arts 2013: 21)

SOUND As sound evokes emotions more vividly than any other sense, and there is growing awareness that the atmospherics of a dining experience are extremely important in accompanying food (Wired [1], 2013: online), Mindful will collaborate with Condiment Junkie, the pioneers in using bespoke sound to enhance experiences. In order to increase the brands engagement and enhance the overall experience, implementing sonic strategies across all touch points will create atmospheres that clearly communicate Mindful’s values, whilst engaging and entertaining the consumers through sensorial interaction. ‘Sound, one of life’s most powerful means of communicating, is still considered an afterthought rather than an integral part of a brand’s communication strategy’ (Condiment junkie, 2013: online)

75.

MINDPOINTS ‘MIND’ points are the sensorial currency used within the restaurant; earning and using them encourages interaction, and collaboration between consumers, inside and outside of the restaurant. Running on 2000 ‘MIND’ points per consumer, the restaurant’s menu offers alternatives for the consumers encouraging them to choose greener options. Within the restaurant prompt reminder ‘MIND’ gamification experiences will be tailored to individual consumers, giving them options in order to engage and experiment and as a result unknowingly be more sustainable and earn more MIND points to use as currency. Tailored individual MIND tasks and experiences will be set whilst dining, although fun, through being selectively placed around the restaurant they purposefully inspire consumers to engage interact, make different choices and subconsciously drive them to make better environmental choices, in essence nudging them towards positive behaviour change. Derived from primary research (Appendix 11: 153) it was essential to encourage engagement and interaction between other diners, Morgaine also stated this this engagement will be the future of the dining experience. (Appendix 8:142) “Our surroundings can impact our experience of what we eat; but what if what we eat has the power to change our surroundings?” (Bombus and Parr, 2012: online)

â&#x20AC;&#x2DC;Interactive learning strategies are a smart way to create an emotional connection and generate awareness about serious global issuesâ&#x20AC;&#x2122; (Stylus, 2012: online)

Fig 30. Mind Points

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The restaurants interior has an emotional aesthetic, sensitive and responsive to what is happening around it. Each consumer controls a light, when having consumed and used up their ‘MIND’ points, emotional lighting responds and dims, drawing inspiration from the natural world, an abstract metaphor of the world dying out if our consumption rates continue, this lighting up holds an emotional and kinetic installation theme. This lighting experience will promote interaction between diners through competitiveness; the brightest lights within the restaurant are inherently the true eco-warriors, encouraging sustainability through a nudge approach. ‘Concepts that allow consumers to experiment and educate themselves on their own terms are also of value’ (Stylus, 2013: online) Engaging with all the five senses is an essential strategy for Mindful to awaken the brain and change consumer behaviours.

‘Interactive learning strategies are a smart way to create an emotional connection and generate awareness about serious global issues’ (Stylus [1], 2012: online)

Fig. 31 Lighting within Mindful

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THE FOOD ‘If people start seeing a cool edgy brand starting to produce something like insect burgers, insect meals such as sausages, it’s just about having that experience of tasting it and it becoming a bit more normalized, but I think it will happen’. (Gaye for BBC news, 2013: online)

Fig 32. Food Moodboard

â&#x20AC;&#x2DC;One way to get people to try something new is to build on behaviours that are familiar to themâ&#x20AC;&#x2122; (Brown, 2009: 119)

Primary research undertaken [Appendix 11: 153] showed that menu design and

language is essential in interacting and engaging with consumers. In an interview with Morgaine [Appendix 18: 143] she stated that minimal options on menu is essential to the future, consumers want stripped back, tailored, seasonal options, which make choices easier.

81.

Adding to the brand values of Mindful,

scientific chefs will bring an imaginative approach to food, with the aim of releasing the elusive sixth taste bud as well as expanding consumers understanding of food and its relationship to the environment.

Although casual dining the iPad menu

boasts a selection of future culinary delights opening up the minds and mouths of hesitant consumers, the menu has been designed to provide a smaller environmental impact option with the option to SWITCH. Other delightful experiences will encourage interaction between diners, from intuitive cutlery that changes the taste of higher environmental impact food to gesture-sensor devices that aid and interact with the user experience, in an attempt to change behaviour. “Chefs are getting even more creative in the kitchen and seducing the sceptical consumer while partaking in ecological management and even contributing to a more sustainable diet.” (Stylus [2], 2012: online)

‘Minimal options on the menu made it easy to select what we wanted, sometimes I feel overwhelmed at the amount of options on a menu and end up choosing something that I actually really don’t want.‘ (Lo, 2013: Appendix 3: 153)

Fig. 33 Mindful Menu

83.

THE APP

Being thoroughly involved in the consumer’s lifestyle is

essential for Mindful’s core value of engagement; as a result a content specific smartphone application will be launched in conjunction with Mindful, with the aim to make the brand integral to how the consumers live their lives on a day to day basis. To be used as a prominent habitual tool immersed in the consumers life, the application will also make consumers aware of the consequences of their decision. It will make behaviour change desirable through a means of social interaction, engagement and reward mechanisms.

This application will attract ‘The Curious Citizen’ and ‘The

Personal Development Junkie’ through its engaging tracking rewards. The application provides the brand with the opportunity to engage with diners on a more emotive level than any discount could achieve. In exchange for the MIND point’s currency given to the consumer to spend, the brand will gain a sense of how else they can encourage consumer’s behaviours to a more sustainable future.

Fig 34. Application Story Board

‘Play is a powerful tool with which to elevate retail strategy. It offers compelling ways to entertain, engage, educate and communicate with modern consumers’ (Stylus [2], 2012)

‘Think intentionally about the way your products shape the way people live and relate to each other’ (RJ Owen for Stylus [8], 2011: online)

85.

Fig 35. Mindful Phone Application

‘Think intentionally about the way your products shape the way people live and

essence of this is clearly in keeping with

(Owen for Stylus [8], 2011: online)

Mindful’s brand values and visual identity.

‘Creating an adventure that rewards players for having those very attributes therefore

natural

individual MIND DNA which is a make up of their individual biological data, the futuristic

relate to each other’

was

The application allows consumers to create an

choice.

Consumers can connect and engage with other MIND DNA’s for collaborative events and experiences.

Experiments that engage consumers more deeply are key to cultivating stronger brand relationships.’ (Stylus [2], 2013: online)

The application will not only encourage consumers to engage, but also to ‘advocate’ the brand, with users sharing their achievements via online social media platforms such as Facebook and Twitter, building the brand and potential consumer interaction online.

87.

The tracking section of the application allows for consumers to track their journeys, in order to effectively engage how much carbon they have saved. The tracking map also shows where there are experiences within cities appealing ‘The Curious Citizen’ consumer group.

The activities section of the website allows consumers to track the points they have earned and how they did this, it uses Mindul’s nudging aesthetic to interact and subliminally push consumers towards positive behaviour change. This appeals to the competative nature of ‘The Development Junkie’ consumer group.

This is another tracking section of the application where consumers track how long they are in the shower for; pushing consumers towards saving energy and water through a gamification experience. In essence this application engages the consumers through interactive experiences on a journey to a more sustainable lifestyle.

10.

89.

PLACE It is essential for Mindful to locate where the majority of the targeted consumers socialize. After thorough primary research (Appendix 22: 181) Mindful will locate in Dalston, London; an up and coming young professional area. With Dalston currently housing numerous independent restaurants and bars, standing out from the crowd will be essential; although initially a risky strategy for Mindful due for to various competitors, Mindfulâ&#x20AC;&#x2122;s engaging and new concept will ensure success.

Fig 36. Itâ&#x20AC;&#x2122;s Nice That

PROMOTION

Leading up to the launch of Mindful, a series of experiential events will be launched around London. At these ‘DON’T CHANGE. SWITCH’ events although minimally branded, the events will engage with the curious consumers who will be informed about the smart phone application which will be available to download prior to the launch; in order to unknowingly engage with Mindful and earn MIND points. Designed to get odder week by week each experience is personal and varied. This mini-series of initial promotional events will target ‘The Curious Citizen’ and ‘The Personal Devlopment Junkie’ consumer groups, engaging with them first hand encouraging them to engage with the immersive futuristic experiences, about how to save the environment and in essence be more sustainable. Experiences will gain great press attention through design websites such as DEZEEN and It’s Nice That and as a result- Mindful gaining huge awareness to targeted consumer group.

Fig 37. DEZEEN promotion

91.

APPLICATION LAUNCHED 25th June 2013- Launched in collaboration with European Union Sustainable energy week (EUSEW) in order to gain greater brand awareness

EXPERIENCE ONE. 26th June 2013- This experience aims to open up the mind of individuals through sensorial engagement. This experience will give consumers the first insight into what Mindfulâ&#x20AC;&#x2122;s brand is about. Locations were chosen specifically to target to correct consumer group.

Fig 38. Experience ONE Poster

EXPERIENCE TWO. 1st July 2013- Boasting an â&#x20AC;&#x2DC;energy freeâ&#x20AC;&#x2122; chamber this experience will encourage consumer engagement and will subliminally expose consumers to the thought process about cutting consumption habits.

Fig 39. Experience TWO poster.

EXPERIENCE THREE. 8th July 2013- Exploring the edible landscape of the future, to change behaviours and create awareness in keeping with Mindfulâ&#x20AC;&#x2122;s core messege. Although minimally branded each experiential will gain national press attention due to its mysterious aesthetic.

Fig 41. Experience THREE poster

MINDFUL LAUNCH 14th July 2013- After the series of engaging experiences A Mindfulâ&#x20AC;&#x2122;s launch will be a series of interactive events, which will prototype the fantastical food of the future; press release (See Insert) will be sent out prior to the evening which will explore ideas surrounding the future of food, its small environmental impact, sustainability and consumption futures. The event will generate conversation about food and its future in a fun and accessible way. Attended by scientists, experience architects, designers, curators and provocateurs that currently drive the industry in terms of food, experience and technology and as a result the event will gain huge media attention within the industry and to the correct consumer groups.

The event will fuse food and scientific future trends debate

and live performance designed to get odder as the evening progresses. At the event Mindful will host a curated evening three course meal for a selection of minds, the meal would explore the food system and promote environmental sustainability.

95.

MEDIA PLAN

Staying true to Mindful’s values alongside the interesting and intriguing brand

strategy the restaurant’s initial main promotion to target their consumer demographic will be through consumer’s word of mouth engagement and press publicity. As a result it is essential for Mindful to keep strong relationships with their consumers, touching them at every point of their daily journey offering them unique and compelling experiences; as a result ‘The Curious Citizen’ and ‘The Personal Development Junkie’ will promote the experiences and in essence the restaurant, through posting progress and earnt points of social networking websites (as shown in figure 41) and competing with others will ensure Mindful’s promotion targets the correct consumer group. Through choosing not to hold a Facebook page themselves will create ‘hype’ and ‘excitement’ around the new niche concept. ‘It is no longer enough for restaurant websites to be informative; they also need to be immersive and entertaining if they are to guide consumers’ researching mentality away from cost considerations and towards more engaging elements.’ (Mintel, 2012: online)

Fig 41. Social Media Engagement

Fig 42. London Design Festival Promotion

97.

DON’T CHANGE. SWiTCH. If you have drank 5 coffees today you have used 900 litres of water. SWiTCH. CONSUMER JOURNEY

99.

CONSUMER JOURNEY ‘THE CURiOUS CiTiZEN’ ‘The Curious Citizen’ discovers press coverage on the Mindful experiences and as a result downloads the application to explore what the brand it about. After downloading ‘The Curious Citizen’ decides to start exploring it and creating their own MIND DNA to engage with others. After having a play around on the app ‘The Curious Citizen’ then heads into London to participate within the mini experiences.

After exploring the brand ‘The Curious Citizen’ the goes home and shares his experiences on Social Networking websites and continues to use the application.

Continuously uploading his tracking information to Social Networking websites and engaging with other MIND DNA’s and set tasks by the application. Fig 43. The Curious Citizen Consumer Journey

‘THE PERSONAL DEVELOPMENT JUNKiE’ ‘The Personal Development Junkie’ is always on the route to find ways of enhancing their lives, as a result this consumer comes across Mindful through design website.

After becoming intrigued within this, this consumer downloads the phone application in order to engage within the brand as in effect enhance their lifestyle.

After tracking continuous information about their daily life this consumer heads to the resturant to spend the MIND points earnt.

After becoming thoroughly engaged within the experience this consumer post’s about their experience on social media websites and also blogs about the uniqueness of the experience.

This consumer continually tracks their daily habitual behaviour on the application in order to enhance their daily lifestyle.

Fig. 44. The Personal Development Junkie Journey

101.

DONâ&#x20AC;&#x2122;T CHANGE. SWiTCH. The amount of energy you have already used to read this report would only be able to power a light bulb for one second. SWiTCH. FUTURE RECOMMENDATIONS

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FUTURE RECOMMENDATIONS YEAR 1-2 WORKSHOPS Following on from the initial experiences used to launch the restaurant and gain brand awareness, â&#x20AC;&#x2DC;GRAB A MINDFULâ&#x20AC;&#x2122; titles a series of laboratory workshops launched 6 months post launch party that will be dedicated to the exploration in sustainability and the future of food, with a contrasting theme each time. These free workshops will be used as another means of word of mouth promotion gaining greater consumer awareness.

Fig 45. Workshops

WEBSITE A website will be launched under the domain www.amindfulexperience.com and a brand promotional magazine, one year after the launch, although connected to the restaurant, the anonymity behind this will be an intriguing factor, the website will explore and showcase all the experiences and opportunities that consumers can get involved in, within the UK. This ‘help not hype’ technique will connect to consumers in a different way but will be a useful powerful tool for consumers perceptions about the brand. ‘Speak to them on a personal level, as they would a friend, anticipate their needs and bring them closer to personal products and services. The aim is to form a community around the brand and bring together like-minded people’ (Berry for WGSN, 2012: online)

Fig 46. Mindful website

105.

TECHNOLOGIES Mindful will continuously aim to anticipate the latest emerging technologies in order to keep up to date and engage with ‘The Curious Citizen’ and ‘The Personal Development Junkies’ needs. Continuously adding additional experiences to the phone application and within the restuarant itself.

Fig 50. 3D technologies.

3-5 YEARS CHAINED RESTAURANTS In the third year after the success of the London based restaurant, Mindful aims to spread to other culture capitals. Teaming up with artists and scientists Mindful will create each an individual theme for each restaurant. The aim is to create more awareness and to develop a synergy of which will help expand the consumer base. New consumers in new cities provides Minful with further opportunities to become integral to their lifestyle and change their behaviours and perceptions.

Fig 47. World Domination

107.

A MINDFUL APPLICATION VERSION TWO After the success of version one, this application will incorporate new technologies in consumer data tracking, engaging with the consumers through the latest technologies is essential for the success of the restaurant. The version two application launched three to four years after the previous, will give A Mindful further opportunities to tap into their consumers lifestyles and change their consumption habits.

Fig 48. Mindful Application Version 2

FOOD RANGE In the fifth year A Mindful will launch a future of food range, packaging will be eco-friendly and all food will have a small impact on the environment. Packaging will have facts about individualâ&#x20AC;&#x2122;s consumptions and will be sold in independent chains up and down the UK, this will be essential for A Mindful to keep its intriguing and interesting brand strategy.

Fig 49. Mindful Food Packaging

109.

CONCLUSION Due to the detrimental impact and the degradation that we as consumers are currently having on our environment, this report set out to explore how to create awareness around these global issues and change the habits of the ‘Me’ generation, and more importantly the ‘Climate Ignorers’. In depth analysis into current behaviours and attitudes towards the environment from the ‘Me’ generation consumer group highlighted that they find being sustainable and saving the environment boring, costly and difficult; in addition, they also felt as though they didn’t have enough awareness about how to change their current behaviours in order to have a positive and changing impact. Research showed that this consumer group have an intuitive relationship with technology and because of this personal development strategies are key in engaging them. Market trends such as experiential restaurants and social trends such as the behavioural nudging techniques were also explored in order to engage with this consumer group effectively. As a result of these findings, the Mindful brand was produced in order to increase engagement with this consumer group through immersive experiences, thereby creating awareness for them around global issues to help switch their lifestyles to become more sustainable. Mindful, as a brand, will continue to create a catalyst for positive behaviour change against the vast negative connotations around saving the environment for this consumer group; through its experiences and through making an active behaviour more passive for a more sustainable future.

Remember

DON’T CHANGE. SWITCH. ‘Not everything that counts can be counted, and not everything that can be counted counts’. (Albert Einstein)

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DON’T CHANGE. SWiTCH. LIST OF REFERENCES BIBLIOGRAPHY APPENDIX ETHICAL FORMS

LIST OF FIGURES Fig 1. 2013. Gibbons, S., ‘Mindful Logo’ [Own Image] Fig 2. 2013. Gibbons, S., ‘Research Illustrations’ [Own Image] Fig 3. 2013. Gibbons, S., ‘ Introduction Illustrations’ [Own Image] Fig 4. 2013. Gibbons, S., ‘Infographic Development’ [Own Image] Fig 5. 2013. Gibbons, S., ‘Mindful Infographic’ [Own Image] Fig 6. 2013. Gibbons, S., ‘Initial Research thought showers’ [Own Image] Fig 7. 2013. Gibbons, S., ‘Questionnaire Research’ [Own Image] Fig 8. 2013. Gibbons, S., ‘Concept Ideas’ [Own Image] Fig 9. 2013, Telegraph, ‘Ubiquitos Science Culture’. Telegraph Discovery of the God particle [online] Available at: http://www.telegraph.co.uk/science/science-news/9978226/Prof-PeterHiggs-Atheist-scientist-admits-he-doesnt-believe-in-god-particle.html [Accessed on 16/04/2013] Fig 10. 2013, Bompus & Parr ‘Experiential Dining’ BOMPUS & PARR [online]. Available at: www.jellymongers.co.uk [Accessed on 30/04/2013] Fig 11. 2011, Fun theory, ‘Play’ Volkswagen Fun theory [online]. Available at: www.funtheory.com [Accessed on 18/04/2013] Fig 12. 2013. Gibbons, S., ‘The Curious Citizen mood board’ [Own Image] Fig 13. 2013. Gibbons, S., ‘The Personal Development mood board’ [Own Image] Fig 14. 2013. Gibbons, S., ‘Perceptual maps and VENN Diagram’ [Own Image] Fig 15. 2012. Unilever, ‘FIVE levers of change’ [online]. Available at: www. unilever.com [Accessed on 21/04/2013] Fig 16. 2012. Unilever, ‘Positive Behaviour Change’ [online]. Available at: www.unilever.com [Accessed on 21/04/2013] Fig 17. 2013. Gibbons, S., ‘Trend Mood Boards’ [Own Image] Fig 18. 2013. Gibbons, S., ‘Title Decision making’ [Own Image] Fig 19. 2013. Gibbons, S., ‘Logo Creative Process’ [Own Image] Fig 20. 2013. Gibbons, S., ‘Logo Final Creation’ [Own Image] Fig 21. 2013. Gibbons, S., ‘Logo Expansion’ [Own Image] Fig 22. 2013. Gibbons, S., ‘Mindful Branding Guidelines’ [Own Image] Fig 23. 2013. Gibbons, S., ‘Logo’ [Own Image] Fig 24. 2013. Gibbons, S., ‘Brand Values’ [Own Image] Fig 25. 2013. Gibbons, S., ‘Brand Aeker Model’ [Own Image]

Fig 26. 2013. Gibbons, S., ‘Strapline Develoment’ [Own Image] Fig 27. 2013. Gibbons, S., ‘Mindful Interior Moodboard’ [Own Image] Fig 28. 2013. Gibbons, S., ‘Design Moodboard’ [Own Image] Fig 29. 2013. Gibbons, S., ‘Interior Design’ [Own Image] Fig 30. 2013. Gibbons, S., ‘Mind Points’ [Own Image] Fig 31. 2013. Gibbons, S., ‘Lighting within Mindful’ [Own Image] Fig 32. 2013. Gibbons, S., ‘Food Moodboard’ [Own Image] Fig 33. 2013. Gibbons, S., ‘Mindful Menu’ [Own Image] Fig 34. 2013. Gibbons, S., ‘Application Story Board’ [Own Image] Fig 35. 2013. Gibbons, S., ‘Mindful Application’ [Own Image] Fig 36. 2013. Gibbons, S., ‘Mindful Menu’ [Own Image] Fig 37. 2013. Gibbons, S., ‘Application Story Board’ [Own Image] Fig 38. 2013. Gibbons, S., ‘Mindful Application’ [Own Image] Fig 39. 2013. Gibbons, S., ‘Experience ONE poster’ [Own Image] Fig 40. 2013. Gibbons, S., ‘Experience TWO poster’ [Own Image] Fig 41. 2013. Gibbons, S., ‘Experience THREE poster’ [Own Image] Fig 42. 2013. Gibbons, S., ‘Social Media Engagement’ [Own Image] Fig 43. 2013. Gibbons, S., ‘London Design Festival Promotion’ [Own Image] Fig 44. 2013. Gibbons, S., ‘The Curious Citizen consumer Journey’ [Own Image] Fig 45. 2013. Gibbons, S., ‘The Personal Devlopment Junkie Consumer Journey’ [Own Image] Fig 45. 2013. Gibbons, S., ‘Workshops’ [Own Image] Fig 43. 2013. Gibbons, S., ‘London Design Festival Promotion’ [Own Image] Fig 44. 2013. Gibbons, S., ‘The Curious Citizen consumer Journey’ [Own Image] Fig 45. 2013. Gibbons, S., ‘The Personal Development Junkie Consumer Journey’ [Own Image] Fig 46. 2013. Gibbons, S., ‘Mindful Website’ [Own Image] Fig 47. 2013. Unknown, ‘World Domination’ [Online]. Available at: www.guardian.com [Accessed on 20/04/2013] Fig 48. 2013, Gibbons, S., ‘Mindful Application Version 2’ [Own Image] Fig 50. 2013. WGSN, ‘3D technologies’ [online]. Available at: www. WGSN.com [Accessed on 21/04/2013]

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JOURNALS AND MAGAZINES ANON., 2013. The beauty of simplicity. The computer arts collection; Branding, Vol.1, January 2013, p48. ANON., 2013. Back to Basics. The computer arts collection; Branding, Vol.1, January 2013, p48. ANON., 2013. Eating Insects Poll. The Guardian [online], 13th May. Available at: www.guardian.co.uk/commentisfree/poll/2013/may/13/ eating-insects-poll [Accessed on 15th May] ANON., 2013. Let’s sort out climate ‘blips’. New Scientist, 6th April, p5. ANON., 2013. Cry me a river. New Scientist, 6th April, p7. ANON., 2013. Take a load off America. New Scientist, 6th April, p8. ANON., 2013. Eating with your eyes. New Scientist, 6th April, p9. ANON., 2013. First climate model forecast comes true. New Scientist, 6th April, p10. ANON., 2013. Antarctic ice grows as climate warms. New Scientist, 6th April, p14. ANON., 2013. Virtual reality transforms a room into an infinite space. New Scientist, 13th April, p10. ANON., 2013. The Quest for the Human Kind. New Scientist, 13th April, p27. CHOI, D., 2013. Dreamers Supply Co. Gallery the world’s best graphics Vol.20, p18. CLEGG, T., 2013. Sustainable dining just got easier. The Metro, 16 April, p33. CONFINO, J., 2013. Science Weekly Podcast Water and Food Sustainability. The Guardian [online], 18th February, Available at: www. guardian.co.uk/science/audio/2013/feb/18/science-weekly-podcast-water-food-sustainability[Accessed on 10th April 2013] COMPUTER ARTS COLLECTION, 2013. Computer Arts Collection: Branding. Issue 2, p19. FLEMING, A., 2012. How we see and taste different colours. The Guardian [online], 12th March, Available at: http://www.guardian. co.uk/lifeandstyle/wordofmouth/2013/mar/12/how-taste-different-colours [Accessed on 04/04/2013] GOLDENBURG, S., 2013. Climate Research nearly unanimous humans causes. The Guardian [online], 16th May, Available at: www. guardian.co.uk/environment/2013/may/16/climate-research-nearly-unanimous-humans-causes [Accessed on 17/05/2013] HARRIS, J., 2013. No more excuses. The only defensible option is to go vegetarian. The Guardian [online], 17th February, Available at: www.guardian.co.uk/commentisfree/2013/feb/17/no-more-excus-

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es-go-vegetarian [Accessed on 1st April 2013] HARVEY, F., 2013. Halve meat consumption, scientists urge rich world. The Guardian [online], 18th February, Available at: www. guardian.co.uk/environment/2013/feb/18/halve-meat-consumption-scientists [Accessed on 10th April 2013] HARVEY, F., 2013. Eu Debate Wasteful Discards Policy. The Guardian [online], 13th May. Available at: www.guardian.co.uk/environment/2013/may/13/eu-debate-wasteful-discards-policy [Accessed on 15th May 2013] HICKMAN, L., 2013. Scientist calls Hugh’s Fish Fight ‘a tawdry piece of hack journalism’ The Guardian [online], 27th February. Available at: www.guardian.co.uk/environment/2013/feb/27/fish-fight-fearnley-whittingstall-ruth-brown[Accessed on 5th May 2013] JENKINS, A., 2013. Cook it Raw Chefs Tribal Gathering. The Guardian [online], 5th April. Available at: www.guardian.co.uk/lifeandstyle/2013/apr/05/cook-it-raw-chefs-tribal-gathering [Accessed on 15th May 2013] LATHAN, C., 2013. Food for Thought. The Metro, 18 April, p45. MCVEI, T., 2013. Insects could be the planets next food resource even if that gives you the creeps. The Guardian [online], 2nd March. Available at: http://www.guardian.co.uk/lifeandstyle/2013/mar/02/insects-nextfood-source [Accessed on 04/04/2013] NAFEEZ, A., 2013. Why food Riots are likely to become the new normal. The Guardian [online], 6th March. Available at: www.guardian.co.uk/environment/blog/2013/mar/06/food-riots-new-normal [Accessed on 7th March 2013] NICHOLLS, B., 2013. Why you should get the insect bug. The Guardian [online], 19th May. Available at: www.guardian.co.uk/environment/2012/may/19/insect-bug-pestivalbridget-nicholls [Accessed on 20th May 2013] RAVILLOUS, K., 2013. Half the world’s population could rely on food imports by 2050. The Guardian [online], 7th May. Available at: www.guardian.co.uk/environment/2013/may/07/half-population-food-imports-2050 [Accessed on 18th May 2013] RAYNER, J., 2013. Of Course we don’t want to eat bugs but can we afford not to? The Guardian [online], 2nd March. Available at: www. guardian.co.uk/lifeandstyle/2013/mar/02/europeans-eat-insects [Accessed on 12th April 2013] RENTON, A., 2013. Whats for dinner 2035? The Guardian [online], 4th January. Available at: www.guardian.co.uk/lifeandstyle/2013/ jan/05/whats-for-dinner-2035 [Accessed on 12th Febuary2013] RENTON, A., 2013. Inside the meat lab: the future of food. The Guardian [online], 5th January. Available at: www.guardian.co.uk/science/2013/jan/05/the-future-of-food [Accessed on 12th Febuary2013] SMEDLEY, S., 2013. Can ‘nexus thinking’ alleviate global water, food and energy pressures? The Guardian [online], 25th February. Available at: www.guardian.co.uk/sustainable-business/nexus-think-

ing-global-water-food-energy [Accessed on 18th March 2013] SMITHERS, R., 2013. Initiative to improve sustainable fish. The Guardian [online], 26th April. Available at: www.guardian.co.uk/environment/2013/apr/26/consumer-labelling-sustainable-fish [Accessed on 29th April 2013] SMITHERS, R., 2013. Food industry should audit supply chains, says waste campaigners. The Guardian [online], 15th May. Available at: www.guardian.co.uk/environment/2013/may/15/food-industry-waste-campaigners [Accessed on 18th May 2013] http://www.telegraph.co.uk/culture/film/film-news/9309157/Londons-best-kept-cinematic-secret.html VIDAL, J., 2013. The Future of Food. The Guardian [online], 22nd January. Available at: www.guardian.co.uk/global-development/2012/ jan/22/future-of-food-john-vidal [Accessed on 1st May 2013] VIDAL, J., 2013. How Climate change could threaten our food supplies. The Guardian [online], 13th April. Available at: www.guardian. co.uk/environment/2013/apr/13/climate-change-threat-food-supplies [Accessed on 18th May 2013] VIDAL, J., 2013. Breed Insects to improve human food security. The Guardian [online], 13th May. Available at: www.guardian.co.uk/environment/2013/may/13/breed-insects-improve-human-food-security-un[Accessed on 18th May 2013] WILBY, P., 2013. A nudge and a nag wonâ&#x20AC;&#x2122;t end our throwaway culture. The Guardian [online], 28th April. Available at: www.guardian.co.uk/ commentisfree/2013/apr/28/nudge-nag-throwaway-culture-tories [Accessed on 29th April 2013]

FILMS AND DOCUMENTARIES THE FUTURE OF FOOD, 2012. [The Future of Film]. US: unknown. [online] Available at: http://documentaryheaven.com. [Accessed on 14/03/2013] CLIMATE WARS, 2012. [The Future of Film]. US: unknown. [online] Available at: http://documentaryheaven.com/earth-the-climate-wars-pt-23/[Accessed on 14/03/2013]

EVENTS LS:N Global: The Future Laboratory. (2012). Spring/Summer Trend Briefing 2013: Strange Days [Trend Briefing] 24/04/2013

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APPENDiCiES APPENDIX 1- Research Blog APPENDIX 2- Twitter APPENDIX 3- Pinterest APPENDIX 4- Pilotted Questionnaire APPENDIX 5- Questionnaire Results APPENDIX 6- Stratified Sampling APPENDIX 7- I Wish the Environment was APPENDIX 8- Interview with Morgaine Gaye APPENDIX 9- Lick Me I’m Delicious Interview APPENDIX 10- Interview with Kyle Bean APPENDIX 11- LS:N Global Strange Days Event APPENDIX 12- Restaurant Diaries APPENDIX 13- IFE and PRO2 PAC event APPENDIX 14- PESTIVAL workshop APPENDIX 15- MAGMA visit APPENDIX 16- Focus Group APPENDIX 17- SWOT analysis APPENDIX 18- Consumer interviews APPENDIX 19- Chistopher Baffoli APPENDIX 20- Other Events Attended APPENDIX 21- Jinesh Revegar APPENDIX 22- Consumer Opinions APPENDIX 23- Timeplan APPENDIX 24- Tutorial Record Sheets ETHICAL CONSENT

APPENDiX 1- BLOG

amindfulcollective.tumblr.com

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APPENDiX 2- TWiTTER @AMindful

APPENDiX 3-

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APPENDiX 4- PiLOTTED QUESTiONNAiRE The information you provide will be collated with others and analysed in order to support my work. The information provided will be treated in strictest confidence and you will not be individually identified in any presentations of the results. All findings will be kept in accordance with the Data Protection Act and destroyed at the end of the project. Thank you for your participation, your feedback is greatly appreciated! If you would like any further information regarding the nature of this survey, please do not hesitate to contact me Sinead Gibbons at justthefutureoffood@gmail.com

1. Please choose the category below which describes you best Female <16 Female 16-20 Female 21-25 Female 26-30 Female 31-40 Female 41-50 Female 51-60 Female 60+ Male <16 Male 16-20 Male 21-25 Male 26-30 Male 31-40 Male 41-50 Male 51-60 Male 60+

2. Where do you live?

Out of the above please specify in the box below which you feel is the easiest way to save the environment and reduce your carbon footprint?

7. Why do you feel people might have a negative

attitude to saving the environment? Select 3 Too expensive to care Don’t understand how they can make a difference Easy to ignore Lack of control Too much effort People are too self-obsessed Don’t understand what global warming or carbon footprint is Have too many other problems to deal with There is nothing that they can do that will help Other

City Centre Suburbs Rural/ Countryside Other please specify

8. Do you calculate your carbon and water

3. Please list 3-5 words below that you associate with the

9. Estimate what you think your daily water

word sustainability?

4. What do you currently do to save the environment?

Recycle Use recycled products Use less electricity Buy locally grown food Plant trees Buy organic food Walk or cycle instead of using other modes of transport Support environmental related charities Avoid products that are environmentally unfriendly Go out of my way to learn about what’s happening Raise awareness Eat a reduced amount meat and fish Avoid over-packaged products Drink tap water instead of bottled Eat healthier food Buy vintage or second hand clothing & electrical items Other

5. Do you wish you did more? Yes No

footprints often? Yes No

footprint is below. (In litres) 0-1000 1001-2000 2001-3000 3001-4000 4001-5000 5001-6000 6001-7000 7001-8000 8001-9000 9001-10,000 10,000+

10. Does learning more about the environment

and what you could personally do to help, appeal to you? Yes No

PiLOTTED QUESTiONNAiRE RESULTS 1.

Which question above? Raising Awareness Recycle Above? Tap water Recycle Recycle Walking or cycle Organic food Less electricity Recycle Walking Recycling Recyling all I can No bottled water

Female 21-25- 33% Female 31-40- 20% Female 41-50- 7% Male 21—25- 27% Male 26-30- 13%

City Centre- 53% Suburbs- 27% Rural/ Countryside- 20% Other please specify

Boring, future, eco-friendly The world, saving, expensive Sustain, environment, earth Renewable, innovative, green Earth, future, people Nature, fuel, trees Climate, lasting, waste Fuel, future, world Expensive, science, green Eco, earth, people Green, renewable, sustain Future, science, world Emissions, on-going, clean Green, eco, the future Trees, world, the future

Too expensive to care- 27% Don’t understand how they can make a difference- 22% Easy to ignore- 18% Lack of control, what they do won’t make a difference in their lifetime- 4% Too much effort- 7% People are too self-obsessed- 11% Don’t understand what global warming or carbon footprint is- 2% Have too many other problems to deal with- 4% There is nothing that they can do that will help- 5% Other

Recycle- 12 Use recycled products- 5 Use less electricity- 5 Buy locally grown food- 3 Plant trees- 1 Buy organic food- 2 Walk or cycle instead of using other modes of transport- 11 Support environmental related charities- 4 Avoid products that are environmentally unfriendly- 3 Go out of my way to learn about what’s happening- 2 Raise awareness- 2 Eat a reduced amount meat and fish- 4 Avoid over-packaged products- 5 Drink tap water instead of bottled- 12 Eat healthier food- 6 Buy vintage or second hand clothing & electrical items- 10 Other

10.

Yes- 67% No- 33%

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Yes- 20% No- 80%

0-1000- 13% 1001-2000- 53% 2001-3000- 20% 3001-4000- 14% 4001-5000 5001-6000 6001-7000 7001-8000 8001-9000 9001-10,000 10,000+

Yes- 70% No- 30%

APPENDIX 5- QUESTiONNAiRE RESULTS The information you provide will be collated with others and analysed in order to support my work. The information provided will be treated in strictest confidence and you will not be individually identified in any presentations of the results. All findings will be kept in accordance with the Data Protection Act and destroyed at the end of the project. Thank you for your participation, your feedback is greatly appreciated! If you would like any further information regarding the nature of this survey, please do not hesitate to contact me Sinead Gibbons at justthefutureoffood@gmail.com

(1) = 1 PERSON

1. Is protecting the environment and making positive steps towards sustainability at the forefront of your daily actions?

YES- 15.71% NO- 47% SOMETIMES- 37%

2. Please choose the category below which describes you best Female <16 Female 16-20- 14.08% Female 21-25- 39.44% Female 26-30- 14.08% Female 31-40- 1.41% Female 41-50- 0% Female 51-60- 1.41% Female 60+- 0%

Male <16- Male 16-20- Male 21-25- Male 26-30- Male 31-40- Male 41-50- Male 51-60- Male 60+-

0% 15.49% 11.27% 0% 1.41% 0% 1.41% 0%

3. What do you currently do to protect the environment? (Select all that apply) Recycle 88% (63) Drink tap water instead of bottled 70% (50) Use less electricity 56% (40) Walk or cycle instead of using other modes of transport 52% (37) Eat healthier food 46% (33) Use recycled products 42% (30) Buy vintage or second hand clothing & electrical items 28% (20) Avoid over-packaged products 26% (19) Buy locally grown food 23% (17) Buy organic food 18% (13) Avoid products that are environmentally unfriendly 17% (12) Go out of my way to learn about whatâ&#x20AC;&#x2122;s happening 14% (10) Eat a reduced amount of meat and fish 14% (10) Nothing 7% (5) Support environmental related charities 7% (5) Raise awareness 4% (3) Plant trees 3% (2)

4. Do you wish you could do more to protect the environment? YES- 83% (59) NO- 17% (12)

5. Please list 3-5 words below that you associate with the word sustainability?

Environment (19) Recycle (18) Green (15) Long-term (10) Future (9) Eco-friendly (8) Renewable (7) Earth (7) Science (5) Energy (5) Consciousness (5) Energy (4) Ethical (4)

Climate Change (3) Protective (3) Preservation (3) Carbon Footprint (2) Responsible (2) Efficient (2) Solar (2) Global Warming (2) Awareness (2) Water (2) Economical (2) Innovative (1) Political (1)

6. From the ideas listed in question 4 which do you feel is the easiest way to protect the environment and reduce your carbon footprint?

Recycle (30) Walk or cycle instead of using other modes of transport (18) Drink tap water instead of bottled (5) Raise awareness (4) Use less electricity (3) Buy organic food (3) Buy locally grown food (3) Eat healthier food (2) Use recycled products (2) Buy vintage or second hand clothing & electrical items (1)

‘Changing the behaviour of others. People do not want to or do not know how to protect the environment- the first step should be to change behaviours and attitudes’ 4/8/2013 9.23

‘None of them are easy though are they? That’s the thing, a lazy nation won’t go out of their way’ 5/8/2013 4.21pm

‘Probably to become more clued up about what I can do it be more environmentally friendly. There’s probably a number of small ways I can reduce my carbon footprint that I’m currently unaware of’ 4/7/2013 10.32pm

‘Being more aware of the impact of your daily life on the environment surely’ 4/10/2013 1.35pm

7. Why do you feel people might have a negative attitude to protecting the environment? Easy to ignore 75% (53) Too much effort 58% (41) Too expensive to care 56% (40) Don’t understand how they can make a difference 55% (39) Lack of control, what they do won’t make a difference in their lifetime 45% (32) Have too many other problems to deal with 42% (30) People are too self-obsessed 27% (19) Don’t understand what global warming or carbon footprint is 23% (16) There is nothing that they can do that will help 10% (7) Other

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‘I think expense could come into it but not necessarily that this means they don’t care. Organic foods for example tend to be more expensive so for those that are price conscious this might be a problem.’ 5/8/2013 10.32pm ‘The problem is too big for me to make a difference’ 4/7/2013 9.52pm

‘Lack of understanding of the possible benefits’ 5/8/2013 5.59pm ‘People assume the only way to make a difference will be difficult so they don’t bother. if they knew something simple they probably would.’ 5/8/2013 12pm

8. How often do you calculate your carbon and water footprints? NEVER- 90% (64) EVERY FEW MONTHS- 6% (4) MONTHLY- 4% (3)

9. Estimate what you think your daily water footprint is below. (In litres) 0-1000 28% (20) 2001-3000 19% (13) 4001-5000 17% (12) 1001-2000 15% (11) 3001-4000 14% (10) 5001-6000 6% (4) 6001-7000 1% (1)

10. Does learning more about the environment and what you could personally do to help, appeal to you? Please state why. YES 76% (54) NO 24% (17)

‘It’s our world, we should learn about it’ 5/8/2013 7:51 PM ‘I like the idea of a personal plan to help me and my household become more sustainable’ 5/8/2013 9:41 AM ‘Makes you realize that you can make a difference. And now you have the information, go and make others aware, guess it’s like spreading the word of god or something’ 5/8/2013 4:34 PM ‘If I could help I would but unsure how, if I was better informed I would probably be more likely to make a difference’ 4/22/2013 8:29 PM ‘As I feel if simple every day things were publicised and emphasised more people would make more of a conscious effort.’ 4/9/2013 10:51 AM

‘By learning more or by having an increased awareness it is easier to do small things in day-to-day life which contribute towards helping the environment which you may not have realised before. Simple measures such as boiling the amount of water you need, turning off lights and recycling certain materials are all methods of helping but may be overlooked as a result of people being unaware of these methods.’ 5/8/2013 10:11 AM ‘Will form an integral part of my life for the foreseeable so learning about ways to protect it in the future is important’ 5/9/2013 1am ‘The science that could be applied to help protect the environment intrigues me.’ 5/8/2013 8.30pm

APPENDiX 6- STRATiFiED SAMPLiNG

These business type QR code cards were handed out to a diverse range of ages in order to gain a more collective data sample from different age groups alongside a vast geographical response.

‘If everyone did a little bit each it would have a huge impact, if someone told me about small changes I could make I would probably follow them’ 4/9/2013 9:41 AM ‘It provides me with a sense of responsibility and educates me in a positive way, where I can begin to make well informed decisions about my actions and how or what I consume’ 4/7/2013 10:08 PM

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APPENDIX 7- I WISH SAVING THE ENVIRONMENT WAS These stikers were placed within young professional work spaces in Nottingham London and Manchester, they aimed to find out about what consumers wished saving the environment was.

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APPENDiX 8- iNTERViEW WiTH MORGAiNE GAYE DATE: 11/04/2013 TIME: 2pm PLACE: Waverley Gallery, Nottingham Trent University ATTENDEES: Alex Clouston Sinead Gibbons Stef Sword-Williams Alice Wilkes DESCRIPTION: Morgainne Gaye is a food futurologist whose passion lies within food, trends, the future, interviewed due to her experience within consumer behaviour towards the future of food and her passion about the industry and trends as a whole; her experience within the food sector is invaluable. ALEX: We had a lecture with you, I think it was maybe last year or the year before and you were telling us about a Norwegian trend, like natural where is that heading now, where do you feel that it has come on since then? MORGAINNE: OK so that new Nordic thing has, well I think the only way that we are going to see that really is that it’s going to be coming into sort of, a little bit more in clothing than in food actually because it a bit more of like a meander till, a kind of like wrapping more of skins and furs and more like that sense of hand-made ness and like almost sewn onto this idea of layers lots of layers but in kind of like a more naive way instead of like the more slick perfect way, in food I mean just stretching it a little bit we see that really in that idea of chunky bowls urban wear just a less slick meal something that is ready made homemade and that’s just a trend that I was talking then that is just happening now. SINEAD: So it’s a lot to do with the presentation of things? MORGAINNE: Yeah and also that fact that its, sort of like this home grown thing and farmers markets are a big part of that, it’s because this idea of organic is already on the decline, erm and what is on the incline is that it’s this sense of local it’s all about being close and everything being close and local so erm that’s pretty much where that has gone, it hasn’t really become anything bigger necessarily but it’s in there it’s sort of like in the mix. ALICE: Mine follows on from this, I have been looking at a lot of trends, in relation to the horse meat and where our food has come from, the whole questioning the food chain

is not going to end, we are going to be finding more? MORGAINE: Yes, oh yes. So what’s happening right now is one of the trend I don’t know if I have mentioned it in my lecture before, there is a lot of talk about transparency, so this trend is to do with that, so that transparency the ice cubes with Richard Branson’s face embossed onto them or the way that erm we are seeing it now in clear juices so you know if you get a clear fruit juice and usually pour drink into a glass and you come back to it half an hour and it’s still orange so like the clear juices the cold pressing is separating that so like the orange is sort of like liquid with the orange at the bottom because that like a clear pressed juice, so we are seeing this idea of realness coming through and this clarity coming through and like it’s what I was talking about a couple of years ago it’s the same with the horse meat, now it’s kind of like the lid is already off the box, people are wanting truth they want clarity, transparency, we are seeing it in foods and we are going to be seeing it sex scandals Jimmy Saville all that stuff, it will also be in our food chain and we are going to start finding out stuff like putting bleach in sour cream to make it white, or what that ingredient really means, when it says hydrolysed protein what it actually means is MSG, people are really being good winked by language and that will really fall away, so that idea of, that transparency of the food chain, what is really in our food, where is it really coming from, what are animals really being fed and like you said its not going to end I think that opening up. SINEAD: Is there something about food or the food culture that you would be eagerly expecting to see in the future? MORGAINNE: Erm when you say the future I mean there is lots of things, something that is huge right now is noodles, so as a culture we are going noodle mad, this idea of its something that cheap and easy but slightly exotic, there are lots of possibilities around that. Erm lots of things, there’s the sandwich whether that’s a waffle-which, slider, something about food to go that’s still a big market and it is still not fully saturated, performance foods, foods with added benefits, multifunctional benefits, we are still seeing a lot of that, definitely we want foods that do something for us or give us something, give us an experience, erm so yes I think it’s definitely going in that kind of area and all this idea of a collective, shared food collective, people will be creating, making buying, something of their own and sharing that so it will develop networks and relationships based on what I have got what you haven’t got and sharing, we are going more kind of towards a culture of value, meaning of realness and a meaning of sharing it’s almost as though eating on

my own isn’t as good an experience unless I can share it.

is it genetically modified, you know what are you eating if you are eating you know what is the meat you are really eating about and so because of that people are going to eat less meat, it will be more expensive but it will be higher quality meat, and that’s where we were 30 years ago so we are kind of going back to that, I know like you can never really go back but like we kind of are like duplicating something of that time where everything has more value.

STEF: I am looking at promoting vegetarianism and veganism and I was just wondering what your views on that were and if you had any predictions on where that is going in the future? Because obviously with the horse meat and all of that, the sales have boosted within the vegetarian options etc Morgaine: Yes I think there are a few problems with that, I mean like vegans and vegetarianism is very different, there is also some identity around veganism which is almost very militant and political and sometimes that is very off putting for people to say it, there is also the honey issue with vegans, so you know everything seems like ok, they believe in is like I don’t want to exploit cows or have milk or have meat but the honey thing seems to be kind of, it much more difficult and so there is some issue around that and when vegetarians cross over to veganism, the other thing with vegetarian food is that it is a bit like Franken food, so this is this one of the things that might come up with this exposure of real information is that what you might start to see is that exposure will be around those meat alternatives as well so things like corn or tofu, there are some huge issues with tofu that we are about to start to see that because of the soy issue so soy being an oestrogen mimic which is creating kind of different issues with like too much oestrogen for everybody really and also so like the soy bean being a massive political agenda, because its clearing lots of fields it clearing lots of rainforests, so it’s a bad environmental choice and a bad health choice and most of it is genetically modified and that is a huge vegetarian and vegan option because its tofu its soya milk its but I think that it is an emerging market and I think that the free from section in the supermarkets are growing and whether that is free from sugar and free from meat or vegetarianism I think that it is definitely emerging erm but I think that there will be a lot more information coming through with a lot of neuroscientists who are leaving their jobs in the states who are looking at butter almost being like a specific, very unique product in that it is slightly because it is the fats rather than the sugars but they are having really great results with Alzheimer’s and behavioural disorders with autism and animal fats so it is really going to challenge that veganism but not vegetarian stuff, but I just think that people need to change, meat prices are going to rise that’s for sure, they are probably going to double in the next seven years, and so like again this clarity coming through, what meat is it so people are going to value that meat more they are going to want to know where it has come from and whether it is organic and if it is grass fed, that grass fed thing will become a huge thing instead of grain fed, because the issue is what is in the grains,

ALEX: Kind of going on from that, I suppose kind of if the price of meat doubles over the next few years then, food will become more appreciated, do you feel that for example the rise of designer bakeries and this trend will have an impact on the way that people talk about food will also mirror that? Designer food becoming more common MORGAINNE: Well I think that now everyone wants to talk about food and I think that is only just coming to light, we have been in this culture of celebrity chefs but I think that now everybody is becoming, people are going to take the rains back a little from that and people are going to realise that they don’t have to be Jamie Oliver or Heston Bloomingtile to be able to feel confident they can create something and I think that this gormet, Nourveu, Luxe Astronomy is coming away from that and our own sort of place in food is moving towards something that is much more real and we take ownership of and have more confidence around food, recently people have lacked food and that is because we have had the ability taken from us and the things that lie within the governments, like the production and the chains so we are going to get back that provenance and that connection with our food, you know like when the supermarkets came around we really lost the relationships between butchers and bakers we lost our own relationship with food and in fact real food so that is where the conversation and language will suddenly be we will build a relationship with it again it will become a bit more real. ALICE: As you were saying, obviously you don’t need to be a celebrity chef anymore, what do you feel will be the future of the restaurant experience if consumers are growing more of their own produce? MORGAINNE: I think there will be a lot more interactive experience with restaurants so they will be much more performative, much more experiential, the chefs

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will be much more involved within the dining experience, so finishing off at the table, much more flamb, or you know you sitting watching the chef a lot more closely, kind of like a BBQ type thing, erm where the diners and the chefs are much more involved within the restaurant experience, I also think that there will be some type of, I’m not sure if it will be like the BOY of your food but I just see it being a much more integrated experience where there will be like a home brewing on site or there might be a bottling site or and we make our own honey or and we make our own bread which you can buy when you leave, it will be a much more integrated experience, instead of I go in, I am waited on, and then I leave, and there is something that is happening in Egypt and people were disrupted in the up rise so they had this place where community gardeners came in and were like look we have extra carrots, they would bring in the carrots and the extra things to the restaurant and the restaurant would make everything from like local peoples extra left overs and there is something in that like this relationship but definitely restaurants being much more involved in community growing and local produce so regionalized produce so we are seeing that a lot more in food, it’s not just crisps its Lincolnshire crisps or its not just fennel its Hebrideane fennel, we are becoming much more interesting in story, a lot more interested in place and to give it some sense of realness, we want realness. SINEAD: Which restaurant’s or food places stand out to you for innovation, design or concept? MORGAINNE: I think that the chain that developed E Mishkins, before that they did Polpo, they pick up on a zeitgeist and on a trend and they say you know what Jewish deli’s are going to be big and they take something that is old and make it new like they created this Jewish Deli in London and they created it down to the peg board everything, all the pots, they are very good at that, I think that yeo valley are very clever they are involving the relationship with the consumer very well, you understand that cow, where it has been fed, they have a very good random story, they have a fairly authentic but I think that the very interesting brands are the clever ones, the ones that right now are starting out from scratch the small little brands that are coming up against the big ones it is really hard in food it is so so hard, I just launched a product and even just to get your product for market when you are doing it for real there are so many hoops and regulations that you have to get through they’re are the

ones that are really interesting they are pushing forward the innovations. STEF: What is the best way to sort of change the way that consumers buy products for example meat? I know that is currently the big question, but like a method or something? MORGAINNE: The biggest thing for people sadly is price, a lot of people, people are very money orientated so that they will try and make different choices and consumers just need more information, I mean like you said with the horse meat scandal, it has put a lot of people off, erm you know alt of people will have said oh well you know so what if we are eating cows, we eat horse, the difficulty is, the lie, you know if you choose to horse that’s fine, but if you think you are eating goat and you aren’t you’re eating horse then it’s a lie so I think it’s just a little bit, it’s definitely about when there are lies, people change their behaviour, financial and price is a big thing and then the other thing is obviously when there is a government restriction on something, but I mean beyond that there is like this feeling like a wave of feeling that people get caught up in, we are always caught up in aspiration in this country and we are also always caught up in the wave is what is right now and it is this value and how we redefying value and it’s how we see that you know buy one get one free, how many more can I get for this amount of money, and now it is much more about perceived value and how it is changing, it’s about quality, it’s very Swiss you know the Swiss are very about quality and they have never wavered from that so we are going into this idea of provenance again, it’s that food chain it’s that realness. STEF: What platform do you feel is the best platform to get through to people these days? MORGAINNE: Celebrity endorsements, celebrities are a big thing, celebrities drive a lot, I mean don’t ever forget you know olfactory marketing is massive you know 95% of what we taste is smell so we have very strong responses to smell we have alembic brain responses to smell and erm I don’t know if you are allowed but next week I am doing a lecture on sensory branding I don’t know if you can come, there is definitely ways of getting through to people but also making it sexy, you know so there are some fantastic butcher shops because I don’t think that what we are responding to anymore is ooo no bad naughty don’t do that, you know we don’t like that anymore, we are appreciating the attitude that states, you know what you want to do that then you do that but here is some information about it

and it’s almost like love people into doing something, it’s like wanting people to add something in rather than taking something away, you want to say if you don’t like that don’t worry about it take it away. You want to feel better eat this, we are wanting more of a yes, some positive reinforcements, in Australia there is a butchers shop that is designer it’s like Louis Vuitton, it’s this idea that butcher shops are this disgusting skanky idea that smell of blood but something that is more beautiful because you are willing to pay a bit of and you are willing to pay a bit more and you will have that relationship with the butcher, and they’ll be an app on your phone to help you understand to make something out of this meat. It’s that no sitail dining that has been going on for a long time, that filtering down into everybody it used to be a posh thing, but you know waste not want not, and becoming more creative with that it’s just taking ownership again taking that ownership of what’s possible instead of you can’t do that. We are changing the food rules. ALICE: I don’t know if you have any thoughts on the future of service within restaurants and menus? MORGAINNE: Yes I have been to a couple of places I went to an amazing one in New York a couple of week ago the Phillip Starke restaurant, it’s definitely an experience that I have never had before, upon getting into the lift it was textured inside, it was just like a normal lift apart from half way up the lights went out within the lift, this red light came on accompanied by funky futuristic music came on and you are in a club in a lift and then you stepped out into this completely different experience and that was like it was stepping into the future, 360 degrees view of the city scape all lit up, it was so minimal but also really weird, it was a really cool place, the décor was interesting and the menu was quite limited and that is a key trend, there is going to be a lot less choice, we are overwhelmed by choice what we want is three quality and incredible things, we didn’t get a menu we got an iPad, sometimes they are embedded on the table but that almost feels like it’s cheap I’m not sure why I think that just because it’s like space invaders, it seems silly to have it built into the table, it was beautifully done I mean the interaction on the iPad was beautiful every time you clicked a plate it showed you the exact type of food that you would get down to the design of how the food is presented, every dish had a different shape, so you picked out of the different shape, there is going to be a huge trend within being able to see the food that you are going to get served, but choice is more limited. Service, we have definitely come

away from the silver service kind of thing, it is much more a relationship I think we are moving towards relationships. People still want interaction and human relationships so although you are getting technology you are getting it, it is a little bit more human, it is just embedded technology now, with something that feels clean, authentic and human. STEF: Do you think that the reason we consume as much meat as we do is because we have been brought up with it, do you think that if there was more education around it, people would talk more about it? That you would see a better shift in it or do you feel that we as consumers are too stuck in our ways. MORGAINNE: So you mean society? Because it is very hard to speak about that you know like a complete band of everyone in Britain but one of the things that happened from the 1960s is that meat was being rationed for a long long time, so a meat portion that was your meat portion, one strip of bacon per person per week and one small piece of meat per person per week, it was a very small amount, people were used to eating small amounts, and then what happened in the 1970s is that meat became affordable, and so people could have a little bit but it was still a huge luxury, a joint of meat lasted for 4 days, by the 80s it drove food prices down drastically so farmers weren’t getting enough money, supermarkets you know they started to want to make profit and its at that, it’s about how much we can get for our money, so meat used to be about how much money you had, so in the 70s and most certainly the 80s meat was about how wealthy you were you know we get this amount of meat every day and it was sort of an indication of posh, or wealthy of social mobility and that’s why we have been in that role for 20 years because we have been able to afford that amount of meat, its cheap meat and you know how long have we been eating horse meat? I think we have been eating it the whole time, you know that’s just what we have been doing. SINEAD: Do you feel that we can have a healthy and balanced diet without meat? Do you think that we need meat in our diet? MORGAINNE: Well yes it is easily replaced, I mean if you think about it there are loads of people that are allergic or don’t like tomatoes or they don’t like oranges or you know everybody is very different and people can get through it. STEF: There is a huge issue you know with people who

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don’t eat meat because they feel like they need to eat protein to get certain things MORGAINNE: I think that the protein directive is about 10grams a day and that is all you need and you can get that from spinach and a banana for example, the US sports nutrition guide, they interviewed him after the Olympics and they said you know what do you do for your athletes with food, and when questioned if he gave them more protein he stated no just give them the same as everyone else, it’s this notion that when you are exercising you need more protein but the body can only process so much. The issue is we have a lot of myths around food and food education about protein and that we need protein but I don’t think I know anyone in the world who is protein deficient it’s just a huge myth, there is one thing though that you do get from meat and it’s something to do with the animal fats there is something to do with those fats that can be beneficial. My mum was a butcher my whole life and I haven’t eaten a piece of meat since I was about 9 but I don’t advocate being vegetarian or not being vegetarian, that’s not my job it’s just about education its making people aware of it but what I do say is that if you’re going to eat meat you must eat the best because what you forget is that you are eating herbicides, pesticides, you’re eating all of the spray on all of the things that are being fed to those animals you are eating those grains, those animals are grass raising animals that are fed grain, so their meat is, well they aren’t even a real animal anymore they are being changed into a non-animal, it’s like animals eating themselves cannibals it is so in-humane. So eat grass fed animals, that are free-range and have had a life, because yes it makes you feel better about yourself, but anything about the way the animal is killed or the way that an animal is brought up puts it adrenalin up when that goes up you are eating that adrenalin, when you eat that adrenalin, it puts your oestrogen up and when that goes up you are susceptible to many things, breast cancer, hormonal cancer is right there, and that is just one example.

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APPENDiX 9- LiCK ME iM DELiCiOUS iNTERViEW DATE: 14/04/2013 TIME: 3pm PLACE: Telephone

Lick Me I’m Delicious is a food brand built up by food inventor Charlie Harry Francis. Having grown up on an ice cream farm and then finding himself stuck in a dead-end job after completing a degree in Advertising and Marketing; he wanted to become self-employed. After huge thought process he decided we wanted a way of combining his Dad’s culinary skill of making bread and confectionary and his Mum’s passion for making ice-cream, into delicious ice-cream creations, right in front of people’s eyes in a Willy Wonka esk style. Through his passion in making machines and his parents culinary skills, his first ice cream contraption was born in 2011, a portable nitro ice cream parlour, the success of this lead him on to his launch of the world’s first ever nitro ice cream buggy. His attitude towards food and his inventions lead me to be interested in what he is curated in collaboration with industry professionals such as The Experimental Food Society, Jamie Oliver and NOMA on numerous projects and his views on design through food. SINEAD: Hi Charlie, thanks for getting back to me and letting me phone, finally got through to you! The main context to my dissertation is predominantly about creating a vehicle for positive behavioural change with issues towards the environment, I found your contact through being directed your way by the experimental food society! Mainly I wanted to talk to you today about your design work and how your creation came to be and whether people do see you as the future of food, so initially just to get the conversation flowing, how did you get to where you are now? What sort of route did you go down and how have these choices had impact on what you currently do? CHARLIE: Ok so you want to hear my history and how I got to ice-cream? Ok so I grew up on an icecream farm so that’s your way in there, in south-west wales, my parents were one of the first farm ice-cream makers. In the 1980’s they introduced something within the UK which, they reduced the quota’s on how much milk cows should produce, in order to keep prices high and ensure that farmers aren’t missing out. So yeah the whole market economy. There was a sudden upshot of farmers diversifying into ice-cream and cheeses and that’s when the first ice-cream diversification came from. I grew up on an ice-cream farm, so my background isn’t really to do anything with food,

its farming so obviously I love machines, and then I went to study Business and Marketing in London, so I feel I came into the industry a lot differently than other people, especially because of the farming side of it, and then I decided that I want to do lead advertising which is a wonderful world but it’s a bit just a bit mad, then I wanted to set up a business and I wanted to be able to make any flavour ice cream that I could essentially, that was my original aim and I came up with lots of bizarre weird and wonderful things, that’s the way I always kind of worked, to build things and to build machines and then a chef friend of mine, recommended liquid nitrogen so then I started playing around with that a little and then that’s where I got to here today, which is being able to produce any flavour of ice-cream possible, that’s just a quick snap shot. In terms of all the other experiential stuff, the glow in the dark ice-cream and the ice-cream pottery that’s just because I am a bit of a geek I like knowing and discovering what can be done, and I sort of take things apart and just explore, so I guess that’s where the even more experimental side to it comes from just an extension of me. SINEAD: So when you teach people about your brand, when you go to events and stuff, what do you anticipate people’s reactions to be? What is your aim? CHARLIE: Well I suppose they can react any way they want really, the aim of the company is all about theatre, I mean the way I explain my company is that it’s got to be 50% food and 50% theatre. The food has got to be the best quality you can get because it has to have that wow factor I want people to not only see it and go wow I want them to go away from it and go wow there was this guy, in a top hat in this mad machine, talking to me and made this random ice-cream in front of me and it was amazing. I think it’s just more of the narrative I guess. SINEAD: So it’s all about fun and engaging participatory experiences? CHARLIE: Yeah I mean like its theatre isn’t it and that’s what the events industry does, I just do what I enjoy doing, I’m a bit of a show off anyway I think with food particularly within the UK we don’t just want food anymore that isn’t enough we want something that comes with the food. They want something memorable and it’s a trend isn’t it, we all have our TV’s and our iPods and so what people want to spend their money on now is experiences, because they are now seen as a treat. That’s what I try and do within my brand.

SINEAD: With the inventions and the work that you do, do you feel that this can help, people understand consumption issues through experiences? CHARLIE: If you wanted to stop people eating the amount that they are eating then there are loads of weird and wonderful things that you could be doing but certainly not through the work that I am currently doing, people eat what I sell as an indulgent treat. I completely understand what you are getting at, it is a very interesting area, but I haven’t taken my brand down that route, I think Jimmy France did a test recently whereby he looked at the relationship between the size of food and the amount of people that actually thought that they were full and he made a tiny meal that was incredibly dense and you take a few mouthful’s and it fills you up and then he did the opposite and he made a ginormous plate of food which was basically full or air and people stated that they felt more full up after the one that was basically air than the really heavy dense one, it’s all because we eat with our eyes don’t we; we are greedy buggers. SINEAD: Is there something about the food or food culture or industry that you would be eagerly to see in the near future? CHARLIE: Oh yeah well ice-cream is going to be customization but that’s relevant to a lot of products so I would say yes innovation and customisation of products, you’ll see a lot of information and transparency coming out, with food generally it is more the production, with products generally, you can do stuff on a lot smaller scale because it is becoming more accessible now to create your own products and people are straying away from the global brands. The beer market has gone from having a few global brands, and now you can see, well its even going further that way you have lots of little company’s which are competing with the big boys it’s like a democratisation of the food industry, same as with the music industry really.

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APPENDiX 10- iNTERViEW WiTH KYLE BEAN DATE: 13/05/2013 TIME: 5.30pm PLACE: Telephone DESCRIPTION: Kyle Bean is a creative with a passion for craft and conceptual thinking. He creates playful, imaginative work for a variety of clients that appear in editorial and commercial projects as well as installations for luxury fashion brands and events. Encompassing set design, illustration and sculpture, Kyle’s work is usually characterized by a whimsical and meticulous re appropriation of everyday materials and handcrafted techniques. NOTES ‘Uses natural everyday materials, things that people are familiar with, including food occasionally.’ ‘You are creating and images for something by doing this, using materials has an extra layer t it. ‘ ‘Piece about bird flu and it as sort of all about the threat of bird flu and the human gloop of it and the issues that it all causes- mushroom cloud as an atomic bomb made out of feathers and it illustrates it nicely- by using materials of a bird and turning dark.’ ‘What can I make but what message can I get across?’ ‘Design can do is to help people understand certain issues, ‘a lot of the work that I prodcuce I’m not preaching anything, I am not trying to get people to change their view points on thing’ he tries to draw attention to things to help explain them in a visual way.’ ‘Design can help people understand what something is, it explains an issues and summarizes them’ ‘People don’t want to read whole articles on global issues but visuals can help this.’ ‘He wants his work to be viewed with humour.’ ‘The key for me with that project I wanted to show something extreme in a very simple way, in a very simple and direct way’ ‘I think that it can certainly help the world, but I don’t think that design on its own can save the world’ ‘Design can help explain things to people.’ ‘It isn’t going to save the world on its own but it can definitely help’

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APPENDiX 11- LS:N GLOBAL STRANGE DAYS

NOTES EVENT: LS:N Global Student Trend Briefing WHERE: Broadway Cinema Nottingham ATTENDED BY: Students and Lecturers and Industry professionals SPEAKERS: Martin Raymond- founder of The Future Laboratory & Peter Firth- LS:N Global Journalist NOTES: - People used to have issues with getting their heads around 3D printing, in the 19th century industrial manufacturing, mass producing, manufacturing was key now we are micro producing things within our own houses, shifted massively in 100 years. - What are the changes that we have seen in the past decade? Everything used to be about celebrity, science was side-lined GENERATION I - Born into a world where they are more likely to pinch, stroke, touch and tap silicon than click or type, this is changing the way they view themselves and each other, how do you go shopping- pinching. - How the systems that are connecting people are changing, new ways of thinking. FIFTH SCENARIO - Thinking the unthinkable. Every day in the past decade has been filled with uncertainty, that thinking about normality seems bizarre. Think about new technologies. DREAMTELLIGENCE - Counter-intuitive thinking, never just think the obvious, rules that we have to engage with. Intuitive printing, dream products and then they are being printing. The ability of being able to do things. GENERATION DIGITAL - Collaborative thinking. Don’t have a clue about the world without a mobile phone. These wouldn’t remember fax machines. No memory of the world without a mobile phone. Each time a new generation comes round they are completely different. Older customers will be dead in a few years. Think about the people coming up otherwise your business will not succeed; look at the changes coming through. 3 PRINCIPLES - Science driving force within culture replacing celebrity - Technology as an enabler - Teens and 20 something’s millennial driving through these new behaviours and attitudes re-thinking old world order’s Everything is now shared or collaborative there is no longer a strong hierarchy in place within businesses. BFD - Big Friendly Data- turning data into visual pleasing, making data nice and beautiful, visualizing data in a meaningful way. Life in pictures. BIOFACTURING - New method of production which uses bio fuel. BLURING BOUNDARIES - Rain room at the barbican- sensors shut out the rain- counter intuitive. Science being used in a very magical way. Science art and culture are now converging - 75% believe the destinations between science art techno culture are becoming increasingly blurred. - 74% believe that science art and technology have something in common. - 94% believe that science and art can improve the world we live in. - Science, art and technology are now the driving forces of how people engage with the world around them, culture has become the thing that we look to. - 88% believe that science can improve our society. - Geeks are becoming more trustworthy than the government. - We are becoming more judgemental about others decisions.

- Brands have as much power as government. - ‘Dumbing down’ ‘highbrow’ ‘low brow’ cultures value is suddenly being attached to things. CONVENIENCE CULTURE - Everyone wants everything faster. Buy media in seconds. Next day deliveries. Stock checks in real time for brands. Google maps for in-store environments. How to you make your brand integral to how people live their lives on a day to day basis. BFD - Museum of modern art has recognized the design fuse that are coming out of these and has put an exhibition together for by design group meta haven and essentially the groups date uses Google’s to play with the idea of the web becoming a natural finite resource- take it and make something amazing. Graphical data interpreted differently. RE-ENLIGHTENMENT - Looking at how Science and Technology and culture are colliding, there has been huge debate and we are now arguing that increasingly they make sense sitting side by side and working together. - Why are we looking at those things? Although they are scientific recordings in themselves they are actually quite beautiful and increasingly because consumers are looking at things which are seen as functional objects and things which would have sat in the science section. - We used to see science as the geeky thing and now its integrating into beauty and aesthetics kind of culture of it. - Arian Coke, Cern, underground channel, International Arts Development Manager, ‘People now feel a hunger for new ideas, new innovations and new ways of looking at the world, and in this new enlightenment the scientists will be the new rock star’ SCIENCE AND CULTURE - All these things we have been hearing for so long and it seems there is no kind of clear answer so essentially so on the flip side there are these astonishing breakthroughs, 3D printing, the discovery of the God particle, the possibility of life on mars, so like how art, commerce and retail all collided within the age enlightenment the age of Divinchy, the kind of tension, that gave artists is now -being developed into the respect and relevance for the scientists and science - These things become quite fascinating for people but also become learning about different things is this real. CULTURAL REBOOTING - Consumers are abandoning the ideas of celebrities and are moving towards a more high-brow culture, live screening of opera ballet and theatre at UK cinemas are expected to double to 30Million £ in the next 2 years, that says something about the advent of technology, people can see a live performance from anywhere now that’s a new idea of embedded technology and how its moving forward, the interest in something such as opera. UBIQUITOS SCIENCE CULTURE - Artists and Scientists working together with new technologies is to create a different experience, sense of meaning and visuals, visibility of science. Rain is all real. - With this kind of permeated culture there are a group of new science teachers that are heralds of the trend in a kind of way taking science out of the classrooms and engaging new audiences within the science teaching the children hands on. - So it is understanding possibly how insignificant we are and kind of understanding the uberisitic kind of mind-set of the 21st is quite possibly damaging for us. Everyone who makes food knows that science is talking about it, everyone is talking about the notion of using science and technology and this idea that you can fuse cocktails with technology and it allows you to create molecular cocktails in your home CITIZEN SCIENTISTS - So what we are seeing with crowdsourcing and sort of opening up these resources to the kind of network of people is that the scientific world is doing this also and the people are also taking a huge interest in it.

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LAB TALKS - Huge references at the moment to labs, lab talks, lab technology - Lots of brands doing lab talks and lab experiences for consumers UBIQUITOS SCIENCE CULTURE - You know more of us understanding that the prominent past, and the problems of the past is that people did not have access to science, we were kept away from the books they do not understand what science is and what science is about, so the rise of citizen science that suddenly opens it up so those people plotting them codes they realise they are solving a big code and amazing puzzle. BIOFACTURE - This is the new bioengineering than of manufacturing which is way more sustainable and could serve people in a much better way, so this is dark sensus by fraser ross, and it explores exactly what this future textile could do and how we use it. - 3D printing, transport huge types of technology still reshaping what is happening in medicine, you know using 3D printing and individual graphics, predicting what these things would look like - Looking at space tourism, building the first space centres these things will be printed TOOLKIT - Expose process to create performance, unpacking data in a way that is kind of poetic and meaningful consumers want to escape this, why not embrace imagination you know why does it have to be factual when it can be fantastic - Be hands on, one which brands are making very useful that’s where experimentation comes in, experimenting with your hands to do something - Cross pollinate ideas so you know behaviour symbiotic relationships with other brands and other designers - Nature Plus you know it doesn’t have to be natural, nature can cope with the changes and you can add value and make it different - Spot the next Rock Stars, the scientists are the new rock stars - It’s good to be creative if being creative isn’t pushing results, it is good to be creative not results orientated then you get results - Start gaming make a game out of your advertising, campaign or out of your brand - Prepare for biofacture - Facilitate scientific dialogue, so science is a lot about collaboration and consultation validation

APPENDiX 12- RESTAURANT DiARYS OPINION INFORMER This research focused on personal experiences during consumer’s visits to restaurants. Completed by people who optimize my typical consumer, the goal was to understand the diners’ subjective experience, to gain insights into their motivations, their likes and dislikes, factors that influence their attitudes and satisfaction from dining experiences. Feedback from the participants included an overview of the restaurant focussing on emotions, interactions or other aspects of the experience that impacted on these. It was a true insight into their attitudes and behaviours when dining. - CHIKAY LO a Marketing Executive living in central London - CASSIE TAYLOR a Marketing Assistant living in central Manchester - PERRY LOUIS a Graphic Designer living in central London.

PROFILE NAME: Chikay Lo AGE: 23 JOB: Marketing executive LIVES: London ENJOYS: Food DSKTRK LONDON 22/04/2013- 6.30pm DESCRIPTION: DSKTRK was a really nice restaurant in central London; way more dressy than I expected (girls in tiny dresses and towering heels) I was definitely the most underdressed person in there due to having gone straight from work. The outside of the place doesn’t make it seem this way due to my hesitant state of appearance when entering the place! The décor within the place was very futuristic and cool, the dark space was contrasted well with huge light installations which really set to scene for the experience. The food was amazing too in keeping with the decor, we had the tasting menu which was perfect and meant we could try lots of different things as it was our first time there and couldn’t decide as the menu looked too appetising. There was a live DJ mixing tech house as well which made it seem very cool and young and definitely the place to be; so all in all a really nice evening. I’d say something it was missing though was interaction, as the waiter’s weren’t very personable or approachable, the experience could have been improved in that essence I suppose. FOOD: Minimal options on the menu made it easy to select what we wanted, sometimes I feel overwhelmed at the amount of options on a menu and end up choosing something that I actually really don’t want. When the food came it was beautifully presented with not too much on the dish- even enough for me to Instagram it! Although quite expensive the presentation and the atmosphere really made it worthwhile. EMOTIONS: Inspired, Delighted, Special, Happy SERVICE: As previously stated although service was to a high standard, the waiters weren’t very personable or approachable, so the service could have been improved in that way. More interaction would have made the atmosphere more enjoyable. In essence I was very satisfied with the atmosphere in the place on the whole. IMPROVEMENTS: More interaction between waiter’s and customers would have made the experience more enjoyable. The only issue is I probably wouldn’t go back as I have been there now and apart from the lighting and décor nothing is pulling me to go back again but I think that is just down to the experience maybe?

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INAMO LONDON 09/05/2013- 5pm DESCRIPTION: Was recommended to go here by one of my work colleagues who said it was my kind of thing and was a good experience, so me and a couple of friends headed down. Upon arriving we were directed to our touch iPad type table and that was the only real human interaction we got, everything else so picking the meal and our drinks was done from a range on images on the interactive table, it was great to see the dish before ordering but upon arrival it didn’t really look anything like the digital image which threw us off a bit! The technology on the tables seemed very old fashioned to what there is today, restaurants using technology need to keep up to date with it the advancements otherwise it doesn’t really appeal to us younger diners! FOOD: As we were in a group of five and the technology obviously hadn’t sent our orders at the same time, we all received them half an hour apart which was extremely frustrating as we went there to eat as a group! Upon complaining the manager stated it was the essence of the technology and out of his control which really annoyed us. The food as well wasn’t as pictured on the technology table which annoyed me too. EMOTIONS: Overwhelmed, Frustrated SERVICE: Service was very patchy due to the balance between technology and humans, the interaction from the waiter’s was minimal, but when they did serve us they were nice. The technology was fun and novel but I don’t think it is anything that human service couldn’t have done. I think that’s the thing with technology in dining, it needs to be an addition to the restaurant and something that is out of humans ability. IMPROVEMENTS: My main issue is that if you are using technology then it needs to be the latest this restaurant didn’t do that and it just didn’t work for me. Although playing battleships and projecting our choice of tablecloth was great fun, I think that one visit exhausted the novelty of this and as a group we concluded we probably wouldn’t go back.

MACHETE LONDON 04/05/2013- 6pm DESCRIPTION: Had my dinner at Machete near Victoria Park yesterday it is what I would describe as a small Mexican place but just what we were looking for really- a nice atmosphere to socialize in after a day at work, intimate but still quite busy, lovely atmosphere with average food. All of the food was served in quite a nice way and presented well which really added to the overall experience. The restaurants theme was very engaging and had a holistic appeal which was enjoyable. Everything was quite bland to my taste, but you could say that I ask for too much, although the restaurant was minimal service overall I still had a thoroughly enjoyable evening with my friends, I’d say that I would definitely return, but only really for a casual meal because it was quite a laid back atmosphere. FOOD: Food to me is a huge thing and when seeing this menu I wasn’t that impressed, not a lot of thought had gone into the wording on the menu and it didn’t really seem appetising, there was too much to select from but not enough variety. When the food arrived it was average to poor, oversized portions and a lack of consistency from plate to plate really left me questioning if the chefs and waiters actually knew what they were doing. I know I’m not a food critic but I know one good food place from another. EMOTIONS: Relaxed, Cool, Chilled, Happy SERVICE: The service was just what we needed really, quite laid back and casual, not too over the top and in our face which was perfect! Our waiters kept returning asking if everything was ok which is always adds a nice touch. IMPROVEMENTS: The overall experience could have thoroughly been improved through interaction with the diners and an overall consistency of the dishes but I suppose because it was a laid back atmosphere you can’t really ask for much else.

PROFILE NAME: Cassie Taylor AGE: 24 JOB: Marketing Assistant LIVES: Manchester ENJOYS: Great food and having a laugh with friends! KATSOURIS MANCHESTER 05/05/2013- 4pm DESCRIPTION: Katsouris was a gem we found in the Northern Quarter Manchester, a deli with so much choice. I went for the Italian Platter which was huge and so cheap at £5, near impossible to find something similar anywhere else. The food was really fresh and tasty alongside the friendly staff. The deli was really nice and laid back and great to grab a bite to eat in between shifts at work, the place was quite busy so obviously a popular choice with everyone in the area. Located centrally in the Northern Quarter it was obviously very accessible to other workers within the city. We loved the place so much we went back the next day for breakfast and they were equally as good with us! Serving us the best food in the nicest friendliest way! FOOD: The food was so fresh and tasty; the fact that the price was cheap made it very enjoyable too! Food although varied in sizes person to person it didn’t matter because it made it seem not as manufactured as some of the other places that I have eaten in. EMOTIONS: Happy, Delighted, Full SERVICE: Service although minimal it was a great when it was given, through friendly staff and easy interaction with them it made the experience of eating with them all the more enjoyable! It was full of a range of different ages which was nice too. IMPROVEMENTS: I wouldn’t say I have any it was what it was, a deli to grab a bite for lunch or for breakfast!

ALCHEMIST MANCHESTER 23/04/2013- 6pm DESCRIPTION: On entering The Alchemist we really got the WOW factor, the décor within the restaurant was exceptional and very intriguing! Although having to book to go here a week in advance and the restaurant being packed full of people, it was definitely worth the wait! We firstly ordered drinks which on arrival were truly out of this world, smoking Co2 and overflowing this really was an experience! The food and service was really great! Lots of choice for food on the menu and exceptional service was provided from the lovely waiter. When we had finished our food we decided to go to the bar and order some more drinks as we were truly impressed with the previous ones which had arrived at our table, when heading to the bar where we were greeted by a lovely cocktail barman, he explained every aspect of the cocktails to us, ingredients, history, how they were made which really added to the overall experience! EMOTIONS: Surprised, Happy, Fun FOOD: Food was great, served in all kinds of dishes! Mine came in a skulls head which was like in no other restaurant, really made it a great experience. SERVICE: Service was great here they really listened to your every need and it was very satisfying to finally have a waiter that was truly interested in his job and also the history behind what he was doing. IMPROVEMENTS: I don’t think I have any, it was just what we needed really, although the price was quite a lot but that could be said about any place.

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ALBERTS DIDSBURY 04/04/2013- 8pm DESCRIPTION: I went to this restaurant with a couple of friends after work because it wasn’t far from our work place. On entry it was very formal, there was someone to greet us who stated that it would be a 10 minute wait to get a table, she then nicely directed us over to the bar where we could order our drinks and sit whilst a table became free. When a table was free she kindly came over and moved our drinks and us to our table, on receiving the menu I was very impressed, it was clean and easy to understand, the dishes were titled nicely and descriptions were very clear, when we were ready the waiter came over and nicely asked if we would like any help in understanding the dishes or descriptions. The overall restaurant experience though was quite noisy, although I think this was because it was so busy and full of people post-work, but the atmosphere felt professional and was a nice place to be dining in. When we first sat down at our table the waiter introduced herself, and we were told if we needed anything then we would just have to ask for her name, this felt very personal and professional and really had a feeling of being human to it. EMOTIONS: Settled, Happy, Exclusive, Professional FOOD: When the food came we were all very satisfied, the dishes were consistent and anything else we wanted was seen to by our waiter who was extremely helpful. The portion sizes were perfect and exactly what we needed. SERVICE: Excellent IMPROVEMENTS: No improvements, only issues that are out of the restaurant hands such as how busy it was and the noise. I wouldn’t go back I think; the experience didn’t really stick in my mind, there is nothing out of the box that I would remember for this restaurant so it could be easily forgotten about for me.

PROFILE NAME: Perry Louis AGE: 29 JOB: Graphic Designer LIVES: Shoreditch London LOVES: Cool people THE WRAPPING PROJECT LONDON 26/04/2013- 7pm DESCRIPTION: I have been to The Wrapping Project a lot of times in the past, it’s a great place to go if you’re with colleagues, or catching up with friends you haven’t seen in a while. The place is edgy and has a cool environment, with its ambient atmosphere, unusual surrounding of industrial equipment adds a real charm! Whilst our food is prepared we went for a walk around in the gallery on the premises, saves you waiting endlessly for your food to come. The experience is one like no other, the owner of the place is always around to chat and tell you about what he has recently been doing or about the latest dishes, she is hilarious and very extravert but very happy to get into a conversation and really takes in interest in every individual. The food experience is great here too, with relatively reasonable prices to grab a bite prior to work it’s great, the best thing about this place is the cocktails. All in all I feel this is a great place for catching up with friends, the laid back atmosphere really lets you take in the environment around you and just enjoy yourself. EMOTIONS: Laid back, Engaged, Happy, Lively FOOD: The menu has a huge variety of dishes for anyone and any taste; there was complimentary bread and olives which is always a bonus in any dining place. SERVICE: I think that the service was great, the waiter was very helpful but also very laidback, with the owner taking an interest in each individual it really adds to the experience as a whole. The atmosphere and setting with art on the walls really made it a nice place to eat in. The graphic illustrations on the wall made it feel quite futuristic something that I really take an interest in due to my current job. IMPROVEMENTS: The booking system made it difficult to book a table; it wasn’t easy to contact the restaurant, which could send people in the other direction. Maybe too much chat from the owner, it’s nice to get an insight into what the restaurant is about and how it came to where it is but maybe this could just communicated through the menu or around the gallery.

MEAT LIQUOR 14/04/2013- 4pm DESCRIPTION: After queuing for over an hour my friends and I finally got into the famous Meat Liquor restaurant, although hesitant at first due to its ridiculous queue which never seems to be any smaller what-ever day of the week it is, we finally decided to go as they obviously do something right. It was very dark when entering the place but was full of young cool people, the music was very loud and the walls were filled with grotesque paintings of animals, our drinks showed up in jam jars and our food arrived on a huge board, due to the laid back atmosphere we weren’t provided with cutlery only kitchen paper! Not a great place to go if you’re with people from work! The décor within the place was very strange and kind of put me off getting a burger! FOOD: Very laid back and casual food, there were a huge range of burgers to choose from including vegetarian options, it was like an American diner without the American atmosphere, food was very much fast food but was very reasonably priced and delicious. EMOTIONS: Cool, Young, Happy, Headache. SERVICE: The novelty value of this place was great fun, the music on the other hand was too loud, probably to mask how busy and loud the customer’s conversations were. The trendy and laid back atmosphere made it an experience in itself; it was pretty much posh fast food. Due to the busyness of the place you felt that as soon as you had finished eating you had to move on, very fast paced environment! Waiters weren’t very enthusiastic or extremely helpful but you can understand why, seen as though it is just burger and chips; what do people need help with? IMPROVEMENTS: Maybe more entertainment as it was only the music that served as an entertaining interactive thing. Everything else was all a bit rushed; due to the waiters having such a big job on their hands it didn’t seem very personal!

LA BODEGA NEGRA 21/04/2013- 7pm DESCRIPTION: This restaurant really has the novelty factor, walking through the Sex Shop entrance was very fun, and really separated those daring enough from those who aren’t cool enough. It was a very cool and young environment, but at the same time had a very relaxed atmosphere- just what we were looking for really! When receiving the menu there was almost too much choice so took us a while to decide, but we ended up just choosing what we could afford as it was a very pricey place. The crowd was very cool and funky but it was so dark in there that we struggled to read the menu. Music was loud and there were a couple of tables complaining due to the amount of time that they had been waiting. This place was almost too expensive for me due to the amount of times that I go to eat out to socialize. EMOTIONS: Fun, Cool, Empty wallet! FOOD: Food was mediocre but the cocktails were really good! We were expecting something a bit more with the prices that we were paying but we concluded that maybe it was the atmosphere that we were paying for. SERVICE: Some of the staff thought that they were a bit too cool but the over-all service was very friendly but not really the quickest! The atmosphere was nice but was just very loud, it isn’t somewhere that I would go back to every week but I suppose it’s just one of them places. IMPROVEMENTS: The music was very irritating but not sure if that’s just because it wasn’t my taste in music! It was also very loud, couldn’t even hear myself think, never mind eat! Very expensive and wouldn’t definitely look for a cheaper option as although walking into a sex shop it didn’t really give me anything else. Wished there was more interaction between the restaurant and me as I didn’t really feel anything towards it and probably wouldn’t go again.

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APPENDiX 13-

IFE PRO2PAC

IFE and PRO2PAC live Date: 17th – 20th March 2013 Where: ExCel London, London Docklands Exhibitors: 1,200 Industry Attendees: 28,135 Global: 83 countries represented Frequency: Biannual Sectors: Speciality & Regional Food from Britain, Cheese & Dairy, Meat & Seafood, Walk the World, Bakery & Confectionary, Ingredients, Health & Wellbeing, Drinks and General Food. Websites: www.pro2pac.co.uk www.ife.co.uk IFE IFE is the UK’s largest and most respected food and drink trade event. The entire international food and drink community gather every two years to source new products, trade and keep pace with industry trends. International issues including biodiversity, climate change and packaging design predominantly in the spotlight. PRO2PAC Pro2Pac is the processing & packaging event for UK’s food & drink sector. Discover innovative & exceptional packaging, sustainable materials, new manufacturing equipment, and first-class packaging services to help you innovate, increase profits and keep up with consumer demand. SESSIONS ATTENDED AND KEY NOTES17.03.2013- 12pm PRO2PAC live ‘Looking at the trends for the next 5 to 10 years, which trends are relevant and what will work for you?’ Notes: - Packaging that is fully recyclable will be invaluable to any brand - Edible Packaging is not sustainable, it is just a novelty and a fad - Trends within little colour are becoming more desirable - Packaging needs to state clearly what it is to simplify choices - Don’t use anything that isn’t appropriate to you, don’t be minimalistic If your brand isn’t, keep it relevant to you 17.03.2013- 2pm PRO2PAC live expert workshops ‘How big is your footprint?’ Looked into carbon footprints, sustainability, waste packaging and the way forward without incurring costs Notes: - Find ways of issuing rewards for recycling packaging for your consumers - Sustainability and packaging that can be recycled will be key in consumers eyes for the foresee able future although it could incur more costs for your brand in essence it will drive more sales through your attitude towards engaging with consumers beliefs about the environment 17.03.2013- 3pm PRO2PAC live ‘’Augmented reality- an insight into new technologies within the industry’ We all want and are prepared to pay for new experiences. In the ever increasingly competitive and crowded world of consumer good creating a unique and individual experience tailored to your target consumer is now more important than ever. Augmented Reality is one interactive technology that you take advantage of now. This covered Augmented Reality and the benefits and opportunities it offers to the packaging sector that truly excited the end consumer. Notes: - Experience is the only thing which makes you different from your competitors - If you want to create an experience it has to have added benefit for your consumers lifestyles otherwise they won’t be interested - Start gaming as it is the next big thing within the industry - Make it impact on the consumers daily journey and their lifestyle 18.03.2013- 12.15pm IFE THE HUB ‘Sustainability in Practise- Measuring success’ Carline Drummond- Chief Executive of LEAF, Duncan Farringdon- Farringdon oils Ltd. Richard Perkins- WWF. David Pendlington- Unilever. How

do we change and develop farming practises and the food system to ensure sustainability at all levels: economic; environmental and social? Notes: - Are consumers willing to pay for sustainability? - People wanting to know where their food is coming from - Constant debate between GM solutions - Attaching sustainability onto your brand doesn’t make it valuable, you have to educate consumers about how you are sustaining this and driving it forward 18.03.2013- 1pm IFE THE HUB ‘Sustainability- Saving the planet or just driving businesses’ Josh Brookes dug deep into the melting pot that is labelled ‘sustainability’ within the packaging industry- is saving the planet for real whilst delivering great packaging at the same time, or just a corporate nod to consumer pressure? Notes: - Consumer are caring more about sustainability and what they are buying - They do care about the packaging but consumers are becoming more aware now that it’s the production methods that need to be sustainable too, to make a huge difference otherwise they aren’t interested - Consumers more educated than ever and more aware than ever 18.03.2013- 4pm WRAP STAND ‘WRAP- Hospitality & Food Service Agreement’ WRAP discuss The Hospitality and Food Service Agreement and how it is supporting the sector in helping reduce waste and helping the food & drink businesses recycle more. Notes: - Stating how sustainable you are as a brand is key for 2013

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APPENDiX 14- PESTiVAL WORKSHOP WHERE: The Welcome Collective London WHEN: 02/05/2013 3pm ATTENDEES: Sinead Gibbons & 15 members of public WHAT: What if you could design your dinner with a click? Will 3D printing technologies finally take over our kitchens? A workshop for The Welcome Collective in collaboration with Pestival and Steak Studio, exploring into the future of food, debates the consumption of insects as a potential alternative to traditional livestock, and a live 3D food-printing demo. The workshop will discuss issues such as food production waste, overpopulation, deforestation and climate change. The workshop will give you the opportunity to draw the shape of future food and experiment with new emerging technologies. SPEAKING: Susana Soares, speculative designer, London South Bank University Dr Peter Walters, engineer, Centre for Fine Print Research, University of the West of England Dr Kenneth Spears, food scientist, London South Bank University NOTES: - Eating insects is becoming a huge global debate, especially due to our current consumption habits and global food crisis. - Pros: sustainability, efficiency, don’t contribute to greenhouse gasses - Cons: Food security, regulation food standards - This debate about eating insects is going to get people thinking about using emergent technologiesexperiments as designers through technology to produce a vision for the future of our food and what we should expect -Vincent M Holt in 1885 published a cooking book which was titled ‘Why not eat insects’, there was huge debate about the book on and ethical level but in the future this will be the norm. ‘My insects are all vegetable feeders, clean, palatable, wholesome, and definitely more particular in their feeding than ourselves. While I am confident that they will never condescend to eat us, I am equally confident that, on finding out how good they are we shall someday right glady cook and eat them’ Vincent M. Holt 1885 -In 2010 UN food and agricultural organisation said that humans should stop farming and consumer insects because of the extreme pressures that we are putting on our environment. -SOURCE- The food insect newsletters Insect farms in Holland that raise animals, cows and pigs use commercial feed that’s been using insects to feed them, much more sustainable and better for the cows and in essence for the humans down the food chain. The YUK Factor - Consumers currently see eating insects as a dare as a result of TV shows such as I’m a celebrity and eating insects there, it’s the Yuk factor involved and people don’t like that consumers aren’t understanding that this is the future of what we are going to be eating - The one thing that deters people from eating insects, not only has to do with cultural background but also with the aesthetics of the dishes themselves if it states insect in the title people are less likely to want to eat it. Pestival -Collaborated with London Zoo to inform consumers about eating insects and the related issues. -Collaborated with the NORDIC food group to produce a dinner for numerous guests Issues -Huge ethical considerations due to religious beliefs, do the insects have a nervous system do they feel pain? -Can vegetarians eat insects? Are they considered as meat? -Huge ethical considerations -If there were locust farms set up there could be huge issues with the insects escaping out and casing mass devastation to farming and crops -Gene manipulation of insects could wipe out huge amounts of things Susanna Soares 3D Printing

- What if you could design your own food, on the way home from work and through your connected bit of technology which sent your ideas to your 3D food printer at home then you could design exactly what you want to eat. That is going to be the future - Eating insects is all about the taste, the design and the blending of different foods, integrating them into dishes. - The collected self will be wearing technology that links to the machine at home which is then printed on arrival - 3D printing is being used in medical science through printing skin and the impact that that has on new innovative technologies rising - The 3D printing is calling for the younger digitalized generations who are growing up with technologies to learn about the huge range of alternatives which have a better environmental impact on food production. QUOTE ‘The average consumer eats about one pound of insects per year without even realising 500g a year’ 3D printing being used within the industry - Candyfab project FAB= fabrication - Choco edge project- desk killing the culinary arts - Heston Blemingtile- nitre- 3D printer Food - Food is a valuable precious resource and can cost a lot, food needs to incorporate technology for a secure future. - Susanasoares.com Unanswered Questions - What impact would printing insect food have in our lives and the domestic environment? Would it be more sustainable? - Could 3D printing solve some of the world’s food crisis? - Where you see it going? - Ethical considerations are a big one - Ritual of food in other religions Susana Soares: ‘What you are developing is a great strategy, you need to incorporate insects as food into it as it is going to be the future’

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APPENDIX 15- MAGMA BOOKSTORE MAGMA is an inspirational book shop communicating ideas, needs, interests, passions, obsessions and dreams; full of creative inspiration, with magazines and books from all over the world.

APPENDIX 16- FOCUS GROUP A Focus Group with people who optimize my typical consumer was essential to my research in order to expand research into what foods this consumer group enjoy, what makes them choose a restaurant, the language that they appreciate, the graphics and visuals that they feel are visually pleasing and the marketing and promotion that they react to; in order to really target this consumer group. Attendees: Emma Turner, Daisy Rees, Kate Miller, Fernando Diez, Luke Merilees Where: Crusader House Nottingham When: 01/05/2013 Time plan: 13.55- ‘The Boring Bit’ Signing the ethical consent and speaking about the order 14.00- ‘Visual Feelings’ Graphics and Illustration 14.40- ‘Attracting you’ Marketing and Promotion reactions 15.00- ‘The Future’ Taste Testing 15.20- ‘Your Thoughts’ A Mindful INTRO TO CONSUMER GROUP 13.55- [Signing of ethical consents] Sinead: So initially to start I have set up each of you a Pinterest Page mainly for the purpose of this focus group, what I would like you to do is to create two boards of what you find visually pleasing and what you really dislike, this can be within anything, interiors, style, fashion, the outdoors, graphics, illustrations, music videos; just anything that you find attractive and unattractive, re-pin it onto your board and then in 15 minutes we will discuss about what things you do or don’t like and why, don’t think anything is wrong this could be to do with anything so just go wild. 14.00 [Explanation of how to use Pinterest to those who are unsure] 14.15 Emma: So I enjoy things that are quite in my face and quite extravert, obviously as you can see from my board, I like the graphics used within these music videos and I like art that is quite out there, but then on the contrast I like this illustrated images as you can really read into them and see what they mean and make your own mind up about them, within fashion I like natural beauty and within advertising I like things that are funny and silly like the ‘Thankyou Cows’ adverts because they just make me laugh and really stick in my mind. Within shops and food places I like minimal as I don’t like to be too overwhelmed, such a contrast I know but as you can see I like simplicity in the simplest way when shopping and dining, I think this is mainly because I like to concentrate on the food or the clothes and if everything else is too cluttered, it really takes away from the products that you are purchasing. On my board of things that I hate are hipsters or young people who think that they are cool- they just look silly, I strongly dislike this, those brands that state that there brand revolves around heritage and bringing back trust and authenticity when they have the youngest coolest people working for them- just something I will never really get. Visually I don’t like over clutter, it scares me away and yeah that’s it really you can see the rest of the board. Sinead: So in conclusion you like graphical displays, illustrated images that you can draw your own conceptualized thoughts from, things that are funny as they stick in your mind and simplicity and on the contrast you dislike hipsters, brands that claim to have heritage and things that are visually over cluttered. Cool thanks Emma.

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Kate: My main interests lie within art, obviously as I have my degree within Fine Art I am always on the lookout for the latest brands who adopt art and looking into which artists are really breaking through within the industry, like Emma said though I like minimal when it comes to shopping as this is just what interests me, erm what else.. I like this sort of thing, I just came across that then on someone’s Pinterest but I haven’t seen it ever, but I really like it! Not sure what you call that, oh and typography, I really like this- it’s easy to understand and makes you feel like the brand is really trust worthy. On the other hand I really dislike when art has no meaning like here, and I really hate websites that are really visually displeasing you know when a brand looks amazing and you want to buy it and then you go onto their website and it just completely throws you off, yeah I really dislike that! Sinead: Yeah that’s called an infographic, what do you like about it? Kate: I don’t know really, I like how visual it is but it makes you read the information on it because it’s done all nice and isn’t too over complicated, it really makes you read into it and you come away feeling like you have learnt something which is always good I suppose! Sinead: Ok so just to conclude you like a minimal aesthetic when it comes to design and branding, Infrographics as they really communicate information well and you like that, typography and art. Your dislikes lie within art that doesn’t communicate any specific message, websites that show a brand off very well, thanks ok next let’s go for luke. Luke: Ok so my board is a bit of a mish mash like you can see, I like music videos with like real people in because it makes it a bit more human, I despise things that have graphics flying across the screen I just think that they’re pointless and a bit Lady Gaga. I hate it when brands over complicate things, but then I don’t like brands that when you walk into the shop and there are no clothes there I don’t really get it, so I like things to be made easy for me, I like things that are sustainable because you are saving the environment without having to do anything, just from buying a different type of product and that appeals to me. I really dislike all this graphical nonsense it doesn’t make sense and really just looks like a kid has drawn it in primary school, I don’t understand how everyone thinks it looks good, I hate things that are obviously lying, like Emma said about the heritage brand thing, it just frustrates me because you know brands are lying to you and it really puts you off. Sinead: Any examples of brands that you feel are lying to you? Luke: Erm, not off the top of my head, well I suppose like there is the whole Tesco thing that really put me off eating meat for a while but I suppose it’s always been there, it’s with everything, like you can’t really trust anyone which makes me want to go for the smaller brands as I feel like they deserve my money more. Sinead: Ok so in essence you like things that feel a bit more human than lots of graphical visuals that over complicate things, but you hate things that are too minimal that you don’t really understand, you enjoy buying things that state they are sustainable because it makes you feel like you are doing your bit and you really dislike graphical nonsense and thinks that aren’t transparent and things you feel are lying to you. Ok cool next Daisy.

Daisy: Ok so mainly I like things that are interesting so I have pinned all of these campaigns that I find really intriguing, I like the way they have used the photography and the facts in order to get the message across, I haven’t really pinned anything else for likes but I like interesting facts and information that are told to me in a nice way, ermm I kind of like things that

are simple and aren’t in my face because it just gives me a headache. On my other board I have a lot of dislikes as I usually tend to see the bad in everything, I hate pointless things, things that don’t do anything or don’t have a message like what is the point in them? I really dislike these graphics they are too messy and aren’t aligned right which really frustrates me, I hate hipsters and people who think that they are cool, I hate this sort of design that just doesn’t look nice and doesn’t appeal to me at all, I hate things that are over-complicated, why not just make them simple, oh yeah I also pinned a few logo’s here because you obviously said design so I have just pinned which ones I really don’t like, so I hate these which I suppose you could say are just overcomplicated, I hate it when they have more than one colour and I hate it when they just look stupid, I like the simpler ones which I’d say are more memorable and clear which makes me I don’t know more likely to go there, I know that sounds silly but something like that could really sway my decision making. Sinead: Ok so in conclusion from your great strong opinions daisy, you like simple things that aren’t in your face, and your dislikes are messy graphics, hipsters, logos with more than one colour, logos that just aren’t simple and then you think logos that are simple and clearly communicated would stick more in your mind. OK great thanks Daisy, and finally Fernando-

Fernando: Ok so I like to keep everything pretty clear and clean, I like these clothing brands that are really simple but you can still tell what they are about like millionhands here, I didn’t put it on my board but as we have been going round I agree with what a lot of the others have said, I like things that help the environment mainly because saving the environment seems like a huge blag but when you know you have done something just by buying a different thing or something without packaging or even like changing bank statements over to digital ones it really makes you think that you can do your bit without even really having to do much! Dislikes, kind of just what the other people said, over complicated things and too much going on I absolutely hate, but the other things on my board are just brands which I don’t feel look very nice it’s all very tacky and too complicated! Sinead: Ok so just to round that up for you, you like things that are clear and simplistic, brands that are sustainable and you dislike over complicated things and branding that is very tacky. 14.30 Sinead: Ok so thank you for all of that, if you just put the laptops and iPad’s down and I am just going to show you some advertisements and promotional videos just to get your reactions on them let me know your thoughts and feelings this is more of an open discussion type thing: [Shown the ‘Help I want to save a life campaign’] Sinead: Ok so just any thoughts towards that just throw them out Fernando: I want to get involved Kate: haha same, it just seems like the simplest thing to do and knowing that you are going to save a life just really makes you want to do it Emma: Yeah I agree like how can it be that easy? Has it always been that easy and we just don’t realise? If it was that easy to do everything I would be saving lives all the time Daisy: I think that maybe there are a lot of things that we as people can do but we just aren’t made aware of them, I am so intrigued with things like this but this is the first time I have heard about this but it is easily something I would get involved with

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Fernando: The reason I would get involved is just because it’s so easy Luke: Yeah I am with Fernando, things like that are just inspiring Daisy: There are so many issues though, global ones that are easy to have an imput on but people just don’t care they are too stuck in their habits to do anything about it and its only when campaigns like this are produced that people want to get involved and I’m not sure why, maybe because its seen as the cool things to do or the fun thing.. who knows what ever is it that stops them from changing in the first place is laziness I think, to open themselves up to global issues and just learn about them Kate: Yeah I get what you mean but if they were made more accessible then it would change people’s views on things Emma: I’m not sure that it would, it is accessible right now and people still don’t care Kate: Well maybe if it was made cool or fun then people would get more involved and learn about it Emma: Yeah I definitely agree with that Daisy: Yeah I suppose but people still wouldn’t get involved with it because some people are so stuck in their ways that they wouldn’t change what they currently do. Sinead: Ok so just to sum that up, the majority of you want to get involved with this type of thing, and you would donate your bone marrow if you could, but then opposing this some of you feel that it would just be a fad and seen as the cool thing to do so it wouldn’t last long, but if these types of global issues were easy to get involved with and make a difference within then you would definitely be interested and it’s an added bonus if they are cool and fun ok thanks. The next video may be a little disturbing but it isn’t too distressing. [Shown shocking PETA video about animals] Sinead: OK so just to hurry things along as I feel like we are running out of time, I’m just going to fire a few questions about that, how did the video make you feel emotionally? Emma: Sad, like obviously you know about these things but they are so easy to ignore in real life but I still don’t feel like I will now go and buy say free range chicken Kate: Yeah I feel a little bit shocked really and it does put it into perspective but it doesn’t really tell me about any other way that I can help, it just shows me the negative impact that I am having yet it doesn’t give me another option to change what I am doing which is frustrating and makes it a bit throw-away Fernando: Yeah same, you know it’s going on but I can’t change of do anything by watching the video, and when it stopped although I feel bad I’m not going to do anything because I just feel really negative Daisy: Yeah what they said really, I feel there should be something after it which states make a change in this way but there isn’t it just makes me feel really bad towards animals and a horrible human to be honest Luke: I agree, I feel shocked and sickened really Sinead: Ok so to conclude you feel shocked and sad but you don’t feel like it’s telling you how you can make a difference or even just improve what you are currently doing. Ok cool, so has this video changed your views on eating animals? Kate: Not at all because I know this goes on, if there was a simple solution for me to help this and for it to stop then I would but if I just stop eating meat it isn’t going to change the production methods so not at all Daisy: Not really, meat is meat at the end of the day, and just because some celebrity has said that it isn’t good for me to eat is not going to stop me because like Kate said it’s going to carry on whether I stop eating it or not, there needs to be like a campaign which actually states if you stop eating meat then we will stop these methods of farming etc.

Luke: Yeah I completely agree Fernando: Agreed Luke: The thing is everyone knows this happens but it doesn’t stop us doing anything about it because it would be too expensive if we did Emma: Yeah as you were all screaming and yelping and then a few of you dug in for some more afterwards. Fernando: When I first saw it I thought I was actually going to be sick but then like when you said they were flavoured and I smelt them they just smelt like crisps so by closing my eyes and tucking in the taste wasn’t even bad! The texture was probably the worst thing, but onc Sinead: Ok I am going to read out this statement and I just want your thoughts on the concept A Mindful is an interactive proactive restaurant that promotes and encourages the small steps consumers can take to a positive change for the environment. A Mindful captures imagination and excitement through surreal and engaging experiences; which as a result galvanises permanent behaviour change. A Mindful aims to initiate a cultural shift in the way people think, moving them towards a more integrated way of assessing their consumption habits. Kate: Restaurants that sell food that I can’t actually make myself are the ones that I am interested in Emma: I do care about the environment, and I do my bit to help it, but I do think there needs to be more in place to educate and let people know about how simple steps and changes can make a huge difference for the world Fernando: I care about the environment but not really enough to let it have a huge impact on my life, I like socializing and having fun, trying new things, A Mindful does seem interesting, I would love to explore and see what it’s like Emma: Yeah I think that if it’s fun then I would definitely go Daisy: A Mindful is a concept which I would definitely like to experience, initially with it being about saving the environment, I don’t think I would go but as it adopts the experience and I can be immersed within these experiences, interacting with other people through food, I would love it go Luke: Yeah I agree I think I would go and try it for sure, I think it could be quite cool and would definitely be the new thing to do! Sinead: Ok thanks guys for that, hope you have enjoyed yourself and do let me know if you want to read over the transcript when I have written it all up!

NOTES: From the future of food tasting, although intitually relutant to try insects they found they werent all that bad, and most stated that they would be willing to try them andget over the YUK connotation associated.

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APPENDIX 17- SWOT ANALYSIS FOR A

MINDFUL A structured planning method (SWOT analysis) has been produced for A Mindful in order to evaluate the brands internal and external factors that are favourable and unfavourable in achieving the brands aims and objectives on entering the market. STRENGTHS - - - - - - - - - - - - - - -

A vision of the future of food and the increasing collaborative partnerships of science, the arts and food Desirable and awarding initiatives Helping the environment and encourages a sustainable future Strong links with industry professionals within science, art and food Timely and appropriate collaborations Experiential and engaging experience Connecting to the consumers on every step of their daily journey Strong communication and promotion strategy including launch party Very clear strategic direction Huge location advantage In depth research & development supported by strategic thought Easy and intriguing way for consumers to be sustainable and save energy and water Strong communication and promotion strategy Serves and connects a range of different consumer groups Selling food that consumers are unable to cook themselves

WEAKNESSES - The experience could be a one off attraction no repeat footfall from consumers - The YUK connotation around the future of food and entomology - No restaurant awareness outside of the UK - Consumer awareness - Marketing after launch strategy based on word of mouth - Initially will not reach a large percentage of the UK population - Learning about the environment and how to be sustainable sometimes has a notion of â&#x20AC;&#x2DC;un- coolâ&#x20AC;&#x2122; - Could suffer declining response rates following initial launch

OPPORTUNITIES - - - - - - - - - - - - - - - - -

Economic recession resulting in desire for more of an experience Consumer losing trust in faceless global institutions Consumers interested in the future a food as it becomes a huge global debate Huge rise in the interest of molecular gastronomy Continuous technological innovations and advancements within the food industry Consumers becoming interested in experiences as a status symbol Consumer attitudes towards the food industry and consumption Increase in consumers tracking their individual data Health concerns resulting in consumers finding alternatives Final push towards the no carbon government initiative for 2020 Enters a new market and meets a broader range of consumersâ&#x20AC;&#x2122; needs Rise in consumer awareness around saving the environment and consumption Final push towards the no carbon government initiative for 2020 Consumers desire for more co-creation and engagement opportunities Energy and water consumption issues becoming a huge global issue Post-recession consumers becoming interested in world issues around sustainability and the environment as something they can control, engaging in new ways to do this Dining out remains one of the top spending priorities after bills

THREATS - - - - - -

The eating out sector becoming an extremely saturated market resulting in growing competitive pressures The recession impacting on consumers spending Likely potential of the entry of new competitors Negative and clichĂŠd notion around behaviour change in favour of the environment seen as un-cool Government regulations about the future of food may be introduced Consumers ignorance to helping save the environment, habitual behaviour

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APPENDIX 18- CONSUMER

INTERVIEWS

Interviews were undertaken over email by people who optimize my typical consumer in order to gain an insight on their beliefs, dreams and aspirations, the following 32 questions enabled me to really understand them and their lives. Short snappy questions made it easy to analyse from consumer to consumer. NAME: James Pilkington AGE: 24 EDUCATION: 12 GCSEs, 5AS, 4A Levels, Bachelor of Medical Sciences, Bachelor of Medicine and Surgery JOB: Foundation Doctor ONE WORD TO DESCRIBE YOURSELF: Trying 1. The restaurant that I would go to every day if I could The JamCafe 2. The thing I wished I had more time to do Socialise 3. The thing I wished I have more money to do Travel 4. The thing about myself I wished didnâ&#x20AC;&#x2122;t exist Fear 5. The thing that I would collect if I had enough money Music 6. The things I would invest my life savings in Charity/belief 7. The best experience that I have ever had Olympics opening weekend 2012 - details are rated XXX 8. The one food that I could eat for the rest of my life Fruit n Nuts 9. The person I wish I could be is Buddha 10. The job I wished I had Teacher 11. The religion I wished I was part of NuReligion 12. The 3 brands I could spend ÂŁ1 million on A.P.C. Adidas, Paul Smith 13. The one thing I hope for in life Happiness 14. The three items I keep on my bed side table Book, Phone, Tissues 15. The creative talent I wish I had Poetry 16. The thing I wish I could learn to do if I had all the time in the world Play guitar 17. The one piece of advice I live my life by Live everyday as if it were your last and learn as if you were to live forever. 18. The piece of technology I wished I had invented iPhone 19. The time in history I would go back to if I had the chance The big bang // 1960s 20. The place I would love to live in the world The Carribean 21. The religion I wish I was part of A new religion that didnt have all the negative connotations of those that already exist. 22. The thing I wished was better in the world Intercultural understanding

23. The first thing I would do if I won the lottery Give it away 24. The one thing I hope for in life Happy, healthy children 25. The superpower I wish I could have is To fly 26. The person I wish I could give all my time in the world to That special someone; whoever she is 27. The one question I would get answered if I could would be Is there such thing as a universal good? 28. The project I would work on if I had a year The creative communication of a message of â&#x20AC;&#x2DC;onenessâ&#x20AC;&#x2122; and crosscultural interdependence to the children of today. 29. The best book I have ever read Shantaram 30. The things I would do if I was immortal for the day Go round serving it to all the people who usually do the serving. 31. The one event I wished I attended/ could attend, past, present or future is The Big Bang 32. The thing I would do in my leisure time all day if I had the opportunity would be Anything... with friends/family 33. The mode of transport I wish I owned Helicopter 34. The building that I live in is A flat

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NAME: David Sizer AGE: 25 EDUCATION TO PRESENT DAY: MSc (Environmental Managment), BSc (Geography - Physical) JOB: Environmental Consultant - Climate Change and Renewables ONE WORD TO DESCRIBE YOURSELF: Geeky

1. The restaurant that I would go to every day if I could Sapporo Teppanyaki 2. The thing I wished I had more time to do Family time 3. The thing I wished I have more money to do Holidays 4. The thing about myself I wished didn’t exist Dodgy weak ankles 5. The artist’s work that I would collect if I had enough money Tsuneo Sanda 6. The things I would invest my life savings in Houses & cars 7. The best experience that I have ever had Getting married to my wife 8. The one food that I could eat for the rest of my life Jalapenos 9. The person I wish I could be is Darth Vader 10. The job I wished I had Film reviewer 11. The religion I wished I was part of None 12. The 3 brands I could spend £1 million on Apple, Converse, Star Wars 13. The one thing I hope for in life Happiness 14. The three items I keep on my bed side table iPhone, Lamp, Water 15. The creative talent I wish I had Being able to draw 16. The thing I wish I could learn to do if I had all the time in the world Waterski 17. The one piece of advice I live my life by You cant go backwards only forwards 18. The piece of technology I wished I had invented iPhone 19. The time in history I would go back to if I had the chance 60s 20. The place I would love to live in the world France

22. The thing I wished was better in the world Envionmental respect 23. The first thing I would do if I won the lottery Holiday 24. The one thing I hope for in life Same Q as No 13 25. The superpower I wish I could have is Fly 26. The person I wish I could give all my time in the world to Wife 27. The one question I would get answered if I could would be Can I live forever 28. The project I would work on if I had a year Conspiracy Theories 29. The best book I have ever read One Flew Over the Cookooâ&#x20AC;&#x2122;s nest 30. The things I would do if I was immortal for the day Live life without fear 31. The one event I wished I attended/ could attend, past, present or future is Stones in the Park 32. The thing I would do in my leisure time all day if I had the opportunity would be Walk my dog more 33. The mode of transport I wish I owned Segway 34. The building that I live in is - in need of renovation! (1940s Semi)

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Name: Kate Miller Age: 24 Education To date: Degree One word to sum up myself: Curious 1. The time in history I would go back to if I had the chance Late 1980’s 2. The one event I wished I attended/could attend, past, present or future The fall of the Berlin Wall 3. The tribe/ culture I would be a part of, if I was in the right era or place ZULU! 4. The place I would love to live in the world Barcelona 5. The religion I wish I was part of Buddhism 6. The fictional character I would be is God 7. The thing about myself I wish didn’t exist Curiousity 8. The person I wish I could be is GOD 9. The animal I wish I could be reincarnated as An Owl 10. The one age I wish I could stay forever 21 11. The name I would change to if I had the opportunity Quain 12. The artist’s work that I would collect if I had enough money All of Mike Joyce’s posters 13. The 3 brands I could spend £1 million on Tom Ford, Margaret Howell and Paul Smith 14. The job I would love to have Film maker 15. The single item that I would take to the desert Quad bike 16. The things I would invest my life savings in Property 17. The three items I would keep on my bedside table Phone, watch and water probably 18. The first thing I would do if I won the lottery Travel 19. The one thing I hope for in life Freedom 20. The one thing I wish was better in the world TV 21. The superpower I wish I could have is Ability to stop time 22. The person I would meet if I had chance living or dead would be Jim Morrison

23. The one piece of advice I live my life by Don’t shit on your own doorstep 24. The person I wish I could give all my time in the world to The person who created technology 25. The one question I would get answered if I could would be Where’s wally? 26. The famous person I would love to go to dinner with Morgan Freeman 27. The person I would love to have as a best friend Jim Morrison 28. The one song I could spend the rest of my life listening Ludovico 29. The thing I wish I could learn to do if I had all the time in the world Play piano well or to learn a lot of languages 30. The creative talent I wish I had Drawing 31. The film I would be an actor/actress in if I could Quadrophenia 32. The food I would eat for the rest of my life Steak 33. The one project I would work on if I had to for a year How to see sound 34. The thing I wish I had invented is Jet pack 35. The best book I have ever read Blink – the power of thinking without thinking 36. The things I would do if I was immortal for the day Attempt suicide 37. The thing I would do in my leisure time all day if I had the opportunity Make music 38. The media channel I would use for the rest of my life Internet 39. The one thing I would love to receive as a gift Smeg fridge 40. The website/blog I couldn’t live without Resident advisor 41. The one place I want to travel to South America

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APPENDIX 19-

CHRISTOPHER BOFFOLI

Do you feel that using design is the best way to engage with people to inform them about major global issues in the environment? Well, I’m not sure that I would be willing to co-sign that statement, based on how broad it is, especially the use of the word ‘design’. I assume your question refers to visual design. But every message can be said to have a design, even those that are text-based. It is also incredibly difficult for anyone to lay claim to having THE BEST approach to engaging people with something as diverse as “major global issues in the environment.” Visual design is one way to engage people. Whether or not it is the best way is never really for an artist to say. One just puts a message out there in the world and the audience really provides the interpretation and the reaction. Art certainly should always have a context. Though I think that an artist is overstepping when he or she is too didactic with telling an audience how they need to receive something. It is vital that the artist get out of the way so that the viewer can find their own way into the work, and ultimately discover the message. The elements of humor and surprise can both be very effective tools to engage an audience. As such, the top notes of my work are designed with that in mind. People like to laugh and be entertained. So for a long time that has been a potent way to get people to let their guard down and accept (or even embrace) a message. Coincidentally, Jonathan Swift’s Gulliver’s Travels (1726) – which shares DNA with my Big Appetites work through its use of scale juxtaposition – was of course a political parody. Despite 287 intervening years, the parody and humor that engages with a surprising mixture of scales still works despite the huge differences between Swift’s audience and mine. One of the inspirations for my work was a series of photographs by Walter Martin and Paloma Munoz called the Travelers. It presents tiny figures in scenes that are set inside snow globes. And what I always thought was especially brilliant was that the scenes being presented were often disturbing and dark in tone and yet they were staged within snow globes – things that by their very nature are whimsical and familiar from childhood. So a viewer was lured in by the snow globes, which disarmed them with the viewer’s own expectations, and then presented quite a different message. I’m not sure that the takeaway from this is that you need to deceive your audience. But I think there is a value in designing a sophisticated message that can get ideas across without hitting people over the head and also that delivers pleasure or entertainment. So familiarity can also be disarming and it can also be engaging. The elements of my Big Appetites work are essentially toys and food, two things that are known to just about everyone in the world, regardless of language, culture or social station. All of us spend time in childhood with playthings. And whether we eat with a fork, chopsticks or our fingers we all have a lebel of intimacy with food. The Big Appetites series is intended to comment on various aspects of American food culture: The bounty and excess of our markets, our over-sized portaions, our industrial production of food, and our proclivity for food spectatorship at a time when people are cooking less but visually consuming more food through media. My photographs are designed to be accompanied by captions which reinforce the message and the humor in the work. The text is just as important as the images themselves. And yet it is the most missed aspect of the work, especially in the culture of the Internet where people see something they like, grab it and repost it for the humor value but without knowing or caring anything about the context. So there are limits too to trying to provoke thoughts on complex issues with visual design. Christopher Boffoli Seattle, Washington, USA

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APPENDIX 20 - OTHER EVENTS ATTENDED WONDER SCIENCE AND ART ON THE BRAIN- BARBICAN LONDON 08/04/2013 NOTTINGHAM CONTEMPORARY LAB TALKS- 26/02/2013- 18/03/2013 NOTTINGHAM CONTEMPORARY LAB TALKS ‘Utopia Community and Ecology’ 26/02/2013 ‘Wasteland Conversations’ 12/03/2013 ‘The Common Imagination’ 18/03/2013 CLOTHING LONGEVITY BY HELEN HILL (See Time Plan) SUSTAINABILITY LIVE- 20/04/2013

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APPENDIX 21- JINESH REVEGAR

APPENDIX 22- CONSUMER OPINIONS ‘I like A Mindful as it’s like a mouth full but a mind full of information’ (Olivia Waring, 2013) ‘I like the anonymity of A Mindful as it doesn’t seem like it would be a place to go for food, which is a good thing, people of our generation like the be intrigued’ (Micheal Beck, 2013) ‘I think Food-Print sounds too much like it’s trying to save the environment which really just doesn’t appeal to me in the slightest, I like FieldFork but then again that sounds like you are going to get a huge plate of beef on your plate which isn’t relevant to your concept so I would definitely go with A Mindful as it is a catchy and interesting title’ (Daniel Gallagher, 2013) ‘I like the bold-ness of this logo it stands out and I would definitely recognize it any where I went’ (Cassie Sutton, 2013) ‘The logo really captures what the brand is about and I think that is what a logo should do’ (Daniel Trotter, 2013) ‘I think the slogan really captures the ethos of the brand and its values, it is really attention grabbing and would definitely leave me intrigued’ (David Potter, 2013) ‘I think a cool and up and coming restaurant like this needs to locate in Vauxhall or Clapham or maybe even Dalston its pretty up and coming there!’ (Margaret Russell, 2013) ‘Dalston, Clapham or Shoreditch theyre the places to be especially for the creative younger workers!’ (Sarah Brown, 2013) ‘It’s a really good concept I think I would go and try it for sure’ (Siobhan Brown, 2013) ‘If it helps save the environment just by eating then I would definitely go’ (Laure Potter, 2013)

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APPENDIX 23- TIMEPLAN

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APPENDIX 25-

TUTORIAL RECORD SHEETS

School of Art & Design

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Student Name:

2012/13 Module: Negotiated Project Stage 2 Module Leader: Matt Gill Ref. no: FASH30002 Implementation Project Proposal Form

Sinead Gibbons

Team Members: (if applicable) N/A Implementation Project title: (Summarise your project in a short headline statement) ‘A Mindful’ (A future of food restaurant concept that educates about energy and water consumption) Project Aim: (Outline what you are going to do) To address environmental issues and create awareness of sustainable consumption in a cool, engaging and fun way by creating a future of food restaurant that educates people through consuming. Project Brief: (Give some of the detail behind your project idea) 

As a reaction to environmental issues and the low-carbon economy, this concept is to produce a new platform to engage with people and educate them about the future of the world but in an interesting and cool way.



As more people are becoming health aware and its becoming ‘cool to care’ this restaurant will encompass new lab meat and insect food and will educate consumers on how much energy and water they would have wasted having eaten the average burger.



The restaurant will uphold a cool aesthetic and consumers won’t realize they are being educated because of the food in front of them- subliminal messages.



Education through Food.

Creative Outcomes:  Produce the branding of the restaurant concept from the VM to packaging  Produce an online platform/ app to engage with and educate consumers about their carbon footprint outside of the restaurant, gameification through an app?  A short film will also be put together as a promotional tool to launch the restaurant  Events? Live Project Choice: Universal Works Team Members: Alex Clouston and India Rose

School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 18/03/2013 Name : Sinead Gibbons

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Bring any learning issues that you currently have with you about your project to discuss with the group Bring any creative outcome ideas that you have or are considering to speak through them with the group as it is useful to speak about them to other creative people within the field and in the same position as you.

Learning issues to discuss in session: Still unsure about my creative outcomes, branding the restaurant goes without saying but I feel as though my creative outcomes wonâ&#x20AC;&#x2122;t be as visually expressive as some other students who are producing magazines and other material as such. Does our introduction have to have any theoretical backdrop to it or can it just be quite informative and factual, as it is a quite a formative subject or should I speak about consumer values and the meaning of things?

Feedback from session: Anything can be a visual creative outcome, do not think too small, from branding and design to packaging to motion film to animation to illustration to design strategies; communication and promotion objectives do not think that a magazine could overlook any work that you produce. However you want to write your introduction itâ&#x20AC;&#x2122;s up to you and the context of your report, you could talk about values yes and mix that in with what people are currently doing and how things could change. Keep on top of time management and critical path as that will be essential in the progression of your work and how you progress with your writing skills. Tasks for next session: Plan out report structure and write up introduction and send to Sarah over the Easter break to then receive feedback on it within the next week. Bring any issues and learning issues with you, any problems that you are currently having with your project that you need clarification on or help with off tutor or other students.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Sarah Lewington) Signed (Sinead Gibbons)

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School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 21/02/2013 Name : Sinead Gibbons

Tutorial / Seminar Record Sheet Work to bring / prepare for session: My initial ideas about the second stage implementation project. Any ideas brought forward from my first presentation completed at the start of the year. Any completed research to help solidify my implementation project choice. Ideas about my career path and where I want to be after University.

Learning issues to discuss in session: Currently want to head down three paths, I love copywriting, graphic design and branding concepts but unsure of where to head as these skills could be applied to any concept or product. I have been researching into the future of workspaces but there is already a lot of concepts and reports out there in the industry that have picked up on this trend. I have also been researching into an arts and culture magazine aimed at young people that isnâ&#x20AC;&#x2122;t a luxury product as art is becoming less accessible.

Feedback from session: Need to go away and have a thorough think about where I want this project to take me. What career do I want when I leave University? What are my strengths and weaknesses this is the last piece of work to add to my current portfolio, look at how I want this to exhibit my work, my strengths and the applications that I have been trained on such as adobe suite 6.

Tasks for next session: Mindmap who I am and what my ambitions are after I leave University Find gaps in current portfolio and how I could fill these with a project Look into the market, the trends, whatâ&#x20AC;&#x2122;s missing, what could you create? Look at D&AD look on Behance and Designspiration

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Lucy Norris) Signed (Sinead Gibbons)

School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 28/02/2013 Name : Sinead Gibbons

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Lucy Norris) Signed (Sinead Gibbons)

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School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 26/02/2013 Name : Sinead Gibbons

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Leading on from the previous session it was essential for me to go away and think about which sector within the industry I want to head into, I am interested in branding, art direction and copy writing therefore these could be relevant to any project. I explored trends within the fashion and lifestyle sectors and came across a new type of consumer for 2014/15 who are eco-conscious young 18-25 year olds, looking to try and save the environment I decided I wanted to target this consumer and make saving the environment more accessible to them. Produced a mind map which is initially the future trends within the markets that I could adopt to talk them through with Lucy.

Learning issues to discuss in session: I am unsure of the types of outcomes that I want to produce I feel like I want to produce a magazine but only so that I have a promotional tool to show off at the degree show and to future employees although a magazine is not the best outcome for this type of project.

Feedback from session: Any promotional material can be produced beautifully so don’t focus on just producing a magazine as it isn’t the correct path to take. Drop the spaces thing as it has already been done, the environment and sustainability thing is a great vehicle to roll with now very timely and has great global and social impacts. You need to expand this trend research even more, look outside of fashion outside of culture, look at what people within the environment and sustainability sector are currently doing to change consumer behavior. Expand it think the impossible and think of technologies that don’t even exist yet.

Tasks for next session: Have a solid plan of your target market, and the brief that you have set yourself, make it timely and appropriate for a fashion communication and promotion design project. Look at other briefs from D&AD and other student briefs what trends are they seeing and setting briefs to? Produce a rough copy of project proposal to go through with Lucy the following morning. Write out my aims and objectives to give me a concept and big creative idea to work to.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Lucy Norris) Signed (Sinead Gibbons)

School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 07/03/2013 Name : Sinead Gibbons

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Presentation based around your idea and the back ground context, why now and what you feel your final outcomes may be. Presentation should last for 5 minutes with 5 minutes feedback and questions. Bring any issues and problems that you are currently facing to ask fellow students for feedback on how you could overcome these. TAKE: List of questions about the report writing that I am struggling with, ideas about Big Idea outcome as it is still unclear Learning issues to discuss in session: I am unsure of whether my outcomes can just be the branding and the whole concept or whether I have to have another format such as a promotional magazine or promotional materials. Are the learning outcomes for this second stage the same as they were for the last one? Does this report have to have any theoretical backdrop or not? How much research needs to be done for this second stage project in comparison to the first stage project?

Feedback from session: Great concept and the idea is very clear Donâ&#x20AC;&#x2122;t get the Big Idea and the Big Creative Idea confused Research more into experiential dining concepts; get in touch with Alexa Perin from the experiential eating society. Could be quite a scientific concept but you have great background research and current ideas and things currently happening within the market. I need to research more into the market, get industry professionalâ&#x20AC;&#x2122;s feedback on my ideas and Concept and any ideas that they have for my big idea creative outcome. Start emailing people within the industry and also within the restaurant industry to see if they can share any tips of hints about where to go next. Tasks for next session: Solidify your primary research Start your time plan and try and keep to this as it will be essential to your project staying on track Respond to the feedback from Sarah and from other students about your concept and how you could research into this. Figure out what your project is not because then this will help drive you forward and determine what it is and what you should include as a result. What is your big idea? What is your message? Get these clear first before start writing as it will help you in the direction of the correct research. Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Sarah Lewington) Signed (Sinead Gibbons)

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 11/03/2013 Name : Sinead Gibbons

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Bring with you your critical path and time plan for this stage two project that you have produced Bring any issues or concerns that you have already If you feel confused about any work that you are currently doing or research then bring it to the session

Learning issues to discuss in session: I do my critical path on a wall chart can I just take a photograph of this and include it within my report when printing it? Can we do the tutorial sheets in a digital format and you can sign them afterwards How do we lay out this report is it different to the previous first stage report? NEED TO: Go away and research more into my concept and the markets in order to start writing the market section Feedback from session: For the introduction it should start quite broadly, stating issues within the market then feeding down like an upside down triangle (see notes) It is ok if you have a wall chart for your time management and critical path to just photograph that and then place it in within the report, as long as it is clear- itâ&#x20AC;&#x2122;s just another method of producing your critical path- try and overlay it with how you actually got on with your work- and what you planned to do, so that the tutor can see the contrast between the two and your time management skills. Report layout was explained but it is different for every project but it was clear what is needed from the session Tutorial record sheets can just be included and then Sarah will sign them afterwards once she goes through the report when marking it. Tasks for next session: Do introduction and chapter plans and send over to Sarah over the Easter holidays and then in the first tutorial back they will be looked over and read by each other to get a general sense of how each of us can improve them. Try over Easter to do all of primary and secondary research so that when get back from the Easter break you can start fully writing and get the content and final creative outcome content sorted. Start thinking more about visuals and about outcomes as these will have a great impact on what you are currently writing about and the way the report will flow.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Sarah Lewington) Signed (Sinead Gibbons)

School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 14/05/2013 Name : Sinead Gibbons

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Bring with you any issues that you have been having since Sarah has been away or any issues that were brought up when discussing outcomes with Tim. Bring any visuals that you would like feedback on as this is one of your last chances. Introduction to discuss with Sarah, as I isn’t like a triangle yet, and bits need to be cut out and also added but un sure of which bits to do this with. Questions for Sarah about annotation of imagery and design work, does this come within the word count?

Learning issues to discuss in session: Worried about being over the word count due to lots of annotations and quotes that I have backing up my design process and style. My report doesn’t really flow because I introduce my concept first and then go onto the introduction and then onto the market research and then back to the concept, is it ok to do this?

Feedback from session: Make your conclusion bring your report full circle, it needs to sum up your aims and objectives and then how the design solution that you have produced will enable you to do this. When printing think about the back cover of your report as it is always nice to have something on the back, also the presentation and packaging of your work should be an extension of your report and Universal Works portfolio- how can this have a holistic design? With the perceptual maps they have to be relevant to your project don’t just shove a perceptual map in there showing me all of the kinds of yoghurt within the industry they have to be relevant and you have to be able to draw conclusions from these, if not they are pointless. Tasks for next session: Bring with you layout designs for group project brief If you have any issues at all just contact Sarah- any last minute niggles then email her don’t panic! Any issues that you are having with printing Any issues that you are having with the group project brief to do with writing style or layout design

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Sarah Lewington) Signed (Sinead Gibbons)

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School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 12/04/2013 Name : Sinead Gibbons

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Printed out copies of your introduction and chapter plans to discuss in groups and with Sarah. Any issues that you are currently having with the project and any questions about the structure of the report. Any visuals that you may have started producing you can bring to the session but otherwise book in with Matt for a visual communication session.

Learning issues to discuss in session: My introduction seems quite informative and doesnâ&#x20AC;&#x2122;t have much theoretical backdrop is this an issue? Should I talk more about the trends and consumer behavior within this or should I just refer to that in the creative big idea sections? Started to produce visuals but struggling with the style I am looking for, I want it to be quite minimal, scientific and informative but not too preachy.

Feedback from session: At the end of your project go back and re-do the introduction as it will then make sense to you if you need theoretical background and information within it, just include the things you need to regarding trends, current consumer behaviors and market insights. The best thing to do for visuals is to experiment, create mood boards and continuously ask for feedback on these ideas and concepts that you have produced from target consumers, industry professionals and also other students these will give you insightful visual inspiration. Go through your introduction and make the necessary changes and take into account the feedback from Sarah and also the other students. Tasks for next session: Produce interim presentation- should be approximately 5 minutes long and cover what you have done already including research and what you have found, briefly go through any creative outcomes or design that you have produced. Within the presentation also include any findings and consequential impacts on your outcomes that you feel will need to be included. The interim presentation is an opportunity for you to state where you are up to with your current idea and any problems that you currently have to gain feedback from the rest of your group. Although informal presentations will be marked against the learning outcomes for the final hand in and you will receive feedback on these in the following tutorial session with Sarah. Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Sarah Lewington) Signed (Sinead Gibbons)

School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 18/04/2013 Name : Sinead Gibbons

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Interim Presentation ready to present in allotted time slots with feedback opportunity bring any ideas for other students within your group about their individual projects and how things could impact on their design processes or final creative outcomes. Any problems or issues that you are currently having with your project, report or creative outcomes, as it is an opportunity for tutor and student feedback on these.

Learning issues to discuss in session: Still have issues and confused between the big idea and the big creative idea, as I have numerous big creative ideas but these will come under my future recommendations and future plans for A Mindful. Currently struggling with logo design as I need my branding to be consistent throughout the whole design and want it to be informative but not too preachy. Having difficulty defining the pulling points of the restaurant as it is an educative platform, have been looking into consumer engagement methods and interaction and I am thinking about producing something along these lines to do with gamification through an smart phone application to be used as an innovative connection to the restaurant. Still unsure of how much marketing research needs to go within the report and big idea, it is just some theoretical backdrop about the idea backing up the creative techniques that we have decided to implement and use within our strategies? Feedback from session: Infographic is a very strong visual tool to get across the entire background context to the issues currently happening within the planet, could this be used as a placemat within your restaurant? The restaurant needs to be an experience within itself as a pulling point, if the messages are subliminal then it gives the consumer more reasons to come to your restaurant when learning about what they can do to make a change. Big Creative Ideas need solidifying as it isnâ&#x20AC;&#x2122;t currently very clear about what you want to implement, menu design? Branding? You need to have a strong communication strategy for the restaurant and know exactly what it is; its core values and the promotional materials will follow. The marketing research although minimal should back up your communication strategy and the reasons why you have designed your branding in this way. Keep ontop of your time management timetable as it will be clear at the end of the project if you have stuck to what you have set yourself. Tasks for next session: Think about defining your brand values and brand message, then everything else such as the communication and promotion strategy will follow. Bring any issues to your individual feedback tutorial with Sarah about the project or writing up the report that you are struggling with. Try to define your big idea and your creative big idea for this. Read through student feedback forms from your interim presentation, analyze these and think about how these could have impact on your project or strategies. Organize with Sarah an individual time slot for in depth feedback about the interim presentation and how you could have improved. Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Sarah Lewington) Signed (Sinead Gibbons)

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 22/04/2013 Name : Sinead Gibbons

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Any issues that have derived over the week and from the interim presentation. Any problems with visuals or layout that are currently occurring or that you are struggling with. Bring any ideas with you for the Big Idea and the Big Creative Idea as these were not effectively communicated within the interim presentation last week. Any other work that you have produced since the interim presentation to show Sarah and to speak through with her about what you have done. Your plan of what is next to do, where you are up to on your time management timetable and how you are keeping on track with this. Learning issues to discuss in session: Have produced a few mock ups of what the experience could be and looking to get some feedback on that from Sarah and what she thinks of the ideas that I have thought of since the last presentation. Worried about where I need to be and what I need to do within this project to achieve the grade I need to get, could go through the learning outcomes again to understand this? Worried about my overall communication and promotion strategy but I know that it will fall into place once I get stuck into the visual side of the work.

Feedback from session: Sarah went through the learning outcomes one by one and explained what to do to achieve a high grade banding within each section of the outcomes. Presentation was very good, with the Infographic be careful that it can explain itself without having to look at it in too much detail as you could fall into David McC trap. Presentation was very good, but there needs to be a big over-arching idea to the restaurant concept and the experience. It needs to feel like one whole communication and promotion message. Donâ&#x20AC;&#x2122;t use capitals like on the whole presentation throughout the report as it is very unpleasant to read. Solidify your creative outcomes and how consumers can interact with these; think about consumer profiles and why these creative outcomes are suitable for that consumer. Tasks for next session: Produce visuals and report layouts for Tim as having next tutorial session with him as Sarah is in India. Think of any visual or design aesthetic approach that Tim could have impact on and the questions based around your idea that he could assist you with. Solidify the big idea and the big creative idea as these will then help you with the writing of your report and the way to structure it. Take into consideration things happening outside of your area and what is currently happening within other markets.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Sarah Lewington) Signed (Sinead Gibbons)

School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 07/05/2013 Name : Sinead Gibbons

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Visuals and report layout to go through with Tim, any thoughts, ideas or concepts that you are thinking may have relevance to your idea. Produce visual concepts and mood boards as a back drop to your idea and creative thinking; these will be relevant in producing any visuals and communication strategies relevant to your brand message and campaigns. Bring with you any arising issues that you are struggling with, for your report layout, communication strategy or trend backdrop. Any questions based around your idea that Tim could give insight into or could help you with.

Learning issues to discuss in session: Produced some visuals but struggling with the visual content as I want the visuals to do the talking, so I need them to be informative but not too preachy. I was considering going down the scientific aesthetic but I donâ&#x20AC;&#x2122;t want it to have a very medicinal design aesthetic, just want some insight into this. Would like an insight on how Tim feels that quotes should be used within the report layout and structure, and the ratio of theoretical background research compared to implementation writing. Would like an insight into communication and promotional strategies that have been successful in targeting the same consumer as A Mindful.

Feedback from session: The concept that you have produced is very strong and a great concept, you need to strip back to the core values of the restaurant and then the design and communication and promotional strategies for this will follow on from that, and will therefore be a true representation of the brand. The visuals that you have produced so far are excellent for achieving the brand message, the illustrations are quite informative but the drawing is squiggly enough and illustrated enough to keep the charm of the piece of work. Visually it is the core of your brand it displays A Mindful. Look into graphics annuals because it might be the case that you would have to write about who could commission the design for this restaurant. Tasks for next session: You need to clearly communicate the brand message into everything that you do, so doing things differently that doesnâ&#x20AC;&#x2122;t make that much of an impact to you but does make an impact to the planet. Think about the design of your report and how the message of your brand can be clearly communication through this and the report can be a clear representation of the restaurant and branding. Include quotes within the process of the design. Use the design of this report as a metaphor for the big creative idea and big idea. Taking your vision and applying it to everything. Make the experience of reading the report a true representation of the brand that has been created. Produce more visuals for the next day as there is a workshop with Tim and Matt about creative outcomes, write out a brand DNA and core values and the design will flow from that. Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tim Rundle) Signed (Sinead Gibbons)

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ETHICAL CONSENT

Nottingham Trent University School of Art and Design

CONSENT FORM Project Title: A Mindful

Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form

I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research

I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights

I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project

I agree to take part in this project

JAMES PILKINGTON ___________________ Name of respondent

21/04/2013 __________ Date

__________________ Signature

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Nottingham Trent University School of Art and Design

Ethical Clearance Checklist for individual student projects To be completed by the student for an individual project that involves the collection of primary data this includes images, d rawings, photographs, questionnaires and interviews. Please complete this document following the guidance in the School of Art and Design Ethical Guidelines and Framework for Research and Practice Undertaken by Students.

Section A: About the research Name: Programme of Study: Module Title and Reference Number:

Sinead Gibbons Fashion Communication & Promotion FASH30002

Name of module leader/supervisor responsible for the management of the project Duration of project Project title

Sarah Lewington 4 Months A Mindful

Section B: Training and experience Have you had previous experience of or been trained in the methods employed to collect data, and/or discussed with your supervisor? Have you been informed, given guidance, had issues outlined in relation to research ethics and consideration in relation to your project?

yes

yes yes yes yes yes

no no no no no

n/a n/a n/a n/a n/a

yes yes

no no

n/a n/a

Section C: Methodology/Practice/Procedures Does your proposed study involve procedures which are likely to cause physical, psychological, social or emotional distress to participants or yourself? Does your proposed study involve the use of hazardous materials, other than those currently covered by the School Health and Safety procedures?

Section D: Ethical checklist Does your project involve observing/questioning/the use of people in any way? Yes Please complete the remainder of the form No Go straight to Compliance with ethical principles and Declaration Does your study involve vulnerable participants as described in the Student Ethical Toolkit? Does your study involve observation and/or recording of identifiable participants without their knowledge? Will participants give informed consent freely and be fully informed of the study and of the use of any data collected? Will participants be informed of their right to withdraw from the study? Will all information on participants be treated as confidential and not identifiable unless agreed otherwise in advance and subject to legal requirements? Will any recordings of participants be securely kept and not released for use by third parties? Will storage data comply with the Data Protection Act 1998?

If you have selected an answer shaded in grey, you must submit a full application to the Subject REC or modify the project. A full submission to the Subject PREC comprises of: this form, a project proposal, an additional statement of up to 500 words outlining the ethical issues rais ed by the project and the proposed approach to deal with these.

Compliance with Ethical Principles

If you have completed the checklist to the best of your knowledge without selecting an answer shaded in grey, the research is deemed to conform with the ethical checkpoints and you do not need to seek formal approval from the Subject PREC. Please sign the declaration below, and lodge the completed checklist with your supervisor.

Declaration

I have read the Ethical Guidelines and Framework for Research and Practice Undertaken by Students. I confirm that the above named investigation complies with published codes of conduct, ethical principles and guidelines of professional bodies associated with the research discipline. Name of student: ……………………………………………………………………………… Signature of student ………………………………………………………………………………. Signature of supervisor/module leader ……………………………………………..…………………………..………. Date ……………………………………………………………….. Form reviewed October 2011, final copy 14.10.11

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DON’T CHANGE. SWITCH.

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