MEAT THE FUTURE PROTEIN PRODUCING KITCHEN DEVICE
STEPHANIE KNÖDLER APD 2012
Stephanie Knรถdler Umeรฅ Institute of Design Advanced Product Design strategic design spring 2012 stephanie.knoedler@gmx.de
in cooperation with
CONTENT 02 03 04 05 06 07 08 09 10 11 12 13 14 15
BRAND ANALYSIS WHIRLPOOL PROBLEMS IN VITRO MEAT VEGGIE MEAT PERSONA IDEATION TIMEPLAN CONCEPT DESIGN 2D FORM RENDERING OVERVIEW MODEL SOURCES
WHIRLPOOL BRAND ANALYSIS
Whirlpool’s product offerings don’t have one design language across the product categories. They seem to interprete the brand indentity in different ways, according to the context of each individual product. There seems to be two main directions in their design: Whirlpool project: Brand research KITCHEN APPLIANCES: Sharp geometry Maculine Robust Authority pathos BATH APPLIANCES AND CONCEPTS: Rounded geometry Feminine Sensitive Friendly pathos
inspiring feminine Intuitive pure leading edge Whirlpool in it´s own definition
WHIRLPOOL BRAND ANALYSIS
Whirlpool tries to simplify and familiarize their products to relieve stress. Stress coming from a lack of knowledge (about cooking or washing clothes properly) and from a lack of time to get that knowledge. The familiarization happens through neutralization of threats - in simplicity and minimalism in the design. Also consistency through the use of heritage and known materials helps the relieve the stress. The heritage is seen in concepts reviving traditional ways of eating and cooking. The choice of materials in high-end products reminds of professional cooking applicances, giving the product trustworthyness. There is a discrepancy between Whirlpools promise and delivery. Concepts are trend oriented, while manufactured designs are anonymous, timeless and defined by their product category. Concepts that are marketed as being eco-friendly have a degree of ‘greenwash’ in them. Admittedly, concepts can be more experimental in their appearance than market products, which makes it okay for them to have more of a greenwashed appearance. Concepts are to be seen as an image of the company vision. Whirlpool uses pathos (emotional), but could we add some ethos (trustfulness) or logos (facts)? Is ethos and logos needed in the Scandinavian market?
Affinity bias. Whirlpool uses the image of a Goddess to create a magical atmosphere around their products.
Use the meaning of the goddess: tangible, “magic� interaction, don’t use the actual woman. Use the heritage and traditions of scandinavia - the stove where you take out the circles. n their marketing Whirlpool uses an emotional approach to attract customers; to familiarize the customer with their products and get them from a state of anxiety to their comfort zone. To achieve this, they use several familiarization techniques. Affinity bias. Whirlpool uses a Goddess embodied as a beautiful women, to create an affinity bias. She supports the theme of the 6th Sense, that Whirlpool integrates in many of their products. She is a personalization of a trustful and intuitive interface. Consistency and commitment. In many of their concepts, Whirlpool uses local heritage to familiarize the brand with the customers. A good examples is the concept Fireplace. Also the choice of materials like brushed steel reminds the Neutralization of threats. A general tendency in all Whirlpools products is simplicity & minimalism. It makes the products more appraochable by being easy to understand and - hopefully - use. Cognitive dissonance. Through concepts like Greenkitchen and Freshconnect Whirlpool greenwashes their products. They communicate sustainability as being a bigger part of their products than it is in reality.
WHIRLPOOL BRAND ANALYSIS
visual expression map
high tech
Decoding the Whirlpool design language by having a look on their freezers
premium
basic
low tech
feminine
intuitive
pure
inspiring
leading edge
recessed between doors
Electrolux
recess on side
Whirlpool
movable grip
Siemens
curved handles
Bosch
recessed between doors.
WHIRLPOOL BRAND ANALYSIS
island details logo
main function standing out with colour &
integrated display
materials
small functions standing out
delicate frame
6th sense logo
integrated display
main function standing out with colour & materials
delicate frame
proportions
overall
island
designing a common core for the Whirlpool freezers
WHIRLPOOL BRAND ANALYSIS
not geometrical
CONCEPT DESIGN “ Whirlpool’s Fireplace Concept is a visionary cooking experience that combines the tradition of gathering around the fire with modern technology. The solution consists of two elements: a multifunctional cooking table and an air treatment and lighting hood. The story is built on the concept of cooking with light, where different frequencies of light are used to either create a warm atmosphere or to cook different types of food. The central basin is filled with light pins for cooking and the intelligent table surface interacts with accessories to keep food and drinks hot or cold. The intuitive interface with gestural controls adds sensorial experience.” iF product design award 2012
slightly bended surfaces
glass wood plastic, ceramic
PROBLEMS MEAT CONSUMPTION
Nowadays we don´t really know where the food comes from. We don´t know how it was produced, we don´t know how much kilometers it was traveling untill it reached our kitchen and we don´t know how much resurces was have been used for producing it. The fact that humans eat more and more, makes the farmer also producing more and more. On the other side every day there are huge mountains of food just thrown away, becuase nowbody will eats it. 2011 there was the epidemie EHEC in Germany and nobody know where the bacteries came from the first scientist told the people that it came from Spanish vegetables and suddenly novbody wanted to buy them. Millions of tons have to be thrown away and at the end the spanish vegetables wasn´t infected at all. People van be scared easily and they trust immediately the media because they don´t know anything at all about the journey of their food arround the globe.
Do we know what we eat?
PROBLEMS MEAT CONSUMPTION
The meat consumption is growing in the next years and therefore more meat has to be produced. That the animals grow faster they receive medication which we will eat as well in the end. We can´t see if the meat in the supermarket was produced with animal welfare rules or not and we can´t see if the animal received medication or not. Another bad thing which ends up in the meat are the stress hormons which the animal set free during the slaughter process. We eat that hormons as well scientist found out that this also has a bad effect on our body. Some people could sleep worse because of that. Fact is, that the mass production of meat will rise the amount of bad meat in the supermarket. “Roughly 80 percent of the antibiotics sold in this country are given to animals, which has increased the number of antibiotic-resistant diseases as well as the presence of arsenic in the soil and our food.” [0]
Do you know ... ...if it had a nice life on the grazing land ? ...how have been the slaughter conditions ? ...how much hormons are in this steak ? ...how much medication is in it ? the answer is NO
about
20 billion farm animals living on earth
the number will
increase
PROBLEMS MEAT CONSUMPTION
pigs have the same intelligence like
3 year old children.
TECHNOLOGIE IN VITRO MEAT
Food of the Future? Vladimir Mironov, a biologist at the Medical University of South Carolina, is among a handful of scientists culturing meat from animal tissue. His work involves turning formless, textureless patches of the stuff into mass-produced form — like meat sheets, or what one might affectionately call “shmeat [1].” “I personally believe that this is the inescapable future,” he says. But standing between Mironov and shmeat right now are production models, production facilities, venture capital — and consumer demand.
“Technology, I think, is doable, and if you have reasonable investment it can be done. But ... you can't create a product which nobody wants to buy or is too expensive to buy. So the right timing ... is everything,” he says.
“There is something inherently creepy about [growing meat in labs,” Specter tells Terry Gross.
“But there is something more inherently creepy about the way we deal with the animals that we eat. ... They live a horrible life, and they often die quite cruelly.” So the idea of being able to eliminate some of that is extremely exciting for a lot of people. “I talked to one scientist and I mentioned this as ‘synthetic meat,’ and she got annoyed,” he says. “She said, ‘This isn’t synthetic. It’s organic. It’s meat. It’s two meat cells growing to become more meat cells.’ And depending on what your definition of any sort of life is, this is as fundamental as any animal is.” [5]
TECHNOLOGIE HOW IT WORKS IN VITRO MEAT
muscle cells are taken out of the animal which you like your meat from.
placed
the muscle cells are in an hygiene environment, where they can be activated.
liquid
nutricious is filled in and will give the meat it´s taste.
electricity
with the muscle cells are working out and they start to grow.
the piece of meat will
start
to grow continiously.
after a while the meat has reached its size you want. Now the liquid can be removed and the meat
can be prepared for dinner.
you can cut of a little piece of meat after generating it and use that piece for
regenerating new meat
TECHNOLOGIE IN VITRO MEAT
So far, the largest group of meat cells that scientists have been able to grow is only about 2.5 centimeters long and 0.7 centimeters wide, though some scientists are predicting that we could have lab-grown sausage in as little as six months the first in vitro burger could cost nearly half a million dollars. Muscles require stimulation and exercise or they will atrophy and die. Scientists currently use electrical impulses to stimulate the muscle cells grown in the laboratory, but haven’t yet figured out how to do it on a mass-factory scale. “If you’re growing it in a factory, there’s a mass quantity of meat,” Specter says. “It’s difficult to see our way to zapping tons of electricity into muscle cells, because it will just be, if nothing else, extremely costly. So while that works in a lab and it works well, they are looking at other ways of doing it.” If the current rate of increase in meat consumption continues, the Food and Agriculture Organization of the United Nations predicts that it will double between 2000 and 2050. That’s a whole lot of meat. Fake meat could also help address a whole host of environmental concerns. We wouldn’t need to use as much land for agriculture (both for raising livestock and for growing their feed). We wouldn’t have to use all the water that meat production requires, or the pesticides, hormones, or other problematic additives so common in industrial agriculture. [3]
Indeed, a recent study from Oxford University and
the University of Amsterdam found that, when compared to regular beef, synthetic meat would:
- Use 45 percent less energy overall - Create 96 percent less greenhouse gas emis sions - Require 99 percent less land - Use 96 percent less water And we could reduce the threat of animal-to-human diseases, like bird flu, E. coli, and salmonella. It would also be possible to control things like the fat, cholesterol, or calorie content of a synthetic-meat product.
TECHNOLOGIE VEGGIE MEAT
“in October I visited a place in The Hague called The Vegetarian Butcher, where the “butcher” said to me, “We slaughter soy” — ha-ha. The plant-based products were actually pretty good — the chicken would have fooled me if I hadn’t known what it was — and I began to consider that it might be better to eat fake meat that harms no animals and causes less environmental damage than meat raised industrially.” Fred R. Conrad/The New York Times “The food world is not exempt from the laws of physics, so it stands to reason that the meat madness of recent years would eventually be met with an equal and opposite reaction on the veggie front. De Vegetarische Slager—literally, “the vegetarian butcher”—opened earlier this month in The Hague with a devotion to meatlessness that rivals the enthusiasm of any flesh fiend. The shop sets itself apart from the average health food store aisle with a diverse and novel range of products, like hemp and spelt pasta, Asian black rice and other gourmet carbs from Swedish artisan food company Renée Voltaire. But its real contribution to the veggie lifestyle is its line of lupin-based products. Lupin is a legume that was once popular food for the Romans and other inhabitants of the Mediterranean, and the owners of De Vegetarische Slager teamed up with a Dutch lupin farmer and a chef to give the little yellow beans another shot at the mainstream.
Lupin is transformed into a meaty-textured edible protein, which De Vegetarische Slager sells in char siu, teriyaki and a rotating cast of other flavors said to appeal to even the most devoted meat eaters. Once the place starts dealing in vegan offal, we’ll know the gourmet meatless movement has caught up. “[7]
“Why, in other words, use the poor chicken as a machine to produce meat when you can use a machine to produce “meat” that seems like chicken? “ [0] Fred R. Conrad/The New York Times
PERSONA 2030
> > > >
Name Age Social status Family
Peter 32 Married Wife Lea age 30 Children Lucca age 1
> > > > > >
City of residence Type of residence Occupation Hobbies Transportation Favorite brands
Stockholm appartment in the 5 floor chief in a normal restaurant Mountainbiking, molecularcooking subway and bike nitro, ktm
> Social environment
At work I am social. I talk a lot with my colleages and we are joking arround. I like it when some people are arround me. In my free time I spent a lot of time with my little family and I love to cook fancy and healthy meals for my wife. Sometimes when I have time I go mountainbiking with 2 of my best freinds. That helps me to forget the stressful daily routine as a chief.
> Personality
I see myself as a communicative person who tries to solve problems in the daily routine. I am adventorous and if there is something new on the market...doesn´t matter if it is in sports or in cooking I have to try it. At home I am more calm than at work it gives me the perfect balance. I like to have everything under control, but if something goes wrong I can also life with it. I am always pushing myself to the maximum.
meat
likes dislikes
production of it
> Goals in life
I have already a nice house, a beautiful wife and a beautiful daughter and I am successful in my job, but what keeps me going the most is my daughter. I want to be a good father and somethimes I have the feeling that I have too less time for here but luckily my wife is taking intensive care of here when i am not there. Therefore I have a lot of responsibility in what I am cooking for my family it is really hard to find food on the market which you know that it is not contaminated by dangerous materials.
> Fears
I am feared of that I am not a got father for my daughter and the thing that I can´t protect her from the environment scares me.
> Needs
I am a creative person therefore I alway try out new things not only in the kitchen. I love new inventions and I am looking in my freetimes for new stuff in the internet.
matetials
wife
Lea daughter
Lucca
PERSONA 2030
> > > >
Name Age Social status Family
Masha 28 Single french bulldog Eddie
> > > >
City of residence Type of residence Occupation Hobbies
Gothenburg appartment model skiing, jogging
> Transportation > Favorite brands
taxi Yves Saint Laurent, Lacoste
> Social environment
I have to travel a lot but when I am at home I am loving it to cook for my friends. I know them from the kindergarden on thats why we are standing so close to each other. And I like the fact that they don´t care about my look.
> Personality
I see myself as a creative person, tha´s why I like my job but there I am only the model and somebody else is the art director. I would love to do that job one day. When I was young I created my sedcard on my own and I had a lot of ideas for locations and clothes. I really need my friends and my dog without them I feel alone.
> Goals in life
One of my goals is to work as long as possible in my job. One day I want to walk a haute couture show in Paris. And mybe in some years I want to have a small family.
concerned
is about what she eats
> Fears
My body is my job so I am really scared of the oldering pprocess thats why I am looking so much after my body.
> Needs
I want to be together with my friends all the time. I really like when we are together.
friends
dog colours
Eddie
IDEATION PROCESS
TIMEPLAN PROJECT
KW 14 2.-8.4
Research Analysis Concept generation Details Designfreeze CAD conversion Digital Rendering Modelbuilding Dokumentation Preparation presentation
KW 15 9.-15.4
KW 16 16.-22.4
KW 17 23.-29.4
KW 18 30.-6.5
Wednesday Half-way presentation
KW 19 7.-13.5
KW 20 14.-20.5
KW 21 21.-27.5
KW 22 28.-3.6
Monday Concept presentation
KW 23 4.6-8.6
Friday Final presentation
CONCEPT LUPIN FARMING
concept two
concept one
meat lab fridge and stove
lupin cultivation
meat transformer
+ real meat + fridge and stove in one + fully controlled - needs time - needs energy - futuristic
+ own control about production + create new meals + independent - fake meat - needs care - needs time
fridge and stove in one
connection to the animal
meat lab
CONCEPT LUPIN FARMING
max. 4 days
to grow 250 g steak
in 2023
today
If you want to eat more meat, than you have to grow more meat and you have to consume more energy.
If you want to eat more meat than you have to buy more meat and you have to spend more ressources on earth.
you have a connection to the amount of energy you spend in your own house.
you don´t have a connection to the huge amount of ressources which have been spent.
result
result
- awareness - shrink down the meat conumption
- increase of meat consumption
vs.
getting rid of
Frankenstein
image
allows people to explore
open form source
share creativity
Trustness in product
3D food
creativity one week for 1 people other week for 3 people management of growing
flexibility
hygienic
easy to use/ clean
anticipation
time
individuality
meat gets more valueable create own food look impress friends
where herbs at
outside
on wall
inside
integrated in plattform
where can the device be placed ?
CONCEPT LUPIN FARMING
wealthy people eat less meat in germany than unwealthy people.
what´s the shape of in vitro meat ?
Moodboard SHAPES
DESIGN SKETCHES
familarisation with the barbecue scene
BARBEQUE THEME
barbeque look- a- like
DESIGN SKETCHES
familarisation with the offering in a butcher store
BUTCHER STORE
SUPPORT STRUCTURE DISPLAY
DESIGN SKETCHES
HOW IT WORKS 1
muscel cell is placed on the surface, mold is placed over it.
2
the process starts by activating via display. the fibres goes with the muscel cell to the top of the mold.
3
the liquid comes in and the electricity makes the muscelcell grow.
4
when one layer is finished some fibres move downwards to make new room to grow.
5
layer by layer is growing in the mold.
6
untill it is finished the liquid goes automatically back in the storage underneath.
DESIGN SKETCHES
EXCLUSIVE SERVING
familarisation with the serving in a high class restaurant
place for interactive display
2D
FORM DEVELOPMENT
2D
FORM DEVELOPMENT
variations of shape with a chopping board
RENDERING IDEATION
the chopping board can also be made of ceramic in terms of hygiene
OVERVIEW IDEATION
SKETCH / 3D IDEATION
“It looks like Whirlpool�
Guiseppe Molinari Senior Marketing Manager Whirlpool interactive ring decide taste weight, growing time and structure
flexible hybrid structure
meat grows in mold
preparation area, precious liquid goes back into device
positive feedback from Matthias Tingstrรถm Senior design Leader Whirlpool and Guiseppe Molinari Senior Marketing Manager Whirlpool
you can decide any shape for the meat, you just need the fitting mold for it
after every protein production the device is cleaning itself by its own.
SOURCES DOCUMENTATION
page 4-5 pictures from whirlpool press release page6-7 pictures from whirlpool press release page 8-9 pictures from whirlpool page 10-11 pictures from whirlpool page 12-13 pictures from http://www.pressinformation.be/detail.asp?id=836&ctid=1&i=47 page 14-15 pictures from http://mhstatic.de/fm/1/thumbnails/iS_Burger_Hormon_462.jpg.2661347.jpg http://www.postswitch.de/wissenswertes/pharmakonzerne-beginnen-damit-medikamente-mit-mikrochips-zu-versehen.htm/ attachment/spritze http://www.zentrum-der-gesundheit.de/osteoporose-medikament.html http://www.cicero.de/salon/%C3%B6kologische-ern%C3%A4hrung-halb-soviel-schnitzel/46591 page 16-21 [1] http://www.npr.org/templates/story/story.php?storyId=90235492 NEWS May 20, 2008 [2] @FortuneMagazine - Last updated January 10 2012: 5:43 AM ET [3] http://motherjones.com/blue-marble/2011/09/shmeat-synthetic-vitro-meat Shmeat: It’s What’s for Dinner Wed Sep. 7, 2011 3:00 AM PDT [4] @FortuneMagazine - Last updated January 10 2012: 5:43 AM ET [5] http://www.npr.org/2011/05/18/136402034/burgers-from-a-lab-the-world-of-in-vitro-meat npr May 18, 2011 [6] http://www.nytimes.com/2012/03/11/opinion/sunday/finally-fake-chicken-worth-eating.html?_r=3 [7] http://www.theurbangrocer.com/2010/11/02/de-vegetarische-slager/ [2] @FortuneMagazine - Last updated January 10 2012: 5:43 AM ET page 17 http://www.badische-zeitung.de/schwarzwald-baar-kreis/riesensauerei-buergerinitiative-kaempft-gegen-schweinemast--49135596.html page 18 http://www.look.com.ua/pic/201108/1366x768/look.com.ua-13247.jpg http://photos.hhoffman.co.uk/img/v2/p442235474-2.jpg http://www.soylent-network.com/doku/bilder28/IMG500_7049_RGB.jpg page 19 http://blogs.taz.de/hausmeisterblog/files/2009/06/0000361.jpg
page 19 pictures http://www.reuters.com/article/2011/11/11/us-science-meat-f-idUSTRE7AA30020111111 http://1.bp.blogspot.com/-ytmdXgU8j7Y/Tr7z1JgLelI/AAAAAAAANbA/CZ7x1Y3Wz2g/s1600/invitromeat.jpg page 21 http://s1.reutersmedia.net/resources/r/?m=02&d=20111111&t=2&i=530859198&w=&fh=&fw=&ll=460&pl=300&r=BTRE7AA1A3F00 http://1.bp.blogspot.com/-ytmdXgU8j7Y/Tr7z1JgLelI/AAAAAAAANbA/CZ7x1Y3Wz2g/s1600/invitromeat.jpg page 26 http://thenewgay.net/wp-content/uploads/2010/05/chef_michael_voltaggio_plating.jpg http://images.tastespotting.com/uploads/thumbnail/217183.jpg page27 http://d20sfnglhw75f3.cloudfront.net/images/content_module_image_upload/63593/frau-ansprechen-laecheln.jpg http://3.bp.blogspot.com/-2yL_KZJW-zM/T6vCC-3usZI/AAAAAAAAALo/kVH1zJyN2s8/s1600/ concrete%2520glossy%2520cement.jpeg http://www.connox.de/m/100031/154716/media/Carl-Mertens/You/You-Salzmuehle-frei.jpg http://www.ella-home.de/images/produkte/10853000-10853000.jpg http://farm3.staticflickr.com/2090/2274517772_38311b7f12.jpg http://cdn4.connox.de/m/100030/100754/media/eva-solo/Knoblauchpresse/EVASolo-Knoblauchpresse2.jpg http://3.bp.blogspot.com/_UqUwVPikChs/THPwP95-ZPI/AAAAAAAAOsU/uRV8EgUD3Zw/s1600/Gucci-Mens-Rimless-ShieldSunglasses-Price-Philippines.jpg http://radshop.jgora.pl/images/aphex.jpg http://www.livingtools.de/images/product_images/popup_images/royal-vkb-geschirrabtropfmatte-9876-1.jpg http://media.mhlmagazine.com/gallery_uploads/photos/cache/Lazy-Linda-4_display.jpg page29 http://view.stern.de/de/picture/1765254/Hund-Franzoesische-Bulldogge-my-love-Schwarz-Animal-510.jpg http://www.umbrellaworld.co.uk/images/products/senz-mini---Side-view-yellow-haze-umbrella.jpg http://www.homedosh.com/wp-content/uploads/catcher-juicer1.jpg http://highheelsdaily.com/wp-content/uploads/2011/01/kasia-wedge.jpg http://www.connox.de/m/100031/153444/media/Novoform/IQ-Light/IQlight-125-50cm-frei.jpg http://www.metrofurniture.co.uk/blog/wp-content/uploads/2012/01/eames-dining-arm-chair-black.jpg http://www.artvoll.de/images/product_images/popup_images/8571_0.jpg page 41 http://cdn3.connox.de/m/100030/115368/media/joseph-joseph/BreadBin/Bread-Bin-White_original.jpg http://www.livingtools.de/images/product_images/info_images/eva_solo_henkelplatte_auflauff_9036_0.jpg http://www.evasolo.com/images/productzoom/118382_w600_h600.jpg http://www.design-3000.de/out/pictures/generated/product/1/600_600_85/tischgrill_white_1.jpg