THE EXPERIENCE ECONOMY VISHANKA GANDHI
EXPERIENCE ECONOMY DESIGN DISSERTATION BALWANT SHETH SCHOOL OF ARCHITECTURE 2013
“An unforgettable consumer experience’’, is the current core economic philosophy of all sectors that directly deal with consumers. This refers to an Economic model where the idea is to choreograph and sell an engaging ‘experience of buying’, that goes beyond the monotony of walking into a store, picking up the product and leaving. The Consumer Experience is created using simple elements like playing music in the background, perfuming the air or simply investing in a new interactive product display, making the act of buying highly experiential. Here the consumers interact with the product by first interacting with the surrounding space, thus referring to the spatial implication of the Economic model. The design dissertation is a Research Project on documenting and analysing how the economic model of ‘selling an experience’ has grown from a model that was simply about ‘selling the product’, and simultaneously exploring the spatial model and the design model that comes out of it. The economic model of profitability is a model that creates a Product-Consumer dynamism that will ultimately lead to greater profits. It is a model that closely deals with the question, ‘What is the consumer paying for?’. The design dissertaion is a study aimed at understanding this existing phenomenon in its totality. It is a journey involving nodes like Economic Timeline, Economic Ideas, the Translating Elements, Architectural Typologies, the resultant Typical Spatial Structures and the eventual Design model. ‘‘Today companies are staging experiences that sell, beyond goods and services’’. The study results into a spatial model that is the stage for the economic model. Using the spatial model as a design tool, the study terminates with a small excercise in applying the inferences to the current scenario of Experience Economy.
DIGITAL DISPALY WEB ERGONOMICS
PRODUCT ENHANCING PRODUCT ENHANCING COMFORT GIVING
RADIO TECHNOLOGY
PRODUCT ENHANCING
UNDER-GROUND MODE
PRODUCT ENHANCING
SCALE GROUND MODE
PRODUCT ENHANCING PRODUCT ENHANCING
AIR MODE
PRODUCT ENHANCING
WATER MODE
LARGE SCALE POSTERS / ADS LOUDSPEAKER ANNOUNCEMENT
PRODUCT ENHANCING PRODUCT ENHANCING
EXCHANGE & REFUNDS
PRODUCT ENHANCING
EVENTS SHOPPING CART AISLE-STACK LAYOUT
SENSE TRIGGERING COMFORT GIVING PRODUCT ENHANCING
PARKING SELF-SERVICE
COMFORT GIVING PRODUCT ENHANCING
OUTLET CHAIN
PRODUCT ENHANCING SENSE TRIGGERING
TREATED LIGHTING DRESS CODE
COMFORT GIVING
ESCLATORS
SENSE TRIGGERING
OPTIONS
COMFORT GIVING
EXCLUSIVE PERSONAL ATTENTION
COMFORT GIVING COMFORT GIVING
WINDOW DISPLAY LEVELS
PRODUCT ENHANCING PRODUCT ENHANCING
FORM
SENSE TRIGGERING
ZONING: private, common DRIVE THROUGH MASS SEATING
COMFORT GIVING COMFORT GIVING PRODUCT ENHANCING
RECORDED MUSIC ASSEMBLY LINE FAST FOOD
COMFORT GIVING PRODUCT ENHANCING PRODUCT ENHANCING
THEME DESIGNED INTERIOR
SENSE TRIGGERING COMFORT GIVING
BATHROOM INSTANT COOKING
COMFORT GIVING PRODUCT ENHANCING COMFORT GIVING
BEVERAGES SERVICE COUNTER
PRODUCT ENHANCING
READY TO EAT FOOD
PRODUCT ENHANCING
TEMPORARY PORTABLE NIGHT SERVICE
PRODUCT ENHANCING
PRODUCT ENHANCING COMFORT GIVING
NATURE
SENSE TRIGGERING
HOME FOOD ALCOHOL
PRODUCT ENHANCING PRODUCT ENHANCING
FIXED PRICE LIVE MUSIC INDOOR SEATING LIVE PERFORMANCE
PRODUCT ENHANCING SENSE TRIGGERING COMFORT GIVING SENSE TRIGGERING
2020
1970
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1910
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1500
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GAMES COFFEE
SENSE TRIGGERING PRODUCT ENHANCING
2010
COMFORT GIVING
2000
COMFORT GIVING COMFORT GIVING PRODUCT ENHANCING
AXIAL CIRCULATION OPTIONS NATURAL LIGHT SECONDARY PROGRAMS ZONING COUNTERS COVERED
1980
COMFORT GIVING COMFORT GIVING COMFORT GIVING
1990
PRODUCT ENHANCING
COFFEE HOUSE
PRODUCT ENHANCING COMFORT GIVING SENSE TRIGGERING
BEER GARDEN
PRODUCT ENHANCING SENSE TRIGGERING
FOOD KIOSK
PRODUCT ENHANCING COMFORT GIVING
DINER
PRODUCT ENHANCING COMFORT GIVING
DINER RESTAURANTS
PRODUCT ENHANCING COMFORT GIVING SENSE TRIGGERING
FAST FOOD RESTAURANTS
PRODUCT ENHANCING COMFORT GIVING
FOOD COURT
PRODUCT ENHANCING COMFORT GIVING
FAST FOOD DRIVE THROUGH
PRODUCT ENHANCING COMFORT GIVING
FINE DINING RESTAURANTS
PRODUCT ENHANCING COMFORT GIVING SENSE TRIGGERING
COFFEE HOUSE
BAZAAR / SOUK
PRODUCT ENHANCING COMFORT GIVING SENSE TRIGGERING PRODUCT ENHANCING COMFORT GIVING
ARCADE BAZAAR
PRODUCT ENHANCING COMFORT GIVING SENSE TRIGGERING
DEPARTMENTAL STORE
PRODUCT ENHANCING COMFORT GIVING
ARCADE GALLERY
PRODUCT ENHANCING COMFORT GIVING SENSE TRIGGERING
CHAIN STORES
PRODUCT ENHANCING COMFORT GIVING
SUPER MARKET
PRODUCT ENHANCING COMFORT GIVING
SHOPPING MALL
PRODUCT ENHANCING COMFORT GIVING
SHOPPING MALL
PRODUCT ENHANCING COMFORT GIVING SENSE TRIGGERING
WATER TAXI
PRODUCT ENHANCING
HOT AIR BALLOON
PRODUCT ENHANCING PRODUCT ENHANCING
RAILWAY
PRODUCT ENHANCING COMFORT GIVING SENSE TRIGGERING
OCEAN LINER SUBWAY RAILWAY LUXURY RAILWAY
PRODUCT ENHANCING PRODUCT ENHANCING COMFORT GIVING SENSE TRIGGERING
AIR PLANE
AIR PLANE
PHONE
PRODUCT ENHANCING PRODUCT ENHANCING COMFORT GIVING SENSE TRIGGERING PRODUCT ENHANCING
MULTIFUNCTIONAL PHONE SMART PHONE
PRODUCT ENHANCING COMFORT GIVING
PRODUCT ENHANCING COMFORT GIVING SENSE TRIGGERING
When seen along a common timeline, the Economic Model comes across as a three-dimensional system showing the links between economic ideas - translating elements - typologies. What makes it three-dimensional is that the rise of architectural typologies does not solely depend on translating elements, but often elements of different sectors and from acreoss different periods of the Economic Timeline, come together to create an Architectural Typlogy. This complex netwok forms the three-dimensional Economic system or what is called ‘The Matrix’. Consumers encounter the Translating Elements as they walk though the Architectural Typologies. This walk-through is a series of contextual elements put together such that as a whole, it forms the ‘typical Spatial Structure’ of that typology. The three-dimensional system matrix translates into a spatial model wherein the elements are put together to show the changing spatial structures of the typologies along the economic timeline highlighting the links between them. The arched enclosure first seen in the Grand Bazaar is an element that gets incorporated again in the Arcade typology, but in a modified manner. In the context of the Arcade, the arch is of a larger scale and is of glass, owing to the material advancement of the time. In both the bazaar and the archade, the arch is a tool to create an enclosure, making it an essential part of the spatial structure. Interestingly, it is also used in the experiential retil typology - the Mall. Here it gets implemented as an atrium, a breather in gigantic retail space. Thus the element no longer is a structural tool but a significant space maker nonetheless. The Economic Model highlights similar inconspicuous links and elements that have played a significant role in defining the spatial structure of the space we live in today.
THE DESIGN MODEL : INTERACTION AND ASSOCIATION The ecocnomic model is a model designed to generate profits. It is a model that controls the Product-Consumer dynamics. It is what gives the consumers the reason to spend. It is that system which marks the transition from selling products to selling a consciously choreographed experience. The model shows the translating elements that successfully convey the economic idea to the consumer. It also shows the Typologies that have evolved and their typical Spatial Structures. In the midst of it all, the Economic Model shows the changing Interaction between Products and Consumers. Product economy is characterized by the direct Interaction that consumers have with products, where we associate the products with a certain spatial structure. In todays context of Experience Economy, consumers interact with multiple sense engaging elements including the surrounding spatial structure. It is these elements that the consumer now associates the product with. Thus changing the core identity of the product. The design model really summarizes the journey from selling products to selling an experience. It is that model which really shows the changing relation between consumers and products and most importantly, the changing impression of the product in the minds of the consumers.
EDUCATION Bachelor of Architecture, NMIMS Balwant Sheth School of Architecture
PROFFESSIONAL SKILLS AutoCAD, Photoshop, Illustrator, InDesign, SketchUp
VISHANKA GANDHI +91-0-9702265300 vishanka14@gmail.com