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ANNA ADRIANI SOETARSO
BBA, STRATEGIC DESIGN & MANAGEMENT FALL 2012 PARSONS THE NEW SCHOOL FOR DESIGN
"I see design as not only its aesthetics, but how it can improve people's everyday lives to be better." - Anna Adriani Soetarso
She was born and raised in Jakarta, Indonesia and has lived in Gaborone, Botswana. Passionately pursuing her dreams while studying Strategic Design & Management at Parsons The New School for Design. She is particularly interested in brand strategy and consulting and hopes to pursue her career in the creative industry. She loves traveling around the world, an avid animal lover and brings her camera everywhere she goes. On her free time she enjoys running on the Hudson River Park and horse back riding where she has competed at a national level.
Credits to Chelsea Scarlata October, 2012. 2.
S
M
I
HEALING
E
LEARNING
F F
6
N 5
CHANEL PARIS
EAU DE PARFUM
this
NE
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NEVE
R LAND RESTA
L’OREAL
URA
NT
side
up
SHOPSHOP SHOPSHOP SHOPSHOP SHOPSHOP SHOPSHOP SHOPSHOP SHOPSHOP
THE
4.
SMILE: HEALING & LEARNING SPRING 2011
SMILE: HEALING & LEARNING Spring 2011
Concept & designed by Anna A. Soetarso
S
M HEALING
I LEARNING
E
OVERVIEW The project was originally inspired by my mother, a General Practitioner specializing in HIV/ AIDS. Months of research has gone into different medical care clinics in New York, looking for possible solutions to find an environment space where they could freely talk about their stories. My goal is to be able to implement the idea of Safe Mind In a Loving Environment (SMILE), a case management and education approach to HIV/AIDS patients in South East Asian countries, specifically in Indonesia. The reason to why implementing a clinic in Indonesia is due to stigma and society’s lack of knowledge about the virus.
6.
SMILE: HEALING & LEARNING SPRING 2011 3. 2.
1. source: Parker-Poper, T. “The Voices of AIDS and HIV”, November 6, 2008.
2.
1. 4.
6. 3. HALLWAY
CERAMIC DECORATION
RECEPTION
DESK
COFFEE
MACHINE
TO
I N T A K E/ M E D I C A L
ROOM
PLANT
TELEVISION
5. AREA
BAMBOO
INFORMATION DESK
SITTING
4.
RECEPTION & WAITING AREA
APICHA 400 Broadway
“The stigma was even more that I could imagine it would be, never knew people hated us so much. ” -Kali Lindsey, 28
RESEARCH 1. We were given a topic "Healing & Learning". The notes are my interpretations of the concept: a narrative between the physician and patient. 2. Irish Malig, a guest speaker who is a Project Manager at Memorial Sloan-Kettering helped me narrow down my focus.
source: Roger Yee, Healthcare Spaces. Visual Reference Publications Inc., New York (2002)
CREATING THE ENVIRONMENT 3. World map from World Health Organization showing an estimation of HIV prevalence among population aged 15-49 years in 2007. 4. On-site observation at APICHA. Huge space of the intake department, surrounded by plants and a television that educate clients about HIV/ AIDS.
5. Interview with 2 intake peers & assistant director of the support group. Great insights of the whole intake process. 6. "The Voices of AIDS and HIV", New York Times article entails stories about 8 people diagnosed with HIV and how they are battling with the disease.
1. Began brainstorming and sketching out on how do I create the ideal environment for patients. 2. Inspirations from a hospital garden in San Francisco, California and the Shirley Burnett Cancer Garden in Texarkana, Texas. Both used materials that are warm and inviting.
3. YouTube video by the President & CEO of Henry Ford Hospital in West Bloomfield, Michigan explaining how plants helps create an incredible environment for both employees and patients. As well as faster recovery and reduces stress. 4. Color spectrum inspiration for final prototype.
8.
SMILE: HEALING & LEARNING SPRING 2011
PERSONA A 27 year old man, who is single and a high school graduate. He was a drug user for 5 years, came from a lower class income family. He has a generation line case of HIV, his brother died because it. He now works at a freelance job, still lives with his mother.
FINAL PROTOTYPE On the other hand, his relationship with his father is not as well because according to him, he is an ignorant, selfish man. To make matters worse, his mother is currently ill and need to take medications. He and his sister tries to make ends meet, making it harder to go for consultations.
Our mission is to have a homelike, nature focused and holistic environment. This is done through the placement of bean bag chairs, chalkboard and a door to the garden. The roof could also be open when weather is permitted. I wanted to give the best environment a patient could have for the
treatment they are getting. The chalkboard are encouraging words from various patients and employees. Behind the bean bag chairs are shelves of books, therefore counselors could refer to specific information when explaining clinical terms. The door to the garden is the most essential
part of the room, it leads to the garden where patients could socialize. The imagery of the garden would also reduce stress, therefore patients will not feel cooped up inside the room and allows them to go outside when a session gets too intensified.
10.
EMOTIONS ON FOOD SPRING 2011
EMOTIONS ON FOOD Spring 2011
Designed by Anna A. Soetarso
F
OVERVIEW This infographic was my last project in the Design Curriculum during my studies at Parsons. We were first given a detailed survey findings of all students in the class. Questions range from marital status, ethnicity & origin to favorite food to hair type. Our challenge was to interpret the data given and tell a story based of the information. I decided to pick students’ favorite food and counted the calories. From this, I created an infographic called "Emotions On Food" where I recorded each of the student’s various reactions towards the food listed: joy, indifferent and expulsion.
12.
EMOTIONS ON FOOD SPRING 2011
SELF-PORTRAITS
ORIGINAL
ANGRY
SILLY
THINKING
CRYING
JOY
WORRIED
SURPRISE
I was inspired by Schiele’s large number of self-portraits he produced. Thus, I decided to draw a self-portrait and create a scale of emotions. At the end I chose 3 out of 8 emotions in accordance to how they feel about eating that certain type of food. For example, a student felt he or she is joyful when eating sugar and sweets.
source: MoMA Exhibit, 2011
INSPIRATION Egon Schiele, an Austrian painter was a major figurative painter of the early 20th century and a protégé of Gustav Klimt. Although his distinctive style was grotesque, erotic and disturbing, I was intrigued by his use of lines, watercolor drawings on brown paper.
F
LOGO In addition to creating an infographic, we were assigned to make a logo. I have incorporated the food icons into the logo to give a fun outlook.
14.
F
EMOTIONS ON FOOD According to the USDA, in 2000, Americans consumed an average 57 pounds more meat than they did annually in the 1950s. Year 2000
57 lb
Year 1950
FOOD (calories) Fruits
Meat
Grains
Milk
Milk
78 105
90
Nuts
163
304
220
185
122
Sugar & Sweets
Vegetables
585
40 70
joy
indifferent
expulsion
CHANEL INC. SPRING- SUMMER 2012
CHANEL INC. Spring- Summer 2012
Designed by Anna A. Soetarso
“Elegance is not the prerogative of those who have just escaped from adolescence, but of those who have already taken possession of their future.” -Coco Chanel
6
HISTORY N 5
CHANEL PARIS
EAU DE PARFUM
The world of CHANEL is first and foremost the living heritage of "Mademoiselle". She called herself a "little dressmaker", but what she created went far beyond dressmaking: a new vision of woman, feminine and liberated at the same time, daring and simple, infinitely modern. A legend in her own lifetime, she owed her success to talent and hard work, and above all to the persistence and tenacity with which she pursued her intuition and ambition. Each stage in her personal odyssey gives us an insight into what we now recognize as "l’esprit de Chanel".
18.
CHANEL INC. SPRING- SUMMER 2012
DESIGN
PRODUCTION
SAMPLING CH N 5
SERUM
CHANEL
AN E
L
PARIS
CHANEL
EAU DE PARFUM
CHANEL
Projects are assigned by the Internal Clients from different departments (colour marketing to training). Projects gets routed to designers, after several edits the design will need approvals from Vice President, Art Director, Copy Director.
Once all the designs have been approved, there are several steps I have to do: make a copy of the fresh print out and stamp "collect for output." This copy will be filed and the original design will be sent to production.
My supervisor always get samples whether it is a fragrance scent for a magazine, fashion invite, educational pad. It is my responsibility to archive these samples, label and put it into the database that I have created.
ROLE & RESPONSIBILITIES CHANEL’s Creative Services Department is an in-house agency that includes the vice president of print & web, the art director & designers, the copy director and copywriters, the production team and most importantly the project manager. They do various design projects from campaigns,
CLIENT LIST PHONEBOOK fashion invites, brochures, educational tools for beauty analysts at various department stores. I interned directly under the project manager, she is responsible for managing the different projects coming from internal clients to the designers, approved by all top executives to production. In
addition I attended various Creative Services team meetings when they launched a new product. Besides this, I managed to design and create the "Creative Sample Database" that will help designers find projects easier.
One of my very first project was to create the "internal client phone list". To make things quirky I designed little icons for each department including colour marketing, treatment marketing, fragrance marketing, market point of sales, advertising, sales & promotions, internet marketing,
fashion marketing, education and public relations. I worked directly with my supervisor, the project manager to gain feedback. This internal client phone list is still use within the Creative Services Department and was highly praised by the Vice President of Print & Web.
20.
CHANEL INC. SPRING- SUMMER 2012
CAREER MILESTONE awards 5
10
15
TIMELESS CC DR. BAG
20
25
30- 35
TIMELESS LAMBSKIN DAY/ EVENING HANDBAG WITH CHAIN
40- 50
TIMELESS CHANEL CAVIAR TOTE
CAREER MILESTONE AWARDS
CREATIVE SAMPLE DATABASE
This was one of the most rewarding employees that have stayed for project I had to. One of my a long period of time with the supervisor assigned me to redesign company starting from 5 to 50 the career milestone awards on years. their Inside Chanel website (only CLIP EARRINGS accessible to CHANEL employees). On the left is the final design I have proposed for the website. The career milestone awards is for
Images that are shown above are samples from 2006- 2010. My responsibility is to create a template design as well as archiving all of the creative projects/ samples during that period. It is important to archive these projects as designers will reference back to previous projects for guidelines
$400 AMERICAN EXPRESS GIFT CHEQUE
and inspirations. I divided the folders into colour (eye, lip, face); fragrance (women’s and men’s); treatment (by product franchise such as Le Blanc, Sublimage, Precision); fashion; education, etc. I have also created "Creative Sample Database" that will help find projects easier.
22.
THE ONLINE SHOPPER FALL 2010
THE ONLINE SHOPPER Fall 2010
Concept & designed by Anna A. Soetarso, Kelly Mullins
SHOPSHOP SHOPSHOP SHOPSHOP SHOPSHOP SHOPSHOP SHOPSHOP SHOPSHOP
OVERVIEW We have already seen the trend with everything from books to movies and music- the Internet has forever changed the way such commodities will be sold in our capitalist market. Apparel, however, has yet to undergo such drastic transformations. Although the majority of people today shop for clothing in traditional retail stores, there is a huge potential for the e-commerce market. Our research aims to grasp such potential in order to find ways to improve the online shopping experience and get people to trust the whole purchasing process.
24.
THE ONLINE SHOPPER FALL 2010
SALE!
TO PSH OP
FOREVER 21 ZARA
SALE!
high-end shopper (40+)
mainstream shopper (40+)
trendy shopper (<40)
the online shopper
male shopper (13- 40+)
WHAT IS MOST IMPORTANT TO SHOPPERS?
ETHNOGRAPHIC RESEARCH The high-end female shopper could be found in Bergdorf Goodman or other high-end department stores. Seats were available for customers to sit and relax, merchandise was laid out very well, according to season, sizes and color. It shows the sophisticatedness of the brand. The mainstream shopper shops at
where merchandise was organized in racks such as J.Crew. The trendy shopper usually does their shopping routines in Forever 21 with a friend. Shopping then becomes a social activity. Whereby the male shopper tend to look for more quality and extremely dependent on service. They take their time when
choosing clothes because they do not do it too often/
26.
THE ONLINE SHOPPER FALL 2010
80% of men UNDER 40 like to shop with a friend. Whereby 100% over 40 prefer to GO ALONE
“I tend to go to the store if I want to buy something more expensive. What if I don’t like it? It’s a lot of money.” -The Online Shopper
TO PSH OP
FOREVER 21 ZARA
53% 0%
57%
of women UNDER 40 prefer to go with someone
20% female (<40)
SALE!
22%
female (40+)
“Even though they show all of those pictures and silhouettes, you don’t really know how it looks on you.”
male (<40) female (40+) SALE!
While 33% of women OVER 40 prefer to go with someone
SURVEY & INTERVIEW FINDINGS Fit is the most important element to shoppers in comparison to cost, selection, convenience or service. Based on the graph pictured above, younger females significantly lead the way with adopting online shopping while older males have not tried it at all.
When asked is shopping done as a social activity or not, a trendy female shopper pointed out she prefer to go alone because she is not bothered and rushed, "I am a really slow shopper. I take forever, I need to look at everything."
SUGGESTIONS Seeing as the majority of people interviewed dislike shopping with others, service is at least of their concerns. It is not the lack of "social experience" for why people are not shopping online. It is because they still do not trust it. These are a few suggestions that could be taken into consideration:
1. Build on brand integrity: most people surveyed who shopped online go to established sites i.e. J.Crew. A user-friendly website with a clear brand aesthetic will make shoppers feel they are in a familiar environment.
2. Virtual fitting room: this is ideal for customer to "try on" clothes. A live webcam will superimpose a user, it has a motion detection to determine how and where to fit the clothing and takes pictures aftewards.
28.
NEVER NEVER LAND RESTAURANT FALL 2011
NEVER NEVER LAND RESTAURANT Fall 2011
Concept & designed by Anna A. Soetarso, Charltonette Wuisan, Kim Tas
OVERVIEW
NE
VER
NEVE
UR R LAND RESTA
AN
T
How do we create a kid-friendly restaurant in a bustling city like Manhattan? In a metropolitan city such as Manhattan, there is a need for a kid-friendly restaurant that does not divide parents and children apart. By recreating a youthful place customizing the environment to the meals, both children and parents can enjoy and have a great time.
30.
NEVER NEVER LAND RESTAURANT FALL 2011
Tasks and Milestones Chart & Diagram
Milestones & Schedule Diagram
Fish Bone Final Floor Plan
Schedule Chart Pirate & Mermaid Team Agreement Roles & Responsibilities
Work
Team Project Document
Floor Plan
Explore US
Menu & Names
Candyland
Begin Concept Development
Peter Pan
Inspirations list
Final Menu
Restaurant Themes
Milestones Calender
Topic Finalization
12 Final Theme Target Audience
Serendipity Mars 2112 Moomah Appleseeds
Name
IKEA Kids Zone Alice’s Tea Cup
The Fishbone Diagram shows a detailed process of our responsibiltes in reaching the completion of all tasks, over the 5 weeks course.
14
Menu & names
15
Meeting Finalize data Build Presentation Documentation
Chart & Diagram
Further Project Development
Menu Area & Design
Dylan’s Candy Bar
Share Work Evaluation Floorplan
Location Further Concept Development
Presentation
13 Meeting
Meeting
Inspirations list research
Disney Store
PROCESS
Persona
Watch Peter Pan
Moodboard Online Sharing Platform
Mission & Vission
Finalize name & concept
11
10
Project and Team Evaluation Rubric
As a team Anna Soetarso Charltonette Wuisan Kim Tas
INSPIRATION Upon creating our restaurant, we looked at various examples that exemplify the whimsical and fun aesthetics. This includes looking at the IKEA children section, Alice’s Tea Cup, Moomah Cafe, Dylan’s Candy Bar, Serendipity, to name a few.
We gathered all the information and create several moodboards of elements that we personally like about each place. From this on, we began to create the feel and ambience of our proposed restaurant.
32.
NEVER NEVER LAND RESTAURANT FALL 2011
PERSONAS Family of four Mother: Katherine, 31 yr Father: James, 34 yr Daughter: Haley, 2 yr Son: Liam, 4 yr This family moved to the Upper East Side a year ago when James got a new job in a financial firm
CONCEPT: Restaurant downtown. Katherine works part‐time at a consulting firm in Midtown. Katherine and James have been married for five years. They have Liam, 4 and Haley, 2. Liam loves anything that has to do with pirates and Haley has developed fairy obsession after seeing Tinkebell in Peter Pan.
Since James works full‐time and long hours 5 days a week, he cherishes the weekends he can spend with his family. Katherine enjoys eating out on the weekends after her hard work during the week. However, they have found a hard time finding a restaurant that they can enjoy with their kids.
Fulfilling the need for a restaurant that both parents and children can enjoy together in New York City, Never Never Land invites guests to explore the imaginative dining experience. With moderate pricing, Never Never Land serve only during dinner and targeted for children at the age of 6- 13 years.
Upon the entrance, guests crosses over a bridge to the pirate ship where they are be greeted by the maître d’. There are four sections in the restaurant: Magical Forest, Pirate Cove, Pixie Hallow and the Castle. Guests would be seated based on reservations or walk-in. However, the Castle is a special
section where a reservation is required months in advance. The Castle is a room where the whole family could enjoy and pretend to live and dine at a kingdom. The menu names is inspired by Peter Pan and friends. It comprises of appetizers, entrees and desserts that can be enjoyed by all ages.
34.
L’ORÉAL FALL 2011
L’ORÉAL Fall 2011
Analyzed by Anna A. Soetarso, Renee Hong, Sunny Huang, Thanais Telphon
L’ORÉAL OVERVIEW For more than a century L’Oréal has been pushing back the boundaries of science to invent beauty and meet the aspirations of millions of women and men. Its vocation is universal: beauty for all. With the opening up of the emerging markets, L’Oréal’s mission is broadening in response to the vast diversity of populations. In addition to analyzing current strategies, we have recommended several suggestions to this development and how can L’Oréal tap those markets successfully.
36.
L’ORÉAL FALL 2011
Eastern European
BARE NATURAL
L’OREAL BARE NATURAL
L’OREAL BARE NATURAL
L’OREAL BARE NATURAL
Latin American CURRENT STRATEGIES 1. Broadening customer base: will allow the company to concentrate on accessible innovation. The company is moving into the Latin American and Eastern European markets for deodorants and fragrances, which have been an outstanding success.
SWOT ANALYSIS 2. Increase expenses in Promotion: L’Oréal supports its sales growth by increasing expenses in promotions and advertising. "We plan to keep a high level of investment in P&A, undertaking an in depth analysis of our operations in this area to ensure every euro generate maximum growth," said Jean-Paul Agon, CEO.
Strengths: has strong brand image and awareness locally and internationally. A diverse range of products including make-up, perfume, hair and skin that caters to various ethnic groups. They have strong advertising campaigns using high profile celebrities.
Weaknesses & Threats: lnternal family disputes on heritage and company control. There are upcoming trends towards cosmetic surgery has increased with TV shows, etc. In contrast, the image of beauty is changing towards a more natural, makeup free look.
Opportunities: Market development in untapped countries such as the Middle East and Thailand. Technological advancement using social media and online website will create new markets and advertising medium opportunties. In addition to male growing interest in beauty.
38.
L’ORÉAL FALL 2011
GDP growth and per capita cosmetics consumption 200
MARKET DEVELOPMENT
Spain
MARKET PENETRATION
French
150
100
USA BRAZIL
50
South Korea RUSSIA
Thailand 0
INDIA
CHINA
1
10
100
source: L’Oréal 2010- AR Volume 2
SUGGESTIONS Use worldwide brands & distribution to expand to countries such as Thailand, Saudi Arabia: Advantages, includes an increase in untapped market share abroad and brand awareness. They can quickly expand distribution of stores and therefore become cheaper to sell to the growth markets thus creating
economies of scale. It can attract a larger amount of investors from new markets, for example Saudi Arabia shareholders. Disadvantages, includes high costs in market and government regulations as well as a high risk of failure in meeting the demands of new markets.
Use strong advertising to reach male markets: Advantages, includes no additional investment in R&D expenses needed as it is already within the target market. An increase male market share will help improve the image and brand awareness.
It will also help secure market share against substitutes as this industry has relatively high buyers bargaining power due to similar product offerings within the industry. Disadvantages, includes the risk of blurring the image of the company further by opening to new markets.
There are additional costs to heavy advertising in magazines and TV to increase social awareness about this new venture.
40.
THE TRAVELER Fall 2010
Photographed & interviewed by Anna A. Soetarso
THE
THE
DYLAN SADA Vocal artist, songwriter, photographer, part-time model and the Internet sensation. What more could you want? She goes by the name Dylan Sada. I have been following this amazing artist ever since high school and finally had the opportunity to sit down with her. We talked about her journey in becoming the next talk of the town. Born and bred in Jakarta, Indonesia, she now resides in Brooklyn, New York.
“Growing up in many places I learned that in the end all you can count on is yourself. Even if you still don’t know what you want in life, or what your purpose is (trust me a lot of people don’t). Just love everything you do and be grateful.”
LIFE Describe your style in 3 words
What current projects are you now working on?
Blazers, blazers and blazers. Me? adventurous,
"Narcism is passe or no", a self-expression video
spontaneous, impulsive.
project, it is all about loving yourself being who
Who is your role model?
you truly are in front of the camera, but in a
My mum, she had me when she was 19. It sounds
positive connotation. I just launched my very own
cliché but she really is my best friend, my sister
website which displayed my personal photography,
and my vocal teacher.
modelling work and my songs. Besides that, I am
What’s your guilty pleasure?
working as a personal assistant in an art gallery
(laughs) staying up super late and therefore waking
painting murals.
up super late.
What was your biggest, memorable project?
CAREER
Collaborating with Chino Maurice and Nick Littlemore from Empire of the Sun. It is still on
What made you decide to come to New York?
going where it involves various female artists around
I used to live here with my parents from the age
New York.
of 2 and left New York at 9. I decided to go back
How do you look for inspirations from time to time?
and do my own thing. Someone once said, "if you
I have an obsession with colors, it all started when
can survive New York then you can live anywhere in
I was little I found out that nebulas, galaxies, etc.
the world." I love New York, not as much as I love
They are so colorful and vibrant since then I’m
my own country but I love New York. What I love
hooked. Friends, see their pictures and get inspired.
about is the freedom to express yourself, to be
Just comes. I see, explore, walk around.
anonymous.
Published in NYLON Magazine, Indonesia September, 2012.
THE TRAVELER FALL 2010 What do you want to get out of from your project?
TRAVEL
Well I hope you get to travel there someday. Thank you
Would you consider yourself as a traveler? Moving
so much for your time. One last thing, if you could say
people see my art through my eyes.
from places to places?
a few words to the young community back in Indonesia
How does it feel like having numerous people looking
Kind of, I have only been to some places in Asia,
or New York, what would it be?
up to you?
a lot in the States. When I have conquered Europe
Growing up in many places I learned that in the
Flattering, yet confusing sometimes. I just don’t
and Africa then I can say I am a traveler.
end all you can count on is yourself. Put it like this,
get it sometimes. A good friend of mine recently
Where was your favorite destination?
if you’re climbing a ladder with friends, it doesn’t
said to me: “I wish you could see yourself the way
Hawaii, 1997.
matter if they reached the top before you, what
I see you.”
How long were you there?
matters is how far you’ve gotten. Baby steps, no
Did you always know what you wanted to do?
We traveled around the States for a month or so.
success or fortune comes overnight. If you have a
I never knew what I wanted to do. I just do it.
Who did you go with?
dream, never let anyone take it away from you. Even
Because my family owns a music school, I started
My choir group and family.
if you still don’t know what you want in life, or what
to sing since 3 years old and started to teach vocal
Why were you there?
your purpose is (trust me a lot of people don’t). Just
lessons at the age of 13. Other than that, I am very
We were on a music tour, it was Indonesia’s
love everything you do and be grateful.
spontaneous.
Independence day and we were invited to sing at
How often do you collaborate with other artists?
the Embassy.
Not that often, I should though. The design industry
What were the most memorable experience?
is all about fate and connections and hopefully will
It was my last trip with my grandfather, he was
land me a project.
the founder of Bina Vokalia music school. It
In your opinion, what are the makings of an artist?
brought such pride to Indonesia and myself as an
They have they are own sense of style, a vision.
Indonesian.
They can freely express themselves and they are not
Where is your dream destiantion? Why?
afraid to do so.
Tibet, Chile, Greece and Goa
What do you want to get out of from your project?
Tibet: landscape
How far I can challenge myself and to be able to let
Chile: best nights to see stars
people see my art through my eyes.
Greece: architecture, I first saw it in the SIsterhood
How does it feel like having numerous people looking
of Traveling Pants. So I guess that counts as my
up to you?
guilty pleasure as well (laughs)
How far I can challenge myself and to be able to let
Flattering, yet confusing sometimes. I just don’t get it sometimes. A good friend of mine recently said to me: “I wish you could see yourself the way I see you.”
46.
TOYOYO SPRING 2012
TOYOYO Spring 2012
Concept & designed by Anna A. Soetarso, Charltonette Wuisan, Gabriela Gonzalez, Morgan Butler, Yvonne Yeh
this
side
up
OVERVIEW In New York City, families struggle to find time to provide for their childrenâ&#x20AC;&#x2122;s need of toys that are appealing yet developmentally and age appropriate, which tend to be costly and take up valuable space in most tiny apartments here. Toyoyo provides the best online toy rental company among all toy vendors because we offer toys, carefully curated by child psychologists, that are delivered, installed, and picked up directly to your homes saving you time, space and money.
48.
TOYOYO SPRING 2012
CONTEXT Toyoyo service is distinct from other toy stores because we offer entertainment to customersâ&#x20AC;&#x2122; convenience at extremely affordable prices. Because Toyoyo service is rent-based, customers are relieved of the pressure of buying toys that only capture their childâ&#x20AC;&#x2122;s attention for a short period of time, as well as
an opportunity for customers to test out the products. We specialize in renting larger scale activity toys for events and offer a broad selection both indoor and outdoor toys that take up too much space otherwise. We not only rent out these toys, but we also offer delivery, pick-up, and installation.
50.
TOYOYO SPRING 2012
* information * organization Inventory Management MARKET RESEARCH & SELECTING TOYS
BUY INVENTORY
* selection * curation * information
Value Chain
Maintaining Platform: Web
* awareness * convenience * accessibility
1.
CURATING PRESENTATION OF TOYS ON WEBSITE
ADVERTISING & PROMOTION
* aesthetics * image
* awareness * image
* convenience * affordability
2.
Pick Up Toys
* convenience * quality
Installation
Purchase
* satisfaction * trust * reliability *quality
* convenience * quality * safety
Customer Service
Rent Toys
* space saving * customization
Delivery Of Toys * convenience * accessibility
OPERATIONAL This value chain display what our operational process would look like, from market research and curating toys to delivering and installing the toys as well as maintining the website. Our customer value added in each process includes convenience, accessibility, satisfaction and quality.
WEBSITE The customer also have the option to purchase the toy after the rental at a lesser price.
We use our website as our direct communication to customers, users can select the toys they want and added to their cart. We wanted our website to have a clean outlook, easy to navigate and straightforward. Users can pinpoint all the tabs explaining how it works. We also want to give it a playful
colorful and eye-catching design since we are targeting not only to parents but to children and teenagers. Our slogan and logo on the website, â&#x20AC;&#x153;Playtime made easyâ&#x20AC;? expresses the values we deliver of convenience for parents and entertainment and engagement for the children.
52.
HERMÈS: THE LIVING HOUSE FALL 2012
HERMÈS: THE LIVING HOUSE Fall 2012
In collaboration with Columbia MBA 2013 & Parsons The New School for Design. Concept & designed by Anna A. Soetarso, Jamie Swango, Marisa Glick, Margrethe Harboe, Michael York, Nattavadee Temkasem, Sarah Robinson, Silvana Perez Cunarro, Wei Ng
OVERVIEW I was selected as a Parsons representative along with 3 other students to collaborate with the Columbia Business School MBA 2013 students in a class called Luxury Design Strategy. Different groups were assigned with luxury clienteles, our group had the opportunity to work with the luxury house, Hermès. Hermès would like to further explore the digital platforms such as Tumblr or Pinterest and we will have determine which métiers are best communicated through these platforms.
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HERMÈS: THE LIVING HOUSE FALL 2012
SURVEY & INTERVIEW FINDINGS
FOCUS GROUP
We surveyed 104 people over 7 days in the Columbia and Parsons communities.
Hermès non-customer
40 minute interviews on perception of: - Technology - Luxury & Branding - Hermès
4 females Early 20s, college students 5 male 28-32, graduate students
Hermès customer 4 females 25-35, graduate students or young professionals
"Tec every hnology is d com ay life. I essentia mun icatio use my s l part in m n, ap mart y ph p platf s and so one for orms cial m ." edia
source: Hermès Paris
Hermès non-customer
the bout ore a d the m n r lea hin ip be ve to uld lo raftmansh nology!" "I wo c tech ry of histo oducts via pr
Hermès customer
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HERMÈS: THE LIVING HOUSE FALL 2012 WEBSITE
NEW PLATFORM
inviting
quality
whimsical
STORE
exclusive serious
organized
is up-to-date
intimidating
wide selection
fun artisan
service
luxury
beauty
excellence big fan of Birkin (aspire to have one)
PERCEPTION OF HERMÈS On our survey, we asked our respondents to give us 3 words to describe the Hermès Brand and website. Here are the words that described the Hermès brand: luxurious, classic, craftsmanship. Whereby the website were described differently: whimsical, fun, colorful.
frequent user of technology
appreciates heritage
considers in-store visit
TARGET USER: KELLY There is a disconnect in perception of Hermès between the website and store. Therefore, we made it our objective to marry the best of the 2 experiences and merge the Hermès perception into one.
Based on our research profiles and focus group findings, we came up with our target user for Hermès,"Kelly". We believe that Hermès has opportunity to expand its client base through brand awareness to people like Kelly, a 25-35 years old young professional who may be intimidated by the
physical boutique visit but really appreciate Hermès' high quality products. She is up-todate on news and current events. She appreciates quality and heritage and is a frequent user of technology – she can’t live without a smartphone or internet.
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HERMÈS: THE LIVING HOUSE FALL 2012 delight customer
encourage interaction
tell stories
”How can Hermès innovate by making technology the craftsmanship of the future?” brand awareness
intimidation factor
THE CHALLENGE As multi channel retailing, social media and technology integration are adapted by the luxury retail industry Hermès explores how they can innovate by making technology the craftsmanship of the future. As an iconic brand, rich in heritage, Hermès seeks to find a way to integrate technology into their
customer experience while preserving the core values of the brand. How can Hermès engage the customer before they even enter the store? Once inside the store, how can they tell the story behind their famous métiers in a welcoming and interactive way?
The brand explores "brand-relevant strategic content" brought to life in a way in keeping their heritage. These are the questions addressed by the CBS and Parsons team.
In creating our final concept, we have 3 objectives in mind. First and foremost, we want to delight our customers. Second, we want to encourage interactions between sales associates and clients both in-store and off-site. Third, we want to share the rich Hermès heritage through beautiful stories.
Through these, we will raise brand awareness and lower intimidation factor and create more interaction between the sales associate and customer entering the store.
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HERMĂ&#x2C6;S: THE LIVING HOUSE FALL 2012
POST-SITE
OUTSIDE
LIFE CYCLE
THE LIVING HOUSE
The idea of the concept is to create a long lasting relationship with customers and also potential clients. We want to engage our customer through the entire cycle, The Living House touches on activities related to both on and off-site, creating an allencompassing life-cycle.
PRE-SITE
INSIDE
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"How can peope be engaged even before entering the store?" Experience craftmanship OUTSIDE Hermès interactive store window display with frosted hand outline. Whereas normally, many people may just walk right by, these interactive handprints invites and grabs your attention! A passerby will stop to see. Once touch, the craftsman comes to life! We created a live and vivid video of the craftman working
on an Hermès product. Here, you see a lady who makes your Kelly bag comes alive, making the bag right in front of your eyes. Touch the next handprint and another craftsman in a different métier at work. Now that Hermès has caught a person's attention, she or he then enters the store.
"How can in-store design-solutions encourage interaction between salespeople and store visitors?"
INSIDE The Living House here is pictured in the basement level of Madison Boutique. The table sits perfectly in the middle of the spiral staircase and open structure allows the table to be seen from any floor within the boutique. The interactive table serves as an encyclopedia of Hermès 14 different métiers.
source: Hermès Paris
HERMÈS: THE LIVING HOUSE FALL 2012
1937
1937
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20 07
2005
CLIC-CLAC (1979) is the title of a simple but dynamic design by Julia Abadie, made up of blinkers and riding crops. These metallic chains, hasps and buckles hich are as important to horses’ harnesses as they are to ladies’ handbags. The charm of metal comes from its ambiguity: cold and red-hot, rigid and sinuous. Reproduced on silk, leather and metal embody the splendour of horsemanship admirably.
1968
Available upon request, ask our staff for additional assistance
20 03
19 79
2001
INSIDE 1. The table appears as a timeless timepiece when not in use, adding to the Hermès ambience inside the boutique.
2. Once touch, the table enters a transition phase and becomes an interactive encyclopedia.
3. There are 5 stations on the table to accommodate multiple guests. After the guest touches the Hermès logo, a wheel of métiers appears.
4. Guest can choose the métier of interest to explore such as silk, porcelain. leathergoods, etc.
5. For example, here the guest is exploring the silk métier and picks the year 1979.
6. Maximizes a slide.
7. Now more information and history about the silk pattern is displayed. There is two options: to go back to the timeline and discover more from each year or go back to the wheel of métier.
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AURASMA HERMÈS: THE LIVING HOUSE FALL 2012
AURASMA
INSIDE Through augmented reality, customers can interact with Hermes both inside the boutique and also outside. We specifically use an app called Aurasma which could be branded and personalized especially for Hermès. Inside the Hermès store, customers will glide an ipad over the case to view the content
in a controlled way. Each product can have a personalized story, animation, or historical reference revealing how it was made and who made it. It is like a "virtual festiva" that captures the spirit of the brand and involves human touch. It’s an avenue for new client engagements.
Essentially, there will be a rolling frame, like a museum gallery frame, that glides or rolls elegantly, over the glass surface. The iPad will be encased in an elegant way and will be locked in Kiosk mode. The ipad will be set at an optimum distance to ensure a seamless experience. This technique could be done
scarfs, blankets or rugs, etc. This brings craft to the retail store. Augmented reality can also be used outside the store through pattern tracking, making it accessible to everyone.
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"How can Hermès remain present in the minds of store visitors in a manner that echoes the existing practice of quality and craftmanship?"
HERMÈS: THE LIVING HOUSE FALL 2012
Deep
en u of th nderstan e bra nd ding
w for ne e u n e an av gagement e t a e r en C client
y nolog h c e t uce r Introdas a métie
Shap e throu a virtua augmgh the l festival ente use of d rea lity
THE LIVING HOUSE 74.