local anywhere
DESCRIPTION
Steps: • stratigically select locations • make connections with the local people and resources • embed products within services using existing infrastructure • repeat the process in other locations and achieve new outcomesTRANSCRIPT
Institute of Relevant StudiesAgata Jaworska - Giovanni Innella
June, 12th 2009
LOCAL ANY-WHEREEmbedding Points Of Sales within what exists.
Steps:• stratigicallyselectlocations• makeconnectionswiththelocalpeopleandresources• embedproductswithinservicesusingexistinginfrastructure
•repeattheprocessinotherlocationsandachievenewoutcomes
BECOMING LOCAL. DOES DROOG NEED A STORE TO HAVE LOCAL RETAIL PRESENCE?Drooghasaglobalpresence.Withinaniche,itisknownworldwide,ithasstoresinthreemajorcitiesandhasanonlinestorewithworldwidereach.EnteringnewlocalcontextscannotonlyexpandtheaudiencebutalsoenrichDroog’scontent.
Doingmorewithwhatexistscanbeastragegyforexpandingretailpresencewhileminimizinginvestmentandfixedcostssuchasrealestate,staffandtechnology. WeproposefournewPOSformats,whichcanintroduceDroogintodifferentcontexts,asalternativestothephysicalstoreandinadditiontotheonlinestore.
ThePOSproposalsmergedistributionwithexhibitionandpromotion,whichtosomeextentalreadyisDroog’sstrategy.
OurproposalsacknowledgeDroogasaproducerofconceptualexperiencesbyembeddingproductswithinservices.
DISTRIBUTION
LOCAL ANYWHERE
EXHIBITION
PROMOTION
PRODUCTS
SERVICES
EXPERIENCE
1. OPEN KITCHEN IS A DISTRIBUTED RESTAURANT CONCEPT THAT CAN EXIST IN ONEORMORECITIES.ITISOPERATEDBYSELECTLOCALS,BUTSYSTEMIZEDBYDROOG.Steps:• Selecthomeownersthatcancook,• SuperimposeDroogproductswithintheexistinginteriorsand makethemavailableforpurchase,• Createanonlineplatformforbookingbyhost,locationand menu,hostedbytheDroogwebsite,• Considersponsorshipofingredients.
OpenKitchenembedsPOSwithinordinaryhomes,whichbecomethebackdropofanauthenticrestaurantexperience.Ordinary(orextraordinary)locals,suchasaretiree,arenownedconnoisseurorastudentbecomechefsforguestsfromtownorvisitors.Guests,whetherbudgetbackpackers,globalexpats,orlocalsthemselves,canmakereservationsonlinebyselectingthehostoftheirchoice,organizedbylocation,specialtyandprice,andcanofferanonlineratingandreviewaftertheirmeal.Theinteriorsareaugmentedwithselect,andpossiblynewDroogproductswhicharemixedwithintheexistingdomesticcontext,andareavailableforsale.
2. HOTEL ANYWHERE IS A GLOBAL HOTEL CONCEPT THAT EXISTSWITHINESTABLISHEDHOTELS.
Steps:• Partnerwithvariousstrategicallylocatedbland hotels,• SuperimposeDroogproductswithintheexisting interiorsofoneormoreroomsandmakethem availableforpurchase,• Keeptheroomsopenforbrowsinguntilbooked forovernightstay,• Createanonlineplatformforbrowsingand bookingtherooms,hostedbytheDroogwebsite.
HotelAnywhereconsidersstandardhotelsasapossibleplatformforpromotingandsellingDroogproductsinvariouscities.Droogcanhaveoneroominvarioushotelsindifferentcities.LocaldesignersbelongingtoDroog’snetworkcanselecttheproductsandarrangethemintotheexistinginterior.OnecanbooktheroomdirectlyfromDroog’swebsiteandguestsofthehotelcanbuytheproductsdirectlyinsidethehotel.
http://www.droog.com/products/fur-niture/bronto-child-s-chair/
3. AUGMENTED STORE EXPANDS THE REACH OF DROOGSTORES,EXHIBITIONSAND EVENTS BY BRINGING THE EXPERIENCE INTO THE VIRTUAL REALM
AugmentedStoreisaseriesofwalk-throughvideosofDroogstoresandevents.Interactivelinksallowviewerstolinkdirectlytowebpageswherethespecificitemscanbepurchased.Thistechnologyissimple,freeandexistingwithintheYouTubeplatform.VideouploadedonYouTubecanbesearchedbyusersinterestedinDroog,buttheycanalsobe
embeddedwithinwebsites,blogs,andemailstargetingaspecificaudience.TheAugmentedStoreincreasesthepotentialcustomerbaseandthevolumeof(virtual)storevisitors.
Steps:• ShootavideoofaDroogstore orevent.• Addlinkstoproductpageson Droog’sonlinestoretothevideo.• UploaditonYouTube.• embeditonblogs,inemails,in Droognewslettersandonother sites.
4. INTANGIBLE STORE INCORPORATES REAL LIFE SHOPPINGGESTURESWHILEPRESENTING VIRTUAL PRODUCTS.Steps:• CreateinteractiveprojectionsofDroogproducts asiftheyweredisplayed.• Findvacantinexpensivespacesincitieswith relevantspecialevents.• Projectthemhorizontallyandverticallyonto tables,floorsandwallswithinthespace.• Createatransactionstationforpayment.
IntangiblestoreprojectsDroogproductsinfullscalewithinanemptyspace,creatinganexperienceofshoppingwithoutbearingthecostsandrisksassociatedwithshippingtheactualproducts.Visitorswouldtourthestoreandinteractwiththeproductsinanaturalisticway,draggingthedesiredpurchasesintoavirtualshoppingcart.Purchasetransactionswouldbemadeatacheckoutpointinthestore.Whiletheitemsinthestorebecomevirtual,thegesturesofshoppingremainfamiliar.
5. DOWNLOADABLE DESIGN ISANEWDISTRIBUTION FORMAT BASED ON CONTEMPORARY WAYSOFPRODUCING,CONSUMING AND SHARING.CONSUMERSPURCHASE INTANGIBLE DESIGNS,WHICHREQUIRE ACTIVE PARTICIPATION FOR THEIRCOMPLETION.Steps• Selectdesignerstodesignproductsthatcanbemadeusing flatpanelsandCNC/laser/water-jetcuttingtechnology.• Createadesignwebsitewherepeoplecanpurchaseand downloadthefilesoftheproducts.• Makepartnershipswithstrategicallylocated manufacturersaroundtheworld.
Inthe90’stheconceptofflatpackarosetominimizetransportcosts.Contemporaryflatpackisafilethatonecandownloadanywhereandproduceondemandatthelocalmanufacturerusingreadilyavailableflatpanels.DownloadDesignisaconceptfordistributionmergedwithlocalproduction,inspiredbythedownloadablemusicphenomena.UserscandownloadafilebyadesignerofchoicefromtheDroogwebsiteandgototherecommendedmanufacturerintheirregion.Officialdownloadsarefollowedupwithaphysicalmarkofauthenticitythatismailedtothecustomer’shometocompletetheobject.
INSTITUTE OF RELEVANT STUDIES IS A DESIGN PRACTICE FOCUSEDONDOINGMOREWITHWHATEXISTS.MINIMIZINGADDITIONALINFRASTRUCTUREANDFIXEDCOSTS,THEIoRS RE-ADAPTS EXISTING RESOURCES AND SYSTEMS OF EXCHANGE TO CREATE AND DISSEMINATE PHYSICAL AND DIGITALGOODS,SERVICESANDEXPERIENCES.IoRS SEES BUSINESSMODELSASAFORMOFDESIGNANDEXPRESSION.
GIOVANNIINNELLAANDAGATAJAWORSKA GRADUATED FROM IMMASTERSOFTHEDESIGNACADEMYEINDHOVEN.THEYCOLLABORATEWITHCOMPANIESANDINSTITUTIONSSUCHASINTERACTIONDESIGNLAB,DROOG,NABAANDDESIGNACADEMYEINDHOVENAMONGSTOTHERS.THEIRPROJECTSHAVEBEENEXHIBITEDATMOMANEWYORK,NAIMAASTRICHTANDFUORISALONEINMILAN.
0906_local_anywhere©AgataJaworskaandGiovanniInnella,2009