tomas ortiz ferrer philips design - hong kong may 26, 2011 embedded light – apr...

Tomas Ortiz FerrerPhilips Design - Hong KongMay 26, 2011

Embedded Light – APRIdeation/validation workshop

WIP

Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, May 26, 2011 2

Retail Lighting – Embedded lightPeople in the workshop

Mrs. Fang Yan Lu from C&A China – head of construction & store design deptMr. Simon Wong Kai Sing – head of design from Benoy (malls) ChinaMr. Jiaona Wang – designer from Benoy (malls) ChinaMr. Terry Waterhouse – fashion store designer from Reedgoods HK

Depauw, Filip Jan - Global Segm Markt Mgr R&HVinkenvleugel, Luc - R&D Program Manager (pilot) R&HKoot, Harro - Market Intelligence Manager R&H

Tomas ORTIZ FERRER- Creative lead for APR – Philips design LightingPatta ARKARESVIMUN - Sr. Art Director – Philips designDavid Gu – Sr designer – Philips design Lighting

Welcome all…


Retail Lighting – Embedded lightIntroduction

9.00 Overture Filip Jan

9.10 Introduction Tomas

9.30 Warm up exercise Groups

10.00 Future shops Patta ARKARESVIMUN

10.30 Coffee break Hotel

10.45 Shopping… and experience Tomas

11.00 Design exercise 1 Groups

12.00 Sharing results All

12.30 Lunch Hotel

14.00 About Technology Luc

14.30 Design exercise 2 Groups

15.30 Coffee Break Hotel

15.15 Sharing Groups

16.00 Conclusions Filip Jan & Tomas


Retail Lighting – Embedded lightIntroductions

Presentation by Tomas Ortiz Ferrer

Design role….


Retail Lighting – Embedded lightIntroductions

Presentation by IAN Philip

Fashion people light…


Retail Lighting – Embedded lighttopic for today

Embedded light = design freedom ?


Retail Lighting – Embedded lightEmbedded light, is design freedom?

Yes NoWhy?

Who will be beneficed


Retail Lighting – Embedded lightTrends

Presentation by Patta ARKARESVIMUN

Future of retail in APR


Retail Lighting – Embedded lightExperience

Presentation by Tomas Ortiz Ferrer

Shopping is and experience


Retail Lighting – Embedded lightExploration of embedded opportunities

Redefine embedded Light

Group exercise


Retail Lighting – Embedded lightWe should deliver benefits for….

To design better shopping experience we should deliver relevant benefits to:


Retail Lighting – Embedded lightMap of words

Seamless

FlexibleAdaptable

Temporal

Fast

Enclosed

Integrated

Embedded

MimeticNeutral

HiddenMultiple source

inherent

Introjected

structure

Merged

All in one

boxed

Closed in

Basined

encapsulated

bendable

All in onemodular

versatile

malleable

conformable

compatible

Modifiable

transient

ephemeraltransitory

embraced

Afix clipped

Screw able

progressive

sealed

Timeless

Mutant

Future prooffuture

spatial


Retail Lighting – Embedded lightRedefine embedded light

solution solution solution solution

benefits benefits benefits benefits


Retail Lighting – Embedded lightThinking the future with embedded light

Group exercise

Embedded light expe-rience in future retail.Where WhatHow


Retail Lighting – Embedded lightCreating relevant experiences for the future


Retail Lighting – Embedded lightSolutions for the future retail

Augmented embracing conversation considered private


Retail Lighting – Embedded lightBest propositions of the day

Embedded light =

?Define propositions, best benefits of the day.


Retail Lighting – Embedded lightWhat should PHILIPS give priority to…

Group exercise

SelectionSelect two and explain why.


Retail Lighting – Embedded lightApproach. Embedded light = design freedom?

1. Projects sharing from guest.

What is design freedom on APR projects: images and sentence.

2. Define the context of exploration by triggering design thinking.

TrendsPeoplePlaceSolutions (embedded?)

3. Shop experience presentation. Target audience + Minimum steps of shopping experience flow.Explain how it works.

4. Embedded light = design freedom?

Worming up discussion about how can embedded light add some design freedom to your projects.

5. Embedded light exploring boundaries.

Explore the boundaries of embedded light while thinking on the benefits this will give to our target audience.

Tip. Relevant = people, needs and benefits.Design triggers are just a guideline, you can use this or think more…. Total freedom.

6. Creating relevant experiences with embedded light

Think about relevant solutions with embedded light that will produce better experience.

Choose one shop, and propose solutions for each phase on the purchase experience.

7. Value hierarchy for embedded light.Recap with the team, creating the of main benefits of embedded light.

8. Creation of Strategic themes. Second day just reduced team.

9. Conceptualization, defining solutions for a 360 experience.+ execution Roadmap.

inspire explore validate translate execute

Insights exploration Direction setting 360 experience


Retail Lighting – Embedded lightApproach

General ApproachNeed > Benefit > Product

What are the risk of embedded light from the past exercises?Meaningless technology. Go to generic with benefits that can be done with any technology.Not being SMART. Go too ambiguous with generic benefits about retail shop experiences, highlight the brand. (if this appears needs to be explored in depth with real cases)Impersonal. Do not be sure the benefit belong to a targeted audience, they are real people.De-contextualized. Define a clear experience, place (space + use), people and time.

Inspire from needs/motivators thinkingVTA. Retail trend on the region, cluster of shop experience ideas (how people use the retail space)Best practices from guest and ideas.Validate embedded to the region. Here we can elaborate ideas that will induce embedding. Why yes to embedding, why not?

Trigger benefits & ValuesValues and benefit are related to people.Functional / emotional, product radiate Values / produce benefits

Design productsPhase one with the guest> understand the value associations, not use this as products.With a design team> make concrete translations of needs/motivators > benefits/values> Solutions.



Sink, implant

bury, deposit, dig in, drive in, enclose, fasten, fix,

hammer in, impact, infix, ingrain, inlay, insert, install,

lodge, pierce, plant, plunge, press, put into, ram in,

root, set, stick in, stuff in, thrust in, tuck in

Entrenched

deep-seated, encapsulated, enclosed, fixed,

impacted, ingrained, inserted, installed, nested,

planted, set in

fastenadhere, affix, anchor, attach, band, bar, batten,

belt, bind, bolt, bond, brace, button, catch, cement, chain, cleave, close, cohere, connect, couple, embed,

establish, fix, freeze to, girth, glue, grip, hitch, hitch on,

hold, hook, hook up, implant, infix, jam, knot, lace, leash, link, lock, lodge, make firm, moor, mortise, nail, rivet,

rope, screw, seal, set, settle, solder, stay put, stick, strengthen, string, tack on, tag, tie, tighten, truss, unite, wedge, weld



Functional triggers

Flexible shopSeasonal shopEventsLight wall vs. wall of light

Disassemble shopFast to install and de installOwner can customize

Interactive shopThe shops reacts to shoppers actionsLight adapts to the need.Iphone

Personal shopExperiment and buyExclusive

Augmented shopInternet, shop and pricesNetwork shop

Motivator triggersExclusive VIPSportyYouthGlamourBasicZen

Shopper triggersIndividual shopTrial shopMeeting shopReading shopPlay shopOpen shopAugmented shopCoffee shopCulture shopSuccess shop

Brand experience stores

Light triggersInside outsideBacklightSeamless applicationGlow light

tomas ortiz ferrer philips design - hong kong may 26, 2011 embedded light – apr...

Documents

design exercise

design freedom

tomas ortiz ferrershopping

tomas ortiz ferrerdesign

todayembedded light

benoy malls chinamr

jiaona wang designer

conclusions filip