Category Archives: Cases

Engineering smells of childhood memories

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I visited an interesting exhibition. It was held by the Naeum, a project group of eight people who study fragrance for empathy. Differently from others interested in developing fancy and welcoming odors, they try to create a wide variety of unique smells and then enjoy them with others. In this exhibition, they introduced a series of uniquely engineered smells that evoke specific childhood memories such as a handful wood, sense of sunshine, cut grass, decay, and painkiller, to name a few. I smelled all; some made me smile and others made me frown. However, these odors called upon my childhood memories vividly. In fact, Play Doh Cologne spray does same to many.

This exhibition was divided into multiple sections. In each section, a word or sentence was written on the wall and multiple white-colored ceramic bars were located underneath. These white bars gave off a specific odor which associates the meaning of the word. For instance, the white bars located under the “sense of sunshine” smelled like the detergents or newly washed clothes.

Among many sections, I enjoyed the “nervous” one the most. It rejuvenated my experience of the dental clinic through cross modal cues (picture). In this section, I sniffed its unique odors from the white bars, I looked at the green operating gown and shiny dental instruments, and I listened to the grinding sound from the speakers all together. I learned that carefully planned and well balanced multi-modal stimuli can make people time travel (see more info at the Crossmodal Research Laboratory).

Hands-on experience of 3D printing

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Probably, I am one of few marketing people in the world who buy and use a 3D printer. I paid about $1000 and bought a printer called Rappy 32 from Stellamove two months ago and have been printing miniature buildings, animals, and mobile phone cases for fun. I want to share what I have learned about 3D printers with designers and marketers, in particular, those who are interested in but have never used them.

First of all, playing with a 3D printer woke up my “creator instinct.” Previously, I was a consumer; I simply purchased and used the products someone else created for anonymous people. After having a countless consumption experiences in my life, I came to unconsciously calculate the cost and benefit of a specific purchase behavior or habitually compared between one option and another. However, when I printed something using the 3D printer, I had a fairly different type of experience; I chose what to create and then waited until it was done. While waiting, my mental calculator did not turn on but I was overwhelmed by (some kinds of) mother-specific emotions such as wish, excitement, warm caring, and disappointment. In my opinion, printing something using 3D printers is easier and more entertaining than other professional creating tasks such as drawing and cook because it simply requires me to plan what to print at first and then fully takes care of the remaining procedures.

Second, playing with a 3D printer taught me that saying is one thing, doing is another. Many people talked about 3D printers without having any hands-on experience. Some are excited about the bright future they unfold; they can decorate cakes or replace the knobs and hooks printed at home. Others are concerned about the gloomy future 3D printers bring; someone else will print out and carry weapons or generate fake coins. However, my experience taught me that the future is not around the corner regardless of whether it is bright or dark. There are literally hundreds of issues that need to be addressed for a 3D-printer to work properly. I myself often dissatisfied with the print quality. I might have developed my taste of finishing too high (e.g., iPhones or Lego bricks).

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OCT-Loft, Chinese design hub in Shenzhen

Shenzhen is known for manufacturing in China. However, it has a cool spot called OCT-Loft where designers and creative people with different backgrounds gather, chill out, and share their ideas. According to the Protocity.com,

Located in the Nanshan District, OCT-Loft is a project of significant scope and scale. Largely designed by Shenzhen-based architecture firm Urbanus, the project renovated 209.000 square metres of disused industrial warehouse space, modelled after similar developments in Yaletown, Vancouver’s loft district. The architects see the neighbourhood as an assemblage of divergent land uses and district users: middle-class residential units, a clustering of theme park entertainment, and vacant industrial space.

The renovation is a transformation of vacancy into an artistic and cultural node in Shenzhen’s urban fabric: the scope of OCT-Loft’s development yields most of its impact through the strategic programming of space rather than through architectural innovation. The site is primarily a creativity cluster: refurbished factories and warehouses now house hubs of fine art, graphic design, interior design, architecture, costume design, and marketing.

The architects and developers of OCT-Loft envision the project to be a part of a burgeoning trend of environmentally- and socially-conscious urban planning and architectural design. Critics seem to agree, characterising OCT-Loft as a typology for urban “recycling” that reformulates the abandoned industrial relics of Shenzhen’s first developments in the special economic zone in the 1980s into centres of cultural activity, capital accumulation, and compact living.

OCT-Loft attempts to bridge the gap between underutilised structures in the neighbourhood with the residential section of the neighbourhood, drawing an explicit connexion between the cultural-spatial transformation and comprehensive mixed-use development seen within contemporary culture-led development strategies.

 

While I visited OCT-Loft, I met several posters. Some posters announced design events such as Creative Product Design. In this event, architect, jewelry designers, and product designers were invited to give a talk and share their thoughts and ideas.

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Other posters announced to recruit designers with backgrounds of interior design, product design, and visual graphics. Interestingly, most of those posters said nationality, age, or gender do not matter. Compared to other Asian cities where the job market dramatically shrinks, Shenzhen provides more job opportunities to young creative workers.

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No skinny jeans, no skinny cans

DML_HK Fashion (1)Skinny means very thin or unusually slender. Although it is a highly popular word, marketers avoid it but label their “sassier” products differently because the word, skinny, reinforces the stereotypes of women and body images. Interestingly, some items go for skinnier whereas others do not.

 

Fashion items want to be skinnier. According to J. Crew Sells “Toothpick” Jeans, Because Skinny Jeans Just Weren’t Body-Negative Enough, ” J. Crew has sensed that a lot of women are pretty over the use of the word skinny to sell everything from highly unhealthy, chemical-filled cocktails to stretch denims or it’s just an err in advertising. This clothier found that skinny jeans are not skinny enough and chosen “toothpick” to label their slimmest line of jeans.

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This is not the case for the beverage items. Pepsi introduced a skinny can in 2011 at New York’s Fashion Week. According to the Diet Pepsi ‘skinny’ can stirs up big controversy, Jill Beraud, chief marketing officer for PepsiCo said in a statement, “Our slim, attractive new can is the perfect complement to today’s most stylish looks, and we’re excited to throw its coming-out party during the biggest celebration of innovative design in the world.” Unfortunately, it was blamed for offensiveness immediately. Within a few months, Pepsi launches new fatter skinny cans in aftermath of controversy. It fattened up its diet skinny can “with a redesign that aims, perhaps, to distance itself from a controversy that bubbled up earlier this year.”

 

Traditional building with a modern twist in Korea

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Toronto has many traditional buildings with a modern twist. The house previously used for Rotman Designworks studio was a good example. From the outside, it was a plain three-story house. However, it had interesting modern flavors inside: boards were installed on the white walls, desks and chairs ran on wheels, and newly installed toilette were clean.

I searched for compatible Korean examples for the past couple of years and finally found a right one. It is a small resort called Gurume (“into the clouds” in Korean). It opened July in 2014 at Andong, about 4 hours drive from Seoul. Kimchimari, a blogger, said

it consists of 7 different historical Korean homes with their ages ranging from 200-400 years old. Each home has been relocated from their original location to the resort as vacation villas for people to experience first hand how Korean scholars lived centuries ago.

I stayed a night at one of the historical Korean homes and enjoyed its traditional – and modern aspects. As for the traditional aspects, I enjoyed the rich scent surrounded by the wood materials, cool breeze naturally created through the middle space of the house, and the soothing sounds from the nature with the super-bright moon shine at night. As for the modern aspects, I loved everything about bathroom; a newly installed basin, a shower with high water pressure, and the Aesop shampoo. I found that although I want to travel in the past and enjoy tradition, I do not want to sacrifice the convenience the modern society provides. When marketers and designers aim to create a unique experience either by putting nostalgic flavor to the common products or by adding modern twist on the historically preserved concepts, they should focus on how modernity can eliminate inconvenience.

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Siwa, paper design by Naoto Fukasawa

People have their own favorite designers. My favorite “product” designer is Naoto Fukasawa. He is well known for the designer of the fan-shaped CD player by Muji. I love his minimalist design so much that I flew for his Tokyo studio, Plus Minus Zero, to consider buying a humidifier for the stimulus of my experimental studies. Interestingly, he once worked with Samsung to design its printer.

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Johnny @ Spoon & Tamago

 

Recently, I found his name on an unexpected place. I visited a small store called studio M nearby my house. It sells his paper (or seemingly half-paper-half-leather) products named SIWA. Soon I realized that his design philosophy seems to match low-tech products (e.g., pencil cases and hand bags) more successfully than electronic gadgets (e.g., CD players, humidifiers, and printers), differently from Dieter Rams. “Some” Minimalist design principles may work better for “some” materials or “some” products. 🙂

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Shopping experience at fashion store

Since fashion stores offer a wide range of clothing, they are often full of dust. I find many visitors leave stores because their eyes turn red. I recently found a fashion store with low dust level. Differently from other stores, it hung the whole clothing over the ground and maintained the floor clean. It was very comfortable for me to stay inside, I ended up buying a few jackets and, more importantly, I want to revisit this store. When the store is dust free, more visitors stay longer and they may spend more.

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Rooftop presentation of Seoul history

I attended an interesting event at the Art center Nabi in Seoul. At this event, Robert Fouser, Associate Professor of Korean Language Education at Seoul National University, introduced the history of Seoul with a series of his own black and white photos of Seoul. His Korean-speaking presentation impressed me deeply; his photos remind me of my own student life (e.g., highways and Soju bottles).

More importantly, I noticed from his presentation that he love Seoul and spend much time on discovering my home town, while I pay attention to my second home town, Toronto. Thanks to his presentation, I came to open my third eye and, academically speaking, be mindful to enjoy the present moments in this city. Making familiar things unfamiliar will be the biggest role that artistic events could do to us.

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I also learned that the Art center Nabi is worth visiting; it is located at the center of Seoul and had a 15 year history for supporting artists. The website says,

“Art Center Nabi aims to act as an intermediary that transforms the cultural desires into vital activities. Our goal is formed around the idea of humanizing technology that technology is fully integrated with human’s cultural life to open a new space for creative practices. This can be achieved only after the fruitful collaboration and understanding among science technology, humanities and arts. Thus, Art Center Nabi maintains the following three ideas; being a ‘critique’ of contemporary culture independent from technological benefits; possessing ‘creativity’ which opens people’s mind to regard a new perspective and enables a new form of expression; creating ‘community’ where these ideas are shared and the new world is dreamed of. Art Center Nabi is at the center of this new culture, where artistic sensibility is combined with the technological possibility to bring out the power of change and creativity.”

 

Apple logo-shaped fried rice

I ordered a fried rice after having BBQ at a local restaurant in Korea. Interestingly, She first shaped the fried rice like an apple and then placed a small fried cake on top to make it look like the Apple logo. (What if I am a fan of MicroSoft? :)) Strong brands such as Harley-Davidson and Nike seem to induce people to express their brand loyalty aggressively (e.g., tattoo). Soft brands such as Apple, however, seem to nudge their fans to express their brand loyalty more creatively or softly.

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