Transcript n4-intrends-english

in
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1
in
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Nº4 / July 2007
in motion:
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“reviving the past”: a way of connecting with the consumer
“Our senior citizens”: what new services are being offered to
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“Consumer Experience”: the relevance of the sense of smell
them?
in the bazaar
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Designer food
Plaster fashion
New must-have accessories
‘Green’ values applied to various products
Curiosities & Innovations
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Chocolate: myriad possibilities
Technology: friend or foe?
Wine as a designer product
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Reviving the past: a way of
connecting with the
consumer
he past can be seen as a constant source of inspiration for art and the world of
design in general.
In fact, the Renaissance movement itself is a good example of reviving the past
with the aim of salvaging part of the philosophical and artistic heritage of a given
era – the classical world – in order to readapt it for the present.
In the present day, when we talk about reviving the past, visual associations of
designs that we have seen in different areas, and which make up the retro fashion
that exists today, can automatically appear in our mind:
Household appliances with a 50s look
Lamps with a Baroque air
Furniture with clear nods to Venetian
palaces, Versailles
Clothing and decoration inspired by the
20s, 50s, 60s, 70s, 80s…
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Reviving the past: a way of
connecting with the consumer
In short, in different fields of design, this revival of
the past is made more obvious through its
fundamentally visual aspect.
However, what this revival indicates at its heart goes
beyond mere aesthetics. But what might these other
motives be that lie behind the revival of the past?
What different motivations can we find?
Does it spring from nostalgia for a known, lost or
admired era?
Or does it arise with the aim of looking for greater
authenticity in certain items?
Or does it arise to counter a weariness of the search
for new and different things?
Below, we include some examples that could
respond to these motives.
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Reviving the past: a way of
connecting
a) NOSTALGIC REVIVAL OF THE PAST
The feeling of nostalgia becomes a powerful force driving the search for that
‘something’ that reminds us of something from our past.
However, for something to awaken the sense of nostalgia, there must be a previous
link (whether direct or indirect) with which we must make the connection: childhood
memories of a whole generation, memories of holidays, an old flame, etc.
Based on this nostalgia, we find numerous examples of updated successes, and in
different fields, like:
In the world of sports footwear…
25th anniversary of Reebok’s ‘Freestyle’ trainers
Born in 1982, this year they celebrate their 25th anniversary with the
launch of a special edition of the Reebok model which made
history.
http://www.rbk.com/us/freestyle/
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Reviving the past: a way of
connecting
Not only Reebok have reinvented their
classic trainers
Converse All-Star & Victoria… back in
fashion
- Now Converse allow
you to customise the
design
- These two brands offer new versions that
reinterpret the old ones
- In this revival, the brands enjoy new
values (fashion, authenticity, “pieces of
art”…) and those who wear them revive an
entire era through their iconic value from
the 70s and 80s
- A reinterpretation of
Jean Paul Gaultier
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Reviving the past: a way of
connecting
The world of decor …
• The world of décor, together with
fashion, is one of the areas with the
greatest capacity to pick up nostalgic
elements from the past.
• Many designs are inspired by or
reinterpret the nostalgic past of
childhood, of other countries etc.
• Specifically, the example we are going to use is the
German hotel, Ostel, which employs the décor of
the Communist era in all its rooms.
• As the “Metro” newspaper of Thurs 28th July 2007
put it: “Those nostalgic for the extinct GDR,
popularly called ‘hostalgics’ due to a play on words,
can enjoy a good value return to the past within the
walls of this hotel”
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Reviving the past: a way of
connecting
Connecting with the worlds of childhood and youth…
• Remembering
or
returning
to
one’s
childhood or youth: one of the nostalgic
moments with greatest intensity.
• It is for this reason that we can recently
observe the opening of shops in real fashion
centres, like Doctor Paper in Barcelona’s
Born, in which ‘childhood’ materials are
revived, such as cut-outs, piggy-banks and
old notebooks (and not at ‘old-fashioned’
prices).
• Finding this type of shop, aimed at an adult
target but with childhood contents from 30
or more years ago, helps one to be
transported to a nostalgic past that one
wishes to relive, at least for a few moments,
within one’s daily routine and obligations.
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Reviving the past: a way of
connecting
Connecting with the worlds of childhood and youth…
• We can also talk about television series such as “Cuéntame” [‘Tell me’] or even more
recent advertising campaigns like that of Coca-Cola, which try to connect with the
generation ‘X’ – fruit of the Spanish baby boom from the late 60s to early 80s, now
made up of ‘thirty-somethings’ (more than 15 million people – that is, a third of the
population).
• The campaign praises this generation,
and gives a nod to the shared past that
a wide-ranging and numerous target
can easily identify with.
• Through this campaign they are allowed,
in a legitimate and emotionally (more
than materially) charged way, to return
to a resurrected past.
• Therefore, it has the potential to
connect and bring awareness to a large
number of mature young people – with a
certain purchasing power – who may feel
flattered by this advert.
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Reviving the past: a way of
connecting
The motoring world…
• In the motoring world, we also see
several examples of nostalgic revival of
some classics.
• We’re not just talking about exhibitions
of old cars where we can remember
what a Seat 600 or a Renault 5 were
like…
• …We’re
talking
about
renovated
classics such as the Mini, the Beetle and
the Vespa
• It might be that the current users of
these new versions don’t feel the same
nostalgia as users of the originals, but
they are nevertheless in some way
complicit in this nod to the nostalgic
past that gives these vehicles a high
emotional value.
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Reviving the past: a way of
connecting
The cinematic world…
• Since its beginnings, cinema has filled our homes with thousands of
stories, characters and melodies that have accompanied us over the
years.
• Recently, thanks to remakes of old box office hits and new stories
involving characters already close to people’s hearts, we have been
able to reacquaint ourselves with our favourite characters.
• The list of remakes is long and they cover practically all genres.
They aren’t guaranteed box office success, but they do provide a
nostalgic re-acquaintance with those unforgettable stories and
characters.
• For example, with ET (1982) – Re-release (2002), new
generations could be moved by an incomparable
friendship.
•
With King Kong (1933) - (2005) we remember that love
knows no boundaries of size or shape in any of the
remakes already done.
• Some characters reach such a level of popularity that they make the
jump from big screen to small screen, as is the case with the Pink
Panther, who in 2006 shared new adventures with comedian Steve
Martin.
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Reviving the past: a way of
connecting
The cinematic world…
• Comic book characters are always an inexhaustible source of
possibilities. New adventures reacquaint us with the classic
heroes like Superman in Superman Returns (2006), or Batman
Begins (2004).
• Some superheroes are flesh and blood.
• In 2007 we were able to enjoy Rocky’s new battles in Rocky
Balboa.
• And to finish, what better example than Star Wars? Since its
premiere in 1977, this saga reaped great successes, later
reaffirmed by re-releases.
• In 1997, the original trilogy was re-released with re-mastered
scenes, and with improvements in the image and sound.
• And that isn’t all: another modern trilogy was added to the
original trilogy, but chronologically earlier: Episodes I, II and III.
In conclusion, the cinematographic industry also offers us the opportunity
to reacquaint ourselves with characters with whom we shared
adventures in the past, thus filling us with melancholy and making us
look back with a longing smile.
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Reviving the past: a way of
connecting
b) SEARCH FOR THE ‘AUTHENTICITY’ OF THE PAST
The revival of the past can also manifest itself as a search for that ‘lost
authenticity’.
Generally, this involves manufacturing processes, since what generally stands out
in this dimension of the revival of the past is the promotion of the link with the
artisan, the artistic – both considered more ‘authentic’.
Moleskin notebooks…
 An example of this search for the authentic is the revival of Moleskin
notebooks.
 These notebooks earn their ‘legendary’ and authentic values through being
associated with some of the most renowned artists and intellectuals, like
Van Gogh, Matisse, Hemingway, Bruce Chatwin and Luis Sepúlveda, who
have used them as travelling companions for making notes, reflections,
sketches, etc.
 Nowadays, they have been reproduced in different formats and sizes,
achieving a growing success in the international market, becoming a
‘symbol of the contemporary globetrotter’ (according to Altaïr), since
owning one of these notebooks encourages or compels its user to feel
tempted or obliged to develop their observational and artistic side, like all
the artists who have owned one.
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Reviving the past: a way of
connecting
The search for tradition and the artisan in FOOD…
• Nowadays there are numerous examples of the search for tradition in the world of food*
(it’s a trend in itself). However, just as examples, let’s pick up on two cases:
Case 1: ”Barcelona Reykjavik” bakery
http://barcelonareykjavik.com
 Their intention, as declared on their own website, is to
“rediscover the origins of bread, and search for the
right ingredients in nature.”
 To this end, they say they have left out industrial yeast,
and “leave the dough to ferment spontaneously, with
the help of a preparation of wheat flour, peas and
flower seeds, which make the dough an aroma-filled,
long-life food.”
Case 2: ORIGEN 99,9% Restaurant
http://www.origen99.com/web/
 A restaurant whose menu – in the style of a free
magazine – offers popular Catalan dishes, revived from
old recipes from the different parts of Catalonia.
Note*: in fact, in issue 3 of Intrends we talked about “satisfaction in food basics,” where we dealt with this topic from the
viewpoint of the recovery of those traditional basics, valuing them.
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Reviving the past: a way of
connecting
Restoring classic items…
• Another example linked with the revival of the past from a dimension of ‘authenticity’
comes from the world of restoration.
• Nowadays, we find courses, workshops and companies dedicated to restoration, like
a new, revived and more popularised art: book-binding/restoration, restoration of
old furniture etc.
• BELLUM offers us a more concrete example, whose slogan
highlights the search for authenticity as a reaction to the
current market: “the lack of originality and individualism in
the current market has favoured Bellum’s birth”
Bellum has chosen 20 luxury watches (Rolex, Kelberts,
Rados), dated between the 40s and the 80s, and has
launched “The Love Collection”, in which the original pieces
are restored and customised in an artisan way, giving them
a renewed value.
• SPECIAL
BIKE
offers
us
another
example
(http://www.specialbike.co.uk/). They transform old bikes
into restored, highly valued models.
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Reviving the past: a way of
connecting
c) REVIVAL DUE TO WEARINESS WITH THE MODERN WORLD
On many occasions, we feel the pressure that exists in our society to be at the cutting
edge, to find new styles, to go forward in fashion, etc.
However, this very force in turn provokes a certain rebellion, in that it generates a
counter movement, where being cutting edge is based on searching the past (which,
curiously, becomes fashionable).
An alternative to listening to music in mp3
• After the mp3 ‘revolution’, which compresses everything into the minimum space,
movements that revive earlier trends have sprung up, such as the return of vinyl and
record players, or even – though in a more isolated way – the gramophones of the 20s;
something that is not done in search of a cleaner, purer sound.
• Therefore, nowadays, where the most up-to-date thing is to have an
mp3 player in your pocket, there are people who differentiate
themselves and rebel against logical tendencies, buying a gramophone
easily and affordably in shops like Escribà in Barcelona (where they sell
modern reproductions of this equipment).
• It goes without saying that the revival of old vinyl discs revives,
sometimes with some nostalgia, a distinctive sound; and that they
have a large number of avid followers, with special exhibitions, etc.
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Reviving the past: a way of
connecting
Retro technology…
• We find another example in the field of photography.
• Against the popularisation and greater accessibility of digital
cameras, a counter-movement appears which returns to the origins
of more basic photography, with a roll to develop: so-called
‘LOMOGRAPHY’ (a ‘modern’ revival of the past)
www.lomospain.com
• Lomography was born in 1982 in Russia, but not until 1991 was it rediscovered by a
group of Viennese students, who discovered one of these cameras at a low price in a
market while on holiday. On developing the photos, they saw surprising images –
focused and unfocused, bright and fresh, curious and real – that they led to the
foundation in Vienna of the Lomographic Society.
• Since then, various exhibitions and competitions have
been promoted, and now there are specialist shops in
Madrid and Barcelona, where they offer the full range
of cameras: with multiple lenses to make unique
sequenced photos, with different designs, coloured
lenses, etc.
• An entire art form at the reach of those who want to
experiment and wait for photos to be developed.
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Reviving the past: a way of
connecting
• HULGER’s retro telephone receiver designs for
adapting mobiles (using a cable or Bluetooth
connection) were started out as an answer to
the “boredom of current mobile designs”
• HULGER explains on its webpage why these
receivers started out:
“Why is new always best? Why is smallest
always more desirable? Why does technology
lack soul?...
“HULGER has responded to these questions.
Perhaps it’s not entirely practical. But when
everyone has the same thing, the same phone,
the same thin, silver-plated case, you want
something different…”
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Reviving the past: a way of
connecting
By way of reflection…
 Reviving the past – whether based on aesthetic inspiration, nostalgic
connection, a search for authenticity, or a reaction to weariness with
modernity – is a trend that has been present in all eras where there has
been an accumulated history / culture.
 The potential for searching the past is great, and highly emotional,
since it awakens – and steeps in values – products that cease to be
antiquated and become valued again, with the capacity to connect
more ‘intimately’ with the consumer.
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“Our senior citizens”:
What new services are
being offered to them?
et’s begin with the reflection a mature blogger made on older people’s
situation, their own situation:
… “Getting older is a slow and gradual process. A host of little details tell you
it’s in progress. We need to note things down (…), we lose our sight and
need large print books, your body experiences new, until now unknown pains
(…)
“… until recently, the milestone of 50 was the gateway to a
nebulous unknown where we stayed in a strange limbo, parked up
and ignored until nature had its way with us. But that was before
advertising discovered us as active consumers. Once more we are
present. We consume, therefore we are.
“As a group, they had to identify us, and the first step was to find us
a name: Seniors. They didn’t exactly rack their brains, but
advertising paved the way for us”… *
This consideration reflects pretty well what we want to
say about the most mature target…
* Taken from: http://siguiendoluna.blogspot.com/
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“Our senior citizens”: What new
services are being offered to them?
hat lies behind the ‘Senior’ concept?
From the most theoretical and demographic definition, it is the population that
one enters after retirement age.
In several European Union countries, Spain amongst them, Seniors represent over
30% of the current population, and an even greater growth is predicted in the
coming years.
How do they feel? What do they think of their lives?
Many define themselves as ‘happy’
Retirement means freedom and enjoyment. They can try new activities
(travelling, joining clubs)
But they also have fears: change of routine, illness, dependency, loneliness
Their ‘great obsessions’
Quality of life and health: having healthy food and drink, looking
after their body, going to the gym, relaxation techniques, buying
practical and high-quality prepared food…
Cultural activities:
reading, writing…
visiting
museums,
exhibitions,
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“Our senior citizens”: What new
services are being offered to them?
enior consumers today:
Characterised by:
Being prepared to try new things, but at the same time a cautious shopper
who will ponder over things more.
Having economic stability (although also with some loss of purchasing power)
and ability to purchase.
Valuing price very highly: they see prices as abusive.
Being more modern and less distant than other groups.
Seeing things more positively than before.
Having time available for shopping.
Preoccupation over health: also over preventative medicine.
Having a less negative image of themselves than that which we have of them
 they feel INCLUDED and REPRESENTED in all areas of society.
50s
> 2000
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“Our senior citizens”: What new
services are being offered to them?
eniors in advertising
Advertising – in very general terms – does not have
this group as the protagonist of its campaigns.
And when they appear, it is rarely as the principal
addressee of the message, but as the roles they
carry out (grandparent, in-law…), and generally as a
contrast with younger people.
Another way of showing seniors in advertising is using their image paradoxically,
as in doing things not befitting their age.
On the other hand, where seniors have been included in advertising, it has always
been related to messages centred on “dealing with problems” or “fighting” their
age, since this deteriorates their looks. In this sense, advertising is recalled…
 For problems with dentures, with incontinence…
 For disguising their age, hiding or combating wrinkles, greys, weight, bags
under the eyes, crow’s feet, hair loss, dandruff…
In summary, being “older” is usually portrayed as an accident, something one must
fight against, prevent  a focus that does not help to encourage enjoyment of the
maturity which also comes with being this age.
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“Our senior citizens”: What new
services are being offered to them?
In summary,
• We are faced with a target ever more open to trying new things.
• A target with plenty of free time.
• With an economic level which, although not noted for being – on average – the
highest, does benefit from a certain stability.
• And above all, a large and growing profile demographically.
• However, they still do not seem to count in the market as a relevant target when
making available products specifically designed for their needs and lifestyles.
Although some niches are now being exploited, such as those described below:
Some examples of
products specifically
designed for seniors…
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“Our senior citizens”: What new
services are being offered to them?
FINANCIAL PRODUCTS ADAPTED FOR SENIORS
EXAMPLE 1: The reverse or pension mortgage
Seniors are beginning to make themselves more and more visible to financial
services providers.
In this sense, one of the most striking products in terms of being designed for this
group is the reverse mortgage.
It consists of a personal loan that allows an older person to receive a monthly
sum complimentary to their pension for a fixed period (normally 10 or 20 years),
at a fixed rate of interest, with their home as security: the senior can enjoy this
extra money while alive, breaking with the ‘tradition’ of leaving a greater
inheritance to their descendents
The financial services providers know that:
1)
92% of the over 7.5 million retired people own their own
home.
2) There are barriers: the custom, transformed into a
perceived obligation, of leaving their home to their
children as inheritance.
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“Our senior citizens”: What new
services are being offered to them?
TECHNOLOGY ADAPTED FOR SENIORS
EXAMPLE 2: Video consoles and videogames
The product that we always saw directed at children’s games, stopping them from
sleeping and studying, has been reinvented: now grandparents and grandchildren
have a reason to share equipment and argue over it.
The Chicago Tribune brings us news of Wii consoles in retirement homes, where the
average age is around 77: a way of enjoying sport without physical limitations.
“I’d never played videogames before, but they’re
addictive"
“We come here after eating and play. Sometimes,
on Saturday afternoons, our grandkids play with us.
Now we grandparents are teaching them how to
play”
Wii wins the
seniors’ hearts
In this sense, Nintendo DS is also
aimed specifically at this group, to
help them exercise their memory
through training exercises.
Therefore, the videogames category is adapting and extending to a new target; it is
exploiting its advantages to generate new needs, new uses and new applications on
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the basis of the peculiarities of the sector.
“Our senior citizens”: What new
services are being offered to them?
MATURE BEAUTY
EXAMPLE 3: Cosmetics & Representation of the “mature woman”
Dove restores the beauty of old age in its latest spot. Unilever, the personal care
brand, will get people talking with their new spot, in which naked women over 50
appear, as part of its Campaign for Real Beauty.
The campaign advocates helping women to feel better about
their bodies, regardless of their age, shape or skin colour. And
the novelty here is that, as the campaign says, “they are real
women, of flesh and blood” with their wrinkles, their folds, etc.
(something even more “transgressive at this age”).
In this sense, the point about this campaign is not just that
the product in question is aimed at this target, but that it
represents it through a “positive” lens, without idealising or
stigmatising.
Nearly 90% of mature women think that the
media need to show a more fitting and
realistic image of them, and 27% think that
traditional images of beauty make them
invisible.
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“Our senior citizens”: What new
services are being offered to them?
PRODUCTS SPECIFICALLY ADAPTED FOR SENIORS
EXAMPLE 4
Mobile telephony
Remote
controls
Although with less large-scale production, some
companies are dedicated to creating ergonomic devices
or products specifically designed for older people that
aim to help them with day-to-day activities:
Lounge chairs that help you to stand up, easily-operated
electrical appliances and devices for the bathroom and
kitchen, electrical devices with large screens, etc. are and
will continue to be of interest from the point of view of
the market.
Other products for the home
Easy-open
umbrellas
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“Our senior citizens”: What new
services are being offered to them?
TECHNOLOGY ADAPTED FOR SENIIORS
EXAMPLE 5: INTERNET 2.0
“’Grandparent bloggers’ make their appearance on the Net”*
• More than a product per se, launching into the ‘blogosphere’ appears as a trend on
the part of some older surfers (though still in a “timid” way), in order to share their
experiences and form part of the virtual community..
• The authors of this boom are highly enthusiastic about new interactive products,
even if they are not familiarised with the technology.
• However, it is predicted that this trend will start to grow after 55-year-olds –
already more used to the Internet – enter retirement.
http://abuelonet.es/
“The first blog written by a
grandparent”
Some
examples
“I created my Internet blog
through my grandson Noel’s
intervention; he told me:
‘grandpa, as a gift, I opened a
webpage for you today’”
* Taken from: La Vanguardia Digital, 19/12/06
http://www.allaboutolive.com.au/
“All about life”
http://amis95.blogspot.com/index.html
“A mis 95 años” [At 95]
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“Our senior citizens”: What new
services are being offered to them?
By way of reflection…
 In traditional societies, and in the majority of primitive societies, old people have a
privileged position in the social order: they have accumulated the wisdom of their
years through their experiences.
 In our society, this is not so: when you are outside the economic / working world,
you don’t count for so much.
 However, demographically, this population is going to acquire great weight in
society, so we ask ourselves: where are we headed? What needs to be done?
- Firstly, bearing in mind and giving value and dignity to this group appears to be
progressively improving: through services, personalised offers, etc.
- Their needs, and the opportunities that covering these needs represent, are
being progressively studied: special foods (in nutritional value and practicality
of preparation / consumption), in economic terms, in terms of health, specific
products, cosmetics, etc.
 Therefore, it has the potential to generate a stronger emotional link, as we pay
attention to a group until now somewhat neglected.
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“Consumer Experience” and
the relevance of the sense of
smell
Beyond “laying eyes on it” is the sense of smell…
It is often said that “you have to lay eyes on something” for it to attract your
attention. However, to what extent are there things that first enter you by
means of other senses?
Let’s think about this situation: we are walking down the street, and suddenly
an aroma, a smell…stops us in our tracks. It is at that moment that we stop
and look.
We often pass by a great number of shops, of shop windows…but so that we
stop in front of something: either we set out with an active attitude –
“searching” for something – or they have to grab our attention in another way.
Visual stimuli require us, in this way, to exercise more attention.
However, when something captures our attention through smell, it
subconsciously and automatically grabs our attention and awakens an
unplanned interest.
Bearing this in mind, and due to the growing interest in advertising campaigns
for various products in exploiting the 5 senses as “a complete experience of
the product”, we have collected some examples that show how the value of
smell is being promoted as a way of bringing products closer to people.
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“Consumer Experience” and the
relevance of the sense of smell
‘GOT MILK?’ Campaign
Got Milk? was a campaign whose intention was to make people aware of the importance
of consuming dairy products (one of the most popular campaigns in the USA).
At the end of 2006, they used a new advertising technique
in a total of 5 bus shelters in the city of San Francisco: it
consisted in using “adverts with the smell of freshly baked
chocolate biscuits”.
This was done using adhesive strips with scented oils
positioned between the commercial photograph and the
glass of the bus shelter, in such a way that they could use
the wind. Also, the smell was designed to last for between
two and three weeks.
Despite the fact that in the end the campaign only lasted 24
hours – for fears that it would cause an allergic reaction in
those who inhaled the vapours – applying the sense of smell
to advertising was not only an original resource for
capturing attention, but it also demonstrated the value of
this powerful way of evoking and recalling ideas in a direct
and emotional manner.
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“Consumer Experience” and the
relevance of the sense of smell
AROMA CREATOR
In the Technological Institute of Tokyo, a device is being
developed that is capable of capturing and reproducing
the aroma of any food.
The capture device will be made up of 15 electronic
noses which, together, can detect a wide variety of
aromas. Furthermore, to reproduce the aroma detected,
the device has 96 chemical ingredients with which to
create the appropriate combination and thus reproduce
the aroma.
The aroma capture device has so far been a complete
success; in tests it has perfectly reproduced aromas of
orange, banana, melon and apple – and it has even
managed to distinguish the variety of apple.
People are starting to speculate about the uses of this
device; it is thought that it could be very useful for
Internet shopping. The possibility of developing digital
photos with aromas is also being studied – the
possibilities and applications will be wide ranging.
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“Consumer Experience” and the
relevance of the sense of smell
EATING IN THE DARK…
Another of the examples where more attention is given to
the other senses before sight is led by restaurants – such
as “Restaurante visual” [Visual Restaurant], “Cenas de los
sentidos” [Dining with the Senses], “Dans le Noir” and
“Blindekuk” – or in those where you have to eat in total
darkness.
Due to the lack of sight, the other senses are sharpened
to capture flavours, aromas, textures, sounds…
Something that could not be felt in the same way when
sight dominates and pre-judges the flavour.
In this product line, there
are special tables for tasting
foods with more or less
darkness in any dining
room.
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“Consumer Experience” and the
relevance of the sense of smell
By way of reflection…
 We can see for ourselves an example of the importance of the sense of smell
in attracting our attention when we pass by an aroma that attracts us – be it
the smell of freshly sawed wood, varnish, damp earth, incense, a certain
fragrance… - straight away we stop, we relax our rhythm and we sharpen our
senses in search of its source. We pay attention.
 Whilst the application of this resource is still limited, given its potential and
the advances in technology it seems to be something that cannot be held back
for much longer.
 The sense of smell is a resource that connects rapidly with the consumer and
attracts their attention in an almost primitive, instinctive way.
 Therefore, we are at a point where we must pay attention to any advances in
this direction.
35
Section
in the bazaar
36
in the bazaar:
Designer food
Applying the designer world to that of food, on the food itself
“Food should begin with appearance” is one the phrases that consumers used
most.
The popularisation of office-style kitchens– attached to the traditional dining-room
– has allowed for the design of table linen, crockery, cutlery and other accessories
linked to the world of kitchens and the table setting.
Finished the notorious ‘trousseau’ that mothers collected as their children grew up!
The next step is to shape and design the food itself, so that it can be presented on
the plate in a way that is easy and fun.
… in this sense we have included a few examples, as follows.
37
in the bazaar:
Designer food
Example1)
Designer biscuits
• Giulio Iacchetti, an Italian designer whose work is exhibited in
the MOMA in New York, has taken to expressing himself in the
world of biscuits.
• He created these biscuit designs specifically for one of
his
numerous
clients:
the
company
TiVoglio
(http://www.tivoglio.net/)
• Therefore, as well as being organoleptically pleasing
these biscuits can also be appreciated in terms of their
art and design.
A
few
of
G i u l i o
Iaccett’s
b i s c u i t
designs for
TiV oglio
http://www.giulioiacchetti.com/home.htm
38
in the bazaar:
Designer food
Example 2) Surprising shapes for your tables
Anything that can be moulded can be used as a decoration. We have here
a few examples of how to aesthetically “shape” a number of foods:
• One of these examples is “Il Budino”; a mould designed for culinary uses, that
brings a little sophistication to your dishes.
• Easy to use: you fill, place it upside
down in a cup, and then just turn the
contents out straight onto a dish to
serve immediately
http://www.nobodyandco.it/
• Another example is this heart shaped frying pan, which
allows you to fry eggs, omelettes, etc, in the shape of a heart
(sold particularly with Valentine’s Day in mind)
• For computer lovers we found this waffle machine, in the
shape of a keyboard.
39
in the bazaar:
Designer food
Egg Cuber:
•A device that allows to shape boiled eggs,
so that they become square.
Ice cubes… that are less “COLD”
• And very different, of course, from the
‘fun’ ice-moulds already used to shape
ice, we found a number of possibilities:
http://www.giulioiacchetti.com/home.htm
•Ice cubes with a message
•Kebab-style ice cubes
•Ice cubes in the shape of Lego pieces
•Etc.
40
in the bazaar:
Designer food
Example3)
Printer Toaster
• The Zuse Toaster, as well as toasting the bread, can
also “print” (toast a darker shade) images of 12 x
12 pixels onto the slices.
• This allows for a personalised breakfast:: messages,
dates, words, faces, riddles etc. can be engraved.
In summary,
The experience of consuming food can also take into account the food’s
design or satisfaction and the associated fun.
Given that nowadays, eating is not a question of survival, (at least not in our
societies), a wide range of possibilities presents itself, as to how to best
enjoy the foods: aesthetically, recreationally or simply as a change.
41
in the bazaar:
The patch trend
Immediacy, ease of use, convenience and “vote of trust”: the patches' main
strengths, which have meant that their use is increasing in many different ways.
 The use of transdermic patches first began in the
medical–pharmaceutical context.
 The most popular of all was the Nicotina patch, to help
quit smoking.
 After it’s success, the patch began to be applied to the
world of cosmetics, where it has been equally successful.
 Currently, the market offers a wide range of
transdermic patches which claim to: reduce
cellulite, shrink bellies, firm-up bottoms and
muscles, fill one up (for weight loss), strengthen
nails, reduce bags under the eyes, wrinkles, age
spots, help prevent baldness, etc.
42
in the bazaar:
The patch trend
What are some the patch’s keys for success ?
1.
The patch is a high precision cosmetic tool, with an intensive effect.
2.
It comes in single doses, which guarantee the exact quantity of active ingredients for each use.
3.
It’s easy to put on and can be removed in one go.
4.
Maximum flexibility and smoothness during use.
5.
Allows for the diffusion of its ingredients at a set place and time.
6.
Acts by occlusion, preventing water loss. In this way, it allows for a better releasing of active
ingredients and prolongs contact time.
7.
Immediate benefits and visible effects.
8.
Increases cell wall permeability, surface micro-circulation and the skin’s ability to renew itself.
9.
Prevents cutaneous evaporation, interferes in the process of gas exchange and increases temperature,
which facilitate the penetration of the product in question.
10. It’s exclusive molecular design to transport ingredients can reach up to 20 cell layers deep, yet all
within the limit of the stratus corneum.
Source: ABC Farma (www.abcfarma.com/es/parches 02.html)
43
in the bazaar:
The patch trend
A few “patches” that exemplify their potential …
• Given the wide range of new uses of patches, we have selected a few examples as
follows which allow us to consider the numerous possibilities of use:
Anti-hair loss patch
a)
 Revlon has launched, in its masculine brand AMERICAN
CREW, an Anti-hair loss patch which “releases active
ingredients for the treatment of hair loss directly into the
skin, reaching the deepest layers and the nucleus of the
capillary bulb.”
 This patch, compared with conventional hair loss treatments, seems to be more
convenient, and easier to use and apply, given that:




“the patch sticks easily to the skin”
“it’s not sticky, it doesn’t stain, and doesn’t leave bits”
“it works 24/7 releasing its multi active complex gradually and progressively”
“… you have to change it every 24 hours, alternating the side on which you put
it”
SOURCE: http://www.beautymarket.es/peluqueria/articulo_display.php?numero=634
44
in the bazaar:
The patch trend
b)
Patches for the PREVENTION OF
ADDICTIONS to LOVE, WORK or TV
•Atypyk
–
a
French
company
(http://www.atypyk.com) – has launched
patches that stop one from being in
love and help to forget the person who
“makes us suffer” , to stop one from
being a “work addict” and even to
prevent television from becoming a
“necessity” in our lives.
•Although it is not known how they
work, they seem to be selling well
(particularly all those that deal with
unrequited love ).
45
in the bazaar:
The patch trend
c)
Patches to prevent the fall of libido
•Intrinsa has launched a testosterone
increase women’s libido.
patch to
•In theory, the European company have only
authorised the product to “treat women whose uterus
and ovaries have been removed, and who no longer
have sexual thoughts or desires”
d)
Hormonal Patches as a new method of
contraception
• The patch is also being used as a new
method of contraception with a similar
amount of hormonal medicine as in
contraceptive pills, but that is used on the
outside of the skin.
• However, when the patches are used according to instructions, they are equally
effective in preventing pregnancy as contraceptive pills.
• Additionally, just like contraceptive pills, the patch can also be prescribed to treat
irregular menstrual cycles, period pains or endometriosis.
46
in the bazaar:
The patch trend
d)
Patches that eliminate toxins in
the body
• Detox Patches are designed to
continuously eliminate toxins to feel
better and lighter.
•
http://www.vivrebio.fr/catalog/product_info.php?products_id=167&
products_name=Parche+Sana-Detox+(10+pc)&osCsid=...
•The development of these Patches is based equally on scientific development
as on traditional indigenous medicine. They are made of steamed sap, the result
of a process of carbonization of bamboo and wide leaf trees into liquid state.
•They are recommended for people who feel chronic tiredness, who tend to have
cold hands and feet, who retain liquids, with bad circulation, with tense
shoulders, with painful knees and for convalescents.
•In addition, in this case the patches are ideally placed on the soles of the feet,
as these are considered “ an smaller version of the body and a second heart”
(www.naturalpowertech.com)
…These, however, are but a few ideas. This is an area which seems more
and more open to new ways of use, given the benefits of the current
uses.
47
in the bazaar:
New accessories
There are a few new accessories necessary in order to keep “up to date” : the
MP3 (particularly Ipod) and the Pen drive (called many different names up until
now)
Music and information come everywhere with us, in every bag or pocket you can
find a little space specifically designed for a pen drive or an Ipod, or Mp3
They are multi function accessories, that allow us to have our favourite music and
all important information as close as possible
They allow us to select what we need at each stage: sharing music, photos,
documents or isolating ourselves in the world.
The question is to detect when this need becomes an addiction. Is Ipodmania the
addiction of the 21st century? Is the Ipod technology’s new ‘spoiled child’?
A few examples which might help us answer these questions follow…
48
in the bazaar:
New accessories
Ipod de 2ª generation
A lot of things are said about this “necessary” device, but how
much do we know about it really? Here are four facts to help you
know what you’re talking about
 The father of the idea is Tony Fadell.
 After nine months of work, the Ipod was launched on the 23 of
October 2001. Almost one year later, an improved version came
out, and this is what the 2nd generation Ipod looked like, a turning
point that opened a market for an incredible variety of models and
abilities.
 In 2006, Microsoft launched a
competition for the iPod, called
Zune.
 The estimated sum spent on iPod
accessories
is
approximately
100$.
 There
are more
than 300
thousand accessories for the iPod.
Technology’s spoiled child
49
in the bazaar:
Nostalgic
making up of
the past?
Gucci
 The Louis Vuitton Classic Ipod Cover
has case created by Takashi
Murakami,
a
multicoloured
monogrammed case with a leather
lining, with a peachy feel and golden
brass pieces…
 Gucci cases have an engraved logo.
 Vaja has collaborated with Swarovski
to design an iPod case. iVod Crystal,
the case, is made of pink leather,
incrusted with Swarovski crystals
and is designed for the new 5GB
iPod.
Louis Vuitton
Classic Ipod Cover
http://store.apple.com/
 Apple is aware of how attractive the product is to the majority of
people, which is why it has not hesitated in launching all sorts of
accessories that broaden it’s possibility of use, accessories that
protect the iPod, helping to maintain it in perfect condition, that
personalise it, that give it an important role in the home, in the car, in
the bag, etc.
 But Apple hasn't limited itself to just
providing necessities for the insatiable
iPod owners:
iVod Crystal Swarovski
New accessories
50
in the bazaar:
New accessories
DLO Beauty Kit for Apple’s Ipod
 Designed for those who want to keep their Ipod looking shiny
and good as new, without having to cover it up in a case.
 It is made up of a daily cleaning product, a repair kit for
surface scratches and another product for deeper, more
serious marks.
Convenience first...
 The iPod is often listened to in bed, but the problem is that people
fall asleep, and the iPod can fall too. The iPillow offers a solution:
its three inch stereo loudspeakers are inserted into the viscoelastic
foam filling.
 Another option, which allows you to listen to your favourite music
in the bathroom is the iCarta, an iPod base attached onto the
toilet roll holder. It has four integrated loudspeakers and is
humidity-resistant.
 Nike has also taken Ipod on board and has launched this
Nike+Ipod Sport Kit, a more convenient and fashionable way to
listen to music while doing sport.
51
in the bazaar:
New accessories
This concept was born in response to the following insights: “Do you despair when
you’re travelling and the battery on you mp3 runs out completely? , after a week away
from home, do you get bored of your favourite playlist?, Did you forget the travel guide
you bought back home? …”
Fuel for travel is a new service that allows
to download a wide variety of digital files
for use on your mobile, iPod, and mp3.
At the moment, it can only be found at the
Amsterdam Airport (Schiphol), although the
plan is to expand this concept to other
places.
What digital files does it offer?
- Downloads for entertainment: :
Music, Videos, Films, Audio
books
- Travel downloads: All you need
to know to travel around the
world.
52
http://www.fuelfortravel.com/
in the bazaar:
New accessories
 Never has a storage device been paid so much attention. USB sticks now come in
every shape size and colour, as well as having numerous uses. An item that now
forms part of many keyrings and is considered a necessity.
 Here we have a few examples:
When the summer comes...
¡Surf!
These USB sticks are made to
be used as a pendant
A USB in the shape of a
classic engine. It even has a
gearstick, which gives the
engine a different sound
when you “change gear”
USB memory stick with
a rubber as a lid to
protect the USB.
A USB toaster, useful
for eating breakfast
while reading one’s
mail, without losing
any time.
A retro USB lamp, with a semi see-through screen: because USBs can
also be seen as decorative items, and form part of the home.
53
in the bazaar:
New accessories
Hamster USB
(it’s a soft toy)
Soft toy case for
your USB
"Oh Maria Keep my Data Safe"
 And one more example: Yanko Design presents the
Memory Infinite; a new way of looking at pendrives for
life.
 Instead of having only one connector, these flash memory
sticks have one male and one female connector, which
can be attached to one another, thus creating infinite
space.
Star Wars Theme
A USB hub with
revolving doors is the
answer
Lego piece USB
Batteries that can be
recharged by
connecting them to
the USB gate on
computers or game
consoles.
54
in the bazaar:
Applied green values
In the last few years, in response to the concern about
the use of chemical products and pesticides on foods,
new types of eco-friendly, green foods, with minimum
treatment and with no artificial ingredients or
conservatives have become available, as a way of going
back to nature.
However, these products did not take off immediately:
special sources, high prices, hard to get hold of, etc.
Currently, this trend is becoming increasingly popular, as can be seen through the
news, as well as in the market itself: the never-ending debate on climate change, as
well as people’s increasing awareness of the effects of industry on the environment,
sales of certified organic foods such as beer, wine, vegetables etc. in mass market
etc.
In addition, the concept of organic food has overflowed to other types of products
and sectors, marking the beginning of so-called “organic products”, the demand for
which is increasing rapidly.
55
in the bazaar:
Green values applied
Eco-friendly,
organic
or
biological foods
are usually
related to fruit and vegetables,
but currently a large variety of
organic foods and drinks is
available.
From “organic baskets” that can
be found on the Internet, to San
Miguel “eco” beers that can be
bought
in
any
regular
supermarket.
In addition, as the trend becomes increasingly popular,
proper regulations and control over the use of terms such as
“bio” or “biological” is becoming more and more necessary.
Thus, people are starting to recognise a number of symbols,
representing both European norms and the rules of different
Spanish communities, that guarantee green and biological
treatment of their products.
56
in the bazaar:
Green values applied
Beyond food…
ORGANIC CLOTHING:
Organic agricultural products can also be used for
industrial manufacturing. This is the case with
fabrics, with which a new line of clothing has
been created: biological, eco-friendly or “green”
clothing.
Biological clothing is made of natural fabrics such
as linen, cotton or vegetal fibres that have been
cultivated ecologically.
Additionally, the dyes used to colour the clothes
are organic or natural, not chemical or synthetic.
Although “green clothing” is not a new concept (it
first started in the 80’s), it currently has more and
more support, and even big designers and
companies are opting for organic fabrics, as an
added value.
57
in the bazaar:
Green values applied
….Organic clothing
That is how Levi’s came to launch bio
jeans, with denim made up of 100% natural
produce.
The buttons, for example, are made of
coconut shell and the fabrics are
discoloured with potato and mimosa
starch.
As with everything, this model has earned
the European certificate for organic
products, which proves that the product is
made with biologically grown cotton, and
that the process of manufacture is
respectful to the environment .
Despite the revolutionary concept in terms
of fabric, the design of the jeans remains
the classic American brands.
The price is estimated to be around 140
euros.
58
in the bazaar:
Applied green values
ORGANIC COSMETICS PRODUCTS
An increasingly important range of various beauty
and skin and hair products
that fulfil the
requirements as natural cosmetics, are now
available. These products are made up of primary
materials, from purely ecological agriculture, with
no chemical, synthetic or artificial ingredients.
Although a few brands in the market have been
promoting these values for a long time– such as
Body Shop – what can be seen currently is that
this trend is expanding and that new agents are
getting involved in the Spanish market, such as
Alqvimia, Korres or Lush, which proves that these
fields are more than ever paying attention to the
biological /ecological value.
59
in the bazaar:
Applied green values
THE FIELD OF ENERGY: Solar-powered chargers
A German company has developed a series solarpowered chargers for electronic devices such as PDA,
mobiles y laptop computers.
These chargers are in theory considered suitable for
people who are far from civilisation such as
topographers, farmers etc. but the use could be more
general.
In this same line the solar-powered rucksack has been
developed, with a refrigerated and thermos compartment,
fuelled by a solar panel on the back. Result: a solar-powered
rucksack that keeps contents cool while the sun shines, thus
arriving at a perfect synergy.
In addition, a new product in the solar-power market has
been developed: a solar-powered bag with an inbuilt solar
panel to charge small electronic devices such as mobiles,
mp3s, PDAs, etc.
60
in the bazaar:
Applied green values
… Hybrid transport
A few years ago hybrid cars were a sort of
futuristic dream. Nowadays, the anti-pollution
rules and the shortage of fuel have made
making cars with hybrid engines necessary.
A hybrid functioning car is a regular car, but
with two engines, one with internal
combustion and the other electric. This will
drastically reduce consumption and pollution.
Ney prototype Toyota Hybrid-X
Sea travel will also adapt to new more ecofriendly technologies.
For example, the Solar Sailor will travel from
San Francisco to the island of Alcatraz using
sun and wind powered energy, as the “sails”
will be made of solar panels and the engines
will be hybrid.
Solar Sailor
61
Section
Curiosities & Innovations
62
Curiosities & Innovations
CHOCOLATE made useful…
Phytobase (EEUU) has launched a black chocolate
bar aimed at women, called CHOCOLLISSIMA.
Its main benefits are linked with helping increase
women's libido, reducing stress, improving one’s
state of mind and increasing energy levels.
All this is down to one active ingredient: borojó
(Borojoa patinoi), a fruit that grows in the
Amazonian jungle and its aphrodisiac properties.
Bijoux Indiscrets has developed POÊME, a jasminechocolate dye designed for writing on skin.
The complete box offers:
 A case fragranced with aphrodisiac essence
 A crystal inkpot with jasmine flavoured chocolate
ink.
 An ostrich feather, with a silicone nib.
 A satin facemask, decorated with gold: to guess
each word written, blindfolded.
 An inspiration card with poems
63
Curiosities & Innovations
…CHOCOLATE made useful…
Although in that case, the vision was of
chocolate associated with control, this
chocolate bar, designed by an Italian
company for the food market, has also
grabbed our attention.
Each square of this chocolate bar shows the
number of calories each one contains,
according to its size.
Additionally, not all the squares are the same
size, so that you can plan beforehand the
exact number of calories you are prepared to
consume.
64
Curiosities & Innovations
Technology: friend or foe?
Going through websites, magazines and other sources where we can keep up to date
with all the novelties and “inventions” that come out.
The first thing that grabs our attention is the number of appliances that technology is
coming up with: from machines to get rid of acne in 24 hours, to periscopes to warn
you when the boss is coming into the office, machines to make your own rainbow, or
laser scissors to cut in straight lines.
Thus, technology mixed with imagination can be the source of thousands of
possibilities for current consumers: helping the undecided decide, including children
in household chores, helping, or forcing one to get up in the morning, …
Here are a few eye catching examples for inspiration:
SINGLERINGEN
> A ring that makes the “search“ for a partner easier (as opposed to
the classical icon of the wedding ring, which symbolises the exact
opposite)
> SINGLERINGEN is a ring with a code with which the “user” can
register, indicating name and availability.
> This allows one to easily be identified as single and to identify
other singles, without putting one’s foot in it.
> But, what else could be communicated with a ring?
65
Curiosities & Innovations
TOY OR VACUUM CLEANER?
> A Kristina Andersson design: snail vacuum
cleaners.
> For children it is a fun toy, which they can run
around the house with
> … while it helps the mother keep the house
clean.
> However, at the moment it is only at project
stage.
ANTI-SNORE PILLOW
Snore Pillow is a pillow that prevents snoring
It includes a sound detector which is
activated when the snoring starts, and begins
to vibrate.
Thus, the person snoring is woken up and
tries to control their snoring.
66
Curiosities & Innovations
WAKING UP… AND GETTING UP
After many bad experiences of dozing off again
after turning off the alarm, technology has been
adapted to avoid what was, until now,
unavoidable.
2 examples of alarm clocks which force you , not
just to wake up, but to get up, trying to overcome
this “problem”:
 Flying Alarm Clock: this alarm does not
only ring, but it also has a propeller that
makes it take off and fly around the room.
To turn it off you have to get up , catch it,
and place it back on its base.
 Rug Alarm clock: makes you get up as the it
does not stop ringing until you are
standing; and no tricks: both feet have to
be on the carpet
67
Curiosities & Innovations
GIVE UP SMOKING BY SMOKING
Technology also puts at the smoker's
disposal a new way to give up smoking
The company Golden Dragon of China
ha has launched the e-cigarrette: it is
an electronic cigarette which simulates
the feel and taste of real cigarettes. In
addition, a small battery which acts as a
filter, prevents nicotine and tar enter
into the lungs.
Currently these are for sale in China,
Israel, Turkey and some parts of Europe
for 155 euros.
68
Curiosities & Innovations
Wine as a design product
On Thursday 12 July 2007, the following title
appeared in the magazine “Què!” : “Dressing a
good wine is harder than dressing a top model”
This was a way of expressing how difficult it is
to design labels for bottles of good wine: Might
this have something to do with consumers’
difficulty in identifying good wine?
In fact, nowadays big fashion designers such as
Antonio Alvarado, Ana Locking, Carmen March,
Juanjo Oliva and José Enrique Oña Selfa have
designed labels for some La Rioja wines for the
“San Lorenzo” night (known for raining stars).
But the labels are not the only part of the
wine that is “dressed”.
Other designers such as Vittorio y Lucchino or
Valentín Herráiz have – literally – dressed
some wines in haute couture, in order to raise
money for charity: they are auctioned off, with
proceeds going to the NGO “Médicos del
Mundo”.
69
Curiosities & Innovations
…Less conventional wine
Another way that design is applied to the world of wine is
with WINETHATLOVES.
Winethatloves is a collection of wine bottles selected by a
specialist that use the design of the label to demonstrate
which type of food the wine should be consumed with.
This solves the difficulty of not knowing which wine to
have with which dish.
And wine in a can?...
Another innovative packaging is a tin can.
The two brands pioneering this initiative that we know of at the
moment are:
 SOFIA: a premium sparkling wine produced by NiebaumCoppola, the winery owned by the film director Francis Ford
Coppola, aimed specifically at a young public, and named
after his daughter Sofia Coppola, who has lent her picture
to the website.
 BAROKES WINES: 250ml can of wine from Australian
vineyards, which presents itself as “ideal as an individual
serving, without having to sacrifice quality” . A new way to
enjoy wine that is taking the world by storm, particularly in
more fashionable circles.
70
A few items that will presented in the
next issue of
in
in the bazaar71
Accessible “luxury”:
Has luxury become more popular? Or has a new concept of
luxury been created?
• Outlet shopping centres are becoming increasingly popular, and even
tourists buses stop there in order to provide their clients with accessible
luxury.
• As fear of the Internet decreases, Internet shopping is on the up allowing
people to access to numerous websites dedicated to clearing stocks of big
companies, to take part in auctions etc., all of which facilitate access to big
luxury brands, which years ago were untouchable.
• But, how does this affect the concept of “luxury”? Does this mean that
luxury items are more accessible? Or is it opening a new category of
luxury?
72
“Consumer Experience”
and the importance of sense of touch
After the sense of smell, which we looked at in this
issue, we find similarities in the field of touch,
which attempt to connect and to improve the
customers experience.
New chocolate textures, walls covered in cloth,
velvet packets… How important is the sense of
touch in making consumers experience more
exciting?
73