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Ambience Design in City Branding Process

Ambience Design in City Branding Process. Vaasa, Finland, 29-30 June 2006 Research Director Dr Jari Kaivo-oja Finland Futures Research Centre, Turku School of Economics. amde? the journey is as important as the arrival. Ambience Design: A Special R&D Project funded by Tekes.

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Ambience Design in City Branding Process

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  1. Ambience Design in City Branding Process Vaasa, Finland, 29-30 June 2006 Research Director Dr Jari Kaivo-oja Finland Futures Research Centre, Turku School of Economics

  2. amde? the journey is as important as the arrival.

  3. Ambience Design: A Special R&D Project funded by Tekes

  4. What is Ambience Design? • It is design for mood and feelings, Ambience Design inspires people..in many ways. • It is a multisensory communication model. • Ambience Design utilizes and produces intelligent spaces and materials. • Ambience Design produces interactive communication and produces novel spaces where places and spaces are conducted by human actors. • Ambience Design can help in an interactive brand building process or brand reformulation process.

  5. Ambience Design – An Unique Combination of Social and Technological Innovation CEO Jari Koskinen, A Head Network Ltd, http://www.aheadnetwork.com/

  6. The AD idea is partly connected to Brand Sense idea….but… Lindstrom, M. (2005). Brand Sense. Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. Free Press, New York.

  7. Top 10 Overall Cities in the World Rank Last Year Name 2005Score 1 1 Sydney88.30 (Category winner in 5 or more years) 2 4 Bangkok87.08 3 2 Rome86.26 4 3 Florence86.20 5 n/a Chiang Mai, Thailand84.93 6 6 New York84.82 7 8 Istanbul84.78 8 5 Cape Town84.51 9 7 Oaxaca, Mexico84.41 10 n/a San FranciscoN/A Travel+leisure, World´s Best, Web: http://www.travelandleisure.com/worldsbest/

  8. Top 10 European Cities Rank Last Year Name 2005 Score 1 1Rome86.26 2 2 Florence86.20 (Category winne in 5 years) 3 3 Istanbul84.78 4 6 Prague82.20 5 4 Venice82.19 6 5 Paris81.79 7 7 Barcelona81.12 8 n/a Salzburg80.30 9 n/a Vienna79.84 10 n/a Kraków79.51 Travel+leisure, World´s Best, Web: http://www.travelandleisure.com/worldsbest/

  9. Anholt-GMI City Brand Ranking WeB: http://www.citybrandsindex.com/press-20051206uk.asp City Rank London 1 Paris 2 Sydney 3 Rome4 Barcelona 5 Amsterdam 6 New York 7 Los Angeles 8 Madrid 9 Berlin 10 Hong Kong 21 Singapore 22 Rio de Janeiro 23 Beijing 24 Mexico City 25 Moscow 26 Johannesburg 27 Cairo 28 Mumbai 29 Lagos 30 San Francisco 11 Toronto 12 Geneva 13 Washington 14 Brussels 15 Milan 16 Stockholm17 Edinburgh 18 Tokyo 19 Prague 20

  10. Marrakesh – Historical Ambience Design forum in a traditional city form… Ambience Design is connected to old cultural traditions of human history…

  11. Scottish parliament in Edinburgh Ambience Design spaces and environments can be created by old tools and technologies. High-tech solutions are not necessary needed.

  12. Milan, Galleria Vittorio Emanuele

  13. Ambience Design Challenge is a Part of On-going Ubiquitous Revolution • Key technology waves: • ITC • E-Commerce technologies • Machine and robotics technologies Source: VTT Information Technology

  14. AMDE is Connected to Experience & Dream economy ideas. Ubiquitous tech makes dream economy a feasible option....

  15. Ubiquitous public housing in Singapore Source: flickr.com/.../ theme-competition/discuss/99561/.

  16. Future vision of Kyoto: Uniquitous network city NEWS Source: www.plannet-arch.com/ bgs/gallery-e.htm.

  17. Ubiquitous campus plan NEWS Source: www.plannet-arch.com/ bgs/gallery-e.htm.

  18. Vision of a sound world NEWS Source: www.plannet-arch.com/ bgs/gallery-e.htm.

  19. Future vision of a street NEWS Source: www.plannet-arch.com/ bgs/gallery-e.htm.

  20. Future housing complex NEWS Source: www.plannet-arch.com/ bgs/gallery-e.htm.

  21. July 3-10, 2006 issue - It should be pretty obvious by now that people who work with technology can be pretty cavalier with words. And that can create plenty of misunderstandings. "Ubiquitous computing" is a case in point. The basic notion is that a variety of new technologies-including radio-frequency identification (RFID) chips and wireless broadband Internet-can be combined to form a sort of seamless, all-encompassing digital infrastructure, accessible anywhere and with any device. The term crops up frequently in South Korea and Japan, which seem to have decided that ubiquitous applications are the future. "What we'll see in the years to come is computers disappearing into devices, being imbedded everywhere," says Hideko Kunii, director of software R&D at Ricoh Corp. in Tokyo. "They'll just become part of the background."  Japan's Ministry of Telecommunications and Internal Affairs is funding u-technology research and development to the tune of $619 million in 2006. Seoul takes it even further. Every city in South Korea seems to have a program of its own. The flagship project is Songdo, a $25 billion economic zone under construction around the port city of Inchon. The developers envision it as a "ubiquitous-computing city" where residents are part of a near-seamless infomation-technology network. Cash won't be needed; electronic money in "u-wallets" will suffice. RFID-equipped ID cards will enable locals to access government services anywhere they have a PC or a PDA-and could double as subway tickets and debit cards. Sensors in streetlights will track cars so officials can steer traffic flows. Foreigners will carry cards instead of passports and enter the country with a mere swipe.Both programs, however, run the risk of creating utopian expectations that are impossible to fulfill. In a Japanese government video promoting its program, some vague hybrid between an omnipotent computer and a 3G mobile phone floats mysteriously in the air over users, transmitting information to distant doctors, summoning mini-video conferences with the kids at school, sending out alerts when groceries in the refrigerator back home need replenishing. Pointing to the hovering miracle gadget, I asked an official how much his ministry was investing in anti-gravity technology. He didn't get the joke, of course. Disappointing expectations, on the other hand, might not be a bad thing. Proponents of ubiquitous technology seem muddled about whom it's actually going to be for. This is an important point. Many of the breakthroughs of the late 20th and early 21st centuries-from the PC to the Internet to the mobile phone-empowered consumers. But when you get down to it, many ubiquitous applications seem to empower organizations to track individuals more efficiently than before. When I explained to an Inchon city official that the Songdo idea didn't appeal to me because I didn't want to have my data floating through an all-accessible network, he responded by talking about a Seoul neighborhood that had recently installed CCTV cameras. "A lot of people were uncomfortable at first. But then the crime rate went down a lot, so people got used to it." But not everybody is thrilled by the loss of privacy. Some engineering students, for instance, are putting shields around the RFID cards in their mobile phones to keep them from being scanned without their permission. How ubiquitous will u-technology be if people opt out? Newsweek 27.7.2006, With B.J. Lee in Seoul NEWS

  22. Ubiquitous cities and city networks are developing in Asia....

  23. Songdo new ubiquitous city in Korea: ”New Songdo City will become the leading Northeast hub such as Shanghai or Hong Kong” Stan Gale, Gale International 27.7.2006 NEWS

  24. Where you can use AMDE as planning and design approach in cities? • Hotels, • Restaurants, • Shops, • Construction cluster, • Health care and welfare services, • Home entertainment and home studios, • Public spaces for relax purposes, • Tourism, hospitality and leisure services, • Architecture and design services, • Marketing and sales services, • Culture services, • Small planning firms and companies, • Special mobile worker services, • Public environment planners and architects, • Experience economy services, • Spaces of creative class, • Mass marketing shows and exhibitions (Expo etc.), • New product and service demonstrations and product launching, and • Planning offices. NEWS Source: AMDE Delphi study report, Kaivo-oja 2006

  25. The Best Definition of AD by AMDE Delphi Study Evaluation The foundations of Ambience Design thinking were laid in the idea of moving the currently visually dominated planning culture towards a multi-sensory design. In the planning process planners will take into consideration design language, sound landscapes, scent worlds, tactile surfaces, light and color worlds and even the world of taste. The senses are not limited to these 5 basic human senses. Source: AMDE Delphi study report, Kaivo-oja 2006

  26. Targets of AMDE… Source: AMDE Delphi study report, Kaivo-oja 2006

  27. Potential Benefits from Ambience Design… • Welfare benefits (built environment and public spaces) • Better employment (novel planning and research services in design field ) • Novel business field and new opportunities (a new competence cluster) • New business cluster • Development and better quality products in the building cluster and related services

  28. Different environments – Different feelings and moods

  29. Feelings & Mood Design

  30. DESIGN CHALLENGES IN CITY ENVIRONMENT • LIGHTNESS • SPEED • MOBILITY • LOCALITY • SITUATION AWARENESS • CONVICIALITY • LEARNINIG • LITERACY • SMARTNESS • FLOW EXPERIENCES CITY AS A BRAND Hong Kong as a Brand, Web: http://www.brandhk.gov.hk/brandhk/eindex.htm

  31. A good professional example: Edinburg as a brand.... Web: http://www.edinburghbrand.com/ • ABOUT OUR BRAND • THE STORY OF OUR BRAND • THE BRAND ESSENCE • THE BRAND VALUES • THE BRAND PYRAMID • THE VISUAL IDENTITY • BRAND ELEMENTS • LOGOTYPE • COLOUR PALETTE • TYPOGRAPHY • PHOTOGRAPHY • GRAPHIC DEVICES • TONE OF VOICE • APPLICATION

  32. DETAIL PHOTOGRAPHY

  33. ICONIC PHOTOGRAPHY

  34. ABSTRACT PHOTOGRAPHY

  35. PEOPLE PHOTOGRAPHY

  36. Ambience Design: From conventional 2D to 5D in a creative way Smell Touch Taste Sound Sight Source: Lindstrom 2005

  37. Ambience Design: Smashing Your Brand..Example...Benetton

  38. AMDE Culture: Expect the unexpected to happen...

  39. AMDE Culture: Transdisciplinarity: The Unifying Paradigm of Humanities, Natural and Social Sciences Microsoft in the beginning...

  40. AMDE Culture: Inner mood …not just the look matters... The 6th James Bond, first blond in Casino Royale.

  41. 5 D Example: Brand sense in Colgate Source: Lindstrom 2005 Smell Colgate Touch Taste Sound Sight

  42. Sensory importance (Brown & Lundstrom 2002)

  43. Ambience Design and Changes in the Business Environment Source: AMDE Delphi study report, Kaivo-oja 2006

  44. Ambience Design: Results of the desirablity analysis: The most preferred events of the future, Part A, the most preferred Source: AMDE Delphi study report, Kaivo-oja 2006

  45. Ambience Design: Results of the desirablity analysis: The most preferred events of the future, Part B, less preferred Source: AMDE Delphi study report, Kaivo-oja 2006

  46. Ambience Design and Branding: Probability Analysis Source: AMDE Delphi study report, Kaivo-oja 2006

  47. Selling propositions Emotional Selling Proposition (ESP), where products were perceived as different primarily because of an emotional attachment. Organizational Selling Proposition (OSP), where the organization or corporation behind the brand in fact became the brand. Brand Selling Proposition (BSP), where the brand was stronger than the physical dimensions of the product. Me Selling Proposition (MPS), which saw the consumers taking owenership of their brands. Unique Selling Proposition, where no two products are alike. Source: Lundstrom 2005

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