THE: FUTURE: LABATORY Lecture - Knights Park, Kingston University
The Future Labatory is a team which has developed an innovative approach to trend forecasting, consumer insight and brand strategy. They ensure that a brand, product or business uses the most relevant and up-to-date trend information and consumer insight tools to better anticipate market needs.
Notes from five discussion topics:
-Consumer Attitudes Audit for 2007/8:
Seasonality is important for a brand or product. Currently, people are more favourable of individual looks whether it be for clothes or furniture etc. 'Experience' is what people are searching for now, with the popularity of Facebook, AOL and MY Space. People below the age of 30 are more likely to add material to the internet compared to those aged above who just 'take' from the internet. 77% of people are most concerned about anti-social behaviour, which is a 62% rise from last season's poll. More people are trying to reduce their carbon footprint by making changes locally to them. In the 1990's, anti-social behaviour was seen by some as cool. Now people are becomming more conservative, rating 'decency' and 'fairness' as the qualities they which to see more of now. Brands need marks to make them 'simple', 'singular', 'asthetic' and 'honest'.
-Slowtopias:
The need to slow down, to retrench, reboot and above all relax in sumptuous and romantic climes.
The quality of travel is becoming poor e.g. increased delays at airports and people finding travelling stressful. Designers are trying to improve the experience. They have looked into 'slowspaces' which are atmospheres created for people to relax and feel calm while making their journey e.g. The longest champagne bar has just been designed for the new Eurostar Terminal at St.Pancras. The Orient Express has become more popular. The Airbus A380 has been designed to be more eco friendly. Foster + Partners have designed a new VirginSpace Port in New Mexico. Embracing eco-luxury forms of travel e.g. new cruises and the return of the airship. 'Experience' is being considdered more.
http://www.dezeen.com/2007/07/page/2/
Airbus A380
Virgin SpacePort, New Mexico by Foster + Partners
In the 1990's there was a 'lad' culture where men didn't want to care and have responsibilities. Now this is changing- they are moving towards 'niche' and 'particular'. The female century is creating a newly confident sophisticated and cosmopolitan male. Pressure from women achieveing higher grades in education and equality being more prominent in society is making the male more aggressive in the workplace and more determined to become dynamic. Men are taking care of their appearance e.g. buying cosmetics etc. Men are inventing more individual looks, and it is now more common for men to be single into their late 20's and early 30's.
http://www.sussex.ac.uk/showcase/mediapractice07/index.php?page=student0012
-Natural Nuclear:
As boundaries begin to blur between craft and innovation, technology and tradition, designers and scientists are creating extraordinary new materials and products. Designer David Ross invented concrete paving slabs which erode away to reveal copper underneath. More hybrid materials and products are being invented. Currently, textiles transform our world more than any other material. Organic is now being questioned if it is really that eco-friendly as people have been led to believe- e.g. producing 100% cotton requires more fields to harvest the crops, therefore more machinery- more pollution. Is it better to think chemical and machine made?
Below: "Erosion Sink" by Gore Design Co. It is made from eco-friendly concrete using a proprietary blend of reclaimed materials and industrial byproducts.
Designers are turning into scientists, chemists, illusionists and magicians. Creations are taking on new looks- dripping, bonding, recycled, coated and injected. Athem have designed a building facade in Paris which is reflective and distorted to give an 'Alice in Wonderland' look. Similarly there is the Nendo climbing wall in Tokyo (below) which has taken on a new experience for climbers by using giant mirrors for pieces to grab.
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