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For whom do we Build, Design, Make (Susan Williamson)
 

For whom do we Build, Design, Make (Susan Williamson)

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    For whom do we Build, Design, Make (Susan Williamson) For whom do we Build, Design, Make (Susan Williamson) Presentation Transcript

    • for whom do we
      design and build?
      who knows most
      about their own
      spaces and places?
    • demographic analysis:
      broad but shallow
      transactional analysis:
      narrow but deep
    • spatial psychology is built
      on expert usership
      and understanding
      the nature of their
      spatial transactions
    • finding the expert user base
      • examine demographic data
      • understand the issues
      • find the 1st connector, explore the issues
      • connector cascade
      • agree the archetypal expert users
      • find the first ten and cascade out to 40
    • finding the Voice
      • build the contract
      • set up an appropriate campaign
      • give voice, listen, feedback
      • adjust, consult, agree
      • legacy mechanism agreed
    • TARGET GROUPINGS
      by,000’s
      2125young &
      mobile
      Mid Easterners
      500Gulf
      shopping
      visitors
      2000 ‘Western’ tourists
      710 local Emirate
      families
      780business
      visitors
      1200 wealthy
      South Asians
      300 ‘Western’
      Expatriate
      workers
      primary grouping
      secondary grouping
    • SIZE OF OPPORTUNITY
      +
      -
      FREQUENCY OF VISITS
      -
      Western’
      expatriate
      workers
      business
      visitors
      ‘Western’ tourists
      Emirate
      families
      APPEAL OF CONCEPT
      Gulf shoppers
      wealthy Asians
      +
      mobile Middle Eastern
    • GRADING THE RISK FACTORS
      FACTORS
      • exclusive vs inclusive
      • standalone vs. mall
      • partner vs. solo
      +
      -
      RISK
      excl
      stand
      solo
      excl
      stand
      part
      excl
      mall
      solo
      incl
      stand
      solo
      excl
      mall
      part
      incl
      stand
      part
      incl
      mall
      solo
      incl
      mall
      part
    • what do we mean by luxury??
      • elegant stores
      • luxury brands
      • European/US tastes
      • beautiful objects
      • refined service
      • look, don’t touch
      • rich clientele
      • older, female
      • vibrant stores
      • must-have brands
      • multicultural tastes
      • indulgences
      • welcoming service
      • try before you buy
      • affluent guests
      • youthful, both sexes
    • what kind of customer experience…?
      • accessible
      • indulgent
      • fun
      • personalised
      • clubby
      • frequent visits
    • fetish
      transactions:
      Bond-ness
    • tribal
      transactions:
      head chatter
    • shopping psychology: aisle behaviour
    • introducing the archetypes
      30’s male manager in the software industry: well off
      young club-going, commuting girl.
      male financial-industries football and sports-bar devotee
      Asian teenager, non-drinking
      white British teenager, too young to drink legally
      family with young children
      young over-educated Eastern European services worker
      40-something male skilled manual worker
      youngish artisan/performer
      retired female college lecturer
      male / female retail manager
      60’s – 70’s blue collar retirees.
      50-something, affluent commuter with teenage kids
    • which venues serve the most archetypes?
    • who is under-served in the town centre?
      • families and kids
      • cool teens (other than drinking!)
      • cultural minority groups
      • affluent 30+s
      • business users
    • how do your cultural assets stack up?
    • Watford’s road system constricts formal circulation and bisects the city centre…
    • people find their own ways to where they want to go… add the underpass thread…
    • add the well-signposted cycle route thread…
    • and the randomness of everyday culture, lived in public… finding the real desire lines through meandering …
    • Woodside Leisure Centre
      The Parade
      The Horns
      Library
      Colosseum
      Palace Theatre
      Cassiobury Park
      cultural venues extend beyond the city centre , and most thrive in spite of the road system constrictions …
      Muse
      Palace Cafe
      Café Cha Cha
      Market
      The Pump House
      Newton Price Centre
      St Mary’s Church
      Harlequin
      Museum
    • www.cornerstonestrategies.co.uk
      the city’s threads are unplanned as well as planned, and the cultural zone extends organically.. .
    • no international design exchange
    • Blackpool Pride
    • finding a common voice
    • access, not buildings
    • Mapping the Necklace
    • pray, farm, fish, remember
    • organising strategies: making do
    • the largest room
      in the world
    • building the Temple
    • bringing it to life