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

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  • 1. for whom do we <br />design and build?<br />who knows most <br />about their own<br /> spaces and places?<br />
  • 2. demographic analysis: <br />broad but shallow<br />transactional analysis: <br />narrow but deep<br />
  • 3. spatial psychology is built<br /> on expert usership<br />and understanding <br />the nature of their <br />spatial transactions <br />
  • 4. finding the expert user base<br /><ul><li> examine demographic data
  • 5. understand the issues
  • 6. find the 1st connector, explore the issues
  • 7. connector cascade
  • 8. agree the archetypal expert users
  • 9. find the first ten and cascade out to 40</li></li></ul><li>finding the Voice<br /><ul><li> build the contract
  • 10. set up an appropriate campaign
  • 11. give voice, listen, feedback
  • 12. adjust, consult, agree
  • 13. legacy mechanism agreed</li></li></ul><li>TARGET GROUPINGS<br />by,000’s<br /> 2125young & <br />mobile<br />Mid Easterners<br /> 500Gulf <br />shopping<br />visitors<br />2000 ‘Western’ tourists<br />710 local Emirate <br />families<br /> 780business <br /> visitors<br />1200 wealthy <br />South Asians<br />300 ‘Western’ <br />Expatriate <br />workers<br />primary grouping<br />secondary grouping<br />
  • 14. SIZE OF OPPORTUNITY<br />+<br />-<br />FREQUENCY OF VISITS<br />-<br />Western’ <br />expatriate<br />workers<br />business <br />visitors<br />‘Western’ tourists<br />Emirate<br />families<br />APPEAL OF CONCEPT<br /> Gulf shoppers<br />wealthy Asians<br />+<br />mobile Middle Eastern<br />
  • 15.
  • 16. GRADING THE RISK FACTORS<br />FACTORS<br /><ul><li> exclusive vs inclusive
  • 17. standalone vs. mall
  • 18. partner vs. solo</li></ul>+<br />-<br />RISK<br />excl<br />stand<br />solo<br />excl<br />stand<br />part<br />excl<br />mall<br />solo<br />incl<br />stand<br />solo<br />excl<br />mall<br />part<br />incl<br />stand<br />part<br />incl<br />mall<br />solo<br />incl<br />mall<br />part<br />
  • 19. what do we mean by luxury??<br /><ul><li>elegant stores
  • 20. luxury brands
  • 21. European/US tastes
  • 22. beautiful objects
  • 23. refined service
  • 24. look, don’t touch
  • 25. rich clientele
  • 26. older, female
  • 27. vibrant stores
  • 28. must-have brands
  • 29. multicultural tastes
  • 30. indulgences
  • 31. welcoming service
  • 32. try before you buy
  • 33. affluent guests
  • 34. youthful, both sexes</li></li></ul><li>what kind of customer experience…?<br /><ul><li>accessible
  • 35. indulgent
  • 36. fun
  • 37. personalised
  • 38. clubby
  • 39. frequent visits</li></li></ul><li>fetish <br />transactions:<br />Bond-ness<br />
  • 40. tribal <br />transactions:<br />head chatter <br />
  • 41. shopping psychology: aisle behaviour <br />
  • 42. introducing the archetypes<br /> 30’s male manager in the software industry: well off<br /> young club-going, commuting girl.<br /> male financial-industries football and sports-bar devotee<br /> Asian teenager, non-drinking<br /> white British teenager, too young to drink legally<br /> family with young children<br /> young over-educated Eastern European services worker<br /> 40-something male skilled manual worker<br /> youngish artisan/performer<br />retired female college lecturer<br /> male / female retail manager<br /> 60’s – 70’s blue collar retirees.<br /> 50-something, affluent commuter with teenage kids<br />
  • 43. which venues serve the most archetypes?<br />
  • 44. who is under-served in the town centre?<br /><ul><li> families and kids
  • 45. cool teens (other than drinking!)
  • 46. cultural minority groups
  • 47. affluent 30+s
  • 48. business users</li></li></ul><li>how do your cultural assets stack up?<br />
  • 49. Watford’s road system constricts formal circulation and bisects the city centre…<br />
  • 50. people find their own ways to where they want to go… add the underpass thread…<br />
  • 51. add the well-signposted cycle route thread…<br />
  • 52. and the randomness of everyday culture, lived in public… finding the real desire lines through meandering … <br />
  • 53. Woodside Leisure Centre<br />The Parade<br />The Horns<br />Library<br />Colosseum<br />Palace Theatre<br />Cassiobury Park<br />cultural venues extend beyond the city centre , and most thrive in spite of the road system constrictions …<br />Muse<br />Palace Cafe<br />Café Cha Cha<br />Market<br />The Pump House<br />Newton Price Centre<br />St Mary’s Church<br />Harlequin<br />Museum<br />
  • 54. www.cornerstonestrategies.co.uk<br />the city’s threads are unplanned as well as planned, and the cultural zone extends organically.. . <br />
  • 55. no international design exchange<br />
  • 56. Blackpool Pride<br />
  • 57. finding a common voice<br />
  • 58. access, not buildings<br />
  • 59. Mapping the Necklace<br />
  • 60. pray, farm, fish, remember <br />
  • 61. organising strategies: making do <br />
  • 62. the largest room <br />in the world<br />
  • 63. building the Temple <br />
  • 64. bringing it to life<br />

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