3. Project Summary
Room & Board furniture company has been producing furniture that
caters to larger homesteads. However, they found it would be beneficial
to also catered to urban dwellers. The Limited is design project focused
on creating a furniture line that enhances the use of small spaces found
in cramped urban environments, while still supporting Room & Board’s
existing aesthetic, sustainable production, and customer ethics.
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4. Target Audience
This product will be targeting individuals who possess steady, high in-
come careers while inhabiting compact urban domiciles. Usually they
are single, or living with one partner. Sustainablity is considered more
for the image than as a true environmental concept.They navigate to-
wards tastefully classic/chic interiors, use 500 thread count sheets, and
drink Starbucks daily. For them moderation is key, but the occaisional
impulse is necessary.
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5. Audience Profile
Lanie Pilnonk resides in New York City. At 32 she is a trend and de-
sign executive for a large fashion house and lives in a compact Manhat-
tan apartment. Her fellow roomate is equally compact and named Arfie.
She enjoys cashmere coats, heavy whipping cream instead of creamer,
has perfected the chignon, and rises early each morning to catch some
relaxation time with her favorite chair, a cup of French roast coffee,
and the docile croonings of Keane in her earbuds. She feels that stylish
space enhancing furniture will be an improvement to her lifestyle.
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6. Audience Profile
Victor and Constance Kals reside in Minneapolis, MN In an apartment
with a 700 sq ft kitchen. At 26, Constance is a food critic and Victor,
28, manages a bank branch. They love cooking together and often host
dinner parties with linen napkins for their friends. Right now they are
busy building their careers, spending time at out door markets, taking
yearly two week trips abroad, and splurging on good wine to have chil-
dren. Yet they do see them in the far future. To improve their success
and enhance their style of entertaining, small space furniture would be
most effective.
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8. Current Perception
Room & Board proves quality, custom designs and reliability. They
care about customer satisfaction, from service to design assistance.
Their pieces promote local builders and sustainable materials. While
they host a couple of classic knock offs, their overall aesthetic is told to
be classy, tastefull, and secure. However, to the outside eye it often is
seen as boring, neutral, or good for staple pieces rather than flair.
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9. Success
When a line of furniture is created that serves the purpose of refresh-
ing and reinventing small space, sustainable by using long lasting
design and green materials, yet still can be aesthetically claimed as a
Room & Board piece.
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10. Specific Requirements
All pieces designed for the Limited line must remain similar to Room
& Board’s established furniture aesthetic.They must also use sustain-
able materials, design and building methods. As well as serve the main
purpose of enhancing use of space.
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