2. In collaboration with International Affairs graduate students and CARE International, students from Parsons School of Design
worked with a group of Mayan women and their beading and weaving association. A spring semester was spent preparing for the
summer of 2008 when students traveled to Guatemala to meet the women face to face. While students from the U.S. learned traditional
weaving and beading, the women artisans received help in restructuring their organization, renovating their store, and creating a
workshop program for tourists. Together the students and the women explored possibilities and skills in the modules of design,
marketing, and business. Although everyone gave input and learned from each other, I mainly worked with the groups involved with
restructuring the organization and setting up a workshop program. This included giving workshops on pricing, business organization,
and workshops, as well as creating brochures and pamphlets and speaking with tour operators. For more information on the project,
please visit http://thenewschoolcollaborates.blogspot.com.
vice president
president
secretary
secretary
vocal vocal vocal vocal
treasurer
treasurer
public relations
store manager
workshop manager
quality control
& design manager
rotating
positions
(every 6 months)
old association
structure
new association
structure
restructuring of association
Materiales para la mostacilla (para pulsera, faja, o cuadrado):
1. Un pedazo de madera de 30 centímetros de largo y 10 centímetros de ancho.
2. 4 clavos de 2 centímetros de largo.
3. 2 pedazos de alambre firme (que no se doble), de 2-3 milímetros de diámetro y 10 centímetros de largo.
4. Agujas de mostacilla (agujas largas y bien finas, se le dará 3 para su uso).
5. Carreta de hilo (marca Flamingo, para resistencia).
6. Mostacilla (de distintos colores dependiendo el gusto del cliente).
1. Clavarle los 4 clavos al pedazo de madera, 2 en cada lado (con 5 centímetros
de espacio entre los clavos, dejando 1 centímetro entre el clavo y la orilla de la
madera).
2. Amarre con hilo el alambre firme entre los dos clavos de forma vertical, un
alambre por cada dos clavos.
3. Agarre el hilo y páselo de un lado del alambre hasta el otro lado
(asegurándose que el hilo este apretadito, con buena tensión), formando 12
líneas dobles.
4. Jale un pedazo de hilo de metro y medio (mas largo causara que se enrede
el hilo) por el ojo de la aguja de mostacilla.
5. Amarre la punta del hilo que ha enhebrado en al aguja de mostacilla a la
primera línea de hilos.
6. Ahora que esta el hilo amarrado a la primera línea de hilos, va a tomar la
mostacilla y ponerle la aguja por el hueco de la mostacilla, recuerde que como
hay 12 líneas dobles, entonces necesita 24 mostacillas.
7. Ya que este las mostacillas en la aguja, empuje las mostacillas hacia abajo,
hasta el final del hilo.
8. Jale la aguja con el hilo y la mostacilla colgada debajo de todos los hilos y
usando su dedo (a lo largo) como guía, van a alinear una mostacilla por cada
línea de hilos (esto se hará mas fácil ya cuando haya echo unos cuantos).
9. Ya que tenga una mostacilla entre cada una de las líneas de hilo, vas a
agarrar la aguja y se la va a pasar dentro de todas las mostacillas, viendo que el
hilo se quede por de bajo de la aguja mientras pasa la aguja por la mostacilla
(esto hará que los hilos no se suban entre las mostacillas).
10. Repita pasos 6 a 9.
Taller de Mostacilla
Procedimiento de la mostacilla:
Pasos 1 & 2
Paso 3
Paso 8
Paso 9
Pasos 6 & 7
Pasos 4 & 5
Materials for the weave:
1. Thread (one or two colors depending on preference).
2. Thread Wheel
3. Tramador (to divide the colors for the weave)
4. Thick thread (used to divide the weaving thread)
5. Set of sticks
6. Nails
7. Rope
8. Back-strap
9. Cane Stick
10. Tortilla Stick (used for horizontal threading)
11. Scissors
1. Select the colored threads you want to use.
2. Separate the thread using the thread wheel that
you will need for the weave itself and the tortilla
stick.
3. Take the separated thread that you will use for
the weave and pass it through the tramador.
4. Take the remaining thread and roll it back and
forth on the tortilla.
5. String the weaving thread through the set of
sticks.
6. Divide each thread individually using a stronger,
different colored thread (this will help keep the
threads separate and not tangle or bunch together).
7. Tie the thread from the tortilla to the first line of
threads on the weave.
8. Begin weaving following the instructions from
workshop leader.
Weaving Workshop
Weaving Procedure:
Step 4 Step 5
Step 7Step 6
Step 2 Step 3
instructional pamphlets
in English and Spanish
learning to bead
selling in the new store
new products
Ajkem’aLoy’a
3. Ajkem’aLoy’a
workshops on logos,
pricing, marketing, and
business organization
Beading
All-day package - Q 300
includes: 6 hours of instruction &- all materials
1/2 day package - Q 200
includes: 3 hours of instruction & all materials
Technique package - Q 75
includes: 1 hour of instruction
Weaving
All-day package for napkins
or scarfs Q 450
includes:8 hours of instruction & all
1/2 day package - Q 300
includes: 4 hours of instruction & weaving
San LucasToliman
sits at the base of both the Atitlan and
Toliman volcanoes in the Lago de Atit-
lán river basin. San Lucas Tolimán is of
prehispanic origin and was established as
a town around 1540, and became its own
municipality in 1877.
San Lucas Toliman is a tranquil
town with charming restaurants and
hotels where one can enjoy an authen-
tic Guatemalan experience without the
many distractions of other more well
known tourist destinations in the area.
Whether you are looking to have
a relaxing getaway on the edge of Lake
Atitlan surrounded by the natural beauty
of volcanoes and mountains or to learn
the art and technique of traditional Ma-
yan weaving and beading, San Lucas
Toliman has everything you need.
Ajkem’a Loy’a is a group of
womenweaversandartisansfounded
in 2004 in San Lucas Toliman, Gua-
temala. We share our love for handi-
crafts and community through work-
shops in empowerment and gender
awareness as well as beading, jewelry
making,andbackstraploomweaving.
Ajkem’a Loy’a’s mission is to
promote our traditions and generate
a sustainable income through teach-
ing locals and tourists and selling
handmade high-quality products.
Workshops
Jewelry Making
2 hour package - Q 200
includes 2 hours of instruction & all
materials
San Lucas Toliman sits at the base of
both the Atitlan and Toliman volcanoes in
the Lago de Atitlán river basin. It is of
prehispanic origin and was established as a
town around 1540, and became its own
municipality in 1877.
San Lucas Toliman is a tranquil town
with charming restaurants and hotels where
one can enjoy an authentic Guatemalan
experience without the many distractions of
other more well-known tourist destinations
in the area.
Whether you are looking to have a
relaxing getaway on the edge of Lake Atit-
lan surrounded by the natural beauty of
volcanoes and mountains or to learn the art
and technique of traditional Mayan weaving
and beading, San Lucas Toliman has every-
thing you need.
San Lucas Toliman, Sololá, Guatemala
Phone: Sandra- 50258095914
E-mail: ajkemaloya@gmail.com
Contact info:
In Colaboration with:
Mostacilla
Paquete de dia entero - Q 300
incluye:
- 6 horas de instrucción y todos los materiales
Paquete de medio dia - Q 200
incluye:
- 3 horas de instrucción y todos los materiales
Paquete de técnica- Q 75
incluye:
- 1 hora de instrucción y todos materiales
Joyeria
Paquete de dos horas - Q 200
incluye:
-instrucción y todos los materiales
Tejido
Paquete de dia entero - Q 450
incluye:
- 8 hora de instrucción y todos los materiales
Paquete de medio dia - Q 300
incluye:
- 4 hora de instrucción y todos los materiales
Ajkem’a Loy’a es un grupo de
tejedoras y artesanas fundado en el
2004 en San Lucas Tolimán, Guate-
mala. Compartimos nuestro amor por
la artesanía y nuestra comunidad a
través de talleres sobre liderazgo y
género como también en mostacilla,
joyería, y tejido en telar de cintura.
La misión de Ajkem’a Loy’a es
promover nuestras tradiciones y gen-
erar un ingreso sostenible para noso-
tras a través de la enseñanza a locales
y extranjeros y la venta de productos
de alta calidad hechos a mano.
El pueblo de San Lucas Toliman se
encuentra en la base de los volcanes
Atitlán y Tolimán a la orilla del Lago
Atitlán. San Lucas Tolimán es de origen
prehispánico y se constituyó como pueblo
alrededor del año 1540, convirtiéndose en
su propio municipio en 1877.
San Lucas Tolimán es un pueblo
tranquilo con bellos restaurantes y
hoteles donde se puede disfrutar de una
experiencia auténtica guatemalteca sin las
distracciones de otros destinos mas
turísticos.
Ya sea que esté buscando relajarse
a la orilla del Lago Atitlán rodeado de la
bella naturaleza de volcanes y montañas o
para aprender el arte y técnica de la
mostacilla y tejido tradicional maya, San
Lucas Tolimán le ofrece todo lo que
necesita.
Talleres
San Lucas Toliman, Sololá, Guatemala
Teléfono: Sandra-50258095914
Correo Electrónico: ajkemaloya@gmail.com
Contacto:
En colaboración con:
workshop brochures
in English and Spanish
4. the cupcake project
carly . errica . houman . jane . julia
Cupcake Phenomenon:Layering Map
1991- 2000
2000- present
Houston St.
14th Street
23rd Street
34th Street
42nd Street
59th Street
72nd Street
96th Street
110th Street
W 145 St
W 181St
1980-1990
area of focus:growth
REVENUE not profit
reflects how many
cupcakes are being
bought
CUPCAKE BATCHES
per day
reflects how many
cupcakes are being
made each day
CELEBRITY SHOTS
reflects potential
celebrity following
/social awareness
PHENOMENON
(ATTENTION
basic:
“any observable ocurrence”
observed by whom?
experienced by whom?
carly .errica .houman .jane .julia
+ bandwagon effect)
observable effects
(based on case study: frozen yogurt)
-MADNESS,FRENZY (LINES)
-HYPE,BUZZ
-SUDDEN RESURGENCE
-EXPANSION AND GROWTH OF BUSINESSES
-MULTIPLE BRANDS AND“COPY-CATS”
-INSTANT SUCCESS FOR NEW BUSINESSES
-CELEBRITY FOLLOWING
A REASONABLY SOCIAL PERSON
societyobject of attention
buddha:
“an experienced state,an appearance”
kant:
“appearances which constitute our experience”
SOURCE COMMENT(S) DIMENSION
Glencora
(blogger)
“I think a lot of the appeal of cupcakes is portion control, hence their popularity in places like
NYC (in Sex and the City, anyhow) and LA. Skinny people get to play with small pieces of pretty food.
Unfair? Maybe.”
PHYSICAL
Bukes (blogger) “’My Aunt today commented on the cupcake phenomenon by saying, 'No one wants a whole cake
anymore.’ I think she's right.”
PHYSICAL
Joel Stein,
journalist
They're small and safe, and so people convince themselves that they can't have that many calories. PHYSICAL
Kimberly Martin
(owner of Main
Street Cupcakes)
"Cupcakes are a sel�sh treat…They offer both variety as well as portion control. So you feel
you can indulge."
PHYSICAL
Christa (blogger) "All I can say is my friend and I started laughing hysterically when we put them in our mouths.Why?
Because they are so delicious they actually make you giddy!"
PHYSICAL,
EMOTION
Natalie Jensen of
So Cupcake
"You can just grab them and eat them and you don't feel so bad eating one cupcake." PHYSICAL
Yoli Anyon,
customer
"Why do I like cupcakes? Wow, a million reasons….There's less guilt about eating them because they're
small.They're also kind of gourmet."
PHYSICAL,
EMOTION
The Food
Timeline
"Diminutive iterations of popular traditional baked goods are particularly enjoyed when portability
and ease of service is appreciated."
PHYSICAL
ChrisOnStage
(blogger)
"Although their offerrings are nothing particularly fancy to look at, they are superior in taste and
also in � avor selection."
PHYSICAL
Michelle Wilson-
Blyth, co-owner
of Replete
Providore
"They're a very simple and economical way to �nish a function….'It's easy to serve and there's
portion control - you just order one per person. '"
PHYSICAL
Michelle Wilson-
Blyth, co-owner
of Replete
Providore
"ou can dress them up and theme them any way you like - the combinations are endless so it's a very
adaptable dessert."
PHYSICAL
establish terminology locate target bakeries
media extraction
The Cupcake Project was a group project for a course called Design Research Methods.The following is an excerpt from our final paper:
Fascinated by the sudden emergence of cupcake bakeries throughout lower Manhattan, a group of five Parsons students set out to determine
what makes cupcakes“phenomenon material.”Through interviews,observations,and secondary research,The Cupcake Project found that key factors
include: emotion, size, convenience, simplicity, reliability, taste, nutrition, social appeal, quality, aesthetics, economics, media, and word-of-mouth...From
this research, we can gain insight into what characteristics make a product or concept easy to love. Using the cupcake phenomenon in lower
Manhattan as a case study, we realized patterns of a successfully marketed product.The information gathered could be useful in marketing other
goods and services, as well as in helping one decide what kind of product would have potential to become “the next big thing” or phenomenon.
5. Katrina
Don (with wife and daughter)
DATE/TIME: Friday,November 14th/1:30 pm
PURCHASE: $2.50 vanilla/vanilla,vanilla/chocolate,and chocolate/chocolate cupcakes
OBSERVATIONS: there are people in the shop,but no line at Magnolias??
Friends told her she had to try Magnolia since she is on a two-week tour
of the U.S.and saw it on Sex and the City
Yes, in Sydney there are cupcake centered bakeries as well.
PERCEPTION,
MEDIA
PLACE
“People like sweet things and cupcakes are portable,if people are
health conscious it makes a quick little treat.”
CONVENIENCE,
PORTION
CONTROL
Why is there a
cupcake
phenomenon?
Why did you choose
this bakery?
Is there a cupcake
phenomenon?
Why don’t you like
cupcakes?
What makes cupcakes
so popular?
“I’m not a cupcake person I’m more a cheesecake person.”
“I don’t know you just have to come to Magnolia because its so
publicized”
MEDIA
Have you always loved
cupcakes?
Is there a cupcake
phenomenon?
Yes,there are cupcake bakeries popping up in Philly and
Pittsburgh...probably started 2 or 3 years ago.
PLACE
All:Yes,since we were little. NOSTALGIA
Why are you waiting
outside?
Doesn’t like crowds,his wife was“taking too long”
Steven,Andrew,Casey,Kristina,Alyssa
it’s a cake,but small...nostalgia...pop culture,Sex and the City
PORTION,MEDIA,
NOSTALGIA
What makes
cupcakes so popular?
Alex
DATE/TIME: Friday,November 14th/3:00 pm
PURCHASE: cup of coffee
OBSERVATIONS: employee at Royal is annoyed with us,she said we couldn’t interview people anymore
Why are you not
part of it?
“I just don’t like sweets.”
“It’s a marketing thing,they’ve talked about it on Sex & the City,SNL did
that digital short with a song about Magnolia,and it gets written about
everywhere.”
MEDIA
PERCEPTIONIs there a cupcake
phenomenon?
Why are cupcakes so
popular?
Yes,but I’m not a part of it.
interviews, ethnography, photo documentation
7. **
*
$
city & city dwellers
city dwellers:
-buy garden kits and get agriculture advice from the urban farm via
Internet
-visit the farm for more infomration and purchase produce from the
farm
urban farm:
-sells garden kits via the Internet and gives support to city dwellers
who need agriculture advice
-gets financial support from city dwellers
neighbors:
-participate in growing food and garden kit seedlings on their land
-neighbors receive financial compensation and advice from urban farm (as
well as fresh produce from their endeavors)
urban farm:
-sells garden kits via the Internet
-gives support to city dwellers who need agriculture advice
-expands production capacity by partnering with neighborhood residential neighborhood
reSource Center
flows guide
financial
material
information
materials are delievered by truck
materials are delievered by bicycle or in person
residential neighborhood
local school
farmer’s market
urban farm (with biodiesel machinery)
restaurant
city & city dwellers
flows guide
financial
material
information
volunteer/outreach restaurant gives compost material and grease and gets fresh produce at a discount rate
urban farm sells fresh produce at a discount rate and gets compost material and grease
city dwellers get fresh produce and garden kits through the farmer’s market
urban farm gets financial support from the city dwellers through the farmer’s market
neighbors volunteer at urban farm and attend community events hosted by the farm
urban farm gets help from neighbors and hosts community events for the neighborhood
city dwellers visit the farm for more infomration and purchase produce from the farm
urban farm gets financial support from city dwellers
city dwellers buy garden kits and get information about their own urban agriculture endeavors via Internet
urban farm sells garden kits via the Internet and gives support to city dwellers who need agriculture advice
neighbors get fresh produce from the farm
urban farm gets financial support from the community
students volunteer at the urban farm
urban farmers teach students about agriculture
city dwellers get information about local
produce from the farmer’s market
Compost Green Map
of Manhattan
Grow Your Own Farm Stand
studying and promoting urban agriculture
9. Urban Agriculture: benefits
3 Main Benefits of Urban Agriculture
Case studies include:
Process: Case Studies provided real life examples of
the impact of urban agriculture on a community
City Farm in Rhode Island
1) Provide healthy and fresh produce to urban areas
2) Community building - socially and economically,
through job creation, educational opportunities, and
social events
3) Positive environmental impact - reduced food miles,
more green spaces
Added Value in NYC•
City Farm in Providence, RI (visited)•
East New York Farms! in NY•
Edible Schoolyards•
Queens County Farm in NYC (visited)•
Youthmarket by GrowNYC•
10. Concrete Safaris: real people
Concrete Safaris (www.concretesafaris.org) is a non-profit
organization located in East Harlem. It operates an after school
program for children, which incorporates outdoor activities into
lessons about gardening and healthy habits. They have built an urban
farm next to their headquarters on vacant land granted to them by
New York City Housing Authority. This summer, Concrete Safaris
will be implementing a farm stand program to sell their produce at
Metropolitan Market, located down the street.
Grow a Farm Stand emerged from a co-design process with Sharon
‘Ms. Mac’ Levine, founder of Concrete Safaris.
Process: Co-designing with Ms. Mac allowed a
potential user to voice concerns and give input
in the beginning phases of design.
“Concrete Safaris empowers youth to be healthy leaders
through green exercise programs that enrich the mind, body,
community, & environment.”
- Concrete Safaris’ Mission
11. Grow a Farm Stand: process
Process: Prototyping and storyboarding
visualizes the different touchpoints of the toolkit
and farm stand experience.
Concrete Safaris
!
kid-to-kid marketing
telling the farm
stand story
kid created
marketing materials
teacher tells
visitors about
the farm stand
program
children talk to
visitors about their
experience with the
program
12. Business Model
System of participants
Process: System map discerns participants and
their roles and relationships.
Values offered:
Speed - easy replication of farm stand program•
Flexibility - allows for program to be customized to specific•
needs
Social value - facilitates program that teaches marketing and•
entrepreneurial skills to children
Innovation - enables the creation of a farm stand program that•
not only sells produce, but excites and educates visitors about
fresh produce
Wisdom - captures knowledge and experience of previous•
users
Who else could use this toolkit?
Parks Afterschool,Advantage After School Program,YMCA, NYC Camps
Diversity Program, public and private schools...
Strategy to Scale Grow a Farm Stand
1. Grow a Farm Stand is a pilot toolkit, the result of design and
marketing consulting for Concrete Safaris. Its success will be used
to attract funding for further development.
2. Grants will be pursued in order to incorporate Concrete Safaris’
urban farm program and Grow a Farm Stand into a larger toolkit.
3.The larger toolkit can be used to expand the urban farm and
farm stand program models to other organizations.
Parents support their children’s participation
in Concrete Safaris’ activities.
East Harlem residents shop at the
market and support Concrete
Safaris’ farm stand.
Concrete Safaris
(Paradise Garden and Mad Fun Farm)
Youth participants plan the garden, grow,
market, and sell the produce.
Volunteers and high schoolers hired by
Concrete Safaris assist in gardening and
market days.
Metropolitan Market
Sells produce at Metropolitan
Market
Government, foundations, corporations, and private
individuals provide grant money to fund the program.
Materials for the Arts provides art materials for the
activities and farm stand.
Teacher plans lessons, teaches
children, works in garden, and
recruits volunteers and high
schoolers to help.
$ $$
13. Luther Gulick Park
Working with NYC Department of Parks and Recreation, Friends of Gulick Park, Hester Street
Collaborative, and Partnership for Parks, students at Parsons School of Design in IDC Collab: Urban
Practices collected stakeholder data to help inform the redesign of Luther Gulick Park in the Lower
East Side. Data was collected through interviews and other ethnographic research methods. The
information collected was displayed at Take Back Our Park Day on May 16, 2010. The booth,
designed and built by the class, incorporated interviews with stakeholders and served as a way to
collect more interviews during the event. Other participatory design methods were also utilized
during Take Back Our Park Day.
Friends of Gulick Park
data visualization
listening booth with
interview station at Take
Back Our Park Day
poster for interview
sessions in the park
twitter poster and webpage
2 Ways to Participate
follow: Hear about what’s happening at Luther Gulick
Park, such as upcoming events.
tweet: Share your thoughts about Luther Gulick Park and
post your response to our Question of the Day. Your
feedback on the park matters!
itsmypark
how do you tweet?
if you don’t have an account, sign up at www.twitter.com
if you do have an account, share your response by starting your tweet with“@itsmypark”
if you have an account linked to your phone, text 40404 to instantly respond to the Question of the Day or share your views on the park
14. Memorial Sloan-Kettering Cancer Center : Brooklyn
A Health Services Innovation class at Parsons School of Design was asked by Memorial Sloan-Kettering
Cancer Center (MSK) to innovate, inspire, and ideate new services for a MSK infusion center opening in
Brooklyn (BK). The design brief asked the students to focus on:
- Warm Welcomes
- Thoughtful Sendoffs
- Being an Engaged Neighbor
Final deliverables included: service blueprints, storyboards, prototypes, and presentations
Initial Concepts:
- Pop Up Pamper Shop
- Style Your Wig
- CoCo Cooking Class
- Nunu Treats
- Bring Your Own Mug (BYOM) Program
- The Secret Garden
Final Concept:
“Atlantic Ave., Your New Neighbor”
As MSK BK will not have a gift shop or recreation room, a virtual gift shop and“sweets trolley”will be
designed for the new BK location. Brooklyn, more specifically the neighborhood surrounding MSK BK, will
serve as MSK BK’s gift shop and recreation room.
Concept was presented through an enactment of the service.
service blueprintstheater techniqes with Roger Manix map of neighborhood
This is Andi.
People in the neighborhood are eclectic professionals; it's a "bedroom
community," meaning most people work during the day and stuff happens
at night. Things are not open at 9am, I recently changed business hours to
12-8:30p to fit neighborhood hours.
This is Andy.
There is definitely a collaborative spirit between businesses in the
area, such as Blue Marble Ice Cream using our hot fudge sauce
or our chocolates being stocked at Sterling Place.
top: interviews with
neighbors
left: polarity map
bottom: initial
concepts
partnership
with nearby businesses
active
commitment
(membership)
no commitment
(free entering)
passive
art club with gallery
art exhibition @
gallery
book club with library
film club with Plaza Video
gardening club
lunch club (cooking lessons @
Linger, give back recipes)
“personal cups”program @ Linger
(for all regulars, patient and non-patient)
video rental membership
@ Plaza Video
follow MSK BK on twitter
(announce new books/flowers/sales/specials)
coupons/discounts for
MSK BK patients
MSK BK gift shop outside of the
clinic & virtual store
delivery service of goods
(videos, chocolates, etc.)
manicures/pedicures/facials from
Sanctuary Salon @ MSK
wig styling classes @ Sanctuary
attend music performances @ Linger
patient music
performances @
Linger
gardening activity
(one time workshop)
chocolate tasting/making
classes by nunu
P
A
J
BYOM (Bring Your Own Mug) at Linger Café
BYOM (Bring Your Own Mug) is a personal cup program that would allow regulars to be able to bring their
own mug/cup to use at Linger Café. This program would be optional for MSK BK patients and non-patients, so
patients are not singled out for having personal cups. Like leaving your toothbrush at a friend’s apartment,
BYOM will build a sense of “home outside of home” and connection with the community for MSK BK patients.
Additionally, the personal mugs will form a unique visual representation of Linger Café customers.
