How does the internet see you/your brand with personas

Personas is a component of the Metropath(ologies) exhibit, currently on display at the MIT Museum by the Sociable Media Group from the MIT Media Lab. It uses language processing and the Internet to create a data portrait of one's aggregated online identity. In short, Personas shows you how the Internet sees you.

Enter your name, and Personas scours the web for information and attempts to characterize the person - to fit them to a predetermined set of categories that an algorithmic process created from a massive corpus of data. The computational process is visualized with each stage of the analysis, finally resulting in the presentation of a seemingly authoritative personal profile.

In a world where fortunes are sought through data-mining vast information repositories, the computer is our indispensable but far from infallible assistant. Personas demonstrates the computer's uncanny insights and its inadvertent errors, such as the mischaracterizations caused by the inability to separate data from multiple owners of the same name. It is meant for the viewer to reflect on our current and future world, where digital histories are as important if not more important than oral histories, and computational methods of condensing our digital traces are opaque and socially ignorant.

Personas was created by Aaron Zinman, with help from Alex Dragulescu, Yannick Assogba and Judith Donath.

Branding: The Next Generation

via Branding Strategy Insider

From USPs to HSPs (Holistic Selling Propositions). Martin Lindstrom proposes that: "HSP brands are those that not only anchor themselves in tradition but also adopt religious characteristics at the same time they leverage the concept of sensory branding as a holistic way of spreading the news. Each holistic brand has its own identity, one that is expressed in its every message, shape, symbol, ritual, and tradition -- just as sports teams and religion do today."

La Maison Martin Margiela

Martin Margiela a profite du Salone Internazionale del Mobile a Milan pour presenter sa collection deco et confirmer sa volonte de devenir une marque lifestyle. Dans la mouvance utilicraft tres presente a Milan cette année. Le designer nous fait découvrir dans un espace a l'image de la marque, une pyramide de coupes à champagne en plastique tout de blanc, une table recouverte d’une matière blanche, ou encore le fameux gâteau d’anniversaire des vingt ans de la maison. Mais aussi meubles, tapis, stickers, lampes, luminaires, crayons, ...

C'est tout l'univers Margiela que Mat, Satiné, Brillant révèle.

Toutes ces idées devraient prochainement être proposées au grand public. Le tout sera distribué dans des adresses très sélects, à l'image des autres produits Maison Martin Margiela. Dans le cadre de ce développement, des partenariats et des réalisations d’objets en série limitée devraient voir le jour très vite.


A voir aussi: la suite Martin Margiela au Palais de Chaillot

Consumers in a downturn: a new spending habit? (part 1)

The business channel of The Atlantic Online published this weekend the first of two articles by Grant McCracken on the implications of the recession on consumer habits. This article just deals with three variations of a mere quantitative change. The qualitative change — where consumption patterns might change in kind and not just in quantity — will be addressed in a second piece. What will the current downturn might mean to consumers? Will their habits change in lasting ways? Could we return from the downturn to discover that consumers are a very different animal, that our economy runs on new principles. David Brooks wondered recently whether we might someday look like abstemious Amsterdam. There is a scarier prospect: that we might go the way of Japan. [...] Consumers scales back existing consumption habits. They buy the same things, roughly speaking, but they shift from expensive to cheaper versions, from big quantities to small quantities. This suggests a shift from European luxury cars to Japanese sedans, from luxury goods to something more generic, from national brands to store brands, from eating out to eating in, from steak to hamburger. The logic is a simple diminution, a quantitative change that produces no qualitative change. The world of consumer demand remains what it always was, scaled back for the moment in a managed retreat. When trust, job confidence, credit and prosperity are restored, the consumer will come charging back. All is forgiven. All is forgotten. We will party like it’s 1999. Read full story (alternate link) via Putting People First

'My' department stores by FITCH for Tesco

Tesco Prague
February 26, 2009

Today,‘My’ department stores welcomes first customers in the Czech Republic.

Tesco launched an exciting new department store brand called My, developed in conjunction with leading retail design consultants FITCH. The opening of the first My department store in Liberec, near Prague, will be the first in a series of stores under the new concept with plans to upgrade other sites over the next few years, including Prague and Bratislava, which will become flagship stores for the new brand later this year.

“Our new stores will offer customers what they have told us they want: A wider assortment of local and international brands; a world-class shopping environment and great customer service,” says Marcus Chipchase, Managing Director of Department Stores for Tesco.

FITCH was appointed in May 2008 to create the new department store concept with Tesco, developing all elements of the brand experience, including brand strategy, name, identity, and environments.

My’s core brand idea is “Accessible Aspiration”,Simon Threadkell, Creative Director at FITCH said “Tesco has always been at the forefront of large-format retail design, and this project brings together a number of key themes we’re seeing emerging about the way we interact with retail brands into one successful department store format.”

Change will predominantly concern rebuilding of interiors that will be tailored to satisfy the latest trends of comfortable shopping. A single check-out system enabling to pay for any goods at any check-out within the department store shall contribute to customer comfort. Customer will get a clearly organized choice and free movement throughout the sales floor from counter to counter without having to walk from store to store.

The new My stores will bring to customers in the Czech Republic a range of inspiring, fashionable and affordable products which includes classic and trend-setting clothing; a wide selection of beauty brands; children’s zone incorporating fashion and toys; electronics and home products. A new format food hall will be introduced and remain under the Tesco banner.

Customers will be able to enjoy a fresh and contemporary ‘one stop’ shopping experience that utilizes opinion and lifestyle suggestions throughout the design approach to both the brand and environment. My stores have been designed with clearly defined zones that target different customer profiles. “Trend” zones have been created for the more fashion-forward consumer, while “Classic” areas appeal to the more traditional shopper. FITCH’s design balances multi-branded concept shops with space dedicated to individual brands.

At My department stores, many international brands will be on offer to the Czech market for the first time. These include fashion brands Cortefiel and Trucco from Spain and French Connection, Simon Carter, Full Circle and Sonneti from UK. New Lingerie brands include Maidenform from USA and Women’secret from Spain. Existing brands include Cherokee, F&F, Steilmann, Wrangler and Lee, among others. The beauty offer will be considerable: My Liberec will include premium brands such as Chanel, Clinique, Estée Lauder and Lancome along with mid-market names such as L’Oréal, Rimmel and Bourjois.

Press release via FITCH

New Diesel store in NYC

New Diesel store in NYC, originally uploaded by KenjiSummers.

The new Diesel store on 54th and 5th ave. A creative store front greets you before entering the new Manhattan shop. A taste of things to come in retail.....

via The Future is Bright

Mc Village

Without a golden arch in sight, the McVillage play area designed by UXUS teaches kids (and their parents) to enjoy and experience the magic in food. And yes it's part of a McDonald's restaurant.

By Jeanne Tan

Do you eat to live or live to eat...?

Over the years, McDonald's has slowly been changing its image both with their food and their interiors. Words like 'organic' and 'healthy' have crept into the menu and some of their restaurant interiors have had makeovers courtesy of some pretty well known designers like Claesson Koivisto Rune in McDonald's Stockholm for example.

Over to The Netherlands, McDonald’s commissioned Amsterdam-based creative agency UXUS to create an inspiring children’s activity area for kids under the age of seven, bringing the theme of “What I eat, what I do” to life. The concept is to embody an inspiring, playful, educational and entertaining area within McDonald’s restaurants in Europe, no bigger than 20sqm in space. This initial 'guinea pig' playground is located in Bodegraven in The Netherlands.

We speak with Oliver Michell from UXUS to find out more behind the project and what makes kids smile.

What was your inspiration?
The design is based on a magical world of Victorian tin toys, blown up in size like a Alice in Wonderland experience.

What were some of the unique ways that the design has catered for children?
It has interactive features - both analog and digital - which engage children and help educate them about food.

What were some of the challenges with the project?
The main criteria for the material selection was durability. Kids really can beat up a space and the materials need to be able to take a beating and still look great over time.

Any funny stories?
The prototype was tested with kids and their parents in the Netherlands, and neither wanted to leave the play area after the test was conducted - they were enjoying it too much!

Did YOU have a lot of fun working on this project?
Yes, it's always a pleasure to go back to being a child and imagining what would make you smile. This kind of project transforms work into play, and allows you to flex your imagination muscles.

What do you want kids and their parents to take away from your design?
We want kids and their parents to share a fun and meaningful experience together, to explore why food is an essential and fun part of their lives, and how they can learn to enjoy it more. In other words, we want them to feel that food is magical, and that it is more than what it appears.

Do you think there's a conflict between the high design of McVillage and the fact that the style will probably be attractive to the type of parent who may not be so keen on taking their kids to McDonalds? You wouldn't normally connect this interior with a McDonalds.
I think the whole point of the project is to show a different perspective on food and our choices as a consumer. For instance, McDonald's is taking steps to introduce more organic and free range ingredients in its meals, such as eggs and milk, so the whole brand's attitude towards food is shifting to follow what its customers are looking for. The McVillage is a reflection of that change of perspective, where food has more meaning than just convenience and empty satisfaction. Here food and healthy alternatives are celebrated and given the spotlight, to enchant and inspire kids to try a carrot or to get them excited about how milk is not just from a carton. Ultimately, that's something all parents will be interested in, and will appeal to all kids because of the highly imaginative and stimulating design environment.

Photography: Dim Balsem

via design.nl

HBO Shop by Gensler

Gensler designed the HBO Shop located in New York, where the emphasis is on the visit and the brand as much as the purchase.

In the spirit of HBO’s tagline “It’s not TV, it’s HBO”, the new HBO Store is a bold and unique brand experience, imaginatively designed utilizing a mere sliver of well-placed real estate in HBO’s existing lobby.

via Coolboom

The rise of moribond Uniqlo to fashion stardom

Photo by Sean Wood, courtesy of MEKAS

What makes a brand successful, well look at Uniqlo, in time of recession the brand has managed a 32.2% growth. Uniqlo is cheap but that is not the receipe to its success. The brand has managed to attract sophisticated customers beyond its middle-mass base.

With initiatives such as the award-winning UNIQLOCK that became the favorite screensaver of Japan’s young PC users thanks to minimalist graphic design, chronological functionality and music from producer Fantastic Plastic Machine. Or the bilingual free magazine UNIQLO PAPER that helped associate the brand with New York hipster culture (thanks to the Chloë Sevigny on the cover and photography by Terry Richardson). And the monthly advertorials in men’s magazines like Popeye in Japan, let fashion-forward readers see new products styled according to the latest fashion principles.

These appeals to cutting-edge consumers, however, did little to change the brand’s reputation of being mostly dedicated to casual menswear. In order to better target women, Uniqlo tied up last September with “real clothes” fashion festival Tokyo Girls Collection and model Yu Yamada to produce a series of sweater dresses for the Shibuya 109 set. The company further targeted young women with new products such as the “beautiful leg” stretch denim (using popular model Norika Fujiwara in the TV commercials) and a “bra-top” that puts brasserie-like pads inside of a tank top.

Despite such narrowly focused marketing efforts, Uniqlo never alienated its middle-market, middle-aged consumers, who mostly shop at the brand for the low prices, laid-back styles, and easy access. The incredibly functional, but not particularly stylish “Heattech” line of winter under items is currently selling-out nationwide despite a production run of an unprecedented 28 million pieces.

Uniqlo has also boosted some really interesting retail initiatives such as the Wakamaru robots in Soho or the 'Giant Human Vending machines' to promote the Heattech collection.

If the brand continues to hone its image as a fashion-forward company with high-quality products, Uniqlo will no doubt maintain its status as the top dog in the industry.

by

W. David Marx, Chief Editor of MEKAS, is a Tokyo-based writer and fashion market analyst.

via BOF

All Gone: Street Culture Encyclopedia by La MJC

All Gone by La MJC 256 pages, 200 products and 96 brands James Jarvis, So-Me, Carrie Mundane (Cassette Playa), Eddie Cruz (Undefeated), Jeff Staple, le crew Wood Wood, Leah McSweeney (Married To The Mob), Pedro Winter, Pharrell Williams, Kanye West. Available at colette today and Juice à Hong Kong, Acu à Shangai, Yes et Bonjour Records à Tokyo, Patta à Amsterdam, Wood Wood à Copenhague, Solebox à Berlin, SNS à Stockholm, Reed Space à New York, Undefeated à Los Angeles, Huf à San Francisco, Bodega à Boston, Commonwealth à Washington via La MJC

Heineken Lounge by UXUS

Amsterdam designers UXUS have completed a bar for beer brand Heineken at Newark International Airport, New Jersey, USA.

The bar opened last month.

–

Amsterdam, 16 December 2008 – First Heineken Lounge opens at New Jersey’s Newark Liberty International Airport 17 December 2008.

Heineken and Delaware North Companies has commissioned UXUS to design the Heineken Lounge. A bold new bar concept designed for International Airports bringing the Heineken brand to life, for travelers the world over. It is an inclusive experience, giving travelers a “third place” to escape the chaos and stress of international airports and offers the benefit of Heineken’s exclusive Extra Cold chilled beer system, a fully stocked cocktail bar, within the relaxing environment you would expect from a premium airline club.

“The Heineken Lounge is an inclusive experience that showcases the brand’s premium-ness and authenticity in a unique environment,” says Shane Hoyne, Senior Brand Director, Heineken. “We’re excited about connecting with millions of travelers who can now experience the welcoming, global nature of the brand as they prepare to depart on their own adventure. Heineken strives to bring its consumers innovative and engaging experiences, and this Lounge delivers on that commitment.”

The environment is cosmopolitan, designed with the international traveler in mind. It incorporates Dutch design icons with custom designed seating areas created to help relax and refresh travelers in their transit. Special Cabana seating offers a sense of privacy in a public space with the comfort of a luxurious leather sofa. Heineken green anodized aluminum tables, Wengé wood room dividers, and atmospheric lighting all contribute to the sophisticated Heineken Lounge experience.

“UXUS is thrilled to have been able to create this international and premium brand experience for Heineken and Delaware North Companies. This project was a great opportunity to fill the void in International airports for an innovative and cultivated lounge experience that is open to the public,” says UXUS Creative Director George Gottl.

Founded in Amsterdam in 2003, UXUS is an award winning international multi-disciplinary creative agency specializing in retail design, branding, hospitality and interiors. UXUS delivers innovative and exciting design solutions to its global client base, including Adidas, Levi’s, McDonalds and Nokia. Recent projects for UXUS include the McDonalds McVillage and the prestigious Merus Winery.

via Dezeen

Social Networking and the birth of the trend spreader

Trendsetters vs. Trend-spreaders or how to use mobile to market to the young and trendy. via Y pulse

Banking for the grounded consumer

Really nice web iniative by the brazilian bank Banco Itau that taps perfectly into the grounded consumer market. You choose a character to begin with and a series of questions follow: How many minutes do you spend on your mobile every day? Do you know that reducing the costs of your calls could help you saving enough money to buy a laptop?
Long term gratifications and interesting alternatives to teach young people how to save money.

I Can Bank It created by Gringo. via adverblog

Also if you want to know more about the grounded consumer and the impact of the current economic climate on the American Dream check this really interesting report by Context

Origami In the Pursuit of Perfection from MABONA ORIGAMI

Origami In the Pursuit of Perfection from MABONA ORIGAMI on Vimeo

NIKEiD and Kobe Bryant

The new Nike Zoom Kobe IV marks the first time that a signature Nike basketball shoe is available for customization on NIKEiD.com before it is available at retail. Beginning tomorrow, there will be 24 pairs of the Nike Zoom Kobe IV sold daily on NIKEiD.com until February 1. After February 1, the Zoom Kobe IV will be available in normal capacity on NIKEiD.com. via Business Wire

PUMA City, Shipping Container Store / LOT-EK

via Arch Daily