Friday, March 7

Mole Architects resurrects Cambridge University’s department of architecture

The new extension sits opposite the 1958 building by Colin St John Wilson and Alex Hardy.


By James R Payne

Mole Architects, working with Freeland Rees Roberts, has designed a sustainable extension to Cambridge’s architecture faculty

The architecture school at Cambridge has always had an influence disproportionate to its modest size. Existing in embryonic form since Edwardian times and based since 1924 at Scroope Terrace, until the recently completed programme of renovation, with an extension by Mole Architects with Freeland Rees Roberts, it had been extended only once in almost 100 years.

The first extension was built soon after the appointment of Leslie Martin as the first chair of architecture in 1956, marking the start of the modern era of architectural education, not just in Cambridge but for Britain as a whole.

Less that four years ago, Cambridge’s department of architecture was threatened with closure, provoking a vigorous campaign attracting high profile support and publicity, not least from its many famous alumni. The school survived but its highly respected graduate programme did not, stripping the school of its diploma and ability to send RIBA part II-accredited students out into the world of practice.

Essentially, it was the victim of a combination of government funding policy, which awards funds on the basis of research points, and Cambridge University’s ambivalence towards the status of architecture as an academic subject. The department’s funding crisis has led to a radical restructuring in every way.

Head of school Marcial Echenique is in a relaxed mood as he shows me around the extension. The new sawtooth-roofed eco-studio building for undergraduates has been complete for some months, and research staff have just moved from the old Martin Centre a mile away to refurbished offices in the 1830s Victorian terrace rooms which were previously occupied by students. With the future secured, he has plans to step down as head of school, having been involved with the department, particularly on the research side, since the sixties.

Part of the deal struck with the university to unite research and studio teaching was the sale of a valuable Victorian villa that had housed the Martin research centre, formerly the Centre for Land Use and Built Form Studies, set up in 1967.

Arguably, the £3 million project is not an expansion, more a consolidation on one site. With its important academic links with the adjacent engineering department and a tradition of one-to-one tuition, relocation or significant expansion of student numbers was not seen as an option.

Echenique explains that he had a sketch design for the new building but the university wanted to employ an outside architect for contractual reasons. Mole Architects, a young practice known for its impeccably sustainable Fenland houses, was approached to design the new studio building in the garden. Cambridge architect Freeland Rees Roberts worked with Mole and was entrusted with renovating the terrace.

Built for around £1 million with impressive speed, the elevated volume of the studio space is set away from the rear of the terrace and overhangs a blockwork workshop at garden level and a large faculty parking area to the south. It is raised up on laminated timber columns and beams, and links to the raised ground floor of the Victorian building with a timber-framed bridge clad in zinc. Similar to an internal air link, it ramps up gently to dock with the new building.

Emerging through double-glazed doors into the columnless space, a wall of glazing on the right looks north across the garden and faces on to the brick golden section of Colin St John Wilson and Alex Hardy’s 1958 extension.

Both are what the Japanese would call “flagpole” buildings, the main accommodation accessed from long, narrow connecting pieces which negotiate changes in level. In the older building, this is done with half-level stairs. To provide level disabled access between studio and lecture hall, an external timber bridge structure now encloses the garden to the west.

This rather provisional-looking solution avoids the deployment of an impossible number of stair lifts, but the perfect enclosed profile of the older building seems to reject the advances of the new one’s wooden arm.

Once climbing plants have been persuaded to grow on the steel mesh balustrade, this should be less of an issue. A continuous circuit at first floor level with an external stair down to a kind of cloister promises to contribute to a pleasant working environment in the summer.

“To provide disabled access, an external timber bridge structure encloses the garden”


The four-bay timber and steel-trussed structure spans 15m, the structural diagram exaggerated with thinner steel chords and bracing acting in tension. The planes of the sawtooth roof, tilted to receive north light, rest on timber rafters. The sides of the roof lights are glazed and provide high level views to the terrace and the trees in front of the engineering block to the west.

Echenique’s own 1974 house in Cambridge provided the model of a lightweight timber architecture somewhat akin to the Segal method. To make the new building both lightweight and a case study in sustainable design, an innovative system of water pipes set into panels in the roof is linked to underground bore holes. These provide water to stabilise the temperature, cooling in the summer and heating in the winter. This system, together with a series of high level manually switched opening windows, should ensure a comfortable environment with little external input of energy.

Work to the terrace has focused on updating services, installing a new lift and regularising circulation around central spine corridors. The excellent library, shared with the art history department, has also been extended in the basement to incorporate some of the research department’s volumes. Services have been carefully concealed throughout, most successfully with natural ventilation ducts in the chimneys, which means the front sash windows do not have to be opened to the road.

Elegant fuschia

Grand rooms on the first floor have been painted with rich colours, and all cornices, window shutters and joinery have been restored to their original glory. The elegant fuschia-pink boardroom has a huge flat screen on one wall; unfortunately, the effect is spoilt by some rather tricksy lights over the conference table.

Elsewhere, sympathetic restoration of the rooms is undermined by use of strip lighting and plastic conduit from the world of the cheap office fit-out. Plywood screens with glazed upper panels are used as devices to partition off smaller offices within larger rooms at the rear along the central spine corridor. These devices cleverly conceal horizontal service runs but sit uneasily against the fine joinery and detailing of the Victorian terrace. The glazed panels are intended to offer an uninterrupted perception of the colour fields of the larger rooms but meet ceiling and cornice rather awkwardly.

For students — presuming it is these who the architecture department is for — the school needs an area where they can meet and exchange ideas, where individual or group work can be carried out, and a representative place for exhibitions and lectures. The 1958 extension has been carrying out the latter functions for 50 years, and does not look the worse for wear. If anything, it now forms the permanent backdrop to the department as the character of most of the terrace and garden has been altered.

Seen from outside, Wilson’s building seems bloody-minded and inscrutable, with its expressed concrete slab and brick wall. Like many buildings in Cambridge from this era, its bespoke modernism of rich materiality and spatial complexity has to be appreciated from inside. The spaces are introverted and, perhaps fortunately, you can’t see the new building in the crit space or lecture hall.

The new studio does not speak the language of permanence, nor indeed does it give the suggestion of utopia that temporary architecture can offer. The lightweight materialisation of the new building forms an interesting counterpoint to the heavy tectonics of the brick box but in this context needs to offer much more than just a neat structural and environmental diagram. Little thought seems to have gone into the use of the room beyond creating a large, shed-like space.

Curiously old-fashioned

This is not just a flexible area that students can do what they want with, but a regimented arrangement of desks and low partitions with some 120 undergraduates packed in. The studio has the feel of a call centre in an agricultural building, the envy of any Fenland gangmaster, or perhaps a curiously old-fashioned architect’s workroom, where technicians of the past would have slaved over drawing boards in white overalls. Except for flimsy office partitions, there are no walls to pin up drawings, while wall-mounted shelves have quickly accumulated assorted models and junk.

It is perhaps the fate of almost all architecture departments to burst at the seams, and a rethink of the interior fit-out could certainly improve matters. The innovative approach of the building to sustainability is laudable, and it boldly sets out the new direction of the school, but you can’t help but wonder that something is missing.

project team

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Client University of Cambridge, Architect Mole Architects with Freeland Rees Roberts Architects, Engineer Scott Wilson, Quantity surveyor Gardiner & Theobold, Mechanical and electrical Max Fordham, Project manager Hannah Reed, Main contractor ISG Dean & Bowes

specifications

- Glulam frame Constructional Timber, Stainless steel roof Ugitop, Gutter lining Alwitra Evalastic, Breather membrane Proctor, Windows Rationel, External cladding Eternit Natura, Insulation Isowool, Radiant heating Variotherm, Linings Fermacell, Lighting Erco Parscoop, Curtain wall Seufert Niklaus

Original print headline: Cambridge resurrection


ground floor plan


1st floor plan


Section




Looking from the bridge link between the new building and the earlier extension.

A ramped link connects the new building back to the terrace.


via BD the Architects' website

Maison Tropicale/Jean Prouvé





One of the three examples made of Jean Prouvé’s Maison Tropicale has been moved from France and set up outside the Tate Modern where it will be on show until April 13.

Recently restored, the house was found in a poor state of repair in 2000 at Brazzaville in the Republic of the Congo. It was then taken to France for restoration. The design, which represents an important part of Prouvé’s work on prefabrication, dates back to 1959 when the French government commissioned a study for an economical and transportable building unit (for housing and civil buildings) to be used in the West African colonies.

The designer responded with a house made from foldable sheets of aluminium and steel that was easy to dismantle and store in a cargo aeroplane. In relation to climatic characteristics, the small building has a veranda with a moveable sunscreen, internal walls made from sliding metal panels and round holes filled with coloured glass to filter UV rays, and a double-layered roof to provide natural ventilation. Unfortunately, the goal of mass production was never achieved and it now remains as a threedimensional icon of an architectural utopia. S.M.

via Domus

http://www.designmuseum.org/

Herzog and de Meuron

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Herzog and de Meuron designed 40 Bond, a luxury residential project… Let’s forget about the expensive residences and comment on the incredible aluminum gate at street level.

With a graffiti-inspired form that twists and turns, the gate measures 55 meters high by 355 meters long… I just love it! Great design for everyone.

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via CoolBoom

Photos by Iwan Baan

130707 Jardín vertical

CaixaForum Madrid

Madrid gets a new contemporary art museum—complete with vertical garden of 15,000 plants

Swiss architects Herzog & de Meuron have converted a former power station for the Caixa Foundation

The CaixaForum

The CaixaForum

MADRID. Madrid’s latest art museum, the CaixaForum, has opened in the heart of the city’s cultural district near the Prado, the Reina Sofia and the Thyssen-Bornemisza museums. The $94m project has been funded by the Caixa Foundation, the philanthropic arm of the Spanish bank, Caixa d’Estalvisi Pensions de Barcelona.

Designed by Swiss architects Herzog & de Meuron, the museum is housed in a converted 1899 power station. The building—one of the city’s few remaining examples of historically significant industrial architecture—was acquired by the foundation in 2001.

The 19th-century brick walls have been retained, but raised on piers so that visitors can walk underneath the building. There are two underground floors, while a two-floor attic storey of rusted iron surmounts the original building. The conversion has increased the floorspace five-fold—from 2,000 sq. m to 10,000 sq. m.

“The fact that its heavy mass is detached from the ground in apparent defiance of the laws of gravity is not a magic thing, given the possibilities of 21st-century technology,” says architect Jacques Herzog, “but a need to explore the limits of freedom. The CaixaForum has been conceived as an urban magnet, attracting not only art-lovers but all the people of Madrid and those from outside the city. We wanted to surprise. A building must be like a new outfit of clothes for the city—always a bit sexy.”

As striking as the architectural conversion is the 460 sq. m, 24-metre high vertical garden that takes up one wall of the square in front of the building. Comprising 15,000 plants of 250 different species, it has being designed by botanist Patrick Blanc.

“The garden is a dialogue with the Botanical Garden on the street and adjacent to the Prado,” says Herzog. “We love to make new things, to experiment with materials and create a very unusual encounter between the rough and the natural, the smooth and the artificial, to incorporate nature so there can be the smell of a garden where you would not expect it.”

The new museum will have a wide brief, hosting touring exhibitions as well as festivals of music and poetry, debates and education programmes. One of its main functions will be to show selections from the Caixa Foundation’s collection of more than 700 works, mainly dating from the 1980s to today. The opening show includes 37 works by contemporary artists such as Cindy Sherman, Cornelia Parker, Richard Long, Anselm Kiefer and Georg Baselitz (until 6 April).

“The Caixa Foundation pioneered collecting and showing the most avant-garde contemporary art in the 1980s,” says Jose F. Coronado, general director of the foundation. “Our philosophy was to use culture as a tool for social integration. We wanted to break the barriers that separate many people from art, music and the humanities.”

The gallery’s next exhibition will be “The Bread of the Angels”, with 45 paintings on loan from the Uffizi Gallery in Florence. Many of the works, including paintings by Botticelli, Luca Giordano and Parmigianino, have never before left Italy.
via Artnewspaper

Thursday, March 6

Death Star Lunar Hotel in Baku, Azerbaijan

by Cate Trotter

Azerbajan Death Star, Heerim Architects, Baku Death-Star, Death-star, Deathstar, Death Star, Star wars inspired, Hotel Full Moon, Full Moon Bay, Hotel Crescent, green development, green city, middle eastern green development, lunar architecture, Heerim Architects

Why wonder if we’ll ever live on the moon when it’s being built right here on Earth? Heerim Architects are planning to bring Star Wars chic to the Azerbaijani capital of Baku, defining the look with two uber-futuristic buildings to act as markers of the gateway of one of the world’s fastest growing economies.


Azerbajan, Death Star, Heerim Architects, Baku, Hotel Full Moon, Full Moon Bay, Hotel Crescent, green development, green city, middle eastern green development, lunar architecture, Heerim Architects

Facing the Caspian Sea, the buildings are named Hotel Full Moon - a disc with rounded edges and a hole in one of the top corners - and Hotel Crescent, a curving arch similar to a crescent moon – and will mark out an area appropriately named Full Moon Bay. Designed to appear drastically different from different viewing angles – from one angle Death Star and from the other Gherkin - Hotel Full Moon will be a 150 meter-high, 35 story luxury hotel with 382 large rooms.

Hotel Crescent is designed as a counterpoint to Hotel Full Moon, with its column supports being disguised by its arched façade. The two hotels will be joined by three tall residential buildings and a fourth 43 floor office building standing 203 meters tall. If Full Moon Bay can just shake off the ‘Death Star’ vibe, it’s looking to be an amazing development.

Via Treehugger via Skyscraper News)

Azerbajan Death Star, Heerim Architects, Baku Death-Star, Death-star, Deathstar, Death Star, Star wars inspired, Hotel Full Moon, Full Moon Bay, Hotel Crescent, green development, green city, middle eastern green development, lunar architecture, Heerim Architects

Azerbajan Death Star, Heerim Architects, Baku Death-Star, Death-star, Deathstar, Death Star, Star wars inspired, Hotel Full Moon, Full Moon Bay, Hotel Crescent, green development, green city, middle eastern green development, lunar architecture, Heerim Architects

Azerbajan Death Star, Heerim Architects, Baku Death-Star, Death-star, Deathstar, Death Star, Star wars inspired, Hotel Full Moon, Full Moon Bay, Hotel Crescent, green development, green city, middle eastern green development, lunar architecture, Heerim Architects

via inhabitat

Tuesday, March 4

Diamond Teak: Teak Furniture & Accessories

via Design Milk





http://www.diamondteak.com

If you happen to be in Malmo this week, don't miss Designboost at Hem and Villa

Sb1

From this Thursday onwards, our friends at Designboost are hosting a series of events at the Hem & Villa fair in Malmö, Sweden. Designboost, which is the brainchild of the communication strategist Peer Eriksson and design and future strategist David Carlson, will be tackling the subject of sustainable design through a series of what they’re calling Design Orienteering events.

Visitors to the show will be able to experience a number of knowledge based events including The Sustainable Children’s House - In which children will be able to play with a number of classic toys from Brio and paint their imagination onto a range of white furniture supplied by Artek. At the end of each day, the chairs will be sold at auction with the proceeds going to SOS children’s villages.

Designboost will be visualizing their proprietary Sustainable Wheel through seven different mini environments containing products, descriptions and filmed interviews together with two conceptualizations of sustainable design; 2nd Cycle by Artek and Against Throwawaism by Iittala. Take a look below to find out more details and to see more images from the last Designboost event:

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Other events include The Interactive Wall - A competition where the visitors will be invited to bring pictures from their own homes that show smart design solutions (winners will be announced every day) and Stardust - a minimalistic Poetry Concert by the Swedish artist Jacques Werup.

As with their previous events, Designboost will be presenting a full program of lectures and interviews under the titles of At Home with Designboost and Kullander. The scheduled speakers include Thomas Sandell, Jan Boris-Möller, Maria Midby Arén, Eero Koivisto, Mats Theselius, Katarina Graffman, Stefan Nilsson, Björn Jeffery, Elisabeth Lejon and Homelab.

Designboost at Hem & Villa
Malmö, Sweden 6–9 March 2008

via lifeiscarbon

Monday, March 3

Morimoto Restaurant by Tadao Ando

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When the Chef Masharu Morimoto decided to make his New York solo debut in 2006 with the opening of a restaurant, famous architect Tadao Ando was chosen to design the new Morimoto Restaurant.

The stoic steel façade is highlighted with an archway and the largest traditional Japanese noren curtain ever created to welcome guests.

The bi-level restaurant is separated into a 160-person seated dining area and a 40 person lounge in the lower level. Ando achieves a Zen-like serenity throughout the space by using glass privacy walls between tables, rice paper walls, and an organic ceiling that resembles the raked sand of Eastern rock gardens.

I really like the “bottle wall” composed of 17,400 half-liter plastic bottles, filled with mineral water and LED point lighting, producing a backlit shimmery effect. Impressive.

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via Coolboom

Alan-Voo Family House by Neil M. Denari Architects

Here are some photographs of the Alan-Voo Family House in Los Angeles by Californian practice Neil M. Denari Architects.

The project added a 1,000 square foot extension to the existing 1,000 square foot house.

The renovation was required to reflect the creativity of its inhabitants - a film trailer director, graphic designer and illustrator and their three daughters.

The extension comprises a glass-encased living area at ground level, and enclosed master bedroom on the first floor.

The house was completed in July 2007.

The following information is from Neil M. Denari Architects Inc:

Alan-Voo Family House

Project Description

The clients for this house renovation / extension, a couple with three daughters, are a creative, democratic unit. The father directs film trailers, the mother is a graphic designer and illustrator, while the high school / middle school / elementary school aged daughters are all immersed in their own versions of their parents’ visual cultures. The family have asked that 1,000 sf be added to the site in addition to the existing 1,000 sf house.

The scheme leaves half of the house for the daughter’s bedrooms and incorporates the other half plus new extensions in front and back into a public zone and a private bedroom for the parents.

This strategy amounts to a new 16 ft wide linear house being inserted into the existing house. Multi-toned, bright colors accentuate the new pieces which suggests a graphic expression representative of the family’s interests.

Via Deezeen

Posted by Rose Etherington

Reading Space by Herzog & de Meuron

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Herzog & de Meuron designed the Reading Space of the JinHua Architecture Park, a mutant form that can be used as a bench, a platform, etc.

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via Coolboom

Photos by Iwan Baan

Hamburg Science Centre by OMA

Office for Metropolitan Architecture have unveiled designs for the new Hamburg Science Centre in Germany.

Located at the entrance to the Magdeburger harbour, the centre includes an aquarium, science theatre and exhibition spaces.

Here’s some more detailed information from OMA:

Hamburg Science Centre

The complex, comprising of the Science Centre, Aquarium and Science Theatre, is located at the entrance to the Magdeburger harbour and sits at the end point of an urban axis from the inner Alster to the river Elbe. Situated at the waterfront in close proximity to container and cruise ships, the building marks the connection between the harbor and the city.

The Science Centre will become a hub for scientific study in Hamburg and help strengthen the city’s educational profile creating a place for the next generation of scientists to study and share knowledge. Not only will the Science Centre be linked to many other institutes in Hamburg but it will also become the generating force for innovative education and be a cultural highlight in itself.

The Science Centre is constructed of 10 modular blocks that connect to form a ring shaped building. This shape and the maritime power and mass of the individual blocks resemble the character of the historical, urban waterfront development. Therefore, the building is a symbol of Hamburg’s economic strength and a representation of the city’s interest in technology and science.

The exhibition space also works on a modular principle similar to the building. This gives the curators of the space a great deal of freedom and flexibility. A variety of subjects will be able to go on display making the exhibition centre a stage for not only scientific research but also for all aspects of our modern life.

The Science Centre addresses not only environmental issues but also programmatic sustainability.

The function of the ten blocks that make up the building allow for large-scale programmatic changes on a daily basis. The central structure accommodates the vertical circulation whereas the blocks on the west and east side are used as exhibition spaces. The curator is able to generate shortcuts, changes or create connections by means of moveable partitions.

With three terraces surrounding the building the Science Centre allows access to the Hamburg city centre as well as to the West and East sides of the Magdeburg harbor. This three-way axis will link the various parts of the city and bring new life into the Hafencity. It enables direct interaction between visitors and passers-by functioning as an urban stage. Various events taking place on top of the individual plateaus of the building as well as the restaurants on the terrace of the Belle Etage will stimulate activity in the Hafencity.

via Deezeen

Images courtesy of the Office for Metropolitan Architecture (OMA)

Posted by Rose Etherington

Corian® loves Missoni


Milan, April 15-21, 2008

“Corian® loves Missoni”
Iconic design material meets world-class master in colour and style

What happens when you combine a world-class master in colour and style with a global star among design and architecture materials ? The result is one of the most inspiring events of the 2008 design extravaganza in Milan: “Corian® lovesMissoni”.

“Corian® loves Missoni” is an exhibition that creates a visionary residential interior with kitchen, bath, living and dining areas expressing the design versatility of DuPont Corian® solid surfaces through the style of Missoni. These interior environments will be at once rational and essential, yet rich in colour, taste and imagination, reflecting the extraordinary creativity and the skills in colour research and combination that have made the Missoni style so unique and distinctive since the 60’s.
(Rosita Missoni)

“Corian® loves Missoni” will see Rosita Missoni and Luca Missoni, her son, applying their bold and elegant pattern and chromatic philosophy to both the overall interior environment and the individual furnishing elements, exploiting the extensive options offered
by the broad colour palette of DuPont Corian® and by different techniques for its decoration and surface treatment.

The combination of the beauty, warmth and elegance of fabrics, furniture and accessories of Missoni Home collections with the design flexibility and sensuality of DuPont Corian® will be a further key ingredient in the distinctive flavour of the “Corian® loves Missoni” interior environment. Rosita Missoni and Luca Missoni are also going to offer an interpretation of five new translucent colours of DuPont Corian® that DuPont is introducing in 2008.

Furthermore, the project will demonstrate the integration of DuPont Corian® with innovative lighting solutions and acoustic devices and other technological systems.

“Corian® loves Missoni” will also benefit from the technical collaboration of Boffi, Margaritelli/Listone Giordano®, Artemide and other qualified companies.

Project manager of “Corian® loves Missoni” exhibition is architect Massimo Fucci, consultant of DuPont Surfaces business, organizing design events about DuPont Corian® with leading architects and designers in Europe.

The MissoniHome brand
The home collection designed by Rosita Missoni stands out for its sunny personality and creative spirit, in which a sense of color interweaves with manufacturing excellence. Today the MissoniHome brand denotes a vast selection of multiform, multicolored elements. This rich mosaic of fabrics and furnishings is an expression of a mood that’s modern and contemporary, the product of collaboration between two leading companies: Missoni (fashion) and T&J Vestor (home textiles and furnishings since 1921). Creativity and design coordination are the job of Rosita Missoni, who transfers and translates into the concrete reality of the home inspirations and emotions drawn from the world of fashion.

About DuPont Corian®
An exclusive product of DuPont, DuPont Corian® is used in a wide range of applications in segments as varied as hospitality, healthcare, catering, publics spaces and retail, as well as in home furnishing, furniture, lighting and decorative objects. It is a non-porous solid surface material that is stain-resistant, easy to clean, durable, renewable and repairable. Available in about 100 standard colours, DuPont Corian® solid surfaces can be shaped into virtually any conceivable design.

About DuPont
DuPont is a science company. Founded in 1802, DuPont puts science to work by solving problems and creating solutions that make people’s lives better, safer and easier. Operating in more than 70 countries, the company offers a wide range of products and services to markets including agriculture, nutrition, electronics, communications, safety and protection, home and construction, transportation and apparel.

Thanks to Ashlee Moratorio from luxuryculture.com and Claudio Greco Public Relations and Media Relations Manager of DuPont Building Innovations (Europe, Middle East and Africa)

via designistoshare

Putting Innovation in the Hands of a Crowd


IF executives are going to rely on the wisdom of the masses for business help, it’s probably time the masses get a little compensation for it.

Paul O. Boisvert for The New York Times

On Ben Kaufman’s site, Kluster, companies pay users for ideas.

That’s the theory behind Kluster, the newest in a lineup of companies using the Web to channel the collective wisdom of strangers into meaningful business strategies. With a cash reward system for contributors and a big beginning at the TED conference last week in Monterey, Calif., Kluster hopes to attract just enough visitors with just enough business smarts to gain early momentum.

Along with members of the public, the 1,000 attendees of TED, a conference named for technology, entertainment and design that attracts leaders from many industries, used Kluster to generate ideas for a new product, then chose the most promising one and collaborated on the design. The result was “Over There,” an educational board game intended to promote cultural awareness, with questions like, “What percentage of the world’s population lives further than one mile from their nearest pure water source?”

According to Ben Kaufman, Kluster’s 21-year-old founder, there were a few parameters, including provisions that the product could not be wider or longer than eight inches and only specific materials, like single-injection plastic, could be used. Going into the process, Mr. Kaufman said he hoped the product would “be something that doesn’t just serve an uninteresting consumer need, but a humanitarian product that can be used by everyone.”

Mr. Kaufman said that would actually be a departure for him. As a founder of Mophie, a manufacturer of iPod accessories, Mr. Kaufman last year held a product design contest at the Macworld conference, with attendees submitting ideas and using a company Web site to refine designs and vote on the winner.

Out of that came the Bevy — a key chain and bottle opener built into the case for an iPod Shuffle — which Mophie sold by the thousands to retailers around the world. On the heels of that success, Mr. Kaufman in August sold Mophie for an undisclosed sum, then set out to build a business out of the process he used at Macworld.

Kluster includes a number of refinements to that process. Those who join are given 1,000 units of Kluster scrip, called “watts,” and they may earn more by telling the site more about themselves, like their area of expertise, age and income. Meanwhile, businesses are invited to post specific tasks to be addressed, like creating a new product, logo or corporate event.

Participants browsing the ideas offered by Kluster members can bet some or all of their watts on the ideas they most believe in, or post ideas of their own. Those who had winning ideas earn at least 20 percent of the bounty offered by the company that sought the idea, as well as more watts, while those who bet on the winning idea earn watts. Those who bet wrong lose what they wagered.

Mr. Kaufman said several well-known manufacturers would offer projects on the site after the TED contest. He would not disclose the identities of those businesses, but some, he said, would offer $50,000 or more for winning ideas, while others expect to give far less and hope that they have enough good will among their customers to spur ideas.

Kluster will make money, he said, by taking 15 percent of any rewards offered to projects and by charging fees for prominent placement of projects on the site, among other things.

Don Tapscott, the business strategy consultant and co-author of the book “Wikinomics,” said executives were quickly warming to the strategic value of “P.F.E.” ideas, or those “proudly found elsewhere.”

“Throughout the 20th century, we’ve had this view that talent is inside the company,” Mr. Tapscott said. “But with the Web, collaboration costs are dropping outside the boundaries of companies, so the world can become your talent.”

Mr. Tapscott, who credited Procter & Gamble with the P.F.E. concept, said executives can go overboard with the idea of outsourcing innovation if, in seeking such help, they expose too much of a company’s trade secrets. But so far, he knows of no business that has done so.

“They always err on the other side,” he said. “They don’t do enough.”

Among the obstacles in Kluster’s path are sites like InnoCentive and Cambrian House, which operate similarly. InnoCentive, based in Waltham, Mass., was until late last year a forum for solving science-related problems, typically for cash rewards. In September, it expanded into business, engineering and computer science, among other things. Since then it has grown by 15,000 participants, to 140,000, the company said.

Cambrian House, which is based in Calgary, Alberta, and has 64,000 participants, will also expand its Web site this year to accommodate projects across a broader range of industries. Until now, said Jasmine Antonick, a Cambrian House founder, the site has attracted mostly software and Web entrepreneurs.

Ms. Antonick expects the site to be profitable later this year, when it receives a share of payments made by businesses to several of Cambrian House’s participants, like two men who created Gwabs, an online video game that is to be distributed by an undisclosed company this summer.

Next month, it will introduce VenCorps, a site on which venture capitalists and other investors will review business ideas from the public and, after about 30 days, reward the best idea with $50,000 in exchange for a share of ownership.

VenCorps is a partnership between Cambrian House and Spencer Trask Collaborative Venture Partners, a division of the New York venture firm Spencer Trask. Sean Wise, a Collaborative Venture Partners founder, says he has high hopes for the site.

“No matter how good a V.C. I could be,” he said, “I could never be smarter than the wisdom of a collective community.”

Josh Bernoff, an analyst with Forrester Research, said that Kluster had “commercial potential.” “Asking communities for help with solving problems is certainly going to help businesses,” he said. “It’s just not something you can count on delivering business value yet.”

via NY Times

Sunday, March 2

Making next popular cellphone can be study in psychology


These days, designing a new mobile phone can seem something like running a self-help group.

LG Electronics begins by asking focus groups to keep a journal, jotting down feelings about features they like most. Participants can call a toll-free number to share their emotions about the phone they are testing. And sometimes they are asked to draw pictures that represent their mood when they hold the phone.

"Our job is to be behaviorists and psychologists," said Ehtisham Rabbani, the vice president for product strategy and marketing at LG. "We constantly have to be reminding ourselves that we tend to be geek types and our customers are not."

Executives and industry analysts say it has become more important than ever to understand the psyche of consumers and why they pick one phone over another. That is because LG, Motorola, Nokia and others are in a fierce battle to please finicky customers as new entrants like Apple, with its popular iPhone, seek to upend the traditional mobile phone business.

At stake are millions of dollars in profits and the fortunes of entire companies. Like fashion or entertainment, the cellphone industry is increasingly hit-driven, and new models that do not fly off the shelves within weeks of their debut are considered duds. The most gadget-conscious shoppers buy new phones every nine months, twice as fast as they did a few years ago. And teenagers, one of the fastest-growing markets, are especially quick to dump a brand if it loses popular appeal.

"The world has changed," said Jeremy Dale, who is in charge of marketing for mobile devices at Motorola, where fortunes tumbled with the decline of its once popular Razr. "There is more relevance in what other consumers say than what the company is saying."

Cellphone company executives are so concerned about these trends that, at the largest mobile phone trade show in Barcelona last month, panelists debated how their industry could better understand how to make customers happy, as Apple seems to do. One panelist suggested that cellphone makers tap into consumers' neural networks, while another said they should understand their subliminal needs.

The speed of innovation - or rather, consumers' appetite for it - makes it harder for companies to compete. Ten years ago, wireless carriers and mobile phone makers could thrive by offering consumers two or three new options a year. But now, with nearly 80 percent of Americans owning a mobile phone and hundreds of models available, a company's fate can turn as quickly as a teenage girl's temperament.

Dale says companies like his are forced to give consumers what they want even before they know they want it. Motorola was a market leader in late 2004 when it introduced the ultraslim Razr. But when the company failed to create a worthy successor, its stock plummeted and investors revolted.

Motorola's share of handset sales in the United States dropped to 30 percent by the fourth quarter of 2007, from 35 percent in the first quarter, according to NPD Group, which tracks sales. Motorola is considering a breakup of the company.

Different companies, of course, take different approaches to understanding consumer tastes. Along with extensive focus-group testing, LG executives regularly attend home and design shows looking for broader trends in popular culture.

Rabbani said that last year he and his colleagues noticed that natural materials like wood, metal and leather were popular among furniture and appliance makers. So when designing the Venus, which LG introduced in late 2007, designers molded the plastic back to give it the texture of grainy leather. Verizon, a U.S. carrier, and LG declined to give sales figures for the phone.

But whatever the cultural inspiration, if a new phone does not catch on quickly, it is not likely to catch on at all. Even interesting designs do not necessarily spell success. Helio, a joint venture between EarthLink and SK Telecom of South Korea that developed the Ocean and other phones for the youth market, is reported to be looking for a buyer for its business, too.

"The strongest marketing tool is the first 20,000 people who buy the device," Dale of Motorola said. "If they like it, they will tell their friends."

The focus on the consumer mind-set can be intense. Three weeks ago, a small team of Nokia executives had their first gathering at a farmhouse north of Santa Barbara, California, for a three-day retreat to discuss consumer behavior. The group is the first of its kind at Nokia, the No. 1 seller of mobile phones in the world, bringing together 14 designers and researchers from California and Helsinki, where the company is headquartered. Their charge is to tell Nokia's top executives not only what consumers will want next year, but 3 to 15 years from now.

"We have the ability to clarify the needs of real people," said Rhys Newman, who heads the team.

A case in point: A few years ago one of Nokia's designers visited China and noticed that people there used the light from their mobile phone screens to illuminate dark hallways so they could more easily unlock their doors. After he discussed his observation with other Nokia designers, Nokia added a penlight to some models.

"Design used to be inconsequential: just make it pretty, make it sell," said Newman, who, along with three members of his team, was interviewed at Nokia's design center near a strip mall in downtown Calabasas, south of Los Angeles. Now, he said, "we have to think about human fundamentals."

Two and a half years ago, Nokia executives asked Newman and some colleagues to explore what Nokia's strategy should be as consumers began to personalize their cellphones. Among those working on the project were Jan Chipchase, a human behavior researcher for Nokia who lives in Tokyo and travels the world studying culture and communication, and Andrew Gartrell, a 14-year veteran designer.

On a trip to Ghana last year, a colleague of Chipchase took a photograph of the crushed front panel of a Nokia 1100 mobile phone that had been discarded in the middle of a dusty road. Gartrell, who had helped design the 1100, was unnerved at the image; the phone had just come out in 2003. Newman said Nokia's designers and researchers became fixated on the notion that the company makes 16 mobile phones a second and that many of them end up in the garbage heap.

So instead of examining the personalization of phones, Newman and his fellow designers suggested that Nokia explore how to make more environmentally sound products - or, as Gartrell put it, "How do we turn waste into something beautiful?"

Last month Nokia introduced Remade, a prototype of a mobile phone made entirely out of recycled aluminum cans, old tires and plastic soda bottles. As part of the same initiative, it has also developed a more efficient battery.

Nokia has not announced when the phone or battery will go on sale; it is still working on their designs. If they arrive soon, though, Nokia's marketers could try to ride the wave of eco-friendly products, like the increasingly popular Toyota Prius, that have captured consumers' fancy.

When asked if they felt pressure to design new phones more quickly in an increasingly competitive market, Chipchase responded with a quizzical stare. "Why do you want to innovate faster?" he asked.

"Are you innovating something gimmicky just to sell a product? Or is it saving the planet you are after?"

Not every company lets their designers be so idealistic. Some are more focused on investor expectations for profits than lofty research.

"There is an awful lot of pressure to keep the wheels turning instead of putting money into new innovation and development," said Rita Gunther McGrath, a professor at Columbia Business School who studies innovation at big companies.

And consumers are not the only demanding clients that cellphone makers must please. Wireless carriers like AT&T and Verizon are also customers. In 2004, for example, on the heels of the success of the iPod, every major cellphone maker was experimenting with how to combine a music player with a mobile phone.

Steve McGaw, a senior vice president for wireless operations at AT&T, said his company, then named Cingular, had talked to Motorola about what model it could offer. Cingular was given two choices: the Rokr, which stored 100 songs and was the first mobile phone to work with Apple's iTunes software, or the popular Razr, which would not get a music player for another year.

McGaw said AT&T chose the Rokr because Motorola could deliver it quickly. But the phone was criticized for its lackluster design. It was not until Apple introduced the iPhone that consumers embraced such a combination.

AT&T abandoned the Rokr and offers the iPhone exclusively in the United States. "At the end of the day it's a judgment call," McGaw said. "We don't always get it right."

IHT