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MAKING THINGS BETTER FOR PEOPLE, BETTER FOR BUSINESS, AND BETTER FOR THE WORLD
MISSION STATEMENT Seymourpowell
INTRODUCTION
OVER THE LAST QUARTER WE HAVE WELCOMED SOME NEW FACES TO SEYMOURPOWELL INCLUDING:
KEVIN JOHNSON Creative Director PAUL FOULKES-ARELLANO Client Services Director VERONICA HILL Studio and People Manager Weve had a key presence at several conferences this year including Wired magazines inaugural conference - Wired 2011, World Innovation Convention, TEDSalon, TEDXOxbridge, PACE - the Packaging and Converting Executive Forum and the Economist UK Energy Summit. We hosted a trends talk at the London Design Museum where Mariel Brown and Karen Rosenkranz from our Research,Trends and Strategy team took a wide-angle look at the highlights of the Milan Fair 2011. We were proud to unveil a special exhibition at the V&A to celebrate over a year of collaboration between Seymourpowell and the V&A schools team. The V&A Schools team partnered up with Seymourpowell last year to devise Design Pro, a workshop that introduced professional design practice in the area of product design taking inspiration from the V&A collections. More recently we teamed up with the D&T Association to lead a campaign to promote Design and Technology education. The campaign film included thoughts from Sir Paul Smith, Sir James Dyson, Sir John Rose, David Kester and Deyan Sudjic.
If you have any questions or comments about anything in the newsletter please contact: Nichola Rinks - New Business nichola.rinks@seymourpowell.com Tim Duncan - PR tim.duncan@seymourpowell.com
To celebrate over a year of collaboration between Seymourpowell and the V&A, a special exhibition was created in the museums Sackler Centre. The exhibition showcased work from the V&A DesignPro project, from both pupils and members of the Seymourpowell team as well as video content from past workshops and interviews with Seymourpowell.
To watch the campaign film, visit our YouTube channel at the following link: http://youtu.be/FAZ24bukRpU
For more information on how to support the campaign, please visit: http://www.believeindandt.org.uk/ To listen to a recording of the panel discusssion, visit our YouTube please visit: http://bit.ly/qKj0F5
People forget that the UK has a world class creative industries sector which, last time it was measured in 2007, accounted for 4.5% of national exports totalling 16.6 billion and employing some 2m people. Between 1997 and 2008, the sector grew an average of 2% per annum, compared to 1% per annum for the economy as a whole. The big percentage of people in those industries will have studied Art and/or Design and Techology in addition to academic studies and, thanks to that, would have gone into higher education to continue their studies in a creative subject. On the one hand, government talks of creative Britain and the innovation imperative, while on the other hand it is considering the emasculation of the very system which made it possible and is required to sustain it.
In seeking to review the school curriculum and evaluate the English Baccalaureate, there is a serious and growing risk that they will throw the innovation baby out with the educational bathwater. The D&T Association have since taken the campaign to the House of Commons where a group chaired by Sir Kevin Tebbit, Chairman of Finmeccanica UK plans to make the case for the retention of Design and Technology to the Department of Education and enlist the support of businesses across the UK.
I would like to thank you for hosting such a highly creative event, and giving designers from other industries and students such as myself the opportunity to get involved in the Seymourpowell design process. It was very useful for me and there was a lot that I could take away from it. It also served as a good platform to meet various people in the design industry. ASHWIN THIRUMURTHY Designer Just a quick note to say how much I enjoyed the Ideas Generator workshop with Seymourpowell. There were some great ideas and I was able to take away one or two things regarding process that I will be using in my own work. My thanks for a great evening. PETER WONG Product development engineer
MILAN IN PERSPECTIVE
On Wed 20th April, Seymourpowell hosted a media event, Milan in Perspective at the Design Museum, Londons museum of international and contemporary design in Shad Thames. Following the success of their 2010 Milan report, Seymourpowell were keen to step it up a notch and create an event around their findings from this years trip. The result, Milan in Perspective - a talk hosted by Mariel Brown and Karen Rosenkranz from Seymourpowells Research, Trends and Strategy team. Karen and Mariel took a wide-angle look at the highlights of Milan 2011 to explore the broader relationships between cutting-edge design and the cultural trends which surround them. Covering themes as diverse as new mythology, sense and tactility, restrained luxury and choreographed creation, the event offered a unique and insightful perspective on this years fair. As a result, the report was featured in top design publications including FX, Newdesign, Designer and Commercial Interior Designer, as well as numerous influential design blogs.
For designers and trend researchers alike, all roads lead to Milan. A lighthouse which illuminates the future of design, Milan is both geographically and aesthetically the centre of the emerging design universe; the cultural zeitgeist starts here first
Richard Seymour
For more information about Seymourpowells trends offering, please contact: Mariel Brown mariel.brown@seymourpowell.com For a copy of the Milan report with image library please contact: Tim Duncan tim.duncan@seymourpowell.com
For designers and trend researchers alike all roads lead to Milan
doing at Seymourpowell - taking a genuinely innovative technology and embodying it in a product that meets the needs and desires of the user as well as of the business. We spent a lot of time trying to understand how users interacted with the previous generation product by carrying out ethnographic research that uncovered key insights. These insights allowed us to develop the next generation product with fundamental ergonomic improvements. We spent a lot of time in our workshop developing and refining prototypes
of the handset. We also worked closely with CyDens engineering team to deliver the final product to the market. Overall it was a great team effort and rewarding to work on such a genuinely useful product that delivers on its promise in an intuitive and elegant way. As a result of the in-depth ethnographic research carried out by Seymourpowells design team of the first generation Smooth Skin device, the new Smooth Skin PLUS unit is fundamentally more ergonomic than the original first generation device.
Seymourpowell has designed a new handset for the Smooth Skin PLUS from Cyden iPulse, the permanent body hair reduction system (retails exclusively through Boots, as Boots Smooth Skin PLUS). Seymourpowell worked with the team at CyDen Ltd, a British beauty and health company specialising in the application of light in-home beauty treatments that developed state of the art iPulse technology, to design the handset and help refine the base unit. Seymourpowell was tasked with creating a new generation light therapy product for hair removal, based on the first generation technology, to launch in Boots. The aim was to further drive the category growth in light based hair removal by inspiring desire, confidence and ease of use with the beauty-involved consumer. The device was also to be positioned within the face care and body care categories, as a more premium product than the first generation device.
The main objective of the brief was to explore insights relating to how consumers used the first generation iPulse device as a permanent hair reduction system. Another element was to explore the world of light based therapy for skin in the salon/ spa context, to uncover insights that could inform and inspire the new products design. Seymourpowell considered factors such as ergonomics, storage, the length of the cable, buttons, lighting, volume and navigation on the interface, value and general consumer appeal. Seymourpowell wanted to ensure that the new design was perceived as a premium beauty device with visual language that evoked the ideas of luxury, spas and pampering. Matthew Cockerill, Associate Design Director at Seymourpowell, explains the challenges and results that the team faced during the design process: This is the kind of project we love
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1. WAND 2. LITTLE GEM 3. CHARM Seymourpowell continues to work closely with Durex and hopes to develop more exciting additions for the Durex Play range in the future.
Seymourpowell have developed a strong relationship with Strauss Water and will continue to work with them in the future
We all know that really good designers somehow think differently about new products from you and me. But just exactly what does this difference consist of?
thinking about people as consumers immediately dehumanizes them and makes it harder to empathize. Secondly, good designers like observing really looking at what people do rather than simply relying on what they say they do. As Paul Smith once explained, when asked where he got his ideas from: You and I could walk down the street together and look at the same things, but Id SEE ten times more than you would. Thirdly, they bring expertise in other categories and industries to bear on problems in others. They pull together threads from different functions, disciplines, fields, and sectors, and integrate them into a new and (the dreaded word) holistic understanding. Fourthly, good designers look at what might all change in the short, medium and long-term, by engaging with the best trends and forecasting intelligence. Unlike other crystal ball gazers they use this prescience to help them understand how they could bend the future, shape it to their vision. And lastly, good designers pressure test their conclusions by consulting with other cultural interpreters from a broad range of other disciplines. INSPIRATION: They Look for What to Do Good designers want to solve problems and this makes them want
to transform insights into inspiration. HOW? Firstly, they have the ability to visualize what has never been. As Bruce Nussbaum said in the same post, Many firms are plagued by articulate and persuasive smart talkers who sound good in meetings but get bogged down in abstract complexities. Good designers are good at what I call inspirational tangibility, making it real, whether it be by concretizing with a sketch what would otherwise be abstract thoughts or so many post-its in a meeting, enabling large amounts of complex data to be understood and absorbed quickly with a diagram, or as Bruce describes it quickly lashing together a physical or digital mockup of a proposed solution. Secondly, good designers live and work in the future most days, immersed in the activity of actively creating and shaping their clients future visions of new products and services. And this familiarity with fusing creativity with whats feasible and commercial every day is what makes good designers so good at doing this consistently and better than others. Thirdly, they overcome the not invented here syndrome. For new ideas to survive and indeed thrive they have to be successfully embraced by all the relevant (another ghastly word) stakeholders. Good designers can act as a translator
between functional silos as different as supply chain, marketing and R&D. ACTION: They Keep Going When good designers talk about innovation, they mean (and I make no apologies for cribbing Lord Sainsburys much quoted definition), the successful exploitation of new ideas. They dont stop with the invention. They turn their inspirations into reality. HOW? Firstly, in the case of a new product or service, its unlikely to be successfully brought to market unless it can be integrated into and be supported by all the other aspects of the marketing mix: and if were talking new business strategy, then good designers have to understand how the new offering could and should impact (and to what degree) all the other aspects of the organization: from its structure, to its mission and cultureall the way to the business model(s) that underpin everything. Good designers dont claim to be able to do all these things, but they do know to work with the various functions and outside resources that do. And unlike some others, they dont leave their colleagues at the bus stop; they stay with the project until the end because nothing gives a good designer more satisfaction than being able to point to something that everyone else thinks
is the best thing since sliced bread and saying, I did that! Secondly, they are good at practical resolution. Bruce Nussbaum describes the problem thus, Some of the smartest execs get bogged down in the messy process of implementation. But again, good designers ability to make it real can help resolve contradictions and find highest common denominator compromises, helping the (innovation/marketing) process move forward. Thirdly, good designers are good at iterative prototyping, refining the concept through repeated cycles and getting feedback from the right people as they go. James Dyson famously made two thousand prototypes of his bagless vacuum cleaner before he got it right. The rest, as they say, is history.
The best summary of what makes really good designers tick was a simple post by Bruce Nussbaum back in 2007 http://tiny.cc/tejum Since reading that Ive often pondered the subject and today, I find it helpful to look at my experience of how good designers think (and do) at each stage of the innovation process: insights, inspiration, and action.
INSIGHT: They Look at What We Dont Know Most insight, because it relies so heavily on asking consumers, only deals with improvements to known/ existing products and services (Id like it bigger, cheaper, quicker, smaller, etc). It rarely deals with the new/never been done before the unexpected but relevant solution. No one ever asked for Starbucks, or Walkmans/ iPods, the Internet or texting, for example they were
truly new ideas. And no amount of consumer research gave Steve Jobs the confidence to re-imagine the music industry. Good designers aim to move beyond what you get from simply asking consumers what they need and want. First of all because they understand that most people when asked dont say what they mean or mean what they say, but also because people often dont know. Good designers want to unearth
what consumers cant tell them: latent and emerging needs and motivations; actual behaviors and attitudes; and, crucially, barriers to as well as drivers of change or simply put, what your competitors dont also already know. HOW? Firstly, good designers dont tend to think about consumers; they think about people and what they want and need. Its a subtle point, but
Please contact Tim Duncan for the full version of this thought piece: tim.duncan@seymourpowell.com
Traditionally, designers would focus on the creation and embodiment of a product, whether that be a consumer or FMCG pack or product...
MICHAEL WEBSTER Associate Director at Seymourpowell
Today, there are so many competitive products jostling for attention that there is an ever urgent need for differentiation, stand out and innovation. And this is where the designers remit has changed. Now, design is more deeply embedded in the front end, ahead of the brief - finding new uses, new markets, new opportunities derived from consumer insights and new ways to create value and in the navigation of that whole process. Design now involves scoping, defining and coordinating opportunities, as well as embodying them - in short, innovation. Design is more than just the physical manifestation of something - there are numerous factors that need to be considered. First, there is the brand - how should that be expressed through not only the physical form, but also the
PAULA ZUCCOTTI Associate Director at Seymourpowell Working at Seymourpowell for the last ten years, Paula is responsible for the creation and development of the ethnographic research offer, and for the success of many innovative product launches working in collaboration with the wider team
user behavior and the companys goals and objectives. Anyone can report what they see, however finding the insights that are most relevant to a companys vision requires thorough investigation, and a deep understanding of the clients business. Important to this is the ability to input and help redefine that companys vision.
Please contact Tim Duncan for the full version of this thought piece: tim.duncan@seymourpowell.com
CHICAGO
MADRID
PESETA A lovely shop run by friendly local designers making bags and accessories out of unused fabric and remnants. Here you can purchase either ready-made designs or bespoke pieces. Famous designers such as Marc Jacobs have already collaborated so were predicting a bright future for Peseta.
VALENTINES POP UP UP We came across this sweet little Valentines pop-up event called the Unusual Cupid Show sponsored by Hendricks gin. While not open during our visit, a peep through the windows at its cucumber inspired dcor has tempted us to return for a closer look!
LONGMAN & EAGLE The recently opened and much talked about Longman & Eagle, in the up and coming Logan square neighbourhood, was our absolute favourite. Featuring nose to tail cooking in a laid back atmosphere with an extensive whisky menu, it made for a very relaxed and enjoyable dining experience. We were especially taken by the flight of whisky concept a sample of three tasting portions of whisky served on a wooden tray. Its also possible to stay overnight in one of the six recently opened guest rooms, individually decorated with the same attention to detail as the restaurant. www.longmanandeagle.com
BIG STAR This garage turned restaurant serving up very tasty Mexican fare in small tapas style portions is a fun way to spend the evening. The best way to enjoy this fabulous place is to grab a seat at the u-shaped bar in the middle of the restaurant and watch the crowd. Social and entertaining! www.bigstarchicago.com
LILLIES Q Big on barbecued meats and local beers, this is another venue catering to the chilled out Chicago crowd. The place recreates traditional southern-style BBQ in a well-thought-out simple and rustic setting. Sandwiches and fries are served on metal trays and beer in sturdy jam glasses the perfect comfort food experience! www.lilliesq.com
ADAM & VAN EEKELEN This specialist vodka and gin shop is a relatively new establishment. It is the brain child of a bar owner and his Dutch girlfriend who felt that whilst it was easy to buy premium and specialist whisky and rum, there wasnt somewhere to buy exciting or rare vodka and gin.
JNKPING
A recent trip to Swedens 9th largest city revealed an industrious past.
TANDSTIcKMUSEET In the eternal words of Bruce Springsteen You cant start a fire without a spark and so it was... we ventured to Jnkpings main tourist attraction Tandstickmuseet, The Matchstick Museum. In the 19th Century, Jnkping was the birthplace of the match an unassuming invention but something of a godsend in the days of open fires and gas lamps. Initially matches were made by hand, a laborious and often dangerous job owing to the fumes from the phosphorous. The manufacturing became mechanised with the invention of ingenious machines, the design of which were kept highly confidential, compounding Jnkpings monopoly on matchstick making. Ivar Kreuger became the most successful Swedish businessman of all time, a Bill Gates of his day! By expanding globally, he at one point controlled 70% of all matchstick production across the world. As designers, we were most fascinated by the matchbox label designs. There were hundreds of different designs all created by local artists - the idea being to offer choice and novelty, tailored to the multitude of export markets. Interestingly the first design featured three stars but a plethora of designs followed with three of any number of other articles three rifles, three elephants even three mangoes. The idea was, people who couldnt read could ask for them by picture. Have you a burning desire to visit?
RADIO JNKPING Another ex-factory building just a short stroll from the Tandstickmuseet is Jnkpings Radio museum. Here lives an impressive and varied collection of radios, TVs, typewriters and calculators spanning the early DIY Marconi kits, through the days of electrical appliance as furniture right up to the pocketable present day. Walking around the two small, butpacked, rooms certainly unleashed the design geeks in us. In the modern world of touchscreens and gestural interaction, we were reminded of the pleasure and satisfaction of analogue dials, numbers, knobs and clunky paddle buttons. SP call this addictive ergonomics and there were some fine examples in some of the exhibits on display. Some of our favourites included a Dieter Rams Braun radio, Bang & Olufsen radio and tuning desk and Swedish brand Facits accounting calculators with their big glossy buttons in inviting colours some really lovely design details.
SANTIAGO
GALERIA DRUGSTORE Below a shopping centre in Av. Providencia lies an unassuming huddle of creative shops to satisfy our international design itch. Amongst fashion and creative bookstores lies Cmodo offering both international and local products and furniture pieces. BAR LIGURIA Resting our weary feet after a hard days researching, we happened to find an interesting bar and restaurant in Providencia, as well as the fantastic menu and amazing dcor, we discovered that it regularly plays gigs of up and coming bands. This is the place to go if you find yourself needing a good cocktail and some good music. HALL cENTRAL On our first wander through the up-and-coming Barrio Lastarria area we stumbled across Hall Central, a studio space and store supporting young Chilean fashion designers. Opened in 2001, this is a wonderful example of a small independent design community doing it for themselves. GAM cENTRO cULTURAL GABRIELA MISTRAL The creativity carries on late into the night in Santiago too where one evening we wandered into a DJ battle and break-dancing contest at this cultural centre. Also showing was a screening of a short documentary of young female graffiti artists in Santiago. Theres definitely a proactive, energetic and creative buzz amongst Chilean youth. Full marks definitely go to the cassette-costumed break-dancer! BARRIO BELLAVISTA Downtown we explored the colourful streets of the Bellavista where most of the buildings are adorned with striking street murals. This is an area where vibrancy is literally embedded into the fabric of the walls when by night, the bars, restaurants and music venues come alive. A stop for a swift ice-cold ginger ale and delicious empanada at El Toro on the edge of the barrio continues the theme whereby leaving your mark is encouraged on the interior walls and tablecloths.
For more information or a more detailed break down of what we have been up to, please contact: Tim Duncan tim.duncan@seymourpowell.com
TEDSALON
Richard Seymour took to the stage at the Spring TED Salon on 18th May at the Unicorn Theatre, London. Speaking on the subject of intrinsic and extrinsic beauty, Richard touched on the complex system of ideas that hit our brain before cognition, discussed the millisecond first-impression, and explored how a designer can approach this challenge. Watch Richards talk here on TED.com - http://bit.ly/pnYcIB
TEDx OXBRIDGE
Richard Seymour delivered a talk at TedxOxbridge at Sad Business School, Oxford University on 4th June. As a collaboration between Oxfords Sad Business School and Cambridges Judge Business School, TEDxOxbridge attempts to unpack business in the 21st Century to reveal new realms of possibility and deeper connections for societal transformation through the conduct of Business as Unusual.
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Front image courtesy of: BMW