Intro:
- topic of home and the culture of home - personal/individual
- how consumerism has effected and impacted on home
- lifestyle stores
- conflict between the personal and individual and the globe
- define ikea
- how ikea do this in a variety of different ways
Chapter 1:
- social effects of consumerism
- overall look at consumerism
- effects our identity - built up from what we own
- Kalle Lasn - Culture Jam
- Helga Dittmar - Consumer Culture
- Bauman - solid/fluid identity
Chapter 2:
- Marketing the idea of home
- life style stores in general
- ikeas brand positioning
- marketing to cultures
- brand stratgey
Chapter 3:
- Ikea brand
define what ikeas mission is
customer language
culture of swedish design world
ideals of family life
selling identity with the brand
Chapter 4:
Case Study
- the layout of the store - physically
decoding of the interior
lighting/shape and size/out town journey/pace and direction/wayfinding/cafe and warehouse
- how the store makes you feel
self esteem/narrative
- the theory relates to the customer
hyperreality - forget there in a market place/experience rooms/illustion of real life
identity - refer back to consumerism section - gain image of life perceived - use narratives and personas to create a setup of rooms
phsycology - manipulate us to feed our sense of self with the products - fluid/solid identity
- advertising
campaigns decoded
comments on current society
- online presence
community
inspiration
wish and want - build sketchbooks
familylive - assisting the market to buy more of the identity they long for
Conclusion
- evidence of mass produced products is over masked by the narrative of the products
- overall brand and consumer society sell an idea of home to mass audience
- swedish design culture provides a quick fix to identity issues rooted in people
- position themselves to sell solutions to everyday problems but really feed this need for belonging and culture to form a certain identity around your position in society
No comments:
Post a Comment