Live Company Brief 15/10/07

29 11 2007

10am this morning we recieved our live company brief, meaning we now have 5 modules and not 4 as was timetabled. Joy. It looks very fun but very hard, and I don’t have the hard copy of it yet but here is a summary of my notes from this morning:

Sloane is an interior retail design company who also specialise in point of sale design. Everything they do is bespoke, and they’ve worked with many of the big high street names such as the Body Shop, Marks and Spencers and O2. The presentation was given by Pete, who is MD of Sloane, and Rachael, Head of Sales and Marketing.

There are always two clients, the consumers or public, and the financial director or the person holding the purse strings. However, if you impress the former the latter will follow, and the former usually vote with their wallets. It has also been determined that people do not know what they want until they see it. This was a key point when Sloane were designing for Marks and Spencers.

It is very important to understand:

  • The market,
  • The customers,
  • The customer’s needs,
  • The brief,
  • The budget.
  • It si very important to look at the overall impact of a product, not just the impact of the materials used to make it. There are other things to consider such as impact of the materials used to make the product packaging, storage of the point of sale displays, which lighting will be most effective and least harmful to the product, maintenance of the point of sale stands such as bulb changing and damage, etc. There is a real attention to detail here which must be emulated in the project outcomes.

    It is very important to judge how your factories or warehouses will affect the local community. There is no point in preaching about sustainability if the local community is suffering a result of your business. The ‘green’ trend is a very good way to differentiate your business, and gives people confidence in your business. However it cannot be used by itself as a selling point. When Sloane pitch an idea to a potential client they include all future costs such as maintenance and Gordon Brown’s green tax, which will become effective in 2008. Sloane also carry out Large Account Management Processes (LAMPS) to see where the client’s company is headed in the next two to three years.

    The Body Shop carry out ethical audits on all their suppliers, and Sloane have to pay for it to be carried out on their company. However, if you pass with flying colours it is a very prestigious achievement that other businesses recognise. Hooray for Anita Roddick! RIP.

    The Uk is the largest importer of illegal timber in Europe, and it is mainly important from the Far East. Only 15% of the world’s forests are sustainable, so when importing wood is very important to have a certificate of authenticity.

    95% of the time recyclable and sustainable materials costs less than regular materials, when all the future costs are added on. The research is the only thing that is needed to ensure fair price and quality.

    When carrying out this project, it is very important to explore all issues and problems that the industry is facing, and look at all the impacts such as green tax. However, in store standout cannot be compromised and the POS units cannot blend into the background. They may be made of sustainable materials but they must still stand above the crowd. However, visual pollution must be avoided.

    Current trends must be researched, and in store sustainability must be researched. Materials must have environemntal credentials that can be evidenced. This is very important.

    Think radically and creatively. Do not be constrained by traditional thinking.

    The space measures L1000mm x B1000mm x H2000mm, with access to power and data. It must be accessible from all sides with a counter top display. It can be for several different companies which I can’t remember at the moment but when I get the real brief I’ll put in here.

    This is a competition, and the winner will have their POS design made into a working prototype which may then be presented to the company that was the focus of their design. This is a great opportunity, I’m not going to mess this up.

    Deadlines:

  • Report: 1st November
  • Sustainable Materials: 22nd November
  • Design Package: 10th January.
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