Institute of Relevant StudiesAgata Jaworska - Giovanni Innella

June, 12th 2009

LOCAL ANY-WHEREEmbedding Points Of Sales within what exists.

Steps:• stratigicallyselectlocations• makeconnectionswiththelocalpeopleandresources• embedproductswithinservicesusingexistinginfrastructure

•repeattheprocessinotherlocationsandachievenewoutcomes

BECOMING LOCAL. DOES DROOG NEED A STORE TO HAVE LOCAL RETAIL PRESENCE?Drooghasaglobalpresence.Withinaniche,itisknownworldwide,ithasstoresinthreemajorcitiesandhasanonlinestorewithworldwidereach.EnteringnewlocalcontextscannotonlyexpandtheaudiencebutalsoenrichDroog’scontent.

Doingmorewithwhatexistscanbeastragegyforexpandingretailpresencewhileminimizinginvestmentandfixedcostssuchasrealestate,staffandtechnology. WeproposefournewPOSformats,whichcanintroduceDroogintodifferentcontexts,asalternativestothephysicalstoreandinadditiontotheonlinestore.

ThePOSproposalsmergedistributionwithexhibitionandpromotion,whichtosomeextentalreadyisDroog’sstrategy.

OurproposalsacknowledgeDroogasaproducerofconceptualexperiencesbyembeddingproductswithinservices.

DISTRIBUTION

LOCAL ANYWHERE

EXHIBITION

PROMOTION

PRODUCTS

SERVICES

EXPERIENCE

1. OPEN KITCHEN IS A DISTRIBUTED RESTAURANT CONCEPT THAT CAN EXIST IN ONEORMORECITIES.ITISOPERATEDBYSELECTLOCALS,BUTSYSTEMIZEDBYDROOG.Steps:• Selecthomeownersthatcancook,• SuperimposeDroogproductswithintheexistinginteriorsand makethemavailableforpurchase,• Createanonlineplatformforbookingbyhost,locationand menu,hostedbytheDroogwebsite,• Considersponsorshipofingredients.

OpenKitchenembedsPOSwithinordinaryhomes,whichbecomethebackdropofanauthenticrestaurantexperience.Ordinary(orextraordinary)locals,suchasaretiree,arenownedconnoisseurorastudentbecomechefsforguestsfromtownorvisitors.Guests,whetherbudgetbackpackers,globalexpats,orlocalsthemselves,canmakereservationsonlinebyselectingthehostoftheirchoice,organizedbylocation,specialtyandprice,andcanofferanonlineratingandreviewaftertheirmeal.Theinteriorsareaugmentedwithselect,andpossiblynewDroogproductswhicharemixedwithintheexistingdomesticcontext,andareavailableforsale.

2. HOTEL ANYWHERE IS A GLOBAL HOTEL CONCEPT THAT EXISTSWITHINESTABLISHEDHOTELS.

Steps:• Partnerwithvariousstrategicallylocatedbland hotels,• SuperimposeDroogproductswithintheexisting interiorsofoneormoreroomsandmakethem availableforpurchase,• Keeptheroomsopenforbrowsinguntilbooked forovernightstay,• Createanonlineplatformforbrowsingand bookingtherooms,hostedbytheDroogwebsite.

HotelAnywhereconsidersstandardhotelsasapossibleplatformforpromotingandsellingDroogproductsinvariouscities.Droogcanhaveoneroominvarioushotelsindifferentcities.LocaldesignersbelongingtoDroog’snetworkcanselecttheproductsandarrangethemintotheexistinginterior.OnecanbooktheroomdirectlyfromDroog’swebsiteandguestsofthehotelcanbuytheproductsdirectlyinsidethehotel.

http://www.droog.com/products/fur-niture/bronto-child-s-chair/

3. AUGMENTED STORE EXPANDS THE REACH OF DROOGSTORES,EXHIBITIONSAND EVENTS BY BRINGING THE EXPERIENCE INTO THE VIRTUAL REALM

AugmentedStoreisaseriesofwalk-throughvideosofDroogstoresandevents.Interactivelinksallowviewerstolinkdirectlytowebpageswherethespecificitemscanbepurchased.Thistechnologyissimple,freeandexistingwithintheYouTubeplatform.VideouploadedonYouTubecanbesearchedbyusersinterestedinDroog,buttheycanalsobe

embeddedwithinwebsites,blogs,andemailstargetingaspecificaudience.TheAugmentedStoreincreasesthepotentialcustomerbaseandthevolumeof(virtual)storevisitors.

Steps:• ShootavideoofaDroogstore orevent.• Addlinkstoproductpageson Droog’sonlinestoretothevideo.• UploaditonYouTube.• embeditonblogs,inemails,in Droognewslettersandonother sites.

4. INTANGIBLE STORE INCORPORATES REAL LIFE SHOPPINGGESTURESWHILEPRESENTING VIRTUAL PRODUCTS.Steps:• CreateinteractiveprojectionsofDroogproducts asiftheyweredisplayed.• Findvacantinexpensivespacesincitieswith relevantspecialevents.• Projectthemhorizontallyandverticallyonto tables,floorsandwallswithinthespace.• Createatransactionstationforpayment.

IntangiblestoreprojectsDroogproductsinfullscalewithinanemptyspace,creatinganexperienceofshoppingwithoutbearingthecostsandrisksassociatedwithshippingtheactualproducts.Visitorswouldtourthestoreandinteractwiththeproductsinanaturalisticway,draggingthedesiredpurchasesintoavirtualshoppingcart.Purchasetransactionswouldbemadeatacheckoutpointinthestore.Whiletheitemsinthestorebecomevirtual,thegesturesofshoppingremainfamiliar.

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5. DOWNLOADABLE DESIGN ISANEWDISTRIBUTION FORMAT BASED ON CONTEMPORARY WAYSOFPRODUCING,CONSUMING AND SHARING.CONSUMERSPURCHASE INTANGIBLE DESIGNS,WHICHREQUIRE ACTIVE PARTICIPATION FOR THEIRCOMPLETION.Steps• Selectdesignerstodesignproductsthatcanbemadeusing flatpanelsandCNC/laser/water-jetcuttingtechnology.• Createadesignwebsitewherepeoplecanpurchaseand downloadthefilesoftheproducts.• Makepartnershipswithstrategicallylocated manufacturersaroundtheworld.

Inthe90’stheconceptofflatpackarosetominimizetransportcosts.Contemporaryflatpackisafilethatonecandownloadanywhereandproduceondemandatthelocalmanufacturerusingreadilyavailableflatpanels.DownloadDesignisaconceptfordistributionmergedwithlocalproduction,inspiredbythedownloadablemusicphenomena.UserscandownloadafilebyadesignerofchoicefromtheDroogwebsiteandgototherecommendedmanufacturerintheirregion.Officialdownloadsarefollowedupwithaphysicalmarkofauthenticitythatismailedtothecustomer’shometocompletetheobject.

INSTITUTE OF RELEVANT STUDIES IS A DESIGN PRACTICE FOCUSEDONDOINGMOREWITHWHATEXISTS.MINIMIZINGADDITIONALINFRASTRUCTUREANDFIXEDCOSTS,THEIoRS RE-ADAPTS EXISTING RESOURCES AND SYSTEMS OF EXCHANGE TO CREATE AND DISSEMINATE PHYSICAL AND DIGITALGOODS,SERVICESANDEXPERIENCES.IoRS SEES BUSINESSMODELSASAFORMOFDESIGNANDEXPRESSION.

GIOVANNIINNELLAANDAGATAJAWORSKA GRADUATED FROM IMMASTERSOFTHEDESIGNACADEMYEINDHOVEN.THEYCOLLABORATEWITHCOMPANIESANDINSTITUTIONSSUCHASINTERACTIONDESIGNLAB,DROOG,NABAANDDESIGNACADEMYEINDHOVENAMONGSTOTHERS.THEIRPROJECTSHAVEBEENEXHIBITEDATMOMANEWYORK,NAIMAASTRICHTANDFUORISALONEINMILAN.

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0906_local_anywhere©AgataJaworskaandGiovanniInnella,2009