Project Plan Seduction 2010

Project: Psychedelic seduction

Company: Kosmic Kitchen

Made by: 5 grams of awesomeness

[Tuomas Jussila] [Team Leader] [tumppi8687@hotmail.com]

[Emmi Makkonen] [Design] [emmi.makkonen@cou.fi]

[Felix Muller] [Technics] [schulfrei@web.de]

[Johannes Suntrup] [Interaction] [suntrup@gmx.de]

[Stefanie Hatzis] [Communication] [skhatzis@gmail.com]

1. Background Information 2

2. Project Results / Assignment 3-4

3. Project Activities 5-8

4. Project Scope and Preconditions 9-10

5. Intermediate Products 11-12

6. Quality Control 13-14

7. Project Organization 15

8. Scheduling 16

9. Costs and Benefits 17-18

10. Risk Analysis 19

Appendix A 20 Appendix B 21-22

Table of content

1

1. Background Information 2

2. Project Results / Assignment 3-4

3. Project Activities 5-8

4. Project Scope and Preconditions 9-10

5. Intermediate Products 11-12

6. Quality Control 13-14

7. Project Organization 15

8. Scheduling 16

9. Costs and Benefits 17-18

10. Risk Analysis 19

Appendix A 20 Appendix B 21-22

Project Seduction is all about catching the attention. Teams have to make interactive installation that will be seductive and attract visitors into the stores. Installation should be something fun and playful but in the same time it has to full fill the given regulations. Time to but the skills you have learned during the past two years in to the test. Project is a test of imagination and skills.

Project Seduction is part of Saxion Art & technology. Its targeted for second year students to test their knowledge. Project is divided into 4 phases: Preparation, Concept phase, Production and Exposi-tion. Each phase has different products that are needed to be finished before moving on. Students work in a teams of 5-6 persons. Every team has a customer, a shop in the centre of Enschede. Shops have been picked earlier by Saxion and divided randomly between the groups.

During Seduction we are working with a real shop. Our work is a big attraction and can help the store to expand their target group: to either bring in new type of customers or attract more old ones. The shop in our case is “Kosmic Kitchen” located in Korte Haaksbergerstraat in the heart of Enschede city. Kosmic Kitchen was previously a “smart shop” but after the new Dutch laws they have changed their selection of goods to include clothing, games, music and art. Smoking accessories still belong to shops selection. Things they sell attracts young and open-minded and hearted people with artistic eye and likeness to colorful things and psychedelia from the 60’s. Kosmic Kitchen also has a website where they sell their goods online. Its not a serious shop and how they see the world is also visible in the shop. Their tagline is “food for mind and body”.

Installation will be designed to suit the atmosphere and mood of the shop. The process will have several products and will end to a presentation where the installation is placed in the store for three days. During this time installation is put to test. The store should have positive effect and achieve a goal by bringing new customers to the shop.

A title for this project is: “Psychedelic Seduction!”

1. Background information

2

The general objective of the project “The Seduction” is to create an interactive media installation that will be located in the store that was given to us. The installation has to react to its environment and interacts with the visitor in some kind of way.

Everybody in the group has special tasks to do (Team Leader, Design, Technics, Interaction and Com-munication). From the first steps onward, we need to have everything documented, which means we need all necessary forms with us all the time. Besides that, we have to create a moodboard, a poster, a website and a blog where we inform about the progress, a making of video and the visualization. In the last phase, our installation has to be placed in-/outside the shop for three days. During these days, we have to be present at the store. During the preparation phase, we brainstormed some ideas that we can develop further on. We ana-lyzed the shop and thought of what fits to it. The ideas will be presented to the store owner.

Idea 1: Future machine

One of our ideas was to create some kind of boiling pot where the user can put in different ingredi-ents. Depending on what the user puts in the pot, the result would be different. The output would be some kind of horoscope message the user gets afterward. Also, the boiling pot could interact with shaking, light and sound. This idea was achieved during the brainstorming session.

Idea2: Flower field

Interactive flower field with flowers and grass. User brings the field to life by pouring “infrared” light on the field. Watering can contains infrared led’s when you bring it top of our installation and ”pour” invisible water on the installation.This activates the installation to grow. Flowers stand up and grass starts to move. Flower is closed but when you breath to the flower it would open its petals and you would see its eyes. This is triggered by either microphone or humidity sensor.The eyes will then fol-low you 180 degrees.You movement is tracked by webcam. After some time flower would close and go down. User has to pour light again to make the field go to life.

2. Project Results/ assignment

3

Idea 3: LED Praxinoscope

Using the 19th century invention Praxinoscope with Led matrixes to make interactive animating ef-fect. Praxinoscope uses mirrors and spinning wheel to bring single frames to life. Spinning wheel has 16 frames and on top a mirror which also has 16 separate mirrors. When the disk spins at 45 rpm we get 1.3 seconds of looping animation. We make 16 different led matrixes, from which we can control color, pattern and speed. When spinned around these led matrixes will form a animation that can be modified by the interaction from the user.

Interaction with praxinoscope is handled by different sensors and output is visible on the led ma-trixes. Inputs like heat, proximity/movement, potentiometer and blowing/sucking. Each sensor has a different effect on led matrixes like proximity affects color, heat to speed and so on. Effect is always an animation where you can see how your input affects the led’s. Each 1.3 second animation that transforms from your input is repeated few times until you can change the output again.

Practical example: http://www.youtube.com/watch?v=d4LSg7f4lFs

4

3. Project Activities

Customer:The first thing what we do is to get an impression about the shop and it’s environment. We did this on the first day when we went to explore the area. Second step is getting in contact with the shop-owner/customer. At our first visit to the shop it was closed so we came back and introduced ourselves and our assignment to the shopkeeper in the next day. We used the time to discuss about limits and preferences for the installation. The shop-owner will be informed constantly by us. For this we use personal contact and sharing information by email. He has also the possibility to get the latest updates by visiting our website or reading our group blog. He offered us the possibility to link our homepage to his shop website. The group will present updates and decided ideas about the instal-lation, created paper work and steps during the process of building the prototype before it goes into the final installation. If the shop-owner mentions any wishes or ideas we will be open to discuss and think about them. Until now he had no limitations and wants that we create something crazy what fits to his shop. Stefanie is responsible for the communication in our team so she will be the person who is doing the main work in this sector.

Research:Emmi is doing the research about content what belongs to the shop like the target group. A worked out analysis and research will be presented during week 2. She also will control the design part so she has to gather information about styles, look and conversion.Even so Felix who builds the installa-tion: he also has to find out solution to make the mechanisms run.Johannes searches facts about the sensor and arduino part. Tuomas will support him.

Brainstorming:Tuomas is the team leader so he is leading these sessions.The brainstorming is always a repeating event. Important for them is what you want to reach as a goal and that you don’t loose control. Also important is a fluent work flow, if you’re stuck don’t give up but try to find a solution, maybe by using some of the working points from your brainstorm.We will use the brainstorming for things like the main-object in the project – our installation, for a team name, design ideas for mood board or poster maybe. You can also improve your personal work by short brainstorms in your mind. It often helps to find a good solution or at least guides you to a path of a good solution.

5

Poster:The Poster is one of the important things in the project because it will represent out installation and our group – so our effort and our goal what has been achieved. Emmi is responsible for the design in our group. So she will work in the leading role supported by creative and brave group members. The design of the poster needs to be developed in different steps. It is about our installation, our group, the shop and the idea. The group has to create a design so we need to discuss and let it fit to the style of the project and the mood. The poster will be designed digitally, any decisions about the material and what content aren’t made yet. Poster works as advertisement for our installation and markets it to the public.

Project Plan:This part of the preparing for the project will be worked out by all the group members. We sepa-rated the different points and combine it after everybody has finished the first preparing for the first consultation. Later we can keep going on with the document and update it if needed, with the latest information and developments in during the entire process. As the team leader Tuomas is supervis-ing this.

Website:The website is programmed by Johannes while Emmi and Stefanie take care about the style and look and the given information. Johannes owns web space, so we will use this possibility. The website needs to get a design in the first weeks of the process. Website will also play big role in the final pres-entation and marketing our installation. It should contain features that web technology offers today like social media or API’s.

6

BlogOur webmaster is Johannes, responsible for Communication is Stefanie. The department for design and documentation will pass all the collected material over so the blog can be updated daily/weekly. We chose word-press for our blog. Everybody will have account to the blog, so everyone will contrib-ute to the content by posting entries and adding material.

Mood board:The whole group worked on the mood board, a good way to create a relation in the group. The mood board will be made to match the atmosphere and mood of the shop, Kosmic Kitchen.

Programming:Johannes is the leader in this section. During the planning and design of the installation he will do a research about sensors and actuators, supported by the other group members

Design Installation:The whole group will be influence this process, but Emmi as the department for design and Felix as the Technician will work it out complete. It is important that the design part is as perfect as possible so you don’t need to improvise or come up with updates during the building process of the machine. For the design it is important that we keep as good as possible to the standards (electronics, physics, mechanisms etc.) for creating a clever and fine working machine. For this it’s also important to make several prototypes, visualizations, 3D models and keep researching for other ways of realization of the concept. Also Johannes is important in this process because he will work out the schematics and prints for the electromechanical part.Of course we will do a research about the style and look that would fit to the installation.

Installation:Felix is responsible for the technical part and will build the machine with the help of Johannes as the electromechanical and Tuomas who’s skills are also rather efficient.For this process we need several tools. We also have some possible materials already but this will be defined (like the tools we use) when we have the final design/concept of the machine.

7

We will work together and separately. Most of the electronic parts can be done in school where we can receive the support of teachers and lots of helpful tools are available. A big part of the installa-tion will be made at home where we have no time limitations and all our gathered materials.

Making Of:Everybody in the group is responsible to record and collect material during the project. Johannes and Felix will work on the editing of the making of later. The team members will take a lot of pic-tures, take notes, film meetings and interview people in our group. So you will get impressions and moods from the process. We didn’t choose a great concept for the making of because it shall get an documentary touch. We also don’t want to affect our group work with the making of. It is about the project first, the making of is only a part of it.

Design Document:One of the most important products of the project. It will contain all the information needed to build our installation: schematics, flow chart, materials,drafts and coding parts. Also reports and studies about feasibility and realization. Design document is updated during the project, it will be handed out in the final exhibition.

8

4. Project Scope and Preconditions

Boundaries given in the project manual:In the project plan there are a few project boundaries listed.The size of our product has to be 55 by 40 by 50, it can be in pieces, as long as the installation can be assembled in 10 minutes. For the range the object can’t extend any further than 1 meter, which is no problem because we weren’t planning on making our object expand, maybe just a little.The installation itself has to react with at least 2 sensors and 2 actuators. We definitely will use a sensor to detect a person in the area around the installation, which then activates an actuator to lure the person to the installation. Probably we will use a motion sensor, because Sound will not play an important part in our installation, we agreed that the focus should be on movement and light, and also color. We will add sounds but only for accentuating actions, and background.We are probably not going to use a screen in the installation, because a laptop screen is very flat and we want our installation to be dynamic and touchable.

Website contents:For the website we use a Wordpress template to start with, we won´t change the layout, just edit the contents. Further in the project we will create our own website, where we intergrate the blog and our own pictures to the website, the ´making of´ video and a visualization of the end product. And we want to add a counter, where people can see how many days until the exhibition starts. During the exhibition we want to add a live webcam streaming from the shop. We thought of connecting the site to a device in the shop, where people can vote if they like or dislike the installation /exposition, maybe let visitors comment on the installation on twitter. And also we thought we might give people the chance to donate money or even sell the installation, but we don’t know if we are going to put in the actual website.

Our own limits:The choice for the installation I think is based on our personal preferences, we don’t mind a technical challenge, we all want to make something that’s brilliant, even if it costs a lot of time. We started with 3 ideas that were really good, but in the end we all agreed that one was the best, the most challeng-ing and also the strongest.

9

We don’t have a lot of boundaries of our own, just the time given to create the installation (8 weeks for the prototype and 10 weeks total). Our technical experience may limit us but there is allmost nothing you can’t find in the internet. And money is also not an issue, we try to use as many used items, recycle and if necessary we will buy elements, like LED’s. When we asked the shop owner if he had any requests or boundaries tot he product he said: do whatever you like, make whatever you like. We are allowed to place the installation at any place inside and outside the shop.

Basic specifications interaction:For the installation we want it to interact when people are passing by, so they will get drawn to the object. Our idea was to work with lights and movement, make the person see that it is something, but it shouldn’t reveal what it is or how it works. We want the installation to be used by one person, but make it in a way that other people can see what is happening.

10

5. Intermedeate Products

What do we need to do for every product? Every product we have to deliver needs time. The time we got seems long, but in the end everything will pile up and it means sleepless nights. Good prepara-tion and clear linking between the processes and the products helps to achieve our milestones on time.

Research and brainstorming:In this project the research helps us to think what kind of design and product we should develop to meet the customers and seduce people. The most important part is to develop a solid base to our ac-tions because we have to keep the customer in mind during the whole project. The research sets the mood and helps us to aim at a product that seduces the visitors, fills the wishes of the shop owner, meets the requirements and makes us proud.

During the brainstorms we probably will develop ideas that will be abandoned, but we should still keep track of them so we can follow our process all the way to the beginning and get back to the first ideas in case we want to re-use them.

Project plan:To keep every member of the group attached to the project we decided that everyone writes a piece of the project plan. Everyone has to know all the time what’s going on and the project plan is a good way to give a big picture about the things we have to make for this project.

Style:To make our work more professional and consistent we will develop a style guide, logo for the group and name for the project. When we use the same style for all our documents like the project plan and the design document, it’s easier for people to recognize our style and work that is done by us. This style should be consistent with our shop because it’s the base in our project. We should think about the colors, symbols and typefaces that would fit and make something unique.

The poster and the website will market our product and give information to people who are interest-ed of our project. It’s important to make also static information available instead of just updating the blog because when the project goes on it’s easier to get the whole concept through this information.

11

If a visitor comes to our website he should be able to find out what’s the project about in less than 5 minutes without going through the whole blog. We will put information about our group, the shop and the idea to the website. The blog follows the progress.The moodboard is going to be an art piece itself so it can also be showed during the exhibition. It also helps us to wrap our minds around this project and give a feeling to everybody that this project has to be done together. Making it is the first fun part in this project and all team members will participate.

Installation:During the process of making the main product, the installation, we have to develop some proto-types to test how things work. Sometimes it’s useful to build something and then through trial and error to find out if it works or not. If something goes wrong we have to try to find out another route to solve the problem, and it takes time.

We will have lots of drafts and drawings that will help us filling the design document. Also 3D models and animations can be made to bring the idea to life and see how everything would work and look like.

Design document will help us to build the end product and they go hand in hand. Before the build-ing the necessary research have to be done and written down into the design document. Flowcharts, schematics, use cases and technical definitions are the blueprints of our installation.

Making of:Even though the making of is a documentation of our process, it needs some consistency. We have to think about making interviews, create a storyboard to see what kind of material we still need and fit everything to our style. To prevent sleepless nights editing the material and going through hundred of hours of video, we should pick and cut useful clips every now and then to be used in the final video.

12

6. Quality Control

To keep our work neat and professional, all the hand-ins should follow the style book we create for the group. All presentations should be well-prepared beforehand and the people responsible for presenting should make sure that they know what has to be in the presentation and present every-thing in a professional way. The project leader is making sure that deadlines are met and every group member gives effort for making quality products. GANTT chart is not a decoration, it’s a tool to keep everything on time and therefore the quality high. If we meet all the steps in the project, like the Go/NoGo’s we can be sure that the project is advancing in schedule.

Before handing in documents they should be red through at least by two other group members so the spelling can be checked and comments discussed.

Feedback from the consultations should be written down and discussed withing the group. Consulta-tion moments are there to give us new ideas and possibilities to improve our work so of course the feedback should cause some actions.Also giving feedback within the group is very important. Giving good or bad critics is not something to diss others work but give ideas to improve.All the group members should take care of others, this is a big project so if somebody feels that the workload is getting too heavy, it’s not a sign of weakness to ask for help from the others. Also going “solo”, doing something without informing others, is not good for the team spirit or the quality of the products. Communication and posting documents to Google Wave is important to keep others informed and all documents available when they are needed.

To build a working installation we might need to build prototypes to test things out. All electrome-chanical products should be tested and prepared before presentations and consultations. If problems occur, we should schedule meetings with teachers as early as possible to keep the project running all the time. It’s not good for the quality of the end products to hold back problems and have unsolved errors. Buffer is planned in the schedule early on. This helps dealing with problematic situations that may come up like for example with building.

13

We need to learn new things and do research about what’s possible and what’s not. Especially keep-ing in mind the time we got. We can adapt and expand our skills with Arduino but depending on the idea, we might need to find other equipment to use too. We have to keep in mind the budget and take time to find the right materials and tools to get good results. If we don’t want to spend too much money to build something from new components, we have to take account that finding the needed components from second hand stores takes time and effort.

“Kill your darlings” mentality should be also taken care of. We shouldn’t be too in love with our ideas and realize early on that to make our product better we have to let go some of our ideas, no matter how hard it could be. In the end all the products should be made in such a way that everyone in our group can be proud of them.

14

7. Project Organization

Team 5 grams of awesomeness has 5 members and everyone has their specific role. Every role is explained briefly in the manual. Each team member has their major responsibility but this doesn’t mean that person is responsible for its whole execution. Tuomas is the team leader and is responsible for the progress and the ins and outs of the group. He tries to keep the group organized and on the schedule. Emmi’s role is design and she is responsible for all the aspects that needs designing. From layouts to the look of the installation. Felix is the “tech-guy” and is responsible for technics. This means he does the technical realization and figures what is the best hardware for our product, then builds it. For interaction Johannes is responsible. He makes designs how the user interacts with the installation and environment. He has several questions of in-puts and outputs to answer. Stefanie is in charge of communication so she takes care of the external communications between the team and the client. She is Dutch so she can communicate best from other members.

Everyone is full time student so they can be present 5 days a week. But communication is build among the team so members can share information to others so they aren’t alone with their work. Team leader is the link between everybody so in problem situations he finds other member from the team to fill the place or does it himself.

Communications between team are done with different ways. Tools like instant messenger MSN, Google wave and email help communication and organizing. Google wave gives opportunity to easily share files through the internet. Team sets a blog that you can also use to share info not just between team members but between team and client and supervisors. With the blog our supervisors and client can easily overview our progression and products. Communications between client and the team are also done by phone or face-to-face. If meeting is only a update to show the progress whole team doesn’t have to be present. But in problem situations where team needs more influences or answers the whole team is meeting the client. Communications between supervisors are done by email. There are also scheduled meetings with the supervisors. Team leader manages the emails. Team leader also keeps track of meetings and logs work hours. For internal communications working sessions are done in a whole group (when possible). By this way we are able to fine tune ideas better. No one has to struggle by themselves and can also ask for advice among team members.

15

Gantt chart shows each step of the progress and when it has to be done. For general sched-ule we follow the schedule for team 2. Roster shows only consultations and Go-No-Go moments. We have to be really organized so every product will be considered. Guided building sessions are also scheduled but for additional sessions we have to plan our own schedule.

8. Sceduling

16

9. Costs and Benefits

All together there are several different investments we need to concider.Overall the costs for the art installation are something that we cannot calculate now because we first need to choose and then calculate the bits and pieces. This is only a first overview what we need to think about during the project.

Time:We write down the time we spent on this project. During the first we week (stand: 26 of April) we gathered already 33 hours of brainstorming, mood boarding, researching and other activities we fulfilled.

Tools:We will not buy tools, instead we are going to use the ones we already have and use the facilities and equipments that are assigned to us at school. Some tools need material or props we need to buy and replace from time to time if they are worn out like disc of an angle-grinder etc. In case we need to buy new ones.

Mood board:The mood board is a cheap solution. We took only things we already owned and put everything together. Half of the material was more or less recycled, others like colors, glue and papers we already had so it’s no necessary to buy anything special for this project.

Poster:The price depends on size color and print quality. A piece of laser printed A3 costs 75 cent. It can alsobecome much more (until 60 euro) depending of the size and the quality. In average we need about 10 to 20 prints to test the quality and to be spread around the city and school.

Other prints:We will use several euros for printing e.g. for consultations and presentations.Ordinary black an white print costs between 7 – 20 cent depending on the size, we will not print hundred of pages so we will not get any special offers that it could become cheaper per print. When it’s possible we will use the printer of Johannes and cover the costs to him later since it’s more convenient and cheap to print at home.

17

Website:We will buy a domain name for our project and we are going to use the webspace of Johannes so buying an more expensive webhotel is not necessary. The total cost of the domain is 12 euros and the URL is ours for a year.

InstallationOn our list right now are several LED’s, we figured out that the use of RGB LED’s is not possible for our project. It would cost us around 15-20 euro to buy 50 RGB LED’s. 100 ordinary LED’s cost us around 5 Euro + 100 resistors for the same money.For the calculated amount of 256 LED’s we need 16 shift-resistors, one is around 1 one euro. Other cost will include the calculation of materials, we are mainly going to recycle leftover materials (when we are able to get it). Also some money will end up in the hardware store for sure. We are going to try to find a cheap but really good looking solution by using recycled and used materials as much as possible. Money is one of our biggest boundaries.

Making Of:1

We are using and reusing DV tapes and SD cards for the making of. So we don’t have any expensive issues here. Our concept is nothing special because we want to concentrate on our main work. So we will not shoot extra stuff with special investments or stunts.The final product is going to be really experimental so we need lots of testing and prototypes. After figuring out the mechanisms by trying out it would be easier to figure the overall costs. Of course also these prototypes cost money but hopefully we can use the materials used for them in the final product.

If the shop owner is happy with our product we can try to sell our installation to him. If he is not will-ing to purchase it, we can try to sell the product on e-bay to cover all the material costs. Nature of the installation will be experimental so prototypes and testing will have major role. We will use lots of working hours for this project so the salary we get is only the thigns we learn. Sometimes it can be more valuable than any currency.

18

10. Risk Analysis

Product not ready in timeproblem: When working in a group, there is always the possibility that a group member doesn’t do his/her work in time as planned or is ill and unable to finish the product in time. Solution: Always communicate during the project and if a person is unable to finish his task, let someone else help or decide with the group what would be a solution to this. If a deadline is at stake try to communicate with a teacher.

Group member is ill or quitsproblem : when a group member is ill or quits there are a lot of tasks that can’t be fulfilled. There can be a huge delay and in some occasions the endproduct will not be finished in time (see previous risk)Solution: the most important thing to do is communication. Try to divide the tasks between the other team members and if it is really necessary ask the teacher to get more time.

Insufficient knowledge/ materialproblem: with insufficient knowledge the making of the product will take a lot of time, and because you don’t really know what is needed to succeed, the quality of the product can be really bad or just not good enough.Solution: try to find as many information as possible, or ask a teacher or someone else with more experience. And maybe before deciding what idea we choose for the installation decide if the idea is doable. Shop cancels.Problem: if the shop cancels for the project, there is a huge problem, even if the installation is fin-ished there is no place to exhibit and because the installation is made for the shop, it will fall out of place in any other shop.Solution: for this problem there is no real solution, just consult the teacher on what to do next, try and exhibit in another place if necessary.

Technical problems problem: when the installation doesn’t work properly or breaks the whole installation can stop work-ing or miss it’s purpose. It can also cost extra time to repair and maybe delay the whole process.solution: Just put some extra time at it, maybe consult a person with more technical experience. If the installation really stops working the final solution will be to go to the teacher.

19

Appendix A (Moodboard)

20

Appendix B (Focus Group)

21

According to the shop owner of Kosmic Kitchen, people of all ages visit the shop. Parents with their kids, young people from 18 to 25 and also middle-aged and elderly. The more specific estimation is people between 18-25 and from that up untill 45 years. Of course this is a wide group but the thing that unites these different people is the open-mindness.

They come from Enschede or areas near it, for example from border area in Germany. During the summer the shop has also many visitors who come from further away but they are season visitors.

Our primary target group are people who are searching for something. They usually know what they want from the shop, but in life they are dreamers, seekers and explorers trying to figure themselves out. They are students, art students, artists and other people who have a calling for for food for mind and body. The products the shop provides are a getaway and a way to take a break from the real world. In the NRS social grade definitions they belong to class D (working class, semi-skilled and unskilled manual workers (blue collar)) and E (unemployed, students, pensioners, casual workers).

People in our target group are not doer’s but experiencers. They love colours and freedom, are not conservative or narrow minded and they come to the shop because of the atmosphere and the infor-mation it will provide about the products. The target group likes alternative and psycedelic music, trance and chilling out. The shopping experi-ence in Kosmic Kithen is low involvement or emotional purchase, the customers are usually hedon-ists and are bying experiences for themselves.

The target group is interested in other cultures and make backbag trips with low-costs to get new life-experiences and open up themselves to the world. They are not interested in fashion or main-stream design, they seek more natural and free approach to living, clothing and art through bright colors and big patterns.

Even though our primary target group is quite young and technology generation, they use technol-ogy only for the things they like, for example music and communication.Internet is used to interact with likeminded people, like social networks with people with similar interest but instead of sharign everything in Facebook or Twitter, our target groups prefers inside forums, discussion boards and IRC.

Our target group appreciates natural products and taking care of the world and are quite often veg-etarians, so when their financial situation is good, they like to buy local and fairtrade products and are regular customers in the second-hand shops in Enschede. Our target group is not brand-concious, more important is that the product is environmentally friendly, unique and stands out from the mainstream. Other shops they like to visit in Enschede are Molletje, Humanitas and Smokie’s.

Our target group’s attitude is a bit rebellious towards the society, they have low respect in authorities. They are open-minded what comes to world religions, but they are not believers, more philosophers of their own lives. Sometimes they have adobted to buddishm or hinduisim because of the contro-vercy between their philosophy and the philosophy in western world.

Since the target group is wide, we decided to stick with it and not try to bring a new target group to the shop with our installation. Our main purpose is to create somethin that fits the style of the shop and gives a new experience to the visitors. The image of headshops like Kosmic Kitchen is not so good with the main stream citizens so with our installation and marketing with the posters we hope to get at least some people inside the shops who hasn’t visited such a place before and get them to see that Kosmic Kitchen has has lots of other products to offer.

Sources:AdCracker.com http://www.adcracker.com/theory/Mediaknowall.comhttp://www.mediaknowall.com/alevkeyconcepts/audience.htmlSocial grade definitions at Businessballshttp://www.businessballs.com/demographicsclassifications.htm

22