Reflection of MACE experiences

The beginning

My MACE experiences have started when I decided to study aboard. There are lots of courses in the UK that providing a knowledge skill of business. By the time I was looking the course in the UK to apply it was very tough time to consider which course and which university that suit me. My background was pure art and design therefore I was seeking a proper course to built up my business skill. My requirement was that explore a business insight by not abandon my own design skill that I already had. Thanks for the Google to screen out of the long list of business courses which are available in the UK. I typed simple keywords in searching box “Creative and Business course UK”, MA Creative Economy course at Kingston has pop up in a front roll distinctively. Since then, stepping in class was providing me a great opportunity to meet people from different backgrounds among the creative industries. Surprisingly, the course can combine these students who came across fields harmoniously. I am impressed with the course which can teach us business skill parallel with design thinking by covering all of business areas. Moreover, in each particular module which is providing in-depth of building up business knowledge and practice by using creativity and critical design thinking as a lead. Overall, having learn business and practice creativity in MA Creative Economy help forward my understanding world of business in a creative way. Accordingly, this reflection is to summarize what I have learnt in class in every module then transmits and adapts those knowledge through a blogs.

Design Thinking

In the first place, before learning Design Thinking module, many students might got confusing that this module will teach us about creating a new design product or product development. Truly, most of designers especially product designer are usually used process of Design Thinking to create their products or services. However, recently, Design Thinking has been linked to business aspect to create either new products or services for customer experiences. Design Thinking is essentially a human-centered innovation process that emphasizes observation, collaboration, fast learning of idea, rapid concept prototyping and concurrent business analysis (Lockwood, 2010). One popular definition of Design Thinking which was written by Tim Brown of IDEO is “a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity”.

In the Design Thinking module we were contributed to practice the process of using design critical thinking in theoretical session as well as practical session. The module leader let us practiced many skills of Design Thinking processes by using different kind of teaching materials. In a way of learning Design Thinking, creative teaching is also importance. Not merely study theoretical on screen, the module leader allowed us to learn and share ideas as a group discussion among others student in class. Moreover, stepping of the class to explore the context within a real world such as observation in the real venue, survey and interview people. I have come to learn that Design Thinking is not only reading a good article or novel, practicing in a real world is also important for having in-depth business knowledge.

Design thinking with collecting data

Observation is one of Design Thinking method which is the first and simple step to understand consumer needs by watching, listening and discussing. It is a crucial tool for improving products or services by having human connection. The benefit for this kind of research is that we can see naturally behavioral of customer reacting with product or service (Qualityoflife.org). The first task in this module was to observe customer behavior in the real venue such as supermarket, pub, restaurant and hospital where people come and engaging in each particular place. This observational research has taught me to reaching consumer insight and discovering user needs. We were observing for four hours to collect the information before discussing and analyzing the information of what customers do and what they want form those facilities and service that was provided for them. Moreover, seeking solution to solve the problem and to fulfill customer satisfaction of those products and services.

Another key method of Design Thinking to understand consumer needs is that empathy testing. Being consumer themself is the best way to explore their mind and determine usability requirement. Using empathic approach can be both a source of inspiration an aid to reaching consumer insight. “Empathy is at the heart of design. Without the understanding of what others see, feel, and experience, design is a pointless task” (Brown, 2009). The second project for practicing empathy is acting as blind person. Not only being blind, we have to find the out from class room to toilet then try to use all of object in the toilet and see (feel) what blind people feeling of their life within the darkness. Learning how blind people using surrounding products for facilitating their life. For this task of being blind, boost up my understanding of empathy clearly. It was a good experience to explore this method of Design Thinking. It very useful skill to improve my critical thinking skill and changed me to be more aware of other people.

Prototyping

In December 2012, in class activity is about making prototype of innovative shoe. Before we start design an innovative shoe we were asked to go out of the class making survey and quick interview with other students around the university. This survey and interview have been linked with observation and empathy to find consumer needs and what consumer think of their shoe or shoe in general. However, before we survey and interview we were set a question carefully because I think that question are also important to get a useful answer. After having interviewed and survey some students we were brainstorm and discuss of how can we create new shoe from consumer requirement. Discussing is not enough for design thinking, prototyping is a good expression of idea. Some group in our course were drawing some were fold up piece of paper to mock up the shoe. For this task I have come to learn that unnecessary to be a product designer or have a good design skill who can design a shoe. Everyone can design things but more importantly is about transferring rough idea to simple physical object in order to get a real feel or usable feedback. According to David Kelly calls prototyping as “thinking with your hands”. Many of organizations give an important for experimenting and prototyping aim is to fail quickly and frequently so that learning can occur (Lockwood, 2010).

“No good product was ever created from quantitative market research. Great products spring from the heart and soul” (Martin, 2009).

Social Media

It is irresistible that nowadays social media has become the most powerful platform of communication. Its allow people connect and share experience across the world. Apart from entertainment, social media has generated a huge benefit to almost every sector. Recently, almost individual or organization use social media to expose their ideas, launch the new products or communicate with customers. There are a lots of social media applications are available on market to serve up particular customer’s requirement. Meanwhile, multi-functional of social media application is highly competition to gain more reputation from clients.

During the year, our course contributed students to enthuse of using social media and gain profits from it such as Tweeter, Linkedin and WordPress. Normally, most of people have Facebook account already but it tend to be entertainment aspect. For this time I’ve changed the way of using Facebook is to engage with classmate and catch up information or getting inspiration form friend’s posts. My personally think that Facebook is very useful social network to connect people together. Additionally, MACE course is introducing me the new social media that I’ve never used before like Linkedin and Delicious. I have found that these applications are very helpful for my career and to catch up with the society with valuable information. Since then, I still keep using these useful applications till now.

Entrepreneurship in Practice

This is the most effective module that I have leant from MACE. Learning business start-up is very important for me to improve my business skill by covering all of business areas. For this module, in the first step, we have to set up a company and create a product by using knowledge of Design Thinking skill including observation, survey and empathy (Our company is Easthetic and product is Pozzy). After we got a product we have to pitch with the Dragon Den’s. For this pitch, we’ve used storytelling skill to present our idea to the judge before going to the next step. When we have passed the Dragon den’s stage the next step is to develop business model in-sight of marketing strategy, advertising and financial. We have five people in a group and we divide job into 5 positions including team leader, product development, finance, creative in-house and advertising. Individually, I worked as product designer. I have used all of previous knowledge which I have learnt in Design Thinking class combined with my product design skill from previous degree to seek gab in the market. Moreover, I also learnt about others business skill such as create marketing, advertising strategy and brand development for the company. The most important thing for this entrepreneurship in practice is to work as a team. Working in-group is help forward my understanding of brainstorming, sharing ideas and listening team mate opinions. Our company have using social media in many proposes since communicate each other till in term of advertising. We were working very hard for this company also spent much more time for meeting and making market research in order to push forward the company as far as we can. As a result of working very hard we got many of awards form different competitions like Best company, Best product and Best trade stand.

Future

All of experiences that I have learnt and practiced from the course are very helpful to develop my business skill. It helps me understand clearly in world of business. Design Thinking is providing me fresh perspective and built up my confidence to engage with business context in the future. Entrepreneurship in practice is warm me up of all business knowledge and provided a platform to exercise my design thinking and business skill before running a real business in a real world. Moreover, not only business skill that I got from the course, I have also learnt of friendship and culture from different countries among all of MACE students. In the future, I would probably run a business in my country and adopt all of knowledge and experience of either success or failure form MACE course on my forthcoming business.

 

References

Brown, T. (2009). Change by design. New York: HarperCollins books.

http://designthinking.ideo.com/?p=1008

Frankle, T. (2011). Corporate Entrepreneurship and Innovation in Silicon Valley: The case of Google. Entrepreneurship Theory & Practice .

http://gracechuang.wordpress.com/2013/02/23/one-day-more-to-my-1st-pre-proposal/

Lockwood, T. (2010). Design Thinking, Integrating Innovation, Customer Experience and Brand Value. New York: Allworth Press.

Martin, R. (2009). The Design of Business. Massachusetts: Harvard Business School Publishing.

Nesta. (2011), Prototyping

http://www.nesta.org.uk/blogs/assets/blog_entries/what_is_prototyping

http://www.qualityoflife.org/innovation/observationalresearch.cfm

Rubin, H. (1998), ‘How the Best Storytellers Win’.

http://www.fastcompany.com/34088/how-best-storytellers-win

http://www.unusualleading.com/wp-content/uploads/2009/12/HBR-on-Design-Thinking.pdf

 

Introducing Very Kind Invention

Very Kind Invention Executive Summary

VKI is a practical creative agency doing creative consultancy, experienced in Visual Communication, Experience design, Space Management and Content development. The company has found by group of 4 friends with difference specialized backgrounds, taking place in heart of Bangkok, Thailand. The 4 of the founders are bounded with strong mutual interest of the art and cultural scene. They have integrated their different backgrounds and educations in order to create works that are kind to the people of all ages, to the environment and to the world itself. Very Kind Invention strongly believe that the kind aesthetic in creative work can truly help shape positivity in people’s mind, as well as the right kind of creativity should be one’s that can create a better world (Very Kind Invention, 2012).

 

verykindinvention.com

Interviewing Very Kind Invention

For the first stage, VKI has introduced themselves of position hierarchy of all employees including Attanon: Art Director, Niki: Creative, Petchpisut: concept designer and Thiyaporn: production. VKI has refined themselves as “Brand Development and Experience Design”. They also explained more of they job title as

“…. Yes, we are truly brand developer but our company consults only about image for clients we do not touch on numbers of their sales or profits. We inform honestly to all of our clients at the beginning that we are specializing in the image improvement related to art and design. Surprisingly, almost of our clients are willing to keep on working with us. Regarding to Experience Design, this is another key thing we do for our clients. We want to create a new platform for our client its mean we take a serious care on new experiences that our client will get after job has done by us. We always give a fresh idea that client never get from any others company so we think that this made us different”.

 

VKI has presented one of their project as an example “Icare award”. In this project they have jump out of their office to the remote area to seek of people or organization who honestly working for their social and communities around the country. Among this project they have found a lots of honest people that creatively inspired for their community with unpaid in many of occupation such as doctor, teacher, environmentalist and scientist for example. VKI collected the information and made video documentary then launched the project nationwide to inspire other people to have responsibility of their social and environmental. For this project have made positive recognition for VKI and have attracted to many clients. Petchpisut also refined their company’s name Very Kind Invention,

 

“… The word ‘Very Kind’ is reaffirms our motivation to set up this company. All of our group members are believe that moral, kind and honest can drive our organization successfully. We kind of resist the organization who has only think of only profits form clients and less care to others. Sometimes we have to be haughty when we consider a job that assigned from client because we would like to keep on working on our task of social care orientation to inspired more or less to others organization and our community”.

http://verykindinvention.com/?cat=14

 

VKI point of view for Advertising and Social Media

In this session of advertising was explained by Attanon; Art Director. He pointed out that advertising strategies of every business are relying on culture context. Every culture have they own perception to receive news or advertisement.

 

“Advertising is depending on different cultures. There are different ways to promote works or ideas to clients or communities. In our company, we do not have specific strategy for advertising like others organization. What we do is observe our social movement in each particular time and particular place. We also rely on our culture and society. We do use a social media to promote our work like Facebook, Blog and Website. However, like I said, we rely on our culture, now Thai people addicted using Instragram. It is everything of Thai people in this moment. They capture everything, every time and everywhere to show up their daily life. Therefore, its so easy to penetrate our company’s image to people perception harmoniously including our clients. I think people who are success in promoting their products or service they completely understanding a social and culture context and rely on its”.

 

Furthermore, VKI also indicated another culture habit in their sociaty which is fasinating in celebrity culture of Thai people. In a way of advertising, VKI also using this kind of habit gain more popularity and reputation from society. In fact, VKI has told that they luckier than others competitors because they have good relationship with many of well-known people also celebrities in Thailand. These well-known people are the key of VKI advertising strategy. They said that celebrity culture is very powerful endorsement of advertising whereas it can be disadvantage if we not know how to manage this fluctuating culture of using endorsements.

 

Workspace and Playground

Last session of interview VKI has shown the most important thing of their work. They have revealed that actually they are running two businesses in one company. “Coconut Project” is another sub brand that they are running parallel with VKI. This project has created to fulfill they satisfaction only.

 

“Coconut Project is what we proud to present. We have set up creative utilization platform of our company. Normally, the tasks from our clients tend to be very serious and formal. When we have some free time we usually create an events or projects that we can play and spent our creativity in the fun project that not related to any actual works. For the Coconut Project we can do whatever we want for exposing our creativities. Once we have set up a project named “Coconut Rooftop”. In this project we rented a huge space on roof top of the building, inviting people and set up a stage, outdoor cinema, and pop-up café where creative people can mingle each other to share knowledge, experience or even joke in our this creative space”. 

 

 

VKI has pointed out that this is the way they utilize their creativity in a real world. As Albert Einstein said “Play is the highest form of research”. Coconut Project has created playground where people come to explore and share idea among creative people. Moreover, the project has generated positive brand image to out side world through either social network or word of mouth. People can perceive the creative intention of VKI and Coconut Project in the same time.

 

VKI conclued that “the most important thing to think of running business is creativity. It is not about age, nationality or budget, It’s about creativity that can help your business success”. Even though, Very Kind Invention is not a big and well-know organization in this moment or has no long history but they can show us how they set up and manage their organization in a creative way. Especially, they brand’s orientation which they have choose a moral and social responsibility as a key creative concept to drive their company rather than only focusing on task from clients to make money without concerning in others contexts.

 

Sample Portfolio

REMAKE REMODEL

August 2, 2011

Serpentine Pavilion, London, England

A Reinterpretation of Thai textile fashion show at the Serpentine Gallery Summer Pavillion, London

Re make Re model is a project realised collectively by UK-based, Thai creatives together with the SACICT with the objective of raising awareness for one of Thailand’s most valued handicrafts, woven textiles which includes Thai Silk. The Re Make Re Model team scouted and commissioned four Thai designers based in the UK to design a capsule collection in hopes that they will give a new dimension to Thai textiles. The intention is take these textiles out of context whilst inaugurating a new platform for Thai textiles in the international market. Re Make Re Model proudly introduces designers, Sorada Thaiwaranon, Boat Khajeenikorn, Pun Sarasas andaccessories designer, Rudi Joti.

 

 

 

Coconut project present
Camper Cafe for Urban Camper exhibition in London design festival 2011

Sep 24 – 25, 2011

The Rag Factory, London, England

During this year London Design festival, Coconut project and Taiwanese most talented designers have collaborated. Urban Camper exhibition, a project by Chieh-Ting Huang, is a collection of lighting objects and installation. ‘Aiming to create an urban camping experience, people can gather around the campfire and celebrate the beauty and the brightness that lighting brought to us’

Coconut pop up Camper Cafe works to fulfill the urban camping experience with treats, drinks and sound installation.

Illustration and sound installation by Attanon Wongluang

 

Find out VKI more at verykindinvention.com

 

When sport meet creative!

For a month ago (April), while I was enjoying picnic and relaxing on the green glass at St’ James Park I saw a plenty of bicycles ran through my face. I thought that just a group of bicycle were cycling together in an ordinary activity. It’s seem very normal thing that we can see everywhere at all time BUT It was not! I have realised that something abnormal on their group. When I looked at them thoroughly, what I have seen is that their cloths and bikes were very old fashion (let’s say vintage). Suddenly, I ran to them and took a lot of pictures of them before they all gone.

I am so curious of it. What is that!? I went back home with curiosity. Thank for the smartest engine search “Google”, I just typed a simple keyword which was I just seen “vintage” + “cloth” + “bicycle”. The results suddenly pop up on the screen in one second. Here you go!

 

“A metropolitan bicycle ride with a bit of style”

The name of this activity is “The Tweed Run”. It is about a group bicycle ride through the centre of London, in which the cyclists are expected to dress in traditional British cycling attire, particularly tweed plus four suits. Any bicycle is acceptable on the Tweed Run, but classic vintage bicycles are encouraged. Some effort to recreate the spirit of a bygone era is always appreciated.

 

An inspiration for the Tweed Run was the Tweed Cycling Club, co-founded by Jack Thurston, presenter of The Bike Show on Resonance FM, London’s community arts radio station. The Tweed Cycling Club was first featured in The Chap magazine in the summer of 2007[2] and subsequently in the Sunday Times’s Style supplement [3] in the autumn of 2008. The club is currently closed to new members.

My personally think that this is a good expression of creative. They have merged leisure, environmental concern and creativity harmoniously. Tweed run has encouraged people think of their health by cycling, preserve their traditional clothing style and let people aware of world in the big picture.

Many people think that it very tough of being creative or generate something new for the world. In a way round, why don’t we start with something small or something that we can get involve. I believe that to be part of any kind of creative activities the creative thinking will absorb to your soul little by little.

find out more at http://tweedrun.com/

Booth-Design-Importance!

As last Friday in class (8 March 2013), we have got lots of critical comments from Yash who was a lecturer about exhibition and event design. Almost the whole class we discussed about suitability of using tablecloths for our booths. As Blue Glimpse, our group mate who has blue element as their brand’s appearance was criticized of using blue tablecloth to cover and decorate their booth. In my opinion tablecloths are fine and proper to conceal unbeautiful table’s top. It’s easy to fold-unfold, portable, lightweight, inexpensive. However, its depend on exhibitor who would like to use tablecloth have to consider of the style, color, texture which relate to their brand. Another problem we have discussed was about proper props. I think we all know what are good and proper prop we should choose to decorate our booths, and again, props should relate and narrate brand’s story or product’s environment.

 

It is truly that we are only focusing on our product too much and lack of concerning in booth decoration until we’ve realized that Booth appearance can also encourage customer come to the booth, good product is not enough. So, It’s a time to get inspiration for our booth design! Window displays of each shop in London are good to observe as lecturer suggested. We, Easthetic, planning to go outing at “Garden Museum” to see what can we adopt flower narrative at the museum to use on our booth decoration.

 

But if you have no time to go outing with your team, I can recommend my favorite design magazine name “FRAME” which is full of exhibition and booth design. Probably, you can get inspiration at home with cost £14!!

 

APARTMENT 58, a brand new club providing a space for casual work and socialising space for the creative industry.

In the design side apart from business school that what I am doing for my specialist module (product and space), the new module that tutors gave us to address for this semester 2 to work in real environment, social and business. Six projects are provided for MA design student to choose only one project to go beyond. In these six projects, which are different in venue, criteria for example developing gateway to access V&A museum, creating book’s cover for Penguin publisher, Vauxhall urban development and APT58. These projects are all attracted and challenging to identify the problem and solve it.  After look through each briefs I decided to work on the project call “APARTMENT 58”.

Apartment 58 is a high-tech home away from home concept for creatives, brought by the man who established The Notting Hill Arts Club and boutique bar, Cherry Jam, Members can use it as their personal pied-à-terre, let themselves in with their own key, host sample sales or launches in it and even use it as a place to pick up their mail. Founder Alan Grant has ambitious plans for the club’s future. APT58 first open in February 2013 at the heart of London, Centre Point Building, Tottenham court road. More apartment are scheduled to open in the creative hubs of Notting Hill and Shoreditch. Moreover, they are planning expand this Apartment internationally in Paris, New York, Berlin by 2015 to create a global network.

 

A global space, supporting and connecting the creative industries from fashion, music and art to design and technology. In the concept “Home from Home” has launched providing to a creatives who want casual work or relax meeting in their space. More youthful than a house, more international than a flat; Apartment 58 is a community providing room for connections and inspiration, a home for work and play. 8,000 sq. ft. has been designed into a club, café and meeting room. During the daylight exclusive facilities are offering in this apartment with Hi-Wi-Fi, Apple Mac, a boardroom and conferencing to people who prefer work in a creative environment rather than work in a modular office desk. Ground floor of the apartment is a big café offer homemade coffee and food stall which is elaborately select great food stall and popular around London and will be switched every two weeks provide to creative people. After sunset, the space will be turned into a club open catchy music by rotation DJ every night.

Likewise,  APT58 also support a new face creatives who want to show off their work like fashion or illustrator in this space like a young creative lounge and The Shop Window,  fashion showroom showcasing 58 unique curated items by art director Andrew Ibi (My tutor from design school and project reader).

     

It is a perfect chance for us MACER to use their facilities for having meeting and relaxes in a cool creative space like APT58. We are all creative people underneath of creative industries so we are exact target audiences that they are seeking! Also we can meet with some others creative people to talk and exchange experience. Hopefully, coming next Mace Friday will hold at this chic space.  Please be part and support APT58 to expand this creative space worldwide.

 

Find out more at apartment58.com

and Follow them on Facebook-Twitter-Instagram #apartment58

Created in China……. “They are not only producer!”

Although the creative industry is initiated and grown in developed countries, developing countries are making every effort to increase the export of creative goods. UNCTAD reported that developing countries’ export of creative goods surged from 21% in 1996 to 41% in 2005, with China as the largest exporter, securing a market share of 19% of the world export volume of creative goods.

Despite to the fact China is a manufacturing base for foreign investors, the thriving creative industry is also a result of the government becoming aware of its significance and including the development of creative industry as the main topic in the 11th national economic development plan. The Chinese government is set to allocate a large budget on establishing various infrastructures for the purposes of promoting the creative industry. This includes the development of education in the field of designing which trains over 10,000 designers per annum, building of creative industrial estates in several business cities, transformation of abandoned factory spaces into creative centers, foundation of the financial incubation program for entrepreneurs, and effort to urge the public and private sectors to cooperate on investments to develop the creative industry.

Because of the policy to promote investments from the private sector, 75 creative industrial estates have been set up in Shanghai with a total space of over 2.2 million square meters occupied by 3,000 companies from 30 countries. This results in the growth of 18% for  Shanghai’s creative industry.

In 2002, the Chinese government set up the Dashanzi Art District in Beijing, accommodating a complex that attracts artists and publishers.  This 500,000-square-meter complex is called ‘Factory 798’ after the military factory built in this district in the 1950s. With great success of organizing exhibitions and activities including the first Beijing Biennale in 2003, this art district has subsequently been pushed as the center for arts and creativity in China. Factory 798 is one of the 12 creative and innovation industrial estates in Beijing. According Beijing’s development plan, its creative industry is aimed to generate 12% of GDP within 2010.

With ‘Culture’ as an important factor of production for the creative economy, when wealth of eastern culture combines with geographic and historic diversity, it is not surprising that the Chinese economy is improving rapidly on the basis of the creative industry with cultural contents as the main force.

This is just the first step for China to transform the “Made in China” to “Created in China” economy, and it is a success of the implementation of effective multidisciplinary policies, helped by cooperation between the Ministry of Commerce, Ministry of Culture, Ministry of Science and Technology, Ministry of Information and Ministry of Education. However, there is still a lot to be done by the Chinese government, especially the issue of intellectual property. Not only the government need to take the violation of copyright seriously, it also has to encourage the people to protect their own ideas.

 

Turning artistic city into digital age city, Shoreditch.

Everyone knows east of London in particular Shoreditch for the independent place where mix of culture and gathering of artist and creative people. Shoreditch is the place for local people or new traveler who seeking “cool” place to spend time during weekend. Mixture of art and soul culture in Shoreditch created a diversity of fashion, food, shops and pubs which are individually unique style, but surprisingly there are still quiet lot of people who are not aware about techie side of this unique city. The number of digital companies has double in the last decade to over 3,000 companies working in Tech City. It contributes £66.4 billion annually to the UK economy and, with growth showing no signs of stopping any time soon, this figure will grow. World leading companies like Last.fm, Songkick, MindCandy or Tweetdeck operating in this area. After having successful local developments like Digital Shoreditch Festival and establishment of Google Campus as well as government support, these numbers are likely to keep growing in the foreseeable future.

 

 It is quite interesting to find out what makes Shoreditch so special and what attracts and drives innovation in this area. The area which is crowd of artists, creative, fashionistas, musicians, students and immigrants are cluster that shape this area become tangible. If we zoom out to see bigger picture, we can see obviously that East London consisting Old street, Shoreditch, Hoxton and Dulston and Hackney are main area where creative people convene and share an ideas, experience and knowledge each others. It made me curious how those people decide to gather together what are the benefit and drawback to create this kind of enormous creative invention. Why they would like to set up their new companies that close to their competitor or even agree to leave previous office site to go to new creative areas. What is the consequence of this event, who gain most of benefits either government or private organization. Even though, they inspire the digital things by telling the story through the art then convert in to business ideas. This phenomenon normally happened in term of business. Therefore, it can be seen from many companies that merge art soul and business power together moreover most of them was success. However, I wrote this because I think it relate directly to our Creative Economy course. It is good to learn about geography and cluster in creative economy from the real place, real situation. Shoreditch is the best place to be case study for us to keep pace with innovation and technology which are vital for creative industries. Moreover, enthusiasm in the field what we are studying is the best way to apply ourselves into this creative industry harmoniously when we have to step our from university in to the real world. 

 

White Ocean has emerged!

We all know well about Red-Blue Ocean Strategy, how each ocean colour are works. In the book name Blue Ocean Strategy of W. Chan Kim and Renée Mauborgne has illustrated the best organizational strategy to generate growth and profits. Blue Ocean Strategy suggests that an organization should create new demand in an uncontested market space, or a “Blue Ocean”, rather than compete head-to-head with other suppliers in an existing industry that is called “Red Ocean”. 

Even though, recently, White Ocean has emerged in world business strategy. Many people might not know about it before. Not surprising if you do not know about White Ocean because it has been coined by Thai businessman Danai Chanchaochai who associate in international business and wrote a book called “White Ocean Strategy”. I have read this book several month ago and it made me became a little white blood.

VTR White Ocean Strategy – YouTube

White Ocean’s concept is concerning about “social” more than “profit” that made WOS outstanding than the others oceans which is gaining reputation and profit from their customer by using any strategies to be apart or win the competition in market. The concept of WOS is focusing on People, Planet, Profit and Passion. Concerning in sociological and environment are most important in this ocean. The author accepted that Blue Ocean is a good business strategy to generate idea, innovation and profit but he suggested that if companies add WOS in their development plan would help companies growth sustainably. Meanwhile, WOS probably similar as CSR (Corporate Social Responsibility) that recently many big companies enthuse about to show up their responsibility to society. Both WOS and CSR are focusing on the same propose that are social and environment but there are slightly different on process, big companies will earn profits first then pass the profits to society so they called CSR but WOS process is taking care social and environment at first by overlook the profit. Truly that no measurement shows that WOS will success on business but the author gave a good role model of companies which have social and environment awareness.

Google’s headquarter in Mountain View Silicon Valley, California using 9,212 solar cell panels set on their roof top of building for reducing cost of electricity and save planet energy in the same time. Moreover, all employee of Google can have free meal in Cafe 150. This cafe use productive of local farm in radius 150 mile from the office to support agriculture sector. It is obvious that Google is the leader who takes a serious care to society.

Another good example is Anita Roddick, a British businesswoman, human rights activist and environmental campaigner, best known as the founder of The Body Shop, a cosmetics company producing and retailing beauty products that shaped ethical consumerism. The Body Shop was born underneath of environmental concern so entire products, packaging and labels all made from nature and recyclable which are not effect back to environment. Moreover, this environmentalist use productive that buy from farmer directly. As a strong concept of helping society and caring environment made The Body Shop become successful and accept by customer undoubtedly.

“All through history, there have always been movements where business was not just about the accumulation of proceeds but also for the public good”  Anita Roddick

These are just two examples of good care of society and environment, there are many organizations that use this strategy run a business parallel with either Red or Blue Ocean strategy. I strongly believe that White Ocean can merge either in Red and Blue Ocean, as a result, if every companies use WOS it can narrow down a level of well being in our society also improve environment awareness. And I think it will help us to explore new and fresh aspect of our business skill.

Way of seeing in Frieze Art Fair 2012

On Friday 12 October 2012, Creative Economy student had a good chance to visit the biggest art fair in the world, which was taking place in Regent’s Park, London. Fortunately, our course provided tickets for every student to access the fair without paid (the price was £30). But it seems not balance with 60,000 sqm. just in 2 hours.  Before the fair kick off, I was wondering about the fair because I never focus on art fair before so I google to find information before hand. After having background information enough, on Friday morning we was briefed about Frieze Art Fair again by Anders Petterson, Managing Director of ArtTactic. He described the detail, the main purpose and all circumstance of the fair in-depth.

To be honest, I am not dilettante, I am not interested in art really so I did not expect too much to see art or spent time to find the meaning of each masterpieces. However, I expected to see something tangible such as facilities provided, out posts or stands, hard copies of advertising or pop up café.

At the first place, before getting in fair I spent a lot of time in Gail’s café in front of the entrance. I like this pop-up café quite lot because its good use of material, good proportion and good location as a result this café could stimulate art’s perception for visitor perhaps. (All of architectural installation in FAF including this Gail’s cafe designed by Carmody Groarke. http://www.carmodygroarke.com/index.html )

  

 

Walking through the entrance, I was stunned by the carpet and wallpaper which were wrapped by loafers pattern along the entrance. I took lots of picture here until I realized that I blocked the traffic. In my opinion, this decoration took part of art in this fair as well. During walked around the fair I found that there is a square space for taking rest and refreshment for visitors and it was decorate with the blue laughing cow pattern so I guessed it might be the same person who created loafer pattern. (Yes he did, both patterns created by Thomas Bayrle)

COLOSSEUM OF THE CONSUMED, Rrizedale Art Project. In the centre of the fair there is one giant structure sat up using plywood which surrounded by food stalls. The structure represents a small coliseum and follows theatre in round (they called it cricket pavilion), they had various projects inside everyday in different curators to perform about food during the fair. This Project created by Grizedale art organization, for this project for Frieze they reflected on the relationship between food, art and art people. Their aim to illustrate a way that art can work across society. I walked around the Colosseum and I found the short brief about this project that is

• The brief was not to offend to anyone at the fair.
• The secondary brief was to comply with health and safety requirement and food hygiene.
• The third component was it should be silent.
• The fourth that there will no smells.

The Colosseum was designed and conceived of by the Yangjiang Group.

I quickened my pace because I had 40 minutes left to look around and gather information. In the meantime, I observed about circulation of the fair, stands, leaflet, sponsors and so on.

 

Finally I had finished the show and walked through the exit, when I was walking I looked on left hand side there is a field in spotlight and there has smoked flow out from the ground. I stepped in closer and it smells like aroma makes me feel relaxed before going back home. In few days later in just knew that smoke is the one of performance from Joanna Rajkowska (http://www.friezefoundation.org/commissions/detail/joanna-rajkowska/)

I hope everyone enjoying it, It dosen’t matter you are art person or not but it’s depend on what do you want to see and what can make you happy. For the next Frieze I think I will come again. There are a lots of things apart from art that I would like to see and learn about public entertainment. See you in the next October at Regent’s Park.

“Shoe” Design Process

On Friday 5 December, In class, We learnt about the process of how to create new shoe which is observation and brainstorm. I surprised that we can create the new show just in two hours and every group in the class enjoying this activity including me.

Observation, we went out the class and interviewed many people around our school. Before interview our group have set a question and classified the target of people who wear a different type of shoes.

I strongly believe that if we would like to have a helpful answer we have to create a question carefully as well. Our group decided to separate in to three groups so we can have more answer in a short time observation. Not surprising, most of interviewees would like to have a shoe that can provide comfort and lightness. Our small group asked about material and the answer was only waterproof that they require. I think that those requirements must be in shoe as basis but in term of creativity we need something difference more than normal criteria. I found one interesting answer from one of interviewees; she told us “I wants the shoe that can walk in the air”. That is the stunning answer for me and challenge me about how to create it to be real. (It’s stuck in my head until now).

Brainstorm, my favorite part, after we gaining enough idea form observed and researched we had enjoyable discussion in group which is share an idea, give an example then we tried to sketch it. Even though, our prototype couldn’t jump out from the other groups. We’ve tried to deal with all of requirement that we got from observation but it’s not create enough, our shoe still base on reality of production process, material and aesthetics as a result our shoe couldn’t branch out as it should be in create new shoe design project.

Even though, our shoe dealing with problem of women who need a shoe that can be formal and casual in the same time. We combined a flat shoe and high heel together by create a high heel and it can screw heel out and become flat shoe. Moreover, we designed spare part that can connect with shoe to become a boot by using hook and loop tape to connect it together. Our group also create many functions that can solve the problem for traveller such as back up money, GPS, flashlight and so on.

From my experience with design (I used to be product designer and once I’ve participated in workshop of Nike to design a running shoe many years ago), I have come to learn that it’s unnecessary to be a designer who can create things, creativity use by anyone for example in our class, we came from different background but we can also use creativity as well as designer do. Significant part of creativity has come along with research which is tell us how can we create things in right direction. However, design thinking needs to practice more and more to use it perfectly.

“No good product was ever created from quantitative market research. Great products spring from the heart and soul….”                   (The Design of Business, 2009)