KEY RESULTS AN AMBIENCE DESIGN DELPHI STUDY: A FORESIGHT STUDY CONCERNING BRAND BUILDING AND PUBLIC SPACE SOLUTIONS

1. KEY RESULTS AN AMBIENCE DESIGN DELPHI STUDY: A FORESIGHT STUDY CONCERNING BRAND BUILDING AND PUBLIC SPACE SOLUTIONS Research Director, Dr Jari Kaivo-oja Future-Oriented Technology Analysis (FTA): Impacts on policy and decision making, 28th- 29th September 2006,Seville, Spain

2. Ambience Design: Background Psychiological test environment in Ambience Design project

3. What is Ambience Design? • It is design for mood and feelings, Ambience Design inspires people……in many ways. • It is a multisensory communication model. • Ambience Design utilizes and produces intelligent spaces and materials. • Ambience Design produces interactive communication and produces novel spaces where places and spaces are conducted by human actors. • Ambience Design can help in an interactive brand building process or brand reformulation process.

4. Ambience Design – An Unique Combination of Social and Technological Innovation CEO Jari Koskinen has developed the idea of Ambience Design

5. The Ambience Design idea is partly connected to Brand Sense idea….but…it is larger concept Lindstrom, M. (2005). Brand Sense. Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. Free Press, New York.

6. Ambience Design: From conventional 2D to 5D in a creative way Smell Touch Taste Sound Sight Source: Lindstrom 2005

7. Ambience Design Challenge is a Part of On-going Ubiquitous Revolution • Key technology waves: • ITC • E-Commerce technologies • Machine and robotics • technologies Source: VTT Information Technology

8. Different environments – Different feelings and moods

9. Future vision of Kyoto: Uniquitous network city NEWS Source: www.plannet-arch.com/ bgs/gallery-e.htm.

10. Where you can use AMDE as planning and design approach in cities? • Hotels, • Restaurants, • Shops, • Construction cluster, • Health care and welfare services, • Home entertainment and home studios, • Public spaces for relax purposes, • Tourism, hospitality and leisure services, • Architecture and design services, • Marketing and sales services, • Culture services, • Small planning firms and companies, • Special mobile worker services, • Public environment planners and architects, • Experience economy services, • Spaces of creative class, • Mass marketing shows and exhibitions (Expo etc.), • New product and service demonstrations and product launching, and • Planning offices. Source: AMDE Delphi study report, Kaivo-oja 2006

11. The Best Definition of Ambience Design in the AMDE Delphi Study Evaluation The foundations of Ambience Design thinking were laid in the idea of moving the currently visually dominated planning culture towards a multi-sensory design. In the planning process planners will take into consideration design language, sound landscapes, scent worlds, tactile surfaces, light and color worlds and even the world of taste. The senses are not limited to these 5 basic human senses. Source: AMDE Delphi study report, Kaivo-oja 2006

12. Feelings & Mood Design

13. Ambience Design and Changes in the Business Environment Source: AMDE Delphi study report, Kaivo-oja 2006

14. Ambience Design and Branding: Probability Analysis Source: AMDE Delphi study report, Kaivo-oja 2006

15. Ambience Design Environments: Events and processes Source: AMDE Delphi study report, Kaivo-oja 2006

16. Expected Futures Roadmap of Ambience Design Applications Source: AMDE Delphi study report, Kaivo-oja 2006

17. Expected Futures Roadmap…..

18. Creating intelligent spaces and textiles:Strategic importance analysis Source: AMDE Delphi study report, Kaivo-oja 2006

19. Vision of a sound world NEWS Source:www.plannet-arch.com/ bgs/gallery-e.htm.

20. Summing up… • The Ambience Design Delphi study created many interesting insights and produced valuable foresight results which concern the future development of Ambience Design solutions (multimodal or multisensory) and applications. This AMDE foresight study verifies the general impression that the Ambience Design approach is a very promising approach to brand building in private companies and public sector agencies. The study also implies that an Ambience Design approach can produce great benefits for, as well as create welfare improvements in, public space management and various public environments. • According to this Delphi study the highest potential in the private sector rests in its adoption in private home environments (smart home environments and “mood labs”) and, more generally, for brand building (building unique brand images). With regard to future public space development, the highest potential for welfare benefits was deemed to be in the environments of hospitals.

21. Summing up…. This Delphi study indicates that the expected breakthrough year for Ambience Design applications is 2013. Before 2013, in the years 2010-12 key concepts are expected to become more popular. This Ambience Design Delphi study timing estimation fits quite well with Lindstrom’s (2005, 200) estimations, which say that before the year 2010 35 percent of all Fortune 100 brands will have established a sensory branding strategy.

22. I Thank You for Attention…Contact Information: Research Director, Dr (Adm.Sc.), MSc(Econ) Jari Kaivo-oja Finland Futures Research Centre Turku School of Economics Rehtorinpellonkatu 3 20500 TURKU FINLAND Tel. +358 2 4814 526 GSM +358 50 502 7030 Email: jari.kaivo-oja@tse.fi Web : www.tukkk.fi/tutu