ARCH DESIGN I
PHASE1
BRAND GENETICS
KUONI
BLOHM+VOSS
1ATELIER
In this phase of Arch Design I, we were assigned to extract the Genes, norms, and Memes out of 3 selected brand to find the similarity and difference, also to look into the approach towards the future of the 3 selected brands.
The first brand is Kuoni Travel. Kuoni Travel is a luxury travel company ehich has been operated since 1906 in London, England. Starting from the logos, as the Gene, the logos of Kuoni is minimal with bold text in black. Along with a minimal clean-cut and user- friendly website to accommodate large age gap of customers. (Between 30-75) The company mainly focus on the beautiful destination and the exceptional service they provide. They also have their headquarter office at Zurich,Switzerland. Kuoni represents their brand's luxuriusness through the way they customize each trips to be as their customer's wish. And also how the experience of the customer begins at the store, not the trip.
Kuoni also have phone applications, instagram updates, partnership hotels around the world and a complimentary champagne! Kuoni als raise awareness in variations and are able to arrange a trip for people with special needs.
The second brand is Blohm+Voss Shipyards. This company is a shipmaking company since 1877. They also own a shipyard in Hamburg. Looking into their logos, the color blue represents ocean, the Blohm+Voss written in white is the name of the 2 founder of the company. Also mr.Blohm is a business man whlist mr. Voss in an engineer. So, combining business and engineering will resulted in a futuristic and luxurius design, with engineering preciseness and out of this world luxury. The website is well designed, full of informations, easy to read and luxurius. The company has been running for more than hundreds years now and if we look dated back into history, they first started off with a dock inHamburg, then during WWII, the company supported the Nazis in making ships. One of the most notable warship are the "Bismarck" After war, in the jet age, the company have a diversity to aircraft, but soon faded away and started to make and oil drill in the ocean. The company then now collaborated with the luxurius yatch making company called Lurssen and are now building notable yatch on the same dock.
The docks nowadays are being turned into a music festival called "ELBJAZZ" once a year to let people get into the place where it is unseen to them. However, the company can be seen as a hard to reach one due to the product that are not very in our everyday life.
The third company is 1 Atelier is a New York based company that makes customize luxurius bags. The logo is clean and minimal, representing 1 as the one and only. the bags are customizable, reachable, Luxury and unique. The capitalisation, the close connection with customer with the company and their product with progress email, and also represents the style of New York and the Architecture within the city. They also have instagram updates which allows you to see their new design or even contact them for and question.
MATERIALS
The next 3 plates are the material that has been chosen from each company starting with Kuoni. In this company, I decide to choose the store materials and the experience of the customers that starts once you step a foot into one of their stores. The stores of Kuoni are filled with uniqe elements represents the exoticness and oriental. The main material seen in the stores are leather, wood, concrete and glass. Also the murals or paintings.
For Blohm+Voss, the material chosen are the material that they use to make ships and also looking into the futuristic approach of it which is a "Bio-Based" material Also looking into the design of the ships from start till now, how the forms are changing and how we approach them in a futuristic yet luxurius way.
For 1 Atelier, The most relevant material is Leather. Both authentic and not also the olred felt and their environmental concern in order leather and felt only one at a time to create least waste. Another material chosen from this company is the style and the way of living of the people in New York and also the Architecture of the city that inspires the design of the bag.
THE SEVENTH PLATE
The 7th plate here represents a futuristic approach of the world where we surround us with everything and we can choose to customize it in our own way. Talking about the level of customization that are what's common in this ways that we are all adapting to the culture of non-luxury but rather modest and reachable. With the help of technological advancements.
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