PROJECT 1
SURVIVAL OF THE FITTEST
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PHASE 1
SELECT (BRAND GENETICS)
In this phase, I study about the genetic of couple brands, analyse and identify them.
Analyse the genes, norms, and memes for these brand identity,
and describe there relationship between one another.
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My three brand candidates are
WeWork, A real estate company, coworking space, and mobile application developer.
Angel Musical Instruments, A musical instrument company produces various instruments, colors, and scale.
Issey Miyake, A clothing brand focusing on new innovation and technology to develop into garments.
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WeWork
WeWork is a real estate company, which turning neglecting property into a profitable real estate,
Located in many cities around the world and growing.
He negotiates with the buildings landlord that the landlord will pay for the construction and they will divide the profit 50-50.
That buildings are turned into coworking space where you can go, sit, and get to work anytime with month-to-month payment.
Or custom your workspace by yourselves for a big company to fit all of the needs with longer commitment like 3-5 years.
The mobile application is called WeOS. Its system is simply a connection between individual, time, and place.
Others than amenities, like office supply, internet, free coffee and snacks, and bike storage,
WeWork also provided service for their members for example health care discount and software program discount like Microsoft.
WeWork application has 3 main points.
First, Your Building, this page will provide an information about your main building, like address, contact, direction, and events in your building.
Second, Book Space, this page will allow you to book a private workspace or conference room anywhere and anytime.
Third, Community, this page will provide information of other WeWork members in the community, you can chat with them and go to events with them.
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Angel Musical Instruments
A musical instrument company produces various instruments, colors, and scale. So not only adults but kids can play them too.
The various colors and scale are produced for kids to learn the fundamental musical skills.
They also aware for the safety so all instruments are non-electrical and no sharp edges so kids won't be injured while playing.
The material and process of making make instruments become strong and durable. And with their professional quality,
many music bands use their instruments in music production.
In this plate, I study about the different scale between adults and children hands that interact with piano and melodion differently
through Anthropometrics.
As a basic knowledge for piano, a hand should be able to press a key with thumb and that same key but higher pitch with pinky.
For example, press note C with thumb and you should be able to press C1 without moving your hand.
As you can see in the drawing, adults are able to do that in piano but children are not. Children are able to do that
in melodion which has smaller scale.
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Issey Miyake
Everything in Issey Miyake begins with a single thread, they use computer program combine with Japanese traditional way of clothing
like weaving and dyeing, to create a piece of cloth that is the main concept of Issey Miyake clothing collection.
Issey Miyake prioritise the innovation for clothing that they always invent new technology into their garments.
Steam Stretch is one of Issey Miyake innovation to create pattern on fabric.
It's not created by a mould or pre-formed or anything, everything is woven from scratch and folded by steam.
Baked stretch is Issey Miyake’s new innovation on clothing and garment.
With special fabric that react to heat and glue create a new pattern and shape of garments by baked in the oven.
I study about the folding system of Issey Miyake and decided to start from a simple ways of folding.
Issey Miyake always use computer program to create the pattern of the creased for their products.
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For the relationship between these brands genetic identity.
For WeWork, I focus on the customisation idea
For Angel Musical Instruments, I focus on the studies of Anthropometrics and Ergonometric.
For Issey Miyake, I focus on the various pattern and shape of things
Combining these 3 ideas, the context become a hyper-customisation of things
There are two main factors for hyper-customisation, which are physical condition and personal preference.
Physical condition is all about your body shapes that based on the studies of anthropometric.
Personal preference are depends on the likes and preference, for example colors, passion, hobbies, job, and daily routine.
