Project 1.3 Proliferate (Contemporary Business Future)

PROJECT 1.3 . Poliferate - contemporary business future

PIRIYAKORN TAMTHONG

INSTRUCTOR : PAU SARQUELLA

7-Eleven Wormhole Market

Branding

The phase began when phase 1 and 2 were analysed and being used.

Staring with companies' negative facts.

7-eleven : Dominate relationship between locals

Instagram : Dominate relationship between people

Domino's Pizza : Dominate the local context

The new brand that I mainly focused to develop is 7-eleven, which based on the six new concepts

hoping to better up the brand.

Brand Concepts

-Blend with the locals

-Reduce global warming

-Resonable + Pricy

-Help that agriculture + economy

-Reduce Inequality

-Provide spaces where people can interact and spend their time

Site - Ratchawong junction, Yaowarat, Bangkok, Thailand

To explain, the new designed supermarket operated 24/7 and will run by local people, which their job is to seek and directly contact

to any appropriate producers and farmers around Thailind (not other countries) in order to reduce the price o

f the products and take the middleman away to reduce the inequality. These ingredients or products will be provided in the shop while some of them

will be seasonal items and some are ingredients that suit with local restaurants such as herbs, mushrooms, and teas.

The new brand aimed to reduce plastic consumption by bringing a new way to buy product. Some ingredients will be put

into a big air-free tube and the customers can obtain it by bringing containers to fill it up (imagine like a Big-Gulp machine).

Context

The new supermarket aimed to give something back to the society while also fix some problems on Yaowarat.

Firstly, some street shops and vendors will be moved into the designed space to provide an actual area for them and to

decrease traffic jam, making the context become ordered..

Secondly, some spaced will be given back to the society by subtracting some area for a public street that connects to the temple behind the building.

There are four overall programs of the new supermarket: Supermarket (1st fl.), Co-Working Space (2nd fl.), Eat+Sit (3rd fl.), and 7-Eleven Office (4th fl.)

Image : The site of Ratchawong Junction in Yaowarat

Images: The atmospheres of Ratchawong Junction in Yaowarat

Plan 1st Fl.

In order to create space in Yaowarat, I need to take some building out imaginarily to provide the plot for the building.

The first floor is a supermarket with a street. Street shops and venders will be brought along the street, creating the combination between the supermarket and street market. On the left, the storage of the supermarket is sit beside the street that's leading to the temple. The car and stop here and restock items. You will see the program of this supermarket in the context plate.

Plan 2nd Fl.

The second floor is a co-working space where people can do works and read books here. 

The quiet room also provided here.

Plan 3rd Fl.

The third floor is for sit-sip-eat activities. Its the most suitable area in the building for people

to relax, escaping from the supermarket chaotic atmosphere from 1st fl.

The circle void provides ventilation, bring some light into the supermarket floor, and allow them to see the transition of the supermarket.

Plan 4th Fl.

The forth floor is on office for 7-Eleven members with a private relaxing space for them on the right.

The circle void provides ventilation, bring some light into the supermarket floor, and allow them to see the transition of the supermarket.

Elevation

The facade of the supermarket used  to control the theme of Yaowarat.

A grid facade with concrete blocks that massingly used around Thailand allowing ventilation and bring some

amount of light into the building.

Section

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Project 1.2 Material Memes

PROJECT 1.2 material memes

INSTRUCTOR : PAU SARQUELLA

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The extracted materials from the previous phase are now being

developed in this phase.

Therefore, plastic bag from 7-11 shop, filters, and insulations

were experimented and researched deeply to find

new evolutions of the materials. 

In this case, plastic bag is the material that I could push it furthest.

I decided to focus on this material rather than the others two.

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Plastic Bag Evolution

General Info

The diagram in the center indicates the production of plastic (plastic bag in this case).

In brief, They put natural gas into the machine following by extracting substances and

adding chemicals to the mixture in order to get raw material as pellets.

They convert these pellets into things. In this case, plastic bag.

After plastic bag is being used, they will be transfered back to the

recycling factory, and converted into recycled pellets again.

They can add "Bio-Tec" additive to the plastic mixtures in order

to let it be able to biodegraded by microorganisms in nature.

Experiment 1

Top diagram : "Sandwich"

I folded a platstic bag (Thai origami) into triangle piece. Then, it is put into

sandwich machine. The result is I got a sandwich-like 

plastic bag with a hard hot-sealed edge and soft-touch at the center.

The shrinkage and hardness of folded bags when they are put into the machine

depend on time they stayed inside. More time = More shrink and harder.

Experiment 2

Bottom diagram : "Mashed Potato"

There are two ways of making this "Mashed Potato" plastic.

The first way is home made. I tried to put many plastic bags into a stainless bowl

and heated it in the oven. The result is a mashed potato-like mollten plastic bags. 

We can slightly transform its shape, but its quite difficult because it is not soft like a clay.

The second way is factory-made. We can put raw material, pellets into the machine

and convert them into shapes or things.

Documentation of sandwich making and folding samples

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Components of the evolved plastic bag

The diagram of the upper half shows the folding sample of

sandwiches with the transitions while I tried to play with it.

I also tried to find the possiblilities of triangular arrangement of the plastic bag.

We can use this foldable characteristic as something movable, foldable, or compact.

For examples, Portable shelter, tent, chair.

And the center diagram shows the property and characteristic of the sandwich (soft and repetitive property)

when it is attached to any planar. It can create furniture, wall, or even facade, in example.

The bottom diagram shows the mashed potato plastic possibilities when it is

needed to convert into components.

We, the factory can produce structures and joints from this material.

The plastic structure might not so strong to build any building. But it can be applied with

something small such as a tent.

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Context

Mission

7-eleven : Make life easier

Instagram : Make connections with people

Domino's Pizza : Sell pizzas, give happiness to people

The crucial points, or connections among these three companies

are negative.

** 7-eleven interrupts the relationships between locals

Imagine that in Thailand, The local grocery shop provides space for people to meet

and interact with each other whatever between the aunty owner - customers or

customer - customer. Having 7-11 shop became a new alternative to the customers,

relationship deteriorated.

** Instagram interrupts the relationships between people

People (users) pay attention on their mobile phone rather than those

who are with that users. The application interrupt the connection

between people.

** Domino's Pizza destroys local identity

In Yaowarat (China Town in Bangkok),  The existence

of Dominos shop create strong contrast among the locals.

It destroyed the major theme of that area.

A portable shelter, tent is one of the example that binds these negative connections.

I decided to reverse these negative impacts and put them into my rough idea of design.

** React to 7-Eleven : Easy to prepare

Mission Response : Make life easier

Fix Interruption : Does not cause relationship disruption between people

** React to Instagram : Self assemble (helping each other to build a shelter)

Mission Response : Make connections with people

Fix Interruption : Engage people in physical and mental activities

** React to Domino's Pizza : Temporary Installation

Mission Response : Adding new environmental element stimulate people interests and happiness

Fix Interruption : Does not interrupt local identity (because it can be removed easily)

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Project 1.1 Brand Genetics

PROJECT 1.1 BRAND GENETICS

PIRIYAKORN TAMTHONG

INSTRUCTOR : PAU SARQUELLA

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7-Eleven

7-Eleven was a convenience store which originally founded and owned by Joe C. Thompson 

in 1946. However, the company was rescued from the bankrupt by Ito-Yokado 

from Japan and the license had been purchased by many companies from many nations

such as Taiwan, Thailand, ans South Korea.

The plate illustrates the strategies of how 7-eleven becomes one of the 

most successful convenience store company in the modern world.

7-eleven plastic bag became a material that I mainly picked.

In Thailand, CPALL, the company which own the 7-eleven brand

license, get a dramatic negative perspectives from people because of

giving too many plastic bags and straws to the customers without concerning

about environmental problems.

This plate illustrates the material of 7-eleven bag,

the fact of using plastic bag in Thailand, the fact of  using

plastic bag in general, how plastic bag provides negative impact to environment and

ecosystem, with solutions and positive outcomes in case if people try to\

reduce the usage of plastic bags.

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Instagram

Instagram is one of the brand that grows considerably for year by year.

It was founded by Kevin Systrom + Mike Krieger and later purchased by Facebook.

The goal of instagram is to make connection with people to see the world

in interesting ways. The application is easy to use. The users can get in and out 

of moments quickly via videos and images.

The plate illustrates how users interact with each other which

the 'post' is a medium, the comparison of different social applications,

the timeline of Instagram showing the popularity among time

with new added features. It also shows how the new algorithm system works.

I chose Instagram filter(s) as a material. The plate lists

the rank of the first 22 most popular filters with adjustment graphs for

additional image (filter) in depth, and also what kind of images should filters

be applied (or popular to be applied) to.

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Domino's Pizza

Domino's Pizza is the pizza delivery & take-out restautant

company that astonished the world. It faced sharp

failures and business declines for a decade. Thanks to the company's

tons of ideas, campaigns, ads, and strategies that based on thinking ' out of the box',

the company started reconquering the throne in 2009, resulting 

a considerable increase in DMP price to rise over 3000% !

The plate illustrates the timeline during the period of

Domino reconquering the throne with several strategies

they used to become a successful company, with the graphs

showing DMP price from 2008 to 2016. Vertical intrgration

also included at the center of the plate, with pizza production

processes and delivery system.

Material of Domino's Pizza is every insulation component that build up

the pizza container. In this case; hot bag and pizza cardboard box.

The plate illustrates the properties of the insulations of pizza container

such as vinyl, nylon, and foam.

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The context plate shows the summary of the three companies in brief about their problems,

primary selected materials with key elements what might be used in phase2.

Mission and SWOT analysis for each company also be shown here.

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