FIT projects | rosannaservodio

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1. intrepid

objective: Conceptualize a product for the home that has never been thought of before, and take it through every step of the development process. The challenge is to incorporate technology into the product that won't be readily available for another 20-30 years, while merchandising and promoting it as if it were being sold today.

skill focus: product design and development, software development, pricing, branding, packaging, merchandising, marketing strategy.

Today we are going to show you something you have never seen before.	Forget everything you know about kitchen tools. Intrepid is the first of its kind. It’s the only hi-tech kitchen tool a man will ever need to navigate through the cooking process.	What Apple’s ipad did for the tablet, Intrepid will do for the kitchen. Guys, what’s not to love about a single tool that makes cooking simple and easy? No need for cookbooks, measuring tools, or even a kitchen scale, Intrepid DOES IT ALL!
Upload, store, and customize any recipe you could ever want. Weigh liquid and dry ingredients right on the surface and then transfer them directly into your pot or pan. Doesn’t that sound easy?	The technology may be hard to imagine, but the reason you need it isn’t. Let’s take Intrepid for a test drive. First stop, recipe library.	Weigh your 100 grams of brown sugar simply by placing it on the center of the scale. A single touch allows for quick conversion between standard and metric measurements.
We should probably mention that it does all these things while being paper-thin, flexible, and extremely durable. Guys- you can even make it your own by customizing the display.	Intrepid’s body is inspired by a full-color, flexible electronic paper that provides interactive communication. Intrepid’s scale follows European cooking which measures for accuracy. The different models of Intrepid are inspired by the alluring color palette of the 2013 Lamborghini Aventador.	Follow the steps as Intrepid’s voice navigates you to your destination. Intrepid even allows you to multi-task. Who says you can’t be on top of your game when you’re cooking?
Intrepid can survive the wear and tear of the kitchen. Don’t worry if you bang it around- It’s virtually indestructible. Intrepid is waterproof, therefore spills won’t slow you down. Cleanup is easy; just place it in the dishwasher.	Hit the brakes!! Let’s check the owner’s manual. The interior has 5 layers. Surrounding these layers are heat-resistant plastic substrates, also known as power plastics.	This material uses any source of light to charge, be it sunlight, ambient room light, or LEDs. Intrepid’s fuel will never run low.
Although Intrepid has no competition on the market, we have considered the pricing for all of the products that it replaces… …As well as the components that make up Intrepid. Take your brand new Intrepid home today for only $199! All parts of Intrepid are manufactured right here in the U.S.A	If it wasn’t apparent until now, our initial adopters will be men. We know you think we are limiting our consumer base, but research proves that men ARE the next emerging market for cooking...And we are cashing in on it!	Apple introduced the ipad to men first, and then moved onto the ladies with the ipad mini. We’re following suit. Our mansumers are ages 28-45, single and tech-driven. They are employed making $75,000-$200,000 annually. Intrepid will appeal to men who ALREADY have cooking skills, AND men who THINK they have cooking skills.
Since men are out-shopping women on the internet and turning to their “smart” devices to make informed purchases, a high portion of Intrepid’s sales will come from our website.	Intrepid will be introduced in the housewares department at Bloomingdale’s and Macy’s, because men crave one-stop shopping. An intrepid station and product demonstrations at store events, such as Bloomingdale’s Men’s Event, will allow for the product to be taken for a “test drive.”	We will network with tech savvy blog editors to reach our consumer and Youtube videos will show our mansumers how intrepid runs.
A mobile app will provide Intrepid owners with drink recipes that correspond with meals.. …Reminders of occasions in which they may need to prepare a meal… …And invitations to upcoming events. Guys will dig this: A grocery list feature will sync their ingredient list to a Fresh Direct shopping cart, ELIMINATING a ride to the store.	Our commitment to the environment is seen in our product life cycle. Intrepid’s source of material is power plastics. They are processed and manufactured using solar energy. Intrepid’s packaging is made with soy-based ink, and will have a second life. The manufacturing of Intrepid will conserve energy.	Inspired by Apple’s simplistic design, Intrepid will be stored in a sleek, black box that comes equipped with an owner’s manual. Intrepid will be folded in half within the package.
The front displays the product while the back lists product features. The color of the model inside is displayed on the side of the box.	Intrepid will be merchandised in glass cases, differentiating it from surrounding products, and showcasing its bold packaging. One Intrepid will be displayed on top so guys can take it for a spin….	While one is mounted on the fixture playing videos of how it operates.
Similar to Apple’s marketing strategy of introducing a mini for female customers, Intrepid will soon introduce Intrepid MINI. This product extension will impress women because women want smaller devices to fit comfortably into their handbag.	Intrepid MINI’s small size allows for easy portability to and from the grocery store, since we have designed a shopping list function instead of a scale.	Intrepid will team up with Big Brother Organization to partner young boys facing adversity with strong, professional men. Through activities geared towards cooking and nutrition they will use Intrepid to build one-to-one relationships that will change their lives for the better.
Intrepid is the first and only hi-tech kitchen tool a man will ever need. Store and upload your recipes, weigh your ingredients, and use it as your interactive work surface.

2. barcode

objective: Invent a store from scratch using product from 7 West and 41 Madison showrooms in New York City + knowledge of different home product categories.

skill focus: market segmentation, merchandising, brand image, logo + packaging design, floor plan + square footage, one-year financial plan, product assortment, location, miniature store mock up, packaging mock ups.

Welcome to Bar Code, the ultimate resource for luxury barware and accessories. We are a store dedicated to educating our consumer about how to build their perfect home bar.	At bar code, we sell a lifestyle. Breaking up our assortment into lifestyles allows consumers to shop based on the type of entertaining they are doing and the ambiance they wish to achieve.	These lifestyles include the merry maker, the money maker, and the love maker.
The Merry Maker; Inspired by Desperate Housewives Bree Van de Kamp, she is nurturing and refined. She aspires to be the perfect modern wife in all aspects of her life. When it comes to entertaining, hosting a flawless dinner party is no exception.	The Money Maker is influenced by Mad Men, which depicts individuals who are professional, affluent and influential in the workplace, but never miss a chance to let loose and throw a cocktail party.	The Love Maker is reflected by George Clooney. He is the modern gentlemen who is well-groomed, yet masculine. In his spare time he enjoys relaxing with an old fashioned and a cigar. He exudes an aura of pride, success, and charm.
Our consumer has already mastered many of life’s basics. What they want is a primer on how to lead a richer life. We will satisfy this need by training them about things relevant to their lifestyle.	From magazine editorials and print ads to window displays, at home entertaining has made a resurgence since the recession hit as people seek value, security and intimacy.	The aesthetic of Bar Code is sophisticated, modern and luxurious. Our color palette consists of blacks and greys with a pop of red.
Located in New York’s Upper East Side at 962 Lexington Avenue, on the corner of 70th street, Bar Code is adjacent to the city’s most exclusive shopping and residential Avenues. Lexington specifically has maintained a unique character and traditional way of doing business. It is the neighborhood shopping street for the wealthy residents of the area who have remained loyal to these stores because of their focus on customer service.	The surrounding area includes several upscale establishments that cater to our target consumer such as bar and books, a sophisticated cigar bar, Plaza Flowers, a premier flower emporium, La Terrine, offering luxury tableware and home décor, as well as Garnet wines and liquors.	Our target market is women and men who are urbane and affluent emphasizing women who make up 56% of the area’s population and make 80% of purchases for the home. They range in age from 35 to 55. They are professional, highly educated and well-read with the means and knowledge to invest and view purchases as an investment in their lifestyle. They take vacations that enrich their lives and participate in cultural activities.
Our assortment is comprised of five categories; stemware, serveware, barware, accessories, and home bars. These categories are merchandised within the sections of the store.	The assortment within the Merry Maker lifestyle includes stemware, serving platters, decanters, and a home bar. The products are focused on what is necessary to host the perfect dinner party. The main vendors representing this lifestyle include L’Objet, Riedel, St Louis, Baccarat and Ralph Lauren.	The money maker assortment includes a bar cart, martini glasses, cocktail shakers, and accessories to fashion to the perfect drink. This lifestyle revolves around the cocktail party with the dominant vendors being Ralph Lauren, Metrokane, and Baccarat.
The Love Maker includes products such as double old fashioned and highball glasses, whisky decanters, coasters, ice buckets and a bar cart. This lifestyle is representative of the gentlemen’s lounge, airing on the side of masculinity. Ralph Lauren Home is our primary vendor with brands such as Moser mixed in.	Popular gifting items include cocktail shakers, coffee table books from Assouline, engraved flasks from IZOLA, accessories from Metrokane and Baccarat’s crystal bottle stopper.	The modern design of our storefront will differentiate Bar Code from surrounding stores. Behind the window panes on each side of the door, we feature two TV’s and two bar carts that will display a selection of our merchandise as if it were being used in someone’s home.
The store is broken up into four sections: the merry maker, the money maker, giftables, and the love maker. Each section features a black shelving unit. Parallel to the shelving unit for each lifestyle is a home bar, where merchandise will be displayed. In front of the giftables section is a seating area with two club chairs and a small ottoman. At the center of the store is a table that will display featured product. The cash register is located at the back of the store at our “mock bar”.	The customer walks in the front door and looks left but turns right. They then follow the pathway between the first shelving unit and home bar.	The first area they will come in contact with is the Merry Maker lifestyle because our customer is predominately female. In the center of each shelving unit is a flat screen TV displaying a video representative of that lifestyle.
As they advance towards the rear of the store, they will encounter the Money Maker lifestyle.	After walking through this area, they will have reached the back of the store and will make a left, walking across until they reach the giftables section. Gifting items are located near the cash register to encourage impulse purchases. In front of the shelving there are two black leather club chairs on either side of an ottoman. Customers will be encouraged to sit and relax or consult with our staff.	They will continue to follow the path, heading back towards the front door, where they will reach the Love Maker lifestyle.
Subsequently, they will loop around the home bar and head to the back of the store towards the cash register. Along the way they will pass the featured product table and the giftables section once again. Our register was carefully designed to look like a bar, which serves both aesthetic and functional purposes, allowing for it to be transformed for in store events.	Our 3 packages include a shopping bag, a cylindrical vessel for a wine glass, and a gift box, which includes 4 crystal shot glasses. The information sleeve on the wine package and the tags for the gift box are removable, giving these packages a second life. Each package contains a QR code, with a picture relating to which lifestyle that product would fall under. Using QR codes, we can further educate our consumer about our products.	We will interact with our customers through facebook, twitter, our website, and our iPhone and iPad apps. Our apps will provide them with tips, drink recipes, and product information.
“Merchantainment,” the seamless blending of merchandising and entertainment is vital to our marketing concept. Exclusivity will be implemented through invitation-only events for our top customers. At these events, we will partner with bartenders, liquor companies, and interior designers to train them on various aspects of home entertaining.	Bar Code is the ultimate resources for luxury barware and accessories. We are a store dedicated to educating our consumer about how to set up their home bar. Using lifestyles, we are able to cater their home bar to the type of entertaining our customers enjoy and the ambiance they wish to achieve. Bar Code, decoding the personality of your home bar.

3. reflectivity

objective: Identify a current trend in the Home Products marketplaces and determine its cyclical nature by identifying its roots within the past 20-30 years, through analyzing the trend currently and predicting where it will go in 20-30 years. Visually show the trend throughout the years in home, art, fashion, architecture and technology.

skill focus: trend research, trend forecasting, trend analysis, presentation design.

INTRODUCTION There has always been a fascination with surfaces that cast our image back to us, stemming from our inner narcissist. We will take you on a journey where “Reflectivity” becomes more about its surroundings rather than just our own image. There has always been a fascination with surfaces that cast our image back to us, stemming from our inner narcissist. We are about to go on a journey where “Reflectivity” becomes more about its surroundings rather than just our own image.	PAST PRESENT FUTURE The past, present and future represent the three principles of reflectivity; Reflect, Refract, and Reform.	PAST INSPIRATION The past was restricted by technology and material in reflective surfaces. This also limited color to metallic tones.
PAST ART Artists created work that explored the double meaning of the word “reflection”.	PAST FASHION Designers’ fascination with mythological Greek gods was reinterpreted with metallic glitter in silver and gold, exuding an ethereal quality and opulence.	PAST ARCHITECTURE Past architecture utilized flat surfaces to reflect its surroundings.
PAST HOME In the 1970s and 80s, mirrored wall treatments were popularized to add light and depth into rooms.	PAST HOME Chrome was a prominent reflective material for furniture and home products.	PAST SUMMARY As seen in Frank Gehry and Norman Foster’s architecture, the seeds of manipulating metal and fracturing glass were planted for present designs.
PRESENT INSPIRATION Presently, manipulation of form and space is exemplified through fracturing and distortion.	PRESENT ART Daniel Rozin was intrigued by people’s reactions to their own reflection, digitally capturing their image and instantly projecting it back to the viewer.	PRESENT ART Pae White’s “Metafoil” provokes the viewer to contemplate reflection when there is none there. Hanging in a Norwegian Opera house, the curtain is made from a light sensitive material that was scanned from a computer.
PRESENT ART Kusama Yayoi felt entrapped by the idea of endless time and the absoluteness of space. Using mirrors, her installation “Fireflies on the Water” creates an environment in which individual viewers are invited to experience infinity.	PRESENT FASHION Present fashion is inspired by shattered mirrors with a surrealistic perspective. To highlight the vibrations of the unseen human magnetic field, mirrored applique is attached to garments and footwear in the ThreeAsFour collection.	PRESENT ARCHITECTURE Deliberately conceived and designed to offer an experience, architects like Hiroshi Nakamura use fractured mirrors on a grand scale to create an impactful, kaleidoscopic entrance to a shopping mall.
PRESENT ARCHITECTURE Using reflective surfaces as disguises, a sense of illusion and magic is achieved that definitely requires a second glance.	PRESENT ARCHITECTURE Anish Kapoor creates sculptures that investigate the nature of objects and the emotions they prompt in each viewer. This is achieved through scale, distortion and reflective surfaces. Even the Class of 2013 traveled to Chicago to see their distorted reflection.	PRESENT HOME Fragmented realities are constructed by fractured mirrors and multiple angles.
PRESENT HOME Mirrors are more than just a decorative item, they are increasingly complex and in depth objects. Products can also act as the connection between distortion and reality.	FUTURE INSPIRATION As we move into the future, the marriage between a liquid appearance and a solid illusion will make up the new aesthetic in reflectivity.	FUTURE ART Zaha Hadid’s “Form in Motion” exhibition emphasizes the reinvention of the balance between objects and space through Biomorphic forms.
FUTURE ART Other artists explore a similar concept in other mediums such as glass and liquid metal.	FUTURE FASHION Metallics continue their appeal in fashion with surfaces that have a fluid look, and coatings that seem to derive from inner earth.	FUTURE FASHION Gareth Pugh’s collection used an aluminum coated nylon, which acts as a two way mirror. The fabric creates its own unique color and texture depending on its surroundings.
FUTURE TECHNOLOGY Liquid Metal feels as smooth as water or glass when touched. It offers strong resistance to scratches and smudges. Apple and Mercedes Benz are drawn to the freedom that liquid metal will provide for their designs.	FUTURE ARCHITECTURE Tokyo Reflections is an experiment that will transform Tokyo train-station platforms to become a dynamic public place. The experiment brings together random people, minds and reflections, drawing random hopes into ‘moments’ of dreams.	FUTURE HOME Mizukagami “Water Mirrors” are functional accessories meant to bring the illusion of nature’s serene beauty into the home.
FUTURE HOME This aesthetic will translate into home products.	SUMMARY In the past, reflectivity was the literal representation of reflection through flat surfaces. Presently, the emphasis is placed on the distortion and fracturing of reflection. The future will look towards technology to dictate a liquid and surrealistic form. Reflectivity has the power to create endless experiences and transcend our sense of self—provoking our everlasting fascination with reflection.

4. the caregiver

objective: Identify an emerging niche market in the Home Products marketplace and prove through data based on demographics, psychographics, location, market outreach and buying power, that it is a profitable market to invest in. Then determine 3 product categories in which product could be developed for this market in the future.

skill focus: consumer research, market research, target marketing, marketing strategy, graphic design, presentation design.

The niche market that has been identified is 'The Caregiver'.	Who? Caregivers are 65 million strong. This is 30% of the total U.S. adult population. They are a growing market with a buying power of 86 billion dollars. Caregivers are Americans over 18 years old who assist, supervise, and are responsible for the overall well being of an elderly loved one who is disabled or has a terminal illness. They provide 20-40 hours of care per week and sometimes more.	Demographics I'm targeting the overworked, overbooked, and overwhelmed woman. Along with caregiving, she's responsible for grocery shopping, cleaning, and making sure everyone gets fed. She's in charge of managing her family's finances and maintaining her household.
Demographics She's 35-55, married with children, and has some college education. She has a full time job earning $50,000/year.	Demographics I'm targeting females because most caregivers are women, and women make almost all purchases for the home (over 80%).	Psychographics She handles every single aspect of her loved one's life, from strenuous tasks like bathing and dressing them, to more simple ones like providing proper food and medicine. This tough, constant schedule takes a HUGE emotional and physical toll on her body. She doesn't have time to take care of herself like she used to. She suffers from physical strain, terrible eating and exercise habits, trouble sleeping, depression, and anxiety.
Where? 'The Caregiver' is everywhere. Baby boomers are approaching the age where they need to be taken care of, making this market a logical one to invest in. She's in 25 million households across the U.S., in both urban and suburban areas. The population of senior citizens in each region directly reflects how present 'The Caregiver' consumer is in that region. With that said, the South and the Midwest will generate the most sales. The Midwest has the highest growth potential for this market.	Market Outreach She can be effectively reached through print and television. Publications like Good Housekeeping and AARP have articles, stories, and everyday advice to help caregivers cope. Television channels she enjoys on her little time off include Lifetime, Food Network, and major news channels.	Market Outreach Organizations, websites, and magazines have been created, focused around the needs and interests of caregivers, which will also serve as great advertising channels.
Where is she shopping now? Her non-stop life makes her value one stop shopping. Retailers like Target and Walgreens provide her with everything she needs, from select home products to medicine for her loved one, all within her budget. She looks for bargains wherever she goes, as caregiving costs her an extra $2,000 per year. Christmas Tree Shops, Bed Bath and Beyond, and Macy's are her go-to retailers for specifically home goods.	What home products does she buy now? Right now, 'The Caregiver' is buying products in these 3 categories of home. She's not tech savvy, so she wants easy to use kitchen gadgets. She buys home fragrance to the extent of candles, and when it comes to her bathroom, price comes first. Product should be designed for her that will assist in her daily hectic routine, increasing free time for exercise and rewarding herself. Designs should be incorporated that will aid in sleep and relaxation, and ultimately improve her well being.	Kitchen Gadgets 'The Caregiver' wants kitchen gadgets that make her daily routines easier, faster, and neater. Less mess means less stress, and that is the goal. Multi-functionality, simplicity, and durability are key design elements.
Kitchen Gadgets She cooks for her care recipient and entire family, so this all-in-one pasta bowl would be perfect for preparing, serving, and cleaning up after meals.	Kitchen Gadgets She's always on the go, so items she can travel with are essential. Cheerful, colorful patterns and designs will be incorporated to boost her mood throughout the day.	Home Fragrance Studies show that lavender and chamomile help relieve physical and emotional stress, and have a calming effect on the body. Sheets, pillows, towels, and other home products will be developed, infused with these natural oils, to help her rest at night and wake up reenergized. Now she can put her money toward home fragrance that benefits her body.
Bathroom The Caregiver's bathroom should be her oasis; a rewarding place where she can collect her thoughts and refresh herself. She should feel obligated to relax when she's home, yet she feels guilty doing so, like she's neglecting responsibility. Future bath products will allow her to make the most out of her time spent in the bathroom. Design concepts like the massage setting on this showerhead can turn her rushed shower in the morning into a more peaceful, spa-like experience.	Summary This woman is always under immense stress and suffers from anxiety and depression. Being that mental health is the number one factor when caring for another, she needs products that will increase her time for taking care of her self, aid in sleep and relaxation, and give her the strength to carry on each and every day.	Conclusion Most of us will be caregivers at some point during our lifetime, so it's important that this market is recognized. While few women take on this heartbreaking role by choice, most have it suddenly sprung upon them, transforming their lives in an instant. "There are only four types of people in the world - those who have been caregivers, those who are currently caregivers, those who will be caregivers, and those who will need caregivers".

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