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Note added on 30/11/2016 This project was done, as part of a student job at Lotus Bakeries and can be shared openly. It was made for, presented at, and well received by the marketing director Sabiene Dejonckheere. In this 3-years old document, you can see the start of my quest of facilitating agile management in business - in this case, creating a lean/scrum environment to work in.

PERSONAL DESIGN BRIEF LOTUS BAKERIES C O N F E R E N C E R O O M S

CĂŠdric Vanhoeck // 01/08/2013

The strength of this work (although the document has long texts, which are sometimes written in a direct and offensive way) is the fact it makes needs and values understandable and tangible to all stakeholders (the interior design team which used the document afterwards, the top management and the employees having conferences in those rooms). The core of this project is the clear functional analysis of the rooms and an Avantgarde vision of seeing conference rooms as meeting places where different activities need to be enabled. Cedric Vanhoeck Tomorrow’s Belgian Dandy


s m o o r g ee tin

PERSONAL DESIGN BRIEF LOTUS BAKERIES C O N F E R E N C E R O O M S

M

Cédric Vanhoeck // 01/08/2013


Every coffee needs a Lotus.

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CONTENT INTRODUCTION TO DESIGN? BRANDPROFILE

VISION IMAGE LOCATION MARKET CURRENT BUSINESS STRATEGY CORPORATE STRUCTURE/ BUSINESSMODEL

CONTEXT

WORKING METHOD CONFERECE ROOMS’ NAMES CONFERENCE ROOMS ANALYSIS TRENDS & DEVELOPMENTS

PROBLEM/CONFLICTS CONFERENCE ROOM

FEELING IMAGE & IDENTIY LOTUS IMAGE & IDENTITY BISCUITS

GOAL/PURPOSE MAIN GOAL FUNCTION VALUES & QUALIFICATIONS MOOD BOARDS

INSPIRATION SENSES

SEE COLORS SEE FORMS SEE LIGHT HEAR SILENCE FEEL TEXTURES TASTE & SMELL DELICIOUSNESS

FIRST IDEAS

INTRODUCTION This document, the personal design brief of the make-over of the Lotus Bakeries meeting rooms, is the result of a throughout research of the actual and future context of Lotus Bakeries’ conference rooms.

This research is needed to be able, as a designer, to fully understand the context and requirements of the future design. This context includes the brand itself, the existing conference rooms which have to be restyled, the function of the conference rooms and many other subjects. It gives the possibility to evaluate the personal brief, including the goal and purpose of the design (process), to ensure the future concepts to answer fully the expectations of Lotus Bakeries, the client. It is about the first part of the design process: from clarifying the task until establishing the function structures. After the presentation of the design brief and refining the goals an purposes of the project, the ideation, conceptualization and materialization can start.


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PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÉDRIC VANHOECK_AIGIST 2013

TO DESIGN? A lot of people does not completely understand how designing - a innoductive process - really works. Therefore, the structure which will be maintained during this design process, will be explained briefly.

tions) in the Pahl & Beitz diagram.

(source: Product ontwerpen, sturctuur en methoden; N.F.M. Roozenburg & J.Eeckels; 1998, lemma. “To design is to understand uncertainty”, Dr. James; www.core77.com; last visited on 8/08/2013 )

Basic Design Cycle Roozenburg & Eeckels

To design, is to understand uncertainty. It is the exploration of ideas towards the yet to be. Due to the fact it is a divergent, iterative and uncommitted process of thinking, it results in a lot of incomprehension and confusing to specialists in other domains. Designing is an iterative process in which a design/medium is generated based on goals and functions - the intended behavior. The design process consists out of different phases, starting with an instruction, an analysis and ending with a synthesis existing of: conceiving, materialization and finalization of an acceptable design concept, including the further development and the production - if needed. To visualize the process, two basic design-phase-diagrams are showed on the left: The Pahl & Beitz diagram and the basic cycle of Roozenburg & Eeckels. The purpose of this design is to end at the concept phase or preliminary layout phase (if possible due to the time limita-

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BRAND PROFILE The company Lotus Bakeries was originally established in 1932 in Lembeke Belgium as Corona Lotus.

Vision

Lotus Bakeries describes itself as a company based on sustainable growth, authenticity of products and quality. The company is build on three foundation stones: a focus on authenticity, a target brand policy (building brands with real content) and a continuously strengthening of their leadership by producing specialty products. Since several years, Lotus Bakeries has growth from a small town factory to a big international and stock

market listed company. This has been possible by continuously improving the manufacturing efficiency, product innovations and their focus on the best performing products. Although the company is working on a clear and consistent communication, it doesn’t still reflect completely their vision and corporate identity to the customers (see Problem & Conflicts Chapter).

Countries within the Lotus bakeries Imperium

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Image

When it comes to image the company does not fully translate to the public. Although, Lotus bakeries tries to present itself as an authentic and genuine company, it isn’t entirely clear what it really stands for. For a company paying a lot of attention to authenticity, the history of the company is not clearly visulized on

production sites of Lotus bakeries


Nevertheless the company - including its last gained brands - has been considered an expert in the field of biscuits, gingerbread, waffles and cake, this due to their knowledge and the quality of their products.

Location

The main headquarters of the company is located in Lembeke, 52 Gentstraat, Belgium. Lotus Bakeries has subsidiaries in a total of 6 countries within Europe and Scandinavia. On the top of that the company does have sales organizations and export partners within: The UK, North America, Chile, China, South Africa and some Arabic countries (see images).

Market

The marketing & sales of Lotus Bakeries range throughout the world with exception of a big part of Africa, South America, Russia and Asia. Europe is currently Lotus Bakeries’ biggest selling market. The products are logically sold by usage of retailers and wholesalers, which makes the branding more difficult due to the bargaining power of the retailers; Internet shopping and other ‘new’ shopping/selling possibilities are maybe interesting to analyze.

Production

Lotus Bakeries produces different sweet biscuits: Caramelized biscuits, Gingerbread, Cake specialties, Waffles and Galettes, Pepparkakor biscuits and Dinosaurus Biscuits; produced in different specialised

PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÉDRIC VANHOECK_AIGIST 2013

the site. Most of the packaging doesn’t express the quality and authenticity of the products. Next to authenticity, the brand tries to express a unique taste experience and a jovial and active personality which are mainly expressed by usage of pictures.

production sites in Belgium, The Netherlands and France.

Current Business Strategie: Analyzer

Lotus Bakeries current market behavior strongly resembles a business strategy as analyzer. The characteristics of this strategy are: • Attempts to maintain mainly a limited and stable line of products and carefully follows a selected set of promising new developments in its industry. • Seldom a first mover. This strategy is a logic result/choice, due to their global/world-wide market. As said before, Lotus Bakeries is seldom a first mover when speaking about product and innovations. It is a brand which is offering a higher-quality-value, in order to differentiate itself from competitors. This can also bee seen in their (less innovative) branding.

The Lotus bakeries (corporate) product portfolio

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Corporate structure/business model

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Four conference rooms have to be arranged : De Speculoos zaal, the Frangipane zaal, de Madeleine zaal and the (nowadays called) New-zaal.

Working method

Pictures were taken of the rooms and further analyzed, as well as the brand (image), actual developments and trends, to find on the one hand existent problems/ conflicts and developments, and to catch on the other hand the complete brand experience.

Conference rooms’ names

The tradition claiming to name the conference rooms to one of the Lotus Bakeries biscuits has to be continued, due to the fact it enhances and demonstrates uniformity, creativity and brand loyalty. Therefore, a new biscuit-name has to be found for the New-meeting room. Different options are available. One of the options is to give the Newmeeting room the name Speculoos, and to change the name of the speculooszaal. This because the new-zaal does be the biggest and newest room of the headquarter; although, the confusion this can create, should be taken into account.

PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÉDRIC VANHOECK_AIGIST 2013

CONTEXT Even when names of the rooms aren’t switched, a new biscuit-name has to be chosen. Two major possibilities are available: The dinosaurus-biscuits or the Liege Waffel (Luikse wafel/Gaufre de Liège). Both are interesting: making a decision is difficult. Therefore a choice-method is used: a Harris-profile or product profile. A product profile, is a graphical representation of alternatives and properties, in which the weak and strong point/criteria of different concepts become obvious. This makes the decison making less dif-2

-1

+1

+2

-2

-1

+1

+2

Image strenght Lotus feeling Popularity (inquiry) Economical importance STAR-product-grade Seniority Liège Waffle

Dinosaurus

ficult. Based on those criteria Dinosaurus is the most appropriate product, and is the best option as new name for the New-room. Switching the names of the rooms is not required, which will avoid confusion.

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THE MADELEINE-ROOM

Why this lamp? No link between the different veneer used in the room: difference between tables and door.

The shiny and dark floor, the black uncomfrable-looking chairs, the gray tables, the clean ceiling, the cold lights and white walls does not express the warmth & cosiness of Lotus Bakeries.

Nice idea, but it does not have the lotus look-and-feel: it is to clean and right-angled

Why this typography?

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Playing with windows?


PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÉDRIC VANHOECK_AIGIST 2013

THE FRANGIPANE-ROOM

The plastic cups, does not express the importance of the brand. The Visible and chambered bottles and cans reflect a messy image. On top of that, the table has notting in common with the rest of the furniture. The shiny and dark floor, the black uncomfrable-looking chairs, the clean ceiling, the cold lights and white walls does not express the warmth & cosi-ness of Lotus Bakeries.

Really necessary? a real lotus touch An un-used hole, due to purchase of the new and bigger interactive screen

FRANGIPANE-ZAAL

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NEW ZAAL

The accoustics of the room, does not help with the creation of a nice working environment.

Possibility to obscure the room?

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THE NEW-ROOM

The shiny and dark floor, the black uncomfrable-looking chairs, the clean ceiling, the cold lights and white walls does not express the warmth & cosi-ness of Lotus Bakeries.

The plastic cups, does not express the importance of the brand. The Visible and chambered bottles and cans reflect a messy image. On top of that, the table has notting in common with the rest of the furniture.

coat hanger?

The red table cloth just emphasize the messy image: it doesn’t give the room a Lotus Touch.

white spot needed for projections

The wood veneer of the coloset is not the same as the one of the table (juglans)


PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÉDRIC VANHOECK_AIGIST 2013

THE SPECULOOS-ROOM Where is the beamer?

Needed?

Longer/modulable table needed? The boxes take unnecessary place when not in use. The wood veneer of the boxes is not the same as the one of the table

The shiny and dark floor, the black uncomfrable-looking chairs, the clean ceiling, the cold lights and white walls does not express the warmth & cosi-ness of Lotus Bakeries. The plastic cups, does not express the importance of the brand. The Visible and chambered bottles and cans reflect a messy image. On top of that, the table has notting in common with the rest of the furniture. Why all those chairs? By using rolling and turning chairs the quantity can be halved.

Speculoos-zaal

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TRENDS & DEVELOPMENTS

AMERICANISATION FITNESS &/VS ACTIVE LIFESTYLE URBANISATION INCREASNG OBESITAS

SOCIAL MEDIA & PRODUCTS

GLOBAL TRAFFIC JAM

VIDEO CONFERENCES

MULTICULRURAL

SOCIO-CULTURAL BACK2ROOTS CHAUVINISME

AGING DECREASING EMPLOYEMENT

DEVELOPMENT BRIC COUNTRIES

GLOBALISATION INTERNATIONALISATION

VIRTUAL WORLD 3D->4D

WIRELESS

PRIVACY CONFLICT

TECHNOLOGICAL

SOCIAL MEDIA & INVOLVEMENT

LIFE CYCLE (DURATION & END ) CRADLE2CRADLE

JNTERACTION DESIGN TOUCH

TRENDS

sens Tang es ibility

CONFLICTS

INCREASING NATIONALISM

SMART MATERIALS SUBGROUPS & NICHES

GROWING OIL PRICES BUYING VS RENTING => WHAT IS POSSESSION

ECONOMICAL WORRIES, CRISIS RECESSION

TALKING TEXTILES

LOCALISATION CUSTOMISATION GMO

ARTISANAL-ISATION GOING GREEN

SERVICE=FUTURE GROWING DIFFICULTIES CIRCULAR ECONOMY GAINIGN COMMODITIES

ECOLOGICAL

LEGAL ARBO-LEGISLATION ECOLOGIC LEGISLATION INCREASEMENT OF RETIREMENT AGE

EARTH MATTERS

DECREASING PRIMARY COMMODITIES

DECREASING BIODIVERSITY

BACK2BASISCS

(FIRE) SAFETY E-BUYING

NEW & GREEN COMMODITIES

NATURAL EXPERIENCE

REUSE

WORRIES <=> GLOBAL WARMING

VINTAGE RECYCLING & UPCYCLING CRADLE TO CRADLE

TRENDS, DEVELOPMENTS, STATES, PRINCIPLES

In order to fully understand the directions attractive for Lotus Bakeries, it is important to understand and possibly predict the developing trends within the world of interior design for meeting rooms. A variety of factual trends have been gathered on basis of the 5 common trend topics. From these analyzed changes a distinction has been made between trends, developments, states and principles. All these factual trends contribute to the further analysis of Lotus Bakeries’ options and possibilities as a company. From the created mind map a number of important trends were retrieved that solely act on the feeling and experience of the people. The collage shows the emotional trends that are most important and require Lotus Bakeries’ attention in order to develop a successful meeting room. Back2essence refers to the essence of living or going back to a simple natural existence, leaving the bling-bling ideal and giving a lot of attention to tangibility - this is also applicable on the packaging. (source Trend tablet & Le monde ‘le

bilan du monde edtion 2013 Econcomie & Environnement’.)

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technologic developments + ecologic worries + economic repression

TRAVEL

Sences

PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÃ&#x2030;DRIC VANHOECK_AIGIST 2013

TRENDS

Freedom

nomadism

Romant ism feeling

source: trendtablet, vogue

back2essence 17


PROBLEM/CONFLICT After research, different problems and conflicts were found within the (future) context of the conference rooms.The problem and conflicts were found within the actual conference rooms, but also within the corporate identity of Lotus Bakeries. In this chapter, all the problems are listed and explained.

is completely different of that by the pastry and other products. The purpose to show the differences between the cookies is not attained, instead, dangerously, the corporate image is shown differently.

Conference room feeling

Also important is the fact that the packaging of most of the pastry and waffels still reflects the atmosphere of the previous brand name ‘Cornona’: the overdose of yellow - which is crazy enough combined with blue - does not help to create uniformity. The blue color, which symbolizes freshness and severeness, linked to yellow, symbolizes faith and trust. Although, it isn’t still appropriate to use in combination with soft, sweet and ‘warm’ pastry.

Nowadays, the existent conference rooms at the Lotus Bakeries headquarter, does not express the identity and feeling of lotus bakeries. Neither does it express the identity and feeling of the biscuit to which it is named. The imaginary world created by Lotus Bakeries and those by the cookies - seen individually/by themselves - can’t be perceived by the visitors and/or users of those conference rooms. On the top of that, the arrangements within the same meeting rooms aren’t done consciously.

Image & Identiy Lotus

To be able to create conference rooms, which does reflect obviously the imaginary world of a specific biscuit and the one of Lotus Bakeries, the brand and the cookies by themselves need to have a strong (corporate) identity. Unfortunately, this is not the case. Three major ambiguities can be shown: First the different and new baselines (nationally), secondly the packaging (national and international) and lastly the new logo linked to the healthy and authentic vision.

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Different national slogans that can be seen on Lotus Bakeries graphics are: “Lotus daar zit liefde in” and “Lotus lekkers proeven, leuks delen”. Seeing the both slogan appear at the same time, enhance confusion to the customer and to the employees. On the top of that the question raises, if the new slogan really reflects the difference of Lotus Bakeries, compared to its competitors.

In other words: aren’t the cookies of the competitors ‘lekker’? Next to that, the red color of the baselines are different: this shouldn’t be possible, because the Lotusred is already defined: 20C, 100M, 90Y. Does the new (weaker) baseline weight enough against the huge confusion that can be or is already created? Secondly, the different Lotus-atmospheres created by the different packagings also results in an unclear corporate identity. Differences internationally are nearly un-inevitable, but nationally, there still exists to much diversity: the corporate image reflected by the caramelized biscuits

The new logo of Lotus Bakeries expresses - by typographic symbolism - a delicious and (extreme) sweet product on the one hand and on the other hand modernity. This (Milka-like) image is completely opposite to the Lotus vision paying a lot of attention at authenticity and environmental friendly production (including healthcare).

Luckily, the importance of health is not supposed to be clearly visualized to the customers - it is not integrated in the brand image. Nevertheless awareness is required in five to ten years, during the next rede-


Image & identity biscuits

A rounder typography gives the brand and the packaging a more young, active, sweet and easy going look-and-feel. Beware of the fact it could enhance softness, which is contradicting to crispy cookies.

Swirls enhance dynamism, but will it be possible to use them for the other Lotus products?

A white background, creating a bigger contrast with the product and giving the possbility to use a more elaborated typography.

The yellow color: Refering to Corona Lotus. Old-stylish Symbolises warmth, but this could also be created by the pastry itself, because only 5% of yellow is needed on the graphic designs. (source: Lotus Design Document)

Lowers the contrast with the pastry, resulting in a decrease of visibility.

A shiny window is highly recomended, but the shiny graphics/rest of the packaging will soon give an old-stylish look, because of the back-2-basics trend. On the top of that, the sound created by the film, when opening the packaging, can also be adapted, to improve the product-customer interaction & experience.

The packagins of competitors, The blue color: with a product portfolio full of Symbosises coldness, different packaging styles, does freshness, severness, not reflect the corporate brand Different typography to show the intellegence and atmosphere of the product - in this image, but mainly focus on the perceverence - which case a weird choice, due to the fact image of the cookies itself. has nothing to do the word toast has a contradicting It is possible to reflect the atmoswith pastry and soft look-and-feel. phere of the alimentation inside, biscuits. on the outside packaging, that reflects the overall brand image (which gives the possibility to create a packaging wall in shopping malls), by using the strength of typography. This is already used in the existing packaging, although, a mood board/sheet and a graphic chart of each cookie would make many jobs a lot easier. In addition it will LOTUS-STYLE 1 LOTUS-STYLE 2 = CORONA LOTUS STYLE enhance uniformity between all that will be created by this firm will exhale the same Conclusion the visuals - even those which are done by different universe - even internal presentations and signaliza- Due to the lack of a clear corporate identity/image external design studios. tion in the different buildings of the company. and structured Identity-innovation, it is difficult to By making a graphic chart of the corporate brand and capture the Lotus brand image. This complicates the all the different cookies, which is attainable by all the design of the ( actual out-dated) conference rooms. (free-lance) members of Lotus Bakeries, everything

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PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÉDRIC VANHOECK_AIGIST 2013

sign. The implementation of ‘since 1932’ in the logo - typical American - doesn’t express completely the authenticity of the brand and its products, in combination with the modern logo. On the top of that it is not aligned correctly, a basic graphic mistake, which can’t be done by a Global and stock market listed brand.


GOAL/PURPOSE As said before, four conference rooms have to be arranged : De Speculoos zaal, the Frangipane zaal, de Madeleine zaal and the (nowadays called) New-zaal. Look at your actual conference space with 21-century eyes: does it work for what we know about communication and meetings, or just for what we knew about it in the past? (source: The Third Teacher: 79 Ways You Can Use Design to Transform Teaching & Learning; Inc. OWP/P Cannon Design & VS Furniture & Bruce Mau Design; 2010, Harry N. Abrams)

In this chapter, the goals and purposes of the design are showed. Next to the functions of the meeting rooms, more abstract requirements are listed - called values and qualifications.

Main Goal

I want people to experience a nice and productive meeting within a Lotus Bakeries atmosphere and feeling.

Function

A conference room, is a room with communication facilities; in best case does a conference room be a multidisciplinary place in which the configuration can be changed easily, depending on the different requirements of the different forms of meetings: going from discussions, to presentations, brainstorms and tests/mockup creation. Next to the the usage of the room, the room itself has also an big influence on the motivation and experi-

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ence of the visitors. The attractiveness and aesthetics of a product/environment has an strong positive influence on the perceived usability of a product or environment and the user performance. (source: The

influence of design aesthetics in usability testing: effects on user performance and perceived usability; A Sonderegger & J. Sauer; 2010, Applied Ergonomics 41, p403-410)

In the annex a list of criteria can be found. In this document all the different aspects and criteria, based on the function of the rooms, are listed in a structured way. This document needs to be updated weekly, and is the core of the design process. Based on this list, design concepts are generated: a concept that does not meet all the exigencies written in the list, does not fit as solution. Afterwards the definitive concept - which meet all the criteria - is chosen based on a list of wishes, which contains less necessary requirements.

Values & Qualifications

I Want people to experience Lotus Bakeries in the meeting room. Therefore the interaction should be: familiar, convivial, intimate, social and calm. Therefore the conference room should be: cozi, warm, soft, small looking & feeling and nice smelling. I want people to experience a huge creativity while conferencing in the meeting rooms. Therefore the interaction should be: decontracting, practical, tangible, sensatory, inspiring, not intimidating and effective.

A working space and meeting room that does answer mainly the different requirements of conferences, meetings and environment: â&#x20AC;˘ Day light â&#x20AC;˘ Different accomotations for the different require ments: benches, tables, screens,a pulpit, etc. (source: The Third Teacher: 79 Ways You Can Use Design to Transform Teaching & Learning; Inc. OWP/P Cannon Design & VS Furniture & Bruce Mau Design; 2010, Harry N. Abrams)


PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CĂ&#x2030;DRIC VANHOECK_AIGIST 2013

Therefore the meeting room should be: multidisciplinary; texture-, color-,odor- and tasteful; moveable; excitatory and comfortable. I want people to experience speculoos in the speculoos meeting room. Therefore the interaction should be: tasty and working on the senses. Therefore the meeting room should be: historical and speculooslike (see mood board). I want people to experience madeleine in the madeleine meeting room. Therefore the interaction should be: tasty and working on the senses. Therefore the meeting room should be: historical and madeleine-like (see mood board). I want people to experience dinosaurus in the dinosaurus meeting room. Therfore the interaction should be: tasty and working on the senses. Therefore the meeting room should be: natural and dinosaurus-like (see mood board). I want people to experience frangipane in the frangipane meeting room. Therefore the interaction should be: tasty and working on the sences. therfore the meeting room should be: historical and frangipane-like (see mood board).

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Speculoos Moodboard

crusty tradition St Nicolas warm cozy

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PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÃ&#x2030;DRIC VANHOECK_AIGIST 2013

Frangipane Moodboard

soft & sweet nostalic icing sugar warm knurled

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Madeleine Moodboard

soft nostaly buttery warm, but with a certain freshness

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PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÃ&#x2030;DRIC VANHOECK_AIGIST 2013

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INSPIRATION The influence of lighting on spaces has not to be underestimated. PHIILIPS is since several years working on concepts of â&#x20AC;&#x2DC;lighting wallsâ&#x20AC;&#x2122;. Walls that can change of color during the day and depending on the different lighting or atmosphere and ambience requirements. This lighting technology (OLEDS and other led technology) are an interesting option for Lotus Bakeries, in working towards (polyvalent) meeting rooms of the future. The human being is nomadic of origin. Nowadays the technology gives us the possibility to work again in a nomadic way: why are we still working in those stiff working places, while having different requirements? Look at your actual conference space with 21-century eyes: does it work for what we know about communication and meetings, or just for what we knew about it in the past?

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IMAGES

PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÃ&#x2030;DRIC VANHOECK_AIGIST 2013

N

Creative use of materials and products enhance a positive atmosphere and creativity among employees.

Extreme creative working spaces, based on the positive effects on working-efficiency by nature.

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SENSES As said before (see trends & developments) tangibility & senses are enormously important and still gaining more attention. When working on/with the senses, information can be communicated fast and effectively.Therefore the senses were analyzed to show the possible influences they have within the conference rooms. When designing experiences, working on senses is inevitable.

See Forms

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S 0505-Y20R

S 0505-Y20R

S 0505-Y20R

PANTONE 471C

White

S0530-Y10R

PANTONE 483C

S0570-Y20R

S0570-Y20R

Lotus Rood

Lotus Rood

Lotus Rood

This sense is the most important one for many people and so it is for Lotus Bakeries. It gives us the possibility to express ourselves easily and effectively - when used in the right way. In relation to the meeting rooms, a lot of the brand and the cookies can be expressed visually. Specific colors are chosen out of the mood boards of the different biscuits and pastries, to create uniformity within and between the different rooms. Next to the colors, the different forms of the pastries and biscuits can be shown or used in the decoration of the rooms.

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PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÃ&#x2030;DRIC VANHOECK_AIGIST 2013

See Colors


See Light

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When it comes to the sound created in the meeting rooms, nothing better than creating an ultimate silence, the sound of delight, joy and rest: the sound of a moment for ourselves.

Feel textures An other sense, which enhances creativity and experiences is tactility. Based on the mood boards, different major textures are defined for the different meeting rooms. Speculoos textures are defined as: the feel of strong/thick cotton, the granular feel and the feel of largely woven wool. For the frangipane room the cold, shiny and smooth surface of porcelain is chosen, opposed to the nerved almond structure and the soft ness of to a towel. The madleine is defined as soft, warm and lined.

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PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CĂ&#x2030;DRIC VANHOECK_AIGIST 2013

Hear Silence


Taste & Smell deliciousness Like Rousseau said: the odor is the sense of the imagination. When an imaginary world or a strong experience is desired, odor is the most appropriate sense to trigger. Every cookie/biscuit/pastry has its own odor chart, visalized at the left. The Speculoos-atmosphere is attained by mixing the odor of coffee, caramel and cinnamon. The Frangipane-atmosphere is attained by mixing the odors of almonds and apricots. The Madleine-atmosphere is attained by mixing a light citron odor mixed with a sweet butter (butterscotch) odor. A perfume of every biscuit should be created and vaporized in the rooms, to enhance the Lotus Bakeries experience.

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PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÃ&#x2030;DRIC VANHOECK_AIGIST 2013

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IDEA SKETCHES

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PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÃ&#x2030;DRIC VANHOECK_AIGIST 2013

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FINAL FRANGIPANE ROOM

With the form of the biscuit rubberpressed copper plates - in this case the frangipane - are placed in the tipical Lotus Bakeries Wave. This copper wall - reflecting the authenticity of the brand in a modern way - can come back in the designs of every meeting room. The paint color used is: S 0505-Y20R.

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PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CĂ&#x2030;DRIC VANHOECK_AIGIST 2013

A self designed cupboard, containing a mini bar, a trashbin, a platter and some storage place; is giving the possibility to prepare comfortably a coffee with the nespresso gemini. On the Lotus-red wall, a lotus logo can be placed (laser cutted plexiglass, printed on selfadhesive film or in a cadre). The right side of the room is covered with cork - having the color of almonds - for practical purposes: accoustics and pin-up possibilities during brainstorms. In the coffee corner, under the lower part of the ceiling, two or three Leolux Sella chairs can be placed; this to create a more cosy environment. Spot lights, placed in the lower ceiling part.@

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A new window covering system is chosen: the luxaflex silhouette sunscreen 100mm. This curtain is made out of textile. This does reflect more the warmth of Lotus Bakeries.

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PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÉDRIC VANHOECK_AIGIST 2013

The lights used in the frangipane room are the Philips Lumistone SP526’s. Those six lights are placed symmetrically (based on the window), to avoid problems with the protruding part of the ceiling. The ‘Baobab’ coat hanger (designed by Xavier Lust) reflects the sweetness of the icing sugar on the frangipane. Behind the interactive presentation screen, 3M whiteboard film is placed.

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The tables used in the frangipane meeting room are the ‘flex table’. Those 9 tabels are required to enable the - sometimes - 15 users to makes different configurations. Sockets which can slide out of the ground are needed, to be able to connect computers and other devices. The chairs used in the meeting room are the ‘soft shell’ rolling chairs, designed by the Brothers Bouroullec for vitra.

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Baobab_xavier Lust_MDF Italia

Soft Shell_Bouroullec_Vitra

Sella_Leolux

White board film_3M

PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÃ&#x2030;DRIC VANHOECK_AIGIST 2013

LIST OF FRANGIPANE PRODUCTS

Silhouette_Luxaflex

Lumistone_Philips

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LIST OF MADELEINE PRODUCTS meda morph_A. Meda_vitra

sens mobile_abstracta_stephan Beorselius daywave_philips moow_stephan Beorselius

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PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÃ&#x2030;DRIC VANHOECK_AIGIST 2013

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PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÃ&#x2030;DRIC VANHOECK_AIGIST 2013

ANNEXE

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LIST OF CRITERIA Design Criteria New-room Prestations The room must give seats to 20 persons The room must give the possibility to brainstorm: Paper, board, post-it’s, casual atmosphere The room must contain eating and drinking facilities: trash bin, water, coffee, coca-cola, glasses, The room must contain speaking/presentation facilities: speaking throne table (white)board & screen with projector, or interactive screen possibility to obscure translator facilities(?) configuration settings(!) The room must give digital communication possibilities: phone internet (with computer?) The room must enhance better communication warm and soft colors, to enhance better

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and comfortable reading The use of more neutral colors in big rooms. Darker wall = presentation wall (behind screen) Acoustics by usage of certain materials: carpet,... + hard materials behind the teaching/ presentation wall (to reflect the voice) The room must enhance creativity (day) light silent ventilation ( naturally ventilation = possibility to open the windows) facilities which enables intersection of disciplines (jobs and way of working) space for practical applications -> testing, designing (brainstorms) & making (e.g. own POS material designs Production facilities Are there certain production firms with which Lotus Bakeries does have a ‘contract’/connections or prefer to work with?

Ergonomics P5-P95 persons (mixed) must be able to use the room. Maintenance The interior must resist water and weak chemicals. The interior must be easy to clean: it must be able to clean the room within the 60min. Production costs Form, color & finishing (corporate style) See mood boards Safety

Cradle2Cradle Sizes (blue prints) lifetime The minimum life time of the room is 10 years, the maximum life time is 15 years.


PERSONAL DESIGN BRIEF LOTUS BAKERIES CONFERENCE ROOMS_CÃ&#x2030;DRIC VANHOECK_AIGIST 2013

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CĂŠdric Vanhoeck Industrial Designer Beke 45 B-9950 Waarschoot Belgium


Design brief conference rooms Lotus Bakeries