Page 1


‘BACK TO NATURE’ NINA SIVYER SIV12357458


INDEX

1

VOLVO XC90

2

VOLVO HISTORY

3

SWEDISH HISTORY

4

SWEDISH DESIGN

5

VOLVO XC90

6

VOLVO XC90 SAFETY

7

INITIAL RESEARCH

8

INITIAL IDEAS

9

CAMPING RESEARCH / CAMPING PRODUCTS

10

CAMPING RESEARCH / CAMPING PRODUCTS

11

SURVEY RESPONCE MAP

12

SURVEY RESULTS

13

SURVEY RESULTS

14

SURVEY RESULT ANALYSIS

15

MARKET RESEARCH

16

MARKET RESEARCH

17

TENT DESIGN INSPIRATION

18

EMOTIONAL CONNECTION TO CAMPING

19

COMPETITOR RESEARCH

20

COMPETITOR RESEARCH


21

SWEDISH ARCHITECTURE MOODBOARD

22

SWEDISH ARCHITECTURE

23

TENT FABRICS / COLLABORATION

24

TENT FABRICS

25

TENT FABRICS

26

MY TENT DESIGN INFLUENCE

27

MY TENT DESIGN

28

MY TENT DESIGN

31

VOLVO ‘SEEK FEELING’

32

BACK TO NATURE MARKETING CAMPAIGN

33

CONCLUSION

34

BIBLIOGRAPHY

35

BIBLIOGRAPHY


1.


ASSAR GABRIELSSON & GUSTAF LARSON

VOLVO

FOUNDED IN 1920 BY ASSAR GABRIELSSON & GUSTAF LARSON. FROM THE VERY BEGINING IN 1927 MODELS WERE DESIGNED TO WITH STAND THE TOUGH SWEDISH CONDITIONS. THE FIRST SERIES OF TRUCKS SOLD OUT WITHIN THE FIRST SIX MONTHS. IN 1932 VOLVO EXPERIENCED THEIR FIRST EXPORT SUCCESS WITH THE LV71-74. IN 1944 THE FIRST APPARENT SAFETY FEAUTRE OF A VOLVO VEHICLE WAS INTRODUCED, LAMINATED GLASS WINDOW SCREEN. GUSTAF LARSON WAS KEEN TO EMPHASISE SAFETY. IN 2000 A NEW AREA WAS FORMED FOR VOLVO, THE VOLVO FINANCE CENTRE. THIS WOULD ALLOW CUSTOMERS TO MAKE MONTHLY PAYMENTS TO AFFORD THE CAR THEY ASPIRED TO.

TODAY VOLVO HAS PRODUCTION FACILITIES IN 19 COUNTRIES AND SELLS THEIR PRODUCTS IN 190 DIFFERENT MARKETS.

2.


3.

2000 1950 19201900

THE TURN OF THE NINETEENTH CENTURY PROMPTED A SHIFT FROM REALISM HEAVILY INFLUENCED BY THE ARTS AND CRAFTS OF WILLIAM MORRIS AND THOSE OF HIS ILK TO MODERNISM. ART NOUVEAU KNOWN AS ‘JUGENDSTIL’ WAS STILL WIDELY POPULAR. A MORE OBVIOUS SOCIAL COMMENTRY WAS BEGINING TO EMERGE THROUGH ART AND WITH IT A NEW SOCIAL ATMOSPHERE. THE STYLE WAS INFLTRATING EVERYTHING FROM PRINT, ARCHITECTURE, FURTNITURE AND ART. THE TERM “SCANDINAVIAN DESIGN” ORIGINATES FROM A DESIGN SHOW THAT TRAVELED THE US AND CANADA UNDER THAT NAME FROM 1954 TO 1957. BEAUTIFUL, SIMPLE, CLEAN DESIGNS, INSPIRED BY NATURE AND THE NORTHERN CLIMATE, ACCESSIBLE AND AVAILABLE TO ALL, WITH AN EMPHASIS ON ENJOYING THE DOMESTIC ENVIRONMENT. SCANDINAVIAN DESIGN AS A CONCEPT WAS BEGINING TO TAKE SHAPE, THE MASSES BELIEVED IN FUNCTIONALITY ASWELL AS AESTHETIC WITH THE PHRASE “BEAUTIFUL THINGS THAT MAKE YOUR LIFE BETTER” OFTEN BEING MENTIONED.

BEFORE LOOKING INTO ANY POSSIBLE DESIGNS FOR VOLVO I TOOK A STEP BACK AND LOOKED AT NOT ONLY THEIR HISTORY BUT SWEDEN’S HISTORY AS A WHOLE. MUCH OF THE BASIS OF SWEDISH CULTURE REVOLVES AROUND THE PIVOTAL IDEA OF “BEAUTIFUL THINGS THAT MAKE YOUR LIFE BETTER”. MATERIALS AND TOOLS HAD TO WITH STAND TOUGH CHANGABLE CLIMATE

I DISCORVED THAT NATURAL ASWELL AS PRIMARY COLOURS WERE FREQUENTLY USED WITH SWEDISH DESIGN AS A MENAGE BETWEEN WHAT AROUND US AND WHAT IS AN ADDITION. SOMETHING I WILL TAKE FORWARD IN MY DESIGNS.


4.

NORWAY

SWEDEN

SCANDINAVIAN DESIGN AS A COLLECTIVE INCORPORATES THE CULTURES AND IDEAS OF THE NORTHERN EUROPEAN COUNTRIES OF DENMARK, SWEDEN AND NORWAY. HOWEVER, INFLUENCE CAN ALSO BE FOUND FROM HOLLAND AND WESTERN EUROPE.

DENMARK

FLUID UNSTILTED LINES CARRY THROUGH SHAPES WHILE BEING OFSET BY SHARP ANGULAR LINES TO CREATE DEFINITION AND TEXTURE ASWELL AS FUNCTIONALITY AND MODERNITY.

HOLLAND


5.


SAFETY FEATURES

“WE RETAIN OUR UNCOMPROMISING ATTITUDE TO OFFERING SUPERIOR CRASH PROTECTION. THE NEW ARCHITECTURE OPENS UP FOR FURTHER IMPROVEMENTS. SEVEN PERCENT OF THE SAFETY CAGE IN THE ORIGINAL XC90 WAS MADE OF HOT-FORMED BORON STEEL. THE STURCTURE IN THE UPCOMING XC90 FEATURES OVER 40 PERCENT HOT FORMED STEEL” JAN IVARSSON THE CAR IS SPECIFICALLY DESIGNED TO ABSORB FRONTAL IMPACTS AND ALSO DEFLECT ANY PEDESTRIANS UP ON TO THE HOOD OF VEHICLE RATHER THAN UNDERNEATH. THE XC90 HAS A REINFORCED ROOF WITH HIGH STRENGTH STEEL TO PREVENT COLLAPSE IN THE PASSANGER CAVITY IN THE EVENT OF THE CAR ROLLING OVER. THE PASSENGER SEATS ARE FITTED WITH SPECIAL ANTI WHIPLASH TECHNOLOGY, THE SYSTEM CRADLES THE PASSENGER’S WHOLE BODY WHEN THEY ARE JOLTED IN THE CASE OF A REAR COLLISION.

IF THE XC90 LEAVES THE ROAD, FRONT SEAT BELTS TIGHTEN TO BETTER SECURE OCCUPANTS FOR IMPACT WHILE ENERGY ABSORBING MATERIAL BETWEEN THE SEAT FRAMES AND SEAT HELPS REDUCE SPINAL INJURIES. THE “LANE KEEPING AID” APPLIES EXTRA TORQUE TO THE STEERING WHEEL TO GIVE ADDED RESISTANCE BACK TO THE DRIVER TO LETTING THEM KNOW SOMETHING IS WRONG. THE XC90’S “AUTO BRAKE AT INTERSECTION” CAPABILITY TAKES OVER BRAKING DUTIES SHOULD THE DRIVER INADVERTENTLY TURN INTO THE PATH OF AN ONCOMING CAR.

THE ‘INSURANCE INSTITUTE OF HIGHWAY SAFETY’ AWARDED THE XC90 THE TOP ‘SAFETY PICK’ AWARD. ROLL STABILTY CONTROL WAS AN INDUSTRY FIRST FOR BOTH THE GLOAL CAR MARKET AND VOLVO IN THE XC90 (2003 MODEL)

6.


WHEN FIRST THINKING ABOUT THE VOLVO PROJECT I THOUGHT LONG AND HARD ABOUT WHAT WAS LACKING FROM THE VOLVO EXPERIENCE. NOTHING. UNFORTUNATELY NOTHING WAS LACKING JUST AN EXTRA WAS MISSING.

7.


TODAY THE FOCUS OF TRAVEL ACCESORIES IS FUNCTIONALITY AND STYLE. MY FIRST IDEA WAS TO CREATE A RANGE OF LUGGAGE THAT WOULD FIT PERFECTLY INTO THE XC90

AT THE BEGINING OF THE 20TH CENTUARY MOTOR TRAVEL WAS A RELATIVLY NEW CONCEPT AND ONLY JUST BECOMING AVAILABLE TO THE MASSES. MUCH OF THE NEW FOUND PLEASURE IN TRAVEL WAS THE LIBERATION IT GAVE TO MILLIONS. IN PART THIS PLEASURE EXPANDED THE INDUSTRY FOR TRAVEL RELATED PRODUCTS AND ACCESORIES. ONE SUCH ACCESORY WAS LUXURY LUGGAGE, BOTH A SYMBOL OF WEALTH AND SOCIAL STANDING. HOWEVER, THIS LUGGAGE WAS BOTH EXPENSIVE IN ITSELF AND REQUIRED A FLEET OF DRIVERS AND HELP TO CARRY. TODAY FEW BRANDS STILL PRODUCE LUGGAGE BY SUCH WEIGHT AND SIZE RESTRICTIONS.

8.


9.

SCRUBBA PORTABLE WASHING MACHINE £40.00 A LIGHTWEIGHT (5 OZ.) PORTABLE BAG THAT IS AN EFFECTIVE TRAVELLING WASHING MACHINE. THE BAG IS THE FIRST OF ITS KIND TO BE LINED WITH SCRUBBA NOBULES TO CLEAN YOUR CLOTHING. THE BAG ALLOWS YOU TO WASH YOUR CLOTHING WHERE EVER YOU MAY BE, QUICKLY AND EFFICIENTLY AT A LOW COST.

BIOLIGHT CAMPING STOVE £180.00 THE BIO LIGHT IS POWERED BY 100% BIODEGRADABLE PRODUCTS SUCH AS WOOD OR CHIPS WHICH CAN OFTEN BE FOUND WITHIN THE AREA YOU ARE CAMPING. THIS RESULTS IN NOT HAVING TO CARRY ANY HEAVY, EXPENSIVE EQUIPMENT WHICH POLUTES PETROLIUM GAS, YOU JUST NEED TO CARRY THE LIGHT WEIGHT BIO LIGHT. THE BIO LIGHT ASWELL AS CREATING, QUICK, SAFE, ENVIRONMENTALLY FRIENDLY FIRE FOR COOKING AND WARMTH IT ALSO CAN CHARGE ELECTRICAL DEVICES. BY CONVERTING HEAT FROM THE FIRE WHILE YOU ARE COOKING YOUR DINNER ENERGY IS MADE WHICH ENABLES YOU TO CHARGE YOUR GADGETS. UNLIKE SOLAR ENERGY BIO LIGHT IS AN ON DEMAND SOURCE OF ENERGY.


THE SEALANDER CAMPER BOAT O FUNCTIONS AS A BOAT. THE LIGHTWEIGHT WIDE, BOWL SHAPE IS IDEAL FOR BOTH LAND AND WATER.

SPRINGTIME PICNIC BASKET DESIGNED BY DUTCH JERIEL BOBBE. THE PICNIC BASKETS WHICH CAN BE ATTACHED TO THE REAR OF A BIKE HOLD A TABLE FOR TWO, TWO CHAIRS AND PLENTY OF SPACE TO STORE YOUR FOOD, PLATES, CUPS AND CUTLERY.

10.


SURVEY RESPONCE MAP

11.


SURVEY RESULTS WHAT IS YOUR AGE 18 - 34 35 - 45 46 - 55 56 +

WHAT PETS DO YOU OWN? 49 4 4 1

I DON’T HAVE PETS DOG CAT OTHER

29 17 13 8

WHAT IS YOUR GENDER FEMALE 31 MALE 27

DO YOU TAKE YOUR PETS ON HOLIDAY? YES NO I DON’T OWN A PET

WHAT IS YOUR MARITAL STATUS

DO YOU OWN A CAR?

SINGLE MARRIED DIVORCED OTHER

37 11 1 9

YES NO

6 34 18

33 25

HOW MANY CHILDREN DO HAVE? 0 49 1 - 2 8 3 + 1

WHEN DO YOU USE YOUR CAR THE MOST? SCHOOL RUN COMMUTING TO WORK DAY TRIPS WEEKEND GETAWAYS LONGER HOLIDAYS WORK I DON’T HAVE A CAR

WHERE DO YOU LIVE?

WHEN ON HOLIDAY WHERE DO YOU PREFER TO STAY? BED & BREAKFAST HOTEL CAMPING OTHER

CITY COUNTRYSIDE OTHER

42 12 4

4 19 18 17 5 6 24

19 34 16 15

12.


HOW OFTEN PER ANUM DO YOU GO ON HOLIDAY? 0 1 - 2 3 - 4 5 + DO YOU EXERCISE? I DO NOT EXERCISE CYCLING JOGGING TEAM SPORTS GYM OTHER

WHICH OF THE FOLLOWING DEVICES DO YOU OWN? 1 35 20 2

9 19 15 10 19 19

28 34 30 28 42 16 20 13

WHERE DO YOU PURCHASE YOUR FOOD SHOPPING? WAITROSE SAINDSBURY’S ASDA TESCO’S LOCAL MARKETS OTHER

13.

24 17 24 46 6

HOW DO YOU CONTRIBUTE TOWARDS A SUSTAINABLE LIFESTYLE?

IN YOUR FREE TIME WHAT DO YOU ENJOY DOING? READING CINEMA EXHIBITIONS / GALLERIES NIGHTLIFE GOING TO RESTAURANTS CYCLING THEATRE OTHER

IPHONE IPAD ANDROID PHONE LAPTOP OTHER

2 21 12 20 30 16

RECYCLING BUY ORGANIC/LOCALLY SOURCED FOOD CONSCIOUSLY USE LESS ELECTRICITY WITHIN THE HOME SHOP FOR SUSTAINABLE CLOTHING DRIVE AN ECO-EFFICIENT CAR OTHER ARE YOU FAMILIAR WITH ‘APPS’? YES NO

50 8

53 34 43 8 3 4


A N A LY S I S

AT THE BEGINING OF THE PROJECT A GROUP SURVEY WAS CARRIED OUT TO WHICH WE ASKED SOME BASE QUESTIONS TO IDENTIFY OUR TARGET AUDIENCE. WHEN LOOKING AT WHICH CARS OUR AUDIENCE ALREADY OWNED WE SAW THAT OUR PRODUCT WOULD BE TARGETING THE CUSTOMER OF TOMORROW, WHO IN FIVE YEARS WOULD POSSIBLY BE MORE SETTLED WITH A LARGER INCOME.

WE SAW THAT A HEALTHY, SUSTAINABLE LIFESTYLE WAS IMPORTANT TO OUR TARGET CUSTOMER A CONNECTION TO NATURE AND PRESERVING ITS BEAUTY WAS STRONGLY INDICATED. ASWELL AS BEING AS ENVIRONMENTALLY FRIENDLY WITH THE CONSUMPTION OF LOCALLY GROWN OR SOURCED FOOD. COMMUTING AND WEEKEND GETAWAYS WERE THE MOST POPULAR USES OF OUR AUDIENCES CARS. THIS STORNGLY RE-INFORCES THE XC90’S STANDING AS A TOWN TO COUNTRY CAR WHICH CAN ADJUST TO YOUR SETTINGS AND MOOD.

A STRONG EUROPEAN FEEDBACK MEANS WE HAVE NO DATA FOR THE ASIAN MARKET AND VERY LITTLE FOR THE AMERICAN. HOWEVER, AS A STONGER EUROPEAN CLIENT BASE IS WHAT SUPPORTS VOLVO WE THOUGHT THIS DEMOGRAPHIC INSIGHT WAS NOT A PROBLEM.

14.


MARKET RESEARCH RANGE ROVER SPORT

BMW X5

STYLING BLOCKY EXTERIOR AND INTERIOR SET IT APART FROM THE X5 AND XC90 WITH A MUCH MORE SPORTY IMAGE. BLACK WINDOW SUROUNDS CREATE AN EFFECT OF FLOATING ROOF.

STYLING THE STYLING OF THIS 4X4 IS VERY POPULAR, WITH A TOTAL OF 1.3 MILLION PROFIT BEING CLOCKED UP IN ITS FIRST TWO INCARNATIONS.

DRIVING SLIGHTLY HEAVY BUT A LARGELY ALUMIUM BODY MAKES THE CAR AGILE. THE CAR CAN DO 0 -60 IN 6.8 SECONDS. THIS MODEL HAS A LOT HIGHER FUEL EMMISIONS THAN PREVIOUS WHICH MAKES ITS FAR LESS ECO FRIENDLY THAN ITS COUNTER PARTS. THE MOST DEFINING FEATURE IS THE ‘TERAIN RESPONCE’ FEATURE WHICH ALLOWS THE CAR TO ADAPT SUSPENSION, GEAR AND THROTLE. PRACTICALITY THE BOOT HAS A 784 LITRE CAPABILITY RUNNING COST THE RANGE ROVER SPORT IS A LOT MORE COSTLY TO RUN THAN BOTH THE X5 AND XC90

DRIVING THE CAR IS NOW MUCH MORE LIGHTWEIGHT WHEN ORIGINALLY PRODUCED WHICH HAS INCREASED ITS ECO EFFICIENCY. FOUR DIFFERENT DRIVING MODES MAKE THIS A SLIGHTLY SPORTIER 4X4 THAN THE XC90. THE RIDE AND COMFORT OF THIS CAR ARE FAR LESS THAN THE VOLVO XC90 WITH MORE EMPHASIS ON PERFORMANCE DRIVING. RELIABILTY THE X5 ALSO RECIEVED A 5 STAR EURO NCAP RATING OF SAFETY. A FEATURE WHICH IS HIGHLY ADVANCED IS THE EMERGENCY CALL WHICH IN THE CASE OF AN ACCIDENT SENDS DTAILS DIRECTLY TO THE AMBULANCE AND POLICE TO HELP YOU AS SOON AS POSSIBLE. PRACTICALITY COMPARED TO THE OLD MODEL THE NEW STYLING MEANS THERE IS A LOT MORE USABLE SPACE IN THE CAR WITH A MAX HOLD OF 650 LITRES. THE CAR IS RELATIVLY EXPENSIVE TO RUN IN COMPARISON WITH THE XC90 AND THE RANGE ROVER WITH AROUND THE SAME LEVEL OF ECO EFFIECIENCY.

15.


VOLVO XC90 STYLING THOUGH THE FUNDAMENTAL STYLING OF THE CAR IS NOW MORE THAN A DECADE OLD, THE DESIGN STILL ILLUSTRATES LUXURY AND TIMELESS MODERNITY. DRIVING THE XC90 PRIORITISES COMFORT OVER HANDLING PROWESS WITH SHARP CORNERS LOOSING SLIGHTS OF THEIR TURN. HOWEVER NOISE BLOCKAGE IS PITCH PERFECT RELIABILITY THE XC90 IS BY FAR THE SAFEST OF THE THREE VEHICLES, BOASTING A 5 STAR RATING FROM EURO NCAP. DRIVER, PASSANGER AND FULL LENGTH CURTAIN AIR BAGS ARE FITTED AS STANDARD ON ALL MODELS. PRACTICALITY WITH ALL SEVEN SEATS IN PLACE YOU ARE STILL ABLE TO CARRY UP TO 249 LITRES WORTH OF LUGGAGE BUT WITH THE 2 BOOT SEATS DOWN 615 LITRES OF LUGGAGE CAN BE STOWED.

16.


INSIDE A MULTI SPACE TENT ATTACHED TO A CAR

ARMY SUPPLY TENT

OUTSIDE IN TENT

TENT ATTACHED TO 4X4 SWEDISH ARMY TENT DESIGN (TRANS SEASONAL FABRICS/DESIGN)

17.


18.


19.

COMPETITOR RESEARCH

IN 2014 AUDI COLLABORATED WITH THE INFLATABLE TENT DESIGNERS HEIMPLANET. THEY DESIGNED THE THREE PERSON CAVE TENT AND THE TWO PERSON WEDGE IN COLLABORATION WITH AUDI. THE TENT WAS DESIGNED LIKE OURS TO CONNECT DIRECTLY TO THE BOOT OF THE CAR, IN THE CASE THE AUDI Q3.


ADVANTAGE SHOWS THERE IS INTEREST IN THIS MARKET A COMPETITOR BRAND OF THE SAME PRICE POINT

DISADVANTAGE MARKET ALREADY SATURATED? AUDI’S TENT WAS NOT SUCCESSFUL

POINT OF DIFFEENCE WE WOULD HAVE A FULL MARKETING CAMPAIGN TO LAUNCH THE PRODUCT. PERHAPS AUDI DID NOT EXPERIENCE GOOD SALES DUE TO A SOFT LAUNCH.

20.


21.

SWEDISH ARCHITECTURE


22.

SWEDISH ARCHITECTURE WAS A MAJOR FOCUS OF MINE WHEN THINKING ABOUT DESIGNING OUR TENT. THE CONCEPT OF OUTSIDE/IN LIVING IS VERY IMPORTANT AND IS SOMETHING I WANTED TO MIMIC WITHIN MY DESIGN. THE USE OF GLASS WHICH FROM THE OUTSIDE REFLECTS THE VISION OF NATURE AND INSIDE BRINGS NATURE INSIDE WAS AN IMMEADIATE THOUGH WHEN DESIGNING MY TENT DESIGN. HAVING A DETACHABLE SLEEPING POD TO THE REAR OF THE TENT WITH A MIRRORED PRIVACY FILM COVERING THE REAR AND TOP MEANT SLEEPERS WOULD BE ABLE TO LOOK UP AT THE STARS AND BE DIRECTLY CONNECTED WITH NATURE WHILE THOSE ON THE OUTSIDE WOULD HAVE NO POSSIILTY OF SEEING IN.


WHEN THINKING ABOUT THE DIFFERENT FABRICS I COULD USE I THOUGHT HOW SOME ARE NATURALLY WOVEN TOGETHER TO PRODUCE SPECIAL QUALITIES, SUCH AS SILK BEING SO TOUGH. I THOUGHT WHAT THIS MUST LOOK LIKE UNDER A TELASCOPE AND THOUGHT OF HONEYCOMB.

LORO PIANA STORM PROOF COTTON PRICE PER METRE: £130.00 SUPPLIER: LORO PIANA THIS HIGHLY INNOVATIVE FABRIC IS A LUXURY FABRIC WITH A PERFOMANCE COATING. THE FABRIC IS DESIGNED SO THAT WATER CAN DRIP OFF OR SIT ON THE SURFACE WHILE ON THE SECOND INNER LAYER THE FABRIC HAS AN ULTRA LIGHT AND MICROPOROUS MEMBRANE. THIS IS THE FABRIC I INITIALLY RESEARCHED TO USE AS THE OUTER FOR MY TENT DESIGN, HOWEVER HAVING SPOKEN WITH THE GROUP A FAR MORE PRACTICAL FABRIC WAS AN NYLON MIX TENT FABRIC

23.

COLLABORATION: FABRICS – LORO PIANA DESIGN – RENOWNED SWEDISH ARCHITECT GERT WINGÅRDH A MODERN ARCHITECT WHO’S WORKS SHOW INFLUENCES FROM ECOLOGICAL DESIGN AS WELL AS MINIMALISM, HIGH-TECH, EXPRESSIONISM, AND NEOFUNCTIONALISM. USING SUCH A COLLABORATOR INSTEAD OF A TENT BRAND WOULD BE A UNIQUE SELLING POINT FOR BOTH THE PRODUCT AND COMPANY. HIS STYLE AND BACKGROUND FIT PERFECTLY WITH THE BRAND WHILE BRINGING INDUSTRY KNOWLEDGE AND BUILDING TECHNIQUES TO THE PROJECT.


MERINO WOOL PRICE OF YARN: £80.00 SUPPLIER: ESK “MERINO WOOL IS ONE OF NATURE’S LITTLE MIRACLES. NATURALLY BREATHABLE AND ODOUR RESISTANT, THE INTERIOR OF THE FIBRE IS ‘HYDROPHILIC’, MEANING IT RETAINS WATER. WHEN MERINO ABSORBS 70% CASHMERE/30% SILK PERSPIRATION, IT HOLDS IT IN THE FIBRE WITHOUT THE FABRIC BEING PRICE OF YARN: £80.00 DAMP AGAINST YOUR SKIN. THE OUTSIDE OF THE FIBRE ON THE OTHER SUPPLIER: ESK HAND IS ‘HYDROPHOBIC’, I.E. IT REPELS WATER. ADD TO THAT THE FACT IT ALSO ABSORBS UV RADIATION AND IT’S HARD NOT TO BE AT LEAST A LITTLE IMPRESSED.”

DOUBLE FACE CASHMERE PRICE PER METRE: £130.00 ABOVE IS HOW CYCLE BRAND RAPHA DESCRIBE THE DURABLE SUPPLIER: LORO PIANA AND VERSITILE MERINO WOOL. IN MY TENT DESIGN I HAVE DESIGNED A SPECIAL REMOVABLE LINER. ONE THAT WOULD ZIP TWO PIECES OF THE FINEST 15 MICRON QUALITY PIECES OF CASHIN COVERING THE WHOLE INNER OF THE TENT OR ALTERNATIV- MERE ARE SEAMLESSLY SEWN TOGETHER TO FORM ONE THICKER, LY ONE THAT COVERS ONLY THE FLOOR AS ‘STAY IN SLEEPING DOUBLE SIDED PIECE OF CLOTHE. HIGHLY VERSITILE AND LIGHT BAG’ I LOOKED AT MERINO WOOL DUE TO THE ABOVE FUNC- WEIGHT. TIONS BUT ASWELL AS THIS IS ALSO INCREDIBLY HARD WEARING AND WASHING VERY WELL ON STANDARD WASHING MACHINE TMPERATURES. IDEAL FOR BUNGING IN THE WASHING MACHINE WHEN HOME FROM A LONG WEEKEND AWAY. A REMOVABLE STORM SYSTEM DOUBLE FACE CASHMERE LINER WOULD CREATE A INCREDIBLY LUXURIOUS HOMELY FEEL PRICE PER METRE:£170.00 SUPPLIER: LORO PIANA WHILE ALSO BEING A FUNCTIONAL ADDITION. THE FABRIC CAN BE TREATED WITH LORO PIANA ‘STORM SYSTEM’ PROTECTION WHICH PROTECTS THE FABRIC AGAINS WATER AND WIND. THIS HIGHLY INNOVATIVE FABRIC IS A LUXURY FABRIC WITH A PERFOMANCE COATING. THE FABRIC IS DESIGNED SO THAT WATER CAN DRIP OFF OR SIT ON THE SURFACE WHILE ON THE SECOND INNER LAYER THE FABRIC HAS AN ULTRA LIGHT AND MICROPOROUS MEMBRANE. THIS IS A SUGGESTION FOR THE TENT LINER AS A MORE EXPENSIVE PRICE POINT.

24.


MERINO WOOL PRICE OF YARN: £80.00 SUPPLIER: ESK

STORM SYSTEM DOUBLE FACE CASHMERE PRICE PER METRE:£170.00 SUPPLIER: LORO PIANA

LORO PIANA STORM PROOF COTTON PRICE PER METRE: £130.00 SUPPLIER: LORO PIANA (FOR DETAILING AROUND ZIPS - POP COLOURS)

25.


MY TENT DESIGN WHEN DESIGNING MY TENT I THOUGHT A MORE TRADITIONAL SHAPE WAS FAR MORE IN KEEPING WITH THE VOLVO BRAND AND AESTHETIC. I TOOK A LOT OF INSPIRATION FROM ARMY SUPPLY TENTS, IN PARTICULAR THE SWEDISH DESIGN. THEIR SIMPLE YET HIGHLY FUNCTIONAL DESIGN IS SYMANTIC WITH VOLVO’S PHILOSOPHY.

A VARIETY OF NATURAL AND POP COLOURS ARE SHOWN ON MY MOOD BOARD AND WOULD BE INCORPORATED THROUGHOUT THE DESIGN. WORKING WITHIN THIS COMBINING LUXURIOUS FABRICS WITH INNO- PALLETE WOULD BE PERFECT AS IT VATIVE CONSTRUCTION TECHNIQUES ASWELL REFLECTS BOTH TIMELESS LUXURY AS HIGH TOLERANCE PERFOMANCE FABRICS AND NATURE BUT ALSO FUN AND WOULD FILL A REAL GAP IN THE MARKET. MODERNITY. THE VOLVO CUSTOMER WANTS AN EXPERIENCE, SOMETHING WHICH THEY CAN CONNECT TO IN A TIMELESS CAPACITY. A WELL STYLED, FUNCTIONAL PRODUCT THAT REFLECTS THE PRICE THEY HAVE PAID FOR BOTH THE TENT AND THE CAR.

26.


ATTACHMENT TO CAR SEALED WITH RUBBER

BACK OF TENT WITHOUT EXTENDED POD PUT UP

EXTENDED POD

27.


ARIAL VIEW DY

EXTENDED

POD

OR DO

TEN

O TB

28.


SE E K

F E ELING

“The water allows you to disconnect with everyday life and the land on which it lies. You become connected with nature and the freedom nature brings. It demands both your physical strength and emotional commitment.” – Steph Bridge

FREEDOM

BACK TO NATURE

A CONNECTION BETWEEN W H AT W E F E E L , TO U C H , L I V E .

“Feeling the elements; the wind, the waves, the ever changing environment. This is what makes winning so challenging, so addictive. You battle, create peace and shape. Forming to nature, capturing its force to drive you to victory.” – Luke Patience

29.


BACK TO NATURE

EXCLUSIVE CAMPING EXPERIENCE AT COACHELLA

AN EXCLUSIVE SUMMER EVENT WOULD BE THE IDEAL VIP PACKAGE AS BOTH A SALEABLE ITEM ASWELL AS COMPLIMENTARY EXPERIENCE FOR INFLUENCIAL CUSTOMERS. THE EXPERIENCE WOULD ATTRACT A NEW US CLIENT BASE WHERE CURRENTLY THE BRAND IS LACKING.

POP UP - SELFRIDGES

A GROUND FLOOR POP UP IN SELFRIDGES ONE OF THE LARGEST DEPARTMENT STORES IN THE WORLD WOULD BE IN KEEPING WITH VOLVO’S CUSTOMER BASE AND WOULD INTRODUCE THE PRODUCT IN AN INNOVATIVE FASHION. THE POP UP WOULD BE SHOPABLE ASWELL AS BEING A FEEDER ESTUARY TO VOLVO DEALERSHIPS WHERE CUSTOMERS CAN SHOP THE WHOLE EXPERIENCE. PRICES OF THE POP UP COULD BE CUT BY PROMOTING THE TENT WITH OTHER OUTDOORS BRANDS SUCH AS RUGS, HAMPERS, SPORTS EQUIPMENT UNDER A SPECIAL PREMOTION IN STORE.

LOCAL GARAGE PREMOTIONS

THE TENT WOULD BE ROLLED OUT IN A HARD HIT, NO SOFT LAUNCH TO MAKE MAXIMUM IMPACT. THE TENT WOULD BE SOLD ALONG WITH THE CAR WHEN CUSTOMER ARE CUSTOMIZING THEIR VEHICLE. THIS WOULD PROMOTE SALES AS CUSTOMERS VIEW THE PURCHASE AS A NEED RATHER THAN WANT.

30.


CONCLUSION

FINAL PRODUCT AN INNOVATIVE TENT WHICH ATTACHES TO THE BOOT OF THE CAR, IS LIGHTWEIGHT, INFLATABLE AND LUXURIOUS INSIDE. TARGET CONSUMER OUR TARGET CUSTOMER IS THE 30-35 A/B GROUP WHO ARE BEGINING TO TRANSITION INTO A JOB AND LIFESTYLE WHERE THEY HAVE MORE DISPOSABLE INCOME ASWELL AS PERHAPS A SMALL FAMILY. PROFIT & LOSS ALTHOUGH INITIALLY THE PRODUCT ITSELF WOULD BE IN LOSS INTRODUCING THIS PRODUCT WOULD NOT BE DETRIMENTAL TO THE OVERALL LONG TERM PROFITABILITY. OVER THE LONG TERM WE HOPE THE PRODUCT WOULD SERVE AS AN EXTENSION PURCHASE WHEN CUSTOMERS ARE PURCHASING THE CAR ASWELL AS ATTRACTING A NEW IF NOT SMALL CLIENT BASE. MARKETING THE PRODUCT WILL BE MARKETED IN AN INITIAL TEASER POP UP ASWELL AS SUMMER EVENTS THEN ROLLED OUT THROUGHT DEALERSHIPS.

31.


NINA SIVYER SIV12357458


BIBLIOGRAPHY

BOOKS ‘A decade of new architecture’ Giedion, S. Ditions Girsberger Zürich 1951 ARTICLES ‘Volvo steers the next XC90 to higher levels of safety’ Simon Bickerstaffe AUTOMATIC ENGINERE 12/12/13 http://ae-plus.com/news/volvo-steers-the-next-xc90-to-higher-levels-of-safety ‘The story of Scandinavian design : Combining function and aesthetic’ Katrín Eyþórsdóttir SMASHING MAGAZINE 11/06/11 http://www.smashingmagazine.com/2011/06/13/the-story-of-scandinavian-design-combining-function-and-aesthetics/ IMAGES http://www.panoramio.com/photo/2844586 http://www.spamula.net/blog/2006/08/into_the_wood.html WEB LINKS http://www.achome.co.uk/antiques/vintage_luggage.htm https://www.pinterest.com/pin/518054763358703474/ http://blog.hemmings.com/index.php/2012/04/13/celebrating-85-years-of-volvo/ http://www.crookedbrains.net/2012/11/gadgets-products-for-picnic-camping.html

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http://wonderfulengineering.com/30-innovative-products-you-did-not-know-exist-but-are-too-awe some-to-miss/ http://www.gmotors.co.uk/news/volvo-introduces-scalable-product-architecture-for-the-new-xc90video/2015-volvo-xc90-safety-features-3/#main http://www.gizmag.com/volvo-xc90-safety-world-firsts/33064/pictures#3 http://www.autoexpress.co.uk/volvo/xc90 http://www.volvocarssailing.co.uk/news/view/volvo_seek_feeling/ http://www.volvocarssailing.co.uk/news/view/Bridges_RedBull/ http://www.theliberaloc.com/wp-content/uploads/2011/11/Bonus-Army-Camp.jpg http://www.trendir.com/house-design/tag/sweden-architects http://www.smashingmagazine.com/2011/06/13/the-story-of-scandinavian-design-combining-function-and-aesthetics/ http://www.ihpworkshops.com/oak_tree_and_v_fog.html http://www.crookedbrains.net/2012/11/gadgets-products-for-picnic-camping.html http://wonderfulengineering.com/30-innovative-products-you-did-not-know-exist-but-are-too-awesome-to-miss/ http://www.shelter-systems.com/shelters.html https://www.travelblog.org/Photos/3463571 http://www.cntraveller.com/news/2013/august/canada-glamping-in-dream-domes http://www.crookedbrains.net/2012/11/gadgets-products-for-picnic-camping.html http://wonderfulengineering.com/30-innovative-products-you-did-not-know-exist-but-are-too-awesome-to-miss/ http://www.gizmag.com/audi-q3-camper-a3-clubsport-quattro-concept-worthersee/32339/

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Nina sivyer team 3 individual research  
Nina sivyer team 3 individual research