Interior Monologue

To kick start the festive period!

2011-12-02T07:52:00.000-08:00

http://sendables.jibjab.com/

As the festive period is only a matter of weeks away, we've got in the mood with this festive message to one-and-all courteous of a fab bit of technology from Jib Jab!

Enjoy and wishing you a very Merry Christmas and a successful 2012!

From all at The Yard Creative

For all ferrari fans around the World!

2011-12-01T09:30:00.000-08:00

Oh my! Look what we've just discovered...A world of Ferrari in Abu Dhabi designed by architects Benoy.

A homage to all things red and fast, visitors will be able to experience state of the art racing simulators, driving and racing schools, museums, 20 rides and attractions including a drop tower and the worlds fastest roller coaster! Why of course!

To be totally overwhelmed by the sheer opulence and excitement of this place, click here and watch the video.

How to turn a 29 storey building in to a TV screen

2011-11-29T04:02:00.000-08:00

So last night we caught a glimpse of exactly how the Olympics will be spectacularly changing the architecture of London with its events projections.

Last night the Millbank Tower was dramatically transformed in to a 118m high tv screen courteous of Nokia and Deadmau5. Ben Fender has once again used 4D technology to radically transform this building for 45 minutes as DJ Deadmau5 played an amazing set on the streets of the South Bank.

Rumours have it, that many iconic buildings along the river will have the same treatment throughout the Olympics. If so, then this will truly make the river a spectacular place to be!

You can see more by clicking here.

The Grey pound: How are you engaging them?

2011-10-31T06:37:00.000-07:00

'The only growth market left in Britain is the mature market'.

The British Library Insider Trends highlighted this in their latest trend session as the one to watch out for. Now this trend has been talked about for the past decade but we are starting to really see the strength in this market place. With figures such as 'by 2020 the over 50's will form the majority of Britain's population' and 'the number of under 50's will remain or even fall whilst the over 50's will increase by 5 million' it's easy to see why.

As more and more brands go after the shrinking market of young consumers, the real opportunity lies with the older generation by creating products and services that are tailored to suit them. With an average spend of £202 each week (22% higher than 30-49 year olds) this market section is responbile for 45% of the UK's total consumer spending.

With brands such as M&S, John Lewis, Jacques Vert, N Brown, Bupa and even Apple all benefiting from this growth market, it's clear the opportunity is there but tapping in to this market place is no easy task. These consumers are astute and diverse with surprisingly different wants and needs. One size does not fit all.

As designers, marketers and brand leaders, knowledge is key. As part of our role and working process, this is where ethnographics, communities and interaction plays a massive role to help us understand different market sections.

Although a shift to a younger consumer was essential for the redesign of Clintons, the Grey Pound still represents a massive part of their customer base. By engaging with these customers to understand what was important to them, watching how they shop and identifying the growth categories we were able to create a space that was inclusive to all whilst ensuring the Grey Pound customers weren't alienated.

This approach to design has helped the new stores raise sales by up to 20.5% with some categories seeing increases of up to 35%.

This way of working has helped many of our clients connect with their customers on a personal level which in turn is helping to build their brand and helping them continue to grow, even in hard times. We are pleased this researched approach to design is proven and only helps back what we are doing as designers.

If you have a new challenge to understand your customers better, or even how to engage the Grey Pound consumer, then let's talk and see if we can help.

2011-10-24T09:13:00.000-07:00

After several well-earned pints of ale in Tap East on Friday 14^th October to celebrate its official opening the TYC gang headed to the lower ground floor food court to sample some Mediterranean delights and check on progress four weeks after the Westfield opening.

Olive Oil and Oregano had had a busy month and were keen to pay thanks by feeding their hungry troops! The authentic fresh smell of charcoal grilled Mediterranean meat reminded me of a hot summer holiday in Greece, it was time to tuck in…

All the food is sourced directly from Greece and cooked over a large charcoal grill for a full flavoursome meal with authentic Mediterranean theatre. The honesty of the brand is reflected through the warm oak counter with large branded logos. Hanging herbs, garlic and olive trees show the brands fresh values, while black tiles contrast against the yellow branding to create a sophisticated design.

Olive Oil and Oregano aim to create a fresh approach to Mediterranean food in an attempt to change the British publics perception of Greek fast food. After a full mixed grill including tzatziki and grilled peppers, and getting stick from the guys for not being able to hide my Derbyshire accent when pronouncing the word gyro! (‘yeer-ros’ not ‘ji-roes!’) I felt like a changed man!

Jake Evans - Designer

Summer day out!

2011-09-29T06:12:00.000-07:00

So after a busy and exciting few months at The Yard working on 6 brilliant units in Westfield Stratford City we rewarded ourselves with a, slightly late, summer day out!

After a full English on Northcote Road everyone suited up F1 style and took to the race track at Surbiton Raceway for a bit of healthy team competition. Not naming any names but at one point a certain racer (J.E) tried to run a fellow racer off the track (E.D)...luckily the driver in question managed to recover the situation with some excellent maneuvers. Various other incidents occurred with Tesh running head first into the wall of tyres, Caz spinning out several times, and Steve overtaking, at lot.

No need to mention who won, it's not about the winning it's about the taking part..

After heading back to the office in Clapham we toasted the race with a glass of Courvoisier (as you do), put on our glad rags and headed to town. Taking a stroll from Waterloo we stopped for a moment to take in David Chipperfields 'Two Lines' sculpture before popping to the The Trafalgar roof garden as the sun set across town.

This was followed by a bite to eat in Leon before heading to Barrio Central for happy hour and plenty more toasting. The 'DJ' was hit and miss but by that point we didn't seem to mind, one of the team even 'attempted' the moon walk much to the dismay of the surrounding party goers.

I'll leave it there before I say too much but all in all it was a great day, well deserved and now we're on the hunt for our next monster shopping centre! Milan... Sao Paulo...who knows?!

Anon
Designer

Quite possibly the best signage ever?

2011-09-29T05:58:00.000-07:00

We stumbled upon this fascia sign the other day whilst planning a new 'What's New tour'. Click to play and watch what we think is quite possibly the best signage we've ever seen. It seems to be an LCD screen behind the fret-cut fascia panel and the electronics on the screen have been programmed to the exact size of the letters! Brilliant.

Posh Nosh

2011-09-28T04:38:00.000-07:00

The Great Eastern Market in Stratford has a great atmosphere with it's quirky mix of more independent style food outlets that all have their own unique style and food offer. The layout of the market encourages customers to weave in and out of the small units and browse away to their hearts content.

Always with a steady flow of customers is Noshers, a smoked salmon and champagne bar with a great traditional feel. A family business running for over 40 years, it's first store is based in Edgware but coming to Stratford it has taken on a whole new look... thanks to the team of course..!

Each of the projects we took on at Stratford developed a different style and this is no exception. It uses props like the Fisherman lights by TAF, minnow buckets and crayfish cages in a subtle way to promote the origin of the food. Overall it feels honest, fresh and welcoming.

It must say something about it the fact that on the opening day the big bosses of Westfield spent a good time perched on the Tractor stools celebrating by sampling the delicious fish..whilst we sipped on a well deserved glass of champers! Great day!

Emily De La Haye
Designer

Evening Standard review Rhythm Kitchen

2011-09-27T10:22:00.000-07:00

Five lucky Londoners are enjoying five fantastic experiences at the new Westfield Stratford City in East London. Our creative couple Ruth and Liam, blog about their amazing day out...

Here is the section about Rhythm Kitchen....

'Moving upstairs to the Café Court we choose Rhythm Kitchen for dinner as there's a great vibe and something smells real good. There's a music area where we press a button and hear a Caribbean tune - and then press again and it's someone laughing. Weird but fun. The Jerk chicken is amazing - Delroy, a local guy who owns the place tells us he's spent seven months perfecting the sauce. It's definitely paid off.
There are a lot of family recipes in the dishes and it's nice to find personal touches that reflect his Caribbean and east London background. It's quite inspirational to hear Delroy's story. You always find you go back to restaurants that serve good food, but perhaps it's just as important for the restaurant to be a fun, welcoming and a happy space, which this is. Rhythm Kitchen has both the good vibes and great food.'

To read more click here

A Tap East toast!

2011-09-26T09:13:00.000-07:00

Celebrating the opening of Westfield Stratford City

We made the journey up to Westfield from Clapham Junction with great anticipation of seeing all our clients stores open for the first time. Upon entering the shopping centre we were greeted by hoards of people - much more than expected, it was so packed we could not move at one point! After weaving our way through the crowds we entered Tap East which is at the far end of the Great Eastern Market for a celebratory toast.

This was the last of 6 projects we started for Westfield and was turned around in record time (aprox 3 weeks) for the opening. Although not completely finished, as the pumps, vessels and pipes are being fitted for the Microbrewery it was fantastic to sit and enjoy a pint of ale with the team. It was especially exciting to see the logo we’d just designed on the pint glasses! The Microbrewery will be complete in a few weeks time with an official launch and we’ll make sure we are there to test the brew... so we can blog about it of course!

Carolyne Hill

Graphic Design Director

Our first ever magazine

2011-09-26T02:32:00.000-07:00

Our new magazine Design Style has been circulating this September and we hope you have enjoyed it! With features on TYC projects and activity, comments on new and exciting design, it's a quick snap shot of what's going on. Look out for the next issue in December! If you would like to be added to the mailing list then just let us know my emailing info@theyardcreative.com

Is this the future of shops?!

2011-07-28T05:00:00.000-07:00

A truly amazing approach by Tesco Homeplus in South Korea! Watch the video and be prepared to be amazed and ready to question what your store might look like in the future!

Wimbledon viewing at Selfridges

2011-06-24T07:16:00.000-07:00

Nike Sportswear “Live for the Game” in the Ultralounge Selfridges

A few of us from the office were invited to join John McEnroe and George Lamb in conversation at the Ultralounge in Selfridges this week. Nike Sportswear (NSW) have created an alternative viewing space to watch Wimbledon. With a range of viewing screens which you can view from pretty much any angle and chill out within a very cool auditorium surrounded by NSW Summer 2011 performance inspired and casual clothing.

What surprised me was that it was not the usual tennis inspired theme with its dark interior comprised of different wooden textures, silvery tennis balls and retro accessories - including taxidermy! John McEnroe has been with Nike since 1978 when he signed one of the first professional endorsement deals in Tennis. The space and its design seemed to link this long history with tennis and sports with attention to detail, modern graphic touches and quality and bespoke clothing design. You are able to purchase individually numbered polo shirts which you can personalise with embroidery and a choice of tennis inspired icons.

With the rain in London at the moment it is a great alternative to queuing with umbrellas! The John McEnroe discussion was interesting, along with the canapes and wine it was a great night in London’s luxe department store!

Youtube + Shopping = Youtique

2011-06-08T04:17:00.000-07:00

A quick snap shot from the retail trends presentation, have you seen the new retail channel that may well be coming your way quicker than you realise?

French Connection have set up their first ever Youtique which allows their customer an entirely new way to shop online. Louise Roe, Stylist, will talk you through how to use it but essentially you are on Youtube whereby you can see a store of sorts as though through a camera lens. You shop by occasion, explore what it looks like, even how to wear it and then essentially buy it through Youtube!

Give it a try and see what you think. Our thoughts.....a very interactive shopping experience that the likes of ASOS have skimmed the surface with their highly successful catwalk. Theatrically then, this should go to new depths and be a huge success!

Proxi Marketing

2011-05-05T03:46:00.000-07:00

The next trend in the 'Future of Retailing' presentation is something you'd expect to see in a Sci-fi movie - Proxi Marketing

We first saw it in the Minority Report. You know, that part in the movie where Tom Cruise walks through the shopping mall and the shops are calling out to him letting him know that that jacket he tried on last week is now in the sale. OK, so that worked in the sci-fi world based on retina scanning but in todays world this type of proximity communication is becoming a reality through the use of GPS enabled phones.

Many of you I'm sure have already dabbled with permission marketing whereby a customer gives you their permission to contact them every now and then to let you know what's going on instore through the power of text. The problem with this type of marketing is 9 times out of 10 the customer is no where near a store and forgets all about it the moment they close that message.

If only you knew when they were close by and you could then send them something that was specific to that store on that day?

This is where Proxi Marketing comes in. Once your customer has given their permission, your systems will have a very clever algorithm that identifies when your customer is close by through the use of their GPS phone. Once identified you can then send them a message such as "Hi Steve, we see you're round the corner from your local Clapham store. Why not pop in and use this unique discount code and get 10% off any purchase today!". I might be in a rush, I might not need any more music, but just maybe I'm looking for that new Take That album and just maybe I'll pop in and buy it there and then just because I have that discount code.

Of course proxi marketing is not just about giving discount codes. In a world where we are now informed customers, this provides a great stream to communicate endless information that engages todays customer, right here, right now, just outside your store.

O2 is currently trialing this on a London based scheme with brands such as Starbucks, Superdrug and L'Oreal. During the trial in the US, 65% of customers made a purchase as a result of the proxi message*.

Is your brand involved? If not, this could be a great opportunity for you to get onboard and drive sales through this new technology!

* Figures from GDR Global report 2011

High five!

2011-03-29T02:09:00.000-07:00

Following our recent talk to a large food retailer around the 'Future of Retailing' we will be sharing some of those findings across the next few months with you all!

So let's get started!

VeinID payment
My bank sent me a new card last week and at last they have joined the contactless movement. Fantastic, but this technology will soon to be the Betamax of the payment world. Even though it makes paying quicker you still need to remember to pick your debt card up in the morning.

Enter VeinID technology.

The biggest trial of which has been carried out by a collaboration between Hitachi and Coca-Cola in Japan with the introduction of high street vending machines that use VeinID as a payment technique.

Let's back up a second. OK, so we all know there has been lots of discussions around fingerprint ID and the potential for using this as a unique payment method. Problem being is, with the use of a bit of silicon and your morning coffee cup I could replicate your fingerprints and empty your account before lunchtime.

However, the vein map in your hand is just as unique and impossible to replicate.

Hence VeinID vending machines. Watch the video and see for yourself!

This unique payment method means the ultimate in convenience no matter where you are regardless if you have your wallet or not.

One way technology will really make our lives that little bit easier in the future.

The human touch

2011-03-04T09:53:00.000-08:00

Integrating technology in-store can be great fun and really interactive for customers but sometimes you just can't beat a personal touch.

Waterstones has collected real reviews from real people, staff and customers, and put them right there on the shelf to summarise the books in a friendly, simple way.

Books are so personal and with such a huge choice it's nice to have a little helping hand from someone you know has read the book. Just like receiving a hand written letter, there's something more powerful and honest about reading something you know someone has taken the time to hand write. With all this new technology flying about it's important not to loose sight of it!

Red Bull Mini Drome

2011-03-04T04:30:00.000-08:00

On 15th January 2011 I checked out the Red Bull Mini Drome event at York Hall in Bethnal Green, East London. This was the world's smallest velodrome ramp and the first event of its kind to be held!

I grew up riding a bmx on wooden skate parks in Derby so it felt cool to be at this vibrant and unique ramp event surrounded by fixed gear riders from across the capital!

Male and female cyclists were invited to test their nerve and compete in day of gnarly high-speed action to be crowned king of the ring! Over 100 competitors applied which was crazy to see! A hip hop DJ provided beats for the night whilst a live MC kept the crowd entertained!

After several hours of pedal power, sore legs and bruised egos the event was won by Mongoose pro Chris Akrigg who set a new world track record over 10 laps, recording a time of 35.473 seconds!

Helmets off to Chris and hopefully this could be the start of many more Mini Drome events held across the UK. Check out the link below for pictures of a great days riding!

http://www.redbull.co.uk/cs/Satellite/en_UK/Gallery/red-bull-mini-drome-in-pictures/Red-Bull-Mini-Drome-comes-to-London--021242948380815?GImageId=1242948365551&imgcount=1#/image-1

Image care of Red Bull.

The latest innovation in street furniture

2011-01-19T08:12:00.000-08:00

OK, I have just been wowed by the most unlikely of sources...a crossing light!

As a busier Londoner I have almost been run over many times trying to cross the road before the green man disappears! Not sensible, I know.

But this latest invention my help save my life more than once. In Balham high street they have installed new lights that help people know how long they have left before the red man appears with a large digital countdown.

This may not be anything new? You may have it in your high street already. But either way, I'm impressed.

Click the video and see for yourself.

Happy crossing :)

Top brands - what you said...

2011-01-05T04:39:00.000-08:00

Welcome back to one and all! A happy new year to you and may we wish you all the best for 2011.

It seems that the overwhelming response to the last blog has show several clear winners who you all thought were the top brands for 2010. Here is what you all said:

Number 3: Red Bull

The brand that started off as just an energy drink back when Lucozade was sitting comfortably all on its own, has triumphed it the world of extreme, fast, action sports. And 2010 was the cherry on the ever-expanding cake, double champion F1 winners! As Roger Williams from Rail Gourmet put it 'beating the F1 giants at their own game' has been a huge success for the brand and rightfully given them a place in the top 3.

A great example of a brand thinking differently. Want the best selling drink in our market place - lets get involved in all the 'cool' sports and spend our budget there instead of TV ads. And not just get involved but radically change the face of that sport. By sponsoring Travis Rice's new snowboard movie That's it, That's all, they were able to change the way we view the sport forever by shooting in HD for the first time. Now every rider wants a bit of Red Bull and they are everywhere in the world of snowboarding.

Number 2: Waitrose

The supermarket everyone wants to shop at but for most it's simply too expensive and the lack of branded goods makes it inconvenient. But this has been part of the brand make-up for a long time and is part of what makes it different. However, along comes a recession, one of the worst ever. So what do Waitrose do now? People have much less to spend and competition is fierce. Of course their most loyal of customers are still in the stores but the brand needs more customers.

It's a very brave thing to change the DNA of a brand but sometimes it's the right thing to do. In come the independent brands and along comes their very own value range - 'essentials'. In our mind, the right step forward and clearly the right thing for the business. LFL sales are up 5.9% in a time when many others are finding it tough.

As if that wasn't enough, they even created a new format and entered the ring by opening high street stores. Something tells me we'll be seeing more of these in 2011.

A great example of looking ahead and facing the reality of a changing market and doing something about it before it happens. Well deserved second place!

Number 1: Comparethemarket.com

What an advertising campaign. Can you imagine being the board who had to sign off a meerkat copycat site to spearhead the business and take them forward to great and wonderful things?!!! Hats off then to those people who had the belief in VCCP to create such an amazing campaign. As Ian Hetherington from SSP puts it 'The way they have taken something as boring as insurance and made it fun is truly brilliant! Its incredible how many people talk about it in the pub'.

With pop up meerkat doing book signings and topping the Amazon book chart some would say it's 'Simples' others would simply say remarkable.

So congratulations to the meerkats for winning the 2010 Top Brand. But who will shine in 2011? Who will take that next leap of faith the show the world that you can do things differently?

Perhaps your brand...

Top Brands of 2010

2010-11-18T03:42:00.000-08:00

Although 2010 has been a tough economic year, we have seen some great brands doing outstanding things over the past 12 months.But who comes out top for you in 2010?

Supergroup? With its now established high-street-cool brand Superdry, it has gone from strength to strength, seeing 60% increase in sales in their 3rd quarter and stores popping up everywhere!

JD Sports? They saw an amazing 64% increase in profit and continue to expand their empire of sports/fashion brands whilst keeping their boutique brands such as Size uniquely defined from JD Sports in a time where many retailers are co-branding stores to save on rent and operational costs.

Aurora Fashions? They have continued their brave drive in the fashion sector and posted EBITDA up 36% establishing itself as a true player in the fashion market. An amazing result considering its rocky past.

Apple? With its record quarterly results of $20bn in revenue, its no wonder they can open a second London store to become once again the mecca of all things electro-cool.

All of these brands have achieved amazing results and growth over the past 12 months in what has been an extremely tough market. But for me, there is a quiet winner that creeps on to the top podium for top brand 2010.

Nespresso.

Now I'm not a coffee drinker, but wow! In the words of Seth Godin, what a truly remarkable achievement.

Every major city I travel to around the world now seems to have the upper slices of social society quivering at the very mention of the word, Nespresso. The Limited edition blends helped raise sales by more than 20% and UK sales growth are steaming ahead at 35.5%. And I can see why.

Check list:
1. Celebrity endorsement by one of the coolest men in show biz. Ooooh factor, check!

2. Coffee packaged in metallic capsules merchandised like precious jewels, with something to suit every taste. Mmmm factor, check!

3. Super cool and extensive range of Nespresso machines to choose from. Wow factor, check!

4. Sexy packaging that you just have to have. Addictive, must have, must have factor, check!

5. Stores (or boutiques as they like to call them) that crave your attention and make you want to buy everything. Destination factor, check!

Lets be honest, Nescafe was not a cool brand. Its market place has seen the biggest activity in retail terms in the past 2 decades and is now flooded with orange-mocha-frappacinno brands and is a market that is hard to survive in. Hats off then to Nescafe for fighting back and coming up with something amazing that has captured the imagination of coffee lovers worldwide! 'What else' could you want from a brand?!

Email us and tell us which brand was Top of 2010 for you and we'll put them up in the next blog to see who comes out top!

steve@theyardcreative.com

My placement year at The Yard Creative

2010-10-01T06:38:00.000-07:00

My time at the yard the time has come to the end and I have to go back to University and finish my degree, but first I would like to thank The Yard for their time effort and support in starting my career as an interior designer.

I think the experience I gained this year could not have been replicated in a University setting and will be invaluable to me and my future in the design world. The level of support and guidance by colleagues who have been nothing but inspiring was second to none.

The Yard has given me opportunity to observe the full entirety of the business and work in a strong team of experienced interior and graphic designers. I've learnt so many things that I couldn't have learnt at university, like how to talk to clients, the struggles with deadlines and so much more, I'm sure there are things I've learnt that I'm not even aware of and probably won't realise until next year.

I thoroughly enjoyed the different projects I got to work on in my time at The Yard, they were all quite different and each of them challenged my skills a in different way but nether-the less they were all interesting and in the process gave me new skills, skills that I thought I would never be able to achieve.

Desserts Sir?

2010-09-15T09:03:00.000-07:00

So this may not be anything new but it certainly is a lost art!

The dessert trolley is reserved for the most exclusive of restaurants and ones that are steeped in tradition and history. Imagine our surprise yesterday when, after enjoying a simple meal at Aubaine and all pretty full up, this arrives instead of a dessert menu.....

Having already decided that it was a big-fat-no to desserts, seeing the real thing was to much to resist. The easiest £15 that the restaurant has ever made......time and time again. It happened over and over again to everyone around us.

It just proves we buy with our eyes and it's a good learning for all retailers and F&B operators!

Now, where's that treadmill?!

Wish you were here

2010-07-27T07:03:00.000-07:00

After a short break the blogs are back with something a little different but topical - holidays!

We all love them. Long for them even. But how many of us are really prepared to take the risk on something different when you only get 4 weeks a year?

As we send out this blog to receive 200 auto-out-of-office-replies, we've found what must be the craziest hotels in the world that will certainly challenge the norm!

Fancy a staying in a 2 storey high dog in the middle of idaho? Well now you can by staying at the Dog Bark Park Inn. Think how much the kids would love it!

No, not your thing, well what about the largest treehouse complex in the Amazon Rainforest? The Ariau Amazon Towers Hotel is located 35 miles from Manuas, Brazil at the confluence of the Rio Negro and Ariau Creek. Built entirely at the level of the Rainforest Canopy, Ariau's towers are linked together by 4 miles of sturdy wooden catwalks.

What about something for people with a head for height? The Euromast tower is a feature of the skyline of Rotterdam, and has been a regular tourist attraction since it was built in the 60's - 100m's above the city, it houses 2 luxury suites ready for you to gaze across the architecturally wonderful city of Rotterdam.

And lastly, my particular favourite, ever felt like your holiday doesn't start until you get off that plane?! Well how about turning that on its head and staying in a converted plane with the ultimate in luxury? Once the transport for top bosses of the German Democratic Republic government, this 1960 Ilyushin 18 has been converted to a single luxury suite for 2. 40 metres long equipped with a Jacuzzi, shower, infrared sauna, mini bar, 3 plasma screens, full entertainment suite and more, it truly beats queazy-jet!

So next time you're looking for a memorable holiday that your companions will truly love, check out Unusual hotels of the world.

Send us some pics of the craziest places you've stayed and we'll add it to our Flickr site.

Have fun!

ROI - Return On Innovation

2010-05-28T04:22:00.000-07:00

Following a talk attended last night by our creative friends over in sunny SA, here are a few inspirational extracts on the topic:

'Inspiration is the New Investment; If businesses want to engage the new consumer, they need to reconsider innovation'.

All credits for content go to Rudo Botha and Rexcreative.

'The information revolution has produced a market in which consumers are ten times more informed, a hundred times more exposed and a thousand times more jaded. Never before has competitive edge been so important to the survival of businesses. But the days in which a deodorant brand, for example, could slap a cool new metallic paint and nozzle on their can, call it innovation and market it to death in the hope of gaining a competitive edge, are long gone. Generation Y has seen it all. They’re bored, disinterested and disengaged, which has caused no small amount of panic among those marketers who only know how to reach an audience in the traditional way. After all, how is one to gain a competitive edge if the consumer chooses to ignore you?

The secret lies in the ability to inspire. If brands want to be attractive to the new breed of consumer, they’re going to have to forget all about push marketing and start looking at ways to pique their interest and turn their heads. Bombarded by marketing that for years has been sadly lacking in essential integrity, most consumers are cynics by the age of 8. They’ve seen, been sold and bought it all. They’re not interested in hearing brands bang on about how cool they think they are. The softer, ‘intangibles’ are what dominate this market and influence their decision to sell. So ask yourself not what the consumer needs, but what he desires. And know at the outset that what he’s waiting for is to be inspired.

It is here that brands are really missing a trick. To inspire, you need to innovate. But what most businesses call innovation is the mere shifting of existing metrics in order to deliver a slightly enhanced version of something that already exists. For years businesses have been geared towards the manufacture of products that they can push onto the market so they naturally look at what they already have and can make, and ask how they can do it better. Invariably they find their answer in technology and so technological advancements become the only exponent of innovation. What these companies forget to ask is the most simple of questions: will the products we are producing meet not the needs, but the desires of the market? And so finally at the end of the long production process, they give a product that nobody desires to a marketing, packaging and branding team and ask them to dress it up in such a way that will make it attractive. But Consumer Y, who’s seen it all before, stifles a yawn and walks off in the opposite direction.

The brands that understand true innovation are the ones that genuinely identify with the new consumer, make a real attempt to understand their desires, and then take as their end goal the delivery of a product that touches, inspires and moves that consumer. This perhaps is the single biggest reason for Google’s meteoric rise to success. They pioneered a way to give the world what it wanted with an open-source philosophy applied to the internet and information.

The lesson? Raw creativity and skilful design application are revolutionising views on innovation across industry sectors. Innovation with an absolute focus on the end consumer has the ability to create a competitive advantage greater than technological advancement alone. For too long, a premium on tangible metrics has meant that the potential of the ‘softer’ more emotional and human instincts have remained grossly underutilised; this needs to change if brands want to touch new consumers. When companies start inventing ways to fundamentally engage the drivers of these ‘softer issues’ in consumers, it will bring about meaningful paradigm shifts in industries that will unlock a value far superior to the metric equations we have been optimising. As the examples illustrated here clearly show, design innovation that appeals to the human instinct can yield rewards not only in terms of revenue but also in terms of brand value.

Unsurprisingly some of the best examples of successful consumer brand engagement use the universally inspirational properties of music, art, design, creativity and science to touch consumers. And instead of just a product, they use these elements to deliver an integrated experience that bundles the full marketing mix to surprise, delight and engage consumers, and in so doing, change their current habits and perceptions. This is the realm of designers and creative thinkers, and it is essential that these right-brain thinkers join their left-brain counterparts in a company’s strategic brand and product innovation discussions much earlier in the process. Design has almost unlimited potential to deliver that longed-for competitive edge to a brand and designers have a great deal to add to the understanding of what will inspire a consumer.

If we’ve learnt nothing else, it’s that inspiration needs to be the starting point. So begin with this end in mind. “If you want me to listen to you, don’t tell me – touch me,” consumer Y challenges. Which means forget about putting your money where your mouth is and start putting your money where their hearts are.'

A big thanks to Mike Lewis and Origin Interactive for sharing this inspiring content with us.

If you liked this topic then you'll love these reads:

Emotional Design: Why We Love (or Hate) Everyday Things by Donald A Norman

The Design of Everyday Things (Paperback) by Donald A Norman

Subject To Change: Creating Great Products & Services for an Uncertain World: Adaptive Path on Design

Trends 2010 - Final part

2010-04-29T02:07:00.000-07:00

The final section on the 'Trends for 2010' is an extract from our article in the GDR trend book launched at the beginning of 2010.

Global Design Resources provides the world’s leading consumer facing companies with the thought leadership they need to remain ahead in retail and hospitality. The following highlights the current trend, Convenient Consumption:

Convenient Consumption

In today’s increasingly fast-paced world, time is a precious commodity. As such, the convenience market is one with increasing relevance, as retailers continue to find new ways to catch consumers on the move, offering targeted and time-saving solutions. By understanding the consumer mindset and the growing value placed on ease and speed, intuitive solutions will position forward-thinking retailers ahead of the game.

We will all pay for something that we feel will make our lives easier and more enjoyable. It’s not that we are lazy, but time has almost become a currency in its own right. Selling the consumer’s time back to them is a winning proposition.

However, getting the customer’s attention can be a tough challenge. We move so quickly that just telling people you can save them time may be wasting their time. And today’s savvy
consumers can spot a good offer worth stopping for and know when to keep walking.

The UK convenience market is worth £29.1 billion and is set to increase by 36% over the next five years, according to IGD and William Reed Business Media 2009. In the US, meanwhile, profitability of convenience stores increased by 54% in 2008, reversing a two-year decline, and sales in this sector are expected to grow at around 5% between 2009 and 2013, according to industry research firm RNCOS.

Convenience is all in the eye of the customer. What is convenient for me may not necessarily be convenient for you. However, many retailers and brands have identified opportunities to provide convenience and are getting it right.

Best practice

In Norway, Sunkost has done well in the health foods and health products market, with its bright, clean-looking stores, branding and merchandising. Product information is placed at eye-level and is conveyed through digital signage systems around the store. Staff are well informed and purchases can be made using interactive terminals. The on-site food preparation area draws attention to the freshly made food, while producing enticing smells that attract customers into the store.

In the hospitality and travel sectors, Jumeirah Hotels in the US, the Middle East and the UK recognised that airport security restrictions were creating problems for customers travelling light and in response created the online shop-ahead Pre-Arrival service. This allows customers to request products through the brand’s website from retail outlets within Jumeirah hotels – providing everything from toothpaste, sunscreen and baby wipes to a selection of holiday reading. Items are simply left in the guest’s room and added to the room bill.

The US, of course, has come up with many concepts to make life a little easier. Text ordering is becoming commonplace, so your food or coffee from Papa John’s, Subway and Starbucks can be ready when you pass, or on your doorstop when you get home. This involves setting up an online account and specifying favourite meals, which are each allocated a number. They can be ordered easily, by sending the meal number to the brand’s dedicated SMS number as a text message.

Understanding consumer mindset
Many factors can help to create a successful convenience offer, but one of the most important is customer knowledge. What are the customer’s day-to-day habits? What are their needs? Where do they go? Why do they travel? Why are they near the store? Knowing the answers to questions like these will help identify areas of opportunity and ensure the retailer’s offer is positioned correctly in the marketplace.

When it comes to shopping behaviour, what customers say they do and what they actually do are sometimes two very different things, which is why ethnographic studies of customers can be so valuable.

Getting it right
Key performance indicators and sales statistics, which are often left in the boardroom, should be shown and explained to the designer. Product categories should be defined in such a way as to maximise efficiency and sales. The key categories we use are:

Hero category
– this is generally the core category and what the customer knows the store for.
Key categories
– usually two or three that contribute a significant amount of total sales.
Growth category
– a breakthrough category, or one that is perhaps under-performing in its current location.
Transient category
– ones the customer has to walk through, which provide good opportunities for improvement.
Nodes of interest
– areas of the store that will divert customers from their usual course and draw them into unexplored areas.

Good planning is key to getting customers in and making their convenience shopping as easy as possible. The retailer has only a second to grab the attention of a passer-by, so as well as using the shopfront to maximum effect, it is important to clearly communicate the name of the business and what it is selling. Communications should be angled towards the direction of approach or upwards, since Western consumers tend to walk around looking 30° down from their eye level and getting them to look up is a huge challenge.

Winning solutions
Technology allows us to maximise our time and be far more efficient – from iPhone Apps and text ordering to paying by fingerprint or swipe card. But technology will only work if it is integrated rather than an add-on. The iPhone has proved that if you remove the conventional method of use and make technology more intuitive, people will willingly interact with it. Touch-sensitive shopfronts now allow customers to browse product information, download mobile phone content and make purchases without entering the store.

Giving customers something for free – either via a points-collecting card or directly – helps to build loyalty. Free wi-fi is always a winner, as are charging points for mobile phones and laptops. Free taste testers are another possibility – or content that can be downloaded to mobile phones.

To get a free download, read the full article and to see examples of how these combination's have proven successful, click here.

We hope you have enjoyed reading these trends for 2010 and are hopefully putting some of them in to action.

Keep a look out for our future blogs that focus on new concepts from around the world, thoughts and talking points within the design industry.

Many thanks
Steve

Trends 2010 - Part 4

2010-03-29T07:14:00.000-07:00

Following on from our article with Design Week, here is the fourth part of the upcoming trends for 2010.

Permission marketing
It's Saturday morning and your store is empty. Whilst staring out of the window watching potential customers wander by, you wonder why they aren't in your store. If only you could get them in through the door, they'd realise what they were missing. But how?

The futurist film makers would have us believe that whilst walking through a shopping mall of the future, cameras will recognise who we are and then interactive video screens will talk to us directly about stuff that interests us. Thus making us enter their store.

This is essentially permission marketing (PM). Theorised by the marketing guru Seth Godin, permission marketing is the ability to send your customers personal messages because they have given you their consent to do so. It has been widely used by online marketers but not so much in the real world.

In today's world, cameras may not be able to recognise our eyes just yet (thankfully) but there are other forms of PM. The simplest form would be through use of mobile phones. 85% of adults in the UK carry a mobile phone and it has become one of the closest technologies in our day-to-day lives.

If you can get your customers permission and their mobile number, then you can send them a text message that contains a driver to encourage them to visit your store. This could be a discount code, the launch of new products or a celebrity signing. It could be anything that would interest that person.

With the recent launch of The Voucher Cloud app, there is clearly a demand for this type of decision-driver information. The Voucher Cloud allows customers to search their surroundings through a GPS phone for any restaurants that are offering discounts off food and drinks. Just show the restaurant the screen and you'll get your discount.

This GPS ability would allow retailers to go one step closer to the Minority Report with 'live permission marketing'. Through active IT systems you would know if a registered customers was about to walk past your store and it would send them a personalised message. For example "hello Steve, we see you're about to pass our Oxford Street store. Pop in and we'll give you 10% off any purchase".

This type of marketing is to be treated with respect thoguh. It is a privilege to have such one-to-one access to your customers and it must be used effectively. If you start to annoy customers with the technology then you'll lose them forever.

However, get it right and your store may never be empty again!

Trends 2010 - Part 3

2010-03-16T08:46:00.000-07:00

Following on from our article with Design Week, here is the third part of the upcoming trends for 2010.

Selling time
The one thing we never have enough of. Time.

If you could 'actually' sell time imagine how the World would change....! You'd never be late for work. Never miss a plane. Always hand in your home work on time. Never be late to your own wedding!

Unfortunately we haven't come up with this world changing technology but some brands are doing the next best thing - saving us time. More time to spend with the family, to get fit, to see the world, or simply to take time out for yourself.

One brand doing this just this is Slowly by Da Dolce in Hong Kong. This cafe-come-bookshop-come-live Radio station invites people to slow down and take time to enjoy a moments rest from the craziness of HK living. Offering a programme for emerging musicians and creative forums on design, advertising, books and films, Slowly gives back to its customers offering a haven whilst becoming an authority in its own right.

Back here in the UK, a new German chain of Italian fast food has touched down in London. The Vapiano concept is a totally self-serve restaurant where staff are only really on hand to keep the place clean and answer any questions you may have. Thus making it quicker to get your food and more time to spend eating. The innovative part of Vapiano is the use of a chip card to order your food from the 'food station points' and then your Barclay swipe card to pay. Their aim, to change the way restaurants do business whilst saving their customers time.

The Barclay contactless swipe cards is a new innovative that is allowing retailers to think differently about payments and we will see more clever uses of this technology over the next year to make our lives easier and quicker.

Possibly one of the biggest, most successful product innovations to have hit the high streets over the last few years, the iPhone, has been a great example of selling time. The biggest benefit of an iPhone is the ability to do things on the move, easily, that would otherwise take up precious time through the wonders of apps.

Fed up of shopping the aisles, standing in queues and finding your car has a huge trolley scratch down the side of it? Then get the Ocado app and do your food shop on the train home. A great app that is easy to use and saves you travel expenses and journey time.

But it doesn't stop there, oh no! Social media junkies can twitter and facebook till their hearts content with their respective apps allowing one to keep up with the virtual world without forgetting those in the real world.

It is this type of time-saving that brands have realised that, although in the grand scheme of things is so relatively small, it makes a difference in a positive way and helps build strong connections with their customers.

On a different scale, we have seen a huge increase of self-check-in and self-check-outs. One actual saves you time, the other just saves brands money...

Self-check-in at home or at the airport have helped companies like BA dramatically reduce their queuing times making it possible to get through a terminal to your gates within 15 minutes! OK, so others haven't got it quite right (ie Easyjet) but if a brand can do it in the right way it helps improve their customers journey ten fold! More time to relax, shop and eat - all great for retailers on the other side.

A new introduction by Transport For London in 2003 called the 'Oyster card' would allow customers to touch-in-touch-out without having to insert an actual ticket moving people through the system quicker. Now, over 80% of all TFL journeys use the Oyster card and it has become part of London life. The developments such as topping up online have continued to save us all time by avoiding queues on a Monday morning and I'm sure we'll see it develop further by allowing us to make smaller purchases with joint venture-retailers in the coming months.

And lastly there are the retailers who just make us stop and take five. Brands like Princi in Soho, just have that special magic which makes us forget about rushing back to our desk for lunch and just stop to catch up with friends and enjoy some great food. It's hard to put your finger on what makes this happen but clearly, with the right mix of product, location, staff and design, anything is possible.

So how can you save your customers time? Is it by adding new technology? Is it by giving something back? Is it a totally new business model? Or simply by finding that special magic....?! A good starting place is 'be the customer'. Live their life. Understand them and what they go through. This way you'll gain a view of your product or service through new eyes and you may find the answer if very obvious.

However you tackle this challenge be sure that, if you get it right and save your customers time, you'll be on to a winner.

Just don't get it wrong!

PS To see the Design Week article, click this link and scroll down to the news article '12/09 TYC predicts the shop of the future' and download the PDF. Happy reading!

Trends 2010 - Part 2

2010-03-08T05:59:00.000-08:00

Following on from our article with Design Week, here is the second part of the upcoming trends for 2010.

Ease and Logic
This is going to be a big winner for big and small brands alike and simplicity is it's key.

Think of all the things that annoy you, frustrate you or generally waste your time when you're out and about. These are the items that brands are starting to tackle head-on as they have realised that if they can make it easier for us, we will show loyalty and spread the word.

We all like it when we feel that somewone has really thought about 'me' and made our lives easier. That's what 'Ease and Logic' is all about.

Take a restaurant for example, why is it that asking for the bill always seems so awkward? May be because it interrupts the fun that you are sharing with friends, you know you're going to have to potentially split it 5 ways, which is going to test your mathematical skills (never the best after consuming several bottles of red!) and it spells the beginning of the end of the night. So how does and brand tackle this as you can't just let guest walk out without paying? Up pops Inamo again with their interactive tables. You simply request the bill through the projection and whether you're paying individually or as a group and voila! over comes the waiter.

What about spending an evening in a bar/pub? What's the most frustrating thing here? Ordering another round perhaps? After all, you have to leave your friends, potentially miss out of the next joke and try desperately for the next half hour to catch the attention of the barman who will serve you when he is good and ready! Well next time you go to Amsterdam, visit Mini Bar. Here you get your own personalised minibar with you're own code, loaded with all your favourite drinks right next to you. At the end of the evening you simply hand back your code and settle your bill. Genius!

OK, something totally different, a toaster. Ever burnt your toast in the morning because you don't trust the dial and have popped it up too soon, only to put it back down then forgotten to recheck? If only you could see the toast as it is being cooked....Eureka!

For anyone that is a parent or has had the pleasure of baby sitting for the day, you'll know how important it is to get out and about. You'll also know how hard it can be! Public Transport, store layouts, even toilets can be a nightmare. John Lewis have for a long time realised this and have ensured it is part of their brand. Offering great changing facilities and generally being children friendly has made it a clear favourite amongst shoppers with children.

Consider new innovations such as Visa Contactless payments and Oyster. These offer new and easier ways to pay for products and services and could definitely speed up queuing times for both low and medium spends. But how else could they be used to create a unique experience that differentiates you over your competition?

Generally, ease and logic can be applied to every strand of a brand's touch points. People want larger, easy to read text so they can make their choices or navigate quicker. Brighter lights so they can actually see what they are eating or wearing. Hooks on the underside of a bar for customers to hang their coats on. Seats to rest on and toilets to... well, you get the idea.

Whether it's clever use of technology, retraining of staff, a change in operations or simply opening our eyes to the things we try so desperately to ignore, these can be quick winners with little cost implications that will help make your brand stand out. And more than likely, you're the one who needs to look around to realise what these opportunities are. After all, we all know our own businesses and probably already know the questions.

Remember, the best ideas always seem like they have been around forever and are so simple that surely someone must have already done them. Chances are, they haven't and that's why they are the best ones!

Trends for 2010

2010-03-02T03:10:00.000-08:00

Following on from our article with Design Week on upcoming trends for 2010 we have expanded and added a few more and will continue to update these over the next few weeks.

This is the first:

Growth in digital elements
Digital development is massive! No new news there. Close your eyes for 2 seconds and the next big technology will pass you-by leaving you feeling like an 82 year-old talking about the good old days.

But this is the main problem when it comes to introducing digital into the real world of retail and F&B. It changes so quickly, by the time you've gone through the process of incorporating it within your business it is out of date.

Few have been brave enough to take the plunge though and they have created incredible experiences that go so much further than just a flat screen:

Inamo - for anyone who hasn't been, GO! Serving oriental fusion food in a fully interactive dining space, they have truly made the eating experience here unique.

Food Secret - a lunch time offering that has used technology to capture your attention as you walk by then wowing you with nutritional information as they make your bespoke lunch right in front of you!

At this point I'm struggling to think of any great retail experiences that go further than touch screens, games consoles and projections. Which, considering that the design industry has been talking about technology and retail theatre for the past 10 years it is amazing to think that there aren't more examples that pop to mind.

For those who have been visited the Decode exhibition at the V&A will agree it is surely only a matter of time before the high street as we know it will change forever.

The new technology on the edge of every retailers mind should be Augmented Reality. This technology in simple terms transforms a code, that when exposed to a camera will show expose what is hidden in the code as a visual delight on a screen! Watch the video below to see a great example.

But this technology has so much more to offer.

Imagine being able to offer your customers the opportunity to stand in front of an interactive mirror and try on any of your clothing range without having to remove any of their own clothing. This could be done through a shopfront which shows the customer in your clothing even without intending to shop and shop!

What is the biggest driver to a major propotion of retail purchases? Aspiration perhaps? Why not then make this connection at the point of purchase when your customer buy those new Nike trainers endorsed by Cristiano Ronaldo. When the customer checks themselves out in the mirror make him appear behind them as if standing right there in the store!

Of course these are purely for fun and a talking point to create excitement. But AR could also be used to help make informed decisions about products and compare them to other alternatives. The opportunities are endless.

So, who will be the first to take the leap and use AR in an effective way or will it again just pass us all by? We'll be watching and hopefully suggesting a few ideas to our clients.

PS To see the Design Week article, click this link and scroll down to the news article '12/09 TYC predicts the shop of the future' and download the PDF. Happy reading!

A work of art!

2010-02-01T00:22:00.000-08:00

This has just been sent to me and I am truly amazed this morning. So much so, it's word-for-word as the article states. Min-Kyu Choi, we salute you!

The Royal College of Art's graduate show has opened, and this year, the show-stopper was actually - a plug. Min-Kyu Choi impressed every passerby with his neat, apparently market-ready plug that folds down to the width of a thin mobile computer. "Many of today's mobile computers have become wafer thin but here in the UK , we still use the world's biggest three-pin plug," says Choi. Enter Choi's slimmed down British three-pin plug wonder.

Choi's plug is just 10mm wide when folded. To unfold it, the two live pins swivel 90 degrees and the plastic surround folds back around the pins so the face of the plug looks the same as a standard UK plug.

The idea produced a spin off, too. Choi created a multi-plug adaptor, which is a compact standard plug sized unit with space for three folded plugs to slot in, as well as one that charges USB devices.

The multi-plug adaptor has an ultra-compact sandwich design that enables three compatible plugs to cohabit side by side to take up a remarkable small amount of room.

The USB-pluggable three-pin plug adaptor. It's so plausible and so obvious a product that it should produce a few red faces; how many more years are we going to endure attaching our palm sized mobiles and wafer thin laptops to an object that's barely been touched since its first design in 1946? Choi picked an everyday product that most other designers might have found too mundane to dabble with and drastically improved it - exactly the kind of thinking that we should be celebrating right now.

A very clean and elegantly simple solution to an age-old British problem. Choi's full menu of uber-ideas for revolutionising the archaic British plug.

Something different

2010-01-18T02:44:00.000-08:00

On a day-to-day basis its rare something stops us in our path and makes us pause. Whilst on my last trip to Rome my attention was well and truly caught by Nara Camicie, a shirt shop for men and women.

In fashion retail, statistics show that you will sell 10 times more product when displayed on a mannequin than the same product hung on a hanger. So what have Nara Camicie done....not a hanger in site!

Fair enough, it is a boutique and they don't have quite the volume of say TM Lewin but the design is clever and most importantly eye-catching. Each bust is attached to a frosted door panel that opens up as a cupboard stocking all the sizes behind it (very reminiscent of the Levis concept on Regent Street 8 years ago). The VM is fantastic and really has that Italian crispness that we have come to expect from our Roman friends.

A look ahead to 2010

2009-12-24T05:07:00.000-08:00

Retails sales post increases in LFL and profits for the first time in what feels like a long time. Is this the turn of the tide?

Back in April we posted our video about 'Weathering the storm' and for most 2009 has been just that. As 2010 approaches we have seen a change in the weather with positivity in both the media and our direct clients, old and new. Sales are up for most and reinvestment is now essential to build upon the foundations of what most have managed to retain.

At The Yard Creative, we have a feeling 2010 is going to be a good year for all those who are serious about succeeding. With the right approach and understanding this is now a time where anything is possible.

We wish all our clients old and new all the best for the upcoming year and to achieving remarkable goals that 6 months ago seemed impossible.

Have a great break, have fun and here's to 2010!

Cheers
Steve

Pop-up marmite marketing

2009-11-16T01:27:00.000-08:00

Pop-up stores, like the new Marmite one, are the new marketing tool for brands to spread the word in a new and exciting way. They spring up without much warning, cause a media storm and then vanish before they have a chance to go out of fashion. The well timed Marmite pop-up store on Regent Street opened on 3rd of November and will be around for 1o weeks over the Christmas period, stocking over 100 Marmite inspired products (100?...how?).

This new type of pop-up store (another recent one being the Central Perk coffee shop) comes across more like a quirky exhibition than a money making scheme. In fact it's a very clever way of luring people in with the excitement of 'an experience' or a giggle with their friends rather than 'a purchase' but once inside they find it hard to resist buying a souvenir.

Now is the perfect time to be popping-up too, with low rents and vacant retail outlets, landlords are more open to taking short-term leases. Well worth a try too as they're an amazing marketing tool, none pass by without causing a media stir which is great publicity for any brand.

These new temporary stores are also a great way for brands to 'test the water' either in terms of popularity in a certain area or for an online brand to try a more face-to-face approach with it's customers, or simply to get a brand in the public eye in a fresh, exciting way.

The Marmite store has taken their pop-up as an opportunity to show itself off as a lighthearted fun brand.

The store's dotted with quirky, tongue-in-cheek props like a Marmite jar in a bird cage, a Marmite pyramid and a Marmite styled couple eating, yep you guessed it...Marmite, at a breakfast table. So once the shop window display has tempted customers off the street to get a closer look inside they can go upstairs to the 1950's style tearoom where you can buy Marmite on toast and a cup of tea! A perfect finish to the customer experience and a great way to get people spreading the word to their friends and colleagues, whether they're lovers or haters.

The return of Jeeves?

2009-11-02T07:17:00.000-08:00

Is our current economic and employment structure going to be enough to sustain the growth of the UK in the years to come?

Currently the public and private commercial sectors support the majority of the financial growth but we’re wondering whether we will see a trend of ‘people-employing-people’ (PEP) to help support the system.

With the increases in population would we ever get to the point that there just aren’t enough jobs for everyone? Even though we all strive for better education and healthcare perhaps it would get to the point whereby a percentage of the population would end up work for the ‘people’ rather than organisations.

This trend already exists with many more career driven couples using nannies to look after their children whilst at work. People are using at-home chefs for dinner parties and even a handyman. These types of roles have been around for centuries but as we have developed they have remained only for the richest of society. How long would it be before these luxuries become everyday to ensure economic success and the elimination of unemployment?

Would we see a new modern-day-extended-family style of employment coming directly from the people to support the economy?

A little piece of Farm in the crazy City of London

2009-10-30T09:21:00.000-07:00

Locally sourced food is ever present in today’s market place with everyone from Tesco to Jaime claiming such support for our countries producers. And some clearly do it better than others as traceability has recently shown.

In to this already established ring enter the Farm Collective. Representing in the green corner ‘the new movement in food’, FC promotes itself as using UK sourced food to provide its customers with fresh, natural, and good quality food.

The difference with FC is that they are very clear about who they buy from and are very vocal and proud of their suppliers. As the name suggests, they have a Collective of suppliers who have to fulfil a set criteria proving their ‘UK’ness’, commitment to animal welfare and the exclusion of nasties in their produce.

And having just visited the new addition to the trendy streets of Farringdon I must say, I was impressed. Greeted by friendly staff that clearly love working there, I was tempted to try the ‘Best sausage roll in London supplied by a nice lady called Kitty’. To quote the esteemed Borat, all I have to say is “Wawa Wee wa!”

The space itself is nicely kitted out with a sense that these guys really believe in what they are doing rather than just recreating a craze. The bright flashes of colour against the heritage colours and natural materials really helps make it jump out to any passing customer and the food is just there in front of you without any fuss.

Definitely one to go see and watch out for. I expect we’ll be seeing a lot more from Farm Collective over the next few years.

A New Chapter

2009-10-09T08:09:00.000-07:00

It's Saturday afternoon in London and I'm in Waterstones Piccadilly. Although it seems busy, very few people have bags and there seems a reluctance to buy and even interact. Some people seem to be buying something specific, others look like they are being dragged round. The general atmosphere seems tense and nervy.

Why is this? Why have bookstores lost their personality, their interest and their intrigue?

Well Amazon certainly hasn't helped. Online book sales are high and the technology-friendly consumer is loving cheaper books with the 'ease-at-home' style of shopping. With instant emails at sale time and recommendations on that next book internet brands are the VHS to the cinema right now.

So what's next for the high street stores? Borders have sold their UK arm. Waterstones, owned by the HMV group still have the biggest share in the market place but are struggling to maintain this in todays tough economy and the independents are falling victims to the Tesco of the world.

Is now the time for a fundamental change?

Books are a wonderful extensions of our imagination. They allow us to escape to another world, to create our own 'in-head-cinemas' and have endless opportunities. So why not embrace this and design a store based on this excitement and intrigue and make the book store of tomorrow a destination that attracts all and stimulates our senses?

We have asked ourselves these questions and tackled the challenge head on and found that there are so many new ways that the bookstore of the future could reinvent itself.

Our customer research has shown that people still love the tactile nature of a physical book but they come up against many obstacles that stop them from buying in store. We need to breakdown these barriers and as we enter the Wisdom Generation, people combined with technology will be the answer.

By embracing this combination of people and new technologies stores will have a clear point of difference over the online retailers and they will help us all to access the plethora of titles on those shelves. Combining personalities with new technologies such as QR codes (an easy way to contain information in such a small bar-code-like square) would be a great way to tell customers more about a book.

Social media allows us to instantly access millions of people and many of those people are happy to give recommendations and advice to help customers buy that next, right book.

And rather than going against products like the Kindle, take it head-on and provide opportunities to embrace the change and plug-in in store.

And there are so many more!

Many of these new opportunities have been worked in to a conceptual project at The Yard Creative titled A New Chapter. By exploring customers needs and demands we have identified a totally new way to engage with books in the real world.

All we need now is a client who wants to fight back and take the next step to help us all find that next great book!

By Steve

Urban Picnic pops UP again

2009-10-07T02:58:00.000-07:00

Last month saw the opening of yet another UP unit in Vauxhall, the third to be opened in London.

The Urban Picnic is a great concept aimed at customers with medium to high disposable income and little time to cook a decent evening meal. With meal boxes from Morocco, Italy and Turkey the idea is simple - good quality, well balanced food that is is either cold and ready to eat or hot options that you take home and throw in the oven.

Offering chilled wine to make a completely delightful evening meal it makes UP the perfect cheat for serving a gorgeous meal from home and passing it off as 'something you just rustled UP'.

So next time you're passing and thinking of grabbing a bite to eat on the way home, try UP and be pleasantly surprised.

Sushi is the new fast food

2009-10-05T01:54:00.000-07:00

In an NHS study published this year 90% of men and 92% of women said that 'healthy eating isn't just another fad' but government predictions have suggested there will be a rise in levels of obesity in the future, such that by 2025 almost half of men and over a third of women in the UK are predicted to be obese.

There was a time, not long ago, when all you could buy to eat 'on the go' was a cheese burger or a stodgy sandwich but now there's a gradual shift towards more healthy fast food. Wasabi in Waterloo station has just opened with a fresh, bright design, made memorable with it's splashes of lime green and a beautifully designed staircase which takes up almost half of the tiny unit.

Further out of town, and just down the road from our offices, is Sushi_n at Wimbledon station. A more natural, cosy interior using timber but with the same selection of single wrapped sushi parcels and a hot counter selling bento. Something both places could have thought about though is using sustainable, natural packaging, like bamboo boxes to take the food back to it's Japanese roots.

Sushi also embraces the 'miniturisation' trend of bite sized nutrition, so chances are it will become more and more popular in the future and pave the way for new mini foods. I'm sure our fast pace lifestyles won't change but hopefully with more healthy fast food options out there we can try and prove those Government stats wrong!

By Emily

Not just any food, 'Woolworths food'

2009-09-28T06:28:00.000-07:00

Whilst on a recent trip to South Africa we were both amazed and stunned when we came across their local supermarket. Woolworths, although having unfortunately slipped away from the UK market recently, is alive and kicking in SA - though not as we know it over here!

From the outside it looks a little bit 'American-Whole-Foods-esk'. When you get inside however its quite another story.....it's M&S! Look, see what we mean?

Not quite sure exactly how this works but according to our SA friends it is the name under which M&S trade over there. If it isn't M&S it's amazing how identical the store is once inside.

Woolies may be down and out in the UK but it's simply amazing in SA.

The cross road that faces retail onboard our trains

2009-09-08T04:11:00.000-07:00

Customer demands in todays World have grown expediently. We want more for less and we want it now. High street retailers have fought hard to keep their customers by improving their service and listening to their customers needs. With your neighbour doing exactly the same its a tough market place to stay ahead.

Onboard retailing however, doesn't have this extreme pressure as its not exactly easy to just step off and go next door! Has this therefore been the reason onboard retailing has fallen so far behind in so many areas?

Having worked on several projects in the past 18 months we have seen how many retail operations onboard still live in the shadow of the British Rail sandwich and although many are trying to make a difference, there seem to be many hurdles to overcome.

Firstly and most importantly, is sales. As a business model in its own right these operations struggle to make good profit if any at all. There are many reasons to this including logistical difficulties and product waste. However, if we look wider, a loss in sales is certainly down to customers buying before they get onboard. Retailers on train concourses have improved their game dramatically and are offering quality, freshness and range that onboard operations just can't match - if you think in a historic manner...

The second is awareness. As travelers we expect there to be a service onboard but do we ever really know what is on offer? Are we ever told? Do we ever buy something we really want or do we buy whatever there is and hope it will fuel us until we have a better opportunity? Without awareness there is no demand. Without demand there is no area for improvement.

The third is product. In todays World when others reveal traceability, nutritional and quality information it is hard to compare onboard with the high street in such ways. The quality of the food and beverage we eat and drink whilst on the move are ten fold compared to only a decade ago. Although a tough challenge in many ways, the ultimate aim must be to sell a 'handmade sandwich, made today' if we are ever going to compete with those around us.

But perhaps this is the reason that onboard retail has fallen so far behind - perhaps this isn't the train operators aim. It might just be that being 'OK' is good enough. Probably not the customers view though.

So does retail have a place onboard any more?

Many people have suggested that it should be removed to allow for government legislation and make way for more bums on seats. However, history has shown us (via First Great Western experiment in the-not-to-distance past) that this isn't a good idea, as customers like to have it onboard, even if they don't use it.

I think the answer is, yes, it does have a place onboard - but it has a lot of hard work to do. If it is going to be taken seriously by the customer as a food and beverage offer and if onboard retail is going to become a successful business model there are some big changes that need to happen.

The question is, who will be the first to make such a change?

Sammi's leaving to go back to Uni!

2009-08-28T09:17:00.000-07:00

I’ve had an excellent year at The Yard Creative. My skills and knowledge have tripled due to some fantastic teaching, time and effort that has been put in to making my Placement a success. I feel the London experience at The Yard has helped me to grow as a person and inspired me to go on to produce exciting, innovative, customer focused design.

The Yard has given me some great opportunities this year and I’ve had the chance to get involved in some really exciting projects from every aspect start to finish. I’d just like to say a big thank you to Steve and all of the team and wish them all the best in the future.

A new Breed

2009-08-25T05:45:00.000-07:00

The first Breed store has opened in Covent Garden's Thomas Neals Centre opposite its older brother Superdry. Pitched as a younger, more streetwise brand, the store has kept the urban feel of the arched space with concrete floors and a black backdrop.

All of this allows the bold, striking clothing to do its thing and battle it out against each other to grab your attention. The store has a good feel to it. With urban music setting the scene and good merchandising it is a nice experience.

But you feel that it's lacking something unique. Especially when you look at the website and see the quirky locations of the fashion shoot - you almost want that power generator bang smack in the middle of the store! At least then it would have that 'white piano' - that one thing that everyone remembers and uses to tell their friends about this fantastic new store.

Hopefully the brand continues to do well and we'll see if they start to have as much fun with their stores as they do with their clothing.

All tie'd up

2009-08-19T08:58:00.000-07:00

At times like these its hard to open your first store. But that hasn't stopped the newest tie concept store to hit the streets of London!

Peckham Rye has been selling ties to the rich and famous for 4 years and now they have opened their new store on Newbury Street. Just off Carnaby street, the small store is simply but effective with friendly staff on-hand to help out.

Past customers include Busta Rhymes, Dizzee Rascal, Terrance Conran, Bond and now some of the staff here at The Yard Creative!

Go have a look and let us know what you think. We'll be adding it to our What's New tours for sure!

www.peckhamryelondon.com

What's this? - futuristic, driverless pods straight out of Basildon...

2009-08-12T03:20:00.000-07:00

So what's this all about?

Fantabulous looking pods driving themselves around with their own little brains to help us get from A to B, quicker, easier and in a more environmentally-friendly manner - sounds too good to be true!

As it turns out these 'Personal rapid transport pods' are the latest innovation in the Science museum's celebration of 100 years of transport and are being installed at T5 as the new way to get from car parks to terminals. They work using a complex array of lazers, sensors and complex calculations to ensure they get you from A to B quickly and safely.

Yesterday saw the first of its 3 day appearance at the Science Museum as part of a celebration of 100 years of transport. The pod is the last of the innovations in the exhibition and demonstrates how a little bit of abstract thought can revolutionise the way we live our lives.

Congratulations to those chaps over in Basildon for creating a piece of history!

Can the Virtual become Physical?

2009-06-29T07:04:00.000-07:00

We have seen many brands that originated in the physical world migrate and expand in to the virtual world of online and succeed - supermarkets, travel agents, insurance brokers, even banks.

Is it possible the other way round though? I can't think of anyone who has done this yet and succeeded.

But perhaps that's because society hasn't been ready for this flip back to a real-time, hands-on approach. Perhaps we're all too busy enjoying the wonders of global, instant access, to be ready to jump in the car and drive to town for a piece of retail therapy.

Yet trends shows us that everything goes round in circles. And just may be, now is the right time. With high street units empty and agents desperate to fill them, now could be the right time for a virtual repositioning and online to enter the real-time arena.

With the likes of ASOS posting profits of 93% growth today (well-done ASOS!) perhaps they could become tomorrows TopShop? Think about it. A brand that has turned the fashion industry upside down, changed how we buy our clothes and even encouraged men to buy from an online catalogue - why not?!

We're not saying they simply need to open a store and it will be good times all round. Quite the opposite. But what if they were to approach designing a store in the same innovative way as they launched there website. What if they were to totally change the way we buy in store, what then?

Could they, and others do it? It's a massive challenge, but we'd love to make it work!

Real Eco super model

2009-05-22T05:21:00.000-07:00

To rival Steve's blog on the low-carbon lorries... here's the Scorpion, a hydrogen fuel injected sports car.

Basically 'it generates water from from the inbuilt tank, turns it into hydrogen and then injects it into the cars system'. It's carbon emissions are reduced by 75% and fuel millage is increased by between 20-40%!! Plus the design looks super slick, proving eco-friendly doesn't have to mean unattractive design. The Scorpion's just had it's European debut at Top Marques in Monaco so hopefully we might see it in over here soon...

Bee uber-local

2009-05-08T06:40:00.000-07:00

The discovery that legendary food retailer Fortnum & Mason (F&M) produces and sells honey from the bees kept on its roof left us amazed and in awe. What a great idea and resourceful approach to sustainable food production!

The palatial beehives were created for the Carniolan bees and were orignally located in Shropshire, circa. 2005/06. The superior domiciles are now located on the roof of the iconic building at 181 Piccadilly.

F&M say that "they (the bees) fly high above Mayfair, visiting the grounds, gardens and squares of the best addresses in London, gathering rather superior nectar. The first batch of Fortnum's rooftop honey will be unusually fine, thanks to the wide variety of flora in the immediate vicinity, and the pollen from numerous chestnut and lime trees."

Images care of Fortnum & Mason.

Eco super model

2009-05-08T06:24:00.000-07:00

Just saw this... a new generation of super model lorries that help to reduce carbon emissions whilst also providing more haulage space.

The aerodynamic innovation is predicted to reduce carbon emissions by an estimated 10%.

Image care of www.shiply.com

A parking revolution

2009-05-07T09:35:00.000-07:00

Writing that title makes me think that this could be a very boring blog! But believe me once you've used intelligent parking you will never want to park in the normal way ever again.

The intelligent parking system is becoming more common in large, new complexes such as Westfield London and T5 Heathrow. It is definitely a system that has been designed with parkers in mind, here's a drivers experience:

- as I enter the car park there are signs indicating the number of available parking bays in different locations of the car park, this info is real time, so it's accurate at the point I am looking at it. I can then make a choice about the best area for speedy parking

- then as I drive through the car park there are more signs that again indicate the number of available parking bays within the immediate area, handily directing me to the most likely available spot

- now that I am in an area where there are supposed to be available spaces I can see rows of lights positioned above each parking bay, colour coded to indicate which bays are available and which are taken.

In summary, when these parking systems are in place you don't really think that much about them but you do appreciate not having to spending time, sitting in a hot, stuffy and polluted multi-storey car-park.. just follow the lights and they'll find you a space, nice!

Images care of: Highlightparking

Don't play with your food!

2009-04-09T06:39:00.000-07:00

On a mid-week field trip through the capital, Inamo restaurant on Wardour Street was the top of the must see list! The concept behind it came from the owners own frustration with not being able to get a waiters attention, something I'm sure we've all experienced at some time.... The basic idea is that the menu is projected on to the tables and you interact and order from it via a small pad in one corner.

The idea that you can order anything on the menu at the touch of a button is obviously very efficient but also a very clever form of relaxed ordering that makes it very easy to stack up quite a bill.

Many psychological studies have proved that the key to raising sales is to encourage your consumers to "linger for longer'. The longer they're in a store or restaurant, generally, the more money they will spend.

So another little trick Inamo has up it's sleeve (whether it knows it or not!) is that it's very entertaining projection technology can keep you busy for a fair time, playing games, checking the chief doesn't drop your food on the floor with 'chief-cam' and changing your table cloth 30 times over.. all whilst ordering another round of cocktails.

So the fact that this restaurant is so unique and currently the only one of it's kind in the world certainly makes it a destination and something unique to talk about so the young, trendy crowds of Soho are no doubt spreading the word as we speak!

Twilight Phenomenon/ MIT Breakthrough

2009-03-25T03:25:00.000-07:00

After finishing the Twilight Saga I feel it is only appropriate to share with you some of my enthusiasm for the sensational story created by Stephanie Meyer. This fascinating love story has taken the nation by storm and Stephanie Meyer is being referred to as the next J.K. Rowling. The Story is reminiscent of Romeo and Juliet and takes a modern twist on the ultimate forbidden love affair. The main characters Bella Swan and Edward Cullen soon after meeting become swept up in a passionate but deadly romance. Edward is beautiful and mysterious but is also a natural predator of humans, and the closer he gets to Bella the harder he battles with temptation to resist from taking her life.

Admittedly I only discovered these books after watching the Twilight movie, which takes me on to the reason for writing this blog. After reading the first book in the series I couldn’t stay away from the bookstore, I simply had to have the next edition in the Twilight Saga. Therefore it comes to my attention that without the marketing of the film and the experience of enjoying it, that I would have had no desire to go to buy the books? Why you ask…. Well, I would have no knowledge of the books and admittedly I’m not one for regularly visiting my local bookstore. I find this somewhat depressing to feel that I could have missed out in reading and being fascinated with the Twilight Saga due to the lack of interest I have with the bookstore.

…. So why is it that the bookstore isn’t as popular as the local cinema? ok some might say that the film industry has the upper hand when it comes to marketing but I personally believe that we aren’t gaining enough from our visits to bookstores to make it become part of our social routines. I feel that they need to open our eyes to how incredible the stories in these books really are. They need to make us trust them in our purchases. We need reassurance that we are buying the right thing. When you enter a bookstore it can be rather intimidating with so much choice, where do you begin to try to find the perfect book that’s right for you?

Ok so you have Amazon and other online websites that sell books and offer reviews but is it the same? Do you get to feel the book, experience it and really enjoy the experience of being in store surround by so many wonderful stories?
Which brings me to my next topic, what If you could walk in to a store and pick up a book and get an instant rating or even a review by your favorite critic or maybe info on the author and their past pieces of work. Well new technology being created at MIT will allow you to do just that. They have created a wearable device with a projector that helps create easier interaction with our environment. To find out more select the link below

http://www.ted.com/index.php/talks/pattie_maes_demos_the_sixth_sense.html

Imagine what this kind of technology could do. It would help us build and gain more trust in our day-to-day decisions. This could offer a whole new dimension to going to a bookstore and could offer a deeper insight into the books and help us to more openly interact. The only problem being is that this technology is about 10 years away from now and bookstores may not last that long if they don't react to the changing market.

By looking at today's market and what is currently available we can try to adapt that and make it work for bookstores. Currently the IPhone is a great example of how much technology has progressed and by using data feeds to run applications it gives us access to knowledge we may require. This could be brought to bookstores by creating info points where you can scan books and the screen will use its data feeds to give appropriate info such as reviews and ratings. This is just an idea but I am still hopeful that bookstores will see the change in customers needs and therefore will adapt to become more current with technology.

How long will it take...

2009-02-24T08:20:00.000-08:00

...till we catch-up with our friends in mainland Europe when it comes to recycling?

We talk a good game in this country and sure, steps are being taken to reduce landfill waste but it seems we are lagging behind other European cities when it comes to everyday life.

Recent trips to Norway and Belgium were a real eye-opener in terms of everyday inclusion of recycling. From recycling bins on streets, in stations, airports and even on trains, they are on every corner!

Lets hope this type of inclusion hits our streets soon and it becomes part of everyday life for everyone...not dependent on your postcode!

Midnight bakery

2009-02-19T02:38:00.000-08:00

On an early evening stroll around the West End last night in search of food I was surprised by how many places had shut up for the day. We decided to head towards Basaba on Wardour street as a safe option but just before reaching it passed a place a normally missed from blind hunger, Princi. Bearing in mind the streets were fairly quiet this place was buzzing! So much so I was a bit intimidated to go in. Nothing was hidden from the outside with the full height glass shop front. With my face pressed up against the glass the first thing that stood out was the simple metre deep counter neatly displaying rows of pastries, pizzas, meats and salads.

The interior was clean and bright and the bread was framed in lit recesses in the back wall. All the surfaces were chunky and and made up of simple, clean plains. This all day bakery is open 7am till 12 at night! and doesn't even need to flex through out the day because the food is so versatile and the displays are so extensive but so simple. Next time I eat out I'll definitely be going there for a closer look and some sneaky photos!

Sunkost, Oslo

2009-02-17T07:05:00.000-08:00

Following a recent trip to Oslo we stumbled across Sunkost - a modern day retail alternative to the likes of Holland & Barrett.

The concept combined all elements of a healthy lifestyle into one space in a unique and fun way. To the right of the store you had supplements and vitamins combined with natural remedies with the left hand side focussed on healthy food and drink.

The display of all areas was bang-on the money: All information and education was right at eye-level making it easy to engage with, whilst the food was superb and mouth-wateringly presented.

The staff knew their stuff and in case the language was a barrier, there was an interactive terminal to assist you.

The store itself is bright and eye-catching and feels welcomingly unique. The bake-off produces a great smell that adds to the calming ambience.

Whilst everything around us seems to be being turned upside down, focus on living healthier lifestyles seems to be on the increase. Perfect timing then for Sunkost!

Yotel, Schiphol

2009-02-11T06:14:00.000-08:00

During the recent armageddon that was the snowy weekend in London, being trapped airside at Schiphol airport in Amsterdam I checked out the Yotel… I’ve seen the concept before at 100% design which is great; a bit more than a capsule hotel but not quite a full room. I had a single which had the bed at low level, next doors bed would be above it and every ‘cabin’ includes toilet, shower, tv and desk with controls for everything including the mood lighting right by the bed. I’ve noticed Yotel before at Gatwick but being that it was landside and the Travelodge is way cheaper it never quite seemed to work. Schiphol is different, its basically right in the departure lounge so given a last minute delay as I was or a long transfer you can check-in for a shower, use the free WiFi, watch some tv and have a snooze all within 5mins of the departure gate. Its not cheap at €35 for 4 hours (only £23 in old money I suppose!) but a bit of peace, quiet and comfort compared with a bench seat surrounded by screaming kids, priceless

What can you see?

2009-02-04T08:10:00.000-08:00

How many times have you been pleasantly surprised by design?

Think hard about those little moments that made you think “they really thought of me when designing this”. Like the hook under the bar to hang your coat on so you don’t have to drop it on the floor. Or that hole in your jacket that you can feed your headphones through so you don’t have to unzip to get to your ipod out each time you want to change the song.

How many times can you remember this feeling?

Few and far between it seems. Too often design is seen as aesthetic and even a necessary evil by some.

Customer research and user design is nothing new – The British Empire was strengthen by a chap who realised if he could just get from A to B quicker and move multiple necessities on-bulk he could expand the Empire with an unparalleled advantage. Voila! Utilising the birth of the Locomotive and effectively creating modern-day logistics! Yet in today’s fast moving pace of business, the very essence of why and whom we are designing for is forgotten.

On a recent project with one of our clients we have yet again embraced customer research and observations to allow a greater insight to behaviours and desires. Following a ten-week process, our analysis showed dramatic negative effects by the current design on the customer.

These observations have allowed us to create new designs that dramatically change the use of space with simple, yet effective adjacencies. The outcome should be that we create a space that improves not only the general look-and-feel but also efficiency, productivity and customer satisfaction.

Our trust in observations and the ability to listen to users, suppliers and client alike will hopefully prove successful once again.

Berlin Skybars

2009-01-23T05:06:00.000-08:00

On recent visit to Berlin I was amazed by the variety of design within this fantastic city. I had expected to see some great new architecture as well as remnants from the cold war and soviet blocks and maybe its these contrasts that have led to a new wave of design in the city where nothing is quite as expected.

Skybars are incredibly popular in Berlin in a way that I haven’t seen in any other city, its seems that in almost every tower there’s a slick modern bar at the top, all with stunning views and interiors and a mix of minimal, furnished with design classics to the retro and cheesy to the point of being cool. One of the slick examples is the Solar Bar. Set in an unassuming 60s block near Potsdamer Platz, Berlins Canary Wharf. Once you actually find the place after weaving through the car park and passing the main block entrance you turn into to a secretive looking door, opened by a concierge to a reception with an eerie feeling that you’ve stepped into somewhere you shouldn’t have… I actually had to ask if this was the solar bar… a few seconds in an glass lift and you re-enter the building on the top floor to a slick black and white interior with 3m high windows framing the city, the leather seating is suspended from the ceiling and arranged to take in the views with the mezzanine level giving an impression of floating above the city skyline. With the Cold war TV tower and Eastern accommodation blocks as a backdrop to a Champagne Mojito you could be in another era…

A World within a World

2009-01-22T05:49:00.000-08:00

To follow on where Sammi left off, what a truly amazing place - potentially one of the best shopping-centre-experiences in the World?! Having spent time in HK and being blown away by their fascination with shopping Malls, Westfield White City is reminiscent of of their glamour and splendour.

As a customer it felt spacious, light and airy (bearing in mind this was a Monday evening). The absence of any hard angular lines makes the space feel fluid and easy to navigate. The wayfinding pods not only look fabulous but also work well with touch screen technology used in such a human way you'd think it was designed by Apple. The stores are great, feeling like a collection of flagships to the point that your never sure where to look next.

As a designer, inspirational. Enough said. Any aspiring designer should get down there and understand not only that it looks good, but also why it all works so well.

As a real person in the real World at a time of an economic downturn....its timing is the only downfall. Nothing Westfield could do about that, but it does feel slightly superficial and not part of the real World.

Still, great experience. Go see it.

Westfield

2009-01-16T03:07:00.000-08:00

Just before Christmas I visited the new Westfield store which is located in White City, Shepherds Bush.

The experience began when I stepped of the train. The whole surrounding area has been reworked from the pavements to the buildings to the trees, plants etc. It feels as if walking in to a picture everything looks so perfect and new.

The design of the building is quite extraordinary when entering Westfield you feel like your leaving the world behind and stepping into the future. The outer shell is very impressive and almost has a Buckminster fuller feel to it with the interior housing a fascinating wooden structure.

They have managed to capture this luxurious futuristic feel with all the high-end retail stores being present and each offering a design experience of their own.

The touch screen monitors in the main complex offer you information on all the stores and where they’re all located and the small cafes individually placed throughout the complex also fit in with the design of the building.

Unfortunately I didn’t get chance to look around it all but will definitely be going back, a great experience all in all.

Gaucho Grill

2008-11-20T02:29:00.000-08:00

Gaucho Grill Manchester, after attending earlier this year I was very impressed with the new refurbishment that has taken place.

Upon entering this opulent interior you are instantly made aware you are standing in a place of quality and attention to detail. With a warm greeting at the door you are taken through the impressive reception area to the main dining space, which is certainly no disappointment. The luxury continues from the soft, deep pile carpet to the designer hide print chairs which are everything you look for when it comes to comfort! Other great design features include the open kitchen layout which runs down one side of the restaurant allowing you to see the chefs at work, the large white church organ adding character and reminding us of the buildings former purpose (Methodist church) and the striking head to toe hide skin covered spiral stair case which carries the black and white theme through to the mezzanine level.

Aside from the stylish, theatrical interior, the service was second to none. We were introduced to our waiter who was extremely attentive and always wanting to please. Firstly he started of by bringing us the different ranges of steaks that they offer in their raw state. He then educated us about the different types of steaks, their particular flavor and texture and finally the best way to cook them. For example I had the rib eye steak which they offer in a number of sizes and I was told that it’s best to have it cooked medium to well done as this allows the fats running through it to melt, which improves the flavor and heightens the taste of the steak! Impressed? Well I certainly was! I had been introduced to a new dining experience where you don’t simply go to a restaurant to eat but to be educated in what you are eating!

We were more than satisfied with our mains and for desert decided to order cocktails. Our waiter asked us what flavors we like and advised us of what cocktails we might like. We took up his advice and went for a Mojhito and a Campaneros which was the perfect end to an amazing dining experience.

I would highly recommend going to this restaurant even though a little expensive I feel that the experience and the quality of food truly make it worth while.

Old v's New

2008-11-13T05:03:00.000-08:00

Just the other day I was telling some friends about the beauty of old and I gave an example of a fishmongers in Borough Market, London. I didn't know the shop name but what I do remember was it's authenticity and refusal to change even though many of the original surrounding stalls and shops were shedding their old, traditional look and feel for a more modern and contemporary facelift.

My point was that with the recent rise in consumer trends towards organic, healthy and eco the more traditional shops were likely to benefit as consumers return to the 'local, independent green grocer' appeal.

The thing that I really loved about the fishmongers stall was that it had an old, gnarly wooden counter which was piled high with ice and many different types of fish. I didn't mind that the counter was crooked and leaked, in fact quite the opposite, it made the shop feel more authentic and like they were real fish experts. All in all a very authentic experience, a bit edgy and tired but cool all the same - in fact it reminded me some of the store in the gritty parts of west end of London.

(Above - A picture of the original store)

I returned to Borough Market and to my dismay they were just finishing a new fit out of the fishmongers - it's still a fishmongers but now it has a restaurant aspect and there is a brand new counter, all straight and leak-free! I must admit that the fishmongers looks great with it's new facelift and if i didn't know what it looked like previously I would be very impressed - but I miss the age and tradition of that counter and what it gave to the stall.

(Above - A picture of the new and improved store)

Sammi's first week

2008-10-30T02:53:00.000-07:00

This is Sammi's first blog!

I started at The yard Creative just over two weeks ago and I have been busy helping with new projects which has been exciting.
I have been Practicing new drawing techniques as well as getting use to apple macs (which i have now been converted to!)
I have also learnt new skills for rendering on photoshop and working on In Design. I am really enjoying my time here and the team are all really nice and very helpful. I look forward to doing customer research outside the office next week that should be fun! I hope to add a design blog soon.

Houseboats

2008-10-03T09:17:00.001-07:00

An alternative for someone who wants their home to be unique. No boat could ever be the same as their made from random scrap cars, caravans, washing machines and anything else you can think of probably. The closer you look the more strange things you see making up the shells of the houseboats. Along one small patch of Shoreham-by-sea harbor on the southcoast, they might not be modern but I think they're a piece of ingenious design.

Market or High Street?

2008-09-15T07:43:00.000-07:00

Chalk Farm Market; it's name is deceptively rural and conjures up images in my head of prize winning veg, tractors and green fields.

Instead, a weave of narrow lanes lined with workshops and stalls are set back into the old canal horse stables like caves. Most of the buildings around the old stables were preserved 20 years ago and in places it feels like you're back in the 1970's when it was first set up as a market.

Walking through you come across random shops, one, a 'punk rock' shop, has been set up within the red brick arches of the old stables. It's decked out with strobe lighting, 'rave clothing' and mannequins with gills and 'Terminator'-like robotic arms! all accompanied by heavy trance music, it's like walking into another world.

Another gem you might stumble across, even if its only for the ornate carved stairwell, is the Gilgamesh restaurant. Every carving is different and tells the tale of Gilgamesh, a mythological Sumerian King. Actually everything is hand crafted, from the walls to the furniture, even the rubbish bin outside! It unfortunately wasn't open at 11am but I hear its definitely something to experience if only once.

As for what's on sale, everything has so much character and I'm sure I've seen half the dresses there on celebrities spotted around town. For a unique, cheap shopping experience or just an experience, its great.. and I don't think I'll be wading through hords of girls in Topshop again.

Gehry's Magic

2008-09-12T08:10:00.001-07:00

The task was to go to an area in London where I haven't been before armed with £10 to find something interesting to buy. After wandering the streets for the best part of the day it ended in a relaxing manner seated underneath a Pavilion, which is the latest star studded 'Architectural' addition to pass through Hyde park. Yes this new Pavilion was commissioned by the Serpentine who "sets out to realise the architect's vision for the project as they conceived it." This whole process took six months from the initial invitation to the on site completion. As I have never been to the Serpentine Gallery before I was unaware that a famous architect/designer is invited every year to contribute. This year Hyde Park has been blessed with a bit of Frank Gehry magic. The American Architect in partnership with Arup have created a de-constructive style pavilion, which is for me an elaborate 'chaotic' statement, that provides visual interest and harmony with its immediate surroundings. The ambient but quiet mood nearly had me falling asleep on the massive sections of built up timber (Maybe because I've been walking around all day) and generally this is a great pit stop for an afternoon tea or coffee. Looking forward to next year already!!!

So, what did i spend my £10 allowance on to encapsulate my experience?

I decided to buy a small book from the Serpentine book shop for £8 and dropped the change in their donations box.

Overall, it was worth all the walking.

Peace

Nice Nest

2008-09-04T01:38:00.000-07:00

Nest is a good website that has design style all in one place, so if your looking for indoor or outdoor - Vitra or Tom Dixon then Nest is a good place to start.

Here at The Yard, we'd love to have some Le Corbusier style in the office...perhaps one day!

and relax.....

2008-08-28T06:27:00.000-07:00

The Lounge in Soho, London, is a perfect example of a great customer experience, they have thought about the experience of getting your hair cut from all angles - not just about the function of cutting hair, not just about the brand, not just about the interior.

The interior is pretty cool yet minimalist. The salon manages to have an air of relaxed yet upbeat. I really enjoy going there because from a customers point of view the staff are very approachable, there are massage seats at the basin, the music is good and to top it all off you can even order food - for those of us that have to get our locks cut during our lunch hour...Genius!!

We here at The Yard Creative, feel that The Lounge team have managed to create a destination salon by looking at the holistic customer experience of getting a hair cut.

Washed ashore

2008-08-21T06:06:00.000-07:00

The south coast is gradually getting a face lift. New design creations are popping up along the shores of the English channel, a perfect example is the East Beach Cafe. A steel cocoon solidly rooted on Littlehamptons' shingle coastline. It has been designed to withstand whatever the elements throw at it and will weather accordingly only adding further to its organic appeal.

It is hopefully the beginning of a new era for our coastal towns and villages. Living on the Kent coast myself I am very aware of the shabby state the strong winds and salty air have left our seaside buildings in over the years, not to mention the cheesy arcades and kiss-me-quick tat which unfortunately can not be excused by the weather!

Thomas Heatherwick the designer describes his shell-like building as 'a place of prospect and refuge'. There have also been 'chatterings' amongst the locals that the cafe could have the same effect on Littlehampton that The Guggenheim had on Bilbao. Perhaps a little optimistic, but if it wasn't for the potent media coverage only the odd brave dog walker would ever be likely to stumble across this raw creation on a windy summers day, so anything is possible.

I do appreciate the white-washed look of our conventional seaside abodes but this new cafe is such a refreshing contrast and will hopefully bring new life and more new interest to a seaside town which has definitely seen better days. So bring on more design like this and we could be saying goodbye St.Tropez hello Bognor Regis....maybe..?

A Perfect Match

2008-08-20T01:57:00.000-07:00

There have been some amazing highlights from the Beijing Olympics this year. Especially with Team GB reaching their best medal tally in 100 years, Michael Phelps becoming the greatest Olympian of all time & in general the Chinese being good host's. (despite all the initial doubts)

I think the opening ceremony was a demonstration full of life, energy and explosive power (If sport was politics they showed the world that they are a superpower that means business). The 'birds nest' was the perfect setting. The innovative and visually striking stadia designed by swiss Architects Herzog & de Meuron will go down as one of the greatest Olympic arenas of all time.

But with all this, for me the highlight of the games has to be Usain Bolt's amazing performance in the 100m final. His showing has truly matched the spectacular venue, with his explosive, but very smooth running style. He broke his own record leaving many commentators to suggest he could have run even faster. He has brought the excitement back into the sport, which has seen its image destroyed over the years with numerous drug scandals. Remembering he is only 21 so, I fully expect him to get even better.!!!

With this years memorable games now coming to an end. I personally think the 'birds nest' is the best ever Olympic Arena and it has been blessed to have staged the greatest performance of all time. A PERFECT MATCH

Peace

The Greatest high street retail experience........ever?!

2008-08-20T01:54:00.000-07:00

For those of you who can remember the Jil Sander store in Savile Row, London, you'll remember the beautiful classical lines of an elegant, grand white space with a graceful black curved wall slicing through the 3 storery high void reminiscent of its historical surroundings.

Walk pass the same building today and you'll have to fight through the frenzy of cool, trendy, early adopters eager to get there hands on the new range of Abercrombie & Fitch to see a space that is truly magnificent and waking up its established neighbours! Whoever designed this store, I take my hat off to you.

Once you've finished gorping at the beautiful people and stumbled across the giant moose head you realise what all the fuss is about. Huge 4m displays with internal lighting that animate the colourful products tower over you whilst staff dance on the newly inserted mezzanine to the banging house music depicting the very essence of the A&F customer. How on earth the designers managed to convince the local authorities to let them paint the classical white interior gun-metal grey I have no idea - but it works beautifully! Strangely enough, although the space is vast it feels incredibly personal - that could be because of the leather sofas and plants bordering on a jungle but just perhaps thats the welcoming and slightly flirtatious behaviour of the people who work there making every visitor feel a little better about themselves. Whilst standing a changing room queue long enough to rival a sell out gig you wonder if A&F every dreamt this store may have been sooooo successful but for what you receive from this wonderful experience you forgive them for.

Whilst starring at one of their many hand painted sporting scenes I find myself asking just one question; 'Has this American brand been so clever to have taken a quintessentially historic English way of life and sold it back to us at a premium price, palming it off as there own...........?'

Either way, a truly wonderful space that challenges all others retailers to step up to the mark.

Humble beginnings

2007-10-04T10:36:00.000-07:00

from an idea to a dream,
from the front room to the studio,
from 1 to 4.

where wil The Yard Creative go from here?