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Procesboek | Xana Ferreira Chicano

My Procesboek voor QI by Filling Pieces for AMFI'S Specialization Brands & Innovation

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PROCESBOEK

XANA FERREIRA CHICANO


KLEURLEGENDA

NIEUWE WEEK

NIEUWE LES

ANALYSE

ANALYSE

(WEEK) CONCLUSIE

FEEDBACK


INHOUD/ VOLGENS DELIVERABLES

1 slide explaining which research (outcome) of the previous products (article, interview, shoot

and scenario) you used as the starting points for developing your concept & prototype.

PAGINA: 52 t/m 61

PAGINA: 229

1 slide with broad and relevant research into the brand

PAGINA: 24 t/m 45

1 slide with broad and relevant research into the target group.

PAGINA: 100 t/m 109

PAGINA: 115 t/m 120

PAGINA: 142 t/m 156

3 slides with research into the concept, multiple ideas for the concept and the experiment in actualization

(text, visualizations, graphic design).

2 slides that underpin your choices for the concept

PAGINA: 159 t/m 165

PAGINA: 178 t/m 179

3 slides with research into the prototype, multiple ideas for the prototype and the experiment in

actualization (text, visualizations and suitable tactile communication).

2 slides that underpin your choices for the prototype

PAGINA: 52 t/m 75

PAGINA: 92 t/m 112

PAGINA: 188 t/m 191

PAGINA: 197 t/m 203

PAGINA: 222 + 227

2 slides that show decisions are based on research and relate to the theme (reconsider), the brand

& the scenario (Dit staat door mijn hele PB heen).

PAGINA: 60-61

PAGINA: 119

2 slides which show how the concept and prototype help the brand obtain a relevant & strong position

in the future.

PAGINA: 252 t/m 255

PAGINA: 248 t/m 251

PAGINA: 244


WEEK 6


SPRINTWEEK


SPRINTWEEK || DAY 1 || PROGRAM

PROGRAM

MORNING

Homework for Monday morning session day 1 Find brands with strong and not so

strong concepts and motivate your choices. Look at the model + video on brightspace

(content – concept & prototype phase – introduction & print outs. Have crafting materials

(paper, sticky tape, scissors, wood, textiles, clay, etc.) ready.

Brand: Hilfiger || Scenario: how technology takes over our brain

10:00 – 10:30 Questions about the model? What is a concept? Discuss examples of good

and not so good concepts.

10:30 – 11:15 Work in pairs on making a concept, using the existing brand analysis and

existing scenario

Break

11:30 – 12.15 Creation of prototypes (individually)

12:15 – 12:45 Virtual Expo of the concepts and prototypes + review of the morning

AFTERNOON

Homework Monday afternoon day 1 Now the target group takes centre stage Find a

target group that could play an important role in 10 years time (think outside the box,

various ages and backgrounds, etc.) Have crafting materials (paper, sticky tape, scissors,

wood, textiles, clay, etc.) ready.

Brand: Swap Bike || Scenario: In touch

13.15 – 13.30 What is a target group? Why do we have target groups? How do you find out

what the characteristics of a target group are? What have you discovered?

13.30 – 14.00 Work in pairs on discovering a new future target group for the brand (present

consumer is not automatically also tomorrow’s consumer), using the existing brand

analysis and existing scenario.

14.00 – 14.30 What changes are needed in the (brand) concept?

14.30 – 15.00 Peer-to-Peer feedback in 2 groups

15.00 – 15.30 Creation corresponding prototype (pairs)

15.30 – 16.00 Virtual Expo of the target group, concepts and prototypes + review of the

morning


SPRINTWEEK || DAY 1 || CONCEPTS

STRONG CONCEPTS

1. SAVAGE x FENTY SHOW from Rihanna

It’s a well thought out concept because it really fits

the current zeitgeist about a more inclusive and

diverse world. She really puts a new concept on the

map when it comes to a lingerie catwalk show, with

more inclusive and diverse models, compared to

for example the thin, white models that were used

in the Victoria Secret shows.

STRONG CONCEPTS

1.APPLE; APPLE WATCH x HEALTH

I think this is a nice concept because there is a huge selfcare

movement coming up through the Corona-Crisis,

this was based on my previous research. I think it’s nice

to combine technological developments with health to

get a more healthy future. It measure the oxygen level in

your blood with new sensors and an app. You can make

an ECG where and when it suits you. If this concept

were to reach a higher level, they could work together

with for example, hospitals, to make healthcare more

personalized from home.

WEAK CONCEPTS

1.H&M ‘Monkey’ campaign —> Why is it weak?

It’s a bad concept because H&M hasn’t thought

about how they touch people with certain words

and image. It was seen as racist and a lot of people

were offended by this campaign. You therefore lose

trust from your consumers, because of the shift in

society to a more inclusive world.

CONCLUSION/ WHAT IS A

CONCEPT?

-Idea that occurs in your mind

-Gives meaning and value to a

target group

-Respond to the demand of a

target group

-Is something new and authentic

compared to competitors and

the market

-Reacts on the current zeitgeist

WEAK CONCEPTS

1.HEINEKEN CAMPAIGN —> Why is it weak?

It’s a bad concept because the ad features a

bartender sliding a bottle of Heineken Light past

three black people into the waiting hand of a

much lighter-skinned woman. The ad’s tagline was

“sometimes, lighter is better’’. It’s again racist,, you

offend people and you lose your credibility as brand.

You also lose trust from the consumer because you

aren’t responding to society matters (inclusivity).


SPRINTWEEK || DAY 1 || CONCEPTS

BRAND

EXERCISE 1 || SPRINT DAY

SCENARIO

CONCEPT | TOMMY HILFIGER

Sportswear that interacts with your brain by giving 8D music signals.

In 2031 technology is linked to your brain and body. Tommy Hilfiger responds to this by releasing

sportswear that sends music signals to your brain during the workout. The sportswear produces

8D music signals which will motivate you, so you can get more out of your exercise. With 8D

music Tommy Hilfiger triggers 'the creative part of your brain,' it gives you a new 8d-experience. It

will interact with one of your most interesting senses, your ‘hearing’. The sportswear can be

downloaded and printed with your own 3d printer at home. 3d printing fits the vision of Tommy

Hilfiger, because it doesn’t produce waste. You produce according to demand.

What is 8D-music?

You will listen to a song with your brain and not with your ears. You will feel the music from

outside and not from the headphones. It feels like the music is moving around you and going with

your flow. It is like being on location instead of having your headphones on.

CONCLUSION/ WHAT

DID I LEARN TODAY?

I really saw that I already

was thinking of a product

and after that came-up

with the main concept.

So I think my strength

will be to develop

products. I will have a

look if this will be my

way of working looking

back at the models.

FEEDBACK

Very nice idea! This a is product a product idea, just idea, do just a step do back a step and think back of and the overall think of concept. the overall You concept. You see

now see that now that your your way way of of working is is thinking of the of product the product first and first then and take then a step take back a by step back by thinking

of

thinking

the concept.

of the concept.

Which

Which

is also

is also

fine.

fine.


SPRINTWEEK || DAY 1 || TARGETGROUP

CONCLUSION/ WHY I A TARGET-

GROUP IMPORTANT?

- Your concept gives meaning and

value to a target group.

-Your concepts can respond to

the demand of a target group.

- Your concept creates a new

target group.


SPRINTWEEK || DAY 1 || TARGETGROUP

BRAND

CONCEPT || SWAPFIETS

SCENARIO

CONCLUSION/ WHAT

DID I LEARN TODAY?

Here I saw that we

started to think about a

prototype first and then

came up with an idea

and a concept. I will

look at the model to see

which kind of working

will be mine and I will

use in the next phase of

the specialsation brands

& innovation.

So we chose Generation Alpha/ The Quaranteens, they are really into the newest

technology and are very individualistic. This generation is a countermovement in the

scenario ‘In Touch’ and want to show their own identity, be their own person and don’t

follow this uniformity. So we developed a concept in the direction of technology and

personalisation. We will develop a Swap-Fiets that with hand sensors will modulate the

best personalized bike for you, for example looking at your hight, your weight, the bike

transforms into the best bike for you.

FEEDBACK

Nice concept, fitting the target-audience! The technological developments have to be reallt further

developed to be able to do this, so also look if it will be realistic to produce your idea.


SPRINTWEEK || DAY 2 || PROTOTYPE

PROTOTYPE:

What is a prototype?

An early sample or model built to test a concept or process. The prototype had

loose wires and rough edges, but it worked. An original object or form which is a

basis for other objects, forms, or for its models and generalizations.

Qualities Of A Good Prototype

Representation

A prototype is a representation of the actual product. It represents how the product

will look and/or work like.

Precision

More precise the prototype, better the response and feedback.

Functional

A good prototype performs the basic functions of the actual product (if possible).

Improvision

A good prototype is one which can be improvised on with minimum effort. This

one of the most important aspect of prototyping as a prototype is subject to many

improvisations.

What kind of prototypes do we have?

3 Dimensional Prototype

Paper Prototype

3D-Printed Prototype

Digital Prototype

2 Prototypes

Low-vitality -> rough sketch on paper

High-fidelity -> should look as the real product look (finished look & feel)


SPRINTWEEK || DAY 2 || PROTOTYPE

BRAND

CONCEPT || “VITRA REALTY”

SCENARIO

Over production / consumption

Pollution

Changed society

2025 einde kapitalisme

What if nature becomes scares and the manmade became

worthless?

Virtual reality/ 3d printer / internet

Mirror drinking powerdrinks?

Turkey special holiday treat

Ecologische bronnen zijn declinded

Nature/ plants/ animals are in danger

People are fighting over clear water and other natural

resources

Pieces of nature are used for education and are afgebakend

Luxery gaat niet meer over owning proporties maar over in

de natuur zijn, liggen in het gras. —> maar dit is alleen voor

de rijke mensen.

Brands komen met experiences —> by triggering the senses.

—> using the purest fabrics.

Self-sustained isolated houses in the middle of nowhere, free

from radiation and toxics.

Middle class live in urban, industrial districts. Are using

augmented reality om te escapen?

De randen zijn afgesloten door de government om de

middleclass weg te houden bij de rijke mensen. —> door een

recognizior scanner

John -> countermovement: verliest zn vrouw aan radioactieve

stoffen die haar vergiftigden. Hij wil een groenere wereld voor

zijn zoon Kevin. Partijen weigeren zijn verzoek en hij gaat zelf

de scanner hacken.

SCENARIO

We created a service for the isolated people in the middle of nowhere, they

can’t go to physical stores to buy furniture. You can use your augmented reality

glasses to personalize your home interior by using the newest collection of

Vitra Forniture, you can use a ‘hand-pad’ to touch and feel material. This will

give the consumer an experience that touches different senses.

BENEFITS>

Time-saving, personalized, update

to newest collection, touches the

senses through experience, look

how the products will fit into your

home.

CONCLUSION/ WHAT DID I

LEARN TODAY?

I learned how to use different

models as this one, you can

see which pain relievers and

benefits your concept will

generate.

PAIN RELIEVER>

Give the opportunity to isolated

people to buy new furniture and

seeing and touching it, because

they can’t go to a physical store.


SPRINTWEEK || DAY 2 || PROTOTYPE

THE OPPORTUNITY MAP

CONCEPT || “VITRA REALTY”

We created a service for the isolated people

in the middle of nowhere, they can’t go to

physical stores to buy furniture. You can

use your augmented reality glasses to

personalize your home interior by using the

newest collection of Vitra Forniture, you can

use a ‘hand-pad’ to touch and feel material.

This will give the consumer an experience

that touches different senses.

TARGET GROUP

Well-being families (rich) > Age 35-50

High income / high education level

Seen as an elite, through the recognition scans and boarders

Modern people who like the style of minimalistic interior

Love high-quality products that last and are willing to pay more

Live isolated in the middle of nowhere because of the radiation and toxics

Can’t go out to shop (new things)

CONCLUSION/ WHAT DID I LEARN TODAY

‘THE PROTOTYPE’ DAY?

What I learned today is that I really love

to use this model. I can see that I really

always am thinking first of a new product/

prototype fitting the scenario and brand

and targetgroup and after that I formulate

a linking ‘concept’. So I will take this with

me to the next phase, knowing the brand

& scenario first really good, knowing the

characteristics of a targetgroup after and

than coming up with the ‘main’ concept.

BENEFITS

Time-saving, personalized, update to newest collection, touches the senses through experience, look how

the products will fit into your home before you buy it. (look at target-group above)

> more practical

REASONS TO BELIEVE

- In daily live the people use the newest technological developments as VR, AR, 3d printing and internet. So,

the new link between an experience and AR interior will be accepted in this world. It will give a new solution

to the isolated people that can’t go to physical stores, because they live in the middle of nowhere and the

boarders are closed. (between the scenario/protoype)

- For the brand Vitra it will mean that they give the people a shop experience to feel the materials and see

if it will fit in your home interior. In this way the brand will stay relevant and will give the target group also a

change to buy new furniture. (between brand & target audience)

> overarching

CHANGE TO LEAD

Give the opportunity to the isolated people to buy new furniture and seeing and touching it, because they

can’t go to a physical store. In this way they will also be able to have a shopping experience at home that

touches their senses.


INTERIM ASSESSMENT


INTERIM ASSESSMENT || PROCESS

LEERDOELEN BRANDS & INNOVATION || ‘MAGAZINE & SCENARIO’

LEERDOELEN (ZELF)

# PERSOONLIJK

- Voor dit project wil ik meer mijn mening en ideeën delen door meer op te komen voor mijn creatieve werk.

# PROFESSIONEEL

- Voor dit project wil ik mijn onderzoek verbreden en verdiepen door gebruik te maken van minstens 3 verschillende bronnen die anders zijn

dan alleen online Artikelen, zoals podcast, documentarys, tedtalks, wetenschappelijk onderzoek.

- Ik wil mijn Engelse schrijfvaardigheid ontwikkelen door een interessante invalshoek te kiezen voor mijn interview, artikel en scenario’s die

echt passen bij het thema van heroverweging, maar ook bij mijn interesses.

# CREATIEF

- Ik wil mijn onderzoeksvaardigheden ontwikkelen zodat ik dit kan gebruiken als basis om een authentiek en innovatief eindproduct te

produceren.

- Ik wil leren hoe ik mijn onderzoek kan vertalen en communiceren naar een artikel, fotoreportage en interview op een authentieke manier.

- Ik wil mijn basisvaardigheden voor Adobe Premiere Pro verbeteren door de LinkedIn-cursus te bekijken en de hele video te produceren voor

het schrijven van scenario’s in premièreprofessional.

LEERDOELEN (MANUAL)

# WEBSITE

- Je weet hoe je verschillende onderzoeksmethoden kunt toepassen op een specifiek thema zoals Reconsider.

- Je bent in staat om een persoonlijke visie te ontwikkelen op basis van de onderzoeksresultaten.

- Je weet de onderzoeksresultaten te vertalen en te communiceren naar een artikel, fotoreportage en interview op een aansprekende en

aantrekkelijke manier.

# SCENARIOS

- Je weet met welke onderzoeksmethoden je in staat bent om actuele trends & ontwikkelingen te ontdekken die belangrijk zijn voor je merk.

- Je bent in staat om twee toekomstscenario’s voor een merk te ontwikkelen.

- Je kunt een inspirerende, informatieve presentatie maken van de geschreven toekomstscenario’s gericht op het merk.

LEERDOELEN BRANDS & INNOVATION || ‘ONDERZOEK SKILLS’

- Voor dit project wil ik mijn onderzoek verbreden en verdiepen door gebruik te maken van minstens 3 verschillende bronnen die anders zijn dan alleen online Artikelen, zoals

podcast, documentarys, tedtalks, wetenschappelijk onderzoek.

- Ik wil mijn onderzoeksvaardigheden ontwikkelen zodat ik dit kan gebruiken als basis om een authentiek en innovatief eindproduct te produceren.

- Je weet hoe je verschillende onderzoeksmethoden kunt toepassen op een specifiek thema zoals Reconsider.

- Je weet met welke onderzoeksmethoden je in staat bent om actuele trends & ontwikkelingen te ontdekken die belangrijk zijn voor je merk.

TS1 || INTERVIEW || SOURCES & METHODS

ONLINE PSYCHOLOGY BLOG

ONLINE ARTICLES

DOCUMENTARY

BACKGROUND INFO

TED TALK/ PODCAST

ACADEMIC JOURNALS/ RESEARCH

OWN EXPERIENCE ACUPUNCTURE

SOURCES

1. DOCUMENTARY: ‘‘Minimalism, a documentary about the important things’’ with neuroscientist

Sam Harris.

2. ONLINE ARTICLE: ‘‘The Hot New Thing in Health? The Ancient Healing System of TCM’’ https://

coveteur.com/2020/05/05/traditional-chinese-medicine-covid19/

3. BACKGROUND INFO: Gerrit Bijlsma, Acupuncturist https://www.acupunctuuramstelveen.info

4. ONLINE BLOG: ‘‘The healing power of slowing down.’’ https://www.psychologytoday.com/intl/

blog/the-empaths-survival-guide/201912/the-healing-power-slowing-down

5. TED TALK: Traditional Chinese Medicine and harmony on the planet.

6. ONLINE ARTICLE: ‘‘The revised meaning of self-care in the wake of COVID-19’’ https://ct.counseling.org/2020/08/the-revised-meaning-of-self-care-in-the-wake-of-covid-19/

7. ACADEMIC JOURNAL: ‘‘Traditional Chinese Medicine in the Treatment of Patients Infected

with 2019-New Coronavirus (SARS-CoV-2): A Review and Perspective’’ https://www.ncbi.nlm.nih.

gov/pmc/articles/PMC7098036/

8. ACADEMIC JOURNAL: ‘‘Acupuncture and the retrospect of its modern research’’ https://rjme.

ro/RJME/resources/files/600219411418.pdf

9. OWN EXPERIENCE: Every week I have my acupuncture session

METHODS

TS1 || INTERVIEW || RESEARCH

8. ACADEMIC JOURNAL

Currently, Severe Acute Respiratory Syndrome Coronavirus 2

(SARS-CoV-2, formerly known as 2019-nCoV, the causative pathogen

of Coronavirus Disease 2019 (COVID-19)) has rapidly

spread across China and around the world, causing an outbreak

of acute infectious pneumonia.

. The supportive care and

to ameliorate the symptoms of the patient are the only options

currently. At the top of these conventional therapies, greater than

85% of SARS-CoV-2 infected patients in China are

(TCM) treatment. In this article, relevant

published literatures are thoroughly reviewed and current

applications of TCM in the treatment of COVID-19 patients are

analyzed. Due to the homology in epidemiology, genomics, and

pathogenesis of the SARS-CoV-2 and SARS-CoV, and the widely

use of TCM in the treatment of SARS-CoV, the clinical evidence

patients with SARS coronaviral infections are discussed.

Current experiment studies that provide an insight into

the mechanism underlying the therapeutic effect of TCM,

and those studies identified novel naturally occurring compounds

with anti-coronaviral activity are also introduced.

COVID-19 can be diagnosed by either chest CT radiography

or a laboratory testing. Unfortunately, specific antiviral

drugs or vaccines currently have not been available for the

treatment 10, 11. According to the current clinical guideline

in China and the experiences in the treatment of SARS or

Middle East Respiratory Syndrome (MERS) patients, both

conventional medicine and traditional Chinese medicine

(TCM) are used for the treatment of patients with infection

of SARS-CoV-2 in China 12-14. This review mainly focuses

on the discussion of TCM usage in the treatment of COV-

ID-19 patients, in the context of current conventional management.

Due to the homology in epidemiology, genomics,

and pathogenesis of the SARS-CoV-2 and SARS-CoV 8,

9, and widely usage of TCM in the treatment of patients

infected with SARS-CoV in 2002-2003 15,

Consistent with previous analysis, WHO also concluded “to

date, there is no specific medicine recommended to prevent

or treat SARS-CoV-2” 37. TCM has been used in control

of infectious diseases for thousands of years. There is

a clear room for the intervention of TCM as a complementary

therapy for COVID-19 patients. It is reported that

40. Based on these factors,

there is a general expectation that

This academic Journal gives me more academic

insight on the theme of Traditional Chinese Medicine

and Acupuncture. I can add my analysis in my interview

so that it gets more credibility.

Scientific research carried out by the

Carol Davila University of Medicine and

Pharmacy shows that acupuncture

has remarkable effect on the pituitary

gland and adrenal cortex system, the

sympathetic nerve and adrenal medulla

system, which has a good effect on

restoring balance in spirit, mind and

body.

9. ACADEMIC JOURNAL

I can use this outcome above, to highlight the benefits

of the method acupuncture on the human body. I

can use this in my interview to start with credible

information from a credible source and add the story

of Gerrit Bijlsma to this info.

I think that I really show here that I have used a lot of different

research methods and sources to develop a well-rounded research as

base for my product For further development I also have

used my own experience in this field, I think that it really makes my

research more personal and interesting for the reader because I have

experienced this method by myself.

TS1 || ARTICLE || RESEARCH

The Virus Is a Reminder of Something Lost Long Ago

ALAN LIGHTMAN is a writer and physicist who teaches at MIT.

His latest books are Three Flames, and Searching for Stars on an Island in Maine.

‘’Productivity in the workplace increased, the so-called principle of time costs money arose,’’ .This led to a keen awareness

of time and we started to use it more purposefully. As a result, we have created a fast-paced society where not a

minute is wasted. We become restless waiting in waiting rooms when it takes too long, we have become impatient and

we cannot sit still for a few minutes without thinking about the next thing we are going to do. We have become addicted

to endless stimulation by to-do lists, the outside world and new technology.

Like many of us, I will have the chance do that pondering for several months. But such self-reflection, such tending to the

inner self, is not a onetime event. It should be an ongoing part of a life lived deliberately, to use Henry David Thoreau’s

language. And that deliberate living requires an enduring change of lifestyle and habits. At some point, the coronavirus will

pass, or at least recede into the haze of other viruses and ailments. There will be (and already is) staggering suffering and

loss of life, enormous economic devastation. That tragedy cannot be overstated. For years, we will be trying to rebuild the

broken world. But perhaps the slower lifestyle in these months can help put the pieces back together. And perhaps a more

contemplative, deliberate way of living can become permanent.

6. ONLINE NEWSPAPER

CONCLUSION

This article of Alan Lightman really gives me

insights of how the society worked before

the pandemic in a fast-pace society. I can

really work with this article and use it to give

information about this fact in the beginning of

my article.

BOOK ‘ENOUGH’ of Patrick Rhone

Writer and consultant Patrick Rhone, tells in his book ‘Enough’ about this

society fact. You can essentially do anything you want in this fast-paced

world, so you do anything you want. But to do that you have to sacrifice

things that are really important. If it gets too much, the easiest thing to

do is to just to turn it off. The fast-pace society has made us some kind

of robots of society, where we are constant on a move to see and find

new things through technology and pace. We therefore have to sacrifice

a lot of things like the things you love to do as being with your family and

appreciating that or just reading a book in silence etc.

7. OFFLINE BOOK

8. DATA ANALYSIS/ EXPERIMENT

INTERNATIONAL EXPERIMENT

A scientific study by the University of Hertfordshire found that the speed of pedestrians in 34 towns and cities increased

by as much as 10% between 1995 and 2005. We have been quietly sucked into a world full of speed and noise, and can

hardly remember a time of silence, sitting still and self-reflection.

CONCLUSION

I can use this book of Patrick Rhone

to tell why the fast-pace society has to

change and also why people have to

change from mindset.

CONCLUSION

This experiment is a nice data

analysis to add to my article, to give

the information about the fast-pace

society more depth with data.

TS1 || ARTICLE || SOURCES & METHODS

DOCUMENTARY

PODCAST

SCIENTIFIC SURVEY

ONLINE NEWSPAPER

ACADEMIC JOURNAL

OFFLINE BOOK

DATA ANALYSIS

SOURCES

1. Documentary: ‘’Minimalism, a Documentary about the Important Things’’ // (With neuropsychologist

Rick Hanson, neuroscientist Sam Harris and economist & sociologist Juliet Schor)

2. Book: ‘Enough’ from author & consultant Patrick Rhone

3. Online Newspaper: The Atlantic Newspaper: Article ‘’The Virus Is a Reminder of Something

Lost Long Ago’’ https://www.theatlantic.com/ideas/archive/2020/04/coronavirus-is-changing-habits-of-mind/609181/

(With physicist Alan Lightman)

4. Experiment/ Data: INTERNATIONAL EXPERIMENT PROVES PACE OF LIFE IS SPEEDING UP BY

10% http://www.richardwiseman.com/resources/Pace%20of%20LifePR.pdf (with psychologist

professor Richard Wiseman

5. Podcast: ‘The power of slowing down & pausing (With clarity guide & author Liv Hadden)

6. Scientif Survey: Scientific survey/ research carried out by The Harris Poll on behalf of Samueli

Integrative Health Programs https://drwaynejonas.com/wp-content/uploads/2020/06/Self-Care-

Post-Pandemic_Samueli-Report.pdf

7. Academic Journal: https://www.researchgate.net/publication/340515703StressandCoping_in_the_Time_of_COVID-19_Pathways_to_Resilience_and_Recovery/link/5e8e5acda6fdcca78901efbe/download

8. Online Newspaper: Feeling stressed? Meditation apps see surge in group relaxation. https://

www.washingtonpost.com/technology/2020/04/21/meditation-up-during-coronavirus/

METHODS

EXPERIMENT

ACHIEVING COMPETENCE ‘‘RESEARCH’’

I think that I really show here that I have used a lot of different researcg

methods and sources to develop a well-rounded research as base for

my product article. I have some online sources like documentaries,

online newspapers, experiments, podcasts, surbeys and also some

offline sources like books and newspapers.

1. SOURCE/ WHAT IS IT ABOUT?

Source: Vernieuwenderwijs

About: Trends for educational Institutions.

2. WHY IS IT RELEVANT?

It is relevant because educational institutions are

seen as nodes in the ‘Lifelong Learning’ society.

Much has been invested in high quality education.

Technological advances have made education

flexible, you can see here the technological

trends that will be adjusted to education.

3. CHANGE FACTORS & DRIVERS

Change factors: The change of education forms

through technological developements.

Drivers: Technolgy, indiviualism.

CBS

1. SOURCE/ WHAT IS IT ABOUT?

Source: CBS

About: There are as many women as men with a

higher professional or university degree.

2. WHY IS IT RELEVANT?

It is interesting because women are increasingly

seen as equal to men, both in studies and in

workfield. This creates a more inclusive workplace

in terms of gender and more equal rights for

women. It is interesting for brands because they

can focus on personal development, which is

often associated with women in society.

3. CHANGE FACTORS & DRIVERS

Change factors: More highly educated women

Drivers: Individualism, performance society,

emancipation of women.

https://www.cbs.nl/nl-nl/nieuws/2019/10/evenveel-vrouwen-alsmannen-met-hbo-of-wo-diploma

1. SOURCE/ WHAT IS IT ABOUT?

Source: Newspaper ‘Trouw’

About: The COVID-19 pandemic led to the

largest economic contraction ever in the

Netherlands.

2. WHY IS IT RELEVANT?

It is relevant because the consumption of the

Dutch population has fallen and many jobs

have been lost. Unemployment is therefore

rising; this affects brands because people

have less to spend and spend less on luxury

products.

3. CHANGE FACTORS & DRIVERS

Change factors: Contraction of the economy

Drivers: cyclical hardship, health pandemic,

lower consumption, rising unemployment.

https://www.trouw.nl/economie/grootste-economische-krimp-ooit-door-corona-dit-is-ongekend-of-duizend-synoniemen-voor-dat-woord~bf99e921/?referrer=https%3A%2F%2Fwww.

google.com%2F

TROUW

1. SOURCE/ WHAT IS IT ABOUT?

Source: Frankwatching

About: The most important developements

for the cryptocoins of 2020.

2. WHY IS IT RELEVANT?

It is relevant because there is still a shift from

physical money to online money. More and

more companies are also developing their

own currency.

3. CHANGE FACTORS & DRIVERS

Change factors: Shift from phical money to

online money.

Drivers: Technology, Innovation, Speed of life.

SCENARIO || DESTEP || DEMOGRAPHIC

SCENARIO || DESTEP || DEMOGRAPHIC

VERNIEWEN

DERWIJS

FRANK

WATCHING

1. SOURCE/ WHAT IS IT ABOUT?

Source: Magazine ‘Erasmus Magazine’

About: The work and study pressure in

increasing and therefore stress gets worse.

2. WHY IS IT RELEVANT?

It is relevant because it affects a large group

of the society now during Corona. This

causes a large number of Burn-Outs among a

large group of young people. Mental health is

an important issue that is little talked about,

it is sometimes seen as a taboo.

3. CHANGE FACTORS & DRIVERS

Change factors: Increase work & study pressure

Drivers: Performance society, perfectionism,

digitalisation, high expectations & standards,

making studies/ work more difficult.

https://www.erasmusmagazine.nl/en/2020/05/18/high-levels-ofstudy-related-stress-and-work-pressure-throughout-the-coronacrisis/

ERASMUS

MAGAZINE

1. SOURCE/ WHAT IS IT ABOUT?

Source: Reformatorisch Dagblad

About: The english language is more and

more mixed with the dutch language in The

Netherlands.

2. WHY IS IT RELEVANT?

It is relevant because you can see that

languages are mixing and we could shift

towards just the use of 1 language because

of the growth of different etnicities.

3. CHANGE FACTORS & DRIVERS

Change factors: Inclusivity increase

Drivers: Higher awareness, more information,

demonstrations, new laws.

1. SOURCE/ WHAT IS IT ABOUT?

Source: Survey

About: People want to change their self-care

after the corona-crisis. They want to spend

more time on it.

2. WHY IS IT RELEVANT?

It’s relevant because brands could focus for

example on this self-care movement.

3. CHANGE FACTORS & DRIVERS

Change factors: Increase self-care

Drivers: Individualism, stagnating speed life.

1. SOURCE/ WHAT IS IT ABOUT?

Source: Frontiers in Psychiatry

About: The digitalization causes digital

loneliness and mental health problems.

2. WHY IS IT RELEVANT?

It’s relevant because it’s an important subject.

We go towards more and more digitalization

so we really have to do something with this.

3. CHANGE FACTORS & DRIVERS

Change factors: The rise of mental health

problems through digitalization.

Drivers: High technology, speed of life.

1. SOURCE/ WHAT IS IT ABOUT?

Source: ‘Documentary; ‘minimalism’.

About: How a minimalistic life can break

through the fast-paced society.

2. WHY IS IT RELEVANT?

It’s relevant because now through the corona

crisis a lot of people are reconsidering their

lifestyle (fast, no time for important things)

3. CHANGE FACTORS & DRIVERS

Change factors: Change of lifestyle

Drivers: Stagnating speed of life, individualism

FROM EARLIER

RESEARCH PB

SCENARIO || DESTEP || SOCIO

SCENARIO || DESTEP || SOCIO

RD

DOCU

FROM EARLIER

RESEARCH PB

SURVEY

ACADEMIC

JOURNAL

TECHNOLOGICAL

Odekerken-Schröder, G., Mele, C., Russo-Spena, T., Mahr, D. and Ruggiero, A., 2020. Mitigating loneliness with companion robots in the COVID-19 pandemic and beyond: an integrative framework and

research agenda. Journal of Service Management, ahead-of-print(ahead-of-print). [Accessed 21 October 2020].

The Fabricant. 2020. The Fabricant | A Digital Fashion House. [online] Available at: <https://www.thefabricant.com> [Accessed 21 October 2020].

Schragger, M., 2020. Is Digital Clothing The Future Of Fashion And A Solution To Overconsumption?. [podcast] INSPIRING INNOVATION. Available at: <https://www.sustainablefashionacademy.org/

podcasts/big-closets-small-planet/inspiring-innovation-digital-clothing-fabricant> [Accessed 21 October 2020].

Amsterdam Fashion Week. 2020. Amsterdam Fashion Week. [event] Available at: <https://amsterdamfashionweek.nl> [Accessed 3 October 2020].

MARTENS, T., 2020. How I Broke My VR Skepticism And Found Emotional Escape During Coronavirus Sheltering. [online] Los Angeles Times. Available at: <https://www.latimes.com/entertainmentarts/story/2020-04-25/coronavirus-sheltering-vr-virtual-reality-escape>

[Accessed 21 October 2020].

Pinker, A., 2020. Escape From Reality - Escapism In Virtual Reality - Medialist. [online] Medialist. Available at: <https://medialist.info/en/2019/04/26/escape-from-reality-escapism-in-virtual-reality/>

[Accessed 21 October 2020].

Morozova, A., 2020. Chatbots And Augmented Reality For Beauty Brands — Jasoren. [online] Jasoren.com. Available at: <https://jasoren.com/how-beauty-care-companies-can-combine-augmentedreality-with-chatbots-for-customized-online-experience/>

[Accessed 3 October 2020].

ECOLOGICAL

Shoppe, T., 2020. The Vitamin Shoppe® Launches CBD HQ As The Industry-Leading Destination For CBD Wellness Solutions. [online] Prnewswire.com. Available at: <https://www.prnewswire.com/

Yang, Y., Islam, M., Wang, J., Li, Y. and Chen, X., 2020. Traditional Chinese Medicine in the Treatment of Patients Infected with 2019-New Coronavirus (SARS-CoV-2): A Review and Perspective.

International Journal of Biological Sciences, 16(10), pp.1708-1717. [Accessed 3 October 2020].

DeFino, J., 2020. The Hot New Thing In Health? The Ancient Healing System Of TCM. [online] Coveteur. Available at: <https://coveteur.com/2020/05/05/traditional-chinese-medicine-covid19/>

[Accessed 3 October 2020].

Ferreira Chicano, X., 2020. Own Experience With Traditional Chinese Medicine. [Accessed 3 October 2020].

Papadopoulos, L. and McFadden, C., 2020. 3D Printing Will Change The Way You Eat In 2020 And Beyond. [online] Interestingengineering.com. Available at: <https://interestingengineering.com/3dprinting-will-change-the-way-you-eat-in-2020-and-beyond>

[Accessed 21 October 2020].

Radin, S., 2020. Is Virtual Reality Fashion’S Next Frontier?. [online] Coveteur. Available at: <https://coveteur.com/2020/09/29/virtual-reality-fashion/> [Accessed 21 October 2020].

SOCIOLOGICAL

Diaz, A., 2020. This Mental Health Campaign Brings Therapy Sessions Into Video Games. [online] Adage.com. Available at: <https://adage.com/creativity/work/mental-health-campaign-brings-therapysessions-video-games/2286726?>

[Accessed 21 October 2020].

Bruin, A., 2020. Typisch Nederlands: We Spreken Engels. [online] RD.nl. Available at: <https://www.rd.nl/meer-rd/cultuur-geschiedenis/typisch-nederlands-we-spreken-engels-1.1645383> [Accessed

21 October 2020].

Ficheroux, T., 2020. High levels of study-related stress and work pressure throughout the corona crisis. Erasmus Magazine, [online] Available at: <https://www.erasmusmagazine.nl/en/2020/05/18/

high-levels-of-study-related-stress-and-work-pressure-throughout-the-corona-crisis/> [Accessed 3 October 2020].

Minimalism, a documentary about the important things. 2015. [documentary] Directed by M. D’Avella. VS: Matt D’Avella. [Accessed 3 October 2020].

Rhone, P., 2014. [book] Enough. [Accessed 3 October 2020].

Jonas, W., 2020. Self-Care In A Post Pandemic World. [survey] Drwaynejonas.com. Available at: <https://drwaynejonas.com/wp-content/uploads/2020/06/Self-Care-Post-Pandemic_Samueli-Report.

pdf> [Accessed 3 October 2020].

Ddw.nl. 2020. Crisis Of Touch -. [event] Available at: <https://ddw.nl/nl/programma/4836/crisis-of-touch> [Accessed 21 October 2020].

Lim, M., Rodebaugh, T., Eres, R., Long, K., Penn, D. and Gleeson, J., 2019. A Pilot Digital Intervention Targeting Loneliness in Youth Mental Health. Frontiers in Psychiatry, 10. [Accessed 21 October 2020].

POLITICAL

Trouw.nl. 2020. DPG Media Privacy Gate. [online] Available at: <https://www.trouw.nl/binnenland/geslacht-wordt-over-enkele-jaren-geschrapt-van-identiteitskaart~bbfb1cb1/> [Accessed 21 October

2020].

Wareham, J., 2020. Dutch ID Cards To Become Gender Free – Could More Of Europe Follow?. [online] Forbes. Available at: <https://www.forbes.com/sites/jamiewareham/2020/07/07/dutch-id-cardsto-become-gender-free--could-more-of-europe-follow/#690bf5a83207>

[Accessed 21 October 2020].

DEMOGRAPHICAL

Peeters, W., 2019. De Onderwijstrends Voor 2019 – 2020. [online] Available at: <https://www.vernieuwenderwijs.nl/de-onderwijstrends-voor-2019-2020/> [Accessed 21 October 2020].

2019. Evenveel Vrouwen Als Mannen Met Hbo- Of Wo-Diploma. [online] Available at: <https://www.cbs.nl/nl-nl/nieuws/2019/10/evenveel-vrouwen-als-mannen-met-hbo-of-wo-diploma> [Accessed 3

October 2020].

ECONOMICAL

Scheele, J., 2020. Cryptovaluta: 5 Trends Voor 2020 - Frankwatching. [online] Frankwatching. Available at: <https://www.frankwatching.com/archive/2019/12/07/cryptovaluta-trends-2020/> [Accessed

21 October 2020].

DOCUMENTARIES

EVENT: DUCHT DESIGN WEEK

EVENT: AMSTERDAM FASHION WEEK

ACADEMIC JOURNAL

PODCASTS

ACADEMIC SURVEY

TRENDWATCHERS

ONLINE WEBSITES

ONLINE MAGAZINE

BRANDS

VIRTUAL SHOPS (TRY-OUTS)

AR (TRY-OUTS)

OWN EXPERIENCE

STATISTICS

ONLINE NEWSPAPER

CONCLUSION SOURCES

We have used a lot of different

sources and methods. We

looked back at both our

previous research. We have

picked some nice sources

from that previous research

and added some interesting

sources to have all the

DESTEP factors covered.

I have achieved a goal: I used

a lot more different methods

compared to the first phase

of this specialzation to get

infomation as own experience,

augmented try-outs, virtual

shops, events and statistics.

SCENARIO || SOURCES & METHODS

INTERVIEW

RESEARCH

ARTIKEL

RESEARCH

DESTEP

RESEARCH

EIND

BRONNEN

LEERDOELEN BRANDS & INNOVATION || ‘SCHRIJFVAARDIGHEID’

- Ik wil mijn Engelse schrijfvaardigheid: grammatica en taal & sitjl ontwikkelen door een interessante invalshoek te kiezen voor mijn interview, artikel en scenario’s die echt

passen bij het thema van heroverweging, maar ook bij mijn interesses.

TS2 || ARTICLE || FIRST VERSION || FEEDBACK

FEEDBACK DIANA ON MY FIRST VERSION

1. Well-written article, but tighten it a bit and work on the structure. There’s so much detail in your article that

it is easy to get lost.

2. Upbeat and engaging lead. (maybe get rid of the robot part, can be negative)

3. So the reader assumes this (self-care) is your topic. But then you talk about modern life, the American

dream and a lot of other things. This is confusing.

4. You use sources in a natural way: good.

5. In the lead you introduce self-care, so this (5th paragraph) is quite late in the article to get back to this.

6. Great closing line: don’t let go of that one.

CONCLUSION/ NEXT STEPS:

1. I will tighten my article more by scrapping repetition my my text and by

making details more clear.

2. I will make my structure better by adding linking pins/sentences.

3. I will make the theme self-care clearer earlier.

4. I will skip some parts of the american dream and modern life.

5. Will keep the closing line and the use of sources.

6. Will get rid of the robot part in my introduction to make it less negative

TS2 || ARTICLE || ADDING THE FEEDBACK

THE TIME IS NÓW!

Come on with the self-realization, we are putting ourselves back in the foreground.

We have become accustomed to endless routines of speed, efficiency, new information and technology. Without noticing it, we

have become human beings that always wander from hot to hot and want more and more. The COVID-19 pandemic hit us and

gave us a chance to notice it: we have lived too fast. Now that everything is slowing down our self-realization comes first, we

become self-aware by looking back and therefore the role of self-care is changing.

GOING TOO FAST

Why did people not get the most out of their self-care before the COVID-19 pandemic? Let’s look back. ’‘Even though people in

the West have the best standard of living, people always want more’’, says neuropsychologist Rick Hanson in the documentary

‘Minimalism, a Documentary about the Important Things’. Our society is always triggered to want more by technology and information.

There is an illusion of what life is supposed to be like, through social media and advertising. It is an illusion that our life

has to be perfect and full of speed. By constantly running from pillar to post, people often forget to think of themselves, self-care

is therefore easily moved to the background.

Sam Harris, neuroscientist, agrees with Hanson. For example, people are constantly looking for the dopamine experience they

get from a new email or text on their phone. Nokia has done research on this and a person checks their phone on average 150

times a day. Very rarely do we focus on just one thing, we even interrupt or allow ourselves to be interrupted by an abundance of

information. ‘’The expectation of novelty has it in it to make us a guinea pig that only presses buttons'’, says Harris. ‘‘When you

walk on the street, it looks like you are walking in the matrix. And it’s easy to be thoughtless and read the newspaper to update

and consume your social media.’’ Furthermore, writer and consultant Patrick Rhone, tells in his book ‘Enough’ about this society

fact. You can essentially do anything you want in this fast-paced world, so you do anything you want. But to do that you have to

sacrifice things that are really important, like self-care. If it gets too much, the easiest thing to do is to just turn it off.

‘’When you walk on the street, it looks like you are walking in the matrix.’’

‘’Productivity in the workplace increased, the so-called principle of time costs money arose,’’ says writer and physicist Alan Lightman

in The Atlantic newspaper. This led to a keen awareness of time and we started to use it more purposefully. As a result, we

have created a fast-paced society where not a minute is wasted. We become restless waiting in waiting rooms when it takes too

long, we have become impatient and we cannot sit still for a few minutes without thinking about the next thing we are going to

do. We have become addicted to endless stimulation by to-do lists, the outside world and new technology. A scientific study by

the University of Hertfordshire found that the speed of pedestrians in 34 towns and cities increased by as much as 10% between

1995 and 2005. We have been quietly sucked into a world full of speed and noise, and can hardly remember a time of silence,

sitting still and self-reflection.

LET’S HAVE A BREAK

The role of self-care is now beginning to change more and more. In the podcast ‘The power of slowing down & pausing, clarity

guide and author Liv Hadden tells that we have an unprecedented global slow down through the corona crisis. For the first time

in history, the entire world has been forced to stay at home. Everyone is now sitting still and people are not used to it, so they do

not know how to deal with this. All the things that were usually not important and didn’t get around, now come to light because

everything stands still, just like self-care. ‘'All that remains now is just ‘being,’’ says Hadden. Our mindset and self-care is changing

through this crisis. People have never had the time to think about themselves and be aware of themselves through the busy society.

We try to avoid everything, and now during the slow paced society there is more room to think about this in the moment of

now. ‘’We have to take advantage of this moment, we have been given the moment to do nothing. You can use it as a ‘gift’ for your

own self-awareness, to get close to yourself, your own autonomy, to reconnect with who you are. These kinds of crises happen on

purpose, this is a reflection of human behavior. Use this time when everything is fucked up to grow. Change the things you really

want to change instead of just thinking about them. We are still going to be in this shit for a bit, figure out how you can turn this

shit into a beautiful garden,’’ says Hadden.

‘'Use this time when everything is fucked up to grow, and turn this shit into a beautiful

garden.’’

Self-care is growing and people are finding new ways to be just present in the moment. Mindfulness is a huge part of self-care.

It’s a technique to find well-being in the moment of now where you can get joy and satisfaction from just ‘breathing. ‘’Meditation is

a great antidote to the fast-pace society,’’ says Sam Harris. Scientific research carried out by The Harris Poll on behalf of Samueli

Integrative Health Programs has shown that 80% of U.S. adults want to practice self-care more regularly once that the pandemic

is over. “The country begins to recover, it will inevitably create questions about the future of the healthcare system,” Dr. Jonas

continued. “The findings from this study show the critical need for a system that empowers individuals to maintain healthy habits

they formed and emphasizes strategies that support self-care—like good nutrition, exercising, and stress reduction—alongside

guidance from physicians.’’

In times of a big historical crisis as the COVID-19 pandemic people start to reconsider personal aspects of their lives. They start to

look back at certain behavior that was way to fast, they reflect on themselves and see that they need to go for a new direction. A

direction that is less hurried, les focused on technology and social media, and less focused on wanting more. It’s a new direction

full of self-awareness, time for yourself and personal growth through self-care. We can finally get away from the noise and hustle

and bustle of the world. We now have a chance to think about who we are, as individuals but also as a society. Suddenly we are

on our own, with our thoughts. We now have the time and space to open our minds. We can put ourselves back in the foreground.

This should become an ongoing part of a more conscious life. It requires a change of lifestyle and habits. As Hadden would say,

use this shit to create something for yourself to bloom in.

I got rid of the link

between robots and

people to make it

less negative

I have added linking

sentences to give

my article a better

structure. And to

introduce self-care

earlier & to make

the link more clear.

I got rid of too much

information about the

modern world. So I

made this tigher and I

also got totally rid of

the american dream

story.

Added

another

linking

sentences

to give my article

a better structure.

And to link it to the

theme self-care.

Kept this sentence

that really is a nice

ending to my article

and theme.

TS2 || INTERVIEW || FEEDBACK

BREGJE -->

It is good and you worked well with structure and quotes but he doesn’t really tell that much new or surprising stuff…

- Wat kan je zelf doen/ tips?

- Verander ‘we’ naar ‘I’

- Can you explain this more in-depth? Why do you think this is the moment for self realisation?

- What kind of people do look over the fence? And is the fence very high?

- What is your USP as an acupuncturist?

MIRTE -->

Je kan hem nog benaderen of hij wat tips heeft om zelf realisatie toe te passen in je leven? dingen die je zelf kan doen

Heb het idee dat hij beetje in herhaling valt; het kan zijn dat je te veel weg hebt gehaald tijdens het verwerken van het interview?

- Kijken naar de antwoorden van mn interview & kijken of ik geen interessante info heb gemist.

- Hoe kunnen mensen meer zelf-reflectie toevoegen in hun eigen leven?

- Ga meer in op de antwoorden van de vragen, maak het specifiek.

- Dieper ingaan op wat Gerrit zegt.

- Wat zorgt ervoor dat mensen naar jou toekomen en niet naar een ander?

Vragen naar wat hij ooit al een keer gezegd heeft, of hij dit kan toelichten.

STERRE -->

- Heel nice de structuur van je interview! Leest echt fijn zo!

- Misschien kan het je helpen om je af te vragen wat het doel is van je interview - dus als iemand het gelezen heeft, hoe wil je dan

dat ie zich voelt/wat ie ervan meeneemt?

- Die laatste quote waarmee je afsluit is nice en inspiring dus misschien dat je daar nog iets meer mee kan doen.

CONCLUSION/ NEXT STEPS:

1. I will look at the answers of Gerrit Bijlsma, to see if I didn’t miss any useful

information for my end version.

2. I will ask Gerrit more questions to make my interview more in depth and

interesting for the reader. I will use the tips of Bregje, Mirte & Sterre.

3. Keep on going with this structure, because it’s nice to read.

TS2 || INTERVIEW || ADDING THE FEEDBACK

RE-CONNECT YOUR BALANCE

Bringing the body, mind and spirit back into harmony without the need of drugs. According to

industry professionals Traditional Chinese Medicine and in particular acupuncture could be

the key to reconnect with your own-self in the disconnected and fast-paced society of 2020.

I discussed this holistic technique with expert, physiotherapist and acupuncturist Gerrit

Bijlsma.

In a serene little practice in Amstelveen, Bijlsma performs his acupuncture treatments on his clients. Going back in

time to his study period as physiotherapist, he accidentally discovered the given ‘acupuncture’ during a physical lesson

from his professor. He noticed that pain complaints from a client removed quickly in a holistic way without the use of

medication. That was the point when he realized that he really had to do something with this method. He continued to

BALANCE THE IMBALANCE

Scientific research carried out by the Carol Davila University of Medicine and Pharmacy shows that acupuncture has

remarkable effects on the pituitary gland and adrenal cortex system, the sympathetic nerve and adrenal medulla system,

which have a good effect on restoring balance in spirit, mind and body. Bijlsma says that acupuncture helps people who

experience an imbalance between their body and mind, for example due to emotions, trauma or a wrong posture. With

acupuncture you look for the core of what causes your imbalance. With the treatments you make sure that the balance is

restored without side effects of, for example, medication.

Bijlsma tells me during my treatment which forms of acupuncture he finds most interesting. ‘’There are eleven types of

acupuncture and two of them really stand out to me, namely the TAN method and the NOG method”, says Bijlsma. He

tells me that the TAN method is a logical and reproducible method. The Chinese Mr. Tan studied structural engineering and

mathematics in America, which he later applied to the two thousand year old acupuncture method TCM. He then invented

a new technique, the TAN method. ‘’Mr. Tan sees the body as a building, a construction with the foundation, acupuncture

helps to maintain it’’, says Bijlsma. Bijlsma tells me that you have to look at the right meridians. ‘’When we look at your neck

complaints, we look at the meridian that runs around your neck, that’s the bladder meridian. In your ankles you can find the

kidney meridian, which helps the bladder meridian. By puncturing one meridian you help the other, the stronger meridians

help the weaker meridians. That is why you can feel your neck complaints disappear immediately by puncturing your

ankles’’, says Bijlsma. ‘’Funny how your ankles are connected to your neck, right?’’

‘’Mr. Tan sees the body as a building, a construction

with the foundation, acupuncture helps to maintain

it.’’

‘’The NOG method is another method that I find very interesting, this is neuroacupuncture in the ears’’, says Bijlsma. He

tells me that the ear is an inverted fetus that affects brain functions. There are five nerves connected to your ear and brain

and each point in your ear is connected to a specific point in your brain. ‘’I am using the NOG method against your panic

attacks’’, Bijlsma tells me. We all have an adrenal cortex that produces cortisol, which is a stress hormone. If it gets very

high, it affects the prefrontal cortex: your personality. If the cortisol level becomes too high, it affects your limbic system

and your amygdala. The amygdala causes emotions such as fear, anger and sadness. If we see the prefrontal cortex as a

rider and the limbic system as the horse, the horse takes over the rider in case of a panic attack. By puncturing an ear point,

you immediately see that the amygdala becomes less active, the cortisol drops and the rider can take back the power from

the horse again. In this way your panic attacks decrease and your body and mind become more balanced.

I made the background

about Gerrit

Bijlsma a bit

more in-depth to

make it clearer for

the reader.

I went more indepth

with my acupuncturist

about

what happens during

treatments. I

think it’s more personal

because it’s

also about my complaints

TS2 || SCENARIO || FIRST DRAFT TEXT

FEEDBACK BY SHANNON

- 3d printed breakfast

- After the corona crisis of 2020, working online from home has only increased, technological developments

gave this an extra set(maybe push is a nice word).

- The digital world makes it easier to

reach other people, making it easier to work with people who speak different languages. (A little bit of a wobbly sentence. Je zou het in 2en kunnen

hakken)

-Together with Lila, I am talking about the time of 2020 compared to

today, where technology and individualism were not yet as high developed as they are today. (Je zou deze ook in 2en kunnen hakken. Best een

lange zin in de pdf)

- Lila tells me about herself at the start of the session and tells me something personal, she says that that she

sees herself as a non binary person. (Same for this)

- The year 2031 is really going to change this individualistic aspect. ( je bent al in 2031 en het gebeurd dus al. Dus maybe de zin anders verwoorden.

F.e. The time we live in now really changed this individualistic aspect)

- Everyone in society is different in behavior and opinions, everyone wants to get the most out of themselves

as a result you get all kinds of different people, which is a good thing,’ says Lila. (Kan je in 2en hakken. Leest fijner)

- You also have a tool ‘WTW’ (what-to-wear) on your glasses, where you can find a digital wardrobe (super

sustainable because you don’t waste any materials and sources) full of (yoga) clothing which you can buy

with your crypto coins 12’, says Lila. (lange zin - je zou het in delen kunnen hakken en de ( ) weg kunnen halen.

- More and more people crave for physical interaction because the digitalization causes digital loneliness, we are connected, but we aren’t at the

same time. ‘ (Je zou dit kunnen veranderen naar: More and more people crave for physical interaction, because the digitalization causes digital

loneliness. We are connected, but we aren’t at the same time. )

- It can be a bit more shorter and snappier.

Ziet er goed uit! Echt interessant! Een paar zinnetjes zijn lang dus die zijn makkelijk op te breken. Titel past bij de tekst.

CONCLUSION

What can I improve

in my writing skills?

I can look better

at long sentences

and cut them in

parts. I am master

in writing long

sentences. I will

work on this and

add this feedback

of Shannon to my

next text.

What if we lived in an

individualistic society where

technology takes over?

FEEDBACK WORKSHOP

Bregje told me that it’s better to say

‘where technology is leading’. So

I will change the what if question

to: ‘What if we lived in an individualistic

society where technology is

leading?’

TS2 || SCENARIO || FINAL VERSION

A VIRTUAL SELF-ESCAPE

2 NOVEMBER 2031 || 06:00

‘GO0d Morn1ng’, my robot Maeve 1 comes into my bedroom and wakes me up at 06:00. ‘H3y hOw ar3 you this

m0rning, how we l di]1d y0u sl ep?’, asks Maeve while she keeps me company. I didn’t sleep well last night

because of the pressure of my study deadline. Maeve scans my face to see which vitamins and herbs I need to

get more energy. ‘Th1s wi | make3 you f 3l be ter,’ says Maeve and gives me her produced vitamine B and Ginger

pills. 2 I climb out of my bed and start my day with my 3D printed breakfast. 3

time I am going to participate in an online game with my psychologist Lila. 4 I will play this game while talking to

her. Maeve gives me my Virtual Reality glasses and I start my therapy session..

After the corona crisis of 2020, working online from home has only increased, technological developments gave this

an extra push. The digital world is the new world where people meet. However, the disadvantage is that you miss the

physical aspect of being together with others. Nevertheless, the digital world makes it easier to reach other people

who speak different languages. 5 The same goes for Lila, my psychologist, who is American. Together with Lila, I am

talking about the time of 2020 compared to today. Meanwhile she shows me how this game can help during therapy.

Lila tells me something personal about herself at the start of the session; she sees herself as a non-binary person. ‘I

am so happy that gender has been removed from the identity cards, everyone has always been pigeonholed.’ 6 The

time we live in really changed this individualistic aspect. ‘Everyone in society is different in behavior and opinions

and wants to get the most out of themselves. As a result you get all kinds of different people, which is a good thing,’

says Lila.

Together, we are looking back at today’s performance society compared to 2020. 7 It has increased even more.

Educational institutions are seen as nodes in the ‘Lifelong Learning’ society. Much has been invested in high quality

education. Technological advances have made education flexible. 8 I talk to Lila about the high pressure this is

causing on me, while Lila tells me how I can blow off steam by hitting the virtual boxing balls. She tells me how

women have become more and more emancipated in the period from 2020 until now. ‘There are as many women

as men with a higher professional or university degree today. 9 As the boundaries between men and women have

become less, the pressure is only increasing due to increased competition’, says Lila. ‘I’ll give you some tips and

tricks to give yourself some rest. First, knock out all your frustration on the boxing balls, as hard as you can!’

Lila tells me how I can use technology in a positive way to calm down and be more aware. I puff it out and hit the

punching balls less hard because I’m curious to hear what she will tell. ’You can escape the hustle and bustle of the

world by using the ‘self-care’ program on your virtual reality glasses and move yourself to for example, Bali. 10 Here

you can meditate and work on your mindfulness. You also have a tool ‘WTW’ on your glasses. Here you can find a

digital wardrobe 11 from ‘The Fabricant’. 12 It’s super sustainable because you don’t waste any materials and sources.

You can buy your own digital clothes with your crypto coins’, says Lila. 13 You can also use your VR glasses to visit

Lancôme’s virtual store. 14 They measure your skin type on the basis of augmented reality and produce the best

cream for you against screen time. 15 You can also purchase this with your crypto coins and it will be sent to your

home.

‘Mental health, self-care and awareness are so important in the current world’, says Lila. More and more people crave

for physical interaction 16 because digitalization causes digital loneliness. 17 We are connected, but we aren’t at the

same time. ‘Try to sometimes free yourself by using this tech-world in your advantage, to meditate and meet other

people online.’ I thank Lila and search for the self-care program on my Virtual Reality glasses. I escape virtually to

this mindful place, Bali. 18

CONCLUSION

Because of the short amount of time, we had to make quick decisions. I have added the feedback of the

coaches en of my partner shannon and this will be the final version of the first scenario ‘A Virtual Self-

Escape’. The other scenario needs more attention and we will give that one more attention during feedback

rounds at toolshops.

But to do that you have to sacrifice things that are really

new technology. A scientific

sitting still and self-reflection.

medication and drugs. ‘‘Acupuncture suits this modern

world because it is natural. It fits the story of sustainability,

organic products and rethinking’’, says Bijlsma. If you don’t

think, you just use what’s on the shelf full of preservatives,

sugars and E-numbers. Many people in our modern society

don’t want this anymore, they read and focus more on

organic products. This also applies to clothing: you don’t

want clothes that contain child labour. ‘‘In conclusion,

you want honest food, without junk, you want honest

structures and materials and you don’t want chemical

gang like medication. You want it in a natural and honest

way, that’s why acupuncture fits in. It all belongs together’’,

says Bijlsma.

‘’Acupuncture is for people who look over the fence to see

what else there is to offer. Scientific research carried out

by the health insurance shows that 70% of people who

use acupuncture are the highly developed women’’, says

Bijlsma. Bijlsma continues by telling me that women read

more than men about topics such as lifestyle, habits,

functioning and also read a lot about other women.

Men work differently, they read about cars, soccer and

economics. Men don’t easily read about other men and

their feelings, men are less interested in self-development

than women. So if you have a power woman like Penelope

Cruz, who uses acupuncture, other women start to wonder

why she does that. It’s the strong, smart, independent

women who look beyond medication. They don’t want a

pill, they want something natural to get back into balance.

Those are the women that look over the fence.

Bijlsma sees a bright future for acupuncture. He sees a

growth in clients, people are becoming more and more

open to acupuncture. There are a lot of people with

different complaints and then they start looking, looking

for alternative methods. According to Bijlsma, acupuncture

is very much in motion, it is a finite therapy with many

combinations, more and more research is being done

to apply it into our disconnected modern life. ‘‘Balance,

that’s what we are looking for, and sometimes we get out

of balance by working too much or by certain emotions,

then acupuncture works to go back to basics, to straighten

everything out and to reconnect with your own self again.’’

The NOG method on me by puncturing earpoints

to lower my cortisol & panic attacks

Sam Harris, neuroscientist, tells in the documentary

‘Minimalism’ that we have the capacity to focus but we live

in a context where we constantly move from one stimulus

to the next in search of the dopamine experience we get

from the next email or the next retweet or the next thing that

appears on your phone. The holistic therapy of Traditional

Chinese Medicine acupuncture is a good antidote to today’s

fast-paced society that is always on. In line with Sam Harris’

words is the answer of Bijlsma. According to Bijlsma, the

corona pandemic brings many drawbacks with a lot of

consequences, but it also creates great opportunities

and advantages. It is now a time for reflection; Who am

I? Where am I? Where do I come from? Where do I want

to go? ‘‘Today’s self-awareness is a big step into the right

direction.’’ Bijlsma says that with last year’s insane speed,

the fast-pace society meant that people simply didn’t have

time for their self-care. Now that there is more time, people

are more aware of themselves and read more about, for

example, holistic healing methods as acupuncture. This is

a positive phenomenon that arises from the negative time

of the corona crisis. ‘‘It’s now the time for self-realization.’’

Bijlsma explains to me that it’s now an enriching time

because you can only ask yourself questions when there

is peace and silence, like there is now. Normally you bump

into what you always do, now you can think about complex

personal questions. Your personality has multiple sides,

your creative side, your rational side and your affective side,

a balance has to be found in this. Everything that used to

be commonplace as large companies is now in jeopardy.

A good example of this is ‘The South Axis’; the people

who work there give themselves away when it comes to

work. ‘‘Too much work is often at the expense of personal

development and relationships. So now that everything has

slowed down through the COVID-19 pandemic, it’s time to

change this behavior’’, says Bijlsma.

According to Bijlsma, the established health care system in

the Netherlands should consider acupuncture in a different

way. The health care sector sees acupuncture as some

kind of alternative method. ‘’They shouldn’t see it as just

an alternative, but as thé alternative’’. Bijlsma says that

acupuncture is much more suited to our times than

FEEDBACK

ARTIKEL

TOEPASSEN

FEEDBACK

INTERVIEW

TOEPASSEN

FEEDBACK

SCENARIO

TOEPASSEN

EINDTEKST

ARTIKEL

EINDTEKST

INTERVIEW

EINDTEKST

SCENARIO

LEERDOELEN BRANDS & INNOVATION || ‘CREATIVITEIT EN EIGEN VISIE’

- Ik wil leren hoe ik mijn onderzoek kan vertalen en communiceren naar een artikel, fotoreportage en interview op een authentieke manier.

- Je bent in staat om een persoonlijke visie te ontwikkelen op basis van de onderzoeksresultaten.

- Je weet de onderzoeksresultaten te vertalen en te communiceren naar een artikel, fotoreportage en interview op een aansprekende en aantrekkelijke manier.

- Je kunt een inspirerende, informatieve presentatie maken van de geschreven toekomstscenario’s gericht op het merk.

‘THE BUBBLE OF YOUR MOMENT’

The Corona Crisis forced our society to slow down. Where at first we were always moving in a fast time, now

we sit at home and have a lot of time to be more in the moment of now. People become aware of themselves in

times of sitting still and you notice an increase in self-realization. This photoseries shows the yin-yang moment

of now in which we try to regain balance between body and mind. Be with yourself, in the bubble of your moment.

Bringing the body, mind and spirit back into

harmony without the need of drugs. According

to industry professionals Traditional Chinese

Medicine and in particular acupuncture could

be the key to reconnect with your own-self in

the disconnected and fast-paced society of

2020. I discussed this holistic technique with

expert, physiotherapist and acupuncturist

Gerrit Bijlsma.

Scientific research carried out by the Carol Davila University

of Medicine and Pharmacy shows that acupuncture has

remarkable effects on the pituitary gland and adrenal

cortex system, the sympathetic nerve and adrenal medulla

system, which have a good effect on restoring balance in

spirit, mind and body. Bijlsma says that acupuncture helps

people who experience an imbalance between their body

and mind, for example due to emotions, trauma or a wrong

posture. With acupuncture you look for the core of what

causes your imbalance. With the treatments you make

sure that the balance is restored without side effects of, for

example, medication.

Bijlsma tells me during my treatment which forms of

acupuncture he finds most interesting. ‘’There are eleven

types of acupuncture and two of them really stand out

to me, namely the TAN method and the NOG method”,

says Bijlsma. He tells me that the TAN method is a logical

Acupuncturist Gerrit Bijlsma performs

the TAN method on me

and reproducible method. The Chinese Mr. Tan studied

structural engineering and mathematics in America, which

he later applied to the two thousand year old acupuncture

method TCM. He then invented a new technique, the TAN

method. ‘’Mr. Tan sees the body as a building, a construction

with the foundation, acupuncture helps to maintain it’’, says

Bijlsma. Bijlsma tells me that you have to look at the right

meridians. ‘’When we look at your neck complaints, we

look at the meridian that runs around your neck, that’s the

bladder meridian. In your ankles you can find the kidney

meridian, which helps the bladder meridian. By puncturing

one meridian you help the other, the stronger meridians

help the weaker meridians. That is why you can feel your

neck complaints disappear immediately by puncturing

your ankles’’, says Bijlsma. ‘’Funny how your ankles are

connected to your neck, right?’’

‘’The NOG method is another method that I find very

interesting, this is neuroacupuncture in the ears’’, says

Bijlsma. He tells me that the ear is an inverted fetus that

affects brain functions. There are five nerves connected to

your ear and brain and each point in your ear is connected

to a specific point in your brain. ‘’I am using the NOG

method against your panic attacks’’, Bijlsma tells me. We

all have an adrenal cortex that produces cortisol, which is a

stress hormone. If it gets very high, it affects the prefrontal

cortex: your personality. If the cortisol level becomes too

high, it affects your limbic system and your amygdala.

The amygdala causes emotions such as fear, anger and

sadness. If we see the prefrontal cortex as a rider and

the limbic system as the horse, the horse takes over the

rider in case of a panic attack. By puncturing an ear point,

you immediately see that the amygdala becomes less

active, the cortisol drops and the rider can take back the

power from the horse again. In this way your panic attacks

decrease and your body and mind become more balanced.

But to do that you have to sacrifice things that are really

new technology. A scientific

sitting still and self-reflection.

BIG CONCLUSION

WHY THIS DIRECTION?

MY POINT OF VIEW ON THE INTERVIEW

Since the corona pandemic, I have had a lot of neck complaints because

I assume incorrect postures. Furthermore, because of the isolation I

have seen that I focus more on myself and on my personal growth and

self-care. Because of the isolation I got a kind of anxiety and through

self-care, mindfulness and acupuncture I learned to grow in body and

mind. I found it such an interesting subject because I started to rethink

certain behaviours, and with me many others. That I want to interview

my acupuncturist to talk to him about this subject.

OWN EXPERIENCE

I have done various research into the growth of self-care during the corona

pandemic (Mindfulness, acupuncture, meditation, etc.) I have also done

research into the growth of self-care during the corona pandemic. I have

seen from various sources such as blogs, online articles, documentaries,

are focusing on this. The corona pandemic has turned our society from

a fast-paced society into a slow-paced society. People have more time

result, self-care and especially acupuncture is increasingly taking on a

different role that helps to give yourself more strength as an individual

and to improve you both physically and mentally. People have started to

rethink certain behaviours through corona which really attracted me to

work with for my interview.

RESEARCH

OMBUIGEN

FOTOSERIE

RESEARCH

OMBUIGEN

INTERVIEW

RESEARCH

OMBUIGEN

ARTIKEL

RESEARCH

OMBUIGEN

VIDEO

RESEARCH

OMBUIGEN

SCENARIO

EIGEN VISIE

PROCESBOEK

BRANDS & INNOVATION || ‘SPRINTWEEK’

Brand: Hilfiger || Scenario: how technology takes over our brain

10:00 – 10:30 Questions about the model? What is a concept? Discuss examples of good and not

so good concepts.

10:30 – 11:15 Work in pairs on making a concept, using the existing brand analysis and existing

scenario

Break

11:30 – 12.15 Creation of prototypes (individually)

12:15 – 12:45 Virtual Expo of the concepts and prototypes + review of the morning

Brand: Swap Bike || Scenario: In touch

13.15 – 13.30 What is a target group? Why do we have target groups? How do you find out what

the characteristics of a target group are? What have you discovered?

13.30 – 14.00 Work in pairs on discovering a new future target group for the brand (present con

sumer is not automatically also tomorrow’s consumer), using the existing brand analysis and

existing scenario.

14.00 – 14.30 What changes are needed in the (brand) concept?

14.30 – 15.00 Peer-to-Peer feedback in 2 groups

15.00 – 15.30 Creation corresponding prototype (pairs)

15.30 – 16.00 Virtual Expo of the target group, concepts and prototypes + review of the morning

It’s a well thought out concept because it really fits

the current zeitgeist about a more inclusive and

diverse world. She really puts a new concept on the

map when it comes to a lingerie catwalk show, with

more inclusive and diverse models, compared to

for example the thin, white models that were used

in the Victoria Secret shows.

I think this is a nice concept because there is a

huge self-care movement coming up through the

Corona-Crisis, this was based on my previous

research. I think it’s nice to combine technological

developments with health to get a more healthy

future. It measure the oxygen level in your blood

with new sensors and an app. You can make an ECG

where and when it suits you. If this concept were to

1.H&M ‘Monkey’ campaign —> Why is it weak?

It’s a bad concept because H&M hasn’t thought

about how they touch people with certain words

and image. It was seen as racist and a lot of people

were offended by this campaign. You therefore lose

trust from your consumers, because of the shift in

society to a more inclusive world.

It’s a bad concept because the ad features a

bartender sliding a bottle of Heineken Light past

three black people into the waiting hand of a

much lighter-skinned woman. The ad’s tagline

was “sometimes, lighter is better’’. It’s again racist,,

you offend people and you lose your credibility

as brand. You also lose trust from the consumer

because you aren’t responding to society matters

-Idea that occurs in your mind

-Gives meaning and value to a

target group

-Respond to the demand of a

target group

-Is something new and authentic

compared to competitors and

the market

-Reacts on the current zeitgeist

Vision

Vision

Create fashion that

wastes nothing and

welcomes all.

Mission

Be one of the leading

global designer

lifestyle brands.

Values

Inclusive, real,

cool, quality.

Competition

Brands like Ralph

Lauren, Gant, Levi’s.

Product/Service

Cool, American

Sportswear, relaxed,

colorful, casually well

dressed.

Segment

Accessible premium

designer lifestyle.

EXERCISE 1 || SPRINT DAY

CONCEPT | TOMMY HILFIGER

Sportswear that interacts with your brain by giving 8D music signals.

In 2031 technology is linked to your brain and body. Tommy Hilfiger responds to this by releasing

sportswear that sends music signals to your brain during the workout. The sportswear produces

8D music signals which will motivate you, so you can get more out of your exercise. With 8D

music Tommy Hilfiger triggers 'the creative part of your brain,' it gives you a new 8d-experience. It

will interact with one of your most interesting senses, your ‘hearing’. The sportswear can be

downloaded and printed with your own 3d printer at home. 3d printing fits the vision of Tommy

Hilfiger, because it doesn’t produce waste. You produce according to demand.

What is 8D-music?

You will listen to a song with your brain and not with your ears. You will feel the music from

outside and not from the headphones. It feels like the music is moving around you and going with

your flow. It is like being on location instead of having your headphones on.

FEEDBACK

Very nice idea! This is a product idea, just do a step back and think of the overall concept. You

see now that your way of working is thinking of the product first and then take a step back by

thinking of the concept. Which is also fine.

Very nice idea! This is a product idea, just do a step back and think of the overall concept. You see

now that your way of working is thinking of the product first and then take a step back by thinking

of the concept. Which is also fine.

I really saw that I already

was thinking of a product

and after that came-up

with the main concept.

So I think my strength

will be to develop

products. I will have a

look if this will be my

way of working looking

back at the models.

- Your concept gives meaning and

value to a target group.

-Your concepts can respond to

the demand of a target group.

- Your concept creates a new

target group.

Vision

Vision

Having a bike should be

easy for everyone, don’t

spend time thinking

about it when you could

be doing better things.

Mission

A blue tire in every

bike rack in every city.

Values

Reliable, easy,

flexible, freedom.

Competition

Leasing a bike, for

example at Van Moof.

Buying a bike the

traditional way.

Product/Service

A bicycle that always

works for a fixed

price per month.

Segment

Now: Simple bikes for

students in The Netherlands

Next: Quality bikes and e-

bikes for students and

young professionals in

Europe

So we chose Generation Alpha/ The Quaranteens, they are really into the newest

technology and are very individualistic. This generation is a countermovement in the

scenario ‘In Touch’ and want to show their own identity, be their own person and don’t

follow this uniformity. So we developed a concept in the direction of technology and

personalisation. We will develop a Swap-Fiets that with hand sensors will modulate the

best personalized bike for you, for example looking at your hight, your weight, the bike

transforms into the best bike for you.

Nice concept, fitting the t


INTERIM ASSESSMENT || PROCESS

LEERDOELEN

Voorafgaand heb ik leerdoelen opgesteld, persoonlijke, professionele en creatieve leerdoelen. Verder heb ik gekeken

naar de leerdoelen uit de Manual. Dit zijn dan ook de leerdoelen die ik heb behaald door middel van de twee producten

‘magazine’ en ‘scenario’. Omdat dit natuurlijk een digitale presentatie is, zal ik de belangrijkste stukken uit mijn procesboek

laten zien om mijn leerdoelen te onderbouwen.

ONDERZOEK SKILLS

Ik heb de volgende vier leerdoelen behaald op basis van ‘onderzoek’.Voor mijn interview en artikel heb ik breed onderzoek

gedaan en verschillende methodes gebruikt. Ik heb het eerste leerdoel behaald want ik heb minstens 3 verschillende

bronnen gebruikt die anders zijn dan allen ‘online artikelen’. Zoals je hier kan zien in mijn Procesboek: een documentaire,

een ted-talk, wetenschappelijk onderzoek, mijn eigen ervaring, podcasts, een experiment en een boek. Ik heb hierdoor

mijn onderzoeksvaardigheden heel erg ontwikkeld binnen het thema ‘reconsider’ tijdens de eerste fase van Brands &

Innovation, wat fijn is omdat ik dit heb kunnen toepassen als goede basis voor het vervolg van het project. Verder heb ik

verschillende onderzoeksmethodes toegepast om trends en ontwikkelingen te kunnen ontdekken die ik later in het jaar

2031 heb kunnen plaatsen. Ik heb dan ook voor mijn scenario een ruime bronnenlijst en onderzoeksmethodes.

SCHRIJFVAARDIGHEID

Ik heb dit leerdoel, gericht op Engelse schrijfvaardigheid, ook behaald. Mijn Engelse schrijfvaardigheid is heel erg vooruit

gegaan door veel feedback te krijgen, hier conclusies uit te trekken en het toe te passen op de uiteindelijke tekst. Wat

ik zag is dat ik veel lange zinnen maakte en dat ik veel schrijf. Ik weet nu dat ik zinnen kan opbreken en dat ik mijn tekst

beknopter kan opschrijven. Dit heb ik zowel bij het artikel, het interview en het scenario gedaan. Waardoor ik uiteindelijk

tot drie goede teksten ben uitgekomen. Verder heb ik mijn hele procesboek in het Engels bij gehouden, zoals je hier kunt

zien, zodat ik nog meer oefen met grammatica, taal en stijl.

CREATIVITEIT EN EIGEN VISIE

Deze vier leerdoelen heb ik ook behaald. Een van mijn betere skills is mijn oog voor detail, ik hou ervan om werk te

maken dat aantrekkelijk is voor de lezer, ik vind mijn actualisatie dan ook altijd out-of-the-box. Ik heb dan ook naar mijn

mening mijn research weten te vertalen naar een inspirerende en eigen lay-out, die bij de teksten past en ze versterkt. Ik

heb een eigen visie kunnen ontwikkelen over het thema ‘reconsider’ en heb dit steeds bij gehouden in mijn procesboek.

Ik heb het thema heel erg gekoppeld aan iets wat dichtbij mij ligt tijdens deze corona crisis namelijk ‘self-care’ en denk

dan ook dat ik erin ben geslaagd om een eigen visie te ontwikkelen op basis van mijn onderzoeksresultaten.

PORTFOLIO

Ik heb na de eerste fase van deze specialisatie veel mooie producten voor mijn portfolio. Een fotoserie, een interview,

een artikel, en een scenario. Dit is een fijne toevoeging op mijn werk omdat mijn portfolio heel visueel is. Dit tekstuele

kan laten zien dat ik all-round kan werken.

SPRINTWEEK

De sprintwerk was erg inspirerend. Ik heb nieuwe inzichten over het vervolg van de specialisatie en snap nu hoe je je

project ontwikkeld kijkend naar een concept, een doelgroep en een prototype. Ik heb hierbij bruikbare modellen moeten

gebruiken als ‘the opportunity’ map, waardoor ik erg gestructureerd heb kunnen werken en mijn concept beter snapte. Ik

ben door de sprint-week tot de conclusie gekomen dat ik eerst kijk naar het scenario en merk, dan kijk naar de doelgroep

en dan kom met een concept. Dit zal ik gaan toepassen op het vervolg van deze specialisatie.

STERKE & ZWAKKE PUNTEN

Zoals ik heb kunnen zien liggen mijn skills in diepgaand en breed onderzoek, kan ik snel authentieke beslissingen

nemen, heb ik oog voor detail, vormgeving en concepten en ben ik een gestructureerd en hardwerkend persoon met

een goede organisatie. Het team-werk ging goed tijdens de scenario fase en ik ben een echte team-player die mijn eigen

skills altijd probeert te combineren met de skills van de ander om tot de meest efficiënte samenwerking te komen. Waar

ik mezelf in kan verbeteren is meer experimenteren en soms mijn gestructureerdheid juist los laten zodat ik dus kan

experimenteren en tot nieuwe inzichten kan komen.

NIEUWE LEERDOELEN

Ik kijk heel erg uit naar de ‘prototype fase’ en dit zijn mijn nieuwe leerdoelen die ik meeneem gebaseerd op al het vorige

werk. Weer gesplitst in zelf-geformuleerde leerdoelen en leerdoelen uit de manual. Dit is gebaseerd op mijn plus en

minpunten.

KIJK UIT NAAR VOLGENDE FASE

Ik heb erg veel zin in in de concept en prototype fase. Ik ben een innovatief persoon die altijd een eigen twist geeft aan

concepten door mijn research skills in te zetten en mijn oog voor detail. Hierdoor denk ik dat ik een authentiek concept

ga kunnen bedenken door strategisch na te denken over welk concept het merk een sterke positie in de toekomst kan

geven.


Spec. Brand & Innova!on XF Xana Ferreira Chicano

INTERIM ASSESSMENT || FEEDBACK

MijnHvA Course Home Content Ac!vi!es Administra!on Help

Assignments View Feedback

Feedback for midterm assessment

Submission Feedback

Overall Feedback

+ Helder en gestructureerd inzicht gegeven. Je hebt een duidelijke visie

op wat je sterke punten zijn.

- Wees niet bang om los te laten en kri!scher te zijn. Juist ook dingen

die las!g zijn kunnen je nieuwe inzichten brengen. Hou de grote lijn in

de gaten en verlies je niet teveel in de details.

Rubric Name: Midterm assessment

Research

did not

show

insufficient

nearly

sufficient

sufficient good excellent

- Can work/think out of the box - Obtained new

research skills

Decision Making

did not

show

insufficient

nearly

sufficient

sufficient good excellent

- Efficient decision process - Is able to evaluate on

sprint week realis!cally

Actualisa!on

did not

show

insufficient

nearly

sufficient

sufficient good excellent

-Obtained new or broadened exis!ng realisa!on skills

- Developed a vision on innova!on

Presenta!on

did not

show

insufficient

nearly

sufficient

sufficient good excellent

- Verbal presenta!on is professional, clear & to the

point - Presenta!on is convincing & inspiring

Reflec!on

did not

show

insufficient

nearly

sufficient

sufficient good excellent

- Able to evaluate on strong & weak points - Sets

realis!c goals for the future

Organiza!on

did not

show

insufficient

nearly

sufficient

sufficient good excellent

- Well organized - Team player + is capable of

delivering quality individually as well

Overall Score

6.5 7.0 7.5 8.0 8.5 9.0 9.5

Feedback Date

12 November 2020 6:34 PM

Assignment

CONCLUSION/ midterm assessment WHAT DID I LEARN FROM MY ASSESSMENT?

I have given them a clear and structured insight on my process. I have a clear vision on my stronger points. What I

Comple!on Date: 12 November 2020 6:34 PM

have to improve is to sometimes try to let go of the structure and be more critical. I have to look more at my struggles

and what I learn from them, these can give me more insights. I also have to learn how to experiment more, so I will

Done

take all of these improvementpoint to the next concept & prototype phase. I wil research what experimenting means

and I will discuss it with some AMFI-Friends to get new insights on their work process. And from there I will see how

I will incorporate this into a new learning aim and into my further project.


WEEKCONCLUSION WEEK 6

WHAT WENT WELL

This week has been a very inspiring week. During the Sprintweek on Monday and Tuesday I learned a lot. I have new

insights about the continuation of the specialisation and now I understand how to develop my project looking at a concept,

a target group and a prototype. I used intersting models as ‘the opportunity’ map, which enabled me to work in a very

structured way and get a better understanding of my concept. During the Sprintweek I came to the conclusion that I

first look at the scenario and brand, then look at the target group and then come up with a concept. I will apply this to

the continuation of this specialisation. I will only continue my specialisation because it is a good exercise for graduation.

During my Interim Assessment I was able to see what I can work on, namely experimenting and being more critical during

my process. This is where I will set new learning goals for the coming weeks. So the Interim Assessment has given me

new insights.

WHAT CAN BE IMPROVED?

What I can work on is more experimentation, I will take this to the concept & prototype phase. Furthermore, I will look more

at my struggles and get learning goals out of them, in this way I will take a more critical look at my work.

LEARNING GOAL NEXT WEEK

For next week my learning goal is to do research on what ‘experiment’ really means and to get a learning goal out of it for

the continuation of her project. Because I then understand what experimenting really is, I can apply this to my own work.

WHAT DID I LEARN? // DID I ACHIEVE GOALS?

# PERSONAL

- For this project I want to share my opinion and ideas more by standing up for my creative work.

# PROFESSIONAL

- For this project, I want to broaden and deepen my research by using at least 3 different sources that are different from

online articles, such as podcast, documentarys, tedtalks, scientific research.

- I want to develop my English writing skills by choosing an interesting angle for my interview, article and scenarios that

really fit the theme of rethinking, but also my interests.

# CREATIVE

- I want to develop my research skills so that I can use this as a basis for producing an authentic and innovative end

product.

- I want to learn how to translate and communicate my research into an article, photo reportage and interview in an

authentic way.

- I want to improve my basic skills for Adobe Premiere Pro by watching the LinkedIn course and producing the whole

video to write scenarios in premiere professional.

Prior to this specialisation, I set learning objectives, personal, professional and creative. I also looked at the learning

objectives from the Manual. These are the learning objectives I have achieved through the two products ‘website’ and

‘scenario’.

NEW GOALS?

RESEARCH

- For the next phase, I want to come up with even more inspiring research questions or starting points in order to arrive at

more daring content.

DECISION FORMING

- For the next phase, instead of directly sticking to one idea, I want to think up at least 3 different experiments/ ideas before

I choose a direction. In this way I experimented more and did not stop at the first idea.

PRESENTATION

- For the next phase, I want to use my eye for detail even more to develop this skill by experimenting with presentation

techniques for the exhibition.

ORGANISATION

- For the next phase I would like to try to sometimes let go of my structure in order to be able to experiment more, perhaps

this will lead to more insights.


WEEK 7


SELF-REFLECTION


SELF-REFLECTION || EXPERIMENT

How to Experiment Like the Most Successful, Hyper-Growth Companies Do

Experimentation is a crucial mechanism for driving breakthroughs in any organization.

If you want to create a successful, hyper-growth company, you’ve got to focus on empowering

your teams to rapidly experiment.

Astro Teller, Chief of Moonshots, explains that the following three principles describe a good

experiment:

Principle 1: Any experiment where you already know the outcome is a BAD experiment.

Principle 2: Any experiment when the outcome will not change what you are doing is also a

BAD experiment.

Principle 3: Everything else (especially where the input and output are quantifiable) is a GOOD

experiment.

Day 1: Understand: Develop a common understanding of the working context, including

the problem, the business, the customer, the value proposition and how success will be

determined.

ONLINE ARTICLE

Day 2: Diverge: Generate insights and potential solutions to your customer’s problems. Explore

as many ways of solving the problems as possible, regardless of how realistic, feasible, or

viable they may or may not be. The opportunity this phase generates enables you to evaluate

and rationally eliminate options and identify potentially viable solutions to move forward with.

Day 3: Converge: Take all of the possibilities exposed during phases 1 and 2, eliminate the

wild and currently unfeasible ideas and hone in on the ideas you feel best about. These ideas

will guide the implementation of a prototype.

Day 4: Prototype: Build a prototype that can be tested with existing or potential customers.

Design the prototype to learn about specific unknowns and assumptions. A prototype is a very

low-cost way of gaining valuable insights about what the product needs to be. Once you know

what works and what doesn’t, you can confidently invest time and money on more permanent

implementation.

Day 5: Test and Learn: Test the prototype with existing or potential customers. It is important

to test with existing or potential customers because they are the ones for whom you want

your product to work and be valuable. Their experiences with the problem and knowledge

of the context have influence on their interaction with your product that non-customers

won’t have. Your customers will show you the product they need. Testing your ideas helps

you learn more about things you previously knew little about and gives you a much clearer

understanding of which directions you should move towards next. It can also help you coursecorrect

and avoid building the wrong product.

T he Importance of Creating a Culture of Experimentation

The corporate world is changing and many companies are implementing new advertising ideas,

customer service strategies, and technological innovations. Adopting a culture of experimentation can

truly benefit a business.

ONLINE ARTICLE

What is a Culture of Experimentation?

A culture of experimentation involves implementing new ideas or solutions throughout your

organization without restricting these things to only certain departments. Experimentation needs to

be embraced across the entire company and managers along with executives must have a mindset

where they seek out others opinions or ideas. Managers cannot think they know everything when it

comes to running their business. A culture of experimentation is centered around innovation. However,

in order to innovate in any industry, it is vital to experiment with new ideas.

Failure and Experimentation Helps You Learn and Innovate

Performing many experiments means you will see some ideas flourish while plenty of others fail.

Failure is an imperative aspect of a culture of experimentation. Without experimenting and failing at

some projects, you will never be able to achieve that one great idea that helps your organization take

off and become truly competitive in a busy market.

To invent you have to experiment, and if you know in advance that it’s going to work, it’s not an

experiment. Most large organizations embrace the idea of invention, but are not willing to suffer the

string of failed experiments necessary to get there.” Most of all, business leaders need to avoid being

afraid to fail in order to successfully implement a culture of experimentation. It is important for leaders

to learn from their mistakes. Making errors or implementing a new idea that ultimately fails may

cause disappointment, but it also allows you to seek out input from your customers and learn why a

product may have failed. As such, you can improve your product line and offer a much better option

for consumers to try next.

CONCLUSION/ WHAT DID I LEARN FROM MY RESEARCH

By doing broad research I get the positive effects of doing experiment on your project. By doing

these experiments you can see which ones will be right and which ones not. And this ‘failure’

and ‘experimentation’ will help me to learn and to be innovative. I will learn from this, test my

assumptions and see if they are right or wrong. If I fail I can see what direction I don’t have to go

or which adjustments you have to make. I will save money because you tested everything out. And

at the end you will have better products/ services/ campaigns/ end products.


SELF-REFLECTION || EXPERIMENT

Why do we need experimentation?

1. We learn.

Experimentation is all about learning. It is about answering your questions and testing your assumptions.

It is about gathering data. Experimentation helps us to make more informed decisions about our ideas and

projects. A common mistake is that people take their idea and run with it without testing the assumptions

behind the concept. We think we know, but quite often we don’t know, we just assume.

Failing is part of innovation, but there should be a recognition of how one fails and how big your failure is.

Failures can cost time and money; big failures can cost a lot of time and money. So, “the key is to fail quickly

and cheaply, spend a little to learn a lot”By trying things out at small scale and as early as possible, you

experience temporary mini-failures that provide you with a lot of information and thus, help you to avoid

making significant failures that could get your (untested) projects failing disastrously.

3. We save money.

Running experiments doesn’t need to be expensive as there are several ways to test your assumptions

and inexpensively run small-scale experiments. Another way to think about the costs of experiments, is to

consider how much does not experimenting cost.

4. We have better products and services.

Our chances to deliver excellent services are better if we really understand what kind of services people need

and want. Instead of guessing what’s working and what’s not working, we can make adjustments based on

real feedback or even kill off an idea that we thought would be a good one, but our users, refugees, didn’t

agree. User-involvement leads to better services.

ONLINE ARTICLE

How do you experiment?

> why are you running this experiment?

> what do I know about my idea or solution? How do I know? What do I assume?

> Focus on testing just the critical ones.

> The idea is to collect as much as information with as little effort as

possible.

> Record everything: data you collect and record, will guide you further.

> What did you learn? What do you need to change? Change

your idea/solution based on what you learned. Do you need to repeat your experiment? Do you need a new

experiment? Will you move forward with the solution or do you need more data? Decide how you are going

to move on.

ASKING TIPS

I asked to two fellow AMFI students,

Shannon who also does the

specialisation Brands & Innovation and

Michelle who does the specialisation

Visual Culture, what they think about

experimenting and if they have some

tips for me to better experiment in the

next phase. I also got this TIP during

my assessment to talk to other about

this, so I asked them.

Michelle told me that with images it

is more easy because you just take

a lot of images and than you can see

what works and what doesn’t work.

She gave me the tip to come-up with

3 different directions, so that I can

chose one of the 3 directions and the

end. I have than experimented with

minimal 3 options.

Shannon told me to come up with

minimal 3 different concepts and see

what works and what doesn’t, then

chose one of the concepts and then

making minimal 3 different prototypes

so see which direction works better.

So I will use these tips to improve my

experimentation in the next phase.

CONCLUSION/ WHAT DID I

LEARN FROM MY RESEARCH

& TIPS

Through doing research I

found out that experimenting

is really important to come

up with innovative concepts. I

can see that you have to asks

yourself questions as why am

I running this experiment to

define my purpose, what are my

assumptions? Then focussing

on the critical ones, the best

ones the safe time. Collect as

much information as possible.

Review what went well, what

can be improves, what can I

skip, which direction can I go?

These will be some nice steps

towards nice experiments. I also

got some tips from Shannon &

Michelle. I will take these tips

with me and will produce a

learning goal out of this.


SELF-REFLECTION || EXPERIMENT

How am I going to conduct

experiments in this project? > > >

CONCLUSION

How am I going to conduct more experiments and more ideas

into this project?

NEW LEARNING AIMS EXPERIMENTING/

NOT STICKING TO JUST ONE IDEA:

1. ‘‘For the next phase, instead of directly sticking to one idea,

I want to think up at least 3 different ideas before I choose a

direction. In this way I experiment more and do not stop at

the first idea. Furthermore when I chose one concept of these

3 I want to make at least 3 different prototypes fitting to the

concept to see what will work and what not, in this way I will

learn to be more innovative.’’

2. ‘‘For the next phase I want to think of at least 30 different

ideas before choosing the best ones, in this way I don’t stick

to 1 idea immediately, but explore more different options.’’

I will do this by sticking to my ‘structured’ work but putting

more effort and time into the ‘experiment phase’. I will start by

looking at the brand and their DNA, I will look at the scenario

and I will look at the targetgroup. From there I will think about

at least 3 different concepts and chose one (the best result

from all the experiments), then I will make at least 3 prototypes

to see which one works best.I will use all my pre-research and

tips about ‘experimenting’ to improve this skill.


RESEARCH

FILLING PIECES


TS1 || BRAND ANALYSIS

BRAND ANALYSIS

suzannekats@gmail.com

HORIZON: ‘2031’

A MID-TERM FORECAST.

BRAND —>

Who are you? And what do you do for me?

- What is the role we can play?

- What is the change we see happening?

- Essence; the change we want to lead.

WHY?

What is your purpose/ believe, why do you exist and why would people care?

People buy why you do it.

It starts with understanding the brand —>

- Studies & reports who they are as brand

- About page, reading reports, campaigns, social media

- Brand Analysis gives structure to use this information in a useful way

MODLES FOR BRAND ANALYSIS —>

BRAND TENSION MODEL

1.WHAT? (DNA> where do we come from, what are we really good at? Where do we play? What is

our part of the market)

2.HOW (VISION> Who are we? What are our personality characteristics/ values & BENEFITS> what

do people get, how do we make people feel)

3.WHY (SOCIAL TENSION> what is that we can do? The unique role we want play in peoples eyes,

what is the change we see happening in the world)


TS1 || BRAND ANALYSIS

MODLES FOR BRAND ANALYSIS —> BRAND TENSION MODEL

1. WHAT? (DNA> where do we come from, what are we really good at? Where do we play? What is our part of the market)

2. HOW (VISION> Who are we? What are our personality characteristics/ values & BENEFITS> what do people get, how do we make people feel)

3. WHY (SOCIAL TENSION> what is that we can do? The unique role we want play in peoples eyes, what is the change we see happening in the world)


TS1 || BRAND ANALYSIS || FILLING PIECES

VISION &

MISSION

DNA

OF BRAND


TS1 || BRAND ANALYSIS || FILLING PIECES

VISION

We envision a world where boundaries are

transcended and cultures are united by

creativity.

MISSION

TO BE A MEANINGFUL BRAND THAT INSPIRES

CREATIVITY AND MEANINGFUL CHANGE BY CREATING

QUALITY PRODUCTS AT A NOBLE PRICE POINT.

THE WHAT

KEY COMPANY VALUES

IDENTITY/

DNA

01.PASSION

Everything you do should be from the heart.

THE HOW

04.DIVERSITY

Embracing others with all their own unique personality ,

opposing perspectives and different opinions.

Learn from each other.

07.WARMTH

The sum of our kind and candour behaviour towards each

other and others.

10.TEAMWORK

Operating as a top sport team and tribe to achieve

common goals.

02.AMBITION

Dare to chase your dreams. Articulate your goals and gather

likeminded spirits around you.

We aspire to inspire, motivate and help others grow.

Continue the entrepreneurial spirit within personal growth and

ambition.

05.FULFILLMENT

Happiness and satisfaction, each one of us should be

enabled to fully develop one’s potential on personal

and business level.

08.AUTHENTICITY

The freedom to be yourself, to be real and honest.

03.TRANSPARENCY

Have a open and honest relationship between each other, where

there is no space for negativity.

06.PRIDE & JOY

Celebration of succes and appreciation of all that we achieve(d).

Work with joy and playfulness while holding on to our dreams and

ambition.

09.CREATIVITY

The spirit of thinking out of the box with regard to design, innovation

and problem solving

ETHICS – KEY VALUES

OUR

ETHICS

Ethics, not just a generic value statement. needless to say we value

respect, equality, humbleness, innovation and collaboration. However,

what we feel what makes us different; our moral standards and high

regards of family values. Above all, we value people, because people

are our greatest assets. We are a team and each team-member is an

equally important link in our chain. Assertiveness, taking

responsibility, discipline and independent but smart decision making

based on talent and expertise, behaviour that leads to excellence in

performance. We are not afraid to try new things, innovation is

utmost important within our work culture.

We encourage those who dare to show initiative and go off the

beaten path because we believe we can only improve by finding our

own way beyond the boundaries that have been set by society. We

have clear goals, think ahead, prepare for different scenarios,

measure and correct where necessary, but mostly we communicate

and evaluate everything we do. Above all we want to have joy and

share our beliefs with the world.

BRANDBOOK

ETHICS – INTRODUCTION


TS1 || BRAND ANALYSIS || FILLING PIECES

MUSIC

IN DNA

SUSTAIN-

ABILITY


OUR STORY – PRESENT DAY

TS1 || BRAND ANALYSIS || FILLING PIECES

SUSTAIN-

ABILITY

SUSTAINABILITY

PAST

PRESENT

FUTURE

In today’s fast-paced and rapidly changing

society, we see an increasing desire for

equality, transparency, consciousness, and

sustainable ways to improve our world.

We unfortunately still live in a world where

lack of diversity, marginalisation of minorities

and bigotry based on religion and race are

still topics that dominate the media and

impact our lives on a daily basis. Luckily

there are always those who dare to lead the

way and forge their own path towards a

better, more inclusive and fair world.

We strive for a world where classism and

bias don’t exist, a world where everyone

gets equal opportunities, a world where we

do not opinion-ate or judge others based

on the colour of their skin, gender, religion

or sexual preferences.

BRANDBOOK

We see a world full of opportunities, a

boundary-less society, a world where no one

is left out. For us this runs in our DNA, it’s not

just something we say. it all starts in our home,

a miniature version of our ideal society, our

Amsterdam based HQ. Filling Pieces was

founded with the idea of inclusion in mind and

we will continue to strive towards a better

more inclusive world for all.

We aim to bridge the gap between different

cultures and religions, in fashion, in art, in

music and especially we aim to bridge the gap

between people.


TS1 || BRAND ANALYSIS || FILLING PIECES

COLLECTION


TS1 || BRAND ANALYSIS || FILLING PIECES

FIELD RESEARCH

SHOP

IDENTITY

OWN PHYSICAL RETAIL

Own retail space

The ambition is to start in Amsterdam, later on follow London and

New York.

- 360 brand universe / omni channel approach

- ready to wear

- bonding with our community

- activations for our consumers

BRANDBOOK


TS1 || BRAND ANALYSIS || FILLING PIECES

RETAIL

ACCOUNTS

250 ACTIVE CLIENTS

40 COUNTRIES

5 SHOP IN SHOPS

3 TYPES OF RETAIL CLIENTS

- DEPARTMENT STORES

- PINNACLE SNEAKER / FOOTWEAR ACCOUNTS

- INDEPENDENT UPSCALE FASHION STORES

- BARNEYS

- SSENSE

- MR PORTER

- GALLERIE LAFAYETTE

- KITH

- UNITED ARROWS

- SELFRIDGES

- DE BIJENKORF

RETAIL

IDENTITY

PHYSICAL

RETAIL

Own Retail Objectives

Brand universe / experience for consumers

Direct to consumer , omni-channel approach

Proof / test case for international roll-out FP retail

Learnings for future FP retail

Drive exclusivity within B2C channel with special releases via FP store

Service point for online b2c business

Best way to present our collection and styles

Activation space to entertain consumers and target audience

Chance for ready to wear to grow and become big part of our business

Marketing tool for dutch market / international potential

Test place for now product other than shoes, like accessories

Training ground for new FP employees

A place where our community feels home and inspired

Go to destination place

Personal seeding suite for visiting influential individuals

BRANDBOOK


TS1 || BRAND ANALYSIS || FILLING PIECES

BRIDGE

THE

GAP

BRIDGING THE GAP, CREATING THE WORLD

It stipulates that in order to create you need to overcome

differences and take a leap, find the guts and merge things

in order to bridge gaps and only then be able to create.

FIELDRESEARCH

LOGO

NAME ‘FILLING PIECES’ -->

Bridge the gap between streetwear and high fashion.

The brand ‘filling pieces’ bridges that gap so to speak, it is an interesting name for the brand that totally fits

their identity and values.

BRANDBOOK


TS1 || BRAND ANALYSIS || FILLING PIECES

MARKET

GENERAL MARKET DEFINITION

Market for signature:

Highly competitive and fast changing. An environment where people are highly attracted to

commercial trends. Our target customers in the signature market are more loyal to our brand

than the target customers for innovative.

Competitive environment: COMMERCIAL:

Nike - adidas - Common Projects - Axel Arigato - ARKK- KITH - Eytys - ETQ (nl) - Mason

Garments (nl) - nubikk

Market for innovation:

Highly competitive and fast changing. An environment where people are highly attracted to

Hype. Brand loyalty is very hard.

Brand values are more important than product style.

Competitive environment INNOVATION:

Balenciaga - Prada - Louis Vuitton - Stone Island - Off White - ACNE - Raf Simons - Supreme

- Alyx - A Cold Wall - Rhude - John Elliot - Heron Preston - Palm Angels -

MARKET

POSITIONING

POSITIONING

Our goal is to be a brand that inspires, but in the same way also be

accessible. As we have been focussing on being fashion forward,

there has been some unclarity of how consumers will experience

our brand.

To clarify, we have collected images and information on 3 brands we

admire and feel affiliated to.

STONE ISLAND - MONCLER - ACNE

These brand have a established and successful balance within their

brand. While they are fashion forward, have a strong visual language,

they have both contemporary as commercial products within their

portfolio.

BRANDBOOK


TS1 || BRAND ANALYSIS || FILLING PIECES

PUBLICATIONS

MEDIA

Amplification of our own content through both media

and retail channels. Visibility through selected out of

the box events, outspoken visual language. Building

solid longterm relationships with celebrity stylists.

Switch from REACTIVE to PROACTIVE approach and

alternative PR. Anticipate on what’s ahead and analyse

what’s behind us.

MENSWEAR

BOF

HYPEBEAST

HIGHSNOBIETY

FUCKING YOUNG

GQ

FASHION BEANS

COMPLEX

SCHON MAGAZINE

POR HOMME

ESQUIRE

SPORTSWEAR INT.

MR MAG

WHITE WALL

ESSENTIAL HOMME

FASHION UNITED

O32C

WOMENSWEAR

OFFICE MAG

WONDERLAND

VOGUE

L’OFFICIEL

COVENTEUR

HYPEBEAST

MISSBISH

WWD

HARPERS BAZAAR

VOGUE

FRIDAY MAGAZINE

ELLE

EVENTS &

ACTIVATIONS

Engaging with the community that we respect and appreciate. Our

friends and family, those who share our passion for culture, art,

design and music. In order to keep moving forward we connect with

all. From the infamous Paris fashion week parties to our art

installations, our aim is to built relations and bridge the gaps that

separate us.

ACTIVATIONS

MARKETING

EVENTS &

MEDIA

With a strong passion for art and design, we work with several design

studio’s to create unique installations, object, landscapes and

furniture pieces that expand our universe and translate out story and

aesthetic.

We work on events and gatherings / expo’s to share our vision on

design and art with our consumers, community and partners.

We are involved with several seasonal events like Complex-con,

fashion weeks, art expo’s and direct to consumer fairs.

BRANDBOOK


TS1 || BRAND ANALYSIS || FILLING PIECES

DNA

ROOTS:

- High quality sneakers (now also ready to wear & accessories)

- Crossing boundaries

- Innovative materials

- Craftsmanship (handcrafted from the finest Italian-sourced materials)

- Eye for the world (people & planet)

- Affordable luxury design

- For people of all sexes, races, religions and sexualities

DOMAIN:

Bridging the gap between streetwear and high fashion.

Innovative footwear silhouettes and a full ready-to-wear collection.

VISION

PERSONALITY:

- Aware

- Positive

- Empathic

- Aesthetic

- Creative

- Ambitious

- Change-maker

- inquisitivity

- We believe in a world where diversity, equality, inclusion and a healthy environment are the baseline. In order to reach this belief we have

to keep on bridging the gap.

VALUES:

- Quality

- Luxury

- Timeless

- Sustainable/ responsible

- Craftsmanship

- Affordable

- Inclusive

- Change

- Challenge the status quo

- Eclectic music (?)

- Transparent

- Responsible

- Diversity

BENEFITS

FUNCTIONAL:

Access to a high quality product that is affordable

Quality > functional shoe

Handcrafted (?)

Finest Italian-sourced materials

Sustainable product

EMOTIONAL:

- Bonding/ community feel

- Joy

- Unify

- Inspire

- Positive

- Responsible

SOCIAL TENSION

ROLE TO PLAY:

- Bring unity through diversity, using design as a language to create a positive change. Believe that differences between us as individuals,

is what makes us stronger collectively. We can only find our own way beyond the boundaries set by society.

- A sneaker adopted by people of all sexes, races, religions and sexualities.

- A world united through the power of creativity, where boundaries between people have been erased. (NAME ‘FILLING PIECES’ --> Bridge

the gap between streetwear and high fashion. The brand ‘filling pieces’ bridges that gap so to speak, it is an interesting name for the

brand that totally fits their identity and values.)

ESSENCE:

-Bridging the gap. (We believe in a world where diversity, equality, inclusion and a healthy environment are the baseline. In order to reach

this belief we have to keep on bridging the gap.)

- Filling Pieces unifies the world between people of all sexes, races, religions and sexualities.

CHANGE TO LEAD:

-A more inclusive world (ethnicities, gender) and a better world (sustainability).


TS1 || BRAND ANALYSIS || FILLING PIECES

ROOTS:

- High quality sneakers (now also ready to wear & accessories)

- Crossing boundaries

- Innovative materials

- Craftsmanship (handcrafted from the finest Italian-sourced materials)

- Eye for the world (people & planet)

- Affordable luxury design

- For people of all sexes, races, religions and sexualities

DNA

VISION/ BENEFITS

PERSONALITY:

- Aware

- Positive

- Empathic

- Aesthetic

- Creative

- Ambitious

- Change-maker

- inquisitivity

- We believe in a world where diversity, equality, inclusion

and a healthy environment are the baseline. In order to

reach this belief we have to keep on bridging the gap.

VALUES:

- Quality

- Luxury

- Timeless

- Sustainable/ responsible

- Craftsmanship

- Affordable

- Inclusive

- Change

- Challenge the status quo

- Eclectic music

- Transparent

- Responsible

- Diversity

SOCIAL TENSION

ROLE TO PLAY:

- Bring unity through diversity, using design as a

language to create a positive change. Believe that

differences between us as individuals, is what makes

us stronger collectively. We can only find our own way

beyond the boundaries set by society.

- A sneaker adopted by people of all sexes, races,

religions and sexualities.

- A world united through the power of creativity,

where boundaries between people have been erased.

(NAME ‘FILLING PIECES’ --> Bridge the gap between

streetwear and high fashion. The brand ‘filling pieces’

ESSENCE:

-Bridging the gap. (We believe in a world where diversity,

equality, inclusion and a healthy environment are the

baseline. In order to reach this belief we have to keep

on bridging the gap.)

- Filling Pieces unifies the world between people of all

sexes, races, religions and sexualities.


DOMAIN:

Bridging the gap between streetwear and high fashion.

innovative footwear silhouettes and a full ready-to-wear collection.

VISION/ BENEFITS

DNA

FUNCTIONAL:

- Access to a high quality product that is affordable

- Quality > functional shoe

- Handcrafted

- Finest Italian-sourced materials

- Sustainable product

EMOTIONAL:

- Bonding/ community feel

- Joy

- Unify

- Inspire

- Positive

- Responsible

CHANGE TO LEAD:

- A more inclusive world (ethnicities, gender) and a better world

(sustainability).

SOCIAL TENSION


FILLING PIECES || Q&A || ZOOM

FILLING PIECES || Q&A || QUESTIONS

BEGIN

In a video for HYPEBEAST you explain your inspiration- You studied architecture and one of your favourite works you’ve seen was the Guggenheim

museum in New York. You spoke about the timelessness of it and contrast between the building and the ones next to it. Is this how you see the brand?

FP in general:

Your brand is going sky-high, is there something within the company that you may see as a weakness and maybe want to improve in the future?

You recently opened a physical store here in Amsterdam and OF COURSE NEW YORK, how do you think this will anticipate in the future? Do you see

changes in the offline market between different countries where you sell your products (and which market/country inspires you the most)?

Filling Pieces always stands out when it comes to displays in retail environments and your own store. Who’s in charge of that? Do you follow certain

trends?

Your items are luxury for a normal price. For example, in your store we see a sofa by Mario Bellini. What’s the limit for luxury connotation? When does

it in your opinion become a too high barrier to enter the store for your target group? (or do you think your target group doesn’t have this knowledge and

doesn’t really focus on it).

What does the retail experience mean for you? Are there certain aspects you would like to improve?

What is currently the most interesting development at Filling Pieces?

Employees

How do you invest in your company/ employees at the moment to prepare them for the future in which everything might be different in terms of

production techniques etc (think of 3D printing)?

Marketing

What has been for you the most interesting campaign of Filling Pieces?

What is the most interesting service of Filling Pieces? Is this, for example, in the area of repairs or do you have more interesting services?

About the products:

You wanted to design a premium sneaker at a fair price point. Was there also another reason why you chose to make a sneaker brand in the first place?

Now you expanded to a ready to wear collection. What is your future vision for this?

We also see in today’s day, that gender roles are shifting and people are moving towards gender neutral and unisex product. Is this something Filling

Pieces could also focus on?

You are committed to innovative production techniques. Which sustainable materials do you use for the sneakers and ready-to-wear collection?

How do you deal with leftover materials?

Do you want to expand the Filling Pieces brand to more product groups? If so, what would you like to add to the current collection? (Any outrageous

ones like food, beauty,?

I read that you focus on eclectic music, how do you incorporate this into your products?

How do you see the future of packaging?

About the future of the sneaker. You mentioned that there is a shift from leather shoes with laces, to for example the shoes of Kanye West which doesn’t

contain these materials anymore. Despite these changes, what do you think will always be important for your brand, product wise?

About the customer:

At the moment, companies in the current zeitgeist focus mainly on influencers on digital platforms. There is a small chance that children are approached

via TV, but rather via YouTube, Instagram, Snapchat and Tiktok. How do you see this being contained in the future? Do you think there will ever be a shift

where everything goes back to the way it was (or just a little bit less digital) because people also need to have a break of socials and don’t want to be

online all the time?

I heard you talking about inspiring our youngest generation. You think there should be more room for creativity, already in primary schools. I agree with

that 100%. How do you think this will go in the future, now that, for example, you see that a lot is happening online. Not necessarily because of covid, but

for example the use of laptops, which has been ‘upcoming’ for a few years already. How do you think that in an online world, there can still be a focus on

creativity with your actual hands (and not necessarily through a 3D printer where you have to think about the settings).

Do you think the world is going to become more collective or will we continue to be individual?

What does individualism mean for Filling Pieces?

How would the brand look like in a future world where technology takes over and people are very individualistic?

About the future:

The past few months have played a big role for you and your company. In the podcast from ‘Wij in de toekomst/We in the future’, you are talking about

opportunities you have noticed. That marketing oriented things like campaigns, events and press days can actually be seen as an ‘extra luxury’ and that

you could spend less money on it. You said that the goal for your company is to go back to the ‘core’ and from there you want to look for new creative

opportunities. Do you have any idea what this might look like?

Do you see any big shifts coming up in the upcoming months? How do you see FP reacting (or anticipate) to them?

What tech ‘gadgets’ have you incorporated into FP’s strategy? Have you ever utilized AI?

What technological developments/ trends will be important for Filling Pieces in the future?

Which services do you envision AR or VR will bring to your brand in the near future?

In the brandbook; Filling Pieces strives for a world without classism and biases, what would that mean for the brand and what will be different then?

About health:

How does the brand Filling Pieces think about mental health? Is it important for you and why?

How does Filling Pieces think about self-care and mindfulness?

Do you think a sneaker can influence someones well-being? If it does, how?

What would it mean for filling pieces to exist in a world where mental health is really important?

What would it mean for Filling Pieces to exist in a world with little physical contact?

CONCLUSION // HOW DID WE DO THIS?

Together with the other two pairs of Filling Pieces we made a lot of questions and filtered the best ones

and had a look at ones that were alike. We made one list of questions to be prepared and to not repeat any

questions because that could be annoying. This was our final list of questions.


FILLING PIECES || Q&A || UITGESCHREVEN

because I watched a recent video on hypertext and you kind of talk through your journey with architecture and how you were in New York and you’ve seen

the Guggenheim Museum and you really loved it.And I just wanted to know a little bit more about what inspired to it and how you kind of brought this into

your design for failing pieces.

See, so the start and to go back a little bit down the timeline further down than the video, I think that I started when I was 19 and it was quite unconventional to

start at such a young age for a fashion brand. But I don’t think that the youth is I mean, younger people in general are just way smarter than, you know, back in

the days, even if I look at my family or young people around me, is that young kids, they know exactly what they want when they want it and how they want it. And

I believe that this is really inspiring. I don’t know you guys age, but you probably are way smarter than that. I was at that age. So I think starting at the age of 19

gave me a lot of flexibility because I was still studying architecture. I was living off my I was living off my parents. So obviously, in terms of of of of money, I didn’t

have to pay for my own rent, etc. So it gave me a lot of flexibility to start something. And the reason why I started it was because I was student like you guys, and I

couldn’t afford certain trainers I saw in a store. I couldn’t afford the higher end luxury trainers. And I was a little bit fed up and tired of Nike and Adidas and the more

athletic sportswear segment. And, you know, back then, artists for Pharrell Williams and Kanye West for really big and their style was really mixing in your denim

and higher end fashion pieces with streetwear items and accessories. So I felt that was like an interesting, interesting synergy going between these two segments.

And if you look a little bit further, I think that in general, you know, I grew up in I grew up in a very white, small village in the Netherlands, being of sort of Miss Roots.

My parents my parents are immigrants. I’m the son of immigrants. So I think that the mindset and and education I got from home is just different than, you know, if

I was born here, if I was born here and my parents were born here and we had a I had a different hustle and a different mindset, I think.And I always felt different in

the city where I was sort of a little town where I was growing up. So if you, you know, like the social aspect, always, it’s important to me, I think that brands should

try to make a positive change. And I felt that at an early age of, you know, high and fashion being a very exclusive, exclusive kind of industry business and a model

just made for the white athletes. You know, and I think street where street work comes from black culture. And I think that what’s so interesting is that these two

are very different, but they’re coming closer together. And I think that that space in the middle of something interesting for us to bridge between not only to bridge

different styles, you know, high in fashion silhouettes with street wear silhouettes, but also the different people that would unite if we brought these two worlds

together. And we wanted to make you know, we wanted to make this space between these two different brands.

And I kind of figured it out at a very young age. There’s also a very big market for for this niche segment, and I started just sketching shoes, and I didn’t want to

start with clothing because I felt that it was a very difficult and oversaturated market. Back then, everyone was breaking tee shirts, and I just didn’t feel that that

was my, you know, unique roots in this within this within this industry. So I started with shoes, which is very unconventional.You have to imagine. I was studying

during the whole day. During the week. I had a job in a clothing store on the weekends and Thursday night at, you know, when they were open, when they had the

opening hours of night, you call it, in Dutch mobile phones. And in the in the late hours after after school, when I was not working, I was working on this project in

pieces. And also, if you look at the name, the name comes the name refers to the concept of bridging the gap between these different segments.And eventually

I will tell you a little bit later about that. Eventually that became kind of a profession and also, I would say mission of the brand to bring different, different people

together. So I had my first sketches on my on my notebook, and then I was looking for a factory that would be able to produce them. So I went online and I found

this factory in China that was able to produce 50 bags for me. You have to understand that it’s very difficult to do small quantities because you have to make a lot

of multi vestments.I was able to find this factory that was doing 50 pairs and I did a few simple rounds. I got the samples in production and the production was

looking very different than from the shoot, the free samples. So I felt that I was a little bit you know, they just fooled me. I was I spent maybe twenty four hundred

euros on this or two thousand four hundred euros and I had to make it work. So here I was with my suitcase going by stauss emitting source like a I have this foobar

brand that in and out of the thousand emails maybe I got two or three replies and two stores bought into it on consignment, which means you give the products

to the store and they pay you when they sell it.

And that’s actually where the full journey started. And you have to imagine that within fashion things could go very quickly. So this one store that was selling a

product, he was he was outselling the fifty person friends to some stores. And very quickly, I was out of these 50 pairs of shoes. And then I felt like, hey, this might

work. And I was starting to design more. Callaway’s on the same shoe making bigger collections. And it was also a time where Instagram was barely knew, like

no one really used Instagram and the Netherlands.Twitter was big, Facebook was bigger, but there was a big clump of big street street where blocks such as I the

body that you guys probably know, hype, beast, et cetera. And these blocks started picking up or hearing about the brand and writing about this, you know, new

new footwear brand that entered the market. And I think that within the 10 years that we exist now, we have seen so much different, I would say platforms and era.

And I think the first era was, for me, the most fun, if you ask me now, because it was really it was really Hulston like it was just me. My brother used to help me out.

I don’t know if you guys are familiar with the new originals, you know, from Amsterdam, these young kids, they were helping me, Becky, shoes in boxes and bringing

them to the post office. So it was really just me and a few a couple of friends that were just helping me out for free.And that was like the first kind of moment. And

the brand started growing more and more stores started to buy into it. So I was getting more cash in cash flow. And then there was this moment where I was not

able to to finance my next production. And we start with 50. And I think at the point where I had problems funding, my collection and production was around five

thousand pairs. So that meantime I grew already, you know, one hundred percent of a like a thousand times in terms of quantities.

Your brand is going sky-high, is there something within the company that you may see as a weakness and maybe want to improve in the future?

His answer: There is a lot to improve. I think the most important thing to improve is: I would figure out marketing. As in fashion week and events and stuff? No

not really, I think that the physical part that we are doing that alright. I think events and Fashion Week or something different. We now see that a lot is happening

online, also because of the covid restrictions. But what is difficult for us to figure out is that I believe that being successful in fashion depends on how you look at

it. In terms of how you look at a brand and others see you, like the ones in magazines. But you still don’t make money. I can name a lot of designers that are very

known, but they haven’t built businesses like other brands. And then you have brands that are financially successful, but they don’t have the elegance or shine or

exposure as other designers. A success like positive change. Like, what do you do for society and what do you give back. We wanted to find the balance in being

financially successful and where we are a fashion brand where everyone is talking about and we want a positive change. We want to find the perfect balance of all

these things together. To get back on where I think we need to improve, is that we are a company which I am not afraid to say, that we are a commercial company.

Back in the days it would be something that I would not like to say but I think that the older I get, the more important it will be. Also about finding out how important

finance is and how important money is. Because at the end of the day, that’s the reward when you work hard. Because everyone has to eat and pay their rent. Not

only me but also my employees.

I think we all agree that G-Star is a successful financial brand and also the things that they are doing and building are amazing. But I don’t think you guys consider

that as a cool brand. Then you can have a niche designer like Nina Mounah, who is amazing. Financially still on a small scale. And for example Public School from

New York, a really cool brand. Super known in the states. They don’t have a single store that is selling their products. but their brand name is really big. Just a few

examples about finding a way in the middle where you are financially successful but still a cool brand. It’s hard to find that balance. And it’s hard, focussing on

our brand, I ideology sounds easy but it is very complex because we want to close the gap between all those people. Be the platform for people and bring them

together, just like we’re having this meeting right now. Because we are bringing people together, we need to understand that all these people are roughly dividing

them. We don’t want to put them in boxes, but we still have to. To see what kind of customer they are and target them. And for me it’s really hard to figure out how

to please everyone. E.g. For a campaign, our mood boards are very creative but we also need to reach a wider audience. So if we use this model and photographer

and this styling, is it going to communicate with all these different targets. That’s not easy to do. Because what do they do, eat, what music do they listen to, what

movies they are watching, which influencers do they like. It’s really difficult.

Me as a creative person, and my partner being more the commercial person within the company. We sometimes fight, not physically, but we fight because he is

trying to protect the financial health of the company. And I am busy letting the brand grow in a more creative way. It’s hard to find that balance. We are a young

brand, talking to a younger target group and they are changing a lot. They are following trends. And then we would have the more mature audience. The youth is

changing in terms of how they behave and how they wear something and this is something we as a brand struggle with to find ways to reach different audiences.

For example: Olaf Hussein, speaks to a I would say, more mature and minimalistic audience. Daily Paper on a more fashion forwarded and young audience. It’s

clear for them what to create to connect with their targets. We have the complexity that we are still seen as a footwear brand and not as a fashion brand. That’s

ideally what I would want but it’s just not the reality yet.


FILLING PIECES || Q&A || UITGESCHREVEN

People started following the brand because of the low top, which is one of our bestsellers and the oldest model in our collection. I feel like people will be in 10

years, still buying this low top. We also know that also a lot of consumers grow with the brand and try different shoes. But I also know people who bought the low

top and ended up getting tired of it. They just buy from another brand when they don’t see anything in the collection that will suit them. How do you communicate

and socialize with them? It’s not only about posting a nice picture on instagram. A question to us: How do you maintain this? Maybe look into brands like Apple

and Nike, because they have a very clear vision and audience. And their campaigns and everything speaks to a lot of people. They all understand it, also because

Nike is a brand the whole world knows.

I come from a small village and moved to Amsterdam. I don’t visit small cities much anymore but when I go. I am amazed by the simplicity of Dutch people. About

how they dress (all quite similar) and sometimes I feel that we as a brand do not always connect with these people. That is in all countries. If you’d think of London,

Liverpool and Manchester and all bigger cities are the same as the Netherlands. It’s difficult to be an international brand because in the meantime we also try to

communicate with people in the United States and Asia. It’s different, hard to communicate on a level where everyone understands what you say (not only in text

but also in image).

different countries where you sell your products (and which market/country inspires you the most)?

His answer: There is definitely a shift from offline to online but that was already going on for the last 15 years. In the last months that accelerated a lot. The reason

why we opened the store in Amsterdam is because it’s part of a bigger plan. The end consumer is now leading and they decide where to shop. Online is at this

moment way more convenient. And also for brands, it’s a better business model because when you sell directly to the end consumer. Because when you make a

shoe for 40 euros and sell it for 180, that’s just a bigger margin than when you have to sell it to a retailer for 80 euros and they sell from 80 till 180. That’s something

we have been figuring about at the website, obviously run by us and we make most of the profit there. It needs to be the balance between on and offline experience.

Stores used to be more a commercial need and now an extension of your brand. Where they can chill with the brand and order it in the end online. We wanted to

do retail for already 6 years, but we didn’t want to be only a shoe store. Here you can experience the brand. We want to open stores in different cities, but wanted to

start in our hometown Amsterdam. And a bigger flag store next year. Now it’s just a satellite store. The flagship store will be more an inspiration store with music

sessions and stuff. People, and especially youth want to experience a brand. We started during covid but I also believe that in every crisis, you can win something

out of it.

Filling Pieces always stands out when it comes to displays in retail environments and your own store. Who’s in charge of that? Do you follow certain trends?

His answer: So normally, if you are a brand. You work with an architectural firm, or you have someone in house to design it with. I studied architecture, so I know

a little bit how it works and what I like. We also have our art director who kinda had the same background as me and together we designed the whole store. And

about the inspiration, I used to travel a lot before this whole crisis. Most of my inspiration about retail i would say, mostly from New York & LA. Why new york: it’s

the capital of the western world. Retail is different there, fast experience and expensive retail spaces in general. The stores who open there have a different function.

It’s more about building/creating an experience. And then it’s part of your grand plan as a brand, as you are first growing online and then open something in New

York. I got inspired by how they build their stores because it’s really built on experience. And then LA, which is very different. If you look at LA, everything is spread

around (no high buildings he means). Retail there is destination shopping. You aren’t walking down sunset boulevard or rodeo drive to see some stores. No, you

go in your car to the store you want to go to. The retail experience is just different. You spend a lot of time in a store; trying out things. This comfort of shopping

was really inspiring and different to me. Basically the same country, but two different ways of shopping experiences. Then when talking about Tokyo, which is the

greatest city in the world when talking about design. It’s one of my favorite cities in the world. The way that the japanese culture thinks of design and quality is very

outstanding. So I also took inspiration from there and then going to Seoul, which is for me the new Tokyo. I would say the style of the brands there, for example

Ader Error (http://en.adererror.com/) is a really cool korean brand but also a brand like gentle monster (https://www.gentlemonster.com/) is insane. And obviously

Acne is a big inspiration. But combining the shopping experiences from Seoul which is more ‘art-sy’ I would say, made our interior design. We have this wall, which

not only contains shoes but also books and art which inspire me as well. Just personal stuff of the brand because our brand is a community where different people

etc. come together. We like to support each other and that’s why I wanted to have this wall and it is in line with our mindset.

Your items are luxury for a normal price. For example, in your store we see a sofa by Mario Bellini. What’s the limit for luxury connotation? When does it in

your opinion become a too high barrier to enter the store for your target group? (or do you think your target group doesn’t have this knowledge and doesn’t

really focus on it).

His answer: That’s a good question. We all know the feeling of standing in front of the Gucci or Louis Vuitton store and somewhere there is a barrier. It’s something

that we studied, like travelling the world and going to these places really figuring out why it doesn’t feel welcoming. Is it the door that is closed, is it the interior

design, the person in front of the door or is it maybe something in our heads that says ‘hey, that is expensive stuff there, I might not be able to afford it’. ‘Why would

I go in?’. So we looked into that and I felt that products have to do with all these different aspects. So what’s important for me, is that there is no door man in front

of the store. We don’t need it and it’s not the look that we want to give. The door is always open, which fits the mindset of the brand because we are having our arms

wide open and want to invite people. We needed to compromise in the interior design, I felt like the interior design for us, should be inspiring and renewing. What

we wanted to do is break down that barrier with someone in front of the store, the staff that should be also welcoming. Everyone needs to be greeted, the music

should be in a certain way in terms of volume that is welcoming to come inside. So that are all these different aspects that we thought of for our retail store. And to

get back to your question, I don’t think that people know the world of these couches and what I like about it, is that everyone thinks it is beautiful and understands

it. This is not an average couch. Design is important to talk about your consumer.

You wanted to design a premium sneaker at a fair price point. Was there also another reason why you chose to make a sneaker brand in the first place?

When i was a student i couldn’t afford certain trainers i saw at the store, i couldn’t afford the high end luxury trainers. I was a little bit fed up and tired about Nike

and the athletic sportswear segment. Back then artists like Pharrell Williams and Kanye west were quite big. Their style was mixing high end with streetwear

items and accessories. I noticed there is a big niche in this segment and I started sketching shoes. I didn’t want to start with clothing, because it’s a difficult and

an over-saturated market. Back then everybody was printing t-shirts. I felt this was not my unique route within this industry. So I started with shoes, which is very

unconventional.

Now you expanded to a ready to wear collection. What is your future vision for this?

We just introduced a signature line, a collection of more accessibility. Not only in terms of price but also in terms of fit. Garments that need to give ready-to-wear

more body when it comes to commercial accessibility. When you look online now the pieces are very expensive. In terms of quality we don’t make compromises

and that’s why most of the prices are so expensive. Not because we want to make profit from some clothes. The production process is expensive. If you look at

our t-Shirts; they have a certain dye, they are washed in a certain way, we use a certain fabric in cloth and thickness. All these details make the clothes a bit more

expensive. So we worked on a signature line within the clothing business that is more accessible and we would like to grow in this part of the company. Our future

plan is to have more commercial success in clothing. And to have more pieces and a bigger collection that speaks to more people. And from there find funds to

invest in bigger collections that are more fashion forward so we can do shows. Goal is a 30-40 look collection, with the pieces now we can barely make 12-15 looks.

And that is because we don’t want to over-invest in a business that is still so small for us.

We also see in today’s day, that gender roles are shifting and people are moving towards gender neutral and unisex product. Is this something Filling Pieces

could also focus on?

When we started Filling Peaces our starting point was genderless. All shoes that we make are for both men and women. Obviously the heels could be difficult

for men to walk on. But anything else is unisex. The clothing is unisex as well. We have a genderless approach, but we also make products with a more feminine

silhouet like skirts and dresses.

1. read- to-wear is made from cotton jersey(organic cotton).

2. Because we made a lot of small quantities we don’t reach MOQ (Minimum Order Quantity) of a lot of fabrics we would like to use. That’s why we buy a lot of


FILLING PIECES || Q&A || UITGESCHREVEN

youth like now education is supervisions that I and I heard in one of your interviews that you’re talking about inspire your willingness to inspire a younger generation

that that there should be also an education, more room for creativity.

Yeah, but

MOST

now that everything is happening online, how

IMPORTANT

do you what do you feel about creativity being approached on media, for instance, a laptop or like an

increasingly digitalise interface and like almost this. And this is like the disappearance of like an offline approach, to be honest with you.Yeah, I really I really feel, I

would say handicapped to do everything online like I need when I design. I need to feel the fabric. I need to physically talk to my team, explain them something. And

so design our design team is still working from the office because it’s just impossible for us to to not work from the office. But when it comes to education, I do

believe that there will be it. If it goes on for a long time, there will be a lack of creativity or direction for creators to, you know, to to learn from, you know, like you need

to feel a fabric.You can I cannot explain to you like this fabric has this or a weight and it feels that way. We wash it like you need to have that physical experience. So

I do think that it’s the one part, I believe in physical digital education. But in some part, the physical part is really important, especially for the for the creative process.

There’s a there’s a company called Echo, which is a shoe print, but they also make a letter.And once a year they do these hot shops. It’s like workshops that there. So

you go there

PART

to I don’t know the name, but it’s somewhere

FOR

in the south of the of the

ME

Netherlands. And when you go there for like three days and different creatives

come together and they start like doing testing stuff with letters like glow the dark letter, keep temperature change letter, etc. and they wanted to do the hot stuff

this year and they sent everyone boxes with like different materials, etc. So in that way, I believe that if you have physical examples in front of you that, you know,

we can you can educate in a certain way, but to do everything digital, I don’t believe in that. So it’s still, again, a question of balancing. Yeah, yeah. Yeah. And also,

you were mentioning before that how how technology now is in a way, it’s bringing us together virtually, but also tearing us apart on a physical level.And so, yeah,

there’s been increasing and individualization so. Well, how do you how do you feel the future will look like more collective or more in an increasing individualisation?I

believe the future will be.The thing is that we we we as a company like design needs to be physical with each other. But I think that a lot of the other companies

you?

It’s really important for me. I think that as a brand, we don’t speak out on it yet. We do have it on our agenda to dive into. I also think that once we speak out that

we need to educate ourselves first about it internally within the company. We do have a certain program where, to be very honest with you, we we grew a lot in

the last in the beginning of the brand in the last couple of years. And most of the things we were doing were new. Lik, it was hard to find people that understood

both high inflation. So you you you basically hire or build a team around your friends, you know, people that have like minded spirits. And what we figured out is

that unfortunately within the company that’s been, I think, at least four people that went sick in terms of having a burnout or being overworked.And I think it has

to do with, you know, unclarity about their position or about their future, et cetera. But I mean, just that happens in every company. Right. But I think mental health

is something extremely important, but also difficult. And the older I get, I also feel the need of the importance to know more about it and to avoid situations such

as people being overweight. So what I can say about it, that I think it’s important we dedicate a piece of the documentary that we may be dedicated to this topic,

because one of my best friends, worked for a very long time in a company that had a crazy burnout, that he’s still recovering from.He’s no longer working for the

company. But, I see that this the the negative effect of of mental health, not only for yourself, but also for the people around you. And to be honest, I think that the

whole again, digitalization and people being more on Instagram and where it was built to compare ourselves to other people, it was just built for that. It’s that social

media is built for us to compare ourselves and to feel less about ourselves.

What do you feel better then? You feel better than other people? That’s that’s what the whole model was built a built on. And the more its social media gets

bigger and more important, the more it will play a role and the more people will suffer from mental mental health. So it’s something that I think fashion brands

and companies in general need to need to speak more about and their science. You know, there’s obviously people that can hide it very well, but there’s science

about knowing when it’s too much for a certain person when someone doesn’t feel well.And the only problem is not that we’re working from home. It’s harder to,

like, check up on your colleagues, you know, and I think especially on both genders, on all sides, it happens a lot. But I think that, you know, we as individuals, we

need to check up on on the people that we care about because mental issues or mental issues or mental issues and mental health is a real thing. And as a brand,

we have figured out how to communicate about it. But it’s something that we are working on that we are acknowledging. And also that’s why it plays a role in the

documentary.

Someone’s yeah. On 100 percent. And I think that a number of these sneakers, I think clothing in general.

And how do you think?

I believe that if people feel they look good in products, they feel better mentally. Also, there’s a big chance, like when you dress in a product or in a piece or in a

silhouette that you like, like if I have a bad day and also I have bad days when I wake up and I don’t feel well or whatever, and you put on an outfit that you just know

that hoodie doesn’t fit as I want it to fit.I have a bad day. And, you know, I start with. I started minus two, you know, and so and so I do think that, well, if I don’t feel

well and I put on an outfit that I really like, I just feel better. So I do think it has an influence on how you feel, not on all people, but I think on a person that cares

about fashion that that plays a role.

Yeah, we were looking back into the future and we were talking about how sharing business strives for a world without classism and biases. And we were

wondering what would that mean for the brand and what will be different then once I guess, Shannara. You mean like in terms of that in a world that there’s

no class system and biases?

Yes, OK. I think that that’s like a dream scenario for us because we believe that people should not be we believe in creating equal opportunity.And it’s something

that’s part of our our purpose, I would say, because I believe that it’s not something that we immediately can change, but it’s something that we can be part of by

changing it a little bit and hopefully influence others that will help creating this change. Because I believed that I was born in a family where obviously I’ve seen

racism. I’ve seen, you know, being being being a child of immigrants. But then again, I also need to acknowledge my privileges of being raised in the Netherlands

and being raised in in a in a family where I had a brother and a sister and both parents that were still together.Right. So I have a lot of privileges. And I think it starts

with acknowledging your privilege. But ideally, I would like everyone to grow up with equal chances. And unfortunately, that’s just not the reality. So I believe that

that’s a brand we need to stimulate equal chances and create a positive change where different people can basically reach the same level circles as people that are

less fortunate. So that’s something that I don’t even know. What would it mean for the brand?I would think that if there wouldn’t be any classism, I think the place

the world would be a better place because people would feel more equal. And what would that mean for the brand? I would think that there would be more there

would be more creativity, because I think there’s a lot of people that don’t get the chances that are creative, but because they cannot get the right to education,

that they can get that sort of job or whatever, don’t have to self say to the security to create something.And I think for the brand, it would mean that we would have

a larger audience that we can make. The sounds commercial doesn’t mean commercial, but sell products, because I think like if if if if there would be more equal

chances also financially, people would have, you know, more equal incomes and be able to spend more on on items. Well, once again, our brand is not the only

sell products, is also to create positive change.

WAAROM BELANGRIJK? HIERIN LAAT GUILLAUME WETEN DAT HIJ

MET HET MERK FILLING PIECES HEEL ERG ACHTER MENTAL HEALTH

STAAT EN DAAR ZELFS EEN STUK AAN HEEFT TOEGEWIJD IN ZIJN

DOCUMENTAIRE (DIE NOG NIET UIT IS). HET PAST DUS HEEL ERG

BIJ DE RICHTING DIE IK OP WIL GAAN MET MIJN CONCEPT.


FILLING PIECES || INNER CHARACTERISTICS

VISION:

We envision a world where boundaries are transcended and cultures are united by creativity.

MISSION:

To be a meaningful brand that inspires creativity and meaningful change by creating quality products at a noble price point. Bridging

gaps, using design and style as a universal language that includes all.

BRAND VALUES:

01.PASSION

Everything you do should be from the heart.

02.AMBITION

Dare to chase your dreams. Articulate your goals and gather likeminded spirits around you.

We aspire to inspire, motivate and help others grow.

Continue the entrepreneurial spirit within personal growth and ambition.

03.TRANSPARENCY

Have a open and honest relationship between each other, where there is no space for negativity.

04.DIVERSITY

Embracing others with all their own unique personality , opposing perspectives and different opinions.

Learn from each other.

05.FULFILLMENT

Happiness and satisfaction, each one of us should be enabled to fully develop one’s potential on personal and business level.

06.PRIDE & JOY

Celebration of succes and appreciation of all that we achieve(d). Work with joy and playfulness while holding on to our

dreams and ambition.

07.WARMTH

The sum of our kind and candour behaviour towards each other and others.

08.AUTHENTICITY

The freedom to be yourself, to be real and honest.

09.CREATIVITY

The spirit of thinking out of the box with regard to design, innovation and problem solving

10.TEAMWORK

Operating as a top sport team and tribe to achieve common goals.

PRODUCTS & SERVICES:

1. SIGNATURE FOOTWEAR

2. INNOVATION FOOTWEAR

3. READY TO WEAR (MEN&WOMEN)

4. ACCESSORIES

5. EVENTS & ACTIVATIONS

MARKETSEGMENT:

Affordable luxury to fair price for everyone (except kids).

COMPETITORS:

Competitive environment: COMMERCIAL:

Nike - adidas - Common Projects - Axel Arigato - ARKK- KITH - Eytys - ETQ (nl) - Mason Garments (nl) - nubikk

Competitive environment INNOVATION:

Balenciaga - Prada - Louis Vuitton - Stone Island - Off White - ACNE - Raf Simons - Supreme - Alyx - A Cold Wall - Rhude - John Elliot - Heron Preston

- Palm Angels - Daily Paper - The New Originals - Bonnesuits


FILLING PIECES || OUTER CHARACTERISTICS

VISUAL IDENTITY & TONE OF VOICE

LOTS OF CAPITALS

SANS SERIF

BLACK & WHITE

MINIMALISITC DESIGN

BOLD &

POWERFUL

LOGOS

INNOVATIVE

& PLAYFUL

CULTURAL

PRINTS

POPPING &

CREATIVE/

EXPERIMENTAL

COMBI: STILLS,

PEOPLE, ART &

INTERIOR

CHANGE-

MAKERS /

ACTIVISTS

CULTURAL

ORIENTATED

EMPOWERING, UPLIFTING &

ACTIVISTIC TONE OF VOICE

TO THE

POINT/

MINIMAL

FRESH/BRIGHT

& CRISP TONES

MINIMALISTIC

COLORS

SOME

BRIGHTS


WORKSHOP


WS6 || COMPETENCES ASSIGNMENT

CONCLUSION/ WHAT DID I LEARN FROM THE COMPETENCES POINTS?

For me it’s really important to experiment more, so I will use these tips above: I will don’t be afraid to try, I

will not stay stuck at just one idea and I will do a lot of experiments to see if something will be a good or

a bad idea and get data from those outcomes. For decision-making I will make it more insightfull in my

processbook by highlighting the most important ones. These two are the most important ones for me.


FILLING PIECES || INNER CHARACTERISTICS

VISION:

We envision a world where boundaries are transcended and cultures are united by creativity.

MISSION:

To be a meaningful brand that inspires creativity and meaningful change by creating quality products at a noble price point. Bridging

gaps, using design and style as a universal language that includes all.

BRAND VALUES:

01.PASSION

Everything you do should be from the heart.

02.AMBITION

Dare to chase your dreams. Articulate your goals and gather likeminded spirits around you.

We aspire to inspire, motivate and help others grow.

Continue the entrepreneurial spirit within personal growth and ambition.

03.TRANSPARENCY

Have a open and honest relationship between each other, where there is no space for negativity.

04.DIVERSITY

Embracing others with all their own unique personality , opposing perspectives and different opinions.

Learn from each other.

05.FULFILLMENT

Happiness and satisfaction, each one of us should be enabled to fully develop one’s potential on personal and business level.

06.PRIDE & JOY

Celebration of succes and appreciation of all that we achieve(d). Work with joy and playfulness while holding on to our

dreams and ambition.

07.WARMTH

The sum of our kind and candour behaviour towards each other and others.

08.AUTHENTICITY

The freedom to be yourself, to be real and honest.

09.CREATIVITY

The spirit of thinking out of the box with regard to design, innovation and problem solving

10.TEAMWORK

Operating as a top sport team and tribe to achieve common goals.

PRODUCTS & SERVICES:

1. SIGNATURE FOOTWEAR

2. INNOVATION FOOTWEAR

3. READY TO WEAR (MEN&WOMEN)

4. ACCESSORIES

5. EVENTS & ACTIVATIONS

MARKETSEGMENT:

Affordable luxury to fair price for everyone (except kids).

COMPETITORS:

Competitive environment: COMMERCIAL:

Nike - adidas - Common Projects - Axel Arigato - ARKK- KITH - Eytys - ETQ (nl) - Mason Garments (nl) - nubikk

Competitive environment INNOVATION:

Balenciaga - Prada - Louis Vuitton - Stone Island - Off White - ACNE - Raf Simons - Supreme - Alyx - A Cold Wall - Rhude - John Elliot - Heron Preston

- Palm Angels - Daily Paper - The New Originals - Bonnesuits


FILLING PIECES || OUTER CHARACTERISTICS

VISUAL IDENTITY & TONE OF VOICE

LOTS OF CAPITALS

SANS SERIF

BLACK & WHITE

MINIMALISITC DESIGN

BOLD &

POWERFUL

LOGOS

INNOVATIVE

& PLAYFUL

CULTURAL

PRINTS

POPPING &

CREATIVE/

EXPERIMENTAL

COMBI: STILLS,

PEOPLE, ART &

INTERIOR

CHANGE-

MAKERS /

ACTIVISTS

CULTURAL

ORIENTATED

EMPOWERING, UPLIFTING &

ACTIVISTIC TONE OF VOICE

TO THE

POINT/

MINIMAL

FRESH/BRIGHT

& CRISP TONES

MINIMALISTIC

COLORS

SOME

BRIGHTS


SCENARIO || ‘A VIRTUAL SELF-ESCAPE’

ROBOTS AT HOME TO COMBAT

DIGITAL LONELINESS

SELF-CARE MOVEMENT VITAMINS

TO BOOST IMMUNE SYSTEM, ROBOT

PRODUCES VITAMINS BASED ON FACE &

EYE SCAN, TECH IS LINKED TO HEALTH

SELF-CUSTOMIZED INNOVATIVE HOUSES, FULL OF

HIGH-SPEED TECH, ALEXA IS INCORPORATED IN

HOUSING CONSTRUCTION

FAST-PACED SOCIETY HAS MADE CONNECTIONS BETWEEN

PLACES & SERVICES FASTER & MORE DEVELOPED.

WE HAVE FLOATING TRAINS, DRONES

& ELECTRIC VEHICLES. DRONES ARE USED FOR PICK-UP

SERVICES AND CARS CAN DRIVE THEMSELVES

3D PRINTERS ARE INCORPORATED IN THE

HOUSES: PRINT FOOD & CLOTHES

PEOPLE ALL OVER THE WORLD ARE EASILY TO

CONNECT WITH THROUGH THE DIGITALIZATION

ENGLISH GETTING MORE IMPORTANT THEN

NATIONAL LANGUAGES

HIGH PERFORMANCE SOCIETY THROUGH HIGH

INVESTMENTS IN HIGH-QUALITY EDUCATION AND

FLEXIBLE AT HOME EDUCATION & WORK THROUGH

TECHNOLOGY


SCENARIO || ‘A VIRTUAL SELF-ESCAPE’

VR & AR ARE USED TO BUY NEW STUFF IN VIRTUAL SHOW

ROOMS/ STORES, CRYPTOCOINS ARE INCORPORATED IN

VR GLASSES TO BUY PRODUCTS

DIGITAL CLOTHING BECAUSE A LOT OF PEOPLE

ARE & SHOP ONLINE, WON’T WASTE RESOURCES &

MATERIAL. ONLY PRODUCE BY DEMAND

GENDER HAS BEEN REMOVED FROM THE ID-CARDS

AND EVERYONE IS REALLY AN INDIVIDUAL. DIFFERENT

BEHAVIOR, OPINIONS & IDENTITIES, PEOPLE ARE THE

MOST UNIQUE VERSION OF THEMSELVES

BOUNDARIES BETWEEN MEN & WOMEN ARE VANISHED

IN THE WORKING FIELDS. THEY GET PAID THE SAME

MENTAL HEALTH IS IMPORTANT DUE TO THE BURN-

OUTS THROUGH THE HIGH PERFORMANCE SOCIETY

BIG DISADVANTAGE = TOUCH HUNGER,

PEOPLE CRAVE FOR PHYSICAL INTERACTION

ONLINE GAME TO MEET PEOPLE/ USED BY

PSYCHOLOGISTS FOR SESSIONS

SELF-CARE PROGRAM ON VIRTUAL REALITY GLASSES,

YOU CAN ESCAPE THE REAL WORLD AND GO TO

ANOTHER DIMENSION FULL OF REST & TOGETHERNESS

AR MIRROR TO SCAN YOUR FACE AND SEE WHICH

CREAM YOU NEED AGAINST TO MUCH SCREEN TIME


WS6 || PROTOTYPE & CONCEPT || 1ST IDEAS

GENERATED IDEAS BY FELLOW STUDENTS


WS6 || PROTOTYPE & CONCEPT || 1ST IDEAS

CONCLUSION/ WHAT DID I LEARN FROM THIS ASSIGNMENT?

This assignment with my peers was really insightful, I have seen a lot of different creative ideas

coming up at my boards. These are my starting point now for the further process of my concept &

prototype phase. I like the overal concept ideas and some product/service ideas. I will see this as

my first step and will experiment around these ideas (and more).


WS6 || PROTOTYPE & CONCEPT || PLANNING

Week 11-20

Workshops teachers Wk 11

9/11

Workshop III

DAM, CLA

EDR, BLA,

SKO, CHO

3

In between

assessment

Wk 12

16/11

Wk 13

23/11

Wk 14

30/11

Wk 15

7/12

Wk 16

14/12

3 3 3 3 6

pitch

Wk

4/1

Week 18

11/1

3 3

Toolshops

Sprintweek extern 24

Excursion extern 8

Strategy & Concept DAM 4 3

Pitching SKR 2 2 2 2 2

Creative Writing DJO 2 2x2 2x2 2 2 x 2

Making skills divers 4 4

Makerslab SKO 5

Atelier

DAM, CLA

3 3 3 3 3 3 3

EDR, BLA,

SKO, CHO

Expo

SKO, CLA,

EDR

5 2 1 1

Business CLA 2 2 2 3

Guestlectures SKO 1 3 1 1

Webediting PYH 2 2

Expo &

Assessments

DAM, SKO,

EDR, BLA

CLA , AKA

Week

19

18/1

ASSESSMENT CONCEPT & PROTOTYPE

Wk

20

25/1

EXPO & FINAL ASSESSMENT

Total 35 17 21 21 19 13 12 16

WEEKLY PLANNING

DEADLINES

WEEK 19: 18 JANUARI > DEADLINE CONCEPT & PROTOTYPE

WEEK 20: 26 JANUARI > EXPOSITIE

WEEK 20: 29 JANUARI > EINDASSESMENT

Dinsdag 17 November:

- Creating ideas to generate as much ideas as possible

- (Eventueel) creating prototypes already to experiment

Woensdag 18 November:

- Creating ideas to generate as much ideas as possible

Donderdag 18 November:

- Creating prototypes already to experiment

- Create questions for the teachers for ‘Atelier’

Vrijdag 19 November:

- Adjusting the feedback > create more ideas & prototypes

- Homework for monday (choose 3 options + pb slides)

9

CONCLUSION ON MY PLANNING

I discussed together with my classmate Patrycia our planning structure. I will start as this workshop

by generating more ideas out of the brand & scenario. After that I will find a concept & targetgroup

fitting to this idea. I will make a weekly planning in which I will set work deadlines per week. I also

will make a long-term planning in which I can see the bigger ‘deadlines’ and when I want to have

all of my work done.


WS6 || GENERATING MORE IDEAS || FAST

OVERALL-CONCEPT IDEAS

1. Bridging the gap between real life and online

2. Questioning reality

3. Phygital

4. Bringing the power to the community, questioning what high fashion is.

5. From the inside-out (binnenkant van schoen richt zich op triggerpunten van je voeten. Laat je beter voelen)

TARGET GROUP IDEAS

6. Maybe kids will be an interesting one because they don’t sell to them nowadays, but due to digitalisation kids will

become more independent and on trend?

7. I think maybe the target group they already have but then when those people are older. So maybe like people

around the age of 40/50. How they can adapt to the technologic world. (Millenials but aged)

8. Elderly, as they cope with anxiety for digitalization a lot.

9. Generating ‘ALPHA’ --> ‘The Quaranteens’ > New generation.

PRODUCT IDEAS

10. a product which is adjustable to your emotional status. So the one day it has very bright colours and the other

day it hasn’t. (doesn’t have to be colors, can also be material, change colors with different mood etc).

11. a health care product that releases negative ions found in the nature (our city environments are full of positive

ions, eg. released from tech, and they make us feel fatigue.

12. personalize -> a shoe that can change all the time. For example in the color of the mood you have. Or a special

shoe for someone with a disability.

13. Virtual shoes. / 3d-printed shoes

14. 3d-printed sneaker, the base of your shoe and customize it based on your needs.

15. A 3d-printed insole that triggers point in your feet, acupuncture from preresearch (self-care movement).

16. 3D printing your personalized clothes collection?

SERVICE IDEAS

17. For the insoles that trigger points in your feet > a service in which you can update your sole and print it at home.

18. Online clothing for your online avatar.

19. Printing clothes from online waredrobe.

20. Making Mental health better through creativity.

21. A product that improves your mood & online environment > you can escape real life to go to the filling pieces

‘world’ > filling pieces will ‘reset you’ > it can lift your moods

RETAIL ENVIRONMENT IDEAS

22. An online environment in which you can come together with people all around the world. And you can personalize

your product at this online location through AR/VR together with other people. You can print whatever you want, and

print it at home.

23. Filling Pieces self-care experience: Cometogether in this digital world, listen to music together, meditate together,

dance together, meet other people, make people aware by talks > The Filling Pieces virtual self-escape > or physical

shop.

24. Create a space where people can come together. huid honger fixed. maybe not selling products in the store but

a location; creative hub or something.


WS6 || GENERATING MORE IDEAS

OVERALL-CONCEPT IDEAS

25. Bridging the gap between health and fashion.

26. Bridging the gap between self-care and fashion.

27. The merge of health, technology and fashion.

28. Merging disciplines. / Bridging disciplines.

29. Briding the gap.

PRODUCT IDEAS

30. Filling Pieces fragrance line that brings you to the ‘heritage’ of the brand, It lets you travel to a ‘relaxed’ world in

times of stress & a lot of pressure. You can spray it at home or on yourself. > a mix of herbs that make you feel relaxed

and heritage ‘flowers & herbs’ of Filling Pieces > brings people together through culture & smell. > gives your immune

system a boost, just like the vitamins of the robots.

31. Personolized innovative forniture for in your home. > bringing heritage to your home fitting your interests.

32. The Filling Pieces ‘music’ experience > travel back to nature and to the heritage of the brand and try to meditate on

the music/ sounds of nature/ other countries that are relaxed > earphones. > samenwerking (?)

33. The Filling Pieces Robot > to give company.

34. Using 3d-printed Bio-Tech to produce a sustainable shoe > alternative for leather.

CAMPAIGN

35. A Campaign to make people more aware of ‘mental-health’ in times of such a digital and tech world.> For

empowering teen activists to challenge this taboe.

36. A Campaign where people all over the world come together > bonded by the online-world.

37. A Campaign to produce awareness about digital loneliness and how Filling Pieces can get you a warm feeling

of connection.

SERVICE IDEAS

38. Making new shoes from already existing leather items at home? > making deconstructed shoes by innovative

technology.

39. Personolize your own shoe, by giving only the canvas and with your 3d-printer you can make it yours.

40. personalised shopping experiences for customers > Filling Pieces app to try virtual clothes & shoes with

information about body measurements.

CONCLUSION ON MY IDEAS

I have thought about a lot of different ideas to not stick to just one idea. I have come up

with 40 new ideas (concepts, products, target groups, services, environments, campaigns).

I will now pick the six best ideas to go further with and see which 3 of the 6 are best to

experiment with.

I have achieved a goal now: ‘‘For the next phase I want to think of at least 30 different ideas

before choosing the best ones, in this way I don’t stick to 1 idea immediately, but explore

more different options.’’


WS6 || !DECISION! PICKING THE BEST IDEAS

PRODUCT IDEAS

1. A 3d-printed insole that triggers point in your feet, acupuncture from preresearch (self-care movement). This will help to give your immunesystem a boost

because certain nerves are triggered in your brain.

2. Filling Pieces fragrance line that brings you to the ‘heritage’ of the brand, It lets you travel to a ‘relaxed’ world in times of stress & a lot of pressure. You can spray it

at home or on yourself. > a mix of herbs that make you feel relaxed and heritage ‘flowers & herbs’ of Filling Pieces > brings people together through culture & smell.

> gives your immune system a boost, just like the vitamins of the robots.

3. The Filling Pieces ‘music’ experience > travel back to nature and to the heritage of the brand and try to meditate on the music/ sounds of nature/ other countries

that are relaxed > earphones. > samenwerking (?)

4. Using 3d-printed Bio-Technology to produce a sustainable shoe > alternative for leather.

RETAIL ENVIRONMENT IDEAS

5. Filling Pieces self-care experience: Cometogether in this digital world, listen to music together, meditate together, dance together, meet

other people, make people aware by talks > The Filling Pieces virtual self-escape > or physical shop. Create a space where people can come

together. huid honger fixed. maybe not selling products in the store but a location; creative hub or something. Full experience.

CAMPAIGN IDEAS

6. A Campaign to make people more aware of ‘mental-health’ and ‘digital londeliness’ in times of such a digital and tech world.> For

empowering teen activists to challenge this taboe ‘mental health’.

>

1. PRODUCT IDEA

1. A 3d-printed insole that triggers point in your feet, acupuncture from preresearch (self-care movement). This will help to give your

immunesystem a boost because certain nerves are triggered in your brain through the meridians.

WHY THIS IDEA? // IN SHORT >

This idea fits to my pre-research about people reconsidering their self-care by doing for example acupuncture. It fits really into my scenario where

technology is linked to health. It fits to Filling Pieces because in this scenario they have to rethink the purpose of a shoe, this will be a very functional

shoe. It fits to the values of Filling Pieces: ‘FULFILLMENT’ / ‘JOY’ / ‘AUTHENTICITY’. It bridges the gap just like Filling Pieces does, but now between

disciplines as health, technology and fashion.

2. PRODUCT IDEA

Filling Pieces fragrance/ cream line that brings you to the ‘heritage’ of the brand, It lets you travel to a ‘relaxed’ world in times of stress & a lot of

pressure. You can spray it at home or on yourself. > a mix of herbs that make you feel relaxed and heritage ‘flowers & herbs’ of Filling Pieces > brings

people together through culture & smell. > gives your immune system a boost, just like the vitamins of the robots.

WHY THIS IDEA? // IN SHORT >

This idea fits to my pre-research about self-care and boosting your energy/ immune system, this is also possible by TCM herbs. It fits in my scenario

because this can give your world with a lot of tech this smell of ‘rest’ during stressful times through the pressure society. It can calm your mind. It fis

to Filling Pieces because it refers to the heritage of Filling Pieces and it brings people together by merging cultures and characteristics of cultures and

places by smell. You can feel like you ‘escape reality’ to this beautfiul nature place.

3. PRODUCT IDEA

Using 3d-printed bio-technology to produce a sustainable shoe > alternative for leather, where Filling Pieces struggles in. Merging disciplines.

WHY THIS IDEA? // IN SHORT >

It fits my pre-research about being aware and rethinking everything, this also means using new materials and fabrics that are environment and animal

friendly. It fit’s in my scenario full of high-speed technology where you can use a 3d-printer to print clothing. It gives Filing Pieces the opportunity to

go for a new, sustainable material, because they are searching for an alternative for their shoes. This fits to their values and ‘change-makers’ vision.

4. RETAIL ENVIRONMENT/ SERVICE IDEA

Filling Pieces self-care experience: Cometogether in this digital world, listen to music together, meditate together, dance together, meet other people,

make people aware by talks > The Filling Pieces virtual self-escape > or physical shop. Create a space where people can come together. huid honger

fixed. maybe not selling products in the store but a location; creative hub or something. Full experience.

WHY THIS IDEA? // IN SHORT >

This idea is a mix between an environment and a service. It fits the scenario because of the high digitalization, by creating a Virtual world where

people can meet. Could also be physical to combat digital loneliness & touch hunger. It will be a full experience where you can ‘relax’ for a bit and

escape ‘the hustle and bustle’ of the fast-paced society. Creative hub where people can come together fits to Filling Pieces > unity.


IDEA1 || ‘ACUPUNCTURE INSOLES’

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Value proposition sphere

Pain reliever

Products/

services/etc.

Value proposition

(concept & prototype)

Benefit generator

VALUE

PROPOSITION

PRODUCT/ SERVICE:

3D-Printed sole > This is the new ‘acupuncture’ sole that triggers points in your feet that are linked

to stress, fatigue, emotions in your brains. This is connected by certain meridians, by triggering

one you help the other meridians to get stronger. The ones that are connected to your amygdala

and limbic system create your mood, emotions and cortisol. If you trigger these points the

amygdala becomes less active, the cortisol drops and you get your emotional balance back. This

sole regains balance again between mind & body.

BENEFIT GENERATOR:

Regains balance between body & mind, improves mood, lessens stress, improves posture,

improves quality of walking, footbed is ergonomic, personalised by technology, improves

functionality, time-solving.

PAIN RELIEVER:

Relieves stress due to the high pressure, fast paced-society and digitalization. Improves mood

in a world of touch hunger because it let’s you regain balance between emotions and body, it

illuminates your bad mood. People are busy and don’t have a lot of time to for example go to

acupuncture, we bring the acupuncture to the people, they can use it whenever they want. There

are a lot of sneakers that look really nice on the outside but the inside is just too tight or too hard,

this personalized insole will ensure a ‘walking on clouds feeling’. This all will bring you more peace

of mind.


OPPORTUNITY

MAP

OVERARCHING CONCEPT:

Bridging gaps between different disciplines/ merging disciplines (health, tech, fashion) / From inside out > Triggering point on the

inside, nobody can see that and feeling well and energetic on the outside, what people can see, just like the sole does > from inside

out. // Bridging gaps between personal elements > balance.

BENEFITS:

Regains balance between body & mind, improves mood, lessens stress, improves posture, improves quality of walking, footbed is

ergonomic, personalised by technology, improves functionality, time-solving.

REASONS TO BELIEVE:

1. SCENARIO > In this world digitalisation is super high and we have VR, AG, AI and 3d-printers, therefore the product could be

easily made. Relieves stress due to the high pressure, fast paced-society and digitalization of this world. Improves mood in this

world of touch hunger because it let’s you regain balance between emotions and body. People are busy and don’t have a lot of time

to for example go to acupuncture in this world, we bring acupuncture to the people, they can use it whenever they want. There are

a lot of sneakers that look really nice on the outside but the inside is just too tight or too hard, this personalized insole will ensure

a ‘walking on clouds feeling’. This all will bring you more peace of mind.

2. THE BRAND > Filling Pieces bridges gaps. This concept bridges gaps between elements inside of you to get back into balance.

It also bridges gaps between different disciplines like tech, health and fashion. I also merge the ‘eastern self-care’ techniques with

an innovative western product, so it bridges different worlds. This fits to Filling Pieces, because they say that we have to merge

things in order to bridge gaps and only then we will be able to create. It fits their vision ‘‘We envision a world where boundaries are

transcended and cultures are united by creativity’’ > we merge the eastern world with the western with a creative and innovative

product. It also fits their values ‘ambition’ within personal growth, because this product helps to be the best version of yourself,

‘fulfillment’ because with this product you can become happy and satisfied and it can develop your mindfulness potential and

personal development. And it also fits their values ‘authenticity’, ‘transparency’, ‘pride & joy’ and ‘creativity’. This product makes the

shoes of Filling Pieces more functional and valuable in this world where self-care is merged with technology and there is a high

demand for self-care products, for body and mind.

CHANGE TO LEAD:

This product gives the target group the opportunity to refind balance between body in mind in a fast-paced society with a lot of

pressure & technology, where balance is easily lost.

TARGET GROUP:

‘For everyone’. > All sexes, religious, ethnicities. ‘Millennials’ (22-40) > ‘The Achiever’.

Ambitious, Achieving, Change-Maker, Love Challenge and growth, personal development important, Bold, Interested in the Global

aspects, thoughtful & responsible (sustainable), Digital, Anxiety & Burn-Outs, High pressure and high level op stress.


But to do that you have to sacrifice things that are really

new technology. A scientific

sitting still and self-reflection.

corona crisis. For the first time in history, the entire world

on purpose, this is a reflection of human behavior. Use this

figure out how you can turn this shit into a beautiful garden’’,

Self-care is growing and people are finding new ways to be

self-care. It’s a technique to find well-being in the moment

society’’, says Sam Harris. Scientific research carried

Health Programs has shown that 80% of U.S. adults

Jonas continued. “The findings from

reflect on themselves and see that they need to go for a

finally get away from the noise and hustle and bustle of

WS6 || IDEA1 || HOW IS THIS IDEA GENERATED?

3D-Printed sole > This is the new ‘acupuncture’ sole that triggers point in your feet that are linked to stress, fatigue, emotions in your brains. This is

connected by certain meridians, by triggering one you help the other meridians to get stronger. The ones thar are connected to your amyglada and

limbic system create your mood, emotions and cortisol. If you trigger these points the amygdala becomes less active, the cortisol drops and you get

your emotional balance back. This sole regains balance again between mind & body.

RESEARCH || WORKSHOP || ANALYSIS

WS1 || RESEARCH || PERSONAL

DOCUMENTARY

Ryan Nicodemus: We are always looking for hunting / we want more to meet our needs, but in the end it makes you unhappy. He felt an emptiness, he was going to

fill it with lots of things and purchases, gave a lot of money out of more than came in. He lived for things, but therefore he didn’t live at all. Why are you so happy? ->

MINIMALISM!

Rick Hanson (neuropsychologist): Even though people in the West have the best standard of living, people always want more. Delusion> creates a dissolution. We are

triggered to want more by technology and information There is an illusion of what life is supposed to be like through social media, advertising, etc. It is an illusion that

our life has to be perfect.

Juliet Schor (economist & sociologist) --> Advertising is called our culture polluted (movies, TV, books, taxis, doctor, bars).

MINIMALISM Fewer items give a lighter and happier feeling, every item has a purpose/function and you really enjoy it. Does this add something to my life? If not > get

rid of it. Everything has to add something to your life. -> Message: a simple living message about more conscious living with less

theminimalists.com. The American Dream -> was about opportunities. > has now become very materialistic (e.g. Kardashians). > buying frenzy (cheaper products from

China > fashion/electronics/household). > you can buy everything online 24/7 -> we buy so much stuff that we need even more space. Everyone is looking for more

meaning in their livesLess stuff, stress, distractions but more growth, more time, more happiness.People have a strong connection with the people around them > but

sometimes it seems as if people are more strongly connected with ‘things’ ‘items’. People are too materialistic. A lot of products are bought on the basis of what you

think of them as status symbols, created by advertising and marketing.

Previously only very few seasons (for hot and cold weather). Fast-Fashion -> now really every week new trends in the fashion world. As a result, many chains have a

SELF-CARE

lot of clothes left over that they destroy and can no longer be reused over sold. They want consumers to be able to buy something new as soon as possible. -> no

sustainability. Almost everything in the house becomes a fashion object > dramatic transformation. FASHION -> you can throw it away if it no longer has any social

value or is fashionable (that’s not true). We are not becoming a more complete person > we continue to hunger to buy more. We want what the stuff brings, we don’t

necessarily want the things themselves. -> this also makes for a worse environment. -> we have to give up a lot. Quality over quantity >> 1 good quality sweatshirt over

20 ugly sweatshirts.

PROJECT 333

Minimalist fashion challenge > use less than what I have. Using 33 items (clothing, accessories, shoes) -> this allows you to see what you have, what you need and what

you are not wearing. (You could make a service out of this)

Meditating -> technique to find well-being in the moment NOW. You can derive joy and satisfaction from just ‘breathing’. Phones create flickering distractions that are

negative for your body and your wellbeing. Meditation is a great antidote to this. Why do you meditate? -> it makes you happier, Joseph Goldstein, -> worry -> is it useful

to think like this? More thoughtful, calmer through meditation.

TEDTALK

PRE-RESEARCH

ABOUT MY IDEA

ON RECONSIDER:

‘SELF-CARE’

Having things and consuming doesn’t give satisfaction -> we think we need things because we are told we need them (by bib gwn society). Value based ideal -> the

balance; having enough, not too much, not too little.This movement is about searching for a life that is good for yourself and the people around you. Compulsion to

control more > it is a destructive path. -> Something stop the madness. -> love people and use things, the opposite doesn’t work.

TS2 || RESEARCH || MANIFESTATIONS

TRENDHUNTER

TECHNOLGY

VS HEALTH

TRENDS

Getting quality sleep can be difficult for consumers who lead

hectic lifestyles or who experience high levels of stress, so the

.

The streaming service works by providing subscribers with access

to more than 20 channels of content that is all focused on

relaxing the watcher and helping them unwind at the end of a

long day. This includes music, soothing stories, meditation, and

even dark screen videos that are specifically targeted to reduce

feelings of stress and anxiety.

The Restflix streaming service offers a

for health-conscious consumers who are looking for an alternative

to the existing platforms on the market that will help them

enhance their well-being. The service boasts support for Android,

iOS, Apple TV, Roku and Amazon Fire.

SOURCE: https://www.trendhunter.com/trends/restflix

TRENDHUNTER

BREAKING

TABOES

Maybelline Brave Together Pledges to End the Stigma

Maybelline Brave Together is a new initiative launched from the

beauty giant which intends to end the stigma surrounding mental

health by providing education and resources where necessary.

While makeup holds the power to make one , it

does very little in the face of real emotional and mental strife. The

stress and anxiety associated with COVID-19 has heightened the

mental health conversation, making now a better time than ever for

Maybelline to use its platform to make a change. According to the

brand, half of mental health conditions develop by the age of 14,

with one in five reporting having experienced anxiety or depression.

While there are plenty of apps that can help to encourage consistency

with meditation, the journal sets itself apart by supporting self-

themselves. The Bloom Meditation Journal is set up with a daily log, a

place for to support the

integration or continuation of healthy habits.

SOURCE:https://www.trendhunter.com/trends/maybelline-bravetogether

The Corona crisis gives us a good opportunity

ro reflect on ourselves, our behaviour, our point

of view. We will think twice about how we acted

before the pandamic, what we want to keep of

that behaviour and what we want to change to

make your life better. A lot of people saw that

they were constantly running, time was passing

by very quick and people didn’t realise enjoy

the things they did. Thomas Witteveen (58),

mindfulnesscoach for three years now, calls to

seize the boredom for self-examination. He has

been immersed in mindfulness for 25 years,

which he believes is a modern word for what

used to be called ‘awareness’. “Mindfulness

is not only about meditation, but also about

observing what is happening in you and your

surroundings. What happens when the Netherlands

is bored for three weeks? “I think a lot of

people find out that they were always running.”

He emphasises that it is terrible that the space

for reflection that is now being created must be

accompanied by deaths. “But in fact nature is

now calling us to reflect.

During this time of the corona crisis you can

see that many people start to focus on self-development

and bring their body and mind in

harmony. A lot is being done in yoga, accupuncture

and meditation. A lot of advertisements

are made for this. These spiritual maners aim

to prevent and treat sickness by bringing the

mind, body, and spirit into “balance and harmony.

ADVERTISING

The Bloom Meditation Journal Promotes Mindful Habits & Self-

Awareness

Baronfig teamed up with mindfulness expert, Justine Bloome to

introduce the Bloom Meditation Journal, which is designed to boost

self-awareness via the practice of meditation and mindfulness. The

journal is designed to help

meditation practice by offering space for a user to record their journey.

As a result of using the meditation journal, people may notice that

theyre feeling less stress, anxiety and fatigue, and can concentrate

better in their daily life.

SOURCE: https://www.trendhunter.com/trends/meditation-journal

WTHN Shares a Modern Approach to Eastern Wellness

TRENDHUNTER

ONLINE

SELF DEVELOPMENT

TRENDHUNTER

New Yorks WTHN is a modern holistic healing studio that offers a fresh approach

to traditional Eastern practices like herbal medicine, acupuncture and acupressure,

and cupping. The studio in the city helps to make holistic medicine and modalities

accessible, less intimidating and part of a restorative way to support modern,

multi-faceted self-care.

Those who visit ‘WTHN’ looking to be supported by an acupuncture treatment

will find that there are three options: Prevent, Heal or Glow, each of which includes

experiences that are elevated with heated tables and sound therapy to offer even

more

The studio as a whole boasts a fresh and relaxing atmosphere thats complete with

a wellness lounge, a retail space and a designated spot for people to freshen up

after receiving a treatment.

TS1 || INTERVIEW || RESEARCH

2. DOCUMENTARY

CONCLUSION

This article tells me more about acupuncture and the

impact on the immune system. I can use this to ask

question about to Gerrit Bijlsma. I will use this source

as info in the back of my mind during the interview.

SOME QUESTIONS I COULD ASK

1. Denkt u dat acupunctuur u kan helpen om uw

immuunsysteem te versterken in tijden van zo’n

gezondheidscrisis als nu? Zo ja? Hoe?

2. Uit onderzoek is gebleken dat acupunctuur een

toevoeging kan zijn bij het verbeteringsproces

van Corona. De mensen die naast hun medicatie

acupunctuur deden werden sneller beter. Kunt u

uitleggen hoe dit kan?

4. BACKGROUND

CONCLUSION

For my interview I am going to use this documentary to

give the interview more credibility, because you can see

that mindulfness (meditation, acupuncture etc) is a great

antidote to the fast-paced society. It’s also a credible

source because it’s a Neuroscientist that talks about this

subject, he has knowdlegde about this development.

Sam Harris (Neuroscientist)

People are confused about what is going to make us happy, and people think that material

possessions really are the middle of a satisfying life. We have the capacity to focus but we

live in a context where we constantly move from one stimulus to the next in search of the

dopamine experience we get from the next email or the next retweet or the next thing that

appears on your phone. We pay a price for this, Nokia has done research on this and a person

checks their phone on average 150 times a day.

We worry about the present and the future in a way that prevents us from really getting in

touch with giving in a way that is here and now recognises as good enough.

Meditating/ Mindfulness -> technique to find well-being in the moment NOW, before

anything can happen. You can get joy and satisfaction from just ‘breathing’. Very rarely

do we focus on just one thing, we even interrupt or allow ourselves to be interrupted by an

abundance of information. At first we would see them as a distraction, but now we just see

them as all the necessary parts of our bandwidth. The expectation of novelty has it in it to

make us a guinea pig that only presses buttons. Meditation is a great antidote to that.

‘‘When you walk on the street, it looks like you are walking in the matrix. And it’s easy to be

thoughtless and read the newspaper to update and consume your social media.’’

PATRICK RHONE (author enough) -> because you can essentially do anything you want, but

to do these things you have to sacrifice things that are really important. If it gets too much,

the easiest thing to do is to turn it off (phone).

Why do you meditate? -> it makes you happier, Joseph Goldstein (meditation coach), -> worry

-> is this helpful to think like that? More thoughtful, calmer through meditation.

During this time of the corona crisis you

can see that many people start to focus

on self-development and bring their body

and mind in harmony. A lot is being done

in yoga, accupuncture and meditation. A

lot of advertisements are made for this.

These spiritual maners aim to prevent

and treat sickness by bringing the

mind, body, and spirit into “balance and

harmony.

3. ONLINE ARTICLE

SHORT BACKGROUND GERRIT BIJLSMA

I will interview my acupuncturist Gerrit Bijlsma. He

is a trained physiotherapist who has specialized in

the neurological aspects of human beings. He helps

people against various complaints through the use of

acupuncture. He has done a lot of specialisations in the

field of acupuncture like, TCM and THAN. He helps his

clients by doing ear acupuncture, point acupuncture,

Chinese acupuncture, sculp acupuncture, wrist and

ankle acupuncture and dryneedling.

CONCLUSION/ WHY GERRIT?

I will interview Gerrit Bijlsma because he is

my own acupuncturist, I go weekly to do my

sessions with him. Since CoronaI have thought a

lot about my well-being and I struggled a bit with

my health. So I started to do ear acupuncture

and it helps me to be less stressed in this

weird isolated times of Corona. I can really see

improvement in my sleep rythm and my anxiety

so this method really helped me to develop my

self-care and to be the better version of myself.

I found this method so intriguing that I really

wanted to go in this direction for my interview,

to inspire other people and to give more insight

about this Chinese Method to improve your own

self-care during corona.

INTERVIEW WITH

MY OWN

ACUPUNCTURIST

ACUPUNCTURE

TS1 || INTERVIEW || OWN EXPERIENCE

OWN EXPERIENCE

17 SEPTEMBER 2020

I had my first session of acupuncture! Wow! This was really great. I have a lot of energy after

my first session. What exactly did my acupuncturist Gerrit do? He helped me against my neck

complaints with needles in my ankles. Your ankles are connected to your neck, super crazy. The

nerves of your neck are stimulated and you get less pain from your neck. Yeah, that’s right! It hurt

less right away, is this magic? I also did ear acupuncture for my anxiety complaints during corona.

He tells me that my cortisol (stress hormone) is very high, and we need to rebalance it. He uses

magnets in my ears (see image below) to stimulate the nerve pathways that go to my brain, so my

brain branch needs to become stronger and gain control over my emotions. This is super crazy,

but it works!

24 SEPTEMBER 2020

The next day, after my first treatment, I suffered a lot from my anxiety. But after that it just went

uphill. Gerrit tells me that this is normal, your body is trying to reset itself as it were, and I will feel

better and better longer and longer after each treatment. During this treatment he renewed my ear

magnets, to continue the treatment against anxiety. I also have a small magnet in my left ear now

this is to improve my sleep, I wonder if this will help!

01 OCTOBER 2020

It has really helped again! I slept better straight away. Normally I always wake up in the middle

of the night, but now I have been able to sleep through almost every day except 2 days without

waking up. Ear acupuncture is really recommended! This time he refreshed my ear magnets so

that I will eventually get over my anxiety.

ARTICLE

GOING TOO FAST

Come on with the self-realization,

we are putting ourselves back in the foreground.

‘’When you walk on

the street, it looks like

you are walking in the

matrix.’’

1. OWN EXPERIENCE

EAR MAGNETS AGAINST

MY ANXIETY

FROM ALL

MY PRERESEARCH

EAR MAGNETS TO

IMPROVE SLEEPRYTHM

RISING SELF-CARE

MOVEMENT TRHOUGH

THE CORONA CRISIS

THAT WILL BECOME

BIGGER

HOW DID I COME UP WITH THIS IDEA? // PRE RESEARCH // MY STEPS

During my pre research I saw that I really linked the theme reconsider to ‘self-care’ due to my own increased

interest in this movement during the corona crisis. I saw that during a survey done under the millenials that

a lot of people told that they wanted to keep on going with self-care after the corona crisis, so in the future.

Therefore I think that self-care will be more important in the future and that we can use more developed

technology to link it to health and well-being. For my interview I interviewed my own acupuncturist about selfrealization

and how to reconnect with your own self and be balanced again. I also talked about this huge selfcare

movement in my article. During the research to manifestations I found some interesting connections

between technology and health/self care/awareness/mental-health. So I thought that this would be really

nice to adapt it to my future scenario in which I would link self-care to technology. So this was like the start, I

kept thinking how can I link acupuncture to technology or to fashion. So I merged technology, health and the

shoes of Filling Pieces. This was the starting point for my idea about an acupuncture sneaker that fits the

brand Filling Pieces & my Scenario.


Everything you do should be from the heart.

Embracing others with all their own unique personality ,

opposing perspectives and different opinions.

Learn from each other.

The sum of our kind and candour behaviour towards each

other and others.

Operating as a top sport team and tribe to achieve

common goals.

NATIONAL LANGUAGES

Dare to chase your dreams. Articulate your goals and gather

likeminded spirits around you.

We aspire to inspire, motivate and help others grow.

Continue the entrepreneurial spirit within personal growth and

ambition.

Happiness and satisfaction, each one of us should be

enabled to fully develop one’s potential on personal

and business level.

The freedom to be yourself, to be real and honest.

Ethics, not just a generic value statement. needless to say we value

respect, equality, humbleness, innovation and collaboration. However,

what we feel what makes us different; our moral standards and high

regards of family values. Above all, we value people, because people

are our greatest assets. We are a team and each team-member is an

equally important link in our chain. Assertiveness, taking

responsibility, discipline and independent but smart decision making

based on talent and expertise, behaviour that leads to excellence in

performance. We are not afraid to try new things, innovation is

utmost important within our work culture.

Have a open and honest relationship between each other, where

there is no space for negativity.

Celebration of succes and appreciation of all that we achieve(d).

Work with joy and playfulness while holding on to our dreams and

ambition.

The spirit of thinking out of the box with regard to design, innovation

and problem solving

We encourage those who dare to show initiative and go off the

beaten path because we believe we can only improve by finding our

own way beyond the boundaries that have been set by society. We

have clear goals, think ahead, prepare for different scenarios,

measure and correct where necessary, but mostly we communicate

and evaluate everything we do. Above all we want to have joy and

share our beliefs with the world.

WS6 || IDEA1 || HOW IS THIS IDEA GENERATED?

TS1 || BRAND ANALYSIS || FILLING PIECES

MISSION

VISION

We envision a world where boundaries are

transcended and cultures are united by

creativity.

MUSIC

IN DNA

TS1 || BRAND ANALYSIS || FILLING PIECES

VISION &

MISSION

TS1 || BRAND ANALYSIS || FILLING PIECES

MUSIC

IN DNA

TO BE A MEANINGFUL BRAND THAT INSPIRES

CREATIVITY AND MEANINGFUL CHANGE BY CREATING

QUALITY PRODUCTS AT A NOBLE PRICE POINT.

THE WHAT

KEY COMPANY VALUES

IDENTITY/

DNA

IDENTITY/

DNA

01.PASSION

02.AMBITION

03.TRANSPARENCY

THE HOW

04.DIVERSITY

05.FULFILLMENT

06.PRIDE & JOY

07.WARMTH

08.AUTHENTICITY

09.CREATIVITY

FILLING PIECES || Q&A || ZOOM

10.TEAMWORK

ETHICS – KEY VALUES

DNA

OF BRAND

SUSTAIN-

ABILITY

OUR

ETHICS

Q&A >

QUESTION ABOUT

IMPORTANCE OF

MENTAL HEALTH FOR

FILLING PIECES

BRANDBOOK

ETHICS – INTRODUCTION

HOW DID I COME UP WITH THIS IDEA? // THE BRAND FILLING PIECES

Filling Pieces bridges gaps. This concept bridges gaps between elements inside of you to get back into balance. It also bridges gaps between different disciplines like tech,

health and fashion. I also merge the ‘eastern self-care’ techniques with an innovative western product, so it bridges different worlds. This fits to Filling Pieces, because they

say that we have to merge things in order to bridge gaps and only then we will be able to create. It fits their vision ‘‘We envision a world where boundaries are transcended

and cultures are united by creativity’’ > we merge the eastern world with the western with a creative and innovative product. It also fits their values ‘ambition’ within personal

growth, because this product helps to be the best version of yourself, ‘fulfillment’ because with this product you can become happy and satisfied and it can develop your

mindfulness potential and personal development. And it also fits their values ‘authenticity’, ‘transparency’, ‘pride & joy’ and ‘creativity’. This product makes the shoes of

Filling Pieces more functional and valuable in this world where self-care is merged with technology and there is a high demand for self-care products, for body and mind.

Filling Pieces says that they believe that the differences between us as individuals will make us stronger collectively. This fits to this product because this product ensures

personal growth as an individual by triggering points to make your well-being better, so within this personal growth you can really work on yourself, be the best authentic

version of yourself to be later on stronger as a collective. During the Q&A with Guillaume, the owner, he told me that Mental-Health/ Self-Care / Well-Being is very important

for Filling Pieces and that in their documentary they have dedicated a whole piece to ‘mental-health. So this also fits their vision.

SCENARIO || ‘A VIRTUAL SELF-ESCAPE’

ROBOTS AT HOME TO COMBAT

DIGITAL LONELINESS

SELF-CARE MOVEMENT VITAMINS

TO BOOST IMMUNE SYSTEM, ROBOT

PRODUCES VITAMINS BASED ON FACE &

EYE SCAN, TECH IS LINKED TO HEALTH

VR & AR ARE USED TO BUY NEW STUFF IN VIRTUAL SHOW

ROOMS/ STORES, CRYPTOCOINS ARE INCORPORATED IN

VR GLASSES TO BUY PRODUCTS

DIGITAL CLOTHING BECAUSE A LOT OF PEOPLE

ARE & SHOP ONLINE, WON’T WASTE RESOURCES &

MATERIAL. ONLY PRODUCE BY DEMAND

SELF-CUSTOMIZED INNOVATIVE HOUSES, FULL OF

HIGH-SPEED TECH, ALEXA IS INCORPORATED IN

HOUSING CONSTRUCTION

GENDER HAS BEEN REMOVED FROM THE ID-CARDS

AND EVERYONE IS REALLY AN INDIVIDUAL. DIFFERENT

BEHAVIOR, OPINIONS & IDENTITIES, PEOPLE ARE THE

MOST UNIQUE VERSION OF THEMSELVES

BOUNDARIES BETWEEN MEN & WOMEN ARE VANISHED

IN THE WORKING FIELDS. THEY GET PAID THE SAME

MENTAL HEALTH IS IMPORTANT DUE TO THE BURN-

OUTS THROUGH THE HIGH PERFORMANCE SOCIETY

FAST-PACED SOCIETY HAS MADE CONNECTIONS BETWEEN

PLACES & SERVICES FASTER & MORE DEVELOPED.

WE HAVE FLOATING TRAINS, DRONES

& ELECTRIC VEHICLES. DRONES ARE USED FOR PICK-UP

SERVICES AND CARS CAN DRIVE THEMSELVES

3D PRINTERS ARE INCORPORATED IN THE

HOUSES: PRINT FOOD & CLOTHES

BIG DISADVANTAGE = TOUCH HUNGER,

PEOPLE CRAVE FOR PHYSICAL INTERACTION

ONLINE GAME TO MEET PEOPLE/ USED BY

PSYCHOLOGISTS FOR SESSIONS

CHARACTERISTICS

OF THE SCENARIO

THAT MAKES THIS

PRODUCT FEASIBLE

PEOPLE ALL OVER THE WORLD ARE EASILY TO

CONNECT WITH THROUGH THE DIGITALIZATION

ENGLISH GETTING MORE IMPORTANT THEN

HIGH PERFORMANCE SOCIETY THROUGH HIGH

INVESTMENTS IN HIGH-QUALITY EDUCATION AND

FLEXIBLE AT HOME EDUCATION & WORK THROUGH

TECHNOLOGY

SELF-CARE PROGRAM ON VIRTUAL REALITY GLASSES,

YOU CAN ESCAPE THE REAL WORLD AND GO TO

ANOTHER DIMENSION FULL OF REST & TOGETHERNESS

AR MIRROR TO SCAN YOUR FACE AND SEE WHICH

CREAM YOU NEED AGAINST TO MUCH SCREEN TIME


IDEA2 || ‘BIOTECHNOLOGY ZOA’

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Value proposition sphere

Pain reliever

Products/

services/etc.

Value proposition

(concept & prototype)

Benefit generator

VALUE

PROPOSITION

PRODUCT/ SERVICE:

A new Filling Pieces sneaker made by biotechnology called ‘ZOA’. This is natural cellulose

with the same texture of leather but without using animals and emissions. This will be a

solution for the already existing material ‘leather’ that Filling Pieces wants to get rid of.

BENEFIT GENERATOR:

Good quality, more responsible to buy, contributing to climate change, improves sustainable

lifestyle, longer-lasting life span, vegan.

PAIN RELIEVER:

The consequences of fast-fashion, Climate Change, the use of animals to produce your

shoes, less GHG emissions, reducing fossil fuel, better world to live in, self-care and

awareness movement means also being aware about the consequences of producing,

this shoe will fit to that lifestyle by reducing the negative consequences of producing

clothes/ shoes.

https://www.zoa.is/zi


OPPORTUNITY

MAP

OVERARCHING CONCEPT:

Phygital > technology used to create something that comes from natural sources.

BENEFITS:

Good quality, more responsible to buy, contributing to climate change, improves sustainable lifestyle,

longer-lasting life span, vegan.

REASONS TO BELIEVE:

1. SCENARIO > In this world digitalisation is super high and we have VR, AG, AI and 3d-printers, therefore

the product could be easily made by using bio-technology. The self-care and awareness movement with

personalized vitamins and augmented reality mirrors that produce the best cream, is really important in

this scenario, this products fit a responsible, aware lifestyle.

2. THE BRAND > Filling Pieces bridges gaps. This concept bridges gaps between technology, nature and

fashion. Filling Pieces sees that in an innovative world they have to rethink their use of animal leather,

because that doesn’t fit a sustainable world. They have to find new materials to produce with and ZOA

could be a nice bio-technology to use because it’s all nature-made with the texture of leather. This new form

of material fits the sustainable, noble and responsible vision on the planet, people and world (animals).

CHANGE TO LEAD:

This product gives the target group the opportunity to buy a product fitting their responsible lifestyle and

change-makers vision.

TARGET GROUP:

‘For everyone’. > All sexes, religious, ethnicities. ‘Millennials’ (22-40) > ‘The Achiever’.

Ambitious, Achieving, Change-Maker, Love Challenge and growth, personal development important, Bold,

Interested in the Global aspects, thoughtful & responsible (sustainable), Digital, Anxiety & Burn-Outs, High

pressure and high level op stress.


But to do that you have to sacrifice things that are really

new technology. A scientific

sitting still and self-reflection.

corona crisis. For the first time in history, the entire world

on purpose, this is a reflection of human behavior. Use this

figure out how you can turn this shit into a beautiful garden’’,

Self-care is growing and people are finding new ways to be

self-care. It’s a technique to find well-being in the moment

society’’, says Sam Harris. Scientific research carried

Health Programs has shown that 80% of U.S. adults

Jonas continued. “The findings from

reflect on themselves and see that they need to go for a

finally get away from the noise and hustle and bustle of

WS6 || IDEA2 || HOW IS THIS IDEA GENERATED?

A new Filling Pieces sneaker made by bio-technolgy called ‘ZOA’. This is natural cellulose with the same texture of

leather but without using animals and emissions. This will be a solutions for the already existing material ‘leather’ that

Filling Pieces wants to get rid of.

RESEARCH || ASSIGNMENT 1

WS1 || RESEARCH || FASHION

WS1 || RESEARCH || PERSONAL

DEZEEN/ MAGAZINE

SOCIETY

ABOUT A

BETTER

ENVIRONMENT

NEWS/ NPO OP1

SOCIETY

POLITICS & CULTURE:

Dutch PM Rutte sceptical about Black Pete tradition

FINDING: Prime Minister Mark Rutte has realized that he was pro

Black Piet at first and that it is wrong because you affect other people

negatively. He started to reconsider his position and to talk to other

people with different ethnicities during demonstrations on this subject.

He saw that ‘Zwarte Piet’ affects many people in society and that this

has to change because racism is the last thing you want to associate a

children’s celebration with. You don’t want black young children to say

that they feel excluded because they see it as racism. You therefore

see a change in society. They start to reconsider the celebration of

Sinterklaas and it’s Zwarte Piet.

SOCIETY:

https://www.dezeen.com/2020/03/09/li-edelkoortcoronavirus-reset/

|| Lidewij Edelkoort (Trend-Forecaster)

‘’Coronavirus offers “a blank page for a new beginning” says Li

Edelkoort’’

FINDING: The corona time will be there to rethink our values and

thus reset them. The virus will show how slowing and shutting

down can produce a better environment which will be visible on

a large scale.

- Fewer belongings and trips / virus disrupts global supply chains

and transport networks.

- We will learn how to be happy with what you already have and

we will rediscover forgotten items

- Carbon emissions and pollution from Chinese industry have

decreased since the virus first hit the country. This means that

the virus will show how slowing down and stopping production

can create a better environment that will certainly be visible on

a large scale.

- We are going to learn to be self-sufficient.

- The fashion shows seem bizarre and misplaced.

- Slowing and shutting down can produce a better environment

which will surely be visible on a large scale. If we include air and

boat travel, holiday travel, business travel and transport, the

clean up should be considerable.

VOLKSKRANT &

PAROOL

SOCIETY:

FINDING:

These three articles from the newspapers Het Parool and the

Volkskrant deal with diversity and racism. These issues are being

considered. New requirements for an oscar are that there must be

diversity in a film, both ethnically and gender-wise. So they look at

a certain issue in society like for example that first there was less

attention for dark actors/actresses and now they want to make it

more inclusive. So you can see that something is being reconsidered

and thus being changed because the way it is first is not the right

one and touches people in a negative way. You can also see that

more and more people/companies are intervening on racism. Like

the demonstrations that are held to pay attention to inclusiveness.

Due to the Black Lives Matter protest a lot of people/ brands/

companies are reconsidering their behaviour and their point of view.

They are chaning, I can see that a lot of people start following other

people to find new inspiration. I can see that magazines want to use

more inclusive models at their editorials and covers and that more

companies are thinking about making their office more inclusive.

RESEARCH || WORKSHOP || ANALYSIS

SOURCE: https://www.thefabricant.com/

blog/2020/3/9/in-a-time-of-crisis-fashion-haschosen-to-ignore-the-digital-solution

SOURCE: https://www.crfashionbook.com/

fashion/a32759283/coronavirus-and-thefashion-calendar-what-comes-next/

The fashion industry has to reconsider the use of online/ digital fashion Due to the Corona Crisis a lot of High End brands are reconsidering their catwalk shows

because it can provide solutions in the real world that will increase efficiency, and the quantity of seasons. They also want to make a change and reduce their shows

promote sustainability, drive the industry forward, and help to preserve a sector to less shows. They see that their mindset has to change due to corona and also due to

that is long overdue for evolution.

the climate crisis.

SOURCE: Project 333 by

Courtney Carver

Daan tells me that within the magazine world the corona virus

She was influenced by the

has a major impact on different areas, how the editorial team

consumerism of today’s society and

she was always buying more and

is producing shoots, the magazine and events. Magazines are

more staff. Untill she realised that

rethinking their creativity, they have pushed their boundaries

that way of living was not making

because of the corona crisis. For example, they have illustrated

her happy. By keeping only 31 items

a cover in collaboration with Gucci instead of shooting it with

of clothing, accessories and shoes,

models, they have made their own letters for articles, collage

you will have the items that really

work for editorials. They thought very creatively from home

add value to your life, making you feel

happier by not being overwhelmed

SOURCE: Picture editor

because they had to do it differently than they could before.

of Harper’s Bazaar / Little

with endless choices. You will also

Daan sees the future of the magazines as a piece that has real

interview with him

rediscover old items and breathe

value, is thicker (i.e. more content) and where the magazine is

new life into them, which in turn has

only sold twice a year. As a result, the magazine really has to

a positive effect on the sustainability

contribute something to the consumer.

of clothing.

EVENTS

SOURCE: AD & Field

Research during

Fashion Week.

Due to the corona crisis, brands have had to

think about solutions. Like solutions about

how to show their collections. What you see

more and more is a digitization of the fashion

industry; digital catwalk shows that everyone

around the world can follow, online fashion

films made by high-end brands, digital avatars

and models. Also presentations of models

from how wearing the clothes of a brands.

The excess, the many shows. It was an untenable system, which is now going to change because of corona. We SOURCE: https://www.

have quite a bit of fat on our bones, but a lot of fashion companies will fall if the current situation continues for nytimes.com/2020/05/02/

fashion/coronavirus-digital-fashion-show.html

another six months.The corona crisis also got Vermeulen (Natan) thinking about the future of the fashion industry.

The youngest generations are thinking more consciously about the clothes they buy. They are more critical when it

comes to the sustainable nature of fabric. They don’t need a new outfit every month. The excess, the many shows

with the frenzied decors, it was an untenable system. We have to produce less and also keep less sales. Natan can

also survive with a fourth of the collection that remains timeless and does not go on sale. That way we also have

less stock left over. I was also at fashion week, I saw that showes have reconsidered their way of showing clothing;

keeping 1,5 m distance like you can see here on the picture, you could wash your hands everywhere and people

talked with eachother with distance.

RESEARCH || WORKSHOP || ANALYSIS

DOCUMENTARY

TEDTALK

Ryan Nicodemus: We are always looking for hunting / we want more to meet our needs, but in the end it makes you unhappy. He felt an emptiness, he was going to

fill it with lots of things and purchases, gave a lot of money out of more than came in. He lived for things, but therefore he didn’t live at all. Why are you so happy? ->

MINIMALISM!

Rick Hanson (neuropsychologist): Even though people in the West have the best standard of living, people always want more. Delusion> creates a dissolution. We are

triggered to want more by technology and information There is an illusion of what life is supposed to be like through social media, advertising, etc. It is an illusion that

our life has to be perfect.

Juliet Schor (economist & sociologist) --> Advertising is called our culture polluted (movies, TV, books, taxis, doctor, bars).

MINIMALISM Fewer items give a lighter and happier feeling, every item has a purpose/function and you really enjoy it. Does this add something to my life? If not > get

rid of it. Everything has to add something to your life. -> Message: a simple living message about more conscious living with less

theminimalists.com. The American Dream -> was about opportunities. > has now become very materialistic (e.g. Kardashians). > buying frenzy (cheaper products from

China > fashion/electronics/household). > you can buy everything online 24/7 -> we buy so much stuff that we need even more space. Everyone is looking for more

meaning in their livesLess stuff, stress, distractions but more growth, more time, more happiness.People have a strong connection with the people around them > but

sometimes it seems as if people are more strongly connected with ‘things’ ‘items’. People are too materialistic. A lot of products are bought on the basis of what you

think of them as status symbols, created by advertising and marketing.

FROM ALL

MY PRERESEARCH

Previously only very few seasons (for hot and cold weather). Fast-Fashion -> now really every week new trends in the fashion world. As a result, many chains have a

lot of clothes left over that they destroy and can no longer be reused over sold. They want consumers to be able to buy something new as soon as possible. -> no

sustainability. Almost everything in the house becomes a fashion object > dramatic transformation. FASHION -> you can throw it away if it no longer has any social

value or is fashionable (that’s not true). We are not becoming a more complete person > we continue to hunger to buy more. We want what the stuff brings, we don’t

necessarily want the things themselves. -> this also makes for a worse environment. -> we have to give up a lot. Quality over quantity >> 1 good quality sweatshirt over

20 ugly sweatshirts.

PROJECT 333

Minimalist fashion challenge > use less than what I have. Using 33 items (clothing, accessories, shoes) -> this allows you to see what you have, what you need and what

you are not wearing. (You could make a service out of this)

Meditating -> technique to find well-being in the moment NOW. You can derive joy and satisfaction from just ‘breathing’. Phones create flickering distractions that are

negative for your body and your wellbeing. Meditation is a great antidote to this. Why do you meditate? -> it makes you happier, Joseph Goldstein, -> worry -> is it useful

to think like this? More thoughtful, calmer through meditation.

Having things and consuming doesn’t give satisfaction -> we think we need things because we are told we need them (by bib gwn society). Value based ideal -> the

balance; having enough, not too much, not too little.This movement is about searching for a life that is good for yourself and the people around you. Compulsion to

control more > it is a destructive path. -> Something stop the madness. -> love people and use things, the opposite doesn’t work.

The Corona crisis gives us a good opportunity

ro reflect on ourselves, our behaviour, our point

of view. We will think twice about how we acted

before the pandamic, what we want to keep of

that behaviour and what we want to change to

make your life better. A lot of people saw that

they were constantly running, time was passing

by very quick and people didn’t realise enjoy

the things they did. Thomas Witteveen (58),

mindfulnesscoach for three years now, calls to

seize the boredom for self-examination. He has

been immersed in mindfulness for 25 years,

which he believes is a modern word for what

used to be called ‘awareness’. “Mindfulness

is not only about meditation, but also about

observing what is happening in you and your

surroundings. What happens when the Netherlands

is bored for three weeks? “I think a lot of

people find out that they were always running.”

He emphasises that it is terrible that the space

for reflection that is now being created must be

accompanied by deaths. “But in fact nature is

now calling us to reflect.

During this time of the corona crisis you can

see that many people start to focus on self-development

and bring their body and mind in

harmony. A lot is being done in yoga, accupuncture

and meditation. A lot of advertisements

are made for this. These spiritual maners aim

to prevent and treat sickness by bringing the

mind, body, and spirit into “balance and harmony.

ADVERTISING

ARTICLE

ONLINE

Can you identify different perspectives?/ Why now?

Come on with the self-realization,

we are putting ourselves back in the foreground.

BRON: https://www.sustainyourstyle.org/en/reducing-our-impact

The fashion industry has to reconsider the use

of online/ digital fashion because it can provide

solutions in the real world that will increase

efficiency, promote sustainability, drive the

industry forward, and help to preserve a sector

that is long overdue for evolution.

BRON: https://www.thefabricant.com/blog/2020/3/9/in-a-time-of-crisis-fashion-has-chosen-to-ignore-the-digital-solution

TECHNOLOGY

VS FASHION

SUSTAINABILITY

We have to think twice about what makes us

happy. Buying a lot of clothes will not make

us happy at the end, we have to invest in

sustainable and durable clothing. We will feel

better when investing in quality & duarability.

BRON: https://www.theguardian.com/commentisfree/2020/sep/08/pandemic-covid-19-work-society

BRON: https://runningandculture.com/home/running-brands-and-the-fashion-world

The Zwarte Piet

discussion is a big thing

in The Netherlands. A

lot of people have to

reconsider their point

of view on this matter

because it effects a

lot of people. A lot of

brands/ platforms

like bol.com are

reconsidering the sale

of Zwarte Piet Outfits.

Or are even banning

Zwarte Piet from Social

Media (FB)

The Corona crisis gives us a good opportunity ro reflect on ourselves,

our behaviour, our point of view. We will think twice about

how we acted before the pandamic, what we want to keep of that

behaviour and what we want to change to make your life better.

Due to the Corona Crisis

a lot of High End brands

are reconsidering their

catwalk shows and the

quantity of seasons.

They also want to make

a change and reduce

their shows to less

shows. They see that

their mindset has to

change due to corona

and also due to the

climate crisis.

PRE-RESEARCH

ABOUT MY IDEA

ON RECONSIDER:

‘SELF-CARE’

GOING TOO FAST

‘’When you walk on

the street, it looks like

you are walking in the

matrix.’’

RISING SELF-CARE

MOVEMENT TRHOUGH

THE CORONA CRISIS

THAT WILL BECOME

BIGGER

BRON: https://www.erasmusmagazine.nl/2014/12/04/reconsider-decision-about-zwarte-piet/

HOW DID I COME UP WITH THIS IDEA? // PRE RESEARCH // MY STEPS

During my pre research I saw that I really linked the theme reconsider to ‘self-care’ due to my own

increased interest in this movement during the corona crisis. I saw that during a survey done under

the millenials that a lot of people told that they wanted to keep on going with self-care after the

corona crisis, so in the future. Therefore I think that self-care will be more important in the future

and that we can use more developed technology to link it to a better world. Because Self-Care/

being aware also means a lifestyle that fits to those standards, this will mean that you would like

to buy sneakers that are vegan, without the use of animal leather. If you like the texture of leather

you would like to have a sneaker that is made from a natural source that has the texture of leather

but isn’t made by killing animals and using their skin. Now that technology is high in my scenario

I would like to use biotechnology to create an animal and planet friendly shoe, this fits the brand

Filling Pieces.


NATIONAL LANGUAGES

WS6 || IDEA2 || HOW IS THIS IDEA GENERATED?

TS1 || BRAND ANALYSIS || FILLING PIECES

TS1 TS1 || || BRAND ANALYSIS || || FILLING PIECES

SUSTAIN-

ABILITY

ROOTS:

- High quality sneakers (now also ready to wear & accessories)

- Crossing boundaries

- Innovative materials

- Craftsmanship (handcrafted from the finest Italian-sourced materials)

- Eye for the world (people & planet)

- Affordable luxury design

- For people of all sexes, races, religions and sexualities

DOMAIN:

Bridging the gap between streetwear and high fashion.

innovative footwear silhouettes and a full ready-to-wear collection.

DNA

DNA

SUSTAINABILITY

PAST

PRESENT

FUTURE

In today’s fast-paced and rapidly changing

society, we see an increasing desire for

equality, transparency, consciousness, and

sustainable ways to improve our world.

We unfortunately still live in a world where

lack of diversity, marginalisation of minorities

and bigotry based on religion and race are

still topics that dominate the media and

impact our lives on a daily basis. Luckily

there are always those who dare to lead the

way and forge their own path towards a

better, more inclusive and fair world.

We strive for a world where classism and

bias don’t exist, a world where everyone

gets equal opportunities, a world where we

do not opinion-ate or judge others based

on the colour of their skin, gender, religion

or sexual preferences.

BRANDBOOK

We see a world full of opportunities, a

boundary-less society, a world where no one

is left out. For us this runs in our DNA, it’s not

just something we say. it all starts in our home,

a miniature version of our ideal society, our

Amsterdam based HQ. Filling Pieces was

founded with the idea of inclusion in mind and

we will continue to strive towards a better

more inclusive world for all.

We aim to bridge the gap between different

cultures and religions, in fashion, in art, in

music and especially we aim to bridge the gap

between people.

PERSONALITY:

- Aware

- Positive

- Empathic

- Aesthetic

- Creative

- Ambitious

- Change-maker

- inquisitivity

- We believe in a world where diversity, equality, inclusion

and a healthy environment are the baseline. In order to

reach this belief we have to keep on bridging the gap.

ROLE TO PLAY:

- Bring unity through diversity, using design as a

language to create a positive change. Believe that

differences between us as individuals, is what makes

us stronger collectively. We can only find our own way

beyond the boundaries set by society.

- A sneaker adopted by people of all sexes, races,

religions and sexualities.

- A world united through the power of creativity,

where boundaries between people have been erased.

(NAME ‘FILLING PIECES’ --> Bridge the gap between

streetwear and high fashion. The brand ‘filling pieces’

VALUES:

OUR STORY – PRESENT DAY

HOW DID I COME UP WITH THIS IDEA? // THE BRAND FILLING PIECES

VISION/ BENEFITS

SOCIAL TENSION

- Quality

- Luxury

- Timeless

- Sustainable/ responsible

- Craftsmanship

- Affordable

- Inclusive

- Change

- Challenge the status quo

- Eclectic music

- Transparent

- Responsible

- Diversity

ESSENCE:

-Bridging the gap. (We believe in a world where diversity,

equality, inclusion and a healthy environment are the

baseline. In order to reach this belief we have to keep

on bridging the gap.)

- Filling Pieces unifies the world between people of all

sexes, races, religions and sexualities.

VISION/ BENEFITS

SOCIAL TENSION

FUNCTIONAL:

- Access to a high quality product that is affordable

- Quality > functional shoe

- Handcrafted

- Finest Italian-sourced materials

- Sustainable product

CHANGE TO LEAD:

- A more inclusive world (ethnicities, gender) and a better world

(sustainability).

EMOTIONAL:

- Bonding/ community feel

- Joy

- Unify

- Inspire

- Positive

- Responsible

Filling Pieces bridges gaps. This concept bridges gaps between technology, nature and fashion. Filling Pieces sees that in an

innovative world they have to rethink their use of animal leather, because that doesn’t fit a sustainable world. They have to find new

materials to produce with and ZOA could be a nice bio-technology to use because it’s all nature-made with the texture of leather. This

new form of material fits the sustainable, noble and responsible vision on the planet, people and world (animals). Their change to

lead is to live in a more inclusive world and a better world (sustainable), this product will really help them to improve their ‘changemakers’

vision by using new materials from a natural source but made by innovative technology. It fits their values, they challenge

the status quo, are transparent, responsabile, sustainable and love the planet, people, nature, and also animals.

FILLING PIECES || Q&A || ZOOM

SCENARIO || ‘A VIRTUAL SELF-ESCAPE’

ROBOTS AT HOME TO COMBAT

DIGITAL LONELINESS

SELF-CARE MOVEMENT VITAMINS

TO BOOST IMMUNE SYSTEM, ROBOT

PRODUCES VITAMINS BASED ON FACE &

EYE SCAN, TECH IS LINKED TO HEALTH

VR & AR ARE USED TO BUY NEW STUFF IN VIRTUAL SHOW

ROOMS/ STORES, CRYPTOCOINS ARE INCORPORATED IN

VR GLASSES TO BUY PRODUCTS

DIGITAL CLOTHING BECAUSE A LOT OF PEOPLE

ARE & SHOP ONLINE, WON’T WASTE RESOURCES &

MATERIAL. ONLY PRODUCE BY DEMAND

SELF-CUSTOMIZED INNOVATIVE HOUSES, FULL OF

HIGH-SPEED TECH, ALEXA IS INCORPORATED IN

HOUSING CONSTRUCTION

GENDER HAS BEEN REMOVED FROM THE ID-CARDS

AND EVERYONE IS REALLY AN INDIVIDUAL. DIFFERENT

BEHAVIOR, OPINIONS & IDENTITIES, PEOPLE ARE THE

MOST UNIQUE VERSION OF THEMSELVES

BOUNDARIES BETWEEN MEN & WOMEN ARE VANISHED

IN THE WORKING FIELDS. THEY GET PAID THE SAME

MENTAL HEALTH IS IMPORTANT DUE TO THE BURN-

OUTS THROUGH THE HIGH PERFORMANCE SOCIETY

CHARACTERISTICS

OF THE SCENARIO

THAT MAKES THIS

PRODUCT FEASIBLE

FAST-PACED SOCIETY HAS MADE CONNECTIONS BETWEEN

PLACES & SERVICES FASTER & MORE DEVELOPED.

WE HAVE FLOATING TRAINS, DRONES

& ELECTRIC VEHICLES. DRONES ARE USED FOR PICK-UP

SERVICES AND CARS CAN DRIVE THEMSELVES

3D PRINTERS ARE INCORPORATED IN THE

HOUSES: PRINT FOOD & CLOTHES

BIG DISADVANTAGE = TOUCH HUNGER,

PEOPLE CRAVE FOR PHYSICAL INTERACTION

ONLINE GAME TO MEET PEOPLE/ USED BY

PSYCHOLOGISTS FOR SESSIONS

PEOPLE ALL OVER THE WORLD ARE EASILY TO

CONNECT WITH THROUGH THE DIGITALIZATION

ENGLISH GETTING MORE IMPORTANT THEN

HIGH PERFORMANCE SOCIETY THROUGH HIGH

INVESTMENTS IN HIGH-QUALITY EDUCATION AND

FLEXIBLE AT HOME EDUCATION & WORK THROUGH

TECHNOLOGY

SELF-CARE PROGRAM ON VIRTUAL REALITY GLASSES,

YOU CAN ESCAPE THE REAL WORLD AND GO TO

ANOTHER DIMENSION FULL OF REST & TOGETHERNESS

AR MIRROR TO SCAN YOUR FACE AND SEE WHICH

CREAM YOU NEED AGAINST TO MUCH SCREEN TIME


WS6 || IDEA2 || RESEARCH BIO-TECHNOLOGY

MERGING TECHNOLOGY

& NATURE

ZOA is a collection of sustainable

materials for a new age. Designed in

Modern Meadow’s lab, ZOA integrates a

range of unique biofabrication technologies

to deliver enhanced material performance

and sustainability.

Modern Meadow’s objective is to fuel

world-class brands through partnerships

that amplify their positive impact on the

Earth. ZOA, Modern Meadow’s world of

biofabricated materials, helps our partners

re-invent their products and transform their

businesses. We create climate positive

materials, designed to have a positive impact

on climate change, that align with brands’

strategic priorities and address consumers’

demands for more sustainable products—

without compromising performance. Every

material in the ZOA family lives up to these

high standards.

ZOA’s first premium product, Zi, is made

of a Bio-Alloy assembled with engineered

proteins and bio-based polymers. It is

animal-free, reduces fossil fuels and

emissions, and is built to last. Zi is a

material that is abrasion-resistant, waterresistant,

and durable, providing long-lasting

performance. Zi also retains its shape and

resists creasing for maximum comfort on

the move. Zi is made from a unique Bio-

Alloy designed to maximize performance

and sustainability at the molecular level. For

those looking to go animal-free and reduce

the usage of virgin plastic, Zi provides an

uncompromised solution. As pioneers in

biofabrication, we introduce a new material

built with proteins and bio-based polymers.

In a time of increasing concern about the

effects of climate change, Zi offers brands

a climate positive solution without having to

compromise their creativity.


WS6 || IDEA2 || RESEARCH BIO-TECHNOLOGY

BRINGS IMPROVEMENT

AGAINST CLIMATE CHANGE


But to do that you have to sacrifice things that are really

new technology. A scientific

sitting still and self-reflection.

corona crisis. For the first time in history, the entire world

on purpose, this is a reflection of human behavior. Use this

figure out how you can turn this shit into a beautiful garden’’,

Self-care is growing and people are finding new ways to be

self-care. It’s a technique to find well-being in the moment

society’’, says Sam Harris. Scientific research carried

Health Programs has shown that 80% of U.S. adults

Jonas continued. “The findings from

reflect on themselves and see that they need to go for a

finally get away from the noise and hustle and bustle of

WS6 || IDEA3 || HOW IS THIS IDEA GENERATED?

A technological steamer that you can use for your face but also at home. This technological steamer is filled

with the most relaxing herbs and vitamins from differnt cultures/ countries. It gives your immune system a

boost by inhaling these scents and it makes you relaxed in this fact-paced world.

WS1 || RESEARCH || PERSONAL

DOCUMENTARY

Ryan Nicodemus: We are always looking for hunting / we want more to meet our needs, but in the end it makes you unhappy. He felt an emptiness, he was going to

fill it with lots of things and purchases, gave a lot of money out of more than came in. He lived for things, but therefore he didn’t live at all. Why are you so happy? ->

MINIMALISM!

Rick Hanson (neuropsychologist): Even though people in the West have the best standard of living, people always want more. Delusion> creates a dissolution. We are

triggered to want more by technology and information There is an illusion of what life is supposed to be like through social media, advertising, etc. It is an illusion that

our life has to be perfect.

Juliet Schor (economist & sociologist) --> Advertising is called our culture polluted (movies, TV, books, taxis, doctor, bars).

TS1 || INTERVIEW || RESEARCH

CONCLUSION

For my interview I am going to use this documentary to

give the interview more credibility, because you can see

that mindulfness (meditation, acupuncture etc) is a great

antidote to the fast-paced society. It’s also a credible

source because it’s a Neuroscientist that talks about this

subject, he has knowdlegde about this development.

Sam Harris (Neuroscientist)

People are confused about what is going to make us happy, and people think that material

possessions really are the middle of a satisfying life. We have the capacity to focus but we

live in a context where we constantly move from one stimulus to the next in search of the

dopamine experience we get from the next email or the next retweet or the next thing that

appears on your phone. We pay a price for this, Nokia has done research on this and a person

checks their phone on average 150 times a day.

TS1 || ARTICLE || RESEARCH

CONCLUSION

A lot of people did answer that they wil be more mindful about practicing

self-care regulary after this pandemic is over. They have seen that it’s a

nice tool for a better life. --> 80% I will use this data in my article.

3. SCIENTIFIC SURVEY

MINIMALISM Fewer items give a lighter and happier feeling, every item has a purpose/function and you really enjoy it. Does this add something to my life? If not > get

rid of it. Everything has to add something to your life. -> Message: a simple living message about more conscious living with less

theminimalists.com. The American Dream -> was about opportunities. > has now become very materialistic (e.g. Kardashians). > buying frenzy (cheaper products from

China > fashion/electronics/household). > you can buy everything online 24/7 -> we buy so much stuff that we need even more space. Everyone is looking for more

meaning in their livesLess stuff, stress, distractions but more growth, more time, more happiness.People have a strong connection with the people around them > but

sometimes it seems as if people are more strongly connected with ‘things’ ‘items’. People are too materialistic. A lot of products are bought on the basis of what you

think of them as status symbols, created by advertising and marketing.

Previously only very few seasons (for hot and cold weather). Fast-Fashion -> now really every week new trends in the fashion world. As a result, many chains have a

SELF-CARE

lot of clothes left over that they destroy and can no longer be reused over sold. They want consumers to be able to buy something new as soon as possible. -> no

sustainability. Almost everything in the house becomes a fashion object > dramatic transformation. FASHION -> you can throw it away if it no longer has any social

value or is fashionable (that’s not true). We are not becoming a more complete person > we continue to hunger to buy more. We want what the stuff brings, we don’t

necessarily want the things themselves. -> this also makes for a worse environment. -> we have to give up a lot. Quality over quantity >> 1 good quality sweatshirt over

20 ugly sweatshirts.

PROJECT 333

Minimalist fashion challenge > use less than what I have. Using 33 items (clothing, accessories, shoes) -> this allows you to see what you have, what you need and what

you are not wearing. (You could make a service out of this)

Meditating -> technique to find well-being in the moment NOW. You can derive joy and satisfaction from just ‘breathing’. Phones create flickering distractions that are

negative for your body and your wellbeing. Meditation is a great antidote to this. Why do you meditate? -> it makes you happier, Joseph Goldstein, -> worry -> is it useful

to think like this? More thoughtful, calmer through meditation.

2. DOCUMENTARY

We worry about the present and the future in a way that prevents us from really getting in

touch with giving in a way that is here and now recognises as good enough.

Meditating/ Mindfulness -> technique to find well-being in the moment NOW, before

anything can happen. You can get joy and satisfaction from just ‘breathing’. Very rarely

do we focus on just one thing, we even interrupt or allow ourselves to be interrupted by an

abundance of information. At first we would see them as a distraction, but now we just see

them as all the necessary parts of our bandwidth. The expectation of novelty has it in it to

make us a guinea pig that only presses buttons. Meditation is a great antidote to that.

‘‘When you walk on the street, it looks like you are walking in the matrix. And it’s easy to be

thoughtless and read the newspaper to update and consume your social media.’’

PATRICK RHONE (author enough) -> because you can essentially do anything you want, but

to do these things you have to sacrifice things that are really important. If it gets too much,

the easiest thing to do is to turn it off (phone).

Why do you meditate? -> it makes you happier, Joseph Goldstein (meditation coach), -> worry

-> is this helpful to think like that? More thoughtful, calmer through meditation.

SURVEY ‘‘Self-Care in a Post Pandemic World’’ -->

This survey was conducted online within the United States by The Harris Poll on behalf of Samueli Integrative Health Programs from May 5-7, 2020

among 2,051 U.S. adults ages 18 and older.

How much do you agree or disagree with each of the following statements about the coronavirus pandemic?

‘‘After the coronavirus pandemic is over, I will be more mindful about practicing self-care regularly.’’ --> 80%

FROM ALL

MY PRERESEARCH

Feeling stressed? Meditation apps see surge in group relaxation.

Rachel Lerman --> Reporter covering breaking news in technology

Education: Western Washington University, BA in Journalism

RESEARCH || WORKSHOP || ANALYSIS

TEDTALK

PRE-RESEARCH

ABOUT MY IDEA

ON RECONSIDER:

‘SELF-CARE’

Having things and consuming doesn’t give satisfaction -> we think we need things because we are told we need them (by bib gwn society). Value based ideal -> the

balance; having enough, not too much, not too little.This movement is about searching for a life that is good for yourself and the people around you. Compulsion to

control more > it is a destructive path. -> Something stop the madness. -> love people and use things, the opposite doesn’t work.

The Corona crisis gives us a good opportunity

ro reflect on ourselves, our behaviour, our point

of view. We will think twice about how we acted

before the pandamic, what we want to keep of

that behaviour and what we want to change to

make your life better. A lot of people saw that

they were constantly running, time was passing

by very quick and people didn’t realise enjoy

the things they did. Thomas Witteveen (58),

mindfulnesscoach for three years now, calls to

seize the boredom for self-examination. He has

been immersed in mindfulness for 25 years,

which he believes is a modern word for what

used to be called ‘awareness’. “Mindfulness

is not only about meditation, but also about

observing what is happening in you and your

surroundings. What happens when the Netherlands

is bored for three weeks? “I think a lot of

people find out that they were always running.”

He emphasises that it is terrible that the space

for reflection that is now being created must be

accompanied by deaths. “But in fact nature is

now calling us to reflect.

During this time of the corona crisis you can

see that many people start to focus on self-development

and bring their body and mind in

harmony. A lot is being done in yoga, accupuncture

and meditation. A lot of advertisements

are made for this. These spiritual maners aim

to prevent and treat sickness by bringing the

mind, body, and spirit into “balance and harmony.

ADVERTISING

CONCLUSION

This article tells me more about acupuncture and the

impact on the immune system. I can use this to ask

question about to Gerrit Bijlsma. I will use this source

as info in the back of my mind during the interview.

SOME QUESTIONS I COULD ASK

1. Denkt u dat acupunctuur u kan helpen om uw

immuunsysteem te versterken in tijden van zo’n

gezondheidscrisis als nu? Zo ja? Hoe?

2. Uit onderzoek is gebleken dat acupunctuur een

toevoeging kan zijn bij het verbeteringsproces

van Corona. De mensen die naast hun medicatie

acupunctuur deden werden sneller beter. Kunt u

uitleggen hoe dit kan?

4. BACKGROUND

During this time of the corona crisis you

can see that many people start to focus

on self-development and bring their body

and mind in harmony. A lot is being done

in yoga, accupuncture and meditation. A

lot of advertisements are made for this.

These spiritual maners aim to prevent

and treat sickness by bringing the

mind, body, and spirit into “balance and

harmony.

3. ONLINE ARTICLE

SHORT BACKGROUND GERRIT BIJLSMA

I will interview my acupuncturist Gerrit Bijlsma. He

is a trained physiotherapist who has specialized in

the neurological aspects of human beings. He helps

people against various complaints through the use of

acupuncture. He has done a lot of specialisations in the

field of acupuncture like, TCM and THAN. He helps his

clients by doing ear acupuncture, point acupuncture,

Chinese acupuncture, sculp acupuncture, wrist and

ankle acupuncture and dryneedling.

CONCLUSION/ WHY GERRIT?

I will interview Gerrit Bijlsma because he is

my own acupuncturist, I go weekly to do my

sessions with him. Since CoronaI have thought a

lot about my well-being and I struggled a bit with

my health. So I started to do ear acupuncture

and it helps me to be less stressed in this

weird isolated times of Corona. I can really see

improvement in my sleep rythm and my anxiety

so this method really helped me to develop my

self-care and to be the better version of myself.

I found this method so intriguing that I really

wanted to go in this direction for my interview,

to inspire other people and to give more insight

about this Chinese Method to improve your own

self-care during corona.

More people are turning to meditation apps as a way to feel calm in

the midst of the novel coronavirus pandemic — and as a way to stay

connected. Once somewhat niche, meditation apps such as Headspace,

Calm and Ten Percent Happier have seen a surge in usage in

the past month — so much so that they are launching new features

weekly and partnering with local governments to meet demand.

Meditation is often thought of as a solitary activity, a way to sit alone

CONCLUSION

and feel centered. But in this era of isolation, people are using it as a

There is a super increase in

mindfulness apps and the use of

way to feel a sense of togetherness with other people, even if it’s just

online meditation now during the

virtually. “It’s easy to get caught up in the existential angst of it all,

corona pandemic. First it was just

a niche group now it is getting

and meditation helps us understand and work with the overwhelming

stress,” she said. “I think we are craving human connection and

broader with different people in

different fields of worklife.

shared stories more than ever,” Headspace CEO Richard Pierson said.

4. ONLINE NEWSPAPER

At the (virtual) headquarters for meditation app Ten Percent Happier,

helmed by ABC News correspondent Dan Harris, the 30-person team

has been doing a “monumental” amount of work to keep up with the

increase in customers.

Stress and coping in the time of Covid-19: pathways to resilience and recovery

Craig polizzi, Steven Jay lynn, andrew perry > Clinical Neuropsychiatry

The practice of mindfulness (mp) encompasses the acceptance-based practice

of observing and engaging with the present in the nonjudgmental and nonreactive

manner that we described. mp can range from simply eating in mindful way (i.e.,

eating slowly, savoring each morsel) to multi-hour meditation exercises where

the focus is on breathing or an emotional state. mp garners many psychological

benefits, including decreased anxiety and symptoms of posttraumatic stress

disorder (Khoury et al., 2013). mp facilitates awareness of thoughts, emotions,

and sensations, allowing for their differentiation, so coping strategies can be more

targeted and flexible, revealing problems and issues to be addressed, such as anger

that masks fear and anxiety. Because mp mitigates the impact of negative emotions,

it frees up cognitive-affective resources to appreciate, reflect on and make meaning

of difficult circumstances, and develop value-based goals (Coffey & Hartman, 2008).

mindfulness can supplant a fear-driven, pessimistic perspective on the future by

focusing bare-awareness on the present moment, as attention is attuned mindfully

to the melody of a song, the feel of the wind on one’s face, clouds shifting shape,

hues of flowers, or the aroma of a scented candle. learning that a “thought is just

a thought” or that worries are evanescent and morph transparently into another

thought or feeling increases stress tolerance and permits a reinterpretation of

negative emotions as temporary visitors that will inevitably be replaced by other

more welcome guests, thereby fortifying resilience. the “mindfulness muscle” can

CONCLUSION

be strengthened by exercises such as occasionally setting a timer on the phone and Mindfulness let us really be in the 5. ACADEMIC JOURNAL

moment and be self-aware. There

practicing mindful observations of emotions as they come and go, and as a reminder has really been an increase in selfawareness

during of the transience of all things, including the pandemic.

corona.

ARTICLE

TS2 || RESEARCH || MANIFESTATIONS

TRENDHUNTER

REDEFINING

NUTRITION

HERBS/ VITAMINS

INCLUDED IN

PRNEWSWIRE

ALDAY PRODUCTS

TRENDHUNTER

REDEFINING

NUTRITION

101 Cider House Introduces a New, Small-Batch Probiotic Cider

101 Cider House recently introduced a new, health-focused cider, contributing

to the growing category that pairs alcoholic enjoyment with the wellness

movement. The idea for a probiotic beverage came to Mark McTavish—CEO

and founder of 101 Cider House—as he noticed that "people would drink

cider at any time of day as a part of their lifestyle and culture, not as a vehicle

for getting drunk." As a result, he sought out to revolutionize the cider recipe

with respect to this.

Each collection of beverages that 101 Cider House launches is made in

small batches that are aged for three months and enhanced with natural

ingredients. “Instead of using just apples … we use things like spirulina and

charcoal and cactus; pears and pineapples and basil,” says McTavish. “I

thought: Wouldn’t it be beautiful if I could take all these different ingredients

and ferment them the same way they do in Spain? And I’d be left with

something that’s probiotic.”

SOURCE: https://www.trendhunter.com/trends/101-cider-house

REDEFINING

NUTRITION

The Vitamin Shoppe's CBD HQ is a Destination for CBD Wellness

Solutions

Knowing that consumers are looking to discover trusted CBD products

online and in-store, The Vitamin Shoppe is introducing a new concept

called CBD HQ. This concept spotlights more than 20 trusted brands and

makes it easy for adults to discover everything from liquid tinctures

and capsules to gummies, beverages and beauty products.

In-store, consumers receive expert guidance on CBD hemp extract and

The Vitamin Shoppe is setting itself apart as the

to offer a broad selection of ingestible CBD products. As Sharon Leite,

CEO of The Vitamin Shoppe, says: our new CBD HQ concept is the

next evolution of our commitment to this thriving, innovative wellness

category."

.

Image Credit: The Vitamin Shoppe

SOURCE:https://www.prnewswire.com/news-releases/the-vitaminshoppe-launches-cbd-hq-as-the-industry-leading-destination-for-cbdwellness-solutions-301113160.html

'Recess IRL' is a Temporary Space to Enjoy CBD-

Infused Beverages

Recess, which makes CBD-infused sparkling

water, recently opened the doors to a new

beverage pop-up in New York by the name

of Recess IRL. Inside the neon-colored popup,

visitors are able to enjoy a can of cold

sparkling water infused with hemp extract and

adaptogens, which helps to create balance

in the body and clarity in the mind. The brand

describes its Recess IRL pop-up as a place to

before continuing on with your day."

Recess recently launched Recess Long, its

CBD beverages in tall cans, which can be seen

stacked in the shop alongside the original and

smaller cans.

For the time that the pop-up is open throughout

February, Recess will be hosting a series of

events such as An Oddly Satisfying Sunday,

a Presentation Party' and 'Acupuncture for

Creativity.

SOURCE: https://www.trendhunter.com/trends/

beverage-popup

BREAKING

TABOES

ACUPUNCTURE

GOING TOO FAST

Come on with the self-realization,

we are putting ourselves back in the foreground.

‘’When you walk on

the street, it looks like

you are walking in the

matrix.’’

RISING SELF-CARE

MOVEMENT TRHOUGH

THE CORONA CRISIS

THAT WILL BECOME

BIGGER

HOW DID I COME UP WITH THIS IDEA? // PRE RESEARCH // MY STEPS

During my pre research I saw that I really linked the theme to ‘self-care’ due to my own increased interest

in this movement during the corona crisis. I saw that during a survey done under the millenials that a lot of

people told that they wanted to keep on going with self-care after the corona crisis, so in the future. Therefore

I think that self-care will be more important in the future and that we can use more developed technology

to link it to health and well-being. During my research on manifestations I saw that there are already some

products linked to herbs that are good for your well-being and mental state. This was when I thought oke,

maybe I can also create a technological product that uses herbs from all kinds of cultures to make your wellbeing

better by smell and steam. I want to incorporate that into a new self-care product for Filling Pieces.

This also fits to my whole interview and article about slowing down in a fast-paced society to make some

room for yourself and your self-care.


Everything you do should be from the heart.

Embracing others with all their own unique personality ,

opposing perspectives and different opinions.

Learn from each other.

The sum of our kind and candour behaviour towards each

other and others.

Operating as a top sport team and tribe to achieve

common goals.

NATIONAL LANGUAGES

Dare to chase your dreams. Articulate your goals and gather

likeminded spirits around you.

We aspire to inspire, motivate and help others grow.

Continue the entrepreneurial spirit within personal growth and

ambition.

Happiness and satisfaction, each one of us should be

enabled to fully develop one’s potential on personal

and business level.

The freedom to be yourself, to be real and honest.

Ethics, not just a generic value statement. needless to say we value

respect, equality, humbleness, innovation and collaboration. However,

what we feel what makes us different; our moral standards and high

regards of family values. Above all, we value people, because people

are our greatest assets. We are a team and each team-member is an

equally important link in our chain. Assertiveness, taking

responsibility, discipline and independent but smart decision making

based on talent and expertise, behaviour that leads to excellence in

performance. We are not afraid to try new things, innovation is

utmost important within our work culture.

Have a open and honest relationship between each other, where

there is no space for negativity.

Celebration of succes and appreciation of all that we achieve(d).

Work with joy and playfulness while holding on to our dreams and

ambition.

The spirit of thinking out of the box with regard to design, innovation

and problem solving

We encourage those who dare to show initiative and go off the

beaten path because we believe we can only improve by finding our

own way beyond the boundaries that have been set by society. We

have clear goals, think ahead, prepare for different scenarios,

measure and correct where necessary, but mostly we communicate

and evaluate everything we do. Above all we want to have joy and

share our beliefs with the world.

WS6 || IDEA3 || HOW IS THIS IDEA GENERATED?

TS1 || BRAND ANALYSIS || FILLING PIECES

VISION

MISSION

We envision a world where boundaries are

transcended and cultures are united by

creativity.

TS1 || BRAND ANALYSIS || FILLING PIECES

TS1 || BRAND ANALYSIS || FILLING PIECES

MUSIC

MUSIC

IN DNA

IN DNA

SUSTAIN-

ABILITY

TO BE A MEANINGFUL BRAND THAT INSPIRES

CREATIVITY AND MEANINGFUL CHANGE BY CREATING

QUALITY PRODUCTS AT A NOBLE PRICE POINT.

THE WHAT

KEY COMPANY VALUES

IDENTITY/

DNA

IDENTITY/

DNA

01.PASSION

02.AMBITION

03.TRANSPARENCY

THE HOW

04.DIVERSITY

05.FULFILLMENT

06.PRIDE & JOY

COLLECTION

07.WARMTH

08.AUTHENTICITY

09.CREATIVITY

FILLING PIECES || Q&A || ZOOM

10.TEAMWORK

ETHICS – KEY VALUES

SUSTAIN-

ABILITY

OUR

ETHICS

BRANDBOOK

ETHICS – INTRODUCTION

HOW DID I COME UP WITH THIS IDEA? // THE BRAND FILLING PIECES

Filling Pieces bridges gaps. This concept bridges gaps between elements inside of you to get back into balance. It also bridges gaps between

different disciplines like tech, health and skincare. It also merges the ‘self-care’ herbs, flowers and vitamins over the whole world from different

cultures with innovative western products, so it bridges different worlds. This fits to Filling Pieces, because they say that we have to merge things in

order to bridge gaps and only then we will be able to create. It fits their vision ‘‘We envision a world where boundaries are transcended and cultures are

united by creativity’’ > we merge different cultures and their self-care heritage with creative and innovative products. It also fits their values ‘ambition’

within personal growth, because this product helps to be the best version of yourself, ‘fulfillment’ because with this product you can become happy

and satisfied and it can develop your mindfulness potential and personal development. And it also fits their values ‘authenticity’, ‘transparency’, ‘pride

& joy’ and ‘creativity’. This product makes Filling Pieces valuable in this world where self-care is merged with technology and there is a high demand

for self-care products, for body and mind. Filling Pieces only has a clothing, shoe and accessories line, so they could expand their collection with

skincare. During the Q&A the owner also told us that he would like to expand his collection to for example a skin-care line.

SCENARIO || ‘A VIRTUAL SELF-ESCAPE’

ROBOTS AT HOME TO COMBAT

DIGITAL LONELINESS

SELF-CARE MOVEMENT VITAMINS

TO BOOST IMMUNE SYSTEM, ROBOT

PRODUCES VITAMINS BASED ON FACE &

EYE SCAN, TECH IS LINKED TO HEALTH

VR & AR ARE USED TO BUY NEW STUFF IN VIRTUAL SHOW

ROOMS/ STORES, CRYPTOCOINS ARE INCORPORATED IN

VR GLASSES TO BUY PRODUCTS

DIGITAL CLOTHING BECAUSE A LOT OF PEOPLE

ARE & SHOP ONLINE, WON’T WASTE RESOURCES &

MATERIAL. ONLY PRODUCE BY DEMAND

SELF-CUSTOMIZED INNOVATIVE HOUSES, FULL OF

HIGH-SPEED TECH, ALEXA IS INCORPORATED IN

HOUSING CONSTRUCTION

GENDER HAS BEEN REMOVED FROM THE ID-CARDS

AND EVERYONE IS REALLY AN INDIVIDUAL. DIFFERENT

BEHAVIOR, OPINIONS & IDENTITIES, PEOPLE ARE THE

MOST UNIQUE VERSION OF THEMSELVES

BOUNDARIES BETWEEN MEN & WOMEN ARE VANISHED

IN THE WORKING FIELDS. THEY GET PAID THE SAME

MENTAL HEALTH IS IMPORTANT DUE TO THE BURN-

OUTS THROUGH THE HIGH PERFORMANCE SOCIETY

FAST-PACED SOCIETY HAS MADE CONNECTIONS BETWEEN

PLACES & SERVICES FASTER & MORE DEVELOPED.

WE HAVE FLOATING TRAINS, DRONES

& ELECTRIC VEHICLES. DRONES ARE USED FOR PICK-UP

SERVICES AND CARS CAN DRIVE THEMSELVES

3D PRINTERS ARE INCORPORATED IN THE

HOUSES: PRINT FOOD & CLOTHES

BIG DISADVANTAGE = TOUCH HUNGER,

PEOPLE CRAVE FOR PHYSICAL INTERACTION

ONLINE GAME TO MEET PEOPLE/ USED BY

PSYCHOLOGISTS FOR SESSIONS

CHARACTERISTICS

OF THE SCENARIO

THAT MAKES THIS

PRODUCT FEASIBLE

PEOPLE ALL OVER THE WORLD ARE EASILY TO

CONNECT WITH THROUGH THE DIGITALIZATION

ENGLISH GETTING MORE IMPORTANT THEN

HIGH PERFORMANCE SOCIETY THROUGH HIGH

INVESTMENTS IN HIGH-QUALITY EDUCATION AND

FLEXIBLE AT HOME EDUCATION & WORK THROUGH

TECHNOLOGY

SELF-CARE PROGRAM ON VIRTUAL REALITY GLASSES,

YOU CAN ESCAPE THE REAL WORLD AND GO TO

ANOTHER DIMENSION FULL OF REST & TOGETHERNESS

AR MIRROR TO SCAN YOUR FACE AND SEE WHICH

CREAM YOU NEED AGAINST TO MUCH SCREEN TIME


IDEA3 || ‘STEAMER-CONNECTION’

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Value proposition sphere

Pain reliever

Products/

services/etc.

Value proposition

(concept & prototype)

Benefit generator

VALUE

PROPOSITION

PRODUCT/ SERVICE:

A technological steamer that you can use for your face but also at home. This technological

steamer is filled with the most relaxing herbs and vitamins from different cultures/

countries. It gives your immune system a boost by inhaling these scents and it makes

you relaxed in this fast-paced world. It can be produces as pocketsize, you can take it with

you wherever you go or as big size for your home. You can get your own heritage (flowers,

nature, smells, herbs, vitamins) in your steamer so that you are always connected to your

heritage wherever you go.

BENEFIT GENERATOR:

Regains balance between body & mind, improves mood, lessens stress, time-solving,

gives the immune system a boost, lets you mindful travel to exotic places and ‘escape’ for

a moment, personalized.

PAIN RELIEVER:

Relieves stress due to the high pressure, fast paced-society and digitalization. People are

busy and don’t have a lot of time to for example go to the sauna, we bring wellness to the

people, they can use it whenever they want. This all will bring you more peace of mind.


OPPORTUNITY

MAP

OVERARCHING CONCEPT:

Bridging gaps between different disciplines/ merging disciplines (health, tech, fashion) / Bridging gaps between

personal elements > balance / Restoring energy.

BENEFITS:

Regains balance between body & mind, improves mood, lessens stress, time-solving, gives the immune system a

boost, lets you mindful travel to your ‘heritage’ places wherever you are and ‘escape’ for a moment, personalized.

REASONS TO BELIEVE:

1. SCENARIO > In this world digitalisation is super high and we have VR, AG, AI and 3d-printers, therefore the product

could be easily made. Relieves stress due to the high pressure, fast paced-society and digitalization. People are busy

and don’t have a lot of time to for example go to the sauna, we bring wellness to the people, they can use it whenever

they want. It also gives the digital nomads that are always travelling the opportunity to feel connected to their own

roots wherever they are by the herbs/natural aspects of their own culture that are incorporated in the steamer.

2. THE BRAND > Filling Pieces bridges gaps. This concept bridges gaps between elements inside of you to get back

into balance. It also bridges gaps between different disciplines like tech, health and skincare. I also merge the ‘selfcare’

herbs, flowers and vitamins over the whole world with innovative western products, so it bridges different

worlds. This fits to Filling Pieces, because they say that we have to merge things in order to bridge gaps and only

then we will be able to create. It fits their vision ‘‘We envision a world where boundaries are transcended and cultures

are united by creativity’’ > we merge different cultures and their self-care heritage with creative and innovative

products. It also fits their values ‘ambition’ within personal growth, because this product helps to be the best version

of yourself, ‘fulfillment’ because with this product you can become happy and satisfied and it can develop your

mindfulness potential and personal development. And it also fits their values ‘authenticity’, ‘transparency’, ‘pride & joy’

and ‘creativity’. This product makes Filling Pieces valuable in this world where self-care is merged with technology

and there is a high demand for self-care products, for body and mind. It also fits to the ‘uniformity’ and ‘connecting

cultures’ part of te brand, by always and whenever you want feeling connected to your own roots. Filling Pieces only

has a clothing, shoe and accessories line, so they could expand their collection with skincare. During the Q&A the

owner also told us that he would like to expand his collection to for example a skin-care line.

CHANGE TO LEAD:

This product gives the target group the opportunity to refind balance between body in mind in a fast-paced society

with a lot of pressure & technology, where balance is easily lost.

TARGET GROUP:

‘For everyone’. > All sexes, religious, ethnicities. ‘Millennials’ (22-40) > ‘The Achiever’.

Ambitious, Achieving, Change-Maker, Love Challenge and growth, personal development important, Bold, Interested

in the Global aspects, thoughtful & responsible (sustainable), Digital, Anxiety & Burn-Outs, High pressure and high

level op stress.


WS6 || EXPERIMENTS || IDEA1 || DRAWING

FROM ALL

MY PRERESEARCH

INSPIRED BY

MY ACUPUNCTURE

INTERVIEW


WS6 || EXPERIMENTS || IDEA1


WS6 || EXPERIMENTS || IDEA3 || DRAWING

FROM ALL

MY PRERESEARCH

INSPIRED BY

MY YIN YANG

SHOOT


WS6 || EXPERIMENTS || IDEA3 || DRAWING


CREATIVE WRITING


TS1 || CREATIVE WRITING

CREATIVE WRITING

What do you see? —>

- A COW

- FACE OF A GRANDMOTHER

-I have looked out of the box

by searching more then only

the cow.

XANA —> ‘C’


TS1 || CREATIVE WRITING || EXCERCISE

Dictionary, superglue, freedom

It is time for a break at work! “Freedom!’’ I walk to the Spanish cafe around the corner from

the office to recover from the busy day. In the meantime, I'm looking up online in a

dictionary what the Spanish word for ‘sweets’ is. The waiter brings me a colorful donut. This

Spanish donut looks so tasty that I want to eat it as quickly as possible. It almost looks like

my mouth has the attraction of superglue, the donut says ‘eat me’ and my hungry thoughts

make the donut float to my mouth.

NICE WRITTEN! And why?

I like the humor of this text, its easy and

nice written so it doesn’t take me a lot of

time to go through it. The words are used in

an interesting and funny way.


TS1 || CREATIVE WRITING || CLICHES

BRANDING CLICHES IN

COMMUNICATION

- USE SYNONYMS

- MAKE IT MORE SPECIFIC

- REDEFINE THE WORD

- DESCRIBE IT/ GIVE

EXAMPLES WHEN

SOMETHING IS VERY

BROAD AS ‘SUSTAINABLE’

- WRITE A SHORS STORY

OR SENTENCES WITH THE

CLICHES, THEN MAYBE

YOU GET A GREAT

SENTENCE THAT

EXPLAINS IT

- WOORDWEB MAKEN MET

DE CLICHE IN HET MIDDEN

EN WELKE WOORDEN ZIJN

CONNECTED TO THIS

CLICHE WORD?

WHAT DID I LEARN?

I learned at this creative writing

toolshop how to use different,

random words in a creative

story and I could see that I

sometimes write too long, so I

have to make it more compact.

I also learned how cliches work

and how you can redefine

words to make is more specific

and not so general. I saw

that Filling Pieces uses some

cliches that can be made more

specific, so I will do this when I

generate the right brand values

by making an wordweb.


EMBROIDERY


TS1 || EMBROIDERY || GETTING TO KNOW

MY MAINGOAL FOR

THS TOOLSHOP

Learning basic technical

embroidery skills by

experimenting and just

doing it and see what will

come out of it and if it is

something for me or not.

EMBROIDERY CAN BE

USED FOR DIFFERENT

REASONS

EVERYONE DURING THE

MAKING PROCESS


TS1 || EMBROIDERY || EXPERIMENTING

SHOWING TO EVERYONE

WHAT WE MADE

WHAT DID I LEARN FROM

THIS TOOLSHOP?

I had never done this

before, so for me it was

really about getting to know

some basic embroidery

skills by experimenting

and just trying, failing and

trying again. So I have

learned some basic skills

now that I can adjust to

my prototype if I would

like to use this technique.

It could be nice to finalize

the prototype needly.


ATELIER


TS1 || ATELIER | Q&A WITH TEACHERS

MY TIMESLOT: 09:20 - 10:10

VRAGEN >

1. Wanneer zijn de tussendeadlines? > ik kan dat nergens vinden.

2. Mijn eerste idee is erg gericht op het individualisme, en Filling Pieces heeft wel veel waarden

die bij dit concept passen, wel staan ze ook voor samenhorigheid, is het dan erg als je niet ingaat

op alle waarden?

3. Op welke manier zou ik een prototype kunnen ontwikkelen voor het tweede concept? want het

leer wordt geproduceerd in Amerika > hoe zou ik het beste kunnen experimenteren met dit?

Biotechnology ZOA cellulose met dezelfde textuur als leer, maar dit product is in Amerika te vinden,

hoe zou ik dit dan kunnen ombuigen naar de presentatie?

ANTWOORDEN —>

- Is dit product het absoluut niet of kun je dit onderbouwen waarom het wel interessant is.

- Me VS We —> Tegenstelling creativiteit

- Brandbook doen met materialen > soort van clothing design boekje

- Render tekenen van verschillende vormen van de schoen

- Sample reduction >

EXTRA >

- ‘’Crazy eight’’ > in een tijdspan (1min) 8 ideeën ontwikkelen

- Wat zijn producten die dezelfde prototypes achtige dingen hebben, daar kan je ook inspiratie uit

halen.

- DOELGROEP: als een doelgroep niet bestaat > zoals scenario aanpakken kijken naar huidige

ontwikkelingen en kijken hoe dat dan in de wereld van 2031 zou zijn. > Andere experts vragen

stellen.

- VOXPOP

—>

- 2 weken voor prototype een tussen assessment

- 18 DECEMBER: PITCH CONCEPT & PROTOTYPE

- Welke atelier je misschien als proof pitch

CONCLUSION ATELIER

I now know how I can test if my idea can work linked to my

brand. I have to ask myself is this product absolutely not

Filling Pieces, or is it Filling Pieces, and I have to know why.

The contradiction between individualism and collectivism

is very interesting, that’s where innovation starts. For the

biotechnology I could make like a ‘clothing book’ as in the

first & 2nd year of AMFI. I can draw prototypes, it should not

be just a 3d object, it can be everything.


WEEKCONCLUSION WEEK 7

WHAT WENT WELL

This week has been a inspiring week full of thinking and being creative. After the ‘Assessment’ I have

though a lot about what ‘exerimenting’ means, and I have redefined this word for myself. I now know

exactly what I have to do so that I can make myself stronger into this skill. I have done broad research

and asked others about experimenting and I now know what I will adjust of this in the experiment

phase of this project by creating new learning aims out of it. During the first ‘Workshop’ of this 3d

phase I tried to work on another goal of mine, I achieved this goal because I came up with 40 different

ideas to not just stick to one idea immediatly. From all these ideas I have chosen 6 best ones, I have

adjusted them and have chosen the 3 best ones fitting to the brand & scenario. I think that what really

went well this week is to really create ideas that also fit to my pre-research and therefore really fit to

my interests. Durint the first toolshop of ‘Creative Writing’ I learned how to put random words in an

creative text and how to give meaning to ‘cliche’ words from a brand manual. I learned at the toolshop

‘Embroidery’ the basic technical skills that I can now adjust to my prototype if I would like to. During

the toolshop ‘Atelier’ I got some insights into the long-term planning and I got some interesting tools

to work further on my prototypes.

WHAT CAN BE IMPROVED?

What I can now do to improve this skill is to adjust all my research about ‘experimenting’ and create

now a long ‘phase’ with experiments to see what will work out and where I can make adjustments to

make the product even better.

LEARNING GOAL NEXT WEEK

For next week my learning goal is to do research on what ‘experiment’ really means and to get a learning

goal out of it for the continuation of her project. Because I then understand what experimenting really

is, I can apply this to my own work.

WHAT DID I LEARN? // DID I ACHIEVE GOALS?

1. ‘For the next phase, I want to come up with even more inspiring research questions or starting points

in order to arrive at more daring content.’

> I have come up with a lot of different innovative ideas and I think that I really forced myself to think

out of the box by doing a ‘fast idea creation’. I have now 3 inspiring and daring starting point on which

I will work on to see which one will be best to choose. So I achieved this goal.

2. ‘‘For the next phase I want to think of at least 30 different ideas before choosing the best ones, in this

way I don’t stick to 1 idea immediately, but explore more different options.’’

> I achieved this goal because I have created 40 different ideas to not stick immediatly to just one

concept and go create that one, in this way I have explored way more different options that lead to 3

innovative ideas.


WEEK 8


WORKSHOP


Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Value proposition sphere

OVERARCHING CONCEPT:

Bridging gaps between different disciplines/ merging disciplines (health, tech, fashion) / From inside out > Triggering point on the

inside, nobody can see that and feeling well and energetic on the outside, what people can see, just like the sole does > from inside

out. // Bridging gaps between personal elements > balance.

BENEFITS:

Regains balance between body & mind, improves mood, lessens stress, improves posture, improves quality of walking, footbed is

ergonomic, personalised by technology, improves functionality, time-solving.

REASONS TO BELIEVE:

1. SCENARIO > In this world digitalisation is super high and we have VR, AG, AI and 3d-printers, therefore the product could be

easily made. Relieves stress due to the high pressure, fast paced-society and digitalization of this world. Improves mood in this

world of touch hunger because it let’s you regain balance between emotions and body. People are busy and don’t have a lot of time

to for example go to acupuncture in this world, we bring acupuncture to the people, they can use it whenever they want. There are

a lot of sneakers that look really nice on the outside but the inside is just too tight or too hard, this personalized insole will ensure

a ‘walking on clouds feeling’. This all will bring you more peace of mind.

2. THE BRAND > Filling Pieces bridges gaps. This concept bridges gaps between elements inside of you to get back into balance.

It also bridges gaps between different disciplines like tech, health and fashion. I also merge the ‘eastern self-care’ techniques with

an innovative western product, so it bridges different worlds. This fits to Filling Pieces, because they say that we have to merge

things in order to bridge gaps and only then we will be able to create. It fits their vision ‘‘We envision a world where boundaries are

transcended and cultures are united by creativity’’ > we merge the eastern world with the western with a creative and innovative

product. It also fits their values ‘ambition’ within personal growth, because this product helps to be the best version of yourself,

‘fulfillment’ because with this product you can become happy and satisfied and it can develop your mindfulness potential and

personal development. And it also fits their values ‘authenticity’, ‘transparency’, ‘pride & joy’ and ‘creativity’. This product makes the

shoes of Filling Pieces more functional and valuable in this world where self-care is merged with technology and there is a high

demand for self-care products, for body and mind.

CHANGE TO LEAD:

This product gives the target group the opportunity to refind balance between body in mind in a fast-paced society with a lot of

pressure & technology, where balance is easily lost.

TARGET GROUP:

‘For everyone’. > All sexes, religious, ethnicities. ‘Millennials’ (22-40) > ‘The Achiever’.

Ambitious, Achieving, Change-Maker, Love Challenge and growth, personal development important, Bold, Interested in the Global

aspects, thoughtful & responsible (sustainable), Digital, Anxiety & Burn-Outs, High pressure and high level op stress.

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Value proposition sphere

OVERARCHING CONCEPT:

Phygital > technology used to create something that comes from natural sources.

BENEFITS:

Good quality, more responsible to buy, contributing to climate change, improves sustainable lifestyle,

longer-lasting life span, vegan.

REASONS TO BELIEVE:

1. SCENARIO > In this world digitalisation is super high and we have VR, AG, AI and 3d-printers, therefore

the product could be easily made by using bio-technology. The self-care and awareness movement with

personalized vitamins and augmented reality mirrors that produce the best cream, is really important in

this scenario, this products fit a responsible, aware lifestyle.

2. THE BRAND > Filling Pieces bridges gaps. This concept bridges gaps between technology, nature and

fashion. Filling Pieces sees that in an innovative world they have to rethink their use of animal leather,

because that doesn’t fit a sustainable world. They have to find new materials to produce with and ZOA

could be a nice bio-technology to use because it’s all nature-made with the texture of leather. This new form

of material fits the sustainable, noble and responsible vision on the planet, people and world (animals).

CHANGE TO LEAD:

This product gives the target group the opportunity to buy a product fitting their responsible lifestyle and

change-makers vision.

TARGET GROUP:

‘For everyone’. > All sexes, religious, ethnicities. ‘Millennials’ (22-40) > ‘The Achiever’.

Ambitious, Achieving, Change-Maker, Love Challenge and growth, personal development important, Bold,

Interested in the Global aspects, thoughtful & responsible (sustainable), Digital, Anxiety & Burn-Outs, High

pressure and high level op stress.

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Value proposition sphere

OVERARCHING CONCEPT:

Bridging gaps between different disciplines/ merging disciplines (health, tech, fashion) / Bridging gaps between

personal elements > balance / Restoring energy.

BENEFITS:

Regains balance between body & mind, improves mood, lessens stress, time-solving, gives the immune system a

boost, lets you mindful travel to your ‘heritage’ places wherever you are and ‘escape’ for a moment, personalized.

REASONS TO BELIEVE:

1. SCENARIO > In this world digitalisation is super high and we have VR, AG, AI and 3d-printers, therefore the product

could be easily made. Relieves stress due to the high pressure, fast paced-society and digitalization. People are busy

and don’t have a lot of time to for example go to the sauna, we bring wellness to the people, they can use it whenever

they want. It also gives the digital nomads that are always travelling the opportunity to feel connected to their own

roots wherever they are by the herbs/natural aspects of their own culture that are incorporated in the steamer.

2. THE BRAND > Filling Pieces bridges gaps. This concept bridges gaps between elements inside of you to get back

into balance. It also bridges gaps between different disciplines like tech, health and skincare. I also merge the ‘selfcare’

herbs, flowers and vitamins over the whole world with innovative western products, so it bridges different

worlds. This fits to Filling Pieces, because they say that we have to merge things in order to bridge gaps and only

then we will be able to create. It fits their vision ‘‘We envision a world where boundaries are transcended and cultures

are united by creativity’’ > we merge different cultures and their self-care heritage with creative and innovative

products. It also fits their values ‘ambition’ within personal growth, because this product helps to be the best version

of yourself, ‘fulfillment’ because with this product you can become happy and satisfied and it can develop your

mindfulness potential and personal development. And it also fits their values ‘authenticity’, ‘transparency’, ‘pride & joy’

and ‘creativity’. This product makes Filling Pieces valuable in this world where self-care is merged with technology

and there is a high demand for self-care products, for body and mind. It also fits to the ‘uniformity’ and ‘connecting

cultures’ part of te brand, by always and whenever you want feeling connected to your own roots. Filling Pieces only

has a clothing, shoe and accessories line, so they could expand their collection with skincare. During the Q&A the

owner also told us that he would like to expand his collection to for example a skin-care line.

CHANGE TO LEAD:

This product gives the target group the opportunity to refind balance between body in mind in a fast-paced society

with a lot of pressure & technology, where balance is easily lost.

TARGET GROUP:

‘For everyone’. > All sexes, religious, ethnicities. ‘Millennials’ (22-40) > ‘The Achiever’.

Ambitious, Achieving, Change-Maker, Love Challenge and growth, personal development important, Bold, Interested

in the Global aspects, thoughtful & responsible (sustainable), Digital, Anxiety & Burn-Outs, High pressure and high

level op stress.

WS7 || CREATING 3 IDEAS || !DECISION!

IDEA1 || ‘ACUPUNCTURE INSOLES’

OPPORTUNITY

MAP

IDEA2 || ‘BIOTECHNOLOGY ZOA’

OPPORTUNITY

MAP

IDEA3 || ‘STEAMER-CONNECTION’

OPPORTUNITY

MAP

Pain reliever

Pain reliever

Pain reliever

Products/ Value proposition

services/etc. (concept & prototype)

Products/ Value proposition

services/etc. (concept & prototype)

Products/ Value proposition

services/etc. (concept & prototype)

Benefit generator

Benefit generator

Benefit generator

VALUE

PROPOSITION

VALUE

PROPOSITION

VALUE

PROPOSITION

PRODUCT/ SERVICE:

PRODUCT/ SERVICE:

3D-Printed sole > This is the new ‘acupuncture’ sole that triggers points in your feet that are linked

A new Filling Pieces sneaker made by biotechnology called ‘ZOA’. This is natural cellulose

to stress, fatigue, emotions in your brains. This is connected by certain meridians, by triggering

one you help the other meridians to get stronger. The ones that are connected to your amygdala

with the same texture of leather but without using animals and emissions. This will be a

and limbic system create your mood, emotions and cortisol. If you trigger these points the

solution for the already existing material ‘leather’ that Filling Pieces wants to get rid of.

amygdala becomes less active, the cortisol drops and you get your emotional balance back. This

sole regains balance again between mind & body.

BENEFIT GENERATOR:

Good quality, more responsible to buy, contributing to climate change, improves sustainable

BENEFIT GENERATOR:

Regains balance between body & mind, improves mood, lessens stress, improves posture,

lifestyle, longer-lasting life span, vegan.

improves quality of walking, footbed is ergonomic, personalised by technology, improves

functionality, time-solving.

PAIN RELIEVER:

The consequences of fast-fashion, Climate Change, the use of animals to produce your

PAIN RELIEVER:

shoes, less GHG emissions, reducing fossil fuel, better world to live in, self-care and

Relieves stress due to the high pressure, fast paced-society and digitalization. Improves mood

in a world of touch hunger because it let’s you regain balance between emotions and body, it

awareness movement means also being aware about the consequences of producing,

illuminates your bad mood. People are busy and don’t have a lot of time to for example go to

this shoe will fit to that lifestyle by reducing the negative consequences of producing

acupuncture, we bring the acupuncture to the people, they can use it whenever they want. There

clothes/ shoes.

are a lot of sneakers that look really nice on the outside but the inside is just too tight or too hard,

1 this personalized insole will ensure a ‘walking on clouds feeling’. This all will bring you more peace

2 3

https://www.zoa.is/zi

of mind.

PRODUCT/ SERVICE:

A technological steamer that you can use for your face but also at home. This technological

steamer is filled with the most relaxing herbs and vitamins from different cultures/

countries. It gives your immune system a boost by inhaling these scents and it makes

you relaxed in this fast-paced world. It can be produces as pocketsize, you can take it with

you wherever you go or as big size for your home. You can get your own heritage (flowers,

nature, smells, herbs, vitamins) in your steamer so that you are always connected to your

heritage wherever you go.

BENEFIT GENERATOR:

Regains balance between body & mind, improves mood, lessens stress, time-solving,

gives the immune system a boost, lets you mindful travel to exotic places and ‘escape’ for

a moment, personalized.

PAIN RELIEVER:

Relieves stress due to the high pressure, fast paced-society and digitalization. People are

busy and don’t have a lot of time to for example go to the sauna, we bring wellness to the

people, they can use it whenever they want. This all will bring you more peace of mind.

IDEA1

IDEA2

FEEDBACK CONCEPTEN

FEEDBACK PROCESBOOK

CONCLUSION WS7

3 IDEAS >

I can conclude after this

workshop that the favorite

is the first idea and the least

favorite is the third idea. I will

go further with the first idea

and develop this further by

experimenting and seeing

what went well and what can

be improved. It really fits the

scenario and makes Filling

Pieces really relevant with

this new functional product.

This product could be

accessible for whoever needs

it in the world of 2031. Nice

combination of tech, health

and fashion.

IDEA3

Do not agree with my feedback on my research,I

have used all of my pre-research with current

developements, trends and interesting information

as starting-point for my further idea creation.

PROCESSBOOK >

I have used the printouts

and went deep into

my concepts, I have a lot

of research, thoughts an

reflections, working with a lot

of innovative ideas, now deep

into the experimenting phase

deeper and exploring more

options.


ATELIER


TS2 || ATELIER | Q&A WITH TEACHERS

MY TIMESLOT: 13:55 - 14:10

VRAGEN >

1. TIPS voor 3d printen?

CONCLUSION ATELIER

I now know how to get further into my process of

exeperimenting. I will go for idea 1 and will see what

happens while experimenting, which conclusion I will get

from this and how I will work further from there. I will

experiment in different lines, so on product level but also

on the technology level. I will also see by experimenting if

this is the right form to use, refering to the sole.

2. TIPS in welk programma ik misschien mooie digitale tekeningen zou kunnen maken,

naast photoshop & indesign.

3. Wat ze vinden van het eerste idee, of het duidelijk is hoe ik het gekoppeld heb aan Filling

Pieces.

4. Kan je ideeën combineren? Dat ik bijvoorbeeld het eerste idee maak van het materiaal

van het tweede idee. Dus een zooltje gemaakt van ‘Z.O.A’ materiaal (lijkt op leer is het niet)

5. Kan je ook een uiteindelijk idee hebben dat een combinatie is van een product & een

service? Want ik zou misschien bij het eerste idee dan nog een service erbij kunnen verzinnen.

ANTWOORDEN >

--> Misschien niet het idee koppelen, omdat je dan minder tijd hebt om te experimenteren,

wat voor jou belangrijk is. Dus ik zou het gewoon laten bij het eerste idee.

—> Cinema 4D, goed om in digitaal in te tekenen

—> 3d Printing sites vinden om Brightspace

—> FABLAB nieuwmarkt!!

—> Filling Pieces schoen bekijken > bekijken hoe het zooltje eruit ziet, misschien vergelijken

met andere zooltjes van andere schoenen?

—> Doelgroep testen met vragen, wat zoeken jullie? welke techniek? wat vind je belangrijk

aan een zooltje? welke technology? wat zou je vinden van dit idee.. etc.

—> Zo’n houten voetje scoren ergens > waar je omheen kan werken.

—> Je kan experimenteren naar gegeven uit je conceptje, dus naar de vorm > is het een

zool/ een sok/ etc, naar de technology welke technolgy is fijn om erin te verwerken en hoe

ziet dat er dan uit? Dus experimenteren in verschillende vormen.


TS2 || ATELIER | WEEKLY PLANNING

DEADLINES

WEEK 19: 18 JANUARI > DEADLINE CONCEPT & PROTOTYPE

WEEK 20: 26 JANUARI > EXPOSITIE

WEEK 20: 29 JANUARI > EINDASSESMENT

MAANDAG 23 NOV

- Workshoples

- Atelier toolshop

- Toepassen feedback, een van de concepten kiezen

WEEKLY PLANNING

DINSDAG 24 NOV

- Experimenteren (low fidelity) met eerste concept

- Vragen opstellen op basis van print-outs om idee te testen bij publiek

- Enquete maken op online website & versturen naar minimaal 20 personen

WOENSDAG 25 NOV

- Making skills consultation toolshop

- Uitschrijven alle antwoorden van enquete

- Antwoorden analyseren en concept bijwerken

DONDERDAG 26 NOV

- Pitchen toolshop

- Gesprek acupuncturist over mijn concept

- Nieuw low fidelity experiment maken (tekening)

VRIJDAG 27 NOV

- Creative writing toolshop

- Strategy & concept toolshop

- Beginnetje maken aan eigen ‘algemene’ concept

ZONDAG 29 NOV

- Procesboek bijwerken

- Eerste doelgroep onderzoek doen /sphere invullen

- Concept wat verder uitwerken

- Bijwerken van alle spheres/ updaten


EXPERIMENTING


EXPERIMENTS || FIRST DRAFTS IDEA

FROM ALL

MY PRERESEARCH

INSPIRED BY

MY ACUPUNCTURE

INTERVIEW


EXPERIMENTS || LOOKING AT FP SHOES/SOLES

A lot of lines placed in a row,

placed horizontally and vertically.

Geometrical and sleek lines.

Some interesting lines that give the

shoe an innovative and futuristic

look, clean lines, geometric.

Insole of Filling Pieces is clean

with the logo of Filling Pieces on it,

leather. It is seperated from the sole.

If you take out the insole the ‘sole’

is very hard and almost looks like a

piece of wood, this could be way more

smooth, maybe combing insole & sole.


EXPERIMENTS || LOOKING AT FP SHOES/SOLES

The insole of the Filling Pieces

shoe, with the Filling Pieces logo,

very clean, not very special insole.

‘Just’ for support of your feet.

a combination from futuristic geometry,

gives the feet more a ‘pillow’ feeling.

On the bottom of the insole theree

has been placed some text, the

FP logo, place of producing, quick

history and their essence.

CONCLUSION

I have done some

interesting research

on the product of

Filling Pieces. I now

know how the shoe

looks and what kind

of features they have,

geometric, futuristic,

sleek and flowy lines.

I can take this with

me to the experiment

phase.


EXPERIMENTS || ONLINE DRAWINGS

INSOLE MERGED

WITH SOLE

Trying new forms of soles & insoles > I have

seen that a lot of insoles can be get out of

your Filling Pieces sneaker but the surface of

the shoe is really hard. So we could merge the


EXPERIMENTS || ONLINE DRAWINGS

INSOLE APART

FROM THE SOLE


EXPERIMENTS || ONLINE DRAWINGS || TECHNIQUE


EXPERIMENTS || CRAFTY || TECHNIQUE


EXPERIMENT || TESTING THE IDEA

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Capture grid

Like

Critisisms

Questions

Ideas

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Feedbackform I wish

CONCLUSIE

Aan de hand van deze twee printouts

zal ik vragen bedenken voor

mijn enquete om bij verschillende

mensen mijn idee te testen.

I like ....

I wish ....

What if ....


EXPERIMENT || TESTING THE IDEA || ENQUETE

GENERAL QUESTIONS —>

Your age.

Do you have Filling Pieces sneakers?

If yes, what do you think about the insole? (zooltjij aan de binnenkant)

What would your perfect insole look like? (think about comfort, material, functionality etc.)

What kind of material do you prefer for your insole? (think of wool, leather, gel, cork,

3d-printed etc.) and why?

TESTING THE CONCEPT —>

What do you like about this idea?

Would you use this product? Yes/No and why?

What do you criticize?

What do you question/ do you have a question?

Do you have some innovative ideas to add? (what if this product has….)

What do you wish this product would do?

What kind of trigger point would you like for yourself to be triggered? (look at the image)

Do you have certain physical/personal ailments that you would like to get rid of? If so,

which ones? (think of headaches or other pains, bad sleep, stress, certain emotions, fears

etc.)

In case of ailments > Would you use this product if it could help? (do not fill in ailments -)

Do you like the form of this product (insole)?

What else could I think of in terms of look & feel?

Would you rather see it in another form? (think of socks etc.)

ALGEMENE VRAGEN -->

Je leeftijd.

Heb jij Filling Pieces sneakers?

Zo ja, wat vind je van de binnenzool?

Hoe zou jouw perfecte binnenzool er uitzien? (denk aan comfort, materiaal, functionaliteit

etc.)

Wat voor soort materiaal vind jij het fijnst voor een binnenzool? (denk aan wol, leer, gel,

kurk, 3d-printed etc.) en waarom?

HET TESTEN VAN HET CONCEPT -->

Wat vind jij leuk aan dit idee?

Zou jij dit product gebruiken? Ja/Nee en waarom?

Wat bekritiseer jij?

Wat vraag jij jezelf af? /heb jij een vraag?

Heb jij innovatieve ideeën toe te voegen? (wat als dit product.... heeft)

Welke triggerpoints onder je voet spreken jouw het meest aan? (kijk naar de afbeelding)

& waarom?

Heb je bepaalde lichamelijke/ persoonlijke kwaaltjes waar je vanaf zou willen komen? Zo

ja, welke? (denk aan hoofdpijn of andere pijnen, slecht slapen, stress, bepaalde emoties,

angsten etc.)

Bij kwaaltjes > Zou je dit product gebruiken als het daarbij zou kunnen helpen? (geen

kwaaltjes vul in -)

Bevalt de vorm van dit product (binnenzool)?

Waar zou ik nog aan kunnen denken qua look & feel?

Zie je dit product liever in een andere vorm? (denk aan sokken etc.)


EXPERIMENT || TESTING THE IDEA || ENQUETE

VRAGEN @ THE ENQUETE


EXPERIMENT || TESTING THE IDEA || ENQUETE

TOT NU TOE GEANTWOORD

VOORBEELD VAN ANTWOORD

CONCLUSIE ENQUETE

Ik heb nu verschillende mensen gevraagd

om mijn enquete in te vullen, ik zal nu de

gegevens gaan analyseren en toevoegen

aan de IWISH & Capture-Grid print-outs, om

tot nieuwe ideeen te komen.


EXPERIMENT || TESTING THE IDEA || ENQUETE

7 van de 23 man heeft een paar

Filling Pieces, daarvan ervaren 6

van de 7 man geen goed voetenbed.

VAAK BESPROKEN:

- Te hard

- Mist zachtheid

- Te plat

- Oncomfortabel

- Te recht

PERFECTE BINNENZOOL,

VAAK BESPROKEN:

- Zacht

- Soepel

- Comfortabel

- Opvallende kleur

- Dik

- Aansluitend op voet

- Memory Foam

- Cloud Foam

- Alsof je op kussentjes loopt

- Verend

PERFECT MATERIAAL,

VAAK BESPROKEN:

- Gel

- Foam

- Leer


EXPERIMENT || TESTING THE IDEA || ENQUETE

IEDEREEN VINDT

HET INTERESSANT:

- Helpt veel mensen

- Past bij de Zeitgeist

- Schoenzolen worden vaak ondergewaardeerd

- interessante koppeling tussen voeten en drukpunten

- alternatieve geneeswijze nog nooit zo gecombineer

met mode

- Veel mensen zullen hier interesse in hebben

- Sluit goed aan op het merk

- Lopend van de klachten afkomen

- Minder stress

- Therapeutische schoenen zijn vaak lelijk, nu zal het

een mooiere sneaker zijn

- Mode gecombineerd met gezondheid

- Functionaliteit gecombineerd met gezondheid

- In de toekomst zullen we meer tools nodig hebben om

stress te kunnen overbruggen

= Mode is mooi maar niet altijd goed voor het lichaam,

fast fashion zorgt voor slechte kwaliteit, dit goede

kwaliteit.

IEDEREEN ZOU HET

WILLEN HEBBEN

Vaak genoemd:

- Stress verlaging

- Beter slapen

- Prijs afweging

BEKRITISEREN?

Vaak genoemd:

- Kan je het zooltje

gebruiken in meerdere

schoenen?

- Personalisatie van het

product is nodig

- Verslijting?

- Zijn de magneten

voelbaar?

- De kosten


EXPERIMENT || TESTING THE IDEA || ENQUETE

WAT VRAGEN MENSEN ZICH AF:

- Welke doelgroep?

= Zal het echt werken? Reviews nodig

van misschien een acupuncturist.

- Hoe lang gaat een zooltje mee?

- Kan deze zool in alle sneakers?

- Hoe gaan de veters een rol spelen bij

het strakker maken van de schoen,

- Moet het zooltje aangepast worden op

iemands gewicht en lengte?

IDEETJES:

- Meerdere zolen met verschilende

triggerpoints

- Personalisatie voor je eigen klachten

- Biometrics > device waarop je kan

aanvoelen welke triggerpoints jij nodig

hebt

- Koppelen aan een app waar je je

process kan inzien

- Iets toevoegen waardoor je voet

niet wegglijdt in de schoen zodat de

drukpunten wel op hun plek blijven

WELKE TRIGGERPOINTS

HET MEEST

- Hoofdpijn

- Stress

- Slapen

- Schouders/ nek

- Hart


EXPERIMENT || TESTING THE IDEA || ENQUETE

VOORKOMENDE

KWAALTJES:

- Stress

- Slecht slapen/ vermoeidheid

- Hoofdpijn

- Angsten

LOOK & FEEL

- Belangrijk om te zien dat het

er zacht uitziet

zien

- Laten zien dat het materiaal

goed meebeweegt

opvallende kleur kunnen

ANDERE VORMEN

- Sokken

- Zool is top

- Accessoire? > bodychain/

ketting/ enkelbandje?

- Verwerkt in kleding

- Een zool maar dan wat hoger

versteviging tot enkels


EXPERIMENT || TESTING THE IDEA || ENQUETE

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Capture grid

Like

- Helpt veel mensen

- Past bij de Zeitgeist

- Schoenzolen worden vaak ondergewaardeerd

- interessante koppeling tussen voeten en drukpunten

- alternatieve geneeswijze nog nooit zo gecombineer met mode

- Veel mensen zullen hier interesse in hebben

- Sluit goed aan op het merk

- Lopend van de klachten afkomen

- Minder stress

- Therapeutische schoenen zijn vaak lelijk, nu zal het een mooiere sneaker zijn

- Mode gecombineerd met gezondheid

- Functionaliteit gecombineerd met gezondheid

- In de toekomst zullen we meer tools nodig hebben om stress te kunnen overbruggen

= Mode is mooi maar niet altijd goed voor het lichaam, fast fashion zorgt voor slechte kwaliteit, dit goede

kwaliteit.

Critisisms

- Kan je het zooltje gebruiken in meerdere

schoenen?

- Personalisatie van het product is nodig

- Verslijting?

- Zijn de magneten voelbaar?

- De kosten

Questions

Ideas

- Welke doelgroep?

= Zal het echt werken? Reviews nodig van misschien een acupuncturist.

- Hoe lang gaat een zooltje mee?

- Kan deze zool in alle sneakers?

- Hoe gaan de veters een rol spelen bij het strakker maken van de schoen,

- Moet het zooltje aangepast worden op iemands gewicht en lengte?

- Meerdere zolen met verschilende triggerpoints

- Personalisatie voor je eigen klachten

- Biometrics > device waarop je kan aanvoelen welke triggerpoints

jij nodig hebt

- Koppelen aan een app waar je je process kan inzien

- Iets toevoegen waardoor je voet niet wegglijdt in de schoen zodat de

drukpunten wel op hun plek blijven

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Feedbackform I wish

I like ....

- Helpt veel mensen

- Past bij de Zeitgeist

- Schoenzolen worden vaak ondergewaardeerd

- interessante koppeling tussen voeten en drukpunten

- alternatieve geneeswijze nog nooit zo gecombineer met mode

- Veel mensen zullen hier interesse in hebben

- Sluit goed aan op het merk

- Lopend van de klachten afkomen

- Minder stress

- Therapeutische schoenen zijn vaak lelijk, nu zal het een mooiere sneaker zijn

- Mode gecombineerd met gezondheid

- Functionaliteit gecombineerd met gezondheid

- In de toekomst zullen we meer tools nodig hebben om stress te kunnen overbruggen

= Mode is mooi maar niet altijd goed voor het lichaam, fast fashion zorgt voor slechte kwaliteit, dit goede

kwaliteit.

IEDEREEN ZOU HET

WILLEN HEBBEN

Vaak genoemd:

- Stress verlaging

- Beter slapen

- Prijs afweging

I wish ....

PERFECTE BINNENZOOL,

VAAK BESPROKEN:

- Zacht

- Soepel

- Comfortabel

- Opvallende kleur

- Dik

- Aansluitend op voet

- Memory Foam

- Cloud Foam

- Alsof je op kussentjes loopt

- Verend

PERFECT MATERIAAL,

VAAK BESPROKEN:

- Gel

- Foam

- Leer

LOOK & FEEL

- Belangrijk om te zien dat het

er zacht uitziet

zien

- Laten zien dat het materiaal

goed meebeweegt

opvallende kleur kunnen

AFKOMENDE

VOORKOMENDE

KWAALTJES:

- Stress

- Slecht slapen/ vermoeidheid

- Hoofdpijn

- Angsten

What if ....

IDEETJES:

- Meerdere zolen met verschilende

triggerpoints

ANDERE VORMEN

- Personalisatie voor je eigen klachten

- Sokken

- Biometrics > device waarop je kan

aanvoelen welke triggerpoints jij - Zool is top

nodig hebt

- Accessoire? > bodychain/

- Koppelen aan een app waar je je ketting/ enkelbandje?

process kan inzien

- Verwerkt in kleding

- Iets toevoegen waardoor je voet - Een zool maar dan wat hoger

niet wegglijdt in de schoen zodat de versteviging tot enkels

drukpunten wel op hun plek blijven

CONCLUSIE ENQUETE

Ik zal mijn prototype/ idee aanpassen

naar behoeften en informatie dat ik hier

heb verzameld dat volgt uit mijn enquete.


EXPERIMENT || IDEE BIJWERKEN & SLIJPEN

CONCLUSIE UIT MIJN ENQUETE & BIJGEWERKT IDEE

Ik heb het zooltje bijgewerkt tot een ‘stevige omhulsel’ dat delen van de voet omhuld gemaakt van verend en

zacht material. Dit omhulsel triggert de belangrijkste delen van de voet die gelinkt zijn aan de belangrijkste

kwalen voor mijn doelgroep, wat blijkt uit onderzoek, namelijk stress, hoofdpijn en slecht slapen. Deze

drie elementen zijn gekoppeld aan je grote teen en aan de boven en onderkant van je voet. Ik wil een

omhulsel maken dat deze punten triggert (acupunctuur) en daardoor de klachten vermindert. Ik heb uit

mijn onderzoek gezien dat de mensen graag zacht materiaal zouden willen als foam of gel en dat ik ook

zou kunnen nadenken over felle kleuren. Ik ben tot dit nieuwe idee gekomen omdat de mensen een aantal

punten bekritiseerden namelijk: blijft een zooltje wel stevig op de drukpunten zitten? Waarom geen item

voor thuis, bijvoorbeeld tijdens het slapen? Het zou fijn zijn als het gevormd om je voet zit en steviger is,

loop het wel lekker zo’n zool? Verschuift zo’n zooltje niet? Slijt zo’n zooltje niet snel bij veel gebruik. Op

basis van deze punten ben ik mijn eerste acupunctuur zooltje gaan aanpassen tot dit idee.


EXPERIMENT || GESPREK MET ACUPUNCTURIST

CONCLUSIE GESPREK MET MIJN ACUPUNCTURIST GERRIT BIJLSMA

Ik heb feedback gevraagd van mijn acupuncturist, hij vertelde mij dat het met een zooltje lastig wordt om

acupunctuur uit te oefenen. Het is dus goed dat ik mijn vorm heb aangescherpt. Hij vertelde mij dat met

mijn aangescherpt idee je wel enkele acupunctuur punten zou kunnen uitvoeren maar vooral accupressure

punten. Ik zal mezelf nu meer hierin gaan verdiepen ‘Accupressure’ ‘QI’.

REFLEXOLOGIE/ ACCUPRESSURE

is een vorm van massage waarbij verschillende hoeveelheden druk wordt uitgeoefend op de voeten, handen en oren.

Het is gebaseerd op een Chinese theorie dat deze lichaamsdelen verbonden zijn met bepaalde organen en lichaamssystemen.

Mensen die deze techniek beoefenen worden genoemd.Reflexologen geloven dat het toepassen van druk op deze

delen een scala aan gezondheidsvoordelen biedt.

TRADITIONELE CHINESE GENEESKUNDE

Reflexologie berust op het oude Chinese geloof in qi (uitgesproken “chee”), of “vitale energie”. Volgens dit geloof stroomt qi door

elk persoon heen. Wanneer een persoon zich gestrest voelt, blokkeert zijn of haar lichaam ‘qi’.Dit kan een onevenwichtigheid

in het lichaam veroorzaken die leidt tot ziekte. heeft als doel om qi door het lichaam te laten stromen, waardoor

het in balans blijft en ziektevrij. In de Chinese geneeskunde komen verschillende lichaamsdelen overeen met verschillende

drukpunten op het lichaam. Reflexologen gebruiken kaarten van deze punten in de voeten, handen en oren om te bepalen waar

ze druk moeten uitoefenen. Ze geloven dat hun warme aanraking energie door het lichaam van een persoon stuurt totdat het

het gebied dat genezing nodig heeft bereikt.

WAT IS QI?

Qi is de levenskracht die elke activiteit in organische levensvormen aandrijft, volgens TCM. Het is aanwezig in alles, van fysieke

objecten zoals je telefoon tot immateriële aspecten van de wereld zoals licht, warmte en emotie. In de Koreaanse cultuur staat

het bekend als “ki”, terwijl het in de Vietnamese cultuur bekend staat als “gi”. Er is geen woord in de Westerse geneeskunde dat

direct vertaalt naar de qi van een lichaam, maar het is vergelijkbaar met iemands energie. Dus, een qi-tekort vertaalt zich losjes

in een gebrek aan energie. Maar het is veel meer dan dat. Qi, samen met de theorie van yin en yang (de harmonie van schijnbaar

tegengestelde krachten), zijn de twee kerncomponenten van TCM. Men denkt dat er voldoende qi nodig is om de yin en yang van

je lichaam in stand te houden. Wanneer de qi van een persoon in balans en in harmonie is, zal hij/zij profiteren van gezondheid,

welzijn en tevredenheid. Wanneer iemands qi tekort komt, kunnen pijn, lijden en ziekte optreden.

10 VOORDELEN VAN ACCUPRESSURE

Wat de voordelen van reflexologie/reflexzonetherapie zijn? Stimuleren van het immuunsysteem, verhogen van circulatie en

energie, brengt diepe ontspanning, elimineert toxines, stimuleert het zenuwstelsel, brengt hormonaal balans. Hierdoor voorkomt

en verhelpt reflexologie klachten en versnelt herstel, helpt bij slaapproblemen, vermindert vermoeidheid, burn-out en depressie

en verlicht de pijn.

1. Immuunsysteem stimuleren.

2. Boost voor je energieniveau.

3. Verbetering circulatie, zodat bloed en zuurstof de vitale organen optimaliseren in hun functioneren.

4. Minder stress, betere ontspanning en slaap.

5. Verwijdering van toxines: Verhogen van stofwisseling door o.a. activeren nieren en darmen.

6. Zelfzorg en Hormonaal in balans.

7. Migraine en hoofdpijn: Reflexologie wordt door veel mensen gebruikt als een methode om pijn te bestrijden. Als een pijnstillend

behandeling, kan reflexologie migraine en hoofdpijn klachten verminderen, simpelweg door het verlichten van de spanning

in de spieren die vaak deze klachten veroorzaakt. Hoofdpijn veroorzaakt door stress kan ook worden opgelost, omdat stress

en psychologische factoren zich vaak uiten in de fysieke symptomen van een migraine. Dit zijn eigenlijk de meest populaire

toepassingen van reflexologie.

8. Herstel.

9. Verlichting klachten.

10. Zwangerschap en Menstruatie: Reflexologie kan zeer nuttig zijn voor zwangere vrouwen en de post-partum hersteltijd. Buiten

de hierboven beschreven voordelen voor de gezondheid, vermindert het de kans op een post-partum depressie en helpt daarbij

om sneller hormonaal en lichamelijk te herstellen.

BRONNEN: http://www.vitaliteitpraktijk.nl/2017/05/01/10-voordelen-reflexologie/ & https://chinesefootreflexology.com/

reflexology-for-stress-relief/ & ACUPUNCTURIST.


EXPERIMENT || IDEE BIJWERKEN & SLIJPEN

Uit bepaalde studies en volgens

mijn geleerde acupuncturist heeft

je lichaam en geest.

Dit zijn belangrijke punten

in je voet waar ik mij op

wil focussen. (vraag naar

deze punten blijkt uit mijn

onderzoek/ enquete)

1. We’ll begin with the brain point because when you’re stressed out and worrying too much, your

in your head. If too much qi gets “stuck up” in your head, this can lead to headaches, insomnia, and irritability.The for the brain

is located on the big toes of both of your feet. The brain point covers the entire toe pad.

2. The corresponds to the sides of your head, in and around your temples. If you worry a lot or think too much,

you may be holding a great deal of stress and tension in your head, jaw, neck, and shoulders. Over time, tension in these areas will constrict the

to and from your head, and especially along the sides of the head. If the energy disruption continues for a long period of time, it

can result in physical issues such as chronic migraines, tinnitus, dizziness, and even vision problems.Massaging the Chinese Reflexology temporal

area pointand blood to and from the head, which can then help clear energy constrictions caused by worrying and thinking

too much. Stress relief with the Chinese Reflexology temporal area point. This point is also located on your big toe along the inside edge of the toe.

It starts beside the toenail and extends down to the bottom of the toe pad.

3. The is good to massage because in Chinese Medicine, the “emotions” associated with the Spleen are worry, pensiveness,

and over-thinking. Healthy Spleen qi plays a critical role in helping your body to properly digest food. When people are stressed, worried, and

anxious, they often experience “sensitive stomachs” because the chronic stress weakens the Spleen’s energy. The Spleen reflexology point is a

little tricky to locate because the best way to find it is by first locating the Heart and Kidney points. The Heart and Kidney reflexology points are right

beside the Spleen, so if you don’t get your Spleen point right, you may accidentally massage one of these two points instead. The Spleen point is a

really good point to massage because it helps counteract the effects of stress and worry.


EXPERIMENT || IDEE BIJWERKEN & SLIJPEN


ALGM. CONCEPT


CONCEPT || TERUG NAAR 1E IDEETJES

OVERARCHING CONCEPT IDEETJES:

1. Bridging gaps between different disciplines/ merging disciplines (health, tech, fashion)

2. From inside out > Triggering point on the inside, nobody can see that and feeling well

and energetic on the outside, what people can see, just like the sole does > from inside

out.

3. Bridging gaps between personal elements > balance.

4. Restoring energy.

KORTE BRAINSTORM:

MOGELIJK CONCEPT VOOR MIJ

VISIE

Happiness is find within

Persoonlijk geluk en vreugde zit van binnen

Persoonlijke rust zit van binnen

Persoonlijke groei staat bovenaan

Persoonlijke groei is de start voor een goede uniformiteit

MISSIE

Overbruggen van de gaten tussen persoonlijke elementen

Bridging the gap between personal elements

Restoring balance

We bridge personal elements

VISION: We believe in a world where personal joy is found within

MISSION: We enable to fully develop one’s energetic potential by bridging personal

elements.

FUNCTIONAL VALUES

- Personalized

- Multi-disciplinaire / multi-faceted

- Ergonomisch

EMOTIONAL VALUES

- Relaxed yet energetic

- Harmony

- Joy

- Holistisch

VISIE:

Wij geloven in een wereld waar persoonlijke levensvreugde voorop staat.

MISSIE:

Het mogelijk maken om jouw energieke potentie volledig te ontwikkelen door het overbruggen

van persoonlijke elementen van binnen naar buiten.

Iets met change-makers visie? Omdat we het taboe ‘stress’ gaan verhelpen door oosterlijke

oude technieken te commbineren met een westers product?


DOELGROEP


DOELGROEP || ONDERZOEK

STARTVRAAG: Welke doelgroep zou het best passen bij mijn product? Voor wie zou mijn product het meeste een oplossing bieden, welke

mensen ervaren dus het meeste stress en zijn opzoek naar een oplossing?

KOMT UIT MIJN

PRE-ONDERZOEK

DESTEP >

SOCIOLOGISCHE

FACTOR

1. BRON

Ficheroux, T., 2020. High levels of study-related stress and work pressure

throughout the corona crisis. Erasmus Magazine, [online] Available at:<https://

www.erasmusmagazine.nl/en/2020/05/18/high-levels-of-study-related-stressand-work-pressure-throughout-the-corona-crisis/>

[Accessed 3 October 2020].

2. WAAR GAAT HET OVER?

Stress, werkdruk en psychologische problemen zijn sinds de Corona Crisis

toegenomen onder studenten (millenials) door het isolement van thuiswerken.

3. WAAROM BELANGRIJK?

Deze bron is belangrijk omdat ik in mijn scenario met technologische tools

inspeel op de self-care beweging die is ontstaan uit dit probleem. Je ziet dus

onder de jongeren en jongwerkenden dat er een grote hoeveelheid is aan stress &

burn-outs, dit is een goede doelgroep voor mijn product.

BRON: https://www.erasmusmagazine.nl/

en/2020/05/18/high-levels-of-study-related-

stress-and-work-pressure-throughout-the-

1. BRON

https://thriveglobal.com/stories/why-millennials-are-the-most-stressedgeneration/

2. WAAR GAAT HET OVER?

De millenials zijn de meest gestresste generatie van alle generaties door

werkdruk, studiedruk, druk maken om geld, en familie druk.

3. WAAROM BELANGRIJK?

Deze bron is belangrijk omdat dit een goede doelgroep is voor mijn product, hun

vraag naar dit product van Filling Pieces zal hoog zijn, omdat ze opzoek zijn naar

tools om tot rust te komen.

BRON: https://thriveglobal.com/stories/

why-millennials-are-the-most-stressedgeneration/

1. BRON

EIGEN ONDERZOEK onder de Millenials.

BRON: EIGEN ONDERZOEK / ENQUETE

2. WAAR GAAT HET OVER?

Ik heb mijn product getest onder de millenials, welke kwaaltjes ervaren zij het

meest en zouden ze mij product dan ook gebruiken?

3. WAAROM BELANGRIJK?

Deze data is belangrijk omdat ik kan zien dat bijna iedereen ‘stress’, ‘vermoeidheid’

en ‘hoofdpijn’ heeft opgeschreven als veel voorkomende kwaal. En iedereen

reageert ja op of ze het product zouden gebruiken. Ik denk dan ook dat dit een

goede doelgroep is voor mijn product.


DOELGROEP || ONDERZOEK

BRON: https://casefoundation.org/

De Millenials zijn ambitieuse mensen die echt een ‘change-makers’ visie hebben, ze willen

graag het verschil brengen. Meest diverse en grooste generatie ooit. Ze hebben hoge

verwachtingen en zijn erg ‘achieving’ gericht, ze willen echt wat bereiken. Deze instelling leidt

ook weer tot stressige periodes met hoge druk.


DOELGROEP || ONDERZOEK

BRON: https://www.businessinsider.

nl/millennials-mental-health-

burnout-lonely-depressed-money-

BRON: https://www.customermonitor.com/

millennial-consumersstress?international=t

INTERESSANTE PIJNEN WAAR IK EEN OPLOSSING

VOOR KAN BIEDEN MET MIJN PRODUCT:

1. De digitalisatie en social media zorgt voor een lager zelf-beeld, omdat zij zich erg

vergelijken met anderen.

2. Meest gestresste generatie met hoogste aantal burn-outs door prestatiedruk vanuit

studie, carrière, geldzaken en familie.

3. Hoge verwachtingen van de generatie die alles moet ‘wederopbouwen’

> Hoge verwachtingen en de digitalisering zorgen indirect voor een hoge druk bij

de millenials dat leidt to stress. Mijn product zouden ze kunnen gebruiken om te

‘ontstressen’ en zich rustiger te voelen in tijden van hoge druk.

BRON: https://adespresso.com/blog/

marketing-to-millennials/

BRON: https://www.generationjourney.nl/

generatie-y/

BRON: https://www.independent.co.uk/

news/long_reads/health-and-wellbeing/

De Millenials zijn gericht op self-care en zijn

geinteresseerd in gadgets die ze daarbij kunnen

helpen/ hun self-care kan verbeteren.

Millenials willen beter voor zichzelf zorgen alleen

weten ze niet goed hoe, ze hebben een setje nodig in

de juiste richting. Ze hebben een tool nodig.

BRON: https://www.umc.edu/news/News_

Articles/2020/01/Millennial-Self-Care.html

WAT KWAM IK TEGEN? WAT ZIJN INTERESSANTE KENMERKEN VAN DE MILLENIALS?

1. Gefocust op sparen > financial security > they spend wisely their money.

2. Houden van reviews, onderzoeken eerst alles voordat ze een product aanschaffen, 68,9% gebruikt hun mobiel om research te doen naar prijzen.

3. Geen impulsieve kopers > houden ervan als merkwaarden overeenkomen met hun eigen waarden.

4. Houden van recommandaties, gaan daar dan ook naar kijken.

5. Ze zijn gericht op hun gezondheid en milieu problemen > Organic food > research naar de benefits van bepaalde producten voor hun gezondheid. ‘Change-makers’ visie.

6. Gestresste doelgroep, met een hoog aantal burn-outs door prestatiedruk (geldzaken, carrière, familie) , depressies etc. Slechte mental health. Hoge verwachtingen van

de generatie die alles moest ‘wederopbouwen’.

7. Millenials willen een holistische aanpak van merken, ze willen een ervaring maar ook een gepersonaliseerd item (goede eigen mening).

8. Zijn opzoek naar gadgets op hun self-care te verbeteren.

9. Digital Natives > Gebruiken veel Social media & technology > tegelijk niet goed voor ze. > voor hun self-image > je gaat je vergelijken met anderen terwijl je eigenlijk naar

je eigen potentie moet kijken je zelf geluk.

10. Ambitieus, achievers, persoonlijke ontwikkeling staat voorop.


SCENARIO

DOELGROEP || ONDERZOEK

SCENARIO || ‘A VIRTUAL SELF-ESCAPE’

VR & AR ARE USED TO BUY NEW STUFF IN VIRTUAL SHOW

DIGITAL CLOTHING BECAUSE A LOT OF PEOPLE

SELF-CARE MOVEMENT VITAMINS

ROOMS/ STORES, CRYPTOCOINS ARE INCORPORATED IN

ARE & SHOP ONLINE, WON’T WASTE RESOURCES &

TO BOOST IMMUNE SYSTEM, ROBOT

VR GLASSES TO BUY PRODUCTS

MATERIAL. ONLY PRODUCE BY DEMAND

ROBOTS AT HOME TO COMBAT

PRODUCES VITAMINS BASED ON FACE &

DIGITAL LONELINESS

EYE SCAN, TECH IS LINKED TO HEALTH

GENDER HAS BEEN REMOVED FROM THE ID-CARDS

AND EVERYONE IS REALLY AN INDIVIDUAL. DIFFERENT

BOUNDARIES BETWEEN MEN & WOMEN ARE VANISHED

BEHAVIOR, OPINIONS & IDENTITIES, PEOPLE ARE THE

IN THE WORKING FIELDS. THEY GET PAID THE SAME

SELF-CUSTOMIZED INNOVATIVE HOUSES, FULL OF

MOST UNIQUE VERSION OF THEMSELVES

HIGH-SPEED TECH, ALEXA IS INCORPORATED IN

HOUSING CONSTRUCTION

MENTAL HEALTH IS IMPORTANT DUE TO THE BURN-

OUTS THROUGH THE HIGH PERFORMANCE SOCIETY

FAST-PACED SOCIETY HAS MADE CONNECTIONS BETWEEN

BIG DISADVANTAGE = TOUCH HUNGER,

PLACES & SERVICES FASTER & MORE DEVELOPED.

ONLINE GAME TO MEET PEOPLE/ USED BY

PEOPLE CRAVE FOR PHYSICAL

WE HAVE FLOATING TRAINS, DRONES

PSYCHOLOGISTS FOR SESSIONS

& ELECTRIC VEHICLES. DRONES ARE USED FOR PICK-UP

3D PRINTERS ARE INCORPORATED IN THE

SERVICES AND CARS CAN DRIVE THEMSELVES

HOUSES: PRINT FOOD & CLOTHES

PEOPLE ALL OVER THE WORLD ARE

EASILY TO CONNECT WITH THROUGH THE

HIGH PERFORMANCE SOCIETY THROUGH HIGH

SELF-CARE PROGRAM ON VIRTUAL REALITY

DIGITALIZATION

INVESTMENTS IN HIGH-QUALITY EDUCATION

GLASSES, YOU CAN ESCAPE THE REAL WORLD

AR MIRROR TO SCAN YOUR FACE AND SEE WHICH

ENGLISH GETTING MORE IMPORTANT THEN

AND FLEXIBLE AT HOME EDUCATION & WORK

AND GO TO ANOTHER DIMENSION FULL OF REST &

CREAM YOU NEED AGAINST TO MUCH SCREEN TIME

THROUGH TECHNOLOGY

WAAROM PAST DEZE DOELGROEP IN

HET SCENARIO?

Deze doelgroep past in het scenario

omdat dit de doelgroep is die de Corona-

Crisis echt goed heeft meegekregen

en ging inzien tijdens deze pandemie

dat self-care erg belangrijk voor ze is

doordat de maatschappij een soort

van ‘langzamer werd’ en je in je vrije

tijd meer tijd overhield om aan jezelf

te werken. Daarom is deze doelgroep

gaan inzien dat ze in de toekomst meer

self-care wilde gaan toepassen op hun

eigen leven en ze heroverwogen dit

gegeven dus. In mijn scenario is de

self-care movement hoog en zijn er

allerlei technologische tools om dit te

verbeteren. Het scenario geeft deze

doelgroep dus de mogelijkheid om hun

in hun self-care behoefte te voorzien.

MERK

FILLING PIECES || INNER CHARACTERISTICS

VISION:

We envision a world where boundaries are transcended and cultures are united by creativity.

MISSION:

To be a meaningful brand that inspires creativity and meaningful change by creating quality products at a noble price point. Bridging

gaps, using design and style as a universal language that includes all.

BRAND VALUES:

01.PASSION

Everything you do should be from the heart.

02.AMBITION

Dare to chase your dreams. Articulate your goals and gather likeminded spirits around you.

We aspire to inspire, motivate and help others grow.

Continue the entrepreneurial spirit within personal growth and ambition.

03.TRANSPARENCY

Have a open and honest relationship between each other, where there is no space for negativity.

04.DIVERSITY

Embracing others with all their own unique personality , opposing perspectives and different opinions.

Learn from each other.

05.FULFILLMENT

Happiness and satisfaction, each one of us should be enabled to fully develop one’s potential on personal and business level.

06.PRIDE & JOY

Celebration of succes and appreciation of all that we achieve(d). Work with joy and playfulness while holding on to our

dreams and ambition.

07.WARMTH

The sum of our kind and candour behaviour towards each other and others.

08.AUTHENTICITY

The freedom to be yourself, to be real and honest.

09.CREATIVITY

The spirit of thinking out of the box with regard to design, innovation and problem solving

10.TEAMWORK

Operating as a top sport team and tribe to achieve common goals.

PRODUCTS & SERVICES:

1. SIGNATURE FOOTWEAR

2. INNOVATION FOOTWEAR

3. READY TO WEAR (MEN&WOMEN)

4. ACCESSORIES

5. EVENTS & ACTIVATIONS

MARKETSEGMENT:

Affordable luxury to fair price for everyone (except kids).

COMPETITORS:

Competitive environment: COMMERCIAL:

Nike - adidas - Common Projects - Axel Arigato - ARKK- KITH - Eytys - ETQ (nl) - Mason Garments (nl) - nubikk

Competitive environment INNOVATION:

Balenciaga - Prada - Louis Vuitton - Stone Island - Off White - ACNE - Raf Simons - Supreme - Alyx - A Cold Wall - Rhude - John Elliot - Heron Preston

- Palm Angels - Daily Paper - The New Originals - Bonnesuits

VISUAL IDENTITY & TONE OF VOICE

LOTS OF CAPITALS

SANS SERIF

BLACK & WHITE

BOLD &

POWERFUL

LOGOS

COMBI: STILLS,

PEOPLE, ART &

INTERIOR

MINIMALISTIC

COLORS

CULTURAL

ORIENTATED

FRESH/BRIGHT

& CRISP TONES

MINIMALISITC DESIGN

INNOVATIVE

& PLAYFUL

CULTURAL

PRINTS

POPPING &

CREATIVE/

EXPERIMENTAL

CHANGE-

MAKERS /

ACTIVISTS

EMPOWERING, UPLIFTING &

ACTIVISTIC TONE OF VOICE

TO THE

POINT/

MINIMAL

SOME

BRIGHTS

WAAROM PAST DEZE DOELGROEP BIJ HET

MERK?

Deze doelgroep past bij het merk omdat het

heel erg past bij de ‘change-makers’ visie van

Filling Pieces. Deze doelgroep is erg gericht

op klimaat verandering, maximale zelfonplooiing

en inclusiviteit. Deze gegevens

passen erg bij Filling Pieces. Verder is dit

de grootste generatie en meest diversie

generatie ooit, wat past bij het inclusieve

gevoel dat Filling Pieces voor iedereen is.

Deze generatie zit vol ambitie en passie,

wat uit onderzoek blijkt. Dit past letterlijk

bij de twee belangrijke waarden van Filling

Pieces ‘Ambition’ & ‘Passion’. Deze generatie

gaat voor eerlijke producten en houdt van

transparantie dit zijn twee dingen die Filling

Pieces erg biedt. Ze willen zich op een

duurzame en transparantie manier uiten.

Verder willen de millenials bij een merk kopen

als het echt een visie heeft en het echt iets

toevoegt aan hun leven. Filling Pieces toont

met hun visie en missie verbinding met hun.

CONCEPT

WAAROM PAST DEZE DOELGROEP BIJ HET

PRODUCT/CONCEPT?

Dit product past erg bij de doelgroep en waarom?

Uit onderzoek blijkt dat zij bepaalde struggles

hebben, de digitalisering en sociale media zorgen

voor een lager zelfbeeld door constante vergelijking

met anderen. Het is de meest gestresste generatie

door prestatiedruk vanuit allerlei kanten en

een generatie met hoge verwachtingen. Ze zijn

ambitieus, achievers, gericht op hun ontwikkeling,

change-makers en geinteresseerd in wereldlijke

problemen als klimaar verandering en inclusiviteit.

Ze geven verantwoordelijk hun geld uit en denken

na voordat ze iets aanschaffen en het zijn digital

natives. Ze verlangen naar innerlijke rust maar

weten vaak niet welke stappen ze moeten zetten

om daar te komen. Ze willen een holistische

aanpak van merken, alles op een eerlijke manier.

En ze zijn geinteresseerd in self-care gadgets. Mijn

product past bij hun struggles en verlangens en

ook bij hun gedrag. Dit product zal hun een gadget

geven om te kunnen ontspannen in tijden van een

stressige periode, passend bij hun waarden en bij

de waarden van Filling Pieces.


DOELGROEP || SPHERE DOELGROEP

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Value proposition sphere

pain/obstacle/struggle/etc.

Target group

Tasks/actions

/behavior

Whish/hope/desire/etc.

PAIN/ OBSTACLES/ STRUGGLES

1. De digitalisatie en social media zorgt voor een lager zelfbeeld, omdat zij zich erg

vergelijken met anderen.

2. Meest gestresste generatie met hoogste aantal burn-outs door prestatiedruk vanuit

studie, carrière, geldzaken en familie.

3. Hoge verwachtingen van de generatie die alles moet ‘wederopbouwen’

TASKS/ ACTIONS/ BEHAVIOR

1. Ambitieus, achievers, persoonlijke ontwikkeling staat voorop

2. Change-makers, geïnteresseerd in wereldproblemen als klimaatverandering en houden

van eerlijke producten.

3. Verantwoordelijk in hun koopgedrag en denken na voordat ze iets aanschaffen (en

nemen reviews door).

4. Digital natives (technology & social-media).

WHISH/HOPE/DESIRE

1. Willen innerlijke rust (droom), maar weten niet hoe ze daar moeten komen. Welke

stappen moet ik nemen? Iemand nodig die de kloof erkent en hen helpt de stappen te

zetten om hun doelen te bereiken.

2. Willen een holistische aanpak van merken, ervaring maar ook passend bij hun mening

en waarden. Op een eerlijke manier.

3. Opzoek naar gadgets die hun self-care kunnen verbeteren.


MAKING SKILLS


TS1 || MAKING SKILLS || OPDRACHT 1

STARTPUNT

TRANSFORMEREN NAAR

2 ANDERE VORMEN

Ik zou dit gebruiken als een jus potje

Gemaakt van goud > Alladin

Ik zou dit gebruiken als waterkaraf / waterkaraf. Leuk om hem in je

interieur te zetten want de karaf leunt op zijn houder en heeft deze

rare vorm. Dit is een mooie karaf van beton > Stone Aged people


TS1 || MAKING SKILLS || OPDRACHT 2

DE MINIMALIST

DE SPAANSE OMA

DE ENERGIEKE EXTRAVERT

DE RUSTIGE MOEDER

CONCLUSIE

Ik heb vandaag geleerd

dat bepaalde kleuren &

materialen gekoppeld

zijn aan bepaalde

gevoelskenmerken,

zoals dat de kleur oranje

echt staat voor energie

en hoe beton past bij

een minimalist. Zo

weet ik hoe ik bepaalde

kleuren & materialen

kan gebruiken voor mijn

eigen prototype.


CREATIVE WRITING


TS2 || CREATIVE WRITING || LES

CREATIVE WRITING TOOLSHOP 2 || HUISWERK

1. SOURCE

SOCIOLOGICAL

Ficheroux, T., 2020. High levels of study-related stress and work pressure throughout the corona

crisis. Erasmus Magazine, [online] Available at:<https://www.erasmusmagazine.nl/en/2020/05/18/

high-levels-of-study-related-stress-and-work-pressure-throughout-the-corona-crisis/> [Accessed

3 October 2020].

2. Stress, werkdruk en psychologische problemen zijn sinds de Corona Crisis toegenomen onder

studenten door het isolement van thuiswerken.

3. Deze bron is belangrijk omdat ik in mijn scenario met technologische tools inspeel op de selfcare

beweging die is ontstaan uit dit probleem.

———

GEHEEL —>

- Digitale mode

- Uitgesproken vormen en kleuren

- Technologie gebruiken in mode

- Online mannequin

- Het lijkt net dat de modellen links iets aan het bezichtigen zijn of aan het wachten zijn voordat

ze de runway op mogen.

- Dit was volgens mij een AMFI student die meedeed met Amsterdam Fashion Week

- Digitale mixen met het fysieke van kleding

- Het doet me denken aan het verkeer, groen, rood, oranje, stoplichten en verkeersborden

BIJSCHRIFT

1. Wat zie je in de afbeelding? Vorm, kleur,

materiaal

2. Wat voor associaties roept het beeld bij je

op ? Waar doet het je aan denken

3. Onderzoek > wat bedoelt de maker van

het beeld

4. Wat vind je inspirerend aan het beeld?


TS2 || CREATIVE WRITING || LES

De afstudeercollectie van AMFI’s Fashion & Design student Iris van Wees getoond tijdens

Amsterdam Fashion Week. Een spannende mix is door dit talent gecreëerd door het fysieke te

combineren met digitale tools als 3D designing en augmented reality. Digitale en grafische

vormen, opvallende kleuren en PVC resten van festivals en events worden gecombineerd om een

spraakmakende collectie te realiseren.

-Het leest lekker weg, fijne schrijfstijl

- Alle informatie word lekker kort maar

krachtig verteld

- Goede uitsmijter op het einde

WELK NUMMER —> 9

DOELGROEP: Een jurist

Ook vaak last van stress en vermoeidheid door uren wetten door te nemen en te

ordenen, vraagstukken te analyseren en het gebruiken van vonnissen,

classificaties en theorieën? Maak kennis met het nieuwe reflexologie gadget

van Filling Pieces, een voetomhulsel dat de belangrijkste triggerpoints in je

voeten stimuleert om jezelf te ontspannen en je cortisol te verlagen. Dit product

zal er voor zorgen dat je na een lange en drukke werkdag het evenwicht tussen

je lichaam en geest weer kan herstellen.

CONCLUSIE /

WAT HEB IK GELEERD?

Ik heb vandaag tijdens de tweede

les van Creative Writing geleerd

dat hoe ik mijn concept kan

pitchen aan een aangewezen

doelgroep. Ik kreeg de doelgroep

‘de jurist’. Ik heb hierbij gekeken

naar de kernmerken van de jurist

die ik zou kunnen gebruiken als

stressfactor in hun dagelijkse

leven. Op basis daarvan zouden

zij een hoge vraag kunnen hebben

naarm mijn product. Iedereen

ervaart namelijk stress op zijn

eigen manier.


PITCHEN


TS1 || PITCHEN || LES

PITCHEN

LIFE’S A PITCH. —> whole your life you are trying with arguments to convince other, for example to buy a

dog or to go longer to a school party.

1. Hamster

2. Stageplek dat ik graag wilde, daarna daar blijven werken

—> Vastleggen van consessies / middenweg

—> Het persoonlijk maken > het gebruiken van je kwaliteiten

—> Inspelen op de persoon waarmee je communiceert

—> Het publiek kennen en inspelen op hun voorkeuren

—> Overtuigen door argumenten

—> Goede openingszin waarmee je het publiek betrekt

1. Making it personal, using your ‘skills’ to convince someone to take you for example for a job

opportunity. Why they couldn’t miss that

2. Responding to the person you are communicating with, knowing the person you are talking with and

their values and look how your idea fits their values.

3. An interesting question to open your pitch to involve/interact your public.

—> Je moet opletten welke woorden je gebruikt, dat je opvalt en specifiek bent, niet woorden gebruiken die

heel algemeen en vaak gebruikt woorden zoals ‘sustainability’, anders word het saai en houden mensen

hun aandacht niet vast.


TS1 || PITCHEN || LES

OPENING TECHNIEKEN

1. Provocatief statement over een thema of concept.

2. Linken aan een ‘current affair’, iets wat erg in het nieuws te zien is (bvb ‘Burn-Outs nemen steeds meer

toe door de digitalisering’).

3. Een vraag voor het publiek > ooit nagedacht dat dit en dit kon helpen tegen stress en vermoeidheid?

4. Kort, catchy uitleg van het probleem van je doelgroep.

5. Uitleg over een wereld waarin het probleem opgelost is, stel je voor een wereld zonder stress en

vermoeidheid.. etc.

6. Persoonlijke anecdote.

7. Visuele ‘prop’ die aantrekkelijk is voor het publiek.

—> zoek voor een ‘catchy’ openingszin dat het publiek aantrekt.

PREPARING

1. Ken je merk goed

2. Ken het probleem als ze iets niet doen

3. Ken de mensen waar je aan pitcht

4. Ken je goal van je pitch

5. Weet waarom je concept hun helpt, een solution

6. Ken je pitch goed uit je hoofd

7. Oefen Oefen Oefen!

CONCLUSIE /

WAT HEB IK GELEERD?

Ik heb vandaag tijdens de eerste

les van Pitchen geleerd hoe ik het

beste kan werken met openings

technieken voor een pitch om

de aandacht vast te houden van

de luisteraar. Ook heb ik een

toevoeging gekregen op cliches

wat we hadden behandeld tijdens

Creative Writing, ik snap nu dat ik

authentiekere en spannendere

woorden kan gebruiken voor

woorden als ‘sustainable’ en

‘innovatie’ omdat dat best

algemeen is. Ik zal dit dan ook

gaan toepassen op mijn eigen

pitch.


BIJGEWERKTE

PRINT-OUTS/SPHERES


SPHERES || VALUE PROPOSITION

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Value proposition sphere

Pain reliever

Products/

services/etc.

Value proposition

(concept & prototype)

Benefit generator

PRODUCT/ SERVICE:

ACUPRESSURE ‘OMHULZOOL’

Dit is een zacht & flexibel cover op basis van een techniek: de oosterse geneeswijze acupunctuur. Reflexologie en

acupunctuur berusten op het oude Chinese geloof in qi (uitgesproken “chee”), of “vitale energie”. Volgens dit geloof

stroomt qi door elk persoon heen. Wanneer een persoon zich gestrest voelt, blokkeert zijn of haar lichaam ‘qi’.Dit

kan een onevenwichtigheid in het lichaam veroorzaken die leidt tot ziekte. Acupunctuur heeft als doel om qi door het

lichaam te laten stromen, waardoor het in balans blijft en ziektevrij. In de Chinese geneeskunde komen verschillende

lichaamsdelen overeen met verschillende drukpunten op het lichaam. Acupuncturisten gebruiken kaarten van deze

punten in bv. de voeten om te bepalen waar ze druk moeten uitoefenen. Deze cover triggert punten in je voeten

die gelinkt zijn aan stress, vermoeidheid en hoofdpijn (de drie grootste kwaaltjes van de doelgroep). Doordat deze

cover deze punten stimuleert ontstaat er weer een gezonde stroming van ons innerlijke QI. Deze cover brengt weer

evenwicht tussen lichaam en geest in tijdens van stress & druk. Dit product is overal te gebruiken, bijvoorbeeld

tijdens werk of na het werk als je thuis op de bank neerploft en het past in alle schoenen. Je kunt dit product dus

overal gebruiken wanneer je maar wil. Deze techniek is erkend door mijn acupuncturist, het werkt dus echt.

BENEFIT GENERATOR:

Herstelt de balans tussen lichaam en geest, verbetert je stemming, verbetert je energie, verbetert de houding,

gepersonaliseerd door de technologie, verbetert de functionaliteit, tijdbesparend.

PAIN RELIEVER:

Verlicht de stress, vermoeidheid en hoofdpijn door de hoge druk, de snelle snelheid van de samenleving en de

digitalisering. Verbetert je stemming in een wereld van touch-hunger, want het laat je de balans tussen emoties

en lichaam terugwinnen. Het verlicht je slechte humeur. Mensen hebben het druk en hebben niet veel tijd om

bijvoorbeeld naar te gaan, we brengen de oosterse geneeswijze naar de mensen toe, ze

kunnen het gebruiken wanneer ze maar willen. Er zijn veel sneakers die er echt leuk uitzien aan de buitenkant maar

de binnenkant is gewoon te strak of te hard, deze gepersonaliseerde cover zorgt voor een ‘walking on clouds

feeling’. Dit alles zorgt voor een betere gemoedsrust.


SPHERES || OPPORTUNITY MAP

OVERARCHING CONCEPT:

1E IDEE >

FUNCTIONAL: Personalized, Multi-disciplinaire / multi-faceted, Ergonomisch EMOTIONAL: Relaxed yet energetic, Harmony, Joy, Holistisch

VISIE:

Wij geloven in een wereld waar persoonlijke levensvreugde voorop staat.

MISSIE:

Het mogelijk maken om jouw energieke potentie volledig te ontwikkelen door het overbruggen van persoonlijke elementen van binnen naar

buiten.

BENEFITS:

Herstelt de balans tussen lichaam en geest, verbetert je stemming, verbetert je energie, verbetert de houding, gepersonaliseerd door de technologie,

verbetert de functionaliteit, tijdbesparend.

REASONS TO BELIEVE:

1. SCENARIO > In deze wereld is de digitalisering super hoog en hebben we VR, AG, AI en 3D-printers, waardoor het product gemakkelijk te

maken is. Ook word er veel gegeven om self-care en technologie en nieuwe technieken worden daardoor toegepast om self-care te bevorderen

en te verbeteren onde de mensen. Verlicht de stress, vermoeidheid en hoofdpijn door de hoge druk, de snelle snelheid van de samenleving en

de digitalisering. Verbetert je stemming in een wereld van touch-hunger, want het laat je de balans tussen emoties en lichaam terugwinnen. Het

verlicht je slechte humeur. Mensen hebben het druk en hebben niet veel tijd om bijvoorbeeld naar acupunctuur/reflexoloog te gaan, we brengen

de oosterse geneeswijze/ reflexologie naar de mensen toe, ze kunnen het gebruiken wanneer ze maar willen. Er zijn veel sneakers die er echt

leuk uitzien aan de buitenkant maar de binnenkant is gewoon te strak of te hard, deze gepersonaliseerde binnenzool ‘omhulsel’ zorgt voor een

‘walking on clouds feeling’. Dit past sterk bij de individuele maatschappij in het scenario, de vraag naar personalisatie van producten is daardoor

hoog. Dit alles zorgt voor een betere gemoedsrust in een prestatiemaatschappij.

2. THE BRAND > The brand Filling Pieces overbrugt gaten. Dit concept overbrugt gaten tussen innerlijke lichaams elementen om weer in balans

te komen. Het overbrugt ook verschillende disciplines zoals technologie, gezondheid en mode. Het voegt ook ‘Oosterse geneewsijze’ samen

met een innovatief westers product, zodat het een brug slaat tussen verschillende werelden. Dit past bij Filling Pieces, omdat ze zeggen dat we

dingen moeten samenvoegen om kloven te overbruggen en alleen dan kunnen we iets nieuws creëren. Het past bij hun visie ‘’We zien een wereld

waarin grenzen worden overschreden en culturen worden verenigd door creativiteit’’ > we voegen de oosterse wereld samen met de westerse

wereld met een creatief en innovatief product. Het past ook bij hun waarden ‘ambition’ binnen persoonlijke groei, omdat dit product helpt om de

beste versie van jezelf te zijn, ‘fulfillment’ omdat je met dit product gelukkig en tevreden kunt worden en het je mindfulness potentie en persoonlijke

ontwikkeling kan verbeteren. En het past ook bij hun waarden ‘authenticity’, ‘transparency’, ‘pride & joy’ en ‘creativity’.’ Dit product maakt het

merk Filling Pieces functioneler en waardevoller in deze wereld waar self-care is samengevoegd met technologie en er een grote vraag is naar

self-care producten, voor lichaam en geest.

CHANGE TO LEAD:

Dit product geeft de doelgroep de mogelijkheid om het evenwicht tussen lichaam en geest te hervinden in een snelle samenleving met veel druk,

technologie en burn-outs, waar het evenwicht gemakkelijk verloren gaat.

TARGET GROUP:

‘For everyone’. > All sexes, religious, ethnicities. ‘Millennials’ (22-40)

Ambitious, Achieving, Change-Maker, Love Challenge and growth, personal development important, Bold, Interested in the Global aspects,

thoughtful & responsible (sustainable), Digital, Anxiety & Burn-Outs, High pressure and high level op stress.


SPHERES || DOELGROEP

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Value proposition sphere

pain/obstacle/struggle/etc.

Target group

Tasks/actions

/behavior

Whish/hope/desire/etc.

DE MILLENNIALS

PAIN/ OBSTACLES/ STRUGGLES

1. De digitalisatie en social media zorgt voor een lager zelfbeeld, omdat zij zich erg

vergelijken met anderen.

2. Meest gestresste generatie met hoogste aantal burn-outs door prestatiedruk vanuit

studie, carrière, geldzaken en familie.

3. Hoge verwachtingen van de generatie die alles moet ‘wederopbouwen’

TASKS/ ACTIONS/ BEHAVIOR

1. Ambitieus, achievers, persoonlijke ontwikkeling staat voorop

2. Change-makers, geïnteresseerd in wereldproblemen als klimaatverandering en houden

van eerlijke producten.

3. Verantwoordelijk in hun koopgedrag en denken na voordat ze iets aanschaffen (en

nemen reviews door).

4. Digital natives (technology & social-media).

WHISH/HOPE/DESIRE

1. Willen innerlijke rust (droom), maar weten niet hoe ze daar moeten komen. Welke

stappen moet ik nemen? Iemand nodig die de kloof erkent en hen helpt de stappen te

zetten om hun doelen te bereiken.

2. Willen een holistische aanpak van merken, ervaring maar ook passend bij hun mening

en waarden. Op een eerlijke manier.

3. Opzoek naar gadgets die hun self-care kunnen verbeteren.


WEEKCONCLUSION WEEK 8

WAT GING GOED?

Deze week was een drukke week vol met experimenten en keuzes. Tijdens de Workshop heb ik op

basis van feedback een keuze kunnen maken voor welk idee ik ga. Ik ga voor het eerste idee, de

acupunctuurzool. Ook tijdens de Toolshop Atelier kreeg ik te horen dat dit het beste idee was, ook

weet ik nu dat ik het idee moet testen bij het publiek. Dit heb ik gedaan door veel te experimenteren

en dit te testen. Ik kwam erachter dat ik de vorm iets moest veranderen zodat ik aan de wensen van

mijn doelgroep kan voldoen. Voor het Algemene Concept heb ik nu eerste ideetjes uitgewerkt om hier

volgende week feedback op te krijgen. Verder heb ik een Doelgroep gezocht die bij mijn idee past,

dit heb ik kunnen uitwerken met research en met de doelgroep sphere. Tijdens de Toolshop Making

Skills heb ik geleerd dat bepaalde kleuren en materialen een bepaald karakter uitstralen. Ik zal dit

meenemen naar mijn uiteindelijke prototype zodat ik de juiste waarden uitstraal met kleur vorm en

materiaal. Ik heb vandaag tijdens de tweede les van Creative Writing geleerd dat hoe ik mijn concept

kan pitchen aan een aangewezen doelgroep. Ten slotte heb ik tijdens de Toolshop Pitchen geleerd

hoe ik het beste openingszinnen kan gebruiken en hoe ik weg kan blijven van cliches.

WAT KAN BETER?

Voor volgende week wil ik dieper ingaan op mijn doelgroep en op mijn concept. Ik vraag mij af of ik

met mijn concept wel het geheel omvat van wat ik bedoel, ik zal hier dan ook volgende week feedback

op vragen. Verder vraag ik mij af of mijn doelgroep te breed is of dat dit al specifiek genoeg is, ik zal

tijdens de workshop en atelier van volgende week hier ook feedback op vragen.

LEERDOEL VOOR VOLGENDE WEEK

Voor volgende week wil ik feedback hebben gevraagd over mijn concept & doelgroep om deze twee

te kunnen afronden. Verder wil ik mijn doelgroep en mijn concept visualiseren om de informatie

duidelijker te maken aan de lezer.

WAT GELEERD? / HEB IK EEN LEERDOEL BEHAALD?

1. Voor de volgende fase wil ik in plaats van direct vast te houden aan één idee, minimaal 3 verschillende

(concept) experimenten/ ideeën bedenken voordat ik een richting kies. Op deze manier heb ik meer

geëxperimenteerd en ben ik niet bij het eerste idee gestopt.

> Ik heb al veel gexperimenteerd met mijn idee, ik heb low-fidelity prototypes gemaakt door te tekenen

en door met cardboard dingen in elkaar te zetten. Ik heb dit ook al getest bij het publiek en weer een

nieuwe versie gemaakt. Ik denk dat ik goed bezig ben in mijn experimenteer fase. Ik wil dit volgende

week nog meer gaan doen om tot uiteindelijk een goed eind prototype te komen.

2. ‘‘Voor de volgende fase wil ik proberen om soms mijn structuur los te laten om meer te kunnen

experimenteren, misschien leidt dit tot meer inzichten.’’

> Ik ben binnen mijn structuur wel losser in het gedeelte van het experimenteren. Ik ben erg gericht op

dit gedeelte van het project, maken, proberen, testen,falen en opnieuw maken, proberen en testen. Ik

ben goed opweg om dit leerdoel te behalen.

3. Je bent in staat om authentieke en gedurfde keuzes te maken voor een merk op basis van eerder

onderzoek.

> Ik heb dit leerdoel behaald, ik maak authentieke en gedurfde keuzes voor het merk Filling Pieces op

basis van mijn eerder onderzoek over self-care. Ik denk dat ik een spannende combinatie maak tussen

mode, technologie en gezondheid, iets wat nog niet veel wordt gedaan.


WEEK 9


WORKSHOP


WS8 || FEEDBACK OP PROCESBOEK

WOS 3_ tip/top form Xana van Fabienne

Student has produced and tested multiple ideas and experiments

visual, tactile and/or written communication

Where/how does this show?

Ja dit is duidelijk te zien. Je had veel ideeën en

ik denk dat je een hele interessante hebt

gekozen. Je hebt het idee al afgelegd bij de

doelgroep en hierna verbeterd.

What would make this even better?

Ik denk dat je als enige misschien je doelgroep

zelf nog zou kunnen spreken: interviewen. Dit

zal je nieuwe inzichten geven en erg helpen je

concept iets specifieker te vormen.

Decisions are based on research and relate to “reconsider”, the brand and the scenario

Where/how does this show?

Je hebt je eigen onderzoek gebruikt (interview

uit research fase). Door dit te gebruiken voor

Filling Pieces heb je een bruggetje gemaakt

naar je scenario.

What would make this even better?

Je doelgroep misschien toch iets aanscherpen,

nu is hij vrij breed. Ik snap dat dit past bij je

concept en scenario, maar misschien kan je een

doelgroep als ‘overarching doelgroep’ nemen.

Decisions help the brand to obtain a relevant and strong position in the future

Where/how does this show?

Al je beslissingen komen overeen met je

scenario, doelgroep en merk. Je blijft deze drie

in overweging nemen en dit zie je duidelijk in je

procesboek terugkomen.

What would make this even better?

Zie hierboven. Meer heb ik niet aan te merken

op je research.

Student formulates innovative views and makes daring, authentic choices

WOS 3_ tip/top form PROCESBOEK

Student has produced and tested multiple ideas and experiments

visual, tactile and/or written communication

Where/how does this show?

Veel verschillend soort experimen, je

procesboek is ook duidelijk te volgen.

What would make this even better?

Mijn god ik zou dit echt niet weten. Ik

kan echt veel leren van jouw pb.

Misschien waken dat je geen

tunnelvisie creëert?

Decisions are based on research and relate to “reconsider”, the brand and the

scenario

Where/how does this show?

. Relevant voor merk, maar ook zeker

scenario.

What would make this even better?

Misschien kun je jezelf testen met

waarom dit pas over 10 jaar op de

markt komt, wat kan het het meest

innovatief maken?

Decisions help the brand to obtain a relevant and strong position in the future

Where/how does this show?

Zeker relevant,

What would make this even better?

Je kunt onderzoeken welke

communicatie hier het beste bij past

om zo een sterke positie voor FP te

creëren. Tip -> Kijk naar mogelijke

concurrenten in de toekomst.

Student formulates innovative views and makes daring, authentic choices

Where/how does this show?

Je hebt dit prototype heel persoonlijk

gemaakt. Je keuzes zijn te begrijpen en

heel innovatief. Je gebruikt een methode die

al bestaat, maar maakt het innovatief door

het te koppelen aan Filling Pieces en het

scenario.

What would make this even better?

Bij je concept heb je onder je missie iets

gezegd over Westerse en Oosterse

combineren: Misschien is Rituals

interessant voor inspiratie: zij hanteren

dezelfde missie.

Om je concept iets uitdagender te maken

kan je misschien met dit contrast verder

werken: contrasten maken concepten sterk

en uniek.

Where/how does this show?

In experiment maak je keuzes die goed

onderbouwd zijn.

What would make this even better?

Het oogt erg duidelijk, als ik iets moet

verzinnen is het misschien om te

werken met een duidelijke legenda, zo

kun je kleurtjes kiezen die specifiek

voor bijvoorbeeld belangrijke

keuzemomenten zijn.

Wauw wat heb jij enorm veel onderzoek gedaan al! Super goed :)!

Student has produced and tested multiple ideas and experiments

visual, tactile and/or written communication

Where/how does this show?

Veel experimenten en testen binnen

jouw idee. Niet heel veel buiten dit idee

en geëxperimenteerd met andere

ideeën. Wel goed dat je goed keuzes

kan maken en verder bent gegaan met

dit because i like it very much.

What would make this even better?

Experimenteer met hoe je het

uiteindelijk wil gaan tekenen/

experimenteren.

Misschien een infographic video? met

digitale 3d tekeningen?

Decisions are based on research and relate to “reconsider”, the brand and the

scenario

Where/how does this show?

Enorm geïnspireerd door jouw

uitgebreide en goed volgende

procesboek.

What would make this even better?

Onderbouw alles ook goed met met

wetenschappelijk bronnen. Juist als het

gaat om gezondheid willen mensen dat

het bewezen is of van betrouwbare

sources komt.

Decisions help the brand to obtain a relevant and strong position in the future

Where/how does this show?

Zo tof hoe je geneeskunde en

healthcare combineert met mode.

Volgens Mij wordt dat nog weinig

gedaan dus brengt veel waarde aan

het merk in de toekomst.

What would make this even better?

Ik denk dat personalisatie ook iets is

wat het meer waarde geeft. Iedereen

heeft weer andere wensen en kwaaltjes

dus misschien kan je diverse opties

doen met verschillende trigger points

Student formulates innovative views and makes daring, authentic choices

Where/how does this show?

Ik heb dit nog nooit gezien en vind het

tof hoe je aan dit idee je eigen stijl

toevoegt en vind het nice dat innovatie

hier wordt gekoppeld met healing en

gezondheid ipv zoals altijd technologie

en VR.

What would make this even better?

Misschien een idee om twee varianten

te doen een om te relaxen en

distressen (after workday) en een om

te activeren en stimuleren (before and

during workday). Dat zou ik namelijk

graag willen. Ik wil relaxen en healen

maar ook op de momenten als ik

unmotivated ben worden geactiveerd

en energie krijgen.

WAT GEDAAN IN DE LES?

Vandaag hebben we gekeken naar elkaars

processboek en elkaar beoordeeld op een

aantal competentie punten.

CONCLUSIE/ WAT BLIJKT UIT MIJN PB?

WAT GAAT AL GOED?

- Veel ideeen verzameld en mee gexperimenteerd, op basis

daarvan de beste gekozen.

- Bij de doelgroep getest en daarop aangepast.

- Ik heb mijn eigen pre-researh goed gebruikt, het interview

met mijn acupuncturist.

- Ik maak een goede brug tussen merk, scenario en product

op basis van onderzoek.

- Het prototype is heel persoonlijk en innovatief door een

bestaande methode te koppelen aan Filling Pieces.

- Procesboek is duidelijk te volgen.

WAT KAN IK VERBETEREN?

- Je doelgroep kan specifieker, hij is nu nog te breed, dit

aanscherpen.

- Ik zou mijn algemene concept spannender kunnen maken

door te kijken naar de contrasten binnen mijn product

(oosters & westers, verschillende diciplines etc.)

- Bekijken welke communicatie het beste bij Filling Pieces

past.

- Experimenteer met hoe je dit uiteindelijk wil gaan tekenen,

misschien infographic video? Met digitale 3d-tekeningen.

- Alles onderbouwen met wetenschappelijke bronnen & je

acupuncturist zodat het betrouwbaar is.

- Diverse opties doen met verschillende kwaaltjes, als het

een gepersonaliseerd product wordt.


WS8 || VRAGEN OVER HET PROCESS

VRAGEN

De mensen die het meeste stress ervaren zijn de millenials, hier wil ik op

inspelen. Is dit als doelgroep te breed? Hoe zou ik dit specifieker kunnen

maken, ik vind dit lastig.

FEEDBACK VAN MIJN MEDESTUDENTEN:

- De Millenials kan je ‘Algemene Doelgroep’ zijn en daaronder vallen dan

meerdere takken, welke tak past het best bij jou concept?

- Doelgroep spreken om te kijken welke personen er allemaal bestaan

en welke richting ze bvb belangrijker vinden zoals lichaamsverzorging of

mentaleverzorging, dan heb je dus al twee verschillende mensen.

- Bedenken welke typetjes je al kent binnen de millennials en probeer

minimaal 3 verschillende te bedenken en daar een bio bij te schrijven.

- Op Brightspace staan doelgroep uitlegfilmpjes, deze zou je kunnen

bekijken om tot een idee te komen.

NOG WAT FEEDBACK VAN DE DOCENTEN

- Je zou digitale rendertekeningen kunnen combineren met een

materiaalboekje waarin je het tastbare laat zien.

- Een prototype betekent dat het zo veel mogelijk af moet zijn, de

technologie bv. hoeft er niet in te zitten, want dat is vaak lastiger, maar

maak die technologie dan wel op een andere manier duidelijk.

CONCLUSIE? / WAT GA IK NU DOEN?

Voor mijn doelgroeponderzoek ga ik mij richten op het specifieker

maken van wat ik tot nu toe al heb ‘de millennials’. Ik ga dit doen door

ten eerste op Brightspace de videos over de doelgroep te bekijken

en daarna drie verschillende takken te creeren onder de millenials. Ik

zou dit kunnen testen door een interview te doen met mijn doelgroep.


WS8 || ATELIER | WEEKLY PLANNING

DEADLINES

WEEK 19: 18 JANUARI > DEADLINE CONCEPT & PROTOTYPE

WEEK 20: 26 JANUARI > EXPOSITIE

WEEK 20: 29 JANUARI > EINDASSESMENT

MAANDAG 30 NOV

- Maken huiswerk van Pitch

- Workshoples + vragen stellen over mijn process

- Gueslecture

WEEKLY PLANNING

DINSDAG 1 DEC

- Business Toolshop

- Toepassen feedback van workshop (doelgroep)

- Praten met acupuncturist over mijn product

WOENSDAG 2 DEC

- Pitch Toolshop

- Doelgroep verder uitwerken & enquete opstellen

- Algemene concept verder uitbreiden

DONDERDAG 3 DEC

- Expo Sprint

- Uitwerken antwoorden doelgroep enquete

VRIJDAG 4 DEC

- Atelier Toolshop

- Strategy & Concept Toolshop

- Algemene concept verder uitbreiden

- Verderwerken aan project daar waar nodig is (experiment)

ZONDAG 6 DEC

- Verderwerken aan project daar waar nodig is (nog te bepalen)

- Doelgroepbord/ Conceptbord af. Product al een duidelijke richting


KLEI TOOLSHOP


TS1 || KLEI TOOLSHOP

WAT HEB IK GELEERD?

Ik heb tijdens deze klei

toolshop geleerd wat de

verschillen zijn tussen

bepaalde vormen en hoe

ik dat kan toepassen op

mijn eigen prototype. Net

als de toolshop making

skills passen bepaalde

vormen bij een bepaalde

doelgroep en stralen ze een

bepaald karakter uit. Hier

moet je op letten als je klei

gaat gebruiken in je eigen

prototype. Ik zal deze skills

toepassen als ik klei ga

gebruiken voor mijn product.


DOELGROEP


DOELGROEP || SPECIFIEKER MAKEN

DOELGROEP CLIPS

BRIGHTSPACE

VIDEO1 || VERSCHIL TARGET AUDIENCE & TARGET GROUP

1. TARGET AUDIENCE >

Grootste groep mensen die de producten en services wille van het merk.

2. TARGET GROUP >

Specifiekere groep binnen deze grote groep mensen.

Ik kan zijn dat in mijn vorige doelgroep onderzoek ik me heb gericht op de ‘target audience’ de millennials.

Maar binnen deze grote groep zijn er ook verschillende ‘target groups’ te vinen. Ik zal dee specifiekre

doelgroep nu gaan onderzoeken. Welke zijn er en welke past het best bij mijn concept?

VIDEO2 || BELANGRIJKE VRAAGSTUKKEN DOELGROEP

1. FB-Stalking, familie/ huis/ interesses/ vrijetijdsbesteding.

2. Reddit > kijken naar de mensen die vragen stellen naar bepaalde producten.

3. Bellen met je doelgroep > begrijpen hoe hun leven echt is.

4. Wees specifiek over de karakteristieken (Hoe oud ben je?/ Waar leeft je doelgroep?/ Hoe promootje voor

deze doelgroep/ Op welke online apps/websites zitten ze?/ Welke influencers ze volgen )

VIDEO3 || TOOLS OM DOELGROEP TE DEFINIEREN

1. AMAZON > Kijken welke producten ze kopen.

2. Reviews bekijken van bijvoorbeeld boeken, kijken naar positieve & negatieve.

3. Ubersuggest > keyword research in jouw onderwerp, je kan zien hoeveel mensen het zoeken.

4. Customers conversations > enquetes.

VIDEO 4 || MIND MAPS


DOELGROEP || SPECIFIEK || ONDERZOEK

STARTVRAAG

In welke specifieke doelgroepen kan je de millennials onderscheiden?

Welke drie verschillende doelgroepen kan ik onderscheiden en welke van

die drie past het beste bij mijn product?

Brands & Innovation

FUTURE THINKING

Concept & prototype phase

Value proposition sphere

pain/obstacle/struggle/etc.

Target group

Tasks/actions

/behavior

STARTPUNT VAN

DOELGROEP ONDERZOEK

VORIGE WEEK

Whish/hope/desire/etc.

DE MILLENNIALS

PAIN/ OBSTACLES/ STRUGGLES

1. De digitalisatie en social media zorgt voor een lager zelfbeeld, omdat zij zich erg

vergelijken met anderen.

2. Meest gestresste generatie met hoogste aantal burn-outs door prestatiedruk vanuit

studie, carrière, geldzaken en familie.

3. Hoge verwachtingen van de generatie die alles moet ‘wederopbouwen’

TASKS/ ACTIONS/ BEHAVIOR

1. Ambitieus, achievers, persoonlijke ontwikkeling staat voorop

2. Change-makers, geïnteresseerd in wereldproblemen als klimaatverandering en houden

van eerlijke producten.

3. Verantwoordelijk in hun koopgedrag en denken na voordat ze iets aanschaffen (en

nemen reviews door).

4. Digital natives (technology & social-media).

WHISH/HOPE/DESIRE

1. Willen innerlijke rust (droom), maar weten niet hoe ze daar moeten komen. Welke

stappen moet ik nemen? Iemand nodig die de kloof erkent en hen helpt de stappen te

zetten om hun doelen te bereiken.

2. Willen een holistische aanpak van merken, ervaring maar ook passend bij hun mening

en waarden. Op een eerlijke manier.

3. Opzoek naar gadgets die hun self-care kunnen verbeteren.


DOELGROEP || SPECIFIEK || ONDERZOEK

BRON: https://www.latimes.com/

california/story/2020-04-22/

the-enneagram-9-types-mindfulness-self-awareness

INTERESSANT ARTIKEL

Onder de millennials is het

echt een ding geworden om te

vinden wie je echt bent, gelinkt

aan de persoonlijkheidstest ‘The

Enneagram’, welke ben jij? Het

gaat over je sterkere en zwakker

punten. Ik vind het interessantom

deze enneagrams te koppelen

aan mijn doelgroep. Ik zal dan

ook van alle Enneagram drie

verschillende bekijken om te

zien welke het beste bij mijn

product past.

THE ENNEAGRAM

Er zijn 9 verschillende type Enneagrams.

Ik zal de beste drie belichten en daaruit de

beste kiezen.


DOELGROEP || SPECIFIEK || ONDERZOEK

BRON: https://awakengroup.com/knowledge-base/5-types-of-millennials/

THE TRADITIONALIST

TE RELATONAL DEVOTEE

THE ACHIEVER

THE DREAMER

THE EXPERIENCE MAXIMIZER


DOELGROEP || SPECIFIEK || ONDERZOEK

Type 1: The Reformer

The Reformer, sometimes called The Perfectionist, has a strong moral compass and seeks to improve the

world around them. They are principled and aim to adhere to their high standards, but their discerning and

critical eye is often prone to perfectionism.

At their best: Wise, realistic, inspiring, and noble

At their worst: Condemning, cruel, and obsessive

Basic desire: To be right, consistent with their ideals; to have integrity

Basic fear: Being corrupt, bad, or defective

Temptation: Hypercriticism

Type 3: The Achiever

A type 3, sometimes called the Achiever or Performer type, is ambitious, energetic, and adaptable. They are

goal-driven and pragmatic, and are concerned with their image and how others think of them. Their selfworth

comes from their ability to achieve their goals, which may cause competitiveness and workaholism.

At their best: Authentic, self-accepting, poised; a role model to others

At their worst: Relentless, jealous, and deceitful

Basic desire: To feel valuable

Basic fear: Being worthless

Temptation: To push themselves to always be the “best”

Type 9: The Peacemaker

A Peacemaker, or Mediator, is reassuring, stable, and easy-going. As their name suggests, they have both a

gift and desire for maintaining peace. They are supportive, but may minimize problems and go along with

things too easily.

At their best: All-embracing, equanimous; a healing presence

At their worst: Repress(-ed/-ive), unassertive, overly complacent

Basic desire: Peace of mind

Basic fear: Loss, separation

Temptation: To preserve, to avoid conflict

BRON: https://creative.colorado.edu/~joru4336/Web/Lab2/lab2index.html // https://www.rbfurnitureshop.

com/lifestyle/2020/1/4/enneagram-personality-test

KEUZE MAKEN >

Van de drie die ik bekeken heb vind ik ‘The Achiever’ er het beste bij passen. Dit is een

persoon die erg ambitieus is, energiek en flexibel. Ze zijn doelgericht en pragmatisch en

zijn erg gericht op hun ontwikkeling en eigenwaarde. Door hun doelgeorienteerde blik kan

dit leiden tot workaholicisme en dat kan vaak leiden tot een hoge druk en tot veel stress

en vermoeidheid. Hun grootste ‘temptation’ is om zichzelf te pushen om altijd de beste

versie van zichzelf te zijn. Ik denk dat mijn product deze ‘persoonlijkheid/doelgroep’ erg kan

helpen om hun levensstijl te kunnen bevorderen.


DOELGROEP || SPECIFIEK || ONDERZOEK

ACHIEVERS > CHALLENGE & MENTOR ME.

De Achiever verveelt zich makkelijk, daarom moeten ze voortdurend worden uitgedaagd

en gestimuleerd. Gezien hun ambities en talent, voeden uitdagende taken (die voor

anderen misschien ontmoedigend lijken) hun behoefte aan groei. Spelwerk of activiteiten

kunnen zelfs de passie en opwinding waar de Achiever naar verlangt weer aanwakkeren.

Achievers houden van de autonomie om hun eigen ambitieuze projecten te verkennen,

maar genieten ook van de troost van een mentor die ze respecteren en waar ze van kunnen

leren. De Achiever neemt beslissingen vanuit een punt van logica en stelt vaak doelen om

te bereiken. Ze zijn zeer zelfmotiverend en kunnen geen middelmatigheid tolereren. Richt

je als manager op het uitdagen van deze Millennials en het investeren van middelen

om ze te ontwikkelen zodat ze hun vooraf gestelde doelen kunnen bereiken. Stimuleer

ze met beloningen, titels en bonussen - ze willen weten dat ze voortdurend vooruitgang

boeken en verbeteren.


DOELGROEP || SPECIFIEK || ONDERZOEK

De Achiever weet wat ze willen en is bereid om er achteraan te gaan. Ze zijn uitgaand, stijlvol, actief en ‘aware’.

De Achievers streven ernaar om alles te doen met hun beste inspanningen. Deze groep heeft het hele pakket, ze kleden

zich voor succes, ze proberen op de hoogte te blijven van de laatste trends, en terwijl ze hun beperkingen kennen

zijn ze bereid om met anderen samen te werken om de middelen of steun te vinden die ze nodig hebben.Voor deze

groep zijn acties en posities belangrijk om hen te helpen zich te onderscheiden van de rest. Ze worden gedreven door

succes en deze groep lijkt altijd voorop te lopen. Ze blijven graag op de hoogte van wat er om hen heen gebeurt en

ze willen een positief verschil maken, echte Change-Makers. Deze groep houdt anderen op de hoogte van wat voor

hen belangrijk is door te berichten over hun activiteiten en door informatie te delen over onderwerpen die voor hen

van belang zijn. Ze zijn bereid om hulp en suggesties te bieden aan hun vrienden en netwerken over mogelijkheden

die ze zien of andere interessante dingen waarvan ze denken dat iemand ze zou willen bekijken.

De Achievers zijn in dit stadium meer op de familie gericht dan veel van hun leeftijdsgenoten. Familie is belangrijk

voor hen. Ze proberen een goede relatie met hun eigen familie te onderhouden en hopen op een dag een eigen

familie op te voeden.Deze doorzetters willen het allemaal. Terwijl de Achievers uitgaand zijn, avontuurlijk en bereid

om nieuwe dingen te proberen, worden ze normaal gesproken niet omschreven als zorgeloos of ontspannen. In

feite zouden velen ze een beetje opstandig vinden. Achievers identificeren zichzelf als stijlvol, gecultiveerd en ecobewust.

De Achievers maken ongeveer 20% van de Millennials uit. Deze groep is voornamelijk vrouwelijk en slechts één op

de tien Achievers is man. Ongeveer één op de twee Achievers staat momenteel ingeschreven op een universiteit of

hogeschool. Ongeveer één op de drie Achievers is van plan om zo snel mogelijk terug te keren naar school voor

meer onderwijs.Voor Achievers is het vinden van een zinvolle baan die complementair is aan de vaardigheden die

ze hebben opgedaan in het middelbare onderwijs een belangrijk aandachtspunt. Veel van de hogere functies die

deze groep zoekt, worden door de babyboomers opgepakt en zij zien dit als een belemmering voor hun professionele

ontwikkeling. Als beginnende huizenkopers zijn de mensen in deze groep die het levensfase van de studenten hebben

doorlopen, bezorgd over de woningmarkt. Deze groep maakt zich zorgen over het vinden van stabiliteit en het

kunnen leiden van een leven dat net zo comfortabel is als dat van hun ouders.

Waar zou de Achiever het liefst zijn? Als je ze een dag gaf om te doen wat ze wilden, zouden ze waarschijnlijk de tijd

nemen om thuis te ontspannen en de slaap in te halen, hun favoriete show en goede boeken die ze hebben willen

lezen. En misschien ook gaan rennen - oh, en hun moeder bellen.

BRON: http://canadianmillennials.ca/about/millennials/the-achiever/


DOELGROEP || SPECIFIEK || ONDERZOEK

DE

ACHIEVERS

‘‘THE ACHIEVER’’ KENMERKEN

‘The Achievers’ kunnen echt grote dingen in de wereld bereiken en doen dat ook. Ze zijn de

“sterren” van human nature en mensen kijken vaak tegen hen op vanwege hun charmes en

persoonlijke prestaties. Gezonde Achievers weten hoe goed het voelt om zichzelf te ontwikkelen

en hun capaciteiten aan de wereld bij te dragen. Ze vinden het ook inspirerend om anderen te

motiveren tot grotere persoonlijke prestaties. Achievers zijn het type persoon dat vaak wordt

verkozen tot “klassenpresident” omdat mensen het gevoel hebben dat ze geassocieerd willen

worden met dit soort personen die als stand-in voor hen fungeert. The Achievers belichamen het

beste in een cultuur, en anderen zijn in staat om hun hoop en dromen in hen weerspiegeld te zien.

The Achievers zijn vaak succesvol en geliefd omdat ze het meest geloven in zichzelf en in het

ontwikkelen van hun talenten en capaciteiten. Ze fungeren als levende “rolmodellen” en als

paragrafen vanwege hun gewaardeerde kwaliteiten. The Achievers weten dat ze de moeite waard

zijn om “het beste wat ze kunnen zijn” te zijn. Hun succes inspireert anderen om te investeren in

hun eigen ontwikkeling.

The Achievers willen er zeker van zijn dat hun leven een succes is, maar dat wordt bepaald door

hun familie, hun cultuur en hun sociale omgeving. In sommige gezinnen betekent succes het

hebben van veel geld, een groots huis, een nieuwe, dure auto en andere statussymbolen. Anderen

hechten waarde aan ideeën, en succes betekent voor hen dat ze zich moeten onderscheiden

in de academische of wetenschappelijke wereld. Succes in andere kringen kan betekenen dat

je beroemd wordt als acteur, of model, of schrijver, of als een , misschien

als politicus. Een religieus gezin kan een kind aanmoedigen om dominee, priester of rabbijn te

worden, omdat deze beroepen een status hebben in hun gemeenschap en in de ogen van het

gezin. Hoe groot het succes ook wordt gedefinieerd, achievers zullen proberen iemand te worden

die in hun familie en hun gemeenschap opvalt. Ze zullen geen “nobody” zijn.


DOELGROEP || SPECIFIEK ONDERZOEK || WONEN

BRON: https://www.bpd.nl/actueel/

onderzoeken/hoe-willen-millennials-en-starters-echt-wonen/

ONDERZOEK VAN BPD NAAR DE

WOONWENSEN VAN MILLENNIALS:

DE GENERATIE DIE GEBOREN IS

TUSSEN 1980 & 2000.

WAAR WONEN DE MILLENNIALS: ‘THE ACHIEVERS’.

Uit onderzoek gedaan door het BPD is gebleken dat veel Millennials vaak worden gezien als

stadsmensen maar steeds meer Millennials hebben de behoefte om in landelijke gebieden te

wonen of in de buitenwijken van grote steden, waar het rustiger is. Verder is er gebleken dat

Millennials liever huizen kopen dan huren, een koopwoning kun je naar je eigen wensen indelen,

en op dan huren. Vaak willen de Millennials wonen

in een plek van afkomst. Dit speelt dan ook een grote rol, ze willen vaak dichtbij hun familie en

ouders wonen.De meeste millennials willen wonen waar ze zijn opgegroeid.


DOELGROEP || SPECIFIEK || 1E BIO MAKEN

THE ACHIEVER

’The Achiever’ maakt deel uit van de grootste en meest diverse generatie ooit, namelijk de

Millennials. ‘The Achiever’ is geboren tussen 1980 en 2000 en heeft daardoor de veranderende

digitalisering totaal meegekregen. Het is niet voor niets dat ze gezien worden als digital natives

en goed om kunnen gaan met de nieuwste technologie en sociale media apps als Instagram,

Snapchat en Facebook.

‘The Achiever’ weet wat hij wil bereiken en is bereid om er achteraan te gaan. Persoonlijke

ontwikkeling staat voorop. ‘The Achiever’ is ambitieus, uitgaand, stijlvol, actief en ‘aware’. ‘The

Achiever’ streeft ernaar om alles te doen met zijn beste inspanningen. Ze volgen vaak een HBOstudie

of Universitaire studie. Deze groep heeft het hele pakket, ze kleden zich voor succes, ze

proberen op de hoogte te blijven van de laatste trends, en zijn bereid om met anderen samen te

werken om de middelen of steun te vinden die ze nodig hebben. Ze blijven graag op de hoogte

van wat er om hen heen gebeurt en ze willen een positief verschil maken, het zijn echte changemakers.

Deze groep houdt anderen op de hoogte van wat voor hen belangrijk is door te berichten

over hun activiteiten en door informatie te delen over onderwerpen die voor hen van belang zijn.

‘Achievers’ identificeren zichzelf als stijlvol, gecultiveerd en eco-bewust. Ze zijn verantwoordelijk in

hun koopgedrag en denken na voordat ze iets aanschaffen. Ook kunnen ze uren reviews doornemen

om het beste product te vinden wat bij hun levensstijl en waarden past.

‘The Achievers’ willen er zeker van zijn dat hun leven een succes is, maar dat wordt bepaald door

hun familie, hun cultuur en hun sociale omgeving. Hoe groot het succes ook wordt gedefinieerd,

‘Achievers’ zullen proberen iemand te worden die in hun familie en hun gemeenschap opvalt.

Ze zullen geen “nobody” zijn. ‘The Achievers’ zijn meer op de familie gericht dan veel van hun

leeftijdsgenoten. Ze proberen een goede relatie met hun eigen familie te onderhouden en hopen op

een dag een eigen familie op te voeden. Hierdoor kiezen veel ‘Achievers’ een woonplaats dichtbij

hun ouders. ‘The Achievers’ trekken zich vaak terug in grote landelijke gebieden om de rust op te

zoeken. Ze investeren liever in koopwoningen dan huurwoningen, omdat je het naar eigen wensen

kan indelen en op langere termijn financieel gunstiger is, wat zij erg fijn vinden.

Terwijl ‘The Achievers’ uitgaand zijn, avontuurlijk en bereid om nieuwe dingen te proberen, worden

ze normaal gesproken niet omschreven als zorgeloos of ontspannen. De digitalisering en sociale

media zorgt voor een lager zelfbeeld, omdat zij zich continue blijven vergelijken met anderen. ‘The

Achievers’ behoren tot de generatie met de hoogste aantal burn-outs door prestatiedruk vanuit

studie, carrière, geldzaken en familie. Er wordt veel verwacht van ‘The Achievers’ omdat zij de

generatie waren die alles moesten ‘wederopbouwen’. ‘The Achievers’ willen innerlijke rust maar

weten vaak niet hoe ze daar moeten komen. ‘’Welke stappen moet ik nou nemen?’’ Is iets wat

ze zich vaak afvragen. Ze hebben een tool of een persoon nodig die de kloof erkent en helpt de

stappen te zetten naar het behalen van hun doelen. Ze zijn vaak opzoek naar gadgets die hun selfcare

kan verbeteren en zijn hier dan ook erg geïnteresseerd in. Ze willen een eerlijke en holistische

aanpak van merken.

Waar zou ‘The Achiever’ het liefst zijn? Als je ze een dag gaf om te doen wat ze wilden, zouden

ze waarschijnlijk de tijd nemen om thuis te ontspannen met vernieuwende self-care gadgets, hun

favoriete show te bekijken en goede boeken die ze hebben te lezen. En misschien ook gaan rennen

- oh, en hun moeder bellen.


DOELGROEP || ENQUETE OPSTELLEN

Hi! Voor mijn specialisatie Brands & Innovation heb ik een korte enquete om

mijn doelgroep beter te kunnen begrijpen. Bedankt voor het invullen!

1. Wat is uw leeftijd?

2. Wat is uw geslacht?

3. Waar woont u?

4. Wat is uw hoogst genoten opleiding?

5. Welke Sociale Media kanalen gebruikt u?

6. Waar gebruikt u Sociale Media voor?

7. Welke influencers volgt u?

8. Wat vindt u belangrijk aan een influencer?

9. Welke blogs leest u?

10. Wat is het laatste boek dat u gelezen heeft?

11. Wat zijn uw favoriete series?

12. Wat zijn uw favoriete tv-programma’s?

13. Welke podcast heeft u voor het laatst geluisterd?

14. Wat doet u in uw vrije tijd?

15. Waar heeft u een hekel aan?

16. Welke telefoon heeft u?

17. Koopt u liever online of in een winkel?

18. In welke merken investeert u?

19. Wat is uw levensspreuk?

Bedankt voor het invullen!

Liefs

CONCLUSIE

Ik heb een vragenlijst

opgesteld om diepere

informatie te verkrijgen van

mijn doelgroep, waar liggen

precies hun interesses en

waar hebben ze een hekel

aan? Welke boeken lezen ze

en welke podcasts? Op deze

manier kan ik de bio van de

doelgroep beter opstellen

door specifieker in te gaan

op de informatie. Ik zal na het

verkrijgen van alle informatie

dit toepassen op de tekst op

de vorige pagina.


DOELGROEP || ENQUETE || ANTWOORDEN

ENQUETE ANTWOORDEN

WAAR GEBRUIKT U SOCIALE MEDIA VOOR

VOORNAMELIJKE ANTWOORDEN:

Inspiratie opdoen

Vermaak om tijd te doden

Communicatie met vrienden & familie

Nieuws

Online dagboeken persoonlijk leven

Shoppen

WELKE INFLUENCERS VOLGT U

Xenia Adonts

Hannah Schonberg

Professionals in de modewereld als ontwerpers (jacquemus) & fotografen (hugo comte)

Claire Rose Cliteur

Bas Smit

iliridakrasniqi, camillecharriere, alisontoby, sophiepirrung en soumiaelj

Stephanie Broek

Oumayma

Rania Fawaz

Naomi Anwerr

Mikaela Loach

WAT BELANGRIJK AAN EEN INFLUENCER?

Het echte leven laten zien > Rihanna

Authenticiteit, inspirerende foto’s met bijschriften

Dat ze eerlijk zijn in het promoten en niet alleen fast fashion promoten maar ook slow fashion

Eigen stijl

Hun idealen moeten overeenkomen met mijn eigen waarden

Sociale ontwikkelingen

WELKE BLOGS LEEST U?

Informatieve blogs over kleding, trends & huizen.

Blogs voor online magazines, highsnobiety

Lovisa Barkman

Nadia Anya

When Sara smiles

LAATSTE BOEK DAT U GELEZEN HEEFT?

De edele kunt of not giving a fuck

Jane Eyre

Me before you

Minimalisme

Lean Start-up

Think and grow rich

Unlocking the power of sleep and dreams

The subtle art of not giving a fuck

FAVORIETE SERIES?

Rupauls dragrace

Wie is de mol

Dynasty

Suits

Casa de papel

Klem

Keeping up with the kardashians

Friends

PODCASTS

Mindfulness

Yous & Yay

Create tomorrow WGSN

Business podcasts

Sneakerjagers

Psycholoog en lief leven

VRIJE TIJD

Sporten

Mediteren

Relaxen door weinig vrije tijd

Series kijken

Familie en vrienden bezoeken

Online shoppen

Reizen

HEKEL AAN

Neppe, overdreven mensen

Te laat komen

Chaotisch zijn

Mensen die niet empathisch zijn

Mensen die opscheppen

Huidskleurige pantys

Slechte communicatie

Rommel

Mensen die niet openstaan om te prate over sociale topics

MERKEN

Vintage

Olaf

Zara & Mango

Nie te veelkopen, bewust nadenken of ik het nodig heb

Daily Paper

Armed Angels

Arket

Aspireert Balenciaga

LEVENSSPREUK

Grijp elke challenge met beide handen aan.

Happy mind, happy life.

Living in the moment

Carpe Diem

Pluk de dag

Do what makes your soul shine


DOELGROEP || SPECIFIEK || 2E BIO MAKEN

‘The Achiever’

‘The Achievers’, maken deel uit van de huidige doelgroep van Filling Pieces en hebben na de corona crisis hun selfcare

erg heroverwogen waardoor dat in 2031 naar de voorgrond is verschoven. ‘The Achiever’ is een echte changemaker

en weet wat hij wil bereiken. Hij is ambitieus en bedrijvig en persoonlijke ontwikkeling staat voorop. Terwijl

The Achiever uitdagend is, wordt hij normaal gesproken niet omschreven als ontspannen of onbekommerd door de

hoge maatschappelijke druk. Waar zou ‘The Achiever’ het liefst zijn? Naast het doorzettingsvermogen wat ze hebben

tijdens hun Universitaire studie, HBO studie of hoge functie op de werkvloer, willen ze het liefst relaxen. Ze zouden

de tijd nemen om thuis vernieuwende self-care gadgets te proberen en doelgerichte keuzes te maken tijdens het

online shoppen op hun iPhone. Daarnaast, een Netflix serie kijken dat makkelijk wegkijkt als Friends en een educatief

mindfulness boek lezen. En misschien ook gaan rennen - oh, en hun moeder bellen.

VISUALISEREN

>

CONCLUSIE

Deze visualisatie is nog

wat breed, ik ga het

specifieker maken en

nog meer brengen naar

de tone of voice van

Filling Pieces. Verder

zal ik proberen om te

minderen in beelden

zodat het duidelijk

wordt en niet te veel is.

>

THE ACHIEVERS

ECO-BEWUSTE KEUZES | HOOG-OPGELEID | EERLIJKE MERKEN | SELF-AWARE

DIGITAL NATIVES | SELF-CARE GADGETS | HOGE WERKDRUK EN KWAALTJES


DOELGROEP || DOELGROEPBORD FINAL

THE ACHIEVERS

ECO-BEWUSTE KEUZES | HOOG-OPGELEID | EERLIJKE MERKEN | SELF-AWARE

DIGITAL NATIVES | SELF-CARE GADGETS | HOGE WERKDRUK EN KWAALTJES

THE TARGET GROUP

VOOR WIE: ‘The Achievers’

‘The Achievers’, maken deel uit van de huidige doelgroep van Filling Pieces en hebben na de corona crisis

hun self-care erg heroverwogen waardoor dat in 2031 naar de voorgrond is verschoven. ‘The Achiever’ is

een echte change-maker en weet wat hij wil bereiken. Hij is ambitieus en bedrijvig en persoonlijke ontwikkeling

staat voorop. Terwijl The Achiever uitdagend is, wordt hij normaal gesproken niet omschreven als

ontspannen of onbekommerd door de hoge maatschappelijke druk. Waar zou ‘The Achiever’ het liefst zijn?

Naast het doorzettingsvermogen wat ze hebben tijdens hun Universitaire studie, HBO studie of hoge functie

op de werkvloer, willen ze het liefst relaxen. Ze zouden de tijd nemen om thuis vernieuwende self-care

gadgets te proberen en doelgerichte keuzes te maken tijdens het online shoppen op hun iPhone. Daarnaast,

een Netflix serie kijken dat makkelijk wegkijkt als Friends en een educatief mindfulness boek lezen.

En misschien ook gaan rennen - oh, en hun moeder bellen.

PAIN/DESIRES:

’The Achievers’ behoren tot de millennials en zijn de meest gestreste generatie met het hoogste aantal

burn-outs door de prestatiedruk vanuit studie, werk, geldzaken en familie. Er wordt veel verwacht van hen

omdat zij de generatie moesten zijn die alles ‘weder opbouwt’. De digitalisering en sociale media zorgt voor

een lager zelfbeeld, omdat zij zich veel vergelijken met anderen. Ook zorgt de groeiende digitalisering voor

digital-loneliness, de doelgroep is daardoor vaak op zoek naar een goede conversatie. Omdat ‘The Achievers’

veel thuis werken of studeren hebben ze vaak last van verschillende lichamelijke kwaaltjes als stress,

vermoeidheid, hoofdpijn, nekpijn, rugpijn etc.

Ze dromen over innerlijke rust maar weten vaak niet hoe ze daar moeten komen. Ze hebben iemand of

een product nodig die de kloof erkent en ‘The Achievers’ kan helpen de stappen te zetten om hun doelen te

bereiken. Ze waarderen een holistische en eerlijke aanpak van merken, het moet passen bij hun waarden en

levensstijl. Ze zijn bij merken op zoek naar functionele producten en geven minder om het uiterlijk van het

product. Het moet hun leven simpelweg vergemakkelijken. Hierdoor zijn zij erg geïnteresseerd in self-care

gadgets.


GESPREK MET

ACUPUNCTURIST


GESPREK ACUPUNCTURIST || GELOOFWAARDIGHEID

CONCLUSIE GESPREKJE ACUPUNCTURIST

Ik heb vandaag gesproken met mijn acupuncturist. Hij heeft mij een handige sites

gegeven met duidelijke acupunctuur en acupressure punten die ik kan gebruiken

voor mijn project. Hij vertelde mij dat dit dus echt kan werken en betrouwbaar is

voor het herstel. Ook vertelde hij mij dat het misschien handig is om het product

te personaliseren, dus per persoonsgericht op haar/zijn klachten. Ik zal deze tips

vanaf nu meenemen en dit gaan bekijken.


ALGM. CONCEPT


ALGM. CONCEPT || VERDER UITBREIDEN

OVERARCHING CONCEPT IDEETJES:

1. Bridging gaps between different disciplines/ merging disciplines (health, tech, fashion)

2. From inside out > Triggering point on the inside, nobody can see that and feeling well

and energetic on the outside, what people can see, just like the sole does > from inside

out.

3. Bridging gaps between personal elements > balance.

4. Restoring energy.

KORTE BRAINSTORM:

MOGELIJK CONCEPT VOOR MIJ

VISIE

Happiness is find within

Persoonlijk geluk en vreugde zit van binnen

Persoonlijke rust zit van binnen

Persoonlijke groei staat bovenaan

Persoonlijke groei is de start voor een goede uniformiteit

STARTPUNT

VAN CONCEPT

VORIGE WEEK

MISSIE

Overbruggen van de gaten tussen persoonlijke elementen

Bridging the gap between personal elements

Restoring balance

We bridge personal elements

VISION: We believe in a world where personal joy is found within

MISSION: We enable to fully develop one’s energetic potential by bridging personal

elements.

FUNCTIONAL VALUES

- Personalized

- Multi-disciplinaire / multi-faceted

- Ergonomisch

EMOTIONAL VALUES

- Relaxed yet energetic

- Harmony

- Joy

- Holistisch

VISIE:

Wij geloven in een wereld waar persoonlijke energie voorop staat.

MISSIE:

Het mogelijk maken om jouw energieke potentie volledig te ontwikkelen door het overbruggen

van persoonlijke elementen van binnen naar buiten.

Iets met change-makers visie? Omdat we het taboe ‘stress’ gaan verhelpen door oosterlijke

oude technieken te commbineren met een westers product?


ALGM. CONCEPT || VERDER UITBREIDEN

GETTING TO DEEPER MEANING

EMOTIONAL LADDERING

• Use your research to describe how your concept will change the meaning

of the brand Ace & Tate

How does that make their life better?

• Start at the bottom: what is the most important functional benefit that it will

bring?

• Then move up: What does that functional benefit enable at a bigger, more

emotional level? Because of that functional benefit, how is your day better?

• Finally: What is that highest order emotion that ultimately makes your life

better because people purchased or used your idea?

How does that make their day better?

• Tip for finding the right words

• Type word ideas in https://www.powerthesaurus.org use the “phrases”

box on the left to dig into related ways to say it

• Use https://www.words-to-use.com/ to explore verbs, nouns,

descriptors in specific categories

What is the function people get?

• For Dutchies: Grafische thesaurus: https://synoniemen.net/

grafisch.php

EMOTIONAL LADDERING

MEEST BELANGRIJKE FUNCTIONELE VOORDEEL >

Dit is een multi-diciplinaire product dat gepersonaliseerd wordt waardoor het erg gericht

probleemoplossend is voor de doelgroep.

HOE MAAKT DIT DE DAG EMOTIONEEL BETER VOOR JE DOELGROEP >

Er onstaat weer Harmonie tussen lichaam & geest door een relaxed gevoel.

HOE MAAKT DIT HET LEVEN EMOTIONEEL BETER VOOR JE DOELGROEP >

Ze zullen zich daardoor energieker voelen en meer levensvreugde hebben.

POSITIONING STATEMENT For

SUMMARIZE YOUR FINDINGS

• Think about your concept and the brand Ace & Tate again.

Create a positioning statement. If people use/see/buy

your concept, how does that add unique value to their

lives?

• How do you describe your target customer?

• What is your idea in a short sentence?

• What is the most important thing that brings to people

functionally?

Ace & Tate brings

Ace & Tate is the only brand that gives you

So that you

• And how does this make their life better? The highest

emotion.

• Can you summarize this in an essence of 2 or 3

inspiring words?

In 2 or 3 words

POSITIONING STATEMENT

Voor ‘‘The Achievers’’, brengt Filling Pieces het product ‘De Omhulzool’ dat energiepunten in je voet triggert om van klachten af te komen als

stress, vermoeidheid en hoofdpijn door de Oosterse geneeswijzes acupunctuur en reflexolofgie te koppelen aan Westerse technologie.

Filling Pieces is het enige schoenenmerk dat een multi-diciplinaire en gepersonaliseerd product biedt zodat er harmonie ontstaat tussen

je lichaam en geest waardoor je jezelf kunt ontspannen en je jouw meest energieke zelf kunt zijn, hierdoor kan je de wereld weer aan!

Multi-diciplinaire, Gepersonaliseerd, Harmonieus, Energiek. >


ALGM. CONCEPT || 1E VERSIE CONCEPTBORD

QI BY FILLING PIECES

MULTI-DICIPLINAIRE | GEPERSONALISEERD | HARMONIEUS | ENERGIEK

Reflexologie berust op het oude Chinese geloof

in qi (uitgesproken “chee”), of “vitale energie”.

Volgens dit geloof stroomt qi door elk persoon

heen. Wanneer een persoon zich gestrest voelt,

blokkeert zijn of haar lichaam ‘qi’.Dit kan een

onevenwichtigheid in het lichaam veroorzaken

die leidt tot ziekte. heeft als doel om

qi door het lichaam te laten stromen, waardoor

het in balans blijft en ziektevrij. In de Chinese

geneeskunde komen verschillende lichaamsdelen

overeen met verschillende drukpunten op het

lichaam. Reflexologen gebruiken kaarten van deze

punten in de voeten, handen en oren om te bepalen

waar ze druk moeten uitoefenen. Ze geloven dat

hun warme aanraking energie door het lichaam

van een persoon stuurt totdat het het gebied dat

genezing nodig heeft bereikt.

ZINNETJES >

‘Feel your QI’ || ‘QI’ || ‘BRIDGING YOUR QI’

WAT IS QI?

Qi is de levenskracht die elke activiteit in organische

levensvormen aandrijft, volgens TCM. Het is

aanwezig in alles, van fysieke objecten zoals je

telefoon tot immateriële aspecten van de wereld

zoals licht, warmte en emotie. In de Koreaanse

cultuur staat het bekend als “ki”, terwijl het in de

Vietnamese cultuur bekend staat als “gi”. Er is

geen woord in de Westerse geneeskunde dat

direct vertaalt naar de qi van een lichaam, maar

het is vergelijkbaar met iemands energie. Dus,

een qi-tekort vertaalt zich losjes in een gebrek aan

energie. Maar het is veel meer dan dat. Qi, samen

met de theorie van yin en yang (de harmonie van

schijnbaar tegengestelde krachten), zijn de twee

kerncomponenten van TCM. Men denkt dat er

voldoende qi nodig is om de yin en yang van je

lichaam in stand te houden. Wanneer de qi van

een persoon in balans en in harmonie is, zal hij/zij

profiteren van gezondheid, welzijn en tevredenheid.

Wanneer iemands qi tekort komt, kunnen pijn,

lijden en ziekte optreden.


ALGM. CONCEPT || CONCEPT DOCUMENT 1E VERSIE

THE CHANGE

De individualistische maatschappij is erg gegroeid, de digitalisatie en technologie zijn ook flink vooruit gegaan door

nieuwe technieken. De huizen zijn gepersonaliseerd door de groeiende individualisatie, iedereen wil een functioneel

huis ingericht naar zijn behoeften en waarden. Na de COVID-19 pandemie van 2020 zijn mensen zich ervan bewust

geworden dat ze meer moesten letten op hun self-care en gezondheid. Hierdoor wordt technologie nu gebruikt om

self-care tot een hoger niveau te tillen. Thuis hebben mensen persoonlijke robots die helpen om ‘digital-loneliness’ te

verhelpen. Verder, scannen deze robots iedere dag jouw gezicht om te zien welke vitamines en kruiden je nodig hebt

om je immuunsysteem een boost te geven. Ook beschikken veel mensen thuis over augmented reality spiegels die

jou op basis van een gezichtsscan kunnen vertellen welke creme jij nodig hebt tegen te veel online schermtijd. ‘The

Achievers’ gebruiken vaak al deze technologie gecombineerd met sellf-care. Zij hebben ook een programma op hun

Virtual Reality bril om te ontsnappen aan de huidige prestatiemaatschappij en zich te verplaatsen naar een plek vol

rust. ‘The Achievers’ gaan dan ook eerder voor een gepersonaliseerd product, geproduceerd naar hun behoeften,

waarden en levensstijl. Ze zijn ook erg opzoek naar vernieuwende technologie gekoppeld aan self-care en hebben

behoefte aan gadgets als ringen die je slaap traceren. Voor het merk Filling Pieces zou dit een nieuwe revolutie in de

mode kunnen betekenen, het draait minder om hoe een product eruit ziet, maar meer om de functionaliteit van het

product en of het echt iets gezonds en waardevols toevoegt aan het leven van ‘The Achiever’.

THE BRAND

In 2009 wilde Guillaume Philibert, oprichter van Filling Pieces, een premium sneaker ontwerpen tegen een eerlijke prijs.

Dit leidde tot het ontstaan van de Low Top. De eerste schoen die de kloof tussen streetwear en high fashion overbrugt.

De Low Top werd meer dan alleen een stuk schoeisel. Het was een symbool van een betaalbaar en luxe design. Een

design dat bewezen heeft goed te kunnen verenigen.Een sneaker voor mensen van alle geslachten, rassen, religies en

seksualiteiten.

De Visie van Filling Pieces is We zien een wereld waarin grenzen worden overschreden en culturen worden verenigd

door creativiteit. Hun Missie is ‘een betekenisvol merk zijn dat creativiteit en zinvolle verandering inspireert door het

creëren van kwaliteitsproducten tegen een nobele prijs. Het overbruggen van de kloof’. Ze staan voor ‘Ambitie’, zet

jouw ondernemersgeest voort binnen persoonlijke groei en ambitie. ‘Diversiteit’, het omarmen van anderen met hun

eigen unieke persoonlijkheid, tegengestelde perspectieven en verschillende meningen. Filling Pieces gelooft dat de

verschillen tussen ons als individuen ons collectief sterker zullen maken. ‘Voldoening’, geluk en tevredenheid, ieder van

ons moet in staat worden gesteld om zijn of haar potentieel op persoonlijk en zakelijk niveau volledig te ontwikkelen.

‘Trots & Vreugde’, viering van succes en waardering voor alles wat we bereiken. Werk met vreugde en speelsheid

terwijl je je vasthoudt aan je dromen en ambitie. ‘Authenticiteit’, de vrijheid om jezelf te zijn, om echt en eerlijk te zijn.

‘Creativiteit’, out of the box denken met betrekking tot ontwerp, innovatie en het oplossen van problemen.

Filling Pieces staat bekend om hun innovatieve en minimalistische schoenen collecties, ready to wear kleding,

accessoires en events. Filling Pieces is gericht op betaalbare luxe voor een eerlijke prijs voor iedereen. Grote

concurrenten zijn Nike, Adidas, ETQ, Mason Garments, Balenciaga, Stone Island, ACNE, Daily Paper, The New Originals

en Bonnesuits.

CHANGE TO LEAD

Na de COVID-19 pandemie zijn veel ‘Achievers’ hun self-care gaan heroverwegen. In 2031 zullen ‘The Achievers’ volop

werken aan hun persoonlijke - en gezondheidsontwikkeling door dit te koppelen aan vernieuwende technologie. Dit

product van Filling Pieces zal de doelgroep ‘The Achievers’ de mogelijkheid geven om het evenwicht tussen lichaam

en geest gericht te hervinden in een snelle samenleving met veel druk, technologie en burn-outs, waar het evenwicht

gemakkelijk verloren gaat.

REASON TO BELIEVE

SCENARIO>

In deze wereld is de digitalisering super hoog en hebben we veel digitale tools als Virtual Reality, Augmented Reality,


ALGM. CONCEPT || CONCEPT DOCUMENT 1E VERSIE

Artificial Intelligence en 3D-printers, waardoor het product gemakkelijk te produceren is. Ook word er veel gegeven

om self-care en technologie en nieuwe technieken worden daardoor toegepast om self-care te bevorderen en te

verbeteren onder de mensen. Een vernieuwend self-care product zal verschillende klachten als stress, vermoeidheid

en hoofdpijn verlichten in een maatschappij vol hoge werkdruk, snelheid en technologie. Het laat je de balans tussen

emoties en lichaam terugwinnen en het verlicht je slechte humeur. Mensen hebben het druk en hebben niet veel

tijd om bijvoorbeeld naar een acupuncturist of reflexoloog te gaan. We brengen de oosterse geneeswijze naar de

mensen toe, ze kunnen het gebruiken wanneer ze maar willen. Producten krijgen een andere rol, het draait niet meer

om de buitenkant en of iets er mooi uit ziet. Het gaat om de functionaliteit en het gepersonaliseerde gevoel. Er zijn

veel sneakers die er leuk uitzien van de buitenkant maar wat als de binnenkant nou zorgt voor een ‘walking on clouds

feeling’. Dit past sterk bij de individuele maatschappij in het scenario, de vraag naar personalisatie van producten is

daardoor hoog. Dit alles zorgt voor een betere gemoedsrust in een prestatiemaatschappij.

HET MERK>

Het merk Filling Pieces gaat over ‘het overbruggen van kloven’. Dit concept overbrugt de gaten tussen innerlijke

lichaamselementen om weer in balans te komen. Het overbrugt ook verschillende disciplines zoals technologie,

gezondheid en mode. Verder brengt het de ‘Oosterse geneeswijze’ samen met een innovatief westers product, zodat

het een brug slaat tussen verschillende werelden en culturen. Dit past bij Filling Pieces, omdat ze vinden dat we dingen

moeten samenvoegen om kloven te overbruggen en alleen dan kunnen we iets nieuws creëren. Het past verder bij hun

visie ‘’We zien een wereld waarin grenzen worden overschreden en culturen worden verenigd door creativiteit’’. Het

past ook bij hun waarden ‘AMBITIE’ binnen persoonlijke groei, omdat dit product helpt om de beste versie van jezelf

te zijn. ‘VOLDOENING’, ‘TROTS’ en ‘VREUGDE’ omdat je met dit product gelukkiger kunt worden en het je mindfulness

potentie en persoonlijke ontwikkeling kan verbeteren. Ook past het bij hun waarden ‘AUTHENTICITEIT’, door een

product te ontwikkelen dat erg gericht is op persoonlijke klachten en op het individu zelf dus. Verder past het bij hun

waarden ‘CREATIVITEIT’, out-of-the-box denken met betrekking tot ontwerp, innovatie en het oplossen van problemen

omdat Filling Pieces met dit product helpt een probleem op te lossen in de huidige maatschappij op een innovatieve en

creatieve manier. Dit product maakt het merk Filling Pieces functioneler en waardevoller in deze wereld waar self-care

is samengevoegd met technologie en er een grote vraag is naar self-care producten, voor lichaam en geest.

THE TARGET GROUP

VOOR WIE>

‘The Achievers’, maken deel uit van de huidige doelgroep van Filling Pieces en hebben na de corona crisis hun selfcare

erg heroverwogen waardoor dat in 2031 naar de voorgrond is verschoven. ‘The Achiever’ is een echte changemaker

en weet wat hij wil bereiken. Hij is ambitieus en actief en persoonlijke ontwikkeling staat voorop. Terwijl The

Achiever uitdagend is, wordt hij normaal gesproken niet omschreven als ontspannen of zorgeloos door de hoge

maatschappelijke druk. Waar zou ‘The Achiever’ het liefst zijn? Naast het doorzettingsvermogen wat ze hebben tijdens

hun Universitaire of HBO studie, willen ze het liefst ontspannen. Ze zouden waarschijnlijk de tijd nemen om thuis

vernieuwende self-care gadgets te proberen, bewuste keuzes te maken tijdens het online shoppen op hun iPhone,

een Netflix serie kijken dat makkelijk wegkijkt als Keeping up with the Kardashians en een educatief mindfulness boek

lezen. En misschien ook gaan rennen - oh, en hun moeder bellen.

PAIN/DESIRES>

’The Achievers’ behoren tot de meest gestreste generatie met het hoogste aantal burn-outs door de prestatiedruk

vanuit studie, werk, geldzaken en familie. Er wordt veel verwacht van hen omdat zij de generatie moesten zijn die alles

‘weder opbouwt’. De digitalisering en sociale media zorgt voor een lager zelfbeeld, omdat zij zich veel vergelijken met

anderen. Ze dromen over innerlijke rust maar weten vaak niet hoe ze daar moeten komen. ‘Welke stappen moet ik nou

ondernemen?’ Ze hebben iemand of een product nodig die de kloof erkent en ‘The Achievers’ kan helpen de stappen

te zetten om hun doelen te bereiken. Ze waarderen een holistische en eerlijke aanpak van merken, het moet passen

bij hun waarden en levensstijl. Ze zijn bij merken opzoek naar functionele producten en geven minder om het uiterlijk

van het product. Het moet hun leven simpelweg vergemakkelijken. Hierdoor zijn zij erg geïnteresseerd in self-care

gadgets.


ALGM. CONCEPT || CONCEPT DOCUMENT 1E VERSIE

THE BENEFITS

Filling Pieces kan een functioneel product creëren dat de balans tussen lichaam en geest van ‘The Achievers’ herstelt

en die hun stemming verbetert. Verder zal het ‘The Achievers’ meer energie geven in tijden van hoge werkdruk en

vermoeidheid. Filling Pieces kan inspelen op de hoge vraag naar gepersonaliseerde producten door technologie,

waardoor ieder individu iets krijgt wat daadwerkelijk bij hun past. Ook zijn ‘The Achievers’ erg druk en zal Filling Pieces

hun een product kunnen aanbieden dat tijdbesparend is omdat je niet naar een kliniek moet om van bepaalde klachten

af te komen, dit kunnen ‘The Achievers’ doe waar en wanneer ze maar willen.

THE CONCEPT PROPOSAL

CONCEPT>

’QI’ by Filling Pieces.

STARTING POINTS>

Multi-disciplinaire, Gepersonaliseerd, Energiek, Harmonieus.

CONCEPT TEKST>

Balance your QI! Balanseer persoonlijke elementen.

PROTOTYPE>

Filling Pieces kan dit concept vertalen naar een product/service als:

The Filling Pieces ‘Acupunctuur Omhulzool’. Dit is een zacht & flexibel omhulsel op basis van een techniek: de Oosterse

geneeswijzen reflexologie en acupunctuur. Reflexologie en acupunctuur berusten op het oude Chinese geloof in qi

(uitgesproken “chee”), of “vitale energie”. Volgens dit geloof stroomt qi door elk persoon heen. Wanneer een persoon

zich gestrest voelt, blokkeert zijn of haar lichaam ‘qi’. Dit kan een onevenwichtigheid in het lichaam veroorzaken die

leidt tot ziekte. Reflexologie en acupunctuur hebben als doel om qi door het lichaam te laten stromen, waardoor het in

balans blijft en ziektevrij. In de Chinese geneeskunde komen verschillende lichaamsdelen overeen met verschillende

drukpunten op het lichaam. Reflexologen en acupuncturisten gebruiken kaarten van deze punten in bv. de voeten om

te bepalen waar ze druk moeten uitoefenen. Dit omhulsel triggert punten in je voeten die gelinkt zijn aan klachten als

stress, vermoeidheid en hoofdpijn (de drie grootste kwaaltjes van ‘The Achievers’). Doordat dit omhulsel deze punten

stimuleert ontstaat er weer een gezonde stroming van ons innerlijke QI. Dit omhulsel/zooltje brengt weer evenwicht

tussen lichaam en geest in tijdens van stress & druk. Dit product is overal te gebruiken, bijvoorbeeld tijdens werk of

na het werk als je thuis op de bank neerploft en het past in alle schoenen. Je kunt dit product dus overal gebruiken

wanneer je maar wil. Deze techniek is erkend door acupuncturist Gerrit Bijlsma, het werkt dus echt.

THE INNOVATION STRATEGY & BUSINESS PLAN

Nog te bepalen.


ATELIER


TS3 || ATELIER | Q&A WITH TEACHERS

MY TIMESLOT: 09:35-09:50

CONCLUSION ATELIER

Ik weet nu hoe ik verder moet gaan. Ik moet mijn

conceptwaarden specifieker maken zodat het

duidelijker wordt door bijvoorbeeld een mindmap

te gebruiken. Het logo van QI kan ik gebruiken,

als ik het maar respectvol gebruik. Ik moet kijken

naar hoe ik mijn product fashion maak> gebruik

van branding toepassen om het tot het merk te

verbinden.

VRAGEN >

- Wat vinden jullie van de aangepaste vorm? Is het te ver weg van mijn eerste idee of is het goed aangepast

op de behoeften van anderen? Moet ik het nog wel intrigeren in de binnenkant van de schoen, of gewoon

als los product laten?

- Mijn acupuncturist die zei, dat ik misschien een gepersonaliseerd product ervan kan maken passen bij

de klachten van de persoon, moet ik dan gewoon 1 prototype maken en erbij vertellen dit is gericht op

deze en deze klachten, maar het zou gepersonaliseerd kunnen worden naar dit en dit, en dan misschien

meerdere tekeningen van verschillende klachten (miss 3 verschillende) of hoe zou ik dit het beste kunnen

aanpakken?

- Moet je voor je concept een visie en missie bedenken? Ben ik op de juiste weg? Hoe kan ik het woord

energiek & kalm met elkaar combineren? > dit zijn twee emotionele waarden die belangrijk zijn > de tegenstelling.

Vertelt dit een beetje het algemene van mijn project? > Wat vinden jullie tot nu toe van mijn

concept? Verteld het mijn verhaal?

- Wat vinden jullie van het ‘qi’ logo, dat doen of alleen het woord qi? Ik vind dit er esthetisch mooi uitzien.

- De beste tools om een mooie tekening te kunnen maken.

- Wat moet er nou precies af zijn in de week van 18 December? Het concept (is dat dan dit… laat zien) en

het prototype?

ANTWOORDEN >

OVER ‘QI’

Waarom past het bij Filling Pieces.

Gebruik ik het respectvol

Functioneel

Specifieker kunnen >

Tegenstelling Relaxed & Energiek

> mindmap

Wat is de emotie daarin?

> Uitgaan van het merk, hoe voel je je over Filling Pieces als ze dit product uitoefenen. > Door dit product

ga je anders kijken naar het merk.

Hoe voel je je over het merk?

—> Betrokken, er wordt echt aan jouw gedacht, jouw stress word omgezet in een relaxed gevoel dat jou

weer energie geeft voor de dag, er wordt echt gekeken naar de persoon en zijn klachten, vernieuwende blik

op Filling Pieces, nieuwe perspectief, change-maker.

3D Printen > zacht materiaal materiaalstudie. —> Bewengd beeld wat doet het. met omschrijving.

—> Hoe maak ik het fashion? > Zit er nog branding op.


BUSINESS


TS1 || BUSINESS || BUSINESSMODELS


WEEKCONCLUSION WEEK 9

WAT GING GOED?

Deze week was een week om alles iets specifieker te maken. Tijdens de Workshop heb ik feedback

gekregen op mijn procesboek en op mijn process. Ik weet nu dat mijn process duidelijk te volgen is en

dat ik veel ideeen heb verzameld en geexperimenteerd heb. Ik mijn product goed heb weten te testen

bij de doelgroep en daarop aanpassingen heb gemaakt, een goede brug sla tussen merk,scenario en

product op basis van onderzoek en dat mijn product erg persoonlijk is waardoor het innovatiever wordt.

Verder heb ik mijn Doelgroep specifieker gemaakt en gevisualiseerd waardoor ik mijn process beter

snap en mijn doelgroep aanslaat op mijn product. Ook heb ik een begin gemaakt aan mijn algemene

Concept en dit gevisualiseerd. Tijdens de Toolshop Business heb ik geleerd wat voor verschillende

businessmodellen er zijn om uiteindelijk hier eentje uit te kiezen. Bij de Toolshop Atelier heb ik tools

gekregen om verder te kunnen werken aan mijn concept en aan mijn uiteindelijke tekeningen. Tijdens

de Toolshop Sprint Expo heb ik geleerd wat tops & flops zijn voor een expositie, om te snappen wat

we echt wel moeten doen en wat echt niet.

WAT KAN BETER?

Voor volgende week wil ik mijn conceptwaarden specifieker hebben gemaakt om mijn conceptbord

te kunnen finetunen. Ook wil ik experimenteren met de tekenapps die ik als tips heb gekregen tijdens

atelier om te zien wat het beste werkt voor mijn eindpresentatie. Ook wil ik experimenteren met klei en

siliconen voor een 3dimensioneel product.

LEERDOEL VOOR VOLGENDE WEEK

Voor volgende week wil ik synoniemen gebruiken om tot de meest specifieke waarden te komen.

Verder ga ik met de tekenprogramma’s werken en experimenteren met materialen.

WAT GELEERD? / HEB IK EEN LEERDOEL BEHAALD?

1. ‘‘Voor de volgende fase wil ik proberen om soms mijn structuur los te laten om meer te kunnen

experimenteren, misschien leidt dit tot meer inzichten.’’

> Ik ben binnen mijn structuur wel losser in het gedeelte van het experimenteren. Ik ben goed opweg,

omdat ik een beetje van alles door elkaar doe in plaats van eerst een ding echt af te maken en dan

verder te gaan naar het volgende. Op deze manier verloopt mijn werk erg organisch.

2. ‘‘You are able to think strategically on what concept can help the brand to gain a strong position in

the future.’’

> Ik heb strategisch kunnen denken over een concept dat helpt op het merk staande te houden in het

scenario van 2031. Ik denk daarom dat het merk met mijn concept een sterke positie in de toekomst

kan behouden door over te gaan naar het functionele van een product passend bij de indivuele waarden

van verschillende personen.


WEEK 10


CREATIVE WRITING


TS3 || CREATIVE WRITING || LES

DOELGROEP BIO

‘The Achiever’ weet wat hij wil bereiken. Hij is ambitieus en bedrijvig en persoonlijke

ontwikkeling staat voorop. Terwijl The Achiever uitdagend is, wordt hij normaal gesproken

niet omschreven als ontspannen of onbekommerd door de hoge maatschappelijke druk.

Waar zou ‘The Achiever’ het liefst zijn? Naast het doorzettingsvermogen wat ze hebben

tijdens hun Universitaire studie, HBO studie of hoge functie op de werkvloer, willen ze het

liefst relaxen. Ze zouden de tijd nemen om thuis vernieuwende self-care gadgets te

proberen en doelgerichte keuzes te maken tijdens het online shoppen op hun iPhone.

Daarnaast, een Netflix serie kijken dat makkelijk wegkijkt als Friends en een educatief

mindfulness boek lezen. En misschien ook gaan rennen - oh, en hun moeder bellen.

———

QI by FILLING PIECES

De QI “omhul-zool” triggert energiepunten in je voeten om stress, vermoeidheid en

hoofdpijn te verlagen door de Oosterse acupunctuur techniek te combineren met

Westerse technologie. Het concept berust op het oude Chinese geloof ‘Qi’, wat staat voor

vitale energie. ‘Qi’ stroomt door elk persoon heen, wanneer een persoon gestresst is,

blokkeert zijn of haar lichaam ‘QI’. Dit product van Filling Pieces zal de doelgroep ‘The

Achievers’ de mogelijkheid geven om de harmonie tussen lichaam en geest gericht te

hervinden in een snelle samenleving met veel druk, technologie en burn-outs, waar het

evenwicht gemakkelijk verloren gaat. De ‘omhul-zool’ is innovatief en onderscheidend

omdat het een nieuwe revolutie is binnen de modewereld, verschillende disciplines als

technologie, gezondheid en mode smelten samen en zorgen voor een vernieuwende

functionaliteit van kleding.


TS3 || CREATIVE WRITING || LES

QI by FILLING PIECES

De QI “omhul-zool” triggert energiepunten in je voeten om stress, vermoeidheid en hoofdpijn te

verlagen door de Oosterse acupunctuur techniek te combineren met Westerse technologie. Het

concept berust op het oude Chinese geloof ‘Qi’, wat staat voor vitale energie. ‘Qi’ stroomt door elk

persoon heen, wanneer een persoon gestresst is, blokkeert zijn of haar lichaam ‘QI’. Dit product

van Filling Pieces zal de doelgroep ‘The Achievers’ de mogelijkheid geven om de harmonie tussen

lichaam en geest gericht te hervinden in een snelle samenleving met veel druk, technologie en

burn-outs, waar het evenwicht gemakkelijk verloren gaat. De ‘omhul-zool’ is innovatief en onderscheidend

omdat het een nieuwe revolutie is binnen de modewereld, verschillende disciplines als

technologie, gezondheid en mode smelten samen en zorgen voor een vernieuwende functionaliteit

van kleding.

FEEDBACK


EXPO-CONSULTATION


EXPO-CONSULTATION || IDEAL EXPO & TASKS

Ideal Expo for Brands & Innovation

What are your expectations (live – online/ theme / visitors / etc)

- I think looking at how the Covid-19 pandemic will get worse after the christmas break, it would

be the most suitable to create a super innovative online expo. This way we will fully focus on just

one thing and don’t waste time in creating a physical expo that can’t be executed.

- A location that has a lot of space to get that 1.5m of distance. Creative hub// big warehouse at

NDSM.

What could be the Subject of the expo

- I think we really have to take the word ‘reconsider’ with us and find out in which shapes you

can express this in terms of colour, shape, material, concept. An online expo would really fit this

theme, because we are reconsidering the form of an expo, we are putting it in another context.

What Budget would be available/would you need

- We are with 26 people, I think that if everyone would pay max €30,- euros we could already have

a nice budget of €780,- together.

What could be the Goal of the expo

- Inspire people with a new kind of exposition by pushing boundaries and setting up a real outof-the-box

and new kind of expo. Also inspire everyone with your work and give the public some

insightful information about your project & process.

Target group, for whom ?

- Creatives, fashion students but also creative people from the industry

What needs to be done till then?

- Choose if the expo will be online of offline

- Create a nice budget linked to what people can spend

- Choose the right form (if online), how are we going to present it? Do we have to work together

with other parties that can use different skills?

- Create a nice template, fitting to the identity of the products that everyone are making

- Creating the broader concept

- How are we going to communicate with the public? Zoom or something else?

- Who are we going to invite? / Make a list of people

- What colors, forms do we want to use?

- How are we going to give our information about our products?

- What will the format be for the invitation?

OUR TASKS AS PR

& GRAPHIC TEAM


ATELIER


TS4 || ATELIER | Q&A WITH TEACHERS

VRAGEN

- Wat vinden jullie van de aangepaste vorm? Is het te ver weg van mijn eerste idee of is het goed

aangepast op de behoeften van anderen? Moet ik het nog wel intrigeren in de binnenkant van de

schoen, of gewoon als los product laten?

- Mijn acupuncturist die zei, dat ik misschien een gepersonaliseerd product ervan kan maken

passen bij de klachten van de persoon, moet ik dan gewoon 1 prototype maken en erbij vertellen

dit is gericht op deze en deze klachten, maar het zou gepersonaliseerd kunnen worden naar dit

en dit, en dan misschien meerdere tekeningen van verschillende klachten (miss 3 verschillende)

of hoe zou ik dit het beste kunnen aanpakken?

- Moet je voor je concept een visie en missie bedenken? Ben ik op de juiste weg? Hoe kan ik het

woord energiek & kalm met elkaar combineren? > dit zijn twee emotionele waarden die belangrijk

zijn > de tegenstelling. Vertelt dit een beetje het algemene van mijn project? > Wat vinden jullie tot

nu toe van mijn concept? Verteld het mijn verhaal?

- Wat vinden jullie van het ‘qi’ logo, dat doen of alleen het woord qi? Ik vind dit er esthetisch mooi

uitzien.

- De beste tools om een mooie tekening te kunnen maken.

- Wat moet er nou precies af zijn in de week van 18 December? Het concept (is dat dan dit… laat

zien) en het prototype?

FEEDBACK ATELIER

1. —>

OVER ‘QI’

Waarom past het bij Filling Pieces.

Gebruik ik het respectvol

2. -->

Functioneel

Specifieker kunnen >

3. -->

Tegenstelling Relaxed & Energiek

> mindmap

Wat is de emotie daarin?

> Uitgaan van het merk, hoe voel je je over Filling Pieces als ze dit product uitoefenen. > Door dit

product ga je anders kijken naar het merk.

Hoe voel je je over het merk?

4. -->

Betrokken, er wordt echt aan jouw gedacht, jouw stress word omgezet in een relaxed gevoel dat

jou weer energie geeft voor de dag, er wordt echt gekeken naar de persoon en zijn klachten, vernieuwende

blik op Filling Pieces, nieuwe perspectief, change-maker.

5. -->

3D Printen > zacht materiaal materiaalstudie. —> Bewengd beeld wat doet het. met omschrijving.

—> Hoe maak je het fashion? > Zit er nog branding op.

—> Trends misschien toepassen.

CONCLUSION ATELIER

Ik snap nu dat ik mijn algemene conceptbord

zo simpel en to the point mogelijk moet

houden, ik zal me dan ook gaan richten op de

zin ‘balance your qi’. Verder moet ik kijken naar

hoe ik dit meer fashion maak, door middel van

bijvoorbeeld branding of bepaalde passende

trends. Dit zal ik nu gaan toepassen.


ALGM. CONCEPT || CONCEPT DOCUMENT 2E & FINAL

FEEDBACK ATELIER:

Het zijn nu drie verschillende

dingen, wat

wil je nou zeggen? Kies

uit ‘ontpop your qi’,

persoonlijke elementen

balanseren’ en ‘de

wereld aan kunnen’.Je

hebt een actiewoord

nodig: Balance your

qi/ lighten your qi. wat

voor producten zouden

onder jou kunnen,

groterebelofte, trigger.

QI BY FILLING PIECES

Ontpop jouw ‘QI’, balanseer persoonlijke elementen en verlicht je leven,

op deze manier kan jij de wereld aan. Feel your QI?

QI BY FILLING PIECES

BALANCE YOUR QI.


ALGM. CONCEPT || CONCEPT DOCUMENT 2E VERSIE

THE CHANGE/ SCENARIO.

Het individualisme is sterk toegenomen. De digitalisering en technologie zijn ook flink vooruit gegaan door nieuwe

technieken. Veel mensen werken en studeren thuis door de technologische innovaties die zijn uitgevoerd op de

werkvloer en de scholen. Na de COVID-19 pandemie van 2020 zijn mensen zich ervan bewust geworden dat ze

meer moesten letten op hun self-care en gezondheid. Hierdoor wordt technologie nu gebruikt om self-care tot een

hoger niveau te tillen. Thuis hebben mensen persoonlijke robots die ‘digital-loneliness’ verhelpen, gepersonaliseerde

vitamines en crèmes tegen te veel schermtijd. ‘The Achievers’ gebruiken deze vernieuwde technologie gecombineerd

met self-care. Zij gaan eerder voor een gepersonaliseerd product, geproduceerd naar hun behoeften, waarden en

levensstijl. Ze hebben behoefte aan gezondheidsgadgets. Voor het merk Filling Pieces zou dit een revolutie in de mode

kunnen betekenen, het draait minder om het uiterlijk van een product, maar meer om de functionaliteit en of het echt

iets gezonds en waardevols toevoegt aan het leven en lichaam van ‘The Achiever’.

THE BRAND.

In 2009 wilde Guillaume Philibert, oprichter van Filling Pieces, een premium sneaker ontwerpen tegen een eerlijke prijs.

Dit leidde tot het ontstaan van de Low Top sneaker, de eerste schoen die de kloof overbrugt tussen streetwear en high

fashion. De Low Top werd meer dan alleen een sneaker. Het was een symbool van een betaalbaar en luxe design.

Een design dat bewezen heeft goed te kunnen verenigen. Een sneaker voor iedereen. Filling Pieces staat bekend om

hun innovatieve en minimalistische sneakers, ready to wear kleding, accessoires en events. Filling Pieces is gericht

op betaalbare luxe voor een eerlijke prijs voor iedereen. Grote concurrenten zijn Nike, Adidas, ETQ, Mason Garments,

Balenciaga, Stone Island, ACNE, Daily Paper, The New Originals en Bonnesuits.

PURPOSE: Bridging gaps.

VISIE: We zien een wereld waarin grenzen worden overschreden en culturen worden verenigd door creativiteit.

MISSIE: Een betekenisvol merk zijn dat creativiteit en zinvolle verandering inspireert door het creëren van

kwaliteitsproducten tegen een nobele prijs.

WAARDEN:

AMBITIE: Zet jouw ondernemersgeest voort binnen persoonlijke groei en ambitie.

DIVERSITEIT: Het omarmen van anderen met hun eigen unieke persoonlijkheid, tegengestelde perspectieven en

verschillende meningen. Filling Pieces gelooft dat de verschillen tussen ons als individuen ons collectief sterker zullen

maken.

VOLDOENING en GELUK: Ieder van ons moet in staat worden gesteld om zijn of haar potentieel op persoonlijk en

zakelijk niveau volledig te ontwikkelen.

TROTS en VREUGDE: Viering van succes en waardering voor alles wat we bereiken. Werk met vreugde en speelsheid

terwijl je je vasthoudt aan je dromen en ambitie.

AUTHENTICITEIT: De vrijheid om jezelf te zijn, om echt en eerlijk te zijn.

CREATIVITEIT: Out of the box denken met betrekking tot ontwerp, innovatie en het oplossen van problemen.

THE CHANGE TO LEAD.

Na de COVID-19 pandemie hebben veel ‘Achievers’ hun self-care en gezondheid heroverwegen. In 2031 zullen ‘The

Achievers’ volop werken aan hun persoonlijke - en gezondheidsontwikkeling door dit te koppelen aan vernieuwende

technologie. De doelgroep ‘The Achievers’ wil de mogelijkheid krijgen d.m.v. producten om het evenwicht tussen

lichaam en geest gericht te hervinden in een snelle samenleving met veel druk, technologie en burn-outs, waar het

evenwicht gemakkelijk verloren gaat. ‘The Achievers’ zullen door de groeiende technologische tools veel werken vanuit

huis, de functie van schoenen zal hierdoor veranderen. Schoenmerken als Filling Pieces zullen zich moeten focussen

op de lichamelijke behoeften van de samenleving en zullen zich moeten bijscholen in bepaalde gezondheidstechnieken

die ze zouden kunnen toepassen in hun collecties.


ALGM. CONCEPT || CONCEPT DOCUMENT 2E VERSIE

THE TARGET GROUP/ THE ACHIEVERS.

‘The Achievers’, maken deel uit van de huidige doelgroep van Filling Pieces en hebben na de corona crisis hun selfcare

erg heroverwogen waardoor dat in 2031 naar de voorgrond is verschoven. ‘The Achiever’ is een echte changemaker

en weet wat hij wil bereiken. Hij is ambitieus en bedrijvig en persoonlijke ontwikkeling staat voorop. Terwijl

The Achiever uitdagend is, wordt hij normaal gesproken niet omschreven als ontspannen of onbekommerd door de

hoge maatschappelijke druk. Waar zou ‘The Achiever’ het liefst zijn? Naast het doorzettingsvermogen wat ze hebben

tijdens hun Universitaire studie, HBO studie of hoge functie op de werkvloer, willen ze het liefst relaxen. Ze zouden

de tijd nemen om thuis vernieuwende self-care gadgets te proberen en doelgerichte keuzes te maken tijdens het

online shoppen op hun iPhone. Daarnaast, een Netflix serie kijken dat makkelijk wegkijkt als Friends en een educatief

mindfulness boek lezen. En misschien ook gaan rennen - oh, en hun moeder bellen.

PAIN/ DESIRES:

’The Achievers’ behoren tot de millennials en zijn de meest gestreste generatie met het hoogste aantal burn-outs

door de prestatiedruk vanuit studie, werk, geldzaken en familie. Er wordt veel verwacht van hen omdat zij de generatie

moesten zijn die alles ‘weder opbouwt’. De digitalisering en sociale media zorgt voor een lager zelfbeeld, omdat zij zich

veel vergelijken met anderen. Ook zorgt de groeiende digitalisering voor digital-loneliness, de doelgroep is daardoor

op zoek naar een goede conversatie. Omdat ‘The Achievers’ veel thuis werken of studeren hebben ze vaak last van

verschillende lichamelijke kwaaltjes als stress, vermoeidheid, hoofdpijn, nekpijn, rugpijn etc. Ze dromen over innerlijke

rust maar weten vaak niet hoe ze daar moeten komen. Ze hebben iemand of een product nodig die de kloof erkent en

‘The Achievers’ kan helpen de stappen te zetten om hun doelen te bereiken. Ze waarderen een holistische en eerlijke

aanpak van merken, het moet passen bij hun waarden en levensstijl. Ze zijn bij merken op zoek naar functionele

producten en geven minder om het uiterlijk van het product. Het moet hun leven simpelweg vergemakkelijken.

Hierdoor zijn zij erg geïnteresseerd in self-care gadgets.

THE BENEFITS.

Filling Pieces kan een functioneel product creëren dat de balans tussen lichaam en geest van ‘The Achievers’ herstelt

en die hun stemming en lichamelijke klachten verbetert. Verder zal het ‘The Achievers’ meer energie geven in tijden

van hoge werkdruk en vermoeidheid. Filling Pieces kan inspelen op de hoge vraag naar gepersonaliseerde producten

door technologie, waardoor ieder individu iets krijgt wat daadwerkelijk bij hun past. Ook zijn ‘The Achievers’ erg druk en

zal Filling Pieces hun een product kunnen aanbieden dat tijdbesparend is omdat je niet naar een kliniek moet om van

bepaalde klachten af te komen, dit kunnen ‘The Achievers’ doen waar en wanneer ze maar willen. Ten slotte zou Filling

Pieces kunnen inspelen op het verlangen van ‘The Achievers’ naar een goede conversatie door digital-loneliness.

Filling Pieces kan dus echt een oplossing bieden in het leven van ‘The Achievers’.

THE CONCEPT PROPOSAL.

CONCEPT: QI by Filling Pieces.

PURPOSE: Bridging gaps

VISIE: We zien een wereld waarin grenzen worden overschreden en disciplines en individuen worden verenigd door

creativiteit.

MISSIE: Een betekenisvol merk zijn dat zinvolle verandering inspireert door het creëren van functionele

kwaliteitsproducten.

EMOTIONELE WAARDEN: Harmonieus, Voldaan.

FUNCTIONELE WAARDEN: Energiek, Multidisciplinaire, Gepersonaliseerd.

CONCEPT TEKST: Balance your QI.


ALGM. CONCEPT || CONCEPT DOCUMENT 2E VERSIE

De gepersonaliseerde Filling Pieces QI-Cover.

Dit is een zacht en flexibel cover dat energiepunten triggert in je voeten om kwaaltjes als stress, vermoeidheid, hoofdpijn

en nekpijn te verlagen door de Oosterse acupunctuur techniek te combineren met Westerse technologie. Het concept

berust op het oude Chinese geloof ‘Qi’, wat staat voor vitale energie. ‘Qi’ stroomt door elk persoon heen, wanneer een

persoon gestresst is, blokkeert zijn of haar lichaam ‘QI’. Dit product van Filling Pieces geeft de mogelijkheid om de

harmonie tussen lichaam en geest gericht te hervinden in een snelle samenleving met veel druk, technologie en burnouts,

waar het evenwicht gemakkelijk verloren gaat. Je vooruitgang in klachten is te traceren via de QI-APP doordat

het gelinkt is aan de cover door middel van een technologische chip. Verder heb je ook inzichten in de vooruitgang

van anderen en kun je contact leggen met lotgenoten. Hierdoor ontstaat er online een vernieuwende Filling Pieces

community. De cover is innovatief en onderscheidend omdat het een revolutie is binnen de modewereld, verschillende

disciplines als technologie, gezondheid en mode smelten samen en zorgen voor een vernieuwende functionaliteit van

kleding. Deze techniek is erkend door acupuncturist Gerrit Bijlsma.

REASON TO BELIEVE.

SCENARIO:

In deze wereld is de digitalisering super hoog en hebben we veel digitale tools als Virtual Reality, Augmented Reality,

Artificial Intelligence en 3D-printers, waardoor nieuwe technieken makkelijk te gebruiken zijn. Ook wordt er veel

gegeven om self-care en technologie, daardoor wordt innovatie toegepast om self-care te bevorderen en te verbeteren

in de maatschappij. Dit vernieuwend self-care product zal verschillende klachten als stress, vermoeidheid, hoofdpijn,

nek en rugklachten verlichten in een maatschappij vol hoge werkdruk, snelheid en technologie. Het laat je de balans

tussen geest en lichaam terugwinnen. Mensen hebben het druk en hebben niet veel tijd om bijvoorbeeld naar een

acupuncturist te gaan. We brengen de oosterse geneeswijze naar de mensen toe, ze kunnen het gebruiken wanneer

ze maar willen. Producten krijgen een andere rol, het draait niet meer om het uiterlijk en of iets er mooi uit ziet.

Het gaat om de functionaliteit en het gepersonaliseerde gevoel. Dit past sterk bij de individuele maatschappij in het

scenario, de vraag naar personalisatie van producten is daardoor hoog. Door de groeiende digital-loneliness in dit

scenario kan er worden ingespeeld op het samenbrengen van mensen. Dit zorgt voor een betere gemoedsrust in een

prestatiemaatschappij.

THE BRAND:

Het merk Filling Pieces gaat over ’bridging gaps’. Dit concept overbrugt de gaten tussen lichaamselementen om weer

in balans te komen. Het overbrugt ook verschillende disciplines zoals technologie, gezondheid en mode. Het concept

past verder bij hun visie ‘’We zien een wereld waarin grenzen worden overschreden en culturen worden verenigd door

creativiteit’’. Het concept brengt namelijk de ‘Oosterse geneeswijze’ samen met een innovatief westers product, zodat

het een brug slaat tussen verschillende werelden en culturen. Dit past bij Filling Pieces, omdat ze vinden dat we dingen

moeten samenvoegen om kloven te overbruggen en alleen dan kunnen we iets nieuws creëren.

Filling Pieces staat verder voor de waarde ambitie binnen persoonlijke groei, dit concept helpt om de beste versie

van jezelf te kunnen worden, door van klachten en kwaaltjes af te komen. Het is een functionele tool om jezelf te

ontwikkelen. Verder draait het bij Filling Pieces om de waarden voldoening, trots en vreugde. Met het concept kun je

gelukkiger worden en je persoonlijke ontwikkeling en potentie verbeteren. Ook past het bij hun waarden authenticiteit,

door een concept te ontwikkelen dat erg gericht is op persoonlijke klachten en op het individu zelf. Bovendien past het

bij hun waarden diversiteit. Filling Pieces gelooft namelijk dat de verschillen tussen ons als individuen ons collectief

sterker zullen maken. Verder brengt het concept met de QI-APP mensen samen die dezelfde klachten ondervinden wat

past bij de ‘community feeling’ van Filling Pieces. Ten slotte past het bij hun waarden creativiteit, out-of-the-box denken

met betrekking tot ontwerp, innovatie en het oplossen van problemen omdat Filling Pieces met dit concept helpt een

probleem op te lossen in de huidige maatschappij op een innovatieve en creatieve manier.

Dit product/concept maakt het merk Filling Pieces functioneler en waardevoller in deze wereld waar self-care is

samengevoegd met technologie en er een grote vraag is naar self-care producten, voor lichaam en geest.


ALGM. CONCEPT || CONCEPT DOCUMENT 2E VERSIE

THE INNOVATION STRATEGY & BUSINESS PLAN.

Filling Pieces zal deel uitmaken van een revolutie binnen de modewereld, waarin functionaliteit het uiterlijk van een

product overtreft. Filling Pieces gaat verschillende disciplines aan elkaar koppelen om een creatief en innovatief product

te kunnen creëren. Door mode, gezondheid en technologie te overbruggen spelen zij in op de gezondheidsbehoeften van

de maatschappij en nadrukkelijk ‘The Achievers’. Hierdoor richt Filling Pieces zich op meer dan alleen het produceren

van een ‘fashionable’ product. Het krijgt echt een dieper functionele laag. Filling Pieces zal zich door de groeiende

individuele samenleving ook meer richten op gepersonaliseerde items, passend bij de behoeften van een individu.

Het businessmodel zal op basis van ‘verkoop van goederen’ zijn. Per verkocht product verdient Filling Pieces hier geld

aan. De Filling Pieces cover is een technologisch gadget, hierdoor zullen er om het jaar vernieuwende opties op zitten

die net als een Apple watch innovatiever zijn dan de vorige versie. Hierdoor zullen mensen die het product interessant

vinden, om het jaar opnieuw terugkomen om de volgende versie aan te schaffen met meerdere technologische tools

en opties. Verder zal Filling Pieces eerst beginnen met het produceren van deze gadget gericht op één productgroep,

de core van het merk namelijk gericht op de voeten (schoenen). Als het bevalt bij de consument zou Filling Pieces het

kunnen uitbreiden naar meerdere productgroepen als accessoires, tops en broeken. Hierdoor zullen mensen die er

geïnteresseerd in zijn blijven terugkomen om ook andere productgroepen aan te schaffen.

ESTIMATION OF THE COSTS & REVENUE STREAMS

KOSTEN: € 57,99

KOSTPRIJS: € 71,33

-------------

Siliconen omhulzool: € 2,50

Magneetjes: € 0,10 ps x (gemiddeld 4) = € 0,40

Verf: € 5,00

Graveren (machine): € 1 minuut a €40,- per uur = € 0,70

Vrachtkosten: € 0,09 (uit Portugal: 130 per pallet /1500)

Packaging: € 0,45 (doos + FP Logo erop)

Marketing: € 0,06 (promotie sociale media = €500/8500stuk

€ 0,04 (promotie website) = €300/8500stuks

Manuren:

€ 48,75 (65 minuten a €45,- per uur)

------------

TOTAAL € 57,99

Fixed costs (23%) € 13,34

-------------

Kostprijs: € 71,33

Wintmarge (30%) € 21,40

------------

Verkooppprijs € 92,72 > rond ik af naar €94,99 (psychologisch)

------------------------------------------------------------------------------------------------------------------------------------

SALES jaar 1: 8500 stuks / gebaseerd op gemiddeld 20000 schoenen verkoop per jaar.

Profit jaar 1: 8500 x (94,99 - 71,33) = € 201.110

Profit jaar 2: 12000 x (94,99 - 71,33) = € 283.920 (mond tot mond reclame + terugkerende klanten)

Profit jaar 3: 23000 x (94,99 - 71,33) = € 544.180 (reclame + terugkerende klanten)

> Ik heb niet voor premium gekozen omdat dit een nieuw product is. Ik heb het daarom cost-based uitgerekend in plaats van valuebased.

> Wij hebben interne financiering van eigen middelen, dus geen investeerders nodig.


PRODUCT RESEARCH


PRODUCT MAKEN || HOE MAAK IK HET FASHION?

CONCLUSIE TIE-DYE TREND

Ik heb research gedaan en kwam deze trend

‘tie-dye’ tegen. Ik zou dit kunnen toepassen

op mijn omhulzool om het meer fashionable

te maken. Verder heb ik gezien op de site van

Filling Pieces dat zij ook geinteresseerd zijn in

deze trend. Zo gebruiken ze het als print in hun

sokken collectie.


PRODUCT MAKEN || HOE MAAK IK HET FASHION?

CONCLUSIE BRANDING

Om mijn omhulzool nog meer fashionable

te maken zal ik ook Filling Pieces branding

gaan toepassen. Ik zal het logo van het

merk gaan plaatsen op mijn product om

het aan het merk te linken, passend bij hun

look & feel.


FILLING PIECES || OUTER CHARACTERISTICS

VISUAL IDENTITY || TONE OF VOICE || LOOK & FEEL

LOTS OF CAPITALS

SANS SERIF

BLACK & WHITE

MINIMALISITC DESIGN

CONCLUSIE LOOK & FEEL

Ik zie dat Filling Pieces heel minimalistisch is met hier een daar een

krachtige kleur, ze gebruiken veel de kleur oranje als ‘popping color’,

dit zal ik ook als kleur nemen voor mijn omhulzool als opvallende

‘touch kleur’. Verder zie ik dat ze veel gebruik maken van fel licht, ik

zal dan ook gebruik gaan maken van een flits tijdens het fotograferen

van mijn producten. Ook zie ik dat ze bij productfotografie veel witte

ruimtes gebruiken, dit zal ik ook gaan toepassen op mijn concept.

Verder zie ik dat ze veel gebruik maken van ongepolijste stenen om

een soort van rauw randje te geven, ik zal ook gebruik gaan maken

van stenen om mijn idee te presenteren.

BOLD &

POWERFUL

LOGOS

INNOVATIVE

& PLAYFUL

CULTURAL

PRINTS

POPPING &

CREATIVE/

EXPERIMENTAL

COMBI: STILLS,

PEOPLE, ART &

INTERIOR

CHANGE-

MAKERS /

ACTIVISTS

CULTURAL

ORIENTATED

EMPOWERING, UPLIFTING &

ACTIVISTIC TONE OF VOICE

TO THE

POINT/

MINIMAL

FRESH/BRIGHT

& CRISP TONES

MINIMALISTIC

COLORS

SOME

BRIGHTS


TECHNIEK

ACUPUNCTUUR


TECHNIEK ACUPUNCTUUR || TOEPASSEN

VERMOEIDHEID & HOOFDPIJN

HOOFDPIJN & OPGEZOWOLLE GEVOEL

HOOFDPIJN / MIGRAINE

CONCLUSIE TECHNIEK PUNTEN

Dit zijn de meest interessante punten in

de voeten passend bij de doelgroep ‘The

Achievers’. Ik zal me gaan focussen op de

meest interessante punten in de voeten.


TECHNIEK ACUPUNCTUUR || TOEPASSEN

NEK & SCHOUDERPIJN

HOOFDPIJN

HOOFDPIJN / MIGRAINE

CONCLUSIE TECHNIEK PUNTEN

Dit zijn de meest interessante punten in

de voeten passend bij de doelgroep ‘The

Achievers’. Ik zal me gaan focussen op de

meest interessante punten in de voeten.


TECHNIEK ACUPUNCTUUR || TOEPASSEN

CONCLUSIE TECHNIEK PUNTEN

Dit zijn de meest voorkomende kwaaltjes bij ‘The

Achievers’, ze slapen slecht door de blootstelling

aan te veel blauw licht (door de technologie) & ze

zijn vermoeid door de prestatiedruk. Hier zal de

doelgroep weer van in balans raken.

VERMOEIDHEID & HOOFDPIJN

HOOFDPIJN

STRESS


BUSINESSPLAN


HET MERK FILLING PIECES:

In 2009 wilde Guillaume Philibert, oprichter van Filling Pieces, een premium sneaker ontwerpen

tegen een eerlijke prijs. Dit leidde tot het ontstaan van de Low Top. De eerste schoen die de

kloof tussen streetwear en high fashion overbrugt. De Low Top werd meer dan alleen schoenen.

Het was een symbool van een betaalbaar en luxe design. Een design dat bewezen heeft

goed te kunnen verenigen. Een sneaker voor mensen van alle geslachten, rassen, religies en

seksualiteiten.

De Visie van Filling Pieces is We zien een wereld waarin grenzen worden overschreden en culturen

worden verenigd door creativiteit. Hun Missie is ‘een betekenisvol merk zijn dat creativiteit en

zinvolle verandering inspireert door het creëren van kwaliteitsproducten tegen een nobele prijs.

Het overbruggen van de kloof’. Ze staan voor ‘Ambitie’, zet jouw ondernemersgeest voort binnen

persoonlijke groei en ambitie. ‘Diversiteit’, het omarmen van anderen met hun eigen unieke

persoonlijkheid, tegengestelde perspectieven en verschillende meningen. Filling Pieces gelooft

dat de verschillen tussen ons als individuen ons collectief sterker zullen maken. ‘Voldoening’,

geluk en tevredenheid, ieder van ons moet in staat worden gesteld om zijn of haar potentieel op

persoonlijk en zakelijk niveau volledig te ontwikkelen. ‘Trots & Vreugde’, viering van succes en

waardering voor alles wat we bereiken. Werk met vreugde en speelsheid terwijl je je vasthoudt

aan je dromen en ambitie. ‘Authenticiteit’, de vrijheid om jezelf te zijn, om echt en eerlijk te zijn.

‘Creativiteit’, out of the box denken met betrekking tot ontwerp, innovatie en het oplossen van

problemen.

CONSUMENTEN SEGMENT ‘THE ACHIEVERS’:

Filling Pieces is gericht op betaalbare luxe voor een eerlijke prijs voor iedereen.

CONCEPT VOOR WIE> ‘THE ACHIEVERS’, maken deel uit van de huidige doelgroep van Filling

Pieces en hebben na de corona crisis hun self-care erg heroverwogen waardoor dat in 2031

naar de voorgrond is verschoven. Ze zijn in 2031 al wat ouder, maar zijn nog erg geïnteresseerd

in het merk Filling Pieces.

PAIN/DESIRES> ‘The Achievers’ behoren tot de meest gestresste generatie met het hoogste

aantal burn-outs door prestatiedruk vanuit studie, geldzaken, werk en familie. Ze dromen over

innerlijke rust maar weten vaak niet hoe ze daar moeten komen. Ze hebben een product nodig

die de kloof erkent en ‘The Achievers’ kan helpen, de stappen te zetten om hun doelen te bereiken.

Ze waarderen een holistische en eerlijke aanpak van merken, het moet passen bij hun waarden

en levensstijl. Ze zijn opzoek naar functionele producten en geven minder om het uiterlijk van

het product. Het moet hun leven simpelweg vergemakkelijken en weer in harmonie brengen.

Hierdoor zijn zij erg geïnteresseerd in self-care gadgets.

(In het jaar 2031 is er een shift naar gezondheid gemaakt, dit staat voorop. Technologie wordt

hierdoor veel gebruikt om self-care & gezondheid tot een hoger niveau te tillen. Veel mensen in

2031 zullen hierdoor geïnteresseerd zijn in een functioneel product, waardoor de vraag naar mijn

product vanuit verschillende soorten mensen en leeftijden hoog zal zijn, het product is namelijk

te personaliseren en iedereen kan met persoonlijke klachten een omhulzool aanschaffen)

VALUE PROPOSITION:

De QI “omhul-zool” triggert energiepunten in je voeten om stress, vermoeidheid en hoofdpijn

te verlagen door de Oosterse acupunctuur techniek te combineren met Westerse technologie.

Het concept berust op het oude Chinese geloof ‘Qi’, wat staat voor vitale energie. ‘Qi’ stroomt

door elk persoon heen, wanneer een persoon gestresst is, blokkeert zijn of haar lichaam ‘QI’.

Dit product van Filling Pieces zal de doelgroep ‘The Achievers’ de mogelijkheid geven om de

harmonie tussen lichaam en geest gericht te hervinden in een snelle samenleving met veel

druk, technologie en burn-outs, waar het evenwicht gemakkelijk verloren gaat. Het is een nieuwe

revolutie binnen de modewereld, verschillende disciplines als technologie, gezondheid en mode

smelten samen en zorgen voor een vernieuwende functionaliteit van kleding.


ESTIMATION OF THE COSTS & REVENUE STREAMS

KOSTEN: € 57,99

KOSTPRIJS: €72,48

-------------

Siliconen omhulzool: € 2,50

Magneetjes: € 0,10 ps x (gemiddeld 4) = € 0,40

Verf: € 5,00

Graveren (machine): € 1 minuut a €40,- per uur = € 0,70

Vrachtkosten: € 0,09 (uit Portugal: 130 per pallet /1500)

Packaging: € 0,45 (doos + FP Logo erop)

Marketing: € 0,06 (promotie sociale media = €500/8500stuk

€ 0,04 (promotie website) = €300/8500stuks

Manuren:

€ 48,75 (65 minuten a €45,- per uur)

------------

TOTAAL € 57,99

Overhead (25%) € 14,49

-------------

Kostprijs: € 72,48

Wintmarge (30%) € 21,74

------------

Verkooppprijs € 94,22 > rond ik af naar 94,99 (psychologisch)

FEEDBACK BUSINESS

1. Ga is opzoek naar de hoeveelheid sneakers

dat Filling Pieces gemiddeld verkoopt, op basis

daarvan zou je je hoeveelheid kunnen aanscherpen.

(het ziet er nu wel al logisch uit qua hoeveelheid).

2. Kijk is naar je overheid% in verband met de