Good morning everyone! After grabbing our teas / coffees together with smelling strips we are all sitting here in the theatre hall waiting for Bernardo Fleming’s keynote on beautiful fragrances they create at IFF (International Flavors and Fragrances).
We are watching Hussein Chalayan in awe. He has a holistic approach to fashion design. He not only designs clothes but a whole interactive show goes about his pieces. He presents his concepts in every sense of it with the help of music, lights, smells, motion, technology. He is fascinated by everything about life, he has passion for life and that’s why he makes use of every piece that belongs to life.
What platform for discussion Nazli created this session. The discussion went about the tension between intellectual metaphors and product metaphors. How similarity is established between target and source in both kinds of metaphors and whether product metaphors could accommodate similarities inherent to intellectual metaphors. Audience wanted more time but we had to leave the room for Hussein Chalayan’s keynote reportage.
Session “Process Methodology Tools and Methods: Narratives and Stories”
Metaphors can vary in the degree of subtlety (implicit vs. explicit) and abstraction (literal vs. abstract) of mapping. Nazli Cila investigates mapping strategies of designers and their respective effect on identifiability and perceived aesthetics of the resultant metaphors.
Session Process Methodology Tools and Methods: Narratives and Stories
Xiaojuan Ma is telling us the importance of using emotions in storyboards and giving us guidelines to design facial expressions that accompany the narrative in storyboards. She is inspired by famous studies of Ekman and the cartoon illustrators.
Session 5D “Design Strategy and Innovation: Control”
We as humans are constantly faced with conflicting goals, such as the temptation of immediate pleasures that might stand in contrast with more abstract, long-term goals. Based on a phenomenological study, Deger Ozkaramanli identified personal strategies in situations of conflicting concerns and outlines design approaches in order to design products that support a balance of hedonic and eudaimonic goals and thereby enhance subjective well-being.
You can also enjoy her collection of design examples http://paradoxindesign.tumblr.com/
Session 5D “Design Strategy and Innovation: Control”
When you return to your hotel today, pay attention to conflicting concerns that you might encounter: perhaps a tension between luxury and eco-friendliness, between exploration and familiarity, or between cost and enjoyment. Kathy Pui Ying Lo explores service design strategies for customization of hotel features.
Originally Session 1C “The Philosophical”
What is an Aesthetic Experience (AE), what components are essential to it, and how does it evolve over time? Ioana Ocnarescu offers a framework that is theoretically embedded as well and vividly exemplified by a personal story of an aesthetic experience.
A fascinating talk by Dr. Michael Apter (psychologist) on reversal theory. He explains us the underlying processes of why people could enjoy watching a horror movie or going down in a roller coaster? These fundamentally negative emotions could be transformed into pleasureable experiences depending on the states we are in / motivations have with our surroundings. He gives a framework of four bipolar psychological states: serious-playful, conforming-rebellious, sympathy-mastery, and self-other. Switching from one state to another does influence our reflection on objects and events surrounding us. He ties it to the design community that designers can play with the states people can be in to create richer experiences with products.
Session 4D “Process Methodology Tools and Methods: Metrics”
Gaël Laurens introduces PrEmo2. In the paper he further reviews other non-verbal emotion self-report methods and suggests areas of improvement.
Session Process Methodology Tools and Methods: Metrics
While you are discussing the new iPhone 5, I’d like to announce that PrEmo2 is out! Gaël Laurans is presenting now! You must be curious to know what’s new! Just check out the paper
Session The Self / The Object: Smell
Claus Noppeney is comparing mind maps to visual concepts and discusses why visual concepts are appropriate as a visual tool that can be used by perfumers in the way they create new fragrances for a certain emotion. Visual concepts are a four page document including a cover, 2nd page with the facial expression of the emotion to be conveyed with text describing the emotion, 3rd page with more abstract images, and 4th page with images of natural objects which can be used as ingredients by the perfumers.
Bernardo Fleming is revealing how IFF created the conference smell for D&E 2012 with the theme ‘out of control’. One technique they used was to have 7 international perfumers work on their ingredients indivudually without knowing the ingredients of the other perfumers. Except that each perfumer only got to know two ingredients from the previous and next perfumer. Once all the incidents were ready they added them all up in order from perfumer 1 to perfumer 7. As a result I think they created a fragrance that is perceived as young, fashionable, cool, masculine, a little distant, and a little edgy.