KEY RESULTS AN AMBIENCE DESIGN DELPHI STUDY: A FORESIGHT STUDY CONCERNING BRAND BUILDING AND PUBLIC SPACE SOLUTIONS

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KEY RESULTS AN AMBIENCE DESIGN DELPHI STUDY A
FORESIGHT STUDY CONCERNING BRAND BUILDING AND
PUBLIC SPACE SOLUTIONS

• Research Director, Dr Jari Kaivo-oja
• Future-Oriented Technology Analysis (FTA)
  Impacts on policy and decision making, 28th- 29th
  September 2006,Seville, Spain

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Ambience Design Background
Psychiological test environment in Ambience
Design project
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What is Ambience Design?

• It is design for mood and feelings, Ambience
  Design inspires peoplein many ways.
• It is a multisensory communication model.
• Ambience Design utilizes and produces intelligent
  spaces and materials.
• Ambience Design produces interactive
  communication and produces novel spaces where
  places and spaces are conducted by human actors.
• Ambience Design can help in an interactive brand
  building process or brand reformulation process.

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Ambience Design An Unique Combination of
Social and Technological Innovation
CEO Jari Koskinen has developed the idea of
Ambience Design
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The Ambience Design idea is partly connected to
Brand Sense idea.butit is larger concept
Lindstrom, M. (2005). Brand Sense. Build
Powerful Brands through Touch, Taste, Smell,
Sight, and Sound. Free Press, New York.
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Ambience Design From conventional 2D to 5D in a
creative way
Smell
Touch
Taste
Sound
Sight
Source Lindstrom 2005
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Ambience Design Challenge is a Part of On-going
Ubiquitous Revolution

• Key technology waves
• ITC
• E-Commerce technologies
• Machine and robotics
• technologies

Source VTT Information Technology
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Different environments Different feelings and
moods
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Future vision of Kyoto Uniquitous network city
NEWS
Source www.plannet-arch.com/ bgs/gallery-e.htm.
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Where you can use AMDE as planning and design
approach in cities?

• Hotels,
• Restaurants,
• Shops,
• Construction cluster,
• Health care and welfare services,
• Home entertainment and home studios,
• Public spaces for relax purposes,
• Tourism, hospitality and leisure services,
• Architecture and design services,
• Marketing and sales services,
• Culture services,
• Small planning firms and companies,
• Special mobile worker services,
• Public environment planners and architects,
• Experience economy services,
• Spaces of creative class,
• Mass marketing shows and exhibitions (Expo etc.),
• New product and service demonstrations and
  product launching, and
• Planning offices.

Source AMDE Delphi study report, Kaivo-oja 2006
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The Best Definition of Ambience Design in the
AMDE Delphi Study Evaluation
The foundations of Ambience Design thinking were
laid in the idea of moving the currently visually
dominated planning culture towards a
multi-sensory design. In the planning process
planners will take into consideration design
language, sound landscapes, scent worlds, tactile
surfaces, light and color worlds and even the
world of taste. The senses are not limited to
these 5 basic human senses.
Source AMDE Delphi study report, Kaivo-oja 2006
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Feelings Mood Design
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Ambience Design and Changes in the Business
Environment
Source AMDE Delphi study report, Kaivo-oja 2006
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Ambience Design and Branding Probability Analysis
Source AMDE Delphi study report, Kaivo-oja 2006
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Ambience Design Environments Events and processes
Source AMDE Delphi study report, Kaivo-oja 2006
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Expected Futures Roadmap of Ambience Design
Applications
2013 19. The 5-Dimensional (Sight, Sound, Smell, Touch, Taste) brand building strategy has been mainly adopted among companies in the travel and well-being sectors in Finland. More than 50 of companies in the industry utilize the ambience design.
2014 9. Understanding the importance of multisensory sales and marketing is has started in the Finnish business circles and the 5-Dimensional brand building methods are utilized in various ways in the Finnish companies. More than 30 of the Finnish companies use the ambience design -know-how.
2014 18. The 5-Dimensional (Sight, Sound, Smell, Touch, Taste) brand building strategy has been mainly adopted in the retailing sector. More than 50 of companies in the industry utilize the ambience design.
2014 12. NO LOGO -thinking spreads in the global markets. Companies put little or no effort in brand development and the 5-Dimensional brand building or the ambience design -know-how will be utilized neither in Finland nor in the global markets.
2015 2. Majority (over 50) of the Finnish companies operating in the global markets have shifted to the 5-Dimensional (Sight, Sound, Smell, Touch, Taste) brand building strategy.
2015 17. The 5-Dimensional (Sight, Sound, Smell, Touch, Taste) brand building strategy has been mainly adopted among companies producing services in Finland. More than 50 of companies in the industry utilize the ambience design.
2015 13. Finland has become the leading country in the ambience design know-how and a internationally acknowledged know-how centre is located in Finland.
2015 16. The 5-Dimensional (Sight, Sound, Smell, Touch, Taste) brand building strategy has been mainly adopted among companies making e-business in Finland. More than 50 of companies in the industry utilize ambience design.
Source AMDE Delphi study report, Kaivo-oja 2006
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Expected Futures Roadmap..
2016 10. The importance of multisensory sales and marketing is widely understood in the Finnish business circles and the 5-Dimensional brand building methods are utilized in a diverse fashion in the Finnish companies. More than 50 of the Finnish companies use the ambience design -know-how.
2016 6. The 5-Dimensional (Sight, Sound, Smell, Touch, Taste) internal image and developing strategy has been adopted by the bulk (over 80) of Finnish companies operating in global markets.
2016 4. The 5-Dimensional (Sight, Sound, Smell, Touch, Taste) brand building strategy has been adopted by the bulk (over 80) of Finnish companies operating in global markets.
2017 7. Majority of Finnish cities (over 50 ) has shifted to the 5-Dimensional (Sight, Sound, Smell, Touch, Taste) city-brand building strategy.
2017 20. The 5-Dimensional (Sight, Sound, Smell, Touch, Taste) brand building strategy has been mainly adopted among companies in the manufacturing business in Finland. More than 50 of companies in this industry utilize the ambience design.
2017 5. The 5-Dimensional (Sight, Sound, Smell, Touch, Taste) internal image and developing strategy has been adopted by the bulk (over 80) of Finnish MSME.
2017 1. The majority (over 50) of the Finnish MSME have shifted to the 5-Dimensional (Sight, Sound, Smell, Touch, Taste) brand building strategy.
2018 8. The 5-Dimensional (Sight, Sound, Smell, Touch, Taste) city-brand building strategy has been adopted in the bulk (over 80) of the Finnish cities.
2018 11. Understanding the importance of multisensory sales and marketing has penetrated the Finnish business circles and the 5-Dimensional brand building methods are utilized in a diverse fashion in the Finnish companies. More than 50 of the Finnish companies use the ambience design -know-how.
2018 3. The 5-Dimensional (Sight, Sound, Smell, Touch, Taste) brand building strategy has been adopted by the bulk (over 80) of Finnish MSME.
2019 14. Global brands with no 5-Dimensional (Sight, Sound, Smell, Touch, Taste) brand building strategy have completely vanished from the international markets. The product loyalty of customers is based mainly on the 5-Dimensional brand development strategy.
2019 15. Finnish brands with no 5-Dimensional (Sight, Sound, Smell, Touch, Taste) brand building strategy have completely vanished from the Finnish markets. The product loyalty of customers is based mainly on the 5-Dimensional brand development strategy.
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Creating intelligent spaces and textiles
Strategic importance analysis
Source AMDE Delphi study report, Kaivo-oja 2006
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Vision of a sound world
NEWS
Source www.plannet-arch.com/ bgs/gallery-e.htm.
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Summing up

• The Ambience Design Delphi study created many
  interesting insights and produced valuable
  foresight results which concern the future
  development of Ambience Design solutions
  (multimodal or multisensory) and applications.
  This AMDE foresight study verifies the general
  impression that the Ambience Design approach is a
  very promising approach to brand building in
  private companies and public sector agencies. The
  study also implies that an Ambience Design
  approach can produce great benefits for, as well
  as create welfare improvements in, public space
  management and various public environments.
• According to this Delphi study the highest
  potential in the private sector rests in its
  adoption in private home environments (smart home
  environments and mood labs) and, more
  generally, for brand building (building unique
  brand images). With regard to future public space
  development, the highest potential for welfare
  benefits was deemed to be in the environments of
  hospitals.

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Summing up.

• This Delphi study indicates that the expected
  breakthrough year for Ambience Design
  applications is 2013. Before 2013, in the years
  2010-12 key concepts are expected to become more
  popular. This Ambience Design Delphi study timing
  estimation fits quite well with Lindstroms
  (2005, 200) estimations, which say that before
  the year 2010 35 percent of all Fortune 100
  brands will have established a sensory branding
  strategy.

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I Thank You for AttentionContact Information

• Research Director, Dr (Adm.Sc.), MSc(Econ) Jari
  Kaivo-oja
• Finland Futures Research Centre
• Turku School of Economics
• Rehtorinpellonkatu 3
• 20500 TURKU
• FINLAND
• Tel. [phone]
• GSM 358 50 502 7030
• Email jari.kaivo-oja_at_tse.fi
• Web  www.tukkk.fi/tutu