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EXPLORING HAPPINESS EXPLORING HAPPINESS � Claudia van Mastrigt & Steven van Beijeren DESIGNERS CLAUDIA VAN MASTRIGT & STEVEN VAN BEIJEREN In this lecture, held at Retail & Brands festival September 2018, Claudia van Mastrigt and Steven van Beijeren explored the trend happiness and its di ff erent aspects. Modern life confronts us with many good, and bad things happening in the world. How do we deal with this? We believe that after the financial crisis, we have raised our heads and started our quest for happiness. Happy Socks Something simple like happy-socks, an expression of joy for every grey office worker. The days of soberness are over, we can spend money again and show ourselves! HAPPINESS IS A TREND Mama Kelly, Amsterdam Madero Café, Guatemala City Romola, Madrid The expression of happiness is also visible in new concepts popping up all around us. A restaurant fully covered in pink, or just submerged in a random mix of colors. The experience of being in a colorful world creates a moment of happiness. Hotel Paradiso, Ibiza Next to the explosion of colors, playfulness is also a trend we see more often. Student Hotel, Barcelona Student Hotel, Eindhoven Gaia Mother Tree, Ernesto Neto, Zürich This playing net in the central station of Zurich is solely meant for adults. IKEA event, Zwitserland Brands recognize the quest for happiness people are on, they include adult playing experiences into their concepts more and more. IKEA Play Cafe, Toronto FULL VIDEO: https://www.youtube.com/watch?v=5gFLFbcQBoY KIDULT: We wanted to test to see how adults would react when given the chance to have kid-like experiences, aka, the slide and ball pit. We were all super surprised to find out that more often the busy people of Chicago would take the slide over the stairs. Next to acquiring individual and expressive happiness, we also see people looking for happiness by caring for others. HAPPINESS AND COMMERCE www.tedx.com FULL VIDEO: https://www.youtube.com/watch?v=PsihkFWDt3Y www.instagram.com/bassmit Spending something one someone else makes you far more happy than spending something on yourself. This is reflected in many choices we make. REWARDING THE CONSUMER: YOU ARE A GOOD PERSON The way we spend our holidays; by helping other people. FROM AIRMILES TO CAREMILES www.flixbus.nl www.klm.nl www.recyclebank.com The way we support charity initiatives. And the choices we get to make for the world when buying something. INSTANT HAPPINESS Colourful Labyrinth, Camille Walala, Now Gallery London Geon, MuralsWallpaper BMW i8, Memphis style edition The expressive and physical happiness is becoming more prominent, the Memphis style is back! We see it in graphics, architecture, fashion, even the car industry. Museum of Icecream, San Francisco Dessert Museum, Manila Museum of Icecream, San Francisco New museums o ff er instant happiness in which they emerge the spectator in crazy world of colour and distortion. Be a child again! And dive in a bath of chewing gums or be amazed by the supersized icecreams. THE STORY BEHIND THE PRODUCT www.fairphone.com The story becomes relevant. An example of a product which is branded purely on the fair story. www.hyperledger.org/seafoodcasestudy www.martinejarlgaard.com www.iywto.com New technology allow us to understand much better what kind of choices we make when we buy something. The modern costumer demands to understand the backstory of their products, in order to know if this choice helps other people or harms them. NEW WAYS OF ORGANIZING Khoury et al. (2016). Proc. Royal. Soc. B 283(1832): 20160792 A new way of thinking about the product origin or provenance. What this could mean for traditional retail? What would a fresh department look like when you would arrange all products on country of origin? isles representing the di ff erent continents? HAPPY WITH A STORY Color Factory, New York Color Factory, New York HAPPY WITH A STORY The Color Factory team walked over 50 miles and took more than a thousand photos over the course of a few weeks to create this portrait of the city. Manhattan Color Walk is a new kind of map, showcasing the colors and diverse stories that bring New York City to life, and encouraging visitors to consider how color can help define a place and contribute to our sense of togetherness. FULL VIDEO: https://vimeo.com/274924957 The Happy Show, Stefan Sagmeister The instant happiness o ff ers a story as well, next to being expressive and colorful it can tell you something about the city or neighborhood you are in. Or connect research data to experience , like in the museum of happiness THE BENIFACTORS BUSINESS MODEL www.we-wood.com www.kutoa.com The principle of acquiring happiness by giving something to someone else is finding its way into more and more business models. New companies change the incentive for people to buy by adding a good deed to every product they sell. www.toms.com You can now buy a watch and immediately plant a tree. Eat a candybar and feed a child, buy shoes and donate shoes. www.1faceeu.com Which watch would you choose? WHAT WE DO Inspired by these happy givers, we decided we want to do good ourselves as well. Thats why we bought 100 pair of the shoe that grows. A design solution for children in Africa lacking shoes. The shoe that grows is an adjustable shoe that can provide footwear for multiple sizes. Because we work in Kenia and Nigeria, we can work with our local contacts to distribute the shoes to children in need. INSTANT HAPPINESS WITH A GREAT STORY We invite you to share the happiness of giving with us as well. By clicking on this link, and donating 15 dollars, we can make one child happy by providing footwear. And with that giving one child the opportunity to go to school.
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