Eames Store Project. Alisa Avigan, Kudzai Chinyadza, Craig Harkness

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1 Eames Store Project Alisa Avigan, Kudzai Chinyadza, Craig Harkness

2 Molded Plywood Chair Since its introduction in 1946, the Molded Plywood Chair has been a permanent fixture in American Design, in addition to being a symbol of modern living. Its smart design provides light and comfortable seating, making it perfect for both the home and office environment. The chair s unique and elegant design earned it the title of best design of the century by Time Magazine. It s a classic chair because of the history it carries and its impact on design. It s also a modern chair because of its timeless look and feel in both the home and office space.

3 Eames in Context 1920s: idea of "rational" design - design choices that could be justified : The German Bauhaus. One of the first institutions to experiment with prototyping for mass-production and modular design Post WWII: Hochschule fur Gestaltung tried to discover the science of design, believing that there existed correct design solutions. An American Style was patronized by the U.S. government by way of exhibitions, as a way to promote and distinguish American culture from Soviet Culture

4 Charles & Ray Eames Charles studied as an architect problem solver and designer of forms Ray studied as a painter expert in color and textiles Began collaborating on projects in 1940 at Cranbrook Academy of Art Collected inspiration from everyday objects Designers, communicators and educators working in all media

5 Eames Approach Rational Design justify design solutions Human-Centered Design ergonomic sensitive to emotion Design as a Tool problem solving communication education Design Process iterative critical

6 Eames Legacy The idea to Take your pleasure seriously. Made traditional modern aesthetic more human through using organic forms The best, for the most, for the least.

7 Eames Lives On... Apple Take your pleasure seriously. - Charles Eames ipod imac iphone ipad Like the Eames designs these products reflect the toys for adults philosophy IKEA The best, for the most, for the least. - Charles & Ray Eames Through mas production, IKEA carries the torch for the Eames belief in good design at an affordable price

8 New Market Like iphone - not the most popular but most desired Early 20 s - mid 30 s Disposable income Design minded Bring it back to the people

9 Daniel Klein I m looking for the genuine article Daniel wants to buy some furniture for his new loft apartment. After four years of college in a shared house, with furniture bought at Goodwill he wants things that reflect his new success and status as a programmer at Amazon in Seattle. Looking for new furniture, he comes across knockoffs of the Eames chair and figures Why have a fake when you can afford the real deal? Age: 24 Lives: Seattle, 2 bed apt with roommate Job: Amazon employee Salary: $90,000 Style: Contemporary functional fashion Spare time: Explore the great outdoors What keeps him up at night: Job stress Lifetime goal: Settle down, build a home

10 Competitors Herman Miller Target audience architects and designers Most of their furniture geared towards industries like healthcare and education. Had the rights the Molded Plywood Chair from 1946 until now. Sold the story behind the chair Selling the culture and attitude of being cool and modern.

11 Competitors Haworth Target audience companies and corporations Most of their furniture geared towards workplace furniture and fixtures. Family business founded in 1948 by Gerrard Wendell Haworth. Sell in Europe and Asia Showrooms as their main marketing strategy.

12 Competitors Coalesse Target audiences both corporations and individuals. Design for crossover category between work and home Crossover meant to inspire creativity Sell the story of the designers Sell internationally through local dealers

13 Where do we fit in? Similarities Coalesse Hybrid between work and home, selling the designer Herman Miller Selling the story IKEA Mainly for individual, best for the most for the least, lifestyle oriented Differences Cultural significance Quality, iconic, timeless product The individual s experience Decision & process to purchase, emotional investment Residential rather than corporate Buyer as user Haworth Modern, playful, family founded, similar price point

14 Alisa Avigan, Kudzai Chinyadza, Craig Harkness

15 Image Citations Eames Store Project Chair on white background: Plywood_Chairs/photo_gallery_eames_plywood_13.jpg Molded Plywood Chair Chair in room: Chairs/photo_gallery_eames_plywood_7.jpg Chair and table: Chairs/photo_gallery_eames_plywood_2.jpg Eames in Context Breuer: Aalvar aalto: Bauhaus: Kitchen debates: Charles & Ray Ray and Charles together: Charles+%26+Ray+Eames.jpg Eames Approach Office : Eames Legacy Clown: Organic chair: Many chairs: BNSUD00Z/posters/peter-stackpole-chairs-designed-by-charles-eames-made-ofmolded-plastic-and-plywood.jpg Parallels Random Access Memories: Steve Jobs: Ikea furniture: Ikea logo:

16 Image Citations Persona Portrait: Competitors Herman Miller: Haworth: Coalesse: used for educational purposes