Research Director, Dr Jari Kaivo-oja 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

Ambience Design: Background Psychiological test environment in Ambience Design project 18.9.2018

What is Ambience Design? It is design for mood and feelings, Ambience Design inspires people……in 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. 18.9.2018

Ambience Design – An Unique Combination of Social and Technological Innovation CEO Jari Koskinen has developed the idea of Ambience Design 18.9.2018

The Ambience Design idea is partly connected to Brand Sense idea… The Ambience Design idea is partly connected to Brand Sense idea….but…it is larger concept Lindstrom, M. (2005). Brand Sense. Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. Free Press, New York. 18.9.2018

Ambience Design: From conventional 2D to 5D in a creative way Smell Touch Taste Sound Sight Source: Lindstrom 2005 18.9.2018

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 18.9.2018

Different environments – Different feelings and moods 18.9.2018

Future vision of Kyoto: Uniquitous network city NEWS 18.9.2018 Source: www.plannet-arch.com/ bgs/gallery-e.htm.

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 18.9.2018

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 18.9.2018

Feelings & Mood Design 18.9.2018

Ambience Design and Changes in the Business Environment Source: AMDE Delphi study report, Kaivo-oja 2006 18.9.2018

Ambience Design and Branding: Probability Analysis 18.9.2018 Source: AMDE Delphi study report, Kaivo-oja 2006

Ambience Design Environments: Events and processes 18.9.2018 Source: AMDE Delphi study report, Kaivo-oja 2006

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. 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. 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. 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. 13. Finland has become the leading country in the ambience design know-how and a internationally acknowledged know-how centre is located in Finland. 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 18.9.2018

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. 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. 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. 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. 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. 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. 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. 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. 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. 18.9.2018

Creating intelligent spaces and textiles: Strategic importance analysis Source: AMDE Delphi study report, Kaivo-oja 2006 18.9.2018

Vision of a sound world NEWS Source: www.plannet-arch.com/ bgs/gallery-e.htm. 18.9.2018

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. 18.9.2018

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 Lindstrom’s (2005, 200) estimations, which say that before the year 2010 35 percent of all Fortune 100 brands will have established a sensory branding strategy. 18.9.2018

I Thank You for Attention… Contact 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. +358 2 4814 526 GSM +358 50 502 7030 Email: jari.kaivo-oja@tse.fi Web : www.tukkk.fi/tutu 18.9.2018