1. 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

2. Ambience Design: Background
Psychiological test environment in Ambience Design project

3. 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.

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

5. 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.

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

7. 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

8. Different environments – Different feelings and moods

9. Future vision of Kyoto: Uniquitous network city
NEWS
Source: bgs/gallery-e.htm.

10. 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

11. 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

12. Feelings & Mood Design

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

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

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

16. 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

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

19. Vision of a sound world NEWS
Source: bgs/gallery-e.htm.

20. 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.

21. Summing up….
This Delphi study indicates that the expected breakthrough year for Ambience Design applications is Before 2013, in the years 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 percent of all Fortune 100 brands will have established a sensory branding strategy.

22. 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
GSM  
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