Introduction
of group and members (majors)
Because of
our extensive background in design and our broad skill sets we will use this to
our advantage. The name No.5 comes from the iconic Chanel No.5 perfume, an
iconic and timeless luxury item. The fashion house Chanel is internationally
known for exclusive, timeless, quality and luxurious products we thought this
was a highly appropriate name as these are the characteristics that we hold
close.
At the beginning of our process we identified 5 key research questions.
What is the perception of New Zealand to potential
buyers?
What is luxury to New Zealanders or potential buyers?
What materials encapsulate New Zealand in a luxurious
way?
What is it specifically about New Zealand farming
practices that makes our leather such high quality?
What is it that motivates the final consumer to buy
the product?
Our task is to encapsulate New Zealand and luxury within design.
New Zealand
is often perceived as a clean and green environment, a tourist destination full
of beautiful beaches and amazing mountain ranges. We are known as ‘nice’ people
with 2 degrees of separation who wear flip-flops, eat fish and chips for dinner
and kiwi fruits for dessert. While not all of that is terrible, we need to add
luxurious leather exports to the list. We need to attach luxury to this
perception and promote it to other countries.
How can
design encapsulate this? Through producing a gift and sample package for
clients that allows the client to feel the luxury that New Zealand Luxury Group
creates.
Primarily we
looked into packaging ideas for Nick to present at trade shows. Containing
information, a small gift and swatches for clients to take away. After continuous
research we narrowed down and shifted from this direction to a more focused
package for elite and loyal clients.
Giving
gifts builds rapport and in many cultures this creates trust and allows both
parties to build a relationship. Negative cultural associations with gift
giving are things we have considered throughout our design process.
What
determines the consumer to buy a particular luxury item depends on many
factors. The main factor generally being, price followed by quality then style.
These factors also rely on demographic and psychographic. In terms of high-end
brands such as those in business with New Zealand Luxury Group,
high-craftsmanship is expected, as these brands have a high reputation to
uphold alongside providing an experience and style.
Being a
broad in definition the term luxury can be applied to many situations but the
sense of luxury we want to portray is exclusivity and quality. Exclusivity is
one the key words used when we asked people what they felt, was luxurious. When
something is rare and only in reach of a select group it makes people desire it.
Quality was second on the list and we, in group No. 5 believe quality it is absolutely
ESSENTIAL to making clients KNOW what they are buying is luxurious.
The products
that we are presenting today, while still in developmental stages, carries both
of these qualities. NAME OF PRODUCT. This would be a gift that New Zealand
Luxury Group that would give to their elite and loyal clients.
Our
inspiration for these designs came from a variation of existing products and in
depth research about cultures and their values.
We explored
wine bottle packaging and bespoke gifts as show on the slide behind me. (CHANGE
SLIDE)
Small in
size or light in weight this product will encapsulates New Zealand nature with
the pure and luxurious aesthetic and would contain a gift inside. Whether the
said gift be a leather product, or something else, it will be an item that can
remind the customer of New Zealand and the luxury connotations we carry. The
box in which these gifts sit inside, made from native New Zealand material.
Though we are still researching final materials we know our colour palette with
be neutral and natural.
DISCUSS SKETCHES
Development
CONCEPTS.
A possible
material for the packaging and gift could be native timbers. We
are very fortunate to have some of the most beautiful and well protected native
forests at our doorstep. There is also a huge opportunity for the use of
recycled Kauri and Rimu or a combination with a cheaper wood, which will allow
for lower costs of resources and also inspire the story of the wood and its
past use as no two pieces of wood are the same. There-fore, utilizing the
unique nature of the New Zealand timber that we have at our disposal is a good
considered possibility. This uniqueness will allow the final design to
encapsulate a complete sensory experience that is truly Luxury.
Where to
next?
We will begin prototyping, testing and gathering feedback and
then come up with a final resolution followed by manufacturing the final
product and business and marketing plan.
