1. analyzing trends | parsons the new school for design
ANALYZING & PATTERNING
GENERATIONAL CODES
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2. trends are what happens next?
stories what clues are there?
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3. GI Silent Baby
Generation Generation Boomers Gen X Gen Y
1901-1924 1925-1944 1945-1964 1965-1983 1984-2001
Industrial Era Mass Media Era Micro Market Era
Manufacturing WW2 Interstate Highways Cable TV
Global resources TV Advertising Internet
Social Networks
Scientific advances Suburbia
what forces shape what contrasts and
unites generations helps
the codes of each us decode how trends
generation? manifest in unique ways.
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4. GI Silents Boomers
optimistic cautious rebellious
SUSTAINED PERCEPTION/BEHAVIOR
economics technology politics
SOCIAL/ECONOMIC FORCES
codes emerge for emotions that imprint our life
narrative during childhood and
each generation as we mature.
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5. parent GI Silents Boomer
gender models patriotism what we eat concepts of work
child Boomer Gen X Gen Y
assimilation/ establishing difference
is a natural part of the
differentiation maturation process.
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6. childhood adult
OPTIMISM
PATRIOTISM INDIVIDUALISM
CODE CODE
GI generation grew up during the Depression.
the oldest living generation, born
childhood imprint into a world without television.
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7. childhood adult
OPTIMISM
PATRIOTISM INDIVIDUALISM
CODE CODE
GI generation rite a generation that was directly
impacted by war and imprinted
of passage imprint with a sense of patriotic fraternity.
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8. Revolutionary Road (2008)
childhood adult
OPTIMISM
PATRIOTISM INDIVIDUALISM
CODE CODE
RECONNECTING AND SEARCH FOR HOME
the optimism of the postwar years created a desire to
GI generation "get back to normal". couples postponed marriage and
children during the war, but now that the economy was
1901 1924
good, there was a emotional drive to settle down sooner.
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9. childhood adult
CAUTION
AWARENESS
CONFORMITY CODE
CODE
COMING OF AGE POST WAR
silent generation Kerouac documents spontaneous
road trips and observations across
1925 1944 mid-century America.
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10. childhood adult
CAUTION
AWARENESS
CONFORMITY CODE
CODE
COMING OF AGE POST WAR
silent generation too young to have fought in WW2.
childhood memories of rationing during
childhood imprint the war. came of age in the fifties.
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11. childhood adult
CAUTION
AWARENESS
CONFORMITY CODE
CODE
COMING OF AGE POST WAR
silent generation a tension between collectivism
rites of passage and individualism.
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12. childhood adult
REBELLION
CONFORMITY REVOLUTION
CODE CODE
SEEKING SOCIAL EXIT
boomer generation grew up with TV. defined
the first mass youth
1945 1965 movement in sixties.
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13. childhood adult
REBELLION
CONFORMITY REVOLUTION
CODE CODE
SEEKING SOCIAL EXIT
the vietnam war draft and the
the boomer civil right movement are
rites of passage catalysts in shaping
emotional imprint of rebellion
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14. childhood adult
DISRUPTION
CONSUMPTION EDIT CODE
CODE
AN EXPECTATION TO DISRUPT THE STORY
generation x raised on media and technology
as it becomes more fractured
1965 1983 and controllable
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15. childhood adult
DISRUPTION
CONSUMPTION EDIT CODE
CODE
AN EXPECTATION TO DISRUPT THE STORY
the fracturing of TV into syndicated
generation X UHF reruns, the proliferation of video
arcades and personal computers
childhood imprint impacts their sense of involvement and
remixing of story lines.
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16. childhood adult
IDENTITY
FAME PRIVACY
CODE CODE
RAISED AS HYPER CONSUMERS
gen y codes the first post cold war
generation. cable tv and personal
computing mature with them.
1984 2000
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17. childhood adult
IDENTITY
FAME PRIVACY
CODE CODE
RAISED AS HYPER CONSUMERS
gen y the promise of limitless credit coupled
with ubiquity of the internet’s impact
childhood imprint on social relationships.
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18. GI Silent Baby
Generation Generation Boomers Gen X Gen Y
1901-1924 1925-1944 1945-1964 1965-1983 1984-2001
the original pattern or
the archetypes of model....the
culture and generations representation of a
shared unconscious...
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19. soldiers, cowboys heroic archetypes shape the
and supermen childhood play of Boomers.
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20. recent boomer post war male mythology plays
mythology cast out in contemporary politics.
political language borrowed directly
in childhood from the western genre.
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21. The Pinup
over there (fantasy)
Rosie the Riveter
over here (utility)
wartime female the two faces of female - at
archetypes reflect home and with the GIs abroad
demonstrates a fractured
utility and fantasy narrative of utility and fantasy.
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22. wartime “freedom, democracy &
casualness” is championed as
utility codes patriotic and intrinsically American.
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23. the american "Most of my ideas come from
trying to solve my own problems."
look is born Claire McCardell
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24. jeans as signifier before the 1950s, blue jeans were worn
primarily by factory workers, cowboys, sailors,
of emerging and miners. Starting in the 50s jeans became far
more popular among people of all ages. today, the
youth culture typical American owns seven pairs of jeans.
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25. Levi’s advertising what words would you use to
analysis describe this advertisement?
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26. Levi’s advertising how about this one? what
changed? what does that mean
analysis to the meaning of the brand?
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27. Detour (1945) Faster Pussycat Kill Kill (1965)
the femme fatale as the WW2 power female
post-war subculture archetypes go underground and
emerge more in tandem with
archetype feminist discourse later in the 60s.
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28. a post-war subculture of DIY and anti-
the rebel and establishment narrative. hell’s angels borrows
anti-hero myths the language of the returning GI. fraternity of
the lawless - war-time socio-economics.
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29. The rockers in postwar Britain were
called "Teddy Boys" because they
adapted Edwardian-era styling cues
(drainpipe trousers, long coats, etc.)
to American rockabilly fashion.
post war fashion styles borrowed and remixed.
teddy boys women in the early scene opted for the
male elements of the style, like short
(and girls) pompadour haircuts and trousers.
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30. vivienne the inspiration for Westwood’s early
designs were fueled by access to
westwood & the army surplus and references to post-
diy aesthetic war subculture themes.
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31. Progress Fear
Code Code
THEMES THEMES
Freedom Anxiety/Loss of control
Exploration Invasion
Leisure Competitiveness
post WW2 this tug between opposing ideals
shapes boomer code as they transition
codes from childhood to adulthood.
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32. Fear Code
nuclear changes the symbolic end to WW2 also acts
as a tense reminder of the fine line
everything between progress and fear.
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33. Target You - Civil
Defense Film (1953)
Fear Code
you are post-war the fear of potential nuclear
attack fuels a constant and nervous state
the target of preparedness. am I doing enough?
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34. Fear Code
atomic anxiety as a strong emotional imprint
on the childhood development
childhood imprint of Boomer children.
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35. Fear Code
The Day The Earth Stood Still (1951)
the monster and science fiction movies
invasion as pop of the 1950s reflect aspects of cultural
culture narrative uncertainty - fears of “others” and the
growing impact of technology.
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36. Fear Code
the politics of fear the HUAC (House Committee on Un-American
and rooting out Activities) focused its investigations on real and
suspected communists in positions of actual or
“the others” supposed influence in American society.
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37. Fear Code
9/11 reignites the fears re-engage boomer’s
fear narrative in childhood emotional memory.
American culture
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38. guantanamo bay
Fear Code
ambiguous new standards of war and
boundaries are asserted as part
enemies of post-911 lexicon.
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39. Fear Code
building fences as immigration becomes current
cultural context for a resurgence
political signifier of “the others” narrative.
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40. Progress Code
the interstate the largest public works project
fuels migration from city to
highway suburb and beyond.
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41. Progress Code
no down payment
GI bill of rights loans to acquire homes
in the new suburbia.
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42. Progress Code
a tension between innovation and
anxiety as the race to space framed
the space race the promise of technology as well as
the tension with the Soviet Union.
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43. 1
source 3x2 1950s/60s kitchen 2012/2013
trends living room
dining room
product trend bathroom product trend
bedroom
product trend backyard
garage/car product trend
the office
product trend
eating out product trend
motel/hotels
3
2 forecast
pattern/ future
analyze meaning
trends
patterning trends/ and analyzing the codes of
forecasting future meaning of these spaces -
meaning PAST & PRESENT
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44. IMAGE: Flickr /thomas.merton
the meaning these space are imprinted with emotional
of personal meaning. how they are designed and filled
with objects reflects our processing of past
spaces and future narratives
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45. LANDSCAPE DESIGN AND CARE
EATING AND SOCIAL SPACES
OUTDOOR FURNITURE AND APPLIANCES
RECREATION AND PLAY
the meaning of the our concepts of what we need as
individuals versus what we want to
front and back yard do to fit into a shared social narrative.
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46. suburbia was a packaged pastoral mythology
the dream of that lured people away from congested cities.
country living the blueprint of homes was a miniaturized cookie
cutter of the country estate.
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47. victory gardens, also called war gardens or
the rise and fall of food gardens for defense, were vegetable, fruit
and herb gardens planted at private residences
victory gardens and public parks during WWI and WWII to reduce
the pressure on the public food supply.
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48. the lawn represents a symbol of aspiration
the lawn as post that and acts a way of framing new codes
of uniformity. outdoor products are
war signifier driven by technology such as ammonia
produced and perfected during the war.
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49. the only thing holding people back
... and rise again from planting front yard gardens is a
of victory gardens subjective but widely accepted sense
of what’s pretty and proper.
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50. Model Fallout Shelter (Long Island) Fallout Shelter Denver Colorado
backyard fallout ''the fantasy about the perfect shelter was
the fantasy of the perfect family,''. door-to-
shelters reflect door salesmen hawked fallout shelters in the
same way post-9/11 anxiety entrepreneurs have
fear code peddled gas masks and Cipro.
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51. Leave it to Beaver (1957) Kingsford Charcoal (2007) - ad was pulled
suburbia’s suburbia reclaims old stereotypes
put into question during WW2.
backyard advertising and television affirm
gendered space these new mythologies.
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52. motels and cheap in 1950 there were 2,500
materials fuel residential pools in the USA. by
swimming pool boom 1955 there were 26,000.
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53. backyard as technology and economics
officepods and places new pressures on the ritual
of work, homeowners rethink the
grannypods utility of spaces they have available.
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54. KITCHEN DESIGN AND MATERIALS
KITCHEN APPLIANCES
FOOD ITEMS AND MANUALS
FURNITURE AND ACCESSORIES
the meaning of the hub of the home evolves in use
as our culture of consumption
the kitchen becomes increasingly complex.
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55. war brings products like Dow Saran Wrap and
Reynolds Wrap come from material
cheaper materials innovations used during the war. Saran
and methods was sprayed on fighter planes to protect
them from salty sea spray.
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56. in 1950 Poggenpohl introduced the
the fitted first fitted kitchen with continuous
kitchen countertops and organized around
new appliances like refrigerators.
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57. return of the a move away from Tuscan and
French country styles to more
fitted kitchen modern clean lines.
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58. canned food is can manufactures claim “no other container
positioned as the protects like the can.” - a progression
away from fresh produce.
“safer food”
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59. the technology that as people today crave real, crafted
and authentic we need to place this
frames food changes shift in context of what people are
moving away from - food language
the meaning of food cast from after WW2.
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60. invention shapes Clarence Birdseye a taxedermist from
from Brooklyn invented what we know as
food’s meaning the frozen food industry.
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61. words like instant and fortified
food science alters become the codes of post-war food. the
codes for food disconnect to real food begins along
with the role of food as social connector.
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62. new controversies two mothers are circulating a popular
emerge over petition calling on Kraft Foods to remove
artificial dyes, specifically yellow dyes 5
legacy ingredients and 6, from its Macaroni & Cheese products.
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63. Food-O-Mat is a company developed to sell the
supermarkets carton flow system is a form of shelving that uses
innovate for speed a gravity feed rear load design. merchandise is
loaded in the rear of each runway. as an item is
and convenience removed from the front, the item directly behind it
slides forward in place of the previous.
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64. In South Korea Tesco developed a large,
the new state of wall-length billboard was installed in the
convenience station, designed to look like a series of
supermarket shelves. users scan the code
transcends space of any product, the products are delivered
to the user's home within the day.
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66. the internet as technology today is being used as a
connector and trust builder to the
your kitchen experience of food.
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67. professional signals from outside the
grade home home fuel must-haves in
appliances today’s kitchens
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68. people expect more from their kitchens
a new code of use today with cues coming from professional
and utility emerges demonstrations in the form of cooking shows
and heightened senses when eating out.
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69. BATHROOM DESIGN AND LAYOUT
FLOORS AND WALLS
PLUMBING FIXTURES
STORAGE
the meaning of a traditionally private space grounded in
the bathroom the utility and aspiration of personal care.
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70. the codes clean becomes interwoven with
of clean codes of patriotism post-WW2.
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71. in 2005 more than $67.3 million US
post-9/11 clean sanitizers were sold, a whopping 53.5
rituals emerge per cent increase from 2004,
according to ACNielsen figures.
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72. war industries seep chemicals produced by wartime
contractors such as Alcoa are
into consumer realigned to a post-war economy with
products and programs such as adding
markets fluoride to the public water supply.
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73. fluoride for the first toothpaste to
include fluoride was Crest,
your protection which came out in 1956.
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74. the medicine cabinet consumer stockpile the latest
manufactured drugs and
reflects our idea of potions with expectations of
health and identity competitive advantage.
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75. medicine as Enovid was delivered in a small bottle. When the
Food and Drug Administration approved it for
progressive birth control use in 1960, it had already been
on the market for almost two years, as a
social narrative treatment for menstrual irregularities.
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76. near double digit sales growth in the
homeopathy homeopathic category in both mass market
and natural channels has spurred increasing
trending interest into the nature of homeopathic
consumers and their buying trends.
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77. new experience often the last thought in any home design plan
- the bathroom becomes a new stage for
expectations expectations in transcendent experiences.
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78. BEDROOM DESIGN AND LAYOUT
FURNITURE AND ACCESSORIES
ENTERTAINMENT AND COMMUNICATION
bedrooms evolve with culture as
the meaning of sexual mores change over time as
the bedroom well as the impact of technology
beyond the living room.
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79. bedroom as boudoir Appliance companies like General
of feminine design Electric tap into design led
purchases. This clock “The Boudoir”
expression and other clocks like “The Wink”.
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80. the princess telephone was introduced by the Bell
technology System in 1959. it was a compact telephone
trickles in designed for convenient use in the bedroom, and
contained a light-up dial for use as a night-light.
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81. bedroom spaces 54% of people check their
become individual phones and iPads throughout
the night and when waking up.
cocoons
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82. cocoons inform products become shaped less
product and on shared comfort over
individual comfort.
service design
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83. bedroom design today as the TV moves into the
reflects personal bedroom the design choices
become more gender inclusive.
expectations
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84. ROOM DESIGN AND MATERIALS
FURNITURE AND ACCESSORIES
SOCIAL RITUALS - MEALS/PARTIES
APPLIANCES AND ELECTRONICS
the meaning of the shaped by technology and
living room/dining room shifting social frameworks.
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85. cooling once considered a luxury to the
cocoons shift average homeowner, room
coolers made residential air
social behavior conditioning affordable.
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86. Russel Wright’s method of design came from the
the stage for belief that the table was the center of the home.
Designing in layers from there outwards, he designed
social rituals tableware to larger furniture, architecture to landscaping,
all according to his concept of easy, informal living.
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87. television
rewires broader the huge impact of television on how
families eat and organize their time.
social ritual
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88. tv reshapes tv shapes new rituals for family
traditional interaction and shared experiences.
products deliver on making things work
family rituals for tv over anything else.
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89. as technology becomes more malleable
bookshelf we are given more choice in how we
porn emerges integrate assumptive inclusion of TVs and
reassert unplugged design motives.
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90. CAR INTERIOR DESIGN
CAR SEATING
CAR DASHBOARD AND INFORMATICS
CAR ENTERTAINMENT
CAR GARAGE DESIGN AND ACCESSORIES
the meaning the role cars play has been
directly interwoven into
of cars social rites of passage.
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91. the meaning of car
features such as
interior is shaped in bench seats.
experiences
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92. after 9/11 and the war in Iraq, buying a
hummer becomes Hummer was the patriotic thing to do.
the post-9/11 between July 2002 and November 2002,
monthly sales of the Hummer H1 and the
fallout shelter Hummer H2 practically doubled, from
1,922 to 3,933.
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93. service design built GM urged its 150 Hummer dealers to
spend millions building showrooms
on the fear code that looked like Quonset huts.
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94. the utility code the Nissan Cube is a higher body
and car as home mini MPV (multi-purpose vehicle)
produced by Japanese carmaker
appliance Nissan, introduced in 1998.
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95. source: Wired.com/Autopia
you won’t need a the Institute of Electrical and Electronics
Engineers (IEEE) recently released
driver’s license in predictions that autonomous cars will
account for up to 75 percent of
the future vehicles on the road by the year 2040.
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96. car companies Honda's smartphone app monitors the patterns
integrating of a driver's acceleration and deceleration over
time and then predicts if a certain pattern, such as
technology heavy braking, is likely to cause a traffic jam.
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97. as wealth moves back into
cars integrated as major cities so come
home decor transformational concepts that
combine utility and peacocking.
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98. Gucci Interior for Fiat
Celine 2011/2012
runway show
car brands such as Fiat and Range
cars and fashion find Rover integrate fashion into interiors
while fashion designers like
inspirational synergies Phoebe Philo for Celine find their
inspiration from car interiors.
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99. CONCEPTS IN EXPERIENCE
CONCEPTS IN FOOD
VENDING MACHINES
MOBILITY IN EATING
the meaning of food as rite of passage.
casual eating out food as lifestyle. third place.
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100. In the 1940’s the first
McDonald's restaurant
opens on Route 66.
McDonald’s invents the
faster & "Speedee Service System".
cheaper food New cheap food sources allow
youth to disconnect from home
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101. food today our fears coupled with the
empowerment of personal
becomes a computers in out pockets changes the
data story information expectation about our food.
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102. Pret-a-Manger borrowed its name from fashion
craft and focused on gourmet, ready-to-eat food
mainstreaming which was inspired by the traiteurs of Paris
(reference to French culinary guild tradition)
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103. there are at least 100 restaurants that
crowdsourced and are running or have run campaigns on
Kickstarter in the US. In Brooklyn, the
temporary concepts DUB Pies Food Truck project exceeded its
fundraising goal by over $5,000.
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104. new concepts the Cupcake ATM machine looks a lot
combine technology like an ATM, except it dispenses
cupcakes, not cash.
and craft
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105. OFFICE SPACE DESIGN
OFFICE MACHINES
OFFICE FURNITURE
BUSINESS APPAREL
the meaning of the division of space defines cultural
frameworks for gender and class. the
the office ritual of work reflects broader social trends.
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106. the 3 martini lunch the three-martini lunch was a term used
affirms old boy to describe a leisurely, indulgent lunch
enjoyed by business executives to
networks network and charge as an expense.
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107. Photo by Guido Vitt via Men’s Journal
according to the American Society of
how we use Plastic Surgeons (ASPS), nearly 12
our lunch hour million minimally invasive procedures
were performed last year.
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108. Unilever, has adopted an expansive workplace
new space philosophy known as Agile Working - otherwise
concepts known as work from anywhere, whenever you want,
as long as you get your work done.
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109. AIRPORT TERMINAL DESIGN
AIRLINE SEATING DESIGN
AIRLINE FOOD
AIRLINE SERVICE DESIGN
the meaning of from glamour to a painful process of
air travel unpacking and disorienting us.
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110. at its peak in the late 1960s and early 1970s,
an era of airline Pan Am advertised under the slogan, the
elegance "World's Most Experienced Airline". It
carried 6.7 million passengers in 1966.
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111. airline meals by the 1960s airline begin using mass
catering companies to fulfill their meal service
standardize creating a standard similar to TV dinners.
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112. the new post 9/11 measures impact on our
awareness of privacy on our
aesthetics of personal lives as well as our emotional
transparency relationship to the concept of travel.
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113. ziploc and the a new ‘normal’ was being adopted when
new aesthetics it came to air travel. the ban on liquids, as
well as medications, baby formula, and
of transparency breast milk for any item larger than 3 oz.
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114. HOTEL/MOTEL CONCEPTS
ROOM DESIGN AND FURNITURE
ROOM FEATURES
FOOD AND ENTERTAINMENT
the meaning of a new mobile consumer propels a market
for destination travel with new concepts in
motels/hotels design to take home.
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115. the motel as cars fuel a new economy in leisure travel.
standardized home away from home - but with many
amenities that fuel aspiration such as
destination swimming pools and eating rituals.
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116. new concepts like ...a site which hunts down the sources of
accessories adorning rooms in some of
discover & deliver the world’s luxury hotels and delivers them
to customers’ doors.
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118. IKEA, Marriott plan their target guest is the rapidly emerging
chain of stylish millennial traveler which Marriott hopes to
woo with “contemporary stylish design,”
budget hotels eco-friendly elements and free Wi-Fi.
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