1. STRATEGIC DESIGN THINKING by Christophe Pradère 24.09.2009 AN INTRODUCTION TO

2. Module 01 • Design: The Origin of the Story 1.1 • First Period: The Logic of the Industrial Age 1.2 • Second Period: The Logic of the Commercial Age 1.3 • Third Period: The Logic of the Digital Age 1.4 • So What Is Design? A Definition Module 02 • Design and Strategy: Visualizing a Concept 2.1 • The Disciplines of Design 2.2 • Design: An Economic Weapon 2.3 • The Art of War Module 03 • Methodology and Case: Translating a Concept 3.1 • The Brand: A State of Mind 3.2 • The Design Approach 3.3 • Business Toolkit 3.3.1 • Creative Business Idea (CBI) 3.3.2 • Business Approach 3.4 • Strategical Toolkit 3.4.1 • Semiology 3.4.2 • Anthropology 3.4.3 • Culture 3.5 • Case Study: Air France 3.6 • Case Study: Sulwhasoo Summary

5. “ Design is first and foremost common sense.” Ferdinand Porsche

6. People look at things and ask why? I dream about new things and ask why not? George Bernard Shaw

16. 01 • Design: The Origin of the Story Critical Thinking / The Concept of Mobility

18. Second Period: The Logic of the Commercial Age A • Distribution B • Packaging 1.2 Second Period: The Logic of the Commercial Age

19. Second Period: The Logic of the Commercial Age A • Distribution • A System of Images (Identity) • A System of Sales (Function) 1.2 Second Period: The Logic of the Commercial Age • A retail concept is based on:

22. Mass Distribution Is the large scale distribution of consumer goods and serivces to the market with the objectives of:  Being cheap in terms of cost / price  Being universal in terms of selling everything to everyone (targeting the most number of customers) 1.2 Second Period: The Logic of the Commercial Age COSCO, U.S.

24. 1.2 Second Period: The Logic of the Commercial Age A superstore which combines a supermarket and a department store.  Hypermarkets

28.  Supermarkets, Convenience Stores 1.2 Second Period: The Logic of the Commercial Age A supermarket is a self-service store offering a wide variety of food and household merchandise, organized into departments. Also known as grocery stores in the U.S. Convenience stores are small stores or shop that sells items such as candy, ice-cream, soft drinks, lottery tickets, newspapers and magazines, along with a selection of processed food and perhaps some groceries.

29. 1.2 Second Period: The Logic of the Commercial Age Large companies that put less efficient and highly specialized merchants out of business.  Category Killers BEST BUY, U.S. THE HOME DEPOT, U.S.

31. 1.2 Second Period: The Logic of the Commercial Age  Category Killers

32. 1.2 Second Period: The Logic of the Commercial Age - Organization - Signage - Animation - Catergory Management DESIGN STAKES  Category Killers

33. 1.2 Second Period: The Logic of the Commercial Age Flagship stores, or flagships, are main stores from retailers (usually a ‘mono brand’) designed to serve a mainstream of customers.  Flagships Louis Vuitton Flagship Champs-Élysées, Paris Louis Vuitton Flagship Ginza, Tokyo

35. 1.2 Second Period: The Logic of the Commercial Age  Flagships Paris Japan Hong Kong

36. A Place of Trade and Communication  A place which gives more impact to the purchase made  A place that allows the brand to communicate with a multitude of publics An Ideal Retail Store, which serves as a theater for the brand to display its true essence  A place that further promotes publicity A Place of Renewable Experiences  A place which gives people the desire to come again and again  Capable of attracting all publics - first-timers and repeat customers  A premium address , a premium destination in the city 1.2 Second Period: The Logic of the Commercial Age The flagship store, a retail store like nothing else…  Flagships

40. Petit Bateau exemple : Simple, Playful, Soft, Smart, Timeless, Qualitative 1.2 Second Period: The Logic of the Commercial Age The Brief: Brand Image Critical Thinking / Petit Bateau Case Study

41. 1.2 Second Period: The Logic of the Commercial Age Petit Bateau exemple : Basic Essentials, Multigender, Modernity, Qualitative Simplicity The Brief: Recent Ad Campaign Critical Thinking / Petit Bateau Case Study

43. 1.2 Second Period: The Logic of the Commercial Age The Brief: A flagship exemplary of the brand’s business Critical Thinking / Petit Bateau Case Study

44. Module 03 Methodology and Case: Translating a Concept

47. 03 • Methodology and Case: Translating a Concept The Design Approach Designing a range of media Creating a virtuous synergy Design is a medium: • of form and depth • of persistence

48. 03 • Methodology and Case: Translating a Concept 3.2.1 Creative Business Idea (CBI) Business Toolkit A Marketing Approach Prosumer Brand Category Creative Business Idea

50. 03 • Methodology and Case: Translating a Concept 3.2.2 Business Approach Business Toolkit

52. 03 • Methodology and Case: Translating a Concept Strategical Toolkit 3.3.2 Anthropology

55. Thank you :-)