Het lectoraat Co-Design van Hogeschool Utrecht doet met een systemisch-inclusieve ontwerpende aanpak praktijkgericht onderzoek, om complexe maatschappelijke vraagstukken te helpen oplossen. Binnen die onderzoeken stellen we vragen over het ontwerpproces en de mensen die daarbij betrokken zijn. Hoe kun je goed co-designen in de weerbarstige werkelijkheid? Wat kan helpen in die ontwerpende aanpak? Hoe kunnen mensen die niet zijn opgeleid als ontwerpers volwaardig meedoen in het ontwerpproces, en wat hebben zij daarvoor nodig aan ontwerpend vermogen? De kennis over ontwerpend vermogen die we de afgelopen vier jaar hebben opgedaan, delen we in dit boekje. We hebben dat proces getekend en beschreven als een reisverhaal van Co, die ons meeneemt op een boot over een rivier, door stroomversnellingen en langs landschappen. Met bijdragen van: Marry Bassa, Anita Cremers, Tanja Enninga, Anita van Essen, Christa van Gessel, Berit Godfroij, Joep Kuijper, Remko van der Lugt, Caroline Maessen, Lenny van Onselen, Dirk Ploos van Amstel, Karlijn van Ramshorst, Carolijn Schrijver, Fenne Verhoeven, Danielle Vossebeld, Rosa de Vries
Recent developments in digital technology and consumer culture have created new opportunities for retail and brand event concepts which create value by offering more than solely marketing or transactions, but rather a place where passion is shared. This chapter will define the concept of ‘fashion space’ and consumer experience, and delves into strategies for creating experiences that both align with a brand’s ethos and identity and build brand communities. It will provide insight on creating strong shared brand experiences that integrate physical and digital spaces, AR and VR. These insights can be used for consumer spaces but also for media and buyer events, runway shows, test labs and showrooms. Since its launch in 2007, international fashion brand COS has focused on creating fashion spaces that build and reinforce a COS fashion community. COS retail stores with their extraordinary architecture, both traditional and contemporary, contribute stories and facilitate intense brand experiences. Moreover, COS’ dedication to share the artistic inspirations of its people led to collaborating on interactive and multi-sensory installations which allow consumers to affectively connect to the brand’s personality and values. Thus, the brand was able to establish itself firmly in the lifestyle of its customers, facilitating and developing their aesthetics and values. This is an Accepted Manuscript of a book chapter published by Routledge/CRC Press in "Communicating Fashion Brands. Theoretical and Practical Perspectives" on 03-03-2020, available online: https://www.routledge.com/Communicating-Fashion-Brands-Theoretical-and-Practical-Perspectives/Huggard-Cope/p/book/9781138613560. LinkedIn: https://nl.linkedin.com/in/overdiek12345
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Cartoon report met Live drawings van Daniel -Danibal- Hentschel, tijdens workshop 'Co-Creating beyond green', Society 5.0 festival, Amsterdam. Een workshop georganiseerd door Marije Kanis, Astrid Lubsen, Annika Kuijper en Mark van Wees, in het kader van project Samen zichtbaar duurzaam.
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Aeres University of Applied Sciences has placed internationalisation as a key driver in its overall strategy. By prioritising the internationalisation of education and educational consultancy the university has created solid opportunities for students, lecturers, and partners at regional, national, and international levels. Currently, more strategic development on internationalisation in applied research at Aeres is needed. There is an opportunity to utilise highly proficient researchers, state-of-the-art facilities, and an impressive national research portfolio, and for this, there is a need to develop international research agenda, a key priority for AeresResearch4EU. To address this need, Aeres University of Applied Sciences aims to strengthen its internationalisation efforts with its research activities, opening the door to many opportunities, and most importantly, creating an international research agenda spanning the university's three locations. The main objectives of AeresResearch4EU are to analyse the existing research strategy and professorships and develop them towards a global research agenda for the European Union. By focusing on international research projects, Aeres can further enhance its reputation as a leading institution for applied research in agriculture, food, environment, and green technologies. AeresResearch4EU aims to create new partnerships and collaborations with researchers and institutions across Europe, allowing Aeres to contribute to developing innovative and sustainable solutions to global challenges. With its strong commitment to internationalisation and its focus on applied research, Aeres University of Applied Sciences is poised to become an essential player in the European research landscape.
The denim industry faces many complex sustainability challenges and has been especially criticized for its polluting and hazardous production practices. Reducing resource use of water, chemicals and energy and changing denim production practices calls for collaboration between various stakeholders, including competing denim brands. There is great benefit in combining denim brands’ resources and knowledge so that commonly defined standards and benchmarks are developed and realized on a scale that matters. Collaboration however, and especially between competitors, is highly complex and prone to fail. This project brings leading denim brands together to collectively take initial steps towards improving the ecological sustainability impact of denim production, particularly by establishing measurements, benchmarks and standards for resource use (e.g. chemicals, water, energy) and creating best practices for effective collaboration. The central research question of our project is: How do denim brands effectively collaborate together to create common, industry standards on resource use and benchmarks for improved ecological sustainability in denim production? To answer this question, we will use a mixed-method, action research approach. The project’s research setting is the Amsterdam Metropolitan Area (MRA), which has a strong denim cluster and is home to many international denim brands and start-ups.
Creating and testing the first Brand Segmentation Model in Augmented Reality using Microsoft Hololens. Sanoma together with SAMR launched an online brand segmentation tool based on large scale research, The brand model uses several brand values divided over three axes. However they cannot be displayed clearly in a 2D model. The space of BSR Quality Planner can be seen as a 3-dimensional meaningful space that is defined by the terms used to typify the brands. The third axis concerns a behaviour-based dimension: from ‘quirky behaviour’ to ‘standardadjusted behaviour’ (respectful, tolerant, solidarity). ‘Virtual/augmented reality’ does make it possible to clearly display (and experience) 3D. The Academy for Digital Entertainment (ADE) of Breda University of Applied Sciences has created the BSR Quality Planner in Virtual Reality – as a hologram. It’s the world’s first segmentation model in AR. Breda University of Applied Sciences (professorship Digital Media Concepts) has deployed hologram technology in order to use and demonstrate the planning tool in 3D. The Microsoft HoloLens can be used to experience the model in 3D while the user still sees the actual surroundings (unlike VR, with AR the space in which the user is active remains visible). The HoloLens is wireless, so the user can easily walk around the hologram. The device is operated using finger gestures, eye movements or voice commands. On a computer screen, other people who are present can watch along with the user. Research showed the added value of the AR model.Partners:Sanoma MediaMarketResponse (SAMR)