James Parker

OAKLEYDesign the next generation of performance eye wear that can be showcased at the 2012 London Olympic Games.

By James Parker

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2James Parker - D&AD Oakley

RESEARCHBRAND DECODINGCOMPETITIONSUNGLASS MARKETDISSEMBLES

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Oakley is a premium sports equipment brand, that makes - sunglasses, sports visors, ski goggles, watches, cloth-ing, bags, backpacks, shoes and prescription glasses. Oakley holds over 575 patents for its products, materials and processes. Started in 1975 by Jim Jannard with the sole intention of making products that work better and look better than anything else on the market. The first product designed was a motorcycle hand grip which followed the shape of the riders hand and was made out of a new material that increased grip even with sweat. This ma-terial was then used in eye wear. This then turned into the Oakley brand we have today..

Jim Jannard - “If you’re going to do something, be brave and jump in, but do something meaningful.”

What is Oakley?

Oakley’s unique selling point is that it has a perceived high performance, which is backed up by a following of high class athlete and a key emphasis on technical innovation.

What is Oakley’s USP?

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Salience

Performance Imagery

Judgements Feelings

Resonance

Established high performance sport BrandKnown for its high quality performance eyewear,

quality, innovation and asthetic.However - many consumers only use thier prod-ucts for sport and not for lifestyle.

Moderate Awareness Good awareness as a Sports Brandknown best for its Eyewear

Moderate feelings towards BrandFun, extreme sport, performance, quality, security,

organic, skelital.When worn for sport evokes, performance,

talent.When worn outside a sport situation evokes,

tacky, cheap, not fashionable.Traits of a High Performace sport

brandKnown for its high quality of material, innovations,

durability, reliability and lenses.High Price

Moderate ResonanceHas a quite high level of loyal customers as thier is no other brand that strives for innovation in

this market, or has any kind of similar asthetic.Many customers young extreme sport enthusi-asts.

Sport Performance ImageOftern worn by people at the top of their sport and can evoke the idea that this person must be serious about their sport by wearing Oakleys.Heritage of innovation.

Can evoke when not worn for sport a more cheap and tacky idea as the asthetic is drawn for

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OAKLEY

COLOUR, SUFACE,TEXTURE, FINISH

TECHNOLOGY AND MANUFACTUREING

SHAPE, FORM ANDASTHETICS

MATERIALS AND COMBINATIONS

USER EXPERIENCE

MASS PRODUCED

DIE CAST

INJECTION MOULDING

UV PROTECTION

ADOPTABLEFUNCTIONAL

UTILITARIAN

POLARISED LENS

CLIPPING MECHANISM

FOR CHANGING LENSES

PHOTO CHROMIC LENS

ALIEN LIKE FUTURISTIC

ROBUST

AGGRESSIVE

SKELETAL

ORGANIC

DETAILEDLOOKS CHEAP

TACKY

OVERSIZED

DISTINCTIVE

COMFORTABLE

CUSTOMISABLEERGONOMIC

SECURE

ADAPTABLE

EXTREME

SPORT

HIGH PERCEIVED VALUE

GLITTERCAMOUFLAGE

LIGHT

FLEXIBLE

TRANSPARENT

IMITATION MATERIALCARBON FIBRE

MATT

PLASTIC

SEMI TRANSPARENT

FLAMBOYANT COLOURS

TECHNICALINNOVATION

HIGH PERFORANCE

DETIALED

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Oakley is a high performance sports wear brand. It has Organic Styling which clearly differentiates it from all other sports brands. User experience is Adaptable allowing consum-ers to be able to use the same product in many different situations whilst still performing very well, Also allows an amount of flexibility in the way that the object performs specific for different conditions e.g. Changeable lenses and different sizes for different faces. Colour, Surface, texture and finish are highly detailed and Dynamic allowing users to have glasses in almost every colour and finishes from matt to gloss and graphics. Technical innovation is a large part of what sets Oakley apart from its competition and trying to come up with the next “First”, in terms of shape, form, fit, lenses, user experience....

Organic StylingHigh PerformanceAdaptableDynamicTechnical Innovation

Brand Code

Architect - Zaha HadidCar - BMW Z4

Emotional Description

Brand Code

Olympic sailing sunglasses

Glasses have to be a product “First” innovation has to be at the for front of the design.Manufacturing - die cast, injection moulded.... Could be anything as these could be a one off product not the usual Oakley mass produced object. Shape form - organic, distinctive, aggressive, robust, verging on tacky.Has to be secure.In terms of material choice it has to be high performance and dynamic.

Applying Code

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Store front branded completely with Oakley styling.

Sunglass stands and plinths specific to Oakley.

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4

5

Huge dominating art sculpture in the store, over 3 meters high and 3 meter wide.

Simply displayed glasses back lit so that the glasses stand out.

Heritage on show throughout store - pre-vious items

Oakley Brand - StoreStore and brand is encapsulated into absolutely everything making it very cohesive. From art work to, display stands, to coat hangers....... - The Sunglass design must fit into this eco system.

CategoriesGlasses, broken into different categories, slight styling differences be-tween and performance. Research further into glasses for sport to under stand current range and where, the glasses will fit with in it.

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SPORT SUNGLASSES

ACTIVE SUNGLASSES

LIFESTYLE SUNGLASSES

Oakley heritage steams from being at the fore front of innovation and high performance. This has meant that the collection of sport glasses are at the fore front and used by many top class athletes who see Oakley at the top of sports performance sunglasses.

Mix between style and functionality, Allows them to be worn all the time but still able to be used for sport and for fashion. The frames have quite a defining form of organic skeletal forms as well as quite chunky and aggressive lines.

Taking what Oakley have learnt from sport sunglasses into fashion based styles. All the benefits of material, technology, lenses and fit into a fashion frame.

ASIAN FIT

SPECIAL EDITIONS

LIMITED EDITIONS

Standard sunglasses do not all ways fit well for all types of face structure. Oakley Asian Fit sunglasses allow people to get the cor-rect fit that is essential for comfort, protection, and even optical performance.

Mixing Oakley designs with cutting edge work from artists to cre-ate new and interesting glasses.

Going against the mass production of the usual Oakleys to a limited production run and taking the ideas of Oakley to merge of art and science. The result is a set of original sunglasses that are different to all others.

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User Experience is high among most of these sports glasses this links to the brand code - High Performance, meaning to create a good high performance product the user experience is very im-portant, and the way the user feels and understands the product is very important.

Aggressive seems to vary quite dramatically among all of the glass-es this shows that Oakley think that some of their customers desire aggressive glasses that may make their opponents uncomfortable or make the person wearing them alter their feelings towards the glasses. This drastic differentiation between glasses shows a differen-tiation between what users desire.

Performance is as expected high over all of the range and links directly to High Performance.

Wild links with aggressive in terms that the more aggressive the glasses the likely hood of that being aggressive is correlated.

Organic Styling is in the brand code but these sport glasses seem to slightly vary in their degree to organic styling.

Customisability is high among all of the glasses this links to a key feature of the brand code - Adaptability. This means that these glasses are able to be customised by the user making them adapt-able.

User Experiance

Aggressive

Performance

Wild

Organic Styling

Customisability

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Adidas is the worlds largest sport wear manufacturer producing a wide variety of goods including - bags, shirts, watches, eye wear, and other sports- and clothing-related goods. Founded in 1948 gives it a strong heritage coming from many iconic sporting related products.

Founded by Nick Gill in 1975, Gill has become a well established British company designing and produc-ing sailing clothes and equipment. The Brand was founded on believing that they could create better equipment for sailing that allowed greater comfort and durability. Gill is at the fore front of technical in-novation with in sailing with key importance on durability in terms of sailing.

BLOC eye wear was established in 1988, due to the growing demand for sports and fashion eye wear and over the proceeding years, with the notion of going against the idea that perfection can only be achieved with excessive price.

Nike is the worlds largest sport wear manufacturer based in the US and produces a wide variety of sporting, equipment and clothing. Founded in 1964, Nike also owns many other sporting related brand’s that include Converse , Umbro and Hurley international. It can be seen all across the world and its “swoosh” and “Just do it” are highly recognised every where you go. Nike all ways trys to be at the for front of innovation in sports attire.

Bolle began in France in 1888, Seraphim Bollé started the company by first manu-facturing combs and hair ornaments from Boxwood and Horn indigenous to the region, but after WWII they started moulding in nylon. In the 1950’s they started creating the sunglasses and safety glasses we see today.Bolle try to achieve fit, fashion, and comfort, by using the latest technology to allow them to create innovations in their glasses.

All values quite low with instrumental a little higher, not an item with much emotional

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SYMBOLIC

HEDONISTICINSTRUMENTAL

OAKLEY SYMBOLIC


ADIDAS SYMBOLIC


BOLLE

Oakley’s brand value at the extreme of instrumental meaning its main emphasis is on

Addidas quite high for all three values instru-mental slightly more than the others.,

Bolle has high simbolic value, here meaning that people covert owning their Bolle sun-

SYMBOLIC


BLOC SYMBOLIC


GILLSYMBOLIC


NIKE

Around the third point for all three values with instrumental slightly higher,

No emotional value at all either hedonic or symbolc built purely for function and perfor-

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ExpensiveCheap SportFashion

Technical

OrganicPoor material quality

High material quality

Oakley on the extreme of expensive and thrid highest on material quality, High performance - comes with a price of innovation, quality material and good design.

Oakley third highest in terms of sporting credentials just bel-low Addidas and Nike, Oakley sits right in the middle of or-ganic and technical with large amount of both.

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Gentle

Aggressive

PerformanceLeisure

Non Technical

Technical

High emotional value

Low emotional value

Oakley sits at the extreme of performance and aggressive, compared with Bolle which has high performance but is gentle.

Oakley sits at the extreme of Technical and high emotional val-ue, this shows that their is a great importance to these glasses not just being an object but something that is converted by the user with more emotional value.

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Factory

Exclusive

Serious

Crafted

Local

Traditional

Established

Lively

Mature

Scientific

Intimate

Kitchen

Accessible

Playful

Manufactured

Global

Modern

Faddish

Polite

Youthful

Mystical

Distant

0123 OakleyBolleAdiddasNikeGill

Oakley - most playful yet still quite serious

Oakley - Almost all sunglasses mass produced yet a little lower thanNike and addidas.

Oakley - products aimed at under 40ish ordiance.

Oakley - Liveliest brand, some of thier products push the boundryof sunglasses interms of design, materials and style. Unexpencted.

Oakley - Equal highest with Nike - brand is quite playful.

Oakley - In the middle - is both mystical and scientific in equal

amounts.

Oakley - Sunglasses are adaptable to the scenario. The brand feels like the glasses are designed for and by people who do the partic-ualar activity.

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Is the only sport eye wear brand that also manufactures cameras

Is the only sailing appeal brand that also manufactures sunglasses.

Is the only sport equipment brand that is the largest in the world.

Is the only sport eye wear brand that also manufactures that started manufacturing combs.

Is the only sport equipment brand that is the largest in the world.

Is the only sport equipment brand that copies oakleys aesthetic almost completely.

WHAT? The only manufacturer of high performance eye wear.

HOW? Manufacturing only in the US

WHO? Middle class, sport enthusiast.

WHERE? Developed economies (UK and USA)

WHY? Who longs for the sporting aesthetic and high performance.

WHEN? do they need you? In a time of over copied, mass produced Chinese crap.

Oakley is the only high performance eye wear brand that manufactures only in the US

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Safety glasses With interchangeable lenses.

This DISSEMBLY shows the way in which the con-nections between components of the sunglasses go together. The way in which the dents in the lenses themselves allow them to clip into the top frame. This can be taken into glasses in terms of refining technical aspects of the design to minimise clips and screws.

SAILINGRESEARCHBOAT EQUIPMENTOLYMPIC CLASS INTERVIEWSCONSUMER PROFILESROUTINE

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Teva water shoes used to get better grip and performance when mov-ing around the boat and when leaning out. Worn in all conditions.

Team GBR Musto Skandia hat, worn to keep sun out of eyes but still able to maintain great vide angle of view without constraining sight. De-pends on the athletes personal decision whether the hat is worn all of the time or only part. Normally used in very sunny conditions.

Bolle official sponsor of Team Skandia GBR sailing - this pair is the one that majority of the team seem to be wearing, wide lenses not impairing vision, Polarized lenses and full rim frames.

Team GBR Musto Skandia Base layer worn in all conditions, fast drying, insulator as well as protecting from wind.

Team GBR Musto shell courses, waterproof trousers that keep the elements at bay waterproof, breathable and durable. High wear knees and bottom parts helps with grip friction when moving around the boat.

Lightweight and durable smock, protects against wind and spray with Skandia Team GBR and Musto. Worn in cold and more ferocious conditions where just base layer and life jacket are not enough. Worn over the top of base layer.

Minimal buoyancy aid purely used incase of falling into the water and keeping afloat, light and close fitting design.

Clear understanding of what the athletes use in terms of equipment and how sunglasses can inte-grate into this kit.Hat seems important part of equipment to stop sung getting in your eyes and see better, has much better freedom of vision compared to wearing glasses.

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Class - FinnCrew - 1 Length - 4.5mWidth - 1.47mHull weight - 145 kgMain Sail area - 10.6 m2

Single sail

Class - 470Crew - 2 (with Trapeze)Length - 4.7mWidth - 1.69mHull weight - 120 kgMain Sail area - 9.12 m2

Main, Jib and Genoa

Class - E6Crew - 3Length - 6mWidth - 2.35mHull weight - 695 kgMain Sail area - 15.9m2

With KeelMain and Jib

Class - StarCrew - 2Length - 6.922mWidth - 1.734mHull weight - 671 kgMain Sail area - 20.5 m2

With KeelMain and Jib

Class - LaserCrew - 1 Length - 4.2mWidth - 1.39mHull weight - 58.97 kgMain Sail area -7.06 m2

Single sail

Class - 49erCrew - 2 (with Trapeze)Length - 4.876mWidth - 1.447mHull weight - 74.25 kgMain and jib area - 19.97 m2

Main, Jib and Genoa

Class - Laser RadialCrew - 1 Length - 4.2mWidth - 1.39mHull weight - 58.97 kgMain Sail area - 5.76 m2

Single sail

Understanding what that their are differences in the roles of people on the boat., On all the boats their is one person who stears and operates the main sail, then on some boats (470, 49er, E6 and Star) their is additional crew to add ballast and oper-ate the front sails.

Relating this to glasses not all features may be necessary for all the crew.

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Name? Mark Andrews

Are you competing in 2012? No

What do you require from sunglasses, specific to sailing? Repel water, don’t fall off and fit.

What are the issues associated with sunglasses and sailing? Fall off and sink. Get covered in water and salt so cant see. Polarized lenses make some sails look deeper than they are.

Why do you wear sunglasses when sailing? Pro-tect eyes from sun. In light winds can help see wind on the water better.

Is salt water on lenses an issue? Yes even the hy-drophobic lenses get covered in salt then need to be washed to stop scratching .

Do you wear goggles or glasses? Glasses.

Do you change different glasses and lenses de-pendent on condition? Yes.

How long have you had your glasses? 2 years.

Where do you keep your glasses, are they pre-cious to you? I take good care of them yes they each have a bag and are kept clean.

How much does fashion affect your choice of sunglasses? Not when sailing but on land yes.

Did you choose your sunglasses because of the way people will look at you in them and why? No.Have you ever had problems with glasses? Falling off and steaming up in hot windless conditions.

What is you basic day to day schedule in terms of training, how much you train?, What training?,

How do you communicate with your coach while training,? When sailing we usually sail for around 3-4hours. Can be a mixture of things de-pending on what we are working on. If working on speed lot of straight line work. Some days boat handling so lots of tacks gybes starts mark round-ing etc. Some days just race training. The coach is in a rib so usually come along side to chat. We also spend quite a bit of time on fitness road bik-ing etc so use glasses then to. This is usually Non coach lead.

Do you notice your glasses when you are sail-ing? When its hot they can steam up. When its windy they get covered in water and cant see.

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bag.

How much does fashion affect your choice of sunglasses? Not really affecting choice , apart from if they stand out too much or just look stu-pid.

Did you choose your sunglasses because of the way people will look at you in them and why? No,

Have you ever had problems with glasses? No,

What is you basic day to day schedule in terms of training, how much you train?, What train-ing?, How do you communicate with your coach while training? Gym 8, prep at 10 , sail for 4-5 hours , then gym and debrief. The coach comes along side and gives us feed back or we do it through head sets while sailing.

Do you notice your glasses when you are sail-ing? Yes, push into the side of my temples.

Name? Andrew Simpson

Sailing partner? Ian Percy

Are you competing in 2012? Yes, Star Class. What do you require from sunglasses, specific to sailing? Protection from the sun light and the glare from the white boats and water, but good enough to see the wind on the water very clearly.

What is the toughest part of your sport? The nature of the sport, the fact that the weather dic-tates the daily plan and the need for flexibility.

What are the issues associated with sunglass-es and sailing? Issues are you are very active so keeping them on as you knock things. Also , the other issue is water on the lenses.

Is salt water on lenses an issue? Yes! Sometimes does not go straight off and sometimes dries on lens depends on conditions. Do you wear goggles or glasses? glasses, but gog-gles could be better in strong winds.

Do you change different glasses and lenses de-pendent on condition? Sometimes but its a has-sle, I tend to wear glasses in the lighter winds as in stronger winds they fall off. The lens, choice allows me to see the wind better.

How long have you had your glasses? They don’t last that long, on the boat as they get scratched up very quickly.

Where do you keep your glasses, are they pre-cious to you? Not really precious! Chucked in a

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Where do you keep your glasses, are they pre-cious to you? My glasses stay in their cases with my sailing gear. I only wear them on the water and wear different glasses on shore.

How much does fashion affect your choice of sunglasses? For my shore glasses, I go more for fashion. For on the water, I like functionality – good side coverage, low profile fit and durable frames.

Did you choose your sunglasses because of the way people will look at you in them and why? I guess my on water glasses are pretty sporty while still stylish, but I got them for their function over style. For on shore, I still go for polarised lenses but like bigger square frames on skinny arms.

Have you ever had problems with glasses? I had one pair delaminate this year. I couldn’t wear them at all anymore. I’m not sure what caused it. I also ran over a pair accidentally with my truck and they were durable enough to just have an arm break off. I was able to glue it back together and you wouldn’t even be able to tell they were used at all.

What is you basic day to day schedule in terms of training, how much you train?, What train-ing?, How do you communicate with your coach while training,? A typical training day usually in-volves a morning run, 4 hours on the water, and an evening gym session, 5 days a week. I am on the water between 200 and 250 days a year. During off times, the gym and fitness is kicked up a notch. The run and gym are on my own and I have a coach for on the water. Communication with my coach is verbal between my boat and his coach boat. Extensive video and photo analysis is done upon returning to shore.

Do you notice your glasses when you are sail-ing? If they are the right fit, they shouldn’t be no-ticeable.

Name? Ian Hogan

Class? Laser Radial, Laser

Are you competing in 2012? Yes

What do you require from sunglasses, specific to sailing? When it comes to sunglasses for sail-ing, polarised lenses are a must. It takes some of the glare off the water and it makes it easier to read the wind. Multiple lenses are great for differ-ent light levels from day to day. The frame needs to fit tight and I prefer captive lenses that wont fall out on impact.

What are the issues associated with sunglass-es and sailing? Fogging – especially on cold days when you’re sweating, some lenses can fog easily. Also on rainy days and cold water venues. It’s im-portant to have some space to breathe between the lenses and skin. Durability – lenses need to withstand contact with salt water, sunscreen and heat. I’ve had issues with some top brands de-laminating. There are times when you come face first with equipment, water, or crew members and lenses and frames need to stay intact on im-pact and not get scratched easily.

Why do you wear sunglasses when sailing? Keeps the glare off and polarised lenses make reading the wind easier. Also helps keep salty spray out of your eyes.

Is salt water on lenses an issue? On good lenses, crusted on salt wipes off easily with a little water and a cloth. I’d be interested to know the chem-istry between salt and the lens.

Do you wear goggles or glasses? Glasses.

Do you change different glasses and lenses de-pendent on condition? Depending on cloud cov-er, I go between dark gray lenses on bright days and pink tints for dark clouds and rain.

How long have you had your glasses? I’ve had my current sailing glasses for almost a year. I usually have at least one pair break every six months.

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Name: Mark Andrews

Age: 27

Profession: Full time sailor

What brand of car do you drive or like: Renault Clio

What clothing brand do you often wear: Musto

Hobbies: Cycling, rugby, windsurfing - most outdoor sports

Do you go to the gym (if yes how many times a week): every day

Where do you do your grocery shopping: Tesco

Which area do you live in: Clitheroe, currently living in Weymouth,

Where do you normally dine: Nandos

Do you travel often: often to sailing in competitions

Dislikes: idiotic people

Dream holiday: Adventure holiday with my mates

Worst habit: My french

What word or phrase most depicts your personality: Lad

Do you have any lucky charms or rituals: No

Favourite reality show: Jordy shore

Name 3 things that are always in your shopping trolley: Chicken, cake, milk

What was the last book you read: Long way down

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Name: Andrew Simpson

Age: 36

Profession: Full time sailor

What brand of car do you drive or like: Audi

What clothing brand do you often wear: Fat Face

Hobbies: Not many now, I used to play football badly.

Do you go to the gym (if yes how many times a week): All the time

Where do you do your grocery shopping: Sainsburys

Which area do you live in: Southampton, but currently living in Weymouth.

Where do you normally dine: Zizzis

Do you travel often: often to sailing in competitions

Dislikes: Making Stupid errors

Dream holiday: Honey moon

Any heroes: Ian Botham

Do you have any lucky charms or rituals: I listen to certain music tracks before races

Favourite reality show: No, they are all terrible! Name 3 things that are always in your shopping trolley: Red meat, tomatoes, cider

What was the last book you read: Micheal Phelps autobiography

When dealing with top class athletes the tiniest detail can affect the perfor-mance in creating sunglasses every issue associated with the sunglasses has to be beneficial and be as best possible to aid performace to the athlete.

Wake up 7 breakfast then, morning run around 8 and then session in the gym

4 or so hours training during the week in the morning. With some time for prepa-ration and sorting out kit.

Coach in rib giving instructions over headset or shouting. Sometimes sailing is video and reviewed later.

Training reviewed and analysed errors seen and then can be worked on the subsequent day or slightly different train-ing routine to counter and minor issues.

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Sunglass features -

Different lenses for different conditions - Depending on cloud cover, dark gray lenses on bright days and pink tints for dark clouds and rain. (Of making it easier to change lenses, way that lenses can react to different conditions.)

Protection - from the sun light and the glare from the white boats and water, but good enough to see the wind on the water very clearly.

Fogging – especially on cold days when you’re sweating, some lenses can fog easily. Also on rainy days and cold water venues. Also stop steaming in hot, windless conditions. (Airflow between skin and glasses important, or find a more innovative solution to this problem.)

Fit - keep them on in strong winds but still unnoticeable, some prefer the reassurance in glasses pushing sides of temples. Correct fitting frame may not have these issues. (Tight fit frame, make then float, create a goggle.)

Vision - Glasses used in some conditions and not others - some glasses reduce peripheral vision, some sailors prefer caps for this reason. (Visor, remove frame but maintain solid frame.)

Durability - not get scratched or break easily, full framed glasses take up all the knocks and bashes. (Material and lens choice very important to get right to remove these issues).

Polarized lenses - can make some sails look deeper than they are. (Importance of clarity in the lenses)

Glasses not goggles (glasses that have the security of goggles)

Relationship to glasses -

Ranges from an item that is almost throw away item just chucked in a bag and lasting only a few months to a precious object that is owned for up to a couple of years.

Different shore glasses - for style. But sailing glasses purely for function.

Glasses do not last that long - quickly scratched.

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How can sunglasses allow the wind to be read better?

Keep salty spray out of your eyes and allow it to be easily removed from the lens?

How can the glasses adapt to altering weather conditions?

How to create the act of owning the sunglasses into more of an object that you care about more deeply.

How to stop sunglasses steaming and fogging up.

How can sunglasses allow better communication with coach.

How can sunglasses make you sail better.

How can a better fit be created.

How can peripheral vision be maintained even when wearing glasses.

Recording practises to allow results to be watched and information gained.

FORM/IDEA GENERATIONFORM SKETCHESSKETCH MODELSIDEAS

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Nose piece to high up the nose.

Removing frame from the bottom of the glasses creates better field of vision and increasing volume of top keeps frame strength.

Straightening Sunglass lines to create simpler form.

Frame thickness at nose piece is to wide reducing area of vision.Dimensions completely wrong nose bridge 1cm to wide lenses start in the middle of the eye ball.

Shape and form very similar to M frame.

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Custom fitting frame to face, creating more secure fit. Spray shields at the bottom of the lenses stop salty spray sticking to the lenses.

Experimentation of form and size using clay and wire. Difficult medium to make glasses, refining wire form difficult to get right. Over all size of half frame worked well.

Covers eyes well, but frame extrudes the head to far.

Arm length to short and doesn’t allow firm fit or balance to be cre-ated.

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Camera recording glasses allow to be worn in training to record decision and sailing and then able to be analysed after the race.

Multi part arms allow a greater level of person-alised fit as each section can be formed to the individuals head shape, creating a securer and more comfortable fit.

Fit and security of wearing glasses when sailing is a major issue, but goggles are to hot, by incorporat-ing sunglasses with a band instead of arms aims to solve the issues of comfort, and security.

Creating the frame, lenses and arms from the same material as the lenses allows their to be no point in the glasses where the glasses themselves affect vision.

Customisable arms, using low heat mouldable plastic, allows closer and more comfortable fit, hard sell prod-uct like this as professional fitter would be necessary to get the correct level of fit.

Even with the most expensive glasses their can be issues of the lenses fogging, by taking the air from the sides of the lenses to the rear reduces the issue of fogging lenses.

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This idea addressees the fact that not everybody has the same shaped head and by adding a three section joint to the pivot point of the arm the creates a more Adaptable fit for wider demographic of user.

Security of glasses not falling off your head when sailing is a major issue and this is the main reason why some sailors do not where glasses. By adding a band on to the top of the glasses like a headphone bad aims to reduce this likely hood by creating another point of connect with the glasses and the us-ers head.

One of the issues of sailing with glasses is salt get-ting on the lenses are drying - by putting a shield at the bottom of the lens this aims to stop the salt water getting to the glasses.

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To reduce salt on the lenses, by sticking a thin transparent sticker to the glasses where the salt can settle on and dry, and then after ripped off to reveal clean salt free lenses underneath, this could be layered up with multiple layer of stickers de-pendent of the conditions and length of race.

Wipe’ies - attaching a screen wiper to the lenses, so at the touch of a button any salt or liquid on the lenses can be wiped off.

Taking this from a wind screen wiper design to a simple downward motion reduces the annoyance of wipers going past your eyes making reducing the impact on your sailing.

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When training many of the athletes when interviewed are in constant communica-tion with their coach aiding performance. By incorporating sunglasses and radio headset this means no wires to cross, reduced items to look after and more con-centration on sailing. The needs for sailing and for training are different, can these differences be incorporated in to one pair of glasses.

Part of wearing glasses as an athlete is about creating a barrier or better version of yourself, taken to the extreme this idea creates a harsher more aggressive design to try and put off other athletes and make you appear threatening.

RESEARCH PART - 1


Many of the athlete’s that were interviewed said that they have more than one pair of sunglasses in most cases one for sailing and one for on land, by creating a design that is adaptable for these two conditions reduces the equipment that the athletes have to own, creating a more fashion aesthetic for their sailing glasses with out affecting performance.

Technology within sailing is getting smaller and smaller and instruments are able to be put in a pocket this allows the next step to be taken by incorporating sailing instruments with a heads up display into a pair of sunglasses. Allowing athletes to see critical information that can aid performance from where ever they are within the boat.

CONCEPTS

RESEARCH PART - 1


This concept is about the different needs and requirements for racing and for training but more focusing on how the sunglasses could allow you to train better.

- Allows coach to keep in contact with sailor through radio integrated into thier sunglasses.- Heads up display in the glasses to give the athlete telemetry on thier race - boat speed, distance to next race marker etc..

How it relates to brand

Organic Styling - frame has quite an aggressive form but at the same time very specific organic elements within that form.

High Performance - designed to allow athletes to train with the latest technology to allow them to have a greater understand-ing to perform to their best.

Adaptable - Lenses can be changed easily and arm can be swapped from race arms to training arms.

Dynamic - As these are manufactured from ABS their is many possibilities of different finishes and material colours.

Technical Innovation - Glasses before have used heads up displays but none have done used this technology specific to sailing to try and create the best possible sunglasses design to allow maximum performance.

RESEARCH PART - 1


50mm

140mm

160mm

RESEARCH PART - 1


This concept is about trying to make a completely no compromise sunglass design very specific to sailing and addresses the issues that current sunglasses have for sailing.

- Increase sailors field of vision.- Reduce salt on the lenses by having tear off strips.- Lens change with full frame design.- Tight secure fit for glasses by having arms that clasp onto the face.


Organic Styling - whole frame of the glasses has a structure very much like a bone structure and the idea of the way that the arms of the glasses work came from looking at joints.

High Performance - design of these glasses is to try and make you able to perform the best.

Adaptable - Lenses can be changed easily and arms are adjustable to almost all head shapes.


Technical Innovation - would not say that any of the features added to these glasses is new just a slightly different way of doing it, to make sunglasses for sailing the best they can be.

160mm

50mm

150mm

RESEARCH PART - 1


RESEARCH PART - 1


Fashion meets Sport - One pair not two

Many athlete’s own two pairs of glasses one for sailing and one for shore one for performance and one for fashion, this concept is trying to merge this boundary of sport and fashion to create a single close fitting sport sunglasses but with a more fashion aesthetic. At the moment sport sunglasses all seem to have the same aesthetic which is quite hard edged and aggressive, defi-nitely not something that could be seen upon the catwalk.

From my research over the last 2 or 3 years Oakley has started to move into the realm of fashion sunglasses.

Many of the athletes have quite a throw away view of sunglasses as they quickly get scratched and break on the boat or in a bag, glasses lasting as little as 3 months. To try and counter this throw away society by trying to make the glasses into something you covert treasure for many years.


Organic Styling - Form of the glasses has come from thinking of the glasses as a fashion object, but the form has quite organic features styled into it.

Adaptable - instead of different lenses for different condition this design is single lens so the user would have to buy different glasses for different conditions.

Dynamic - Manufactured from carbon fibre creates many possibles of how the sunglasses can be finished to the users specific requirement.

Technical Innovation - combination of fashion and performance.

160mm

140mm

RESEARCH PART - 1


CONCEPT DEVELOPMENTDEVELOPMENT RESEARCHSKETCHESSOFT MODELSDETAILSTECHNICAL ASPECTS

RESEARCH PART - 1


By combining features from both concept one and two this allows to create the ultimate in performance sunglasses for sailing. Taking the features of the heads up display from concept two allowing the athlete to see information to aid their sailing. Combining this with interchangeable lenses, wide field of vision and tight fit. This design will aim to create an uncompromising pair of sunglasses allowing the athlete to perform at their best possible.

Features the glasses must have in order of importance.

1. Lenses tailored to weather conditions - There has to be a straight benefit to wearing glasses at all, so if the lenses are not correct for conditions that can make all the different to them being use full or a hindrance, when sailing.

2. Uncompromising vision - Must be able to have a clear view of sails, other competitors glasses must not hinder moving head. Salt getting on lenses.

3. Must stay on - fit is very important in terms of the glasses not falling off when moving around the boat.

4. Rugged - Ability to take knocks and bashes that may occur within the boat.

5. Understanding wind - affect of this upon the boat in terms of speed over ground.

6. Comfort - races are not to long so the issue of comfort is not the most important concern for the design of the sunglasses.

RESEARCH PART - 1


How these features will be implemented into the sunglasses

1. Lenses tailored to weather conditions - Ability to change lenses very important and must be fast and easy, no need for lenses to be changed during a race as races are not that long.

Lenses must be suited to conditions

-Dark lenses in very sunny conditions-Pink tint for cloud and rain-Gold or Bronze the rest of the time

2. Uncompromising vision - Currently some sailors where hat due to the glasses frame impairing what they can see. This design must aim to minimise the issues of frame of lenses obstructing vision as well making the lenses come further round the sides of the face to allow peripheral vision to be impaired by the sunglasses. Spray and salt can become large problems when sailing as the spray comes onto the lenses and then may not run straight off and dries and not easily wiped off, by using hydrophobic lenses this issue is overall countered as the liquid on the lense will bead off and also if salt does dry it can be easily wiped off.

3. Must stay on - Creating a tight secure fit for glasses is quite difficult as all heads are slightly different shapes. Sailors do not like having band behind their head so has to remain an arm. This means that the design of the arms of the sunglasses are very important to get the correct fit with in the glasses.

4. Rugged - Many interchangeable lense glasses have the bottom of the lense exposed meaning it is not as secure in the frame of the glasses and its ability to take knocks is less. The frame must be full around the lens.

5. Understanding wind - Creating a heads up display with in the glasses allowing the wearer to see the affect that the wind has upon their direction and speed. By using sensors to determine wind direction, compass bearing, position of boat in relation to course and speed over ground use full information can be given back to the athlete to improve their racing performance. All of the sensors would have to be fitted into the boat and a wireless link to the glasses would allow them to receive the information.

-Speed - Shows the affect of sail or bearing changes upon the speed of the boat giving a much higher degree of accuracy the athlete.-Wind Direction - Shows how close you can get to the wind to increase speed.- Position and bearing - using a combination of pre known race markers plotted in a GPS and compass can allow you to get as close as possible to the most optimum course.

Having this information within glasses means that its all ways available and viewable even when you are moving around the boat, as well as if this information is all ways available the sails can be tweaked all the time to increase the speed of the boat dependent of the current wind direction and bearing. 6. Comfort - creating a well designed and ergonomic sunglasses design as specific as possible to the athlete using the sunglasses.

RESEARCH PART - 1


Vuzix 280xl dual LCD Display screens resolution 428 x 240, virtual screen size 51" from 10 feet (3m), the glasses display exactly the same as on your iPhone and is battery powered making the glasses very portable. Cost - £100.

Sony HMZ-T1 Head Mounted Display, personal cinematic home entertainment experience, with Dual OLED HD screens allowing 2D and 3D images to be displayed, virtual 5.1 surround sound, can be connected to a large variety of devices al-lowing you to watch movies and games on them, appears as 60” screen. Cost - £800

GPS-enabled goggles for skiers and snow boarders. Zeal Optics' frame design with a micro LCD display, which appears to hang approximately six feet in front of the user. That head-mounted display provides real-time feedback to the wearer, including speed, latitude / longitude, altitude, vertical distance travelled, total distance travelled, a chrono / stopwatch mode, a run-counter, temperature and time, as well as other features such as camera for recording you route and menu to allow you to answer calls from your phone. All of this data can be uploaded to a website where its all overlaid upon each other and then able to shared with your friends. Cost - $499

Myvu video glasses dual lcd 640x480 screens, integrated earphones. Can plug directly into an iPhone among many other devices. Retail price £200

RESEARCH PART - 1


TIckTack is a sailing instruments company that designs and manufactures almost all wireless sailing instruments specifically for rac-ing dingies and yachts. TickTack design their instruments to give you the best chance of crossing the line first. Their is a wide range of products including racing compasses, impellor sensors, depth, temperature, wind veins, vide range of displays and remote. As most of the system is wireless it is easy to alter it to your needs and doesn’t cables running up your mast, as well as this all most all the instruments and sensors are self powered through wind or solar power, giving wide amounts of flexibility.

Currently TickTack instruments do not integrate with other devices - This technology could be the backbone to a heads up display sunglasses.

TackTick T220 Vertical Wind Transmitter,Wind sensor, that measures speed and di-rection and is completely self powered via solar.

TackTick T113 Multifunctional Wireless Re-mote Display, repeats all the data you need to improve performance viewable all around the boat.

Power button using one of the Oak-ley O’s - second button part of the circuit board and allows screen page to be changed.

Circuit board connected to the two buttons, bat-tery and screen. Power micro USB also connected to circuit board.

Micro lithium battery within left side arm of the glasses

Micro screen layered with lens over the top, allows the screen to be viewed at very close distance to your eye, minimum 10mm from eye ball.

RESEARCH PART - 1


Best position in the centre bottom, as this is all ways in your vision and does not really affect the view when sailing as most of what is being viewed is above the horizon. The side of the glasses that the screen sits depends on whether you are right of left eyed depends whether it is better to have the screen on the right of on the left of the nose piece. Best results on the strong eyed side.

RESEARCH PART - 1


Screen position bellow the eye, but juts out to far may be broken off is not secure in sailing conditions.

Screen position bellow the eye, but juts out to far may be broken off is not secure in sailing conditions.

RESEARCH PART - 1


Testing bringing the screen away from the frame in this model, created cum-bersome design that could break off and not function.

RESEARCH PART - 1


RESEARCH PART - 1


Starting to create forms of the side profile view of the

RESEARCH PART - 1


Exploring how the details of the glasses will be designed and function, here looking at lens changing and arms on the frame.

RESEARCH PART - 1


Sectioned arm with sprung metal inside allows to get a better and tighter grip for the user this page explorers possible forms for this idea.

RESEARCH PART - 1


Creating a better fit around the nose by bringing the nose piece out further creat-ing more of a cushion where the nose and pad meets.

RESEARCH PART - 1


Working out the final sizes of the sunglasses and how these word on the face.

RESEARCH PART - 1


FINAL DESIGN

RESEARCH PART - 1


This concept is about trying to make a completely no compromise Sunglass design very specific to sailing and addresses the issues that current sunglasses have for sailing but also integrates a heads up display allowing the athlete to see instrument telemetry which will enable then to gain better performance from their boat and win.

Changeable lenses - Lenses tailored to weather conditions - There has to be a straight benefit to wearing glasses at all, so if the lenses are not correct for conditions that can make all the different to them being use full or a hindrance, when sailing. This design has a simple locking mechanism that allows lenses to be changed easily to variety of tints and specifications.

Field of vision - Currently some sailors where hat due to the glasses frame impairing what they can see. This design counters this by the lenses coming round the face further towards the ear.

Tight fit - Creating a tight secure fit for glasses is quite difficult as all heads are slightly different shapes. Sailors do not like having band behind their head so has to remain an arm. By creating finger like bone joints that pull into your head this creates a much closer fit.

Rugged - Robustness is very import in sailing sunglasses they can be easily knocked so having full frame is very import to keep lenses secure and safe, this is remedied by having a full frame around the glasses as well as the lenses being interchangeable.

Understanding the wind - Their is a micro LCD screen mounted in the right hand frame that allows data from sensors mounted in the boat to be displayed to the wearer showing the affect that the wind has upon their direction and speed. Using sensors to determine wind direction, compass bearing, position of boat in relation to course and speed over ground use full information can be given back to the athlete to improve their racing performance. All of the sensors would be fitted into the boat and a wireless link to the glasses allows them to receive the information.

-Speed - Shows the affect of sail or bearing changes upon the speed of the boat giving a much higher degree of accuracy the athlete.-Wind Direction - Shows how close you can get to the wind to increase speed. - Position and bearing - using a combination of pre known race markers plotted in a GPS and compass can allow you to get as close as possible to the most optimum course.

Having this information within glasses means that its all ways available and viewable even when you are moving around the boat, as well as if this information is all ways available the sails can be tweaked all the time to increase the speed of the boat dependent of the current wind direction and bearing.

Comfort - The design has a design that is suited to male heads rather than women as it is for a larger head this specifications allows the Sunglass to have a more ergonomic design and as specific as possible to the athlete using the sunglasses.

RESEARCH PART - 1



Organic Styling - Frame has quite an aggressive form over all with the oversized frame, exadurated features, but at the same time very specific organic elements within that form, such as the joints at the ends of the arms where the frame goes over the ears where the splits into parts like a skeletal structure. Much of the rest of the frame is quite bone like and the way the con-nection between components is very natural.

High Performance - design of these glasses is to try and make you able to perform the best, using technology to allow the athlete to understand the boat and the affects of the wind, improving over all performance,

Adaptable - Lenses can be changed easily by uncoupling the arms and arms have skeletal spring loaded arms to create a better and securer fit to the head.


Technical Innovation - Glasses before have used heads up displays but none have used this technology specifically to aid sailing to try and create the best possible sunglasses design to allow maximum performance for an athlete to get the most out of the boat and current conditions.

RESEARCH PART - 1


Top gold dots pivot point for arm to change lenses.

Vents to stop glasses steaming up.

Vents to stop glasses steaming up.PartMain body and armsProcess - injection mouldingMaterial - ABS - mattFinishing - Sprayed in black

PartGold detailsProcess - injection mouldingMaterial - ABS -mattFinishing - Sprayed in metallic Gold

Vents to stop glasses steaming up.

Hydrophobic Lenses allow water to bead and run off.

Clips to hold arms and allow lenses to be changed.

RESEARCH PART - 1


RESEARCH PART - 1


Clip to secure lens and arm in place.

Lens easily swapped out and changed.

Pivot point for arm.

Sprung arms to allow tight and more se-cure fit.

Gold metallic piece inside the 5 sections ABS arm is a piece of sprung metal, this allow the arms of the glass to fit to the head better as to the left in normal view when put on the arms try to push back against the head back to their original form (to the left).

RESEARCH PART - 1


RESEARCH PART - 1


Right Hand O is the power button for the heads up display

18XTE

12.5BER

5.6NXT

4.4SPD

RESEARCH PART - 1


Left Hand O is the screen change but-ton for the heads up display

XTE 18

BER12.5NXT 5.6

SPD 4.4

18XTE

12.5BER

4.4SPD

18XTE

12.5BER

5.6NXT

4.4SPD

18XTE

12.5BER

4.4SPD

RESEARCH PART - 1


18XTE

12.5BER

5.6NXT

4.4SPD

RESEARCH PART - 1


XTE 18

BER12.5NXT 5.6

SPD 4.4

18XTE

12.5BER

4.4SPD

18XTE

12.5BER

5.6NXT

4.4SPD

18XTE

12.5BER

4.4SPD

XTE (degrees) - CROSS TRACK ERROR the difference between the bearing you are on and the best possible direction with current wind conditions.

BER (degrees) - Current com-pass bearing of the boat.

SPD (knots) - Speed over ground of the boat.

Red arrow is the wind direction in relation to the boat direction.

Blue dots are race marker points, and blue line is the optimum sailing line between race marker points.

NXT - is the distance to the next race marker point.

Battery and connectivity indicators.

Blue triangle is best op-timum sailing bearing to next race marker.

RESEARCH PART - 1


Right Hand O is the power but-ton for the heads up display

Left Hand O is the screen change button for the heads up display.

Micro lithium battery within left side arm of the glasses.

Circuit board connected to the two buttons, battery and screen. Power micro USB also connected to circuit board.

Micro USB cable for charging

Micro screen layered with lens over the top, allows the screen to be viewed at very close distance to your eye, minimum 10mm from eye ball.

Wire runs in top part of the frame.

RESEARCH PART - 1


Right side - Circuit board, clips in-side two part ABS plastic case.

Left side - battery, two part ABS plastic case.

RESEARCH PART - 1


Wind vain - collects data on wind speed and wind di-rection. Wirelessly connects to base unit. Is powered by wind spinning the vain

Sunglasses - wirelessly connect to base unit and only displays the data it receives no sensors with in the glasses purely a screen to deliver the information.

Base unit - receives all of the data from wind vain (wireless), but also has an in built compass (allows course bearing to be set) and GPS (allows race marked way points to be set and speed over ground to be gathered)- this data is then transmitted to the glasses to view..

Solar panel powers the Base Unit.

TitleSub

Brand and Design - James Parker

RYANAIR Camera BrandingBy James Parker

Brief - to design a camera that fits within the ryan air branding.

Brand and Design - James Parker 79

ReseachPart 1 - Brand Decoding

ResearchPart 2 - Brand decoding


Applying Code

Low cost, high volume,affordable product. Possibly made from injection moulded plastic. It would be tacky and brash in colour, it would feel cheap and lightweight to touch. Overall it would feel

Camera

Brand Narrative Brand Code

-Aggressive and restrictive.

-No frills, low cost

-Super Efficient

-Brash and Tacky

-Non aspiration and democratic

Ryanair is a no frills, low cost, budget airline. Its non aspirational and cuts through the bullshit of the “jet set” of years gone by. User experi-ence is restrictive and aggressive yet democratic, honest and punctu-al. Advanced technology ensures it’s a supper efficient company on all fronts,allowing it to slash costs and keep fares low. Colour and finish are cheap, brash and tacky. Materials combination are unpretentious, busy and clashing. Asthstetics are inconsistent and often quite brutal.

“It is the unashamed vilan of the corporate world.” David Mitchell, The Observer, 2010.

Emotional DescriptionShop - Primark

ResearchPart 3 - Emotional Description


Camera has a simplistic form base-don the form of tin.

Long ques for check out due to large numbers of people and not enough check outs.

Clothes on makeshift tables displayed unashamadley.

Clothes fallen off hangers and sit on the floor.

Customers have to delve into the piles to search out the items they desire .

Clothes on the floor and piled high.

.

Shop workers fold clothes infront of customers on makeshift tables and then put them back onto the pile.

ResearchPart 5 - Bipolar


Passenger Number/Complaints Price Per Mile

Ryanair - Cheapest, Low CostRyanair - Most profits, Supper Efficient

Research Part 6 - Bipolar


Passenger Pumbers/ Profit Brand Narrative

Ryanair - Large passenger number and large amounts of complaints - Aggressive, Restrictive and Non As-pritaional.

Ryanair - demographic of passenger - quite liberal and quite creative.

ResearchPart 7 - Close competition


Exclusive

Serious

Crafted

Local

Traditional

Lively

Mature

Intimate

Accessible

Playful

Manufactured

Global

Modern

Polite

Youthful

Distant

0123

Ryan AirBritish AirwaysEasy JetAir LingusVirgin

Ryanair - most accessible - low prices allow it to have a huge demographic

Ryanair - most Manufactured - Highly Efficient 20 mins turn around

Ryanair - Market just in euroupe

Ryanair - Very Modern - All planes less than 3 years old, all book-ing done online.

Ryanair -Most lively - Brash colours and Aggresive advertising

Ryanair - high on distant - Low level of customer service, every-thing is an extra.

1 2 3

ResearchPart 8 - Dissembly


Dissembly of Panasonic DMC-FX40 digital camera.cost new - £150

Idea GenerationPart 1


Idea GenerationPart 5 - Form Development


Explortion of form using the brand code and translating that into a form.

Brash and Tacky- Ryanair’s clashing colours, blue and yellow in-stantly create a combination that is uncomfortable to look at. The simple forms to the right are instantley made to look cheap and unsophisticated by adding these colours.

Idea GenerationPart 6 - Models


Sketch models exploring the brand code in a three dimentional form.

1 2

3 4

Idea GenerationPart 7 - Models


1 2 3 4

Democratic and Non Aspirational - Acessible to all, form is simple and throw away (no glitz).

Super Efficitent - Simplistic camera re-moves any features and details which are not completeley nessesary.

Aggressive- Large lens creates an ag-gresive design.

Restrictive - Buttons on the rear of the camera, as it will be cheaper to asem-ble and manufacture the cuircuit board.

110

70

110

70

120

55

90

80



TOP-UP CAMERA - you have to put mon-ey onto the camera via debit card to allow pictures to be taken. Aggresive.

ANTI CAMERA - creates a democratic version of a luxuary camera.

DIGITAL BEACH CAMERA - large propor-tion of Ryanairs’s customers are tourist and a large portion of those are going on beach holidays.

VAC-CAMERA - Designed so that the main body of the camera is one peice and then the lens, circuit board, battery and other components are slotted in and clipped to the main body.

UN-UNIFORMED - none of the parts of the camera go together well this creates a form that is not pleasing and is uncomfort-able to look at. Mimics the contrasting col-ours, fonts and designs used on Ryanairs website and advertising.

PULL CORD CAMERA - Altering the way that people take pictures this camera uses a pull cord to release the shutter on the camera.

PARTS CAMERA - Every part of the cam-era is an optional extra, but does function as the body alone.

COIN PER CLICK - You hire the camera from Ryanair and then have to pay in coins per extra photo. Camera also increases in weight and rattle as camera is used.

Concept Generation Concept 1


Concept 1Part 1


Cost - £20

41% of people traveling on Ryanair use it for leisure, of which a large majority will be going on cheap family holidays, involving visiting the beach.

Super Efficient - Simplicity of camera design removes rear viewing screen and keeps components to a minimum.

Non aspirational - A camera that people would purchase on a whim and do not have to save up for.

Brash and Tacky - The form is quite child like and kitch.

No Frills and Low Cost - Minimal features and cheap materials.

SpongeBob

£19.99Megapixels 0.3inbuilt memory 152 photosWaterproof

Waterproof camera can be produced for £20

Concept 1Part 2


Manufacturing

Injection moulded ABStwo part body clips together

Features

Veiw finder - no rear screen (to reduce cost)Fixed 35mm equivilent polycarbonate lens5 megapixel sensorInternal storage for 100 photosInternal battery - usb for charging

Concept 2Part 1


Aggressive - Confronts one of the most prestigous and highest-class camera manufactures head on.

Super Efficient - Simplicity of camera design removes rear-viewing screen and keeps components to a minimum.

Non aspirational - A camera that people would purchase on a whim and do not have to save up for, as its more of a gimic.

Brash and Tacky - The form is very classic but the colours are kitsch and Clashing and as it would be made of plastic it creates a cheap material quality.

Cost - £30

The CEO of Ryanair said this about his airline “For years flying has been the preserve of rich fuckers. Now everyone can afford to fly.”, this camera cuts threw the ridiculous prices and perceived status symbol that a real Leica has, and replaces it with a cheap, crass and whimsical object, thats accessible to all.

Concept 2Part 2


Manufacturing

Injection moulded ABStwo part body, clips together

Features

Small rear screen Fixed 35mm equivilent polycarbonate lens4 megapixel sensorinternal storage for 100 photosrequires x2 AA batterys

Concept 3Part 1


Cost -Body £25 each additional component between £5-15

The Camera designed so the initial purchase of the main body ad-ditional parts can be added such as lenses, extra battery, screen, buttons, grip. This allows the camera to be upgraded without large expenses.


Democratic - Low price allows it to be brought by all.

Brash and Tacky - Components of the camera do not fit perfectctly together, form is primitive and clashing, aswell as bright colours and cheap materials.

No Frills and Low Cost - Functions as just main body to the right, price increases as features are added.

Concept 3Part 2


Manufacturing

Injection moulded ABStwo part body, clips together

Features

Screen optional extra Fixed 35mm equivilent polycarbonate lens +extra lenses available4 megapixel sensor internal storage for 100 photos + sd card adapter to increase storageInternal battery for 30 mins + extra battery to increase

DevelopmentPart 1


DevelopmentPart 2


Models explore the proprtions of a camera in three dimensions in terms of camera use.

How components may fit into these cases.

The features make a Leica a Lecica and how these can be used in a Ryanair camera to make it more Democratic and be used attack Leica in an Agressive and cheaky way.

DevelopmentPart 3


1 2 3 4

Efficient use of material.Large lens AggressiveForm is simple - Non aspirational and democratic

110

80

120

70

110

80

110

70

Not obvious that this camera is a play on Leica.

Camera not Brash and Tacky enough. To conservative.

Leica features found -

indenteded side panelsTwo straight lines running across the bodyVeiw findersplit level top piece

Has many features of a Leica.

DevelopmentPart 4


Button and screen development - small buttons use less material and reduce cost but larger but-tons are easier to assemble.

By combining all four of the rear buttons into one, the buttons can be smaller (reducing ma-terial) and also easier to assemble (larger ob-ject to fit into case.

DevelopmentPart 5


Shows how the user interface is used. White circles show when button is pressed.

DevelopmentPart 6


Excessive bulges to the main body make

the camera brash and tacky. Lack of view

finder no fril

ls.Subtler o

uter bulges create a less toy lik

e

and gimicky product. Additio

n of simple

hole view finder greatly adds functionality

and ease of use. Large lens is aggressive

Reducing the size

of the lens its

elf re-

duces cost but la

rge moulding still cre-

ates an aggressive camera. Yet subtler

bulges reduce waisted space inside the

moulding makeing the camera more ef-

ficient.

Final DesignBrand Code


No frills - Camera features are set to a minimum only 6 buttons, no settings, no lens in the view finder, small internal memory and only 4 megapixel sensor.

Low cost - Due to reduced features and the main components being made from injec-tion moulded plastic, this greatly reduce the cost that this camera can be sold for. Retail-ing for £30.

democratic - The whole concept for this camera is about making a very high class cam-era accessible to everyone, throw low cost and reduced features.

Aggressive - Confronts one of the most prestigous and highest-class camera manufac-tures head on.

Super Efficient - Simplicity of camera design removes rear-viewing screen and keeps components to a minimum.


Brash and Tacky - The form is very classic but the colours are kitsch and Clashing and as it would be made of plastic it creates a cheap material quality.

Final DesignPart 1


Features

Small rear screen 1.4”Fixed 35mm equivilent polycarbonate lens4 megapixel sensorInternal storage for 100 photosRequires x2 AA batterys Mini USB for for downloading photos


The CEO of Ryanair said this about his airline “For years flying has been the preserve of rich fuck-ers. Now everyone can afford to fly.”, this camera cuts threw the ridiculous prices and perceived status symbol that a real Leica has, and replaces it with a cheap, crass and whimsical object, thats accessible to all.

Final DesignPart 2

Lens

Circuit Board2x AA Batterys

Buttons

Battery cover

Rear Case

Screen

Buttons

Front case

Final DesignPart 3 - Dissembly


Manufacturing

Main Injection moulded ABS body parts are clipped togetherinternal components all slot into placeBattery door is screwed in place

Final DesignPart 4


Top button is for power and bottom button is for shutter

small 9mm lens made from Polycarbon-ate in center with sticker decal over the top. Large lens - Aggressive

RYANAIR logo, top details and yellow part are all stickers, onto blue ABS front and rear cases

Power and shutter shutter buttons are made from injection mooulded ABS

Final DesignPart 5


Mini USB for transfering photos to computer

Battery compartment for x2 AA Bat-terys. Door is locked in place with a screw.

View finder is a simple tapered hole in the body

Buttons made of injjection moulded rubber

Case made from injection moulded ABS

Final DesignPart 4


Final DesignPart 5


James Parker - More With Less

Research

117

More With LessSpeaker system produced from paper mulchDesigned by James ParkerBrief - given three matierals veneer, steel wire and paper, then asked to experiment with these materials and then design a product using the experimentation to influence the final design.

118James Parker - More With Less

Research Part 1 - Ecoluxuary

the Eco-Luxury market is expanding rapidly with new products being launched on a daily basis and labels starting to really flaunt their eco-credentials as a major selling point to their brand.

People pay more for enviromentally products. (innocent smoothie)

In an age of the cheaply plastic goods trying to get away from this throw away society, can this be embraced by makeing low enviromental impact and sustainable objects.


Research Part 2 Vitra Paper light fitting

Gylles Miller Instillation in Selfridges

Habitat Paper light fitting

Veneer light shade seen at Geophry Drayton.

Vitra Paper light fitting

Veneer Lamp at skandium

Rolled newspaper Bowl from Habitat


ExperimentationPart 1 - Veneer

Combining paper mulch and veneer chips tosee if it increased the strength of the paper mulch.

Creating a tube of paper mulch to see if more strength could be gained.

By cutting and layering veneer bowl shapes could be formed

Using veneer as a base to create a spiral of paper pulp to create a tube with more strength than one with purely a whole in middle

Scaleing up paper pulp spiral meant that the paper pulp was not able to dry dure to thinckness and lack of air to the surface.

Form created by steaming the wood and putting weight in the middle and steam heating the edges.


Experimentation Part 2 - Paper Pulp

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Shredded news paper and hot water pushed into a bowl shaped mould and left to dry created solid form with interesting texture.

By using a metal structure inside the paper pulp this created a much more ridgid form. But a tighter mesh would be needed to stop the paper from crack-ing and still dry quickly and also very hard to define a form.

Sheets of paper layerd with hot water to create this bowl. Some layers did not bond to others very well probably because they were not soaked in hot water for long enough.

Quite rough pulp tested in a larger press mould. Worked well hard to define edges with any prescision.

Plant pot covered in paper pulp, no undercuts and still would not release from the mould.


ExperimentationPart 3 - Inflation

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Simple inlation of a peice of paper folded to see whether it would keep its structure.

Taking the inflation further by trying to give the paper more of an interesting inflated structure.

Balloon used to create inflation affect using layers of veneer, this worked well but two layers of veneer on each side made the veneer split and not able to expand very far.

Trying to create the idea that a balloon shaped space had been created without the use of a ballon to created the expanding.

Larger balloon inflation with single layer of veneer, worked best and created a very interesting form just unclear how this coulr be taken further into a prod-uct.


Idea Generation

Some of my sketch idea generation


Concept 1

Concept for a clock that uses layers of veneer layered in a way that creates a three dimensional form from layers of flat sheet material, by cut-ting and scoreing the veneer movement is able to be done.


Concept 2

Ipod speaker system made of layers of paper built up to create thickness within the material, joined with just layers of water to bond the layers of paper together.


Concept 3

One of the properties of paper mulch is sound deadening, this concept is to design a set of speakers that are made of paper mulch and the use of paper mulch as material benefits such as reduced cost - interms of greater value product than started with and sound deadening properties of paper,


Speaker Research Part 1

Best speaker cabinet shape is round or egg shape is these reduce the effect of the case on the sound. These forms do not colour the sound.

Market-

Hifi Seperates market halved since 2001 till 2007. Speaker systems have been the fastest grow-ing sector. This has been partly due to an increase in availability of products at the lower end of the market.

Highest growing area of the market in the past few years MP3/ipod docks.

Hifi seperates overall decreasing.

The average price paid for a speaker system £161.

Increase in the size of the High End Audiophile part of the market.

Best speaker sound from cabinets enclosed. reverbirating sounds do not escape throw the cabinaet


Speaker Research Part 2

Over the past few years the number of users with the decline of CD’s most users of speak-ers use it withan Ipod or computer. Neither of these devices are actually designed spe-cificaly to create good sound quality but insead designed to be mobile and as compact as possible.

- Computer speakers - Cheap Low Qulalities- I-pod Speakers - every sector of the market high to low.

MP3’s and other music formats compress sound reducing the quality of sound.

- Better Sound Quality - Music and Speakers- Use with Mp3 and Computer- Relatively compact as tobe used with primarly portable devices.

Most people do not sit down just to listen to music usually multi tasking.


Design Development Part 1 - sketch

Sketch design development


Design Development Part 2- sketch

Sketch design development


Mocup

Mocup test of possible design set with in context,


Manufacturing Process

These images show the process that was used to created the final design. If this design were produced using indtrial methods then production would be done us-ing mesh moulds instead of plaster so that the water could be squeezed from the moulds very quickly making it a much faster manufacture.

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Final DesignPart 1


This design trys to optimise the sound created by the speaker drivers without the cabinet altering the sound and only working to amplify and inrich it. Paper mulch mouldings form main structure with rubber sealis and nuts and bolts, holding it all together sitting on a thin veneer plinth.

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Final DesignPart 2


scenario of where the speakers are designed to be used and how they fit into that context. Front veiw simple plinths contrasted with highly engeneerd bolts and industrial looking rubber, set agianst monotone desk and modern mac.

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Japanese Tabacco InternationalIn collaboration with Future Concept LabDesigned By James Parker

Clean City - Part 1


Research

What is a Sterile City?In my opinion the what creates a sterile city is somewhere there is almost total order and a level of clenlieness almost to the extent of a hospital. With people being fied for chewing gum and throw-ing ciggerettes on the floor. In comparison to London, which in many parts is a City that is quite dirty and random, but also has areas which are totallly clinical. So I do not think that a city can ever be completely sterile. such as canary warf which would be almost as clinical as singapore

Sterile can also mean to be really without any character so manotany of structured roads and housing that does not say anthng about the area and becomes manotonous. A city that couldbe described as this is milton keynes, with rows of houses in very strictl layout and almost all with the same dull form.

What is a clean City?One that is clean in terms of actual cleanliness, or city with a very low pollution level, or in terms of building and layout of the city or the amount of ccrime and antisocial behaviour. The diagram to the left shows a distibution of ten major cities and how they in terms of how globabl they are and how dirty or clean they are. The cleanest city in the world is Vienna and dirtiest is Baghdad, In terms of dirtiness this is interms of all of the factors above.

Pollution level - There have been many initiatives to reduce pollution within cities and urban areas, congestion charging, airaplane carbon offsetting, electric cars which do not give off any pollution but still need electrisity which would have likley come from coal power station and cycling initiatives.

Buildings and layout - Does the layout of a city actually make it more clean and do the buildings themselves actually alter how people treat them.

Crime and antisocial behaviour - The areas in a city where there is largest amount of antisocial behaviour and crime is within and around coucil housing areas. This doesnt mean that architecture has an affect to make people commit crime, but the people who live in these types of housing are oftern the poorer mem-bers of society, who maybe unemployed and crime is the only way to make money.

What is a dirty city?Rubbish is really a symbol of being dirty and an area not being as nice as it could be.

Graffiti is all over east london and much of this done by famous painters (eine, Banksy.....) this was oftern assosiated with vandalism and antisocial behaviour but now companies are asking for their shutters to be sprayed in the iconic east London Eine lettering. This shows how fast something can swap between being art and news-ence or dirty and clean.

Lagos in Nigeria is oftern thought of as one of the most “Dirty” cities due to high levels of poverty, huge shanty towns, lack of hygene and basic services like schools, rubbish collection, running water etc. Every year the same amount of oil is pumped into the lagos Lagoon as was spilt by BP in America and this is also the main river where people bathe and drink from.

City - Part 2


Research

Rubbish BinsIn almost every bourogh in London there is some form of weelie bin and recycling scheme. This creates a more posotive experi-ance for many people, by keeping the streets clear of our black plastic bin liners, making recycling accessable and as easy as possible so that it encourages people to do it. Benefits of recy-cling goods means that there is reduced amount of goods that go into land fill. Goods will be available at cheaper prices as the raw materials do not need to be extracted out of the ground secound time around.

People TogetherMassive addvantage of living in an urban enviroment and more specifically a large city like London is that everyone and almost everything is possible to be done. For example if you need blue modeling foam you can just go and buy it from a shop not order it online and wait for it to arrive.

Ease of TravelThe transport links within many cities are much wider and easier than in non urban enviro-ments.

Debt and High PricesDue to high levels of population and great competition to live in cities, house prices are very high specifically within london it, for example the uk average house price is £246,000, in areas of central london the price of only a one bedroom flat is upto £550,000 (on average).

Rubbish and Throw away SocietyLiving cities espesialy there a large emphasis on things being fast and throw away and there is an ever growing trend to eat on the go, which initself makes there a need for that whole pro-cess to be disposable. So plastic knives, forks, ecess packag-ing..... Also the fact that in a heavily urban enviroment almost alll items can be purchased helps this escerlate.

Force Fed ConsumptionAround every corner of a heavily urban enviroment there is advertisment for something or other ( the next idevice or club rave). this forced upon us advertising steams back to the throw away society as maybe what we are forced to purchase is not what we want or inded have a use for.

Congestion PollutionLarge amounts of people trying to get around a city leads to an ever growing problem of congestion and pollution. Aswell as an ever growing standard of living meaning people go throw natural resources faster and faster.

Commuting Within a CityLiving in a city is meant to have a major benefit of making comuting a thing of the past well you may be geographically closer to where you need to be but that doesnt nessesaraly mean that it will take a shorter time to get there.

Negative Urban Experiences

Posotive Urban Experiences

Quality of Urban Life

Enviroment - Part 3


Research

Each year nearly 600 million trees are destroyed to provide fuel to dry tobacco. Put in another way one tree is destroyed for every 300 cigarettes.

The world annually discards about 4.3 trillion cigarette butts which creates over 500,000 tonnes of pollution per year which take roughly 12 years degrade.

Within an hour of contact with water, cigarette butts can begin leaching chemicals such as lead and arsenic.

JTI Brands - Part 4


Research

WinstonThe brand was introduced in 1954, and became the best-selling brand of cigarettes in the United States. It held the Number 1 spot from 1966 to 1972, thanks to the successful marketing slogan “Winston tastes good like a cigarette should. In the last national survey in 2005, Winston ranked sixth in market value. Distributed in over 80 countries worldwide, WINSTON is available in a range of brand styles. Winston are known to be one of the few cigarette brands that claim that there are no additives in their cigarettes.

CamelLaunched in 1913, Camel is the first worldwide cigarette trade-markfor prerolled cigarettes. Today, Camel is sold in over 100 countries around the world and it is the 5th biggest global tobacco brand. The Camel cigarette, is so named because it used Turkish paper.

Mild SevenMild Seven is the No. 1 brand in Japan and the third top-selling cigarette in the world. Created in Japan, Milled Seven has been a top seller since its launch in 1977 and enjoys leading positions in key Asian markets. A premium brand, MILD SEVEN is distributed in over 40 countries. Originally manufactured in Japan as a variant of the popular Seven Stars brand.

Benson HedgesOriginally created for the Prince of Wales (but never smoked) in 1873, Benson & Hedges has a proud British Heritage. B&H is a leading Virginia blend cigarette.

Silk CutLaunched in 1964, Silk Cut has been established as the leading lower tar brand with a reputation for quality and innovation. Silk Cut became famous through the surreal Cut Silk advertising cam-paigns lasting over 20 years.

SobraineSobranie is one of tobacco brands in the world. Registered in London in 1879. High class and quite expensive. Popular in Eu-rope in particular Russia and Ukraine

Glamour Originally launched in 2005 in Russia, Ukraine and Kazakhstan, Glamour is JTI’s leading super-slim brand.

LDLD was launched in Russia in 1999 by Liggett-Ducat. The brand was an immediate success as it was seen by consumers as a credible international brand offered at the same price as long established domestic brands. LD is now available in more than 30 countries.

Current market -Part 5


Research

Habits - Part 6


Research

Why do people smoke Where do people smoke

RelaxSocialFunWork StressFashionTrend

Coffee breakWith freindsPartyBus stopAt work

Habits

Carrying cigarettes - lighter, packet, gum, atches, mp3, bottle, phone.Throw onto the floorLitterSpittingMulti tasking

Luxuary - Part 7


Research

The cigarette can be a clear symbol of status and class depending on which brand ( and sub brand). Overall consumption of cigarettes has declined for the past several years, but sales of luxury cigarettes are rising, nonetheless. Many well known brands have produced luxury sub brands as well as individual manfactures specific to the market such as Chancellor, Treas-urer and ToR Oriental

This has also prompted major fashion houses such as Louis Vitton to create cigarette smoking accessories.

Also in this market there are limited edition packs, this ones for lucky strike. This one is made from stainless steel and has crystals in it look more like consumer electronics than cigarette case.

Part 1


Idea Generation

Part 2


Idea Generation

Concept 1


A-Light

This concept is for a disposable and portable ash tray that will set on fire once a cigarettte has been stubed out upon it. This process wates mate-rial and this produces unesesary negative affect on the enviroment mimiking the harm that smoking cigarettes causes to the body.

Concept 2


Easy Clean

Smoking is thought of as unclean at the best of times, so who really wants to empty a portable ash tray?

Concpet 3


Fondle Tray

This concept is creating a portable ash tray that smokers would want to keep in there pocket by being attractive, smooth and unobtrusive in the pocket. The physical act of smoking lead to this concept which is designed to be held and fiddled with even when not in use, giving smokers somthing to do with there hands.

Fondle Tray - Part 1


Concept Development

Fondle Tray - Part 2


Concept Developmet

Part 1


Final Design

This senario shows the way in which the user will use this portable ash tray simply open half and then you can use it like a normal ash tray when you finish with your ciggarette put it into the hole and when you are finished close it up. To empty pull the ash tray apart over a bin and remove the contents of the ashtray.

Part 2


The thought behind this design is to take the action of smoking and create an object that is designed to be fiddled with so that the smoker has comthing to do with his hands when not smokine. But still keeping it cheap to produce, functional and athstetically pleasing. The astetic of the design has been conceived so that it can be easily slid into a pocket with out taking up minimal room. The final product would be produced from brushed aluminium to keep it light and minimal in design.

Final Design

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Solid to FluidProject to design a lighting solutiondesigned by James Parker

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Final Design

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Final Design

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Headphones

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Headphones

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Headphones

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Final design

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Final Design

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Concrete Experimentation

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Concrete Experimentation

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Documents

Transcript of James Parker