2. The Business Question
Are the outdoor furnishings on the market today useful for creating
inviting, outdoor spaces, designed to host Business Nomads working from
hotels?
3. Why Hospitality and Outdoor Meeting Spaces?
“One fifth of the workforce in the US are reportedly working from a third place.” –USA Today
“More than one-third of the global workforce will be mobile by 2013.” - Steelcase, Inc.
“Personal wellbeing in the workplace plays a role in business outcomes.” – Gallup Study
“As work moves into the realm of the non routine and situational, the rate at which people work
collaboratively, just-in-time and in multiple teams will accelerate.” - Gartner Research
6. D
Description &
d40 peopleg r aaskedito rate the likelihood of using hotel common outdoor
e m o were p h c s
space in situations that framed them as an inhabitant.
Age 18 – 27 15
28 – 42 21
49+ 4
65% Female
35% Male
64% Of 28-34 have worked alone in outdoor common hotel space in the past year
53% Travel for work at least one week each year
96% Have a bachelor’s degree and/or advanced certification in their field
68% Say they work in a creative field
50% Rarely use common, outdoor hotel space
SURVEYS
7. D
Survey Questions 12 - 16
Respondents received five scenes of outdoor
seating arrangements, and asked to answer
for every image, from very likely to highly
unlikely, their likelihood of using the space
for certain functions.
Q. “Do you feel you would enjoy this
choice of seating for:”
business meetings, socializing with
colleagues, relaxing alone, and working
alone.
S U RV E Y S
8. D
Survey Question 12
from the scene in the photo:
“Do you feel you would enjoy this choice of seating for :”
business meetings • socializing with colleagues
relaxing alone • working alone
rate from 5-very likely to 1-highly unlikely
business working socializing with relaxing
meetings alone colleagues alone
Highly Very
Unlikely Likely
based on average scores
S U RV E Y S
9. D
Survey Question 13
from the scene in the photo:
“Do you feel you would enjoy this choice of seating for :”
business meetings • socializing with colleagues
relaxing alone • working alone
rate from 5-very likely to 1-highly unlikely
business working relaxing socializing with
meetings alone alone colleagues
Highly Very
Unlikely Likely
based on average scores
S U RV E Y S
10. D
Survey Question 14
from the scene in the photo:
“Do you feel you would enjoy this choice of seating for :”
business meetings • socializing with colleagues
relaxing alone • working alone
rate from 5-very likely to 1-highly unlikely
relaxing working business socializing with
alone alone meetings colleagues
Highly Very
Unlikely Likely
based on average scores
S U RV E Y S
11. D
Survey Question 15
from the scene in the photo:
“Do you feel you would enjoy this choice of seating for :”
business meetings • socializing with colleagues
relaxing alone • working alone
rate from 5-very likely to 1-highly unlikely
business working socializing with relaxing
meeting alone colleagues alone
Highly Very
Unlikely Likely
based on average scores
S U RV E Y S
12. D
Survey Question 16
from the scene in the photo:
“Do you feel you would enjoy this choice of seating for :”
business meetings • socializing with colleagues
relaxing alone • working alone
rate from 5-very likely to 1-highly unlikely
business socializing with working relaxing
meeting colleagues alone alone
Highly Very
Unlikely Likely
based on average scores
S U RV E Y S
13. D
Survey
Questions, Scenarios
Respondents were described 3 scenarios occurring in common, outdoor hotel space:
1. A Business Meeting
2. Socializing with Colleagues
3. Working Alone
Q. How important are the following concepts for “an enjoyable experience”.
4–very important, 1–not important
The average scores were used for the result to each corresponding question.
S U RV E Y S
14. D
Scenarios Results
Working Alone
Top 4 concepts for comfort 3.600
enjoying common, view 3.450
outdoor hotel space
nature 3.400
when working alone
light 3.300
colorful scenery 3.200
food & beverage 3.125
privacy 2.825
shelter 2.700
play 2.425
Results based on average scores
S U RV E Y S
15. D
Scenarios Results
Business Meetings
Top 4 concepts for light 3.575
enjoying common, comfort 3.475
outdoor hotel space
privacy 3.400
for a business
food and beverage 3.075
meeting
shelter 2.800
nature 2.625
view 2.625
colorful scenery 2.425
play 2.150
Results based on average scores
S U RV E Y S
16. D
Scenarios Results
Socializing with colleagues
Top 4 concepts for comfort 3.550
enjoying light 3.325
common, outdoor
food & beverage 3.275
hotel space
view 2.975
when socializing
with colleagues privacy 2.825
nature 2.800
shelter 2.750
play 2.675
colorful scenery 2.600
Results based on average scores
S U RV E Y S
17. D
Scenarios Results
Business Socializing Working
Meetings with colleagues Alone
Top 4 concepts for light comfort comfort
enjoying comfort light view
common, outdoor privacy food & beverage nature
hotel space in 3 food and beverage view light
scenarios shelter privacy colorful scenery
Meetings contribute to nature nature food & beverage
hotel F&B sales view shelter privacy
colorful scenery play shelter
play colorful scenery play
Results show from highest to lowest average score.
S U RV E Y S
19. H
Describing The Current Market
100 images of outdoor furniture were collected as market research. Consisting of
photos taken during Design Week Milan 2012, and from online catalogs.
PRODUCT RESEARCH
20. Warm
34% 31%
Outdoor Furniture
Soft Hard
Product Map
9% 26%
Cold
PRODUCT RESEARCH
21. Social
20% 29%
Outdoor Furniture
Technical Emotional
Product Map
22% 29%
Private
PRODUCT RESEARCH
22. Mapping
Results
Warm – Soft, Warm – Hard Social – Emotional, for socializing
furnishings are likely to meet Private -Technical, for working alone
comfort needs Social – Technical, for business meetings
Warm Social
34% 31% 20% 29%
Soft Hard Technical Emotional
9% 26% 22% 29%
Cold Private
PRODUCT RESEARCH
24. State of the Office
“Workstations sit empty 60% of the time.”
- Recent Herman Miller Study
More than one-third of the global
workforce will be mobile by 2013.
- Trends 360 Steelcase
Business nomads including millions of
knowledge workers and owners of startups
are on the move.
O B S E R V I N G C U LT U R E
25. H o s p i t a l i t y Tr e n d s
“The Future of Work Innovation Co-Labs to Offer
Enhanced Hosted Work Experiences for Gen X and
Gen Y Global Travelers.”
-with Marriott, Steelcase, & IDEO
"The idea is to give them a comfortable place to work
so they don't have to go to the Starbucks."
- Founder Luxe Hotels
“What’s needed, is a greater variety of informal areas
that give workers a choice about where and how they
interact.” - Herman Miller, Inc.
O B S E R V I N G C U LT U R E
26. Conceptualizing
The art community is re-examining the
idea of the traditional office.
“Play” office style outdoor lamp
- Philippe Starck for Dedon and Flos
Outdoor Office Installation
-Tres Birds Workshop
Outdoor Classroom Concept
- by Jonathan Olivares
O B S E R V I N G C U LT U R E
28. Synthesis
Survey results give a ranking of needs that help in designing new,
enjoyable, outdoor meeting experiences.
Product mapping gives specific target areas for selecting furniture to
create these new spaces.
Office furniture design is trending toward casual, flexible, environments
for collaboration.
The hospitality industry is looking to change the way they accommodate
business guests in public spaces.
The artist community is exploring the idea of taking the office outdoors.
BUSINESS PROPOSAL
29. The opportunity
Market Semi-casual furnishings already on the market, to the hospitality
industry.
Target
Independently owned boutique hotels in cities with favorable
climates
Branded health and wellness hotels like EVEN by IHG
BUSINESS PROPOSAL
31. Future Research
Obtain feedback from contract outdoor furniture suppliers about the feasibility of outdoor meeting
spaces with technical capabilities.
Researching waterproof audio visual equipment for meetings, stand alone shelters that are flexible
and semi-open, and heating/cooling concrete floors for thermal comfort.
Conduct a focus group study using existing furniture in prototype, outdoor meeting spaces.
CONCLUSION
33. References:
www.marriott.com www.westhollywood.andaz.hyatt.com
tresbirds.com www.treehugger.com
www.luxehotels.com www.hermanmiller.com
www.steelcase.com www.dedon.com
www.tropitonefurntiure.com www.winstoncontract.com
www.archipelagoliving.com.au www.atmosphera.biz
www.corradi.eu www.katalog.co.nz
www.kennethcobonpue.com
Bites, G. A., Vegas, L., & Headlines, L. D. (2012). Hotel lobbies become multi-use spaces - USATODAY . com. Usa Today, 1-7.
Boyle, C. (2012). The Smartphone Class Six Traits of the Smartphone Class. Network, (April).
:
Brower, T., Miller, H., Environments, P., Miller, H., Service, S. U., Miller, H., Environments, P., et al. (2012). From Conventional to
Collaborative Space plan shows how to support collaborative work styles with no increase in real estate costs.
Business Travel Set to “ Take Off ” in 2012 | Millenials , GenX fu ... Business Travel Set to “ Take Off ” in 2012 Deloitte Survey.
:
(2011).Development (p. 1). Retrieved from http://www.deloitte.com
InterContinental Hotels Group Launches a New Brand Called EVEN. (2012).Chart, (March).
Marriott Hotels & Resorts, Steelcase, and IDEO Collaborate to Innovate o ... (2012).Marriott Hotels & Resorts. Retrieved April
28, 2012, from http://www.marriott.com
Morello, D., & Burton, B. (2006). Future Worker 2015 Extreme Individualization. Gartner Research.
:
Pettibone, S. (2012). STARWOOD REPORTS FIRST QUARTER 2012 RESULTS. Starwood Reports First Quarter 2012 Results (p. 1).
Stamford, Conn.: Starwood Hotels and Resorts.
Screen, V. (2012). The Next Office: Why CEO’s are Paying Attention. Steelcase 360 degrees, (63).
Starbucks Corporation Fiscal 2011 Financial Highlights. (2012) Starbucks Corporation.
Times, L. A., Mcinerney, J., & Andaz, T. (2012). Hotel lobbies go digital. Los Angeles Times. Los Angeles. Retrieved from
http://www.latimes.com
Zachry, M. (2005). An Interview With Donald A . Norman. Technical Communication Quarterly,, 14(4), 469-487.
References mentioned informally.
34. About the Project:
The underlying idea for the project was to find an innovative way for an outdoor furniture company to
market a product to the hospitality industry by discovering an unmet need.
According to Gartner Research report Future Worker 2015: Extreme Individualization,
“Maverick” analysis “focuses on an out-of-the-box scenario that is considered low probability but high
impact. In other words, although certain aspects of the scenario seem far-fetched today, the scenario’s
impact will intensify as aspects unfold and affect or accelerate other aspects.” Survey questions where
“loungy” outdoor furniture is shown to the respondent as an option was a form of maverick research.
This type of exploratory research is important in a competitive business climate. Every angle of a
potential scenario that can reach a company’s target audience, needs to be analyzed in order for the
company to stay current. Businesses need to find unconventional ways to enter new categories and remain
competitive.
The presentation by Future Vision Workshops: Future Concept Lab served as inspiration for
the cultural trend desk research. Nicole Neuberger’s, User experience research and strategy lecture
influenced the project by providing guidelines for observing the events at Salone del Mobile and served as
inspiration a business question focused on service and experience design. Lorenzo Bernorio’s lecture,
Research Methodologies along with Davide Jabes lecture on ABIS’s housing evolution were influential in
creating the survey questions.
Notes de l'éditeur
Can today’s outdoor furnishings be used to create new space to meet new demand?
