1. Posi%oning
with
web
catalogues
&
MACEF’s
Field
Study
Project
leader:
Makno
Tutor:
Carla
Zorzo
Kumara
Sadana
Putra
WKS.3
Design
Research

2. Room
are
ge1ng
smaller,
are
ligh6ng
dimension
also
become
smaller?
?
Housing
evolu%on
Urban
development
Property
developer
-­‐>
profit
orienta6on
Technology
offer
Prefer
to
stay
in
small
condomoniums
Socio
cultural
of
User
Delaying
marriage
No.
of
young
people
and
elderly
people
are
increase
Γ
Γ
hKp://www.housing-­‐evolu6on.com

3. Scenario
• Web
&
catalogue
research
• Quanita%ve
:
Survey
• Qualita%ve
:
In
depth
interview
&
Fieldwork
@
MACEF
Jan
’12
• Ethnographic
• Primary
:
Milan,
Italy
• Secondary
:
Metropolitan
ci6es
in
globe
Research
Design
Research
Area
Research
Target
Ques%onnaire
:
80,
IDI
:
8,
Ethnographic
:
7,
Web,
Catalogue
&
fieldwork
:
16
Sample
Size
Research
Objec%ves
• Current
trend
of
housing
evolu%on
in
ligh%ng
category
• Define
the
correla%on
between
room
size
and
ligh%ng
product
size
• To
find
comprehensive
analysis
of
variable
factor
about
ligh%ng
size
and
it’s
impression
• To
iden%fy
future
considera%ons
for
developing
new
concept
&
trend
• Jan
10th
–
Feb
3rd
2012
• Business
ques%on,
scenario
making,
survey
prepara%on,
:
Jan
10th
–
24th
• Web
&
catalogue
research
:
Jan
16th
–
24th
• Field
work
MACEF
:
Jan
26th
• Ques%onnaire:
Jan
26th-­‐
28th
,
Ethnographic
&
IDI
:
Jan
27th
-­‐30th
• Analysis,
report
&
presenta%on
:
Jan
29th
–
Feb
3rd
Research
Period
• Survey
-­‐>
20-­‐60th
,
Unisex,
mul%country,
lives
in
urban
city
• Fieldwork
-­‐>
MACEF
Jan
‘12
Exhibitor
in
ligh%ng
category
• Ethnographic
-­‐>
House/Apt/Log/Studio
which
has
a
ligh%ng
product
• IDI
-­‐>
Designer
&
Architecture
in
ligh%ng
design
industry
Housing
Evolu%on
in
Ligh%ng
Category
Design
Research
Scenario

4.
Web
&
catalogues
research
Posi6oning
mapping
7%
54%
18%
21%

5. 63.4%
designer
36.6%
NOT
designer
83%
single
78%
20-­‐30
8.5%
30-­‐40
52.4%
female
47.6%
male
Sex
Loca%on
Occup
a%on
Person
59.8%
house
61%
student
13.4%
others
31.7%
>4
54.3%
Indonesia
28.3%
Italy
6.1%
>50,
<19
7.3%
40-­‐50
26.8%
Private
sector
7.3%
Public
svc
25.6%
Share
apt.
8.5%
studio
6.1%
Lo[
28%
4
14.6%
1
13.4%
3
12.3%
0
&
2
8.5%
married
8.5%
married
Have
kids
17.4%
Others
Survey
Qty
:
80
Time
:
Jan
26-­‐28
Methods
Online
www.surveygizmo.com
Hardcopy
in
MACEF
Age
Survey
#
Demographic
Age
20-­‐30
&
Single
profile
dominate
data,
proofing
the
socio
culture
of
user
in
research
background.
People
choose
to
stay
in
small
house
&
apartment
Housing
type
Marital
status
Sector

6.
Survey
#
Lamp
ownership
&
color
People
choose
pendant
to
solve
the
space
orienta6on
problem,
ver6cally
thinking.
Table
lamp
s6ll
popular
because
it’s
func6on
White
and
cold
color
increase
impression
of
lamp
looks
lighter
28%
1
17%
1
50%
Don’t
have
14.6%
2
61%
Don’t
have
31.7%
>4
13.4%
Don’t
have
13.4%
Don’t
have
43.3%
white
17.5%
pastel
13.3%
primary
25.9%
others
24.4%
others
54.9%
Others
34%
others
58,6%
others
Qty
Qty
Qty
Qty

7. Survey
#
lamp
&
room
size
Lamp
size
only
measure
width
x
depth,
due
to
the
different
height
of
ligh6ng
type
(ex:
table
&
floor)
The
higher
the
ra6o
no.
the
more
spacious
room’s
are.
68.3%
≤
25x25
cm
40.4%
≤
25x25
cm
63.8%
≤
25x25
cm
42.5%
≤
25x25
cm
39%
≤20
x
20
m
70.7%
≤5x5m
43.9%
≤5x5m
4
lamp
:
building
((25
x
25)
x4)
:
(2000
x
2000)
2,500
:
4,000,000
1
:
16,000
4
lamp
:
bedroom
((25
x
25)
x
4)
:
(500
x
500)
2,500
:
250,000
1
:
100
4
lamp
:
living
room
((25
x
25)
x
4)
:
(500
x
500)
2,500
:
250,000
1
:
100
Generally
speaking,
let’s
assume
that
each
house
has
1
lamp
on
each
type,
so
the
ra%o
between
room
:
lamp
size
Others
:
≤
50,
≤
75,
>75
Others
:
≤
10,
≤
30,
>50

8. Survey
#
Impression*
of
the
lamp’s
factors
*
impression
means
percep6on,
emo6onal
feel
related
to
size
without
knowing
the
precise
measurement
design
are
the
key
driver
factor
of
lamp
impression
Color
design
weight
material
shape
Light
source
color
size
41.5%
1
Not
important
5
Very
important
3
important
39%
28%
63.4%
40.2%
48.8%
26.8%

9. Light
source
color
Light
source
impression
of
the
lamp’s
factors
(based
on
survey)
white
&
yellow
are
consider
as
light
color
49%
white
7.5%
colorful
44%
fluorescent
6%
halogen
35%
bulb
15%
LED
43.5%
yellow

10. Color
design
weight
material
shape
Light
source
color
Light
source
61%
cold
39%
warm
92%
Light*
8%
colorful
57%
bulb
8%
Fluores
cent
52%
light
48%
massive
72%
simple
28%
Compli-­‐
cated
72%
doff
28%
glossy
63%
light
37%
heavy
35%
LED
impression
of
the
lamp’s
factors
(based
on
web
&
catalogue
research)
material,
design,
light
source
color
trend
should
be
consider
to
create
lighter
impression
*Light
=
yellow
&
white

11. 1
Massive
5
Light
3
Average
45.1%
coKone
34.1%
ornamental
63.4%
ordinary
39.7%
simple
50%
gigan6c
42.7%
Fat
32.9%
slim
35.4%
steel
Survey
#
impression
of
word
&
lamp
Measuring
something
subjec6ve
by
making
index
point
value
The
higher
the
point
value,
the
more
lighter
lamp’s
impression
are.
Light
shape,
cold
color,
simple
design,
doff
material
Massive
shape,
warm
color,
complicated
design
Moderate
shape,
warm
color,
moderate
design,
semi-­‐doff
material
Light
shape,
cold
color,
simple
design,
transparent
material
Light
shape,
cold
color,
simple
design,
doff
material
29.3%
26.8%
32.9%
37.8%
35.4%

12. Field
study
@
MACEF
Jan
‘12
Survey,
resul6ng
20%of
total
respondent
Field
study,
sensing
&
feel
the
lamp
impression
directly,
cross
checking
web
&
catalogue
research
IDI
with
audience,
ligh6ng
designer,
manufacturer

13. Table
lamp
:
Base
&
shade
 :
14
cm
8.5
cm
Pendant
:
60
x
2
cm
ROOM
320
x
640
cm
LAMP
:
ROOM
=
1
:
478
Studio
(3.4
x
6.4
m),
Bed
room
Milan,
Italy
1
pendant,
2
table
lamp
LAMP
:
ROOM
=
1
:
478
Γ
Γ
Ethnographic
Research
House/Apt/Log/Studio,living
room-­‐bed
room
which
has
a
lamp.
To
measure
the
ra%o
between
lamp
&
room
The
higher
the
ra6o
no.
the
more
spacious
room’s
are.

14. Apt,
Bed
room
(3
x
4.5
m)
Panama
1
pendant,
1
table
lamp
LAMP
:
ROOM
=
1
:
120
House,
Bed
room
(3
x
3
m)
Surabaya,
Indonesia
1
pendant,
1
wall
lamp
LAMP
:
ROOM
=
1
:
150
Studio,
Bed
room
(4
x
7
m)
Sheffield,
UK
2
pendant,
1
wall,
1
table
lamp
LAMP
:
ROOM
=
1
:
247
Share
Apt,
Bed
room
(3
x
5
m)
Milan,
Italy
1
pendant,
1
floor,
3
table
lamp
LAMP
:
ROOM
=
1
:
112
Ethnographic
Research
Bed
room
&
lamp
ra%o
The
higher
the
ra6o
no.
the
more
spacious
room’s
are.
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ

15. Studi,
Living
room
(4
x
7
m)
Paris,
France
1
Floor,
1
table
lamp
LAMP
:
ROOM
=
1
:
180
Log,
Living
room
(4
x
6
m)
Milan,
Italy
1
pendant
lamp
LAMP
:
ROOM
=
1
:
210
Apt
,
Living
room
(10
x
16)
Panama
2
pendant,
1
Floor,
1
table
lamp
LAMP
:
ROOM
=
1
:
89
House,
Living
room
(3
x
4
m)
Surabaya,
Indonesia
1
pendant,
1
table
lamp
LAMP
:
ROOM
=
1
:
160
Ethnographic
Research
Living
room
&
lamp
ra%o
The
higher
the
ra6o
no.
the
more
spacious
room’s
are
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ
Γ

16. • “Un6l
next
5
years,
in
Indonesia
especially
main
metropolitan
city
like
Jakarta,
Surabaya,
there’s
a
growth
demand
for
apartment
and
small
houses,
13
mil
each
year.”
Joko
Triyono,
property
developer,
Indonesia
• “Redefine
living
space,
lifestyle
are
changing.
communal
area
seems
less
important
now.
Off
course
it
will
give
impact
to
interior
design
and
furniture.
In
other
side,
building
maintenance
is
expensive.”
Kenta
Kishi,
Architect,
Japan
• “Material
create
good
effect
to
add
impression
value
of
lamp
size,
that’s
why
we
use
transparent
polypropylene.”
Lamper6
Franco,
Velvet
ligh6ng
designer,
Italy
• “Ligh%ng
ambiance
is
major
factor
of
lamp
impression,
both
for
interior
design
and
user
experience.
It
related
to
lamp
source
&
it’s
color.
“
Rafiq
Ramadhan,ligh6ng
designer,
Philip
Ligh6ng
Design
Indonesia
• “LED
technology
gave
designer
challenge
and
opportunity
to
be
more
crea6ve
to
create
new
func6onal
and
shape
of
a
lamp.”
Somdex
Ligh6ng
Germany
Qualita%ve
research
:
IDI
Architecture,
ligh6ng
designer
&
manufacturer,
interior
designer,
property
developer
in
some
metropolitan
ci6es
in
globe.
To
know
the
key
driver
factor
of
room
&
lamp
size
trend

17. • From
the
web
&
catalogue
survey
54%
lamp
are
categorized
in
Small
–
Light
quadrant
means
that
ligh6ng
designer
&
manufacturer
more
concern
about
the
size
and
impression
nowadays
• Beside
the
size
itself,
Impression
of
the
lamp
are
also
important,
simple
design,
light
shape,
ligh6ng
source
and
it’s
color,
doff
material,
cold
lamp
color
• Measuring
the
ra%o
no.
between
the
room
and
lamp
size
are
important
to
know
the
spacious
level
of
room
and
the
trend
• Macro
factor
like
property
growth
demand,
socio
culture
in
housing
evolu6on,
LED
technology,
also
need
to
be
consider
as
a
factor
of
lamp
design
trend
Conclusion