Wednesday 2 March 2016

Week 8: Cultural Brailing: Tiong Bahru

We partook in cool hunting and trend spotting along Yong Saik Street and the Tiong Bahru district to see how things are changing. After this trip, I realized how areas of Singapore are changing. I grew up in Chinatown, to the east of Tiong Bahru, and the new direction this area has taken is eye-opening.

WHAT'S NEW

Despite Singapore's claim to be a "garden city", it is still ultimately a concrete jungle. However, the foilage in Tiong Bahru is aplenty and very different from those elsewhere. New grass and trees are planted every 400 meters or so, and even willow trees are spotted! The residents as well take it into their own hands to brighten up the landscape with their own unique choices of plants, e.g. pineapples

There was even a large clearing filled with various trees of different species, whereas in other places such areas would have been turned into football fields.

We happened upon a Vietnamese art studio and had a chat with the curator. This is the only ArtBlue in Singapore, and one of the few in the area. The founders, one of which is Vietnamese, decided to rent this space as their studio cum apartment was small, and this is a big neighbourhood near the MRT station. 
The price of the art pieces ranges from $700 to $15000, with young Singaporean couples, often newly weds, purchasing the lower end and expatriates purchasing the higher end. 
I find this intriuging because personally, none of my aunts and uncles purchased any art after marriage or even a decade later. This is a new pattern forming where people start to appreciate art more and are willing to pay for it.

In other areas of the country, construction is usually carried out by local companies with Chinese names. It is a key point to note that highly reputable Keppel is taking this area. The tagline is also apt for the changes taking place - "thoughtful innovations for thoughtful experiences" implys that something big is on its way, and it will surely add to the character of the city. 

WHAT'S OUT OF THE ORDINARY

Books Actually has only 1 outlet in Singapore, in Yong Saik Street. I was surprised to find some obscure (albeit talented) authors like Chuck Palahniuk and Salman Rushdie, This is actually their specialty, as they carry books that even large companies like Kinokuniya and Popular do not. They also carry a wide range of local authors. 
They are doing very well as they can afford to rent such a large store space near an MRT station and carry hundreds of different authors from every continent, as well as sell various knick-knacks. This is comforting to know that people still buy books in the digital age.

Many Chinese elements are prevalent in Tiong Bahru - even an umbrella stand has a Chinese design! As Singapore is over 70% Chinese, it is important we do not forget our culture. Culture is ever important in life, but we tend to deviate from it as is inevitable with the rising modernity and Western influences. However, we can still keep the Chinese roots with Western touches as is seen here!

The neighbourhood is very clean despite all the construction going on, and the architecture is quaint. The grills on the windows are very unique, with simple but special designs. This brings back memories of olden Singapore.

MULTIPLES:

These are 3 different cafes. There are numerous cafes in the area, that all share the same interior design. Black, gold and white are prevalent, with wood and marble trimmings. Kitsch slogans are plastered everywhere. This Western influence is very strong.


CORRELATIONS: 

Tiong Bahru possesses a modified Art Deco style called Streamline Moderne with rounded balconies and flat roofs. Most buildings added after the war were designed minimally compared to the more dynamic designs pre-war. The minimalist cafes do not look out of place amongst the clean, sleek buildings, and the suggestion of middle to upper class presents a correlation to the prices of the nearby cafes ($7-$15 for a coffee as compared to under $2 at regular neighbourhood coffee shops).

WHAT'S MISSING
-supermarkets
-coffee shops
-convenience stores
-people my age

Most cars in the area are Audis, BMWs, or Volkswagens, with multiple hired taxis. There are also many bicycles. This suggests the income of the residents. As Tiong Bahru Plaza has a supermarket and various other stores, the surrounding neighbourhood does not really need one.

PEOPLE
Despite the prices of cars, cafes and other stores in the area as well as the rental, people dress extremely casually. This could be because spending on cars and living is more important than expensive garments, as a house or car would last much longer than a dress! 
The residents do not wear what is currently popular, e.g. snapback hats, drawstring bags, high waisted shorts, ripped jeans, sneakers. The garments are distinctly unbranded. There are few accessories, not even watches, but those that do carry bags or wallets have plain coloured leather ones with a discreet luxury logo e.g. Prada, Coach, Miu Miu. iPhones are prevalent in hands. 


However, the expatriates in the area wear almost exclusively Levi's with various types of brogues. This is more casual than smart, but an interesting combination. 
As we went from 9am-2pm, there are not many people walking around during work/school hours. However, many are on their laptops or having meetings in various cafes we entered. This shows that they have flexible schedules and possibly work from home or are self-employed. They could also have chosen this area just to complete some work, due to the atmosphere.





Week 7: Themes

My group agreed that the main points of Chapter 2 in the Trend Forecaster's Handbook are as follows:

- Brailling
- Cross cultural analysis
- Deep diving
- Idea dens and evidence walls

Topics of secondary importance are stuff, deep diving into areas of concern and the 3 times rule.

I think that an underlying theme to all the aforementioned is the importance of being physical. Idea dens and evidence walls are physical workspaces with printed photographs and notes of the area you are researching into. In this age, we could easily create an "evidence wall" online with Photoshop. A good forecaster would not only rely on the internet, however, and utilize journals, magazines and other materials. Having physical surroundings compared to a digital space removes the feeling of being confined or restricted, and liberates you. As you are physically surrounded by all these ideas, you will become more productive.

Brailing is an important way of analysis. It is about being extremely observant of the "bumps" in the culture. Besides looking for stuff within or between cultures, we should also look for what is missing, what is there, and what is beginning. The 3 times rule states that if you see the same trend in 3 areas not related, a trend is forming!

My value judgments for this chapter are that we learnt proper procedures to conduct trend research and the different techniques to do so. This new information gleaned is very important and gave us insight into the trend forecaster's world.

Week 6: Definition of a Trend / Trend Forecaster

This week, we discussed what we had read in chapter 1 of The Trend Forecaster's Handbook by Martin Raymond. The key trend of the chapter is the definition of a trend, as well as the definition of a trend forecaster.




Henrick Vejgaard's Diamond Shaped Trend Model


This model clearly defines the levels at which consumers are at, with trend creators at the very top and the consumers that follow in different categories. Social factors affecting consumer trends also come into play with cultural and behavioural trends.




We also discussed a few noteworthy trendforecasting agencies. 

WGSN.com, which is both evidence based and dictatorial, provides multiple categories to read about.
Apart from trend reports,marketing articles also give insight into the business while still leading back to trends (E.g. top campaign trends). WGSN has helped me to a great degree especially in my product development project, as their trend reports cover everything from fabrics to colours, and even obscure trends such as the "Digital Wave" or the exoticism of Asia catching on worldwide.

TheFutureLaboratory also created LS:N Global - a trends and insight network.

Besides reports, TrendTablet by Li Edelkoort also provides interviews with designers ranging from fashion to interior. 
Articles are both dictatorial and evidence based in the sense that the trend is supported with evidence, and the reasons and source of the trend are deduced from the evidence - it could be intepreted in other ways, such as this excerpt from  http://www.trendtablet.com/24588-berlin-2/
"Brutalism: the post-World War II style of architecture with an emphasis on materials, textures and construction. This rough and brutish aesthetic was popular for governmental structures thanks to its ‘honest’ ideology. Today, brutalism is experiencing a come-back through architects and designers who’ve have adopted elements of this particular style. Think of Alexander Wang’s collaboration with H&M, the Adidas Tubular series or the work of architect Tadao Ando. All of these combined are turning this landmark complex into Berlin’s new creative hub."