Viewpoint - The Eve-olution Issue

The Future Laboratory, the people behind the internationally acclaimed Viewpoint magazine, asked us to re-think a space that has been traditionally associated as 'male' - what it could be like from an 'Eve-olutionary' perspective i.e. an experience that responds to 'right-brain' female orientated sensibilities.

Here's our response and thinking.

Creating spaces that appeal more to a ‘female’ sensibility of collaboration, communication, playfulness, motivation, sharing and so on, means turning everything on its head – slightly painful for the logical amongst us – but certainly a richer more rewarding experience is possible through this approach. So, rather than starting with a product and how you might sell it or experience it, you start with a personalised need and how you’re going to fulfill it and enhance it.

The petrol station triumphs in the field of masculine environments and has become the object of our affection in receiving the Eve-olution face-lift. We’ve also turned our minds to brands that understand the ‘right brain’ sensibility, like Nike, for its ability to engage people through lifestyle and emotion – two ‘needs’ based drivers. Building on these values as a springboard – has inspired how the disappearing sites could become a highly commercial destination pit-stop for the 21st Century.

The concept: ‘Re-fuel’ joins up the dots between our complex lifestyles to offer a series of relevant and uplifting experiences to support any busy body on the move. Driving a car reflects just one way of travelling, and with increasing pressure to select alternative modes of transport – ‘Re-fuel’ has evolved the humble filing station into a healthy pit-stop for four key areas of our lives: travel, body, mind and community.

Research shows women are more compelled to make greener choices than men, and out of purchases made through a trusted brand, over half of women will recommend those brands or products on to others – the right brain naturally wants to communicate, share and is open to decision-making beyond the obvious, such as price. Creating an environment that is circular and inviting, that allows brands to sponsor, suggest and endorse through ‘conversation’ is the way to go to engage and build loyalty.

We’re now asking ourselves, “How can we possibly live without it?”

See the full published article from Viewpoint in our Press section. http://www.household-design.com/press/

For Future Laboratory: www.thefuturelaboratory.com

by Michelle Du-Prât