MIC

HAEL

KUI

KEN

TorchenLAMP

MIC

HAEL

KUI

KEN

Desig

n Br

ief Project ObjectivesThis project will develop a new table lamp and shade system.

Target Audience (Market)This lamp design should target a younger demographic– specifically those who are buying homes for the first time or are updating the look of their apartment. They are looking for an accent piece that classes up their surroundings, and they are willing to splurge a little.

Product FeaturesThe concept shall be stylish and intriguing yet not sacrifice function. The product should accommodate different light bulb types.

Customer (User) BenefitIdeally, the product should offer the user to customize their light either through controlling the intensity or direction of the light. There will be an exploration of user controls to hopefully improve upon the ubiquitous rotary switch under the shade.

Support for Benefit ClaimsAll products should be easier to use. The common lamp design lacks ergonomic consideration.Directionality and intensity of light affects the ambiance within a room and also affects the viewing of television, computer, and tablet screens. User adjustment of one or both of these features greatly improves versatility of the light source.

Desig

n Br

ief

MIC

HAEL

KUI

KEN

CompetitionThe competition generally does not cater to this demographic. Companies either lean toward low-cost college furnishings or expensive, high-design products. The main competitor is IKEA.

Competition Strengths and WeaknessThe competition’s strength lies in their prize-value status. They hold a high tolerance of quality and style. In doing so, they also hold high prices to maintain status. Unfortunately, this strength also causes their weakness. Mainstream consumers that enjoy the modern aesthetic often cannot afford high-design products.Other competitors greatly sacrifice quality and design detailing for cost. These products are affordable, but not prized.

Creative ConsiderationsThe lamp is to be considered a focal point and should be visually interesting. On the contrary, the design should not be considered too “out there” and should still fit the modern aesthetic of this demographics’ interiors

Distribution ConsiderationsThe distributor, Target, often sells this class of product in their online store only. In stores, they only stock the more reserved styles and lower cost items.

Single Most Important PointAbove all else, design a table lamp with interesting details that is easy to use.

Rese

arch

MIC

HAEL

KUI

KEN

TargetWalmartAaron’sKmart

Identical socket switchesAll flawed

Only lower-end held in stores, Target has more stylish lamps online

Gap

Ana

lysis

Modern table lampthat is the focal point of a room

while being easy-to-useand offering adjustable lighting.

ECONOMICMany young professionals cannot afford high-end furnishings.

Economy situation limits spending of most American consumers

Growing disposable income within demographic

TECHNOLOGYLighting fixtures rarely

utilize new technology beyond bulbs

Common configuration is only acceptable at best

Bulb dimming in newer bulb types is problematic

SOCIALSocial status unmet by obviously low-end products

Young adults transitioning from school/part-time jobs to careers

ES

T

Value

Opp

ortu

nity

adventureindependencesecuritysensualityconfidencepower

comfortsafetyease of use

visualauditorytactileolfactorytaste

point in timesense of placepersonality

socialenvironmental

reliableenabling

craftsmanshipdurability

EMOTION

ERGONOMICS

AESTHETICS

IDENTITY

IMPACT

CORE TECH.

QUALITY

PROFIT IMPACTBRAND IMPACT

EXTENDABLE

Low Medium High

adventureindependencesecuritysensualityconfidencepower

comfortsafetyease of use

visualauditorytactileolfactorytaste

point in timesense of placepersonality

socialenvironmental

reliableenabling

craftsmanshipdurability

EMOTION

ERGONOMICS

AESTHETICS

IDENTITY

IMPACT

CORE TECH.

QUALITY

PROFIT IMPACTBRAND IMPACT

EXTENDABLE

Low Medium High

DESIRED

Posit

ioning

Map

Ledino Table LampNo. 37344by Philips

Technology

Styl

e

+-

+

prototype seriesby ingo maurer

stick lampby Room Essentials

Diamond Table Lampby SLAMP

Target Area

Ideat

ion

MIC

HAEL

KUI

KEN

Final

Conc

ept

MIC

HAEL

KUI

KEN

OFF40W

60W40W+60W

OperationINTUITIVE SWITCH

Lift for Light

COLOR Options

Feat

ures

MIC

HAEL

KUI

KEN

Weighted base

Sequential lighting brightnesses

Dual bulb fixture

Intuitive operation

Stainless steel elements

Easily molded parts; low manufacturing cost

Torchen Lamp sold exclusively at

Michael Kuiken