Juan Carlos Santos 2003 Costa Rica Chillout Projetct (english)

p. 1Juan Carlos Santos, Febrero 2.003 e-mail: [email protected]

Sponsored by PROCOMER

Directed by JUAN CARLOS SANTOS

Pilot Project

For The Development of an Avant-Garde Craftsmanship

Inspired In the Image of Costa Rica


INTRODUCTION: Evolution of the Concept of Craftsmanship and Resurgence of the Cultural Product• •Craftsmanship at a Crossroads: Between the Souvenir and the Cultural Product

– –popular craftsmanship, understood as an activity based on handicrafts and folklore, is undergoing an intense process of banalization, being currently demanded by those less qualified consumer groups, who just seek exoticism at a low price.

– –This is actually leading to a gradual loss of character and quality in products of this kind, encouraging the entrance of industrial and third-world productions, which jeopardizes the survival of the most qualified craftsmen.

• •A New Opportunity: the Cultural Product– –Parallel to the disqualification of folkloric craftsmanship, a strong reactivation of a very qualified demand

of products which outstand because they include present-day cultural features every consumer identifies with, is becoming apparent.

– –The actually much more limited and qualified demand of this kind of products requires of non-industrial structures with great creative and innovation capacities, which can only be approached in the framework of a new model of craftsmanship organization.

– –Within the context of this much more qualified market, it is outstanding the spectacular development of products derived from museums and patrimony, which range from the most traditional reproduction to the new cultural souvenir, including the inspiration product, a true re-reading of our traditions which allows them to be incorporated, as living elements, in our own everyday life.

• •Importance of the Cultural Product to the Regional Development – –As a qualified economic activity of high added value. – –As a promotion instrument to the regional Image -a foundation for attracting a high quality tourism. – –As an element of social-cultural dynamization, updating and reliving our traditions

• •Conclusions: it is necessary to reorientate a large part of craftsmanship activities under a business viewpoint, by – –developing new concepts of product, between the living culture and the actual market – –finding its niche within the most qualified markets – –implementing new techniques regarding business management, production organization,

commercialization and promotion.

• •Proposal: a Model Pilot Experience, which may– –demonstrate the feasibility of quality craftsmanship, by means of a collection of great impact– –establish new production, promotion and commercialization models.– –form a group of designers, especially qualified to collaborate with craftsmen – –serve as a model to the rest of the craftsmen


PROJECT OVERVIEW: Theoretical-Practical Workshops

1.Creativity Workshop

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Fact

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Market Research

4.expo San José

2.Design Workshop

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expo Madrid

3.Management

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Subcontracting other workshops

Commercial Structure


CREATIVITY WORKSHOPAnalysis of Trends

•Theoretical Analysis: :• competitiveness factors and symbolic value of the objects• market segmentation• fashion process and creation of trends

•Computerised Analysis of Trends

• analysis of more than 3.000 computerised photographs of products, fairs, shops and publicity from several countries

• methodology of computerised analysis of trends

•Analysis of Magazines

• positioning analysis of major international magazines

• methodology of the analysis of trends through the study of content and advertising in the selected magazines

• selection of images and elaboration of collages of trends for each lifestyle


Artesano

Visionario Idealista

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OSTENTACION

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Market Segments and Trends

•Elaboration of the Map of Segmentation and Market Trends

• structured representation of the market segmentation according to Lifestyle, Status and Attitudes

• analysis of the interrelationship among the diverse market segments and their position in the development of the Fashion process

•In-depth Analysis of Each Market Segment

• ideas, behaviours and attitudes within each segment

• formal codes which configure its symbolic representation

•Analysis of Social-Cultural Trends

• dominant and alternative social-cultural trends

• Impact of social-cultural trends on every market segment

CREATIVITY WORKSHOPRepresentation of Market Trends


Artesano

Visionario Idealista

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BCCD C

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OSTENTACION

DISCRECCIÓN

Visionario

Artesano

Idealista

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BCCD

ABA

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BBC

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CDC

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Selected Market Segments

•Selection of the Target Market Segment ,• On the basis of the interest of the participants and the level of concurrence in the analyzed

markets, the BC segment, defined as belonging to the “Casual” Lifestyle placed at a middle/high market range, was selected

• On the basis of this basic segment, a broader market spectrum, which ranged from the “Modern” to the “Natural” style, was defined

•Definition of the Consumer’s Profile• Young spirited, innovative, casual, playful, cultured and supportive.• Initial priority to the local consumer, but adequate for an international market

•Definition of the Concept of Product• Simple, minimalist, clean, modern, with local cultural values and global references• It speaks of evolution from the past primitivism to the future minimalism• It reinterprets local culture from a modern and global perspective

CREATIVITY WORKSHOPSelection of the Market Segment


CREATIVITY WORKSHOP: Trends in the Casual Market Segment


CREATIVITY WORKSHOP Analysis of Shops, Fairs and Museums

•Analysis of Shops and Fairs• Once the first proposals were developed, more than 100 local shops were identified and visited

according to the selected type of consumer, in order to verify in practice the conclusions thrown by the analysis of trends carried out as well as to analyse the concurrent offer

•Analysis of the Costa Rican Cultural Resources• The cultural resources of the country were analyzed by means of visits to museums, as well the natural

resources –through environmental institutions- and a thorough stylization work was carried out aiming at a formal rapprochement among nature, culture and technology.

• After the holding of a Seminar on the Identity Image of Costa Rica with the participation of prominent experts in art, culture, tourism and environment, it was decided that a discourse not exclusively restricted to ecology –a concept already used by several countries- should be approached, going in depth into the idea of a living, supportive, tolerant and mixed-blood society, which seeks in the harmonization between technology and nature, between past and future, a more human and simple development model.


DESIGN WORKSHOP

•Development of Isolated Products

• Development of different ways of formal or plastic application of all the proposed concepts

• Making of the first prototypes

• Selection and refinement of the definitive lines of work

• Development of the Collections

• Design of complementary products, within each line of work, to form the collections

• Design of variants (finish, size, shape), within each collection

• Communication Design

• Conceptualization of each collection’s Image

• Design of the product’s presentation

• Design of promotional leaflets for the collections


The Conclusion: “Costa Rica Chillout “ projet

•A New Concept of Craftsmanship for a New Image of Costa Rica

• “Costa Rica Chillout” is the proposal of a group of Costa Rican creatives who

demand a new concept of contemporary craftsmanship, relying on creation. A

brand new modern craftsmanship, which may break all moulds and stereotypes,

answer to our current interests, transcend localisms and open itself to the global

blending, reinterpret international trends according to our local perspective, and

forward original proposals, based on our present reality, within the international

forums.A new, creation-centered craftsmanship, which may contribute to the

development of our personal and regional identity, transcending what we are in

order to show what we would wish to be. A new craftsmanship which may look

ahead, making a rereading of our past in terms of future.

• The Search for a Harmony between Nature, Culture and Technology

• The collections of products developed are based on the search for a formal rapprochement between Nature, Technology and Culture on the idea that, transcending the purely conservationist approaches, it is necessary to advance towards a model which harmonizes the balance of nature with the efficiency of technology, both of them being integrated in a cultural system at the service of the human development. .

• Chillout: ....tranquillity...freedom....reflection.... complicity

.....music at dawn......before the sea......

.......after an intense and electrifying night....

......moments of tranquillity and reflection....

.....wrapped in the magic of a deep and sophisticated music.....

.....where cultures… dreams…complicities....become interwoven.

....forging the birth of tomorrow.....


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Texto escrito a máquina

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Craft production before the projet

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Juan Carlos Santos 2003 Costa Rica Chillout Projetct (english)

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