the BBB (Becoming Branded Brains)
workshop was the dual impregnation of interaction design with fictional ideas
and realistic scenarios. in a nutshell, we used design as a medium to explore
conceptual and practical issues rising from recent developments in biotechnology,
and the influence it might have on our everyday life.
to know more about the workshop's theme
read the proposal..
we wanted to learn fast, digest fast, work fast and communicate
fast.
we wanted to fuse different perceptions, experience and knowhow.
we wanted to see if we could think naturally on ideas that seem unnatural at
first, if we can embed fiction and obscurity into an existing realm and more
so, into existing material.
April 6th, a sunny Wednesday morning, the Israeli Design Center, Holon, Israel. Adi, Amir, Dana, Efrat, Gadi, Guy, Hanan, Meir, Nissan, Revital, Tair, Amnon, Stefano and Eyal. design professionals and students, a clinical psychologist, a computer scientist.
four teams of mixed expertise. two design assignments. an introduction, then (short brief+design work+4 minutes presentation) x 2. then discussion. tasty breaks in the middle. 10 in the morning till 5 in the afternoon.
another type of companionship is offered by the parrot conceived
by Hanan_Amir_Dana. an interactive toy that sits on the child's
shoulder, spotting (cameras, microphones) and identifies (any number of existing
technologies) bits of information the child is lacking and passes it on to
its adopter. the parrot is, in a very MacLuhanesque manner, an extension of
the child's body and mind, alerting him, or rather teaching him, of the world
around him, interacting with him playfully and emphatically.
a machine as a pet, a machine as a teacher, a machine as a mentor, a machine
as a surrogate friend.
Guy_Gadi_Revital have come up with the "Acclair
Kit":
a computer-based tool to get you adjusted to the BFP and all that it stands
for, in the good old spirit of "if you can't beat them join them"
routine. each Acclair member will have a personalized kit on his PC to help
him interact with the system and get adjusted to its values, as well as for
the system to study him better. we generally feel much safer at home, no reason
why this feeling of ease and comfort would not contribute to constructing
our selfhood, the acclaired self.
in Tair_Meir's world the very active, physical
game of "catch and capture" becomes "Catch and picture the
brand", as kids form two opposing teams, wearing brand tags on their
necks (metaphorically enough), tag their opponents and capture them, with
the ultimate intention of completing a family of brands.
(the picture below introduces brands of israeli snacks mostly, names like
"TimeOut", "Egozzi", and the eternal "Kit Kat".
interesting how the cognitive, memory-based connection between brands and
consumers can be reinforced in a bodily manner, through a basic and almost
universal kids' game.
A few unpolished Thoughts
first thought. the workshop was a successful-yet-not-entirely-satisfying
experiment. in the future, we need to have more of everything, especially
time, to develop the ideas into platforms for thought and execution so that
they could become meaningful projects.
second thought. Interaction Design methods (mixed people/mixed
media/basic technology/hands on/narrative driven) are useful in developing
futuristic yet feasible situations. such scenarios can be contemplated for
days, but producing ID concepts help create the necessary heuristics, cutting
down to the essential questions and challenges. i'm not saying it's the only
way, just a useful one.
third thought. we can review the ideas featured here one
by one. we will discover that for every enigma they solve there are at least
a couple created. to me, therelies the magic. design, especially when utilized
by a heterogeneous group, is a medium for provoking thought in an accessible,
almost undisclosed, manner. as Dunne and Raby would have observed, we have
dealt with the culture of consumption, not
that of production. think about it.
fourth thought. so what next?? - up to all actors involved:
organizers, participants, designers, financiers, the political system. the
impact of a single event, even a series of such events is limited. to take
advantage of a momentum and to create value for design the educational system,
cultural domain and commercial markets, a linear (and then parallel) process
should take place. it should begin with more, and better constructed workshops.
then local collaborations which generate projects to be exhibited, communicated,
sent to competitions, get sponsored, perhaps commercialized, and visa versa.
you all know the drill. no short cuts. we are working on it. step by step.
Eyal.
kids collect stuff. kids cherish and value the stuff they collect.
kids trade the stuff they collect with other kids, negotiating not only materialized
merchandise but self esteem and social status.
Adi_Nissan_Efrat's kids collect symbols of brands in the
form of garments. you get them, you aggregate them, you cut them, you put
them on your hand for show. it is so extremely clear who's "the man"
- the one with the most pieces, the one with the most valuable pieces.
the physical manifestation of the idea is simple and universal, the motivation
is clear, so is the learning process..
Guy_Gadi_Revital used 3D modeling to represent a space, a place, where features of brand/s surround the children, literally, at all times. with meaningful visuals on the walls, the kids travel through the corridor with nothing but corporated stimuli and each other to keep them company.
by creating such a space, G, G & R are
generating a complete and utter exposure to predetermined set of messages,
effectively designing substitute parenting, as they argue.
Coke as the caressing mother, Nike as the cool sportive father?
TASK 02. imagine a kindergarten
for BFP underachieving kids. they are 4-5 years old and very cute and smart
in so many different ways, but their caring parents are concerned with their
BFP performance and the impact it might have on their future.
we have to, absolutely have to, design a toy, game, or some kind of educational
tool for these wonderful kids, something that might bring their BFP up. we
asked the designers to think practical, think dark.
"high-techishism" is not an advantage unless justified.
we asked the designers to bring back an eco-scenario and the model (single/mixed
media) that goes with it.
It's winter in Hamburg. the "Acclair ride", according
to Meir_Tair, is car where the family rides in a Disney World
of brands and interacts with the wonderful spectacle around it. riding the
car is educational as much as it is cool and cool as much as it is efficient
and time-saving.
a true experience for the entire family.
from plasticine, paper and a chair's bottom Hanan_Amir_Dana
have built a lounge, a chillout zone in the midst of the hectic temple
of consumerism. kids can safely play, parents can easily relax, unwind, read
a magazine.. upon request a playful BFP mechanism comes down from above, and
after the brief use disappears into the ceiling.
nothing to it, just another day at the mall.
Delightful Totalitarianism at its best.
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(1) the Holon Mediatheque's inner yard. part of it, anyway | (02) nine thirty in the morning. people are gathering | (03) inside the "egg", the colorful conference room | (04) we're a go. Adi, Efrat and Nissan conversing | (05) so are Meir and Tair | (06) Dana, Hanan, Amir and Half of Guy | (07) Guy, Gadi and Revital | (08) | (09) down at the basement | (10) | (11) | (12) a brandily car | (13) | (14) a chillout zone at the mall, made
out of plasticene, paper, strings, and an old chair |
(15) | (16) "the file was there...it couldn't have...this is not happening | (17) some elevator love from Adi and Nissan | (18) Meir and Tair's "Match a Brand, Catch a Brand" game in preparation | (19) | (20) | (21) | (22) how does what work? | (23) the parrot, of course. | (24) | (25) the parrot in its full splendor | (26) | (27) | (28)
collecting pieces of consciousness via garments |
(29) "Catch the Brand" game part one | (30) | (31) | (32) part two | (33) approaching the end. can you tell? | Photos 17, 27-33 by Efrat Shaked |