Himmee was already a sophisticated brand, so there was no pressure or responsibility to refine words or sentences and make brand contents. However, because of that, there were too many restrictions, and most of all, the voltage and certification process of lighting in Korea and Finland is different. So we had to go through KC certification and lighting registration process. Plus, for distribution, marketing and events in Korea, we had to get confirm from the Timo. After going all through these, we were able to deliver Himmee to customers by opening Lotte Department Store Cheongnyangni branch, Jamsil, Collection B and SSG Howdy.
Above all, we have to propose new display, for keeping already made brand guidelines. We are not able to hang pendant lamp to given space, so we have to find another way. And most important thing is to thinking of how to show Finnish lifestyle in Korea in our way. Also, because of difference voltages of Korea and Finland, so we have to go through the authentication process such as KC mark and lighting registration again. And the last thing is thinking of packaging method that can help prevent the product from breaking when delivering it to the customers.
We have to find better way, not just the only answer. Need to find the way to use given guidelines effective and a way to persuade our parter(vendor). Since it is a display that introduces a Finnish lifestyle brand in Korea, so it is necessary to find design metaphor for the display in Finnish design. Analyze the given space, circumstance and condition and find the way to use our own brand assets.
To know the given circumstances, conditions and restrictions is always first principle to proceed. In order to display and install products, it was necessary to know those things exactly. We had to propose a new display design suitable for space while following a lot of brand guidelines. In addition, it was more difficult project, thinking of vender company which was our partner handling a lot of types of products such as electronic devices and products. So we decided to go make and design all elements for product display although that takes a lot of goods(times, money and man power).
Due to restrictions of space and despartment policy, we were not able to hang pendant lights from the ceiling so we had to find a another way. We analyzed all the photos Timo sent us and searched other photos of Scandinavian lifestyle. And we analyzed the spatial characteristics where pendant light is displayed and designed its display stand inspired by "stool" used in all spaces. So we wearched all the stools of Scandinavian lifestyle brands and found design metaphor in the form.
Above all, we had a lot of brand assets that fit all the conditions of the brand guidelines and have more expandability and convenience. So we decided to select the assets and design additional parts and produce them. And we did study and research a lot of structure such as 3 legs, 4 legs and truss including how to connect electronic line and display.
Himmee had too many strict brand guidelines already. For example, not able to display with lighting of other brand, not able to display with electronic products(home appliances, mobiles, etc), and not able to display with disposable items. Most of all, more difficult thing is the vendor company has already been selling a lot of electronic products against of Himmee’s brand guideline. But we thought of the opposite case. For these restric guidelines, Himmee needed own space and we were able to propose this space. Like this, Himmee’s products can stand out, while not interfering with the display of products currently on sale.
Himmee already had own brand website, but we need our own for Korean customer. There are 3 purposes to make webpage. First thing is “Brand awareness improvement”. It’s necessary to explain to Korean customers “What we do”, “How we do” and “Why we do.” And next thing is information about brand such as brand description, brand story and brand contents. And the last thing is marketing point. To explain the brand’s origins to customers, it needs to contain designer(Timo Niskanen), design philosophy and material, etc. In addition, a lot of business contacts often go to Finland not Korea, so we need mail account and information for business.
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