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Graduation Report LETANCH ... 151402.Pdf DESIGNING CLUB MOJO FOR MUSEUM PRINSENHOF DELFT LANA LETANCHE DESIGNING CLUB MOJO FOR MUSEUM PRINSENHOF DELFT Incorporating the developed Aesthetic Chills Model as a framework for designing a climax experience. L.V. Letanche Chair: Dr. S.C. Pont 2018, November 29th Department Industrial Design Human Information Communication Design Master Design for Interaction Graduation thesis Mentor: Prof. C. van Middelkoop Delft University of Technology Department Industrial Design Faculty of Industrial Design Engineering Human Information Communication Design Museum Prinsenhof Delft M. Schoemaker E. Borger Thanks, to everyone who enriched my project with their expertise, time, critical-eye and listening ear. You’ve provided help in a practical and intellectual way, and everything in between. This project took me to felds I've never been, literal and fgural speaking. You've helped me to use these new insights into a project that me proud. As clumsy as I am, I will miss-out on thanking each of you. Therefore, if you recognize yourself in the description above; Thank you so much! If not, think again and re-read the previous sentence. Welcome. This report presents the development of the graduation project called ‘Designing Club Mojo for Museum Prinsenhof Delft’. The assignment is stated by Museum Prinsenhof Delft for their semi-annual exhibition Masters of Innovation. The 2019 exhibition is called ‘Mojo Backstage’, celebrating the 50th anniversary of music promoter Mojo Concerts. The Museum assigned six Industrial Design graduates to contribute to the exhibition, and this is one of them. This report presents two outcomes: • The Aesthetic Chills Model • The design of Club Mojo The Aesthetic Chills Model is an extra result of the scientifc informed design process of Club Mojo. This model is used to design a climax experience. The report presents the two products in six PARTS including the boundaries of the project, research, ideation, and validation. The report concludes in a design worthy of being placed at the exhibition ‘Mojo Backstage’. Enjoy! CONTENT ONE TWO THREE PROJECT OUTLINE RESEARCH AESTHETIC CHILLS MODEL Project summary 8 2. Exhibition motive 12 5. Chills 24 8. Creation of model 34 1. Assignment introduction 9 3. The exhibition 16 6. Festival experience 28 9. Aesthetic Chills Model 42 4. Club Mojo 20 7. Dancefoor experience 30 10. Design brief 44 6 FOUR FIVE SIX APPENDIX IDEATION FINAL CONCEPT REFLECITON 11. Inspiration 48 14. Storyboard 82 18. Recommendations 98 Appendix A: Biology of chills 12. Research through 51 15. Concept details 86 19. Main conclusion 100 design Appendix B: 16. Realisation 89 20. Self-refection 101 Examples of inspiration 13. Qualitative test 62 17. Added value 94 Appendix C: Chronological development mirror Appendix D Qualitative test 7 PROJECT SUMMARY The aim of the project is to develop an installation, To make it possible to design for aesthetic chills, a A concept for Club Mojo is tested with a qualitative called Club Mojo, for the Mojo Backstage exhibition model is developed by the graduate student. This test. This test has a main focus on testing the of Museum Prinsenhof Delft that would let visitors model is based on the reasoning of proven studies in experience of Club Mojo, including a sub-focus on experience chills similar to one at a festival or concert. diferent felds of knowledge. Additional, interviews validation of the Aesthetic Chills Model. and festival-context related literature are used to This aim is chosen to match the festival experience complete the model with realistic situations. The The qualitative test showed the potential of the that is set with the exhibition, celebrating the 50th model is called the Aesthetic Chills Model and shows concept and the model, whereafter the fnal design birthday of music promoter and festival produces the relation between context and the intensity of the of Club Mojo is presented. Based on the most recent Mojo Concert. A realistic and impressive design that experience. The course of the model works towards a changes in the exhibition the realization of the concept matches the exhibition plan has the possibility to be peak moment. is presented. included in the exhibition. The model is used to analyze inspiration and The fnal concept for Club Mojo showed to be a The development of the installation Club Mojo is done developing ideas for Club Mojo. The model focusses realistic, impressive and overwhelming design that based on knowledge gained on the subject of ‘the in this part of the process of creating a holistic design raised the interest of both Museum Prinsenhof and experience of chills’. Researching the phenomena for an experience of a few minutes. Design challenges Mojo Concerts. called aesthetic chills, which is the core aim of this are included for the ideation to create a concept the project, showed the lack of a suitable tool for the matches the course of the experience intensity of the graduate student to be able to design for chills. Aesthetic Chills Model. 8 1. ASSIGNMENT INTRODUCTION Exhibition Assignment Deliverable ‘Mojo Backstage’ Museum Prinsenhof Delft dedicates its half-yearly This project will result in a detailed plan that Museum Different exhibition ‘Masters of Innovation’ to Mojo Concerts in Prinsenhof can execute in four months. This plan includes exhibition rooms celebration of their 50th anniversary. Mojo Concerts the following elements: promotes concerts and hosts large festivals in the Netherlands. The exhibition will be called ‘Mojo • The design of Club Mojo Backstage - Delftse Meesters in de muziekindustrie’ • Material specifcations Installation: (Delft based Masters of the music industry) and will show • Light and sound specifcations Club Mojo the history and innovations of the company through experiences. The assignment Museum Prinsenhof asked, Location Relation of Club Mojo in the whole exhibition. is to create an experience-centered design, naming it The original location of Club Mojo was the Club Mojo. To give a direction for the content and Museumkelder, a large basement of the museum. The transformed into a case study for Club Mojo. Therefore, experience of Club Mojo, the following assignment is basement was canceled as a location by Museum impression and ideas of this location are found in this formulated by Museum Prinsenhof: Prinsenhof during the course of the project. The report. basement was used for the majority of ideation and Eventually, Club Mojo is designed as an autonomous Design a goosebump experience installation that is fexible to be placed in any room of the exhibition. in Club Mojo for the visitors of the exhibition Mojo Backstage. 9 PART ONE PROJECT OUTLINE 10 10 INTRODUCTION PART ONE presents the boundaries of the installation The exhibition is designed by Peter te Bos, a graphic is set with the exhibition. It narrows the focus of Club Mojo. These boundaries set the experience of designer that designed the visual style of Lowlands the project down by showing what experiences are the entire exhibition, and therefore infuence the (a Mojo Concerts festival) for 25 years. His expertise already included in the exhibition. experience of Club Mojo. of the festival context is used to create realize the exhibition vision: “Led by the innovations of To narrow the focus, chapter 4 presents Te Bos’ The boundaries are created by the two key- Mojo Concerts, visitors of the exhibition can take a vision on specifcally Club Mojo. His vision provides a parties; Museum Prinsenhof with their venue and view behind the scenes of the music promotor and direction to the project: develop an installation that Mojo Concerts with their history. Both of them are experience the sensation of a large-scale music evokes chills. presented in chapter 2 to introduce and highlight their event.” motives to develop the exhibition. Namely, that the These boundaries create the context that infuences changes Mojo Concerts made in the past 50 years Chapter 3 presents the interpretation of Te Bos and Club Mojo, but in order to deliver a realistic design in the international music industry, is an interesting therefore an image of the festival experience that Club Mojo should ft within these boundaries as well. subject for the semi-annual exhibition ‘Masters of Innovation’ of Museum Prinsenhof. 10 11 2. EXHIBITION MOTIVE 2.1 MUSEUM PRINSENHOF DELFT Museum Prinsenhof Delft hosts the exhibition and is, therefore, one of the key players. They exhibit national history in an international context. Their identity, the stories they exhibit and the iconic location characterize the exhibition. Museum Prinsenhof opened in 1951 in its historic venue in the city center of Delft. This location, built in 1403, has Right: a rich national history. It started as the Saint Agatha Part of the Museum Prinsenhof. Monastery whereafter the new inhabitant, Willem van Down: Oranje, lived here during the War of Independence. This Logo of Museum Prinsenhof. housing has led to the popular name Prinsenhof. The building gained more value after the assassination of Willem in the building in 1584, with evidence still visible these days as bullet holes in the wall. Hereafter, the building housed a cloth hall (1675-1755) and the Latin School (1755-1807). Between 1930-1951, the building got renovated for the purpose of Museum Prinsenhof Delft. In 1967, the building was assigned as a national monument (#12029). 12 PART ONE: PROJECT OUTLINE Portrait of Willem van Oranje by Adriaene Thomasz Key (1579) Logo Mojo Concerts 2.2 MOJO CONCERTS Museum Prinsenhof Delft hosts exhibitions to show the Mojo Concerts B.V. promotes concerts, festivals, and rich history of Delft in national and international context. events mainly in the Netherlands. Besides the two permanent exhibitions, ‘Willem van Oranje’ and ‘Delftware’, it curates a temporary half- 50 years of Mojo yearly program about ‘Masters of Innovation’. In ‘Masters Mojo, originally called, is founded in 1968 Delft by Berry of Innovation’ people who played a leading role in (inter) Visser, whereupon a year later Leon Ramakers joined national history are presented.
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