Intercultural Design Project 2
26/02/2024 - 10/03/2024 (Week4 - Week 5)
Teu Yu Tian / 0371923
Intercultural
Design | Bachelors of Design (Honour) in Creative Media | Taylor's
University
Project 2 - Field Study
1. LECTURES:
Week 4: No Lecture
Week 5: No LectureProject 2: Field Study
In this project, our group decided to do on-site data collection,
interview and survey. We had visited Thong Kee Cafe and Chong Kok Kopitiam
to know more about Kopitiam culture, collect artefacts, and what makes
Kopitiam different. Survey are conducted to understand the opinion from
public on kopitiam culture, how much they know, and what they specifically
like about this culture.
Our initial idea is to design a new Kopitiam brand identity for the outcome. After discussed with our supervisor, Mr. Asrizal, he suggested us to focus more on intangible side of Kopitiam culture, which is the relationship with local community, as kopitiam usually serves as a gathering place in a small town.
After that, we changed the idea to a cultural social event held in campus. This idea can effectively convey our intended message, enabling people to immerse themselves in Kopitiam culture while fostering connections with others
Data Collection
3. Feedback:
Feedback from supervisor
- What message do you want to talk about kopitiam?
- Look beyond what we see (what you don’t see is the action, how people interact, etc) your reason should speak less on pricing, food taste, ambience and focus on intangible side of things.
- THE INTANGIBLE: Kopitiam in small town or village becomes a place of gathering, a place to enjoy, the ‘relationship’ aspect.
- The same thing can be said about mamak, focus on what makes Kopitiam stand out or different.
- Not recommended to do Kopitiam Branding (our initial idea) because it only touch the surface and cannot deliver deeper message.
Suggested Direction: - How we bring Kopitiam experience, the act of it, and food, outside of kopitiam
- How do we incorporate kopitiam on campus (do poster design, like art installation)
- “If you join, you get free gift”
- Do Google slides, summarise the points and put the link of the Google doc inside
4. Reflection:
On-site data collection is a fun part for this project. We had visited to different style of Kopitiam, and I conducted the interview with the supervisor and owner of the Kopitiam. This is a challenge task for me because I never conducted interview like this before. I got to know more about the history and story of these two Kopitiam. It is a good experience where I can know more about the culture through real experience. When sitting inside the Kopitiam, i feel the lively bustling kopitiam atmosphere, and the connection between the kopitiam and local community.
Our selected topic is Kopitiam brand identity design. I am actually clueless about how our data collection helps on final outcome, and what message we want to bring out through this idea, although we got the points to combine modern kopitiam with traditional kopitiam, it is not convincing enough. After changed the outcome direction, i feel more solid on what message we are delivering to the audience.
5. Further Reading:
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