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Paula commented “empowerment is about re-activating someone’s power by sharing skills and motivation. I will be sharing with you my insights and top tips to uncover user needs through ethnographic research. Ethnography is a hugely stimulating process where one learns from other people. Its also fun and tremendously rewarding!”

Visitors to PopUpHOUSE discovered that ethnography is the observation and analysis of people carrying out activities in their real environments. With the aim of understanding and uncovering the functional and emotional needs of their relationships with products (brands, services, interfaces) by informing and inspiring the design process, ethnography gives designers a platform for innovation. “We can see what others don’t through research, analysis and strategy, learning to ‘look’, ‘think’ and ‘articulate’ in a different way” believes Zuccotti.

Paula joined Seymourpowell in 2001 after studying industrial design at the University of Buenos Aires, and a masters in design strategy and innovation from Brunel University. Since then Paula has developed Seymourpowell’s renowned ethnographic research offer. She is an expert in translating user-centric insights into opportunities for new products, services, brands and user interface developments. Paula directs consumer research on a global scale into projects for a wide variety of clients including Nokia, Hellmann’s, Samsung, Rexona (Sure), Tesco, Panasonic and Dove. Paula believes  “design is about makings things better: better for people, better for business, and better for the world.”

You can read more about Paula Zuccotti’s involvement with HOUSE Collective on the News and Press page of Seymourpowell’s website or on our blog.

seymourpowell.com

Saturday 25^th September During the day of PopUpHOUSE’s fashion show Soho, AIRimages conducted their interactive and participatory live PLAYfashion Photoshoot, a mixture of fashion, documentary and portrait photography. Visitors as well as the artists involved had the chance to dress up and mingle with the models being made ready for the fashion show planned for the evening that day.

By exploring the environment and the people acting within it, PLAYfashion Photoshoot was a brilliant way to mix up people and their roles. Not only were the models themselves partly recruited amongst the visitors – truly participatory – but participants of AIRimages‘ photo-shoot became models and subject to an audience made up of visitors coming to browse through PopUpHOUSE’s range of product design, clothes, textiles, paintings, illustrations and performance. In AIRimages words “A truly confusing, therefore liberating and inspiring scenario.”  PopUpHOUSE’s interactive setting allowed visitors to be immersed and blur the boundaries of creators and receivers, that is made visible by AIRimages‘ photography.

In their practice AIRimages have been exploring the idea of the documentation becoming an event itself and have produced various material making this development of contemporary society evident. Yet again, in the setting of vibrant Soho the images show a diverse audience and truly new configurations.

All images are copyright of AIRimages

AIRimages PLAYfashion Photoshoot

Equipped with camera and custom clothing and accessories, AIRimages wants you to dive into a dynamic exploration of the images of contemporary fashion and its mediation through photography. Visitors are invited to participate and have a say in the making of fashion. A new form of discussion this high-energy participatory performance is not about talking, it is about doing – choosing clothes, wearing them, feeling them, looking into the mirror, then letting the image take over and start playing with it. The camera captures all: it becomes the audience, the silent partner that both reassures and challenges. It’s a visual discussion on fashion: What makes fashion, what makes a model, what makes a desirable image and do we have to believe it?

airimages.org

Wow! What a great nine days, we’ve had a fantastic time at 1 Berwick Street and would like to say massive thank you to EVERYONE who was involved in PopUpHOUSE. We have learnt so much putting it on and really appreciate every last bit of help/advice/shoulder to cry on. The next step is to begin uploading all of the photos up, they should start appearing on our Facebook Page and Flickr over the next few day (but give us some time we might have been a bit shutter happy).

We’re all catching up on nine days worth of sleep, but in the mean time we will start adding more articles about what has been happening at PopUpHOUSE for those of you who have missed anything. We will also share with you some exciting tit-bits of our next project… To make sure you don’t miss anything be sure to sign up for our mailing list.

The lovely NOTCOT have also featured us in their weekly round up of design goodness.

Virgin Media Shorts is all about shining a light on Britain’s best film makers and giving them the biggest possible arena to showcase their work.

Voting for the People’s Choice is now open so drop by and have and check them out tomorrow, then head to www.virginmediashorts.com

The models and designers are starting to arrive! Busy, busy, busy…The photoshoot by AIRimages is kicking off in half an hour, drop by and check out. The models for the show tonight are all having their hair and make up done upstairs, come and see how its done!

Meanwhile, Stand + Stares immersive theatre performance, The Chiltern of Modernity is still running, make sure you catch it before we’re gone, just one day left!

We’re open up until the 26th of September so please drop by while it lasts!

‘The Children of Modernity’ is on every day up until Saterday 25 September 2010.

Neil from Shoreditch Twat

Socializing in the break