Field ProjectMigration and Hidden City

Sam Davis

Ethnographic Research in Cardiff

• Spend the day in shopping centres with no shopping

• People seem to be enjoying their time and not in a particular rush.

• Using the town centre seems to be a place used to socialise in and enjoy

Existing Products

Questionnaires

Do You Enjoy Visiting Newbury Town Centre

YesNo

Most people said they: • travel outside of Newbury for any larger retail

needs.• would rather spend a night out in another town.• find the town centre to be very empty.• Find that Newbury is visually unappealing• Like the mixture of new and old buildings in cities• Find public transport to be easier to use in cities

Focus Group

Focus Group

Young People - Aged 16-30From smaller and more rural towns and villages.

Purpose in town centres

• Fast Paced life• Likes to Socialise• Experience new things• Shopping and eating

Profession• 6th Form/College Students• University Students• A variety of people in different jobs but with a

reasonable amount of spending money.

Target £RRPLow budget

The Problem• Young people in small towns and rural areas feel a

lack of excitement in their town centres.• This is causing them to travel to other larger cities • Creating a dying high street in smaller towns and

an ever growing centre for cities

What People Want from Their Towns• Easy to travel to• Visual Stimulation• More Events• A wider ranging nightlife

Existing Products

What have I learnt about creating a

‘BUZZ’

Design BriefTo design a product/system that encourages young people (aged 16-30) who live in smaller towns, villages and rural areas to use the available amenities of the local smaller town centres. The product must be a solution to the lack of excitement in the town centres and must stimulate people senses whether it be sight, smell, hearing or touch. The outcome must be of a reasonable budget that smaller towns could afford. The initial solution will be situated in the town of Newbury but should be able to be easily applied to other small towns.

Thank You For Listening!

Any Questions?