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1. SPACE STRAPPED
Small innovations. Big opportunities.
One result of Asia’s unfettered growth and population
explosion? In 2014 and beyond, the region’s sprawling
megacities will witness increasingly scarce space to live, work
and play in – making every square meter worth a higher and
higher premium. The figures say it all:
“Between 2010 and 2013, the city of Beijing will have
absorbed an estimated 210 million migrants.”
(UN, August 2013)
“Leases on Beijing’s Finance Street cost an average of USD
137 per square foot a year, 30% more than the USD 104 per
square foot buyers pay for on Fifth Avenue, Manhattan.”
(Jones Lang LaSalle, October, 2013)
“The number of shoebox units – apartments of 500 square
feet or less – in Singapore will grow from 2,400 at the end
of 2011 to 11,000 by 2015.”
(Singapore Urban Redevelopment Authority, September
2012)
“In Mumbai, each cramped citizen already accesses 1.1 squaremetres of open, public city space – 26 times less than New Yorkers,
and much less than the 9 square-metres that the UN FAO advises.”
(Open Mumbai, May 2012)
In perpetual discomfort and dissatisfied with being SPACE
STRAPPED, 2014 will see many Asian CITYSUMERS turn their
attention to smaller, affordable and well-designed brand
solutions*.
Searching for big opportunities in the coming months? Then
think small: compact, foldable, stackable, modular, vertical,
cantilevered, portable, flexible, even hidden. Remember: the
goal is to squeeze more from less, and make Asian microliving as efficient, creative and comfortable as possible.
* Note: Of course those thinking expansively about SPACE STRAPPED can look at
a number of other trends when addressing this consumer pain point. Subscribe to
ensure you don’t miss our upcoming Asia Trend Bulletin on SHAREONOMICS: how
cities and consumers are embracing collaborative consumption and sharing business
models to reduce personal assets or storage.
IKEA: Make Space Better
Campaign highlights compact furniture
solutions
Released in September 2013 in Singapore and Malaysia, IKEA’s Make
Space Better print and video campaign accompanied the furniture
company’s 2014 design catalogue. Acknowledging the space constraints
that multi-generational families often experience, the advertisements
highlighted the catalogue’s section on compact, foldable and affordable
furniture solutions.
Daewoo
“Mini” wall-mountable washing machine and
ultra-slim fridge
Catering to Korean city-dwellers with limited floor space, Daewoo
Electronics introduced the Mini Washing Machine: the world’s first
wall-mountable washing machine. Around one-sixth the size of a
regular washing machine, the Mini runs a 60% shorter wash cycle and
consumes 80% less water. Within six months, Daewoo then unveiled
FR-C24LB, the smallest combi-refrigerator in South Korea. Designed
for the growing number of single households, the ultra-thin compact
fridge is 60% smaller than a regular refrigerator, while its freezer
compartment is 30% larger, for storage of convenient frozen meals.
YOY
Art works featuring life-sized furniture
images double as chairs
In April 2013, Tokyo-based design studio YOY debuted
a series of two-dimensional chairs which can be hung
like art works. Made from an aluminum and wooden
frame covered by flexible fabric, each canvas features
a life-sized image of furniture which can be ‘sat’ upon.
Three versions of the 2D art works are available,
including a sofa, an armchair and a stool.