Edenia - Ipotesi di Co branding tra Lush & Starbucks
An Exploration of Strategic Design in the Age of Artificial Intelligence
Description
Artificial Intelligence (AI) in the field of strategic design has transformed the way we conceive and execute creative projects. AI is not a threat to the work of designers but a valuable resource that expands human capabilities and opens new perspectives by supporting the ideation and development process with advanced tools that accelerate decision-making and give designers the opportunity to best express their ideas. This project focuses on a hypothetical functional cobranding between two iconic companies, LUSH and STARBUCKS, with the goal of creating a product system. The project was developed using AI tools such as Midjourney, Copilot, and ChatGPT, showcasing the potential of these technologies in strategic, interior, product, and graphic design. New frontiers of co-branding have been explored, combining LUSH’s sustainable ethics with STARBUCKS’ immersive experience, generating futuristic visions that are difficult to conceive without advanced technologies. AI supported the project by generating mood boards, 3D simulations, and virtual prototypes, enabling rapid interactions and refinements of ideas. Midjourney created realistic visual scenarios, while Copilot and ChatGPT facilitated the writing of strategic texts and project management, reducing development times and improving the quality of results. The Edenia Project represents an oasis of harmony and creativity where one can experience unique moments, consuming treats, creating their own soaps, and relaxing in a suggestive environment characterized by round shapes inspired by nature. The project stands out for its refined sound design, integrating delicate music, natural sounds, and a light design studied to promote relaxation, with soft and warm lights that enhance well-being. The Edenia brand is designed to offer a complete sensory experience. The interiors, elegantly designed in pastel lilac tones and wood, provide a serene and welcoming atmosphere. Edenia treats, inspired by Lush’s balls, are true gastronomic wonders: made with high-quality chocolate and a variety of delicious flavors, they present almost magical reactions, such as changes in color, texture, flavor, and effervescence, making each taste a surprising and delightful experience. An offline area also stimulates conviviality, allowing time to create personalized soaps by selecting natural ingredients and fragrances for a unique product. In the shop, delicate jewelry can be found, echoing the rounded shapes of the balls, symbols of perfection and continuity. The communication is based on the concept of food and sin, exploring themes that evoke deep emotions and cultural connections. The Edenia project demonstrates how artificial intelligence can be successfully integrated into strategic design, enhancing innovation and efficiency, offering new opportunities to explore creative solutions to address industry challenges.
