REDESIGN december 17

OF AN
ARCHITECT
LAMP
2014
PDI, 1st
PDI Group 3 (Gorden E. Moore): Ulrik Madsen, Cecilie, Simon, Daniele, Knud
and Mia. Semester
Project
Title Page

1st Semester Project,

Group 3: Gordon E. Moore
Members
Ulrik Madsen
Cecilie Høier Dalsgaard
Simon Rasmussen
Daniele Salvo
Knud Engbjerg
Mia Schwab
Nikita Baranov

Supervisors
Jacob
 Executive Summary

By doing this project we learn how to organize a project and how to work as a team. We got the assignment to
redesign an architect lamp and were handed out a Luxo Lamp, made by the designer Jac Jacobsen. We started
to first of all arrange a group meeting were we got the opportunity to talk and to get to know each other. We
then tried to make a rough time table, see Appendix XXX, but in the end we now know that communication
was the best and most effective thing to learn.

But the first step in this whole process is to analyzing the Luxo architect lamp.

So, we started to make assembly of the lamp, and each one in the group was handed out pieces they had to
draw and measure in Inventor. We also found out which materials and processes were used for the lamp, and
tried to calculate the materials etc.

At the same time we made a questionnaire to hand out, Appendix XXX, and got back with 49 answers. We also
did an interview with Claus Jørgen Lindkjær, who is the boss in Lysmesteren in Kolding and were lucky to get
some very good and useful answers. We gathered the data we got from our questionnaire and from Claus, and
used this to make our market analyze. We specified which user needs were the most important, so every group
member could go home and come back with a concept for the new lamp.

After we had discussing the different concepts, we gathered some of the best ideas and features from each
concept and gathered it into one. We now had an idea which design to go after and had analyzed the market
so we also knew with target group to go after.
Indholdsfortegnelse
Title Page ..................................................................................................................................................................1
Executive Summary ..................................................................................................................................................2
Work Agreement ......................................................................................................................................................4
Goal of the Project....................................................................................................................................................5
Product Description of the architect lamp ...............................................................................................................6
Functional analysis ...............................................................................................................................................6
Product Tree .........................................................................................................................................................6
Functions of the Lamp ..........................................................................................................................................6
Market Analysis ........................................................................................................................................................9
Analyze of the market segments ..........................................................................................................................9
Analyze of the questionnaire ............................................................................................................................ 15
Gender ........................................................................................................................................................... 15
Income ........................................................................................................................................................... 17
Age ................................................................................................................................................................. 19
An overall conclusion..................................................................................................................................... 21
Concept.................................................................................................................................................................. 22
Concept selection .............................................................................................................................................. 22
Conclusion of the Concept Selection ................................................................................................................. 25
Concept Description ...................................................................................................................................... 26
Work Agreement

In the first group meeting we had, we decided to make a work agreement which could guide us through this
project and also help us to make decisions as a group. So by listing up some points, everyone in the group had
to agree with, before it could be a point in our group contract. Also in Appendix XXX we have attached some
summaries of our group meetings and in Appendix XXX you can see the whole group contract. So, here is the
final work points we agreed on:

1. I agree to come to class on a regular basis.

2. In the result that I am unable to attend class, I will make it my personal responsibility to get any and all
notes from my group.

3. Under any and all circumstances, I will get what work I am allotted to do, done and turned in on time.

4. If I am sick and unable to make it to class on the date a group assignment is due, I will call my group
members to make other arrangements to get my work turned in on time.

5. The time and place of group meetings can be agreed upon by a majority of group members. Within a
reasonable time.

6. I will be in attendance and prompt for each and every group meeting. (Red box on the schedule)

7. Should an emergency arise that prevents e from attending a group meeting, I will notify my group
members at least 30 minutes before a group meeting.

8. I will do my share of the group work, there will never be an occasion where one group member does all
of the work nor will there be a time when a group member does none of the work.

9. Each member will agree on the answer for each group problem before it is turned in. ln circumstances
where agreement is not automatic, each member shall explain how they arrived at their particular
 solution until a correct solution is clear. If no agreement can be reached, a vote will be taken on which
result to submit.

10. I will do everything in my capabilities to help my fellow group members understand each and every
concept and problem.

11. If I do not understand a concept or solution, I will not hesitate to ask my fellow group members for
help.

12. I will communicate with my fellow group members about any concerns I may have about our group
work.

13. We as a group has a common responsibility to make notes on all team related activities, in case
somebody is missing, so the person can catch up.

Goal of the Project

The features we have on the original lamp are not that many. We have here a lamp which is very flexible and
moveable. You can see that the designer behind this lamp though mostly about functionality and how it could
be the best kind of working lamp for people. If we take a look on the design, it has the industrial look and some
neutral colors. More is there not to say about the design. The industrial look is still very popular, and has only
increased in population the last few years.

We want to stay to the original design, because we know for a fact that if a lamp looks like a lamp, it sells. We
do not want too many smart and special features, but just want to renewable the lamp. It could be to renew
the design in a way, so the looks of the lamp became more clean and got a touch of this times trend. We also
wanted the materials to be a bit more exclusive, so when holding the lamp you would be able to feel that this is
an architect lamp, in the sense that you could feel it on the materials.

We also wanted our target group to be only in the private segment, thus, the price on the new lamp would play
a major role.
 Product Description of the architect lamp

When one of the first steps is to analyze the Luxo architect lamp, we need an overview of the functions and
features there is to this lamp, specially the functions on each part of the lamp.

Functional analysis

Product Tree
See Appendix XXX, were we have disassembled the whole lamp.

Functions of the Lamp

Component materials
Plastic clamps.
The identification of the material has been done according to the test described in xx.xx.xx.

Looking

The material is opaque, and this was determined by putting a flashlight to it, and noticing that no light came
through the material, which points to that some kind of color or pigment must have been added, since PVC
naturally is.

Feeling

The surface is not waxy, cannot be scratched by a nail, and furthermore the clamps are stiff and do not bend
easily.

Cut test

The material is fairly easy to cut, and the surface of the cut is also fairly smooth.

Float test.

A clamp was put in a cup of water, and sank instantly.

The burn test was not performed because the fumes are hazardous.

The conclusion of the testing is that the material is PVC, because all the results fit the description of PVC.

Plastic ring
The identification of the material has been done according to the test described in xx.xx.xx.

Looking

The ring is white an translucent.

Feeling

The surface is waxy, can easily be scratched by a nail, and the material is soft.

Cutting

The material is very easily cut, with a very smooth cut.

Float test

The material floats.

Burn test

The burn test was not performed, because the identification can be done without it.

The material is identified as Low Density Poly Ethylene (LDPE) because it fit all the criteria’s described in
xx.xx.xx.

Steel rod

The first test on the steel rod was putting a magnet on it to see if it was magnetic, and it was.

This tells us the material is either normal steel, ferritic or martensitic stainless steel. Page 421. Mat. Science and
Engineering.

Then by doing a visual check we saw rust on the inside of the tube, and ferritic and martensitic stainless steel
was hereby eliminated.

The conclusion is the material is some type of steel, which type is unknown because it would demand advanced
equipment to find out, and also demand a lot of time, and we don’t find this necessary according to the
project.
 Market Analysis

We have gathered some information from our questionnaire we handed out and our interview with Claus
Jørgen Lindkjær, but we have first of all made an independent market analysis.

Analyze of the market segments

Age:

First of all we can start with the age. We got answers from 49 people and the range where we received the
most responses from was the age of 55+. With 26,53 % they scored the highest, where the age-group 45-54
only was 8,16 %.

We can arrange the age-group after their scores:

1. 55+ with 26,53 %

2. 35-44 with 24,49 %

3. 18-24 with 22,45 %

4. 25-34 with 18,37 %

5. And 45-54 with 8,16 %

Religion:

We did not make a box in our questionnaire where we asked people about their religion. This because, we did
not think it would be relevant to our project and how to find our target group.

Gender:

It is no surprise that the gender who was most willing to answer our questionnaire is the women. It is most
likely because of the way some men feel that they cannot or do not want to contribute to the device at home.
This is the area where the women sit heavily on.

So there were only 36,73 % of the men who answered and the rest, 63,27 %, was women.
Income:

In the total the biggest income-group we have is the middleclass (120.000-450.000 DKR.) with a score on 59,18
%. After this we have the low-class (less than 120.000 DKR.) with a score on 22,45 %. The low-class is typically
students. And at last, we have the upper-class (above 450.000 DKR.) with a score on 18,37 %.

If we now look on the difference in income between men and women, it looks like this:

Men (income per year) – 18 replies

Less than 120.000 DKR. 16,67 %
120.000-450.000 DKR. 61,11 %
Above 450.000 DKR. 22,22 %
So again, the highest group we have here is the middleclass, but as we can see, the upper-class dominates
more here by the men then the low-class group.

We now take a look at the women’s income

Women (income per year) – 31 replies

Less than 120.000 DKR. 25,81 %
120.000-450.000 DKR. 58,06 %
Above 450.000 DKR. 16,13 %
So, the trend here is a bit different from the men. We still have the middleclass as the highest score, but, we
also have a bigger low-class here. This can show us that, maybe, many of the men still have the highest and
best paid jobs here in Denmark. But we also know that it is the women who are more in to the decoration of
the home then the men are.
Lifestyle:

The student are the ones who we got most replies from, after this their others e.g. pensioners. In this group we
can divide this into age, so we can see which age-group is the most represented in the different lifestyles.

Age-group 18-24 (11 replies)

Detail sales and Shopping 18,18 %
Military and Police 9,09 %
Student 72,73 %
Age-group 25-34 (9 replies)
Administration and Accounting 11,11 %
Building and Craftsmanship 11,11 %
Public 11,11 %
Health and Medicine 11,11 %
Student 55,56 %
Age-group 35-44 (12 replies)
Administration and Accounting 8,33 %
Detail sales and Shopping 8,33 %
Public 16,67 %
Health and Medicine 25,00 %
Student 25,00 %
Other 16,67 %
Age-group 45-54 (4 replies)
Building and Craftsmanship 25,00 %
Service and Tourism 25,00 %
Health and Medicine 25,00 %
Research and Education 25,00%
Age-group 55+ (13 replies)
Administration and Accounting 7,69 %
Building and Craftsmanship 7,69 %
Banking and Finance 7,69 %
Detail sales and shopping 7,69 %
IT and Internet 7,69 %
Public 7,69 %
Other 53,85 %

Getting inspiration from the model1

Which segment

- Mass market- almost full

If we look at the segment of architect lamp we see that there are a ’mass market’ of working lamps. All the big
furniture companies are on the market because of their huge segments of different products. We also see that
supermarket has the working lamp because of their furniture departments. When people are going to shop
furniture’s they mostly go to stores which contains many different segments so they don’t have to go different

1
Model used see appendix 1
places. In the working lamp area there are so many different suppliers, put only few with only focusing on
architect lamp as their only segment. In the category we see companies as Luxo and Nordic light are focusing
on working lighting and by that they also delivers spot light to stores and lighting to others working spaces like
medical, beauty clinics and photographic light. Their focus is to deliver the best light for the different working
spaces with high technologies that you can’t find in stores like Ikea etc.

Market position

Market niche: Companies as IKEA, Ide Møbler and Ilva their main function is to supply their customer with
many different products, but they don’t look after a specific need from customers. They are not expert in only
one area and only focusing on that, but just deliver a need after needs in normally homes. Luxo and Nordic
light is focusing on a little market in the light segment. They does not focusing on light for the living room or
bedroom, there are only focused on working lighting for different business purposes. This market is not
creating of interesting, but because of the specific needs and wishing that other companies cannot provide.
Therefor they are making a market to support products that fulfill the need. That also means that they cannot
provide items like working table because that isn’t their market niche.

Hvilke nogle kunder vil man tiltrække? Hvad er deres focus? En lille, men indbringende segment af et marked
er egnet til fokuseret opmærksomhed ved en marketingmedarbejder. Marked nicher findes ikke af sig selv,
men er skabt ved at identificere behov eller ønsker, der ikke bliver behandlet af konkurrenter, og ved at tilbyde
produkter, der opfylder dem. Se også markedssegmentering.

Market leader: At market leaders we can see Luxo as one of the main leaders with over 25 million lamp devices
sold around the world through 77 years at market. Therefor they have a lot of experience and through all the
years they have develop and fulfilling the customers need. Since the start with the Luxo L-P they have develop
on that design, if you look to the different models you see that the function with ‘kugleledet’ is
continued.(mange af lamperne ligner hinanden) Luxo is also supplying with lighting balls with LED but in that
area where’s many others good companies such as Phillips which in many years has been market leaders of
lighting. In this area they have a really good lighting and the prices are really good and low, which often lead
customers to use them instead of Luxo’s light balls (LED pære ikke under 300 kr). The lamp doesn’t have a limit
for the light ball so the customers would could use any kind of light ball. Therefor they can provide income for
others firm without having an effect on it. It’s also hard for the users to get the lighting bulb because they only
delivers from internet and not are in stores/supermarkets.
Market follower: Another firm who’s selling working lighting is Nordic light who specific task/vision is to create
value for the customer at the working segment. Their vision includes some of the same as Luxo but as a new
started firm they have many years to get the customers trust and confidence.

Market challenger: On longer term: Veloux who’s creating windows are also started to give light by the solar
system in the windows. Nordic lighting has been growing the latest years because of their interest of enter the
market, they has made a market on background of the demands. With the small experience they isn’t a
correctly threat, but on longer term they can become a challenger. At this moment: because of the fill on the
lamp market there are so many challengers but one of the main ones in Denmark is: IKEA, Ilva, Ide møbler,
Bolia and all the supermarkets with furniture departments. Their main focus is not working/architect lamps but
there are a part of their segments. Many of the lamps are sold for low prices that companies with the main
focus on the working lamp can handle with. It’s important to point out that they are doing well at the market
but their target group is not the “normal Danes’”.

Market objects

National growth: Luxo’s main target group is the working market and people how will pay the money for
quality design. So they don’t appear to countries like (Africa) where they don’t have light or working in the
same way on office. Broadcast they are handling over the internet and don’t have actual stores with the lamps
and the collections. Therefor they don’t have the problem with a lot of rents and problems where to
outsourcing. But they will have a longer delivery time because people can’t go to a store and fulfill their needs.
So they can’t provide any service other than customer service over the phone or internet. Customers also don’t
have a physical product they only can see it at the internet and from earlier experience. The internet is really
hard to send a product out on because of everyone can create a site and say that they can give you the
products and then just cheat you. Taking your money and won’t deliver, that can give the customers a
untrustworthy meaning of the brand. That leads to the company might lose customers and money. One of the
main risks is other companies is selling the product and taking over/lower prices and can’t deliver the same
guranty. There are always also the chance of getting our products copy and if we look to other companies
lamps it seems simular to the Luxo design.2By being at the internet it also provide you a worldwide broadcast
and possiblity to provice everywhere, they are only the dependt on the distrubitor. Than can also provide some
risks such as; strike, bad weather, rubberi of the wans, sickness and not holding the agreement. All over the

2
Look a like lamp
world they are also having the same prices, so you won’t feel cheated if you had bought the lamp in another
country.

Analyze of the questionnaire

We already now have a lot of data we can use. But we look a little bit deeper, and are now more specific about
age, gender and income.

Gender
We have looked at the 6 parameters price, brand, quality of light, design, environmental friendliness and
flexibility, and compared the results from the questionnaires based on the answers from each gender.

We did this so we could see if there were some things to think of, if we decided to aim the product at a certain
gender.

Price

The first parameter was price, and as you can see in appendix x.xx males scored an average of 3.11 and females
scored an average of 3.13.

These scores are almost identical, which tells us there is nothing here to think of, when it comes to the gender,
and the score close to 3 tells us the price is fairly important, but not the key factor when it comes to buying a
lamp.

Brand

Here the males scored an average of 2.56 and the females scored 2.16.

Here again there was no big difference in what males and females chose, and the brand did not seem
important to neither.

Another thing to notice is that the survey was done at IKEA, which sells generally cheap product, with little to
no focus on the brand.
Light quality.

The males scored an average of 4.44 and the females scored 4.81.

No big difference in the scores but this was without a doubt the key factor for both genders.

So we knew that the quality of light was going to be one of the main focus points in our concept no matter
what gender the product was aiming for.

Design

Here the males scored an average of 3.78 and the females scored 4.42.

Here was the biggest difference in the average scores of all parameters, and we could see the design was more
important to the females than to the males, but still the second most important to the males as well.

This told us the design was going to be an important parameter in the concept no matter the gender.

Environmental friendliness

Here the males scored an average of 3.00 and the females scored 3.45.

This told us that the environmental part was more important to females than to males, but not significantly
more, although some.

This told us that if we wanted to aim the product at females the environmental side had to play a more
important role, than if we aimed it at males.

Flexibility

Here the males scored an average of 3.56 and the females scored 3.60.

These scores were almost identical, and between 3 and 4, and this told us the flexibility was something to
remember but that it did not have to play to big a role in the concept, and this goes for both genders.

Conclusion

We could see from the chart that women in general scored higher at all parameters except the brand.
So from this analysis we knew if we wanted to make the lamp for women, the key factors should be Quality of
the light and the design, and the concept should also be environmentally friendly and flexible, with a fair price,
and the brand was not important.

If we decided to aim the lamp for men it should be a lamp with focus on light quality and design, and it should
also be flexible with a fair price, it could be friendly to the environment but did not have to be something to sell
it on, and the brand was not an important factor either.

In conclusion it would seem that the opinion differences per gender was fairly insignificant, enough to say that
the general opinion from this survey is that brand has almost no value to consumers on the lamp market. But
price, environment and flexibility is rather valuable, though most important is quality of light and design.

Income
We now move on to income, were we compare the lower-class, middleclass and of course the upper-class.

Price

The first we looked into is price, and as we saw the people who earn less than 120.000 DKR per year scored an
average of 3.36, which is actually less than we would have thought. The middleclass scored an average of 3.07
and the upper-class 3.00.

Therefore, we can decide that the price do not have a big meaning when it comes to buying a lamp, but we
thus see that the higher peoples income are, the less they think about the price.

Brand

By thinking about the brand, the lower-class scored an average of 2.27 where the middleclass scored an
average of 2.17 and at last the upper-class scored 2.78.

It is the same her. The scores are very much identical, but we also sees here that people with a higher income,
is more likely to think of the brand then the middleclass.
Light quality

There was also the concern about the light quality of a lamp, and did people even consider this as a main factor
to by the right lamp. The scores showed us, that this was actually very important. The lower-class scored an
average of 4.45, the middleclass scored 4.66 and the upper-class scored an average of 5.00.

So this is one of the things we really need to look into and assure that we find the right way to make a design,
which can give us the best light quality.

Design

The answers and feedback we got back from our questionnaire sometimes came up with answers we did not
expect, like in this category.

The people, who earn less than 120.000 DKR per year, scored an average of 4.09, people who earn between
120.000-450.000 DKR scored an average of 4.31 and those who earn above 450.000 DKR per year scored an
average of 3.89.

You would think that income and the consideration about the design would wake hand in hand, but this only
shows us that, that is absolutely not the case. Even though, the design has a high score which also means that
we have to think of, how a potential lamp should look like.

Environmentally

When it comes to how much people think environmentally of a lamp, the lower-class scored an average of 2.82
where the middleclass scored 3.28 and the upper-class scored an average of 3.89.

Today people cares more and more about the environment and how many of the material they buy are
produced in an environmentally way. We can see that people do think about this also when they buy a lamp,
but it does not have a higher range then the design and the light quality. Thus, we can think of using some
material to the lamp, which can be more environmentally combustible.

Flexibility
The last point we have is flexibility. The income group 120.000 DKR scored an average of 3.40, the second
group from 120.000-450.000 DKR scored an average of 3.48 and the last group who earned more than 450.000
DKR scored an average of 4.11.

By viewing the average of how flexible people think a lamp has to be, it scores in the middle. So this is not one
of our biggest concerns, but has to be something we keep in top of our mind.

Conclusion

So after we have looked on the data over the income, we can conclude that some of the main things we have
to be aware of are the light quality, the design and that the lamp has to be flexible.

But if we should pick out our target group after which income they have, there are some other things we
should look into.

When we are talking about people, who earn less than 120.000 DKK per year, they think that it is the light
quality and design which is most important. The same thing actually goes for the middleclass also (earns
between 120.000-450.000DKK). But when you look at the group who earn above 450.000 DKK per year, all the
respondent gave the light quality a 5, which shows the importance in the bulb. After this, they voted the
flexibility as the second thing they looked after, when they are buying an architect lamp. And at last the design
and the environment came in as a shared third place.

Age
We have divided the respondents into 5 age groups, so we can look for similarities and differences between
the groups, but the first step is to take a look at the different groups and see what is and is not important for
them.

18-24

This group scores a high average score in price at 3.73, Quality of light at 4.27, design at 4.45 and flexibility at
3.55, and a low average in the brand at 2.82 and environment at 2.45.

This group has the highest score of all groups in price, and the lowest score of all in environment.

25-34
This group scores a high average score in price at 3.44, quality of light at 5 and design at 3.67, and a low
average in brand at 2.11, environment at 2.56 and flexibility at 2.33.

This group has the highest average score of all groups in quality, and the lowest scores of all in design and
flexibility.

35-44

This group has a high average score in quality of light at 4.83, design at 4.33, and environment at 3.67 and
flexibility at 3.5, and a low average in price at 2.83 and brand at 2.00.

This group has the lowest score of all groups in brand.

45-55

This group has a high average score in Quality of light at 4.0 design at 4.5, environment at 4.5 and flexibility at
4.5.

This group has the highest average scores of all groups in design, environment and flexibility and the lowest in
brand.

It should be noted that this group is not covered good enough with only 4 participants, so the results is not very
useful, although they give a small hint of the groups desires.

55 and above

This group has a high average score in quality of light at 4.85, design at 4.08, and environment at 3.77 and
flexibility at 4.33, and a low average score in price at 2.67 and brand at 2.54.

This group has the lowest score of all groups in price.

Conclusion

We see a tendency in price, where it seems like the importance is getting lower the older you get. It also seems
the older you get the more important the environment at the flexibility becomes.

Furthermore it seems that the brand is of no or vague importance to all the age groups, and the design and
quality of light is of a big importance to all the age groups.
So should we choose to make a lamp for all ages, we should aim at the design, quality of light and the flexibility
of the lamp, but still maintain a fairly low price to avoid excluding the customers between 18 and 34.

But if we choose to aim the lamp for people above 34, we could take a higher sales price, but then we should
focus more on the environment as well.

An overall conclusion
Now we have looked at all the data when it comes from gender, age and income. And in Appendix XXX we have
added the interview with Claus Jørgen Lindkjær, where we asked some relevant questions which we also will
include in this conclusion.

So, we have decided to aim for people above 35 years old, because we can see that this is the age-group who
earns the most and are most likely to buy an architect lamp. They are also the group who thinks the price is less
significant. The genders are not relevant as such, but we need to concentrate most on the women because we
know that she is in charge of the interior at home. This is based on the interview with Claus, Lysmesteren, that
we know that the females are the decisive gender.

He is thus the reason why we take output in that our design should have the main colors, black and white and
white and mirrored within the shade. The maximum price of this lamp should be 1.999,95 DDK if we want to
target the private sector. As features we could add e.g. USB connector if we are aiming for the business
companies.

Also the lamp should have a classic socket so the user can choose whatever light bulb he or she wants.

This our conclusion and we can now move on to the concept development.
 Concept
We now have an idea of what the market want. To make up a new concept, each member in the group got a
task to come up with a new concept for an architect lamp and should also make a short presentation of it. Here
is the concept the members came up with and all the sketches and illustrations are to see in Appendix XXX

Concept selection

To choose the concept requirements, we agreed to make one concept per person, and then meet and review
the concepts, find pros and cons, and then find all the good features from each concept and implement them
to the final concept.

The first concept we reviewed was Mia’s concept.

Her concept focuses on a classic design with a touch of retro.

The design is simple and includes a fabric cord, which supports the retro design. Furthermore the idea was that
the shade could be made of copper, brass or some kind of steel.

The functionality is limited to on and off, and with adjustments of the shade.

This concept was generally a good idea, and we liked the features like the fabric cord in different colors, and
also keeping the design classic with a touch of retro.

Then it was Dani’s concept.

He thought of a lamp that uses no cords which is powered by batteries and has a solar panel on the base that
recharges the batteries. He also thought of adding an actual base on the lamp instead of fixing it on the table,
because it adds a lot of mobility on it that is always useful on a desk. As for the arms, he thought about either
having 1 completely flexible arm made with an elastic material, like rubber, or having a classic 2-arm lamp
made with stainless steel.

Here we liked the focus on the flexibility, which is something we will have in mind when making the final
concept specification
The next concept was Knud’s.

Here were 2 concepts.

The first concept consists of a rod system, of 2 telescopic rods, which is attached to the table on each side with
some kind of clamp which works either by spring load or a screw, this is going to be decided one what the
required strength is.

Between these rods there is two metal rods, probably of stainless steel so they do not rust, these wires is
loaded with power, 12 v, this can be done so the user can touch them without being electrocuted. These wires
is isolated from each other and from the rods attached to the table so there won’t be a shortcut.

Between the rods a lampshade can be attached and this shade can slide freely from side to side, and the
telescopic rod allows the user to freely adjust the height.

The focus in this concept is flexibility and also the design in the way that the design of the shade is not given,
and the idea is there may be done multiple shades so the company can renew the design when the sales drop,
which can expand the market time of the product.

The second concept had a base where there was a rod of elastic steel that connects the base to the shade, this
rod goes through an eye in a second rod on the base, and by pushing and pulling the elastic rod the user can
adjust the height of the shade.

In these two concepts we liked the flexibility, and for the first concept we also liked the option to expand with
more shades and renew the design of the shade as well.

We also agreed that the first concept probably is most business minded.

Then it was Simon’s design.

This design focuses highly on flexibility, with a lot of smart features.

The shade is a combined flashlight, so the user can dispatch it from the lamp.
Also the shade is made so the focus of the light is adjustable, and it also includes a daylight sensor which
automatically adjusts the strength of the light, like it is known from laptops and iPhones.

The wire ran run into the lamp like it does in a vacuum cleaner.

The rod, which connects the base to the shade, is made of a highly flexible material, and can also be hidden
within the base, like the power cord.

We liked the ideas about the adjustable focus, and also the daylight sensor, which is something we would see if
we could implement in the final concept, but we needed to do some research about what light bulbs is
compatible with dimming.

Then it was time for Ulrik’s concept.

His idea was to maintain as much as possible of the original Luxo design, but to replace the spring-links, with a
ball link instead, and also make the lamp a bit smaller.

This idea had some good points as well, because making a radical design change involves a big risk, so this is
also something to consider in the final concept.

Last it was Cecilie’s idea.

It had its design from a jumping jack.

In the legs there would be USB plugs, and in the stomach there would be a flatscreen, which is connected to
the users phone, so incoming messages could be showed here.

The hands was holding the shade, on which there would be drawn eyes if it should be formed at a robot, and if
it should be formed as a human there would be a head and no eyes on the shade.

All the links in the body was flexible, and maybe made of ball links.
The material should be chrome-plated steel.

This was a very interesting idea, but the design is very radical, although it includes especially one feature we
like, the USB charger, which we will try to implement in the final concept.

Conclusion of the Concept Selection

So the conclusion of this is that, the requirements for the final concept is as follows:

The design of the lamp is going to be classic and with a hint of retro, but not to much because this might limit
the market time of the product.

The colors are going to be black and white, and a luxury edition with a lacquered cobber shade.

This is supported by our interview with Lysmesteren, who told us that the most universal colors is black and
white, and we also spot a trend in the cobber look.

Furthermore the design is going to be built around the old design with functionality and flexibility as the core.

This is supported by our questionnaire analysis which tells us that flexibility is important to the Target group
which we choose to be persons of both genders above 35, see the market research conclusion, an it is also
supported by the interview with Lysmesteren, who told us that flexibility is a key parameter in a architect lamp.

Furthermore we will implement a daylight sensor because we could see from the questionnaires that light
quality is an important aspect for our target group.

And as the only smart feature we will put USB charger in the lamps base, because we are going to aim the lamp
for companies and privates, and at the interview we asked Claus from Lysmesteren if this would be attractive
to the customer, and he told us that it only would be for business, but we do not want to make to many models
because this makes the manufacturing process more expensive, and since this is not an expensive feature it will
be given to all.
Concept Description

The lamp consists of a rod system, of 2 telescopic rods, which is attached to the table on each side with some
kind of clamp which works either by spring load or a screw, this is going to be decided one what the required
strength is.

Between these rods there is two metal rods, probably of stainless steel so they do not rust, these wires is
loaded with power, 12 v, this can be done so the user can touch them without being electrocuted. These wires
is isolated from each other and from the rods attached to the table so there won’t be a shortcut.

Between the rods a lampshade can be attached and this shade can slide freely from side to side, and the
telescopic rod allows the user to freely adjust the height.

The focus in this concept are the flexibility and also design in the way that the design of the shade is not given,
and the idea is there may be done multiple shades so the company can renew the design when the sales drop,
which can expand the market time of the product.