Miro Link: https://miro.com/app/board/uXjVLGg2LMk=/

My group – Rutvi, Prajakta and I, mind mapped these categories that we could explore during the rotation. We were interested in playing with the leisure and lifestyle category and exploring the concept of Old Age Homes or Care Homes in 2050.

Researching on these categories further, opened up the concepts of Flat Agers to us and gave us insights about the lives millennials have led. We discussed our process thus far with Ophelia and this was her feedback:

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Brands to Research into:

1. Muji
2. Ikea – Spaces in the future
3. Airbnb

Concepts to look into:

1. Communal Living
2. Shared homes
3. Why are care homes a taboo right now?

Interview structure:

1. Current lifestyle
   1. How would you describe your lifestyle right now?
   2. What are things that are important to you about your lifestyle?
   3. How does community, finance, family, travel, tech, etc. affect your lifestyle?
   4. Do you imagine buying a home for yourself in the future?
   5. How involved are you in the community around you? How do those interactions influence your lifestyle?
2. Lifestyle in 2050
   1. What from your current lifestyle would you like to retain in 2050?
   2. What would you like to get rid of in 2050?
   3. How do you imagine your living situation in 2050? Are you living with other people? Are there any concerns you imagine in the future? How do you imagine your community, finance, family, travel, tech, etc. affect your lifestyle in 2050?
   4. How do you imagine communities to evolve in then future?
3. Zoom into the community
   1. Develop questions based on our research
   2. What are your interests? (like travelling, exploring, gaming, etc.)
4. Would you be open to …?
   1. Develop some basic ideas to ask in here

Presenting next: (order of slides)

1. Care Homes – Brands in sub-sects through their branding
2. Break down what they’re doing, their structure, are they physical homes, what are their features, etc., what is emerging and exciting about these areas?
3. What can be done in the future?

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Notes from my tutorial with Paul:

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1. How do spaces work today?
2. What are some cliches about the way spaces are designed for millennials?
3. Think about the day of a millennial
4. What would spaces in the future be like? How could be bring the cliches of millennial spaces into those spaces of the future
5. Millennials children, Gen Alpha, might decide which Care Home their parents go to, how can the language and messaging of our Care Home cater to both?
6. Millennials might prefer listening to podcasts instead of watching TV, how would small changes like that look, and how can we make them futuristic?
7. How has care changed in the past, how might it go in the future?
8. Prototype is only for people to imagine what the intervention might look like. How do we want to present the idea? How do we want people to give feedback? Get people to imagine. Set the scene.

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From these inputs, we began exploring relationships and physical spaces for the elderly millennials in 2050.

We also looked into millennials as a generation.

We then created a Horizon Map to find products in our category that are already in the market.

These helped us come up with our concept of creating a collaborative brand with Airbnb. One that develops homes for the elderly and helps them build a community around travel while ensuring that all facilities they require are available easily.

Posters for the campaign:

During our review week, we received feedback to research the context within which our intervention will sit. While we had significant research about the audience we were working for, we lacked the necessary information that could help us speculate about 2050.

Research about 2050:

Revised context:

Imagine 2025 – In the middle of a housing and climate crisis, the millennials – now part of the older generation, and wealthy (thanks to their inheritance) – are looking for experiences that reconnect them with their younger selves. 

They crave for the life they used to live amidst nature, with the cool healthy air of the countryside gently caressing them. They want the lively conversation that used to make them feel part of a community. And they long to live with their children, most of which stay in far corners of the world. 

We propose a holiday rental brand, which gives wealthy millennials a chance to escape cities and relive life like it used to be. Equipped with modern amenities (in 2050), these holiday homes are built for comfort that feels like the 2020s, making our millennials feel like their younger selves again.