This document provides an overview of a team's design futures scenarios examining the future of the Olympics. It outlines the team members, topic, scope, and methodology. It then presents scenarios for the Olympics in 2016, 2032, and 2060 from an audience perspective, covering trends in identity, venues, and audience engagement. Key recommendations are provided to the Olympic Committee regarding sponsorship, audience power, and integrating sustainability.
2. THE
BRIEF
As part of the Design Futures module of the
MA Design Strategy & Innovation program
at Brunel University, London
THE BRIEF: To create ‘design futures scenarios’
examining of a team’s view of the future on a
certain topic or area and the role design will play.
5. OLMP
AIM
Addressing the Olympic Committee, our
aim is to demonstrate future scenarios of
the Olympics from a design & innovation
perspective and present how it will affect
the olympic’s identity, the olympic venues
and audience experiences. This will be
presented through three intervals: the
period until 2016, 2032, then 2060.
2016<
FUTURE
2032
2060
6. OLMP
SCOPE
The scope will cover from
the audiences perspective:
- olympics identity
- olympic venues
- audience engagement
bidding cities
volunteers
audiences
olympics
stakeholders
olympic committee
athletes
sponsors
7. OLYMPICS
PRIMARY
analysis
trends / articles / lectures / guest lecturers
SECONDARY
RECOMMENDATIONS
CONCLUSION
TOPIC +
SCOPING
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OLMP
METHODOLOGY
15. 2032
INCLUSIVENESS
- more female participation
- participation: gender equality
and wider age groups
- some games having both genders
(Evans, 2013)
22. 2060
GLOBALIZATION
- power shifts: nations to brands
- brands will organize the
the olympics in coordination
with nations
- brands will make political
partnerships with other brands
- consumers expressing their
values through brands
(Boult, 2013) (Jordan, 2013)
25. 2060
AUDIENCES ARE
GIVEN THE POWER
- power will shift from
nations to brands
- consumers will have a say in:
event decisions / awards
AWARDS:
PEOPLE’S
CHOICE
ATHLETES
CHOICE:
FROM
SHORTLISTED
CITIES
28. TRENDS’ IMPACT ON
DESIGN STRATEGY
2032
2060
Nation Based
Brand Based
CSR, brand
based event
Sustainable
Stadiums
Self-sufficiant
flexible venues
Traveling
Venues
Passive
Spectator
Immersed
Spectator
Decision
Maker
2016<
Identity
Venues
Audiences
29. RECOMMENDATIONS
to the Olympic Committee
Although sponsorship represents a major source
of income to the Olympic games, remaining
authentic to the Olympics’ essence is really
important. Avoid being too commercial.
While the game of power will shift with time from
nations to brands, a global audience is the one
thing that will never change. Therefore, establish
direct communication channels as early as
possible and engage them.
30. RECOMMENDATIONS
to the Olympic Committee
With the digital advancement, co-creating with
consumers is on the rise. They are eventually
becoming decision-makers in many aspects with
regards to products and services.
Anticipating this trend by giving the olympics’
audiences more power and influence on the
games is key to engaging them.
Sustainability, inclusiveness, and economic
develpment are becoming part of the Olympics’
identity. It is advisable to integrate these more in
the regulations for organizing the event.
31. REFERENCES
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33. REFERENCES
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INTERVIEWS
THANK
YOU
Interview on the future of Olympics
Edizel, O. (2013) Interview on the future of Olympics. Interviewed by Sophie Dobber, Syibratul Mohd Pauzi, Eunsung Kim,
Woonghee Park [in person] Brunel University, March 7 2013.
Evans, G. (2013) Interview on the future of Olympics. Interviewed by Sophie Dobber, Syibratul Mohd Pauzi, Eunsung Kim,
Woonghee Park [in person] Brunel University, March 7.
Nick, L and Lister, M. (2013) Future of the Olympics. Interviewed by Sami Hmaidan, Eunsung Kim, Vasilius Matoukas,
Woonghi Park [in person] Imano, London, 2 Mar 2013.