GOOD IS : concept workshop

Workshop : come up with concept for bar / pub around the name -

Analogue 

The name we chose out of our options was Analogue. We thought originally that this name was our best option but it proved more difficult then we first imagined. We had to go through the process that was outlined to us, starting with word association, and moving on through the process so that we had a body of words and possible concepts. We all struggled with the name analogue as there are such strong relations when you say analogue to time or to analog. We thought about a few concepts to do with analog where everything would be from analog era such as duke boxes, analog cameras, but we didnt think this concept was strong enough. We then moved on to thinking about a DIY bar where you do everything yourself but again couldnt make this idea stick. Next we thought about time, but instead of in the past we thought about a futuristic bar, in a parralell world, this was a little too far fetched but it got us thinking more creatively. We were very stuck as the name wasnt giving us much and everything we thought of didn't relate strong enough in our minds to 'analogue', we seemed advise, which was to have 5 minutes to ourself to write down everything we think of to do with the word analogue. By doing this it helped us clear our minds of what we were stuck on thinking about what analogue means. We were then able to be more creative with our concept and discovered the word analogous and developed a strong concept where by the bar is split into two or in two different locations, they would be analogous , similar but with subtle differences, causing a parrallel universe, spot the difference feel.

This crit was useful to highlight how difficult constraints can be. The awkward name really threw us and caused us to struggle. We overcame it and came up with a strong concept but it was not an enjoyable process as it was frustrating not being able to come up with a concept , but the fact that we had this struggle and overcame it has shown us ways of dealing with issues and contratints which we can apply to other projects if needs be.