ASID Association Forums 

Luxury Sector - Meeting the 'Triple Bottom Line'  [AF3]

Date: Monday, June 15
Time: 2-4 p.m.
Speaker: Mike Suomi, vice president of design, Stonehill & Taylor Architects
Fee: $45 Members; $65 Non-members
Credits: 0.2 CEUs (Welfare)

Can companies really take a triple-bottom-line approach and make it work in the luxury commercial sector? Learn how successful firms are expanding the traditional reporting framework beyond simply economic performance. As more companies shift to a triple-bottom-line focus—that is, paying attention not only to financial results but also to social and environmental outcomes—research shows this practice benefits the companies by adding value to their relationships with customers, employees, shareholders, their boards of directors and other firms. Suomi will use case studies, brand identities and product examples to educate participants about the changing world of luxury and how to incorporate financial, environmental and social accountability initiatives into luxury commercial projects.

'Whiff' of the Future - Scent Branding Increases the Bottom Line  [AF4]

Date: Tuesday, June 16
Time: 9:30-11:30 a.m.
Speaker: Russell Brumfield, founder and CEO, Whiff Solutions
Fee: $45 Members; $65 Non-members
Credits: 0.2 CEUs (General Knowledge)

Secretly, scores of Fortune 500 companies, such as Proctor & Gamble, Disney, Bloomingdales, Lexus, Reebok, Sony, Samsung and Starwood Hotels, have been using aroma to bypass their competition. These cutting-edge companies are using scent research to trigger and enhance customers' emotions, perceptions and brand loyalty, resulting in increased sales and satisfied customers. In this forum, Brumfield pulls back the veil for the rest of the $3.9 trillion U.S retail marketing trade, so that innovative small and mid-sized firms can share the advantage of the big boys. With a comprehensive overview of this global phenomenon, Brumfield offers up a breathtaking whiff of the future. Learn how new scent discoveries are being applied to interior design, safety, security, health care, wayfinding, diagnostics, retail, product design and even on the battlefield. Find out how to design and define the "soul of the space". Brumfield teaches a step-by-step process in how to develop and deliver the perfect scent for any design. Learn how to use the most important tool and create the biggest emotional impact in designing the "sense of place" and identity of your spaces.