And the winner is...

Experiology's work is 99% International so it is important for us to make guest observations when entering global markets to make certain that experience is aligned with culture. But last night's Grammy Awards had me ponder the North American audience. Taylor Swift won Album of the Year - beating out Lady Gaga, Beyonce and The Black Eyed Peas. A big WOW to many. What this underlines to me is that North America's biggest audience willing to spend money on entertainment, is not on the East or West coast, it's in the heartland and reaching this audience is counterproductive to today's design trend - Ultra lounges, hyper-modern furnishing, digital instead replacing analogue is not what this audience is about - Again, this is North America I am talking about. When you are planning to refurb your property or perhaps building a new one here in the States, consider the outcome of the 2010 Grammy's and really question how you are going to reach this audience. In this era of cosequences, making the right decision is critical.