Open magazine or brochure on a white surface with images of fashion, including pants with Mickey Mouse print and some high-heeled shoes, partially obscuring large bold letter text on the cover.

Observation Room

Decoding the invisible scripts behind our visible choices.

A triptych of black and white photographs of urban scenes and a person, with the words 'Observation Room' and 'tobekeep' on the borders.

The world moves faster than our ability to process it.

The Observation Room is a dedicated space for stillness. Here, we step off the algorithmic treadmill to conduct forensic audits on the culture we inhabit. From the economics of a viral grocery bag to the psychology of a vinyl monster, we dissect not just what is selling, but why we are buying.

We watch the noise to find the signal.

The case study: The tale of two Anya Hindmarch
Brand Audit Y Rosabella Brand Audit Y Rosabella

The case study: The tale of two Anya Hindmarch

This is an investigation into two different products from the same designer: Anya Hindmarch. One is a high-street collaboration (Uniqlo). The other is a utility item (The Universal Bag).

  • The Uniqlo Collab: Watching the price drop from £19.90 to £5.90 taught me that "Frequency dilutes Scarcity." I returned it not because I disliked the eyes, but because I had been trained to wait.

  • The Universal Bag: A £12 grocery bag became a "High-Frequency Touchpoint" that repaired my relationship with the brand. Key Takeaway: Real value lives in the items that survive the daily grind, not the ones that survive the hype cycle.

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