I have taken the majority of the quotes and named examples in this presentation from the book The...
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I have taken the majority of the quotes and named examples in this presentation from the book The Inspired Retail Space, Attract Customer, Build Branding,
I have taken the majority of the quotes and named examples in
this presentation from the book The Inspired Retail Space, Attract
Customer, Build Branding, Increase Volume. Dean, C. (2003) The
Inspired Retail Space, Attract Customer, Build Branding, Increase
Volume. 2nd. Gloucester, Massachusetts, USA Rockport Publishers. I
have also taken quotes from the book Basics Interior Design 01:
Retail Design which I found on Google Books. Mesher, L (2010)
Basics Interior Design 01: Retail Design. London, AVA Publishing I
chose these book because I wish to become a commercial Interior
Designer, it is all about transforming ideas into experiences and
it explores the spaces in which we shop, drink, eat, sleep and
work. Commercial Retail Interior Design
Slide 2
Introduction Shopping is an activity that is part of our
everyday lives. Whether we are shopping to feed ourselves, clothe
ourselves or simply out of enjoyment. The places we choose to shop
say something about our lifestyle, culture and interests (Mesher,
L, P6) Today I believe every shopping environment has to stand out
in the crowd and I think this is achieved by making shopping into
an experience, through cutting edge design. It is not just designer
brands that think this too. For example mid market retailers such
as Jigsaw, the British fashion retailer, or the German-based
company Reiss, are introducing elements borrowed from the highly
designed, distinctive styles executed in the up market retail
boutiques. (Dean,2003, P7) From studying World Cities at A level
Geography I learnt a lot about the decentralisation of retailing
and other services. I think this knowledge has given me a greater
understanding into the changing face of retail which I can now
combine into my own creative practise. In my opinion shopping
habits have changed dramatically in recent decades, I believe it is
one of the most popular leisure pursuits in society today. And I
think retailers know this, many are creating new, more exciting
shopping environments for the consumer to enjoy. Personally I think
design that once was only seen in bars, restaurants and hotels is
spilling over into the retail sector. You can see it everywhere you
go!
Slide 3
Design Factors and Brand Awareness The aim of the designer is
to entice, excite and enthral the consumer by creating an
experience to which they can relate (Mesher, L, P6) But despite the
power of introducing strong design statements into these
environments, attracting customers into the store and building
brand awareness are still the principal concerns of the design
progress. (Dean, C P7) These goals are often achieved by
reinforcing the logo throughout the store or creating an
environment synonymous with the brand. (Dean, C P7) I am fond of
the idea of this idea, for example the Pop Shops logo is stencilled
as a cut out on the stores awning. These quote has given me some
advice on what I should think about when I carry out my projects in
particular my Final Major Project. I need to make sure that as well
as creating a design statement I will need to incorporate a strong
brand identity which should carry right through the design. The
rule for retail space is that the design should reflect the
product. (Dean, C, P7) Photography Credits. Courtesy of Steven
Mays, P158
Slide 4
Branding & Identity Branding has been fuelled by
consumerism and global culture. In retail terms, the store is built
around the concept of the brand and the products sold within it.
The interior emulates the aspirations of the brand values and
qualities to enhance the relationship between the space and the
message. Everything about the brand must be consistent from the
associated colours and graphic style to the product range. (Mesher,
L, P11) Branding is nothing new, the earliest examples of branding
can be traced back to the 1880s when logos appeared on products for
example Campbells soup and coca cola. Today branding can be seen
everywhere, on billboards for example in Times Square, New York and
Piccadilly Circus, London.
Slide 5
Traditional Design As new designs for retail space flourish,
the old formulas of display and movement through the space are
still at play, first to entice the consumer onto the shop floor and
second to gain their brand loyalty. (Dean,2003, P7) Historically
markets play an important part in the emergence of cities. In the
west market halls were built as a way of housing market traders and
sheltering them from the elements on the streets. London has a
wealth of sizeable wholesale markets, for example Smithfield's for
meat, Billingsgate for fish, Borough market, Covent Garden Market
and Spitalfields market were used for selling fruit and vegetables
only. (Mesher, L, P37) Elsewhere in other countries around the
world, the market is still a hub of the city, a place of activity
rich in colour, texture, sounds and smells. Markets are
traditionally the places were food and other essential items where
bought (Mesher, L, P36) Markets in London Above A market in
Morocco. Left Selling fruit on a boat in Thailand.
Slide 6
Selfridges Food Hall, Manchester, UK Future Systems, London, UK
I have chosen this example because I think the retail design
concept of the food hall for the department store Selfridges in
Manchester relates well to the quotes on the previous slide. The
designers began by looking at the traditional market, an intrinsic
part of urban living with social eating and drinking. (Dean, C, P
111) This is in contrast to the supermarket which sell a variety of
amount of goods under one roof and offers a rapid route through
monotonous aisles. In my opinion the design successfully combines
the familiarity of a traditional market stall with modern day to
day life. For example customers can sample wines at the bar area
before buying helping to recreate the market atmosphere where
customers can sample products before buying (Dean, C, P 112)
Photography Credits. Courtesy of Richard Davies, P 110, 112;
113
Slide 7
Future Systems design ethos combines organic architecture with
soft lines and poetry. (Dean, C P 111) For example they have
created the structural form of the fruit and vegetable counter,
inspired by a droplet of water. In my opinion fruit and vegetables
are one of the most important products for sale on a market, along
with flowers. Another key element which I liked in this design is
this use of materials, the display counters are finished in a
high-gloss surface in neutral colours to emphasise the colours of
the product. (Dean, C. P 111) As I am thinking about designing a
commercial premise for my FMP this information has given me an
insight into the types of materials and finishes used in existing
premises. I think using the products as the main colour palette is
a great idea! Furthermore I think the visual merchandising of the
display table seen on the image left reflects the Alessi products,
especially the lime green table legs. Selfridges Food Hall,
Manchester, UK Future Systems, London, UK Photography Credits.
Courtesy of Richard Davies, P 110, 112; 113
Slide 8
Bloom, W Hotel, New York, NY, Janson Goldstein Architects, New
York, NY The flower store Bloom has created a new way to sell
flowers (Dean, C P54) The designer Hal Goldstein sums up the mood
conveyed the store was conceived in the spirit of the W Hotel as a
place where you not only watch flower arrangements being created at
the Flower Bar but where you may choose to spend some time. I never
really thought about the concept of having a flower bar before,
despite this I think it is a ingenious idea especially as floristry
and flower arranging is an art. Customers can watch the creation of
each bouquet as if it where a stage performance. Personally it
challenges by perception of the traditional bar, a style that is
more akin to a cocktail bar is now used as a flower arranging
bench. The aim of the design was to make a serene oasis in the
middle of a busy street in Midtown Manhattan, in my opinion this
has been achieved, customers feel invited to linger in the lush and
richly decorated space but the semiprivate meeting rooms allow
customers to discuss their requirements quietly. Photography
Credits. Courtesy of Kitchen Rogers Design/KRD-UK.com, P.55
Slide 9
I particularly like the use of materials and finishes in this
retail design, the walnut interior walls pivot to reveal concealed
storage (Dean, C P57) all the flower arrangements are prepared on
the brushed-stainless steel counters, which take central stage
within the store. (Dean, C P57) In my opinion the use of pivoting
storage and a flower arranging bench depict watching a show and
being at the theatre. This thought is further enhanced by the pool
set flush to the floor that displays arrangements of water plants.
This can be see below right. This is an example of a concept store
and retail with a difference. What drives the concept store is
often the highly individual nature of the merchandise. (Dean, C
P52) In this example a spectacle is created in flower
presentations. Another key point with concept stores is the
experience comes first, and the purchases preferably follow. Bloom,
W Hotel, New York, NY, Janson Goldstein Architects, New York, NY
Photography Credits. Courtesy of Paul Warchol, P55,56,57 (top)
Slide 10
Elle Decoration: March 2014 Edition: Spring/Summer Trends 2014
/ Frame Magazine #96: Jan/Feb 2014 At the time of writing this
presentation I briefly read the March edition of Elle Decoration,
in this magazine there was a section which looked into the latest
fashion trends for Spring/Summer 2014. In my opinion the trends for
fashion cross over into Interior Design. The design of shops is
ever- changing cycle, following fashion trends and consumer
aspirations. Retail spaces are at the forefront of contemporary
interior design because they are updated regularly to stay
competitive and appealing. (Mesher, L p.7) Furthermore I was
reading the latest edition of Frame Magazine where there was a
similar article, I found it hard to read the name of the designer
however after carrying out further research I found the designer of
the Dior set to be Bureau Betak. He also designed the set design
for Peter Pilotto/ Christopher de Vos S/S Collection 2014. On
Betaks Tumblr page there were a variety of images taken from the
runway show for Pilottos A/W 2014 show taken at London Fashion
Week, ironically only on Monday (17 th February 2014). Initially, I
thought this was the same show as shown in the magazine. Despite
its similarities Frame showed the S/S 2014 runway set design. I
particularly like the use of the coloured panels, transparency and
neon lights which I think are quite futuristic. They also reminded
me of the Club to Catwalk exhibition which we saw at the Victoria
and Albert Museum on the London Trip especially the use of the neon
lights which added the overall exhibition experience. I have
included photographs of this exhibition design on the following
slide.
Slide 11
Bureau Betak Peter Pilotto Set Design A/W 2014 Courtesy of
Bureau Betak When you compare the set design for this show against
the Club to Catwalk exhibition I think you can see some
similarities especially the use of lighting. Courtesy of Victoria
& Albert Museum.
Slide 12
Bureau Betak Dior Set Design S/S 2014 I was particularly drawn
to the images in both magazines that showed the set design for the
Dior Runway Spring/Summer 2014 in Paris. Creative Director for
Dior, Raf Simons enlisted the help of Bureau Betak once again to
design the set. He previously designed the Autumn / Winter 2012
Runway which also incorporated the floral concept. In my opinion I
prefer the Spring/Summer because it incorporates a vast array of
colours and textures depicting a exotic tropical wonderland with
the use of a variety flowers. Simons sent the models down the
blooming catwalk in paralleling techno floral prints and flower
petal inspired garments. Woven then draped into the metal supports
were plants of wisteria, roses, and lianas; abundantly arranged to
create a dreamy tropical utopia. Courtesy of Bureau Betak
Slide 13
Chanel, Osaka, Japan Peter Marino and Associates, New York, NY
One interior design which stood out to me personally in this book
is the architecture solution for the Chanel store. This design
incorporates the latest LED technology which showcases the Chanel
logo, the double C logo which first appeared on the package of the
world famous Chanel No.5 perfume in 1921. In my opinion it defines
the Chanel brand as a globally renowned fashion house. In terms of
the interior, the designer has used fittings that adopt the
signature style of Chanel by incorporating the logo colours of
black and white. This design also uses lighting to entice and
attract customers for example woven aviation fibreglass backlit
panels emit gentle light. (Dean, C P12) I tried to convey this tool
in the design for my Ergonomic Interior Design project. In this
instance I used lighting for relaxation following my research into
the Bauhaus colour theory. Photography Credits. Courtesy of Paul
Warchol, P12
Slide 14
Service Stores Canyon Ranchs Living Essentials, Las Vegas, NV.
Movk New York NY Stores that offer a service for example jewellers,
watch- makers, electrical stores and tailors are in my opinion few
and far between on the high streets of today and therefore largely
something of the past. However from reading this book I have
discovered a new kind of service store is beginning to appear on
the market (Dean, C, P93 ) These new stores are offering
personalised services in contrast to the mundane, normal
supermarket. For example one area of service is the promotion of
well-being including health spas, fitness clubs and nail salons.
The use of sumptuous hardwood frame and dark slate emphasise the
natural element of the products on sale for the company Canyon
Ranch. The brand is reinforced through the consistent use of
natural materials and the pale colour palette. In my opinion all
these factors suggest nature and renewed freshness. In addition
they have used a botanical motif as an etched abstraction of an
aloe plant, this plant is known for its restorative and healing
processes. (Dean, C, P105 ) I think the use of plants and natural
forms depict the great outdoors. Finally, the design incorporates a
waterfall at the back of the store to entice customers through the
environment. This tells me layout and the floor plan is very
important in retail design. Photography Credits. Courtesy of Movk/
Mark Pyler. P 92, 106; 107
Slide 15
Tag Heuer, Tokyo, Japan Curiosity, Inc., Tokyo, Japan The
client for this example wanted the interior of the shop to reflect
the product, which is modern but classic with a sophisticated
sports image. (Dean, C P 35) In my opinion of the main features in
this design is the use of glass and in particular the display
cabinets, set in glass floor to ceiling cases. Three display units
and a curved seating bench are placed within the main floor area.
(Dean, C P 35) I think this layout allows for more circulation
space and in essence depicts a gallery or museum where the visitor
walks around the artefacts and objects on display. This opinion is
enhanced by the fact Curiositys design emphasises the dont touch
nature of the locked display cabinets....Encasing the watches with
such high security adds to the unique quality of the brand. (Dean,
C P 35) It has been said that the retail spaces are becoming
indistinguishable from art galleries, the implication being
consumerism and culture are merging (Dean, C, P52) I think this
example is a true representation to this, the seating adds to the
feeling of a contemporary gallery atmosphere and it encourages the
customer to contemplate the product at ease and to browse
leisurely. Photography Credit. Courtesy of Curiosity, Inc P34,
37