Logistics

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Contents3 Vision5 Location

7 Concept Inspiration9 Visual merchandising11 Interactive Screens

13 Interior14 Lighting

15 Stands and Fittings16 Fitting Rooms

17 Tills and Cashier18 DJ Decks

19 Production and Carrier Bags

20 Comfort/Chill out space21 Promotion

23 Press and media. Mixmag Magazine promotion

24 Interactive Billboards25 Festival Advertising26 Internet Advertising

27 Website28 Launch Party29 Implementation

31 Budget

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The Vision

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Mixmag is one of the most established dance music magazines in the world. As they are becoming more renowned for their special events and recent fashion elements to the magazine, the website continues to expand rapidly. Therefore introducing the Mixmag experiential store at this particular time in retail is relevant due to the up and coming technology advances, and also the experiential and interactive direction in which retail is heading today. Shopping is no longer just about the product, but the way in which the shopping experience is delivered to the customer.

The concept is to create a brand new shopping environment for the customers, in which they can feel relaxed and in a comfortable environment. Using up to date technology associated with the music industry, customers are able to interactive with the store by trying out equipment and promote their own music. As well as purchasing music in downloading booths. It will give off a nightclub atmosphere to suit the music; This enables it to then transform into an event space in which Mixmag can hold live music events for the customers. It will be escapism for the consumer from the conventional retail world.

The Mixmag experiential store is developed from the original online and magazine fashion section to the music magazine. The store will represent and replicate the magazine in every way possible. From the chosen music played in store to the club lit ambience of the shop. The idea is to continue to sell music in an in store environment, and collaborate music and fashion together in an innovative way that will attract the consumer and keep them entertained. The fashion elements that are currently show on the Mixmag website will be sold in the store. Mainly music artists own fashion designs, this will promote the artist music as well as their new collections.

By creating this experiential store, not only does it inspire a whole new shopping environment, it promotes the music and fashion industry working side by side and will continue to expand to new ideas. The retail experience should be enjoyable, different and innovative.

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Location

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The Mixmag store will be located on Great Eastern Street, Shoreditch London. Shoreditch is well known for up and coming artist, fashion and technologies. However it has kept many of its old traits, such as, quaint buildings and grand theatres. Shoreditch is fashionable and easily accessible. The retail store is situated directly between Old street and Shoreditch

tube station, so it is ideal to locate and directed towards the retail area. Enclosed by stylish bars and shops like: ‘The Light Bar’, ‘Shoreditch House’, ‘American Apparel’ and ‘Urban Outfitters’. The Mixmag store would fit perfectly within the surrounding businesses and attract similar customers.

The store would take up the ground floor unit 1 of the EC2 building. It also consists of offices, reception and a restaurant. The 4,029 sq ft. space consists of high ceiling and large windows to create a sense of space and exposure throughout the store. The building also supplies toilets, and a lift also available for disabled customers. The walls are exposed brick, which creates an urban effect in the store, fitting in with the theme of the concept. The building is very prominent and easy to locate for customers, as well an intriguing for passers-by.

£30s per sq ft per annum 4029sqft x £30 = £120,870

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Concept Inspiration

VisualMerchandising

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The Visual merchandising is crucial throughout the store as it needs to represent the brand and keep consistency from the magazine right through to the in store displays. The store needs to appear striking and outstanding so that it will grab the attention of passers-by as well as Mixmag’s existing loyal customers. It needs to set itself apart from the other quirky stores in Shoreditch. It is important to keep the customer entertained and give them an experience which they will remember. The consumers need to be able to walk around the store and embrace everything about, with plenty to look at, and interact with. The outside of the shop will be painted black with the traditional Mixmag white logo, to create a refined feel. Club like lighting will be used so the shop really stands out at night and for late openings. For the window display, in keeping with original DJing technology, vinyls will hang from the roof amongst neon LED lights. There will be mannequins in the window aswell as in the store to encourage customers to try on the garments. The Mixmag logo will be shown all over the store to keep brand consistency. In store installations will be an interactive as possible, where the customers can try out new DJ equipment. The overall aim is to create innovative displays to lure the customer in and keep them intrigued throughout the experience.

Mannequins: 3x Female 3x Male £185 eachLights: £365 ledesigns.comVinyl’s: www.preloved.co.uk £250 Large wall printed poster: £295Mixmag Sign: £670superchrome.co.uk

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Interactivescreens

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Interactive touch screens will be put in place around the store. There will be several different uses for them. Installing interactive devices such as these will make the customer feel involved. • Touch screen Jukeboxes - so the customers can have their own choice on the in store music.• Touch screen music downloading booths – For customers to download their favourite music in store, with staff there to help and advice. To obtain the club like environment, projections will be placed around the store of recent Mixmag events. Not only will this make a nightclub like ambience but will encourage the customer to get tickets to the next Mixmag event. Creating a scene such as this by using wall projections, makes the store individual and stands out from a predictable retail store.

Projector Screens: £69.99 each x2 = £139.98Plus £29.98 Delivery at www.projectorshop24.co.uk

Projectors: £219 each x2= £438Plus £8.99 Delivery at www.projectorshop24.co.uk

Touchscreen Juke box: £2095

Touch screens for downloading: x3 £1450 www.protouch.co.uk

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The EC2 building is already newly furnished with a clean cut feel to it. It has big spacious widows, concrete floor, and concrete desk. The walls will be kept as reclaimed brickwork, to create an exposed and urban feel. However one of the walls will be covered in enlarged posters of previous Mixmag magazine covers, to create an archive. This will add a retro feel and also make an interesting part to the store for the customers to get involved in. To retain the club ambience there will be glitter balls hanging from the ceiling of the store.

Interior

Glitter balls: 50cm x 6 at £37.50 www.terralec.co.uk

Large wall printed poster: £295superchrome.co.uk

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The lighting in the store is very important, as it makes a huge impact on the ‘club like’ setting. Effective lighting can transform a space and event. There will be lighting put into the store, mainly for the events that the store will hold occasionally. However, the lighting will also be in place for a general day in the store. It will appear more subtle as it is important not to distract from the products and garments. Breaking off from traditional white lighted retail environments, this will emphasise and remind the customers of the type of brand that they are buying into and retain the whole dance music atmosphere. Particularly in the fitting rooms the lighting will be distinct and colourful but not so much that it distracts the customers from trying on the garments.

Lighting

LEDJ floor light panels: £759Equinox Pegasus II Laser: £429

QTX 4 Lamp Colour Chasing Light Box £49.00

www.soundsavers.com

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Mixmag store presents the idea of being clean cut, sophisticated yet having that urban vibe. It is crucial that the customers have a clear perception of the store and can feel comfortable in the environment where products and garments are easily displayed. As the overall outcome needs to promote music and fashion together, it is important that content of the store suits the concept perfectly. Therefore, making it clear and spacious will not overwhelm the customers. Clothes rails and stands will be needed as well as tables for in store installation, DJ decks, magazine and products.

Stands/fittings

Clothes Railings: £24.00 x 6Clothes Stands: £19.00 x 4Tables: £220 x 4www.equipashop.com

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The fitting rooms will reflect the rest of the Mixmag store. There will be both male and female sections to the fitting rooms, with well-lit spacious area, and a seating area outside for other people to sit on. There will be a glitter ball in each individual fitting room, with music playing throughout. The colours will be bold and uplifting and individual to each changing room.

Fitting Rooms

Mirrors: x8 £50 eachPaint: x 4 £24.99 eachGlitter ball: x 8 £22.45Sofas: x 2 £365www.made.com

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Tills andCashiersTo provide a quick and easy payment scheme for the customers and staff, an Epos system will be put in place. This is the most up-to-date and efficient way of payment technologies. The Mixmag store will depend on 2 payment desks, one on each side the store. There will be 2 Epos systems on each desk. Using this structure keeps the store well organised and they are very reliable, and there will always be a backup in case one of the tills are down. It includes: Touch screen & POS keyboard support Bar code scanning or manual order entry Administer voids, credit notes and refunds Fast Product Lookup feature Receipt printer Chip and PIN option The advantages of this technology are that it is in keeping with the store and the interactive elements. Also not only does it save time, it is an accurate and reliable source of keeping count of stock checks in a consecutive way.

Actinic EPOS Network: £899+VATwww.eposshop.com

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DJ DecksAround the store will be DJ decks for the customers to try out. This will make the customer feel involved and give a chance to interact with the store. It adds to the experience which no other retail has to offer, and will attract customers into the store, as well as encouraging to buy records. The decks will be set up in areas where the customer can feel relaxed and not under pressure from surrounding customer. With attached headphones, so it is private listening. There will be staff monitoring the system.Relating back to the Mixmag brand philosophy, it will encourage the customers in the store in to the dance music genre and encourage the customers to spend plenty of time in the store.

Traktor Scratch Pro 2 Digital Vinyl System: £479.00 Vinyl decks: £269 Headphones: x 2 £75Speakers: £489www.thedjshop.co.uk

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As the store is very technology based, a team of labours arerequired to work for 1 week to do all the fittings. The space is already newly finished and doesn’t entail much work; however the railing and stands need to be fitted. The changing rooms will need building and painting in the space. The Epos system needs to be installed as well as the lighting, which requires a lot of work due to the complexity of the club lights.

Production

When the customers purchase items in the store, the carrier bag they receive will be black glossy paper with rope handles. When buying these in bulk they can be relatively cheap. The Mixmag logo will be printed on the bag as self advertisement when the bag is used outside the store. Although the store is high street, using paper bags like these give off a sense of luxury, and customers have a sense of superiority when they carry them.

Carrier Bags

Maintenance and building: £2,200 for the weekElectricians: £1,700 for 5 days

Bags: 200=£128.95

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It is crucial to make the customer feel as comfortable as possible in the shopping environment. The store not only provides products to buy but an area for the customers to chill out, the aim is to make the store comfortable and relaxed, in keeping with the theme of a club lit environment. There will be a chill out space, in which the customers can pick up a copy of Mixmag to read, listen to music or simply just to relax and enjoy. There will be modern and quirky sofas and armchairs in this area of the shop. It will represent a night-club chill out area, having a cool vibe with innovative furniture.

Comfort/chillout space

Sofas: £365 x2Chairs £254 x 2Rug: £450www.made.com

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Promotion

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Promotion of Mixmag’s new store will take place in several different ways. It needs to be innovative, responsive and interactive, all linking in to the store and its brand philosophy. Mixmag are very consistent with their current marketing. Targets of the PR strategies include: • Keep current Mixmag readers interested and active towards the store• Promote the Mixmag online fashion section as an easy accessible high-street store• Promote the store as a new, exciting and experiential way to shop• The brand expansion is to also promote Mixmag as a dance music and event brand• Gain press coverage• Create hype and word of mouth

The original Mixmag logo will stay consistent throughout the promotion and store concept. This is to build brand recognition. The shop will help support the magazines thrive in sales and vice versa. With this brand expansion it is crucial that the audience originally recognise the logo as the successful dance magazine. ‘Mixmag readers are the opinion formers and leaders in clubbing. They are the ones who make the happening music happen and the cool products cool within their peer group’ described by Mixmag. They are stated to be the biggest downloaders in the Uk, and have a disposable income, in which they spend on: Nights out, clothes, music and the latest technology. Taking this into consideration, there is a direct target market in which the promotional aspect needs to be aiming at. Such as;

• The Mixmag magazine• Current clothes shops• The internet• Nightclubs, tickets and events

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The Mixmag store needs as much exposure as possible. Therefore the press and media are vital. To keep the audience intrigued into the new experience, the media needs to create hype from an early stage. Then eventually reveal the opening date, time etc. A press release will be released to the media 6 weeks before the store opening. This will give enough time to get the consumers excited and eager to know more about it. The press release will also appear on the Mixmag website, therefore, it can spread around the web, blogs will particularly be encouraged by snippets week by week leading up to the final announcement of the store.

Magazine adverts will be put into Mixmag 4 months before the launch, and carrying on consistently until after the opening. Not only will it begin to create hype from the initial adverts but entice the current target audience into the store. The magazine advert space can be up to one full A4 page and small sections and columns of an a4 page. This will be free as part of brand expansion of Mixmag.

Press and Media

Mixmag magazine promotion

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To promote the store as being an interactive experience from day 1 of the branding strategy, interactive billboards will be used in Piccadilly Circus, London. Interactive billboards are a brand new innovate way of involving the customers in to the brand, and to create a memory for the viewers to perceive the brand in a positive way. The billboard will include a series of questions, in which a different one will appear every hour. Then using a text in system, the audience can text in the answer, and if it is right they get 1 free music download from the downloading booths in the store.

InteractiveBillboards

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To target the right audience there will be more promotion happening at summer and winter festivals. It will be ideal to advertise as it is directing the music and fashion scene. It will take place at winter festivals such as Snow bombing, where propaganda will be created by having a Mixmag stage in which DJs will play as well as giving out goody bags containing more information about the up and coming store. Then summer festivals such as Beach break and Cream fields, there will be a Mixmag stage and free goody bags with money off vouchers for the store and iTunes vouchers, along with more information about the store.

Festivaladvertising

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InternetAdvertisingViral advertising campaigns are used to spread word of mouth throughout the web. The main channel for this is YouTube. YouTube being the second most visited website in the world is a great way to advertise, and for free. Viral advertisement is not only cheap but a great way to create publicity and spread word of mouth. The viral advert that the Mixmag store will create is similar to a flash mob. In major cities around the UK a DJ will be placed in the centre, and members of the general public will be encouraged to join in and dance along with the music, while being filmed. This will then be place online where viewers can see which city receives the most hits. The Mixmag store logo will be placed all around the event so the

Before the Mixmag store is officially launched, there will be advertisement campaigns on the original Mixmag website to promote the store. Including viral ads, clips and photos of the store transformation progress, and a taste of what stock the store will sell. There will be a link to the Mixmag store website, however there will appear a countdown clock on the screen until the store if launched. The Mixmag store website will also be linked to the original Mixmag page, so that viewers can easily switch between the two, keeping the brand consistency. The store website will include online sales of products as well as being able to purchase music online. As the store occasionally holds the notorious Mixmag events in the space, ticket sales will also be available to purchase online for the events.

Website cost: £1099 Business Pro Designs

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Website

As proven the majority of the target market downloads music online, online advertising will play a big part of the promotional scheme. There will be a Mixmag store Facebook and Twitter page, which will try to create as much activity as possible by:• Regular Status updates and Tweets• Follow parallel brands and celebrities• Add friends/ ‘follow’ people• Promotion of the store with competitions, events and pictures

These will be set up about 6 weeks in advance to the store opening, therefore regular feeds can be put out onto the sites for the viewers to see and find out more about the store.

SocialNetworking

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To surround the hype of the store the launch party will commence a week before the official opening. It will take place in the store itself as the space can be changed into an event area. The lighting and sound system will already be set up ready for the general public. Mixmag will hire DJs Maya Jane Coles and Riva Star to play at the event. Celebrity guests will be invited and the general public will have an opportunity to win tickets through a competition online, social media and in the Mixmag magazine. The guests will be greeted with a champagne reception. With light snacks, the Mixmag store staff will help run the event. The event is informal with a chance to mingle and really experiment around the store. Press will be there to help the promotion of the store. Photographers will take photos and videos of the night for them to be immediately posted online and on the social networking sites. This will get the customer excited about attending the store.

Launch Party

DJ cost: £5000Food and champagne: £700

Look BookAs part of the Mixmag marketing strategy, there will be a look book. This will include a photo-shoot of the potential collections that the Mixmag store will sell. Images of the store will also be included to entice the customers to visit, browse and interact.

Photographer and studio: £1600Printing: £2500www.solopress.com

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10 Months: NovemberLocation finalised

and initial research into interior and

design

Implementation

9 Months: DecemberBegin initial promotion,

find suppliers for stock and interior

8 Months: January Design the Visual

Mechandising

7 Months: February: Book joiners and Electricians

Order lights

6 Months: March Order Equipment

(Decks Screens etc.)Plan for promotion at snow

bombing festival

5 Months: AprilPromote at Snow bombing festival Order Mannequins. Begin in store

design

4 Months: MayInitial Mixmag promotion in the magazine. Start Website. Order railings

and stands

3 Months: JuneOrder EPOS systemLight fittingsOrder Mirrors

and glitterballsPromote at Beach Break

festival

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2 Months: JulyOrder carrier bagsFinish Website and

promote from the Mixmag website and Magazine

Promote and Creamfields Festival.

Install Electrics

6 Weeks: Press releaseBegin viral advertsrelease launch partyCreate Facebook and

Twitter hype

4 Weeks: Final FittingsSend invites

3 Weeks: Train staff

Promote viral adverts

2 Weeks:Billboard in London city centre. More Facebook and Twitter Hype

1 Week:Launch Party

STORE OPENING

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Budget

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Item PriceRent £120,870annequins £1110LED Lights £365Large wall printed poster £295Mixmag Sign: £670Vinyl’s £250 Projector Screens £139.98Projectors £438Touchscreen Juke box: £2095Touch screens for downloading

£4350

Glitter ball £179.60Glitter Balls 50cm £225LEDJ floor light panels £759Equinox Pegasus II Laser £429QTX 4 Lamp Colour Chasing Light Box

£49.00

Clothes Railings £144Clothes Stands £76Tables £880Mirrors £400Paint £99.96Actinic EPOS Network £899Traktor Scratch Pro 2 Digital Vinyl System

£479.00

Vinyl decks £269Headphones £150Speakers £489Sofas £730Chairs £508Rug £450Website £1099Public liability insurance UnobtainableInteractive Billboard UnobtainableStaff Unobtainable

Maintenance and building £2,200Electricians £1,700Bags £386.59

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Imagereferencingwww.mixmag.net

http://www.djsets.co.uk/Compilations/djtiesto/

http://www.dominion.co.uk/uploads/80%20Great%20Eastern%20Street%20Bro-chure.pdf

superchrome.co.uk

www.preloved.co.uk

www.projectorshop24.co.uk

www.soundsavers.com

www.eposshop.com

www.equipashop.com

www.thedjshop.co.uk

www.made.com

http://audiovideorental.net/lighting.html

http://www.sxc.hu/photo/202333