a portfolio by Adelina P. Damar
About
DA Jewelry is a brand derived from its owner’s name, Donna Angelina. Donna Angelina’s specialization is in custom and art jewelry. The products ranged from rings, necklace, earrings, bracelets, brooch, metal craft objects, and utilities products.
Today, the existing booths take place in AlunAlun Grand Indonesia and Hotel Tugu Malang. But, none of them are DA Jewelry’s independent store. Both in Alun-Alun and Hotel Tugu, DA Jewelry is one of the brands that share a same place.
Besides producing and selling jewelries, DA Jewelry also offers some services, such as custom jewelry fabrication / master fabrication, stone micro setting, jewelry platting, and jewelry casting.
This project is about designing DA Jewelry’s independent store. The assigned location is in Giordano, located at the Lower Ground level number 6 of Supermal Karawaci.
Design Problems After doing some research and visiting AlunAlun Grand Indonesia, the designer found that the main problem that existed was that the way the jewelry being presented was not honoring the existence and value of the jewelry itself.
Jewelries in Alun-Alun Grand Indonesia is arranged in approximately 40 x 40 x 50 cm glass box contained some random categories that are often not related to each other’s theme (unorganized). This, somehow, creating a perception to the potential buyer that those jewelries are only ordinary stuffs, which is wrong.
Solution Regarding to the problem stated above, what the store need is a proper display that will reflect the character of jewelries (especially art jewelry), such as personal and exclusive. What makes jewelry personal is that it represents identity and character of both the designer and the owner of the jewelry.
Therefore, to achieve that essence, designer decided to build a design that will enhance the attributes of jewelry (not merely about aesthetic, but also identity and character). The design will be focusing on how the displayed jewelry could draw the potential buyers’ attention directly to the jewelries and also letting the attributes of the jewelry (identity and character, personal) delivered.
Color & Material Neutral color to represent the inspiration that comes from the nature, while copper accent, to represent the modern look and also to portray the high value jeweleries have.
CERAROMA VINYL
BRUSHED COPPER
TOBACCO COLORED CARPET
GREEN VELVET
Pantone 19-3911 TPG Black Beauty
HONED TRAVERTINE
Lighting Lighting will be focusing on the products to make customers’ attention to the products. There will be a contrast between the foreground and the background in order to achieve the goal of getting attention from the customer. Focused lighting creates an impression that the jewelry is personal and each jewelry is as special as the buyer.
Shape TRIANGLE
Triangle is a stable form, it also shows movements and can direct people to certain direction.
Design Implementation
Supermal Karawaci is located in a center of Lippo Karawaci area where almost every heart of it revolved. Not far from Supermal Karawaci, Universitas Pelita Harapan, Benton Junction, and also Siloam Hospitals are taking places. In front of Supermal Karawaci, laid a main road that leads to North Lippo Karawaci and also to the highway nearby. In this property, DA Jewelry will take place. DA Jewelry’s site with the direct proximity to the mall’s main atrium makes it a strategic place
where people are passing it by from every direction. The layout is designed to ensure the higher security level since it’s a jewelry store by providing only one entrance with a pair of swing door, and the cashier area which facing the entrance area. After passing the entrance, customers will see categories of new products in the middle of the display area right away. Then, customers and also the potential buyers will be able to see other displayed products around the
Layout
ELEVATION Elevations VATION 1:20
SCALE 1:20
middle display area. A consultation area with Donna Angelina is provided next to the entrance with different level and floor material to define the difference of area and function. If any customers need some service for the jewelry, then the products will be taken to the service room next to the cashier area. At the back of the store, adjacent to the service room, there is a safety box that is accessible by staff only. There, all of jewelries will be kept safe in the safety box while the store is closed for public.
The display area is the main area in this store. Covered with honed travertine, the floor is contrasting to the painted wall and ceiling. Brushed copper sheet in shape of triangle with aluminum framing are studded all around the wall where the display is taking place. With the glass box following the shape of the studded metal and lighten up with neutral white lighting, jewelries in the inside are displayed as exclusive as they are. This is done to create an exclusive and personal perception.
Perspective 1
Perspective 2
Fin