Andrea Mc Kay Abrahams
© ELISAVA Escola Superior de Disseny - Barcelona 2017 Máster en Diseño del Espacio Comercial: Retail Design.
Interior + Retail Designer 3
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Retail Design + Branding
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Marketing Analysis and evaluation of bussinesses located in El Born, Barcelona.
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Henna Morena
Corporate Values Based on three concepts: - Respect towards women and their natural beauty. - Slow cosmetic refers to tradition, moments of beauty among friends, mothers, daughters and granddaughters. - Mediterranean: its origin; the traditions used by Henna Morena, hair care emerge here. Value Proposal To provide a natural and pleasant atmosphere for the consumer, with appropriate order and signage, in accordance to the brand. The salesperson knows the brand very well, which is an added value to the shopping experience. Target Women, primarily between 15 and 70 years old; however accessible to any person that wishes to take care of her/himself in a natural way. Evaluation Value Proposal
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Score 10
Concept
9
Scene
10
Shopping Process
9
Substantiation Proposal of a perfect atmosphere, so you can transport to their world. Immediate attraction to a specific target; a pleasant experience created by the salesperson and the atmosphere. Colors and atmosphere in accordance with the values of the brand. A very pleasant and simple shopping experience with the help of the salesperson; a little more complicated without their help.
Iris Design Barcelona Value Proposal To offer a portfolio of high quality and accessible price, with a message that states that it is not necessary to spend a lot of money to own something durable. Target Mature women, who have the luxury of spending money on a bag, at a very elevated but accessible price, and who are looking for long lasting accessories. Corporate Values - Responsibility - Quality - Personalization Evaluation
Value Proposal
Score 4
Concept
4
Scene
4
Shopping Process
5
Substantiation Small shopping store; transmitting a message is not one of its priorities. The colors outside may grab someone’s attention, but the colors inside are not attractive or inviting to stay and shop. It’s a sober space, where the garments don’t have much prominence. Due to the limited space and lack of attention, the experience while in the store is not a pleasant one. 7
Anna Povo Target Designs for women specifically between 35 and 50 years of age; women that are looking for a way to feel unique. Rational Benefits This brand offers a different look and exclusivity, with specific colors that make the woman wearing these garments feel very special. Because it’s a designer store, alterations are customized and personalized. These are garments for a serious woman; these are no lastes trends, but the focus is placed on comfort. Key factors to success Personalized attention, leading to clients feeling unique and important, with real exclusive garments. Evaluación Value Proposal
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Score 5
Substantiation
Good store design; however, it does not transmit the values or messages of the brand. It has very bright colors, making it attractive to the eyes. However, the store concept would have to improve to maintain the contact.
Concept
7
Scene
7
Because it grabs attention, the store is easy to remember; however, it does not define its target.
Shopping Process
7
Good relationship between the atmosphere and the client; equally so, the salesperson makes the experience a pleasant one.
Musonka Target Young women, primarily high-middle class (between 20 and 30 years old)
Corporate Values -Exclusivity -Uniqueness -Transparency Rational Benefits Unique designer pieces, which makes it special. Exclusive for emergent designer, so prices are not high.
EvaluaciĂłn Value Proposal Concept Scene Shopping Process
Score 7 9 7 4
Substantiation Good atmosphere and concept, but there is a lack of communication with the designers. Colors that stand out to grab attention, especially because of its location, and the colors of the neighborhood. Good appearance and atmosphere; however, it does not transmit its brand. It’s a small store; therefore, the passing through the store is not long. However, the lack of attention makes the passing even shorter. 9
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Retail and Communication To create a device that links MACBA and Corte InglĂŠs with the Helvetica typography and perfume.
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Essence Box Brief Within the frame of presenting the perfume Helvética at the Corte Inglés, and the exhibit at the MACBA that reviews the Helvetica typography, a communication device was created to link these two points which, in the public space, offers a Helvetic look by means of a product (the perfume), and a graphic element (typography).
Strategy Located at the Plaça dels Ángels, our device is visible from any access way to the square, due to its color and size.
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We hope to get the attention of the Helvetica typography fans, considering this represents the target we are addressing. We do this by filling a cubic shape device with letters. However, contrary to being filled with nonsense letters, these are words that express the characteristics of Helvetica. The box suggests a path that invites you to explore and to immerse yourself in the Helvetic lifestyle. The experience through the “Essence Box” is unique to each person -from discovering the words in the exterior until feeling the perfume in the interior, thus showing the versatility of the typography and the message of the perfume. Solution The main objective of the “Essence Box” is to show the essence of the Helvetica and the world created by its fans through the social media, Twitter and Instagram. The message sent is that Helvetica is a lifestyle where the primary concept is “Be Helvetic”, as synonymous for perfection, taking into consideration that, for the fan universe, this typography is perfect, pure and simple. Helvetic is placed at the highest in the podium, and therefore, its followers are too. 13
Discovery
It’s visible from the three points of access, and stands out in the surrounding because of its color and size.
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Construction LED stripes
Matte words.
Transparent Methacrylate
DM box, white on the inside, black on the outside
Stainless steel plinth
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Visual Merchandising Businesses Analysis: The Body Shop and Sabon to detect the faults and to propose improvements through the design of both iconic furnishing and outfit furnishing.
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The Body Shop ALMACEN
ALMACEN
Viewing lines 18
Focal Points
Entrance
Product & Stock
-Graphic element at the entrance that invites you to “discover” the products for your type of skin. -From outside you can see a fresh and quiet ambiance. -There is a piece of furniture portraying a fruit cart with words like: Taste me, Want me, Buy me.
-The packing is attractive -The display of certain more specialized product is lesser, versus that of other products with higher turnover (soaps, lotions, shower gels, etc.).
Lighting ALMACEN
ALMACEN
Platinium
Platino
Hot Zones
Zonas Calientes
-General light, cold light (drugstore style) -The furnishing light is directly to the product but it creates shadows that don’t look well.
Gold
Oro
Graphic Communication Cold Zones
Zonas frías
Silver
Plata
Bronze
Bronce
Perimetral, that disappears with the display of the product. -Screen showing the history of the brand (too much text); the color does not have enough contrast and disappears with the light.
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Furnishing Improvement Proposal Back to Nature
Anita Roddick always believed in nature as the source of wellness and beauty. She dreamed of a world where it is possible to take advantage of, without exploiting it. With these values, in 1976 she started her enterprise, The Body Shop. Today we search to highlight these values in its stores. 20
Outfit
The furniture is made of Okume Playwood WBP. The festive moment of the furniture, by its curves, could be to caress the furniture, stroke the exterior of its curves with the hand. It’s easy to maintain; you only need to wipe its surface with a rag. There is not too many products considering it’s a more exclusive line. It will carry the line of products OILS OF LIFE.
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Iconic
The furniture is of Okume Playwood WBP. The festive moment of the iconic furniture, as with the outfit furniture, would be that, because of its curves, caress the furniture and stroke the exterior of its curves with the hand. Its maintenance needs more dedication due to the tiny spaces between the sheets. The narrowest parts can be accessed with a brush. It only displays one product: a design piece.
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Sabon
Vision Lines
Focal Points 23
Entrance
Product & Stock
-Window Display with the product -Graphic element at the entrance that invites to “taste” the product -From outside you can see a warm, relaxed ambiance.
-Window Display with the product -Graphic element at the entrance that invites to “taste” the product -From outside you can see a warm, relaxed ambiance.
Lighting
Platino
Platinium
Hot Zones
Zonas Calientes
Gold
Oro
Cold Zones
Zonas frías
Silver
Plata
Bronze
Bronce
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-Two ceiling lamps provide a more refined atmosphere, premium, focal points inside the store. -In addition to the general lighting in the store, each piece of furniture has points of light spotlighting their products. Graphic Communication -Many graphic pieces communicate discounts throughout the store -Some pieces communicate new collections.
Lighting Shopping center scale lighting design and concept.
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Transition
Teavana
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Designed for a person that looks for an experimental atmosphere, quiet and peaceful. This person lives a busy life; here he/she will find an escape and enter a world where relaxation is the only concern.
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Materials
Vertical backlight
Intimate light
Backlight under tables
Horizontal backlight
- Light level: Degradation from high to mid-low. - Contrast: High - Light color: Neutral 3500-4000K. - Position and direction: Integrated with architecture, from the top.
Directed light
Product accentuation
Natural light in contrast
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Natural light in contrast
LumiGrid Fabricante LumiGrid 31 Lm Output Potencia 0.35 W/h Difusa Óptica 4000 Color Lumenalpha Downlight Clear Small Si Dimm 67 IP Fabricante Lumenpulse 1300 Lm CRI Output 16W Potencia LED Fuente
Product accentuation
T01 T02
Óptica Color Dimm IP CRI Fuente
20º 3500K No 20 95+ LED
Directed light
Quintessence Recessed Spotlight Fabricante ERCO Output 2475Lm Potencia 18 W Óptica 47º Color 3500 K Dimm No IP 20 CRI 80+ BiblioFuente Sospensiones Rame LED
T03 30
Fabricante Viabizzuno 500 Lm Output
Difuse backlight
Shop in Shop Christmas Pop-Up Design Store for Swarovski and the launching of its new collection.
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Swarovski
Concept
Galaxy
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Movement
Swan Constellation
Contrast
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Concept Store Concept Store Design for Vitra, including Home, Office and Visplay.
+ Project nominated for ELISAVA Professional Edition Awards. 36
Vitra Factory
Community & Coworking 37
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Retail Design + Shopping
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Big Scale Shopping Technical and conceptual design for RMU + Seating Zone in a shopping center located in the Middle East.
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Clorofila
Healthy food inspired by nature 44
Target
Product
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Big Scale Lighting Design for a Shopping Center in Barcelona: L’illa Diagonal.
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L’illa
Follow my movement, your movement.
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Considering the previous lighting analysis between the different zones in the shopping center, we have chosen the vertical circulation to create an experience when the consumer enters and exits the shopping center, using the lighting as the main tool. We consider that, since this space represents the first contact the consumer encounters, it has the power to change the perspective and state of mind of the person, thus achieving an entrance view, and a good disposition to move around and shop while in the shopping center.
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The circulation in the shopping center is vertical, linking the parking docks with the exterior tunnels. Four floors in the basement are intended for parking. Basement Floor -1, with the highest altitude, provide the longest escalator ride.
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It is a zone of constant flow, incoming and outgoing. People that arrive in their personal transportation to all parking areas come to this floor, as well as people that after walking the shopping mall decide to leave the shopping center.
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Virtual Branding Communication strategy for the brand Play-Doh to promote its new game, by means of a Pop-Up Store, and utilizing new techniques.
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Play Doh
Bring your imagination to life
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Be a part of your Play-Doh world, create your character and take it home.
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Through this point of sale, Play-Doh launches and markets its new product, in collaboration with Apple, and therefore looking to be at the forefront of technology, without losing the essence of the brand.
Through this pilot point of sale at the Avenida Portal del Angel, the brand Play-Doh is carrying out studies, which will allow them to find out the feasibility of opening their own store, through a unique experience that provides a closer encounter with their consumers and buyers. 60
Travel Retail Complete Duty Free design located in the Lima, Peru airport.
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Duty Free Lima
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Concept Geometry of the Peruvian landscape and architecture, combined with the colors of the culture and its people.
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Materials
Metal
Porcelain
Terrazzo
Cedar wood
MDF
Bubble Plan 64
Miscellaneous Area 65
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The Miscellaneous area include: jewelry, sunglasses, watches, and leather goods.
Windos Display
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Furniture for watches 68
Furniture for sunglasses 69
Sustainable Retail Space design + packaging, and the creation of a communication strategy for the brand Ecolaf. The design and the process should be completely sustainable and hold the LEED certification
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Ecoalf Textiles made of recycled coffee grounds
Textiles made of recycled plastic bottles
Textiles made of old tires
Textiles made of recycled wool
Textiles made of recycled fishing nets
Ecolaf creates more than 100 textiles derived from recycled products. 71
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Escaparatismo Design of a showcase for store CLO’s Spring/Summer season.
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CLO “Essence in every stitch”
+ Project nominated for ELISAVA Professional Edition Awards. 76
Our concept -essence in each stitch- considers that the foundation and the beauty of the world of couture is CLO’s special sensitivity towards the sustainable and the domestic ̜ values that provide a single touch to its brand. Our design has its roots on the importance of said essence and values that CLO wants to stand out. Our artistic display is designed with volume, and is carried out by wood needles that measure 30 cm in length, hanging from thread. These needles are created by a local artisan, with reused wood which originally came from an 1837 building, thus, maintaining the sustainability and local concepts. The vinyl adhered to the glass will send messages about the items displayed on the mannequin, which were chosen to stand out the Spring colors. 77
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The main objective is the creation of a display case that relays the message of sustainability and what is behind the brands. 79
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The vinyl located in the glass of the display case, appearing in the first plan, relay the message of what is behind the brand of the items displayed. 81
Communication inside the store
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Social Media Campaign #somethingscooking
Since this campaign is based in Spain it would be #algoseestacosiendo. Cosiendo (sewing) and cociendo (cooking) soudn the same in spanish, so the idea is to have a ‘‘double meaning’’ campaign, because we are preparing something really good (cooking) in the store that hightlights the esence in every stitch (sewing)
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Scale Model
Credits and Collaborations Marketing + Andrea McKay Comunicación y Retail + Andrea McKay + Natalia Ganem + Michelle Izurieta + Elisa Sangüesa Visual Merchandising + Andrea McKay + Diana Tume + Daniela Vanegas Lighting - Teavana - Andrea McKay - Francisco Manzanares - Maria Fernanda Rueda - Andrea Pacheco Swarovski - Andrea McKay - Michelle Izurieta - Gabriela León - Andrés García
Vitra Factory + Andrea McKay + Nayeli Amezcua + Michelle Izurieta + Gabriela León + Andrés García Clorofila + Andrea McKay + Emilia Sierra Guzmán Lighting L’illa + Andrea McKay + Beatriz Lario + Silvia Hernández + Andrea Pacheco
Duty Free Lima + Andrea McKay + Maria Inés Méndez-Vides + Ana Borgatti + Emma Ruiz Retail Sostenible + Andrea McKay + Daniela Jiménez Escaparatismo + Andrea McKay + Daniela Jiménez + Victoria Chan + Andrea Pacheco
Play Doh + Andrea McKay + Daniela Jiménez + Andrea Pacheco + Diana Tume
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