Antonio Marongiu Retail design
CONTENTS MARKET RESEARCH pg 4 CONCEPT PHILOSOPHY pg 6 MOODBOARD pg 8 PROGRAMMING pg 10 FLOOR PLAN pg 12 BASEMENT PLAN pg 14 INTERIOR ELEVATION pg 16 FURNITURE + LIGHTING SELECTION pg 17 RENDERING pg 18-23
Lardieri’s is a trendy store, selling clothing, accessories and shoes, which are the product signature of the store. Located in the Flaminio district, renowned weatlhy area in the north of Rome, the store has become a landmark for young people in the city of Rome. The owner is willing to renovate the shop to bring the design up to date with the latest fashion trends and offer customers an unforgettable shopping experience. Freshness, modernity, dynamism are the keywords that the owner aims to communicate with this project.
Lardieri Store | 3
MARKET RESEARCH
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Analyzing market and trade area, including households lifestyle and habits, and identifying competing stores in and near trade area have been critical elements to define the style for the retailer renovation. Product analyisis also helped to define the store design concept.
STOCK HOUSE PARIOLI CANULMODE
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4 | Market Research
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COMPETITORS: - Canulmode • Women’s clothing boutique • Medium and high-end multibrand made in Italy - Alternative • Women’s vintage clothing store • Selected vintage products; medium and high-end - Sophintage • Women’s vintage clothing store • Second hand products and vintage; medium end - Midali on the road • Women’s clothing boutique • High-end store, focused on made in Italy single brand - Stock House Parioli • Outlet store • Sportswear and casual products; medium and high-end
LOCATION: The store is located in a commercial area, in the heart of a residential neighborhood. Area is featured by bars, restaurants and banks .Near to Lardieri’s store we can find a pizzeria, a travel agency and a greengrocery shop.
LARDIERI’S PRODUCTS OFFER: Store offers medium-high range brands, such as Barbour and Blundstone etc. The dark tones of the products portfolio (olive drab, black and brown) inspired the opportunity to create a colour contrast with the store walls, which are clear and bright.
Retail Design | 5
CONCEPT PHILOSOPHY
FRESH 6 | Concept Philosophy
TRENDY
Lardieri store target is young adults between 16 and 35 years old, so the design goal is to create a pleasant and contemporary place where customers can have an enjoyable shopping experience and at the same time have the opportunity to easily navigate around the innovations and the store layout, including taking a selfie while shopping and wearing new clothes. To achieve these emotions and create an unforgettable shopping experience, the concept is based on an urban style with the use of colors and materials that convey a fresh and modern lifestyle. Urban style is used not only to result appealing to young customers, but also to enhance the attributes of the products sold by the owner.
ENJOY
Retail Design | 7
8 | Moodboard
Retail Design | 9
PROGRAMMING BUBBLE DIAGRAMS Store layout analisys and the circulation study helped to develop the different spaces of the store, allowing an improved environment for customer and employees and a better shopping experience.
Employee areas Customers areas 10 | Programming
SKETCHES
Retail Design | 11
FLOOR PLAN
1. Entrance 2. Display table 3. Women products display 4. Men products display 5. Products display for impulse purchase 6. Checkout
A Floor Plan
Scale: 1/8” = 1’-0”
12 | Floor Plan
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FINISH PLAN
Finish Materials M1 - Concrete M2 - Chestnut wood M3 - Lacquered mahogany wood M4 - Scratched metal Finish Plan
B Scale: 1/8” = 1’-0” M1
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Retail Design | 13
BASEMENT PLAN
7. Fitting room 8. Women past seasons collection display 9. Men past seasons collection display 10. Storage area 11. Closet 12. Employee bathroom
C Basement Plan
Scale: 1/8” = 1’-0”
14 | Basement Plan
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FINISH PLAN
Finish Materials M1 - Concrete M2 - Metal plate M3 - Lacquered mahogany wood M4 - Scratched metal
D Finish Plan
Scale: 1/8” = 1’-0”
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Retail Design | 15
INTERIOR ELEVATION
L1 - Pollux Wallwasher
L2 - Skim Downlight
L3 - Oseris Spotlight
Ceiling Height 23’-10”
Ground 1 9’-9”
Ground 0 0’-0” Original brick partially covered in white paint
Notes Lighting design principles of a fashion retail recommend an average illumination of 200 lux for transit areas and 500 lux for the goods on display. LD was created using Dialux software. Each light choice aims to allow the following tasks: - L1 Wallwashers are used to illuminate the internal walls; - L2 Downlights are used to illuminate the floors evenly; - L3 Spotlights are used to illuminate directly and emphasise the products. 16 | Interior Elevation
FURNITURE+LIGHTING SELECTION • Iron
pipe and wood shelf
• Checkout
• Industrial
made of wood with iron
table with a raw timber top
Lighting selection L1 - Pollux Wallwasher 10W LED | ERCO L2 - Skim Downlight 19W LED | ERCO L3 - Oseris Spotlight 10W LED | ERCO L4 - Industrial pendant lamp
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Furniture + lighting selection | 17
ENTRANCE AREA Upon entering the store, in the middle of the room we find a display table that creates a circulatory path into the environment; instead on the walls (original brick partially covered in white paint to increase contrast with products) you see the furniture made with iron pipe and wood shelves. Main products are placed on the shelves: the shoes are sorted vertically by color. Products on the display table are arranged in a pyramid scheme following a visual merchandising strategy to increase sales.
Rendering | 19
WOMEN PRODUCTS DISPLAY Entering in the second environment of the store, attention is captured by the area designed for women: shelves containing accessories, display of dresses on sale (located next to the checkout, for an impulse purchase) and finally a mannequin wearing the clothes exposed. The customers circulation on floor plan ends with checkout, placed so that the employee can look all the store. The products arrangement follows the rules of visual merchandising: the bags are arranged in a diamond pattern with the remaining space occupied by accessories
Rendering | 21
FITTING ROOM AREA The choice to place the fitting room area downstairs, comes from the study of the customer’s psychology who prefers to try privately clothes or shoes. Going down the stairs, into the environment covered by barrel vault, there is in the middle of the room a large pouf useful to try on shoes, while to try the clothes there are two dressing rooms. On the walls, you see many shelves useful to show other products while the customers are trying the clothes. The location of the fitting rooms near the storage area allows employees to quickly take the clothes or shoes size for customers.
Rendering | 23
THANK YOU.
Antonio Marongiu
CONTACT INFORMATION PHONE: +39 3491282871 EMAIL: antoniomarongiu@hotmail.it