Retail: Denim a retail environment for the emerging fashion designer
Angela Robertson | Environmental Scale
company
The store showcases and sells denim items created by up-and-coming designers. Appealing to a wider audience through a unique experience, the store has the opportunity to build brand awareness beyond just shoppers. offering kind of like Andrea Zittel’s Smockshop
sumiinkclub.com
Angela Robertson | Environmental Scale
inquiry
Can the jean buying experience be reshaped by eliciting parallels between viewing/participating in art and buying clothing? Can elements in a retail environment encourage people to enter and linger in the space even if they do not intend to shop? kind of like Ylang Ylang by Yuko Nagayama
Frame Magazine
Angela Robertson | Environmental Scale
concept statement
This store seeks to elevate the work of up-and-coming designers to pieces of art by creating a gallery-like setting in the retail space. In elevating the product toward art piece, it is important that the atmosphere encourage visitors to enter the space and interact with the clothing. kind of like Christian Siriano
“fierce� Peter Som with mood board New York Times
Angela Robertson | Environmental Scale
tinker.com
research
compare/contrast of retail and gallery Levi’s Store, Milwaukee Av
Jackson Junge Gallery, Milwaukee Av
reason for visiting
-need to buy jeans -something catches your eye as you pass -something in window catches your eye -see announcement somewhere -sale -something to do -see what’s new -brush up on your culture -free wine (opening) -lecture by artist
user experience
-enter -greeted by employee, asked if you need help -peruse items (look, handle) -comment on products to others -search for your size -take items to dressing room -try on items to gauge fit, look on you -show to companion, get second opinion -carry items to counter for purchase -pay -carry bag home
-enter -greeted by employee -grab pamphlet -read a little about artist and work -look at art -discuss art with others -read title, materials, explanation -exit or -speak with employee about purchase -pay -dot denotes purchase of piece -exit -pick up later or have it delivered
space is used to
-display clothes -sell clothes -communicate brand identity
-display artwork -sell artwork -host events (openings, lectures) -experiment
In comparing and contrasting different aspects of the retail and gallery environments, it is clear that the gallery allows more flexible use of the Helen Tong
Jackson Junge Gallery
space, thereby appealing to more than just an art buyer.
Angela Robertson | Environmental Scale
research
The store at State and Washington is located in a dynamic part of the city.
Angela Robertson | Environmental Scale
Zones
Business district
Shopping district
Cultural institution
Tourist destination
The store
visitors
The store’s location makes it available to a wide range of visitors.
Business person may drop over lunch hour for a quick purchase, or stop in for a glass of wine during an evening lecture
Angela Robertson | Environmental Scale
Shopper leisurely walks from store to store on State Street during the weekend, chooses to visit the store because it looks interesting
Tourist on Michigan Avenue heard about the store from one of his travel blogs. As he’s in the area, he’ll drop by
Art patron visiting the MCA, she sees a poster for an upcoming designer lecture at the store
Student looking for inspiration for his final design project. First heard about the store when it hosted his school’s denim-centered fashion show
experience
clothing as art
sumiink.com
Smockshop by Andrea Zittel
Frame Magazine
Antonios Markos by Gonzalez-Haase
shop as experience
dezeen.com
Prada Transformer by OMA/Rem Koolhaas Angela Robertson | Environmental Scale
Frame Magazine
Ylang Ylang by Yuko Nagayama
sketch model
Angela Robertson | Environmental Scale
program
public use
private use
Upper and lower levels
Angela Robertson | Environmental Scale
approx sq ft
%
1000
20
dressing area
375
7.5
storage
350
7
excess inventory
180
3.6
associates area
180
3.6
circulation
2915
58.3
total
5000
100
product display
Lower level only
experience
shop mode
Preview area A couple pieces from the next featured designer are previewed
Primary display
Accessories
Excess inventory
Secondary display
Dressing area
The primary display area is where a large selection from the designer’s collection resides after a couple pieces first appear in the preview area
Denim accessories are featured on pedestals on the landing and on the way to the register
Located under the stairs but still visible outside and inside is a slowly revolving rack of the pieces on the floor, in the different sizes available
After a month in the primary display, the pieces are moved to the secondary display to be shown for another month
Inspired by Molo, the two dressing rooms are in a large foldable bubble that glows from within. There is also a bench and large mirror outside of the dressing room for those shopping with friends
Angela Robertson | Environmental Scale
experience
event mode
Janet Myer PR Photos
Designer speaks Featured comes to talk about work
Angela Robertson | Environmental Scale
Getty Images
Refreshments Like an art opening, there are refreshments. Store accessories and use pedestals as cocktail tables
Carteco Design Centre
Fold dressing room For extra room, dressing room may be folded up
concept sketch
shop mode
Angela Robertson | Environmental Scale
concept sketch
event mode
Angela Robertson | Environmental Scale