NEUTRE
STORE
CONCEPT
THE WHOLE IDEA BEHIND NEUTRE IS TO CATER TO THE MARKET THAT IS GENDER, COLOR, AND SILHOUTTE NEAUTRAL. IT IS A BLEND BETWEEN THE FINE LINE OF FEMALE AND MALE. IT CATERS TO THE INDIVIDUAL THAT IS NOT AFRAID TO DRESS OUTSIDE OF THE EVERYDAY NORM.
FOR THE WOMAN WHO IS NOT AFRAID TO EXPLORE HER MASCULINE SIDE AND THE MAN WHO IS NOT AFRIAD TO EXPLORE HIS FEMININE SIDE.
AS WELL AS GENDERS BEING BLENDED THIS STORE BLENDS ART WITH FASION. THE AESTHETIC OF THE STORE IS BASICALLY A RETAIL SPACE INSTALLED INTO AN ART GALLERY. ART INSTILLATIONS BECOMING A OF THE FASHION ON DISPLAY.
A HIGHLY CURATED RETAIL HIGHLY CURATED CUSTOMER
FOR
A
PART
ULTIMATE
CUSTOMER
MALE//FEMALE INNOVATOR TREND SETTER 23-30 YEARS OLD WORKS IN ART OR TECHNOLOGY EASILY ACCESSABLE SOCIAL MEDIA SAVVY SURROUNDED BY INNOVATORS 45,000-75,000 (START) +
ATMOSPHERIC
ELEMENTS
THE COLOR PALETTE OF THE STORE IS VERY NEAUTRAL -- COEXISTING AMOUNGST THE CONCEPT OF GENDER NEAUTRALITY WE DECIDED TO KEEP THE WHOLE CONCEPT WITH THE STORE NEAUTRAL. THERE IS A LOT OF EXPOSED CONCRETE IN THE INTERIOR OF THE STORE WITH WHITE WALLS WITH THE OUTSIDE OF THE STORE BEING MARBLE. THE MOOD OF THE STORE IS VERY MINIMALISTIC ALLOWING THE ART AND CLOTHING TO STAND ALONE WITH MINIMAL DISTRACTION FROM THE FIXUTRES. THE LIGHTING IN THE WINDOWS IS SPOT LIGHTS. SINCE THERE IS NO MERCHANDISE IN THE WINDOW BUT TWO STATUES THERE IS ONLY ONE SPOT LIGHT ABOVE EACH SCULPTURE.
ASSORTMENT
MIX
WITH THE WHOLE THEME OF THE STORE BEING GENDER NEUTRALITY WE HAVE DECIDED TO KEEP THE CLOTHING VERY VERSITILE. WE CARRY BOTH READY TO WEAR, SHOES, AND ACCESSORIES. THE DESIGNERS INCLUDED IN THE MIX ARE: HELMUT LANG RAD HOURANI THE ROW ERNEST NARANJO BALENCIAGA
OUR ASSORTMENT OF DESIGNERS WILL CHANGE WITH EACH SEASON DEPENDING ON COLLECTIONS
TO KEEP BACKSTOCK LOSS AT A MINIMIUM WE WILL ONLY HOLD SAMPLE SIZES ON DISPLAY AND ORDER THE MERCHANDISE FROM THE STORE AND SHIP IT TO THE CUSTOMER. WE WILL HOLD MAXIMUM THREE PIECES IN THE STORE, AFTER THAT EVERYTHING WILL HAVE TO BE SPECIAL ORDERED. THIS WILL PREVENT PROFIT LOSS THROUGH END OF SEASON MARKDOWNS ON ACCESS MERCHANDISE.
Store
Vision
STORE
FRONT
KEEPING IT VERY CLEAN AND MINIMAL WE HAVE ONLY INSTALLED TWO SCULPTURES ON BOTH SIDES OF THE DOORS WITH SPOT LIGHT LIGHTING ABOVE EACH. THE SCULPTURES THEMSEVLES ARE VERY NEATRAL AS WELL, THERE IS NO SIGN OF GENDER IDENTIFICATION IN EITHER. THE WINDOW IS AN OPEN BACK WINDOW SO YOU ARE ABLE TO SEE THE RETAIL SPACE BEHIND THE SCULPTURES. THE REASONING BEHIND THIS IS THAT IT WOULD BE DIFFICULT TO TELL WHAT THE RETAIL SPACE ACTUALLY WAS IF YOU COULD NOT SEE PAST THE WINDOW. THE OPEN BACK WINDOW ALSO ALLOWS FOR NATURAL LIGHT INTO THE STORE. THE DOOR IS ALSO A PANEL OF GLASS THAT OPENS ON EITHER SIDE -PIVOT DOOR
FLOOR
PLAN
THE FLOOR PLAN FOLLOWS THE WINDOWS MINIMALISTIC AESTHETIC. WHEN YOU WALK INTO THE STORE IT IS A VERY OPEN FLOOR PLAN. YOU WALK IN AND THERE IS A WHITE WALL WITH THE STORES NAME “NEUTRE” ON EITHER SIDE THERE ARE THREE ROWS OF COLOMNS, STORE ACCESSABILITY IS AVAILABLE ON EITHER SIDE OF THE WALL. WHEN YOU WALK IN ON THE RIGHT OF THE STORE YOU SEE THE SHOES ON A SET IN-WALL DISPLAY WITH A SITTING AREA IN FRONT. ON THE BACK WALL WE SEE A HUGE ART INSTILLATION ON THE WALL ALONG WITH ANOTHER SET IN-WALL DISPLAY WITH READY TO WEAR. IN FRONT OF THAT DISPLAY WOULD BE ANOTHER ART ISTILLATION. IN THE MIDDLE OF THE SALES FLOOR WE HAVE OUR ACCESSORIES IN GLASS MEUSEM DISPLAYS
LAUNCHING
EVENT
THE WAY WE WOULD ANNOUNCE AND LAUNCH THIS STORE WOULD BE BY LAUNCHING IT LIKE A MUSEUM GALLERY. LIVE MODELS STANDING AND POSING AS PEOPLE WALK ABOUT THEM AS IF THEY WERE A SCULPTURE PIECE OR PAINTING. LIVE SCULPTURES. GUESTS WOULD INCLUDE THE CITIES MOST INFLUENTIAL ON SOCIAL MEDIA PLATFORMS, SOCIAL GROUPS, AND COMPANIES -- THAT WOULD BE THE BEST WAY TO GET THE STORE IMAGE OUT; AS WELL AS SENDING MULTIPLE PRESS RELEASES DAYS BEFORE THE OPENING AND MONTHS IN ADVANCE WITH THE ANNOUCNEMENT OF THE STORE. ADVERTISING IN MAGAZINES AND ONLINE PUBLICATIONS. START AT THE INNOVATOR AND WORK DOWNWARD.
NEUTRE