Online to Offline Vi s u a l Tr a n s l a t i o n a n d B r a n d s c a p i n g f ro m t h e I n t e r n e t R e t a i l i n g t o P h y s i c a l S p a c e
Case Study of CY CHOI: In-between Spaces
Head of Fashion School BARBARA TREBITSCH
Course Leader
Mentor
Tutor
GIANFRANCO OLIVOTTO
STEFANO SATI
CATERINA LUNGHI
by CHRISTOPHER SURYA
Master in Fashion Styling and Visual Merchandising 2012/2013
analysis and research
Online to Offline From the Internet retailing to the classic traditional brick-and-mortar
‘But what we've learned recently is that the
According to IBM, 50
percent of online sales
offline
experience of touching
‘If there's one thing
and feeling clothes isn't
showrooming teaches
going away.
us, it's that consumers
But most of all, executives at the
consumers first
stores say,
browsed online. Still,
touch and feel their
more than 8 out of 10
merchandise .
people want to
shoppers made their We were hearing, more and more,
still want to see what they are buying in person —whether it's
always easy also to
requires a focus on
visual merchandising and a different labor
checking the fit of a pair
model. The brands must
of pants or judging an
figure out how to keep
items' quality—so
I want to try this on
naturally, e-tailers are
before I buy it. That
deciding to set up
continued importance of physical retail locations.
doesn’t mean the offline
physical stores .’
underscoring the
business is online, it's not
launch a store, which
were generated after
purchase in store,
‘But because their core
their brand in sync
across the various channels (omnichannels).’
world is going away — it - Jill Pu leri, vice p resid en t a n d
just means it’s changing ’ - An d y Du n n , CEO o f Bo n o b o s
g lo b a l reta il lea d er a t I BM
- S u ch a rita Mu lp u ru , p rin cip a l a n a lyst st a t Fo rrester Resea rch
analysis and research
Online to Offline From the Internet retailing to the classic traditional brick-and-mortar
Online Internet presence
Brandscaping Visual translation Image, identity, DNA
Offline Physical store Tangible
Intangible
OBJECTIVE :
Coherent + consistent visual image online and offline throughout brand analysis Retail design and Visual Merchandising Online – offline integration
analysis and research Urban; direct visual and communication
Simplicity; minimal; neutral colors and elements
1 Case studies
Black and hint of colors; playful; mysterious
American vintage; preppy and urban
Playful;colorful; cheerful
analysis and research Urban and raw; Urban;with direct dominant wood visual and texture; black painted communication walls and concrete as other elements
Simplicity; Minimal; light wood minimal; tone; whiteneutral painted colors and elements walls
Artistic and playful; Playful;colorful; colorful; cheerful contrast; strange combinations; theatrical comical
1 Case studies
Dominant Black and withhint black tone, of colors; contrast lighting; playful; playful; mysterious mysterious
Library American style vintage; interior; preppy classic and and vintage; urban American-urban style mixed with Art deco 1920s
analysis and research
The brand should
only exist online
and does not have any tailor-made custom and personalised physical store yet, except some corners.
2 Choosing the brand
The brand should have
a strong brand
image and identity. Criteria ?
The way the
brand presents its ideas and visual communication is very important.
The brand should be more or less
a niche
and unique . Distinctive among others and have received recognition from the consumer and public.
analysis and research
2 Choosing the brand
analysis and research
3 Brand analysis
CY CHOI, with the head designer Chul Yong Choi, is based in Seoul, Korea (South). It was launched in 2009 in Paris.
The launching of the collection often done at MC2 showroom in Paris or during the Seoul Fashion Week.
CY CHOI collection available in some online stores such as BLACK CELEBRATION, VERTICE, YOOX, MSKSHOP.NET, and many more.
analysis and research
The design focused on the
3 Brand analysis
contrast silhouettes,
materials, compositions, and colors. ‘Sitting four examples of connotation: composition, fabric, color, and silhouette – perhaps the ideas behind the brand are more conceptual than the clothes themselves, one things is for sure Cy Choi is certainly a craftsman of wearable clothing rooted in what he calls intentional logic which directs connotative implication’
- VOGUE TALENT
analysis and research
3 Brand analysis
analysis and research
M A I N W EBS I TE
analysis and research
P H I LO SOP HY
BOUNDARY The boundary is to differentiate the objects from exclusive line. But through this thin line being microscopically disassembled from both attribute accomplish various layers. Like there’s
countless spectrum exists for black and white boundary. Potential disassembled line is no longer exclusive attribute but has potential to be symmetrize. Standing above the boundary contiguity of an object will focus on the positive aspects.
analysis and research
I N S P I R ATIONS
Christian Boltanski
Joseph Beuys
analysis and research
I N S P I R ATIONS
Jannis Kounellis
Sophie Calle
analysis and research
LO O K BOOK 8 COLLECTIONS
Fall/Winter
‘10
Spring/Summer
‘11
‘12
‘13
analysis and research
LO O K BOOK 8 pCr O S i nLgL / SEuCmTmI O e rN2S0 1 3 ‘Spectrum’
analysis and research
LO O K BOOK 8 pCr O S i nLgL / SEuCmTmI O e rN2S0 1 3 ‘Spectrum’
analysis and research
LO O K BOOK 8F aCl O l/L WLi nEtCe T r I2O 0 1N3S ‘‘SDpeeucxt rO u m ’b r e s ’
analysis and research
LO O K BOOK 8F aCl O l/L WLi nEtCe T r I2O 0 1N3S ‘‘SDpeeucxt rO u m ’b r e s ’
analysis and research
LO LOO OK KBOOK BOOK ‘Interject’
analysis and research
LO LOO OK KBOOK BOOK ‘‘IInnot es rc juelcatt’i o n ’
analysis and research
V I S U A L C O M M U N ICATION
advertising campaign SS2012
advertising campaign FW2013
analysis and research
V I S U A L C O M M U N ICATION
printed communications
invitations and press kits
analysis and research
P ER S O N A Men between 25 – 40 years old Art, style, fashion and technology aware Independent, mature, flexible Mysterious, self-conscious Profound , conservative but modern and carefree at the same time Monochromatic with likes of hints of colors Favours some tailored look, loves details
concept
BR A N D S C A PI NG
Experimental
Always looking for new and innovative way; free and open minded
Materiality
Combining different
Silhouette
Play of light and shadow, poetic
materials,
and dim,
textures, shapes,
gradation
compositions
concept
BR A N D S C A PI NG
Flexibility
Contrast
Multifunction,
Materials, form and shape
Adaptable Mobility, everchanging Surface, furniture Partition,visual display
Shades of grey
Textures
Soft x Rough
Colors
Solid x Transparent
Depth
Light x Heavy
Light
concept
I N S P I R ATIONS flexibility
shapes and forms
repetition
silhouette
concept
C O N C EP T
main programs / activities
SHOWROOM Displaying new collections
STORE Selling and buying
Meetings with buyers
Shopfloor
Hosting special clients
Displaying merchandises Browsing through
EVENTS Launching of new collections Fashion show Marketing events Movie night Communal space
concept
C O N C EP T
SHOWROOM
STORE
EVENTS
concept
C O N C EP T
EVENTS
SHOWROOM EVENTS STORE
STORE
concept
C O N C EP T
STORE
EVENTS STORE
SHOWROOM
concept
C O N C EP T
SHOWROOM STORE
STORE
EVENTS
concept
C O N C EP T
in
SHOWROOM b eSTORE tween Selling and buying Shopfloor
spaces
Displaying merchandises Browsing through
concept
O N LI N E -OF F LINE S Y N C
QR code option Synchronized price between online and offline to prevent ‘showrooming’ effect
project
APPROX. 200SQM
project
SHOWROOM - STORE
project
SERVICE
project
FRONT DESK
WINDOW
project
‘FLEXIBILITY’
project
‘FLEXIBILITY’ ROTATING DOORS AS DIVIDER/PARTITION, ALSO DISPLAY TOOL
project
OFFICE
SERVICE
CHANGING ROOM
project
SCENARIO VISUAL TOOLS #1 : STORE / FIXTURES
project
SCENARIO #1 : STORE
project
SCENARIO #2 : SHOWROOM -STORE
project
SCENARIO #3 : EVENT – FASHION SHOW
project
project
M ATER I A LS
Concrete floor finish
Pivot doors in dark finish copper
Plastered concrete wall
Plain plastic curtain
PVC curtain
Black steel square tube
MDF panel
Black steel suspension cable
Fluorescent light
project
LAY O U T P LA N
B AC K O F F IC E
STORE / SHOWROOM
B AC K O F F IC E
W IN D O W C AS H IE R / FRONT DESK
S T O R AGE T O ILE T
STORE
F IT T IN G ROOM
project
LAY V I S UOAULTMPER LAC NH A N D ISI NG Spring/Summer 2013 Panel 3
Grouping based on : Colors Patterns Graphics Lookbook grouping
Panel 1
Panel 1
Panel 2
Panel 3
Panel 4
Panel 2
Panel 4
project
LAY V I S UOAULTMPER LAC NH A N D ISI NG Spring/Summer 2013 Grouping based on : Colors Patterns Graphics Lookbook grouping Table 1
Hanger 1
Hanger 2
Ta b l e 1
Panel 1
Hanger 1
Hanger 2
Hanger 3
Ta b l e 2
Panel 2
Table 2
H a n ge r 4
Ta b l e 3
Panel 3
Hanger 3
Panel 4
Hanger 4
Table 3
project
V I S U A L M ER C H A N D ISI NG Fall/Winter 2013 Panel 3
Grouping based on : Silhouette Material Pattern Length and volume Lookbook grouping
Panel 1
Panel 1
Panel 2
Panel 3
Panel 4
Panel 2
Panel 4
project
V I S U A L M ER C H A N D ISI NG Fall/Winter 2013 Grouping based on : Silhouette Material Pattern Length and volume Lookbook grouping Table 1 and 3
Hanger 1
Hanger 2
Ta b l e 1
Panel 1
Hanger 1
Hanger 2
Hanger 3
Ta b l e 2
Panel 2
Table 2
H a n ge r 4
Ta b l e 3
Panel 3
Hanger 3
Panel 4
Hanger 4
project
ELEVATI O N Showroom period
– panel/pivot door scenario
project
ELEVATI O N All-store scenario
– panel/pivot door scenario
project
ELEVATI O N Event scenario
– panel/pivot door scenario
project
ELEVATI O N Fall/Winter 2013
– in-store display
project
ELEVATI O N Spring/Summer 2013
– in-store display
project
ELEVATI O N
– in-store display
Spring/Summer 2013 – Showroom period
project
W I N D OW D I S P LAY Spring/Summer 2013 scenario SPECTRUM – light frames
project
W I N D OW D I S P LAY Fall/Winter 2013 scenario DEUX OMBRES – shadows and moonlight
project
W I N D OW D I S P LAY Event scenario
EVENTS
STORE
SHOWROOM
EVENTS STORE
in
SHOWROOM b EVENTS eSTORE tween
spaces
SHOWROOM STORE
fin.