The concept of the design is based on the layering of fabric which makes for an intricate play of private and intimate moments in the retail ritual which we are accustomed to, and challenges them by shifting the relationship between each stage. The clothes rail found in every retail store in the world, and developed as a meme. Its use is shifted from the pure purpose of hanging clothes to being part of the architectural environment. The consumer is directed by the rail and it is a clear indicator of where to find the product. The rail could go beyond this and enable the user to be liberated from the ground plane and explore the navigation through a revived 3 dimentional architectural space.
DANIEL REYNOLDS
PLEATED COMPOSITES DS13 I 2012-2013 I ATTENTION ECONOMY UNIVERSITY OF WESTMINSTER SCHOOL OF ARCHITECTURE AND THE BUILT ENVIRONMENT DESIGN TUTORS: ANDREI MARTIN ANDREW YAU
DANIEL REYNOLDS I PLEATED COMPOSITES BOOK 01 I DS13 I 2012-2013 I ATTENTION ECONOMY
The research in this book leads to a design proposal consisting in a series of layered spaces which takes the retail shopper off the crowded and stressful Oxford Street into a serene retail space in the public park of Soho square. The pavilion houses different activities, but is be mostly used as a pop up store for retail chains such as Topman and Zara.
DS13 I 2012-2013 I ATTENTION ECONOMY
PLEATED COMPOSITES AQUARIUM + RETAIL THERAPY ON OXFORD STREET, LONDON
BOOK 01 - RETAIL INSTALLATION DANIEL REYNOLDS
ATTENTION ECONOMY
2
PROFILES + CONDITIONS
A RETAIL RITUAL
Window Shopping Screens
Express Paying System
Changing on the Spot
This rigid pattern is testied through a viewing machine that test different compostions of the same scenarios. The result is a distortion of the ritual which can be manipulated for a more relaxing and efficient experience, fighting against the current stressfull topshop model. In an effort to minimize the amount of queing in a shop and in view of creating a personal experience which splits off from the mass consumer model, chaning rooms are made readily available at strategic point on the timeline of browsing, in the context of the retail ritual. The chaning room can be pulled down and raised back up at any time.
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WINDOW SHOPPING BROWSING TESTING / CHANGING QUEING PAYING
User’s View
Configurations
Silouhette Casting
TESTING PRODU CT BROW SING | QUEING M AKING PAYMENT W IND OW SHOPPING
BROW SING | QUEING M AKING PAYM ENT W INDOW SHOPPING TESTING PRODUCT
MAK ING PAY MENT
A R ETAIL R I TUAL
BROWSING | QU EING
LINE OF VISION
TESTING PROD U CT WIND OW SHOPPING
LIGHT
SILOUHETTE CANVAS B R O W S ING | Q U E ING TESTING PRODUCT W INDOW SHOPPING M AKING PAYM E NT
A RETAIL RITUAL IS A CONTINUOUS L OO P OF WHICH THE U SER PERFORMS A SERIES OF ACTIONS TO OBTAIN A PROD U CT OR AN EXPERIENCE IN RETU RN. THESE SPECIF IC ACTIONS CONTAIN F UN CTIONAL & ATMOSPHERIC INFORMATION AND CAN BE M ANIPUL ATED F OR A MORE EFFICIENT, Y ET FAMILIAR RITU AL.
The interest lies within bringing the small scale museum experience into the retail space of Topman which has a very rigid model which is the same all over the world (abundance of artificial lighting, funky music, no space or buffer zone/lobby in between the inside and outside at entrance level in n order to cram as many people in and out as fast as possible, skinny mannequin models with the latest trends etc....) An implementation that could challenge the model of mass consumer retail outlets such as topman is the rearangemeent of the retail ritual. The ritual always starts on the shopping street with window shopping and entrance to the store. However, this space is often a stressful affair, with hight concentrations of pedestrians getting in the way of each other impeding the appreciation of the window exhibit. An installation making the pedestrian flow more fluid and less confussing inside and outside the shop is prosoped below on the left. An express system of paying by price range is proposed on the right, where queues are intended to be eliminated.
DANIEL REYNOLDS
Browsing / Window Shopping Testing / Chaning Queuing / Paying
DS13
The Ritail ritual, specifically clothing, consist in 3 main scenarios which are repreated.
3
ATTENTION ECONOMY
4
PROFILES + CONDITIONS By studying the different scenarios that are embedded in modern retail cultures of the west, it is possible to associate each scenario with a set of condition (ie relationship of the shop with the street, and the different stages of shopping). These can be translated into architectural conditions, which can be manifested as profile sections revelaling spatial relationships. Rails upon which are suspended fabric are lofted between each profile.The relative centre of the rails are shifted to bring privacy to the changing rooms and attention to the zones that display the product.
Profile 01
Profile 02
MERGING PROFILE 01 + 03 + 05
Profile 03
Profile 04
MERGING PROFILE 01 + 02 + 06
Profile 05
Profile 06
MERGING PROFILE 03 + 01 + 05
PROFILE EXTRUSIONS + MANIPULATIONS
DS13 DANIEL REYNOLDS
When deployed in a linear fashion, the pavilion integrates three zones of window shopping, browsing and testing, and distorts the preconceived relationships established between them in a formal exercise that resembles a catwalk, which is fitting for a retail pop up store.
5
ATTENTION ECONOMY
6
DEPLOYMENT STUDY By revolving the main profiles of the study, the installation is spatially condensed and does not need to take up as much room, and is refined to its essential qualities. The installation becomes a summary of the the scenarios present in the retail ritual.
Linear Extrusion
Circular Convave Extrusion
Square Extrusion
Square Extrusion
Hang-
Mirror Space Window
ing
Mome
Mom View ent 02 of th = e Ac t
ing +Wear
aning
[Ch duct
Mom View ent 01 of Cu = stum
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Testin
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Shopp
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= Wi
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Revolving Extrusion CHANGING ROOM
Moment 01
Moment 02
Moment 03
Moment 04
Moment 05
Moment 06
PRODUCT DISPLAY
BROWSING
BROWSING
PRODUCT DISPLAY PRODUCT DISPLAY
CHANGING ROOM
viewing changing room
viewing changing room
viewing shoes
BROWSING
viewing custumers
viewing custumers
viewing shoes WINDOW SHOPPING
WINDOW SHOPPING
DEPLOYMENT - CONCAVE
DS13 DANIEL REYNOLDS
When deployed in a circular fashion, the pavilion creates and inner courtyeard where window shopping becomes a peaceful activity away from the typical mass of pedestrians that just happens to pass by.
7
ATTENTION ECONOMY
8
VENICE BIENALE 2012 - HANGING FABRIC A series of hanging sheets of transparent fabric sheets are placed in front of a projector, where one can see the sections though the cone of projection correspond to individual scrennings of the film. The overall form of the installation is manifested through the hanging sheets in a circular fashion. The sheets have raised parts where the fabric has been pulled up and creased in order to reveal an “entrance” or a “window” which guides the shopper from the outside layers to the inner ones, and vice-versa.
Opacity Manipulation by Layering
The relationship of the pavilion with its retail usage can be apparent in the way it is constructed. The analogy of the rail and the hanging clothes/fabric can come into play to make the design synomous with fashio retail. The rail and the hanging of clothes are taken as memes and used in an innovative way to display items of clothing inside a structure which its can also be mistaken for an item you can find in a high end clothes shop.
Opacity Manipulation by Creasing
PAVILION LAYERING
9 DS13
ITERATION 01
ITERATION 01
ITERATION 02
FABRIC FORMATION
ITERATION 01
FABRIC FORMATION FABRIC FORMATION
FABRIC FORMATION FABRIC FORMATION
ITERATION 02
ITERATION 03
ITERATION 03
ITERATION 03
ITERATION 02
ITERATION 01
ITERATION 01
ITERATION 01
ITERATION 02
ITERATION 01
ITERATION 03
ITERATION 02
ITERATION 02
ITERATION 02
ITERATION 02
ITERATION 03
ITERATION 02
ITERATION 03
ITERATION 03
ITERATION 03
ITERATION 03
ITERATION 03
FABRIC FORMATION
FABRIC FORMATION
CEILING PROGRAM MORPH
FABRIC FORMATION FABRIC FORMATION
ITERATION 01
FABRIC FORMATION
ITERATION 02
DANIEL REYNOLDS
ITERATION 01
ITERATION 01
CEILING PROGRAM CEILING MORPH PROGRAM MORPH CEILING PROGRAM MORPH
ITERATION 01
ITERATION 01
ITERATION 02 01 ITERATION
ITERATION 02
ITERATION 03 ITERATION 02
ITERATION 03
ITERATION 03
CEILING PROGRAM CEILING MORPH PROGRAM MORPH CEILING PROGRAM MORPH
FABRIC FORMATIONPLAN FABRIC FORMATION 3D OBLIQUE PLAN 3D OBLIQUE 3D OBLIQUE PLAN CEILING PROGRAM CEILING MORPH PROGRAM MORPH CEILING PROGRAM MORPH
3D OBLIQUE PLAN
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Clear Customer Viewing Window Shopping
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Clear Window Shopping
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Clear Window Shopping
Customer Viewing
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Internal Browsing
Clear Window Shopping
Internal Browsing
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Customer Viewing Customer Viewing
Internal Browsing
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Changing Changing
Customer Viewing
THICKEN IC TH
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Clear Clear Window Shopping Window Shopping INTENSION DIAGRAM Changing
Opaque Window Shopping Opaque Window Shopping Entrance
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Changing
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Opaque Window Shopping Opaque Window Shopping Entrance
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Clear Clear Window Shopping Window Shopping
INTENSION DIAGRAM
Internal Browsing Internal Browsing Clear Window Shopping
Clear Window Shopping
IC TH
Internal Browsing
Window Shopping
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Clear Clear Customer Viewing Window Shopping Customer Viewing Customer Viewing Window Shopping Internal Browsing Internal Browsing Internal Browsing
Changing
Opaque Internal Browsing InternalEntrance Browsing
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Clear WindowTHICKEN Shopping Opaque Opaque THICKEN Opaque THICKEN Changing Changing Window Shopping Changing Window Shopping Window Shopping Customer Customer Viewing Entrance EntranceViewing Customer Viewing KE
Clear Window Shopping
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Opaque Clear Window Viewing Shopping Customer Window Shopping
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3D OBLIQUE PLAN
Clear Window Shopping
Changing Entrance
N
Clear Changing Window Shopping
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Changing Clear Clear Opaque Window Shopping Window Shopping Window Shopping Entrance Entrance
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INTENSION DIAGRAM INTENSION DIAGRAM INTENSION DIAGRAM Changing
InternalTHICKEN Browsing Changing
IC TH
Clear Entrance Window Shopping Opaque Opaque Window Shopping Window Shopping Internal Browsing Internal Browsing Internal Browsing
Clear Window Shopping
InternalTHICKEN Browsing InternalTHICKEN Browsing Changing Changing
Internal Browsing
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3D OBLIQUE PLAN
Clear Window Shopping
Opaque Window Shopping
KE
Internal Browsing
IC TH
3D OBLIQUE PLAN
Opaque Window Shopping
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Changing
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Opaque Window Shopping
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Clear Entrance Window Shopping
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Entrance
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Internal Browsing
KE
INTENSION DIAGRAM INTENSION DIAGRAM INTENSION DIAGRAM Changing
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Opaque Opaque Opaque Window Shopping Window Shopping Window Shopping Internal Browsing Internal Browsing
al
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Opaque Window Shopping
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3D OBLIQUE PLAN 3D OBLIQUE PLAN
FABRIC FORMATION
Clear Window Shopping Customer Viewing
Customer Viewing
ATTENTION ECONOMY
10
TARGETED AUDIENCE The site chosen for this pavilion is Soho Square, in the middle of a small park just off of the busy Oxford Street in London. Oxford Street is one of the most busiest and touristic Street in Europe and is a hotspot for clothing stores and both ends of the spectrum. Because of its popularity, Oxford Street is often associated with a stressful experience, inside and outside the shops. The pavilion thus offers an alternative experience of calming and soothing browsing, testing and buying clothes.
Image courtesy of www.londonbytes.wordpress.com
High Density of Consumers
Soho Square Retreat
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2. GAP 3. River Island 4. John Lewis Image courtesy of www.beautyandthedirt.com
Image courtesy of www.theappointment.co.uk
HIGH END CLOTHING
Image courtesy of www.briantchampionlong.co.uk
MAIN STREAM CLOTHING
Image courtesy of www.didyoumakethat.com
SMALL BUSINESS CLOTHING
5. Topshop
FABRIC MATERIAL HUB
6. H&M 7. Uniqlo 8. Swarovski 9. Plazza Shopping Centre 10. Clarks Shoe’s 11. TK Maax 12. Beneton 13. Ted Baker 14. Lacoste 15. Jaeger
rw
Regen
t St
Oxford St
16. Ferrari Store
Be
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17. Zara
St
18. Levi’s 19. Banana Republic
9 6
Chari
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32
22. Social Suicide
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24. Stromboli’s Circus 25. Hugo Boss
Ho pk ins St
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30. Kleins Fabric Shop
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Off Main High Street (Soho):
30
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29
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19
33. Agent Provocateur Glasshouse
20
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34. Bang Bang 35. Prowler
DANIEL REYNOLDS
1. ZARA
11 DS13
On Main High Street:
Arg
2
TARGETED AUDIENCE
ATTENTION ECONOMY
12 EXPLODED AXONOMETRIC
AXONOMETRIC VIEW
The structure is conceived in order to maintain a fluid circulation around the layers of intimate retail experiences but also manages to support the entire pavilion with a minimal amount of support points strategically placed to give the impression of a floating structure.
Secondary Structure
Primary Structure
Fabric Cloth [Opacity dependant on Layering]
Experiential Ceiling [Negative Morph]
Plan
Overview
CIRCULATION LAYERING
13 DS13 DANIEL REYNOLDS
CIRCULATION LAYERINGS SPACE BECOMES MORE EXCLUSIVE AS ONE TRAVERSE DEEPER THROUGH THE LAYERS
ATTENTION ECONOMY
14
MODEL PHOTOS The model is hung by 4 points in oder to make it stable. The effect we are searching for is that of a seemingly floating pavilion. Upon entering the elegant structure, one is immersed in a zen world of subtle white transparencies curating the products on display. A series of layered spaces takes the retail shopper off the crowded and stressful Oxford Street into a serene retail space in the public park of soho square. The paviion houses different activities, but will be mostly used as a pop up store for retail chains such as Topman and Zara. The concept of the design is based on the layering of fabric which makes for an intricate play of prite and intimate moments in the retail ritual which we are accustumed to, and challenges them by shifting the relationship between each stage.
MODEL PHOTOS
DS13 DANIEL REYNOLDS
The design also reflects the product that is displayed inisde: an item of closing. The analogy of the layered dress/skirt are used here to give the impression of a seemingly floating and elegant structure. Once inside, the user enters a serene “ether realm� where one could to be inside a dream.
15
INSTALLATION SECTIONS
ATTENTION ECONOMY
16
WINDOW SHOPPING
WINDOW SHOPPING
BROWSING
BROWSING
TESTING
TESTING
WINDOW SHOPPING
WINDOW SHOPPING
SOHO SQUARE SETTING
17 DS13 DANIEL REYNOLDS
ATTENTION ECONOMY
18
INSTALLATION SITE ELEVATION ELEVATION
SITE ELEVATION
19 DS13 DANIEL REYNOLDS
POP UP RETAIL
PUBLIC SHADING
JUNGLE GYM
ATTENTION ECONOMY
20
DESIGN RESEARCH
EXPLODED AXONOMETRIC
The installation is a summary of three core retail activities : BROWSING - TESTING - BUYING The browsing isles consist of a small collection of spaces pealed off from the outer fabric layers. Testing the product is covered by the 2 pods of changing room and mirror space situated opposite each other. The tested Clothes are aquire at a separate pod.
OVERVIEW
PLAN
STRUCTURAL STEEL TUBING
Paying Desk
Mirror Space
Changing Room
GROUND CONNECTIONS
EXPLODED AXONOMETRIC
DESIGN RESEARCH
RETAIL RAIL
RAIL
ACTIVITY CHAMBERS
MIRROR
CHANGING ROOM
CLOTHES
CHECKOUT
DANIEL REYNOLDS
FABRIC SHEET LAYERS
DS13
The structure of the installation is balanced on three strategically placed points meeting with the ground, making the entire instalation self supporting. A secondary rail is fixed onto the steel piping structure . This is the retail rail, and is where the clothes products are displayed with the help of traditionaal hangers.
21
DESIGN RESEARCH
INSTALLATION PLAN
ATTENTION ECONOMY
22
Window Shopping [View of Silouhettes in Chaning Room]
Mirror Space
PRODUCT DISPLAY ON RAIL
Short Queue
ENTRANCE
STRUCTURAL RAILS
Paying Desk
Window Shopping
GROUND CONNECTIONS
CIRCULATION CORRIDORS
Changing Room
Window Shopping [View of People Testing Product in Mirror]
Space
GROUND CONNECTIONS
23
CIRCULATION CORRIDORS
Changing Room
DANIEL REYNOLDS
STRUCTURAL RAILS
DESIGN RESEARCH
DS13
Paying Desk
Short Queue
ENTRANCE
PRODUCT DISPLAY ON RAIL
Window Shopping
INSTALLATION LAYOUT
Window Shopping [View of Silouhettes in Chaning Room]
Window Shopping [View of Silouhettes in Chaning Room]
Window Shopping [View of People Testing Product in Mirror]
Short Queue
Paying Desk
Window Shopping
PRODUCT DISPLAY ON RAIL Mirror Space
GROUND CONNECTIONS CIRCULATION CORRIDORS
Short Queue
ENTRANCE
STRUCTURAL RAILS
Changing Room
Window Shopping [View of People Testing Product in Mirror]
Window Shopping [View of People Testing Product in Mirror]
Paying Desk
ATTENTION ECONOMY
24
DESIGN RESEARCH
WINDOW SHOPPING
WINDOW SHOPPING
DESIGN RESEARCH
25 DS13 DANIEL REYNOLDS
DESIGN RESEARCH
INSTALLATION SECTION A-A
ATTENTION ECONOMY
26
BROWSING
A
Mirror Space
Short Queue
Changing Room
A
Paying Desk
QUEUING / PAYING
CHANGING ROOM
INSTALLATION SECTION B-B
DESIGN RESEARCH
27 DS13 DANIEL REYNOLDS
CHANGING ROOM
MIRROR SPACE
BROWSING
B
Mirror Space
Short Queue
Changing Room
B
Paying Desk
ATTENTION ECONOMY
28
DESIGN RESEARCH
INSTALLATION FRONT ELEVATION
INSTALLATION BACK ELEVATION
DESIGN RESEARCH
29 DS13 DANIEL REYNOLDS
ATTENTION ECONOMY
30
DESIGN RESEARCH
INSTALLATION SIDE ELEVATION
INTERNAL VIEW
DESIGN RESEARCH
31 DS13 DANIEL REYNOLDS