Mr. Chamdal's Grooming Brand Retail by DougLin

Programme0 :!!!!!MA!Interior!Design!2014!–!15!

Module0 :!!!!!DES!5056!–!DESIGN!SYSTEMS! Student0ID0 :!!!!!S14105522!

Student0Name0 :!!!!!Yen!Hsiang!Lin! Tutor0 :!!!!!Delia!Skinner!

WHAT! Mr.!Chamdal’s!Barber!shop!is!a!new!store!of!men’s!grooming!brand!which!provides!haircuOng!and!

shaving!service,!it!is!an!open!interior!shop!that!creaQng!the!spot!on!the!working!area!as!a!stage,!and! also! waiQng! seat! likes! an! auditorium.! The! barber! shop! has! a! symbolic! of! performing! which! is! showing!the!potenQal!and!professional!skills!by!barbers!of!the!barber.!

WHERE! The!site!is!a!unit!in!the!Piccadilly!Arcade!which!is!next!to!the!Birmingham!New!Street!Rail!StaQon,!it! connects!New!street!and!StaQon!as!a!shortcut!in!Birmingham!City!Centre.!

HOW! The!Structure!of!shop!installs!into!the!historical!unit!in!the!Piccadilly!Arcade,!the!glasses!of!shop! have!to!be!persist,!the!interior!of!the!shop!uses!pinewood,!concrete,!steel!and!LED!spotlight.!

WOW! The! Piccadilly! Arcade! is! only! one! has! frescoes! on! the! ceiling! in! Birmingham,! also! it! has! a! gradient!

main! aisle! that! give! people! different! visual! experience.! It! could! be! a! focal! point! by! combining! historical!and!contemporary!in!this!region.!

WHY! Most!people!walk!though!the!arcade!not!only!for!transfer,!it!also!has!historical!interior!and!it!could! be!more!popular!when!during!the!seasonal!events.!

State0of0Art0Review0 0 0 0 Trends0Analysis0 0 0 0 Brand0Analysis0 ! ! !

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Leisure!Industry!Y!Contextual!Analysis!

Spa!and!Grooming!Y!Sector!Analysis!

Leading!Grooming!Design!PracQce!Y!Systems!Analysis! !

The!evoluQon!of!Spa!architecture!and!Grooming!

Trends!analysis!for!unique!‘Added!Value’!Grooming!FaciliQes! Future!Forecast!for!the!novel!direcQons!and!markets!for!the!Grooming!Sector.!

0 Case0Study01:0The0Branded0Grooming0Service.0 Brand!C.A.P.E.S!Analysis!(Culture,!AestheQc,!PoliQcs,!Economics,!Social)!

Target!Market!and!Unique!Selling!Points!

Typical!type!of!space!designed!for!the!Brand!Y!Elements!of!Architecture!Analysis!

Commodity,!Firmness,!Delight! !!!!!!!!!!!!!!!!!!!!!!!Commodity!–!PragmaQc!FuncQon,!Circulatory!FuncQon,!Symbolic!FuncQon! !!!!!!!!!!!!!!!!!!!!!!!Firmness!–!Structure,!ConstrucQon,!Materials!&!Technology! !!!!!!!!!!!!!!!!!!!!!!!Delight!–!AestheQc,!Message&!Mood,!Psychology! !!!!!!!!!!!!!!!!!!!!!!!Synthesised!Analysis!Y!Key!Theory!–!Key!Ideas!&!Concepts!–!Proposed!FaciliQes! 0

Case0Study02:0The0Branded0Grooming0Product0Retailer.0 Brand!C.A.P.E.S!Analysis!(Culture,!AestheQc,!PoliQcs,!Economics,!Social)!

Target!Market!and!Unique!Selling!Points!

Typical!type!of!space!designed!for!the!Brand!Y!Elements!of!Architecture!Analysis!

Commodity,!Firmness,!Delight! !!!!!!!!!!!!!!!!!!!!!!!Commodity!–!PragmaQc!FuncQon,!Circulatory!FuncQon,!Symbolic!FuncQon! !!!!!!!!!!!!!!!!!!!!!!!Firmness!–!Structure,!ConstrucQon,!Materials!&!Technology! !!!!!!!!!!!!!!!!!!!!!!!Delight!–!AestheQc,!Message&!Mood,!Psychology! !!!!!!!!!!!!!!!!!!!!!!!Synthesised!Analysis!Y!Key!Theory!–!Key!Ideas!&!Concepts!–!Proposed!FaciliQes! !

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!

Future0Vision0of0the0Brand0:00 !

0000000000000000000000000000000000000!What0+0Where0+0Who0+0Technology0=0InnovaHve0Values0+0IdenHty0+0New0FaciliHes0 0

Design0Development0 0 0 0 Design0Proposal0 0 0 User0Analysis0 !

Key!Research!informing!a!Design!Mission!Statement!=!Principles!&!Policy!&!PracQce! InspiraQon!linking!to!iniQal!ideas!for!spaQal!brand!idenQty!&!the!embodiment!of!brand!philosophy!

Refinement!and!transformaQons!of!ideas!for!new!faciliQes! 0 FaciliQes!&!QualiQes!including!CAD!Images!+!Architectural!Analysis!&!StrapYline!

Unique!Selling!Point!&!InnovaQons!

00 Proposed!User!Y!Needs!+!Journey!+!Experiences! !

00 Pop0Up0Summary0for0London0Fashion0Week0:0 !

00000000000000000000000000000000000What0+0Where0+0Who0+0Technology0=0InnovaHve0Values0+0IdenHty0+0New0FaciliHes0 !

Design0Process0 Strategic!Design!Management!+!Design!Process!Theory!Analysis(influencing!your!design!system)!

0 +!Design!Process!Model!+!ReflecQon!Analysis!

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References0 Bibliography!&!Websites!

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State0of0Art0Review0 Leisure!Industry!Y!Contextual!Analysis!

Spa!and!Grooming!Y!Sector!Analysis!

Leading!Grooming!Design!PracQce!Y!Systems!Analysis!

UK0employment0split0by0Leisure0Industry0sectors,02010!

Total:!2.6m!(9%!of!UK!jobs)!

Leisure!industry!fields!include:!restaurants,! amusement!parks,!theaters,!hotels,!gaming! places,! venues! for! musical! groups! or! lectures,! and! sporQng! arenas.! Also! one! might!include!spas,!gyms,!and!areas!where! one! can! conduct! sports,! like! golfing! or! boaQng! as! part! of! the! industry.! Anything! that!is!made!to!be!enjoyed,!and!is!made!to! occupy! one’s! leisure! hours! is! essenQally! part!of!the!leisure!industry.!

Hotel!

340K!

0

0570K

00000000000050K00000000000330K0000000000100K00140K00110K! Other!sport!! acQviQes!26K!

Event!catering!and! other!food!services!

110K!

Restaurant!and! mobile!food!services!

740K!

Pubs!and!night!life!

570K!

OperaQon!of! sport!clubs!

150K!

OperaQon!of! sport!faciliQes! 150K!

(source:!WiseGEEK.!2014)!

Visitor!anracQons!and!other!cultural!acQviQes!110K!

Leisure0Industry0

0

Cinema,!theatre!and! live!entertainment!60K!

Holiday,!shortYterm! accommodaQon36K!

00000000000850K

RecreaQonal!acQviQes!(exhibiQons,! amusements!and!theme!parks)!80K!

Camping!grounds,! trailer!parks!35K!

0

BeOng!and!gaming!100K!

000000000410K0

Health!and!fitness!50K!

Contextual!! !!!!!!!!!!!!!!!Analysis!

00AccomodaHon00000000000000000Restaurants0and0food0service00000000000000000000Pubs0and0night0life0000000000000000000000000Sport000000000000000RecreaHon0 Fig.1!!!UK!employment!split!by!Leisure!Industry!sectors,.!2010.!!!!!!(source:!Oliverwyman,!2012)!

000Health0and0fitness0000000Be\ng0and0gaming000000Culture0 0

The! table! shows! the! leisure! industry! has! mulQ! properQes! and! it! could! influence! the! economic! of! a! country.! As! the! informaQon! of! UK! employment!split!is!increasing!and!most!people!started!to!focus!on!the! leisure! Qme,! in! addiQon,! there! are! some! potenQals! of! this! industry! development.! !

As! society! and! technology! progressed! and! people! were! able! to! enjoy! increasingly! more! leisure! Qme,! other! acQviQes! flourished.! The! perfect!

Renaissance!man,!an!idea!developed!during!the!14th!century,!excelled! in! music,! art,! and! sports,! as! well! as! in! academia.! It! was! in! the! 20th! century,!though,!that!leisure!Qme!and!recreaQonal!acQviQes!became!an! essenQal! part! of! modern! life.! Today,! people! sQll! view! professional! athletes!with!high!regard;!but!many!also!take!part!in!regular,!amateur! athleQc!events!or!leagues.!Today,!faciliQes,!organizaQons,!and!services! exist!for!nearly!every!leisure!acQvity.! (source:!Vault.!2014)!

Fig.2!!!London!leisure!college!image.!!!!!!!!!!!!!!!!(source:!Londonleisurecollege,!2012)!

Sector!Analysis!

Grooming0 Personal! grooming! is! the! term! for! how! people! take! care! of! their! body! and! appearance.! Habits! that! are! considered! personal! grooming! include! bathing,! dressing,! applying! makeYup,! hair! removal,! and! taking! care! of! one's! teeth! and! skin.! A! person's! personal! grooming! rouQne! may! determine! how! he! or! she! feels! about! themselves,! and! how! other! people! perceive!him!or!her.! (source:!WiseGEEK.!2014)!

Hair0care0

Skincare0

For!Hair!care!is!not!just!maintain!them!and!also!hair0cu\ng,0depilatory0 salon,0electrolysis0salon,0hair0weaving0services0and0shaving.0

There! are! several! ways! of! skin! care,! cleanser,0 exfoliate,0 eyes,0 moisturisers,0soothing,0purifying0care,0anH^aging0and0skin0lightening.00

Hair!CuOng!

Fig.3!!!Hair!cuOng,!n.d.! !!!!!!!!!!!!(source:!Philipkingsley.!2014)!

Depilatory!Salon!

Fig.4!!!Depilatory!wax,!n.d.! !!!!!!!!!!!!(source:!Poth!Hille.!n.d)!

Electrolysis!Salon!

Fig.5!!Electrolysis!salon,!n.d.! !!!!!!!!!!!(source:!ThebeautyYsalon.!2014)!

Hair!Weaving!Services!

Fig.6!!!Hair!weaving!servies,!n.d.! !!!!!!!!!!!!(source:!Healthmeup.!2014)!

Shaving!

Fig.7!!!The!man!is!shaving,!n.d.! !!!!!!!!!!!!(source:!Healthmeup.!2014)!

Cleanser!

Fig.8!!!Using!the!cleanser!to!wash!skin,!n.d.! !!!!!!!!!!!!(source:!HolisQc!Bodycare.!2014)!

Exfoliate!

Fig.9!!!Get!smooth!and!glowing!skin,!n.d.! !!!!!!!!!!!!(source:!Sheknows.!2008)!

Eyes!

Soothing!

Fig.12!!!Baby!soothing!massage,!2010.! !!!!!!!!!!!!!!(source:!Oranicopulenceskincare.!2010)!

Purifying!Care!

Fig.13!!!Men’s!skincare!of!purifying,!n.d.! !!!!!!!!!!!!!!(source:!Bellomag.!2014)!

AnQYAging!

Fig.10!!!Eyes!skin!care,!2013.! !!!!!!!!!!!!!!(source:!Vineveraskincar.!2013)!

Fig.14!!!Man!and!anQYaging,!n.d.! !!!!!!!!!!!!!!(source:!FreshstartaestheQcs.!2014)!

Moisturisers!

Skin!Lightening!

Fig.11!!!Use!the!cream!for!arms,!2014.! !!!!!!!!!!!!!!(source:!Invisiblestretchmarks.!2014)!

Fig.15!!!Most!people!care!about!skin!lightening,!2014.! !!!!!!!!!!!!!(source:!Home!Skin!Whitening!Tips.!2014)!

Sector!Analysis!

Spa0 There! are! many! types! of! spas! and! it's! important!to!understand!the!difference!so! customers! get! the! experience! they! are! looking!for.!! !

In!general,!a!spa!is!a!place!where!you!can! receive! spa! treatments,! most! commonly! massage,!facials,!and!body!treatments,!and! also! spas! are! devoted! to! enhancing! your! health!and!wellYbeing.! (source:!Spasabout.!2014)!

Day0Spa0 Day! spas! are! a! place! customers! go! for! the! day! to! get! massage,! facials,! and! body! treatments,! like! sea! salt! scrubs! and! mud! wraps.! It! called! day! spas! because,! unlike!desQnaQon!spas!or!resort!spas,!customers!don’t! spend!the!night.! !

Many!day!spas!combine!both!a!hair!salon!and!spa!but! it's! important! that! the! two! operaQons! are! completely! separate!!Salons!are!inherently!noisy!and!bustling.!Spas! have!to!be!very!quiet!so!you!can!completely!relax.! (source:!Spasabout.!2014)!

Fig.16!!!A!woman!who!is!relaxing!the!day!Spa,!n.d.!!!!!!(source:!Directoryspa.!2014)!

DesHnaHon0Spa0 A! desQnaQon! spa! is! a! place! whose! sole! purpose! is! to! help!individuals!develop!a!healthy!lifestyle!through:!

• Healthy! spa! cuisine! that! emphasizes! whole! grains,! fresh! fruits! and! vegetables! and! nutriQonal! educaQon.!

• A!full!program!of!fitness!and!stress!reducQon!classes! therapeuQc!spa!treatments!including!massage.!

• EducaQonal! lectures! that! teach! you! how! to! bring! your!healthy!habits!back!home.!

DesQnaQon! spas! usually! require! that! you! stay! at! least! two! or! three! nights! to! get! the! full! benefit.! Some! require!a!longer!stay.!Prices!at!desQnaQon!spas!usually! include!all!meals,!classes!and!some!spa!treatments.! (source:!Spasabout.!2014)!

Fig.17!!!Feel!and!Sleep!Bener!with!Advice!from!DesQnaQon!Spa,!n.d.!!!!!!(source:!Askmissa.!2014)!

Resort/Hotel0Spa0 It! is! located! within! a! resort! or! hotel.! It! offers! spa! services,! fitness! classes! and! spa! cuisine! alongside! less! health! choices! like! steaks! and! burgers.! It's! a! good! choice!when!one!person!wants!spa!and!the!other!golf.!

It!also!works!for!business!travelers!and!families.! (source:!Spasabout.!2014)!

Fig.18!!!Rio!Mar!Beach!Resort!&!Spa,!PR!Hotel,!2013.!!!!!!(source:!Extraholidays.!2013)!

Medical0Spa0 A!medical!spa!is!a!hybrid!between!a!medical!clinic!and! a! day! spa! that! operates! under! the! supervision! of! medical!doctor.!! !

Medical!spas!tend!to!have!a!more!clinical!atmosphere! than!day!spas.!But!many!also!offer!relaxing!services!like! massage! and! body! treatments.! Some! medical! spas! have! a! wellness! focus! and! include! services! like! acupuncture,! nutriQonal! counseling! and! naturopathic! doctor!consultaQons.! !

(source:!Spasabout.!2014)!

Fig.19!!!Professional!Medical!Spa,!n.d.!!!!!!(source:!Doctorsagency.!n.d)!

Mineral0Springs0Spa0 A! mineral! springs! spa! has! a! source! of! natural! mineral! water!that!people!can!soak!in,!and!it!has!been!valued! for! thousands! of! years! for! their! power! to! ease! joint! pain,!arthriQs,!and!other!physical!ailments.! (source:!Spasabout.!2014)!

Fig.20!!!Ojo!Caliente!Mineral!Springs!Resort!&!Spa,!n.d.!!!!!!(source:!Health!tourism!magazine.!2014)!

Club0Spa0 A!day!spa!located!in!a!fitness!facility!or!health!club.!

(source:!Spasabout.!2014)!

Fig.21!!!La!Manga!Club!Spa,!n.d.!!!!!!(source:!La!Manga!Villa!Rental.!2013)!

Cruise0Ship0Spa0 Aboard! a! cruise! ship! that! provides! spa! treatments,! fitness!and!wellness!components!and!spa!cuisine!menu! choices! and! catering! to! all! types! of! travellers,! cruise! ship!spa!specialised!wellness!programmes!are!designed! for! specific! concerns! with! innovaQve! body! age! assessment!technology!to!suit!each!passenger.! !

Spas! are! becoming! increasingly! popular! among! men,! some! cruise! ship! spa! have! incorporated! specialty! grooming! services,! including! facials! and! barbering,! for! men! and! even! offers! a! halfYday! of! pampering! for! the! face!and!body,!specially!designed!for!men.! ! !!(source:!CruiseYinternaQonal.!2012)! !

Fig.22!!!The!Spa!at!Silversea,!2012.!!!!!!(source:!CruiseYinternaQonal.!2012)!

Airport0Spa0

With! more! delays! and! longer! security! lines! adding! more! pressure! to! the! stress! of! traveling! and! travelers! are! in! need! of! some! relief,! whether! traveling! for! business! or! pleasure,! everyone! can! use! some! down!

Qme.! !

Airport! spas! are! also! a! great! way! to! spend! your! Qme! during!long!layovers!or!unexpected!delays.!!

!!(source:!Xpresspa.!2012)!

Fig.23!!!Xpres!Spa!in!John!F.!Kennedy!Int’l!Airport!(JFK),!2012.!!!!!!(source:!Xpresspa.!2012)!

Leading!!

Design!!

PracQce!

end...Link0 Keeping! a! minimal! scheme! with! simple! wood! staQons!and!shelving,!along!with!the!chairs,!gives!a! uniform,! unclunered! look.! The! enQre! salon! was! painted!white!to!give!the!appearance!of!space!and! cleanliness.! The! long! and! narrow! space! gives! each! hair!stylist!a!more!than!adequate!place!to!work.! !!(source:!DesignYmilk.!2013)!

Yasunari0Tsukada0 1974 !!!!Born!in!chiba,!raised!in!!!! !!!!!!!!!!!!!Kagawa,!Japan.! !

2012 !!!!Established!! !!!!!!!!!!!!!Yasunari!Tsukada!design! !

Design! is! a! heurisQc! act! that! involves! creaQng! and! discovering! new! objects! and! things,! and! people! need! to! familiarize! ourselves!with!new!value!systems,! worldviews,!and!ways!of!accepQng! things.! By! making! and! craving! objects! that! Yasunari! Tsukada! hopes!to!be!able!to!offer!people!a! diverse!range!of!new!values.! !!(source:!Yasunaritsukada.!2012)!

Fig.24Y25!!!The!interior!used!the!Chinese!elements!and!structure!that!created!a!simple!!space,!photo!by!SQrling!Elmendort,!2012.!end…Link!!has!different!atmosphere!and!user!experience.!!!!!!!!!!!!!!!!!!!!! !!!!!! ! ! ! ! ! ! ! ! ! ! !!!!!(source:!Yasunaritsukada.!2012)!

ajax0 A!white,!perforated!box!was!inserted!into!the!space! with!three!different!sized!holes!that!let!the!sunlight! sQll! fills! the! interior! and! the! outside! is! obscured! from!the!clientele’s!view.! !

The! spaces! used! for! anything! but! hairstyling! were! masked! in! black,! contrasQng! with! the! other! light! areas!of!the!salon.!It!keeps!the!focus!on!the!white! room!where!the!stylists!work.! !!(source:!DesignYmilk.!2013)!

In! Yasunari! Tsukada’s! design,! the! elements! of! interior! are! long! shapes! and! simple! as! well! as! he! tried!to!use!different!materials!and! lighQngs!to!support!the!focal!point! stand!out.!! !

The! simple! soluQon! in! design! to! show! strongly! results! that! anract! visual! and! provide! the! funcQon! to! staff!at!the!same!Qme.!!

Fig.26Y27!!!The!interior!shows!the!relaQon!between!solid!wall!and!holes,!photo!by!Crank!Photography.!2010.!!!Points,!lines!and!surfaces!are!the!elements!of!!shape.!!!!!! ! ! ! ! ! ! ! ! ! ! !!!!!(source:!Yasunaritsukada.!2010)!

Trends0Analysis0 The!evoluQon!of!Spa!architecture!and!Grooming!

Trends!analysis!for!unique!‘Added!Value’!Grooming!FaciliQes! Future!Forecast!for!the!novel!direcQons!and!markets!for!the!Grooming!Sector.!

0 !

Spa!!

Architecture!

EvoluQon! No! one! know! exactly! where! the! word!spa!comes!from,!but!there! are! two! main! theories.! One! is! that! spa! is! an! acronym! for! the!

LaQn! phrase,! "salus! per! aquae,"! or!"health!through!water."! !

Others! believe! the! origin! of! the! word! "spa"! comes! from! the!

Belgian! town! of! Spa,! known! since!Roman!Qmes!for!its!baths.!

They! speculate! that! the! town! was! so! prominent! that! the! very! word! spa! became! synonymous! in! the! English! language! with! a! place! to! be! restored! and! pampered.! !

In! the! 19th! century,! Europe's! great!spas!were!desQnaQons!for! the! wealthy,! who! went! there! to! "take! the! waters."! Water! treatments! are! sQll! considered! the! heart! of! the! spa! experience! in! Europe.! Today! massages! and! facials! are! by! far! the! most! popular! spa! treatments! in!

America.!

Fig.28!!!Summer!italy!house!volcano!spring!ancient!bath,!1700BC.!!!!!!! !!!!!!!!!!!!!!(source:!Talkspas,!2013)!

Fig.29!!!Roman!bath,!27BC.!Photo!by!author,!2014.!!!!!!(source:!Lin,!D.!2014)!

! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !For!the!western!world!the!earliest! proponent! of! the! spa! for! therapeuQc! purposes! was!

Hippocrates! (460Y370! BC).! Before! that! Qme! bathing! was! used! mainly! for! cleansing! and! hygienic! reasons.! However!

Hippocrates!put!forth!the!idea!that!the!cause!of!all!diseases! centered!around!an!imbalance!of!bodily!fluids.!

! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Even! before! the! Bath! mineral! spring! was! discovered,! Roman! ciQzens! bathed! daily! in! the! now! famous!

Roman!Baths.!During!the!reign!of!Caesar!Augustus!(27!B.C.!to!

14!A.D.),!there!were!approximately!170!baths!in!Rome.!Many! of! these! were! public! baths! were! primarily! built! and! used! by! the!Roman!soldiers.!

(source:!Swimuniversity,!2014)!

(source:!Swimuniversity,!2014)!

400bc!

27bc!

Fig.30!!!The!King’s!Bath!was!using!the!lower!walls!of!the!Roman!! !!!!!!!!!!!!!!Spring!building!as!foundaQons,!in!the!12th!century.!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!Photo!by!steph.A(source:!Swimuniversity,!2014)!

12th!

!!!In!the!11th!century,!the!King’s!Bath!was! built!over!the!ruins!of!the!temple!of!Minerva!at!Bath.!

By! the! Elizabethan! Era,! the! popularity! of! the! hot! springs! at! Bath! had! increased! greatly.! At! this! Qme,! the!use!of!spas!was!becoming!more!widely!accepted! anracQng!many!visitors!who!were!searching!for!cures! to!various!illnesses!and!ailments.! (source:!Swimuniversity,!2014)!

(souce:!Spasabout,!2012.)!

The! King’s! Bath! was! built,! using! the! lower! walls! of! the! Roman! Spring! building!as!foundaQons,!in!the!12th!century.!Photo!by!steph.A!

Fig.31!!!Baths!of!Roxelana.!n.d.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Swimuniversity,!2014)!

15th!

!!!!!!!!!!!!!!!!!!!!!!The!spa!tradiQons!grew!out!of!different!cultures!worldwide!from!

Japanese! “Ryoken”! to! Turkish! Hammam.! Saunas! began! appearing! along! the!

BalQc!in!Finland.!Also!the!Onomans!were!famous!for!their!domed!and!beauQfully! mosaic! hammam,! the! crowning! example! being! the! Baths! of! Roxelana! (built! in!

1556)! (source:!Swimuniversity,!2014)!

Fig.32!!!The!Mountain!Lodge!on!Sognezorden,!designed!by!HapQc!Architects.!!!!!!!!!!!!!!!!!!!!(source:!Quellebellevue,!2014)!

20th!

! ! ! ! The! spa! –! which! by! the! midY20th! century! had! become! the! rarified! domain! of! wealthy!women!looking!to!lose!weight!–!reclaimed!its!relevance!in!a!society!increasingly!focused! on!prevenQon,!healthy!lifestyles,!fitness,!spirituality!and!relaxaQon.! !

The!architecture!is!formed!by!a!collecQon!of!five!buildings!gathered!around!a!central!space.!Each! building! houses! its! own! funcQon! and! is! arranged! to! address! parQcular! views,! from! a! dramaQc! panorama!of!the!Fjord!to!a!sampled!view!of!the!surrounding!mountain!landscape.!

(source:!Quellebellevue,!2014)!

Grooming!

Architecture!!

EvoluQon! The! trade! of! a! barber! traces! back! to! some! of! the! oldest! proven! arQfacts! of! mankind's! existence.!!! !

A n c i e n t! M e s o p o t a m i a n ,!

Sumerian! and! EgypQan! relics! that! have! been! unearthed! have! depicted! barber's! tools! such! as! razors! and! carvings! of! items! such! as! today's! modern! day! scissors,! used! for! cuOng! or! shaving!mens!hair!and!beards.!!! !

In! ancient! Greece,! patrons! would! visit! an! agora,! which! is! what! would! be! considered! an! original! type! of! barbershop! where! men! gathered! to! have! their! beards! trimmed,! shaved,! hair! cut! or! finger! nails! trimmed! while! associaQng! with! one! another! and! listening! to! local! gossip.!! !

In! Ancient! Rome,! a! daily! visit! to! the!tonsor!was!what!all!men!did! for! a! clean! shave.! It! was! even! considered!a!"rite!of!passage"!or! coming! of! age! experience! for! a! young! boy! to! have! his! first! visit! to!the!tonsor.!!! !

Asia! had! it's! own! form! of! barbers!who!shaved!their!heads! into! certain! hairstyles! for! their! culture.!! !

India! also! had! it's! own! barbers! who! sat! on! the! street! where! they!trimmed!their!patron's!hair.!! !

History! proves! that! even! in! the!

Middle! Ages,! barbers! served! as! also! denQsts! and! surgeons,! thus! earning!them!the!names!"barber! surgeons."!

Fig.33!A!barber!is!treaQng!a!paQent,!n.d.! !!!!!!!!!!!!(source:!Pinterest,!2014)!

14th!

!!!!!!!!!!!!!!!!!!!!!Elisha!Barber,!the! first!book!in!Dark!Apostle!series,! features! a! barberYsurgeon! protagonist.(about!1300!to!1450)! (source:!Pinterest,!2014)!

Fig.34!!The!barbers!are!treaQng!the!paQents,!1745.!!!!(source:!Piratesurgeon,!2014)!

Fig.35!!The!barbers!are!cuOng!the!customers,!1950.!!(source:!Terraceviews,!2014)!

17th!

19th!

! ! ! ! ! ! ! ! ! ! ! ! ! This! caricature! from! the! 17th! century! shows! barberY !!!!!!!!!!!!!!!!!!!UnionYgoers!get!groomed!at!the!barbershop!that!was! surgeons! combining! haircuts! with! various! surgical! tasks! (from! on!the!first!floor!of!the!Memorial!Union!in!the!1950s.!

Hæger!K.!The!illustrated!history!of!surgery.!London:!Harold!Starke,!

1998).! .!!!!!(source:!Piratesurgeon,!2014)!

(source:!Tterraceviews,!2014)!

20th!

!!!!!!!!!!!!!!!!!!!!!!The!world’s!oldest!barbershop!for!men!,!Truefin!and!

Hill! has! opened! a! full! service! gentlemen’s! barbership! here! in!

Singapore! on! Ang! Siang! Road! on! a! beauQful! old! colonial! shophouse.!! !

For! over! two! centuries! since! 1805,! Truefin! &! Hill! has! provided! discerning!gentlemen!with!only!the!finest!in!grooming!products! and! service.! The! barbership! in! Singapore! offer! a! range! of! services!such!as!haircut,!wet!shave,!pedicure!and!even!ear!and! nose!waxing.!

(souce:!Whatdoeshistorysay,!2014.)!

(source:!Hisstylediary,!2013)!

Fig.36!!!Truefin!&!Hill!opens!first!gentlemen’s!barbershop!in!Singapore,!2013.!!!!!!(source:!Hisstylediary,!2013)!

Added!Value!

Fig.37!!!Jackson's!Whiskey!Barber!is!about!more!than!just!a!cut,!2014.!!!!!!!!!!!!!!!!!(source:!Trib,!2014)!

Fig.38!!!The!third!Murdock!barber!shop!in!partnership!with!Hacken!London,!2013.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Murdocklondon,!2014)!

Johnson! and! Barry! are! bringing! back! 1950s! style! and! the! appeal! of! a! maleY centered!barber!shop,!and!its!working.!

The!barbers!take!Qme!with!their!haircuts!and!believe!it’s!that!anenQon!to!detail! and!a!place!to!store!your!topYshelf!whiskey!that!keeps!guys!relaxing!and!coming! back.! (source:!Trib,!2014)!

The!Murdock!barber!shop!install!in!the!menswear!store!and!it!situated!on!one!of!London's!most!famous!streets,!an! internaQonal! desQnaQon! for! luxury! and! hauteYcouture,! the! barber! shop! renowned! neighbours! include! Harvey!

Nichols,!Prada,!Louis!Vuinon,!Yves!Saint!Lauren,!Tiany!and!CarQer!amongst!others.!Aver!having!haircut,!beard!trim! or!wet!shave!and!shopped!Hacken's!signature!BriQsh!collecQons,!browse!the!luxury!gent's!leather!goods!at!Picken,! dine!at!the!grand!Parisian!styled!restaurant!Colbert!and!see!a!play!at!the!Royal!Court!Theatre.! (source:!Murdocklondon,!2014)!

Future!Forecast!

In! the! future,! there! is! possible! to! be! market! saturaQon! of! barber! shops,! because! it! will! has! too! many! shops! open! in! one! region.! However,! customers! could! learn! how! to! cut! and! shave! each! other!or!technology!support!to!replace!the!work!of! barber,! in! the! future! forecast! everything! could! be! possible!and!change.!!

Fig.39!!!Some!people!preferred!to!sleep!in!barber!charirs,!1942.!!!!!!!!!!!!!!!!!!!(source:!WMF,!2014)!

Brand0Analysis0 Case!Study!1:!BARBER! Case!Study!2:!BullDog!

Brand!C.A.P.E.S!1! !!!!!!!!!!!!!!!Analysis!

Fig.X!!!BARBER!LOGO!! !!!!!!!!!!!!design!by!Joost!Olsthoorn,2012.!!!!! !!!!!!!!!!!!(source:!Cargo,!2012)!

Fig.40!!!BARBER!!Shop,!photo!!by!Ard!Hosbergen,!2012.!The!Industrial!interior!using!pipes!to!create!water!and!electricity!routes.!!!!!!(source:!Archdaily,!2012)!

"This& project& concerns& the& interior& of& a& tradi2onal& shaving& salon,& housed& in& a& 19th: century&shop&in&the&city&center&of&Amsterdam.&For&a&raw,&but&warm&atmosphere,&mainly& natural&materials&are&used:&a&floor&of&old&sawn&floor&beams,&clay&plaster,&pine&plates,& leather& and& concrete.& The& copper& pipes,& which& like& a& giant& cobweb& are& drawn& throughout&the&interior,&form&the&eyecatcher&of&the&salon.”0 00000000000000000000000000000000000 0

Culture!

0

0

00000000000000000000000000000000000000000000000000000000000000000000000(Ard0Hoksbergen,02012)0 (source:!Thisispaper,!2012)!

In! Amsterdam,! the! old! centre! was! formed! by! rings! of! canals! with! unique! mostly! 17th!

! century! residences! of! wealthy! merchants,! financiers,! cravsmen,! doctors,! lawyers,! poliQcians! and! arQsts.!

Because!of0lack0of0space,0these0houses0were0mostly0narrow,0not0more0than030d0wide0(90meters).!! (source:!Amsterdam,!2014)!

Brand!C.A.P.E.S!1! !!!!!!!!!!!!!!!Analysis!

Fig.41!!!BARBER!!Shop,!photo!!by!Ard!Hosbergen.!2012.!Outside!the!barber!shop,!it!is!simple!and!clear!visual!idenQty!of!the!shop.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Archdaily,!2012)!

Fig.42!!!BARBER!!Shop,!photo!!by!Ard!Hosbergen,!2012.!The!working!area!is!divided!two!service!spaces!of!public!and!private.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Archdaily,!2012)!

Fig.43!!!The!pothook!component!in!Open!Air!School,!design!by!Jan!Duiker!&!Bernard!Bijvoet.!1930.!The!pothook!connect!with!metal!pipe.!!!!!!!!!!!!!!!!!!!!!!!(source:!Architectureguide,!2014)! !

AestheQc!

They! are! characterized! by! big0 narrow0 windows,! decoraHve0 gable0 tops,! very0 narrow0 stairs! inside! and! pulley! outside! to! transport! larger! objects! to! upper! floors,! it! was! the! basic! structure! be! built! at! that! Qme.! As! in! many! other! European! countries! Dutch! architecture! aver! 1920! has! been0 influenced0 by0 the0 ideas0 of0 the0 French0 architect0 Le0 Corbusier.!! !

FuncHonalism0(1920^1970)0 New! technologies! –! use! of! concrete,! prefabricaQon,! standardizaQon! as! well! as! strongly! emphasized!funcQon!of!the!building!are!characterisQc!for!architecture!of!this!movement.! !

The! Interior! created! the! balance! atmosphere! which! is! connecQng! the! 19th! century! structure,!simple,!open,!big!window!that!easy!get!sunlight!into!the!shop,!it0is0combining0 the0industrial,0historical0and0funcHonal0in0this0space.0

(source:!Amsterdam,!2014)!

Brand!C.A.P.E.S!1! !!!!!!!!!!!!!!!Analysis!

“The& new& metropolis& is& crea2ve& rather& than& fully& planned.& So,& build& new& social& capital& in& the&Free&State&of&Amsterdam!�&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& (Zef0Hemel,02011)0 (source:!EurociQes,!2011)!

PoliQcal!

Dubbed!the!"Venice!of!the!North",!Amsterdam's!canals!are!not!only!anracQve,!they!are!also!a!great! way!to!travel!around!the!city.!In!addiQon,!the!Amsterdam!Metropolitan!Area!conQnues!to!encourage0 investment0 in0 sustainable0 iniHaHves0 and0 green0 research0 and0 development,! It! has! an! ambiQous! climate!and!energy!programme!and!wants!to!play!a!leading!role!in!Europe.!The!City!is!working!hard! to0 make0 Amsterdam0 a0 clean,0 healthy,0 accessible0 and0 liveable0 city0 and0 one0 the0 most0 sustainable0 ciHes0in0the0world0by02020.! (source:!Iamsterdam,!2014)!

Economic!

In!Amsterdam,!the!canals!and!the!bridges!that!cross!by!are!breathtakingly!beauQful.!However,!they! are!much!more!than!just!a!preny!sight!and!also!are!an0easy0way0to0travel0around0the0city.!It!is!giving! visitors! the! opportunity! to! travel! from! one! anracQon! to! the! other! on! the! water.! The! canals! are! a0 thriving0 part0 of0 the0 tourist0 infrastructure0 of0 Amsterdam! in! that! many! locals! operate! tour! boat! businesses!on!the!canals.! (source:!AviewonciQes,!2014)!

Fig.44!!!The!Perfect!Weekend!Getaway!In!Amsterdam,!photo!by!! !!!!!!!!!!!!!!Alamy.! !!!!!!!!!!!!!!The!lifestyle!in!Amsterdam!lets!people!have!relaxing!and!! !!!!!!!!!!!!!!leisurely!living!situaQon.! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(souce:!Cntraveler,!2014)! !

Fig.45!!!Free!State!of!Amsterdam,!photo!by!Katrien!Mulder,!2009.!!! !!!!!!!!!!!!!The!photo!shows!an!innovaQon!scheme!aimed!at!! !!!!!!!!!!!!!involving!ciQzens!in!the!urban!planning!process.!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!EurociQes,!2011)! !

Brand!C.A.P.E.S!1! !!!!!!!!!!!!!!!Analysis!

Social!

The!Haarlemmerdijk!road!which!is!next!to!the!site!of!the!barbershop!!that!separated!from!the!Westerpark.!The!Westerpark!was!built!in!1890!and!now!boasts!a!market,! sports,! playground,! water! gardens! and! a! culture! park! as! well! as! an! old! gas! factory! since! 1883.! It! has! been! given! a! major! makeover! in! this! region! such! as! a! Dutch! cinema,! the! culture! and! World! Music! agencies.! What's! more,! the! events! are! held! regularly! including! the0 Awakenings0 Techno0 FesHval0 and! outdoor0 live0 concert0 at0 Westerpark,!Amsterdam0InternaHonal0Fashion0Week,0Cinekid,0Kunstvlaai0and0the0Science0and0Technology0Week.! (source:!Youropi,!2014)!

Fig.46!!!Kunstvlaai:!FesQval!of!Independent’s!photo,Kunstvlaai!is!a!! !!!!!!!!!!!!!mulQYday!celebraQon!of!art(istYrun)!iniQaQves.!! !!!!!!!!!!!!!The!event!takes!place!21Y25!May!2014!in!the!Amstelpark!in!!! !!!!!!!!!!!!!Amsterdam,!the!Netherlands.!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Kunstvlaai,!2012)! ! !

Fig.47!!!!The!Oranjebrug!Bridge!in!Amsterdam,!n.d.!It!is!near!the!! !!!!!!!!!!!!!!!barbershop!which!has!a!unique!advantage!of!connecQng!! !!!!!!!!!!!!!!!with!landscape.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Hollandroute,!n.d)!!!!!!!!!!!!!!!!!!!!!!!!!!

Elements!!of! !!!!!!!!Architecture!

Fig.48Y49!!!BARBER!!Shop,!photo!!by!Ard!Hosbergen.!2012.!The!interior!design,!material!using!and!product!displaying.!!!!!!!!!!(source:!Archdaily,!2012)!

Commodity!

Circulatory!FuncQon! ! ! ! !

The! interior! provides! open! space! that! lets! customers! have! overview! from! the! entrance! and! also! the! route! could! led! users!easy!to!approach!dierent!store!media!such!as!counter,! barber! chair! and! at! the! end! it! divides! two! sides! of! private! serve!area!and!toilet.!!

!

PragmaQc!FuncQon! !

! ! !

Symbolic!FuncQon!

Using!the!white!Qles!and!big!square!window!make!the!light!be! reect! inside! the! shop,! combining! the! structure! of! wall! that! created!simple!texture!around!the!interior.!!

It!created!the!industrial!indoor!idenQty!of!19th!century!which! is! symbolizing! an! art! of! interior! design,! following! the! lights! could!be!a!focal!point!in!each!part!of!areas.!!

Elements!!of! !!!!!!!!Architecture!

Fig.50Y51!!!BARBER!!Shop,!photo!!by!Ard!Hosbergen.!2012.!The!interior!design,!material!using!and!product!displaying.!!!!!!!!!!(source:!Archdaily,!2012)!

Firmness!

Structure!

!

!

ConstrucQon! !

!

Technology!

The! rectangle! space! with! cuboid! element! on! the! wall! which! provides! display! and! storage! areas,! the! copper! pipes! offer! the! electricity,! water! and! pothook,! a! floor! of! old! sawn! floor! beams,! clay! plaster,! pine! plates,! leather!and!concrete.!

Inside! the! space,! there! is! no! extra! decorated! material! for! interior,! the! construcQon! period! could! be! greatly! in! design! and! also! using! the! dimension!component!to!keep!decreased!cost!of!materials.!

The! one! of! main! elements! of! the! barber! shop! is! the! copper! pipes! that! bend! by! following! angle! to! provide! industrial! funcQon! and! Qps! of! organizaQon!as!well!as!the!concrete!counter!has!been!monolithic!finish.!

Elements!!of! !!!!!!!!Architecture!

Fig.52!!!BARBER!!Shop,!photo!!by!Ard!Hosbergen.!2012.!The!interior!design,!material!using!and!product!displaying.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Archdaily,!2012)!

Delight!

Synthesised!Analysis!

AestheQc! ! ! !

Balancing! different! colours! and! materials,! white,! grey,! black,! green,! leather,! pine! wood,! old! sawn! floor! beams,! clay! plaster,! glass! and! the! copper! pipes,! which! like! a! giant! cobweb! are! drawn! throughout! the! interior,! form! the! eyecatcher!of!the!salon.!!

Atmosphere! ! !

It!is!different!between!tradiQonal!barber!shop!and!this!one,!the!space!is!simple! and!open,!even!it!is!including!many!materials!but!the!panern!and!tone!could! be!balance!that!make!user!feels!peaceful!and!relaxing!when!staying!inside!the! barber!shop.!

Psychology!

The!barber!shop!is!not!only!provide!the!services!for!customers!and!also!offer! the!user!journey!of!experiences!to!show!the!brand!idenQty!and!unique!selling! point!for!every!visitors!engage!with.!

!

!

Key0Theory0 the! professional! service! to! let! customers! and! visitors! have! a! good!

0Providing! treatment,!experiences!and!unwind!their!body.!

0 0 Key0Ideas0&0Concepts0 0Different!visual!images!and!materials!between!BARBER!and!tradiQonal!barbershops! to!create!new!experiences!for!customers.!

0 0 Proposed0FaciliHes0

The! main! faciliQes! are! barber! chairs,! sinks,! and! using! concrete! to! created! a! displaying!and!staff!service!table.!

Target!Market!

Unique!!

Selling!Point!

Target!

Fig.53!!!The!man!with!beard.!! !!!!!!!!!!!!!!The!target!market!of!Barbershop.! !!!!!!!!!!!!!!(souce:!Pluslifestyles,!2014)! !

Fig.54!!!The!man!with!beard.! !!!!!!!!!!!!!!The!target!market!of!Barbershop.! !!!!!!!!!!!!!!(souce:!francescoboccauomo,!2014)! !

Fig.55!!!The!man!with!beard.!! !!!!!!!!!!!!!!Model:!ChrisQan!Goran,!2011.!!!!!!!!!! !!!!!!!!!!!!!!The!target!market!of!Barbershop.! !!!!!!!!!!!!!!!(souce:!francescoboccauomo,!2014)!

For!Barber!Amsterdam,!their!customers!are!very!diverse!(from!hipsters!to!reQred!lawyers)!but!in!general!the!staffs!anract!people! with!beards,!Nowadays,!more!and!more!males!like!to!grow!their!facial!hair!and!also!like!to!keep!it!neat!and!try!different!styles.!! (source:!Philips,!2014)!

is! much! room! for! different! types! of! barbershops! and! some!

Unique!! There! views! that! the! it! will! go! out! of! fashion,! but! in! barber! shop's! they! provide! the! professional! service! to! let! every!

Selling!Point! posiQon,! customers!have!a!good!treatment!and!unwind,!and!it!is!up!to!stay! tuned!to!the!current!trends.!

(source:!Mrmaroosh,!2014)!

Fig.56!!!The!thanks!card.!The!unique!selling!point!by!created!potenQal!and!relaQonal!value!with!customers!of!Barbershop.!!!!!!!! !!!!!! ! ! ! !! !!!!!!!!!!!!!!!!!!!!!!!!!(source:!francescoboccauomo,!2014)! !

Fig.57!!!The!interior!of!barbershop.!The!photo!shows!the!display!soluQon!is!combining!the!structure!of!the!interior,!and!! !!!!!!!!!!!!!!!also!it!is!different!between!others.! ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!WeYheart,!2012)! !

Fig.58!!!Barber!Amsterdam!!–!!The!Standed!Sailors.!This!is!a!video!of!picture!which!took!by!print!screen,!it!shows!the!! !!!!!!!!!!!!!!stylish!barber!provides!professional!service.!!! ! ! !!!!!!!!!!!!!!!!!!!!!!!!!(source:!Vimeo,!2014)!

Brand!C.A.P.E.S!2! !!!!!!!!!!!!!!!Analysis!

Simon0Duffy00 0

is!a!coYfounder!of!Bulldog!Natural!Skincare,!Britain’s!first! and!largest!natural!moisturiser!brand!for!men.!!

Fig.59!!Bulldog!LOGO.! !!!!!!!!!!!!!(souce:!Meenhebulldog,!2011.)!

Culture!

Fig.60!!!Simon!Duffy!with!the!Bulldog!products.!The!one!of!successful!grooming!brand!in!! !!!!!!!!!!!!!!the!world.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Ruggedlygroomed,!2012)!

The!inspiraQon!for!Bulldog!came!about!when!Simon!was!shopping!for!a! natural!formulated!product!for!his!wife.!he!went!to!this!huge!store!that! specialized!in!natural!and!organic!food!and!products.! !There!was!a!massive!selecQon!of!products!for!women,!but!at!that!point! there! was! nothing! available! for! men,! when! Simon! decided! to! get! something!for!himself.!! !

Rhodri! who! is! the! partner! that! got! together! with! Simon! and! discussed! this! thought! that! there! wasn't! a! company! doing! naturally! formulated! skincare! for! men,! and! aver! some! research! of! the! market,! we! couldn't! find!anyone!doing!it.! !

In! 2006,! they! spent! a! year! and! a! half! raising! money! from! investors,! formulaQng! the! products! with! some! brilliant! people,! working! on! the! branding! and! creaQng! the! designs! and! speaking! to! retailers.! Bulldog! launched! naQonwide! in! 2007! in! stores,! and! then! started! exporQng! the! products! overseas! in! 2010,! and! today! It! is! in! over! 10,000! stores! worldwide!across!13!countries.!

Connect!with! men!by!being! masculine! and!strong0

Need!a! personality!to! engage!with! men! emoHonally!

Men’s0 Best0 Friend0

The!reality!of! the!category!is! that!it!must!be! caring!

(source:!Mankind,!2014)!

As!an!ethical! company!we! must!at!all!

Qmes!be! reliable0and0 responsible!

Concerned0 about!what! you!put!on! your!skin!

Fig.61!!!The!illustrate!shows!the!clearly!way!about!the!thinking!of!Bulldog.!!!!!!(source:!Slideshare,!2012)!

Brand!C.A.P.E.S!2! !!!!!!!!!!!!!!!Analysis!

Fig.62Y63!!!The!Bulldog!skin!care!product!and!package,!Original!Eye!RollYOn.!Bulldog!!has!mulQ!products!range!to!let!men!be!looking!good.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Ruggedlygroomed,!2014)!

AestheQc!

Simon!knew!Bulldog!were!up!against!other!brands!and!they!all!approach!it!in!the!same!way,!those!brands!use! silver,! orange! and! blue,! blue! and! orange,! they! all! end! up! in! a! blur! of! sameness! on! the! shelf.! Simon! wanted!

Bulldog!to!stand!out!and!disrupt!at!the!point!of!purchase,!when!it!couldn’t!afford!to!do!wider!adverQsing,!the! product!was!going!to!be!its!own!billboard!in!store.!So!that!is!the!Bulldog!looks!like!now!and!also!it!sQll!change! the!package!to!show!strongly!brand!idenQty!to!customers.! (source:!Mankind,!2014)!

PoliQcal!

Bulldog's!primary!green!credenQals!stem!from!the!way!in!which!brand!formulate!our! products.!They!are!trying!to!remove!as!many!manYmade!chemicals!as!possible!from! the! everyday! grooming! products! that! men! use! to! make! their! products! be! no! chemical! composiQon.! And! it! would! certainly! be! cheaper! for! the! brand! to! import! packaging! from! China! and! have! the! packs! filled! in! Eastern! Europe,! but! it! certainly! wouldn't!help!the!environment.! !

However,! all! of! Bulldog! products! are! packaged! in! 100%! recyclable! packaging,! and! they! are! working! closely! with! packaging! partner! to! explore! the! inclusion! of! postY consumerYrecycled!plasQc!in!their!bonles!and!tubes.!This!is!more!of!a!challenge!than! it!would!expect,!parQcularly!if!some!companies!want!to!manufacture!in!the!UK.! (source:!Lifegoggles,!2012)!

Fig.64!!The!Green!CredenQals.!(source:!1stSafetynews,!2010).!

Brand!C.A.P.E.S!2! !!!!!!!!!!!!!!!Analysis!

Economic!

Bulldog! has! won! countless! awards! for! their! range,! across! a! host! of! countries,!it!is!affirm!by!globe!market!such!as:! !

Men’s!Health!USA!Grooming!Award!2013!

Shortlist!Best!Eye!Care!Product!2013!

Shortlist!Men’s!Grooming!Awards!!2012!

Cosmopolitan!Awards!–!Best!men’s!Face!Cream!2010! !

Only!about!20%!of!Men!are!using!male!skincare,!there!is!80%!out!there! that! for! whatever! reason! aren’t! buying! into! any! of! these! grooming! products.!Bulldog!believe!that!by!using!philosophy!and!approach!seOng! apart,!and!get!people!to!buy!into!bulldog!and!buy!into!skincare!for!the! first!Qme.!It!is!currently!supply!to!13!countries,!having!recently!launched! in! Spain! and! it! is! soon! to! launch! in! South! Korea,! which! is! the! biggest! market!for!male!skincare.! (source:!Mankind,!2014)!

Soical!

Bulldog!using!a!dog!to!promote!their!brand!idenQty,!it!is!strongly!image! to!engage!with!people!and!also!the!spirit!is!similar!with!BriQsh!Bulldog.! !

Despite! its! inQmidaQng! appearance,! the! BriQsh! Bulldog! is! one! of! the! most! gentle! breeds! of! dog.! It! is! described! as! a! very! affecQonate! and! dependable!animal,!gentle!with!children,!but!known!for!its!courage!and! its! excellent! guarding! abiliQes.! Bulldogs! are! very! much! a! people’s! dog! and! love! any! anenQon! it! can! get,! oven! craving! it! so! a! lot! of! human! anenQon!is!required!to!keep!this!breed!happy!and!fulfilled.! (source:!Petmania,!n.d)!

Fig.66!!!The!BriQsh!Bulldog.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Petmania,!n.d)!

Fig.67!!!The!Bulldog!package!shows!friendly!and!strongly!image!to!customers.! !!!!!!!!!! ! ! !!!!!!!!!!!!!!!!!!!!!!(source:!Ruggedlygroomed,!2014)! !

Fig.65!!!Bulldog!conQnues!to!win!key!awards!and!accreditaQons.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Slideshare,!2012)!

Elements!!of! !!!!!!!Architecture!

Commodity!

Circulatory!FuncQon! !

!

!

The! Bulldog! products! is! setup! a! space! inside! the! retail! store,! for! this! example,!the!brand!of!retail!shop!is!called!Kling!&!Co!which!is!located! in! Stockholm,! Sweden.! Inside! the! store! customers! could! follow! the! floor! to! engage! with! the! product,! there! is! a! cycle! line! to! walk! though! each!display!areas.!

!

PragmaQc!FuncQon! !

! !

!

Symbolic!FuncQon!

Using! a! part! of! space! in! the! store! to! promote! the! brand! but! the! key! point! is! two! the! space! style! has! to! fit! in! Bulldog! even! the! package! is! simple!and!white,!but!inside!the!space!it!will!not!let!the!atmosphere!be! as!a!gap.!It!is!a!part!of!store!and!also!a!part!of!brand!in!the!retail!store.!

As!interior!of!retail!store,!it!is!an!add!value!of!Kling!&!Co,!on!the!other! hand,! for! Bulldog,! it! shows! real! men’s! things! and! increased! the! male! idenQty!as!a!focal!point!in!the!store.!

Firmness!

Structure!

!

!

ConstrucQon! !

!

Technology!

The!Bulldog!promoQng!area!has!a!simple!structure!and!also!the!furniture! needs!is!easy!to!know!the!acQvity!at!here,!and!it!depends!on!the!original! store!idenQty,!for!Kling!&!Co,!it!used!metal!stand!shelf,!Qles!and!mirror!to! set!this!area!as!a!part!of!bathroom.!

It! is! kind! of! popYup! installaQon! inside! the! space,! so! the! furniture! is! movable,!and!it!could!be!install!the!wooden!board!first!between!original! wall!and!Qles!just!for!the!Qle!wall,!the!water!just!use!the!tube!to!connect! to!the!other!faucet!and!also!the!same!as!the!drain.!!

For! here! just! focus! on! where! the! water! comes! from! and! to! drain,! in! addiQon,!the!spot!lights!is!one!of!faciliQes!in!the!store.!

Fig.68Y69!!!Bulldog!installaQon!as!a!popYup!has!been!setup!in!Kling!&!Co,!Stockholm,!Sweden,!2014.!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!(source:!Meenhebulldog,!2014)!

Delight!

AestheQc! ! !

Atmosphere!

!

Psychology!

Target!

The! installaQon! lets! customers! have! a! living! style! inside! the! store,! the! colour!has!strong!contrast!between!black!and!white!as!well!as!the!material! is!same!as!the!bathroom.!

The! contrast! image! between! cloth! area! and! Bulldog! installaQon! which! is! the! natural! hot! spot! inside! the! store! to! let! customers! have! a! bathroom! image!in!front!of!them.!

The!Bulldog!installaQon!is!not!just!providing!and!selling!products!and!also!it! is! showing! the! brand! idenQty! and! add! value! for! each! customers! engage! with.! !!!

The!target!is!depend!on!the!original!brand! but! the! key! image! of! the! target! is! more! than! just! one! direcQon,! it! means! two! brands!combining!together!in!a!space,!it!is! related! each! other,! so! each! customers! types! will! anract! between! those! two’s! products! as! a! winYwin! situaQon,! store,!

Bulldog!and!customers.!

Fig.70!!!The!photo!shows!the!stylish!target!of!both!! !!!!!!!!!!!!!!brand,!2013.! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Tanoosandbeards,!2013)!

Unique!! ConnecQng!with!the!original!brand!idenQty!and!anract!their!customers!to! combine! two! brands! together! and! create! the! winYwin! situaQon! between!

Selling!Point! three!targets,!original!brand,!Bulldog!and!customer.!

Synthesised!Analysis!

Key0Theory0 the! add! values! to! let! customers! and! visitors! have! the!

0Providing! dierent!experiences!in!the!store.!

0 Key0Ideas0&0Concepts0 0Using!same!element!of!the!store!to!setup!the!installaQon!to!connect! with!the!store!and!also!anract!their!customers!to!doing!business!as!a!

0winYwin!breakthough.!

0 Proposed0FaciliHes0 The!main!faciliQes!are!stand!shelf,!sink,!mirror!and!using!Qles!wall!to! create!a!bathroom!image.!

Fig.71Y72!!!Bulldog!installaQon!as!a!popYup!has!been!setup!in!Kling!&!Co,!Stockholm,!Sweden,!2014.!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!(source:!Meenhebulldog,!2014)!

Design0Development0 Key!Research!informing!a!Design!Mission!Statement!=!Principles!&!Policy!&!PracQce! InspiraQon!linking!to!iniQal!ideas!for!spaQal!brand!idenQty!&!the!embodiment!of!brand!philosophy!

ReďŹ nement!and!transformaQons!of!ideas!for!new!faciliQes!

Design! !!!!!!!!!!Formula!

Client!

Bhavnesh!Chamdal!

Fig.74!!!A!hot!guy!with!beards,!n.d.!!!!(source:!Lefasion.!n.d)!

Fig.75!!!The!beard!is!there!to!help!you!gentlemen,!2014.!!!!(source:!Lefasion.!n.d)!

Fig.76!!!The!barber!is!lifestyle!to!be!closer!with!customers,!2011.!!!!(source:!PorHomme.!2011)!

Mr.Chamdal! is! client’s! family! name! and! also! the! brand! is! inspired! by! client’s! father! who! is! came! from! north!Indian,!Hindu!Sikh.! !

The!client!provides!some!informaQon! that! Alva! Noto’s! music! could! link! to! the!brand,!and!also!he!usually!spend! the! leisure! Qme! to! socialise! meet! friends! and! hangout! in! bars! then! have!a!beer.! !

If!there!has!an!opportunity!to!have!a! place! to! go,! Stockholm! will! be! the! first! one,! second! and! third,! are!

Vietnam!as!well!as!!Alaska.! !

There!are!two!idenQty!colour!for!this! brand! CIS,! black! and! white,! in! addiQon,! the! pantone! cold! grey! 7! which! is! the! colour! between! these! two!and!also!he!is!keen!on!it.!! !

For! the! products,! everyone! can! afford! but! a! bit! more! costly! than! other!brands,!at!the!first!commercial! item! ranges! are! face! &! beard! soap,! face!&!beard!serum,!moustache!wax,!

Visitor0

Staff0

The!target!markeQng!is!focus!on!BriQsh,!young,!stylish!people!and!age!is!between!20!–!

35!years.!As!around!this!age,!they!have!money,!aspiring!and!independent.!

The! professional! barber! is! one! of! the! key! media! to! promote! the! brand,! and!! have! a! good! journey! by! grooming! service! with! customers! and! understand! their!needs,!it!is!not!just!a!service!and!also!it!provides!a!social!stage!for!each! other.!

Fig.73!!The!client,!Bhavnesh!Chamdal,!2014.! !!!!!!!!!!!!(source:!Websta.!2014)!

Where0 The! locaQon! is! in! Birmingham,! UK.! It! is! where! the! brand! start! as! a! origin,!

Birmingham!is!the!second!big!city!in!UK!that!had!the!industrial!story!surround! the!city.!To!combine!different!elements!and!the!historical!structure.! !

It! has! the! potenQals! to! offer! the! new! experiences! and! engage! with! people! that! let! them! have! deep! impression! about! the! Mr.Chamdal’s! products! and! brand.!!

Technology0 Fig.77!!!Birmingham's!New!Street!a!tradiQonal!shopping!area!and!the!staQon!bearing!the!name!nowhere!to!! !!!!!!!!!!!!!!be!seen,!2013.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Shakespeareline.!2013)!

Combining!the!historical!and!contemporary!structure!is!the!vital!situaQon!that! could!be!have!some!construcQon!problems!to!yield!to!the!oldest!ways!then! use!those!potenQal!elements!to!be!unique!and!spot!on.!!

IdeaQon! !!!!!!!!!!!!!Thesis!

Show!

IdenQty! Focal!Point!

Contemporary!

IdeaQon! !!!!!!!AnQthesis!

Old! Stuy!

White!Light!

Mess! ! !

InnovaQve!Values!! !!!!!!!!!!!!!!&!IdenQty! InspiraQon! IdenQty!&!Form!

All!grooming!areas!are!related!to!hair!and!skin!care,!and!also!the!detail! of!the!human!hair!is!all!evoluQon!start.!It!has!a!natural!and!conQnued! texture!which!is!the!same!idenQty!with!barber!pole.!

Scale!up!the!texture!is!not!just!a!small!element!of!the!shop,!it!could!be! set!up!into!the!interior!to!make!the!spirit!more!intense.!

Fig.78!!!The!human!hair!is!100um!thick.!!!!!!(source:!Universitywafer,!n.d)!

Fig.79!!!Original!19th!century!American!barber!pole!trade!sign,!in!19th!century.! !!!!!!!!!!!!!!The!idea!relate!to!ribbon!and!barbershop!idenQty.! !!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Urbanremainschicago,!2013)!

The!First!Idea!of!the!interior!structure.!

InnovaQve!Values!! !!!!!!!!!!!!!!&!IdenQty! The! Sketch! shows! the! evoluQon! of! how! to! install! into! a! space! and! also! combine! the! funcQon!and!brand!idenQty.!!

The!focal!point!in!the!shop! is!the!barber!working!area! which!is!the!vital!of!key!for! promoQng! the! brand,! all! i n c l u d e ! s e r v i c e ,! professional! skill! and! quality! of! products,! as! a! performing!spot!that!could! be! a! stage! of! grooming! show.!

T h e! p e r f o r m i n g! s p o t! s h o u l d! b e! o p e n! a n d! everything! surround! it! as! well! as! combining! the! concept,! the! interior! of! t h e! s h o p! h a s! t o! b e! conQnued!visual.!

On! the! rough! floor! plan! sketch,! the! service! area! is! seOng! at! the! centre! of! shop,! not! only! offer! the! natural! hotspot! and! on0 the0 top0 of0 both0 corner0 have0columns0beside,0it0is0 the0 way0 to0 plan0 the0 storage0room.0

The! texture! concept! using! in! ceiling! design!by!compress!the!circular!structure! to! be! a! flat! shape! and! sQll! conQnued,! it! could! be! connecQng! with! the! working! table!and!the!display!shelf.!

It!creates!the!leading!flow!with!ceiling!to! the!stage!inside!the!shop.!!

InnovaQve!Values!! !!!!!!!!!!!!!!&!IdenQty!

The! ceiling! could! be! one! of! the! brand! idenQty.! Furthermore,! using! the! logo! of! brand! to! promote! immediate! visual! adverQsement! and! also! the! name! Mr.!

Chamdal! could! be! direct! signal! send! into! people’s!mind.!

The! ceiling! has! dierent! angle! between! up! and! down! ! levels.! It! is! not!just!the!experience!of!standing!under!it,!as!well!as!it!provides!a! space!that!has!the!spaQal!layers!inside.!

The!logo!counter!is!very!simple!and!easy! to! see! the! brand! idenQty! even! it! just! a! logo! shape.! However,! less! is! more,! how! to! let! people! remember! all! of! things! related!to!this!brand,!it!is!one!of!strongly! adverQsement! that! communicate! with! customers.!

New!FaciliQes!

Hanging! display! shelf! is! providing! vivacious! display! soluQon! and! surrounding! the! barber! performing!stage,!two!levels!connect!to!each! other! is! a! technique! that! keep! vision! on! the! shelf,!it!would!not!divide!the!horizontal!sight! to!dierent!parts.! !

It! cycles! the! display! area,! and! it! also! connecQng!the!working!table!in!the!shop!that! looks! like! one! piece! to! oer! user! a! gliding!! working!area.!

The!television!screen!has!be!installed!behind! the! mirror! to! provide! customers! have! good! grooming!service!and!keep!focus!on!the!news! or!informaQon!that!could!be!the!potenQal!of! social! acQvity! with! sta! and! customers! such! as!during!the!Football!World!Cup.!! !

It!is!not!only!bars!or!restaurants!have!kind!of! events!which!can!watch!the!match!together.!

Nowadays,! it! establishes! in! barbershop! to! engage!with!more!people.!

New!FaciliQes!

Barber0Pole0 There!is!another!way!to!be!unique!and!have!strongly!idenQty!to!promote! the!new!brand,!it!is!the!barber!pole.! !

The!barber!pole!is!the!key!sign!in!this!society!as!we!know,!every!shops! are!using!similar!sign,!here!is!a!problem!how!to!be!special!and!stand!out! between! those! brands,! as! the! result,! this! barber! pole! is! created! for!

Mr.Chamdal!as!well!as!it!could!ďŹ t!into!the!arcade!brand!sign,!it!is!not!just! provide! the! new! experience! for! service! in! the! shop,! also! it! could! show!

How!dierent!and!unique!Mr.Chamdal!is.!

Design0Proposal0 FaciliQes!&!QualiQes!including!CAD!Images!+!Architectural!Analysis!&!StrapYline!

Unique!Selling!Point!&!InnovaQons!

LocaQon!

Fig.81Y85!!!The!top!five:!CityYwide!events.!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!(source:!Oasischurch.!2014)!

Fig.80!!!Birmingham!Piccadilly!Arcade,!photo!by!author.!2014!!!!!!(Lin,!D.!2014)!

Birmingham!!

Piccadilly!Arcade!

The! Mr.Chamdal’s! first! barbershop! is! located! at! Piccadilly! Arcade! which! is! including! historical! and! contemporary! stores! and! there! has! many! potenQal! advantages! such! as! locaQon,! the! arcade! is! the! connecQve!shortcut!between!New!Street!and!Stephenson!Street,!most!people!walk!though!the!arcade! for!transfer!the!train!and!the!New!Street!StaQon!just!next!to!the!arcade!even!the!shops!are!close,!people! sQll!walk!though!here.!!

Flatpack! is! a! fesQval! which! takes! over! venues! across! Birmingham! every!

March! and! also! it! is! one! of! top! five:! CityYwide! events! in! the! city.! The! fesQval! draws! people! from! far! and! wide! with! a! mixture! of! films,! performances,! contrapQons! and! surprises,! and! has! been! described! as! “magnificently! eclecQc”! (Time! Out),! “joyously! invenQve”! (the! Guardian)! and!“the!UK’s!most!creaQvely!curated!film!fesQval”!(the!Independent).! (source:!FlatpackfesQval.!2014)!

Fig.86!!!Flatpack!Film!FesQval!in!Piccadilly!Arcade,!Birmingham,!2012.!!!!!!!(source:!FlatpackfesQval.!2014)!

During!the!event,!the!auditorium!will!be!setY up! at! the! main! aisle,! it! is! the! different! experience! for! visitors.! Watch! films! in! the! historical! arcade! even! all! shops! will! close! before! film! start! and! also! it! is! linking! the! fesQval!idea!to!increase!the!potenQal!of!the! values.!

It! is! possible! to! have! some! cooperaQve! business! opportuniQes! for! the! arcade! and! this!region!in!Birmingham.!

Fig.X!!!Flatpack!Film!FesQval!in!Piccadilly!Arcade,!Birmingham,!2012.!!!!!!!(source:!FlatpackfesQval.!2014)!

Fig.87!!!The!unit!of!barbershop!which!is!the!empty!shop!in!Birmingham!Piccadilly!Arcade,!photo!by!author.!2014!!!!(Lin,!D.!2014)!

FaciliQes!

Storage0Room0(Product)0

Storage0Room0(Staff)0 Counter0Area0

Entrance/Exit0 The! barbershop! floor! plan! shows! 7! different! areas! in! the!shop,!such!as!Entrance/ Exit,! Counter! Area,! WaiQng! Area,! Grooming! Area,! Store!

Window,!Storage!Room!(for! product),!Storage!Room!(for! staff).!

WaiHng0Area0

Store0Window0 Grooming0Area0

Entrance/Exit0 It!is!the!only!way!to!get!in!and! out,!when!go!inside!the!shop,! the!shop!window!is!infront!of! you! as! a! adverQsed! window,! and! also! it! is! kind! of! Final!

Check! area! for! customers! to! see! what! the! good! looking! they!are!before!leaving.!

WaiHng0Area0 The! waiQng! area! has! a! chair! that! let! customers! relaxing! and! feel! the! atmosphere! of! interior!as!well!as!the!shop!will! provide! a! beer! for! customers! at!the!same!Qme.! !

The! contemporary! chair! has! reflecQve! skin! that! could! reflect! the! texture! of! the! wooden! floor,! connecQng! each! panerns! to! let! the! chair! be!inconspicuous.!!

Store0Window0 It!is!the!first!visual!impact!that! people! could! know! what! is! the! commercial! products! or! acQvity,! and! also! the! window! is! a! screen! to! show! the! performance! of! the! grooming! stage.!

FaciliQes!

Grooming0Area0 This! area! is! the! key! centre! of! the!shop!and!it!is!a!focal!point! i n s i d e! t h e! s p a c e ,! a s! a! performing!stage!which!is!the! barber!show!Qme.!The!area!is! n o t! j u s t! p r o v i d e! t h e! professional! service! for! customers! and! also! it! lets! them!feel!like!a!ďŹ lm!star.!!!

Storage0Room0(Product)0 This!storage!room!with!a!slant! slide! door! which! is! increased! the!storage!space,!in!addiQon,! there! are! 3! hidden! hooks! on! the! slide! door! that! provide! customers!to!hang!their!coats.!

Counter0Area0 The! counter! is! using! the! brand!logo!to!create!the!form! that! is! the! glass! on! the! top,! below! the! glass! desktop,! the! s p a c e! c o u l d! p u t! s o m e! magazines!or!customer’s!bag,!! ! i t! i s! i n c l u d i n g! c o u n t e r! funcQon!and!storage!funcQon.!

Behind!the!counter,!there!!is!a! displaying! area! that! shows! all! product!range!to!be!like!a!Qny! retail!store.!

Storage0Room0(Staff)0 This! storage! room! just! for! staff! to! put! their! own! stuff! and! change! the! cloth,! as! the! counter! area! is! a! private! space,! it! could! be! link! ! line! between! 2! storage! rooms,! and! counter! which! include! the! product! selling! and! replenishment.!

Architectural! !!!!!!!!!!!!!!!Analysis!

Commodity!

Circulatory!FuncQon! ! !

! !

The! interior! provides! open! space! that! lets! customers!have!overview!from!the!entrance!and! also! the! route! could! led! users! easy! to! approach! each!store!medias.!

!

PragmaQc!FuncQon! !

! ! !

Symbolic!FuncQon!

Barbershop’s! main! service! is! grooming,! as! the! grooming! area! should! be! a! centre! then! other! service!acQviQes!just!surround!it.!

Inside!the!shop,!the!compress!hair!texture!ceiling! is!one!of!symbolic!sign!for!Mr.Chamdal,!and!also! the! one! piece! display! shelf! and! brand! logo! counter.! The! grooming! area! created! by! a! performing!stage,!the!lighQng!as!a!spot!light!that! focus!on!it.!

Firmness!

Structure!

For!the!store!window!shelf,!it!is!hanging!from!the! ceiling,!the!purpose!is!making!the!sight!be!focus! on!one!level!and!easy!to!clean!the!floor,!it!made! from! Board! on! Frame! which! is! the! light! board! material,! in! addiQon,! there! is! using! dry! wall! to! create! two! storages.! Material! are! Clear! White! pine!wood!veneer,!American!pine!wood!floor!and! dark!Rough!Concrete!Stripes!wallpaper.!

TOP!BOARD! HONEYCOMB!

Board!on!Frame!

STILES!

Fig.88!!!The!secQon!of!board!on!fame.!!!!!!!!(source:!Biele.!2011)!

BUTTOM!BOARD! Clean!White!Pine!wood! veneer!

Rough!Stripes!Concrete!wallpaper!

ConstrucQon! !

The!main!ConstrucQon!is!hang!from!the!ceiling!of! building,!the!display!shelf!is!also!hanging!from!it.!

The! picture! shows! the! structure! of! ceiling! which! concept! came! form! the! hair! texture! and! barber! pole! idea,! to! install! those! hanging! structure! is! using!anchoring!setscrew!to!connecQng!ceiling!of! building!and!the!setscrew!structure.!

Technology!

The! lighQng! all! use! LED! that! could! saving! the! electricity! as! well! as! mulQ! types! and! size! to! fit! into!the!interior.! !

The! screen! installed! behind! the! mirror! is! one! of! popular! component! in! salon,! and! hotel! interior! design.! There! is! providing! different! social! experience!such!as!discuss!the!football!match!or! design!in!the!barbershop.!

! ! ! !

Delight!

AestheQc! ! ! !

Using!materials!to!combine!textures!and!also!the! shop! installed! in! the! historical! arcade,! the! contemporary!interior!and!classical!structure!are! create!different!feeling!for!customers.!

Atmosphere! ! !

Form!the!arcade!to!the!barbershop!is!a!significant! history! journey,! it! also! shows! how! different! the!

Mr.Chmdal! is.! When! customer! sit! on! the! barber! chair!will!feel!it!is!a!stage!that!be!focus!as!a!spot,! and! barber! just! service! for! you,! not! really! likes!

VIP! but! it! could! be! like! your! own! barber! at! the! same!Qme.!

!

!

!

!

Psychology!

LeOng! every! customers! have! strong! impression! that! aver! get! in,! it! is! not! just! a! barbershop! and! also!an!experience!renewal!grooming!shop.!

Stage!x!Mix!x!AjracHve0x0Prominent0x0Impressive0

Unique! !!!!!!!!Selling!Point!

It! is! a! professional! performance! of! men’s! grooming,! there! is! a! stage! for! barber! perform!their!skills!and!let!customers!have! a! star! atmosphere! when! enter! the! grooming! area! in! the! shop.! According! to! my! research,! there! is! an! annually! film! fesQval! in! Birmingham,! in! addiQon,! the! arcade! is! one! of! key! locaQon! during! the! event.! It! is! the! same! element! of! performing!and!film,!they!all!need!a!stage! to!show!the!story.! !

In! the! Mr.Chamdal’s! barbershop! can! understand! what! is! the! different! r e l a Q o n s h i p! b e t w e e n! b a r b e r! a n d! customer,!one!grooming!chair,!one!waiQng! chair,! and! the! grooming! area! is! brighter! than! other! area.! It! means! there! is! a! small! theatre! inside,! the! waiQng! area! is! an! auditorium! to! watch! the! show! from! the! stage.! Indeed,! the! stage! of! barber! performance! is! related! to! audience! and! actor.!

Fig.90!!!The!spot!to!let!viewer’s!sight!be!anracQve.! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Spartanstudio.!2011)!

Fig.89!!!The!grooming!performing!by!! !!!!!!!!!!!!!!barber.!!!!!!! !!!!!!!!!!!!!!(source:!Alisterpaine.!2012)!

Fig.91!!!The!CHVRCHES!concert!at!Sokol!Auditoriumby.!!!!!!(source:!Flickr.!2014)!

User0Analysis0 Proposed!User!Y!Needs!+!Journey!+!Experiences!

User!!Needs! !!!!!!!!&!Journey!

Visitor!Route!

Staff!Route!

Counter!Area!

–!tell!the!needs!and!finish!the!customer!form0 !

000Needs:0desk,!form,!pen!and!menu000(2 50min)! ! !

WaiQng!Area!

–!waiQng!for!the!barber!chair!and!the!barber0000000 !

000Needs:0a!waiQng!chair,!magazine,!books!and!! ! !!!!!!!!!!!!!!!!!beer!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(<300min)! ! !

Before!Grooming! –!to!hang!customer’s!coat!on!the!storage!room’s!! ! !!!door!then!go!to!the!grooming!area! !

000Needs:0a!hidden!hooks.!!!!!!!!!!!!!!!!!!!!!(0 30min)! ! !

Grooming!Area! –!have!a!good!grooming!service! !

000Needs:0a!barber!chair!and!a!cloth,!a!mirror,!! ! !!!!!!!!!!!!!!!!!a!towel!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(30 400min)! ! !

Aver!Grooming! –!take!the!coat!and!walk!to!the!counter! !

000Needs:0clean!up!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(0 30min)! ! !

Counter!Area!

–!pay!the!money!and!buy!the!products!

000Needs:0a!cashier,!credit!card!machine!and!! !!!!!!!!!!!!!!!!!products!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(5 150min)0

Counter!Area! ! ! !

Storage!Room! !!!!!(Staff)! !

Before!Opening! ! ! !

Storage!Room!

(Product)! !

Grooming!Area! ! ! !

Aver!Closing! ! ! !

Counter!Area!

–!provide!the!customer!form!and!telling!the!! !!!service0 000Needs:0desk,!form,!pen,!menu!&!beer! !

–!to!change!the!cloth!and!put!their!own!stuff0000000 000Needs:0shelf!and!hanging!hook! !

–!to!look!around!the!display!area!and!make!sure!! !!!the!service!space!is!clean!

000Needs:0detailYminded!and!cleaning!tools! !

–!to!organise!the!product!and!replenishment!

000Needs:0a!ladder! !

–!provide!the!professional!service!

000Needs:0a!barber!chair!and!a!cloth,!a!sink,!! !!!!!!!!!!!!!!!!!barber!tools!and!an!open!space! !

–!to!look!around!the!display!area!and!make!sure!! !!!the!service!space!is!clean!

000Needs:0detailYminded!and!display!technic! !

–!change!the!money!introduce!the!products!and!! !!!provide!the!products!sample!to!try!

000Needs:0a!cashier,!credit!card!machine,!products!! !!!!!!!!!!!!!!!!!informaQon!and!products0

Storage!Room!!

(Product)!

Grooming!Area!

Counter!Area!

Storage!Room!!

(Staff)!

WaiQng!Area!

Entrance/Exit!

Store!Window!

Storage!Room!!

(Product)!

Grooming!Area!

Store!Window!

Storage!Room!!

(Staff)!

Counter!Area!

WaiQng!Area!

Entrance/Exit!

User!! !!!!Experiences!

Toilet!

There! is! a! toilet! in! the! Piccadilly!

Arcade,! just! in! front! of! the!! barbershop,! but! only! staffs! can! use! it,! it! means! staff! only.! However,! if! customers! or! visitors! need! to! go! to! toilet! they! should! go! out! the! arcade! to!the!! !

PRET!A!MANGER!restaurant!which!is! on! the! New! Street,! and! also! visitors! can! choose! the! staQon! toilet,! but! it! will! charge! you.! So! it! is! the! one! incovenient!problem.!

Rent!

Space:!!!!!16!m2!

Rent!!:!!!!!756!/pm! !

The! window! structure! should! not! change,! the! rent! fee! is! not! include! the!electricity!and!water.!

Even! there! is! only! one! barber! chair! to! provide! the! grooming! service! for! customers.! However! it! is! the! key! moment! that! could! let! them! watch! the! barber! performance! in! front! of! the! waiQng! area,! have! a! beer,!have!a!show,!not!just!only!offer!this!experience!and!also!there! are! some! magazine! under! the! counter,! of! course,! customers! could! chart! to! the! staff,! there! are! two! barbers! in! the! shop! to! know! each! other! and! exchange! some! experiences! or! informaQon! that! create! a! friendly,!professional!and!performing!shop.!

Fig.92Y94!!!The!unit!of!barbershop!which!is!opposite!in!Birmingham!Piccadilly!Arcade,!photo!by!author.!2014!!!!(Lin,!D.!

2014)!

Pop^Up0Design0 Summary!for!London!Fashion!Week!

LocaQon! London!

BriQsh!Fashion!Council!

Fig.X!!!London!Fashion!Week!logo.!!!!!!!(source:!Mobiletoday.!2011)!

Fig.95!!!The!BriQsh!Fashion!Council(BFC),!BFC,!2014.!!!!!!!(source:!briQshfashioncouncil.!2014)!

The! Mr.Chamdal’s! popYup! installaQon! has! chosen! in!

London!Fashion!Week!to!promote!the!brand!and!engage! with! visitors! who! has! the! potenQal! of! market! as! well! as! this!is!a!perfect!adverQsement!as!a!stage,!people!showYoff! themselves!to!exchange!what!the!fashion!is.! !

The! BriQsh! Fashion! Council! has! different! fesQvals! and! events! every! year! and! the! key! acQvity! is! setup! at! the! plaza.!For!this!chance,!it!is!strongly!suggesQon!to!set!the! installaQon!just!into!the!key!area.!!

Fig.96Y97!!!AdverQsement!of!London!Fashion!Week.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!(source:!Londonfashionweekend.!2014)!

The! tent! is! the! key! promote! locaQon,! as! the! illustrate! shows! the! setup! locaQon! which! is! between! both! entrance,! the! two! ways! are! for! VIP! and! visitors.!However,!this!site!let!people!have!to!walk!though,!even!just!pass! the! popYup! they! will! engage! with! Mr.Chamdalâ&#x20AC;&#x2122;s! installaQon! and! the! exit! way! is! same! as! entrance,! it! is! the! high! potenQal! of! the! London! Fashion!

Week.!

!

!

Fig.98!!!The!Floor!Plan!informaQon!on!showcasing!at!London!Fashion!Week,!from!LFW!website,!2014.

VIP!Entrance!

Visitors!Entrance!

LocaQon!

Target! !!!!!!!Market!!

Fig.99!!!Man!at!Somerset!House!in!London!Fashion!Week,!by!Ik!Aldama,!2012.!!!!!!(source:!DemoQx,!2012)!

Fig.100!!!London!Fashion!Week!visitor!with!khaki!and!indigo!blue!making!a!real!understated!fashion!vision,!from!Lorofabric!Blog,!2014.!!!!!!(source:!Youtube,2014)!

Fig.101!!!A!Man!with!some!glorious!beard!at!Somerset!House,!by!Frederique!Rapier,!2013.!!!!!!(source:!Londonfashionweek,!2013)!

The! key! visitors! that! the! brand! could! promote! to,! on! the! other! hand,! all! visitors! are! the! potenQal! customers! during! the! London! Fashion! Week! event.!AnracQng!them!is!the!main!strategy!of!the!brand.!!

Design!

InnovaQon!

InspiraQon! Both! cases! is! the! key! inspiraQon! for! this! popYup! installaQon,! those! two! example!show!the!entrance! symbolic! funcQon! for! this! space! and! also! connect! with! the! brand! and! the! ribbon! idea! has! already! present! at! the! chapter! 4,! it! is!also!connecQng!with!popY up! installaQon! and! the! b a r b e r s h o p ,! t h e! k e y! element!and!principle!is!link! and!related!each!design.!!

Fig.102Y103!!!Armarni!Hong!Kong!store,!design!by!FUKSAS,!2002.!!!!!!(source:!Openbuildings,!2002)!

Fig.104Y105!!!UNA!Hotel!Vinoria,!design!by!Fabio!Novembre!2003.!!!!!!(source:!Novembre,!2003)!

PopYUP! !!!!!!!Design!

The!picture!below!shows!Mr.Chamdal’s!popYup!installaQon!set!into!the!entrance!area,!every!visitors!have!to!go! though!here!that!could!get!to!the!catwalk!show,!at!the!behind,!there!is!a!lounge!bar!which!is!the!VIP!lounge!bar.! !

The!popYup!is!kind!of!gate,!it!connected!both!side!of!wall!and!there!is!one!staff!there!to!give!the!tesQng!sample! to!everyone!who!pass!away,!this!installaQon!does!not!sell!anything,!just!provide!the!sample!and!engage!with!the! brand,!it!is!not!just!self!adverQsement!and!also!let!all!visitors!have!different!experience!before!the!show.!! !

On!the!other!hand,!anract!people!and!let!them!remember!a!part!of!brand!such!as!colour,!sample,!shape!of!popY up!or!any!disadvantage,!it!will!make!visitors!know!Mr.Chamdal’s!idenQty,!no!any!business!acQvity,!just!anract! people,!promote!the!brand!idenQty!and!also!the!products(give!away!sample).!

Mr0Chamdal’s

apothecary

Give!!

Away!

The!give!away!sample!provides!visitors!have!a!sample!to! try,!even!the!female!they!could!give!to!their!friends,!and! also!they!will!be!the!other!adverQsement,!the!size!is!really! small!W:!10!cm!x!H:!8!cm,!it!is!easy!to!put!in!the!bag!or! pocket.! The! colours! are! use! the! brand! idenQty! colour! black!and!white,!and!also!the!grey!which!is!clientâ&#x20AC;&#x2122;s!favor!! pantone! cold! grey! 7,! using! the! colour! to! divide! the! funcQon,!it!is!the!simple!way!to!pick.! !

The! London! Fashion! Week! promoQon! is! a! good! opportunity! to! let! people! engage! with! Mr.Chamdalâ&#x20AC;&#x2122;s! brand,! the! key! strategic! is! let! them! remember! this! new! brand,! even! they! forgot! the! brandâ&#x20AC;&#x2122;s! name! but! if! they! remember! there! was! a! black! and! white! thing! located! at! entrance,!and!they!gave!the!sample!to!everyone.! !

If! they! can! remember! few! image! aver! the! fesQval! that! I! will!say!this!adverQsement!is!successful.!!

Design0Process0 Strategic!Design!Management!+!Design!Process!Theory!Analysis(inďŹ&#x201A;uencing!your!design!system)! +!Design!Process!Model!+!ReďŹ&#x201A;ecQon!Analysis!

Strategic!!Design! !!!!!!Management! !!5!!days!x!8!hrs!=!40!hrs!

!!5!!days!x!8!hrs!=!40!hrs!

State0of0Art0Review0 0 0 0 Trends0Analysis0 0 0 0 Brand0Analysis0 ! ! !

0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

2.5!days!x!8!hrs!=!20!hrs!

2.5!days!x!8!hrs!=!20!hrs!

2.5!days!x!8!hrs!=!20!hrs!

2.5!days!x!8!hrs!=!20!hrs!

2.5!days!x!8!hrs!=!20!hrs!

0

Design0Development0 0 0 0 Design0Proposal0 0 0 User0Analysis!

0

Design0Process0 0 0 References0 0 A30Pormolio0

Leisure!Industry!Y!Contextual!Analysis!

Spa!and!Grooming!Y!Sector!Analysis!

Leading!Grooming!Design!PracQce!Y!Systems!Analysis! !

The!evoluQon!of!Spa!architecture!and!Grooming!

Trends!analysis!for!unique!‘Added!Value’!Grooming!FaciliQes! Future!Forecast!for!the!novel!direcQons!and!markets!for!the!Grooming!Sector.!

0 Case0Study01:0The0Branded0Grooming0Service.0 Brand!C.A.P.E.S!Analysis!(Culture,!AestheQc,!PoliQcs,!Economics,!Social)!

Target!Market!and!Unique!Selling!Points!

Typical!type!of!space!designed!for!the!Brand!Y!Elements!of!Architecture!Analysis!

Commodity,!Firmness,!Delight! !!!!!!!!!!!!!!!!!!!!!!!Commodity!–!PragmaQc!FuncQon,!Circulatory!FuncQon,!Symbolic!FuncQon! !!!!!!!!!!!!!!!!!!!!!!!Firmness!–!Structure,!ConstrucQon,!Materials!&!Technology! !!!!!!!!!!!!!!!!!!!!!!!Delight!–!AestheQc,!Message&!Mood,!Psychology! !!!!!!!!!!!!!!!!!!!!!!!Synthesised!Analysis!Y!Key!Theory!–!Key!Ideas!&!Concepts!–!Proposed!FaciliQes! 0

Case0Study02:0The0Branded0Grooming0Product0Retailer.0 Brand!C.A.P.E.S!Analysis!(Culture,!AestheQc,!PoliQcs,!Economics,!Social)!

Target!Market!and!Unique!Selling!Points!

Typical!type!of!space!designed!for!the!Brand!Y!Elements!of!Architecture!Analysis!

Commodity,!Firmness,!Delight! !!!!!!!!!!!!!!!!!!!!!!!Commodity!–!PragmaQc!FuncQon,!Circulatory!FuncQon,!Symbolic!FuncQon! !!!!!!!!!!!!!!!!!!!!!!!Firmness!–!Structure,!ConstrucQon,!Materials!&!Technology! !!!!!!!!!!!!!!!!!!!!!!!Delight!–!AestheQc,!Message&!Mood,!Psychology! !!!!!!!!!!!!!!!!!!!!!!!Synthesised!Analysis!Y!Key!Theory!–!Key!Ideas!&!Concepts!–!Proposed!FaciliQes! !

0 0

!

Key!Research!informing!a!Design!Mission!Statement!=!Principles!&!Policy!&!PracQce! InspiraQon!linking!to!iniQal!ideas!for!spaQal!brand!idenQty!&!the!embodiment!of!brand!philosophy!

Refinement!and!transformaQons!of!ideas!for!new!faciliQes! 0 FaciliQes!&!QualiQes!including!CAD!Images!+!Architectural!Analysis!&!StrapYline!

Unique!Selling!Point!&!InnovaQons!

00 Proposed!User!Y!Needs!+!Journey!+!Experiences! !

Strategic!Design!Management!+!Design!Process!Theory!Analysis(influencing!your!design!system)! +!Design!Process!Model!+!ReflecQon!Analysis! !

Bibliography!&!Websites!

Process!!Model!! !&!!!ReflecQon! !

LAZY0

LECTURE& IDEA! LAZY 0 ReflecQon! During!this!design!project!I!learn!a!lot! from! classmates,! we! exchanged! experiences! and! discussed! each! other,! I! think! the! key! point! is! we! spent!a!lot!of!Qme!to!stay!together!in! the! studio,! but! the! disadvantage! is! the! studio! open! Qme! does! not! enough!for!us.!! !

The!project!let!me!understand!more! about! grooming! industry! area! and! tried!to!search!some!key!informaQon! from! specific! company! as! well! as! connected! with! them,! in! addiQon,! I! really! enjoy! doing! design! part! but! someQme! depends! on! the! Qme,! because! Hme0 management0 sQll! a! problem! for! me.! Working! overQme! and! sleep! less! had! already! been! my! personal! idenQty.! However,! we! are! learning! and! we! will! be! bener! than! the!past.!It!just!the!begin.!

LECTURE &

LECTURE&

ID

SKETC EA0 IDE HING!

A0

LAZY0

LAZY0

PRESS URE0 ID I EA0 SKETCH EA0 SKETD ING! C HING!

EA0

LAZY 0

0 G N I K R WOERTIME0 OV ID

LAZY SKETCHI0NG !

LAZY0

RENDE

Ring!

IDEA0

PRESSURE0

LAZY0

TUTORIA L! LAZY0

ORKIINMGE0 0 W IDEA0 OVERT WORKING0 OVERTIME0

SKETCHING !

LAZY0

FINISH0DESIGN0

Adam!(2012)!Interview)With)Simon)Duffy)From)Bulldog)Natural)Grooming,!Lifegoggles.!Available!at:!hnp://www.lifegoggles.com/2851/interviewYwithYsimonYduffyYfromYbulldogYnaturalYgrooming/!(Accessed:!2!December!2014).! !

ALFRED,!M.!(2009)!The)Perfect)Tools)for)a)Perfect)Shave,!The)Aspiring)Gentleman.!The!Perfect!Tools!for!a!Perfect!Shave.!!

Available!at:!hnp://www.aspiringgentleman.com/stylegrooming/theYperfectYtoolsYforYaYperfectYshave/!(Accessed:!6!December!2014).! !

Anon.!(2014)!8)Reasons)to)Grow)a)Beard!)—)TeeHunter,!teehunter.!8!Reasons!to!Grow!a!Beard!!Available!at:!hnp://teehunter.com/2014/08/reasonYtoYgrowYaYbeard/!(Accessed:!2!December!2014).! !

Anon.!(2010)!About)Us,!1st)Safety)News.!Available!at:!hnp://www.1stsafetynews.com/aboutYus/!(Accessed:!2!December!2014).! !

Anon.!(2012)!About)Us,!XpresSpa.!About!Us.!Available!at:!hnp://www.xpresspa.com/aboutYa/165.htm!(Accessed:!20!November!2014).! !

Anon.!(2014)!Amsterdam)architecture,!Amsterdam.info.!Amsterdam!architecture,!tours.!Available!at:!hnp://www.amsterdam.info/architecture/!(Accessed:!20!November!2014).! !

Anon.!(2014)!Amsterdam)architecture,!Amsterdam.info.!Amsterdam!travel!guide!Y!www.amsterdam.info.!Available!at:!hnp://www.amsterdam.info/architecture/!(Accessed:!20!November!2014).! !

Anon.!(2014)!Amsterdam’s)Canals,!A)View)On)CiQes.!KrisQaan!Van!Ermengem.!Available!at:!hnp://www.aviewonciQes.com/amsterdam/canals.htm!(Accessed:!20!November!2014).! !

Anon.!(n.d)!Amsterdam)in)88)bridges,!Holland)Route.!Amsterdam!in!88!bridges.!Available!at:!hnp://hollandroute.nl/en/p/routes/route/?id=159138!(Accessed:!20!November!2014).! !

Anon.!(2010)!Baby)Soothing)Massage)Oil,)Tangerine,!Organic)Opulence)Skin)Care.!Organic!Opulence!Skin!Care!BouQque.!!

Available!at:!hnp://organicopulence.blogspot.co.uk/2010/10/babyYsoothingYmassageYoilYtangerine.html!(Accessed:!2!December!2014).! !

Anon.!(2012)!Barber)Shop)/)Ard)Hoksbergen,!ArchDaily.!ArchDaily.!Available!at:!hnp://www.archdaily.com/284250/barberYshopYardYhoksbergen/!(Accessed:!20!November!2014).! !

Anon.!(2014)!Best)Bleach)For)Skin)Whitening,!Home)Skin)Whitening)Tips.!!Available!at:!hnp://www.homeskinwhiteningQps.net/bestYbleachYforYskinYwhitening/!(Accessed:!6!December!2014).! !

Anon.!(2014)!Best)Summer)Bargain:)Ojo)Caliente)Mineral)Springs)Resort)&)Spa,!Health)Tourism)Magazine.!Y.!Available!at:!hnp://www.healthtourismmagazine.com/news_arQcle/66/12.html!(Accessed:!20!November!2014).! !

Anon.!(n.d)!Board)on)frame,!Axxor.!Available!at:!hnp://www.axxor.eu/paginas/boardonframeframeless1/showMenu/marketsoÄoneycomb!(Accessed:!20!November!2014).! !

Anon.!(2011)!Board)On)SQles)Lay[Up)Lines,!Biele)Group.!Board!On!SQles!LayYUp!Lines :!Biele!Wood.!Available!at:!hnp://www.biele.com/en/bieleYwood/lightboardYsandwichYpanels/boardYonYsQlesYlayYupYlines!(Accessed:!20!November!2014).! !

Anon.!(no!date!c)!BriQsh)Bulldog,!Petmania.!Available!at:!hnp://www.petmania.ie/dog/whichYdogYisYrightYforYmeY/popularYdogYbreeds/mediumYsizeYdogs/briQshYbulldog!(Accessed:!2!December!2014).! !

Anon.!(2014)!BullDog)Skincare)for)Men.!Bulldog!Skincare!for!Men!|!Welcome.!Available!at:!hnp://meenhebulldog.com/#!(Accessed:!20!November!2014).! !

Anon!(n.d)!Depilatory)Wax,!Poth)Hille.!Poth!Hille.!Available!at:!hnp://www.pothYhille.co.uk/products/depilatoryYwax!(Accessed:!2!December!2014).! !

Anon.!(2011)!DOES)CUTTING)YOUR)HAIR)MAKE)IT)STRONGER)AND)GROW)FASTER?,!The)Philip)Kingsley)Blog.!124960EC82E5F80404EFB16E16265693.!Available!at:!hnp://blog.philipkingsley.com/2011/08/!(Accessed:!2!December!2014).! !

Anon.!(n.d)!Electrolysis,!The)Beauty)Salon.!Electrolysis!|!The!Beauty!Salon.!Available!at:!hnp://www.thebeautyYsalon.co.uk/home/electrolysis/!(Accessed:!6!December!2014).! !

Anon.!(2003)!FABIO)NOVEMBRE,!Novembre.!UNA!HOTEL!VITTORIA!Florence.!Available!at:!hnp://www.novembre.it/interiors/unaYhotelYflorence/!(Accessed:!2!December!2014).! !

Anon.!(2011)!‘Free!State!of!Amsterdam’,!EurociQes.!Available!at:!hnp://nws.eurociQes.eu/MediaShell/media/Case_Study_April_2011_Y_AmsterdamYRMON_11171.pdf!(Accessed:!27!November!2014).! !

Anon.!(2014)!Haarlemmerbuurt,!Youropi.!Haarlemmerbuurt!Amsterdam!Y!neighbourhood!Y!InformaQon!and!Qps.!Available!at:!hnp://www.youropi.com/en/amsterdam/locaQons/haarlemmerbuurtY2847!(Accessed:!20!November!2014).! !

Anon.!(2007)!holisQcbodycare.com,!HolisQc)Bodycare.!holisQcbodycare.com.!Available!at:!hnp://www.holisQcbodycare.com/alternaQve_skin_cleansers_s/2.htm!(Accessed:!6!December!2014).! !

Anon.!(n.d)!HOME,!London)Leisure)College.!London!Leisure!College ::!Home.!Available!at:!hnp://www.londonleisurecollege.com!(Accessed:!20!November!2014).! !

Anon.!(2014)!How)to)Choose)the)Right)Day)Spa,!Directory)Spa.!Recent!Posts.!Available!at:!hnp://www.directoryspa.com/blog/howYtoYchooseYtheYrightYdayYspa/!(Accessed:!20!November!2014).! !

Anon.!(2013)!La)Manga)Club)Spa,!La)Manga)Villa)Rental.!La!Manga!Club!Spa!|!La!Manga!Villa!Rental.!Available!at:!hnp://www.lamangavillarental.co.uk/faciliQes/spa/!(Accessed:!5!December!2014).! !

Anon.!(no!date!e)!Le)Fashion)Blog)11)Hot)Guys)With)Beards)JusQn)Passmore)100)Beards)Photo)Book2,!Photobucket.!

Available!at:!hnp://s1196.photobucket.com/user/lefashion/media/LeYFashionYBlogY11YHotYGuysYWithYBeardsYJusQnYPassmoreY100YBeardsYPhotoYBookY2.jpg.html!(Accessed:!2!December!2014).! !

Anon.!(2014)!Loving)God.)Loving)People.,!Oasis)Church.!Available!at:!hnp://www.theoasischurch.com/blog/topYfivesYcityYwideYevents/!(Accessed:!20!November!2014).! !

Anon.!(n.d)!Medical)Spa)Insurance.!Medical!Spa!Insurance,!Medical!Spa!Insurance!|!The!Doctors!Insurance!Agency!|!Medical!Spa!Insurance.!!

Available!at:!hnp://www.doctorsagency.com/insuranceYquotes/medicalYspaYinsurance!(Accessed:!20!November!2014).! !

Anon.!(2014)!Men)and)AnQ[Aging,!Fresh)Start)AestheQcs.!Post!a!Reply!Cancel!Reply.!Available!at:!hnp://www.freshstartaestheQcs.com/skinYrejuvenaQon/menYanQYaging/!(Accessed:!6!December!2014).! !

Anon.!(n.d)!OPEN)AIR)SCHOOL,!architectureguide.!Available!at:!hnp://www.architectureguide.nl/project/search/prj_id/362/searchstring/open%20air%20school!(Accessed:!20!November!2014).! !

Anon.!(2013)!Original)hard)to)find)19th)century)american)wall)mount)exterior)turned)pine)wood)barber)pole)trade)sign)with)early)paint)finish)[)unidenQfied)fabricator,!Urban)Remain.!!

Available!at:!hnp://www.urbanremainschicago.com/originalYhardYtoYfindY19thYcenturyYamericanYwallYmountYexteriorYturnedYpineYwoodYbarberYpoleYtradeYsignYwithYearlyYpaintYfinish.html!(Accessed:!20!November!2014).! !

Anon.!(2014)!Park)&)Bond)for)Movember,!PorHomme.!Available!at:!hnp://porhomme.com/2011/11/parkYbondYforYmovember/!(Accessed:!2!December!2014).! !

Anon.!(2013)!Rio)Mar)Beach)Resort)&)Spa)[)Photo)Gallery,!WYNDHAM)Extra)Holidays.!The!resource!cannot!be!found.!!

Available!at:!hnp://www.extraholidays.com/rioYgrandeYpuertoYrico/rioYmarYbeachYresortYspaYphotogallery.aspx!(Accessed:!20!November!2014).! !

Anon.!(2013)!Some)people)preferred)to)sleep)in)barber)charirs,)paying)$1.50)a)night)for)the)priviledge,)or)spend)the)night)in)the...)[)NARA)[)196406.jpg,!WMF.!!

Available!at:!hnp://commons.wikimedia.org/wiki/File:Some_people_preferred_to_sleep_in_barber_charirs,_paying_$1.50_a_night_for_the_priviledge,_or_spend_the_night_in_the..._Y_NARA_Y_196406.jpg!(Accessed:!8!December!2014).! !

Anon.!(n.d)!Super[Thin)Silicon,!University)Wafer.!Available!at:!hnp://universitywafer.com/Silicon_Wafers/SuperYThin_!Silicon_Wafers/superYthin_silicon_wafers.html!(Accessed:!20!November!2014).! !

Anon.!(2014)!The)Ship’s)Surgeon)as)BARBER[Surgeon,!Pirate)Surgeon.!Available!at:!hnp://www.piratesurgeon.com/pages/surgeon_pages/barbering1.html!(Accessed:!20!November!2014).! !

Anon.!(2014)!Tom)Ford)For)Men)Skincare)&)Grooming)Campaign,!Bello)Mag.!About!The!Authorbelloteam.!Available!at:!hnp://www.bellomag.com/tomYfordYforYmenYskincareYgroomingYcampaign/!(Accessed:!2!December!2014).! !

Anon.!(2014)!Top)20)long)Hairstyles)for)Men,!Pluslifestyles.!Top!20!long!Hairstyles!for!Men!|!Plus!Lifestyles.!Available!at:!hnp://pluslifestyles.com/arQcles/longYhairstylesYforYmen/11/!(Accessed:!20!November!2014).! !

Anon.!(2013)!Truefii)&)Hill)opens)first)gentlemen’s)barbershop)in)Singapore,!His)Style)Diary.!Available!at:!hnp://www.hisstylediary.com/2013/03/20/truefinYhillYopensYgentlemenYbarbershopYinYsingapore/!(Accessed:!20!November!2014).! !

Anon.!(2014)!Uncovering)trends)in)men’s)skincare)packaging)(Simon)Duffy)[)Bulldog)Natural)Skincare),!Slideshare.!Available!at:!hnp://www.slideshare.net/KGSglobal/bulldogYnaturalYskincare!(Accessed:!2!December!2014).! !

Anon.!(2014)!Use)These)Stretch)Mark)Cream)For)Arms,!Invisible)Stretch)Marks.!Leave!a!Reply!Cancel!reply.!Available!at:!hnp://www.invisiblestretchmarks.com/useYstretchYmarkYcreamYarms/!(Accessed:!2!December!2014).! !

Anon.!(2014)!What)Is)Personal)Grooming?,!WiseGEEK.!wiseGEEK.!Available!at:!hnp://www.wisegeek.com/whatYisYpersonalYgrooming.htm#comments!(Accessed:!5!December!2014).! !

Brown,!A.!(2014)!Spa)Types,!Travel)About.!Spa!Types.!Available!at:!hnp://spas.about.com/cs/spa101/a/typesofspas.htm!(Accessed:!20!November!2014).! !

Christensen,!T.!E.!(2014)!What)is)the)Leisure)Industry?,!WiseGEEK.!wiseGEEK.!Available!at:!hnp://www.wisegeek.com/whatYisYtheYleisureYindustry.htm!(Accessed:!4!December!2014).! !

Duffy,!S.!(2012)!Uncovering)trends)in)men’s)skincare)packaging)(Simon)Duffy)[)Bulldog)Natural)Skincare),!Slideshare.!Uncovering!trends!in!men’s!skincare!packaging!(Simon!Duffy!Y!Bulldog!….!!

Available!at:!hnp://www.slideshare.net/KGSglobal/bulldogYnaturalYskincare!(Accessed:!20!November!2014).! !

Eaton,!T.!(2012)!Top)5)spas)onboard)a)cruise,!Cruise)InternaQonal.!Cruise!InternaQonalCruise!magazine!Y!Cruise!news,!the!best!cruise!holiday!reviews!and!independent!cruise!advice!from!the!UK’s!leading!cruise!magazine.!!

Available!at:!hnp://cruiseYinternaQonal.com/topY5YspasYonboardYaYcruise/!(Accessed:!20!November!2014).! !

Ellis,!K.!(2008)!How)to)exfoliate)your)skin,!Sheknows.!Get!smooth,!glowing!skin.!Available!at:!hnp://www.sheknows.com/beautyYandYstyle/arQcles/803596/howYtoYexfoliateYyourYskin!(Accessed:!2!December!2014).! !

Anon.!(2004)!Emporio)Armani)Store,)Hong)Kong,!Openbuildings.!Available!at:!hnp://openbuildings.com/buildings/emporioYarmaniYstore!YhongYkongYprofileY1292/media?group=image#.! !

Francesco,!C.!(2014)!The)Barber,!Francescoboccauomo.!Leave!a!Reply!Cancel!reply.!Available!at:!hnp://francescoboccauomo.com/barber/!(Accessed:!20!November!2014).! !

Hawks,!M.!(2011)!Terms)of)the)Day)Part)2:)LighQng,!Seaside)Spartan)Studio.!Seaside!Spartan!Studio.!Available!at:!hnp://spartanstudio.blogspot.co.uk/2011_04_20_archive.html!(Accessed:!20!November!2014).! !

Jonasson,!P.!(2013)!A)model)from)Sweden,!Taioo)Sand)Beards.!Posted!5,!November,!2013.!!

Available!at:!hnp://tanoosandbeards.tumblr.com/post/66111777253/patYaskedYusYtoYshareYaYphotoYofYhimselfYonYhere!(Accessed:!2!December!2014).! !

Kashani,!K.!(n.d)!Truefii)&)Hill,!flickr.!Truefin!&!Hill.!Available!at:!hnps://www.flickr.com/photos/11146274@N00/15202439000!(Accessed:!19!November!2014).! !

Leigh,!J.!(2011)!Brendan)Murdock)interview,!PREPOSITY.!Available!at:!hnp://www.preposity.com/2011/11/brendanYmurdockYinterview/!(Accessed:!19!November!2014).! !

Locker,!D.!(2011)!Look,)Feel)and)Sleep)Beier)with)Advice)from)DesQnaQon)Spas,!Miss)A.!Look,!Feel!and!Sleep!Bener!with!Advice!from!DesQnaQon!Spas.!!

Available!at:!hnp://askmissa.com/2011/05/02/lookYfeelYandYsleepYbenerYwithYadviceYfromYdesQnaQonYspas/!(Accessed:!20!November!2014).! !

Loureiro,!P.!(2014)!American)Crew)All[Star)Challenge)Put)Men’s)Grooming)On)The)Global)Stage,!ZIMBIO.!

Available!at:!hnp://www.zimbio.com/pictures/xfCKMXcTwmY/American+Crew+Star+Challenge+Put+Men+Grooming/Puary8ZvD0y/Paco+Lopez!(Accessed:!20!November!2014).! !

McQuillan,!B.!(2014)!CHVRCHES)at)Sokol)|)9.24.2014,!flickr.!CHVRCHES!at!Sokol!|!9.24.2014.!Available!at:!hnps://www.flickr.com/photos/hearnebraska/15165163648!(Accessed:!20!November!2014).! !

Munro,!E.!(2011)!G.F.)Trumper,)Mayfair,)W1,!flickr.!Available!at:!hnp://www.flickr.com/photos/55935853@N00/2637969605/!(Accessed:!19!November!2014).! !

Olsthoorn,!J.!(2012)!logo)design,!CARGO.!Barber.!Available!at:!hnp://cargocollecQve.com/joostolsthoorn/Barber!(Accessed:!20!November!2014).! !

Paine,!A.!(2012)!Shave)and)a)Haircut,)Two)Bits,!Alister)Paine.!Leave!a!Reply!Cancel!reply.!Available!at:!hnp://alisterpaine.com/2012/02/09/shaveYandYaYhaircutYtwoYbits/!(Accessed:!20!November!2014).! !

Paul!(2013)!A)Barbers)perspecQve,!Philips.!A!Barbers!perspecQve.!Available!at:!hnp://www.philips.co.za/e/maleYgrooming/blog/aYbarbersYperspecQve.html!(Accessed:!20!November!2014).! !

Payne,!N.!(2014)!Throwback)Thursday:)Barbershop)Bliss,!Terraceviews.!Submit!a!Comment!Cancel!reply.!Available!at:!hnp://terraceviews.org/throwbackYthursdayYbarbershopYbliss/!(Accessed:!20!November!2014).! !

Remedios,!T.!(2013)!Men’s)Health:)Reasons)for)Hair)Loss)in)Men,!Healthmeup.!Trina!Remedios.!Available!at:!hnp://healthmeup.com/newsYhealthyYliving/mensYhealthYreasonsYforYhairYlossYinYmen/20985!(Accessed:!1!December!2014).! !

Peterson,!C.!(2014)!Jackson’s)Whiskey)Barber)is)about)more)than)just)a)cut,!Star)Tribune.!!

Available!at:!hnp://trib.com/business/jacksonYsYwhiskeyYbarberYisYaboutYmoreYthanYjustYa/arQcle_25a3c0f9Yd84fY544cYbeb0Yaf752922122c.html!(Accessed:!20!November!2014).! !

Sande,!E.!and!Hartogh,!S.!(2013)!Barber)Amsterdam)[)The)Stranded)Sailors,!Barber)Amsterdam)[)The)Stranded)Sailors.!Barber!Amsterdam!Y!The!Stranded!Sailors.!Available!at:!hnp://vimeo.com/71567148!(Accessed:!20!November!2014).! !

Smith,!M.!(2014)!The)Perfect)Weekend)Getaway)In)Amsterdam,!CN)Traveler.!The!Perfect!Weekend!Getaway!In!Amsterdam.!!

Available!at:!hnp://www.cntraveler.com/stories/2014Y07Y10/perfectYweekendYgetawayYamsterdam!(Accessed:!20!November!2014).! !

Steward,!A.!(2014)!Barber)surgeon,!Pinterest.!Available!at:!hnps://www.pinterest.com/pin/465770786435303868/!(Accessed:!20!November!2014).! !

Sutch,!A.!(2012)!Strategy.!83E35F4B0DE2A452C08D98506F58EB4C.!!

Available!at:!hnp://www.oliverwyman.com/insights/publicaQons/2012/jun/stateYofYtheYukYleisureYindustryYYYaYdriverYforYgrowth.html#.VIDmGb6FWzM!(Accessed:!20!November!2014).! !

Tobin,!L.!(2011)!Business)ConnecQons,!London)Evening)Standard.!Available!at:!hnp://www.standard.co.uk/businessconnecQons/arQcles/sweetYsmellYsuccessYsimonYcleansYskincareYmenY15765!(Accessed:!20!November!2014).! !

Tsukada,!Y.!(2012)!Yasunari)Tsukada)design.!Available!at:!hnp://www.yasunaritsukada.jp/index.html!(Accessed:!2!December!2014).! !

Vera,!V.!(2013)!Why)Eyes)Need)Special)Skin)Care)Related)AienQon,!Vine)Vera.!Why!Eyes!Need!Special!Skin!Care!Related!AnenQon.!!

Available!at:!hnp://vineveraskincare.wordpress.com/2013/06/27/whyYeyesYneedYspecialYskinYcareYrelatedYanenQon/!(Accessed:!2!December!2014).! !

Wilkes,!R.!(2012)!We)Heart;)Lifestyle)&)Design)Magazine :)Online)magazine)exploring)the)intersecQons)of)art,)design,)lifestyle)and)travel.,!We[heart.!Barber,!Amsterdam!|!We!Heart;!Lifestyle!&!Design!Magazine.!!

Available!at:!hnp://www.weYheart.com/2012/09/05/barberYamsterdam/!(Accessed:!20!November!2014).! !

Williamson,!C.!(2013)!end…Link)Beauty)Salon)by)Yasunari)Tsukada)Design,!Design[milk.!Available!at:!hnp://designYmilk.com/endYlinkYbeautyYsalonYbyYyasunariYtsukadaYdesign/!(Accessed:!2!December!2014).! !

Wilson,!B.!(2013)!Birmingham)Snow)Hill)StaQon,!The)Shakespeare)Line.!Available!at:!hnp://www.shakespeareline.com/birmingham_snow_hill.htm!(Accessed:!2!December!2014).! !

Zakharov,!A.!(2012)!Ard)Hoksbergen)Architect :)Barber)Amsterdam,!Thispaper.!Available!at:!hnp://thisispaper.com/ArdYHoksbergenYArchitectYBarberYAmsterdam!(Accessed:!20!November!2014).! !