Gayle Hockin Fashion Communication
Contents The Vision
Concept board The Location The Store Visual Merchandising Floor Plan Instore Branding Fitting Rooms Interactive
Zones
Chill Out Area Instore Events
The Vision
mixmag.com
Mixmag is one of the most established dance music magazines in the world. As they are becoming more renowned for their special events and recent fashion elements to the magazine, the website continues to expand rapidly. Therefore introducing the Mixmag Store at this particular time in retail is relevant due to the up and coming technology advances, and also the experiential and interactive direction in which retail is heading today. Shopping is no longer just about the product, but the way in which the shopping experience is delivered to the customer. The concept is to create a brand new shopping environment for the customers, in which they can feel relaxed and in a comfortable environment. Using up to date technology associated with the music industry, customers are able to interactive with the store by trying out equipment and promote their own music. As well as purchasing music in downloading booths. It will give off a nightclub atmosphere to suit the music; This enables it to then transform into an event space in which Mixmag can hold live music events for the customers. It will be escapism for the consumer from the conventional retail world. The Mixmag Store is developed from the original online and magazine fashion section to the music magazine. The store will represent and replicate the magazine in every way possible. From the chosen music played in store to the club lit ambience of the shop. The idea is to continue to sell music in an in store environment, and collaborate music and fashion together in an innovative way that will attract the consumer and keep them entertained. The fashion elements that are currently show on the Mixmag website will be sold in the store. Mainly music artists own fashion designs, this will promote the artist music as well as their new collections. By creating this experiential store, not only does it inspire a whole new shopping environment, it promotes the music and fashion industry working side by side and will continue to expand to new ideas. The retail experience should be enjoyable, different and innovative.
The Location
The Mixmag Store will be located on Great Eastern Street,Shoreditch London. Shoreditch is well known for up and coming artist, fashion and technologies. The retail store is situated directly between Old street and Shoreditch tube station, so it is ideal to locate and directed towards the retail area.
Enclosed by stylish bars and shops like: ‘The Light Bar’, ‘Shoreditch House’, ‘American Apparel’ and ‘Urban Outfitters’. The Mixmag store would fit perfectly within the surrounding businesses and attract similar customers. The store would take up the ground floor unit 1 of the EC2 building. It also has offices, a reception and a restaurant. The 4,029 sq ft. space consists of high ceiling and large windows to create a sense of space and exposure throughout the store. The building also supplies toilets, and a lift also available for disabled customers. The walls are exposed brick, which creates an urban effect in the store, fitting in with the theme of the concept. The building is very prominent and easy to locate for customers, as well an intriguing for passers-by.
The store
In Store The Mixmag Store needs to be intriguing from the outside. To fit in with the brand the shop will appear slick and sophisticated. Keeping to a minimal black and white theme, emphasises on an exclusive, luxury feel. As well as creating a contrast of what is about to happen when the customer walks into the store. Keeping the black and white theme enables customers to relate back to the Mixmag logo which will keep consistent throughout the store. Also matching carrier bags, promotions and labelled merchandise. As the store focuses on a nightclub theme, having the outside a refined black and white allows the window displays to be as creative as possible, without and worry of clashing colour and theme. The initial window display will stand out from the minimal shop design.
In store products The Mixmag store will sell a wide variety of pruducts, from Magazines, clothes, Vinyls to DJ equipment. The garments sold will be music artists own designs and logos. Such as DJ Tiesto, Kanye West and Nicki Minaj as well as Mixmag T-shirts, with previous covers on or just a simple logo. This will help the branding of the store and create hype around the brand. The most recent copy of Mixmag will be sold in the store. Also a wide variety of genres in music avalible in many different formats; vinyls, CDs ans downloads for the customers to download then and there in store.
Visual Merchandsing The initial window display try’s to represent the store in every way possible; fun, bright, sociable and entertaining. To link in the actual interior of the store, the back wall will continue to be brick. There will be male and female mannequins displaying the latest collections that The Mixmag Store has on sale. Using neon strip lighting represents the vibrant lighting of a club. Especially at night, the store will really stand out and create attention. Interlinking the music theme there will be vinyl’s hanging interwoven with the strip lighting. This shows what Mixmag as a brand represent. Displaying different forms of music output enlightens the audience of what the store has to offer inside. Overall it should give a bright and funky vibe, which the audience can relate to. It will show an innovative approach to retail and nightclub atmosphere.
Floor Plan
E
Extra in store branding The in store branding will consist of the Logo displayed in many forms as possible. The bags and swing tags are a big part of marketing. When a customer uses the bag in public it helps to brand Mixmag as well as showing them to be a loyal customer. The bags will be minimal black and white to contrast with the instore enviroment, however to replicate the the outside of the Mixmag store. The simple black and white fits in with the Mixmag logo as well as suggesinga luxury and stylistic brand.
Fitting Rooms The fitting rooms are inspired by the Mixmag magazine layouts, bright, fun and colourful. These colours will reflect throughout the store from the lighting to the furniture and the rest of the store concept. There will be both male and female sections to the fitting rooms, with well-lit spacious area, and a seating area outside for other people to wait on. Also Glitter balls in each individual fitting room, with music playing throughout. The idea of these fitting rooms, is to continue to excite the customers and encourage them to venture around the store, and make them enjoy the experience, even if it is simply just trying on clothes.
Interactive Zones
The interactive zones in The Mixmag Store are an innovative way for the customers to get a chance to engage with the brand. There will be several stations placed around the store.
• Touch screen Jukeboxes - so the customers can have their own choice on the in store music. • Touch screen music downloading booths – For customers to download their favourite music in store, with staff there to help and advice. • DJ equipment for the customers to try out. To obtain the club like environment, projections will be placed around the store of recent Mixmag events. Not only will this make a nightclub like ambience but will encourage the customer to get tickets to the next Mixmag event. Creating a scene such as this by using wall projections, makes the store individual and stand out from a predictable retail store.
Chil out area
To add an extra touch to the store, there will be an area for the customers to sit and relax. There will be a comfortable vibe, which encourages the customers to spend as much time as they want in the store. It gives them an opportunity to sit and listen to music, read the latest copy of Mixmag or simply just get a drink from the vending machines provided and socialise. There will be sofas and armchairs in this area of the shop. It will represent a nightclub seating area, with interior to match the rest of the store.
In store Events
The most exciting part to this new innovative store, is that it can transform into a nightclub setting as well. The Mixmag’s Store will hold special events in the space. The equipment and sound systems are top of the range and good enough to hold one of the best parties in London. As Mixmag already have event nights such as ‘That Mixmag thing’ and ‘Mixmag Breazer tour’, they will be introduced to this new venue on a regular basis with top DJs, starting with Maya Jane Coles and Julio Bashmore. Tickets and upcoming line ups can be found in store as well as on the Mixmag Store website. There is a capacity of the Mixmag store is 750 for an evening event. The mannequin stands and clothes rails will be put away to make the area more accessible for the guests. The store is also equipped with appropriate lighting. Bouncers will need to be hired, as well as a portable bar. The events will create an intimate atmosphere with a buzzing vibe . Not like any other nightclub, this venue will still be portrayed as a store, and have a chilled element to it. Where people are able to come and enjoy their favourite DJs as well as browse their favourite music, have a dance or just relax.
Gayle Hockin Fashion Communication