a) REFERENCES........................................................44-45
VOLUME ONE: STATEMENTS
EXECUTIVE SUMMARY
MISSION STATEMENT
PROBLEM STATEMENT
EXECUTIVE SUMMARY
Over the last few years, the retail industry has shifted quite a bit. The pandemic forced individuals to shop in new ways- online. Now, while online shopping has been around long before the pandemic, this worldwide shutdown re-worked this online structure. All retailers had to find a way to get their name and product out, or they would lose their business. Features like curb-side pickup, to-go stations, zoom/remote connection, robot deliveries, and QR codes became essential.
With that being said, this project aims to rediscover what the customer experience is like, specifically in Charleston, South Carolina. How can individuals be drawn into the space and keep returning? This design is a multi-use space that explores many forms of expression through entertainment, exchange (retail), and exhibitions (art). This concept will be explored not just during the day, but at night as well, for not many businesses remain open past six or seven.
Charleston is a prime spot for retailers. The flood of tourists, especially in the summer, allows for great business opportunities. However, many of these locations are not focused around the experience. The city thrives on King Street, which is the main drag through town; this is where most retailers are, along with the tourists that follow. This project site is located in Upper Charleston , rather than downtown, and sits adjacent to King Street. This then proposes the question of how can the business attract those meandering on King Street?
Based on research, interviews, and case studies, the best way to get people in your store post-pandemic is focusing on that shared individual, yet communal experience. Even though Charleston is a tourist heavy city, what innovative ways can tourists and importantly locals be drawn inside. Additionally, technological features that thrived during the pandemic can still be of use and aid to the design. It’s the idea of merging in-store experiences with the newly discovered online conveniences that we grew accustomed to.
MISSION STATEMENT
“Expression” aims to create an inviting and compelling environment for those to enjoy in the Upper Peninsula of Charleston, SC. One can expect to be immersed in the environment both during the day and at night, with ever changing exhibits, art classes/lectures, shows or readings, a beverage bar, and an exchange where you can bring a memory back home from your experience.
PROBLEM STATEMENT
Over the last few years, especially since COVID-19, the world has seen a shift between in-person and online shopping. Many now navigate the world differently, with retailers/ business owners having to find new ways to bring customers back into their stores; for, many individuals have grown accustomed to ordering online for delivery or curbside pickup. The emphasis needs to be placed on the customer experience and their want to return; the value of being present in the space needs to outweigh its perspective from a screen. So, this project aims to study what that customer experience can become, while simultaneously implementing various forms of expression into the space that can further push said experience. It’s a design that becomes much more than just retail.
VOLUME ONE: RESEARCH
USER GROUP
SOCIO-ECONOMIC RESEARCH
SITE ANALYSIS
BUILDING- EXISTING CONDITIONS
GALLERY RESEARCH
RETAIL RESEARCH
INTERVIEW RESULTS
CASE STUDIES
USER GROUPS
ARTISTS
LOCALS TOURISTS ENTREPRENEURS
SOCIO-ECONOMIC RESEARCH
Charleston, South Carolina, also known as “The Holy City”, was founded in 1670 and is a heavily populated area that attracts millions of tourists every year. As of 2021, Charleston has a population of around 148,000 people, which has increased by almost 8% from past years. The median age of those living in the city is 35 years old, with the median household income being $76,556 and roughly 63.8 thousand households occupied. The city currently employs over 80,000 individuals. With thousands of people living in Charleston, and millions coming to visit each year, the city has seen an exponential growth in sales, generating a 21% increase over 2021.
RACE
COMMUTING
TOP 3 COLLEGES
TOP JOB GROUPS
TOP 5 RELIGIONS
IN-DEMAND JOBS
As for the specific area where the site is located, the demographics are slightly different than just looking at Charleston as a whole. In the upper district of Charleston, the population is 20,818 people, with a population density of 3,897 per square mile. The median household income is $27,108 and there is about 9,115 houses occupied, with a median age of 28. “The number of young adults is extremely large while the number of people in their late 20s to early 40s is large. There are also an extremely small number of families and an extremely large number of single adults.”
SITE ANALYSIS
32-34 WOOLFE STREET
Downtown Charleston, between Meeting and King Street
Downtown consists of many neighborhoods, with this site being located in The Boroughs. The Boroughs “are the best of Charleston’s soul”... “locals love living in the Boroughs for their walk-ability and ease of access to shopping, dining and green spaces.” The site is also adjacent to the Low Country Lowline Project.
KING STREET ANALYSIS
GALLERIES
OCCUPIED: REGIONAL/ NATIONAL
OCCUPIED: LOCAL
BUILDING- EXISTING CONDITIONS
BUILT IN 1914
LOCATED IN CHARLESTON, SC
13,000 SQFT WITH 2,000 SQFT MEZZANINE
Built in 1914 as part of Consumers Ice Co.
Business closed in the early 1980s
Spent about 50 years in service to The Meddin Family (Meddin Bros Meat Packing Company)
The Playhouse currently has a designated area for rehearsal, classroom and music spaces, both a lobby wine bar, a full service theater bar, and a private parking lot for patrons. “The Woolfe Street Playhouse is an excellent example of an adaptive re-use of a historic facility that serve the entire community. It is not only the perfect home for our theatre in residence The Village Rep, but is an ideal venue for other arts organizations in Charleston as well.”
Served as storage in the late 1990s for The College of Charleston
Sat empty for 12 years, occasionally used for short term rental
Was renovated and bought in 2012 by Village Rep- became Woolfe Street Playhouse
RESEARCH: RETAIL
Retail is an ever-changing industry. There is a constant need to keep customers engaged and intrigued. Since the pandemic, many have grown custom to having everything at the click of a button or delivered overnight; so, retailers are needing to become creative in order to keep customers returning. A large portion of that is the customer experience. “75% of respondents to an Epson survey said they would change their shopping habits from online to the high street if stores had an experiential element...” There needs to be this element that cannot be experienced online to continue drawing individuals in. This can also help set a business apart from others.
Interactive retail is crucial to a businesses survival, it’s a “great way to engage with clients and get them to think about retail stores as more than just places to buy particular products.” The goal is to have them return even if they don’t need any particular item, thus creating a positive experience. “Once shoppers begin to associate a retailer with positive experiences, they’re inevitably more likely to buy something from there as well”
Along with interactive retail, there is experiential retail. They are interchangeable terms that differ from traditional retail, for example:
- Creating an immersible and sharable experience
- Prioritizes customer engagement—not sales
- Helps nurture communities
- Inspires new approaches
- Stimulates your customers’ senses
- Taking an omni-channel approach
- Leverages in-store events and services
- The store experience addresses consumer needs
Another newer aspect to retail design is social media and opportunities for those that visit to take pictures. “Thoughtful store design that enables (but never begs for) authentic, organic photo opportunities is the key to mastering user-generated in-store content.” This is very popular among generations like Millennial and Gen Z. Keeping this idea in mind is also great from a community stand point, for “physical spaces can bring people together in ways that websites or mobile apps can’t”.
RESEARCH: GALLERY
Art galleries are the link between artists and collectors that are searching for talent; it’s an exhibition space that showcases and sells artwork. Galleries are commonly commercial enterprises that work with a large portfolio of artists; therefore, the gallery acts as the dealer. There are other types of galleries, but this focus will be on commercial ones, meaning “the gallery commits to showcasing, promoting, selling, and distributing the artworks of the artist in question”. This is the best way for artists, for they can make a living, build their careers, collector base, and resume.
Design is extremely important when it comes to displaying art. The design of the art gallery is going to dictate how you perceive it. A few ways interior designers look at such a space is:
- Temperature controls
- Dust
- Ventilation Systems
- Fire Protection
- Illumination
- Security
- Loading/Transportation Systems
Lots of consideration goes into how such art should be displayed- size, position, color schemes, lighting, level, etc. It’s also important to make sure you’re telling a story with the arrangement of pieces. “Start with artwork showing essential details about the context of your storyline. The background, foreground, colors, and shapes help in bringing this to perspective. Next, place artworks depicting the mood, atmosphere, and feelings from the main subject or object of interest.” This would result in a climax and conclusion piece. One can perceive art in various ways, so it’s crucial to highlight all aspects of such art, to get the best reactions.
INTERVIEWS
KELLY GILREATH
Role: Associate Principal Interior Designer Company: LS3P Associates (CHS)
Years in Industry: 20+
Certifications: IIDA, LEED AP, GGP, NEWH
JEFFREY RENGERING
Role: Associate Principal Project Architect Company: LS3P Associates (CHS)
Years in Industry: 10+
Certifications: AIA, LEED AP BD+C, GGP
KAYLA TWOMEY FLAMMAN
Role: Owner + Curator
Company: The Miller Gallery
Years in Industry: 5+
About Gallery: The Miller Gallery is a contemporary online and pop-up focused gallery based in Charleston, SC, representing 27 American and international artists, 90% of which are female.
MAIN IDEAS: RETAIL
CUSTOMER EXPERIENCE/ THE DRAW
Think about the impact moment of the space. When it comes to layout, one does not want to give it all away at the beginning, but there still needs to be heavy hitters towards front. An important design element would be way finding or some meandering path to lead customers through space. This element can also be designed to help draw eyes towards the cash counter, where you ultimately want people to end up.
ONLINE X IN STORE
A large question is, how can one draw individuals in while still offering an online element? Some ideas included utilizing technology for aspects of shopping like price check and ordering (kiosks). Some stores have introduced personal shoppers that can help curate for you + ship it home for you.
WHAT IS CHARLESTON MISSING/ HOW CAN ONE INCORPORATE CHARLESTON ELEMENTS?
The biggest proposed question is “how do you get people off of King Street?” Another thing to think about is night life; would this design have one, for most businesses downtown are closed by 6pm. The space should be pure to the brand rather than the location. Don’t worry about being
TRENDS FROM COVID-19
Charleston has not kept many changes, for most stores have returned to normal. Though, aspects of circulation and personal space have seen some permanent shifts.
MAIN IDEAS: GALLERY
DRAWING THOSE TO GALLERY
A great way to get people in the gallery is by hosting events or partnering with other businesses- like a pop up. Also think about the client base and who would be coming in (both locals and tourists). A coffee shop is another great element to include in a gallery, for one can look around but also stay and socialize.
GOOD SPACES TO HAVE
It is always important to have adequate storage for the art pieces (kept in back of house). It can be nice to have multiple areas for exhibitions to go, for one can stay up for a month or more. A photo room with access to natural lighting is key for good images of the artwork; also, a wall that is around 10’ for hanging space when taking photos.
DISPLAYS/ ORDER
A great tip is to always have small gift-able pieces that individuals can buy; great for those who cannot afford large art pieces. People also love instant gratification, so pieces in little bins or hanging that they can grab themselves. Newer art is also put at the front and from there often sorted by artists- not always. It really depends on how much art and room there is to display it.
CASE STUDY: GALLERY 90220
BUILT IN 2021
LOCATED IN LOS ANGELES, CA
DESIGNED BY GENSLER
This is a project that’s designed in a budget friendly, low- tech way. One feature of this design that is particularly interesting is this storage wall as seen to the left. The designers used what’s normally seen as dead space, a wall, to create additional art storage. The idea came to be due to the fact that 3 out of 4 walls had openings; this feature also creates four additional surfaces for displaying work.
Another innovative feature of this design is a polycarbonate wall, as seen to the left. This operable wall acts as a door to a space that can become an office when necessary. “The door is covered with translucent polycarbonate material which allows for natural light to enter in spite of the space having no true windows.”
720 SQFT
CASE STUDY: GALLERY SHOP
BUILT IN 2022
LOCATED IN SYDNEY, AUSTRALIA
NOT LISTED
DESIGNED BY AKIN ATELIER
This gallery shop is within the Entrance Pavilion of the Art Gallery of New South Wales. The bio-resin installation was created in collaboration with Hayden Cox, a surfboard designer. This first-of-its-kind resin is the result of two years of research and experimentation on a formula that harnesses light. “The color of the resin was selected to reference the sandstone of the original art gallery building, as well as the rammed earth wall in the new building. Sintered layers of pigment were hand-poured into the material to achieve the gradient.”
“Akin Atelier conceived the Gallery Shop as a bubble within an architectural landscape that draws the intimate touch points of the Art Gallery and the Domain into its reflection.” This gallery shop is meant to serve as both a boundary and a display, allowing for those to see from outside. Choosing resin allowed for more experimentation with color and form. The idea was to not see this shop in passing to the exit, but experience the space as an artistic extension of the gallery in retail space form.
CASE STUDY: WE ARE KNITTERS
BUILT IN 2019
LOCATED IN PARIS, FRANCE
506 SQFT
DESIGNED BY MAZUMDAR BRAVO
We Are Knitters is a global business (online), but this pop up in Paris is their first real store. The design was centered around the customer experience and its goal to serve as a traditional haberdashery with a contemporary approach. Folding perforated panels were used, “using skeins and needles as protagonists.”
The tables and stools can be arranged to be displays or be used for workshops. The space embraces the use of organic and sustainable materials- for all of this OSB is part of their brand image as well. It was also designed “to be nomadic rather than a wasteful, oneoff exercise. The sturdy elements that make up the store were designed to be flat-packed, allowing them to be dismantled and reassembled with ease in other locations.”
VOLUME ONE: RECOMMENDATIONS
GOALS
PROGRAMMING + ADJACENCY
ADA CONSIDERATIONS
LEED + WELL
UNIVERSAL DESIGN
GOALS
ONE
Bring individuals to another area of townguide users off of King Street to the Boroughs.
TWO
Focus on the customer experience and make individuals choose in-store over online.
THREE
To create an innovative space that highlights creators of expression across all of Charleston for users to enjoy.
PROGRAMMING
STUDIOS
ADJACENCIES
OFFICES
STUDIOS
ENTERTAINMENT BAR
RETAIL
GALLERY
STORAGE
CAFE
RESTROOMS
STORAGE
ENTRY
ADA CONSIDERATIONS
LEED
LEED is a holistic system that doesn’t simply focus on one building element, such as energy, water or health. Instead, it looks at the big picture, factoring in all critical elements that work together to create the best building possible. The goal of LEED is to create better buildings that:
Reduce contribution to global climate change
Enhance individual human health
Protect and restore water resources
Protect and enhance biodiversity and ecosystem services
Promote sustainable and regenerative material cycles
Enhance community quality of life
WELL
The WELL Building Standard™ is a vehicle for buildings and organizations to deliver more thoughtful and intentional spaces that enhance human health and well-being. It includes a set of strategies—backed by the latest scientific research—that aim to advance human health through design interventions and operational protocols and policies and foster a culture of health and well-being.
TEN CONCEPTS OF WELL:
UNIVERSAL DESIGN
Universal Design is “the design of products and environments to be usable by all people, to the greatest extent possible, without the need for adaptation or specialized design.”
The seven principles of universal design established by the Center for Universal Design at North Carolina State were developed to guide the design of any product, service, or environment. They follow along with an example of the application of each. UNIVERSAL DESIGN
VOLUME ONE: APPENDIX REFERENCES
REFERENCES
“32 Examples of Interactive Retail.” TrendHunter.Com, TREND HUNTER Inc., 21 July 2015, www.trendhunter.com/slideshow/interactive-retail-examples.
ArcGIS Web Application, charleston-sc.maps.arcgis.com/apps/webappviewer/ index.html?id=a56efad80819488d9c6a6ddf0d9b037c. Accessed 5 Dec. 2023.
“Art Gallery of NSW, Sydney Modern Building, Gallery Shop: Akin Atelier.” Australian Institute of Architects, 9 Nov. 2023, www.architecture.com.au/archives/ awards/art-gallery-of-nsw-sydney-modern-building-gallery-shop-akin-atelier.
“The Art Gallery: Everything You Need To Know - Cai.” Contemporary Art Issue - Platform, Publisher & Gallery on Contemporary Art, 23 Sept. 2023, www.contemporaryartissue.com/the-art-gallery-everything-you-need-toknow/.
“Best Business Opportunities in Charleston, SC.” Best Business Opportunities in Charleston, SC | Charleston.Com, charleston.com/charleston-insider/lowcountry-lifestyles/best-business-opportunities-in-charleston-sc. Accessed 1 Dec. 2023.
Betty Owoo |9 November 2023 Leave a comment. “Akin Atelier Houses Gallery Shop at Sydney Modern in ‘Translucent Bubble.’” Dezeen, 9 Nov. 2023, www.dezeen.com/2023/11/09/akin-atelier-gallery-shop-sydney-modern/.
Cate Trotter p; 2022-07-12. “The Rise of Experiential Retail.” Lightspeed, 8 Nov. 2023, www. lightspeedhq.com/blog/the-rise-of-experiential-retail/.
“Find Your next Commercial Property.” Commercial Real Estate, www.loopnet. com/. Accessed 30 Oct. 2023.
Gottlieb, David. “Council Post: Rethinking the Role of the Physical Store.” Forbes, Forbes Magazine, 27 July 2021, www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2021/07/27/rethinking-the-role-of-the-physicalstore/?sh=290ca9142495.
“Importance of Space Planning in Retail.” CADS, 6 Nov. 2023, cadsonline.com/ insights/retail/importance-of-space-planning-in-retail/.
Religion in Charleston, SC, www.bestplaces.net/religion/city/south_carolina/ charleston. Accessed 5 Dec. 2023.
Reports, Staff. “5/31 Newsbreak: Charleston Area Has Record-Breaking Tourism Year.” Charleston City Paper, 31 May 2023, charlestoncitypaper. com/2023/05/31/5-31-newsbreak-charleston-area-has-record-breaking-tourism-year/.
