The Saffron Cottage An Interpretation
of
Jaguar Land Rover
-Harleen Kaur 8018272
Abstract This project is undertaken during the second semester as a part of MA.Interior Design program at Coventry University. The main object of this project is to emphasis towards innovation, idea generation and brand awareness within an interior space. I got Jaguar Land Rover Restaurant, as a part of the design brief. This report is a reflection of my research undertaken for Jaguar Land Rover and my understanding and interpretation towards the brand. The project comes up with an idea of conceptualising the ethics and values of the brand and taking forward it as an initiative to design a restaurant, which would reflect Jaguar Land Rover. The report is divided into two parts, that is, background research of the Jaguar Land Rover and the restaurants and the final design. Background research consists of the qualitative research of the brand in terms of its origins, what it stands for, its visions and missions, ethos and values, its journey of success and how is it perceived by the public. The second part of the research consists of the psychology of designing a restaurant and the types of restaurants. The second part of the report, that is, Final Design will include the material and finishes of the restaurant, final 2D and 3D drawings and renders.
Table of Contents PART 1- BACKGROUND RESEARCH Jaguar Land Rover 1. 2. 3. 4. 5.
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Brand’s Origins What does it stand for ? JLR Strategy What makes JLR successful ? How is JLR perceived by the public ?
Restaurant Design 1. Psychology of Designing a Restaurant 2. Types of Restaurants
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PART 2- FINAL DESIGN 1. Introduction 2. Location and Size 3. Target Customer 4. Personas 5. Material and Finishes 6. Colour Palette 7. Zoning 8. Building Circulation 9. 3D Modelling 10. Floor Plans 11. Sections 12. Elevations 13. 3D Renders
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REFERENCES
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List of Figures Figure 1: Streetinsider, 2018 Figure 2: Vivaluxury, 2016 Figure 3: Chase International, 2011 Figure 4: Pinterest, 2018 Figure 5: Harleen Kaur, 2018 Figure 6: Harleen Kaur, 2018 Figure 7: Harleen Kaur, 2018 Figure 8: Harleen Kaur, 2018 Figure 9: Harleen Kaur, 2018 Figure 10: Harleen Kaur, 2018 Figure 11: Harleen Kaur, 2018 Figure 12: Harleen Kaur, 2018 Figure 13: Harleen Kaur, 2018 Figure 14: Harleen Kaur, 2018
Part 1
Background Research
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Jaguar Land Rover Brand’s Origins Jaguar Land Rover is a car company that is known for its highly loved, prestigious British car brands. It has achieved heights of success from past 140 years in the areas of innovation and adventure. The company was acquired by Tata Motors from Ford in 2008 and since then its success has immensely flourished. Jaguar Land Rover is not only known for its vehicles but also for its innovative technologies that add to a long-lasting legacy. The company started its journey in 1922, when it began making motorcycle sidecars and then moved to Coventry when it switched its name to Jaguar after the second world war.
What does it stand for ? Jaguar Land Rover is known for Innovation, Trust and Pioneering. These are the qualities that sum up the company. They have been known for its performance, luxury and excellence of their products. Individually Jaguar stands for, “Performance meets Beauty” and Land Rover is reputed for its Strength, Versatility and Durability.
JLR Strategy
One Company VISION Two Global Iconic Brands
MISSION
Three Passions
TRANSFORMATION
Four Dynamic Business Foundations
VALUES
Five Core Values
Figure 1: Streetinsider, 2018
Looking at the above figure of the strategies of Jaguar Land Rover, it clearly depicts its visions, missions, transformations and its key values. Even being two iconic brands, each of them has its distinctive features which has been admired and desired all over the world. 2
Jaguar land Rover together forms one business to experience and grow according to its set approach and core values. Its values have helped them to broaden its approach towards sustainability and designing 85% of the recyclable parts. Sustainability has now become an important part of their business strategy. They call their approach the Jaguar Land Rover Way. In order to maintain their high standards in the industry, they focus on deliver their products, faster than ever before.
What makes JLR successful? Something that makes Jaguar Land Rover successful are the parameters that have been noted down after researching the company’s background, its strategic position, visions and missions. Some of them are as follows-: • •
• • • • • •
It is customer focused, which means it thrives to delivery its services to meet the customer needs, The effective relationship that it shares with others encourages them to share their skills and knowledge with everyone, They have very strong teams, including the staff whose skills and talents are the most distinctive, They focus on delivering high quality products and services well on timed in cost effective way, Its main focus is on innovation and facing all its hurdles and challenges, JLR has a very positive impact in influencing others, It has a very clear direction about making sensible business decisions, It is known to deliver high performance products and services.
How is JLR perceived by the public? Since the late 1920s, JLR has been considered as a brand that delivers promising products which have been loved and admired by the people around the world. It has maintained its mark by coming across with highly engineered R&D. JLR is well known for various reasons. Some of them are as follows-: • Its design excellence, • Simplicity and Performance, • Elegance, • Iconic and Progressive nature, • Conventional designs, • Being Perfectionist, • Luxury driven, • Top Notch.
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Restaurant Design Psychology of Designing a Restaurant The first step that I took while researching about the Restaurant design was to understand the psychology of designing a restaurant. It was important to understand what are the vital things to be take care of and what are the points that should be avoided. Therefore, I summed up my research as-: The two most crucial things that should be taken care of while designing a restaurant are-: 1. There should be a strong concept and a narrative, which will act as the main component throughout the design process. 2. The second most important component is the operations taking place in the restaurant. This includes the zoning of the ideal building in terms of keeping the staff area and the guests area separate. This means taking into consideration about how guests enter the restaurant and what comes first, how are they served, what is the circulation of waiters and the guests, are there any service lobby’s required, where would the toilets be placed etc. 3. Thirdly, deciding the type of restaurant, whether it is a formal and fine dine restaurant or a casual and self service (cafe/ pub). 4. Deciding the type of lighting and furniture is another important element in designing a restaurant. Types of lighting and the furniture vary from each dining style. 5. Deciding the colour of the restaurant, how will walls look like.? It should to more soothing and calm in order to make the guests feel more comfortable and have an excellent experience. 6. What would be the cuisines served in the restaurant.? Is it an alcoholic restaurant or a nonalcoholic restaurant.?
Types of Restaurants Fast Food RestaurantsThey have very limited variety of foods, but they offer very affordable prices to their customers. They are served within minutes, therefore, the wait time is very less. Some of the famous fast food restaurants include, KFC, McDonald’s, Burger King etc. •
Fast Casual RestaurantsFast casual restaurants are positioned somewhere between fast food restaurants and casual dining restaurants. They are popular to grab a meal between the busy working hours. The most popular fast casual restaurant is the Boston Market. •
Cafe’sCafe’s are the type of restaurants that do not offer a table service, that is the guests have to order and pay at the counter themselves. Most of the cafe’s offer an outdoor seating experience. •
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Casual Dining RestaurantsCasual Dining Restaurants are one of the family restaurants. They are more focused on inviting families, therefore they are affordable and provide a dining experience as well. •
Buffet RestaurantsBuffets are the restaurants that provide the guests with unlimited food at a fixed menu and price. There is no on table service, guests have to serve themselves as much as they wish to. They are a great value of money. •
•
Pop-up Restaurants-
There are the type of restaurants that have the most surprising locations. Some of them include, old warehouses, roof tops, garages, residential buildings etc. PubsPubs fall under the category of the restaurants that were ones traditionally known as the beer houses. Nowadays, pubs have started offering all types of alcoholic and non- alcoholic drinks. Pubs provide bar as well well table service. They usually have music, casual interiors, dance floor, and a very well equipped bar. •
Fine Dine RestaurantsFine- dine restaurants offer their customers a more formal and full-course meal experience. The concept of the fine-dine restaurant differ from place to place and from the cuisines they offer. They •
are meant to be perfectionist, in terms of having proper cutlery, waiters, crockery etc. There is a uniformity and a proper code of conduct followed in these restaurants. They fall under the category of the most expensive types of restaurants.
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Part 2
Final Design
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The Saffron Cottage Introduction “The Saffron Cottage� is a proposal of a Fine Dine Indian Restaurant which is a brand interpretation of the Jaguar Land Rover. The concept of the restaurant is inspired by the Jaguar’s logo. It has further developed, taking into consideration the characteristics that the Jaguar Land Rover possess, such as luxury and simplicity. The restaurant was decided to have a fine dine dining style as Jaguar Land Rover is looked up as a brand that only the elite class of the society can afford to buy. Therefore, taking the formal aspect of the brand, the dining style is designed as Fine Dine. Since it was observed that being British car brands, Jaguar Land Rover was acquired by Tata Group (Indian Company) in 2008, therefore, it serves Indian cuisine.
Location and Size The location of the restaurant is London. The specific location for the restaurant is decided because London is meant to be a city for rich people. Therefore, having a restaurant in London would be beneficial and more profit earning as it is a place where there are people from diverse backgrounds. People would be able to enjoy the authentic Indian cuisine in a very calm and soothing environment in the restaurant. The size of the restaurant is 200sq. meters and it is designed over two levels.
Target Customer The Saffron Cottage is designed to be a high-end restaurant. Therefore, its target market is more affluent demographic. Since it would be located in London, it will be a major attraction for the rich families and couples. It may even be surrounded by businessmen and more professionals, people who might be interested to invite their clients for a meal.
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Personas
Figure 2: Vivaluxury, 2016
Name- Alina Mary Age- 28 Occupation- Product Designer Customer ProfileBeing a designer, Alina has a very busy schedule. She has regular meetings with her clients. Therefore, in order to have a healthy business relation, she often takes her clients out for a meal.
Figure 3: Chase International, 2011
Figure 4: Pinterest, 2018
Name- Mr and Mrs. Thomas Age- 70+ Occupation- Retired businessman Customer ProfileMr and Mrs. Thomas are an elderly couple. They have faced a busy life all throughout, so now they want to be spend time with each
Name- Charlie and Jazz Brown Age- 30’s Occupation- Charlie is the CEO of a Textile company and Jazz is the Marketing Manager of the same
other and live their live luxuriously. They want to be in a hospitable environment where they are welcomed and served warmly.
company. Customer ProfileThe lovely couple are the new parents to a 6 month old baby girl Aliya. Being the CEO and Marketing Manager, they are well off and have an out going personality. They prefer to dine out specially on the weekends.
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Material and Finishes
Figure 5: Harleen Kaur, 2018
The material and finishes used in the restaurant are the ones that are royal in nature. The feel of the luxurious environment is taken care of. Therefore, chandeliers, long height lamps and pendent lights are used as the source of lighting. The lighting would be soft and flattering so as to make the guests feel comfortable and relaxed, to complement to fine dining style. Stone is used as a material on the restaurant facade. It is also used as a part of the reception table, the stone mesh space dividers and the long backlit planter. Since, stone is a very elegant material therefore, it will be a good combination to blend with the other materials in the design. Wooden and marble flooring play a major role in the restaurant specially in the areas that are occupied by the customers. Since the furniture, walls and lights are in neutral colour, wooden flooring will create a soothing and cozy impact of the restaurant. The furniture selected for the restaurant is very elegant, royal and luxurious. White leather sofas are used in some of the seating areas, whereas, long back gold plated chairs are used in other seating areas.
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Colour Palette
The Saffron Cottage has a very warm colour palette. This creates a very calm and peaceful environment. It is the emotional and psychological palette of the colour schemes. Warm colours generally intend to make the space look bigger. They are considered to be stimulating, vivid and energetic. These colours bring positivity, peace and happiness in a space. Therefore, in terms of designing a restaurant, colour plays a vital role, in the psychology of its customers. In a fine dine restaurant, the main aim is to make the customer feel relaxed and comfortable. Therefore, using a warm colour palette will transform the mood of the customers and make them feel more energetic and positive about their visit.
Zoning
Ground Floor-: •
• • •
Entrance and waiting area Staircase and lift Kitchen and staff area Seating A
First Floor-: • Staircase and lift • Toilets • Staff lobby • Seating B • Seating C Figure 6: Harleen Kaur, 2018
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Circulation
Figure 7: Harleen Kaur, 2018
3D Modelling
Figure 8: Harleen Kaur, 2018
Figure 9: Harleen Kaur, 2018
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Floor Plans
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Section A
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Section B
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Section C
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Section D
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Elevations
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3D Renders
Figure 10: Harleen Kaur, 2018
Reception and waiting area
Figure 11: Harleen Kaur, 2018
Seating A
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Figure 12: Harleen Kaur, 2018
Seating B
Figure 13: Harleen Kaur, 2018
Seating C
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Figure 14: Harleen Kaur, 2018
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Exterior View
References
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Bizfluent. 2018. How to Write a Restaurant Proposal. [ONLINE] Available at: https://bizfluent.com/ how-7837601-write-restaurant-proposal.html. [Accessed 29 April 2018]. Design Shack. 2014. How to Use Warm Color in Design Projects. [ONLINE] Available at: https:// designshack.net/articles/inspiration/how-to-use-warm-color-in-design-projects/. [Accessed 29 April 2018]. Jaguar Land rover. 2018. OUR HISTORY. [ONLINE] Available at: https://www.jaguarlandrover.com/2016/ heritage. [Accessed 29 April 2018]. Jaguar Land Rover. 2018. ABOUT JLR. [ONLINE] Available at: http://www.jaguarlandrovercareers.com/ about-jlr/. [Accessed 29 April 2018]. Jonathan Garrett. 2013. Jaguar Land Rover Vision Triangle. [ONLINE] Available at: http://www.wfaa.eu/cms/ wp-content/uploads/2013/10/Jaguar_Landrover_2020_Sustainability_Vision.pdf. [Accessed 29 April 2018]. Kashmira Gander. 2017. THE PSYCHOLOGY OF RESTAURANT DESIGN REVEALED. [ONLINE] Available at: https://www.independent.co.uk/life-style/food-and-drink/restaurant-design-psychology-tricksreveal-methods-customers-diners-food-drink-a7726176.html#r3z-addoor. [Accessed 1 April 2018]. Morr, J., & Yang, Andrew. (2006). Hotel restaurant bar club design : Architecture design. New York, NY.: Visual Reference Publications. Odyssey Stone. 2018. Breathing Surfaces. [ONLINE] Available at: http://odysseystone.com/. [Accessed 15 April 2018]. Odyssey Stone. 2018. Fa-Setto Bar. [ONLINE] Available at: http://odysseystone.com/. [Accessed 15 April 2018]. Plunkett, D. (2015). Construction and detailing for interior design (Second ed.). Restaurant Engine. 2018. How to Define Your Restaurant’s Target Customer. [ONLINE] Available at: https:// restaurantengine.com/define-restaurants-target-customer/. [Accessed 29 April 2018]. Shruti Singhal. 2013. How Do I Identify Different Personas for a Restaurant. [ONLINE] Available at: https:// www.slideshare.net/shrutisinghal1401/identify-different-personas-for-a-restaurant. [Accessed 29 April 2018]. StreetInsider. 2017. Form 6-K TATA MOTORS LTD/FI For: May 23. [ONLINE] Available at: https:// www.streetinsider.com/SEC+Filings/Form+6-K+TATA+MOTORS+LTDFI+For%3A+May +23/12937400.html. [Accessed 29 April 2018]. Tastessence. 2018. 8 Popular Types of Restaurants. [ONLINE] Available at: https://tastessence.com/populartypes-of-restaurants. [Accessed 29 May 2018]. Target Jobs. 2018. The nature of a Jaguar Land Rover interview. [ONLINE] Available at: https:// targetjobs.co.uk/employer-hubs/jaguar-land-rover/323037-the-nature-of-a-jaguar-land-rover-interview. [Accessed 29 April 2018]. Report reference
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