DFS brain storming

DFS faรงades design

Studies

HDA HUGH DUTTON ASSOCIร S

Concept: DFS DNA describes stores that offer multiple brands for travelling people, luxury, quality, exception, red..

This does not include one specific brand that already benefits from a reputation and identity as do the competitors on Canton and Peking roads. A new, appealing and attractive image is required. We propose a façade of artistic quality for attraction and interest appeal. It is intended to provide an originality that enhances the store, but that does not obscure the store’s recognisability or cloud the commercial identity.

The Brand Image façade is based on an adaptable composition of an iconic portal set in a luxurious textured field. The field adapts and responds to its specific local context in each case. All will have a common denominator theme with a local variation.

The DFS store is a cornucopia of good things. An abundance of gifts and precious luxury items. The façade should communicate this concept of a treasure trove inciting a desire in the passerby to enter a world of richness and gifts.

The stores are to be beautifully wrapped packages. Shrouded in a Poppaea’s veil that ‘hides her beauties behind a mask if not to make them more precious to her lovers, her veil engenders a perfection that is immediately stolen away, and by it’s very flight demands to be recaptured by our desire..’

The veil is a rich textured screen, in a luminous material the plays with light by day and by night. Light boxes like jewels appearing behind the veil with messages about the seasons and the merchandise, animate the large surface of the veil. Beginning as a pattern of tiny light crystals at the top they grow behind it gradually becoming visible boxes finally manifesting themselves as display showcases that animate the entrance vestibules. The articles inside are lit with spotlighting to highlight the luxury and quality. The veil is softly lit in a white colour with a feint tint for the colour of the season.

The articulation of the veil suggests movement, and the pattern of this movement is a passive signal to locate the entrance. It is not a ‘wallpaper’ texture repeated mechanically, but one that evolves and responds to incidents and the falling jewel boxes.

The iconic red portal is an architectural doorway, the entrance to the treasure trove. It is always identical, for every store. Illuminated in the rich and deep red colour of DFS.

HDA HUGH DUTTON ASSOCIÉS

• Atmospheres

• Suggested jewels

• Suggested urge

• Suggested jewels

• Suggested worlds

Veils and lights

Suggested jewels

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Origami studies

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curved fold studies

• Cellular Automata Circles studies

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studies around a circle

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studies around multiples circles

• Cellular Automata Circles studies

• Opening studies

• Cellular Automata Circles studies

• Spirales spheres studies

• Moires studies

• magnetics studies

• Cercles on surfaces studies

• Julia set studies (fractales)

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Textures

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HDA HUGH DUTTON ASSOCIÉS

• Julia set studies (fractales)

• Julia set studies (fractales)

• Julia set studies (fractales)

HDA HUGH DUTTON ASSOCIÉS

HDA HUGH DUTTON ASSOCIÉS

HDA HUGH DUTTON ASSOCIÉS

HDA HUGH DUTTON ASSOCIÉS

HDA HUGH DUTTON ASSOCIÉS

HDA HUGH DUTTON ASSOCIÉS

• Louis Vuitton-Tokyo

• Stephen Sprouse for Louis Vuitton

• Fauchon

• Letter press-Dice print-Stukenborg

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• Wallpaper Carnovsky

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• Bisazza

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faรงade: possibles typologys

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HDA HUGH DUTTON ASSOCIÉS

Local studies based on 3d models and pictures

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E

F C

D F

A

B

• 3d base model

D

A

• Simple image view points

Sun plaza

B

E

C

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HDA HUGH DUTTON ASSOCIÉS

C E D

D A

• 3d base model

B E

A

• Simple image view points

Waikiki

B C

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Waikiki

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HDA Waikiki HUGH DUTTON ASSOCIÉS

A

B

D E C

• 3d base model

D E

A • Simple image view points

B

C

SCOTTSWALK HDA

HUGH DUTTON ASSOCIÉS

SCOTTSWALK

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SCOTTSWALK

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TEXTURE REPETITION OF PATTERN

• Chanel Tower Tokyo

• Louis Vitton Tokyo

• Dior Ginza Tokyo

Display

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BOXES : UNIFORM FACADES

• Louis Vitton Hong Kong

• Louis Vuitton Boston

• Armani New York

Display

• Burberry New York

• Louis Vuitton Tokyo

• Jil Sander New York

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• Loewe Tokyo

Display

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