Concept in store design
CONTENT. I-‐
WINDOW
DISPLAYS.
II-‐ III-‐ . IV-‐ FLOOR.
WALLS
CEILINGS.
V-‐
LIGHTING.
VI-‐
FIXTURES &
DISPLAYS.
VII-‐
SIGNS &
BRANDING.
VIII-‐
GOING GREEN.
T
he main goal in the visual merchandising is to give the customer an
inspirational shopping experience, understand the brand identity and respect its values are the first step to have successful result . Passion, innovation, conviction and inspiration are the key words that a designer use, to inspired him self and deliver it with simplicity and emotion to the customer. Express of care, good environment, details and commercial performance will receive the attention and satisfaction of others. This book is the result of a successful investigation were you can find the sources and key point to display strength and conviction.
DON'T THINK !!! WINDOWS ARE THE MAIN SOURCE FOR YOUR CUSTOMERS.
"THINK SIMPLE." Frank lloyd wright
I-‐
WINDOW DISPLAYS.
Boutique displays are fundamentally the frist impression of the store, brand, and products that the customers have. Usually if is love for the frist sight the client will go inside. The window displays can also induce a feeling of unknown, instigant, and curiosity, that will make the client stop and take a look. If this happens we certain have a succesfull display.
At Playground for Vittorio Valerio event we chose cement as the main material to work with. There will be bottles, t-shirts, and a lot of pieces all made of cement and also some black bases. The choice of the colors ( gray, black and white) was made in order to have neutral but strong elements that express the brand identity without removing the attention on the products, t-shirts in this case. The others handmade pieces will be inside of the store with the same atmosphere as the window display.
Criteria window display Design criteria . • • • • • • • •
Branding in the window should not obstruct other elements of the display Consider lighting the display theatrically or Alternatively make full use of natural light . Backdrops can be opaque or translucent . Podiums can be of different shapes and innovative display techniques . Branded graphics and logos can be applied to glass and /or backdrops. Maintain transparency and vistas within the boutique. A light –colored background avoids window reflection . Branded light boxes and plasma screens can be an interesting addition to windows .
Specification guidelines •
Tracks-mounted lighting, using metal halide and halogen lamps, on window soffits can the mood of a display. • Podiums –which can be of glass, wood or metal ,and used on different sizes – vary the use of space. • Consider suspending graphics from the window soffit . • Props and devices for displaying products can be tables, chairs cabinet showcases and shelving.
" Floors
can complement a brand's style and approach."Â
II-‐
FLOOR.
The differents textures, colors and materials of the floor can create routes, establishing the customer's journey inside the store and making an enriching experience . The brand can express their values through the feel and texture of the floor in a way to make it look warm, cold, natural, wild, exciting, hi-tech.
For Vittorio Valerio we suggest them to choose materials like Eco wood, burnt cement, ceramic floor tiles ecologic, always looking for a color palette that preserves the essence of the brand that is home, luxury and freedom.
• DESIGN CRITERIA - Difference zones and walkways. - Guide traffic flow into area and spaces. - Consider different colors and textures. - Warmth of texture is essential. - Floors should be confortable and safe to walk on. • SPECIFICATION GUIDELINES - High-quality finishes are wood, stone, porcelain and ceramic. - Exposed concrete floors are not appropriate. - Entrance mat must be set flush into the floor - Consider the use of tiles of a large scale, measuring for example 60cm x 60cm, is recommended. - Reclaimed timber, rubber and composite materials are acceptable if approved by the Village. - Wider boards in natural timbers are an attractive alternative. - Carpet is acceptable in areas of the boutique, if approved by the Village. - Non-slip underlay is obligatory with rugs.
Do something creative every day
III-‐
WALLS.
The walls are part of the evolve season or actually creation, this can be painted or used as a display theme, grids panels per fins on a side walls can be effectively used for several displays, the walls can be backlit so as to provide extra dramatic lighting in the window, side panel can be at an angle adding to the perception of the window and perspective for the merchandising presentation, some side walls /panels are installed only to created smaller windows within a large one . self standing screen, dividers or hung drapery can be also use to create a temporary
.
side wall allowing continuity of the theme or promotion
Criteria walls Design criteria • • • •
• • • • • •
Walls can be decorated to treat a sense of style and theatre. Space can be define and punctuated by walls . Walls create a sense of volume and scale. Consider display points attached to walls that show case merchandise and display brand signage. How walls are shaped and decorated determines the staments they make. Make use of shape and articulations such as planes, monoliths and curves Walls as spatial interventions can create a sense of the unexpected. Use color schemes that satisfy emotional need . Ideally service points should have all-round vision. Rear walls attract and draw the customer through the space.
Specifications guidelines • •
Consider using natural paints .
Walls can be decorated with glass and painted wooden panels . • Wallpapers and hanging fabric banners enhance the overall decorative theme of the boutique. • Consider also using natural and recycle material .
Ceiling treatment and work, define the sense of height, area and space.
IV-‐
CEILINGS.
There are three elements responsible for given a sense of space to the place: walls, floor and ceiling. About this last one you can create geometric shapes working with a special lighting system and also a pallete of colors causing different kinds of feelings and sensations like extension and welcoming.
DESIGN CRITERIA - Introduce horizontal reference points that shape the space. - Consider interventions that leave the roof structure visible. - Soffits and bulkheads punctuate the void and provide usable areas. - Use other elements such as lighting to create horizontal planes. - Think about integrating air-comditioning ductwork within the ceiling design. - Suspended banners, sculptures, large-scale graphics and lighting effects can fill a void in the ceiling space. - Consider rafes of varying sizes. - Consider high-quality suspender lighting track. - Suspended grid ceilings are inappropriate. - Brands must make use of the full heigh of space in the treatment of their ceilings. - Fitting rooms are by nature spaces with enclosed ceilings.
SPECIFICATION GUIDELINES - Consider rafts or solid plasterboard with solid edges. - Rafts can be geometric or freely styled in shape. - Perforated metals and wooden ceiling systems are an attractive alternative. - Obscure services by covering or painting over. - Wooden slats and beams are welcomed.
In the right light, at the right time, everything is extraordinary.
Aaron Rose
V-‐
LIGHTING.
Light has the power of build and destroy the visual merchandise. Balance in this case needs to be the rule. Its important to understand that the natural light needs to work together with the artificial lighting system given to the products a special attention and apperance. The fitting-room lighting is also important and should make the customer like and feel good in the product.
DESIGN CRITERIA -‐ Light conveys a sense of space and volume, and crentes a sense of inNmacy and atmosphere. -‐ A brightly-‐lit bouNque entrance invokes the curiosity of the customer. -‐ Consider balancing ambient lighNng at lower levels with accent lighNng. -‐ Highly-‐lit hot spots and focal points define the layout. -‐ LighNng guides the eye through the space and leads the customer around the bouNque. -‐ Control the spot lighNng precisely, creaNng light and shade. -‐ Allow lighNng to create interest along walls and to highlight merchandise. -‐ Emphasise the architecture by washing or flood lighNng. -‐ Use back lighNng to model and shape merchandise. -‐ Ensure that ' Face On ' lighNng in the fiVng rooms flaWer the customer and product. -‐ Ensure correct colour rendiNon to enhance merchandise. SPECIFICATION GUIDELINES -‐ Track-‐mounted window lighNng can be used for greatest flexibility. -‐ Consider back lighNng and concealed lighNng with warm fluorescents. -‐ Exposed fluorescent are only suitable for storage areas. -‐ Spot and flood lighNng give good colour rendiNon -‐ Neon can be used in various creaNve ways. -‐ Ensure energy efficiency -‐ LighNng can be presented in a plethora of ways, for example as suspended tracks, projectors, recessed down lighters, under-‐shelflights, showcase lights, step lights that flood the floor, and wall lights.
" THERE IS A ROLE AND FUNCTION FOR BEAUTY IN OUR TIME"
Tadao Ando
VI-‐
FIXTURES &
DISPLAYS. A good choice of fixtures has the power to change the vision that a costumer has about the product. It's essencial to have interesNng layouts once that they capture the imaginaNon and lead the people to go inside and see the store. The furnitures are a special point to achieve success in this area because they provide to the clients a feeling of home and comfort. For ViWorio Valerio we suggest they to work with forged metal, painted wood, some types of glass and contemporary furniture.
VII-‐
SIGNS &
BRANDING.
DESIGN CRITERIA • Internal signane can be for mission statement, providing information, making welcome an departure statements. • Branded lifestyle graphics ideally should be refreshed periodically to enhance overa presentation. • Maximise potential areas for sign. • • • •
Illuminate brand signage with accent or black lighting. The area of the cash desk is perfect to reforce the brand with signage and packaging. Ensure the brand follows through the point of sale. Identify gender and department merchandise with graphics.
V isual
merchandising evolve professional and three dimensional activities plan , call the general attention of the consumer , most be attractive by display store merchandise. The purpose of visual merchandising is to: • • • • • •
Make it easier for the customer to locate the desired category and merchandise. Make it easier for the customer to self-select. Make it possible for the shopper to co-ordinate and accessories. Recommend, highlight and demonstrate particular products at strategic locations. Educate the customer about the product in an effective & creative way. Make proper arrangements in such a way to increase the sale of unsought goods.
" I STILL BELIEVE IN THE IMPOSSIBLE "
Zaha Hadid
VIII-‐
GOING GREEN.
7
references of going green
is an exceptional point which will deliver energy, value and social responsibility. Be green Going green, Stay green,( reduce, reuse, recycle).
I-Design approach Substantial strategy's and choices of material, bring energy life cycle to the store. II-Materials Selection of the materials for the store, be sure don't be toxic to maintain the air freshness and quality . III-lighting. Saving energy and maintain the appropriated light for each department or wall, will be efficient . IV-temperature Heating and cooling temperature system according to the store • Warm, pleasant white light . • Dimmable (on select dimmers) . • Energy efficient, up to 90% energy savings .
•
Lasts up to 35 times longer than a comparable incandescent . • Contains no mercury or lead. V- water Reduce waste , match heating system to appropriated use of water in to the store VI-operation The key and main point is the implementation of the correct program of maintenance, for efficient and general operation. VII-regulations and development in technology The store can develop regulation technology and sustainability for the brands
T
echniques
Visual merchandising builds upon or augments the retail design of a store. It is one of the final stages in setting out a store in a way customers find attractive. Many elements can be used by visual in creating displays including color, lighting, space, product information, sensory inputs (such as smell, touch, and sound), as well as technologies such as digital displays and interactive installations,
Tools A planogram (It is a diagram or model that indicates the placement of retail products on shelves in order to maximize sales) allows to plan the arrangement of merchandise by style, type, size, price or some other category. It also enables a chain of stores to have the same merchandise displayed in a coherent and similar manner across the chain. Â
• It’s
a pleasure for summer 2012 visual merchandising students and Instituto Europeo di Design develop this proposal for a new brand as Vittorio Valerio which is specially directed to the Italian market.
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The best and sincere success in the fashion world and we hope our efforts, recommendations and techniques be the best for you.
• • • •
Fernanda Leon Irastorza Giulia Tonareli Natalia Urasaki Providencia Pena.
SUMMER Course 2012