PAVE Bonobos Student Competition 2012

2012 PAVE Student Design Competition VISUAL MERCHANDISING DESIGN CATEGORY Sponsored by

With Special Thanks to

Meatpacking District Area Map W. 15TH ST.

The inspiration for the design comes from the Swiss army knife, a multi-functional object that does more than one thing. Although the rule of thumb is ‘a man cannot do more than one thing at any one time’ my concept plays on this by suggesting that it is a multi-retail channel store whereby men can shop on-line, via their phone as well as experience the brand in a bricks and mortar environment. In turn shoppers will be rewarded, when they purchase or place an order, with a Bonobos Swiss army knife that opens up to show a mirror, bottle opener, corkscrew, nose hair trimmer and nail clippers.

I decided to use aluminium and PET plastic as the materials for

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The aim of this project was to design a window display unit and separate in-store merchandiser for the menswear on-line brand Bonobos. This will be in the form of a pop up store located in the meatpacking district of New York. As the store would only be open for a few weeks in the spring/summer of 2013, the window display would have to be eye catching but also easy and quick to set up and break down. The in-store merchandiser would have to be just as eye catching to entice the customer in and through the store.

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the customer on the window line. Adverts and the on-line web-site can be viewed by the passerby.

There is also an interactive screen incorporated into the in-store merchandiser.

Rationale

and durable.

The digital element comes in the form of screens positioned on

WE ARE #BONOBOSNATION

WE ARE #BONOBOSNATION

Front and Plan view of the Window Display Unit.

Window Display Unit

The window display unit is a secure, free standing unit made from lightweight materials. An aluminium pole in the centre acts as the anchor for this structure, from there PET plastic sections fold out in an similar style to the inspirational item. A swiss army knife is contained within itself and the individual components fold out from the centre, this design works in the same way.

The display unit incorporates areas for hanging stock, display shelves, stands for mannequins as well as LCD digital screens on either end.

These screens would advertise the Bonobos campaign most relevant at the time the display is being used, or any other advertisements the brand desires. The images would be transferred to the screen from an SD card that would be placed into the concealed card slot.

E WE AR TION A BOSN O N O #B

Plan View

Window Display Unit

Step 1. As this unit can be folded to easily be transported, I created a step by step guide on how to proceed with this process.

The central pole stays in the same place at all times. The first step is to move the “V� shaped area so it is parallel to the pole.

E WE AR TION NA S O B BONO

#

Plan View

Window Display Unit

Step 2. Following step one, the area for hanging goods then moves towards the front until the two areas touch. As always, the pole is still firmly positioned in the centre.

Step 3. This is the final step, first of all the shelves must be removed. From the front of the area clothes can be hung from, the end panels with the screens can then be folded backwards until the two units touch. The unit is then ready to be transported.

ARE N WE NATIO S OBO BON

#

Plan View

Window Display Unit

This process shouldn’t require any more than two people to complete.

Window Display Unit

This image demonstrates how the window display unit would look in situe. Lighting obviously differs from each display space but can most commonly be adjusted to put emphasis on the merchandise. The white and metallic materials used really do allow for the colored products on display to be the focus, this image proves that.

When the window display unit is folded up for storage, it can also have another use. By placing the shelves back into the assigned slots and adding merchandise, the window display unit can become a portable merchandiser in itself.

Window Display Unit

This image gives an example of how it can be used.

Here are the CAD created plans and elevations for the window display unit.

They clearly show the meaurments for each sectoion from eye level and above.

2 438.4mm

863.6mm

127mm

1 473.2mm

2 438.4mm

Front Elevation

Plan View

152.4mm

711.2mm 914.4mm

558.8mm

914.4mm 6 705.6mm

Window Display Unit

2 438.4mm

Front Elevation In Window Space

The in-store merchandiser design also takes inspiration from the swiss army knife. Although it does reflect the theme of the window display unit, it is more interactive and the sections can be rearranged to suit each customer as an individual.

The merchandiser incorporates a hanging system, display areas as well as an promotional element.

There are eight components to this display fixture; One central aluminium pole, Two aluminium corkscrew inspired clothes rails, Two PET plastic, angular, scissor inspired shelves, Two PET plastic, curved, knife inspired shelves, One interactive digital screen.

The purpose of the digital screen is to advertise the brand.

The customer would swipe across the screen to see the latest trends that Bonobos are following, inspirational images, photo entries from the #BonobosNation competition or anything else the brand would feel like advertising at the time. The images would be transferred to the screen from an SD card that would be placed into the concealed card slot.

As the image shows, the clean cut lines and simple materials used in the merchandiser mean that the products on display are not overwhelmed by the unit itself.

In Store Merchandiser

Each of these components come separate from the centre pole to make it easy to maneuver. Once set up, the shelves, clothes rails and digital screen can swap positions and replace each other.

The in-store merchandiser looks different depending on what angle the customer is viewing it from.

Here, I have displayed examples of how this would look, so to get a better understanding of how the merchandiser is put together and how accessible it is.

Rotating views.

In Store Merchandiser

Merchandiser from above.

Here are the CAD created plans and elevations for the in store merchandiser.

They clearly show the meaurments for each sectoion from eye level and above.

457.2mm 76.2mm 660.4mm

914.4mm 304.8mm

152.4mm

203.2mm

609.6mm

Plan View

Front Elevation

In Store Merchandiser

25.4mm 2 133.6mm

609.6mm

Jade Storey

BA Visual Merchandising and Promotional Design Spatial Awareness PAVE Student Design Competition Entry - VM Category