The Pup Shop Booklet

MASTER IN STRATEGIC DESIGN OF SPACES THE MATERIALITY OF RETAIL Pet Apparel & Accessories Store

TEAM C

_Elie BOU SAAD _Michael JULIEN _Daniela PEREZ _Lionela RICCOBELLI

BRAND IDENTITY

BRAND CUSTOMERS

DESIGN PROPOSALS

INDEX

BRAND PRODUCTS BRAND VISUAL COMPONENTS

01

ABOUT THE BRAND

Ralph Lauren Corporation founded in 1967, is a global leader in the design, marketing, and distribution of premium lifestyle products.

Its most recognizable brand is Polo Ralph Lauren.

The game of polo is associated with upper class British tradition, and the polo player offers the brand a sense of sporty yet chic image.

In the pet fashion world, Ralph Lauren extends its polo brand to Pup fashion line, which includes Ralph Lauren Classic Dog Polo, Ralph Lauren Dual Match Polo, Ralph Lauren Sporty Puffer Vest, and Ralph Lauren Team Polo, just to name a few.

The Pup Shop by Ralph Lauren

BRAND IDENTITY

01

“What I do is about living.

It´s about living the best life you can and enjoying the fullness of the life around you from what you wear, to the way you live, to the way you love’’ -RALPH LAUREN-

01

LOGO & TYPOGRAPHY

The Ralph Lauren Logo features a polo horseman, which first appeared in the NYC newspapers in early 1970s.

The Logotype was designed using a font very similar to ITC Fenice Std designed by Aldo Novarese.

The Pup Shop by Ralph Lauren

BRAND VISUAL COMPONENTS

01

WEBPAGE

Designed following the classic style of the brand

Main Features - Simple - Easy navigation - White and clear background - Product’s images displayed in a clear way

01

CLOTHES (Sweaters and Coats)

DOG BEDS AND ACCESORIES

The limited range of products and cost of them are aligned with the brand identity: exclusiveness and premium items The Pup Shop by Ralph Lauren

BRAND PRODUCTS

01

PRODUCTS VISUAL COMPONENTS Colors labeled using a bespoken name

Medium Grey Heather Navy

Color Palette 1

Country Red Lovette Heather

Bedford Orange Royal American

Color Palette 2

Olive Heather

Carnation Pink Heather Green Bean

Color Palette 3

Vacation Blue

01

STRENGTHS - Strong presence of the brand - Elegant and traditional image - Classic and world-wide recognized

OPPORTUNITIES WEAKNESSES

- Enhance of the brand visibility by being one of the few pet luxury shops around the world - Possibility to combine the store with an enrichable experience that goes beyond the purchase activity

- Mostly recognizable for its man clothes - Limited range of pet products

THREATS - Miami is synonym of extravagance and Ralph Lauren is a classic brand. It is essential to find a balance between them.

SWOT ANALYSIS

The Pup Shop by Ralph Lauren

BRAND CONCLUSIONS

01

THE PUP SHOP

PROPOSALS

01

THE RUNWAY SHOP

04

THE HANGING BOXES SHOP

07

THE TOURNAMENT SHOP

The Pup Shop by Ralph Lauren

SUMMARY

02

THE CLUB SHOP

05

THE GREENER SHOP

08

THE DOG’S VISION SHOP

03

THE LABYRINTH BAR SHOP

06

THE DOG’S VILLAGE SHOP

09

THE SPA SHOP

01

01 The “Runway” Shop

_The Concept The Pup “Polo fashion runway” shop offers to see the dog as a model.

Taking the dog as a model by creating the fashion line that will direct you in all the shop Using materials and colors reflecting Ralph Lauren clothes design.

The Pup Shop by Ralph Lauren

PROPOSALS

01

STORAGE

PURCHASE AREA

WINDOW DISPLAY

EXPERIENCE AREA

WINDOW DISPLAY

Grey Basaltite marble

SHOP AREA

Sitting Area for dog’s owners

_Floor Plan

White metal for clothes hangers

Glass on Hole in the floor for dogs special accessories

White projectors

01

Point of Payment

Storage Area

Meeting/socializin g waiting

Dogs Modeling Presentation

Graves dogs accessories

_Axonometric View The Pup Shop by Ralph Lauren

PROPOSALS

Clothes hangers and presentation area

01

_Render

01

02 The “Club” Shop

_The Concept The Pup “Polo Club” shop offers the people and their dogs a space to socialize, have entertainment and training.

The two way to go to the end of the store mix experience areas with products exhibition area.

While the dog is playing around, the owner can look for the shopping or sit for a while and enjoy watching the dogs.

At the end of the store is a wide park with a bench for socializing, and also the purchase point and storage.

The Pup Shop by Ralph Lauren

PROPOSALS

18

01

Sitting Area for owners PURCHASE AREA

SHOP AREA EXPERIENCE AREA

EXPERIENCE AREA

WINDOW DISPLAY

STORAGE

Oak wood

Oak wood EXPERIENCE AREA

SHOP AREA

Sintetic grass

Fountain

SHOP AREA

Concrete tiles

WINDOW DISPLAY

CLUB’S PARK

games

_Floor Plan 19

01 Storage

Point of Payment

Brand Poster Campaigns

Products exhibition

Meeting/socializing area

Games for dogs

Games for dogs

_Axonometric View The Pup Shop by Ralph Lauren

PROPOSALS

20

01

_Render 21

01

03 The “Labyrinth Bar” Shop

The Pup Shop Bar is inspired in the idea of enhancing the shopping experience. Located in Miami, immerse in an open-mind and extravagant life style but yet luxurious and sophisticated, the shop design aims to bring owners and pets into a new experience: an interactive purchase guided by the path of a labyrinth that will be followed by the dogs thanks to the smell coming from the open kitchen located at the end of the store, where also a bar takes place. .

The Pup Shop by Ralph Lauren

PROPOSALS

Sit. Stay. Eat

_The Concept

01 Sitting Area

Dark Wood

Wayfinding Path

BAR AREA

SHOP AREA

Mirror Wall

Vynil on Wall

Black Tiles

Mirror Panel

DISPLAY WINDOW

STORAGE

Storage

_Floor Plan 23

01 Storage

Open Kitchen – Smelling Area Brand Poster Campaigns Point of Payment

Wall partitions: Different highs for different dog’s sizes (S-M-L)

Labyrinth path

SMALL ACCESSORIES CLOTH BIG ACCESSORIES

_Axonometric View The Pup Shop by Ralph Lauren

PROPOSALS

Product Display Panels 24

01

_Render 25

01

04 The “Hanging Boxes” Shop

_The Concept The idea is to create box screens where the product will be shown. These boxes will not touch the floor, trying to respect the high of the pets. .

The Pup Shop by Ralph Lauren

PROPOSALS

01 Storage

Clothes

General ADV

STORAGE

House Products

Accessories

_Floor Plan 27

01

Storage

House Products

Accesories

Clothing

General ADV

_Section The Pup Shop by Ralph Lauren

PROPOSALS

28

01

_Render 29

01

05 The “Greener” Shop

_The Concept The inspiration for this proposals reminds on one of the most inspiring quotes by Ralph Lauren: I don’t design clothes, I design dreams.

The Pup Shop by Ralph Lauren

PROPOSALS

01

Brand Signature

31

Storage

_Floor Plan

Point of Payment

Products

01

_Axonometric View The Pup Shop by Ralph Lauren

PROPOSALS

32

01

_Render 33

01

06 The “Dog’s Village” Shop

_The Concept The Pup Shop by Ralph Lauren

PROPOSALS

01

_Floor Plan

01

_Axonometric Views

01

_Render 37

01

07

Dog’s Sport

Brand

The “Tournament” Shop “My symbol was always a polo player because I liked sports, and polo has a stylishness to it.”

_The Concept The Pup Shop by Ralph Lauren

PROPOSALS

Dog agility is a dog sport in which a handler directs a dog through an obstacle course in a race for both time and accuracy

POLO GAME STRATEGY

AGILITY GAME OBSTACLES

TOURNAMENT

01

Storage

Point of Purchase

_Floor Plan

Dog’s clothes

Playground

Dog’s owners lounge area

01

_Axonometric View The Pup Shop by Ralph Lauren

PROPOSALS

01

_Render

01

08 The Vision Shop

_The Concept The Pup Shop by Ralph Lauren

PROPOSALS

Dog’s Color Spectrum

Dog’s Field of Vision

01

Storage

Dog’s clothes

_Floor Plan

Point of Purchase

01

_Axonometric View The Pup Shop by Ralph Lauren

PROPOSALS

01

_Render

01

09 The Spa Shop

_The Concept A Spa-like setting was created for this unique high quality, full service doggrooming environment.

The Pup Shop by Ralph Lauren

PROPOSALS

Dog’s Health & Wellness

Dog’s Play Care

01

Dog’s Bath

Dog’s play groung

_Floor Plan

Dog’s owners lounge

Dog’s Spa

Point of Purchase

Dog’s play ground

01

Dog’s Bath

Dog’s Spa

Dog’s play groung

Point of Purchase Dog’s owners lounge

Dog’s play ground

_Axonometric View The Pup Shop by Ralph Lauren

PROPOSALS

01

_Render