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