GAP Concept Store Proposal
Autumn/
Winter
2015
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#theGAPconcept
Contents 005
#theGAPconcept
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Store Layout
008
Visual Influences
012
Mannequins & Display
014
Lighting & Structures
016
Colour Schemes
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Store Aesthetic
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References
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#theGAPconcept
love your basics
An in-store installation should promote Gap’s brand narrative through the power of store design with the clothing as the centrepiece. All of the aspects covered in this visual guide propose a concept store should provide a retail environment that consumers can experience in all sensory forms. Through considering the key elements that work in harmony to build an experiential retail space, Gap can invite consumers curiosity around the brand and the commodity clothing through viewing the garments in a multi-sensory environment. The in-store installation should display the garments in an aesthetically pleasing way inspired by the notion of sustainablity and simplicity, mirroring Gap’s brand ethos. The metal installation should be de-constructed and re-worked each time the concept store moves to a new location. The concept store should also reinforce Gap’s belief that the clothing should be an staple part of the consumer’s personal style for them to integrate into their everyday lives.
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Store Layout The layout of the store should be designed as a one-way system, so the consumer is taken on a 360-degree narrative through the brand experience and can fully view all the garments displayed in the installation. Metal structured mannequins should be placed at the front of the store to fit in with the aesthetic of the installation, displaying the best offerings from Gap’s Autumn/Winter 2015 collection. This should be the first aspect that consumers see when they walk in to the concept store to create a positive impression of Gap.
Front Window Display
Mannequin Displays
Metal Frame Installation
Front Window Display
Entrance
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Mannequin Displays
Fitting Rooms
Exit
Fitting Rooms
The fitting rooms should be placed behind the installation to allow consumers to try on the items on that are display, reinforcing their preferences of wanting to try on and see the garments before purchase. iPads should also be distributed throughout the store to fulfil consumers digital expectations of a shopping experience, whilst fitting into the minimalist aesthetic of the store design. The iPads should offer consumers fast and easy payments so their in-store experience is not hindered by having to queue.
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Visual Influences Disorientated
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1. Saint Laurent, Soho
2. COS/INT Works
4. Felipe Oliveira Baptista at MUDE / Bureau Betak
5. H+B Showroom
3.Victoria Beckh
6. Lacoste SS14/ Bureau Betak
7.“Foam” - Hiroshi Yoneya
Beckham Flagship, London 9. Topshop, Nottingham
“Disorientated” takes influence from architectural structures and this idea reinforces the concept’s store aesthetic, how simple everyday items – light, mirrors, frames and space – can create something innovative to capture consumers’ attentions in today’s technologically driven world. This trend in store design is a complete opposite to traditional store concepts, yet the consumer is still able to immerse themselves 8. Alexander Wang Store, New York in all the benefits of shopping in a physical store. Establishing a similar concept that should reflect the notions of Gap being “timeless” and sustainable, adhering to their brand identity.
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Everyday Utopias
1. James Turrel - “Armata”
4. Jinnie Seo - “Space in Space” 5. Jinnie Seo - “Red Clouds”
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3. Monika G Sticky Tape”
2. Nick Albertson “Hangers”
6. Nick Albertson “Sandwhich Bags”
7. Silverware Chandel
nika Gryzmala - “Miles and Miles of Tape”
handelier
9. Grafton Architects
8. James Turrel - “Afrum I, White”
“Everyday Utopias” is a directed towards elevating mundane objects and reusing them to create something aesthetically pleasing. The in-store installation should portray an understated aesthetic that references Gap’s signature style, including the elements of light, space, objects and texture under one reusable force. The theme that should continously run through out the store design is the element of space and serene. Allowing the consumer to take a moment away from technologically enhanced shopping experiences and fully immerse themselves in the store’s atmosphere. The concept store should portray an ambience of calm, allowing the consumer to fully engage with the brand as well as appreciate the architectural and installation collaborations.
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Mannequins & Display
1. Anthony Gormley
2. Unknown ”Surrogate Self”
3. Topman
4. Anthony Gormley ”Propose II”
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5. Armani
The concept store should take influence from artist Anthony Gormley who uses metal in his work to create interesting human-like sculptures. They also run consistant with the installation and aesthetic of the store and should be used to display the garments in a visually stimulating way.
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Lighting & Structures
1. Chicako Ibarati
4. Rober Irwin
6. Loris Hersberger “Ghost 21”
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2. Jonas Korban
3. Kengo Kuma
5. Dan Flavin
8. Jeppe Hein 7. Marc Le Franq - “And Then Comes an Age of Steel”
Lighting should be placed throughout the concept stores to create a sensory experience, taking influence from light installation artists who use lighting to alter perceptions of space, for example James Turrel, Robert Irwin, Jonas Korban and Kengo Kuma. The metal structures should be incorporated throughout the store in the form of an installation to display the garments in an innovative way.
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Colour Schemes
Twilight Blue
Moonlight Blue
The concept store’s colour scheme should be an understated monochrome palette with subtle hints of blue to reflect Gap’s brand identity, the simplicity of the clothing and portray an element of spaciousness. These colours should create a calming in-store atmosphere as a contrast to store environments that are heavily enhanced by technology and fast fashion, where consumers are overloaded with copicious amounts of choice each day. This colour scheme should be portrayed throughout all Gap stores across the UK to sustain a strong and consistent image and reinforce Gap’s brand message of wanting to be an economical brand that sells definitive clothing. Making the every day commodity clothing an integral part of the consumers’ wardrobe staples.
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Starlight Blue
Bright White
Ash Grey
Jet Black
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Store Aesthetic
3. Ansdorf Concept Store
1. & Other Stories 2. COS
4. Ansdorf Concept Store 6. Isabel Marant 5. Isabel Marant
7. Victoria Beckham
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8. Dover Street Market
These images serve as inspiration for the concept store’s overall aesthetic and atmosphere. The installation should transform the space into an all encompassing retail experience. By portraying a sense of spaciousness, this should invite consumers to fully explore the brand and store environment. The spatial experience of the concept store should have the clothing as the main focal point; how the consumer can view the garments and the retail experience that is associated with it.
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References Store Layout Simpson, E. (2015) Concept Store Layout [Own Image]
Disorientated 1 . Saint Laurent (2013) Saint Laurent Concept Store, Paris. [image] Avaliable at: http://www.dezeen. com/2013/05/15/hedi-slimane-opens-saint-laurent-flagship-store-in-paris/ [Accessed 27 Jan. 2015] 2. Telling, A (2013). COS Concept Store by INT Works. [image] Available at: http://www.intworks.com/ work/cos-concept-store [Accessed 25 Jan. 2015]. 3..Holzerr, F. (2014). Victoria Beckham Flagship. [image] Available at: http://www.farshidmoussavi.com/ node/106#victoria_beckham_flagship_store_106_48 [Accessed 25 Jan. 2015]. 4. Guerra, F. (2013). Bureau Betak Design Exhibition. [image] Available at: http://londondesignjournal. com/hoe/2013/11/21/felipe-oliveira-baptista-at-mude-museu-do-design-e-da-moda-bureau-betak [Accessed 25 Jan. 2015]. 5. Caden, R. (?). H+B Showroom. [image] Available at: http://vmsd.com/content/review-are-retail-design-collective-2013 [Accessed 26 Jan 2015] 6. Anon (2013). Lacoste S/S14 Show by Bureau Betak. [image] Available at: http://blog.bureaubetak. com/post/60646621824/lacoste-rtw-ss14-saturday-september-7th-2013 [Accessed 26 Jan 2015] 7. Anon (2013). Foam by Hiroshi Yoneya. [image] Available at: http://www.tonerico-inc.com/web/foam. html 8. Alexander Wang (2013). Alexander Wang Store Installation. [image] http://readwax.com/alexanderwang-x-hayden-shapes/ [Accessed 25 Jan. 2015]. 9. Simpson, E (2015) Topshop Visual Merchandising Display [Own Image]
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Everyday Utopias 1. Turrel, J. (2011). [image] Available at: http://jamesturrell.com/artwork/armta/ [Accessed 27 Jan 2015]. 2. Albertson, N. (u.d) Hangers. [image] Available at: http://beautifuldecay.com/2013/02/26/nick-albertsons-photographic-patterns-made-from-mundane-objects/ [Accessed 27 Jan. 2015] 3.Grzymala, M. (2011). Miles and Miles of Sticky Tape. [image] Available at: http://artcation. com/2012/06/03/inspiration-the-works-of-monika-grzymala/ [Accessed 25 Jan. 2015]. 4. Seo, J. (2006) Space in Space. [image] Available at: http://www.jinnieseo.com [Accessed 27 Jan 2015] 5. Seo, J. (2014). Red Clouds. [image] Available at: http://www.jinnieseo.com [Accessed 25 Jan. 2015]. 6. Albertson, N. (u.d). Sandwhich Bags. [image] Available at: http://www.visualnews.com/2013/06/30/ abstract-arrangements-of-everyday-objects/ [Accessed 26 Jan 2015] 7. Anon. (u.d). Silverware Chandelier. [image] Available at: http://www.polyvore.com/silverware_chandelier_ali_siahvoshi/thing?id=34981387 [Accessed 28 Jan 2015] 8. Turrel, J. (1968) Afrum I (White) [image] Available at: http://www.archdaily.com/394484/james-turrell-transforms-the-guggenheim/51cb0735b3fc4bc13300001a_james-turrell-transforms-the-guggenheim-_afrum1-jpg/ [Accessed 25 Jan. 2015] 9. Baini, A. (2014). Grafton Architects, Sensing Spaces: Architecture Reimagined Exhibition. [image] Available at: http://electrorenaissance.tumblr.com [Accessed 11 Jan. 2015].
Mannequins & Display 1. Gormley, A. (2010). Clasp. [image] Available at: http://www.antonygormley.com/sculpture/chronology-item-view/id/2233/page/156#p1 [Accessed 26 Jan 2015] 2. Anon (u.d). Surrogate Self [image] Available at: http://surrogateself.com/post/22815690748 [Accessed 30 Jan 2015] 3. Dickinson (2014) Topman Mannequin Display [image] Available at: Mannequin Update - December 2014. (2014). WGSN [Accessed 30 Jan 2015]. 4. Gormley, A. (2009). Propose II [image] Available at: http://artobserved.com/artimages/2010/04/Antony-Gormley-Breathing-Room-II-Propose-2009-Sean-Kelly-Gallery.jpg [Accessed 25 Jan 2015] 5. Dickinson (2014). Giorgio Armani Mannequin Display [image] Available at: Mannequin Update September 2014. (2014). WGSN [Accessed 30 Jan 2015].
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Lighting & Structures 1. Ibaraki, C. (2010) Line, Weave and Hollow. Available at: http://www.dezeen.com/2010/10/05/lineweave-and-hollow-by-chicako-ibaraki/ [Accessed 26 Jan 2015] 2. Korban, J. (n.d.). “A Single Zig Zag Line of Light�. [image] Available at: http://korbanflaubert.com. au/sculpture#/adventure/ [Accessed 25 Jan. 2015]. 3. Harris, J. (2014). Kengo Kuma, Sensing Spaces: Architecture Reimagined Exhibition. [image] Available at: https://www.domusweb.it/en/architecture/2014/01/22/sensing_spaces.html [Accessed 19 Jan. 2015] 4. Irwin, R. (2012). Light and Space. Available at: http://ilikethisart.net/?p=13822 [Accessed 19 Jan 2015] 5. Flavin, D. (1974). Untitled Available at: http://www.hirshhorn.si.edu/collection/dan-flavin-untitled-tohelga-and-carlo-with-respect-and-affection-1974/ 6. Herberge, L. (2013). Ghost No. 1. Available at: http://www.artribune.com/2013/03/luci-e-ombre-dajerome-zodo/lori-hersberger-ghost-no-21-2013/ [Accessed 20 Jan 2015] 7. Le Franq, M. (1935). And The Comes an Age of Steel. Available at: http://theredlist.com/wiki-2-16601-807-view-avant-gardism-experimentation-profile-lefrancq-marcel.html [Accessed 16 Jan 2015] 8. Heim, J. (2010), Changing Neon Sculpture. Available at: http://theredlist.com/wiki-2-16-601-807view-avant-gardism-experimentation-profile-lefrancq-marcel.html [Accessed 18 Jan 2015]
Colour Scheme 1. Simpson, E. (2015) Twilight Blue. [Own Image] 2. Simpson, E. (2015). Moonlight Blue. [Own Image] 3. Simpson, E. (2015). Starlight Blue. [Own Image] 4. Simpson, E. (2015). Bright White. [Own Image] 5. Simpson, E. (2015). Ash Grey. [Own Image] 6. Simpson, E. (2015). Jet Black. [Own Image]
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Store Aesthetic 1. Anon, (2013). & Other Stories. Available at: http://instagram.com/imch122 [Accessed 21 Jan 2015] 2. Telling, A (2013). COS Concept Store by INT Works. [image] Available at: http://www.intworks.com/ work/cos-concept-store [Accessed 25 Jan. 2015]. 3. Gorsevski, T (u.d). Arnsdorf Temporary Concept Store. [image] Available at: http://www.we-heart. com/2011/02/25/arnsdorf-temporary-concept-store/ [Accessed 27 Jan 2015] 4. Gorsevski, T (u.d). Arnsdorf Temporary Concept Store. [image] Available at: http://www.we-heart. com/2011/02/25/arnsdorf-temporary-concept-store/ [Accessed 27 Jan 2015] 5. Goron, A. (2011) Isabel Marant Window Display. [image] Available at: http://arnoldgoron.com/ PAGE%20MOLECULAR%20STRUCTURE.html [Accessed 27 Jan 2015] 6. Goron, A. (2011) Isabel Marant Window Display. [image] Available at: http://arnoldgoron.com/ PAGE%20MOLECULAR%20STRUCTURE.html [Accessed 27 Jan 2015] 7. Holzer, F. (2014) Victoria Beckham Flagship Store. [image] Available at: http://www.farshidmoussavi. com/node/106#victoria_beckham_flagship_store_106_48 [Accessed 29 Jan 2015] 8. Howarth, D. (2014) Dover Street Market. [image] Available at: http://www.dezeen.com/2014/01/10/ dover-street-market-fashion-store-opens-in-new-york/ [Accessed 27 Jan 2015]
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