A community space for local creativity
digital publishing https://indd.adobe.com/view/9d16eda0-df9b-4388-b313-f5a426100713
VISSION
OUR VISSION SAFEHOUSE exists to provide a multifunctional creative space for community and cultural use. This includes the building of an art gallery, intmate workspace that promotes collaboration and creativity, and an interactive retail experience. SAFEHOUSE aims to provide a comfortable and inviting space for artists of all kinds to connect with one another, inspire, and work together to cultivate new ideas.
/ INSPIRATION
STOREFRONT clean lines - minimal design - bold typography - contemporary architecture
/ INSPIRATION
INTERIOR natural light - spacious setting - easy navigation - fresh, peaceful atmosphere
/ INSPIRATION
INTERIOR natural light - spacious setting - easy navigation - fresh, peaceful atmosphere
/ INSPIRATION
INTERIOR natural light - spacious setting - easy navigation - fresh, peaceful atmosphere
BRAND/STORE ANALYSIS VISSIONR
GALLERY SPACE
RETAIL
CUSTOMIZABLE WORKSPACE
We buy artwork from local artists and sell it in our store at a retail markup price in support of the always emerging creativity and talent in NYC. Gallery space is accepting of all types of artwork - including paintings, photography, illustrations, books, and etc. The retail space feautres original designs by emerging designers which can be sold straight to the customer from the store, or placed by order and delivered if needed to be made upon request. The workspace area is rented out by the hour at least a week in advance, depending on availabilty. Also is customizable - allowing customers to bring in their own equipment and/or furniture upon reques to ensure all needs for use of the space is met.
/ target market
ZOE
bosworth 23 YEARS OLD
junior accessory designer new york, new york city salary: $44,000 a recent graduate of FIDM with a BA in footwear, Zoe landed her career with Sophia Webster through a design internship with Marc Jacobs. she enjoys lounging in her airy apartment with her boyfriend, Eric while flipping through her copies of The Gentlewoman. on the weekends, Zoe faithfully attends pilates classes at the local yoga studio and often explores the city in search of design inspiratoin.
/ target market
ANDRE PATTERSON, JR. 30 YEARS OLD painter and business owner lower east manhattan, nyc salary: $55,000 formally based in the UK, Andre moved to New York City at only 23 years old to further perfect his craft of painting and venture into entrepreneurship. three years later, andre owns a successful independent painting studio in the heart of Soho. Andre enjoys spending time in his community educating and curating art projects for aspiring painters.
/ target market
LIZA
mckinley 26 YEARS OLD
graphic designer at AKQA brooklyn, nyc salary: $48,000 Liza graduated from The Univeristy of Central Florida and began working for AKQA as Junior Graphic Designer. She loves spending time working on independent projects of her own while playing old Beatles vinyls on her vintage record player. Liza owns a 2-yearold mini daschund named Sammie and lives alone in a quiet studio apartment on the west side of Brooklyn.
MARKETING MESSAGE VISSION
“DEVELOP MARKETING STRATEGIES THAT ARE FRESH THINKING, TECHONOLOGY SAVVY, AND HIGHLY ENGAGING” There is no surprise that Millennials are considerably more engaged with digital technology and social media than older generations. Moving towards a more digital based driven marketing strategy is the key to tapping into not just the millennial market, but a progressive society as well. Our marketing strategy was built to cultivate relationships, build a positive brand representation, and establish relevance among our customers.
VISSION
MARKETING STRATEGY the app The SAFEHOUSE app is a platform which makes accesing the functions of SAFEHOUSE convenient and pleasant for users. The app’s functions include reserving studio space - allowing users to choose the exact date and time; Buy products that are currently being sold in store, and the ability to request to have any of the user’s own artwork sold in the space.
LOG IN SCREEN
MENU OPTIONS
RESERVATION SCREEN
RESERVATION SCREEN
CONFIRMATION SCREEN
VISSION
MARKETING STRATEGY INSTAGRAM Combining the aesthetic of the physical retail space with our Instagram posts will eventually drive exciting new traffic and sales. SAFEHOUSE uses Instagram in many new and innovative ways. This is achieved by formulating engaging posts, including the apparel currently sold in the space, up and coming artists to be featured in the gallery, and showcasing Another Instagram startegy we will implent will be customer engagement - pushing customers to share pictures of theirselves with their new purchases and/or theirselves using the facilty.
VISSION
MARKETING STRATEGY WEBPAGE AD In efforts to drive traffic to our own website, SAFEHOUSE digital ads will be placed on webpages our target markets frequently visits - with fashion blog sites being our main point of focus. Since our marketing oncept highlights our store grand opening, we used images of the actual space to stir interest in potential customers and ultimately get them to visit and become a member of SAFEHOUSE.
LOCATION ANALYSIS 525 West 26th Street New York, NY 10001 VISSION
LOCATION ANALYSIS CHELSEA, NYC TOTAL POPULATION: 103,245 MEDIAN HOUSEHOLD INCOME IN 2011: $98,943 MALES: 39.8 YEARS FEMALES: 37.8 YEARS
S
Aids in the development of young artists’ creativity Gives the opportunity to connect with other young working professionals Provides the need for a retail space without the traditional work environment. High responsiveness to to consumer demand for local art work
W
Generating profit may be difficult due to artists not feeling comfortable selling their artwork to a newly established brand Price points are higher than that of general retailers since SAFEHOUSE only sells product from local designers
O
Expand the implementation of multifunctional spaces in the retail industry Desire of customers for one stop needs Socail media as a strong marketing tool to engage millenials
T
Other competitors including established retailers and galleries Customers may already have fixed loyalties to existing brands
APROX. 2,400 SQ FT.
/ FLOOR PLAN
/ DESIGN PROCESS
CREATING THE RETAIL SPACE - PLACING TABLES, FIXTURES, AND MERCHANDISING
/ DESIGN PROCESS
SOLIDIFYING THE PLACEMENT OF FIXTURES/ MATERIAL OF WALLS, CEILING AND FLOOR PLACING LIGHT FIXTURES AND PLANNING ART PLACEMENT
/ DESIGN PROCESS
APPLYING SCENERY TO CREATE LARGE AREAS OF NATURAL LIGHT CREATING AN INTIMATE SETTING IN THE WORKSPACE ROOM
/ FINAL RENDERS
FRONT ENTRANCE VIEW
/ FINAL RENDERS
RIGHT SIDE OF STORE VIEW
LEFT SIDE VIEW OF STORE
/ FINAL RENDERS
RIGHT SIDE VIEW OF STUDIO SPACE
/ FINAL RENDERS
LEFT SIDE VIEW OF STUDIO SPACE
Maiya Plather 3-D Visual Store Design