Store Entrance The entrance is designed to reflect the wheel of the bike. It is inspired by Shanghai Film Museum shown below. The tunnel floor has LED lights with the intention to create an interactive map that can be linked with an App in the future, to show routes people have been riding, and keep digital contact with the store. The idea is to create an interactive place that the consumer can have experiences, without being limited by the boundaries that a physical store can have. Much like how the clothing made for Endo reduces the boundaries, the store is designed to do the same, with browsing and quick purchasing mirroring the online experience. Enhanced experiences such as testing the product on an in-store bike will encourage in-store activity.
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Main floor This floor is inspired by the Opening Ceremony store in Tokyo. The main floor is designed to have a bike area to test products, and an area to display products. The idea is to have several of each display product, and keep back-stock shelved out of sight to make sales easier and quicker for the consumer. Also there is an area for bikes to be safely stored for the consumer so visiting the shop is safe and easy by bicycle.
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Experience Floor The experience floor is a place to hold social events. The design elements are inspired by Berkeley Art Museum. The space is designed to be used for fashion shows for new collections, promotional events for industry and sponsors, as well as spin classes. It is not usual for a retail store to have a venue space inside. This is all part of the experience and social aspect to the store, to give consumers a reason to come to the store rather than just shop online, and also create a sense of community around the brand. It is important to have a centre for the brand to enhance experience and physical connectivity with the brand’s philosophy and product.
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control centre/ workshop This workspace is inspired by New York City visitors centre. It is a base for all the technical aspects of the store such as in-house blogger/Twitter, and controls digital aspects such as lighting, music and screen.
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Visual Merchandising Clothing display inspired by the bike wheel, with spoke-style bars and metal clips to hang items from.
Promotional/sponsorship range
Sponsor: Slogan T-shirts designed for Laura Trott
Tailored spring/summer 2015
Features: Reflective stitching, low back, strechy material, zip-off 3/4 leggings
Tailored autumn/winter 2015
Features: Padding, zip-off sleeves, phone holder, reflective stitching
Overcoats autumn/winter 2015
See-through coat: Clear coat to go over any outfit with lightreflective detail
Features: Reflective strips, high necklines, drawstring adjust, elasticated sleeves
racing series Autumn/Winter 2015
Features: Integrated sports bra, zip-off sleeves, breathable sides, high-waisted padding
tailored Spring/Summer 2015
Features: Stretchy elbow sections, lengthened sides, reflective stitching and reflective strips
Limited edition bag: Canvas bag loops over handle bars
Tencel (Lyocell)
Teflon coating
Trevira
> Man-made fibre > Environmentally friendly > Absorbent > Comfortable in high humidity > Drapes attractively
> Makes fabrics stain resistant > Water repellent > Breathable
> Soft and smooth to touch > Easy care > Crease resistant > Breathable > Repels dirt and stains > Good durability
Bamboo
Polyester
> Hypo-allergenic > Absorbent > Fast-drying > Antibacterial
> Low warmth > Non-absorbent > Fast drying > Soft handle > Crease resistant > Good drape > Durable
Elastane (Lycra)
Microban
Hemp
> High degree of elasticity > Always reverts to original form when stretched
> Prevents the growth of bacteria > More hygienic between cleaning > Lasting freshness
> Similar to Linen > Strong > Durable > Blends well
Ramie (China grass) > Comfortable to wear > Highly absorbent > Stain resistant > Does not shrink
Some of the collections have been designed with elements incorporated into the design to make cycling more comfortable, others have been designed in particular styles that are not restrictive for typical cycling movements. The “Racing series� is the most trend-led collection, inspired by the emerging modern motosports trend. It references old school sports styles. All collections are sample collections to show a variety of what can be produced by Endo.
The artwork shown in this book are collaborative property of Natasha Kate Stock and Tom Ablott. The concepts are designed by Natasha Kate Stock and digitally created and produced by Tom Ablott 2014.