PRIMARK
Nicholas Gutowski UW Madison Interior Architecture Retail Design Spring 2016
Nicholas Gutowski Interior Architecture Capstone University of Wisconsin - Madison Instructors Roberto Rengel & Nicole Craanen
Advisors Gensler NYC
Amelia Falco Tristan Davison
Nicholas Gutowski (414) 688-8300 gutowski3@sbcglobal.net
Contents Programming p. 3 Schematic Design p. 5 Design Development p. 9 Final Design p. 14 Lighting Design p. 17
Programming PRIMARK, a clothing label originating in Ireland, has spread with great popularity and success across the European market. Looking to expand west of the Atlantic, the brand is testing-the-waters at two locations: Boston, MA & King of Prussia, PA. For the proposed location of this project, King of Prussia Mall, the PRIMARK store will be retrofit into the lower floor of a previous Sears department store. In order to gain the attention of local consumers, we must develop a strategy and design that maintains PRIMARK’s European style while appealing to American tastes.
PRIMARK’s targets their marketing to the 15-30 year old audience, but wants to be accessible and caters to families. The heavy use of social media marketing is a direct call to teens and young adults, but the hip yet welcoming branding of the store offers a variety of options for Kids, Teens, Women, and Men. There is a perception of the “fast fashion” brand as being cheap, low-quality, and discardable in the European market. In the transition to the American market, PRIMARK would like to shed these negative connotations and evolve the brand into a fashion label that is known for quality, style, and that is highly respected.
The King of Prussia Mall in King of Prussia, PA is the setting for the newest PRIMARK branch location. King of Prussia Mall is the 2nd largest shopping mall in the United States, located only 20 miles northwest of Philadelphia PA. KOP is the site of many new branding campaigns, as it serves as a great test market for companies to study the reactions of a diverse sample study of the American public. The site is an 80,000 square foot single floor footprint. It is positioned on the first floor of what was most recently a Sears department store, placed just below a Dick’s Sporting Goods. The store will have two entrances: the primary being the entrance that faces the parking lot, and the secondary being the mall interior entrance.
*Provided by Gensler
MOOD The proposed mood for the initial design development stage. This image captures the aesthetic that has been added to the existing PRIMARK brand identity.
Design Exploration A design vocabulary emerged during early exploration of American retail trends and PRIMARK branding. To use large-scale architectural mass and form, texture, and repetition to act as a blank canvas for the visually busy merchandise that will fill the space.
TOP: The Reflected Ceiling Plan developed for the space layers multiple levels of
curved and linear ceiling planes to create a topography that breaks up the endless sea of columns. The space expands and contracts vertically to emphasize key areas and displays, leading the customer towards specific features.
Iron Backdrop A rusted sheet of iron disappearing behind the ceiling creates the backdrop to the cashier counters, pulling the customer’s eye in towards the checkout.
Pallet Using PRIMARK’s tried and true Aqua color scheme as a starting point, this pallet designed for PRIMARK’s U.S. presence uses materials with a range of texture and a focus on depth and dimension. Drawing inspiration from the American Southwest, this pallet adds denim blues, dark woods, and rusted metals to PRIMARK’s clean and minimal branding.
Architecture as Display Curved free-standing planes of metal act not only as architectural features to divide space and sight-lines, but also as a surface to hang clothing displays off of.
The metal partition is welded to a perpendicular piece of 6” metal every 3’. This then sits on top of a ¼” rubber pad cut to the edge of the metal. 6” bolts asfix the 3” metal plates to the concrete subfloor.
3” squares of ¼” thick iron are riveted to either side of the ½” metal partition. ½” rod is to be welded to either side of the 3” squares (according to the discretion of the interior designer after partition is manufactured).
TECHNOLOGY
LEFT: Interactive technology plays a key role in
the brand identity of PRIMARK. The social media marketing campaign #PRIMANIA showcases the photos of real-life store customers across a rolling feed being displayed on 360 degree column-rap screens at every checkout area.
TOP: Mannequins holding screens in-front of their
faces allow customers to virtually try-on the latest trends without committing to finding their size nor waiting for a changing-room. Cameras seamlessly inlaid into the trim of the screen’s frame use facial recognition to capture the customers face and display their image on top of the mannequin’s.
LIGHTING DESIGN
THAT MAKES THE SALE The atmosphere created in the checkout areas is designed with the qualitative principles of a visually engaging lighting design that have been developed by world-renowned lighting designer Richard Kelly. Through the dynamic cohesion of light-washed texture, glowing coves and material transitions, directed spot lights, and general / task lighting an effect is produced that peaks interest and draws customers towards the checkout lines. A focus on the interaction between form and light within the entire store comes to a highlight in the checkout area. Lighting is strategically used throughout the entire design as a tool to subliminally highlight specific products and areas.
Power Density: .36 W/ft2
*Including recessed cans that are above the checkout line
Enlarged Floorplan Not To Scale
Enlarged Reflected Ceiling Plan Not To Scale
Section 1 Not To Scale Four types of lighting are combined to create a dynamic environment. Spot lighting is directed towards the display shelving, Under-mount lighting illuminates the bottom of the checkout counter. Wall washers are recessed into the ceiling and graze the textured accent wall. And recessed cans act as general lighting over the checkout task.
Cove lighting behind the cashier counters create a wall washing effect and provide a seamless transition for the iron backdrop. 2” bolts fasten the hung metal sheeting to backing specified by the contractor. An LED strip runs the length of the cove and shine down on the iron.
The transition between the iron sheeting and the hardwood flooring is created with a brushed nickel transition strip. The ½” thick metal slopes to a horizontal. It is supported 1 ½” from the edge with 2” bolts adhered to 1 ½” backing.
Lighting Information LED Strip
LED Bulb
LED MR16
Wall Washers & Under-mount
General Lighting
Spot Lighting
Osram LINEARlight FLEX Product #71308
Osram ULTRA PRO LED PAR lamps Product #79062
Osram ULTRA LED MR16 lamps Product #74051
Module Length: 32.8’ Number of LEDs: 600 Wattage: 48 W Input Voltage: 24 Vdc Current Draw: 2 Amps Color Temperature: 4000 K Lumens: 4230 lm Lumens per Foot: 129 lm Watts per Foot: 1.5 W LPW: 88 Life: 50,000 Hours Beam Angle: 120°
Wattage: 7 W Input Voltage: 120 V Color Temperature: 4000 K Lumens: 530 lm LPW: 76 CBCP: 1070cd Beam Angle: 40° CRI: 94 R9: 75 Power Factor: 0.95 ENERGY STAR: Yes
Wattage: 6 W Input Voltage: 12 V Life: 25,000 Hours Color Temperature: 3000 K Lumens: 350 lm CBCP: 1050cd Beam Angle: 25° CRI: 84 ENERGY STAR: Yes
Recessed Can Luminaire
Spot Luminaire
General Lighting
Spot Lighting
Phillips 5� Lytecaster Reflector Trim Matte White Product #1005WH
Architectural Lighting Works LIGHTPLANE 9 MONO Product #LP9SM1 Snoot attachment reduces glare for cashiers
Nicholas Gutowski (414) 688-8300 gutowski3@sbcglobal.net