PREPARE D BY LINITA JONES & TORI LAWRENCE
CONCEPT With a quality selection of products from travel kits to grooming products, to electronic accesories, Gulliver’s carries all of the essentials to cater to the chaotic lifestyle of the guy that is always on the go for both work and play. With the mindset of a modern minimalist, Gulliver’s aim is to create a very straightforward, simple customer experience. We are aware of how chaotic the everday life is for our guy so our goal is to provide him with some stability by providing structure during the times he is at home and making it easier when it is time to leave.
CUSTOMER PROFILE
OUTSIDE INSPIRATION
PRODUCT BOARD
INSPIRATION/MOOD
AESTHETIC OVERVIEW -Inspiration has been taken from the Minimalist movement and combined with the modern industrial aesthetic. The combination of raw and man-made materials produce an edgy, evocative, and luxurious mood. -The color palette has been inspired by Mondrian’s painting with the primary colors and use of color blocking. -The design and layout are reduced to the use of only line, solid colors, and geometric forms. While still maintaining an interesting visual appeal, the design allows for the store to remain true to its main function, which is to sell merchandise, and to keep the focus on the products. -Keeping the color palette very narrow allows for cohesiveness while still providing visual interest to move the eye around the store. -The main materials Gulliver’s has chosen to focus on are: -Concrete -Steel/Metal -Riveting -This overall sophisticated and evocative aesthetic are successful in attracting the target consumer into Gulliver’s while providng them the experience they are looking for to fit in with their upscale, on-the-go lifestyle. -The simplistic designs and linear lines of the industrial metals combined with the primitive material of concrete spur a connection that resonates with the customer but still brings soul into the store.
MATERIALS OVERVIEW
-The main materials Gulliver’s has chosen to focus on for the floors and walls are: -Concrete -Steel/Metal -The colors of the floors and walls will reamin true to the function of the materials. Concrete greys and charocal/gunmetal will be the only colors creating a sort of monochromatic color scheme. -The floors will be made of industrial steel in a gunmetal hue creating a very sleek, sophisticated surface. -The walls on either side of the store will be made of concrete. A geometric pattern in a monochromatic all-over peinr repeat will be subtly incorporated into the concrete of the walls to add visual interest. Both of these walls will have shelves built into the concrete. -The back wall, which will contain the main visual display area and the register, will be done in a raw concrete using its original texture to add to the aesthetic and allow the wall display to stand out.
MATERIALS BOARD
FIXTURES OVERVIEW -Minimal lighting and shelving fixtures are used in order to remain true to the edgy, sophisticated minimalist aesthetic of Gulliver’s. -Industrial steel and metal displays will run along the center of the store will be used for only select merchandise to be put on display. -By adding and subtracting, these 3-D, blocked forms it will allow minimal space-saving storage pieces to maximize the space in the small size of the store. -Colored shelving along the back wall of the store will be the focal point of the design Keeping consistant with the color-blocking technique, this shelving will maximize space, add visual interest by allowing natural movement along the walls. The shelving will be done in a golden yellow, maroon, and navy color scheme taking from Mondrain’s painting. -Rows of fluorescent lights will line the ceiling of the store along with walls to add an industrail touch and to not be too overpowering. -The built-in shelving on the side walls will contain inbuilt lighting in order to showcase the merchandise on display while not causing clutter and chaos.
FIXTURES BOARD
IN-STORE LAYOUT
WALL DESIGN
WINDOW DISPLAY
Along side our building will be shadow boxes that will draw the attention of our customers with the help of solar panel generated florescent lights.
ADVERTISING
Since SCADpad homes are controlled by smartphones and ipad devices, Gulliver’s advertisments will automatically pop-up on every male resident’s home device. From this application they will be able to learn more about the company and place their customized orders that can be picked up or dropped off at their home pods.
SUMMARY
Gulliver’s carries an array of products that cater to the lifestyle of the
male that is always on the go and spends the majority of his time traveling.With the mindset of a modern minimalist, Gulliver’s paid careful attention in the selection of the materials and layout of the store and the role they play in communicating with their customer. Concrete and steel make an interesting monochromatic color scheme while vibrant color-blocking shelf designs make merchandise displays stand-out and easy to navigate. The main goal of Gulliver’s is to make the lives of our customers easier so that they have more time to spend doing the things that make them happy.