M L O L H T
O E N A I O
B P E G P R
I H F S S E
“Mobile phones are a necessity in our lives with people feeling incapable, unsafe and even lost without one. Many argue they complete ones identity.”
Design a ‘flagship’ store for a mobile phone company. One that will establish the identity of their product as a distinct and serious competitor for the market leaders, that will stress operating quality and desirability. In the first part of the project you should examine rival products, and the environments in which they are promoted and sold. You should define the nature of the shop, its organisation, its interaction with potential customers, its materiality. You will do this without reference to a specific location.
DISPLAY/ OVERHEAD SPEAKERS
DISPLAY/ SEATING
LIGHTING
Illustration demonstrates the key design features that distinguish the ‘IDENTITY’ brand.
02
01
05
04
06
03
08 07
Ground Floor Plan Scale 1:150 01 Entrance
05 Void
02 Floating plywood structural display with mirrored slits.
06 Stairs to Basement
03 Floating mirrored frame display with internal plywood box
07 Lift to Basment
04 Bench over central void
08 Flex and bulb Lighting Structure
12 09 13 10
12
15
06 11
12 07
Basement Floor Plan Scale 1:150 09 Large Scale Interactive screen
13 Managers Office
10 Interactive Area
14 Staff Room
11 Cash Desk and sales assistant point
15 Staff Toilet
12 Stock Room
“A fashion accessory, a travel companion, a business aide and an entertainer...its amazing to see a device becoming an all time companion of people, whoever he may be.� - Alice Erin.
14
Section A.A Scale 1:150
Section B Scale 1:150
The structural box and framing draws customers further into the shop, before plunging down into the basement, encouraging consumers to follow.
B
B
A
A
A
A
B
B
A similar concept is used with the draped lighting which sweeps into the basement, stretching towards the top of the space acting as a subconscious encouragement and guide for customers to explore all depths of the shop.
AS-2
m
0
1.39
100%
50%
10%
2.77
The importance of the product is emphasised by the juxtaposition of the long narrow slits within an oversized, SOLID structure.
4.15 m 0
1 “Mirrored recessed casings where phone models are displayed are strategically placed at a visual customer selling height according to the parallel bench facing where customers are given the opportunity to sit down or rest against.�
1
Scale 1:50
Audio Spotlight by Holosonics is a revolutionary new audio technology that creates sound in a narrow beam. Aim the flat thin speaker panel to your desired listening area and provide information about the offered product to your customers while preserving the quiet surrounding. Customers can only fully hear what information is being provided by standing directly under the speaker.
iGuzzini Recessed Vision Round LED 55mm D Recessed Depth 65mm Absence of external frame makes the spotlight more appealing Purpose is to highlight product within mirrored casing
Side elevation View of mirrored slit displaying model Scale 1:5
Triangular metal support in mirrored finish helps prop up product. When product is removed, the support is disguised by matching background finish. Recessed groove through mirrored finish and timber frame acts as a subtle guide for customers to place phone. Groove is 5mm Depth 15 mm width 60mm length.
Pale plywood finish Polished cement flooring by Ecoflor
20mm thick tough glass with mitered edges 10mm thick x 305 length x 120 depth triangular steel brackets with steel framing secured by screws to plywood box framing 10mm thick x 305 length x 120 depth rectangular Haffits
Polished stainless steel Rod Framing 10mm thick Pale Oak finish 25mm thick plywood used on top of framing at lower end of bench 18mm thick plywood framing 10mm thick Pale Oak finish 15mm thick polished stainless steel L-Brackets used at lower end of bench to help support weight of customers sitting down. Recessed into existing floor. Polished cement floor finish
Scale 1:20
iDuo 6648 iGuzzini track lighting used for spotlighting. 2000mm length. Secured into existing flooring with steel runners screwed into floor either side.
Muraspec wallpaper Osbourne and Little Fabric for cushions
1115
1185
750 1600
2230
2400 1195
3837 6070 Right Wall Frame dimensions Scale 1:200
10mm thick pale oak finish
Threaded screw through every horizontal timber framing parallel to existing wall
18mm plywood framing
150
5mm Depth 15 mm width 60mm length recess. Acts as a guide for customers to place phone. Groove in finish is 30mm out from block but close enough for phone to rest against
2 x 10mm thick pale plywood finish glued together with recommended adhesive Section through display block attached to wall Scale 1:20
The scale and secure construction of the mirror finished framing allows customers the opportunity to sit within the structure whilst familiarising themselves with the product.
Drawing showing main elements of lighting structure
Halogen lamp by Prosrom lighting Co.Ltd within glass ball by glass manufacturer
Midcon black Flex Material covering wiring
J-shaped plastic coated metal Hook Fixing 5mm screwed into roof FEATURE LIGHTING and stairs leading to basement
20mm thick toughened laminated structural glass from Glass Age 3mm thick polished aluminium plate glued to MDF 18mm thick primed MDF with Armourcoat Anti-crack skim 20 x 35mm timber nogging glued Expansion bolt fixed into concrete slab Existing floor 245
2 x 1.5mm thick coats of Polished concrete ARMOURCOAT finish 6mm x 50mm long threaded bolt 2mm thick rubber spacer
1mm thick steel L-channel Section of Glass banister at stairs Scale 1:5
The dramatic lighting structure encourages customers to venture into the basement. Once in the basement the lighting creates an atmospheric environment. Scale 1:150
Visual Planet interactive foil is a Real Time 3D engine driving a black gloss screen, a projection that uses laser edge telegrams. The screen is slightly tilted to project onto mirrored panels that are angled through the void on the roof of the ground floor, immediately informing initial customers that there is an accessible basement Interactive screens and Mac laptops located in the basement of the store gives customers an interactive opportunity to expand their knowledge about the products.
Visual Planet interactive foil is also used on the four screens which are activated by touch only on one side of the glass screen, which is coated in the foil.
50 x 50mm thick timber framing with 12mm thick pale oak finish 20 x 10 x 1800mm polished aluminium rod joining each glass screen and acting as support. 10 x 20 x 6833mm polished aluminium rod running along top and bottom of glass screens Toughened and laminated structural glass for interactive screens from GLASS AGE, recessed 20mm where it meets timber framing 10mm thick glass haffit glued and bonded to every vertical aluminium rod supporting glass counter
1800
Large interactive screen dimensions 1710 width x 550 lenghth x 30mm depth. 6935 7060
Stool by Foster and Partners. Made from recycled aluminium Steel checker plate sheet from ‘Metals4u’ 3mm thick Finished with a black metal primer paint.
30mm thick toughened glass for interactive touch screen aluminium U-channel slotted into recess in timber framing
85
20mm thick toughened and laminated glass counter top glued to U-channel 10 x 10 x 6835mm polished aluminium rod running under length of glass counter as support
100
12mm thick pale oak finish 50 x 50mm timber framing A large scale interactive screen allows customers the opportunity to experience applications at an engaging human size scale
Section of suspended frames in Basement Scale 1:10