Store Design 1
1 1 Introduction
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2 2 Ground Floor 2.1 Floorplan 2.2 Pathway 2.3 Store Design 2.4 Features 2.4.1 Versatile Layout 2.4.2 Artist Showcases 2.5 Changing Room 2.6 Hidden Toilet 2.7 POS 2.8 Materials
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3 3 Basement 3.1 Floorplan 3.2 Pathway 3.3 Seating area 3.4 Seperation Wall
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5 5 Promotional Guidelines 5.1 Window Display 5.2 Window Space 5.3 Political Windows 5.4 Provocative Windows 5.5 Tech Windows 5.6 Instore 5.7 Square guidelines
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4 4 Workspace 4.1 Workspace Design 4.2 Open Equipment 4.3 Closed Equipment 4.4 Kitchen 4.5 Materials
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6 6 Visual Guidelines 6.1 Clothing 6.2 Menswear 6.3 Womenswear 6.4 Sustainable/Neutral
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Results from ‘Initial Questionnaire’ located in the market report shows 69% of respondents prefer to purchase luxury items in-store. 4
IntroStore Design Countless factors ought to be considered when developing a store. Visuals play and instrumental role in the customers store experience and brand perception. Neatly displayed items, and well spaced areas help to create a mood and influence how the customer engages with the store. Throughout this book I will be visually illustrating my plans for my companies store, and how the workspace will be implemented into the store setting.
Store dimensions used to create the store are based on sourced property, see ‘Research Pack’ for before & after images. 5
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Brand Groundfloor Name/ Logo Brand Groundfloor Name/ Logo
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POS
Hidden Toilet
Changing Room Adjustable walls
Clothing
Jewellery
Clothing Clothing
Retractable stage
Exterior Walls Interior Walls Door/Doorway Visual space
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GroundfloorFloorplan
This is the floor plan of the ground floor. Customers will enter onto this floor, which will showcase the main ranges by the designers. There are many features to engage customers in the store, to ensure a unique experience. As you can see, there is little space dedicated to visuals such as mannequins., this is because the stores main concern is the clothing, and getting as much stock onto the floor as possible, in an effective way.
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GroundfloorPathway
This is a graphic to illustrate the predicted path of customers when they come into the store. Focal points (shown by the red dots) have been used to influence this path. 1) Window display 2) Showcased sculpture 3) VM display on counter 4) Showcased artwork 5) Elongated VM display counter
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GroundfloorStore Design
The groundfloor of the store is designed to be a minimal, clean and geometric design focussed more on an architectural elegance. At first glance it is very simple, but the concrete graphite wall, and patterned concrete surfaces provide warmth to the store environment. Accompanied by the geometric objects to make the store more interesting and indicate a more creative space than it appears to be.
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GroundfloorFeatures Versatile Layout
The graphite wall on the far left, and geometric wall on the right, both sit on a track (as seen on the ceiling) allowing them to move both forward and backwards. The 3 central walls have the unique ability to move both horizontally and vertically, and can pivot on their axis to turn up to 180 degrees in either direction. This means that the store is able to change layout regularly, and can be pushed together to sit flush against the interior wall; creating an open white space. This open space would be used perfectly for exhibitions, events, photo shoots and more. After discussing shop-fit prices, i was given a quote for my design.
Quoted £170,000 See sourced company and full costings in the ‘Business Pack’ 15
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Each new situation requires a new architecture.
– Jean Nouvel
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GroundfloorFeatures Artist Showcases
This side of the wall does not have any fixtures, and is designed to camouflage the walls during events; when everything is put away. However it can be used for other purposes, such as, showcasing works of emerging artists. Despite the store being for designers, offering support in other creative areas can be considered a bonus and extra revenue stream. This focal point can entice more customers into the store, improving reputation as a true supporter of the arts. Artists can take advantage of the international consumers that the company targets, as they love to collect art. See our rates in the ‘Business Pack’
“The biggest opportunity for the art market in 2016 was seen to be a growing number of people interested in buying art (43% - percentage increase) with increasing sales going to international collectors ” - London Art Fair Annual Survey, 2016 21
This small space ideally will be used for an artist or sculptor that wants to display an amazing piece of work in store. 22
There is desire to create... unique spaces, similar to that seen in New York. - Maddox Gallery, 2016
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GroundfloorChanging Room
This cosy changing room features a comfortable seating area, a full length mirror, and a clothing hook both on the door and on the interior wall. As seen on the floor plan, there is a hidden toilet with disabled access behind a thin sliding door, creating a luxurious toilet for events.
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GroundfloorHidden Toilet
This is how the hidden toilet will appear during events when unlocked and revealed.
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GroundfloorPoint of Sale
This is our luxurious marble POS counter. It is incredibly beautiful and solidifies the quality that can be expected from the products that we sell. On this counter will feature business cards for designers who would like their clothes sold by the company, and also small ads about joining our newsletter. Behind the counter is where we will store packaging, till, tags etc.
“In-store POS needs to catch attention, trigger curiosity and compel a purchase, all in 3 seconds� - Ken Hughes, Consumer shopping behaviouralisrt (2016) 29
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GroundfloorMaterials
Marble Vertical concrete overlay High Gloss Acrylic Corian platinum plate Brass plated steel rails Steel fixtures Sound absorbant felt moulds
See sourced suppliers in the ‘Business Pack’ 31
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Basement Basement
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Kitchen/ Lockers
Equipment
Rack
Sewing machine/ Pattern Table
Individual Workstations
Separation Wall Seating Area
Shoe Display Exterior Walls Interior Walls Door/Doorway Visual space
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BasementFloorplan
This is the floor plan of the lower ground floor, on this floor is mainly where the workspace is. However, we have strategically placed the shoe department on the basement floor with the seating area. There is a separated wall between the shoe department and the workspace, but customers can get a glimpse of the workspace through a tinted window, so they are able to see the designers they are supporting as a customer.
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BasementPathway
This graphic illustrates the predicted path of customers when they come onto this floor of the store. Focal points (shown by the red dots) have been used to influence this path. 1) Visual Display 2) Window to workspace
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BasementShoe Department / Seating
This is the seating area and shoe department of the store. It has a more industrial theme and a lower ceiling height, adding to the intimate atmosphere. In the centre will be a highly creative visual display. It has been made square so that it translates perfectly to square-based Instagram images. On days that events are being held, this space provides the opportunity to have videos projected onto it and also as a place for models to stand in product launches or presentations.
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Basement Seperation wall
The window between the shoe department and the workspace, allows customers to peak into the inner workings of the store. Being able to see the people that the company is supporting, and who will benefit from their custom; emotionally resonates with the shopper. It also crosses over into the suggestion of transparency about the products sold and who is making them, when they see the samples being developed in the workspace.
“Brand transparency and ethical credentials are essential to success.� - Dalziel & Pow, 2016 41
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Workspace Workspace
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WorkspaceDesign
The construction theme is carried over to the workspace to encourage the working atmosphere. By designing a space that looks like it is still under construction, is used to subconsciouly inspire our designers to keep developing themselves. There are a lot of storage areas in the workspace. In the individual workstations, under the central table and a metal rack adjacent to the workspace. Working closely together in an open space, with seperate working areas; will create a more productive atmosphere.
Open spaces encourage collaboration between team members and remove the emotional silos created by the more traditional internal dividing walls. - Real Business, 2016 45
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“We want people to come to work everyday, not feeling like they are part of something that’s been complete, but inspired because it looks like a work in progress…..We think that it brings out the most creative elements in people.”
- Mark Zuckerberg, 2016
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WorkspaceEquipment Within the workspace
Equipment * Industrial Lockstitch x 2 * Industrial 3 Thread Rolled Edge * Industrial 3/4 Thread Overlocker * Industrial Coverstitch * Industrial Walking Foot Lockstitch * Computers with internet access x 2 * Printer
Features * Hemming & Joining seams * Specialist Jersey / knitted finishings * Leather, Vinyl, Canvas application * Topstitching * Decorative stitching * Basic to professional tasks
See sourced company and full costings in the ‘Business Pack’ 49
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WorkspaceEquipment Bookings
Equipment *Fusing press *vacuum pressing table *3D printer
This equipment will not be open at all times. Due to the cost of the equipment and to ensure that it is being used responsibly, designers will be required to book or request it to be opened. This way we are able to carefully monitor who is using it and when; in the event anything happens to it.
See sourced company and full costings in the ‘Business Pack’ 51
Kitchen
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WorkspaceKitchen
This is the kitchen for the workspace where the designers will be able to eat and drink and get away from their workspace. There will also be lockers to store valuable that design would prefer not to leave openly.
Creative spaces are renowned for contributing to healthier workspaces. Research also shows that creative workspaces can increase productivity. Real Business, 2016 53
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WorkspaceMaterials
Brass plated fixtures Pebble epoxy flooring Graphic echo absorber acoustic panel Black stained wood (recycled) Recycled wood Steel rails and construction beams
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“If Selfridges was a magazine, the WINDOW would be the Front cover.� - Alannah Weston, Deputy Chairman, Selfridges
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Promotional Guidelines Promotional Guidelines
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Promotional GuidelinesWindow Display
Windows are an inexpensive marketing tool that connects the store to the outside public. Utilising the window display to convey a message, can influence customers to come into the store and develop brand loyalty. It could also drive attention and inspire the public to snap pictures of the windows and share them amongst their friends. Our windows should fit into 1 of 4 categories: 1) Politically aware 2) Provocative/thought-provoking 3) Technological 4) Luxurious (Shown on facing page) All 4 must be creative
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4.21m
3.3m
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Promotional GuidelinesWindow Space
Due to the store having Open-back windows, most window displays have to be simple enough to look good from both the outside and inside. Fortunately the moving central walls are able to move against the stage to create a back wall if necessary. This provides the opportunity to create stronger visual themes and protect more expensive products. Dimensions of the stage are 4m x 3m so the space has to be used sparingly. 1) Maximum of 3 separate products 2) For highly creative themes 1 product or 1 look should be showcased. 3) If mannequins are used, a maximum of 2 should be used.
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Promotional GuidelinesPolitical Window
Politically charged window displays are used to show awareness of current affairs and voice an opinion that would intrigue the public. They must: 1) Be clear and concise 2) Playful and informed They must not be: 1) Discriminatory or insensitive
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Promotional GuidelinesProvocative Window
Provocative store windows are used to shock the audience, but still tell a story simultaneously. They must: 1) Be creative and story telling 2) Playful and informed They must not be: 1)Offensive 2) Convuluted
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This particular window is a touch sensitive screen that activates when touched by anyone from the audience. Each circle provides information about the store and the company summarised in 10 seconds. This would be a good way of educating the customer about ourselves. 66
Promotional GuidelinesTech Window
Technological window displays are used to engage passers by, stopping them to interact with the window. They must: 1) Be creative and engaging 2) Cost effective and easy to use They must not be: 1) Complicated 2) Too Expensive 3)Messy with visible wires
Who we are and About the core what we do values of the store & USP
About the workspace located on the lower ground
About the store, theme & materials
Ask in-store for info about events & membership 67
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Promotional GuidelinesInstore
Social media is a key driver for marketing start up companies. Many retailers are creating “Instagramready” visual displays. They are square shaped so that images work perfectly with the Instagram format. Thanks to the promotional stage within the shoe department on the lower ground floor, it’s squareness can be utilised in this way.
“Instagram is the ultimate visual tool for brands, retailers and even new start up stores to get their brand message further, wider and more global, making their store a must-visit destination.” - WGSN, 2016 69
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Promotional GuidelinesSquare guidelines
This is an example of a square visual display that would promote products and fits well into the square format. Due to the relatively small space similar guidelines to the window display should be given. These are: 1) Maximum of 3 separate products 2) For highly creative themes 1 product or 1 look should be showcased. 3) If mannequins are used, a maximum of 2 should be used.
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Visual Guidelines Visual Guidelines
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This illustration is to be used as an example. 74
Visual GuidelinesClothing All clothing will be placed on the single running rails attached to the walls and brands will be intermingled in a visually appealing way. By using single running rails, customers can see all stock that is in-store. By mixing the brands, the focus is on the product primarily and the brand is secondary. Most shoppers tend to go straight towards a particular brand, however this format will force shoppers to look at what else the store has to offer. This encourages fairness amongst the emerging talent, they all have the opportunity to be seen. All clothing must: 1) Be arranged according to style/colour that inspires looks and ideas. 2) A mixture of different brands together 3) All face the same direction 4) Be evenly spaced out 5) Have the main sizes out at all times (8-10) & (30-32)
On average, consumers pass only 30% of the stock. Some areas are only visited by less than 1% of customers. - Marketing Magazine, 2016 75
This illustration is to be used as an example. 76
Visual GuidelinesMenswear
Menswear section must: 1) Be segmented into product categories 2) Be facing toward the central wall 3) contain 8 - 10 items per rail 4) Central wall must be simple and focus on specified products 5) Be visually appealing 6) Bags can be replaced by 2 stacks of folded items (3 maximum per stack)
Men...are more likely to walk in, find what they came for and get out as quickly as possible. - Site Visibility, 2016 77
This illustration is to be used as an example. 78
Visual GuidelinesWomenswear
Womenswear section must: 1) Be a mixture of product categories, arrange to suggest outfit ideas 2) All facing front of the store 3) Contain a maximum of 20 items per rail 4) Presentational display underneath rail must be simple and uncluttered 5) A selection of accessories and shoes within immediate area
Women will often browse, perhaps take their time with purchases and consider picking up items they didn’t initially come in for. - Jackson, 2016 79
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Visual GuidelinesSustainable/Gender-Neutral
Sustainable/Gender Neutral section must: 1) Be a mixture of product categories, arrange to suggest outfit ideas 2) All facing front of the store 3) Contain a maximum of 20 items per rail 4) Presentational display underneath rail must be simple and uncluttered 5) A selection of accessories and shoes within immediate area
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Image References
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Image created by Reece Johnson
www.cuzimage.com
Image created by Reece Johnson
Image created by Reece Johnson
www.islingtonsquare.com
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Image created by Reece Johnson
Image created by Reece Johnson
www.buildingdoctors.co.uk
Image created by Reece Johnson
Image created by Reece Johnson
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All images created by Reece Johnson
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All images created by Reece Johnson
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Image created by Reece Johnson
www.resawntimberco.com
Image created by Reece Johnson
www.capsuleshow.com
www.britishsewingcentre. co.uk
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www.moharrampartners.com
www.apple.com
Image created by Reece Johnson
www.the3dprinterpeople.co.uk
Image created by Reece Johnson
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Image created by Reece Johnson
Image created by Reece Johnson
Image created by Reece Johnson
Image created by Reece Johnson
Scanned image from Visual Merchandising: Windows and in-Store Displays for Retail by Tony Morgan 90
Scanned image from Visual Merchandising: Windows and in-Store Displays for Retail by Tony Morgan
Image created by Reece Johnson
Image created by Reece Johnson
Image created by Reece Johnson
www.retailstorewindows.com
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www.ricecatalyst.org
Image created by Reece Johnson
Image created by Reece Johnson
Image created by Reece Johnson
Image created by Reece Johnson
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