ISOBEL MOY Artefact by RMIT Architecture

ASSEMBLAGE OF EVERYTHING ELSE ISOBEL MOY

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ISOBEL MOY

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ISOBEL MOY

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THINGS THAT CAUGHT MY ATTENTION...

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ISOBEL MOY

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iques n h c e t sign sive de

persua attention & manipulation in space

Going Shopping ATTENTION = CUSTOMER

window displays shop layouts

Clickbait

Notifications

(the old attention economy)

creating the ideal environment

ATTENTION = CUSTOMER

attracting the attention of people within the public realm, and bringing them into private shops.

The Gruen Effect

Displaying and laying this out in a shop in order to attract attention

Being Online

(the new attention economy)

when consumers enter a shopping mall or store and, surrounded by an intentionally confusing layout, lose track of their original intentions, making consumers more susceptible to make impulse buys.

Advertising & Targeted advertising - ALSO machines designed for selling -

Habitual Behaviour

Sustained attention shopping centres became machines designed for selling “proxy public space” designing for the mass market (people are generic and predicatable)

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ISOBEL MOY

The erasure of interperonsal dialogue and destroyed social convention for physical interaction with strangers. - Contactless, Jack Self

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Oki-Ni “The aura of privacy and personal, individual taste cultivated by the Internet is used by the London shop of Oki-ni, which appears as an actualized extension of its own Internet site.” “Its extreme ambiguity - its unshop-ness - seems to point to another direction for the boutique, one in which the boutique is a transient presence with no visible proprietor, and the consumer is entirely responsible for the fulfillment of his/her desire. “

Guerrilla Stores - shops as events “Located in cities across the world that are devised to exist for only a few months, occupying existing premises as they are found. These events are completely public, known internationally, yet they are designed to appeal to the individuals - the consumer’s- sense of private discovery.”

Dot Comme Collection, Sibling Architecture a gallery to display a unique collection of garments that are artworks themselves. Bringing the collection to the new space gives the public an opportunity to view, try on and purchase the pieces. The space is also home to curated shows exhibiting the collection and collaborations with artists. Customer recruitment and loyalty “...occurs between the boutique itself and through various advertising media channels that compete to capture customers. The shop is of interest here because it constitutes a static recruitment mechanism, one that draws customers in from the public space outside using its exterior. Shop signs and windows are designed to function in such a way that the passer-by notices the shop, sees what is in the windows, and eventually crosses the threshold.”

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SITE’s BEST supermarkets.

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Lilly Reich, Velvet-Silk Cafe.

Mies Van Der Rohe, The Dwelling of our Time Exhibition, Berlin Lilly Reich, Room of the Glass.

Australia’s Big Things.

unknown. Interiors on Display.

Mies Van Der Rohe, Neue National Gallery, Berlin. PRINT ONLY ON RECYCLED PAPER

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LocHal Public Library, CIVIC architects + Braaksma & Roos, Tilburg

Petra Blaisse, an assortment of curtains.

Topotek, an assortment of projects.

Bolles + Wilson

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Rosalie Gascoigne.

Paddington Reservoir, JMD design, Sydney.

Zaruzuela Hippodrome. Holzmark, Berlin.

Yardhouse, Assemble, London.

A recycled precinct that has accumulated over time by local residents.

Glen Murcutt. PRINT ONLY ON RECYCLED PAPER

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SCALE

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What if Target was a Petrol Station?

What if Target was ICI House? What if Target was a gallery?

What if Target was a church?

What if Target was ICI House?

What if Target was a library?

What if Target was a petrol station?

What if Target was a pool? What if Target had a shopfront? These scale tests helped to reveal just how BIG Target actually is - both horizontally and vertically.

What if Target was part of the suburbs? PRINT ONLY ON RECYCLED PAPER

What if Target was a school?

What if Target was a recycling station? ISOBEL MOY

ISOBEL MOY

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A trip to Target Centre in the CBD.

A trip to Target Northland in Preston. monash college monash college home, digital, toys, kids, baby, click & collect target centre

fire target

women men

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persuasive design components persuasive design components obstacles obstacles

heights / hierarchy heights / hierarchy

ns sio s i c de ion no ecis d no

ing ell g n fun ellin n fun

eye lev e eye lev l el

ob v ob ious vio en us try ent ry

l eeyyee le levveel

ndd rroouun a vee a moov m

nd round a ve u mo e aro v mo

entry entry

scale scale

obstacles obstacles

entry entry

toys toys shoes shoes

accessories accessories

beauty beauty

tthhe e oon nllyy s shheel lff aab boove ve ey eyee l leevve ell

scale scale

digital digital

obstacles obstacles

temptation temptation (checkout) (checkout)

baby baby women women

lingerie lingerie

women women

kids kids

active active

checkout checkout adjacencies adjacencies

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temptation temptation

light light

adjacencies adjacencies

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temptation temptation

light light

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THE FUTURE OF RETAIL

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QUESTION 01: Private Management. The resilience of shopping centres, when compared to the high street, is due to their private management. Could you harness the private management of shopping centres to transform these obsolete anchor stores to revitalise the suburbs?

RETAIL WASTE

What is the shelf-life of architecture? BUILDING WASTE

(due to the changing nature of retail and the desire for products over services)

IDEA 01: Shelf-Life. What happens to DDS stores when they become obsolete? Architecture & retail are contradictory notions. Fast-fashion and cheap consumer goods housed in buildings that will last for decades. The big box store is an object for objects. collonial city planning has turned into consumerist city planning

IDEA 02: Consumerist planning. The architecture and urban planning of consumerism. Architecture rationalised for maximum capital using the bastardised ambitions of “Gruen Effect” and seductive marketing psychology. attention economy QUESTION 02: The Gruen Effect. Could you begin to re-create / un-mutate Victor Gruen’s aspirations? Gruen wanted to create shopping centres that were cultural, civic, and commercial hubs for the growing suburbs – but they were soon bastardised into ‘machines for selling’.

retail can no longer afford to be removed from interacting with its surroundings. It has to give something back to the communities in which it sits - particularly in the suburbs.

shopping centres are currently an insulated and consumerist driven approach to bringing life to the suburbs

The Harvard Design School Guide to Shopping. Project on the City 2. PRINT ONLY ON RECYCLED PAPER

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retail & logistics

marketplace civic centre 1100 - 1300

royal exchange 1566 - 68

arcade 1786

department store 1852

modern chain store 1859

supermarket 1930

enclosed mall 1956

online store 1990

mobile ecommerce 1997

contactless efficiency 0

1000

agora

1100

shop

marketplace

1200

1300

1400

1500

1600

1700

1800

bazaar

2100

shop galleria

department store

mobile ecommerce

shopping mall

experience

chain stores

agora

bazaar

contact authenticity

marketplace

chain stores

franchise

arcades

INDUSTRIAL REVOLUTION

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2000

online store

one-to-one

shopping mall mass production department store mobile ecommerce online store galleria

exchanges

1900

omnichannel

THE INTERNET

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Foy & Gibson is a lost department store of Melbourne.

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There are lots of materials that councils can’t recycle

The 1902 Winter Catalogue ftom Foy & Gibson. An understanding of all the products manufactured and sold locally in Collingwood.

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There are lots of materials that councils can’t recycle

Replas is a Melbourne based company that recycles plastic into new products.

Freitag is a brand that collects also truck tarps are re-purposes them into new bags. Each is unique in its own way. In their factory they cut, wash, dry, sort and design each product. Good-byes has almost become a Melbourne Institution. A vintage consignment shop where the public can bring in clothing to re-sell.

Into-carry is a Melbourne based small business that transforms old textiles into new products. An old couch is among the variety of things recycled. The business owner advertises on Instagram - and asks followers if they have any old items that need a new life. PRINT ONLY ON RECYCLED PAPER