Journal Tenielle Adderley FASM 440 - Visial Merchandising
Co nt en
t ns
03 Valextra + design Collabs
05 Vuitton Island
07 South African Tea Room
09 A Claridge Fantasy
11 geometry + space
13 open plan views
15 popup water bar
17 Haberli’s ‘Haussicht
19 beautifully brazillian
03
Valextra + design collabs Valextra is a luxury bag and accessorie’s brand who specializes in leather products with distinctive shapes designed for the comfort of a sophisticated and cosmopolitan clientele. Over the past two years, Valextra as a brand made the decision to collaborate with different designers for the visual merchandising for their boutiques. There goal was to mix their classic, modern products with the aesthetics of different desgners and architects. They work with designers who are similar to the brand’s aesthetic but still has the ability to bring a new flavour to the brands image. For their Milan boutique they got rid of shelves in the store
and support systems and simply used magnets to elevate the space in a more graphic sense. For the Milanese showroom, they worked with architect Bernard Dubois who incorporated concrete blocks in a pastel coloured environment. Dubois’ work was seen as a landscape of texture elevating the conventional luxury space. For another showroom, Valextra worked with artist Lorenzo Vitturi who created sculptures inspired by the colour and shapes of the leather cuts of the handbags. Their Harrods location was re vamped by architect David Adjaye, creating an asymmetrical textured shop in shop.
04
05
Vouitton Island Louis Vuitton has taken over the glass and steel pavilllion built by Moshe Safdie located at the edge of the Marina Bay Sands resort. The brand’s collaborator and architect Peter Marino was brought on to create the interior of this “crystal” reminiscent of a luxury cruise liner. Customers access the center of the showroom through a bridge that is connected to an underground tunnel. The lower room that housed the men’s section was covered in floors and panelled walls made out of shipbuilding timber. For
vip consumers there is a private lounge where they are shown exclusive pieces from the brand. Along with a loggia off the mezzanine that overlooks the harbour, resembling an upper deck of a ship. The staircase takes on an angular shape and takes customers past a Ruben Toledo cityscape to the sun-splashed upper decks. The window shades around the complex controls the natural light coming in, and maximizes the three hundred sixty degree view.
06
South African Tea Room Yswara, is a luxury African tea brand who brews its own produce at a new tea room and flagship store in Johannesburg. It is located in the recently launched Cosmopolitan, a hip retail and lifestyle hub in the emerging cultural neighbourhood Maboneng. Their new flagship is a modern take on a traditional Moroccan tea room, with a soft feminine palette of pale pink and copper, that compliments the designs of the Tea Time accessories and fragrance collection, also for sale in the store. Parquet flooring, along with furnishings sourced from local designer Mia Widlake’s Studio 19, forms a serene retreat in which tea fanatics can sample the range of brews sourced from all over Africa by owner, Swaady Martin. The plain white walls on the outside is a bold contrast to the all pale pink and copper walls on the interior as consumers walk in. The palette sets the tone of a soft and peaceful aroma that brings consumers into a calming space where they can lounge for a while.
07
09
a Claridge fantasy Mayfair Hotel Claridge’s festive installation was designed by Sir Jony Ive and Marc newson. “Our aim was to create an all enveloping magical experience that celebrates our enormous respect for tradition while recognising our excitement about the future and things to come.” The designers transformed the grand lobby with a series of four metre high light boxes along the walls. Black and White images of snow-capped silver birch trees were illuminated along the walls by the light boxes. Their de-
sign idea was to layer various iterations of organic forms with technology. A soundscape plays acoustics from a forest beginning wih a dawn chorus and including owls, nightingales, sparrows and foes. Lights were synced to the soundscape creating a dappled effect in the space. Working off of proportion, a smaller sapling tree is placed underneath a canopy of natural pine. The immersive installation leads through the art deco lobby that has bare trees placed around the space.
10
Geometry + Space British designer and brand Tom Dixon collaborated with fashion boutique curve to create a lifestyle hub under one roof. A loft in LA’s Culvery City is the new landing flagship for Tom Dixon’s expansion into the United States. The space was inspired by Dover Street Market in London. The interior features concrete walls and exposed black pipes mixed in with the designer’s signature iridescent walls of corrugated iron and passivated zinc. The polycarbonate bubbles of the designer’s famous “Melt” ceiling lamps shine next to mysterious oblong smoky fade lamps that appear to have more than one bulb. Home accessories were also seen in the space that popped against the solid coloured surfaces. Located at the back of the store were handmade brass beat lights from India hover over a marble bar and cafe space. Mannequins around the space wore sparkling sequin skirts paired with white blouses flank oversized wingback chairs and furry footstools made out of sheepskin from Denmark.
The dramatic staircase is made out of marble and showcases fashion from runway chic to California casual. This show room plays with geometrical shapes to create a modern and timeless space. Its features are eye catching and appealing in a way that gets guests to walk through the space and experience different fashions in more than one way. The different home goods and bar creates an at home feeling that allows customers to connect with the lifestyle brand on a personal level.
“Open-plan” vIEWS Architect Arthur Casas designed a beach house overlooking the sandy expanses of Baleia Beach in Brazil. “Casa EK” is a modern, open-plan retreat designed by the Sao Paulo based architect. Open plan views have become very prominent for allowing natural light to illuminate a space, combining the world of nature with our moden, minimalist design world. The beach home is structured as a series of stacked volumes, taking advantage of the view. It has strong geometric forms softened through luxurious elements such as vertical gardens and a rooftop jacuzzi woven into the form of the fort creating a smooth and sensual home. The site has one access located at the front of the site, overlooking the coastal landscape. The architect design goal was to combine the view of the home with a practical purpose by building a subterranean carpot sloping beneath the prop-
13
erty while raising the home up and carefully stacking its top levels to make the most of the view. Iconic feautures within include design pieces by Sergio Rodrigues and Jorge Zalszupin. A wooden deck with a pool opens up the property towards the sea and leading seamlessly through the sliding glas doors into the open plan living space. For visual continuity and privacy, metal panels can be folded across the glass window and doors around the property. Vertical gardens of patterned plants cover the external walls on the ground floor, while interior walls are painted a warm light beige, referencing the beach outdoors. The location is a narrow plane, however the access to the green space has the illusion of plentiful.
14
pop-up water bar Selfridges & Co started a Project ocean #oneless campaign to help combat the amount of waste creating by plastic bottles, most commonly found in the ocean. According to the Selfridges website plastic pollution is destroying marine life, entering the food chain, and ultimately our bodies. Part of Selfridges’ Project Ocean was a Water Bar developed in collaboration between designer Jane Withers and design collective Arabeschi di Latte. The bar invites consumers to explore alternative drinking experiences, offering water cocktails enriched with charcoal, minerals, and herbs. The project is designed to highlight Selfridges’ ongoing commitment to raising awareness of the dangers posed to the world’s ocean by plastic litter. The company’s actions involved removing all one time use plastic bottles from its restaurants and foodhalls, whilst the Water Bar was put in place to extend the scope to the wider store space. The interior decor of the Water bar included a display of ancient and modern drinking bottles displayed to offer alternative drinking vessel options. The interior featured crisp, marble surfacec put in a modern setting with the use of coral and blue pops of colour. “The idea behind the water bar was to invite people to a richer water culture to try and imaging a world without the disposable plastic water bottle”.
15
Haberli’s ‘haussicht In 2008, Swiss designer Alfredo Haberli had the desire to design a case study house by the time he was 50. “Not for me personally, but one that sets an example. One that makes a contribution through its aesthetics and its inherent way of thinking. That was my dream.” Haberli Haussicht means home view, the designer wanted to marry the company’s knowledge of sustainable timber construction with a contemporary design approach. Despite its seductive features and luxurious appearance, the structure of the house are remotely green. Parts were prefabricated in the workshop and assembled on site over the course of approximately a week. the house uses only regenerative energy sources whilst also benefiting from an airtight construction insulated with a patented eco insulation made from wood shavings, whey and soda. Haberli’s Haussicht sits on a plot near Lake Constance. The house is clad in vertical grey painted timber with agled surfaces, and wrapped by a sweeping terrace. A bridge on the first floor connects the main house with a “Stockli” a traditional type of house that Swiss farmers move into when they retire. The interior of the house has a warm Scandinavian mood made mostly out of timber. The house’s modern design and smooth lines are conceived to accomodate the needs of a growing family. A linear central “spine” divides the public area from the private areas such as the bedroom. Haussicht is sleek and luxurious yet remains a very green design.
18
Beautifully brazilian
19
According to wallpaper.com Ara Vartanian’s Mayfair boutique is a trove of vintage and mid-century Brazillian furniture design. Ara Vartanian is a jewelry store whose boutique just recently opened this summer. The company hired Estudio Tupi Architects to craft the store’s interiors. The entrance is designed with corrugated concrete wall that leads the customers into the boutique. Furniture pieces like a table designed in collaboration with artist Hugo Franca feature the owner and designers staple mediums, wood
and gemstones. The table legs were carved from crystal developed by the designer herself. The space designed with woods, crystals and gemstones adds a cigar, masculine feel softened by the delicate jewelry. The choice of wood allows the products to stand out, and catch the eye of customers walking in and out of the store.