Berghaus by The Glasgow School of Art

AMANDA JANE HEAVEY

GLASGOW SCHOOL OF ART

INTERIOR DESIGN

YEAR 3

2019/2020

B E R G HAU S

P R O C E S S J O U R NA L

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C O N T ENT S

THE B R I E F 4 CA S E S T U D Y 1

CA S E S T U D Y 2

I NI TI A L R E S E A R C H & IDEAS

E X I S T I N G P L A N S

FLO OR P L A N E X P E R I M ENTAT ION

MATE R I A L S

CO NC E P T D E V E L O P M ENT

FI NA L F L O O R P L A N

V I S UA L S

CUS TO M E R J O U R N E Y

E X TE R I O R C A D S E C TION

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CO NS I D E R AT I O N S 6

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T H E BRIEF

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SITE OPEN FOR CONSIDERATION - Glasgow

AIMS Participate in external engagement with a client & brand. Explore practical and critical approaches to your design process. Expand your understanding of professional practice and how to communicate and pitch your concept to a wider audience .

Project: We’re planning to open a number of stores in the UK and are looking for some novel and interesting ideas. Design a retail space for Berghaus that sells full-price product; this could be a high street store, pop-up or a flagship. The store design and environment should represent the Berghaus brand, be engaging and allow the brand to showcase the products on offer. The store should bring to life the Berghaus brand, but must be commercial in that we need to sell product. The store should be engaging and encourage repeat visits.

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How do we make the store look and feel like Berghaus?

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T H E B R A ND

W O R D S T H AT D E S C R I B E T H E BRAND

Inspire Equip Everyone Confidence Outdoors Follow your own path

THE CONSUMER

Berghaus is aiming to appeal to a younger consumer we’re calling the social explorer. However, we do not want to alienate the traditional walker who has bought Berghaus for many years. A bit more on social explorer: Interested in a broad variety of activities. Willing to give things a try. Looking to enjoy experiences with likeminded people. 41% female, 59% male Aged in 20s and 30s

T HE CONSUM ER

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the best retail loaction?

How could the store be the centre of a community or have other uses?

How does the store connect to the digital world, where people may shop or search online and then visit the store to collect their parcel or buy?

CONSIDERAT IONS

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Where in Glasgow would be

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CASE STUDY 1

C a n a d a Go o s e , F l a g s h i p 2 4 4 R e g e n t S tre e t L o n d o n , U K W1 B 3 BR

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ALL IMAGES FROM https://doubleretail.com/portfolio-item/canada-goose-flagship-store-london/ ON 14/03/2020

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EXTERIOR

SALES FLOOR

MERCHANDISING D I S P L AY

ABOUT TAKEN FROM: https://doubleretail.com/ Canada Goose, one of the world leaders in luxury outdoor apparel, opened its first flagship stores, Toronto and New York, in 2016 having seen substantial growth in the years previous. Following the success of these stores and locations, the brand chose to open its first European flagship in London with Double selected to produce the store fixturing and fitout. London’s Canada Goose flagship answered the brand’s need for extremely high product demand, despite already being stocked in the capital’s three largest department stores, whilst the design aimed to weave together Canada Goose’s arctic heritage with modern innovation. H A N G I N G D I S P L AY

SALES AREA

WA I T I N G / M E E T I N G AREA

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CASE STUDY 2 The North Face, Flagship 584 Broadway New York

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ALL IMAGES FROM https://fashionunited.com/news/retail/the-north-face-unveils-new-basecampthemed-retail-concept-in-soho/2019080929362 ON 14/03/2020

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WA I T I N G / M E E T I N G AREA

EXTERIOR

MERCHANDING D I S P L AY

QUOTE TAKEN FROM https://fashionunited.com/ “Our stores will continue to offer a convenient and seamless shopping experience, but it is no longer the sole mission of the store,” Mark Parker, vice president of direct to consumer at The North Face said in a statement. “We’re now focused on creating an environment that highlights our heritage and allows consumers to deeply connect with the brand as they prepare for their own exploration, wherever it may be.”

Q U A L I T Y D I S P L AY

SALES FLOOR

B R A N D I N G D I S P L AY

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I NI T I A L R E S E A R C H & IDEAS

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REEBOK ZPUMP

CHILSUNG CIDER

T H E N O RT H FA C E

Ex p e ri e n ta l m a rketi ng TA K E N FR OM FOR B E S .C OM The goal of experiential marketing is to create lasting impressions on consumers that they want to share with others and that, ultimately, lead to brand loyalty. You’re not advertising a product — you’re letting consumers see and feel what their lives would be like with it. You’re creating an association between your brand and those positive vibes. One of marketing’s main goals is to educate consumers about a product, and that only works if the consumer is engaged. Most people go out of their way to avoid commercials, yet most will also go out of their way for a new experience. That’s why experiential marketing works so well. Tie your brand or product to a fun experience, like a live event, and consumers are more likely to get the message.

IKEA

HUNTER

THE LIFESTYLE S P O RT S

I have chosen 106 Buchanan street as the proposed site due to it being a central, prime location on one of the busiest streets outside of London - Shopper footfall on Buchanan Street is estimated to exceed 1 million people per week.

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The space I am proposing to use is 2,445 square foot - the entire ground floor level currently occupied by The Ivy. As this space is being used more as a concept of what could be, I will be making one slight alteration, this being the removal of the staircase leading to the second floor.

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E X IST ING PL ANS

GROUND FLOORPLAN

ELEVATIONS

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F L O O R P L A N EXPERIM ENTAT ION

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Spatial planning

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M AT ERIAL S

FAUX ICE MATERIAL

FAUX SNOW

CLEAR ACRYLIC

CARABINER

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Above is a small selection of samples I intend to use for this project.

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“ Many samples for this project I could not recieve due to being trade only products”

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CONCEPT DEVELOPMENT

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THE IVY

EXTERIOR

ENTRANCE

The purpose of my design is to attract a younger client without alienating the existing customer base. I will be implementing this using interactive displays. These displays will not only add to the aesthetic but will also have a practical commercial use.

4D EXPERIANCE

COLD ROOM

SALES FLOOR

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These interactive displays will include a terrain simulator for testing hiking/walking boots. A cold room for testing out the range of clothing for extreme weather. And a 4D experience, this will either be for mounting biking or mountain running. The 4D experience will also hold high scores - fastest times etc - and if a customer beats the high scores, they will earn a prize, which will be redeemable instore e.g. small discount on next purchase. Experiances could possibly then be turned into an advertising campaign.

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F I N AL F L OORPL AN

FLOORPLAN

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VISUAL S

Cold room & logo inset display

Extreme room & sales floor

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Sectional perspective

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CUSTOM ER JOURNEY

E N RTA N C E

Faux ice walls,falling snow mist hologram, clear acrylic ‘ice tree’ forrest tunnel. SALES FLOOR

02 4D EXPERIENCE

Mountain terrain treadmills, wind machine, alpine fresh sent pumped in, large wrap around screen.

COLD ROOM

04 FUNCTION ZONE

Arrylic ice table & chairs, faux snow floors, faux ice walls & ceiling.

Shelves, display gondola, hanging ropes and carabiners, mannequins, colour blocking.

‘Ice cave’ faux ice walls, icicle ceiling, faux snow on the ground.

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BERGHAUS PROJECT BY

IDGSA LEVEL 3 2019 - 2020

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AMANDA JANE HEAVEY

IDGSA L3 2020 A M A N D A J A N E H E AV E Y