RETAIL STORE DESIGN
RETAIL STORE DESIGN
Prepared by Kimberly Nguyen
NETHRAVATHI | ASAM BHAVYA | GOPI KANNAN | VASUNDHARA | HAJAR SAIDI
Edgardo Osorio AQUAZZURA The Italian luxury footwear brand AQUAZZURA was cofounded by Edgardo Osorio with Ricardo D'Almeida Figueiredo in 2011. At only 16 , he decides to study at the London College of Fashion and Central Saint Martins , one of the most prestigious institutions in the world for aspiring designers. After leaving, he soon received an invitation to be a footwear and accessories design consultant for the great brand – Salvatore Ferragamo. Edgardo moved to Florence, the footwear manufacturing mecca in the world. Then at 23, Edgardo moved on and was appointed head of creative design at Roberto Cavalli shoes, while secretly cherishing his childhood dream: to create their own brand of shoes. Aquazzura was born.
AQUAZZURA
MEANING BEHIND THE NAME "Aquazzura comes from the Italian acqua azzura, which means blue water. I’ve always been in love with the sea and the sun. I wanted a name that evoked my love of Italy, especially Capri and and all the sunny places by the water. I love the idea of a modern dolce vita and a year-round vacation lifestyle. My aesthetic reflects the beauty and sophistication of a certain kind of Italian style that is never over-designed or overdone. It’s about small, luxurious details that make something great, like everything else in life" - Edgardo Osorio
AQUAZZURA
THE LOGO In the south of Italy and south of France, you see stone pineapples at the entrances of the villas. For European culture — and even American culture — the pineapple is a symbol of hospitality. Then I discovered that in Asian cultures, the gold pineapple is a symbol of good fortune. It attracts money, so it’s like a lucky charm. I loved the idea of having a positive symbol. “I like the idea of sending my Aquazurra girls out with a lucky charm under their feet.” – Edgardo Osorio
AQUAZZURA HEADQUARTERS: MADE IN ITALY
Aquazzura headquarters are in Florence, Italy in the Palazzo Corsini which is a beautiful palace on the river near Ponte Vecchio. Palazzo Corsini used to be the old Medici apartments from the 16th century, and all the original vaulted, frescoed ceilings and moulding are still in tact. Everything about the Aquazzura brand is not only made in Italy, but made in Tuscany. Many styles have hand applied pieces and can take up to thirty hours to create a single pair.
Aquazzura headquarters and the Flagship store are in Florence, Italy in the Palazzo Corsini which is a beautiful palace on the river near Ponte Vecchio. Palazzo Corsini used to be the old Medici apartments from the 16th century
WHO IS YOUR CORE CUSTOMER?
She knows about fashion and likes to dress up and have fun, but it’s never about a specific girl. She’s not necessarily young. A lot of our girls are 35 to 55, but we sell to much younger and older. Everybody wants to be cool. In Dubai, we had a trunk show at Level Shoe District. We had women in their 70s lifting their burkas to show me their Sexy Thing [booties by Aquazzura]. The hilarious part was that a 19-year-old girl was trying on the same pair of shoes as a 70-year-old woman, and they both bought the shoes. They looked great. – Edgardo Osorio
AQUAZZURA shoes can be seen on the feet of trendsetters, Hollywood stars, European royalty and fashion insiders all around the globe, from Julianne Moore to Jennifer Lawrence, Gwyneth Paltrow to Nicole Kidman, Rihanna to BeyoncĂŠ, and Amal Clooney to Meghan Markle among many other high profile celebrities.
STRIPS CLASSY
EARTH
LUXURY
DIAMONDS
GOLD
COMFORT
MODERN
BOLD
STYLISH
FIERCE
PRECIOUS SENSUAL
CRAFTMAN -SHIP
DESIGN STATEMENT
The interiors of the brand's stores are different but they share the same characteristics and creativity, creating an experience of self indulgence and the sensation of comfort, fun and gorgeousness. From that point, the window idea is the adaptation of a legend and recreate it and merge it with the identity of the store, without breaking it. The created scene will highlight the uniqueness of each piece of Aquazurra's pair of shoes, keeping in mind the touch of the city that will be present as well in the rest of the store in a very Aquazurra way.
CONCEPT ANALYSIS According to the designer, "The secret to a comfortable pair of heels lies in the well-made shape and the construction of the high heels. The shoe has to be made such that it balances the weight of your body between the front, back and the arch of the shoe; this thus creates a better fit and support for your feet. And people started calling '12 hour shoe' because it was shoe you could actually wear for 12 hours." Edgardio Osorio explained that they call them the second-skin shoes because they fit like a glove. Aquazzura's shoes could be considered as a warrior shoe that never fail you in your big days.. The window display will be inspired by Chess that involves a struggle of will, and it contains what has been termed the essentials of fighting - to strike, to move and to protect. The philosophy of chess is the philosophy of strategy and battle, just like the brand's philosophy which is providing a winner product that helps to combat uncomfortable, painful and complicated footwear.
COLOUR SCHEME
Before choosing the colors to represent the store of the brand, it’s important to understand what those colors mean – or, in other words, the psychology of color. When you mix together red and blue, what do you get? Purple! Of ten associated with luxury, power, wisdom, creativity, and magic, it is the balancing color between red and blue’s color psychologies. While red brings intensity and energy to the color, blue brings relaxation and stability, and together they make purple the perfect balance of the two. Color Psychology says that it “can have calming effects over the mind and nerves, it can be uplifting and can trigger creativity.” The entire ambiance of the store will be shades of purple, gold and black and white.
CONCEPT SKETCH
FRONT FACADE - WINDOW DISPLAY
FURNITURE LAYOUT
FURNITURE LAYOUT CIRCULATION
LATEST COLLECTION
ZONING
SECTION - 1
SECTION A-A'
SECTION - 2
SECTION B-B'
REFLECTED CEILING PLAN
ELECTRICAL LAYOUT
MATERIAL BOARD - LIGHTING
For window display MANTRA Sal 3L GU10 surface spotlight. Manufactured in white extruded aluminium and addressable diffusers.
Spot light Nordlux SAFE 23 tiltable yellow rece ssed spot light with a 30 degree tiltable beam angle for slight control over the direction of light.
Chandalier Star metalic modern chandalier (WHG-904) Gold color and crystal 130x 130
Led chanel display Under cabinet lighting Aluminium U-ChannelL for 120V strip lights 30 x 2 cm
MATERIAL BOARD - FURNITURE
Tatlin sofa dark purple TISSU- T8053 Sofa for the center place in a space . A modern totem, perfect also for public spaces. It allows new possibilities of seating, offering room for more people.
Cicladi Edra Table Tray tables with alabaster top in different heights and colors, with irregula r and jagged edges that make them look like islands seen from above. 60x60
Margot sofa indigo midnight velvet 100x180 The Margot Sofa epitomizes modern elegance with graceful arms, French-seam detailing, and loose, luxurious cushions that give a look which is both timeless and contemporary. The back cushions use a unique, ecofriendly syntheticdown, derived from recycled PET plastic. The frame is constructed with kiln-dried.
EDRA END TABLE The square table is made of Sycamore with matt finish. Its top tray is made of inlaid glas s.
Margot chair indigo midnight velvet 60x60 epitomizes mode rn elegance with graceful arms, French seam detailing, and loose, luxurious cushions .
MATERIAL BOARD - FLOORING
Black and white marble tiles 50x50
Orlando saxony 470 Light grey carpet
Orlando saxony 478 Black midnight carpet
A white veined black marble with a polished f inish. 30cm x 60cm Wall & Floor Tile
DETAIL BOARD
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