Fragments and Shards Victry Simbo
Context Specification Brief Theme H&M Research Shop themes Customer Style Shop Research Design Specification and Styles Interior Styles Google Street View- 6 Thomas Steers Way
Google Street View- Liverpool 1 St Parker Street Frank Gehry Folding Techniques Pavilions Pop-Up Shops Design Development Design Development 2 Idea Development Sketchup Final Idea Model Final idea Archicad
Specification Outline- Combat online shopping, create a new retail space that turns shopping into an experience. Create a space that encourages consumer to come back and experience beyond just buying the product. Ideas and development- Explore new and different methods to create and experience based on a retail space for a predetermined site location Brand and consumer- Know the consumer and the brand. What does your Brand stand for? What image to they want to represent for themselves? Understanding the identity of both the Brand and Consumer. Create a great experience for the consumer.
Brief
Create a design for a temporary Small scale commercial building aimed at well known brand. Structure should be angular forms and challenge perception of what a building could be. Should have a series of adaptable spaces – for different events- selling space, display space, concert space. Wheel chair access, outdoor access that has elements that connect building to outdoor space- canopy-. The building should be constructed inside or outside the shopping centre or in a town centre. Specification: • Retail display for products • Changing spaces • Experience space – could be changed for concert • Structure must be based on and reflect theme
Fragments and shards Fragments: a small piece or a part, especially when broken from something whole. :to break something into small parts or to be broken up in this way: Synonyms: Chip, crumb, scattering, fall apart, flake, fragmentation, rip, torn, break up
Shards: a piece of a broken glass, cup, container, or similar object :a sharp broken piece of a hard substance
Synonyms: Fragment, chip, piece, residue
Vision and strategy- Looking good should do good too. That's what our sustainability is all about — making sure our customers wear our products with pride, and staying conscious of all our actions. Their vision id to lead the change towards a renewable fashion industry but remaining fair and equal as a company. They sell clothes, men's business, children's wear, footwear and accessories. They have a passion for fashion and quality. Serve their customers in a sustainable way. They look to produce attractive and affordable clothing for as many people as possible.
Sustainable fashion- they encourage customers to recycle their clothes through garment recycling scheme. They want their customers to be aware of the environmental and social impact the garments the company is making and the clothes they are wearing. Their collection comprises of high-end environmentally friendly pieces. One of their goals is for all cotton in their range to come from sustainable sources by 2020. Materials they use : cotton, recycled polyester, recycled polyamide, lyocell, recycled wool,organic linen, organic silk, FSC natural rubber, recycled glass, recycled plastic, FSC certified wood, recycled wood, recycled cashmere, recycled down and feather, organic jute and recycled silver. Schemes- Garment collection at H&M – Garment collection boxes in store to collect any type of clothing, the textiles are then sent to a recycling plant. For every textile bag one brings a person receives a voucher that goes towards their next purchase. Some clothes that can be reworn are put in charity shops and sold. -Care for you clothes, H&M give advice on how to maintain clothes in order to reduce ones carbon footprint. Wash when dirty ( air clothes out sometimes they don’t need constant washing, or try and remove stains manually instead of washing the whole thing and steam iron clothes in the shower.)Keep it cool ( wash clothes in colder water and for a shorter time in order to save your energy bill) . Line up ( dry clothes on an washing line). Do the homework ( Look on the clever care label to know who to keep your clothes constantly fresh and last longer )
Research Who buys the brand?
Thus brand is aimed mainly at women who are ages between 15 and 30 years of age, known as generation Y. These women come from working class, middle class backgrounds as well as students. Additionally the company targets women that are married, single, mothers and daughters. As a result they strive for affordable prices. The company also targets many religions, cultures and lifestyles. What are the consumers likes, dislikes, wants and expectations? Likes: Many styles, very fashionable clothing, good prices, good instore vibe and experience, good quality clothing, good organizational skills in store. Dislikes: Inconsistent and incorrect sizing and not enough varying sizes( little 12 and above ). Low quality for some products ( i.e. shirts). Some can experience poor customer service. Expectations: Overall consumer has very high expectations and may not always get their wants when entering the shop. Where else do they shop? Zara, Gap, Victoria secret, Accessories, New Look What Possible activities might want in the space? o
Interactive Makeover: people bring in their old clothes in exchange they get a style makeover from a professional, if they like the whole outfit combination they can but it for half price, or if they like part of it such a s shirt or trousers they can get that for half price.
o
Real life Models( Replacing manikins): They can model at the front window like a catwalk on a large stage that can alternatively be used as a concert stage to promote the shop.
o
Allow people to become the models: Create a screen instead of a window in front of the store. People get dressed in outfits they pic out and their modelling can be put live on shop window to show how H&M represents the ordinary individual. They can get a picture for free and the clothes they want and modeled they can get it for half price. The clothes they pic are from a select selection not from the whole store. ( it could be something virtual where they can try on clothes that the computer thinks look good on them, this make shopping easier so they can quickly purchase and find the right style for them; it could be a single room, they could have virtual googles on so they don’t have to change into anything.)
o
Have an interactive screen showing the H&M mission on the front of the store.
o
Allow people who purchase an item to leave a comment, these comments would then be enlarged and be out on digital screen on the front of the store. Like live comments.
o
Shop can emit an advert when individual walk past the store. The people who walk pat the store get an automatic advert to show items being sold at H&M and entices people to go into shop and take a look.
o
Allow people to come with old clothes and have professional fashion designers come in to upcycle the clothes and make brand new one s, customers pay for their new upcycled clothes.
What type of experience do you ant to have?
Fun yet sophisticated, like they are attending a fashion show but they become the models , to show that H&M is for the people and about the average people and create an extraordinary experience instore. But there will also be a serious aspect to it in order to promote their desire for being environmentally friendly.
Themes City Life Fashion: This theme is mainly based on the location I would put my store, somewhere that is on the city and that is busy. Providing a fun and interactive experience in a busy and interactive area is something I could create. Fashion can also be categorized by themes, by looking at city style fashion I can pick out certain clothes that H&M have and create an overall theme for both the inside and outside of the pop up shop, furthermore by picking city life , the fashion can be based on that but the experienced I place in the pop up store can be a contrast to the busy and high rise life of the city to have that differentiating experience.
This is the style of clothing that people in This is the type of city These are a few ideas that I the city could wear. This atmosphere I want to try to could use to either create can help to create a limit in my store but also my pop up art store or profile of colors and project through the building aesthetics that I could use. design for the interior of aesthetics. my store. Recycle: this theme is purely based on H&M and their mission statement. The brand is very environmentally aware and want to encourage their consumers to be so as well, they have put in place different schemes in order to draw peoples attention tot heir vision. By going by this theme I would the brand further advance their goals and inform more people about how they can be more environmentally friendly using their clothes but attract different people as they may be drawn to brands that want to help the world. This theme would run throughout the building interior but also be the creation of the pop up store.
Upcycled outfit
Bat-yam Cans Pavilion
Olympic structure at the castle made of wooden pallets
Parisian Pavilion created with 180 recycled wood doors
Customer style The variation of clothing from female, to male to children shows a very similar colours style of H&M. they have a very mellow colour range that also shows bright colours however they do not over power. Their style both looks at the sophisticated and the fun and relaxing side of fashion . These colour schemes and themes are to be used in the temporary retail store to show flow between both the building interior and clothing. I also want the building to attract both the youth and the middle aged just like the fashion H&M presents.
This is a visual description of the typical fashion statements and style that are displayed by the age ranges that H&M want to attract. It also includes the things theses ages have in common, in particular social media.
15-19
19-24
24-30
Shop Research
This is an analysis of various fashion brands that attract those of ages between 15 and 40. there is a brief description of what they offer as well as what sets them apart from each other was well as H&M. This allows me to differentiate the difference between H&M and the similarities between most of the stores. This can help me figure out what I can add to my pop up store in order to attract a new demographic and a new experience to the store s fro others. Primark: Primark is a fashion brand that target people fro 18-30, however it attracts various age ranges. They provide clothing for women, men and children, kids, homeware, beauty products and confectionary as well as accessories and shoes. Their aim is to provide their customers with good and quality products at a relatively low prices compared to other retailers, as a result they promote a culture of ‘value for money’. People are able to acquire their various needs at Primark due to the wide range of products they offer. Topshop: Topshop is a fashion brand that attracts people between their 20s and 30s. They continually search for the hottest trends and have a very unique clothing line, both mainstream, unique, designer, collections, boutique an emerging styles. The customers are unusual in their style therefore Topshop is a good place for people who don’t mind being trendsetters. They try to keep up with new trends and set their own trends and constantly changing as a way of staying ahead of their style games. The shop produces products for tall and petite for both male (topman) and female customers. Bershka: Bershka target market is for anyone who is adventurous but predominantly young. They want people who are aware of the latest trends and interesting music, social networks and new technologies, this way they can meet the needs of the public. Bershka have three sections , Bershka, BSK and Man, and products are placed according to their style. Their style varies from casual wear, sports, basic garments and fashionable items. They have well detailed architecture, it is spacious and a showcase, they have image extending from the windows and clear arrangement of goods inside. They position themselves in noticeable areas of a shopping centers. Next: Next works on producing fashionable clothes for individuals between 25-45 years of age, those people that are staring their working lives and family life. Next works on producing work clothes and had a large children wear market. However their demographic seems to be increasing in age as a result they are not gaining new customers. Next has a commitment to offer exciting, beautifully designed and quality clothes and home ware products, they strive to make the products functional and safe. Their products are sourced and produced responsibly and free from harmful substances. They focus on making products that are not harmful when they are being used. Zara: Zara aims their clothing at men and women between the ages of 18 and 40 years of age. They produce clothes for women, men and kids collection. They aim to have a target market to be very fashion forward and that are trend conscious who live in urban areas. Zara aims to give the customer various choices of fashion by providing turnover of new stock than other fashion retailers. Zara wants to achieve beauty, clarity, functionality and sustainability. Debenhams: Debenhams has a diverse customer base, although it does tilt to a slightly older demographic and those on the premium end they also attract people below the age of 34. Debenhams works hard in order to raise money and awareness for good causes, they help a range of charities as part of the Debenhams foundations. Debenhams wants to create a space of social shopping that is fun and offers leisurely activities that can be enjoyed by friends and family. They try their best to try and build a stronger relationship with her customers and make them come back to their stores. They still trying to broaden and innovate their culture which is engaging and inspiring. They want family and friends to enjoy the shopping, eat and drink or attend events.
Shop Interior and Styles Specific List of spaces o o o o o o o o o
Fitting rooms: Furniture, front desk Counter Stage area- double up as shop front. Garment racks areas: women area clothes, men's area business, children wear, footwear area and place for accessories. Toilets: staff Interactive makeover Stage / modelling stage Allow people to become the models space Comment section
Style I want to create Fun- Entertainment and experience , atmosphere Sophistication- design, seating interior Recycling- Parts of the building and interior Neutral colours Hint of brightness- to offset the sophistication Red- H&M logo Glass
Interior styles Surprisingly Stretchy Ansdorf Store A pop up store decorated with pantyhose created by Aussie design Studio Edwards Moore. It proves that recycling is cable and also coincides with H&M mission of recycling and reusing clothes. The creation was used to make a big impact with a little budget. They created a spiderwed-like installation using 154 pairs of neutral-hued pantyhose. https://weburbanist.com/2015/09/23/hot-pop-up-shops-14imaginatively-risky-retail-designs/3/
Shipping Crate Shop on the beach for H&M They sold beached inspired clothing on the beach. It was set up just like a permanent sort. They sold clothes on sale and donated 25% of the proceeds to water aid. The store had a colour scheme which was ‘ beachwear in shades of blue’ they made their produce flow with their environment. https://weburbanist.com/2015/09/23/hot-pop-up-shops-14imaginatively-risky-retail-designs/3/
Daft Punk Pop up Shop
They create a feeling of a trip to another dimension in a shop, the shop includes various archival set pieces, robot helmets and limited edition items created by a selection of Maxfields esteemed designers. Fans come along and pose in front of iconic outfit worn at the 2014 Grammys. They sell stylized denim jackets and hipster tees, although hey are very expensive. The room was illuminated with various lights that give a sense of being in another world from the outside world, it helps to create a party like atmosphere and it intriguing to the eye.
Evaluation: After analyzing 3 different pop up shops it came to my attention that each one has a specific theme it follows, this them can either represent an identity, a way to shows a message , the surroundings one is in. as a result I will have to think of a theme that I will follow and coordinate with that of fragments and shards. The clever use of recycling pantyhose I very much liked as it flows the mission and vision of H&M being a very environmentally conscious brand. Furthermore looking at a pop up shop H&M once created gives an insight on what they have previously done to grab the attention of the crowd, they placed an object not commonly found on the beach and successfully made it become a part of the beach, both my colour and clothing range. The daft puck pop up shop interests me as they us very bright illuminating colures to transform an individual and create and experience by doing do, I could use this technique in my own pop up shop as a way of grabbing peoples attention and creating contrast.
Google street view – 6 Thomas Steers Way
The Club House
A map view : This is a map view showing what is around the small space, but also indicating the circumference that I could be working with. Knowing what is around helps to see the customers I could potentially be attracting
Thomas Steers way
A birds a view: this shows the amount of space available to place the pop up shop and it close to a park which allows for the attraction of more customers and people. It is also a very public place for people to pour in. The place is close to John Lewis which attracts many people as a result can attract people to the pop up store. The stairs could also be made to be a feature and can add to the pop up.
John Lewis
A map view: The image above is an enlarged image of to take a closer look the space the pop up store could be located
Google street view – Liverpool 1 St Parker Street
PC World
Co-operative Store
Carephone Warehouse
Primark
A birds eye view: This is a view that shows the large space that could potentially accommodate the pop up store, it also shows hoe the pop art store would be centre of its surrounding building, which could give it more attention
Map view: the red outline given is the potential area that the pop up store can be. It is large enough to accommodate a large building that can include various aspects such as entertainment.
Map view: this view is further away and shows the surrounding stores which is also a H&M.
Birds eyes view: this view is further to show the streets that lead to the position of the pop up store, this can help in finding ways to attract people to the centre as well as knowing the various shops and attractions close buy. Furthermore give a s perception of the number of people that can be in that street at a given time due to the amount of
Frank Gehry Walt Disney Concert Hall The Concert hall provides music, the arts and architecture. The building is both imposing and inviting. It was built from the inside out, the skin of the building is made of stainless steel. It resembled silver sails but also the billows in the auditorium and play off the bowed cornice of the Dorothy Chandler pavilion, it puts old and new together. There are various sections within the building including a lobby, concert room, garden. The whole building has aspects that is dedicated to Walt Disney and their characters. The concert hall illuminates from the outside, producing visuals and colors http://wdch10.laphil.com/wdch/architecture.html
Peter B. Lewis Building
This building reflects the spirit of Weahterheads innovative approach in the vanguard of business education. Its approach redefines what a business school should or could look like. the building is made of different shapes and curves and the individual is dwarfed by the enormity of the shapes. The use of wood helps to warm up the space , some spaces are tight which force people to interact. Some places are bright, ample and laid out in a functional way. http://www.galinsky.com/buildings/peterblewis/
Guggenheim Abu Dhabi This is a an art museum designed by Frank Gehry , it is an experiment in invocation in the 21st century. It is able to present an innovative vision of viewing contemporary art that dates back to 1960, and the architecture is made in context to the desert landscape. The gallery is able to provide various functions such as space for permeant artwork, special exhibition galleries and art education facilities a library and several cafes and a retail store and restaurant. Gehry took inspiration from the regions ancient wind towers, which help to facilitate the countries environment. It also took inspiration from industrial studios spaces, the large scale architecture is made to represent contemporary artwork, it is able to present gallery layouts that are different from the preferred norm. The galleries where designed to come in different shapes and sizes and heights. The building also makes sure to incorporate different elements that are suitable for the region such as natural cooling and ventilation. https://www.guggenheim.org/about-us
Folding Techniques Here are a range of folding techniques that include cars and people for scale. This is a technique to find design ideas that could potentially be turned into my pop-up shop
Cutting Techniques These are various cutting techniques that I did as a way of figuring out ways of making my pop-up shop. Creating various patterns, shapes and forms that could help me in my ideas development.
Cutting and Folding This is various cutting and folding techniques that I put in together to see what creations I could come up with to develop my pop-up shop and see weather the ideas I come up with are able to fit the brief and my brand H&M.
Pavilions I am presenting various pavilions that I took an interest in looking at as part of my ideas development process. I look account of shapes, patterns, materials and forms of each building and ideas of how I could layout my building. I used various techniques such as elevations, and looked at different perspectives to allow myself to see how the building is built and propped up as structures.
This particular structure is a very angular and uses a very regular pattern and form that is placed above the tented inside
The inside of the building follows the shape of the building and the hexagonal pattern is reflected the inside the building the interior is simple and material is relevant to the surroundings
This pavilion id very angular and stands out in a very natural environment yet does not intrude the setting but blends in with setting yet also stands out. Each strand has a different pattern and are arranged to go down in such a way that is gets smaller and narrower. The attachment of the strands is almost glues together or stuck together and they each stick each other out.
This pavilion was created my Zaha Hadid, although not very angular the building has an interesting shape and fro which helps to create space but also create various entries and exists that allow the structure to be moveable and free. There is a screen that is inside the structure that adds flare to the structure and easy to see, which I could sue in my own pop-up shop.
This structure is angular and use various materials and techniques that are used in the making of the building. The wood id the structural basis of the building and are visible not covered entirely by the metal.
Pop-up Shops
Pop-up shops are a common thing and I researched a few that matched or were close to the image I wanted to my pop-up shop H&M by the sea side: This is a H&M pop-up shop which is a crate and place near the sea side. Crates are used for shipping and appropriate fitting next to the sea. It has been transformed into an eloquent little shop that provide beach products. Here H&M has taught me it like a theme and like relating to the surrounding as a way of not felling misplaced but has the opportunity to stand out and make a statement but also attract new customers. Further more it helps to illustrate their renewable approach.
PUMA This op-up shop represents puma and has an interesting shape and detachment. The shop seems to made out of crates, the crates are broken apart and torn and the shop itself had many intricate details and compartments that on the outside are not seen but once inside creates an adventure of discovery. The sue of the balcony also helps to emphasise the brands desire to make the customers visit more memorable to remember their visit.
UNIQLO This is a pop-up shop of a brand unbeknownst to me however I find the simplicity very intriguing as though the structure is fairly simple it still packs a punch in its ability to use mirrors to deceive the human eye and add intricacy into the structure. Though simple patterns it is able to stand out in its very complex surroundings. The base of the structure is held up quite well.
Design Development
This is one of the ideas I came up with that incorporated all my research and considered all the variables needed to make a good pop up shop. The use of fragmented of cuboids and rectangles ties in well with my chosen architect Frank Gehry. The simplicity with my research on pop-up shops. I worked on developing my idea by considering the different components required to create a pace that is able to provide a great experience fro my customers and attract new ones. Each compartment is responsible for its individual thing and the whole structure should come together.
This is a further development of my first developed idea, showing the layout structure in mind where each divide and cuboid is responsible for different things which allows the customer id experience or see new and interesting things in each walk through.
Ideas Development 2
This is another idea I had of my pop-up shop mainly derived form my folding and cutting techniques, it includes components from Frank Gehry and a little from the pavilions that I looked at. It is a very simple yet interesting building that its components are not straight forward but are incorporated both inside and out side the building to create a sense of continuity. I looks at the different aspects of the building and broke it down into different parts
This is drawing of different elevation views of the structure and the layout of where everything could potentially lie in the building. The shop interior would have a lot of things going for it in a small space however many activities to create an experiment can be created.
Ideas Development Sketchup
After careful consideration, I chose to pursue idea 1 as it was able to carry more activities and able to fulfil the brief. I then started to experiment of Sketchup and found my initial idea had not a lot of flair as a result I decides to go back to my research and paper folding techniques, this allowed me to come up with this variation of idea 1.More complex the exterior is now more fascinating and intriguing and helps to add more to the building. I also made the building one level as a way to avoid confusion in the customer and allow for easy access, I also look some cuboids away and tilled some of them so they all did not face the same way. To get from one to the other customers will have to exist the building to renter such as one pavilion I researches. Further more the striped boulders intrude into the building that I felt crate good comradery between the building and the boulders.
This was another variation o created from the previous. It is much more smaller as I cut down on clothing space, although entertainment is still a factor. The boulders I made different shapes and sizes instead of all of them being the same. The shape and pattern of glass just like the previous I felt tied in well with the boulder ideas and they did not seem detached. The glass helps to allow much natural light and the idea to make the building fully made out of recycled materials such as glass and metal as to keep it urban but fit with H&M ideals. I did find this idea far to small for my great ambitions which led to me coming up with my final idea.
Final Idea
For this idea I went back to my sketches and rethought my approach to the building, although creating something innovative is also the agenda, I need to concentrate on creating a spce where people are able to experience the shop and all its entertainment to the fullest and as a result I rendered my idea. I added more glass in allow as much sunlight as possible as a result making it more of an open structure rather than one that seems enclosed. The metal is rugged to make it stand out frim the final trimmings of the city it is surrounded by and each cuboid is easily assessable and one can manoeuvre from one to the other with ease provided guiding lights are put in place for some ease. The outcome is simple but I feel accommodates all the components that the brief and the company I chose require.
Model This is the model of my pop-up shop, the 7th cuboid is open as to represent the potential that the cuboid could open up to create stage and showcase performances to promote the brand.
This is the layout I would use in my structure every compartment has a specific role and function, the customer will go from room to room experiencing new activates and clothes And excitement. Every room has to have a way of experiencing H&M in a new and innovative way. There are examples of what each room could incorporate.