ELEGANCE & CHAOS
MOSCHINO IND 6257_ RETAIL DESIGN_FINAL PROJECT PROFESSORS: BRYAN LISKA & ESPERANZA MUINO FLAGSHIP DESIGNED BY: XIAOYAN LI STORE DATE: 12/07/2017
Moschino - an Italian luxury fashion house, specializing in ready-towear, fashion accessories, shoes, luggage, perfume etc. This fashion label always has been considered as innovative and sometimes eccentric that was enough for success.
BRAND FOUNDER
Moschino started in 1983 when Franco Moschino left his job as Gianni Versace illustrator to create a brand with his signature, eccentric! His social awareness and criticisms in the fashion industry set Moschino apart from the rest of the luxury brands.
CONCEPT The concept of this flagship store design is Elegance & Chaos, which reflects Moschino’s Brand Identity. The context of the whole space is inspired by the form of “canyon”, which fully utilizes the two-story height and gives viewers some novel sensation that is rarely experienced. The design features are inspired by Moschino’s fragrance bottle and the enlarged molding form, bring some sense of humor through exaggerating their proportion.
DESIGN FEATURE (walls & display furniture) “enlarged molding” motif
DESIGN FEATURE (columns) “body shape” motif
CONTEXT
(spatial structure) “canyon” motif
CIRCULATION
ORIGINAL IDEA
WEST EXIT
1. To create a path that is flowing and meandering, and leading people to the courtyard. 2. Add an Exit Door on West Wall. 3. Introduce sunlight from the west side.
N
FITTING ROOMS
CASH WRAP AREA
RESTROOMS
PRIVATE PATH
SOUTH ENTRANCE COURTYARD
WEST WALL
MAIN PATH
SITTING AREA
DISPLAY
DISPLAY
WEST EXIT
1st-floor: the circulation and the functional modules are all around the main path
N EAST ENTRANCE
MAIN ENTRANCE
2nd-floor spatial composition: two mezzanines (heart shape) + spiral staircase + high ceiling shared space
NE 2ND AVENUE
1ST FLOOR PLAN SOUTH ENTRANCE
MAIN PATH
N
CORRIDOR RESTROOMS
FITTING ROOMS
VIP RESTROOM
SERVICE DESK
VIP ROOM SITTING AREA
DISPLAY
MAIN ENTRANCE NE 2ND AVENUE
FIRST FLOOR
EAST ENTRANCE
issues: expose several beams treatment: 1. make bridge 2. camouflaged with mirror finish broaden floor opening to the east side to get a better view for the passers-by from the 2nd avenue
DISPLAY
OPEN TO BELOW
NE 2ND AVENUE
STAFF & STORAGE
2ND FLOOR PLAN
CONTEXT
INITIAL PLAN
Several large-scale volumes form a narrow, curved “ sky opening”, offering viewers some sense of being wandering in a deep valley.
1st-floor for women’s clothes, shoes, bags, jewelries and accessories; 2nd-floor for men and VIP client.
N 1ST FLOOR PLAN
a bridge as seating area connects two mezzanines(cover two beams).
N 2ND FLOOR PLAN
SPACE PLANNING & VISUALIZATION the following drawings are rotated to true north
PLANS top volume includes the functional modules as cash wrap area, office, elevator, and two recessed display areas for women’s clothes
OFFICE
WOMEN’S CLOTHES
F-4
WOMEN’S CLOTHES
F-1
EAST ENTRANCE
F-1
WEST EXIT
CASH WRAP AREA
SEATING AREA
F-2
SEATING AREA
WINDOW DISPLAY
EAST ENTRANCE
DISPLAY AREA FOR WOMEN’S SHOES
WOMEN’S SHOES
WEST EXIT DISPLAY AREA FOR WOMEN’S JEWELRY & ACCESSORIES
RESTROOM
MAIN ENTRANCE
MAIN ENTRANCE
F-1
F-1
DISPLAY AREA FOR WOMEN’S BAGS
WOMEN’S JEWELRY & ACCESSORIES RESTROOM
F-2
FITTING ROOMS
F-3
F-3
MAIN PATH
WOMEN’S BAGS
WINDOW DISPLAY
SOUTH ENTRANCE
MATERIAL LEGEND F-1
F-3 SOUTH ENTRANCE
F-1
White Marble
F-2
Black Marble
F-3
Carpet
F-4
Epoxy Resin Floor Coating
bottom volume includes restrooms and fitting rooms
FIRST FLOOR ISOMETRIC VIEW
STOREFRONT
PLANS exposed beam, camouflaged with mirror finish
top volume includes the functional modules as VIP area, elevator, restroom, fitting rooms, storage and office
display for men’s folded clothes
F-3
RESTROOM
VIP AREA
VIP RESTROOM
FITTING ROOMS
F-3 F-4
F-1
OPEN TO BELOW
SEATING AREA (BRIDGE)
BRIDGE STORAGE & OFFICE MEN’S SHOES
DISPLAY AREA FOR MEN’S SHOES
WINDOW DISPLAY
F-2
BRIDGE
EXIT ACCESS CORRIDOR
F-1
OPEN TO BELOW
SEATING AREA (BRIDGE)
DISPLAY AREA FOR MEN’S BAGS
F-2
MEN’S BAGS MEN’S CLOTHES
MEN’S CLOTHES
bottom volume includes two recessed display areas for men’s clothes
WINDOW DISPLAY
MATERIAL LEGEND WINDOW DISPLAY
F-1
White Marble
F-2
Black Marble
F-3
Carpet
F-4
Epoxy Resin Floor Coating
SECOND FLOOR ISOMETRIC VIEW
newly added bridge, covering three beams, is better for circulation and provide more space for window display
STOREFRONT The idea of storefront design is to create a big window display showcasing the whole interior space and attracting the passers-by. Facade design and materials continue the existing style. Signage references the Moschino’s flagship store - bold logo incorporated with light.
PREVIOUS
CURRENT
SECTIONS
MEN’S CLOTHES
The sections show the relationship between the mezzanines and the high ceiling space.
SEATING AREA (BRIDGE)
FOLDED CLOTHES DISPLAY
LAMINATED GLASS WITH DECORATiVE INTERLAYER
RESTROOM
Columns resemble Moschino’s fragrance bottle. Red decoration balls give some sense of humor. On the second floor, all the columns are upside-down which look like vases.
WEST EXIT
MIRROR
WOMEN’S JEWELRY & ACCEWWORIES
SEATING AREA
WOMEN’S CLOTHES
CASH WRAP AREA
WALL DISPLAY
SEATING AREA (BRIDGE) WINDOW DISPLAY
LAMINATED GLASS WITH DECORATiVE INTERLAYER
LAMINATED GLASS WITH DECORATiVE INTERLAYER SEATING AREA (BRIDGE)
MEN’S SHOES DISPLAY
MEN’S CLOTHES
EXIT ACCESS CORRIDOR
SOUTH ENTRANCE
WOMEN’S BAGS DISPLAY LAMINATED GLASS WITH DECORATiVE INTERLAYER
WEST EXIT
WOMEN’S JEWELRY
WALL DISPLAY
ELEVATIONS Enlarged molding form applies to walls and furniture, creating more horizontal lines that emphasize the curved movement, as well add some visual rhythm.
WOMEN’S CLOTHES
SEATING AREA
LAMINATED GLASS WITH DECORATiVE INTERLAYER
ELEVATOR
CASH WRAP AREA
WOMEN’S CLOTHES
WALL DISPLAY
WOMEN’S JEWELRY & ACCEWWORIES
CASH WRAP AREA
WALL DISPLAY
WEST EXIT
FITTING ROOMS MEN’S SHOES DISPLAY
The molding profile on the wall resembles human’s side face.
SEATING AREA (BRIDGE)
LAMINATED GLASS WITH DECORATiVE INTERLAYER MEN’S BAGS DISPLAY
MATERIALS 5
2 8
1
Color Scheme: neutral
color as dominant color; red as accent color. Materials selection:
4
3
11
1. White Marble, Floor 2. Black marble, Floor 3. High Gloss White Paint, Wall Finish 4. Concrete, Column 5. Laminated Glass With Metal Wire as Interlayer, Partition 6. Back Coated Glass (Black), Wall Finish 7. Gray Mirror, Wall Finish 8. Red Fabric, Furniture 9. Back Coated Glass ( Red), Wall Finish, Ceiling 10. Red Acrylic, Wall Finish 11.Art Carpet, Floor 12. White Leather, Furniture
12
10 9
6
7
PERSPECTIVES
FIRST FLOOR PERSPECTIVE - MAIN ENTRANCE
PERSPECTIVES
FIRST FLOOR PERSPECTIVE - WEST EXIT
PERSPECTIVES
FIRST FLOOR PERSPECTIVE - EAST ENTRANCE
PERSPECTIVES
FIRST FLOOR PERSPECTIVE - SOUTH ENTRANCE
PERSPECTIVES
SECOND FLOOR PERSPECTIVE - MEN’S CLOTHES SECTOR
PERSPECTIVES
SECOND FLOOR PERSPECTIVE - MEN’S SHOES SECTOR
PERSPECTIVES
The two backward question mark logo is often found in Moschino’s stores around the globe, a branding that most believe to be a representation of its founder Franco’s personality and question to the fashion industry.
SECOND FLOOR PERSPECTIVE - VIP ROOM
DISPLAY DESIGN The displays integrate with the motif form - enlarged molding, as well include the elements such as black metal frame, glass, and LED strip light(underneath the metal frame).
1
2
WALL DISPLAY ISOMETRIC VIEW
3 2
KEY PLAN
1
RECESSED WALL DISPLAY
3D MODEL
3D MODEL
3
JEWELRY DISPLAY ISOMETRIC VIEW
THANK YOU!