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portfolio
Contents: I. Connecting Stores to stories: Ted Baker Retail Research of the client|05 Timeline Existing sites Brand identity Existing Market
The idea|10 The story Ted around the world The story behind the store Concept board Colour palette
Research of the existing site |15 The history of the building Diagram Location plan showing the Ted Baker shops in the area Location plan of the entertaintments nearby Pictures of the interior Existing Plan Existing Elevations
The proposal |22 The tree layers of the proposal Precedents of augmented reality Diagram Rendered section AA Using a tablet to see the augented reality animals Using the fake mirrors to see the augmented reality animals Rendered section BB Sketches of the proposal Moodboard Plan Section Detail drawings of the hanger system
II. Meet your makers: Showroom in the Farmiloe Building Research of the existing site |41 Location plans History Context: elevation of St John’s street Watercolour of the facade Existing fabric Journey trough the existing building Existing floorplans and pictures Existing sections
Precedents and the Client |50 B&B Italia showroom in London Highpoint penthouse B&B Italia
Proposal |54 Design Concept Proposed changes Concept board of the proposal Material board Journey trough the proposed showroom Watercolour views Rendered plan Rendered long section Rendered short section The design of the tunnel screens Views of the ramp Ramp detail drawing Floor structure detail drawing 1:20 experimentating model
Connectting stores to stories: Ted Baker retail store Third year project
Research of the client
Ted Baker Timeline
Ted’s first store opened in Glasgow, quickly followed by Manchester, Sheffield, Cambridge and Nottingham Exchange Arcade.
The idea for a global brand came to Ted whilst fishing.
Ted opened stores in Soho, London, Leeds Victoria Quarter and Bridlesmith Gate, Nottingham. And Ted Baker became a privately owned company.
The first London store started trading in Covent Garden.
Ted opened his very first standalone store on American soil in New York, and tedbaker.co.uk went live for the first time. Launches for Skinwear and Underwear also made for an exciting corker of a year.
Ted began wholesale trading in the USA at Magic 1996 and, shortly afterwards he launched Teddy Boy, or ‘small cuts dressed by Ted’. He then opened a womenswear store in Not tingham and extended the stores in Covent Garden and Leeds.
A simplified timliene showing only the years when ted baker opened new shops
Ted took his first steps into Australia and New Zealand, as well as opening new stores in San Francisco, Las Vegas, Regent St, London, Stansted airport and Guildford. The new Phantom collection was unveiled, together with the launch of a new Ted Baker fragrance, ‘Secondskin’. What’s more, we opened our Westbourne Grove ‘Best in Show’ boutique.
Ted began wholesale trading in the USA at Magic 1996 and, shortly afterwards he launched Teddy Boy, or ‘small cuts dressed by Ted’. He then opened a womenswear store in Not tingham and extended the stores in Covent Garden and Leeds.
Ted celebrated his 25th anniversary by sharing stories from his adventures ‘around the world in 25 years’ and spent the year opening more new concesstores and conces sions in more countries than ever before.
New stores were opened in Tokyo, Hong Kong, Beijing, Jakarta, Kuala Lumpur, New York Fifth Ave and Toronto, his first Canadian store. Ted also opened new ‘home from homes’ in Germany, South Africa and South Korea and, closer to home, moved into an exclusive Knightsbridge address.
Ted and his pets |11
Existing sites
Ted Baker
Existing shops of Ted Baker
Ted and his pets |13
Spring Summer 2013
Autumn Winter 2013
Everything produced under the Ted Baker name has Ted's personality woven into its very heart and we always ask ourselves the question... Spring Summer 2014
Existing brand identity of Ted Baker
Would Ted do it that way?
Ted and his pets |15
Existing Market Ted Baker is a high-end brand with a wide range of products offering something for everyone
Business men Whether you're a man-about-town or a true country gent, Ted's taken the express line to dapper and debonair for his Menswear collection.
University Student
Single woman Worn as statement pieces, outerwear's oversized faux fur collars and decorative buttons are distinctly feminine, whilst tailoring sees wholesome textures and modern patterns blend with contemporary prints for a modern take on power dressing.
Existing market of Ted Baker
Theatrical tones and sorbet shades, including pink, lilac, lemon and mint, are paired with metallic highlights to create a stylish allure. Botanical beauty provides a focus on prints, with Ted's 'Rose on Canvas', 'Symmetrical Orchid' and 'Sugar Sweet Floral' prints flourishing across clothing and accessories.
Middle age couple Wash with nostalgia and old-fashioned glamour, Ted's collections are modern classic with a stylish palette of soft nudes and natural hues, deepened with rich chilli reds and lighter bottle greens.
Ted and his pets |17
The Idea
The story: Ever since his birth in Glasgow Ted Baker wanted to explore the world. His first steps in London were soon followed by a big leap to oversee and shortly he was conquering new continents. During his travels he started collecting plants and animals from all the exotic places he set his foot in. Back in London he placed his ever growing collection into the old Burberry building which he bought a while back anonymously. After years of collecting he decided to open it up to the public creating the world’s first retail with real animals and plants in it. The site I have chosen is the old headquarters of Burberry at 18-21 Haymarket Street. The building was built in 1912 and has been used till 2007 when it was sold to a mystery businessman. Beside the prime location of the building, its background of being a retail, and its spacious interior the history connected to it also makes it a perfect choice as a place for my project. Burberry besides being a similarly high end, luxurious, well- known British brand to Ted Baker it also has its part in discovering the world as a provider of durable fabrics and other garments that helped the expeditors on their journeys. My initial idea was to create a zoo like retail environment with real animals and plants in it. I was inspired by Rousseau’s jungle paintings and I decided to try to integrate his colour palettes and his dream-like imagined up world into my design. In my proposal the whole experience builds up from three layers, the first one being real plants and alive animals. The second layer is the abstraction of the patterns of a jungle, such as a wallpapers depicting leafs or rugs with patterns of animals. The last layer adds the digital environment, creating augmented reality wild animals luring around the shop. All of these digital animals walk on a predetermined path, and they become visible as they pass in front of one of the screens or one’s tablet or phone running the store’s free downloadable application. Additionally the middle octagon houses screens disguised as mirrors which when looked into will show the augmented reality animals and plants around your reflection.
The wholesale tarding began in the USA at Magic 1996. In 1998 the very first standalone store on American soil was opened in New York.
1988-The first Ted Baker store was opened in Glasgow, quickly followed by King Street, Manchester and Nottingham Exchange Arcade.
In 2002 new stores were opened in San Hose and america, followed by San Francisco and Las wegas in 2004.
2012: In this a memorable year Ted exporTed his own British style around the world with new stores in Tokyo, Hong Kong, Beijing, Jakarta andKuala Lumpur.
Ted celebrated his 25th anniversary by opening more new stores and concessions in more countries than ever before. including, Istambul, Ankara, AbuDhabi and
2004: new steps were taken into Australia and New Zealand. Stores were opened in Melbourne in 2007 and in Chadstone in 2009.
Diagram showing how ‘Ted travelled the world’ opening up new stores on every contnent
Ted and his pets |23
Ted was the mystery businessman who bought the Burberry building When returning, he places his collection into the Burberry building During his travells He started to Collect animals and plants
As his collection grows he decides to open it up to the public
bUT hE TRAVELLS A LOT
creating the world’s first retail experience with real (and digital) animals and plants in it The story behind the proposed store
Ted and his pets |25
Ted and his Pets
Concept board of the jungle/zoo themed store
Ted and his pets |27
The proposal uses the colour palette of Rousseau’s jungle paintings
Ted and his pets |29
Research of the site
History of the 18-21 Haymarket street
Ted and his pets |33
Brand identity
cares about Sustainability existing Market
Part of Green 500
ALWAYS LOOKING FOR NEW IDEAS
deforestation
CAn raise awerness for imortant question
Middle age women with young children
Ted Baker
poaching
Children kept occupied while parents are shopping
Zoo/ Jungle
its an attraction
existing sites
unexpected interior in an expected building
FOR A SIMILAR BRAND WITH A SIMILAR MARKET
“PERFECT PLACE FOR A HIGH ENDRETAI”L.
History of being a fashion retail
Close to main shopping area
enough space for a whole jungle
Big Floorarea
Its on a major troughfare
between piccadilly AND pALL mALL
Diagram showing the connection between the site, concept and the client
High headroom
Burberry Building
Ted and his pets |35
Mens wear/grooming Womenn's wear
Location plan showing the Ted Baker stores in the area
Ted and his pets |37
scale 1:2500
Theatres Cinemas
Location plan showing the entertaintments in the area
Ted and his pets |39
The interior of the Burberry building
Ted and his pets |41
Existing plan of the ground floor of the Burberry building
Ted and his pets |43
Existing elevation of the Burberry building
Ted and his pets |45
The way it works
In my proposal the whole experience builds up from three layers, The first one being real plants and live animals. The second layer is the abstraction of real life, like wallpapers depicting leaves or animal fur patterns. The last layer is the digital environment creating augmented reality wild animals luring around the shop.
Layer of
Abstract
Layer of A
Layer of
ugmente
d Reality
Reality
In my proposal the whole experience builds up from three layers, the first one being real plants and live animals. The second layer is the abstract things like wallpapers depicting leafs and and patterns of animals. The last layer adds the digital environment, creating augmented reality wild animals luring around the shop.
Diagrams explaining how the proposal builds up
Ted and his pets |49
Precedents of augmented reality
Isle of Wright dinosours
Guiness World Records book using augmented reality in 2013
National Geographic using augmented reality in a shopping mall
Precedents of different uses of augmented reality
Ted and his pets |51
fitting room
Diagram outlining the areas each animal can be found in
Staff Space
Ted and his pets |53
Section showing the path of the augmented reality jaguar
Ted and his pets |55
Picture showing how the costumers can use the downloadable app on their tablet to search for the augmented reality animals in the store
Ted and his pets |57
The fake mirrors show the augmented reality animals behind you
Ted and his pets |59
Rendered section of the proposal
Ted and his pets |61
Sketches of the proposed till and the ‘still unpacked’ reptiles
Ted and his pets |63
Sketches of the proposed ‘butterfly box’ and the river with augmented reality alligators the costumers cross at entering
Ted and his pets |65
Material board
Ted and his pets |67
B
A
C C
D
D
A FLOORPLAN 1:100 1:100 floorplan of the proposal
B
Ted and his pets |69 Ted Baker Retail
Section CC
Section DD
Sections 1:50 sections1:50 of the proposal
Ted and his pets |71
Hanger detail drawings
Hanger detail drawings
Ted and his pets |73
Ted and his pets |75
Meet your makers: Furniture showroom in the Farmiloe building
second year project
Research of the existing site
United Kingdom
Farmiloe bulding 1:2500
Location plans of the Farmiloe building
London
Islington
Farmiloe bulding 1:500
Farmiloe Building |81
18-20 St John Street 24 St John Street 42 St John Street
38-40 St John Street
26 St John Street
34-36 St John Street
Front elevation of St John Street
EXISTING ELEVATION OF THE FARMILOE BUILDING
Farmiloe Building |83
Watercolour of the facade of the Farmiloe building
Farmiloe Building |85
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1
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Analisys of the existing fabric of the building
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5
analysis of built fabric: scale and materials Farmiloe Building |87
Journey through the existing building
Farmiloe Building |89
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1
Basement
3
1
2
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4 5
Ground Floor
5
7. 6.
First Floor
6 Floorplans of the existing
7 Farmiloe Building |91
2. 1.
3.
1.
3.
2.
Second floor
6. 4.
5. 4.
5.
7.
8.
Third floor
6. The view from the windows
8. 7.
Fourth floor Floorplans of the existing
FARMIOLE BUILDING Farmiloe Building |93
2.
1.
3. Section 1.
Section 2.
Section 3.
Section of the existing building
Farmiloe Building |95
Precedents and the client
RESEARCH Olivero Toscani designs the campaign that launches Le Bambole: the provocative images of Donna Jordan. In 1973 Pier Amborgio Busnelli purchases Cassina’s share and changes the name to B&B Italia. Maxalto is established in 1975.
B&B Italia makes luxurious and modern furniture. Their goal is to guarantee the highest possible quality for their clients, by making good-looking, confortable and long-lasting furniture. Each unique design shows creativity and research.
1970 1960
The general scenario shows a sign of recovery, strenghten by the high impact projects designed by Antonio Citterio both for BB Italia and Maxalto.
1990
1980
The company was founded in 1966 as C&B (Cassina & Busnelli). It instantly distinguished itself for its calling to promote inovation, both in terms of product design, materiality and technology.
The 80’ were the years of radical changes. Tradidion and experimentation merges in the designs of he company resaulting in D‘oro Compasso awards in 1984, 1987 and 1989.
The international eco nomic crisis further accelerates B&B Italia’s commitment to Research and innovaton resaultin in the bestsellers: The Bend sofa and Husk by Patricia Urquiola, Ray by Antonio Citterio.
2010 2000 B&B Italia formes privileged relations with P.Urqula, Fat-Fat and Lens, Tufty-time, Canasta and Nato Fukasawa; thus designing project of remarkable importance.
Tipical constumer:
Single business man
Wealthy couple
Elderly couple
Wilfred Mananushe, bank accountant is a loyal costumer of the B&B Italia and Maxalto. He buys his furnitures from here, beacause what he wants is quality of materials and details and italian design, regardless the price.
Undoubtedly if you want a B&B Italia furniture, you have to pay the price of the quality and the name. Tara and Alfred Ivanivitsch buys their high end furniture because they value the materials- leather, marble, etc.- and the big named designers who made them.
Sara and Thomas Smith wants to reward themselves with something nice. Now that their kids left and they are able to sustain themselves the couple has enough money to refresh the furnishing in their home. They choose B&B Italia because of the quality and the durability of the furnitures they make.
information from: www.bebitalia.com (accessed: 21:00 06/05/2014)
Research of the client, B&B Italia
Farmiloe Building |99
PRECEDENTS
Existing B&B Itallia showroom in London
(BB SHOWROOM ALVAR AALTO)
by: John Pawson and Antonio Cittero
Precedent
Farmiloe Building |101
Highpoint penthouse
By: Lubetkin/ Avanti Architects
Precedent
Farmiloe Building |103
The proposal
Design Concept The furniture of B&B Italia are well designed artefacts made from the highest quality materials therefore they require a similarly grand backdrop. In the focus of my design stands the process of making. You enter the building through the tunnel on the right hand side. In here videos on a curved screen show how these furniture were made. Understanding how much care and working hours went into each piece sold in the shops raises the value of them and verifies the price tag. Following the ramp leading out of the tunnel the costumers arrive into the lower part of courtyard where a post-apocalyptic pristine-white scenery welcomes them. Here the scenery mimics a forest in an abstract, minimalist way. The dead branchless white trees are contrasted by the rich brown wood panelling running around the wall; the floor is covered with white pebbles imitating fallen leaves. In the forest of white trees, the colourful furniture pieces grab your attention immediately. The contrast between the untouched fabric of the existing building, the white forest and the furniture pieces create a very unique experience. Arriving on the higher level of the courtyard the ramp ends and the floor structure begins. The holes in the structure allow round pillars to be inserted into it. These pillars or trees function as a tool to create different spaces in a very flexible way. They can be used to create a ‘clearing in a forest’ where individual pieces of furniture can be exhibited or just being used as screens or dividers. The sizes of these trees vary getting thinner and more like a pillar as you walk towards the exit. The transition from the tree to the pillar also underpins the focus of the project, the process of making.
Concept design for the proposal
Farmiloe Building |109
Material board
Material board
Farmiloe Building |111
1.
The journey trough the proposed showroom
2.
3.
4.
5.
Farmiloe Building |113
1.
2.
Watercolour visuals of the proposal
5.
3.
4.
Farmiloe Building |115
Diagram of the proposed changes
Farmiloe Building |117
N Rendered floorplan of the proposal
Farmiloe Building |119
Rendered long section
Farmiloe Building |121
Rendered short section
Farmiloe Building |123
The tunnel is turned into an exhibition showing the process of making of the furnitures on the screen
The inspiration for the curved screen is taken from the existing bb Italia showroom to create a link between the designs
The design of the tunnel screens
Farmiloe Building |125
The courtyard
From the tunnel a ramp leads across the lower part of the courtyard. This part is covered with white pebbles to evoke fallen leaves. Going up te ramp the visitors experience a journey trough the building with changing eye level arriving at the upper courtyard.
Courtyard views of the ramp
Farmiloe Building |127
Ramp detail
Farmiloe Building |129
Floor structure detail
Farmiloe Building |131
As you progress trough the showroom the trees become pillars strenghtening the idea of the process of making.
Diagram of the trees transitioning into slim pillars
Farmiloe Building |133
1:20 experimenting model
Farmiloe Building |135