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Wednesday, 1 May 2013

Final Major Project: Retail Environment of the Future

'Retail Environment of the Future' was the title of my Final Major Project, my last project to complete my Degree. It was a 14 week long project which incorporated many other projects I was working on at the time as well. The images I've included in this post are the final A1's of my proposal. The project also included a huge number of development models and a final model, it also included two fifty page sketchbooks of development work. 

The image below shows the 'Brief' for my project. I have previously posted 'Brief for Final Major Project' which was an entire unit on our Brief, this image shows a bite size piece of that unit which needed to be included in my FMP presentation.

We were given a huge amount of freedom in creating and developing our project Briefs. I have also previously posted 'Dissertation: How has Technology and the Internet changed our relationship with shopping and the shopping environment?' my Dissertation which was the source of inspiration for my brief. The findings of my Dissertation informed me of what needed to be included in my brief and how I should direct my design in terms of development. My project was to design a 'Retail Environment of the Future' with the company ASOS as the Client. The reason for choosing ASOS was because they have always only been an online store and this was to be their breakthrough into the 'physical' retail world. 


The image below shows my 'Precedent Analysis', I initially looked at 6 typographical precedents and a material precedent. Each one is very different but it's specific features of each which is why I chose them, all of these precedents feature in my Dissertation. 

Burberry, Regent Street influences: Transformation of an existing building into this beautiful new store. Use of modern technologies in mass amounts within the store.  
Apple, Regent Street influences: Dramatic facade, display products like artefacts in a museum, allow customers to use and get attached to products, knowledge passing 'genius' staff, use of glass to create transparency. 
OKI NI, London influences: Lack of exterior branding, No purchases can be made in store - online only, products are display only - like a museum exhibition. 
Prada, Los Angeles influences: Lack of exterior branding, lack of interior branding, use of modern materials and finishes, use of modern technologies. 
Jack Wills influences: Use of unexpected existing buildings and transformation into beautiful stores, layout and design like a wardrobe.  
FormKind influence: Shape and modular style could be created on a much larger scale to envelop a space. 


The image below shows my 'Tron - Precedent Analysis', the film Tron was my main Conceptual precedent for the project because of its portrayal of Futurism. I probably watched the film twenty times screenshottig certain scenes for inspiration. The films use of light and dark and the difference between interior and exterior spaces was the main influence on my design. My design was also influenced by the shapes and architecture shown within the film. 


The image below shows my 'Concept Development'. I began the project with hundreds of different ideas but my obsession with the hexagon and the geodesic dome took over a lot of the development phase. I wanted to create an installation into St. Agathas Church and I wanted that to be noticeable - I didn't want to change the existing architecture but I wanted to highlight and display it. I looked at the geometries of the space but because it was an unfinished church its geometries were very different to most, the geometries helped inform the direction of the store entrance and layout of the space. Initially I wanted to create lots of 'pod' like spaces inside the Church but that later developed into a more fluid design using the precedent 'FormKind'. 


The image below shows my 'Urban Plan', the Local Council had a big plan for the surrounding area of my site and that helped to make a lot of my design decisions. The Urban Plan highlights the plan for the building use, the entrance to the site, the interior geometries and accessibility. The Urban Plan also highlights the surrounding greenery, planned new road system, public pathways, new retail units and car parks. 



The image below shows my 'Ground Floor Plan'. I've numbered each different area to make it easier to understand. The layout of the space was really determined by the buildings geometries. The large new Entrance was purposely directed to point out toward the new planned retail units. Once inside the space is broken into 'Interior and Exterior' spaces like in the film Tron. The interior spaces would be blasted with bright white light and the exterior spaces would be a lot dimmer with the surrounding architecture being highlighted. The ground floor features changing room pods, a consultant stylist booth, stock room, toilets and a huge shop floor area.  


The image below shows my 'First Floor Plan'. I've numbered each different area to make it easier to understand. The main design focus for this space was the long bridge from the staircase to the floored area, these prolonged entrances are used a lot within the film Tron. The first floor features changing room pods, a bar area, staff room, toilets and a large shop floor area. 


The image below shows my 'Section A:A' - marked on the plans above for reference. This section shows the huge fluid structure made up of equilateral triangles, it also shows the first floor bridge and the bright entrances into the 'Interior' spaces. 


The image below shows my 'Section B:B' - marked on the plans above for reference. This section shows the huge television screen made up of equilateral triangles and used for advertising, it also shows the first floor bridge and the elevator shaft. 


The image below shows my 'Storyboard Visuals'. Like the Prada, Los Angeles store I didn't want to have huge branding on my store front so I had the logo printed on the floor outside the Entrance. Once you walk into the store you can see the scale of the fluid structure made up of equilateral triangles. 


The image below shows my 'Details', I tried to draw as many aspects of the space in detail as possible to show clearly how the space would work. This page includes the 'External, Fire Escape Stair' in plan and section. This page also includes the 'Toilets with Disabled Access' in plan and section.


The image below shows my 'Details', I tried to draw as many aspects of the space in detail as possible to show clearly how the space would work. This page includes the 'Interior Staircase' in plan and section. This page also includes the 'Lift' in plan.


The image below shows the 'Sculptural Frame and Materials', I tried to show as many aspects of the space in detail as possible to clearly explain how the space would work. This page includes the 'Sculptural Frame Construction' in a built view and an individual piece view. This page also includes the Materials I planned to use within the space including fabrics and lighting.


The image below shows the 'Advertising' planned for the new store opening. The idea was to only advertise the opening of the new store on the ASOS website by using the Urban Plan to show where to find the store. You would have to scroll across the page to find the store position on the plan. 

Looking back at the project now I'm still very happy with it, I would if I could develop the interior structure to make it envelop more of the space and create more focal points. Other than some small developments I think this could potentially be the direction Retail moves in in the future - creating a link between the physical and the virtual world by integrating the Internet into their brand architecture. 

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