My Current Retail Project: The Birds and The Bees

After much sketchbook planning, exploration, inspiration and ideation, I have decided to now name my retail ‘The Birds and The Bees’ with inspiration from the hard working bumble bee. The name was inspired by the saying ‘the birds and the bees’ which relates to the talk which parents give to their children about their body parts and growing up. I felt this was a relevant name to give to my retail as it will be a space where customers (mainly mothers) will come and meet and discuss their feelings with each other and take part in different activities. Not only this, but the products sold within my retail will all be honey based as this is a natural, readily available product which is very popular when used within skincare products and foods.

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Initially my store was going to retail baby and women’s clothes as explained within my blog post ‘Bambino Piccolo’ but after much inspiration and research into a retail which is truly different, I decided my USP would be selling honey based and inspired products.

The sector which my retail fits into is Health foods, and skincare products. Similar retailers in this sector include Holland and Barrett and Burt’s Bees. It was interesting to find out that Burt’s Bees have a mother and baby skincare range which influenced my project proposal even more.

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The Meeting Area

The meeting area idea came around after speaking about my project idea with a tutor. I had decided on what products I would sell, and how I would implement the ‘honey’ theme within my design, however he was interested to see what else could make my retail different. It is important to give customers a reason to come back and treat the store as a ‘Third Space,’ this is hard to achieve without understanding experiential retail. After studying experiential retail for 1 month, it was clear to see what I could do to get my customers to revisit my store.

Creating the meeting area for my target market of new mothers felt like a necessary and clever implementation for my project. New mothers usually suffer with feelings of anxiety, depression, and loneliness once having their new baby and adapting to their new lives. Through research and Facebook surveys it was interesting to find out how little support there is for mothers with these feelings, therefor I deemed it only right to bring this new meeting space to Sheffield. (Post natal depression in women is something I will discuss deeper in a following blog post).

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Example of a mothers meeting group

Now the hardest part of the design process has been overcome, the product and the purpose, it is now time to get into some technical drawing and floor plan designs to make this idea a reality.

Navigate to my following blog post which explores how I wish to incorporate the ‘Honey’ theme within my design.

“For Inspiration Only”

This post is inspired by a presentation given today in the design studio by lecturer Gihan. It was a light lecture just focusing on projects and existing buildings which may inspire us within our current projects or just as out thoughts as designers.

First we looked at Archigram

Archigram was an Avant-garde architectural group which came around in the 1960’s in London. The group was neofuturistic, anti-heroic and pre-consumerist movement, drawing inspiration from technology to create a new reality which was completely hypothetical.

main members of the group include  Peter Cook, Warren Chalk, Ron Herron, Dennis Crompton, Michael Webb and David Greene.

  • Cedric Price – Interaction centre, Kentish Town
  • Sou Fujimoto – final wooden house – Milan 2016 “only light”
  • Diller & Sofido – The blur building – The art of scent 1889 – 2012
  • The cineroleum- petrol station into a cinema
  • Tree hotel in Harads
  • Sleepbox: Dubai Airport
  • The suitcase house
  • Steven Hall

Project Proposal: Bambino Piccolo

Bambino Piccolo is a new fashion and home furnishing retailer located on 22 and 24 Chapel Walk, Sheffield. Bambino Piccolo focuses on mothers with babies, expecting mothers, and mothers with children up to 6 years old. My ideal mother will be middle/working class and aged around 28+ years as the product materials, quality and pricing will be the most appropriate for this target market.

The idea was founded as a twist to Victorias’ Secret. Whilst working here I noticed that mothers with young children felt slightly embarrassed whilst discussing their bra sizes and trying to manoeuvre through the store with pushchairs whilst young girls spritzed perfume everywhere.

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Victorias Secret promotes confidence in women, and presumes women shouldn’t be embarrassed when talking about bra sizes etc. However, I noticed that many women especially new mothers, are not comfortable in that environment. This is due to the bright colours and the way in which VS sales associates approach the women. Image: (Retail design blog, 2014)

Mothers want a calm, relaxing environment especially when shopping with young children. In the day time mothers and babies spend a lot of time together, and after becoming a mother, women need new loungewear/lingerie to accommodate their probably, new figures, as well as baby clothes and accessories.

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ByPias is a fashion and home wear brand with retailers in Norway and the Netherlands. This will be the mood of Bambino Piccolo, I have been inspired by the relaxing colours and the juxtaposition of clothes and furniture, designed in a way to look like somebodies home. Image: (Retail design blog, 2016)

Not only am i designing a retail space, but after researching postnatal depression and isolation within new mothers I have decided to make my retail a hybrid space. Bambino Piccolo will also sit as a meeting and activity centre for mothers, our women can chat and eat with our employees and other new mothers to lower the feelings of isolation after adjusting to their new lives.

To implement this within my design, I will ensure there are relevant seating and eating areas within my retail space whilst also ensuring the integration of products is also at the forefront of the design planning.

I will also look into the psychology of colours, scents and sounds, to influence my design process and meet the needs of my target market.

My Space: Chapel Walk

After visiting the three sites I have decided that 22 and 24 Chapel Walk will be the ideal spaces for my project proposal which I will talk about in more detail within my next blog post.

Throughout this post I will be researching my site, including the history and current stores located along Chapel Walk and how this has ultimately affected my project proposal decision.

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Google (2016)

From studying the map above, it is obvious to see how much of a popular route Chapel Walk is as it connects major destinations. People travelling between Norfolk Street and Fargate will tend to use Chapel Walk to commute between the two as it is a historical, exciting route to use opposed to Norfolk Row, Mulberry Street etc. Chapel Walk is the main route used to access to popular tourist attractions including:

  • The Lyceum 
  • Sheffield Library Theatre
  • Crucible Theatre
  • Ponds Forge
  • Graves Gallery

It is clear to see why Chapel Walk is the best site to locate any business as it is bound to be noticed by thousands of people every day. I will later be conducting a study of exactly how much footfall hits Chapel Walk between different times to see exactly how popular the route is, the gender ratio, and the most popular times.

Chapel Walk

Bibliography

anne, kerry (2013) Lace and Teacups. Available at: http://lace-and-teacups.blogspot.co.uk/2013_03_01_archive.html (Accessed: 8 October 2016).

BBC (2009) Sexy Rexy and other shopping stories. Available at: http://news.bbc.co.uk/local/sheffield/hi/people_and_places/history/newsid_8257000/8257184.stm (Accessed: 10 October 2016).

daniel, tyler (2015) Reproduce, interpret and respond. Available at: https://tylerjadineinteriordesign.wordpress.com/2015/10/18/reproduce-interpret-and-respond/ (Accessed: 8 October 2016).

Fiederer, L. (2016) AD classics: Rosenthal center for contemporary art / Zaha Hadid architects. Available at: http://www.archdaily.com/786968/ad-classics-rosenthal-center-for-contemporary-art-zaha-hadid-architects-usa (Accessed: 8 October 2016).

gehry, F. (2006) Frank Gehry’s marques de Riscal hotel | architecture | edit. Available at: http://uk.phaidon.com/edit/architecture/articles/2011/february/17/frank-gehrys-marques-de-riscal-hotel/ (Accessed: 8 October 2016).

Hampton, L.S. (2016) Charles Street Substation, , Sheffield, south Yorkshire, Yorkshire and Humberside, S1 2NB | Lambert Smith Hampton. Available at: http://www.lsh.co.uk/commercial-properties/leasehold/general-leisure-general-retail/charles-street-substation,-sheffield-s1-2nb-63021?currency=1 (Accessed: 10 October 2016).
retail design blog, (2016). http://retaildesignblog.net/2014/03/31/lingerie-stores-victorias-secret-store-by-grade-kuwait-2/. [image].
retaildesignblog (2014) LINGERIE STORES! Victoria’s secret store by GRADE, Kuwait. Available at: http://retaildesignblog.net/2014/03/31/lingerie-stores-victorias-secret-store-by-grade-kuwait-2/ (Accessed: 21 October 2016).

Kirkland, M. (2013) Review – Bungalows & bears. Available at: http://thetab.com/uk/sheffield/2013/12/19/review-bungalows-bears-2249 (Accessed: 9 October 2016).

LonelyPlaces, 100 (2016) Moraine lake Alberta, Canada. Available at: http://www.1000lonelyplaces.com/ (Accessed: 8 October 2016).

norteisur (2009) Le Corbusier | the father of ‘International Style’ design. Available at: https://42ndblackwatch1881.wordpress.com/2009/04/25/le-corbusier-the-father-of-international-style-design/ (Accessed: 8 October 2016).

the red list (2013) Gehry, frank: Hotel marques de Riscal, Elciego, Spain: Architecture, sculpture. Available at: http://theredlist.com/wiki-2-19-879-605-611-view-gehry-frank-profile-gehry-frankhotel-marques-de-riscal-elciego-spain.html (Accessed: 8 October 2016).

tucker, andrew (2007) Travel blog. Available at: https://www.travelblog.org/Photos/801309 (Accessed: 8 October 2016).

UserName (2016) Zaha Hadid, visionary architect, dead at 65. Available at: http://www.vulture.com/2016/03/zaha-hadid-visionary-architect-dead-at-65/slideshow/ (Accessed: 8 October 2016).

Zoopla (2016) S1 2NB. Available at: http://www.zoopla.co.uk/to-rent/commercial/property/s1-2nb/ (Accessed: 10 October 2016).

The second year: An Introduction Into Retail Strategies

After a lovely summer off it is nice to finally be back doing what we love and getting stuck right back into the interior design course. Level 5 Interior design is all about retail strategies, and looking at how through careful design we can create an amazing customer journey suited to our target market.

So what will we do? This year will all be about expanding our knowledge and technical abilities using InDesign, Illustrator, and other relevant CAD programmes. This will be vital for the success of our second year work. We have started the course by being put into groups of 5 each being given a specific retail sector to study, ours being leisure and entertainment. We brainstormed ideas of leisure and entertainment within Sheffield and found that studying the psychology of design within the Apple retail store was an interesting case study. Primary and secondary research was then conducted to find information about how the store is so successful with its minimal design from a range of sources. When enough information is gathered this will all be collected and presented on an A1 poster to the class and tutors.

Visiting Sites

Whilst creating our A1 posters, we also need to be thinking about an idea for a retail design concept of our own choice. For inspiration we visited three sites in Sheffield in which we could chose to base our retail space, 3-50 Division Street (Bungalo’s and Bears), 22 and 24 Chapel Walk, and Charles Street sub station.

Bungalow’s and Bears

Bungalows and Bears is located on 50 Division Street, Sheffield. The former fire station is now an airy, modern pub which serves ales, cocktails, brunch and burgers to satisfy the young student crowd in Sheffield.

This site is the largest out of the three we visited making it slightly more complex to manipulate the interior.

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(anne, 2013)
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Bungalos and Bears interior. (Kirkland, 2013)

The interior is quite industrial and quirky, with a large circular bar in the centre forming the heart of the space. Each piece of furniture is from a completely different era, and there doesn’t seem to be an exact material or colour scheme going on. The designers may have  wanted the space to appear to a variety of different people, for this reason this didn’t stick to an exact design scheme.

Chapel Walk

The second space we visited was on Chapel Walk, Sheffield, 22 and 24 Chapel walk can be used together to create one large space for our project proposals.

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A recent photo of Chapel Walk. (Daniel, 2016)
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The view down Chapel Walk in November 1974. (BBC,2009)

Above are the two spaces which we can use for our projects. It was difficult to get a photo of the interior of 22 Chapel Walk but i managed to get a shot of 24 Chapel Walk (central image). Both spaces are large, clean and empty making them easy buildings to work with. The white exterior doors and windows and wooden floors make the site ideal for my project proposal.

Charles Street Sub-Station

Charles Street Substation
Sheffield
South Yorkshire
S12NB
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Charles Street Sub-Station exterior. (Hampton, 2016)

The site is located on Charles Street, adjacent to the Sheffield Hallam University students union. The site is a double height, single storey brick construction which was a former electricity substation (Zoopla, 2016).

Type: General Leisure, General Retail

Tenure: Leasehold

Size: 715 sq ft (66 sq m)

Rent: £27.97 per sq ft (£301.11 per sq m)

Annual Rent: £20,000 (Hampton, 2016)

 

It was impossible to look inside the space as it is only available to view up on appointment, however we have access to the interior floorpans online.

 

 

Inspiration: Philippe Stark

philippe-starck

Philippe Stark is a French interior designer, exploring and designing  objects from chairs to electrical appliances. His name was first known for designing the interior for former french president Francois Mitterrand’s apartment.

Some pieces of design he is most renowned for creating are the Bubble Club Sofa and Armchair, La Boheme Stool, Louis Ghost Chair, and the Ero|S| Chair.

The Bubble Club Sofa and Armchair

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Stark’s Bubble Sofa and Armchair. Image available on: http://www.decoist.com/2014-08-20/philippe-starck-decor-ideas/

Price: £353-£537

The Bubble Sofa and Armchair is a contemporary designed chair most commonly used for furnishing restaurants and public places. Popular features of the chair include being waterproof, weatherproof, and is relatively lightweight due to being made from UV resistant polypropylene. When designing the Bubble Sofa and Armchair Stark has mixed a contemporary style with a Chesterfield style, which has been incredibly successful.

La Boheme Stool

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La Boheme Stool. Image available on: http://www.panik-design.com/acatalog/kartell_-_P_Starck_-_La_Boheme_2_Stool_Table.html

Price: $250

La Boheme Stool was designed in Italy in 2001 by Philippe Stark. The stool is a designed in a classic greek vase style and comes in two different types, La Boheme Stool 2 and La Boheme Stool 3, one style has an elongated amphora with a wide base while the other holds a stout ‘Stamnos’ shape. Both designs can be purchased in varied colours including crystal, bottle green, purple and red. The stools are transparent yet beautifully aesthetic and simple, they can be used for all interiors or exteriors and add a personal, creative touch of decoration for any space.

Sparks is notable for many sensational interior design works across the globe including The Peninsula Hong Kong, Hong Kong, Cafe Costes, Paris, Paradis-du-fruit, and many more remarkably designed restaurants and clubs.

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http://myfashdiary.com/2014/11/on-my-plate-le-paradis-du-fruit-dubai/

 

Could Interior Design be the cure?

Recently i have been fixated on the idea that interior design could be the hidden answer. The idea that design could reform offenders, and cure the ill and mentally ill is something which i want to look deeper into to see if this could truly make a huge change.

Of course for any good design practice psychology must be understood to a degree in order to know how colours, tones, shapes etc. can have an impact on how the user is feeling. However, in this case the user is much more extreme, the level of the design psychology must affect the users sub-conscious mind so much so to reform them and give them hope for the future. Users include prisoners serving life sentences behind bars, although it may be thought that there is no hope for such offenders, design would have such an impact that the offenders would see the good in the bad and start to think of life differently. Giving the latter the opportunity to choose their surroundings, and even participate in the design process will put them in charge of their lives in seclusion.

People may disagree with the idea of allowing murderers, rapists etc. the opportunity to live in a nice environment, suitable to their personalities, but would rather envisage them in small gloomy rooms with nothing but a cat-flap sized window and a hard concrete floor. However, we cannot argue with psychology, and no matter how bad the offence of the user, design and the world around them would have an undoubted effect on their thoughts and actions.

A huge problem with this theory is of course, perhaps if prisons start to look to good design to reform offenders, would this not be a gateway for them to continue re-offending? The answer is no, but maybe? but no. In fact 1% of Americas whole population are in the criminal justice system in the US, and 75% of the incarcerated reenter the system within just five years of their release. Okay so this is just one statistic, but it does show that offenders may re-offend regardless of the intended unattractive design, and perhaps feel more comfortable with their offences in a miserable dark room.

Our approach of administering punishment instead of rehabilitation and reintegration isn’t working.

One prison which has already began trying to change the inmates experience through architecture and design is the Las Colinas Detention & Reentry Facility in San Diego, designed in partnership with KMD and HMC Architects. This is a revolution, and a one of a kind prison in the U.S which understands the effect of environmental and behavioural psychology in order to improve the quality of life and work inside of the facility for inmates and staff.

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San Diego Women's Detention Facility
San Diego Women’s Detention Facility, Location: Santee, CA, Architect: HMC Architects

http://www.fastcoexist.com/3044758/how-to-design-a-prison-that-actually-comforts-and-rehabilitates-inmates