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.
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.
‘The in-store shopping experience must be inspiring, captivating and relevant to the shopper. Gone are the days of ‘keep her in the store as long as possible so she will spend more.’ The new mantra is, ‘offer differentiated product in a captivating environment, and deliver in the most efficient manner.’
The primary trend affecting small companies is “Retail as the Third Space.” While this has been underway for a while, it’s really taking hold now. As eCommerce andmCommerce become more prevalent, JWT says, brick-and-mortar retail will increasingly serve as a “third space” that’s only partly about transactions. It’s just as much (if not more) about the customer experience, customer service and a unique, engaging environment.
Retail locations that are visually attractive and appealing are a big draw. Sensory experiences can take opposite forms. If it’s moms, you might want a restful, relaxing escape from the stress of daily life.
What to do: Look at your store with a critical eye to how it looks, sounds, even smells. Something as simple as playing the right music or adding comfortable chairs where customers’ friends can relax while they shop can make a huge difference in how much time customers spend with you.
“A hot trend among many retail clients involves the idea of retail as the third space. “With more people buying online and downloading digital versions of physical goods, shopping is becoming as much about experiences, unique environments and customer service as it is about the merchandise – thus the idea of the third space,” according to a report by JWT, “10 Trends for 2011.”
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.
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.
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.
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.
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:
Sheffield Library Theatre
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.
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.
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.
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.
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.
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
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
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.
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
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
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.
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.