18BDF107C02 - DESIGN RESEARCH

GRADUATION PROJECT
Typology: Entertainment

Date: 1st Feb 2023

Name: Aarushi Tripathi
Department: Interior and Furniture Design

SYNOPSIS

Introduction:

“Skateboarding” is unlike any other traditional sport, it offers mixture of fun, skill and speed.
This sport gives a sense of individuality to people, as this is an individual sport that has no rules,
everyone is free to explore and has a different style to do it. Skateboarding outside a
designated boundary of skate parks is considered as “street skating”.

“Skateboarding” came as an alternative to “Surfing boards” when the water waves were
static and people couldn’t surf/ try tricks. Surfing started from Hawaii to Southern California.
Going back to the journey of how skateboarding began, In 1819, Mr.Petablet patented his 1st
roller skates. In the 1900s, there was an economic recession which led to greater
worldwide awareness of skateboarding through mediums like- caple T.V, magazines,
posters, satellite and internet. Further in 1976, because of the horrific drought (in South
California) people were told to empty their swimming pools which were then used to try
skateboard tricks on different verts and slopes.

Back then, Skateboarding contests came off, but due to rise in death rates, it was banned for
a while as the main reason was that the materials used in the wheels didn’t have a smooth
supportive everlasting ride.

Later in the 1990s, “Frankness Rosie” - A teenage surfer from Washington DC innovated
wheels for skates that were made of polyurethane, urethane, PU, and PVC wheels that
supported rough roads and smooth long rides.

For outsiders, skateboarders are seen as rebels/ different people. Skateboarders were
banned from skateboarding in public areas or even carrying it while travelling.
Eventually, people started accepting the culture of skateboarding, teenagers and young
adults started participating in this activity on football and baseball grounds which gave
push to create dedicated parks and public places for skateboarders.

“Skateboarding” is now a profitable industry and skateboarders are now recognized by

companies that help the company to promote the products.
It is a multibillionaire dollar business, with skate shoe company “Vans” alone having a
turnover of 2 dollars in 2014.

AIM: Create an Experiential, transactional, and informational retail space keeping in mind the
interiors for skateboarders including space elements like - rails, and stairs as support to do tricks
for both genders.

OBJECTIVE:

- To merchandise skateboarding products in a way where customers are involved in

exploring it by themselves on the variety of verts, rails, stairs, platforms, and ledges.

- Explore different materials and parts that enhance the use of skateboards for
skateboarders.

- Understanding how skateboarding affects humans psychologically.

METHODOLOGY: Initial phase will include gathering of data and understanding clients needs.
Research on typology of the project. Case studies that will help me in making observations and
taking inspiration followed by site analysis and conceptual designs.Technical drawings will be
made including floor layout plans, elevations and 3D renders to give a better understanding of
the space. Building up a business plan with customer journey. Creating moodboards to
understand the vibe/theme of the space.

SCOPE: To study and understand customer’s space-wise changing needs of different age
groups of people and how this change in interior space enhances their experience.

LIMITATIONS:

- Design constraints on the site.

- Making a cohesive circulation space, where other working class walking people don’t get
disturbed.
CITATIONS:

- https://www.squirepattonboggs.com/-/media/files/insights/publications/2017/06/the-retail-
experience-economy-the-behavioural-revolution/the-retail-experience-economy-report.pd
f

- https://iasdr2019.org/uploads/files/Proceedings/va-f-1196-Ser-E.pdf
- https://www.youtube.com/watch?v=3YlP4O_t4kg&list=PLWZgM3fRX93HpBAw8EIKqDT
m9ko0O8c6s&index=1&t=5s

- https://www.youtube.com/watch?v=lp05bNcZUaM&list=PLWZgM3fRX93HpBAw8EIKqD
Tm9ko0O8c6s&index=2

- https://www.youtube.com/watch?v=HV7fK2tJtSg&list=PLWZgM3fRX93HpBAw8EIKqDT
m9ko0O8c6s&index=3&t=11s

- https://www.youtube.com/watch?v=8xvKP1fOHPs&list=PLWZgM3fRX93HpBAw8EIKqD
Tm9ko0O8c6s&index=4

- https://www.youtube.com/watch?v=QxuzhWVtOmQ&t=206s
- https://www.youtube.com/watch?v=OSL7EOdCbNg

DEFINITIONS:

1. EXPERIENTIAL RETAIL: There’s a huge battle between “online” and “in-store

shopping”. In-store shopping gives you tangible experiences that online customers
cannot experience but the shopping method is faster.

2. Experiential Retail / Retailtainment: One thing that physical stores do better than
other categories is that it keeps people engaged with the tactile nature of the product
with the help of our five senses. Experiential Retail is a space where customers come
into the physical spaces beyond traditional ones, forgetting that they are shopping which
is given a term called “ immersive escape”.

3. Retailtainment Strategy:
“Retailtainment” is a retail marketing strategy where buyers get to know about the product and
the unique identification of the brand itself with exceptional experiences in an entertaining way.
5 important aspects of improving the shopping experience of the customers?

1. Environment: Customer involves virtually and physically with the activities /interventions
in the store because the atmosphere of the store influences them to do so.

1. Entertainment: Where customers have fun and get engaged indirectly with the product
in an interesting way without them realizing they getting lost in the journey of the store.

2. Educate: It is a participation and absorption process for customers to self-educate

themselves and improve their knowledge and skills.Where the retailer and the customers team
up at the spot of the retail space to learn about the product in an interactive way than standing
and reading about the details of the product that happens in the traditional method of selling
products.
Ex: “Apple Store” gives demos inside the store where customers are involved in understanding
products interactively.

3. Escapism: Customers get attracted if they experience something new from their regular
day-day life instead of their familiar experiences.
Not necessary that the customer finds escapism in retail but they deal with it in their day - day
schedules.
Ex: A person wants a mental break from his/her busy job life and tends to escape by taking a
break by doing exercise/going for a trek.

4. Social: Customers with the same interests tend to communicate and socialize.
Ex: There’s a cycling community where people from different regions come on specific days to
gather and cycle and when they get tired they meet at a point for a break where they tend to
socialize with new people.