BA(Hons) Interior Design | Level 5 | 2022/23 Sem 2 | DE5002

Interior Design Practice through Branded Environments (40 Credits)

Sophie ChrispNazka
| Nickie Lindsay
Nazar | NatalieKannagara
| Chathuri Straker | January 2023
| Joel Rapp

BACKGROUND
Stage Two - The Shop That Doesn’t Sell...

“A store today is a place where you activate your brand, where you show what the
brand stands for”, Sergio Mannino.

The way in which we shop has had a massive shake up over the last few years.
From the evolution of e-commerce to the impact of the pandemic, the place
and purpose of the physical high-street and brick-and-mortar stores has never
been more up for debate. Why go to the effort of visiting your local high street or
nearest city to buy a product when the same goal can be achieved with just a few
taps on a laptop, tablet or smart phone?

What is the purpose of a shop if it isn’t there to sell?

“Apple was one of the first brands to develop the store that doesn’t necessarily The Apple Store, 5th Avenue
need to sell” (Suman Bhattacharyya, DigiDay, 2019). New York

With over 1 million people visiting one of over 500 Apple stores worldwide every
day, it’s easy to understand how it has become the most profitable store in the US.
Designed in collaboration with Foster + Partners, the Apple Store, whether we’re
considering Eldon Square or Fifth Avenue, is designed in such a way which totally
encompasses the ethos of Apple. It is evident that the design methodologies and
brand values have been instrumental in the design of the physical retail space
and overarching strategy. The design language reads through from product to
interior, making the interior an Apple product in it’s own right.

The Apple product informs the store design. The ionic radius reads through in
joinery design and junction details. “The logo glows on storefronts like the back of
a MacBook. The aluminium of an iMac becomes wallpaper.” (Fred Mills, The B1M,
2021).
Apple, The Grove
However, with all of this being said, it is not necessarily the Apple aesthetic Los Angeles
which has made these stores the trailblazers that they are today. Connection,
community, and education are at the heart of every Apple store. The sheer focus
on experience which feels inherently Apple, focusing on the brand’s ethos to
enrich lives, has the likes of Tesla, Samsung and Glossier striving to create their
brand’s counterpart.

BRIEF
Focussing on experience, you will begin by researching the Apple brand’s ethos
and existing retail spaces to determine how they have implemented this into their
successful store design. Remember the focus should be on offer, experience and
brand ethos.

Shortly, you will be given a brand to focus your DE5002 Stage 02 design The Apple Store, Covent Garden,
project around. Using the Apple store as inspiration, you will design a new store London
concept to take over the site which is currently occupied by End on Grey Street,

1
Newcastle. Your new store concept must act as a social space, focussing on
customer experience and your brand’s values. To note, your brand is not Apple
and the experience that you offer should feel unique to the brand which you have
been given.
 BA(Hons) Interior Design | Level 5 | 2022/23 Sem 2 | DE5002
Interior Design Practice through Branded Environments (40 Credits)
Sophie ChrispNazka
| Nickie Lindsay
Nazar | NatalieKannagara
| Chathuri Straker | January 2023
| Joel Rapp

DELIVERABLES
•  evelopment pack - professionally bound showing research, planning,
D
design development etc…
• 1 x Brand Board, 1 x Concept Board & 1 x Mood Board – printed on high
quality paper - A3 SIZE
• 1 x Final Concept Model –- Board
produced predominantly
Model - Max A3 Size in the workshop/ laser
cut.
• Contractual Drawing Pack, including;
• 2 x Floor Plans - Scale
Scale 1:50
1:50 @
@ A1
A2
• 1 x Exterior Elevation - Scale A1 @
Scale 1:50
1:50 @ A1
A2
A1
• 2 x Sections - Scale 1:50 @
Scale 1:50 @ A1
A2
A1
• 1 x Joinery Detail for a piece of Fixed Furniture – to include 1 x plan
and 4 x side elevations – Scale to be discussed with tutor.
Glossier, Melrose Avenue,
• 3 x A1 Presentation Boards (produced using InDesign) containing: Los Angeles

• Rendered CAD including; floor plans, exterior elevation, 2 x sections.

• 3 x Eye-level perspective visuals (minimum) including people,
product, branding, etc.
• Logos, site maps, site context, etc.
• 1 x Physical Material
Digital Material Board
Board - Max A3 Size

NOTE: All work must be submitted physically in the studio and also uploaded to
Assignment Handler via Blackboard as one single collated PDF before the final
deadline. Please upload the document with the name:
DE5002 | Part Two | Your Name

DEADLINE Supreme, Market Street,

San Francisco

• Friday 10th
Monday,
Monday, February
July
July 24th
24th - -DE5002
- 10am 11.30am - PartModel
- Concept - Two -Submission
Briefing
Concept Model Submission
Thursday, 31st August - 12pm
• Wed 15th/ Thurs 16th February - Concept Reviews
Friday September 1st - 11.30am - CAD - CAD Submission
Submissions

• Thursday,
Wednesday
Friday 5th
15th
October October
6thMarch - -4pm
- 10am
- 10.30am -Submissions
- Final
Final Final Submissions
Concept Model Submission
• Wed 22nd/ Thurs 23rd - Design Reviews
• Wednesday 19th April - 10am - Final CAD Submission
• Wed 26th/ Thurs 27th - Visualisation Reviews
• Monday 15th May - 10am - Final Submission

Please be mindful that your Final Concept Model Submission, Final CAD
Submission and Final Submission are strict deadlines which will contribute
to your final grade. You cannot submit (or resubmit) any of these deliverables Marni, Via Montenapoleone
Milan
after the deadlines mentioned above (in bold).