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technical realisation report
is one of the most important strategies for store retailers in fashion industry. In such a dynamic and competitive market, development and innovation are always crucial. With the revolutionary internet business and other diversified retailers in the current market place, retail market has no longer been just for exchanging products and services, but also a place for sharing fashion tastes, pleasures, and business cultures. The design of the store is driven by the changing consumer. People go shopping because they want a 'memory'. Stores are becoming 'retail interactive theatres'. As a result, stores must have their own identical features which reflect the brand philosophy, in order to secure themselves competitive advantage. The design of store can add value to the retailer, and differentiate one from another (Mc Goldrick, 2003). In short, retail store design involves interior and exterior atmospherics that present a retailer’s merchandise, which is exhibited by an assortment of physical elements within the store, in order to stimulate consumers’ sensory systems of atmosphere, reveal visual presentation of merchandise. The aim of this project is to design an interior retail space concept with any existing fashion brand. The concept is to design an 'oriental impact' modern atmosphere for the Spainish retailer 'Mango' to enhance their market in Asia. The idea also concerns certain levels of environmental issues which is critical in the present. The main design contains window promotion, interior wall graphics, floor and decors, product display units, lightings, point-ofsale displays, 3D freestanding units.
manufactures and markets women’s and men’s clothing and accessories. adapted and applied in the stores worldwide (Mango official website). Dressing the modern. MANGO . Advertising and marketing • Mango attempts to emulate luxury brands through its advertising.220 stores in 91 countries worldwide. MANGO currently has a total of 1. which is the biggest group in Europe. It focus on casuals and less on tailoring. urban women for her daily needs is the formula the brand has analysed. • The marketing is notorious for high-fashion photography by some the world’s biggest names of a variety of the world’s most glamorous and beautiful women (Mintel 2008). Penelope and Monica Cruz for MNG (Mintel 2008). The MANGO concept is based on an alliance between a quality product. The key development has been the introduction of MNG Limited Edition.is an internationally famous multinational which designs. with an original design and a coherent and unified brand image. With its origin in Spain. Market positioning • Mango exudes colour and fashion differentiation in an enticing window and in-store display that will attract fashion-conscious women aged 18-30. with sub-branding loosely seen with MNG Basics (key items) and MNG Jeans (denim). • All merchandise is branded Mango. but these are not grouped separately to the main offer. which are more premium-priced special day dresses and separates (though again these are not separated out) and two womenswear designer/celebrity ranges which are: Osman Yousefzada for MNG. though it has been making its offer more aspirational with capsule womenswear collections from designer Osman Yousefzada and celebrity actress Penelope Cruz and her sister Monica. it also has a design team in Barcelona.
• Antique screen is normally used to prevent light and wind going into rooms straightly. This main image will be used to create the wall to demonstrate the oriental theme in store. Bricks have the added warmth benefit of storing heat energy from the sun during the day and continuing to release heat after sunset. The silhouette is traditional but is also popular in nowadays modern fashion.• Inspiration • The whole idea is inspired by Chinese traditional cultures. Chinese paper cutting was first invented from Han Dynasty and spread to spread to other parts of the world with different regions adopting their own cultural styles. and for more important to seperate the space. The painting in traditional style is named 'native painting' in China. new MANGO labels and carrier bags. In this project. The main types is freehand. loosely termed water colour brush painting. thus can be viewed as an environmental friendly product. It is made from tough paper and recycled paper. There are other elements in store inspired by traditional objects as well. it is applied to some small object. . cusions. e.g. • Paper Lanterns is made with transparent or semi-transparent papers and worked as light source in ancient China and Japan. • Clay bricks is the mostly used materials in construction for centuries. It reflects as shoe rack and fitting rooms in this project.
It features integration of SketchUp's Component Browser with Google 3D WarehouseIt was designed to be easier to use than other 3D CAD programs. animation. It is used to support this 3D project by processing photos and images to more appropriate effect. and authoring.commonly used to edit 2D graphics.Technical realisatioN The techniques used are : Google Sketchup 7 . • Processing graphics in Photoshop .helps to develop the 3D model for architecture. it has strong ties with other Adobe software for media editing. Adobe Photoshop & Illustrator packages . It also includes features to facilitate the placement of models in Google Earth.
Push up the circles to make the pillars besides front door and group them. right-click and make component so that they can be move to make any change together when needed. • • • Draw a circle and copy a same one to other side to build up the pillars in front door. On the base.• • • store CONSTRUCTION Use rectangular tool and push/pull tool to create a base. Use rectangular tool to draw the window and paint with translucent glass blue. . To join them together. draw the walls and pillars and pull them up together.
3.• • WATER FOUNTAIN Draw a big circle and offset three more to the centre. Set the diameter by typing 2. Use Line tool to cut the curves. . • • • • Push the middle circline under the surface and set the depth to 5 inch. Double click other four circlines so they will be arrayed automatically to make the steps. The outer curved surface is pulled up to be the product display bar. 4. 5 cm. The second curved surface is to be the seats.
The effect of materials is not limited by the existing style. Seats: Tile mosaic multi. Steps: Concrete aggregate smoke. size 1' 8" to 1' 8". . it is found that colours can be changed in the colour wheel. Width and height of image is set to be 1' to 1'. while the size and opacity can be adjusted. The stones:Groundcover_Rock_Crushed_Multi. By these steps. but can also be changed to a more appropriate effect. size 2' to 2'. The centre water pool is created by draw a same circle and apply on translucent colour. The water spray is loaded from the 3D model warehouse and I have combined two styles of them into one to make it looks more full boom.• • • • • • • • Use paint tool to colour and give texture to the object. Display bar: Pure black and Mango pattern.
So this made the shelving. The wall is simply created by importing the traditional floral image to show the main theme of oriental impact. and glass shoe racks. Finally.• • • Product Display The products are designed to place on three main areas. wall racks. draw a circle and pull it to the other end of the frame to create the pole. In order to maintain the whole floral image. drag to create an inner outline and push to cavern it out. the 'MANGO' wireframe. • Select offset tool and click on the edge of the rectangle. . the rectangle is pulled out after the image already applied onto the wall. Then draw a rectangle on the inner edge to create a glass shelf.
To hang the clothes onto the pole. . • Use same method to place other products onto the shelves. it is important to move it from a point on the edge to the face of the pole.• • The clothes are download from 3D model warehouse and I have made some changes on the colour.
Then right click and choose soften edge to a certain level of degree so it looks more smooth. • • Paint with fencing-diamond mesh and adjust the colour to more darker grey.• • Use line tool to draw the MANGO shape on a rectangle surface. . The idea of this rack is to let hangers going through the small holes of the net stracture. Offset the outline and pull out the face to 3D effect.
then use line tool to draw some irregular shapes on the surface.• Draw an rectangle and push it to a 3D box. • • Push the shapes to pierce the box to make up the shoe cabinet. . Paint with .
Move the edge of the object to the face where wanted to place on. • Rotate the object to the right angle that fits the displaying surface. . • The models can also be exploded and edited if necessary.• • Download these obejcts from 3D model warehouse.
. and rotate to more suitable angle along the curved bar. then create a set of objects. • • The shirts are displayed using the same way by copying (type in *4). red axis and green axis to enable precise movement. Movings can be in blue axis. Similar methods is used on these objects as shown below. Objects can be moved and copied easily to fill the shelves. The flowerpots is transformed from existing models by changing colour and copy (*3).• • • • The size of the products can be adjusted to fit the racks and shelves.
Use follow me tool to drag the curved face around to make the lantern ball. First. draw a circle. and use arc tool and line tool to draw a curved surface upright to the circle. .• • • LANTERN These traditional lantern is designed as a lighting and artistic decor for the store.
.• • • • Makeing three lantern balls by using move/copy tool (typing *2).up a nice position and paint with different colour. Scale them differently. simply draw a circle and pull it up. Move to gro. To make the lantern line.
150m. Use rotate tool on blue axis. • • Copy the object to four as a group.• • • • Screen fitting rooms Drag a rectangle and use pull/push tool to bring it to a 3D object. Use Offset tool drag a inner rectangle. Pull the outter surface with 0. and turn them in different level. and Make the other side the same depth. .
Paint the outer side with wood_bamboo_dark. import the bird paiting and colour it to the inner face. and adjust to a suitable colour.• • • Move at the point of root to joint them together. .
Use arc tool and draw a line on blue axis to bring them to a face.• • • • Decors & PLANTs Draw a circle on the red axis on origin point. Then Use follow me tool dra the curved face around to the final rounded surface. Copy and turn it around to make them together. .
First. rotate and grouping. The pot is simpley made up by using line tool to first draw an trapezium and pull it solid. Copy to more groups and rotate them in random effect. leaf using polygon tool. draw the flowers using circle tool. Then copy and rotate them to different angles to make a group of objects. .• • • • • • There are three main steps used here in this model: drawing. Paint with approriate colours and patterns.
innovation and intrigue. distinctive and memorable brand identities'. Research has denoted that customers enjoy surprise.• • • • • • Store exterior As explained before. The transparent exterior convey message of what the store is about. distinctive and memorable brand identities’ (Bruce and Cooper 1997. A. Schlosser. such as the parastates.. . pointed by Bruce and Cooper (1997) & Moore and Lochhead (1998).E. the brics is one of the design factors and is applied on the basic construction of the store. Moore and Lochhead 1998). There is another function is that clay brics bringing warmth indoor so it act as a kind of environmental concern. 'A customer's first impression of a store is based on what can be seen or heard from outside of the store'. so retailers try to make their stores clear. Professor of Consumer Psychology (1998). 'Retailers try to make their stores clear. Windows are designed openly to allow passers-by to see what is inside of the store behind the displays and give them a lot of information.
stainless steel shelving bring maximum effect to express expensive and high level of fashion (Newman and Cullen 2002). . As the glass shoe shelvings and water fountain are supposed to be the centering area amongst other shelfs. Shelving – the different materials used for shelving will create different feel.• Store interior • • • • Newman and Cullen (2002) emphased that the use of lighting is crucial in retail design and is an integral part of the store’s interior. The main floral image shows the concept of the store thus it is set as the background on the wall to delivery this message. It can work as a strategy to highlight racks of goods or areas of the store’s interior and attract customers. Generally speaking. warm colour possesses strong excitement and high arousal potential (Bjerstedt. the lanterns help to emphase them. 1960 & Aaronson. 1970 cited in Bellizzi &Hite 2006). such as glass.
It is helpful to guide the drawing and avoiding any error in further detail things. young and dynamic. it shows that stores in some Eastern countries. As a distinctive and unique atmospherics enables a store to position in the right market. The design process is more about exploring the software and technique realisation. they help to precise it from every view angles. point-of-sale displays. The idea also concerns certain levels of environmental issues which is critical in the present. Thus. • Move/Copy tool helps to locate things on the right surface or point. product display units. a high street brand from Spain. lightings. There are several points should be made. The brand spirit is modern. • Paint Bucket has limited choices but importing texture is a good solution. • Zoom in tool and orbit tool are the most fundamental tools used most frequently. Typing figuring can make the object more accurate. When drawing an object. • The Tape measure is critically used on the basic construction of the store. match the right customers. Thus the retail place designed for mango should reflect its brand image. the concept is to design a modern construction with oriental elements for the Spainish retailer 'Mango' to enhance their market in Asia. floor and decors. and fulfill their lifestyle and attract more potential customers.CONCLUSION This project aims to design a retail store space for an exsiting brand which contains window promotion. Google Sketch Up and Adobe Creative suite are used to designing the store and windows media maker will be used to develop the store as animation video with relavant background music to enhance the overall effect. the stores are not designed to fit the market and the environment does not really embody the fashion level of the brand. idea development and software exloration. Through research. The brand chosen is MANGO. 3D freestanding units. These are the most common tools to build up the store although other tools are used as well. interior wall graphics. It is interesting to create some unexpected models while exploring. • Pull/Push and follow me tools are used for making 3D models. It is also convenient when copying objects by simply Ctrl and hold to drag. . This project is an integration of brand research.
(2002).company. third edition. P. London : Thomson Learning. 1998. 2006. Pegler. 2002. London. Bruce.mango. 345-369. Journal of Consumer Psychology.References Academic Books: • • • • • • Bellizzi J A& Hite R E. Vol. “Applying the functional theory of attitudes to understanding the influence of store atmosphere on store inferences”. McGoldrick. and Cooper. Retailing: environment & operations. Environmental color. M. Schlosser A. Pages 347 – 363. McGraw-Hill. A J.com/in/index. 4. 2nd Ed. International Thomson Business Press. pp. 7. New York: Fairchild Publications. No.htm • • . 1998. R. & Cullen P. Newman. Psychology & Marketing. [Accessed 2000-3-12] Mango official website http://www. consumer feelings. (1997) Marketing and Design Management. M (1995). Visual Merchandising & display. Retail Store design-UK-June 2008. and purchase likelihood. Volume 9 Issue 5. Retail marketing. J. London. Mintel Reports[Online].