The theme of this thesis concerns the design of a single-brand temporary shop of 150 square meters, with the development of the new retail concept. The development of the latter is intended to give a new image to the chosen brand and to develop a new design system that can be adapted to a 50sqm, 100sqm and 250sqm store.
The temporary shop (also known as pop-up store, pop-up retail or pop-up shop) is a temporary exercise, whose duration can vary from a few days to just over a month. Although small and transient, these stores are often able to attract the attention of consumers. They appear in areas particularly in view of the city, proposing the latest news and suddenly closing, without warning: the goal is to create an ephemeral event that is linked to a lasting temporary message, especially in the marketing policies of the big brands. In fact, the choice of the brand was not accidental: it is the protagonist of the new retail concept Acne Studios, a famous Swedish fashion house of luxury prêt-à-porter.
The project includes the development of a 150sqm building consisting of one or more levels, including the four facades and the roof; moreover, the development of the shop windows, the entrance area, the various sales areas, the dressing rooms and the cash area is included. The development of the various display displays and design elements included in the shop should not be forgotten. As for the location of the temporary shop, the choice was between two alternatives, both located in the city of Milan: the first, the Galleria Vittorio Emanuele, between the Duomo and the Scala, the second, the Galleria delle Carrozze, ie inside of the Milan Central Station.
The entire project was divided into four parts, differentiated into four different sized booklets.
The 'concept book' contains the development of all the displays, the modules, the design objects, the entrance doors, the windows, the sign, the case, the dressing room and all the materials and wall coverings , floors and furnishings. In addition, three project proposals have been included that can be adapted to stores of different sizes, which include repeatable furniture systems in series and always developed within the book; everything has been named and numbered with specific codes so that the cataloging of the elements is made more orderly and easier.
ACNE STUDIOS EXPERIENCE
'Acne Studios Experience' encompasses the entire design development of the thesis.
Starting from the evocative images, the moodboard, the sketches, the renderings.
In this paper it was decided to catalog the projects described in the historical manual 'Domus' in a single text, carefully choosing the architectures to be treated, combining everything from a single logical one: the connection between them and the world of art. The twelve main volumes of the magazine by Gio Ponti have been analyzed in full, ranging from 1928 to 1999 and contain the main projects analyzed in the various monthly magazines released in all these years: art and architecture, two relatively different but similarly connected worlds. It is impossible to separate the two disciplines into two separate bodies: one lives thanks to the other and strengthens its structure and meaning, as well as history and culture.
The smallest booklet, contains the history of the brand, Acne Studio, through a path divided into 10 points: brand history, typological analysis of products, analysis of the current brand image, analysis of the type of customer, analysis of visual display, tailoring or seriality of products, relationship with social media, advertising strategies, presentation of lines and fashion.
The store is located in the center of the second half of the Gallery (transversely cutting it into two equal parts), the side towards Piazza Luca Di Savoia: in this position, incoming users will go through it (but they may also decide not to do it through the two accesses left free on the external sides, both of about 1 meter) to reach the ticket office and then the trains; outgoing users, on the other hand, will travel it to reach taxis or any other means of transport. Even if placed in a recent context, it was a design choice to recreate three recessed windows in the outer labyrinth where some clothes could be displayed, so as to give the user an idea of what he will find in the internal, or simply use it as a transit / exhibition area, just like in modern airports.
To make the structure less static, the various "external circles" have been designed at different heights; moreover, the modules contained within the store will be projected above the roof by means of a coating always in reflective stainless steel. Three different spaces are thus delimited: the first is the public one, consisting of the Galleria delle Carrozze, the second the semi-public one, consisting of the first two outer circles of the temporary and in the third the private circle, that is the interior of the store.
As for the remaining wall coverings of the external labyrinth, to recreate a texture on the store in order to be immediately noticed both inside and outside the space, a stainless steel coating was used (as a starting point for the works of Anish Kapoor) , which will reflect differently the space around it, different from every point of view, we can also define, 'always in motion' and never the same.
With a 360-degree view in front, including case studies, installations, brand analysis and further research, the conclusion we reached is to design a temporary store, which yes, sell the collection to be promoted, but making it not just a simple clothing but a true work of art, transforming the space around it into a contemporary art gallery, where visitors and users can admire 'turning around' (taken from the typical movements and flows inside of a gallery). And it is precisely this 'turning around' one of the fundamental themes for the state of design: in fact, the walls that will delimit the space, will be placed inside a circocentric ellipsoid (contour lines in the geometric world), which will be the points reference of the goods, exposed as if it were a work of art and admirable from various points of view.
There will be several wall coverings and finishes within the retail space, which, through the shape of the 'labyrinth', will entice customers to do the whole journey, guided solely by their senses (view for the goods and touch for the coverings) no to reach the focal point of the temporary, or the dressing rooms, to try and decide whether to buy the products. The materials used within the new retail concept are typical Scandinavian and minimal, just to reflect the image of the brand and for the other reasons listed above; moreover it was wanted to insert an external element to the northern European culture and belonging to the culture of southern Europe, taking up my origins, that is, the use of pink marble from ancient Sicily. The materials are mostly made of stainless steel, satin steel, marble, cemented stucco and velvet.
In addition, three project proposals have been included that can be adapted to stores of different sizes, which include repeatable furniture systems in series and always developed within the concept book; everything has been named and numbered with specific codes so that the cataloging of the elements is made more orderly and easier.
The corner fully reflects the design of the temporary, just like the boutique and the flagship store; here, only women's clothing and shoes will be sold. The area is divided into three main parts: the sales area, the test area and the storage / cash area. In the sales area there are two modules, one of which is a container and a metal hanger; furthermore, in the vicinity of the shoe display module, there are two Julius armchairs to make the trial easier. In the test area there is a dressing room with the same characteristics as the temporary one, even when it concerns the floor, where marble is replaced by carpet to give the customer greater comfort. The third area, the storage / crate is divided from the commercial area by a curved wall covered in satin-finish steel, which can be accessed via a sliding door: there will be a packaging counter, a crate and a shelf for storing the packs.
The boutique is the second shop proposal, where the sale of women's clothing, shoes and accessories will be available. The store is accessed via an automatic sliding door to the right of the display case, characterized by a curved satin-finished steel wall, also having a sliding door. Just like in the temporary shop, the flooring of the showcase is different from that of the store, in fact it is covered with a layer of cement, where a steel hanger is placed above.
Entering, you enter the commercial area: there are four display modules, including two containers, with different coverings to guarantee a unique customer experience. Also here, in the vicinity of the shoe display module there are two Julius armchairs for the test. Overcoming the last module, the flooring changes and is modified through a steel trim, replacing the marble with the pink carpet: this is for the comfort of the customer once out of the dressing room, given the vicinity, both to enhance and highlight a new area different from the commercial one. The storage area and the dressing rooms, on the other hand, are divided by curved and non-curved plasterboard walls: there are two dressing rooms, obviously equipped with a wall mirror and velvet stool, and a storage / cash area where there is a wardrobe and a piece of furniture used for payment and packaging.
Finally, the third proposal, the flagship store. Having more space available, here will be used the sale of products, clothing, shoes and accessories, of both sexes. At the entrance there are two display cases, always curved and always characterized by a stainless steel hanger (absence in all four mannequins' shops), with a satin-finished steel wall and the cement flooring; you can access the store in the center, right where the two windows converge. Entering, through a manual door with two doors, you enter the store where the theme of the labyrinth is repeated and the "experience" that Acne Studios wants to give you its customers is also taken up in the flagship.
This time the area is divided into four zones: the first, the sales outlet where there are seven exhibitor modules and two dressing rooms in the center of the ellipsoid that was created; the second, the waiting lounge where customers can relax or wait in total comfort while sitting on the Julius armchair; the third, that of services, where there is a bathroom (with attached dressing room) available to customers; and lastly the fourth, that of storage / crate and packaging, where it is accessed through a curved wall covered in stainless steel, just like in the services and in the living room, where there are three wardrobes, a bookcase for storing the packages and a mobile used for payment and packaging.