dot_2.0

G R A D U A T I O N P R O J E C T2 0 1 5

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653721853 Visual identity concept 8

Customizing logo 10

Old signs in oslo 11

Oslo//bogstadveien logo 12

Bogstadveien colours 13

Colour pallette 14

Fonts 15

Letterhead example 16

Lookbook 17

Merchandise 19

Inventory concept 5Concept description 3 Interior concept 21

Materials; white cube 23

Colour pallette; white cube 24

Floor plan: white cube 25

Floor plan; white cube 26

Area distribution 27

Area distribution 28

Visualisation: white cube 29

Bookstore//café 31

Bathroom 33

Materials; garden 35

Garden 36

Dot_bogstadveien 37

Location // bogstadveien 38

Interior; bogstadveien 40

Colours ; bogstadveien 41

Colour specification 42

Materials; bogstadveien 43

Furniture layout 44

Light plan 45

Movement plan 46

Section: product display 47

Section 48

Section 49

Visualisation: 1 floor 50



Visualisation: -1 floor 56

Visualisation: café 58

Visualisation: bathroom 60

Visualisation: garden 62

Dot_tokyo 65

Visualisation: tokyo store 66

C O N T E N T

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Success in the retail market is often measured by the number of outlets and everyone seems to strive after expansion. This along with the increasingly globalised retail market, make shopping streets look more and more similar. The result is often a chain of stores with more or less the same form of communication, design and product.The customers are by instinctually drawn to this familiarity and stay safe away from the unknown.This obviously works for the chains since they keep developing identical stores. Sadly though, this has transformed the retail scene, put somewhat extremely, into one giant super mall. The basic concept behind fast-food style retail has become the guideline for the whole retail business and has wiped out a large section of small retailer all around the world. You’ll find H&M, Zara, Gap, Starbucks, McDonalds, Foot locker etc in almost every shopping street, regardless of where you find yourself in the world. At one point all of these stores started out with just one outlet and with a uniqueness to their brand, store or product. However somewhere along the way this uniqueness has been washed out and «uniformity» is a more describable word for chain brands.

Brands are conforming their stores to deliver the same product and experience all over the world, in the long run making the retail scene uninspiring and boring. My goal with this project is therefor, to create a concept that acts like a living organism always adapting to trends, location and time. In a bigger picture, I want to create a retail concept that will prevent the uniforming, of the retail market, and bring back stores that are unique for their location, time and culture. I also want the concept to potentially be a guiding star for other chain brands.

The different concepts I have developed for this project simultaneously adress other major retail challenges such as the use of omni challenges and bridging the gap between online-offline-retail. These challenges are not the main focus for this project but given the opportunities the concepts present, I have tried to integrate these advantages in my project.I hope to have developed’ a retail concept that meets the challenges and demands of commercial interior head on, paving the way for the future of retail.

My idea is to develop an international fictional brand, with a chain store concept, in which every brick-and-mortar store in the chain is tailored to its environment and location. Every store would be unique through the inventory, visual identity and interior, all adopted to its surroundings and culture.The brandbe expressed thorugh an online store, a large warehouse and multiple brick-and-mortar stores around the world. This is based on the business plan many of todays modern retail brands. The brand will mainly sell fashion goods and accessories and this concept can be adopted to sell any types of products. As mentioned above the brand is a chain of stores spread across the world. I will only focus on developing the general concept for the brand with one store in Oslo as an example or guideline for the remaining stores in the chain.In order to develop a type of brand as a living organism I will develop unique concepts for the interior, inventory and graphics.

C O N C E P T D E S C R I P T I O N

B A C K G R O U N D / / P R O B L E M I D E A G O A L

I will present the concepts I have developed, starting with the inventory concept. Furthermore I will present the visual profile and the interior in a slightly different way. Firstly I will present a concept which is for the brand in general and then I will demonstrate how the Oslo store as an example, will use these concepts to adapt to its location.

I N V E N T O R Y C O N C E P T

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C U S T O M E R S O R D E R C L O T H E S O N L I N E T H E S T O R E R E C E I V E S T H E C L O T H E S A N D I N F O R M S T H E C U S T O M E R

T H E C U S T O M E R S H O W S T H E I R L I S T T O A N E M P L O Y E E I N - S T O R E

T H E E M P L O Y E E P R E P A R E S A D R E S S I N G R O O M F O R T H E C U S T O M E R

T H E C U S T O M E R T R I E S O N T H E C L O T H E S

T H E Y D E C I D E W H I C H O U T F I T S T H E Y W A N T T O B U Y

Using a computer or a smart device customers log on to a registered user profile and select products they like. When they come to the check out page they can choose to either order the clothes as a ”normal” online purchase; pay and have the selected products delivered home, or they can choose to have the products delivered to the closest store free of charge. Maximum 5 items.

If the customer decides to have the products delivered to the store, the employees will inform the customer when the products have arrived, or if they are already displayed in store.

The ordered items are placed in a fitting room for the customer. Adding a personal feeling to the shopping experience

I N V E N T O R Y C O N C E P T

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T H E P U R C H A S E I S M A D E A N D T H E C U S T O M E R L E A V E S W I T H T H E I R

S E L E C T E D I T E M S

T H E U N - P U R C H A S E D O U T F I T S A R E D I S P L A Y E D I N P A R T S O F T H E S T O R E

” D R O P B Y ” C U S T O M E R S C A N S H O P W I T H O U T O R D E R I N G O N L I N E

T H E S H O W R O O M H A S O L D I T E M S , N E W I T E M S , A N D I T E M S P I C K E D B Y G U E S T

D E S I G N E R SWith un-purchased items going through the store on a regular basis the store is always changing making it exciting for drop in customers to drop in often as they know there will always be new items in the store. The items is in the store are orderd by customers in the region making the inventory unique for location and the customers head product buyer.

With items ordered by people in the stores region combined with products that can be specifically picked out for the location of the store. This make the products unique for the location of the store and different from other stores in the same brand.

By using this concept the inventory will continually adapt to its location and target group, making the inventory of that store unique. Using the online store one could monitor which style of clothes gets most clicks in one region and further facilitate the store to carry these kinds of items. This along with the un-purchased items makes the inventory of the store adopt to its location. One could argue that customers does not want to buy clothes other people do not want/fit, but I believe customers will get a new type of shopping experience going on a treasure hunt through the store, much like in a second hand shop.

Using this concept the target group for the store creates itself through customer interaction the type of clothes and products in the store. The products attract the target group created by the users in that location. This varies the target group from place to place.To have the possibility to have new items coming in to the store and have the target group change from geographical locations it requires a large online library of items and a large warehouse. To limit the size of the library and a warehouse I have made a moodboard for what type of items and feeling I want the brand to communicate. It is important to note that mood is still goinig to be adaptable to its location, but it helps to set boundaries for the size of the inventory library and target group.

One of the biggest challenges with online shopping is dealing with returns of products that does not live up to its expectations or they simply does not fit. This all boils down to not being able to see,

touch, feel and try the products before they are bought. Another negative side is not being able to have experti help from any employees with experience with the products.Another challenge is on the other side; in traditional shopping the inventory are limited by the size of the store. Also they are not able to compete with the prices online stores have. Shipping costs are cut down giving the store the possibility to achieve competitive prices.

By using this projects concept one eliminates the negative sides of both online and offline shopping, bridging customers in touch with products creating local identity and the growing gap between online and offline shopping.It also involves the usage of smart devices and other platforms encouraging the expansion of shopping experience through omni channels, meeting their target group on a modern platform.

This concept also allows co-operation with other designers or it-personalities. They can simply pick out their favourite items from the online store which can further be displayed instore and marketed without any significant effort from designers.

In Oslo the inventory might include more minimalistic types of clothes compared to other cites outside Scandinavia, There would however still be differences in the inventory in different parts of Oslo. On the more exclusive side of Oslo there could be more formal clothes while in the urban east side of Oslo would include more informal clothes.

Instead of shipping the items back to storage the products are displayed in the store giving them another chance to be bought. If the items are not bought within a certain period of time, the products are shipped back to main storage until someone orders it again. By doing this, shipping costs are kept low as trucks can arrive at the store, once a week with new orders and they can bring back old items.

V I S U A L I D E N T I T Y C O N C E P T

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V I S U A L I D E N T I T Y C O N C E P T

Every fictional brand needs a name and logo. The name and logo presented here is meant to be used as the main logo for the brand, but it has possibilities to adapt to any situation as I will explain later.

The name and logo for the brand is a reference to the web and it is customizable and possible to make personal for both the

customer, situation or for a location. The name for the brand is DOT____. The reference to the web is the fonetic sounds one make when spelling out an internet address ex: www.(dot)”something”.(dot)com/uk/no. The dot in internet addresses makes up an expectation of what is to come. The underscore is therefor put to be blank in the logo so that it can be filled with a suitable text.

All types of text can be used on the underscore, so that the logo is adaptable to time, place and situation. The O in Dot makes up an dot which will be used as a recognizable element for the brand.I’ve chosen not to use a tagline to keep the brand a mysterious.

DOT_ logo

D O T

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The ”O” in dot makes up an recogniziable element through the shape of a dot that can be used in unlimited ways. The visual identity is always adaptable for every situation. The black dot can be used for spescial occaisons or in marketing, co-ops etc.

C U S T O M I Z I N G L O G O

Examples of customisation of the logo for the customers. Their names can be put on things such as the recite, giftcards, shopping bags, user profile etc. making the logo personal to the customer.

Examples of customisation of the logo for the brand, both internal and external. The logo can be used in the different departments and also as a wayfinding sign in the stores aswell as online store.

Examples of the logo customized for marketing and co-lab purposes. In advertisement and on mercahndise this could easily be applied.

D O T D O T D O T

D O T D O T

D O T

D O T

D O T D O T

P E R S O N A L A I S A T I O N

F O R M A T : D E P A R T M E N T S

F O R M A T : M A R K E T I N G / G U E S T D E S I G N E R S

D O T R E T A I L R E I N V E N T E D

Karl Lagerfelds picks now online, instore and for you to choose.

Via Venezia 2920230 Milano, Lombordia

+39 93 34 34 54 64

A D J U S T A B L E R E C O G N I Z A B L E E L E M E N T

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O L D S I G N S I N O S L O

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D O T BOGSTADVEIEN

O S L O / / B O G S T A D V E I E N L O G O

Using the possibilities in the visual identity and the logo provide every store in the chain to have its own adapted logo to that specific location, making it unique. The store I will develop in this project has gotten its own name and logo. I will come back to the name, but I can reveal surprisingly enough that it is based on the location.

The font for the DOT__Bostadveien logo is chosen based on old signs found spread across Oslo. I looked at old street signs and the typography they used, and came up with what is a modern take on these type fonts. Most of these signs where in capital letter and in serif fonts. As I did not want a retro sign I decided to use the contemporary twist of the older serif fonts.

I am using “Optimus Priceps”, which is a kind of messy Trajan by Manfred Klein in which I have spread out the letter to get this modern take of an older font style. This font and style is also used by the Scandinavian inspired lifestyle magazine ”Kinfolk”. The DOT____ Logo is meant to be adjusted to every new establishment. No Logo will be the same.

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B O G S T A D V E I E N C O L O U R S

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C O L O U R P A L L E T T E V I S U A L I D E N T I T Y

PANTONE 556 CR 110 C 60G 148 M 29B 136 Y 48 K 4


PANTONE Black 6 CR 0 C 100G 0 M 100B 0 Y 100 K 100



PANTONE WHITER 254 C 0G 255 M 0B 255 Y 0 K 0

PANTONE Neutral black CR 33 C 72G 33 M 66B 33 Y 65 K 73

PANTONE 447R 66 C 67G 66 M 60B 66 Y 59 K 43

PANTONE 573 CR 191 C 24G 226 M 0B 214 Y 17 K O

PANTONE 573 CR 191 C 24G 226 M 0B 214 Y 17 K O

PANTONE 621R 240 C 4G 255 M 0B 250 Y 3 K 0

OSLO COLOURS

D O T

D O T

D O T

D O T

D O T

D O T D O T

D O T D O T

D O T D O T

For the visual identity of DOT___ I have chosen to use a permanent neutral colour palette. This so that it can easily blend in where ever it is used. Location based colours can and should be added to the palettes so that the logo adjusts to its surroundings.

For the extra colour palette to go with the Oslo/Bogstadveien store I’ve picked out colours that harmonise with the surrounding townhouses in this part of Oslo making it location based, unique and in to consistent to the concept.

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ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅabcdefghijklmnopqrstuvwxyzæøå

ABCDEFGHIJKLMNOPQRSTUVWXYZÆÆÅabcdefghijklmnopqrstuvwxyzæøÆ



H E L V E T I C A B O L D o p t i m u s p r i n c e p s

H E L V E T I C A R E G U L A R o p t i m u s p r i n c e p s s e m i b o l d

F O N T S

F O N T S U S E D I N T H E V I S U A L I D E N T I T YThe main font chosen for DOT_ is HELVETICA. It was chosen as DOT_ is a innovative and modern concept, just as HELVETICA is a modern font. The Sans serif font with tracking keeps the font minimal and neutral so that it’s easy to adjust to customisation that might be added.

Optimus princeps is a traditional serif font, to match the traditional styles used in street signs around Bogstadveien.

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L E T T E R H E A D E X A M P L E

Asymmetric, but balanced letterhead keeps the visual identity playful and contemporary.

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Erninum publibu ntimorit L. Simum actum sentrum inata L. et L. Sus nostrem, consis am publin deperri in nes! Hala nerdie avestra venaticiam fue pubis; nonsultum caecone confecon di facentes! Tu esce cut vid res? Opiocus consce vit inatuitales viri inteatre publiaequem mentus halegere, cionsus catisus-quit, uniquon sintert ervirmis. Num pri conficus auconde licat.Me nonfenit? Rum perum ac factus entem unu senatiu spe-ret atum iament. Batum in sese inamedi sidit, nequast? Loc iacci in telaber ceperfes cam egit? quamdio vit quam. Bons acia vesim cus poenit. At am ad ac fica noridetea idi pra quodi intimus sendiistur. M. Servidet? Alem dii is licips, nos lat, cons a me que nox sed fore constea tastriam la patus, ne di peres nos vium hostiam inatiditiam tala Sp. Maximur nihilic aperra? For a praequam que intrare addum quis ocus, querarbis se publicaed dem atin tamprio contilicis. Ad ipti, se fex sultus, quod re portabus habus inatus co-nente cut vilicit L. corsum in vius, quissende oma, quo es rehebus bonequam contea num abuntem prid cultia egeris se aritum ma, utenicon visser quiur. Gerit. Bi in sci publi patus in hocaes, nos bon vivast patus esciena tiquos au-dam ina, videliquitis addum inatilique nir qua ret L. Hil hi-cae am audamedit. Unum inc re morioribus, sentiam quius.Iquam efactatquid fuem ingulem nu vid cat, ex nium es, non Ita, omnonsu lturoratus, tem nonsum, notamdius vit nosse mandam quidem novendius hos ius. Id sa des estraelum efex nos consus iam que tea movirma, Ti. Nequit. Habulu-dam te triorum vicasdam ingulic avemquo hiliam med interi-bus vis ia maximoenius esimus. Si publinam di, vem sulinar ehebulto etimmo ne factudet prectur nihicae commordie-sim et int. Sciena, Catquo et adduc tem et praelius inameis sultorte publicips, Cupions uperet vesum, quo iam ad fi

DOT_ONLINE

photo: Hank soths, Styling : Ingrid Gerdesheim

T R E N D S

Black sweater 100 € apc . www.dot.com

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Black hat 100 € apc . www.dot.com

Black sweater 100 € apc . www.dot.com

D O T

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Men’s & Womens Fashion & LifestyleSpring / Summer 2015

Issue 02

On the Cover:Mr. Artsilian Coveq

5 SPRING NEWS fashion trends NYC & Milan

7 STAND AND WATCH Photography by hgjgmg styling by gfhvghv

9 INTERVIEW We talked to Art comes first

13 MATERIAL

17 DOT_ GUIDE TO MILAN We share our hidden treasures

19 STREET STYLE: PITTI UOMO

21 DOT

E D I T O R S T H O U G H T S

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S P R I N G N E W S

PHOTO BY AJKSDHKJASN MNSDM,N JNDKJASNDJKNKN-KJNSDKJNSKJNDKJAS KJSNDK ASNKJ KSJND Vitio. Ut

Photograph by Vasilli BackjanEmo bla asped quis eos aruptior alit aut quo tecatibus maximil loruntur, aut ariat evende praesti ducit aspiderei-um hicid es eationsero erspero reictur, nim quis aut harum fugit molen-da aboribus mi, te nientis sitior alit expedit,

Jacket; Filiipa k, pants; Comme de carcons, shirt; Acne, hat; Fedora

THE SHIRT

Photograph by Vasilli BackjanEmo bla asped quis eos aruptior alit aut quo tecatibus maximil loruntur, aut ariat evende praesti ducit aspi-dereium hicid es eationsero erspero reictur, nim quis aut harum fugit molenda aboribus mi, te nientis sitior alit expedit,


THE TRENCHCOAT


Photograph by Vasilli BackjanEmo bla asped quis eos aruptior alit aut quo tecatibus maximil loruntur, aut ariat evende praesti ducit aspi-dereium hicid es eationsero erspero reictur, nim quis aut harum fugit molenda aboribus mi, te nientis sitior alit expedit,

THE COAT

Photograph by Vasilli BackjanEmo bla asped quis eos aruptior alit aut quo tecatibus maximil loruntur, aut ariat evende praesti ducit aspiderei-um hicid es eationsero erspero reictur, nim quis aut harum fugit molen-da aboribus mi, te nientis sitior alit expedit,


THE PULLOVER

INTERVEIW BY DOT

photo: Hank soths, Styling : Ingrid Gerdesheim

N E W I N : A C F

Leather jacket 400 € apc . www.dot.com

L O O K B O O KLookbook to be placed in the different stores to strengthen the sense of one brand and communicate the brand identity. The lookbook can also be adjusted to the different locations

18

D O T

0 2 3 5 6 753 2 9 22 1 2

Men’s & Womens Fashion & LifestyleSpring / Summer 2015

Issue 02

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Wrapping paperrShirt packaging* Fitting room tags

Ordered clothes hanger with fitted piece of paper**

Suit bag

Shopping bagsShopping bags special editions

*All products will have a QR code that will link the customer to the product and other products that may be in interest.**When customers orders clothes to the store their products will be placed in a fitting room on hangers with their name on a fitted piece of paper.

M E R C H A N D I S E

20

Price tag***

*** The price tag has a QR code that will link the customers to the product and where they can read facts about the product, see sizes as well as other colours. If the store do not have the colour they can easily order the products home, making the store inline. This QR code is placed on all clothes and can also be used with magic mirrors placed in the stores.

21

I N T E R I O R C O N C E P T

22

I N T E R I O R C O N C E P T

The interior concept for DOT_ is divided into two parts, one permanent concept that will apply for all the retail spaces in the chain unchanged by location, and one flexible concept that will make the interior vary from location ensuring uniqueness for each store.

I have decided to do it this way as I am strongly inspired by the concept behind the interior of art galleries. Art galleries struggle with the same type of challenges I encounter in this project. Because, in order to keep changing the interior to fit the surroundings, I had to come up with a concept where most of the interior remained the same so that costs would not sky rocket every time it changed.

So highly inspired by art galleries the interior concept of DOT_ will have one stationary part and one flexible part that will act like an exhibition.

I will gain multiple benefits by following this concept. I attend to have the products displayed and lit like art pieces, creating a different shopping experience for the guests and the products will obtain a higher perceived value. Like most galleries; all the stores will have a bookstore/cafe. I have done this in order to relate the shopping experience to multiple senses such as taste and smell. Involving multiple senses create stronger experiences and memory of situations. It also works as a place to rest and digest the impression of the store. The menu for the cafe will have light dishes relevant to the location and season.The gallery inspired stores will hopefully differentiate them selves in the market and scream for attention, attracting customers.

For the second and flexible part of the the concept I attend to invite designers relevant in some way to the selected location to develop

displays and minor interior changes. In this way I ensure that the design of the store is always relevant and the style of the store changes somewhat because there is a new designer every time. The design would change every six months if possible

For the permanent concept I have, like a lot of modern art galleries, decided to create the space as a ”white-cube” where the designers can put their mark on the space through their art and design. This is done in order to create as little visual noise that might interfere with the visiting designers visions. Also this forces the designers to not do major changes in the stores. To keep the stores local and unique the invited designers should always keep their work relevant to the selected location and find inspiration that relates to the location, time and culture

For the purpose of this project I will invite my self as a guest designer and design an interior for the store located in Oslo. The inspiration, and ideas for the interior of the store will be presented.

23

Inspired by galleries I have designed the interior of the ”white cube” interior to be as aesthetically pleasing as possible yet subtle for the designer and products to ”steal the show”. The number of materials are kept to a spear minimum to have as few distractions as possible. For that reason I have chosen products with discrete monochromatic colours.

With so few materials and colours I have focused on choosing materials and colours that works the best with the concept. The materials are either neutral in their appearance to avoid distraction or reflective to reflect the surrounding changes that would be added later.

M A T E R I A L S ; W H I T E C U B E

P O L I S H E D C O N C R E T E

T I L E S

M A T T W H I T E P L A S T E R

M I R R O R

Floor

Toilet

Walls

Fittingrooms.

24

C O L O U R P A L L E T T E ; W H I T E C U B E

25

47 660

47 660

15 260

11 150

39 270

15 230

F L O O R P L A N : W H I T E C U B E1 . F L O O R1 : 2 0 0

The space i’ve chosen for my project is large retail space stretching over 1000 m2. The space has four different levels. a large garden and beutiful roof windows allowing natural light to fill the space.

26

15 230

11 1509 625

16 110F L O O R P L A N ; W H I T E C U B E- 1 . F L O O R1 : 2 0 0

27

M A I NE N T R A N C E

M A I N S H O P P I N G A R E A

C A F É

BO

GS

TA

DV

EI E

N

W C

K I T C H E N

G A R D E N

A R E A D I S T R I B U T I O N1 . F L O O R1 : 2 0 0

The main entrance is facing Bogstadveien with large windows, while the garden is located in the calm back alley also with a larger windows. The space is designed to have a spacious room inspired by modern art galleries. More technical drawings will follow in the visualisations of second part of the concept.

28

S T O R A G E

S T A F F R O O M

S E C O N D A R Y S H O P P I N G A R E A

A R E A D I S T R I B U T I O N- 1 . F L O O R1 : 2 0 0

29

GSPublisherEngine 308.71.74.100GSEducationalVersion

11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

1

1

2

2

3

3

4

4

5

5

6

V I S U A L I S A T I O N : W H I T E C U B E M A I N S H O P P I N G A R E A S Like mentioned everything is kept as clean as possible to have as

little distraction as possible in the environment so the artist/ designer can unfold their ideas, undisturbed by any visual noise. For static features such as the fitting rooms box like form are used to avoid creating visual noise. The fitting rooms are made with mirrors and the flooring is given a reflective polished finish to reflect what ever the design placed in the room. Inclusive design through the use of a ramp and an elevator helping disable guests to access all floors.

31


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

1 1

2

2

3

3

4

4

5

5

B O O K S T O R E / / C A F É

The café follows the same material concept as with the rest of the store. With a soft design language and material usage.Location determines what kind of iconic furniture will fill the café and bookstore, in this case norwegian furniture are used.

32


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

6 6

33


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

For the bathroom the same design language is kept with a box like shape. This type of shape is used as it is modern, but still subtle and does not attract attention, making it ideal for the DOT_ concept. It is designed to have shelves and spaces in different sizes to display products relevant for the bathroom and the body. The spaces that are created can be exploited to match the rest of the stores interior. This unusual toilet helps to increases the experience of the store and shopping experience.

1

2

4

2

1

3

3

B A T H R O O M

35

P O L I S H E D C O N C R E T E

W A T E R / I C E

G R A S S

M I R R O R

Sitting plattforms.

Watermirror.

Ground

Sitting plattform,

M A T E R I A L S ; G A R D E N

36

The same design language as through out the store with box like shapes in reflective materials are continued outside in the garden.The graden is filled with trees types that changes the most through out the seasons.

The reflective materials in the garden will reflect the changes and enhance the experience of a adaptable store. The materials include; polished concrete, glass, water/ice, and mirror. In other locations the vegetation would adapt to its climate and surroundings.


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

1

2

2

1

3 3

G A R D E N

D O T _ B O G S T A D V E I E NI N T E R I O R

38

L O C A T I O N / / B O G S T A D V E I E N 2 0

The location chosen for the store is Bogstadveien 20 in the western part of Oslo in the district of Frogner. Bogstadveien is one of the most popular shopping streets in Oslo. I have chosen this location as this is the place in Norway where the uniformed chain stores has contributed the most to that the street has lost a lot of its original identity and pushed out the smaller unique one-off stores that originally was the reason people flocked to Bogstadveien. I want to reverse this trend and

show that chain stores can also be unique, and be a one-off store in its own chain of stores. It is also located close to public transport that will make access to the store easy. The reason I choose Oslo is the fact that I am from Oslo and I know the retail market here better than anywhere else. The building I have chosen to use is today a large shoe store with big display windows facing the street.

39

Store placement. Main entrance will be facing bogstadveien, Garden entrance in the back alley.

40

For the customized interior of the DOT_Bogstadveien I found inspiration in the streets and buildings surrounding the location, just like visual identity. Bogstadveien is filled with colourful blocks of apartments lined slightly of one another. These buildings creates small exciting spaces in between the blocks. Bogstadveien has the last 15 years been affected by restoration and this has made some people associate the street with construction work.

Inspired by these elements I have designed an interior inspired by the, colours, materials and spaces found in Bogstadveien, both on the buildings and in the the construction parts of the street.

I N T E R I O R ; B O G S T A D V E I E N 2 0

41

C O L O U R P A L L E T T E ; B O G S T A D V E I E N 2 0

42

R 172 C 39G 211 M 1B 194 Y 28 K 0

R 141 C 54G 184 M 9B 178 Y 32 K 0

R 226 C 11G 236 M 3B 251 Y 0 K 0

R 75 C 78G 83 M 69B 119 Y 32 K 14

P A N T O N E 5 2 7 5 C

P A N T O N E 6 5 6 C

P A N T O N E 5 6 4 C

P A N T O N E 4 8 9 C

P A N T O N E 5 6 5 C

R 243 C 0G 208 M 21B 200 Y 14 K 0

C O L O U R S P E C I F I C A T I O N

43

A S P H A L T

W A L N U T

P L Y W O O D

P I N E

T I L E S

Inspired by the patchwork of asphalt surrounding the location.

Inspired by transportation boxes for construction found in Bogstadveien, also the most used wood type in the Norwegian culture.

Inspired by the surrounding bulidings in Bogstadveien.

Display case.

Material used in the never ending construction work in Bogstaveien. Temporary constructions in the streets made with plywood.

M A T E R I A L S ; B O G S T A D V E I E N 2 0

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F U R N I T U R E L A Y O U T

A C C E S S O R I E S

S H O E / B A G D E P A R T M E N T

O N L I N E C O U N T E R

F I T T I N G R O O M S

W O M E N S D E P A R T M E N T

M A I N C O U N T E R

M E N S D E P A R T M E N T

F I T T I N G R O O M S

B O O K S / M A G A Z I N E S

C A F É C O U N T E R

S I T T I N G L O U N G E S

G A R D E N

The first products the customers will see are the accessories and gadgets such as Iphone cases, umbrellas, sunglass, perfume etc. Further they will find women and mens wear on each side of the main shopping area with the main counter in the end of the room. In the lower floor shoes and bags will be found, as well as the online counter. This is where the ordered clothes online are stored, and where customers can contact a empolyee to preper a fitting room for them.

In the cafe and bookstore there will also be all types of products to continue the shopping experience and combine the experience to taste and smell. There are also small lounges with sofas and chairs the customers can enjoy drinks, a book or a small meal. In the garden visitors can enjoy a coffee in the sun and relax in one of the many sitting opportunities.

0

0 1 2 3

5 10 15

*5 = 5000**1 = 1000

45

L I G H T P L A N

THE RUNNING MAGNET SPOTMounted on magnetic track 6W LED607 Lm3000 K80 CRI21° beam angleRemote controlledLight instensity could be regurlatedDiameter 34 mm Weight 0,19 kg

LED SQUADMounted on surface wall or roof56 LEDs Installation cables included LED 24W2307 lm3000K80 CRIRemote controlledWeight 0,37

DOWNTOWN NO TRIM Ø215 DIMMABLEFluorescentTC-TEL/TC-DEL GX24q 18W 220/240 VoltageMicroprismatic diffuser glassReflector in Super pure aluminium withspecular finish 78° beam angle Remote controlledDiameter 205 mm Weight 1,70 kg

MUUTO, MATTIAS STÅHLBOM ”E27 depaMAX WATTAGE 18W E27 halogen bulb, 40W E27 normal bulb

The space is Illuminated using a different approach than a traditional retail space. It is Inspired by the way galleries and museums light their products and art pieces to achieve a more dramatic light setting. This is done using as little general lighting as possible and focused on the usage of narrow beamed spots pointed towards the products. People

are by nature drawn towards light as the dark for thousands of years used to be dangerous and light was safe. In this way the light setting draws customers to the product, as a positive side effect to this it is possible to draw and control the movement of the customers.

0

0 1 2 15

5 10 15

*5 = 5000**1 = 1000

46

M O V E M E N T P L A N

U N I S E X M O V E M E N T

M E N S M O V E M E N T

W O M E N S M O V E M E N T

In order to make the customers move in the pattern necessarily to make them pass as many products as possible the product displays and clothing racks are placed in strategic places so that guests take the desired path through the store without making it feel like it is a forced walkway. There is placed attention points in form of merchandise displays around the store that are, like mentioned in the light plan, lit up in a dramatic way stealing the customers attention. In order to make the customer go down stairs, this area was made into an attention point as it is slightly off the preferred pathway. This is done by using one material on all the displays and placing the most popular product group there; shoes and bags. The womend clothes are placed

onn the right and mens clothes on the left as women shop more than men. In this way, women has to move through the mens section in order to get to the café//bookstore, hopefully buying more. The café and bookstore are one of the biggest attention points. The customer will be drawn to this section as well. In the cafe/bookstore the customer is not ”controlled”. The customer is given the opportunity to work their way through the books, magazines and products in the same way as one would do at an old record store or a library in search for a great bargain.

*0

*5 = 5000**1 = 1000

**0 1 2 3

5 10 15

47

S E C T I O N : P R O D U C T D I S P L A Y

520

1 980

8 890

0 250 1000

10005000

48

S E C T I O NE N T R A N C E , M A I N S H O P P I N G A R E A , S E C O N D A R Y S H O P P I N G A R E A

2 500

2 500

3 600 5 000

0

0 1 000 15 000

5 000 15 000

49

S E C T I O NG A R D E N , C A F É , M A I N S H O P P I N G A R E A

3 600

3 5004700

0

0 1 000 15 000

5 000 15 000

50


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

11

2

2

3

1)To slow down fast moving customers coming from a hectic city life a large product display with “news” is immediately placed in the front of the store. In this way customers reduce their pace and the shopping experience can start at once. Way finding is also easily found at the first product display.2) Displays such as the perfume stand in the centre of the render leads customers on a natural path trough the store.

3) In order to attract customers and stand out in the streets traditional window displays are not used. To create more an art like installation to mystify the store, the facade is kept partially closed so that customer have to enter in order to gratify their curiosity. There will be screens in the windows where passing customers can access the online store and even order products 24/7.In the window the most popular ”picks” of the month, co-lab products or other news will be displayed.

V I S U A L I S A T I O N : 1 F L O O R

52


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

1

1

2

2

3

34

1) A magic mirror* is placed in one of the displays so that customers can see them selves from different angle which can be hard with a ordinary mirror. The mirror is able to read qr codes from the price tag which can redirect the customer to the product online, giving them the possibility to see the product in other colour, information (such as materials, washing tips etc.), matching products etc. The customer can also access their user profile to and save a photo of the outfit, order a different size etc.These magic mirrors are also placed in every fitting room.

2) Larger displays such as this ”pine-wall” displays products much like paintings at galleries. The products are given extra attention and should be reserved for special items such as season news, co-lab products etc.3) News from all departments are placed on this display close to the main counter in order to create additional sales.4) A big unisex display with news of the season is placed at the beginning of the department to slow down customers coming down the stairs. Mens wear to the left, women’s wear to the right.


54


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

1

2

2

1

3


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

1) There is a big counter with multiple storage opportunities and a lot of workspace for employees. In the background Ipads can be seen. These are for the customer to access the online store or/and scan qr codes with if they don’t have the opportunity to it with their own smart device.2) Clothing racks and displays are placed in order to guide the customer in the desired pattern. 3) Women’s department. Natural light strengthens the gallery feeling of the space.


56


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

1

1

2 2

3

34

1) Shoes, bags and some of the unbought items ordered from the online store can be found in this department2) The exclusive use of pine as a material is designed to create a contrast to the rest of the store luring customers to this slightly outlying department. The display mounters has fallen on the floor look like they have fallen out of the wall, creating display opportunities both on the floor and in the wall. This effect is inspired by the holes after construction work and transportation boxes found in Bogstadveien.3) Fitting room, fitted with magic mirror.4) Spruce tree can work as a attraction point leading customers to the shoe and bag department. Spruce is one of the most common tree types in Norway. Inclusive design helping disable guests to acsess all floors.

V I S U A L I S A T I O N : - 1 F L O O R

58


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

11

2

2 3

3

4

4

5

1) Colours and materials inspired by the colours and textures of Bogstadveien, like the rest of the store.2) Café counter with a back wall in glass exposing the kitchen creating life and a active pace to the room. The Kitchen will serve slow food with local ingredient.3) The majority of the seats are placed close to the garden, giving a relaxing sensation and prevent guests to destroy on products.4) Products from all types of departments are displayed in the café and bookstore, as mentioned, to relate the shopping experience to multiple senses and for cafe visitors to be tempted to visit the rest of the store. Ipads can also be found in the cafe for easy access to the online store. 5) Iconic Norwegian furniture such as the Scandia series, and Oslo sofa designed by Anderssen & Voll are placed in the lounge areas of the café

V I S U A L I S A T I O N : C A F É

60


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

1

1

2

2

3

3

4

1) Colours and materials inspired by the colours and textures of Bogstadveien, like the rest of the store.Skin care products, sleepwear and other products relevant to the body can be found here.

V I S U A L I S A T I O N : B A T H R O O M

62

1,2)The surfaces in the garden reflect the surrounding environment and changes that happens over the seasons. For the garden in Bogstadveien birch tree type are chosen as it is very common in hte area, and in norway in general. It is also the tree type that changes the most thorugh the seasons.3,4) The logo and menu for the day is found at the entrance to the cafe. This is a secondary entrance and will be mostly used by guests only going to the cafe. A smaller wall will refine the garden and create a more private atmosphere, undisturbed by its neighbouring stores.


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000


11 x 164 = 1 800

8 x 125 = 1 000

6 x 167 = 1 000

11

2

23

4

V I S U A L I S A T I O N : G A R D E N

63

3

4

D O T _ T O K Y O

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P A N T O N E G H O S T W H I T E

A K A M A T S U W O O D

F A D I N G W O O D

R 255 C 0G 252 M 1B 253 Y 0 K 0

Red pine, a very common construction timber used in Japan

Combination of the two. Inspired by Nendos Ghost Chair.

To visualize how an interior could change from location to location, another store located in Japan is develped and the Japanese designer Nendo is invited to develope the interior.

Since Nendo understandably did not have time to develop an interior for this project, i decided to disguise my self as Nendo and develop a Japanese inspired interior. Having little experience with Japan as a

culture I am highly inspired by Nendos previous work and imagine he might develop this design.

V I S U A L I S A T I O N : T O K Y O S T O R E

70

By adapting every part of the store thorugh product inventory, visual identity and interior i hope Dot_bogstadveien has managed to create an alternative solution that will benefit all types of retail stores and prevent the uniforming of shopping streets around the world.

dot_2.0

Design

retail concept

retail business

interior concept

inventory concept

concept description

basic concept

major retail challenges

globalised retail market