final report design for retail tux

8/6/2019 Final Report Design for Retail TUX

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Design for Retail | ID5802

Adi Nugroho | 4127005Bahareh Barati | 4120426Porntawan Suttapan | 4073355Marlies Bouman | 1304771René Roman Smeets | 1285513

Supervised by Dr. H.H.C.M. Christiaans

exhibition& gifts

Xperience the future

technology, creativity, sustainability


Design for RetailFinal Report




Xperience the future2

Content

Introduction 3

Sense of the Project 4

TU Delft 4Gemeente Delft 5

Spoorzone 5Travellers 5

Conclusion 6

Sense of the Design 7

General Idea 7Location 7Character 7Planning 8

Embodiment 10

The Building 10Interior 12

Pop.Up Store 18

Branding 23

Conclusions 25

Recommendations 25

Appendices 26-30





IntroductionThis report describes the design process of creating a TU Delft shop near the train stationof Delft. The initiative for this project comes from the Marketing & Communication (M&C)department of the TU Delft. With an upcoming train station in Delft, the M&C departmenthas become very interested in exploring the possibilities of a shop at this location, in or-der to create more brand awareness of the TU Delft brand.

The rst explorations for the project started in January, including analyzing the TU Delftitself, the new station (building and location) and the city of Delft. This resulted in an op-portunity for the TU Delft shop and a more narrow design goal. In this report, those analy-ses are described shortly, as they have been reported several times in previous reports andpresentations.

The focus of this report is the concept of the shop itself and the details of this design.Dierent elements from the retail toolkit are presented with visuals and text, creating adetailed overall view of the TU Delft shop: TU Xperience the future.





Sense of the ProjectThis chapter describes the dierent analyses that formed the starting point of designing ashop for the TU Delft. It introduces the TU Delft (and current shop), the location and targetaudience of the shop by looking at the present and future retail opportunities.

TU Delft

The Delft University of Technology also known as TU Delft, is the largest and oldest Dutchpublic technical university, located in Delft, Netherlands. With eight faculties and numer-ous research institutes. During its existence many prominent engineers and scientistswere either aliated with, or educated at TU Delft.

Vision

Despite the historical background of TU Delft, going back to 1842, the university aims onconstantly keeping in touch with new technologies and innovative solutions. Their mottobeing “Challenge the Future”, ts well with their vision to contribute signicantly to thedevelopment of responsible and sustainable solutions to urgent societal problems, locallyand globally.

Strengths

The TU Delft stands out globally with its innovative projects of its students, like the NuonSolar Team, and their excellent reputation in the eld of PhD research. Because of this,the TU Delft can attract many international students and researchers but also captures theinterest of tourists, visitors and citizens of Delft.

TU Shop

Currently, a TU Delft shop is located in the aula of the TU Delft (Figure 1). This shop has awide assortment of gifts, clothes, gadgets and convenient products. Appendix A shows a

range of products and the outcome of a short interview with a shop assistant.

Next to the aula shop, the entire range of products is available in the online shop: www.tushop.tudelft.nl. In the near future, the online shop will take over the aula shop, since itis a very fast and cheap way of merchandising. Therefore is has to be taken into accountthat a new ‘bricks’ shop should oer more than just selling TU Delft products.

CHALLENGE

THE FUTURE

Technology

Innovation

Sustainability

Figure 1: TU Shop in the Aula





I. De Klis : 4,8 ha

II. In de Stede : 11,9 ha

III. In de Veste : 8,3 ha

IV. In de Hoven : 12,9 ha

V. Leeuwenstein : 4,2 ha

Existing Retail Distribution Pattern in Delft

Shopping area

source : Gementee Delft

TU Delft

New Delft Station

N

imaginary connection line

Gemeente Delft Whereas the TU Delft stands for ‘Challenging the Future’, the tagline of Delft is: ‘Creat-ing History’. The city of Delft is recognised as City of Delft Blue, Vermeer and Willem vanOranje, and with its rich history and charming sights it attracts many tourists and visitorsevery day.

The municipality of Delft recently expressed the desire to connect the TU Delft more withthe city centre of Delft. The innovative, technical and creative reputation of the TU Delftadds to the message that Delft wants to carry out and makes Delft a versatile and inter-

esting place. By showing more of the TU Delft in the city centre, this connection alreadybecame stronger. However, a landmark of the TU Delft in the city centre of Delft is still notpresent.

SpoorzoneIn several big cities in the Netherlands, train stations are being rebuild or renovated. Delfthas been under construction for the last couple of months and in the current planning, alltrain tracks will be underground by 2015. The new station building will be nished around2017. With the removal of the current tracks, a lot of empty space will be created, creatingopportunities for residential areas, retailers and businesses.

The Retail Week recently mentioned:

“There are real opportunities to change our stations into destinations where peoplearrive earlier or leave later meet friends and dwell longer”

The goal of the new station in Delft is denitely to become a place with more purposesthan only getting from A to B, by implementing the municipality (including its servicedesks) and dierent small shops in the building, as well as creating a public park nearby.The old building of the train station will become a cafe and the whole transition betweenthe ‘city side’ of the train tracks and the ‘other side’ of the train tracks will be vanished.Figure 2 shows the position of the train station, the TU Delft and the shopping areas inDelft.

The analysis that was done around the Spoorzone also included researching dierentsights in the station building itself. There are several spots for small shops in the newstation building, but the costs are high and the space is very limited. In Figure 3, a scale-model of the new station is shown, with the old station building and the commercial areaaround it. Especially these commercial areas (red) are very interesting for a shop, sincethere is no planning for those spots yet and the available space is huge. Although thecosts will still be high due to the location, it will be much less expensive than in the sta-

tion itself.

TravellersNext to analyzing the areas and involved businesses for this project, the travellers aroundthe station were observed and interviewed. This gave interesting insight in the kind of people in and near the train stations and for instance the average waiting time, waitingactivities etc. Figure 4 and 5 show two examples of the results of the interviews that were

Figure 2: Positioning of TU Delft, Station and shops

Figure 3: Positioning of Station and areas around it

new station

old station

bus station

commercial zone

(offered to investors)





executed. Overall it could be concluded that the travellers are a very broad audience.Business people, students, children, elderly, families and so on: they are all visitors of thetrain station and the area around it. Some purchased regularly in the current shops of thetrain stations while others did not, and also the frequency of travelling by train diered.However, they also had some shared characteristics: everybody had to wait sometimes orwas bored sometimes while waiting.

The train station is a very crowded environment: many people travel by train or bus everyday. A shop that stands out, nearby the train station and in the path of the people goinginto Delft, to the TU Delft or to the station itself, will denitely be seen.

ConclusionIn short, the analyses show the following things:• The M&C department of TU Delft expressed the wish to create more brand awareness

by implementing a ‘shop’ near the city centre of Delft.• The municipality of Delft desires to strengthen the connection between the TU Delft

and the city centre, by implementing more of the TU Delft in outside the campus.• A new station is being built underground, creating a lot of space where the current

train track lies and creating retail opportunities in and near the station’s building. Thetrain station and its environment should become a place where people stick around formore than just travelling.

• The travellers around and in the train station have all kinds of backgrounds and goals,and are often waiting. Also, the number of people in and around the train station isvery big. This is a great opportunity for the TU Delft to approach a broad audience.

From this all it can be concluded that there is an excellent opportunity for the TU Delftto create a landmark in the area of the new train station, in order to create more brandawareness among a big of people. The ‘red’ areas in gure 3 will be the best position forthe TU Shop, by means of available space, costs and prominence.

Figure 5: Waiting time, research

Figure 4: Target group, research





TU DelftSource of TUXX input point:- Show current activities- Open up

- Show ‘brand’

Delft StationX output point:

- Information- Insight- Exhibition- MerchandiseMedium scalePermanent

Other citiesX output point:- Information- Insight- ExhibitionSmall scaleTemporary

X

StudentsEmployees

VisitorsTouristsBusiness

VisitorsTouristsBusiness

Feedback

Input

Feedba

ck

Input

Sense of the DesignFrom the analyses described in the previous chapter, several design directions and ideascould be sketched. At rst, sketches were made for dierent locations and purposes ascan be seen in Appendix B: sketches for inside and outside the new station, ideas formerchandising and ideas for exhibiting/sharing information. By discussing the dierentdesign directions and looking closely at the feasibility and originality of dierent ideas,one design was selected. This concept will be described in general in this chapter.

General IdeaThe general idea of the concept is to create a shop that will really be a landmark in thecentre of Delft. The exterior of the shop has to evoke curiosity and attract people to comeinside. The shop itself exists out of a merchandising and an exhibition area, focussingon showing what the TU Delft is working on, what recent technological developments areand how this all contributes to innovative and sustainable solutions for societal problems.This combined with creating brand awareness for the TU Delft, lead to the main conceptTUX, ‘Xperience the future’. As Figure 6 illustrates, there will be one main shop near thestation of Delft, which is connected with the TU campus. This is the ‘portal’ to the TU Delftand therefore a ‘portal to the future’. Additionally, a pop up shop will pop up on dierentlocations in the Netherlands, showing the activities of the TU Delft on a very small scale.

Location

The location of the TUX main shop is chosen carefully. It will be located in the new trainstation area, because there are not many commercial zones in Delft. There are only veimportant shopping centre areas (see Figure 2), mostly concentrated in the historical partof the city close to tourist attractions. The rest are located in a more densely populated ur-ban environment with tall buildings. The train station is located between this retail zonesand based on the scale analysis of city structure, the existing station is located in a ratherwell integrated position, by being centrally located in the city of Delft (Kusumo, 2005). Themunicipality is now constructing a new train station because it is expected that by 2010-2015, the number of trains will be increased signicantly (466 passenger trains, 11 cargotrains and 68 Thalys trains) (Gemeente Delft). This means that there will be a lot of peoplepassing the TUX main shop.

A ‘lot’ in the centre of the city is considered as a premium site. A city lot basically has sev-eral characteristics, based on the assertion of Simonds (1997) it will have a limited space,areas and spaces are minutes in scale, and city streets and pedestrian walks are dominantline of approach, observations and access. TUX will be placed in the commercial zone of

the future development of Delft train station, next to the bus station, and will create animaginary line to connect it to the university site. The site is shown in Figure 7.

Character The shop has to show the character of the TU Delft and communicate what the brandstands for to not only the visitors that enter the shop but also those who pass it. One of the big landmarks of the TU Delft is the library (Figure 9). This building stands out with

Figure 6: General Idea

Figure 7: Location of TUX





its elegant and fresh design, and shows sustainability and innovation with the grass roof.Although you cannot really see what is going on inside, the glass does give an open char-acter. This is exactly what the TUX landmark should be like. To capture the character of the building, a collage was made (Figure 8). This gure does not inlude the ‘Portal to theFuture’ element, but gives a sense of the feeling that the shop should evoke.

The design and character of the TU Delft Library can be translated to a smaller scale shopby taking a close look at its structure and shape. By making the dimensions a little moreextreme than the original library, the building really stands out. Figure 10 shows a renderof the design of the shop concept. Although there are some dierences in the shape and

structure, a lot of similarities can be found between this shop and the TU Delft Library.

PlanningSince the train tracks will be underground in 2015, the location of the shop will probablybe a working area up until then. Construction can be done while the location is still openand chaotic, but the opening of the store should wait until most of the tunnel is done.Therefore, the planning is to open the store in the beginning of 2016, so it can be one of the rst nished buildings (the station is not fully nished yet by that time) in that area.

Figure 9: TU Delft Library Figure 10: Shop Design

Figure 8: Character of the design





EmbodimentDescribing the concept in more detail will be done in the following paragraphs by pre-senting dierent elements of the design. On a rst level, the elements are seperated inthe exterior, interior and pop up store. These are again split up in for instance materials,lighting, dimensions etc. so all the details will be covered.

The BuildingAs described before, the exterior of the shop is mainly based on the TU Delft Librarybecause of its character and architecture. However, by implementing a round staircasetogether with a narrow hall and a blocking wall, the visitor is guided deep into the storewithout exactly knowing what he/she steps into. This transition is a methaphore for pass-ing the ‘Portal to the Future’.

Dimensions

Because of the stairs, the ‘ground oor’ is actually positioned 2 meters underground.Thereby the visitors on the ground oor will only be able to look outside if they look up.This is done to emphasize the idea of stepping into a dierent world (further explainedin Interior). As can be seen in appendix C, the dimensions of the building are 6 meters inheight (of which 4 above ground), 6 meters in width and 13 meters in length.

Materials

The front wall of the shop lightweight concrete panels can be used, due to their minimalweight and the resulting positive thermal insulation properties, which permit rapid, en-ergy saving and cost ecient building.

The construction is made of welded steel frames with Smartglass installation. Smartglassis electrically switchable glass or glazing which changes light transmission propertieswhen voltage is applied. Therefore, the transparency of the glass sheets can be changeddepending on the situation. As the images on the right show, some of the glass panelsare switched to ‘transparant’ and other to ‘opacit’. The visitor will thereby see some of theinterior, but really has to go inside to see everything. Changing patterns captures the in-terest of people that pass by, as well as the visitors inside, since the light will also change.

The roof of the shop is covered with panels composed of two galvanised steel sheets andinjected foam PUR or PIR in between. These panels can easily and simply be erected andcan be xed through the supporting structure.

Lighting

Dierent sources of light will be used to create the ‘experience’ in the shop, since it canhave much inuence on how the theme is delivered in addition to its regular purpose.Although the store will be closed at night, the building can still stand out by using for in-stance lights, and people will still be attracted to look at the building. The lighting on theoutside of the building will be described on the next page.

Figure 12: Material for panels and roof

Figure 11: Exterior of the TUX





Light sources in the exterior of the shop are:• Light projection on the roof with main application of lighting up the building after

11pm and secondary application of providing video projection during special occa-sions and events.

• The glass structure, which has the most exposure to trac ow next to the station isedged with the name of the shop both to make it easier distinguished from its sur-rounding as well as being associated with the brand of the identity of TU Delft. (Figure13)

• 24 pieces of in-ground linear LEDs illuminated tiles are needed to ll the gap betweenthe ground and the exterior walls (Figure 14). With the aim of this lighting, we try to

detach the building from the surrounding to emphasize the portal theme of the con-cept.• The overall lighting (Figure 16) of the exterior walls is the refraction of the interior

light through the glass with various transparencies. Dierent patterns of transluscentglasses can be achieved by altering the current through them each. This quality cancontribute to the portal concept since it increases the curiosity of the people aroundby not allowing them to see through the store and surprisng them each time with thenew experience from the TU Delft.

• The feeling an unexpected transition to the future is implemented by dynamic light-ing of the stairs, which guided visitors through the entrance of the shop. In the stairs(Figure 15) LED strips provide illumination without glare so it won’t impair night vision.The brightness, which is directly proportional to voltage, is suitable for accent lighting.

Figure 13: Side

Figure 15: Stairs

Figure 16: Overall

Figure 14: LED tiles





Interior The interior consists out of two main elements: exhibition and merchandise (Figure 17).The interior has a fresh futuristic atmosphere accommodating the theme of the exhibition.Above all it is a exible setting in line with the brand identity colours: lots of blue’s, greysand white and an occasional green regarding sustainability.

All the interior elements will be described on the next few pages. Also, things like cus-tomer ow, materials and lighting will be presented in detail.

Overview Figure 18 shows an overview of the space and the lighting inside the shop. As the shop is6 meters heigh on its heighest point, it is possible to create a rst oor. Dierent oors/layers do not only create more space, it also makes the space more ‘exciting’. Visitors willbe triggered to walk up the stairs to see what they can do there, eventually causing themto stay longer. The overall lights, hanging on a panel from the roof, light up the entirearea with soft light. During daytime, most of the light can come from sunlight (on ‘sunny’days) but at night, these lights are also used to create the exterior lighting. The oor areais 78 meters.

Merchandise

Exhibition

2nd foor

Video wall

Video selection

Main stage

Augmented Reality device

Video Portal

Sneak peak

Vending Machine

Merchandise

On-line sales

Figure 17: Overview InteriorFigure 18: Light Overview





Exhibition area

The exhibition area contains several displays and objects, which can be seen in the over-view of Figure 17 and gure 19. In general, information about current projects of the TUDelft, nished research or products, and interesting videos can be seen. This will all pre-sented in such a way that it is interesting for dierent target groups.

A new theme is presented in the exhibition area every few months. Although this meansthat all the information and shown products have to be changed often, this should notlead to rebuilding the entire shop every time. By making use of displays and xtures thatare easily adaptable, the ‘basic elements’ of the exhibition can stay the same. This waythere is also more consistency in the shop: although the theme changes, it will always bethe TU X shop.

Main Stage

The main stage is xed in the centre of the shop space. It is a slightly lifted area on whichone or a couple of big products are presented. Several small display are placed in theexhibition area, surrounding the main stage in the centre. Downstairs as well as on theplatform, visitors can pick one up and get more detailed information about the exhibitedobjects by using ‘augmented reality’. The information pops up as an extra layer on top of the objects the visitor aims on.

This way of getting information is more interactive, and it is easy to make dierent ver-sions for dierent visitors. Children will for example get the information in a playful way,while adults get more detailed information. On a digital display, visitors can select whattype of visitor they are and they can get ‘custom made’ information.

Although the stage is xed, small elements can still be changed for every theme, as wellas the information shown on the digital displays. This way, the exhibition space is exiblefor suiting dierent themes.

1st Floor

A small platform, creating a rst oor, also contains augmented reality displays. Visitorscan take a look at the objects on the main stage from the top as well as get detailed infor-mation about the objects displayed on the glass-platform that hangs on the ceiling (Figure21). Because this is only clearly visible from this oor, visitors will be triggered to walk upthe stairs and thereby stay a little longer in the shop.

The rst oor also has some sitting opportunities. Visitors can select videos and watchthem from a comfortable cushion. As the paragraph ‘Customer Flow’ describes, this areais mainly meant for slow-paced visitors.

Video Portal

The video portal (Figure 22) is the actual ‘Portal to the Future’, showing a live video con-nection with the TU Delft. The connection goes both ways, so visitors can interact withe.g. passing students. The camera at the TU campus is moveable and can thereby switchto dierent places. To make it more interesting, multiple cameras will be placed at thecampus, so every few minutes, the view in the Video Portal can switch to another project

Figure 19: Overview Interior

Figure 20: Augmented Reali ty F igure 21: Augmented Reali ty Upstairs





or space. The shape of the portal is asymmetrical, tting to the frame of the glass of theexterior. If the exterior glass is set to ‘transparent’ (by changing the current), the VideoPortal will also be shown on the outside of the building. This can create interesting or funinteraction between people that pass the building and people on the TU Delft campus.

Video Wall

In the back of the exhibition, dierent screens are placed (Figure 23). Visitors can selectmovies they like and watch them immediately on their separate screen. Headsets areavailable to listen to spoken text or music in de videos, but visitors can also just take alook without the sound.

Underneath the platform of the 1st oor, 6 screens are positioned and on the platformitself there will be 3 more. These screens are 16:9 widescreen LED-televisions. If thereare no visitors selecting specic movies, the screens will display information about the TUDelft and TU X, and general movies about the current theme.

Theme

The exhibition theme will change every two months. Every faculty will take turn in ar-ranging the xhibition and interaction, allowing them to show the best they have got. Thethemes are chosen several months before, to give the faculties time to create/collect nicematerials and to make the themes of the dierent exhibitions vary enough.

An example of the themes that can be selected for dierent faculties can be seen in Figure24.

Merchandise areaThe merchandising area contains dierent displays that enable ordering products onlineand displays in which (some of these) products are presented. Next to that, a small range

of products can be bought in-store through a vending machine (and can therefore bedirectly taken by the customer). The in-store selling point is mainly focused on impulsepurchases.

On.line Shopper

The displays for ordering products online will have a xed position and appearance (Figure24). To attract visitors to these displays, the displays are interactive and playful. Flexibility

Figure 22: Video Portal

Figure 23: Video Wall

Figure 24: Exhibition Planning

AE

20172016

JANFEB

RenewableEnergy

Operationin RailwayNetwork

VirtualReality

Exposure

Designfor FutureProduct

NextGeneration

InfrastructuresIntelligence

SustainableArchi-

tecture

Avionics

MARAPR

MAYJUN

MAYJUN

JULYAUG

SEPOCT

NOVDEC

JANFEB

CEG BKTNW IDEEEMCS TPM 3mE

Figure 24: on.line





is desired in order to show for instance ‘popular products’ for each theme, or productswith special prices. This can be done by showing real products, but also by implementinga digital screen.

The on.line shopper is positioned horizontally and vertically, on dierent places in thefront part of the shop. Some are placed against the wall, others are more in the open. Thedisplay shown in gure 24 is how the touch-screen will look like. Popular products areshown, and dierent categories are presented to the user to make the decision proceseasy and fast. Dierent languages can be chosen to serve people from dieren nationali-ties.

Vending Machine

The in-store selling point is for stimulating impulse purchasing and to give visitors thefeeling of a ‘museum-shop’. Visitors are thereby more tempted to buy a small souvenirfor fun and as a sign of acknowledgement towards the ‘museum’. Flexibility is necessaryto adapt the products to the current theme, trends and time of year (e.g. solar poweredproducts in summer vs. Senz umbrellas in autumn). Because there is no cash desk in theTU X shop, a vending machine would t best (Figure 25 and Figure 28). This interactivevending machine lets its products rotate freely. You can pay electronically at the side andopen up your paid door like an old fashioned Dutch snackbar “automoatiek”. The vendingmachine is playfull and very dierent from other vending machines, inviting people to playwith it and thereby buy products.

Products

The TUX store oers two ways to purchase the products. The rst is online purchasing

through a digital interactive screen specialized for online shopping, and the second isgeting the product from the vending machines located at TUX store and the pop.up shop.

1. Vending Machine: It contains the souvenirs that has a coherent design with the cur-rent exhibition theme. TU Delft will source the products from inexpensive suppliersand brand the product with TUX logo. The price range between 5 to 25 Euro. Dierentproducts are shown in Figure 26 (right).

2. Online Sales: The products oered in TUX online store are: 1) Current TU Delft mer -chandize, and 2) Products designed by TU Delft alumni companies or a graduationproject, for example Senz Umbrella. Examples of products can be found in gure 26(left).

The pricing can be found in Appendix D.

Figure 25: Vending Machine

Figure 26: Products





Customer fow

It is important to take the dierent types of visitors into account. Whereas one visitor isonly able to spend a couple of minutes inside another just missed his/her train and islooking for a way to spend 30 minutes.

MERCHANDISINGMERCHANDISING

EXHIBITION CENTREEYE-CATCHER

EXPOEXPO

GENERAL INFORMATION

ABOUT TU DELFT

KNOWLEDGE AREA

SLOW-PACED

MEDIUM-PACED

FAST-PACED

Figure 1 - Circulation

The fast-paced visitor has got limited time and will mainly walk throughresulting in a general impression of the exhibition. After a few minutes of looking around, this type of visitor will go back through the merchandisingarea to the exit of the shop.

The medium-paced visitor will cross a larger area; this group is guidedthrough the exhibition area, where they can take a close look at thedisplays, short movies and objects that are placed. This group is stimulatedto stay and learn more by interacting with the products by augmented realityand a live video portal with the TU Delft itself.

The slow-paced visitor will spend more time and end up in the back of theshop. In this part, a ʻknowledge areaʼ is implemented, in which the visitorscan select lectures or videos of and watch.

one visitor is only able to spend a couple of minutes inside, another justmissed his/her train and is looking for a way to spend 30 minutes.





Materials

The materials used in the interior are based on Delft Blue and Future patterns, but then im-plemented in a modern way. Figure 27 shows the patterns used on the 1st oor (squares)and the patterns on the ‘underground’ part of the walls (stripes). The main stage and otherwooden components are made from medium density breboard, and will be laminatedwith dierent colors of blue. The oor is made from epoxy concrete, giving a long lastingsemi-glossy oor in a nice dark grey color.

Lighting

The main lighting was described before in the introduction of the interior. Some highlightsare made by using blue LED strips, like shown with the stairs of the exterior. These LED’swill be implemented in the interior stairs, but also as circles on the ground and in the plat-form on the ceiling (see for instance Figure 19 and 21). Figure 29 shows some more detailsabout the ambient lighting and task lighting.

Moods

The light and theme of the exhibition will of course inuence the ‘mood’ or character of the interior a lot. However, sound or smell can also have much inuence on the way visitorsfeel. Because the idea is that visitors really experience the ‘TU Delft, Future’, they have tobe involved with what they are seeing. Using relaxing music with some futuristic soundsevery now and then, will help to get the full experience.

Sound is also very recognisable. Visitors will remember the sound after they leave or as-sociate similar sounds to their ‘TU Xperience’. It is important to be able to adjust the sound

when necessary, as a crowded shop will need dierent sounds and volumes than an almostempty one.

Figure 27: Patterns and Tiling Figure 28: Vending Machine in Interior

Figure 29: Light Details Interior





Pop.Up StoreThe pop.up store is part of the tool Adjacency, and will be presented on the followingpages.

The objective of this toolkit is to stimulate selling or improving the rooting through theshop. TU Delft main product is the knowledge, however, the product can generate therevenue is the product that designed by TU Delft’s alumni or, TU Delft corporate productfor example gift and souvenir. For that reason, the store have to oer the experience or

knowledge to the customers, make them involved, then they will willing to buy the productthat are related to their experiences.

Positioning on store experience

TU Delft = Expertise Brand

• Inspire/educate/deliver knowledge• Customer visit the store to gather knowledge/info• Visual merchandising a lot attention is paid to product information• Product presented in such any the customers think of ideas on how to use them• Infomation enclosed to product added extra value• Not only make a better choice but gain additional knowledge and idea like a library/

training center• Enhance brand history and credibility• Employee that work in the store has to is an expert in their eld for example, when

there are an exhibition fromAero Space engineering: the student from that faculty willbe in charge of the store opraation.

For that reason, the store and pop-up store lay out were designed as the straight plan.As we want the custmers or visitors directly access the store from the front to the back of store, therefore they are able to see all the exhibition and participate the activities pro-vided in the store. As display in the oor plan on the rigth side (the yellow line display thecustomer circulation), the visitors can enter the store from both side, while they are pass-ing the entrance they will see TU Delft information interactive wall and also the vendingmachine that sell the small souvenir or product designed by TU Delft.

Then, they will enter the exhibition area in the store: they are surrounded by the inter ac-tive wall on the right side, the video presentation of the new dicovery or knowledge, andthe product display island on their left hand. Each month the theme of the exhibition willchange and rotated. Every faculty in TU delft will take turn in presenting the new innova-tion and knowledge. Therefore the product displayed on the island will be changed ac-

cording to the main theme.

In sum, adjacency for TU Delft store is the design the enhance the ow of the activities, asone activies can connect to one another and draw the visitors attention to circulate throughthe entire shop. Outside and inside activities and ows are connect and stimulate the visi-tors to experience all the interaction that oered in the shop.

Product Display

Interactive Exhibition Wall

V e n d i n g M a c h i n e

Product Display



Circulation





Section Section

Interactive Wall

Products Display

Vending Machine

POP-UP StoreSize: W 2.44 x H 2.59 x L 6.06 m(Maximum height 4 m)Cost: 1,200 Euro/unit

Commercial

Education

Exhibition

WHY POP-UP STORE?

Regarding to the current problems, advantagesof a pop-up shop t the requirementsof TU Delft.- Mobility and accesibility- Aordable: low production and xed-cost- Attractive: Due to its spontaneous action(only open at particuar time, makeit more special), therfore, it ts the target(technology-oriented, up-to-date).

What (Product & servie)

The store wil has only the souvenir productsthat related to the current exhibition theme.

The design product can be purchased onlyonline.

The shop has two main activities;1) Exhibit the knowledge: high interactive

with customers2) Merchandising:TU Delft Souvenir i te vendingmachine





Interactive Wall

Interactive Wall

Products Display

ProductDisplay



ProductDisplay



Side View Side ViewBack Side

Floor Plan

Front View

Vending

Machine

Vending

Machine

Outside interactive wall:Broadcast live activitiesin TU Delft

Objective of this toolkit is to controlthecost efficiency and maintain the theoverallbrand image. Modularity alsoenahce the consistency of designingthe corporateimage. For example,McDonald has the same furniture,material selection, andpackaging design as every storearound the world.

For TU Delft shop, the modularitystarted from the design and selectionof thematerial, furniture and electron-

ics (that used for the presentation, forexample television, speaker). All theitems will also used in the pop-upshop. The pop- up shop is designedfrom the module of the standard20- feet cantainer. The standardcontainer 20 foot (W2.44x L6.06 xH2.59 m) is considered inexpensive asthe starting price 1,200 Euro percontainer. And the pop-up shop can beconnect and combine to create a biggerstore in the case that TU Delft needsmore ehibition and merchansing space,for exaple, joining the international ornational event.

Moerover, the pop-up store’s structuredesign to be easily taken apart,shippedand reesmbled anywhere in theNetherlands: easily transported by a

truck or train. All assembly should becomplete in 2 hours.





Where (Location)- The squares located in the center of shopping area where a lot of peopleand activities.- In front of train station of medium sizetowns or cities.- National attractions (science- related):

Nemo museum, Kuekenhof.Every TU Delftmobility shop will has its own them, forexample, marine science theme wil beat Nemo mesuem.

TU X App

TU X application is provided in TU Delft web-site for free. Eeryone can download to theirsmart phone.

The application will keep updated news about

the theme of the exhibition and the locationof the pop- up shop. It’ll part of online tool topromote the TU X main store and create abuzz anong people.





POP-UP Shop (Developement)





BrandingHaving a clear identity is important to communicate the brand to TUX’s target audience.We distinguish TUX brand with TU Delft to emphasize the experience but not leaving farbehind TU Delft’s corporate image and guidelines.

Logo and colors

In the gures on this page, dierent versions of the TUX logo can be seen.

The shape of the logo is derived from the TU Delft logo, but has beenchanged slightly to make it t with the Xperience part. In addition to thelogo, the phrase ‘exhibition & gifts’ and ‘Xperience the future’ can beadded to communicate the message more clearly.

Guidelines for the logo:1. Use conguration A for promo materials (with a tagline)2. Use conguration B in stores, visual interface3. Use conguration C for large space and peripherals4. Use conguration D only when needed to communicate TU Delft

Next to the logo, which contains the ‘TU Delft Cyan’, additional colors canbe used in the banners, poster or other merchandise.

exhibition& gifts


C 100 R 0

M 0 G 166

Y 0 B 214

K 0

C 0 R 0

M 0 G 0

Y 0 B 0

K 100

C 0 R 255

M 0 G 255

Y 0 B 255

K 0

Technology

CreativitySustainability

Future

Golden Ratio Proportion

exhibition& gifts


exhibition& gifts

exhibition& gifts


Lucida Grande

The Quick Brown Fox Jumps Over

The Lazy Dog1234567890!@#$%^&*()-+=[]{}?><,./\|

Typography

Logo

Logo Configuration Awith tagline

Logo Configuration B

Color Guide

Brand Awareness

PORTAL TO THE FUTURE

Experience Economy

CHALLENGE

THE FUTURE

Sustainability

Creativity

Technology

n

ChallengetheF uture

exhibition&gifts

X p e

r i e n c e

t h e

f u t u r e

exhibit ion

& gi fts

Banner





n

hn

High Differentiation

Premium Pricing

Low Differentiation

Market Pricing

FUNGIBLE

TANGIBLE

INTANGIBLE

MEMORABLE

Pine & Gilmore (1998)

commodities

manufacture

service

experience

EXPERIENCE

EVOKING EMOTIONSAND LEAVES MEMORIES

CO-CREATEDWITH ACTIVECUSTOMERS

INTERACTION SHARING

ELEMENTS OF EXPERIENCE

ELEMENTS OF EXPERIENCE

STRONGTHEME

CUES TO SUPPORTTHE THEME

NEGATIVES CUEELIMINATED

ARTEFACTS TOREINFORCETHE MEMORIES

ALL SENSESSTIMULATEDAND EXPLOITED

ACTIVEPARTICIPATION

Pine & Gilmore (1998)

ChallengetheFu ture

h i i i ni

exhibition

& gi fts

Uniform

Retail BiodegradableBag

Packaging

Clothes and Packaging

The employee in the TUX shop, will wear the clothes shown in the gure on the left. It isconsidered to print the logo also on the packaging, in order for people to walk aroundwith the logo and take a part of the TU Xperience home.





Conclusions Recommendations

Despite the fact that we tried to take in account most parts while designing the experience,there is always room for improvement. There are a few recommendations we have forfuture research.

The most important participating organization in this concept is the TU Delft, at rstvery enthusiastic later on a bit more set back. They are nancing most of the project and

money is a big issue within this project. The project will probably cost a lot of moneyand will not gain a lot of interest from everyday sales. In short, the nancial plan issomething that should be really taken a good look at. But in the end it also goes, that if you just want it bad enough and work hard you will nd someone to participate. There aresponsor possibilities on every faculty of the university as well as more involvement fromthe municipality and maybe subside budgets. Maybe some down scaling and movementof the concept is necessary, like for example inside the old station building, the project isfeasible. There are more possibilities to gain money by selling products.

In general, more parties could and should be involved regarding the realization of theproject. Project developers and architects to increase the coherency within the newSpoorzone. The municipality is needed for further conrmation and possible budgetincreases. The more parties that will get involved in this project, the bigger the chance of success.

It can be briey concluded that having a shop with an outstanding design, as a part of theuniversity in delft city will bring the technology and new ideas developed in TU Delft intopeople’s daily life. On the other hand, we’ make a landmark close to the station, which islikely to enhance the awareness of citizens about what it is going on in this university andeventually contribute the brand image of TU Delft.

Having a shop to promote TU Delft is mostly about the kind of experiences, however,merchandising should be included as a source of revenue for both the university andthe shop. The way we addressed the TU Delft experience is to put a bit of what canbe interesting for citizens from all happening in the university in tangible and practicalforms not only to trigger them to buy things home but also to increase their commonknowledge. Since the station will become a place focussing more on retail rather than just the transportation, it is an easy accessible area for tourism and business, which canbroaden its targetgroup and reputation outside the city.

The design of the shop seems feasible and exible for the aim, plus it contributes to theimage of the university as a reference for new technologies people can expect to see inthe future. We are looking forward that this experience helps improving the individualbehaviour in terms of sustainability, as it is a big part of the TU Delft global image.





Appendix A

Interview with Shop Assistant & Products

1. Textile2. Kids3. Oce & Convenience4. Outside5. Premium & Gadget6. Solar7. BlueDot





Appendix B

Selection of Idea Sketches

TU X

Fluid

Continuous

ChallengingFuture

Technology Innovation Creativity

DynamicSustainable/Adapting

Nano Art & Design

IDEASPrometheus Flame ;

Dynamic

Sustainable/Adapting

NanoArt & Design

Nano Fiber

Glass Window

Nano Fiber

Structure

Interactive

Wall with

movement

sensor, equipped

with touch

screen display

The Idea will likely the same, if it’s going to be placed inside the station building. Only adjusting its scale, masses and dimension.





Appendix B

Selection of Idea Sketches

Video Portal





Appendix C

Dimension Sketch

3





Portable solar wind turbine

Product

Window bird Feeder

E-consumption monitor

Solar mobile charger

Solar bulb

Solar Powered mini-car

BBQ Paper Briquette Maker

Solar powered DIY toy

25 Euro / 100 pcs

Wholesales Price

17 Euro / 100 pcs

45 Euro / 100 pcs

8 Euro / 500 pcs

4 Euro / 1000 pcs

1.5 Euro / 100 pcs

15.8 Euro / 100 pcs

5 Euro / / 100 pcs

50 Euro

Sales Price

35 Euro

95 Euro

15 Euro

9 Euro

7 Euro

32 Euro

12 Euro

Appendix D

Prices of products

final report design for retail tux

Documents