portfolio _ martina krausová
DESCRIPTION
Martina Krausová [email protected]TRANSCRIPT
CONTENT
2
- BIOGRAPHY / pages 3-4
- OWN PROJECTS / pages 5-21
- COOPERATION WITH COMPANIES / pages 22-28
- PRODUCT DESIGN / pages 29-31
- FULL PROJECT / pages 32-56
- TECHNICAL DRAWINGS / pages 57-63
3
BIOGRAPHYMartina Krausová
Czech
Hammerum Hovedgade 7, 7400 Herning, Denmark
+45 50 24 46 81
9th February 1990
VIA University College / TEKO Design & Business – Herning / Denmark
- study programme Retail Design
Higher Professional School of Applied Art- Prague / Czech Republic
- study programme Interior Design
Czech Technical University in Prague
- study programme Architecture and Building Engineering
Secondary School of Applied Art- Prague / Czech Republic
- study programme Furniture Construction and Production
International exchange program Leonardo- Örebro / Sweden
Sales consultant- Hanák Forum
- sales consultant for living rooms, bedrooms and children´s rooms
- visualizations for clients in 3D program Kitchen Draw
www.hanak-forum.cz
Collaboration with the architectonic studio Glenn Architekti- architectural
- visualizations for clients in 3D program Rhinoceros (commercial and private spaces)
www.glennarchitekti.cz
Collaboration with the interior studio Dum Design / Vladka Kaderabkova
- visualizations of private spaces for clients in 3D program Rhinoceros
www.dumdesign.cz
Collaboration with the bathroom studio Chameleon Design
- visualizations of products (furniture to bathrooms) in 3D program Rhinoceros
www.chameleondesign.cz
Collaboration with the architectual studio MK Studio Design
- vizualizations of the sales booth for Philips (Rhinoceros)
- technical drawing for furniture production (AutoCad)
www.mkstudio.cz
Collaboration with the Association of Czech Cooks and Confectioners under the auspices
of Nestlé
Jakub Turek (architecture, interior design, furniture design and graphic design)
- design and creation of furniture formation
Name:
Nationality:
Adress including postal code:
Mobile phone including countr code:
E-mail:
Date of birth:
Education:
8/13 - still
9/10- 6/13
9/09- 6/10
9/05-6/09
Exchange programs:
2/08-3/08
Trade proficiency:
8/11- 7/13
12/12-still
3/12-5/12
7/10-10/10
5/10-6/10
2/10-3/10
6/07-8/07
4
BIOGRAPHY
Barmaid Cafe SP (Bubenske nabrezi, Prague / Czech Republic)
Supervisor and catering of „Club Seats“- Sazka Arena/ O2 Arena
(most modern multipurpose arena in the Europe)
Telephonist of NMS
Waitress in hotel Swing at Lipno / Czech Republic
Waitress and barmaid in restaurant “U Ševce Matouše”- Prague / Czech Republic
Telephonist of Call Centre GfK (Growth from Knowledge)- Prague / Czech Republic
Private English courses
English course- Oxford Tefl
www.oxfordtefl.cz
Figural drawing- organizer: Higher Professional School of Applied Art and Secondary
School of Applied Art- Prague / Czech Republic
Drawing course- Haf Studio (Art School)
Courses of Jazz Dance, Modern scenic dance, Ballet, Hip-Hop - Dance School Emotion
www.studioemotion.cz
English Upper Intermediate
Danish Beginner
Rhinoceros & V-Ray
Autocad
Word, Excel
Adobe InDesign, Photoshop, Illustrator
Sketch Up
Culture, Design, architecture, art, sport (Fitness, Squash) and books
communication with people and meeting new people
World Cup Modern 2006, Small group adults, 3th place-
Boston Massachusetts USA
Other trade proficiency:
10/09-5/10
9/06-4/10
9/09-10/09
6/08-8/08
6/07-8/07
5/07-6/07
Courses:
3/13- 7/13
3/13- 6/13
9/06- 6/07
9/06- 6/07
8/93- 12/06
Language:
Knowledge of PC programs:
Interests:
7/08-8/08
user knowledge
user knowledge
user knowledge
beginner
beginner
5
STORE DESIGN - matas men
THE CONCEPT STORE FOR MATAS
THE NEW CONCEPT FOR MATAS FOCUS ON MEN COSMETICS PRODUCTS
DECEMBER 2013
6
STORE DESIGN - matas men
7
POP-UP EXPERIENCE
THE POP-UP EXPERIENCE FOR TON a.s.
THE POP UP EXPERIENCE FOR THE TON (BENDED FURNITURE)
SEPTEMBER 2013
8
POP UP EXPERIENCE - ton
9
KINDERGARTEN
THE KINDERGARTEN / study
THE KINDERGARTEN INTERIOR DESIGN
MAY 2013
KINDERGARTEN
10
READING ROOM
THE READING ROOM TAPATAN
THE READING ROOM DESIGN FOR THE COMPANY TAPATAN
MARCH 2013
11
READING ROOM
12
SHOP U:FON
THE SHOP U:FON
DESIGN OF THE SHOP FOR THE PROVIDER OF WEB CONNECTION U:FON
JANUARY 2013
13
SHOP U:FON
14
SHOP MONTEREY
THE SHOP MONTEREY
DESIGN OF THE SHOP FOR THE COMPANY MONTEREY (GOLF EQUIPMENT)
NOVEMBER 2012
15
SHOP MONTEREY
16
HOTEL OLSANKA
THE HOTEL OLSANKA
INTERIOR DESIGN OF THE APARTMENT AND THE SINGLE ROOM IN THE HOTEL OLSANKA
MARCH 2013
17
HOTEL OLSANKA
18
OFFICE FOR MANAGER
THE OFFICE FOR MANAGER
DESIGN OF THE OFFICE FOR THE MANAGER OF THE WINE COMPANY
FEBRUARY 2013
19
OFFICE FOR MANAGER
20
DINNING ROOM
THE DINNING ROOM
DESIGN OF THE DINNING ROOM FOR THE POLICE ACADEMY IN PRAGUE
NOVEMBER 2011
21
VILLA - exterior
THE VILLA FOR THE TOP STATESMAN OF THE CZECH REPUBLIC
COLLABORATION WITH THE ARCHITECTONIC STUDIO GLENN ARCHITEKTI
FROM MARCH 2013 TILL NOW
22
VILLA - interior
23
VILLA - interior
24
ENTRANCE
25
THE ENTRANCE
VISUALIZATIONS OF THE ENTRANCE FOR FUTURE RECONSTRUCTION
COLLABORATION WITH THE ARCHITECTONIC STUDIO GLENN ARCHITEKTI
SEPTEMBER 2013
SHOP - defo furniture
26
THE ENTRANCE
VISUALIZATIONS OF THE SHOP DEFO IN THE SHOPPING CENTRE WHITE SWAN - PRAGUE
COLLABORATION WITH THE ARCHITECTONIC STUDIO GLENN ARCHITEKTI
SEPTEMBER 2013
FURNITURE TO BATHROOMS
27
THE FURNITURE TO BATHROOMS
VISUALIZATIONS OF THE PRODUCTS FOR WEB SHOP
COLLABORATION WITH THE BATHROOM STUDIO CHAMELEON DESIGN
JULY - OCTOBER 2010
EXHIBITION STAND
28
THE EXHIBITION STAND
THE EXHIBITION STAND FOR THE COOKING COMPETITION IN SINGAPORE 2010
COLLABORATION WITH THE ASSOCIATION OF CZECH COOKS AND CONFECTIONERS UNDER THE AUSPICES OF NESTLE
FEBRUARY - MARCH 2010
DUMB BUTLER
29
THE DUMB BUTLER
DESIGN OF THE DUMB BUTLER FOR COMPETITION
MUUTO DESIGN AWARD 2013
OCTOBER 2013
SIDE TABLE
THE SIDE TABLE
YEAR WORK
DECEMBER 2007
COAT STAND
30
THE COAT STAND
DESIGN OF THE COAT STAND FOR COMPETITION
MUUTO DESIGN AWARD 2013
OCTOBER 2013
EXHIBITION STAND
THE EXHIBITION STAND
DESIGN OF THE STAND FOR LEVIS
APRIL 2013
FRUIT BOWL
31
THE FRUIT BOWL
DESIGN OF THE FRUIT BOWL FOR COMPETITION
MUUTO DESIGN AWARD 2013
OCTOBER 2013
HOW I WORK
matas men 2013
Here is an example
of my project
from first idea
until final visualizations...
32
CONTENT
- CONTENT / page 33
- TECHNICAL REPORT / page 34
- RESEARCH A) MEN & CARE / pages 35 - 37
B) FAVOURITE PRODUCTS / page 38
C) TARGET GROUP / page 39
D) MATAS / page 40
E) STORE / page 41
F) FORM / page 42
- PROBLEMA) SHOPPING MEN vs. WOMEN / page 43
B) PROBLEM TREE / page 43
- SOLUTION- SPACE DIVIDING / page 44
- CONCLUSIONA) GROUND PLANS / pages 45 - 52
B) FRONT VIEWS / pages 53 - 54
C) VISUALISATIONS / pages 55 - 56
33
TECHNICAL REPORT- PLACEOur shop is situated at the pedestrian zone in the city center. We did not choose a specific city because we are thinking that
this store idea could be used everywhere, where is request for this kind of the shop. This idea could be also used in shopping
centers or shopping malls. If will be shop the situated in shopping center or shopping mall we do not to think about the back-
ground for the employees because usually shopping centers contains bathrooms, cloak rooms and dinning rooms for staff.
- COLORSWe are using colors which Matas using right now. We took colors from the logo – white and blue and colors from the Matas
Club card – tones of grey. Like accent is in the space orange color which Matas use on the Men packaging. Floor is made from
spatula with effect of the concrete. Whole idea is make light space in calm colors because products have different colors. We
want to take up products because products are in this kind of the shop like trophies.
- EQUIPMENTEquipment in the shop is atypical because we want to make unique and extraordinary space. We decide to make organic furniture
(based on our reseach) with the lighting shelves which make products more eye-catching. Bottom part of the “shelves” is with
light in the blue color.
- STAFFSThe space of the shop is designed for two employees who will be cashiers and they will also work like the advisers and prod-
uct specialists. We made for the staff background with the bathroom, kitchen and the cloak room where they could change and
leave their clothes. Equipment in the background is typified and is not part of this project.
- ILLUMINATIONWe are using three kinds of the illumination. First are the troffers in the ceiling, second one is blue lighting in the bottom part
of the shelves and the third one are lighting shelves. All illumination brings together light and extraordinary space.
- STORAGEWe are thinking that more clear look of the shop is when, are not all products in the shelves. We decided to make storage
where will be keep rest of the products. Storage is furnished with the typified racks which are not part of this project.
34
RESEARCH MEN & CARE
QUESTIONARIES ONLY FOR MEN: - WHICH COSMETIC PRODUCTS FOR WOMEN WOULD MEN TRY
- HOW OFTEN MEN USE COSMETIC PRODUCTS
- WHICH COSMETIC PROCEDURES MEN DO
- FAVOURITE COSMETIC BRAND
- WHERE MEN BUYING COSMETIC PRODUCTS
- WHO IS BUYING COSMETIC PRODUCTS FOR THEM
MEN RESPOND:- DURING OCTOBER AND NOVEMBER 2013
- ON-LINE QUESTIONARIES
- NUMBER OF PARTICIPANTS: 50 FROM NORTHERN EUROPE AND 50 FROM MIDDLE
EUROPE; AGED 30-58
QUESTION No.1Imagine you wake up in the morning and for one hour only you are a woman.Would you take an hour to try cosmetic products for women?
QUESTION No.2If you answered, that you would try SOMETHING or EVERYTHING, name one product you would like to try.
NORTHERN EUROPE
27%
46%
27%
Not try anything Try something Try everything
MIDDLE EUROPE
41%
54%
5%
Not try anything Try something Try everything
Eye-pencil
Face pow der
Manicure / pedicure
Face cream
Hairbrush / hairdryer
Hairspray
Eyeshadow
Depilation
Perfume
Lipstick
Mascara
Make-up
Middle Europe Northern Europe
MEN ARE MOST EXCITING FROM MAKE-UP, MASCARA AND LIP-STICK!
ALMOST EVERY MAN WOULD LIKE TO TRY SOME COSMETIC PRODUCT FOR WOMEN!
Northern Europe – data from TRY SOMETHING - 46%
Middle Europe – data from TRY SOMETHING - 54%
35
NORTHERN EUROPE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Combing hair Styling hair Beard trimming Underarm hair
removal
Chest chair
removal
Whole body
hair removal
Eyebrow
correction
Hair coloring
Daily Sometimes Never
RESEARCH MEN & CARE
QUESTION No.3How often are you using these products?
MIDDLE EUROPE
Soap
Shampoo
Deodorant spray
Perfume
Deodorant stick
Mouthw ash
Hand cream
Shaving balm
Hair gel
Cologne w ater
Face cream
Lip balm
Conditioner
Body lotion
Hair loss
Self tanning lotion
Daily Sometimes Never
NORTHERN EUROPE
Soap
Shampoo
Deodorant spray
Perfume
Deodorant stick
Mouthw ash
Hand cream
Shaving balm
Hair gel
Cologne w ater
Face cream
Lip balm
Conditioner
Body lotion
Hair loss
Self tanning lotion
Daily Sometimes Never
QUESTION No.4How often do you do the following activities?
MIDDLE EUROPE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Combing hair Styling hair Beard trimming Underarm hair
removal
Chest chair
removal
Whole body
hair removal
Eyebrow
correction
Hair coloring
Daily Sometimes Never
MEN DO NOT USE HAIR CARE PRODUCTS TO AVOID HAIR LOSS!
MEN ARE NOT SO INTEREST IN COSMETIC AND BODY CARE!
36
RESEARCH MEN & CARE
QUESTION No.5Some men go periodically to a solarium sauna etc. please mark where you have been at least once.
3%
3%
7%
10%
24%
43%
71%
9%
9%
27%
9%
27%
82%
91%
Image consultant
Cosmetician
Manicure
Pedicure
Solarium
Massage
Sauna
Middle Europe Northern Europe
NORTHERN EUROPE
5%
6%
6%
7%
8%
15%
15%
18%
20%
212
Shisheido
Cerutti
Clinique
No favourite
Matas
Nivea
L´oreal
Gilette
MIDDLE EUROPE
2%
3%
3%
3%
3%
4%
4%
5%
7%
11%
13%
L´oreal
Gilette
Old Spice
Orif lame
Hugo Boss
No favourite
Str8
Axe
Avon
Adidas
Nivea
IT IS NORMAL TO MEET MEN IN COSMETICIAN OR PEDICURE SALOON!
MEN MOST FAVOURITE COSMETIC BRANDS ARE NOT EXPENSIVE ONE!
QUESTION No.6What is your favorite cosmetic brand?
QUESTION No.7Who buys cosmetic products for you? (Multi choice answer)
3%
1%
2%
13%
24%
27%
30%
54%
5%
5%
50%
35%
32%
42%
60%
72%
Others
Shopping with girlfriend / boyfriend
I buy myself (Internet)
Mother
Girlfriend / Boyfriend
I buy myself (superstore)
Receive as a gift
I buy myself (chemist)
Middle Europe Northern Europe
IS IT REALLY MAN WHO IS BUYING COSMETIC PRODUCTS?
37
38
OBSERVATION FAVORITE PRODUCTS
OBSERVATION MEN PRODUCTS: - FAVORITE MEN COSMETIC PRODUCTS
- HOW DIFFERENT ARE FAVORITE COSMETIC PRODUCTS IN NORTHERN AND MIDDLE
EUROPE
MEN RESPOND:- DURING OCTOBER AND NOVEMBER 2013
- PHOTO OF MAXIMUM 5 FAVORITE COSMETIC PRODUCTS
- NUMBER OF PARTICIPANTS: 5 FROM NORTHERN EUROPE AND 5 FROM MIDDLE
EUROPE; AGED 30-58
MIDDLE EUROPE
20% 20%
12% 12%
8% 8% 8% 8%
4%
0%
5%
10%
15%
20%
25%
Perfume Face cream Deodorant
sprey
Shaw ing
foam / gel
Shampoo Deodorant
stick
Show er gel After shave
gel
Mouthw ash
NORTHERN EUROPE
28%
16%
12%
8% 8% 8%
4% 4% 4% 4% 4%
0%
5%
10%
15%
20%
25%
30%
Perfu
me
Deo
dora
nt s
tick
Not
hing
Sham
poo
Body lo
tion
Beard
trim
mer
Mou
thwas
h
Cle
ansing
gel
Face c
ream
Shower
gel
Hai
r gel
RESEARCH TARGET GROUP
At the beginning was our target group JUST “middle aged men” but after all the research we
realized that it is not just a man who is buying cosmetic products for him. Men receive cos-
metic products as gifts from their wives, girlfriends and mothers. That brought us again at the
beginning because we can not afford to loose these customers.
Women have different thinking and different way of shopping. They are buying impulsively but
also with the shopping lists. Women are, compare with men, more focus on prices, sales and ad-
vertisement. We decided to make shop just with men cosmetic products but with disposition which
will be good for both genders – way how they are shopping.
Our concept store is focused on Northern Europe, because our project is connect with Nordic
company Matas. We are thinking, that this idea, make shop just with men products is really good
because actual disposition of Matas are not comfortable for men – usually small part in the cor-
ner of the shop.
We are thinking that most important for shopping are middle aged men because they know their
actual needs. Middle aged men also already have background – job, carrier, family. Man in middle
age has own identity and style – unique. Men in this age are success and they have higher work
positions – higher salary. With more money could our customers afford better quality products
(brand products). For these men are real shops still nnecessary because they are not so impact-
ed by technologies and they are still shopping more in shops instead on the Internet.
Our clients are also younger men which are more focus on their visage. Younger people are also
more risky (trying new brands, products) because they want to be more extraordinary. For young
people, is shopping on the Internet more known, but they also needs to try new products in real
(perfumes etc.)
39
RESEARCH MATAS - BRAND, COLORS, COMPANY
Matas is a Danish based business, founded in 1949, that operates a chain of drug stores
across Denmark. The store’s motto is “Good Advice Makes the Difference”. Matas also sells
personal hygiene products and other home goods. The main types of merchandise sold in stores
are make-up products and cosmetics, such as hair colouring, lipsticks and rouge. Other things
sold by the retailer include: vitamin supplements, herbal remedies (such as ginseng extracts),
and liquorice root.
DECEMBER 2011
- lighting shelves - attractive products are more visible / better promotion for all products
- communication between customers & shelves - lighting + labels for every product
- strong idea and concept
- one from the best matas shops
- flagship store for health & beauty
- combination of shopping experience & peace
- interesting and innovate shop
- latest solution of merchandising
- interesting solution
WEB SHOP - SECTION FOR MEN
- white, grey, green and beige/cream colors
COLORS
- bright colors - white, beige, cream etc.
- tone of blue (logo) like accent
- natural colors
. strong lights (quantity & different intensity)
LIGHTING
- shelves with lights
- better product promotion
- more visible
- attracting customers from street
LOGO
- blue & white color
- curves in the logo
- clear & simple
COPENHAGEN SHOP
- the most important one
- the best known
- focus on selling perfumes
- atmosphere of shopping mall
- light, bright
- friendly atmosphere
- good way of showing products
CLUB MATAS
- blue and grey
- blue and white
- tones of red and pink
PRODUCTS
- own series of cosmetic products
for men & women
- choice between expensive and
cheaper products
40
RESEARCH STORE
41
RESEARCH FORM
42
PROBLEMSSHOPPING MEN vs. WOMEN PROBLEM TREE
43
SOLUTION DIVIDE OF SPACE
FRONT OF THE SHOP
Front of the shop has to serve as a presentation for products. Front of the shop is perfect
opportunity for products in sale, special offers and for new arrivals. We are thinking that it
could catch attention of new customers, especially women because they are shopping impulsively.
It does not mean that they will leave our shop just with the products in sale, because they have
to go inside to the cashier.
CENTRE OF THE SHOP
We were thinking that best way how to catch men is put their favorite products close to the en-
trance. Of course we want use this middle part of the shop for new arrivals and also more luxu-
ry products. With this lay out will men see their favorite and most widely used products. We are
planning to do this part of the shop really catchy for our costumers. We want to use unusual
shape for display and lights for catch attention. We think that this way of display could bring
men new experience from the shopping and they could be our recurrent customers which are for
this kind of the shop really important.
BACK PART OF THE SHOP
Back part and the walls of the shop are design for display other products. This way of exhibi-
tion is good for women who are looking for different brands and different prices. Usually wom-
en are going through whole shop.
STORAGE AREA
Because we are thinking about placing our shop in city center we have to also think about space
for storage. In the city centers we usually can see old houses which were not built for shops.
BACKGROUND
In our shop we also need some space for our employees. We decided to have inside the shop
small kitchen, change-room and toilet. All dimensions and dispositions are made by rules of
standard specifications. If we will have shop in some shopping mall we do not have to think
about the toilets because usually are toilets in the shopping malls shared.
CENTRE OF THE SHOP
STO
RAG
E A
REA &
BAC
KG
RO
UN
D
FR
ON
T O
F T
HE
SH
OP
BAC
K P
AR
T O
F T
HE
SH
OP
WALLS
WALLS
44
GROUND PLANS PROCESS
45
46
GROUND PLAN IDEA
Our ground plan idea is based on our research about differences between men and wom-
en shopping. Women spend more time for shopping and also more money. Men are going to
the shop when they actually need something. they are going for product which they are look-
ing for.
From the entrance customer see almost whole shop which is really good for orientation in
the space. We situated cashiers in the back part of the shop. That means that if customer
need some help have to go through the whole shop. Higher possibility for buy product or
more products.
47
GROUND PLAN ORIGINAL CONDITION 1:50
Our shop is situated in the city center at the pedestrian zone. Our shop could be in big city
but also in small city where is request for this kind of the shop. Our space has two en-
trances. First is from the pedestrian zone which is identified primarily for customers. Second
is from the homestead. This entrance is identified just for the employees and for shop supply.
48
GROUND PLAN BUILD ALTERNATIONS 1:50
Because of original ground plan we decide to make some building changes. We made the
background for the employees. Background includes bathroom with the toilet, kitch-
en with the cloak room and the storage for the products. Dimension of the bathroom in the
background fulfils all standard specifications for bathroom and toilets. Space of the shop
has high ceilings we decide to make soffites for troffers in two heights.
GROUND PLAN NEW CONDITION 1:50
49
New condition of the ground plan divides space on three sections: 1) the shop 2) the stor-
age 3) the background. In the background is original high of the ceiling. In the shop is
ceiling lower because of the soffites. Mat in the background and the storage are tiles. In the
shop we used more innovative material – spatula. Spatula is in the grey color and imitates con-
crete.
50
GROUND PLAN CEILING NEW CONDITION 1:50
New ceiling in the shop has two heights. We made lower part in the part where cashier is.
It makes space more private but still open. This part is in blue Matas color. In the sof-
fites are troffers. Rest of the ceiling is higher and contains troffers. This ceiling is in the
grey color. Sofittes are really good for hide electricity, air-condition, heating etc.
51
GROUND PLAN COMMUNICATION ROUTES 1:50
We are expecting that men will go in the middle of the shop. That is reason why we put
stands in the center of the shop. These stands will show most favorite men products:
Perfumes, shampoos, soaps / shower gels, deodorant sprays and sticks – based on our re-
search. Rest of the products will be exhibited on the side walls. Equipment in the shop is
atypical. Equipment in the storage and in the background is typified.
52
GROUND PLAN WITH EQUIPMENT 1:50
On this background we can see how is our space of the shop connects together by the
shape of the furniture and also by the disposition. Employees have good access to the
background but also to the shop. That means that employees could help our costumers with
selection of right product or brand.
STORAGE
KITCHEN &
CLOAK ROOM
BATHROOM TOILET
STANDS
SHELVES
SHELVES
EN
TR
Y
ENTRY BACKGROUND
STAFF ONLY
CAS
HIE
RS
A
C
B
D
EN
TR
Y
STAFF
53
FRONT VIEWS 1:30
FRONT VIEW “A”
FRONT VIEW “B”
54
FRONT VIEWS 1:30
FRONT VIEW “C”
FRONT VIEW “D”
55
VISUALISATIONS
56
VISUALISATIONS
TECHNICAL DRAWINGS
project matas men 2013
all my projects contain detail technical drawings
here are some examples...
57
