instructor: stephanie morales student esperanza muiño › 2015 › 12 ›...
TRANSCRIPT
Florida International University
Interior Architecture
IND Grad 3
Retail Environments
Final Project
Student Esperanza MuiñoInstructor: Stephanie Morales
Design DistrictSite Analysis
HISTORY
The Design District was made up primarily of old low-
rise warehouses that have been converted into retail
spaces, art galleries, restaurants and cafés, but now
includes a large amount of new construction, primarily for
high-end retail. The Design District is in the crossroads of
many prominent Miami neighborhoods, with the
artsy Wynwood neighborhood to the south, Lemon City
(Little Haiti) and the historic 1920s Buena
Vista neighborhood to the north, and the wealthy Upper
East Side neighborhoods to the east. After decades of
falling to urban decay, the Design District has risen to
fame as a destination for the arts, design, and fashion.
2015
Population 50,505
25,545 males and 24,962 females
Median Age 35
It is home to over 130 art galleries,
showrooms, creative services, architecture
firms, luxury fashion stores, antiques dealers,
eateries and bars
Design District
The Design District is served
by Metrobus throughout the area, the City of
Miami Trolley Biscayne-Brickell route and by
the Miami Metrorail.
The District is home to many flagship luxury stores
including Hermès, Tom Ford, Louis Vuitton, Christian
Louboutin, Prada,Celine and more. Currently, there are over 70 stores
open in the District, with another 60 set to open by mid-2017.
It is roughly divided by NE 36th Street to the south, NE 43rd Street to the north,
NW 1st Avenue to the west and Biscayne Boulevard (US 1) to the east.
DEMOGRAPHICS
TRANSPORTATION
SHOPPING
LOCATION
SUN ANALYSIS
American GirlExisting Stores
EXISTING STORES
Water Tower Place Chicago
In 1998, the Pleasant Company opened American Girl
Place, a 52,000-square-foot retail store and entertainment
venue which featured a "whimsical" café and a 150-seat
theater in Chicago on Michigan Avenue .
The Water Tower Place features a stunning eight-level atrium and offers three levels of American Girl Place, Macy’s and more than 100 stores
and unique dining options — many of which are exclusive to downtown Chicago. WTP features an impressive retail mix of contemporary
brands including Abercrombie & Fitch, Sephora, Tourneau, Tumi, Akira, Cusp by Neiman Marcus, Coach, Lacoste, bebe, Ann Taylor, Banana
Republic and many more.
Designed by Gensler—Architecture, Design & Planning Worldwide.
Everything is 38 inches high. That is the average height of a nine-year-old girl.
"We give girls chocolate cake with vitamins. Our books are exciting, our magazine is fun, and the dolls and accessories are pretty. But more
important, they give young girls a sense of self and an understanding of where they came from and who they are today."~Pleasant T. Rowland, founder.
American Girl Place
NYC
Create a place that would combine the educational with the
entertainment objectives of the American Girl brand through
experiences that celebrate girlhood, and enhance mother-
daughter relationships. “It’s less about shopping than it is about
having an interactive, meaningful experience.”
American Girl NYC Purpose
Design & Branding Facts
Designed by Gensler—Architecture, Design & Planning Worldwide.
In addition to architecture and interior-design services, Gensler provided graphic design and custom fixtures and furnishings design.
42,000-square-foot, three-floor space on Fifth Avenue NYC.
Everything is 38 inches high. That is the average height of a nine-year-old girl.
The store includes boutiques, a cafe, and a theater on the first three floors and mezzanine, with office and support functions on the fifth and basement levels.
Dolls cost around $115 without accessories as of December 2014. Buyers can easily spend more than $600 for a doll, outfits, accessories and lunch in the
company's store in New York
The 1925, 13-story building’s wide, column-free spaces and high ceilings allowed Gensler to design both cozy corners and grand atriums
Carefully planned circulation areas offer comfortable seating areas, and accommodate strollers, parents, and children of all sizes.
Details such as terrazzo flooring in primary circulation areas and heavy cornice molding at the ceilings create a traditional flavor in keeping with the brand
and its sophisticated surroundings.
Awnings of the brand’s signature berry red adorn 20-foot-high windows that invitingly reveal the interiors, while etched stars referencing the American Girl
logo appear in the top portion of the windows.
Gensler customized lighting, carpet, and fabrics to create whimsical touches in keeping with the brand.
Branding Concept.
Feature spaces such as: Café, Salon, Book Store, Boutique, Theater,
etc.
Scale: 38 inches high, the average height of a nine-year-old girl.
Column-free spaces.
High ceilings.
Circulation areas offering comfortable seating areas, and
accommodation for strollers, parents, and children of all sizes.
Keep Improve
Use of more luxury and sustainable materials. Carpets, fabric and
furnishings are very important.
More careful design of light and colors.
Incorporation of Florida Traditions and Culture, and
customization.
Engagement with more charities and community programs.
What we can Keep & What we can Improve
American GirlUsers & Consumers
CONSUMERS
TO OUR COSTUMERS
You think about friendship
The key to long-term customer loyalty is customer experience.
Companies around the world are adopting a customer experience
approach to meet their marketing needs.
The American Girl Doll Company takes the cake, literally, when it
comes to earning customer loyalty through emotional engagement via
the customer experience.
The American Girl Doll Place experiences. Inside their “stores,” there
are customized bistros with signature Treat Seats for girls (or boys) and
their dolls. The dolls are given “doll-sized” silverware and teacups. After
celebrating a special event with family, friends and their dolls, the child
receives a personalized note to remember “their special day.” If girl
forgets her doll, the American Girl Place has extras just in case.
"We give girls chocolate cake with vitamins. Our books are exciting, our magazine is fun, and the
dolls and accessories are pretty. But more important, they give young girls a sense of self and an understanding of where they came from and who they are today."~Pleasant T. Rowland, founder.
Branding Analysis
ELEGANCE & LUXURY
PAST & PRESENT
TRANSPARENT & DELICATE
PLEASURE & BRIGHTNESS
DREAMS
American GirlBrand Timeline
In 1986 Rowland founded the
Pleasant Company, which manufactures the"American Girl" dolls, books andaccessories. Rowland was inspired to createthe American Girl brand because of herlongstanding interest in history.
In 1998 Rowland sold the Pleasant
Company (now American Girl) to Mattel for $700
million.
35 STORES
GOALSThe goal was to make history personal and also to fill a
gap in the market: there were baby dolls and Barbie
dolls, but no dolls designed to be the age of girls
who were actually playing with them. When Rowland
began telling people about her idea she was "met with
disbelief and patronizing tolerance, summarized as,
'Are you kidding? Historical dolls in the day and age of
Barbie?'"
The flagship and first store debuted in Chicago followed by stores
in New York City and Los Angeles.
Historical Characters" in order to give more attention to the customizable "My
American Girl" (advertised as a doll that looks "just like you!") and the annual
"Girl of the Year." These product lines offer customizable dolls who reflect only the
present time period and appearance of contemporary girls. Girls of the Year have
two biographical books, compared to the six provided for each historical character.
PLEASANT COMPANY & AMERICAN GIRL
Inspiration
To provide a doll the same age as the child who would be playing with it and present it as a friend rather than a baby to take
care of or an adult to be like in the future, as at the time there were few long-term doll lines that focused on a girl at the
ages of eight to ten; most popular dolls were marketed as either babies to care for, fashion, or adult- or teenage hood to later
aspire to.
American Girl Dolls, the brand that had a deep impact
on the formative years of thousands of girls who grew
up in the nineties, was originally founded in 1986
with three dolls— Kirsten, Samantha, and Molly.
Each doll came with a history and a personality which
was revealed through a six-book series.
The initial focus of the brand was on the historical characters, starting
with the original three from 1986—Scandinavian farm steader Kirsten,
Victorian aristocrat Samantha, and World War II patriot Molly—who
were soon joined by Felicity, a tomboy from colonial days, and Addie,
who bravely escapes from slavery on the eve of the Civil War.
Impact
Focus
Another reason was to offer a chance to teach history to children
using the method of a character near their age, offering a smaller
personal focus for largely arching historical time periods and
giving a personal focus from a character whom they could relate
to.
Product Line Analysis
Product Line
Dolls
Books & Movies
Twins
Product LineClothes
Accessories
Product LineServices
Product LineHierarchy
25%
15%
10%15%
15%
15%
10%
Dolls Showroom Restrooms/OfficeClothes Books & Movies BoutiqueBistro Café
Product Mix Chart
Concept. Program & Diagrams
“A Place where Fantasy is timeless, Imagination has no age
& Dreams are forever...”
Program Analysis
Diagrams
Circulation Programming Process
Girl of the Year
Showroom
Book Display
Bitty Twins
Truly Me
Circulation
Bitty Baby
Be forever
Support Spaces
Stairs
First Floor
Boutique
Café Bistro
Support Spaces
Circulation
Stairs
Second Floor
The Design
Display Model 1”-1’ scale
Models
Display Model 1”-1’ scaleStore Front Model 1/4”-1’
scale
Concept Model 1/2”-1’ scale
First Floor Plan
Pink Terrazzo Purple Terrazzo Interface Purple Carpet
Armstrong WoodFlooring
Interface Pink Carpet
Pink Terrazzo Structural Glass Flooring
Second Floor Plan
PlansA
A
B
B
First Floor Reflecting Ceiling Plan
A
B
C
650 lumens3000K LED concealed cove, 120 volts.
LEGEND
6” LED 12W Recessed Accent Luminaire3200K .
Second Floor Reflecting Ceiling Plan
Store Front
ALCOTEX Anodized aluminum laminated storefront wall panels.
Sections
STORE SECTION A
STORE SECTION B
3D Interior Elevations
Boutique
Girl of the YearBe Forever
Café Bistro
Displays
Girl of the Year
Be Forever
Books
Truly Me
Bitty Twins
Bitty Babies
Displays Materials and Lighting
Pink Translucent Corian
Purple Translucent Corian
Purple Aluminum
Pink Aluminum
Store Renders
Girl of the Year
Be For Ever
Truly Me
Bitty Babies
Books Display
Showroom
Boutique
Café Bistro
Thank You