2011 PAVE Student Design Competition STORE PLANNING DESIGN CATEGORY Sponsored by
Sephora is the leading chain of perfume and cosmetic stores in France and the second in Europe. There are over 400 Sephora stores in nine different countries, and over 280 of those have opened in North America since the first US store opened in 1998 in New York. At this stage in its growth, Sephora is considering popup retail as an extension of its store network. The challenge is to design a 1,000 sq.ft. environment that extrapolates the language and client experience of a typical Sephora store, but is reconceived as a more temporary, concentrated brand experience. This popup environment may represent any mixture of the store’s core businesses: Make-up, including the private label Sephora Collection brand, Skincare, and Fragrance. Sephora is the originator of the open sell prestige cosmetics model, where clients are afforded the ability to trial and access all products in the assortment. Brands are presented within a Sephora-driven presentation format so as to enable cross shopping, and clients are encouraged to touch and test all products. That point of differentiation must be preserved but is completely open to exploration and reinterpretation. Also at its core, Sephora is about offering unbiased service. Its stores are staffed with a cast deeply educated across the range of brands and categories, available to offer one-on-one consultations to the client so as to match her needs with the best product, regardless of brand. The Beauty Studio is the center of the Sephora store and is the anchor point for consultations. This should be an integral part of the pop-up retail expression, but is also completely open for adaptation and augmentation. The location for the pop-up concept is open for consideration. It may be intended for an unoccupied retail venue, a public space, a freestanding pavilion, or be a seasonal retail concept. Design submissions should describe the client proposition for the pop-up concept and then define its three dimensional language accordingly, inclusive of spatial definition, flooring, wall systems and overhead surfaces. How the pop-up program installs and potentially relocates is an essential part of the concept, as is its success in presenting both trend or core product presentations. Product storage should be considered, as should a means for payment and checkout. Connection to Sephora’s online presence, including its retail website, ratings and reviews program, Facebook and Beauty Talk, may also be considered as key aspects to integrate into the pop-up retail client experience. Sephora will supply the approved corporate logo, as well as its brand mark and red Pantone color, The Flame. The Sephora name is derived from the fusion of the Greek god Sappho with the biblical figure Zipporah, and the Flame is the representation of her enduring spirit. Sephora stores are black and white, with judicial uses of red as an accent. Color may be introduced through graphics or visual merchandising, but all core retail elements must adhere to this branded color palette. Complimentary metal finishes are permitted, as are variations in the materiality and proportional relationship of the brand colors. Along with the word mark and Flame, Sephora’s black and white stripes are a globally iconic branding element to be infused into the pop-up design.
STORE DESIGN CATEGORY GENERAL REQUIREMENTS • Define the client and product proposition for the Sephora pop-up retail concept. Ensure that the concept builds upon Sephora’s retail point of difference and serves as a compelling extension of the brand. • Articulate the balance of experience, service and shopping intended for the pop-up proposition, and design the space to fulfill that mission. • Create a design language that shares a DNA with the Sephora store concept, but is reinterpreted specific to the pop-up concept. • Develop a design language that compellingly defines and brands the space, clarifies the product presentation offerings, and infuses a level of service into the client experience. • Develop product presentation fixturing and methods that allow for trend and promotional presentations in compliment to the selected range of core product offerings. • Articulate in the design concept how the pop-up program installs and disassembles and is distinct from a more permanently constructed store environment. • Develop an approach for how technology and Sephora’s virtual branded experiences might integrate meaningfully into the pop-up retail experience, and design these elements into the space and shopping experience. • Ensure that operational considerations such as storage and purchase transactions are factored into the design solution. PRESENTATION REQUIREMENTS AND FORMAT • Each proposal should be submitted in an 8 1/2 x 14 bound booklet, not to exceed 12 pages. • The proposal may be hand drawn, rendered, photographic, and/or computer-generated. • Students also must submit a copy of their entry on a flash drive, CD or DVD in PDF format. • The submission should address the general requirements above at a scale and composition determined by the student, including a written concept statement limited to two paragraphs highlighting the unique storefront design, the rationale for design decisions, material selections, and the demographic for which the design was made. GENERAL INFORMATION AND ENTRY REQUIREMENTS • This competition is open to undergraduate college students only. • Students may only enter ONE category; either the visual merchandising category or the store design category. • The student’s name and school name is not to be visible anywhere on the presentation pages or cover. • Each entry must include an entry form and disclaimer clipped to the back of the entry. • Complete and submit an online copy of the entry form as well as print a copy of the entry form at www.paveinfo.org, along with the disclaimer, and include both completed and signed forms with your entry. • Students must also submit a copy of their entry on a flash drive, CD or DVD in a PDF format with the entry. Please make sure to label the flash drive, CD, or DVD. • Students are advised to keep a copy of their entries, as entries will not be returned. • Judging criteria is posted at www.paveinfo.org. Entries must be received by 5:00 p.m. Pacific time on Friday, Nov. 11, 2011. Sephora PAVE Entries Attn: Paul Loux & Hillary Washington 525 Market Street, 32nd Floor San Francisco, CA 94105