Finery Mood Rooms Concept Proposal

Mood Rooms Concept Proposal

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Contents 2 Concept specifics 3 An Alternative Shopping Experience 4 Customer journey 5 Instagram 6-7 Mobile Visual Questionnaire 8 Desktop Visual Questionnaire 9-10 Template of Experience 11 Location 13-15 Refresh Room 16-18 Treat Room 19-21 Dance Room 22-14 Travel Room 25-27 Seriouswear Room 28 Reception 29 Changing Room 30 Selfie Area 31-32 Refresh Room Visualisation 33-34 Treat Room Visualisation 35-40 Collaborators 41 Physical Takeaway 42 Personal Profile 43 Flighting Chart 44 Virtual Reality

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WHO Finery London, an online retailer with the ethos of creating ‘Design thats contemporary, but forever’

WHAT

They also believe in the idea of slow fashion, striving to achieve a community with their audience, as their slogan refers to ‘women who love clothes as much as we do’.

A alternative shopping experience, based on the idea of ‘moodbased shopping’ to communicate Finery’s aesthetic and brand ideals in a physical environment.

WHY

WHEN

Whilst appealing to ideas of slowness and creation outside of the ‘fast-fashion’ retail mould, Finery currently only exists as an online space.

4th September-13th October 2017

They could benefit from a physical environment to allow stronger connections with their audience.

WHERE

‘‘We dress for who we are meeting, what we want to achieve, for work or play and location or weather’’

An event space in central London, hired specifcally for the Mood Room series.

AUDIENCE New and existing Finery customers searching for an authentic brand connection, with particular focus on the millenial market.

The audience needs to be able to feel part of Finery, through participation with the brand.

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Concept: An Alternative Shopping Experience Finery ‘Mood Rooms’ is an alternative shopping experience led by sensory environments and actors to involve customers in a new and experiential approach to fashion choices. Structured by five mood concepts: Travel, Dance, Refresh, Treat and Seriouswear, each atmosphere is created to evoke feelings through immersive set design, theatre, and fashion.

The ‘Mood Rooms’ will be a five week project, with a central London space transformed weekly to reflect each mood. Finery customers will be invited to the room which best reflects their personal shopping desires; this will be decided through a visual questionnaire featuring images subtly representative of the proposed moods. Customers will be asked to pay £5 to take part in the project, but will also recieve a personal synopsis and product profile as well as a 10% discount to shop on Finery after the event.

‘‘It is about understanding how we all wear our clothes, how we shop and what is dictated by our mood.’’

- A research process for the customer and brand -Minimises mistake purchases -Encourages more careful and considered shopping decisions -Curation of style beyond fast fashion trends

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Customer Journey INSTAGRAM

EXPERIENCE

WEBSITE

TAKEAWAY: PERSONAL URL

VISUAL QUESTIONNAIRE

ONLINE SHOPPING

INVITE

PRODUCT

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Instagram

Instagram

Throughout the event, Finery representatives will be encouraged to document live elements of the Mood Rooms using Instagram Stories.

This will create strong communication for Finery’s followers, to sustain interest of the Mood Room concept.

Attendants to the spaces will also be encrouraged to document their experience using Instagram stories. This will be prompted through the ‘@FineryLondon’ tag, as well as the hashtag: #finerymoodrooms.

Hashtag: #finerymoodrooms

Instagram will be used as the primary marketing communication channel throughout the Mood Room series. During the series, Instagram will be used to document atmospheric details and product promotion relevant to the concept.

This will be an important part of the concept to ensure the momentum of the project keeps going through the series. It is also important for communicating brand ideals to audiences unable to attend the physical spaces.

Image Source: Sketch.London

Inspired by Sketch restaurant’s ‘Instavision’ wall, Finery mood rooms will incorporate a dedicated ‘Selfie area’ as part of the changing rooms.

Visitors who engage in this part of the Mood Room concept will be asked to hashtag: #finerymoodrooms on the images they post. The selfies taken in this area will then be curated into a ‘Mood Wall’ existing on the Chapters section of Finery’s website.

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Micro-Site: Mobile Visual Questionnaire

The visual questionnaire is the customer’s first participatory interaction with the Mood Room concept. After being led to the questionnaire from an Instagram link, it will be available in both Mobile and Desktop versions. This is ultimately the first stage of customer data collection, allowing an indication of aesthetic and concpetual preferences to lead towards a particular ‘Mood’ through which the customer may wish to shop for.

With the instruction to ‘Click on your preferred image’, users will be led through a series of five questions each including conceptual imagery which is subtly representative of each of the five proposed moods; Dance, Travel, Treat, Refresh, and Seriouswear.

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After selecting five preferred images, the user will be presented with their image choices and given an option to retake the questionnaire, or to go straight to their calculated mood option. From here, further customer data will be collected to ensure a personalised customer profile is available for all customers. This includes name, age, profession and dress size.

The dress size is important for the creation of product inventories for each mood room, ensuring garments are available for the customers visiting the spaces.

After taking the visual questionnaire, participants will be sent an email invite to their specified mood room.

This details different date and time options available to attend the events.

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Micro-Site: Desktop Visual Questionnaire

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Template of Experience

IMMERSIVE

Approximate break-down of experience in minutes:

5-Welcome and explanation of experience

INTERACTIVE

25-Selection of clothing/changing room 25-Activity led by Finery actors

PARTICIPATORY

10-Second selection of clothing/changing rooms 5-Participants write how they feel in their chosen garments

15-Debrief: Participants encrouaged to offer

feedback on experience. They are given a physical takeaway with a personal URL to continue the customer journey

Approximately one and a half hours 10 People at a time 5 Actors

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Experience Led Choices (Engineered Moments)

-Conversation-

-Activity-

-Reflection-

-Product Choice-

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Location W1 Studios: Oxford Street, London

Multi-purpose, exposed brickwork, white throughout ‘‘Spaces to set the mood, introduce different elements of your idea, and interact with visitors’’

Image source: blankcanvas.co.uk

Image source: blankcanvas.co.uk

The spatial design must do the following: -Be in-keeping with Finery aesthetic -Reflect 5 ‘moods’ and make visitors feel the mood -Be a bespoke and personal experience -Promote brand values of slowness/putting excitement back into shopping -Act as a research process for customers/brand (to understand how and why we shop) 13

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IN THE MOOD FOR...A REFRESH

The refresh room is primarily inspired by nature, with aesthetic references of water, greenery, and ‘spa’ inspired areas including a meditation section. Merchandise again takes inspiration from nature, with blue/green and white as the main colour choices.

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MOOD ROOM CONCEPT: REFRESH Visual: A relaxing and natural environment will be created with botanical elements and immersive set design inspired by ‘Refresh’ still life references as seen in the visual questionnaire, e.g sponge stack and water effect imagery.

Experiential: After being invited to try on ‘refresh’ merchandise, participants will be offered smoothies and juices from Hardihood, while sitting in a relxing area to talk to Finery representatives about their lifestyle and slow fashion. The main acitivty will be a meditation session led by Reuben Feels, to again reflect ideas about slowness and mindfullness. The music will create a relaxed atmosphere, to aid the theme of meditation and slowing down.

Production: Picnic Productions Set Design: Gary Card Immersive Theatre: Reuben Feels Catering: Hardihood Merchandise: Finery

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REFRESH ROOM

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IN THE MOOD FOR...A TREAT

The Treat Room is inspired by fun and youthful experiences, with sweet foods offered in a ‘slumber party’ style concept. Merchandise is bright colourful, featuring prints to lift the garments and complement the set design.

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MOOD ROOM CONCEPT: TREAT Visual: The central area of the room will be set up to reflect a slumber party concept, with actors positioned on oversized cusions and balloons featuring merchandise as set design. There will also be a ‘dinner table’ area with shoes and accessories positioned in place of food and drinks.

Experiential: After being invited to try on Finery clothing, participants will be encouraged to sit and talk with Finery representatives, while also being offered sweet food and drink provided by Hardihood.

The ‘activity’ area will be incorporate a sweet food experience, as well as slumber party concept; customers will be offered to take part in painting nails, face masks, and flicking through fashion magazines as part of a nostalgic ‘treat’ concept.

Production: Picnic Productions Set Design: Gary Card Immersive Theatre: Reuben Feels Catering: Hardihood Merchandise/Brand Specialists: Finery 19

TREAT ROOM

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IN THE MOOD FOR...DANCE

The Dance Room takes inspiration from the Finery x Pineapple dancewear collection, with both classic and contemporary dance styles present in a curated space for dancer/customer interaction.

Merchandise featured is a combination of Finery x Pineapple, as well as floaty, unstructured garments for a general represntation of casual dancing.

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MOOD ROOM CONCEPT: DANCE Visual: Set design includes recognisable dance motifs such as a ballet barre, subtle curtain partitions, spotlights, and disco balls. Models will be positioned on plinths around the room.

Experiential: Participants invited to choose and try on a garment from the set. Customers will interact with dancers positoned on plinths throughout a partitioned room. The room partitions will indicate different types of dance: Ballet/Contemporary, and Disco/Freestyle.

The dancers will invite participants to join in with their dance, and offer them headphones as part of a ‘silent disco’ concept. An immersive projection room allows participants to sit and watch pineapple dance performances and behind the scenes of the ‘Finery x Pineapple’ shoot.

Production: Picnic Productions Set Design: Gary Card Dancers: Pineapple Dance Studio Immersive Theatre: Reuben Feels Merchandise: Finery

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DANCE ROOM

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IN THE MOOD FOR...TRAVEL

The Travel Room is centered around the process of travelling, with an airport lounge acting as a space to appreciate waiting and ‘slowing down’. before entering a more immersive ‘travel’ area. Merchandise focuses on print and light fabrics, as representative of garments often worn when travelling.

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MOOD ROOM CONCEPT: TRAVEL Visual: A Finery airport lounge will be the first point of entry for the participants; this will be designed inkeeping with brand aesthetics, as well as reflective of a recognisable waiting area. The rest of the room will be designed as a series of tunnels with suspended clouds to reflect the process of air travel. Merchandise will be positioned subtley in the lounge area, as well as in the tunnel spaces.

Experiential: Participants will be welcomed into the airport lounge, and offered refreshments and reading material while they wait for their specified ‘boarding time’ to appear on the departure screen. During this time, participants will also be welcomed to try on merchandise from the set design, which will they will continue to wear throughout the experience.

After being called for ‘boarding’, participants will be led in group interviews into the main room. They will be guided through the tunnels and invited to interact with the suspended clouds. The clouds will function as immersive representations of different travel destinations through use of sound, lighting, and projections.

Production: Picnic Productions Set Design: Gary Card Immersive Theatre: Reuben Feels Catering: Hardihood Merchandise/Reading Materials: Finery 25

TRAVEL ROOM

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IN THE MOOD FOR...SERIOUSWEAR

The Seriouswear Room focuses on structure and functionality, incorporating ‘workwear’ into a space for reflection and inspiration. Merchandise is inspired by clothing which could be worn in professional environments, though with unique design elements as representative of Finery styling.

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MOOD ROOM CONCEPT: SERIOUSWEAR Visual: A structured setting with individual desks arranged in linear form. Each desk will have Finery branded stationery on for participants to use as part of the activity. Merchandise will be positioned as part of a single wooden construction set which is reflective of a ‘cloak room’ area. At a main focal point in the room, there will also be a staged area for Finery representatives to sit as a part of a panel discussion.

Experiential: Participants will be invited to try on a garment from the cloakroom area, before sitting at a desk to write a short description of how they feel whilst wearing the garment. They will then be asked to select a second garment, and write a comparison statement of how they feel wearing this piece of clothing. After the descriptions have been collected, members of the Finery team will talk to the participants about professional life, including interview tips, body language and career progression. There will also be open discussion invited among the participants-aided by Reuben Feels actors.

Production: Picnic Productions Set Design: Gary Card Immersive Theatre: Reuben Feels Merchandise: Finery

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SERIOUSWEAR ROOM

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Reception Room

The reception desk will take inspiration from Finery jewellery, acting as a recognisable focal point for customers.

This is where customers will be welcomed and offered their personal profile card at the end of the experience.

Images sourced from Pinterest

The reception room takes inspiration from Finery’s brand essence, using a clean and contemporary aesthetic. Only very classic Finery colours are applied, and the furniture takes direct inspiration from Finery product displays.

Mood Room visitors will have their first point of contact with Finery actors and representatives in this area, as well as reporting back to here at the end of the experience to be provided with their personal takeaway.

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Changing Rooms

Images sourced from Pinterest

The changing rooms are created to exist as an interactive space, where customers are able to try on clothing as well as encouraged to take photographs in the space.

There is a subtle difference between the changing rooms for each of the Mood Rooms, with a central set design piece designed to reflect the specific mood. This element will create an interesting and unique visual icon to exist on social media.

Similarly, the Selfie area will exist within the changing rooms as a common visual symbol across each of the rooms.

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Selfie Area: Finery Mood Wall

Inspired by the popularity of selfies in spaces such as Sketch restaurant, as well as in fashion and art spaces, the selfie area is proposed as a space to exist well on social media.

Sketch Restaurant

The selfie area will be positioned within the changing room area to encourage customers to take photos wearing the Finery garments they’ve just tried on.

Finery SS16 editorial

The design of the selfie area is inspired by Finery’s SS16 collection, with set design functioning as ‘props’ for customers to take photos wihin.

Fendi Artisan of Dreams

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Refresh Room Merchandise

The Refresh room features a ‘live wall’ as a botanical element reflective of natural references.

Refresh Room colour palette

There will be a meditation area composed of pastel coloured foam blocks which complement the rest of the set design in the space.

The Refresh Room features a juice bar and set design inspired by the ‘Refresh’ imagery within the visual questionnaire. Merchandise will be subtlely integrated into the set design, allowing customers to interact with the space in an altertantive way to traditional retail.

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Juice Bar

Merchandise/Set Design

Reception Room

Toilets

Merchandise/Set Design

Meditation Area

Changing Rooms

Stock Room

Selfie Area

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Treat Room Merchandise Merchandise will be subtly integrated into the set design, with colour garments positioned to complement the colours and design of the space

The Treat Room features brighter colours than those present in the Refresh Room, with set design and the ‘experience’ area curated to reflect a slumber party concept.

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Set Design

Reception Room

Toilets

Merchandise/ Set Design

‘Slumber party’/Food Experience Area

Selfie Area

Changing Rooms

Stock Room

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Collaborators -Gary Card-The Future Laboratory-Hardihood-Reuben Feels-

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Set Design: Gary Card

The set design will be created by Gary Card, with the brief of each Mood Room provided as inspiration alongisde Finery’s general aesthetic to ensure some continuity between each of the rooms.

Window Display

The window display will be kept fairly neutral, with a general brand and concept aesthetic translated through a ‘moodboard’ displayed in strip posters to introduce the event to passersby.

Again designed by Gary Card, the window display will act as a visual icon to represent the entire ‘Mood Room’ series.

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Data Collection and Sponsorship: The Future Laboratory

Every Mood: Choice of Merchandise Refresh: Choice: Yoga/Meditation/Beauty-Which area does participant spend the most time in?

The Mood Rooms will be sponsored by The Future Laboratory as they are experienced in collecting customer data and creating personalised and bespoke consumer experiences.

Travel: Choice: Fast track or waiting option in ‘airport lounge’.

Choice of props for entertainment while in waiting area.

Which clothing they choose, outcome from conversation.

Dance: Choice: option 1 ‘Silent Disco’ concept-dancer/ actors provide headphones with music options relevant to different types of dance. option 2: Prompt cards with body language cues offered to audience to provoke movement and tell a story through dancers.

Treat: Choice: Which food options they choose, and which clothing they choose, outcome from conversation.

Seriouswear: Choice: Psychology based talk on slow lifestyles, professional life and body language. Choice of garment option-participants encouraged to write a short description of the sensation of wearing the garment. (focus on slowness and sensory experiences)

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Actors: Reuben Feels-Immersive Storytellers

.Reuben Feels actors have experience in creating theatre campaigns specifically for brands, so would be briefed according to Finery concept ideals .They would be there to ensure the smooth-running of the Mood Room series, helping to introduce the concept as well as leading acitivities and talking to customers alongside Finery representatives.

Catering: Hardihood

.The catering will be provided by Hardihood, as a female food duo already affiliated with Finery, and therefore familiar to Finery customers. .Food and drink will be specific to each Mood Room. .The Treat Room will feature strong emphasis on the ‘food experience’, and will be primarily centred around sweet foods including raw food (as seen on Finery’s Instagram) .The Refresh Room will offer juices and smoothies at a pop-up juice bar as the association with health and ‘eating clean’ will resonate with the idea of feeling refreshed.

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Physical Takeaway: .As part of the Mood Room experience, customers will be asked to write a short phrase explaining how they feel wearing their chosen garment. .They will be given a postcard to write their reflections on. This acts as further customer data collected by Finery representatives, and added to the customer’s personal profile.

.The personal takeaway will list the customer’s name, telephone number, the mood room they attended, and a personal URL. .The purpose of the takeaway is to offer customers something which is unique to them, encouraging them to feel connected to the brand. .It is desgined like a business card which will fit into a fold-out leaflet (see opposite), detailing the ‘Shop-by-mood’ concept, and information about Finery as a brand.

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Personal Profile

A synopsis of the customer’s Mood Room experience, including Finery representatives spoken to, activity taken part in, and clothes tried on.

‘New Collection’ garments curated with suggestions based on clothes previously tried on.

This will detail the name, size, and price of garments tried on. There will also be suggestion of which other products to try based on those chosen in the Mood Room.

Accessories and shoes will be suggested as additions to garments tried on in the Mood Roms.

A collection of ‘Mood Wall’ images from the event will be displayed here-customers who have used the hashtag will be able to see their images in this area.

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Flighting Chart of Content for Marketing

Treat Room: -Mood Rooms Instagram promotion -Micro-site -Visual questionnaire

Seriouswear Room:

-Event

-Event

-Instagram promotion of event

-Instagram documentation of week 1 event

-Customer takeaway (from event) and online discount

-Customer takeaway (from event) and online discount

Dance Room:

Travel Room:

Refresh Room:

-Event

-Event

-Event

-Instagram documentation of week 2 event

-Instagram documentation of week 3 event

-Instagram documentation of week 4 event

-Customer takeaway (from event) and online discount

-Customer takeaway (from event) and online discount

-Customer takeaway (from event) and online discount

-Instagram documentation of week 5 event -Instagram documentation of all ‘mood rooms’ -Thank you emails for all participants -10% discount for participant’s first

Week 1 Pre-event: 2 weeks

Week 2

Week 3

Week 4

Week 5

Post-event: 2 weeks

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Virtual Reality Viewing Option Refresh Room

Treat Room

Mood Rooms

Experience the Refresh and Treat rooms in virtual reality.

How to access:

Or access via below URL: https://www.kubity.com/p/bxeaWW

1. Download Kubity app compatible with ios and Android

Or access via below URL: https://www.kubity.com/p/rfiVxs

2. Open app and scan QR code 3. Select ‘Google Cardboard’ icon and click ‘Yes’ 4. Insert mobile device into Google cardboard 5. Follow screen instructions to navigate your way through the space, using the red dot as your centre of navigation.

NB: If you lose sight of the space simply click the back arrow on your screen, and reselect the google cardboard option to begin viewing again.

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