the location the future research the research the direction the development the application the space the interior the lighting the furniture the materials the sustainability the exploration the brief concept development the space the interior the lighting the furniture the materials the schedules the visuals
technical drawing package
fig. 113
FridaBaby (2022). They re a 10 but put everything in their mouth? We gotchu. [Online Image] Instagram. Available at: https://www.instagram.com/p/ChnQafDrvf9/ [Accessed 30 Jun. 2023].
FridaBaby and FridaMom are renowned brands that have gained recognition for their innovative and modern approach to addressing the needs of parents and women. With a clear vision and philosophy, these brands have successfully targeted a specific market and become trusted allies for parents and women navigating the challenges of childcare and self-care.
FridaBaby's vision revolves around providing practical and effective solutions to real problems faced by parents. They understand that parenting comes with a myriad of unexpected obstacles, and their philosophy is centered on empathy and support for parents during these demanding times. FridaMom, on the other hand, is focused on offering postpartum care products and resources that empower women to prioritize their well-being and recovery after childbirth.
In today's world, parents and women encounter numerous challenges that often go unnoticed or unaddressed. Lack of exposure to the real problems that women and parents face is a prevalent issue, as society tends to overlook the day-to-day struggles involved in caregiving and self-care. Furthermore, there is a significant lack of support systems and resources tailored to the specific needs of parents and women, leading to feelings of isolation and frustration.
Moreover, the physical environment of traditional stores poses further obstacles. Many parents and women face difficulties while shopping due to limited space to maneuver strollers, products placed out of reach, and a general lack of convenience. These challenges not only impede the shopping experience but also deter parents and women from exploring and purchasing essential products and resources.
To address these pressing issues, FridaBaby and FridaMom are envisioning a concept store that aligns perfectly with their brand values and philosophy. The concept store aims to create an immersive and inclusive space that sheds light on the real problems faced by parents and women, offering innovative and practical solutions. By incorporating a customer-centric approach, FridaBaby and FridaMom will provide a supportive environment where parents and women can find the resources and guidance they need.
This concept store will revolutionize the shopping experience by actively addressing the challenges faced by parents and women. It will create an environment that promotes understanding, empathy, and shared experiences, fostering a sense of community and support. Through the concept store, FridaBaby and FridaMom will further strengthen their connection with their target market, becoming the go-to destinations for parents and women seeking authentic and effective solutions to their everyday struggles.
The design concept of the Frida Cares store revolves around "the sacred garden," a dedicated space designed to provide a holistic educational and retail experience for women and parents. Upon entering the store through the main entrance, visitors are greeted by an awe-inspiring modern column and sculpture depicting a woman's legs adorned with bushes of wild flowers, serving as a graceful representation of femininity. This artistic expression, playfully referred to as the "Vag Squad" among Frida's devoted adult followers, symbolizes the brand's unique use of flowers to convey the beauty and strength of the female body.
Continuing from this captivating sculpture, guests are immediately drawn to the delightful play area situated on the mezzanine level. This thoughtfully designed space aims to engage children, allowing parents to explore the store's offerings without the usual concerns of keeping their little ones entertained. Furthermore, the entrance area has been intentionally crafted to provide ample room for parents to settle in comfortably, remove their coats, tend to strollers, and conveniently store umbrellas. To ensure the safety of children, the decision was made to position the staircase away from the entrance, minimizing any potential hazards and allowing for a smooth flow of traffic.
On the left side of the entrance, automated checkout points are strategically placed, featuring an innovative pneumatic tube system reminiscent of hospital logistics. This cutting-edge approach, combined with the forward-thinking vision of an omnichannel shopping system, enhances the overall user experience. With the future generation of tech-savvy customers in mind, the store has incorporated QR codes on each product, allowing for effortless addition to their digital shopping carts. This eliminates the need for physical shopping carts, which can be cumbersome for customers who may already have their hands full with strollers or children. At the conclusion of their shopping journey, customers can simply scan their unique QR shopping cart at the counter, ensuring a seamless and efficient transaction process. This omnichannel strategy caters not only to in-store shoppers but also to those who prefer the convenience of online shopping with self-pickup options.
Continuing along the pathway, customers are introduced to Frida's first product category, Frida Fertility, marking the beginning of an engaging and narrative exhibition-style shopping experience. Throughout the corridor, interactive monitors serve as informative guides, offering directories, menus, and self-help tools. During idle moments, these monitors provide visitors with captivating "did you know" facts, fostering an educational environment that reassures them they are not alone in their journey and that effective solutions are readily available. This empathetic approach serves as a subtle yet powerful marketing tool, establishing a deep connection with valued customers. For those initially drawn elsewhere, a welcoming lobby space awaits, flooded with natural daylight streaming through a generous skylight. Positioned on the left side of the lobby, a showcase of FridaMom's pregnancy range of products offers expectant mothers a comprehensive selection tailored to their specific needs. As customers descend to the basement, they are immersed in an interactive experience that encompasses the essence of the Frida brand. Throughout the store, a deliberate emphasis has been placed on maintaining a minimalist and modern aesthetic, seamlessly aligning with Frida's distinct branding. Simultaneously, great care has been taken to cultivate an educational and wellness environment, ensuring customers feel confident that they have arrived at the ideal destination to meet their unique requirements.
starts here
starts here
The design of the Frida Cares concept store prioritizes accessibility and inclusivity to cater to the diverse needs of parents, women, children, and staff. Every area within the store has been meticulously planned to ensure inclusivity and accommodate individuals with varying requirements.
Upon entering the basement floor, customers are greeted by a spacious and inviting view that guides them from the staircase towards the stroller locker area. This placement ensures convenience for parents, allowing them to securely store their strollers before exploring the store. Adjacent to the stroller locker area, the Family room provides essential facilities such as changing stations, a nursing chair, and an accessible toilet, all designed in compliance with the requirements outlined in Document M. These features ensure that the store is accessible and welcoming to all customers.
Continuing from the stroller locker area, the store's layout seamlessly directs customers towards the engaging product displays of FridaMom and FridaBaby. These displays are strategically positioned at adult-reachable heights, preventing children from accessing them and creating a stress-free environment for parents. The displays themselves feature playful and vibrant forms, capturing the attention of both children and adults while aligning with the brand identity of FridaBaby and FridaMom.
Moving forward from the display area, customers can find consultation and demo stations located between the Orchid Dome and the product displays. These stations are designed for easy accessibility, ensuring that customers, including those using elevators, can effortlessly engage with the products and seek assistance. The layout of the store, with its carefully crafted curvatures and forms, subtly guides customers' attention, facilitating a seamless exploration and interaction with the products. Visible signage throughout the store enhances convenience and enables customers to easily navigate different sections of interest.
To cater to the specific needs of the target customers, which include parents with strollers and individuals with mobility challenges, the store features two functional elevators designed to accommodate 2 single-sized strollers or one wheelchair and one stroller. This thoughtful inclusion ensures seamless traffic flow and accessibility throughout the store, prioritizing the convenience of all visitors. Moreover, having two elevators not only aligns with Frida's commitment to supporting parents in overcoming challenges but also serves as an emergency exit route, in compliance with safety regulations outlined in Document B. This dedication to safety and convenience extends even to emergency situations.
Additionally, the staff room, located at the back of the basement, has been thoughtfully designed to meet the needs of the staff members. It includes a well-equipped kitchenette and a versatile break room that can be divided by a bi-fold door. This design allows female staff members to have the privacy they need, particularly for activities such as pumping. Simultaneously, it provides a relaxing and communal space for other staff members during their break time. The kitchenette area incorporates features like a bar-height table and wheelchair-friendly counter heights, ensuring accessibility for staff members with different mobility needs.
The mezzanine space in the store is specifically designed to cater to children and features a dedicated play area. Extensive research, including a survey, revealed that parents highly value having a play area in a spacious store. To ensure accessibility, the play area is conveniently located near the elevators and staircase, allowing easy access from the ground floor. As visitors ascend to the mezzanine, they are greeted with a comprehensive view of the space. The play area itself offers a variety of engaging elements such as climbing structures, hideouts, quiet spaces, and ample room for children to interact with each other. This designated space is exclusively available to shoppers accompanied by children.
To enhance safety and provide parents with peace of mind, a wristband system is implemented. Upon arrival at the ground floor reception, children are issued wristbands that are connected to their parents' phones. The wristbands can only be unlocked by parents, creating a secure environment within the play area.
The play area is designed with curtain walls, allowing visibility from other areas of the store. To minimize noise, the space is carpeted, providing a softer and quieter environment for children to play. Additionally, throughout the store, strategically placed plants serve an acoustic purpose by absorbing sound and preventing echoes.
On the landing of the mezzanine, visitors will find toilet facilities equipped with changing stations. These accessible facilities ensure convenience for parents. By providing toilets at regular intervals on the floor, the store avoids any shortages of restroom space. This consideration is particularly important for the target market, which includes pregnant women and individuals in the postpartum period, where easy access to toilets is crucial. The presence of easily accessible and well-equipped restrooms creates an inclusive, accessible, and convenient space for parents. It is a reflection of the store's commitment to fostering a sense of empowerment, especially for new parents who may feel hesitant about venturing out with their newborns. The availability of these facilities reassures parents and instills confidence in their ability to care for themselves and their babies in a public setting.
Additionally, the store adheres to safety regulations by providing unobstructed corridor access to emergency exits. The corridors are designed to comply with the relevant building regulations, such as Document M , ensuring sufficient width to accommodate wheelchairs and strollers.
Throughout the building, the design has prioritized adherence to building regulation guidelines, especially considering the target market involving kids and vulnerable women. The railings are set at a height of 1100mm to provide additional assurance, and handrails are provided at both children's and adult's height on the staircase, ensuring safety and comfort.
In conclusion, the primary focus of the building's design is the safety of its users, followed by addressing their needs. This approach provides reassurance to parents, allowing them to shop in the building with confidence that their children's safety is not compromised.
During the concept development and analysis of Frida's current office interior, the goal was to create a design scheme that reflects the brand's dynamic and innovative nature. To achieve this, the interior incorporates vibrant and colorful display units that are tailored to each product line, ensuring enhanced visibility and visual appeal.
In line with Frida's graphic identity to sophistication, elegance, and a touch of playfulness, careful consideration was given to the choice of materials. Instead of utilizing materials that could lean towards brutalism for its rawness, the decision was to choose between upcycled damaged brass panels or concrete screed. Brass was chosen because not only it adds a touch of glamour and refinement to the space but also align with Frida's vision of authenticity and simplicity.
Drawing inspiration from postmodernism, the design elements take cues from organic body forms and flowers, resulting in fragmented compositions. These fragmented forms contribute to the playfulness of the design, infusing the space with a dynamic and whimsical atmosphere. However, it is important to note that the scale of these forms has been exaggerated deliberately to evoke a sense of strength and durability, instilling confidence in Frida's customers regarding the quality and effectiveness of their products.
To further enhance the design, the grandness and scale of the forms were inspired by the architectural history of SoHo, specifically the Georgian architecture known for its symmetrical and clean features. Taking cues from the rounded cornices prevalent in this style, the design incorporates seamless rounded edges, creating a sense of flow throughout the space.
The design incorporates mycelium wall panels with built-in LED strips that outline the shapes, harmonizing with FridaBaby's playful brand graphics. These panels, juxtaposed against the brass elements, create a striking contrast of colors and textures. Furthermore, curved panels were strategically employed to visually divide the ceiling height, resulting in an illusion of a more expansive space. These curved panels not only enhance the sense of depth but also contribute to the interplay of contrasting colors and textures, especially when accent lighting illuminates behind them against the brass backdrop.
Meticulous attention was given to functionality and aesthetics during the lighting design process for this space. The primary goal was to maximize daylighting by utilizing natural light from windows and skylights. This was achieved through strategic design choices such as double-height ceilings and an open layout, allowing light to bounce off white walls and create a bright and spacious atmosphere. Recessed downlights provided even general lighting, while accent lighting enhanced illumination and emphasized material texture.
The emphasis on daylighting not only reduced energy consumption but also created a welcoming and comfortable environment. Warm and cool white lighting colors were carefully chosen to evoke airiness without overwhelming the target market. Recessed downlights ensured uniform illumination, while accent lighting added visual interest and highlighted material textures.
To meet the client's specific requirements and add character to the space, two unique feature lighting fixtures were designed. Standard options were deemed unsuitable due to scale and height constraints, so a mycelium column with brass finishes and an LED strip was introduced to draw attention upward. Additionally, a captivating chandelier inspired by a blossoming flower, featuring preserved flowers at its base, was crafted for the entrance. The chandelier's size creates a sense of awe, while its abstract representation of a vulva aligns with FridaMom's unique marketing strategy. The mycelium material adds lightness and texture.
The lighting design also incorporated elements reflecting the brand's identity. Globe bulbs mounted on brass discs added style and individuality while maintaining brand cohesion between Frida's offices in the US and the UK retail store. Safety was prioritized by selecting IP44-rated wall lighting fixtures for the toilets, providing both functional illumination and visual interest.
As an innovative brand, Frida Cares recognizes the importance of designs that conveys a sense of innovation. In line with this vision, the design of the nursing pods was inspired by a bulb- to- blossom stages of a flower. The stages creates a sense of movement.
Taking into consideration user experiences, it has been observed that nursing in a dimly lit environment without distractions can be efficient and beneficial for both the baby and the mother. To address this, the nursing pods have been designed with a flexible partition on recessed tracks that can be closed when in use, providing an added layer of privacy for nursing mothers. Furthermore, these pods are equipped with an automatic disinfectant system, ensuring a hygienic environment by automatically activating after each use. To enhance the overall nursing experience, the pods are also equipped with dimmable lighting, allowing mothers to adjust the ambiance and create a relaxing atmosphere while nursing their babies. Nursing pods have been strategically placed ensuring that they are not visible from a top view, preserving the privacy and comfort of mothers while they nurse their babies.
The Orchid Dome is a versatile space that serves as a rest point and private event venue, embodying Frida's vision of a community hub for parents and women. It comfortably accommodates eight adults and features a combination of opaque and transparent panels arranged in an omnitheatre style. The opaque panels showcase advertising materials, while the transparent panels allow natural light to create a welcoming atmosphere. With swiveling panels on recessed tracks, the dome easily transforms between private and public use. For private events like prenatal classes, the smaller inner panels close to ensure privacy. In contrast, for public events, the dome opens up to engage visitors with Frida's brand. The Orchid Dome's design showcases Frida's commitment to inclusivity and acts as a marketing tool, promoting the other brands’ products and services. By providing a dedicated event space, Frida fosters community and strengthens brand loyalty. Adaptable furniture allows seamless transitions between private and public use, making it a dynamic centerpiece in the overall design scheme.
The intentional limitation of furniture in public areas considers mobility needs of the users, while bespoke furniture provides functionality to serve the needs of the users and adds aesthetics to the design scheme.
carpet
Shaw Contract (n.d.). Honed Tile Carrara. [Online Image] Shaw Contract. Available at: https://www.shawcontract.com/en-gb/produ cts/5T134?colorNumber=33100 & tab=assets & ty pe=1 [Accessed 29 Jun. 2023].
mycelium texture
Mogu (2022). Sustainable Modular Acoustic Panels [Online Image] Yanko Design. Available at: https://www.yankodesign.com/2022/02/02/sustainable-modular-acoustic-panels-are-made-from-a-uniqueblend-of-up-cycled-textile-and-mycelium/ [Accessed 29 Jun. 2023].
brushed brass
iStock Photo (n.d.). Damaged Brushed Brass. [Online Image] istock Photo. Available at: https://www.istockphoto.com/photos/antique-brass-texture [Accessed 29 Jun. 2023].
bioplastic
Dunne, M. (n.d.). Bioplastic. [Online Image] Issuu. Available at: https://issuu.com/nat_arc/docs/bioplastic_cook_book_3/s/159731 [Accessed 29 Jun. 2023].
mycelium panels
Mogu (n.d.).
[Online
ucts/plain-acoustic-panel-mycelium
https://www.contemporist.com/columns-flared-at-the-top-like-a-champagne-fl ute-contribute-to-the-sculptural-form-ofthis-new-building/ [Accessed 29 Jun. 2023]. lamp
in-interior-design/ [Accessed 29 Jun. 2023].
In the pursuit of environmental protection, the store design for 2043 prioritizes sustainable materials that support the local economy and resources. These materials not only promote sustainability but also align with the brand's commitment to safety and a greener future.
One innovative choice is mycelium, an organic material resembling textured stucco. When finished with bioresin, mycelium becomes biodegradable, allowing for safe and organic disposal. Its versatility and eco-friendliness make it an ideal material for various applications in the store design. By utilizing mycelium, the design reflects the brand's commitment to sustainability. (The Constructor, 2022)
To enhance sustainability further, the design incorporates bioplastic for a smooth finish and flexibility in color choices. Additionally, lightweight Jesmonite is used as an eco-friendly alternative to traditional bricks. Jesmonite offers durability and sustainability while allowing for the sculpting of unique curves and the replication of various textures. This makes it an ideal material for the design, showcasing the brand's dedication to environmentally conscious choices. (House of Two Trees, 2022)
Furthermore, to ensure the use of sustainable carpeting, the design incorporates Shaw Contract carpet tiles. Shaw Contract is a leading provider of sustainable flooring solutions and has witnessed significant demand for its "in Stock UK" program. (Ramadan, 2022) The company's carpet tiles are known for their sustainability initiatives, including the use of recycled materials and responsible manufacturing processes. (Staff, 2022)
To minimize environmental impact and preserve existing building features, the design integrates exposed bricks and polished concrete screed in areas where aesthetics are not the primary focus, such as the toilet. This approach ensures that the design maintains a balance between sustainability and visual appeal. In addition to sustainable material choices, the design incorporates upcycled brass panels. These panels possess a unique texture that conveys a sense of previous use, eliminating the need for additional aesthetic work. By utilizing upcycled materials, the design promotes circularity and resource efficiency, further enhancing its sustainability credentials.
By selecting lightweight and durable materials, the design enables on-site construction, reducing the need for heavy-duty vehicle transportation of precast elements. This not only minimizes carbon emissions but also contributes to a more sustainable construction process. The use of lightweight materials aligns with the brand's commitment to environmental responsibility and supports a greener future.
2
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Intelligent Hand Dryers (n.d.). https://www.intelligenthanddryers.com/infant-care-c42/child-seats-and-boosters-c44/ koala-kare-kb102-child-protection-seat-forcubicles-p393. [Online Image] Intelligent Hand Dryers. Available at: https://www.intelligenthanddryers.com/infant-care-c42/child-seats-and-boosters-c44/ koala-kare-kb102-child-protection-seat-forcubicles-p393 [Accessed 28 Jun. 2023].
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fridafertility product display
fridamom and fridababy product display
OVERVIEW FROM MAIN ENTRANCE
OVERVIEW FROM LOBBY BY STAIRCASES
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