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
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Fig. 2
FridaMom & FridaBaby, a subsidiary of parent company Frida , is a brand dedicated to empowering and supporting new mothers. With a focus on the often-overlooked fourth trimester, the brand has developed innovative and inclusive products that solve real-world problems for new parents and aid in postpartum recovery.
FridaMom & FridaBaby's commitment to women's empowerment goes beyond their products. They actively partner with charities and organizations working to improve maternal mortality and overall maternal and infant health. The brand has gained recognition for their strong and distinctive graphic language that depicts the realities of postpartum and parenthood in an unapologetic and relatable way.
FridaMom & FridaBaby is also committed to sustainability. They use eco-friendly, sustainable packaging and are constantly striving to minimize waste and improve their impact on the environment.
With the potential of opening of their concept store on Great Marlborough Street, FridaMom & FridaBaby has a physical location to outreach and empower more mothers in the UK. The store's location in an area rich with history and positive social-political movements adds to the brand's image as a forward-thinking and socially conscious retailer.
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frida, n.d.
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rednuof the story
Chelsea Hirs
Raising a human requires feeling like a human and you can’t pour from an empty cup so apart from arming yourself with the tools you need to address the physical pain of postpartum recovery journey, being cognizant of and prioritizing your physical and emotional limitations without guilt or shame is critical to any new mom’s recovery process.
Hirschhorn, 2022
FridaBaby and FridaMom , two popular brands in the parenting industry, were founded by Chelsea Hirschhorn in Miami, Florida. In an interview with Sports Illustrated Swimsuit, Hirschhorn's (2022) goal was to revolutionize the preparation experience for new mothers by providing postpartum recovery solutions. Following her second pregnancy, she envisions creating postpartum recovery products that will help first-time moms feel as informed and confident as those who have already gone through childbirth multiple times.
The companies have innovated products that cater to the needs of women and parents who are navigating self-care recovery and parenthood during the 4th trimester. This period, which spans the first three months after childbirth, is often neglected, yet it is a crucial and underrated stage of real-life situations that new mothers face, which can cause discomfort and require special attention.
FridaBaby and FridaMom have designed products with a marketing vocabulary that speaks to the practical and essential nature of their use, such as the Instant Ice Maxi Pads and Upside Down Peri Bottle. Their comprehensive range of products makes recovery and parenting easier for new mothers during the 4th trimester, providing the support they need to navigate this exciting yet challenging stage of life.
5
FridaBaby was taken over in 2014 (Clark, 2017) , offering innovative baby care products like NoseFrida, Windi, and NailFrida, which have made the brand a household name. In 2019 (frida, 2019) , FridaMom was launched, focusing on postpartum care products to address the needs of new mothers. Their products, including the Fridet Momwasher, Instant Ice Maxi Pads, and Upside Down Peri Bottle, have gained a reputation for their comfort and effectiveness in helping new mothers during the postpartum period.
FridaBaby and FridaMom have built a strong brand reputation by providing high-quality products that address the unique needs of new parents and mothers. Their graphic direction reflects a modern and straightforward approach, which has resonated with their target audience. Their commitment to quality and practical solutions has led to their continued success and growth.
In conclusion, FridaBaby and FridaMom are dedicated to making early parenthood less stressful with practical and innovative products. They provide the support that new mothers need during the 4th trimester, a critical yet often neglected period, to navigate this exciting yet challenging stage of life.
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philosophy
FridaBaby's brand philosophy is to provide safe, practical, and innovative products that make early parenting easier and more enjoyable. They prioritize the use of safe and natural ingredients in their products.
FridaMom's brand philosophy is to empower new mothers and provide practical solutions to postpartum challenges. They prioritize the importance of self-care and mental health for new mothers, and seek to destigmatize the discomforts and challenges of the postpartum period by providing resources and support.
visions
FridaBaby's brand vision is to be the go-to brand for practical and innovative solutions to the challenges of early parenthood. They aim to provide safe and effective products that make parenting easier and more enjoyable.
FridaMom's brand vision is to create a community of strong and empowered mothers who support and encourage each other through the challenges of motherhood. They aim to destigmatize the discomforts and challenges of the postpartum period by providing resources and support to help mothers prioritize their own well-being.
The future of FridaBaby and FridaMom is centered around empowering women and parents. Their brand philosophy encourages open discussions about the challenges of parenthood, including pregnancies, losses, and postpartum care. With more fathers taking on parenting roles, gender roles are becoming more equal, reflecting an important social movement. This change contributes to a world that empowers women, promotes greater equality, and could result in the next generation of women having higher employment rates and earning as much as men.
By the year 2043, when this concept store launches, it will provide a supportive community for parents, irrespective of gender, to access products and resources that support parenthood challenges and postpartum care and recovery for women. This will enable women to prioritize their self-care during the postpartum period by providing easier access to these resources. Overall, FridaBaby and FridaMom are well-positioned to continue empowering parents and promoting the health and well-being of mothers and babies.
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FridaBaby maintains a consistent and cohesive brand direction across its Instagram page and website, utilizing a bright and playful visual aesthetic that resonates with its target audience. The brand's color palette, featuring shades of blue, pink, and green, with bursts of vibrant yellow and orange, aligns well with the theme of its products.
The content on FridaBaby's Instagram and website strikes a balance between product promotions and informative posts related to baby health and wellness. The visuals on both platforms are often humorous, depicting babies and parents in amusing situations that highlight the challenges of parenting.
FridaBaby's graphic direction is characterized by clean lines and bold typography, emphasizing readability and accessibility. The website's product pages feature simple yet descriptive images and descriptions, enabling parents to easily understand the features and benefits of each product.
FridaMom's website and Instagram feed maintain a cohesive brand direction through their graphic aspects, including color palette, content, font, and images. The color palette primarily features shades of purple with occasional use of pink, blue, orange, and skin tones. This creates a calming and comforting visual aesthetic that aligns with the brand's focus on postpartum recovery and healing.
The brand's content is geared towards education and empowerment, highlighting postpartum care products and solutions. They use a mix of professional and user-generated photos that showcase the products in use and the real-life experiences of new moms. The typography is bold and emphasizes the brand's message of empowerment and self-care.
Overall, FridaMom's graphic direction creates a trustworthy and supportive identity that resonates with their target audience of new moms who value practical solutions and education for postpartum care. The combination of a calming color palette, clean design, empowering messaging, and relatable visuals helps to establish a strong brand identity that aligns with the needs and values of their customers.
online presence
FridaBaby and FridaMom cater to a target audience of tech-savvy parents, utilizing their online presence to create a supportive community that provides reliable information. Their typography emphasizes a casual, humorous tone, fostering a relatable environment. Despite low engagement on Facebook, they effectively communicate with customers through their website and Instagram. To increase brand awareness, a concept store could provide an opportunity to connect with a broader audience, expanding their following. Additionally, partnering with hospitals to do pop-up events globally can provide an immediate solution to their brand awareness.
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ArtStoryByYana (2021). Pregnancy Clipart, Pregnant Women. [online image] creativefabrica.com. Available at: https://www.creativefabrica.com/product/pregnancy-clipart-pregnant-women/ [Accessed 25 Mar. 2023].
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Pascal Campion (2014). Art Love – And They Lived Tenderly for Many Days. [Online Image] Coffee and Irony. Available at: https://coffeeandirony.com/2014/07/01/art-love-and-they-lived-te nderly-for-many-days/ [Accessed 25 Mar. 2023].
Fig. 15
sabelskaya (2019). Vector parenting problem big family tired parents stock illustration. [Online Image] istockphoto. Available at: https://www.istockphoto.com/vector/vector-parenting-problem-big-family-tired-parents-gm1153649901-3134 00994?phrase=bad%20brother.
FridaBaby LLC's latest financial report, according to Konaequity (2023) , demonstrates a robust financial performance, with an impressive annual revenue of $18.9 million in Q2 of 2021. This notable achievement is particularly noteworthy given the significant investment of $23.5 million that the company received in 2016 from Triangle Capital Corporation (MarketScreener, 2016) . With an annual revenue growth rate of 255.1% since its inception, the company is on a positive growth trajectory, which should attract more investors and drive further revenue growth.
This successful financial performance provides FridaBaby LLC with opportunities to expand its operations, invest in research and development, and broaden its product line, enabling it to strengthen its market position in the baby and mother care industry. With such high revenue growth rates, the company can potentially improve its marketing strategies and attract more customers, further establishing itself as a market leader.
According to Verified Market Research (2022) , the global revenue for baby care products is predicted to grow at a rate of 6.37% by 2030. Furthermore, as a niche market, postpartum products are expected to grow at a rate of 6.4% by 2030, taking into account factors around postpartum care awareness and women's financial sustainability as consumers in this market (Grand View Research) . Although these markets are smaller markets in comparison to the larger industries, there is a significant potential for development, especially with the advancement of technology to cater to the targeted consumers.
By 2043, FridaBaby and FridaMom would be well-established, with numerous product lines catering to their target consumers. Therefore, the launch of the concept store on Great Marlborough Street was timed perfectly for the new generations of women and parents.
The target market for the Frida brand includes pregnant women, nursing women, parents belonging to the millennial generation, and women who are recuperating after childbirth. Currently, the brand's social media content features younger mothers who are active on social media and seek to connect with others who share similar experiences.
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fussbusters
Frida's commitment to sustainability is apparent in all aspects of their product packaging, with every detail designed to cater to their customers' needs. They use reusable and BPA-free plastic materials, as well as biodegradable and compostable packaging. Moreover, their products are made using paraben-free, non-toxic, cruelty-free, and vegan ingredients, and organic cotton to further reinforce their dedication to creating sustainable, eco-friendly and safe products for mothers and babies.
The design of their packaging is consistent with their brand's overall aesthetic and easy to recognize, even for parents who are sleep-deprived and overwhelmed. Additionally, they offer kit sets, which is a clever marketing strategy that appeals to parents seeking convenience and cost-effectiveness.
marketing
In 2021, Frida launched a brand campaign in the UK, but it has yet to gain sufficient brand awareness (Havas UK, 2021). The reasons for this could include limited public advertising, the impact of COVID, or simply requiring more time and exposure. The rise in maternal mortality rates in the UK is a concerning issue, with almost 20% of deaths occurring within six weeks after birth (Devlin, 2022) . The Maternal Mental Health Alliance (2017) reports that suicide is one of the leading causes of maternal deaths, accounting for one in nine deaths in the first year after giving birth. To address these issues, there needs to be more education and affordable products for women, which is what Frida's brand aims to provide.
Frida's advertising campaign depicts a realistic portrayal of labour and birth from six real mothers, including Paloma Faith. While the brand's honest approach resonates with many women and parents, it may not appeal to everyone, particularly older generations who prefer to keep such moments private and intimate. However, the use of the term "real birth announcement" throughout the campaign is catchy and aligns with the brand's direction, as the term "birth" is often associated with women and couples who are either experiencing or have experienced it.
To take a similar approach, a concept store could feature realistic depictions of labour, birth, postpartum, and parenting that are likely to be accepted by Generation Alpha. Since the store is located in a popular tourist shopping district, the design direction may need to be toned down to avoid offending anyone. The store's design should use humour to demonstrate the reality of parenting while also incorporating adorable baby clichés that are typical of mum and baby stores.
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baby products breastfeeding stuff
baby products breastfeeding stuff
minimalist blue and pink scheme
breast pumps breastfeeding stuff baby products minimalist white and orange scheme own website social media amazon pharmacies mothercare supermarkets pharmacies mothercare supermarkets playful and colourful blue and pink scheme
feminine neutral scheme blue and purple scheme bold quirky cartoon illustrations bright colours scheme feminine abstract modern warm colour scheme
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fridababy office
From an interior design perspective, Fridababy's office seems to have a modern and minimalist design with nods of postmodernism in lightings with an emphasis on functionality and creativity. The space features a combination of open collaborative workspaces and private offices, which promotes a sense of community and allows for both group and individual work. The use of glass partitions and natural light also create a sense of openness and transparency within the office.
In terms of color, Fridababy's branding colors (teal and orange) are incorporated into the office design through the use of accent walls and furniture. These pops of color add a playful and energetic vibe to the space, which reflects the brand's fun and innovative personality. The office also includes plants and greenery throughout, which not only add a natural element to the space but also improve air quality and promote wellness among employees.
Overall, the interior design of Fridababy's office aligns well with the brand's values of creativity, innovation , and wellness. The combination of a modern , minimalist design, collaborative workspaces, and colorful accents create a functional and engaging workspace that promotes productivity and inspires creativity.
overall brand analysis
Authenticity They focus on being genuine and relatable to their target audience by sharing real-life experiences and challenges that new parents face.
Humor : They use humor to connect with their customers and to make their products more approachable.
Education : They provide educational content on their website and social media channels to help new parents navigate the challenges of parenthood.
Influencer Marketing : They partner with parenting influencers to showcase their products and to reach a wider audience.
Community Building : They create a sense of community through their online forums, events, and social media channels where customers can connect with each other and share their experiences.
Product Innovation : They consistently strive to innovate and enhance their products, taking into account customer feedback and evolving market trends. They offer a comprehensive range of products that caters to every stage of pregnancy, postpartum, and general child care needs.
Product Display: Present the products in a phased manner, from pregnancy to postpartum, and categorize baby care products according to age. In addition, educate the customers about the stages of pregnancy and how our products can assist them through these stages. Use storytelling to create a narrative display that engages and informs. To cater to customers who prefer a faster route, provide an easily accessible route to the products.
Sense of Community: The sense of community is essential, and we could provide an event space that hosts various community events, including prenatal and postnatal workshops, father and child workshops, and other collaborations with brands that aim to support and empower women and parents in this challenging role. By offering this event space, we can encourage a sense of community and facilitate meaningful connections between our customers and the brand.
Raw Authenticity: This brand stands out from others in the industry by being unapologetically honest and providing essential information to its customers. We aim to reflect this raw and graphic approach to advertising through the choice of materials used in the design of their interior. Our goal is to create an environment that is thought-provoking yet sophisticated, aligning with the brand's overall scheme.
Humour & Playfulness: These are essential elements of the brand, which is reflected in their choice of colors and social media presence. This playfulness allows customers to relax and take a break from the seriousness and authenticity of the process of having a child. To further enhance this aspect, the design elements should include playful features such as cartoonish objects or a playful theme, which will be appreciated by customers of all ages. Adding adult humor, such as skits from Family Guy, can also help to create a fun and engaging environment.
Wellness: The brand's focus on health and wellness products for babies and women should be reflected in the interior design of the space. The design elements should include keywords associated with wellness, such as relaxation and comfort, with dedicated spaces for customers to feed their babies, and pause points for pregnant women or customers with physical difficulties. The overall interior scheme should convey a sense of wellness by using calming colors, natural materials, and comfortable furniture, which will encourage customers to spend more time in the space and increase their shopping experience enjoyment, especially when shopping with a child.
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LONDON
history
Soho is one of the most historic districts in London, with a rich and colorful past that stretches back centuries. Soho is situated in the City of Westminster, which is a part of London's West End. Once a fashionable area for the nobles, it has been one of the city's major entertainment districts since the 19th century. (Hill, 2020) Originally developed in the 17th century, the area has undergone many changes over the years, but it has always been known for its vibrant culture, diverse population, and thriving nightlife. Today, Soho is a popular destination for tourists and locals alike, offering a unique blend of history, modernity, and urban charm (The history of London, n.d.) .
socio political
Soho has long been a hotbed of progressive activism, with many important feminist groups calling the neighborhood home over the years. In particular, the Women's Liberation Movement played a key role in advancing women's rights in the UK during the 1960s and 1970s. Today, Soho remains a beacon of hope and progress, continuing to champion the cause of gender equality and social justice (Women's Rights Movement, 2023) .
demographics
Soho is a diverse and densely populated neighborhood with different ethnic groups. The area is home to people from many different backgrounds and nationalities, creating a unique and cosmopolitan community. White British people are the majority ethnic group, representing 49% of the population. Other White compose 32%, Chinese 15%, Indian 1.7%, Pakistani 0.5%, and Black 1%, while the rest of the ethnic groupings include White Irish, Gypsy, Mixed, Other Asian, Arab, and Other (Demographics of Soho square, n.d.) .
places of interests
Soho is home to many iconic landmarks and places of interest, from historic sites to trendy bars and cafes. One of the most famous landmarks in the area is Soho Square, which is considered the most significant landmark representing Soho (Soho Square Gardens 2022) . St Anne's Churchyard is another must-visit destination, known for its variety of flora and serene atmosphere (St Anne's churchyard 2022) .
culture
Soho is a melting pot of different cultures, influences, and perspectives, creating a unique and vibrant atmosphere that is unlike anywhere else in London. The area is known for its lively music scene, with many famous musicians and bands have performed in the neighborhood's many pubs and clubs over the years. Soho is also home to a thriving arts community, with many galleries, theaters, and museums located in the area. (Richards, 2021)
society
Soho is a cosmopolitan and inclusive neighborhood known for its diversity, tolerance, and acceptance of all. The area has a large LGBTQ+ community, and it is known for being a safe and welcoming place for people of all backgrounds and identities. Soho is also home to a large population of artists, musicians, and creatives who contribute to the area's unique and vibrant atmosphere (Richards, 2021) .
surrounding areas
Soho is located in the heart of London's West End, surrounded by many other vibrant and culturally significant neighborhoods. From the high-end boutiques and luxury hotels of Mayfair to Fitzrovia's quirky independent shops and cafes, each area has its unique character and attractions. Whether you're looking for shopping, dining, or entertainment, there's always something to see and do in the surrounding areas of Soho (Things to do in soho - London area guides - visitlondon.com, n.d.) .
Fig. 34
Frida Concept store, located at 41 Great Marlborough Street, has several potential competitors within a 2-mile radius, which could have a mixed impact on the business. On the positive side, this proximity could increase foot traffic and brand visibility, leading to higher sales. However, on the negative side, it could result in increased competition, making it challenging for Frida to differentiate from rivals and capture market share. In such a scenario, offering unique value propositions and exceptional customer experiences could help Frida maintain a competitive edge and retain customer loyalty.
SOHO
JOHN LEWIS pause points
Lancaster Gate
London Paddington
Edgeware Road (Bakerloo Line)
The Frida Concept Store's strategic location near cycling and walking paths, as well as public transportation, offers a competitive advantage that can positively impact its business. The accessibility of these transportation options attracts customers who prefer convenient and eco-friendly modes of transportation, which can increase foot traffic and boost sales.
Moreover, the store's location offers a convenient and enjoyable customer experience that leads to satisfied customers, repeat business, and positive word-of-mouth referrals. By leveraging its accessible location, the Frida Concept Store can strengthen its brand awareness and customer base, which can ultimately result in increased profitability and market share.
oxford circus Bond Street
Mayfair
Piccadailly circus
Leicester Square
Covent Garden
Goodge Street
Chancery Lane
The north-facing front facade of 41 Great Marlborough Street may result in limited natural lighting, but this could also reduce heat gain and glare, creating a comfortable environment for customers and employees.
the prevailing wind direction in London is from the southwest. Therefore, if the front facade of the building is facing north, it may not experience as much direct wind impact as buildings with facades facing south or southwest. However, wind can still enter the building through windows, doors, and other openings, and proper ventilation should be considered to maintain a comfortable indoor environment.
Architectural history
41 Great Marlborough Street in SoHo was developed in the early 18th century (Wikipedia Contributors, 2023) , is a stunning example of Georgian architecture. Georgian architecture is an architectural style that emerged during the reigns of the British monarchs George I, II, III, and IV, from 1714 to 1830 (Wikipedia Contributors, 2019) . With its symmetrical facade and brick material, the building exudes a sense of solidity and elegance. The cream-colored stucco, along with decorative elements such as cornices and pilasters, add visual interest and sophistication.
The rectangular and proportional shape of the building, with a flat roof and straight lines, creates a sense of order and stability. This allows for an efficient use of space, optimal natural light intake, and a bright and welcoming interior environment.
The building's smooth texture, clean lines, and minimal ornamentation create a sense of understated elegance, while the cream color adds a timeless and sophisticated touch. This neutral color allows the building to blend seamlessly with the surrounding architecture while also standing out as a distinguished example of Georgian style.
Overall, 41 Great Marlborough Street is an impressive example of Georgian architecture that showcases elegance, refinement, and simplicity.
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Currently, the project site for Frida Concept Store includes a basement floor, ground floor, and a mezzanine level. The building's north-facing orientation means it does not receive direct sunlight, but a generously sized skylight in the ceiling ensures ample natural light fills the space.
In 2020 (Bottomley, 2020) , Levi’s Haus opened its door for a concept store within this space with a focus on sustainable denim products. The store offers an array of eco-friendly denim products, such as jeans made from organic cotton and recycled polyester, and a denim recycling program. The tailor shop also offers customization and repair services. Bottomley (2020) also highlights the fashion industry's growing trend towards sustainability, with Levi's being proactive in incorporating sustainable practices into their business model. The store serves as a physical manifestation of the brand's values and commitment to sustainability, emphasizing the importance of creating a unique shopping experience for customers.
Frida Concept Store could take inspiration from this and incorporate sustainable practices into their business model and product offerings, while also raising brand awareness. The concept store could also serve as a model for creating a distinctive and memorable shopping experience for customers.
In the decade of 2020, the importance of sustainability in business practices and products has been gaining awareness, with the aim to be as eco-friendly as possible. There is no doubt that sustainability will be a fundamental feature in every business in the decade of 2040.
skylight
MAJOR STORES
The location of Frida Concept Store at 41 Great Marlborough Street in Soho, London benefits from a diverse and eclectic architectural style of the surrounding area. Notably, the prominent landmark of Liberty London adjacent to the store attracts many visitors, providing an excellent opportunity for foot traffic (Ford and Brook, 2018) Furthermore, the mix of buildings in the area could cater to a diverse customer base with different tastes and preferences, which Frida Concept Store could capitalize on by offering a range of products and unique experiences. Overall, the location of Frida Concept Store presents a great opportunity for the brand to thrive in a vibrant and eclectic neighborhood.
great marlborough street
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BOOTS PHARMACY LLOYD PHARMACY frida
overall location analysis
Based on research into the location, it is recommended that the design of Frida Concept Store prioritize inclusivity and sustainability. A survey (Understanding Customer Preferences: The Role of Sensory Experience in Storefront Appeal. Wilson. A. 2023) was conducted with 38 participants to understand which of their senses prompted them to enter the store and start browsing products while shopping. The results showed that 30 out of 38 participants voted for the sense of sight, while others voted for the sense of smell. This means that Frida Concept Store needs to consider the visual merchandising for the store front to attract customers.
To achieve inclusivity and sustainability, the store can incorporate universal design principles such as flexible and adaptable displays and fixtures, utilize natural light and ventilation, and incorporate green spaces and eco-friendly materials. In addition, the store can reflect the artistic and innovative personality of SoHo by incorporating unique and creative design elements.
Furthermore, the store should cater to the diverse needs and interests of its customer base by providing spaces for relaxation , breastfeeding, and other activities. By considering all of these factors, Frida Concept Store can create a welcoming and accessible space that aligns with the values and characteristics of SoHo.
In this illustration, we envision the pedestrianization of SoHo's streets, creating a vibrant and pedestrian-friendly environment. The absence of vehicular traffic allows for increased foot traffic, making it more accessible and attractive for visitors. To further enhance accessibility an electric public tram is shown, conveniently stopping at major streets within the area. This sustainable mode of transportation not only provides an efficient means of getting around but also contributes to reducing carbon emissions. By embracing accessibility and contributing to the pedestrianization efforts, Frida Concept Store can position itself as a destination that welcomes all customers, regardless of their mobility needs.
design considerations
Light: Light colors and reflective surfaces, such as mirrors or glossy finishes, can help bounce natural light throughout the space, making it feel brighter and more spacious. Consider using translucent materials, such as frosted glass or sheer fabrics, to diffuse the light and create a soft, glowing effect.
Accessibility: Assuming that by 2043, SoHo undergoes pedestrianization, foot traffic will likely increase, bringing in a more diverse customer base. To meet the needs of all customers, the store's interior space should incorporate universal design principles. This approach not only aligns with inclusivity goals but also sustainable design principles by creating a space that caters to people of various abilities and needs, ensuring long-term accessibility.
Artistic & Innovative: Showcase local artists' work within the store, perhaps through rotating exhibits or installations. Incorporate unique and unexpected design elements that reflect the neighborhood's artistic spirit, such as sculptural or interactive displays. In terms of innovation, the concept store could incorporate new and emerging technologies, such as virtual reality or augmented reality, to enhance the shopping experience.
Transformative: Considering SoHo's dynamic character throughout its history and socio-political evolution, it would be fitting for the Frida Concept Store to have a design that is flexible and adaptable to change. The store's design could feature modular displays and fixtures that can be easily reconfigured, allowing the space to evolve with the changing needs of the community. This approach would not only ensure that the store stays relevant in an ever-changing environment but also provides a unique and engaging experience for customers who value innovation and adaptability.
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2043 LONDON
Transportation
London is aiming to have zero carbon emissions in transportation by 2050. (breathelife2030.org, 2017)
The Mayor's Transport Strategy includes plans to increase walking, cycling, and public transport use. (Transport for London, 2020)
The London Infrastructure Plan 2050 includes improvements to transportation infrastructure, including public transport, walking, and cycling. (London.gov.uk, n.d.)
Smart City
London is implementing smart city technologies to improve sustainability, including using IoT to optimize energy usage. (Conrad, 2019)
The Deep Dive event presentation discussed the importance of using technology to improve sustainability and efficiency in the city. (Birchall, 2018)
Sustainability
London is working towards becoming a zero-carbon city. (breathelife2030.org, 2017)
The Transport Strategy and Local Implementation Plan includes goals to improve air quality, reduce carbon emissions, and increase sustainable transportation. (councilmeetings.lewisham.gov.uk, n.d.)
The Deep Dive event presentation emphasized the importance of sustainability in all aspects of the city's infrastructure. (Birchall, 2018)
stainability
Experiential retail, creating engaging and immersive environments for customers that go beyond just selling products (Retail Economics, n.d.) .
A shift towards sustainability, with retailers focusing on environmentally friendly practices and products, including reducing waste, using sustainable materials, and embracing circular economy principles (Gensler, 2022) .
2043 retail
ANNELRETAIL immersi v e retail
Incorporation of technology such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) to enhance the shopping experience and personalize offerings. (Euromonitor, 2021) .
personalization
Customers expect retailers to provide personalized experiences based on their preferences and purchase history (Gensler. 2022) .
Seamless and integrated omnichannel experience for customers, blurring the lines between online and offline retail. (Euromonitor, 2021) .
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17 young parents participated in a survey to determine their needs and shopping preferences that could make their experiences more convenient and enjoyable (Frida Concept Store Survey: Understanding the Needs and Preferences of Parents and Caregivers, Wilson.A, 2023) . Of the 17 participants, 6 were fathers. Among the fathers, 5 emphasized the importance of seeing diversity and representation of fathers in advertising related to parenting roles. Half of the fathers also expressed interest in dad-friendly shopping experiences and events that could assist them in their childrearing responsibilities.
Frida could expand their outreach by hosting events at popular places where parents shop instead of relying solely on exclusive celebrity events. They could also consider hosting events globally, even in hospitals, and retailing their products in hospital pharmacies or gift shops. Additionally, they could use prenatal, postnatal, and/or parenting workshops to market their products and increase brand awareness.
It appears that the company's marketing campaign heavily features Hollywood celebrities, which could give the impression that their products are only meant for the wealthy or famous. To better appeal to a wider audience, it might be beneficial for them to feature more regular mothers in their advertising to showcase that their products are accessible to everyone, regardless of social status or influence.
One way Frida can improve their marketing campaign is by diversifying their social media presence and offering educational resources on multiple platforms. By reaching out to a wider range of social channels, they can potentially connect with their target customers more effectively and promote their brand to a broader audience.
Although Frida has a substantial following of 300k+, their global outreach is lacking as the majority of participants living in Asia (Frida Concept Store Survey: Understanding the Needs and Preferences of Parents and Caregivers, Wilson.A, 2023) and Europe have never heard of their brand. However, their vision and philosophy revolves around empowering women and parents, and their products have been proven to ease the challenges of parenting. To ensure that their valuable information and educational resources reach women and parents globally, Frida needs to focus on enhancing their online presence in the next 20 years.
representation of fathers
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Vogue
During the 1960s to 1980s, the NHS witnessed a significant shift towards the medicalization of birth, introducing routine medical interventions such as continuous fetal monitoring and higher rates of cesarean sections (NHS England, 2018) . This change aimed to improve safety and reduce mortality rates for women and babies. Midwives played a crucial role in providing personalized care and support throughout the pregnancy journey, emphasizing continuity of care and the relationship between midwives and expectant mothers (Catling-Allen, 2018) . This shift reflected a response to the previous perceptions of childbirth as brutal and primal, highlighting the importance of improving outcomes and reducing unnecessary deaths (Catling-Allen, 2018)
Shops pharmaceutical products in-store. Small percentage shops children’s stuff in-store.
During the 1980s to 1990s, AIMS (Association for Improvements in the Maternity Services) was instrumental in advocating for women's rights and choices in maternity care in the UK. They campaigned for individualized care, informed consent, and a focus on women's needs, challenging the medicalization of childbirth. AIMS provided support, resources, and raised awareness about alternative birthing options, empowering women and families to make informed decisions. Through publications, conferences, and collaborations, AIMS played a vital role in promoting a holistic and woman-centered approach to childbirth in that era (Higson, 2020),(Henchy, 2020) .
Purchasing Habits
Highly influenced by technology & social media.
Personalized experiences.
Reliance on digital platforms.
Purchasing decisions based on recommendations. Buying brands directly instead of retail channels. Loyalty to brand if brand has engagements. Importance in ethical and philanthropist practices.
The age distribution of mothers in the UK has changed over time. The number of mothers under 20 has decreased by 58.6% since 2000, while the number of mothers aged 45 and over has increased by 71.9%. These trends may be influenced by factors such as improved sex education and family planning, as well as advancements in reproductive technologies. While older mothers may benefit from experience and stability, challenges such as fertility issues and health risks exist. Healthcare systems should adapt to support both younger and older mothers for positive outcomes (comparethemarket, n.d.) .
Purchasing Habits
( M , 2023 )
Willing to pay more for ethically sourced products. Prefers online shopping in variety of platforms.
Digitally savvy.
Transparency & authenticity of the products.
Social media engagements by brands.
Reliance on recommendations and reviews.
Seamless checkout experience.
The NHS England's maternity transformation program aims to improve maternity services and outcomes in England. It focuses on person-centered care, continuity of care, and informed decision-making. The program seeks to reduce stillbirths, maternal and neonatal mortality, and serious brain injuries. It also aims to address health inequalities and improve access to perinatal mental health care. The program includes initiatives like the Saving Babies Lives Care Bundle and the accreditation of baby-friendly environments to promote breastfeeding. Overall, the program reflects a commitment to enhancing the quality, safety, and experience of maternity care in England (NHS England, 2016)
Purchasing Habits
Talwar 2023 ) Mandeville 2022
Digital literate.
Values convenience.
Prioritize sustainability and ethical products. Engaging shopping experience; immersive tech. Social interaction shopping experience.
Transparency & authenticity. Metaverse shopping.
Fig. 58
Generation Z Generation Alpha customers 2043
The trend of delaying starting a family and opting for egg freezing (The Guardian, 2021) has been prevalent even before the rise of Generation Z. However, it is important to note that women's fertility rates decline biologically as they pass their prime fertility phase. This means that women who delay starting a family may face challenges in conceiving naturally later in life. Nevertheless, this trend presents an opportunity for Frida Concept Store, as they potentially have two generations of mothers with different needs and preferences of care.
One factor contributing to the delay in starting a family is the rising need for gender equality, as women are increasingly career-focused. This is positive in that women will be financially stable to start a family and have the income to drive spending demands from Frida's range of products. Additionally, with gender equality, the government provides generous parental leave (Dad.info, 2021) , making Frida's target customers not only limited to women but also to fathers, especially with the rising trend of stay-at-home fathers (King, 2011)
Frida's products are accessible to everyone who requires baby care and postpartum care products.
1997 - 2010
2010 - 2024
technologically savvy gender equality social media literate self-care aware consumer electronics sustainability & ethical concious physical shopping experience for baby care and postpartum care products transparency career-focused women research before purchasing male taking the role as house-husband
(Cottrell, 2020)
(Wikipedia Contributors, 2023)
Fig. 62
Fig. 63
overall 2043 analysis
Sustainability: Frida Concept Store should not limit itself to using sustainable and eco-friendly materials for its products alone. It should embrace sustainability as an integral part of its entire branding identity, extending to the selection of interior materials for the store while maintaining brand consistency.
Inclusivity: Frida Concept Store should prioritize accessibility, universal design, inclusive restrooms, sensory considerations, cultural representation, size inclusivity, staff training, and community engagement. These considerations create a welcoming space for all customers.
Immersive & Innovative: For an immersive and innovative design, Frida Concept Store can consider incorporating interactive displays, augmented reality experiences, dynamic lighting, experiential installations, creative spatial layouts, unique material usage, digital integration, and multi-sensory elements. These design considerations enhance customer engagement, create a memorable experience, and differentiate the store from traditional retail spaces.
Convenience: Frida Concept Store optimizing store layout for easy navigation, incorporating self-checkout systems, providing ample seating areas, offering mobile app integration for seamless shopping, implementing click-and-collect services, ensuring clear signage and wayfinding, providing accessible restrooms and amenities, and considering efficient queue management systems. These design elements aim to streamline the shopping experience and prioritize customer convenience.
Frida Concept Store, located in SoHo, has a promising future by targeting future generations for an enjoyable shopping experience. It should strike a fine balance between quirkiness and wellness, dedicating space for easy shopping. The interior design must be inviting and focused on sustainability and eco-friendly materials to align with the store's overall branding. To attract future generations, the store should offer immersive experiences through interactive displays and augmented reality, incorporate digital elements for convenience, create a social shopping environment, prioritize personalization, and emphasize sustainability and social responsibility.
Fig. 64
Fig. 66
Fig. 67
Fig. 65
fig. 128 Frida Baby (2022). Honestly we d settle for more than 4 hours of sleep. [Online Image] Instagram. Available at: https://www.instagram.com/p/CbN5bYYBv1a/ [Accessed Jul. 2023].
Fig. 128 the end
ALEXA WILSON STUDIO
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