Andromeda Jane - Bridge the Gap - Retail Tommy Hilfiger

bridge

the

gap TOMMY ADAPTIVE

CONTENTS:

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Precedent Studies Schematic Design Design Development Final Drawings

studio II | fall 2019 v| gonano | andromeda springsteen

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PRECEDENT STUDIES

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ADIDAS NYC FLAGSHIP - GENSLER The Adidas NYC Flagship is the largest adidas store in the world and debuts the stadium concept. It is meant to be a manifestation of the Adidas brand. The design sets the mark for a completely new retail direction that aligns with their invigorated brand strategy of focusing on their target consumers.

Size: Approx 45,000 sqft

Use of a variety of colors to blend the industrial stadium look with their audience and the variety of the rotating products that Adidas sells.

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The athlete’s journey with adidas begins as the consumer leaves the field of play, and enters the store through the stadium tunnel. The tunnel entrance is flanked by a twotiered stadium stand assembly that faces out to Fifth Avenue.

The stands encourage gathering, watching live broadcasts of games, viewing demonstrations and lectures by the pros, sharing product innovations, and socializing.

Ground Floor Plan/ Launch Zone Program: Concierge/Kiosks (5%) Cash Desks (Checkout counter): (10-15%) Arrival Tunnel (Entry) (5-10%) Lounge (5%) Retail Spaces: (60-75%)

Men’s Flex

Woman’s Flex Outdoor Football Tennis Athletics Accessories Training Running

Cellar Floor Plan Mens

Overall, the space planning prioritizes the retail space and special features. There are more cash registers on the first floor than the upper levels.

Grid Organization

Semi-Private Private Public 5

MYNT FLAGSHIP SPAIN - DEAR DESIGN

Size: Approx 430 sqft The store design is based on a three-dimensional grid that creates a visually permeable volume, which commands the space. The elements of the structure were progressively grown according to a recurrence relation inspired by the Fibonacci sequence suggesting a progressive and open expansion of space.

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Storage

Checkout

Program: Checkout counter: (10%) Storage: (10%) Retail Space: (80%) Retail Space

Private

Space Within A Space

With this being a much smaller space, there is less room for extra detail in the spaces so the designers opened up the plan and created the most usable space for the actual retail elements.

Public

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AUTHENTIX LA - UP STUDIO Authentix is a custom sneaker boutique designed to create flexibility. The display of product was centralized and broken down into five 8’ x 8’ units. Each unit rotates 360 degrees allowing the space to be easily customized. Each unit is skinned to allow for storage while maintaining display areas in the optimum shopping zone. Depending on the use of the racks, the radius can be shaped to allow for different levels of accessibility in different ways, as well. This bring opportunity for people of all levels of ability to function in the same way within the space.

Size: Approx 1860 sqft

With the display being centralized, the perimeter walls are free for local artists to display their work. The skin is based on the Golden Section. The custom, modern cabinets are juxtaposed against the raw, historic space. The goal is to create a universally adaptable space serving more than one function.

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Checkout

Centralized Organization

Retail Space

Program: Checkout counter: (5%) Storage: (10%) Fitting Rooms: (10%) Retail Space: (75%) This store is planned based on the centralized display cases. It’s meant to allow people to shop freely from either side and view the art that would be displayed around the perimeter.

Fitting Rooms

Storage

Semi-Private Private Public

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PETITE POMME SPAIN - ERBALUNGA ESTUDIO Petite Pomme is a clothing and shoes retail’s child store located in the centre of a small town, which also aims to boost local trade through careful design. The brand wanted to move away from the historic facade of the building. One of the first major decisions was to remove the dropped ceiling and return to the height of the historic building, in a way that doesn’t accent the original elements.

A modern twist was taken with the bold acoustic panels along the ceiling along with the strong contrast of the yellow built-ins.

Size: Approx 645 square feet

At the entrance, a backlit polycarbonate wall contrasts sharply with the granite facade, generating a rift between exterior and interior and also providing guidance for the customer. As well as vibrant colours, scenographic lighting and contrasted materials like wood and polycarbonate draws attention to the passer-by, adding a contemporary design to the neighbourhood.

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Storage

Checkout Fitting Rooms

Program: Checkout counter: (5%) Storage: (15-20%) Fitting Rooms: (10%) Retail Space: (65%) Compared to the other three, this store has significantly larger private storage space. A justification though, is that this is a children’s clothing store meaning that the product is smaller and takes less shelve space in general.

Clustered Organization Semi-Private Private Public

Retail Space

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SITE 201 West Broughton St., Savannah, GA, 31401 Bay

201 W... Broughton Clothing Retail Restaurants

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The CAT bus has several stops in the area, as well as the DOT bus free transportation

Sales Tax in Savannah: 7% Limited paid downtown parking, including lots Educational facilities: Savannah State University: School of Business SCAD Fashion and Advertising programs

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Retail:

Restaurants:

Banana Republic Gooring Bros Hat Shop H&M The Gap Tommy Bahamas Michael Kors Loft Joseph’s Clothiers Avalon Exchange Victoria’s Secret New York Boutique J Parker Half-Moon Outfitters The Copper Closet The Frayed Knot

The Ordinary Pub McDonald’s FreezN Maple Street Goose Feathers Cafe Jazz’d Tappas Bar World of Beer Alligator Soul Tequila’s town The Coffee Fox Paris Market Savannah Smokehouse The Grey Market Le Gourmet Cafe Pounce Cat Cafe

DEMOGRAPHICS Population:

Disability:

Employment:

Chatham County: 2000: 232,048 2017: 290,501 Increase: 1.48%/yr

Chatham County 2015: All ages: 12.1% 5-15 years: 5.2% 16-20: 5.4% 21-64: 10.8% Target Audience: 21.4%

Unemployment rate has decreased by 7% in Savannah from 2010-2018

Savannah MSA: 2017: 146,444 Increase: 40% by 2050 Male: 47.9% Female: 52.1%

Employment Rate with Disability in Savannah: 20.8% Annual Household Income: $36,000

Household distribution

25.38%

27.19%

Family with Children under 18 Married with children under 18 Single parent with children under 18 Non-family (living alone)

Average wages:

$850 per week

$3,500 per month

$41,500 per year Ranging Savannah in the lower middle class category Top 3 non-manufacturing employers in Chatham County:

13.87%

33.56%

Median age in Savannah is 32.2 years

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NATURAL LIGHT

Our building is going to be primarily unaffected by the harsh West and South rays.

Most of the sun will be entering in the morning, providing the store with beautiful morning northern light.

Over the course of the day, though, it will become increasingly more dark in the building which means we are going to need more artificial light for the displays.

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BUILDING

Massing:

75% of the building is an apartment property with tenants. This changes the access points for entry and exit of the building, and were spaces will be able to be organized.

Structural System No Access Utility Points of Entry/Exit

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TOMMY ADAPTIVE “For one in five Americans, living with a disability, something as simple as getting dressed each day can be a challenge. Inspired by their experiences and Tommy’s own history having children with autism, our team made a commitment to rethink the design process and uncover solutions that really work.” (Hilfiger, 2019).

One of the world’s leading designer lifestyle brands and is internationally recognized for its traditional American cool style that is considered “preppy with a twist” The line features four signature adjustments that increase the accessibility of the clothing.

Easy Closures

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Fits for Prosthetics

Seated Wear

Ease of movement

Who is Tommy?

Tommy Hilfiger is a father, fashion designer, and businessman. Hilfiger’s career in fashion began in high school. In 1969 he opened his first store, People’s Place. In 1985 he moved to Manhattan to pursue a career in fashion design.

From then, his different Hilfiger lines developed into what they are known to be today.

Hilfiger is known for his passion for philanthropy.

Through the TommyCares organization, the company is able to support a variety of initiatives and charities including Autism Speaks, Save the Children, and the World Wildlife Fund. Raising three children who are on the autism spectrum allows Tommy to really appreciate the difficulties that a person with a disability faces.

This is part of the motivation for him to take another direction with his brand and start bringing awareness into the daily life of a person with a disability.

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AUDIENCE Age: range from 1 year old to 40 Demographic: middle class citizens Tommy Hilfiger is not particularly geared towards the elderly. However, a common trend in the percentages of people living with a disability is shown to drastically increase with age. Therefore the clothing line is specifically targeting people who were born with a disability and are living in a middle class situation where dressing fashionable and trendy is something of extreme value.

16%

18%

9.3%

12.6% 7.5%

40% 24%

Age andPeople disability with Disability 20 17.14

Percentage

Percentage

14.29

27.47% 25.75%

11.43 8.57 5.71

Men Men

13.95% 8.58%

Women Women

13.52% 10.73%

2.86 0 5-17

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18-34

Age

35-64 Age

Tommy Hilfiger is accessible to other regions besides the US and Canada. Their clothing lines have spread as far as the UK as well. The hope is to become a globally produced company.

Secondary target audience: families.

A mother of 5 having one child with a disability is more likely to make her clothing trip in one stop, so Tommy Adaptive is meant to be versatile in the sense that it is not exclusive to people with a disability. It is fashion that is made available to a wide variety of consumers.

BRANDING Vera Bradley

Bath and Body Works

Aged luxury

Country comfort Vera Bradley brands the company with five key words: empathy, ingenuity, kindness, tenacity and thoughtfulness.

Their goal is to use the colourful prints and patterns in their designs to inspire people’s days to be easy and a bit brighter. This is reflected in the store with their use of natural materials in the flooring and millwork and the pops of color in the accent areas.

Bath & Body Works has invested in remodelling its stores. Starting around 2016, the brand began a remodelling program it called White Barn, where it separated Bath & Body Works’ stores into what looked like two different stores — one side dedicated to its White Barn brand, which carries candles and another dedicated to Bath & Body Works, which carries lotions and fragrances.

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SCHEMATIC DESIGN

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ADJACENCY DIAGRAM The bubble diagram has correlation to the plan. This allows it to drive the entire project, whether the location changes or not.

Option 1

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Option 2

BUBBLE DIAGRAMS

Here, I was working with the different potential ways to lay out the space, only breifly considering the scale as a percentage of space from the adjacency diagram.

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BLOCK DIAGRAMS

Taking square footage to consideration in the scale, I was able to synthesize the bubble diagram into viable block diagram options for the space.

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ELEVATIONS

These are the elevations that were in progress before constructing final Construction Documents.

They are the whole idea for each wall of the store, in addition to the only elevation of the basement.

East Wall Elevation

West Wall Elevation

South Wall Elevation

Break room West Wall Elevation

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LOOSE FLOOR PLAN

After creating the block diagrams, I started to block out different ways to realistically lay out the space, including walls and furniture. After creating several sketches and ideas for the project, I was able to work it down to two options and eventually settle with the one that most effectively represented my concept.

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KEY FEATURES

Creative Display Rack

Children’s Play Area

Circular Central Display

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Fitting Room

Point of Sale

USER JOURNEY

The user journey allows us to think in the shoes of the clients we will be designing for. I wanted to focus on the different kinds of distractions and obstacles a person with varying abilities would face in a store like Tommy Hilfiger.

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DESIGN DEVELOPMENT

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MOOD BOARD

Interlock

Bridge Connect

Weave 32

CONCEPT / DEVELOPMENT

Bridge the gap, a calming and spacious experience, is going to create an inclusive journey that helps to diminish the inherent differences between people by creating spaces that function not only for one target audience, but all audiences.

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APPLIED CONCEPT

My concept is based on the idea of connectivity and bridging the gap between the natural varying abilities of humans. In my plan, I wanted to incorporate the rich imagery I had found during my research. The center of my design is a large multi-functional display and seating area. The idea for all of the circles in my design relates to the circle that the bridge makes with its reflection, as the circle creates the circle connecting groups of people.

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While creating the floor plan, another consideration that came to mind was how the ceiling is connected to the floor. To keep the connectivity and creating of circles throughout the design, I created this diagram for how I could block out the ceiling and then incorporated that into the RCP when finalizing the project.

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FURNITURE PLANS

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MATERIALS AND FINISHES

Blue Frosted Glass

Eglo Modern Forms Lighting

Birch Composite Ceiling Panels

Original Coffered Ceiling

Herringbone Marble

Red Frosted Glass

When selecting the materials and furniture, I did an analysis of the Tommy branding with their stores and went with a natural and earthy tones while also selecting furnishings with a subtle industrial vibe.

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Florence by Knoll Seating Collection: couch, bench, and chair.

Tiered Central Display Three Level Wood Tier Adjustable Display

UNIVERSAL DESIGN Disabilities extend further than the general ADA standards, so my design features a frosted and glowing wall that is to help any guest with easy way-finding.

Often parents that are shopping with their disabled children, are still there for the whole family. I wanted to create an area that would work to help a mother with a varying age of children as well as be a general seating area

Children’s Area

Gypsum Curtain Glass Lit Cavity

Active Seating

Instead of having a simple lowered counter, I wanted to create a dynamic point of sale that incorporated the ADA counter height into an overall design element.

Gypsum Curtain Glass

In-Ground Composite Lighting

Point of Sale Design Elevation

2’ - 10”

2’ - 6”

2’ - 0”

In-Ground Composite Lighting

Point of Sale

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FINAL DRAWINGS

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PERSPECTIVES

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Fitting Rooms

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Point of Sale

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Children’s Area

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FINAL PLANS

First Floor 46

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5

10

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Lower Level

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ELEVATIONS/DETAILS

Gypsum Curtain Glass Lit Cavity

Gypsum Curtain Glass

In-Ground Composite Lighting In-Ground

Menswear Wall Elevation

Composite Lighting

Point of Sale Elevation

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