IR3002: Brand Building through Spatial Design
Aniruddha Nilosey UG180067
1. About the Brand:
• An Introduction to the Brand.
• Product Range.
• Brand Positioning.
• Touch Points.
• Target Audience.
• Research Inferences.
2. Design Development:
• Success Matrix.
• Site Analysis.
• Adaptive Reuse.
• Conceptualisation.
• Concept Translation.
• Zoning.
• Visual Merchandising
• Material Board
3. Final Design:
• Plans.
• Facade.
• Exploded Isometric View.
• Rendered Sections.
• Sectional Perspective.
• Rendered Views.
Contents
1. About the Brand:
Black Diamond is an American Adventure Sports and Mountaineering Equipment brand focusing on Rock climbing, Skiing, Trekking and Bouldering.
From Mt. Hunter, Peter MetCalf carried with him a deep Understanding of commitment, leadership and perseverance. Black Diamond carries at its core the same values that Peter took away from Mt. Hunter: passionate commitment, unshakable determination and a deep love for the mountains and the lives they forge.
Products:
Primary
Apparels, Jackets, Shoes, etc.
Secondary
Professional Gears.
Tertiary
Add ons, Powders and gels.
Brand Positioning:
Snow Sports Climbing Sports
Technical Approach For Traditional Approach Apparel Focused Gear Focused Outdoor Sports Adventure Sports Community Driven Product Focused Sports Tours Interest Based Audience
For
Advertisements:
There are 2 categories of the advertisements that Black Diamond orients itself around.
The first one is where they emphasize on the sport itself. Intriguing interests to show the beauty of it. Something that would make you want to participate in it.
The second category is where they focus on their Product, the technology behind it and the making process to convince people about their product quality and seriousness towards its craft.
TouchPoint 1
Usage of Strong visuals depicting the sport. Highlighting the product features.
TouchPoint 2
Community website:
Black Diamond’s foundation itself revolves around team spirit. To enhance this ideology, it focuses on creating a community of Adrenaline Junkies.
It has 2 sections, the athletes and the ambassadors.
The Athletes are the people who make a living out of it. While, the Ambassadors are the ‘influencers’ to grab the attention of the common people and get them interested into Black Diamond. Both work in a similar manner where they collaborate with Black Diamond to share their stories.
Understanding Target Audience:
Target Audience Spectrum: (Indulgence towards Adventure Sports)
Hobbyists Newcomers
Age: 18-50
Focus: 18-30
Have a thirst for Adventure, Thrill
Athletes, Pros, Hobbyists. Amateurs
Gender: Both/ Unisex
Upper Middle and Upper Class
Athletic
Fashionists & Newcomers
Amateur Athletes
Professional Athletes
People who want to look Athletic.
People who are interested in Adventure Sports.
People who build their Livelihood from Adventure Sports.
Abhigyan:
INDUSTRIAL LEGACY
BLACK DIAMOND has been around since 1957. During the course of time, it has cemented itself as a Standard. When people buy Black Diamond Equipments, they already know that the product is one of the best option out there.
TECH INNOVATION
Even though BLACK DIAMOND has been around for decades and is a legacy, they have kept innovating with their tools and technology, such as their Camelots, which revolutionized mountain climbing.
COMMUNITY
BLACK DIAMOND was created by a group of friends who were mountaineers themselves. Hence, the brand always promotes such companionship and the idea of creating a community.
CELEBRATING OUTDOOR
BLACK DIAMOND is all about Mountaineering sports and activities. The reason why it has always progressed is because the essence of all these activities is to change the regular routine and being in the palms of Natural terrain.
Inferences:
2. Design Development:
Success Matrix:
Site Photos:
RajGhat Power Plant is an abandoned power plant. The project proposes an adaptive reuse of the same to revive and match the industrial legacy of Black Diamond.
The Power Plant is located at the heart of New Delhi, in close proximity of Connaught Place and other Sports facilities such as Arun Jaitley Stadium, Indira Gandhi Sports Arena and Indian Mountaineering Foundation. This contextual advantage grants the store a huge bonus that the target audience would be in close proximity as well.
Site: Rajghat Power Plant
Adaptive Reuse
Introverted Box
Dilapidated Structure
Formalising Concept:
By Conducting surveys within the broad target audience range, I summurised the various reasons why people indulge in such outdoor activities. Everyone had their own story that they associated which carved their individual path. Hence, the concept:
YOUR JOURNEY”
Discovering what are the brand attributes of Black Diamond and correlating it with the site context using a mind map, helping in addressing the key words, JOURNEY, CELEBRATING OUTDOORNESS, THRILL, EXPOSED STRUCTURE, VERTICAL JOUNEY HORIZONTAL PLAY.
“CANVASSING
Concept Translation:
Embracing and Extroverting the structure
Heights, platforms and visual connections
Volumetric Play
The entire space has been divided into 3 floors, with the idea that the customer journey would transition from Experience to Inspiration to Leisure.
Where the ground floor consists of the equipment display, stacking and trials, the first floor is for the high end technical products for professional use, and the second floor is for the staple products and the cafe. Ground Floor
First Floor Second Floor VM Strategy and Zoning: Experience Inspiration Leisure
Product Story Fixture Exclusive Products Fixture
Central Island Fixture
Wall Fixture Wall Fixture Partition/Highlight Fixture
Shopping Assistant
Material Palette:
3. Final Design:
Ground Floor Plan: A B A’ B’
First Floor Plan: A B A’ B’
Second Floor Plan: A B A’ B’
Store Front: Facade: How the Store Front looks.
Isometric View.
Exploded Isometric.
Section AA’:
Section BB’:
Sections:
VIEW 01: The First look / Entrance view of the Store. The Entrance uses 3D projected dioramas leading to their respective sections, creating a multiple stories within the store.
VIEW 02: A Glimpse of the ‘How-to-use’ Climbing Tools Installation. The InStallation exhibits how and which tool is to be used for what type of surface usign mannequins, encouraging and informin the customers about the tools.
VIEW 03: A Look into the Merchandising of the Trekking Section. The View shows a glimpse of how the Products, Merchandise and other displays would be placed within the store.
VIEW 04: Starting view of the First Floor. The First Floor is dedicated to the ‘high end’ tools for the pros, and also acting as an inspiration for the amateurs to look upto.
VIEW 05: Looking down from the Glass Tunnel. The Glass Tunnel acts as a point of thrill for the customers, being able to see the 2 floors below with and through their volumetric differences.
