HOME OF FREEDOM LAND OF DREAMS HOME OF FREEDOM
LAND OF DREAMS
GROUP
Aurora Amici, Chiara Antifora, Francesco Cassano
Fashion Retail Experience a.a 23/24
Iannilli Valeria Maria, Baldi Claudia, Ormas Eugenio
CONCEPT concept
A CONTEMPORARY SUBCULTURE’S CENTRE
The rebel ethics of the 80’s meet the grunge revival of 2020’s as an alternative against the formal preppy aesthetic. Our aim is to create an aggregation space where people can find a community, with shared interests and culture.
The retail shop is centered on a new punk/grunge aesthetic with the main focus on kilts and tartan’s historical pieces. The space is also created to host workshops, meeting and events related to the community’s interests.
TARGET target
CONSUMERS LIFESTYLE
MADDALENA
AGE: 24
CITY: Milano
JOB: art director
HOBBIES: design, photography, club and events, outdoor activities
AESTHETIC: punk, grunge, urban, street
NORMAL DAY: She wakes up at 8:00 AM, has a healthy breakfast with a cappuccino and cereal, and spends half an hour deciding what to wear. At 9:00 AM, she takes a taxi to work, starting at 9:30 AM. At 1:30 PM, she goes out for lunch with her colleagues and has a chicken salad. At 3:00 PM, she resumes working until 7:00 PM. She then stops for an aperitif in downtown Milan with her friends. At 11:00 PM, she returns home, takes a relaxing shower, and goes to bed by midnight.
CONSUMERS LIFESTYLE
ANDREA
AGE: 32
CITY: Milano
WORK: computer engineer
HOBBIES: Musical instruments, graffiti, hang out with friend, computer, music
AESTHETIC: vintage, street, minimalist.
NORMAL DAY: He wakes up at 7:00 AM, has a quick breakfast with a granola bar and a cup of cold milk, and rushes to catch the bus in time so as not to be late for university. At 8:00 AM, he starts his classes, but first, he grabs a coffee at the bar and smokes a cigarette. At 1:00 PM, he has a lunch break and eats a sandwich at the bar. At 6:00 PM, he finishes his classes and takes the bus back home. He invites some of his classmates over to work on a project together. They have a quick dinner, and by 11:30 PM, he goes to bed.
CONSUMERS LIFESTYLE
EMMA
AGE: 28
CITY: Milano
WORK: Tattoo artist
HOBBIES: photography, art exibhition, reading book, concert
AESTHETIC: vintage, cozy, neutral
NORMAL DAY: She wakes up at 8:00 in the morning, has a rich breakfast with porridge and fruit, dresses in total black as always, and rides her bike to work. At 9:00 am, she starts working, creating tattoos with her characteristic minimalist design. At 1:00 pm, she takes a lunch break and goes to eat a vegan burger at her favorite place. At 3:00 pm, she resumes work until 6:00 pm. On her way home, she stops at the supermarket to do a quick grocery shopping and to buy food for her beautiful black cat named Ink. Once home, she takes a long, relaxing shower and around 8:00 pm, she prepares dinner. Around 10:00 pm, she goes out for a drink with her friends and returns home around midnight, then goes to bed.
STORE
& PRODUCTS STORE AND PRODUCTS
STORE LOCATION
The rebel palace is based on the urban redevelopment of an abandoned building in Milan. In fact, the project envisages the re-appropriation of abandoned urban areas for the construction of new and interesting centers lived in by citizens.
VIA LAMARMORA 23,27. MILANO
STORE LOCATION
PRODUCT SCENARIO
TARTAN
kilt, jackets, dresses, shirt, ecc. everything in tartan fabric.
PRODUCT SCENARIO
LEATHER jacket and dresses.
SERVICES SERVICES
PARTNERSHIPS
ORTICA NOODLES
Artistic movement in Ortica, engaged in street art works for the redevelopment of urban areas and the spread of ideologies. The relationship between the work and the public place that hosts it plays a fundamental role in their research method.
STABLE MUTUAL PARTNERSHIP:
- They help us with the restoration of our designed place
- We invite them to host workshops about "art and urban requalification" as well as "graffiti art" and potentially more
- Together we create exhibitions with previous works from both parts
-They create unique custom pieces for our shop
KING’S FUNDATION
The King’s Foundation, founded in 2018 by the, at the time, prince of wales’s, with the vision of creating communities for a more sustainable world. They run a very diverse programme of education and training, and they also regenerate historical places beloved by communities and that visitors may enjoy.
INVESTOR PARTNERSHIP:
- They give us founds for the restoration of the shop site
- They also send some experts from their roster, both for help in the customization booth and also to host some "enriching repairs" and "knowledge on textiles" workshops
- We clearly thank them and proudly show, both in the store and online, our partnership with them, which also helps to elevate our importance status
PARTNERSHIPS
HUMANA VINTAGE
Humana People to People Italia is a humanitarian international cooperation organization that has been promoting sustainable development in the textile sector since 1998. Through their ethical and transparent supply chain, the clothes that people give them are transformed into resources for education, sustainable agriculture, health protection and community development projects.
MUTUAL PARTNERSHIP:
-We make a deal to get from them some tartan pieces, becoming customer and in exchange:
-We request some of their experts on “basic repair” workshops.
DON’T WASTE MILANO BY DINO SABANOVIC
Don't Waste is not just a shop, but it is a place where voice will be given to young people, the green policy will be followed and where, thanks to the proceeds, trees will be planted and there will be investments in cultural activities in Italy and Sarajevo, the hometown of the founder Dino Sabanovic. This will be a perfect match for us because it was the first upcycling shop that also wanted to create a community
MUTUAL PARTNERSHIP:
-We showcase and/or sell some of their pieces in store
-They sometimes come to make “creative upcyclign” workshops.
-We both help each other to grow, and to develop always better projects.
ART COLLABORATION
STORE
Specialized in urban redevelopment works, the aesthetic design of the store is created in collaboration with the Ortica group.
EXHIBITION SITE
Shared exibition with Ortica Noodles, with custom pieces made by them, art works of the gorup, new collections and photography of the Rebel Palace.
ART COLLABORATION
SERVICES SYSTEM
COLLECTIVE SHARED SPACE
an open area where people can meet to talk about common interest, listen to music or just spend time together - an exclusive inclusive space
CONSIGNMENT BOOTH
a desk where you can sell or donate your old tartan kilts/ clothes that don’t want no more (they will be used for the repairs)
REPAIR SERVICES
basic: to adjust holes or rips on your old clothing with tartan patches
premium: the garment is fixed using hand techniques that require more time, but can be made as requested
SERVICES SYSTEM
WORKSHOP, FOR A CULTURAL AND AGGREGATION SPACE
ART WORKSHOP
MEETING ON URBAN REDEVELOPMENT
“ENRICHING REPAIRS” AND “KNOWLEDGE ON TEXTILES” WORKSHOPS
CREATIVE UPCYCLING WORKSHOPS
SERVICES SYSTEM
UNIQUE AND PERSONAL CUSTOMIZATION EXPERIENCE
DIY CUSTOM:
a service that allows you to personalize your clothes by your own with a lot of different materials
UNIQUE CUSTOM PIECES BY THE ART GROUP ORTICA NOODLES.
MARABU INK
Marabu Ink is a German company specializing in high-quality inks for textile, screen, digital, and pad printing. They are committed to sustainability by developing eco-friendly products, such as water-based inks, and implementing sustainable manufacturing practices, including waste reduction and energy efficiency.
TOUCHPOINTS TOUCHPOINTs
TOUCHPOINT, EXHIBITION SITE
SPAZIO SERRA IN LANCETTI, MILANO.
Permanent art exhibition shared with Ortica Noodles to show new pieces of the collection, unique custom pieces by ortica noodles, photos of the Rebel Palace’s project
ART STUDIO FINESTRERIA MILANO.
Art space in the centre of Milan, via Ascanio Sforza 69, for art exhibition and events, like shows and parties.
TOUCHPOINT, EXHIBITION SITE
THEREBEL PALACE
DIGITAL TOUCHPOINT
WHAT’S ON OUR SOCIAL MEDIA?
The costumer can find information about our activities and services we offer in the store. It can discover our new events and found photos of passed ones. On Ig the consumer can enter in our broadcast channel and text with us or propose some activities. On Tiktok the costumer can find videos about everything we make.
DIGITAL TOUCHPOINT
WHAT’S IN OUR WEBSITE?
In our website you can get in touch with our project, start to know what we are doing, discover different events and read about us, our partner and our art. From the landing page, you can download our app!
DIGITAL TOUCHPOINT
ABOUT OUR APP?
A digital tool to keep you posted on everything about our store.
- Possibility to book a spot for our workshops/events
- Find information about our exhibitions and news about what’s new in store
- Locate all our points of interest on the map
- An open blog where members can propose new ws/event ideas
THE STORETHE STORE
MOODBOARD
STORE LAYOUT
STORE LAYOUT
STORE LAYOUT
STORE LAYOUT
FOCAL POINTS
6: clothing display 7: canopy style fitting rooms 8: waiting area
CUSTUMER EXPERIENCE
PRE ARRIVAL
ON ARRIVAL
DISCOVERY
People discover our projects thanks to our touch point
DEEP DIVE
People start to follow us on social media, look at our website and app
THE LOCATION
People discover our physical location and get in touch with staff
GROUND FLOOR
The consumers could partecipate at ws or see exhibition
POST PURCHASE
THE CUSTOMIZATION
In the ground floor the costumer can modify their peices
FIDELIZATION
The staff explain to the consumers how to keep in touch with RP
FIRST FLOOR
The consumers could try on our new collections with their friends
APP LOYALTY
More you use our app, and more of our events you participate to, more discounts and exclusive pre-sale opportunities
CUSTUMER JOURNEY
INSIDE THE STORE
1. 2.
When you enter in The Rebel Palace, you can see immediately a large staircase from which you glimpse the collections on sale.
Your attention is then captured by the staff who will explain to you what you can find in the building.
3.
Immediately afterwards you will turn for the ground floor, attracted by artistic works, workshops and other events in the salon.
4.
Curious to see better the clothes glimpsed at the entrance, go up on the upper floor where you can choose and try them and chill out in the waiting area.
DIGITAL INTEGRATION
QR CODE IN EXHIBITION AREA
if you scan the qr code in the exhibition area you will find some information about the painting and the history, then if you post in your IG stories, a photo of that painting, and tag @the_Rebel_Palace, you’ll have some benefits
QR CODE HISTORY
scan it to discover the history of tartan and kilt
IG STAR POST
when you enter you can go over the start with the logo and take a photo with the main stairs to post on your social media and tag @The_Rebel_Palace
GROUND FLOOR, ENTRANCE, CUSTOM AND REPAIRS BOOTH
WORKSHOP EXHIBITION AREA
