Business Report: Part 1

DIA30003 Interior Architecture Entrepreneurship and Professional Development

ASSIGNMENT 3 BUSINESS REPORT Chanmollyna Chhour 103161544 Semester 2, 2023 Mon/10:30am-12:30pm

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SWINBURNE UNIVERSITY OF TECHNOLOGY

BACHELOR OF DESIGN - INTERIOR ARCHITECTURE (HONOURS) DIA30003

Interior Architecture Entrepreneurship and Professional Development Chanmollyna Chhour 103161544 Semester 2, 2023 Mon/10:30am-12:30pm

ALL RIGHTS RESERVED All Rights Reserved © 2023 by Chanmollyna Chhour. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright

DECLARATION OF ORIGINALITY

ENGen Studio

Unless specifically cited and referenced, the brandmark and all other material in this book is the original creation of the author.

COPYRIGHT AGREEMENT I agree for Swinburne University of Technology to use my business report for non-commercial purposes including: promoting the activities of the university or students: internal educational or administrative purposes: entry into appropriate awards, competitions and other related non-commercial activities, to show my work in lectures and as an example for future students on line and face to face and in lectures. In some situations, this may involve repurposing the work to meet the requirement of Swinburne’s use.

I agree to grant to Swinburne a worldwide, non-exclusive, irrevocable and free-of-fee license to use this project produced in DIA30003 in any way for non-commercial purposes.

17/10/2023 Chanmollyna Chhour

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CONTENT Part A: Introduction Designer’s Profile

Part B: Future Context Speculating the world in 2043 Into the near Future: Trend Thesis

Part C: Existing competitors Case Studies Business Competitors: Case Studies Business Competitors: Value Proposition Analysis Competition Analysis Strategic Implicaiton

Part D: Proposed Business Identify Visioning your design firm in 2043 Positioning yourself in 2043

Part E: Proposed Business Development Target client / User persona Value Proposition Canvas Business Model Canvas Business desirability Business feasibility Business viability

Part F: Conclusion Conclusion

Part G: Personal Learnings Seminar discussions Final reflection References

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Figure 1

INTRODUCTION As time progresses steadily, designs undergo continual transformation and development.

Notably, the hospitality and commercial sectors are consistently striving to provide top-tier service and experiences to their clientele and visitors.

Interior architecture is a pivotal element in elevating these experiences. Achieving this necessitates designers to stay current with trends, comprehend audience preferences, and formulate concepts that possess enduring qualities. Simultaneously, they must seamlessly incorporate technology and environmentally conscientious elements that reflect the brand within the physical space. This demands interior architects to employ ingenuity in presenting their specialized design services to potential clients.

ENGen studio strives to provide high-end service to clients that seeks their professional expertise to 4

DESIGNER’S PROFILE Chanmollyna Chhour, an Interior Architecture graduate, is passionate about creating sustainable cities by repurposing wasted resources. Emphasizing the importance of integrating innovative technologies to enhance design, fostering connections between past, present, and future generations.

Chanmollyna Chhour

Our world is a fascinating and diverse

realm, housing billions of inhabitants, each possessing unique tastes, viewpoints, interests, and personalities. However, what unites them are shared communal spaces and collective environmental and future concerns.

ENGen Studio (EcoNova-Genesis Studio), an architectural and interior architecure firm, specializes in crafting sustainable carbon negative designs that incorporate technology to effectively communicate designs to individuals. Additionally, these designs offer a serene, zen-like experience to visitors as though an escapism from the reality.

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FUTURE SPECULATIONS FOR RETAIL SECTOR The future may seem further than we imagine however it is closer than we think it is. 20 years ahead, minor to major changes will happen in the interior architecture industry in the retail store sector. Based on Zukunftsinstitut’s trend researcher pointed that 3 factors; connectivity, security and neo-ecology will emerge and may become the biggest potential of human’s lifestyle in retail. (IMM-cologne, 2022)

Store will incorporate movable fixtures to rearrange the store into a different concept which eliminates the boreodom of seeing the same store layout

Store will incorporate movable fixtures to rearrange the store into a different concept which eliminates the boreodom of seeing the same store layout.

Pop-up stores would be heavily dominating the market of retail stores because of its versatility and effectiveness to capture the audience attention.

Retailers will include touchless displays but informational (due to health and safety concerns).

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2033 Price displays will be digitised and products will be digitally displayed which eliminates the use of paper.

Exsiting stores that are designed to support inclusivity and universal accessibility for everyone.

Even at the present, sustainability is slowly emerging as the central motive to every kind of industries, and it can be said that sustainability will be one of the core values in interior architecture practice onto retail store. Carbonemission is one of the concerns environmentalist insist persistenly.

Carboon-neutral will be the desired achievement during this point.

Speculations are also based on retail experts analysis from McKinsey, Tiffany Burns Tyler Harris whom highlights the ‘five zeros’. (Burns & Harris, 2022)

Inserting different spaces such as restaurants, café or any other entertainment space within the retail store to make the customers linger around longer

Retail stores will then become a sculptural or a museum-like shopping experience.

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Interactive display will be the core idea to create an emotional responsive connection with the customers.

Underwater retail stores may rise up in the market.

Dream and surrealistic concept store will create a fantasy-like escapism experience.

Stores will only use recyclable materials for their interiors which lowers down the cost of materials.

Incorporating arts and installation that supports local artists and local culture will be part of the new designs of retail.

Digitalised mirror will be added in to quickly visualise the fits onto individual body.

Advanced tech such as VR,AR, MR will be integrated and used in stores to provide an interactive and immersive experience for customers.

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Stores will become a multifunctional space where it connects humans and community together.

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Multi-sensory shopping experience will provide a long-lasting impression.

Stores will also be responsive to weather conditions.

Serene Zen with tranquillity infused concept retail stores will be dominating the interior industry.

Biometric payment, whether it is from our mobile phones or instore.

Holographical display may be the future of shopping without needing to leave the house.

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INTO THE NEAR FUTURE The firm envisions a profound transformation on the horizon in the field of interior architecture, driven by a growing recognition of the immense potential of niche markets to reshape design services. This transformative wave is founded on the cumulative knowledge, expertise, and unwavering passion of designers committed to delivering specialized solutions, with a strong focus on sustainability and the seamless integration of VR/AR technology, specifically tailored to unique retail sectors. Moreover, we’re taking it a step further by emphasizing a commitment to carbon negativity, making sustainability an even more integral part of our approach. We firmly believe that this shift not only has the power to redefine the scope of interior architecture but also holds the promise of creating immersive and technologically advanced, sustainable, and innovative customer experiences.

visually striking but also ecologically responsible, harnessing the power of VR/AR to revolutionize the customer experience. Simultaneously, we are taking decisive steps to ensure that our designs are carbon negative, contributing to a greener future.

The shift toward niche design markets, especially those rooted in sustainability, is influenced by a multitude of factors, including the evolving knowledge, expertise, and profound commitment of designers in these niches. This specialization allows interior architects

The traditional model of providing a broad spectrum of design services, ranging from residential to commercial projects, is rapidly evolving as the field of interior architecture advances.

Companies and design studios are increasingly narrowing their focus to specific sectors, such as beauty, clothing, clinical, corporate, furniture design, hospitality, and the everexpanding realm of sustainability-driven and VR/AR technology-integrated services. This strategic realignment is aimed at meeting the unique demands of these niche markets, offering design solutions that are not only

Figure 2 8

to deeply immerse themselves in the intricacies of each sector, producing designs that are not only ecoconscious but also deeply resonate with their environmentally-aware audience. With the integration of VR/AR technology, these designs become fully immersive, offering customers a taste of their future spaces and enabling informed, sustainable decision-making.

As niche design markets continue to flourish in the field of interior architecture, they open doors to new dimensions of human interaction and

experiences.

Architects and interior designers are presented with the opportunity to leverage VR/AR technology to create spaces that evoke emotions, foster meaningful connections, and allow customers to explore sustainable design options in a virtual environment before they commit. This tailored approach encourages designers to engage in creative and critical thinking, shaping environments that not only enhance sales but also authentically reflect the brand’s identity while promoting eco-conscious decisions.

At the core of this trend lies the drive to optimize sales and bolster customer loyalty, underpinned by a strong commitment to sustainability, carbon negativity, and cutting-edge technology integration. By zeroing in on specific niche markets, interior architects empower brands to finetune their product or service offerings, promoting sustainability and delivering experiences that are both innovative and ecologically responsible. This, in turn, leads to increased revenue, heightened customer satisfaction, and deeper engagement, with a focus on the long-term well-being of our planet.

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FUTURE SPECULATIONS FOR RETAIL SECTOR ACCORDING TO EXPERTS Tiffany Burns and Tyler Harris;s five zeros:

FIGURE 3 Burns, T., & Harris, T. (2022). Forecasting the future of stores | McKinsey. In www.mckinsey.com. https://www. mckinsey.com/industries/retail/our-insights/forecasting-thefuture-of-stores

FIGURE 4 Burns, T., & Harris, T. (2022). Forecasting the future of stores | McKinsey. In www.mckinsey.com. https://www.mckinsey.com/industries/retail/our-insights/ forecasting-the-future-of-stores

FIGURE 5 Burns, T., & Harris, T. (2022). Forecasting the future of stores | McKinsey. In www.mckinsey.com. https://www.mckinsey.com/industries/retail/our-insights/forecasting-the-future-of-stores

FIGURE 6 Burns, T., & Harris, T. (2022). Forecasting the future of stores | McKinsey. In www.mckinsey. com. https://www.mckinsey.com/industries/retail/ our-insights/forecasting-the-future-of-stores

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SUSTAINABLE MATERIALS RESEARCH

Recycled Metals

FIGURE 7 L, J. (2023). Carbon Negative Building Materials. In Carbon Credits. https://carboncredits.com/carbon-negative-building-materials/

Hempcrete

Structural TImber

Low-carbon Bricks

Green Glass + Ceramic Tiles 11

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DESIGN SERVICES BY 2043 Design services that would exist by 2043 include:

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Redesigning recyclable and sustainable materials into an aesthetically pleasing design.

Generate designs that are carbon-negative by incoporating materials that decreases the amount of carbon.

3D life-size scale consulting and discussion experience with clients.

Integrating VR technologies into interior designing which gives firsthand experience into the space before it is built.

Real time design discussions for quick visualisations.

These services will slowly emerge as the design trends is emerging. As the design trends is emerging, the technological aspect would have to be improved to be able to complete and deliver the task perfectly.

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CASE STUDY 1 : FADAA Background FADAA is an architectural company that is situated in Brooklyn, USA and Amman, Jordan. The firm is co-founded by Bisher Tabbaa.

Value Proposition FADAA engage in research and develop projects that afford them the opportunity to fundamentally reimagine ways to enhance the interplay among architecture, culture, and the environment, all while taking into account the human experience within the space.

Trend Forecast Evaluation The company’s design philosophy encompasses a multifaceted approach, considering various aspects in their design thinking process. They prioritize environmental sustainability, aiming to create designs that leave a minimal ecological footprint and contribute to a more sustainable future. What sets them apart is their ability to produce imaginative and visually captivating designs that seamlessly integrate with emerging trends in social, environmental, and ecological awareness. Their wealth of experience allows them to incorporate these elements effectively into their projects, ensuring they not only meet but exceed client expectations while remaining at the forefront of contemporary design values and trends.

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How are they competitive This company’s primary focus lies in environmentally responsive design, offering services in commercial and hospitality design, alongside customized-sculptural furniture design. They provide comprehensive service packages, covering everything from the initial phases to the construction stage. Their pricing strategy is characterized by a commitment to sustainable material use, emphasizing reusability to reduce costs. Their promotional efforts span LinkedIn, websites, and social media platforms, with appearances in architectural articles and design magazines, and even recognition on Dezeen’s interior sustainability award page. The company operates from studios in Brooklyn, USA, and Amman, Jordan, while engaging in global projects with team members hailing from the UAE, Jordan, Germany, and the US. With a closely-knit team of 10 members, they effectively collaborate on idea generation and design thinking for various projects.

Their competitive edge stems from a clear reflection of their environmental design focus and an alignment with emerging design market trends, positioning them well for the future.

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CASE STUDY 2 : zU-Studios Background zU-studios is young international architectural firm based in Amsterdam, Netherlands founded by Javier Zubiria whom works with a very small team of less than 10 members.

Value Proposition Zu-studios is a design firm that focuses on retail, commercial, and residential design, delivering detailed construction documentation customized to fulfill clients’ needs and preferences. Their expertise lies in creating unique concepts on a grander scale, drawing inspiration from everyday objects, and seamlessly integrating a captivating story into their designs.

Trend Forecast Evaluation ZU Studio’s central design philosophy revolves around creating urban spaces that offer deeply fulfilling experiences for both residents and users, with a focus on their residential and commercial projects. They maintain a transparent pricing structure, considering project size, land area, and comprehensive cost breakdowns for materials and construction, fostering strong client communication. Their work is actively promoted through architectural publications and online articles, complemented by their website’s striking, large-scale project visuals that emphasize their design concepts. While their primary studio is in Amsterdam, they operate internationally, embracing global projects. Their closeknit team brings diverse expertise, ensuring competitiveness through a keen grasp of current design trends and a dedication to meeting clients’ unique needs and desires in their designs.

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How are they competitive This company leverages several advantages represented by the 5Ps. In terms of services, their founder’s design philosophy prioritizes creating cities that offer fulfilling experiences for residents and users through residential and commercial projects.

They establish transparent pricing structures based on project scale and land size, going a step further by providing detailed material and construction cost breakdowns in the early stages, fostering robust client communication. Their promotion efforts extend to architectural magazines, online articles describing their design principles, and a website showcasing an array of current and upcoming projects through captivating imagery. Located in Amsterdam, Netherlands, their main studio serves as a hub for global projects, reflecting their status as an international architectural practice.

With a closely-knit team of experts from diverse sectors, they are highly competitive, adept at navigating current design trends, and committed to understanding and fulfilling their clients’ unique design needs and desires.

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CASE STUDY 3: Corso

Background Corso Interior Architecture comprises a dynamic team of creative and forward-thinking individuals who have earned accolades in interior design and architecture. They hold a deep appreciation for high-quality design, timely project delivery, and adhering to budget constraints.

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Value Proposition Corso Interior Architecture offers a distinctive value proposition rooted in their holistic approach to design. Their team of award-winning professionals is deeply committed to crafting exceptional designs that harmonize aesthetics, functionality, and sustainability. From concept development to the identification of the perfect space, Corso guides clients through every project phase. They place a strong emphasis on building personal connections and recognize the enduring value of face-to-face interactions in an increasingly digital world. Corso brings their unique visions to life, ensuring top-quality design, budget-friendly execution, and on-time project delivery.

Trend Forecast Evaluation Corso Design sets a trend for the future through their comprehensive business model, which involves supporting clients from the project’s inception to its completion, including concept development and property sourcing. This strategic and personalized approach fosters strong customer engagement, loyalty, and trust. In an era of advancing AI, the irreplaceable impact of human face-to-face contact and interaction remains a distinct competitive advantage for the future.

How are they competitive This company specializes in niche markets, focusing on retail, hospitality, and clinical fit-outs, and excels in creating functional floor layouts and foot traffic strategies with a marketing emphasis. They are known for their budget-friendly approach to small to medium-sized projects customized to clients’ brand and service needs. Their promotional efforts encompass their website, Instagram, Facebook, and LinkedIn, along with appearances in leading design magazines.

Operating primarily in Melbourne, they have a deep understanding of the local environment, including heritage laws, regulations, and climate. The team’s strengths lie in efficient project brief generation, detailed drawing packages for builders, approvals handling, expert tendering, and effective project delivery through strong communication with builders.

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CASE STUDY 3: Studio Gray Scale

Background Studio Gray Scale operates as a commercial interior design studio, with their base located in Melbourne. Their core expertise lies in crafting tailored designs for various businesses, including cafes, restaurants, shops, beauty clinics, and salons. With a versatile portfolio, they successfully handle both single projects and larger-scale national roll-outs, ensuring that each design solution is a perfect fit for their client’s brand and resonates with their target customer base.

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Value Proposition Studio Gray Scale specializes in Retail, Hospitality, Residential, Model, Beauty Clinic, and Office Design services, encompassing everything from Construction Drawings and Site Reviews to 3D Renders. Their expertise caters to the unique requirements of retail brand owners, crafting designs that captivate the eye, enhance performance, and seamlessly align with brand identities. What distinguishes them is a multifaceted team of experts, precision in budgeting, a holistic approach to marketing integration, a commitment to pushing design boundaries, and a dedication to staying at the forefront of industry trends.

Clients gain more than design services; they gain a dedicated partner committed to transforming spaces and elevating brands to unprecedented heights.

Trend Forecast Evaluation Studio Grayscale stands out in the competitive interior design industry by specializing in commercial designs, particularly for retail, hospitality, and beauty clinics. Their niche expertise gives them a unique edge and in-depth understanding of retail design services. They prioritize creating interior design solutions that not only enhance aesthetics but also maximize product turnover for their clients. This sets them apart from other interior design studios that may lack the foundational skills related to boosting product turnover and implementing effective marketing strategies. This advantage makes Studio Grayscale a competitive and promising choice in a specific niche that offers substantial benefits to their clients.

How are they competitive Studio Grayscale excels in commercial projects, particularly in optimizing product turnover through their tailored interior design solutions. They align these solutions closely with the client’s brand marketing strategy. Offering specialized design solutions for small to medium-sized shop fronts, they provide distinct, high-value services. Extensive research and understanding of the brand and target market underpin their approach, ensuring functionality and budget considerations are integrated. Promotion primarily occurs through their website and social media platforms. While Melbourne-based, they operate nationwide, and their remote work setup enhances flexibility. Their intimate team of up to 10 employees is adept at investigation, concept development, design management, and drawing packages, making them an excellent choice for clients seeking personalized interior solutions.

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CASE STUDY 5 : Pierre Yovanovitch Background Pierre Yovanovitch, a French interior designer, unites site-specific art and vintage furniture. The company’s distinctiveness is underscored by its furniture brand, ‘Pierre Yovanovitch Mobilier.’ With offices in Paris and New York, they serve art collectors with unique design solutions, spanning residential, hospitality, and commercial projects, known for their uncompromising craftsmanship and on-site art installations enriched by collaborations with artists.

Value Proposition Pierre Yovanovitch exemplifies innovation and sophistication in design. Their mission: create unique spaces that seamlessly marry form and function, personalized to each client’s vision. They are known for their unwavering precision, an appreciation for craftsmanship, and an ability to blend tradition with innovation. Pierre Yovanovitch serves as a creative partner dedicated to transforming spaces into living works of art, setting new benchmarks for design excellence.

Trend Forecast Evaluation Recognized for his cutting-edge innovation, Yovanovitch effortlessly incorporates environmentally-friendly materials and methods into his designs, in step with the growing preference for sustainable retail environments. His forward-thinking strategy also leverages the increasing interest in immersive experiences, constructing settings that immerse customers in compelling narratives. By blending sustainability and immersive storytelling, Yovanovitch not only foresees but influences the future of retail design, forging spaces that engage the senses and resonate with the eco-conscious and socially aware consumers of the future.

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How are they competitive

Pierre Yovanovitch offers a unique blend of design elements, marrying a purist sensibility with site-specific art and the integration of bespoke and vintage furniture. Notably, in 2021, he launched his own furniture brand, ‘Pierre Yovanovitch Mobilier.’

His pricing stands out for its focus on bespoke furniture from his own brand, a rarity among design studios, providing clients with one-of-akind design solutions. With offices in Paris and New York, both spaces are thoughtfully designed to cater to his clientele of art collectors, with the Manhattan office even featuring a “Cabinet of Curiosities” materials library. His global presence spans various design domains, from residential and hospitality to set design and commercial projects, all underpinned by an exceptional level of craftsmanship and a distinctive style that incorporates contemporary works to create on-site art installations. Notably, Pierre maintains close collaborations with artists like Claire Tabouret, Tadashi Kawamata, Alicja Kwade, and others, further enriching his design portfolio.

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FIRM’S FUTURE VISION HEADING TOWARDS 2043 Why do we exist?

We exist as a practice to design innovative, carbon-negative-focused and uniquely crafted space that is not just to form a functional space for users but to also assist in solving clients’ business issues to enhance their business values overall.

How do we achieve our mission?

To achieve this, collaboration with our team members whom each is equipped with individual’s expertise.

With collaboration, great ideas are generated and developed. Great ideas do not just pop up without thorough research and understanding analytic data.

What services do we offer?

We offer a complete package from the beginning to end. Starting from consultations to understand our clients’ needs and prioritise them to generate concepts, solve problems, research, meticulous materials selection, which heavily lean on clay/ ceramic/terracotta and timber, calculating the carbon emissions, presentation, constructional detailing, documentation, and site visits to ensure nothing goes off-track.

This could only be done through collaborative discussions with our expertise within the team.

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Creativity for innovation

Collaboration and communication

OUR TOP 3 CORE VALUES

Integrity 25

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CORE PURPOSE OF ENGen STUDIOS To create building designs that would stay up to trends and timeless while also express users’ personalities and sustain the environment currently inhabiting.

VISION STATEMENT Our vision is to craft innovative and uniquely tailored spaces that not only fulfill functional needs but also address clients’ business challenges, enhancing their overall value. Through collaborative teamwork, expertisedriven research, and a comprehensive approach from consultation to site visits, we ensure each project’s success from start to finish. Our core values of creativity, collaboration, and integrity drive our purpose to design buildings that blend timeless aesthetics with innovative and eco-focused features, reflecting the unique personalities of their users.

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POSITIONING THE FIRM To differentiate ourselves from our competitors, we prioritize several key aspects: Team Members (Staff Management) We structure our staff into three distinct project groups, each comprising a project architect, head interior architect, architects, interior architects, documentation package generators, construction supervisors, sustainable architects, and tech enthusiasts. This division allows us to harness the collective expertise of our team and efficiently manage projects.

Service Our approach revolves around attentive client engagement. Through in-depth discussions and consultations, we ensure that we truly understand our clients’ needs. Additionally, we offer a cutting-edge 3D VR experience, providing clients with the closest approximation to a real-life design project.

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Marketing We employ a diverse range of marketing channels to promote our services and products. These include magazines, websites, online articles, social media, public relations efforts, and short video clips. This multifaceted approach ensures that we reach our target audience effectively.

Working Environment A cohesive and aligned working environment is crucial to delivering the services we offer. Our team members are dedicated to upholding the firm’s core values, mission, and vision, facilitating a streamlined design process.

Collaboration is at the heart of our work, making it essential to have like-minded team members who can collectively produce the best results.

Pricing We recognize the significance of pricing both for our firm and our clients. In line with our empathetic approach, we offer a range of pricing packages to accommodate various client budgets. This flexibility ensures that clients have options to choose from based on their financial considerations.

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BUSINESS RECOGINTION

To be recognised as an architectural firm that strives to be innovative by using VR, AR technologies to provide clients first-hand experience to their space vision while also wants to be known for providing designs that are carbon-negative whom takes part in envrionmental conservation. In addition to this, features such as speed and efficiency are equipped in the design firm to satisfy clients without troubling their expenses and budget.

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SWOT ANALYSIS CONTROL

INFLUENCE

CONCERN

Socially interactive and capable of building strong relationships.

Willingness to embrace challenges and push personal boundaries.

Effective time-management skills ensure productivity.

Organizational skills contribute to efficiency in tasks.

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Determination to persist until goals are achieved.

TRENGTH

Ability to reach highest potential in endeavors.

Commitment to continuous learning and personal growth.

Quick learning aptitude enables the acquisition of new skills.

Possesses motivational and influential qualities.

Maintains an optimistic and open-minded outlook.

Exhibits leadership qualities.

Tendency to be overly self-critical.

Can become a slow worker during unproductive periods.

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Anxiousness when sharing ideas or presenting in public.

EAKNESS

Networking skills may need improvement.

Prone to distraction, affecting concentration.

Presentation skills could be enhanced.

Intermmediate 3D software skills (Revit, Rhino etc.)

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SWOT ANALYSIS CONTROL

INFLUENCE

CONCERN

The emergence of sustainability as a growing trend.

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Advancements in technology, particularly in 3D visualization, offer more immersive experiences.

PPORTUNITY

Expanding connections can extend the target audience through word-of-mouth advertising.

Technology can enhance educational knowledge, fostering innovation in design.

Competition from other architectural firms with a sustainability focus.

Certifications or qualifications may pose hurdles in utilizing technology to enhance customer experiences.

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HREATS

The industry landscape may change rapidly if a single innovative idea gains widespread adoption, leading to market saturation.

Overcoming obstacles and mustering the strength to take the next step after completing one can be a significant challenge.

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