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Online to Offline Vi s u a l Tr a n s l a t i o n a n d B r a n d s c a p i n g f ro m t h e I n t e r n e t R e t a i l i n g t o P h y s i c a l S p a c e

Case Study of CY CHOI: In-between Spaces

Head of Fashion School BARBARA TREBITSCH

Course Leader

Mentor

Tutor

GIANFRANCO OLIVOTTO

STEFANO SATI

CATERINA LUNGHI

by CHRISTOPHER SURYA

Master in Fashion Styling and Visual Merchandising 2012/2013


analysis and research

Online to Offline From the Internet retailing to the classic traditional brick-and-mortar

‘But what we've learned recently is that the

According to IBM, 50

percent of online sales

offline

experience of touching

‘If there's one thing

and feeling clothes isn't

showrooming teaches

going away.

us, it's that consumers

But most of all, executives at the

consumers first

stores say,

browsed online. Still,

touch and feel their

more than 8 out of 10

merchandise .

people want to

shoppers made their We were hearing, more and more,

still want to see what they are buying in person —whether it's

always easy also to

requires a focus on

visual merchandising and a different labor

checking the fit of a pair

model. The brands must

of pants or judging an

figure out how to keep

items' quality—so

I want to try this on

naturally, e-tailers are

before I buy it. That

deciding to set up

continued importance of physical retail locations.

doesn’t mean the offline

physical stores .’

underscoring the

business is online, it's not

launch a store, which

were generated after

purchase in store,

‘But because their core

their brand in sync

across the various channels (omnichannels).’

world is going away — it - Jill Pu leri, vice p resid en t a n d

just means it’s changing ’ - An d y Du n n , CEO o f Bo n o b o s

g lo b a l reta il lea d er a t I BM

- S u ch a rita Mu lp u ru , p rin cip a l a n a lyst st a t Fo rrester Resea rch


analysis and research

Online to Offline From the Internet retailing to the classic traditional brick-and-mortar

Online Internet presence

Brandscaping Visual translation Image, identity, DNA

Offline Physical store Tangible

Intangible

OBJECTIVE :

Coherent + consistent visual image online and offline throughout brand analysis Retail design and Visual Merchandising Online – offline integration


analysis and research Urban; direct visual and communication

Simplicity; minimal; neutral colors and elements

1 Case studies

Black and hint of colors; playful; mysterious

American vintage; preppy and urban

Playful;colorful; cheerful


analysis and research Urban and raw; Urban;with direct dominant wood visual and texture; black painted communication walls and concrete as other elements

Simplicity; Minimal; light wood minimal; tone; whiteneutral painted colors and elements walls

Artistic and playful; Playful;colorful; colorful; cheerful contrast; strange combinations; theatrical comical

1 Case studies

Dominant Black and withhint black tone, of colors; contrast lighting; playful; playful; mysterious mysterious

Library American style vintage; interior; preppy classic and and vintage; urban American-urban style mixed with Art deco 1920s


analysis and research

The brand should

only exist online

and does not have any tailor-made custom and personalised physical store yet, except some corners.

2 Choosing the brand

The brand should have

a strong brand

image and identity. Criteria ?

The way the

brand presents its ideas and visual communication is very important.

The brand should be more or less

a niche

and unique . Distinctive among others and have received recognition from the consumer and public.


analysis and research

2 Choosing the brand


analysis and research

3 Brand analysis

CY CHOI, with the head designer Chul Yong Choi, is based in Seoul, Korea (South). It was launched in 2009 in Paris.

The launching of the collection often done at MC2 showroom in Paris or during the Seoul Fashion Week.

CY CHOI collection available in some online stores such as BLACK CELEBRATION, VERTICE, YOOX, MSKSHOP.NET, and many more.


analysis and research

The design focused on the

3 Brand analysis

contrast silhouettes,

materials, compositions, and colors. ‘Sitting four examples of connotation: composition, fabric, color, and silhouette – perhaps the ideas behind the brand are more conceptual than the clothes themselves, one things is for sure Cy Choi is certainly a craftsman of wearable clothing rooted in what he calls intentional logic which directs connotative implication’

- VOGUE TALENT


analysis and research

3 Brand analysis


analysis and research

M A I N W EBS I TE


analysis and research

P H I LO SOP HY

BOUNDARY The boundary is to differentiate the objects from exclusive line. But through this thin line being microscopically disassembled from both attribute accomplish various layers. Like there’s

countless spectrum exists for black and white boundary. Potential disassembled line is no longer exclusive attribute but has potential to be symmetrize. Standing above the boundary contiguity of an object will focus on the positive aspects.


analysis and research

I N S P I R ATIONS

Christian Boltanski

Joseph Beuys


analysis and research

I N S P I R ATIONS

Jannis Kounellis

Sophie Calle


analysis and research

LO O K BOOK 8 COLLECTIONS

Fall/Winter

‘10

Spring/Summer

‘11

‘12

‘13


analysis and research

LO O K BOOK 8 pCr O S i nLgL / SEuCmTmI O e rN2S0 1 3 ‘Spectrum’


analysis and research

LO O K BOOK 8 pCr O S i nLgL / SEuCmTmI O e rN2S0 1 3 ‘Spectrum’


analysis and research

LO O K BOOK 8F aCl O l/L WLi nEtCe T r I2O 0 1N3S ‘‘SDpeeucxt rO u m ’b r e s ’


analysis and research

LO O K BOOK 8F aCl O l/L WLi nEtCe T r I2O 0 1N3S ‘‘SDpeeucxt rO u m ’b r e s ’


analysis and research

LO LOO OK KBOOK BOOK ‘Interject’


analysis and research

LO LOO OK KBOOK BOOK ‘‘IInnot es rc juelcatt’i o n ’


analysis and research

V I S U A L C O M M U N ICATION

advertising campaign SS2012

advertising campaign FW2013


analysis and research

V I S U A L C O M M U N ICATION

printed communications

invitations and press kits


analysis and research

P ER S O N A Men between 25 – 40 years old Art, style, fashion and technology aware Independent, mature, flexible Mysterious, self-conscious Profound , conservative but modern and carefree at the same time Monochromatic with likes of hints of colors Favours some tailored look, loves details


concept

BR A N D S C A PI NG

Experimental

Always looking for new and innovative way; free and open minded

Materiality

Combining different

Silhouette

Play of light and shadow, poetic

materials,

and dim,

textures, shapes,

gradation

compositions


concept

BR A N D S C A PI NG

Flexibility

Contrast

Multifunction,

Materials, form and shape

Adaptable Mobility, everchanging Surface, furniture Partition,visual display

Shades of grey

Textures

Soft x Rough

Colors

Solid x Transparent

Depth

Light x Heavy

Light


concept

I N S P I R ATIONS flexibility

shapes and forms

repetition

silhouette


concept

C O N C EP T

main programs / activities

SHOWROOM Displaying new collections

STORE Selling and buying

Meetings with buyers

Shopfloor

Hosting special clients

Displaying merchandises Browsing through

EVENTS Launching of new collections Fashion show Marketing events Movie night Communal space


concept

C O N C EP T

SHOWROOM

STORE

EVENTS


concept

C O N C EP T

EVENTS

SHOWROOM EVENTS STORE

STORE


concept

C O N C EP T

STORE

EVENTS STORE

SHOWROOM


concept

C O N C EP T

SHOWROOM STORE

STORE

EVENTS


concept

C O N C EP T

in

SHOWROOM b eSTORE tween Selling and buying Shopfloor

spaces

Displaying merchandises Browsing through


concept

O N LI N E -OF F LINE S Y N C

QR code option Synchronized price between online and offline to prevent ‘showrooming’ effect


project

APPROX. 200SQM


project

SHOWROOM - STORE


project

SERVICE


project

FRONT DESK

WINDOW


project

‘FLEXIBILITY’


project

‘FLEXIBILITY’ ROTATING DOORS AS DIVIDER/PARTITION, ALSO DISPLAY TOOL


project

OFFICE

SERVICE

CHANGING ROOM


project

SCENARIO VISUAL TOOLS #1 : STORE / FIXTURES


project

SCENARIO #1 : STORE


project

SCENARIO #2 : SHOWROOM -STORE


project

SCENARIO #3 : EVENT – FASHION SHOW


project


project

M ATER I A LS

Concrete floor finish

Pivot doors in dark finish copper

Plastered concrete wall

Plain plastic curtain

PVC curtain

Black steel square tube

MDF panel

Black steel suspension cable

Fluorescent light


project

LAY O U T P LA N

B AC K O F F IC E

STORE / SHOWROOM

B AC K O F F IC E

W IN D O W C AS H IE R / FRONT DESK

S T O R AGE T O ILE T

STORE

F IT T IN G ROOM


project

LAY V I S UOAULTMPER LAC NH A N D ISI NG Spring/Summer 2013 Panel 3

Grouping based on : Colors Patterns Graphics Lookbook grouping

Panel 1

Panel 1

Panel 2

Panel 3

Panel 4

Panel 2

Panel 4


project

LAY V I S UOAULTMPER LAC NH A N D ISI NG Spring/Summer 2013 Grouping based on : Colors Patterns Graphics Lookbook grouping Table 1

Hanger 1

Hanger 2

Ta b l e 1

Panel 1

Hanger 1

Hanger 2

Hanger 3

Ta b l e 2

Panel 2

Table 2

H a n ge r 4

Ta b l e 3

Panel 3

Hanger 3

Panel 4

Hanger 4

Table 3


project

V I S U A L M ER C H A N D ISI NG Fall/Winter 2013 Panel 3

Grouping based on : Silhouette Material Pattern Length and volume Lookbook grouping

Panel 1

Panel 1

Panel 2

Panel 3

Panel 4

Panel 2

Panel 4


project

V I S U A L M ER C H A N D ISI NG Fall/Winter 2013 Grouping based on : Silhouette Material Pattern Length and volume Lookbook grouping Table 1 and 3

Hanger 1

Hanger 2

Ta b l e 1

Panel 1

Hanger 1

Hanger 2

Hanger 3

Ta b l e 2

Panel 2

Table 2

H a n ge r 4

Ta b l e 3

Panel 3

Hanger 3

Panel 4

Hanger 4


project

ELEVATI O N Showroom period

– panel/pivot door scenario


project

ELEVATI O N All-store scenario

– panel/pivot door scenario


project

ELEVATI O N Event scenario

– panel/pivot door scenario


project

ELEVATI O N Fall/Winter 2013

– in-store display


project

ELEVATI O N Spring/Summer 2013

– in-store display


project

ELEVATI O N

– in-store display

Spring/Summer 2013 – Showroom period


project

W I N D OW D I S P LAY Spring/Summer 2013 scenario SPECTRUM – light frames


project

W I N D OW D I S P LAY Fall/Winter 2013 scenario DEUX OMBRES – shadows and moonlight


project

W I N D OW D I S P LAY Event scenario


EVENTS

STORE

SHOWROOM


EVENTS STORE

in

SHOWROOM b EVENTS eSTORE tween

spaces

SHOWROOM STORE


fin.

In - between Spaces : Cy Choi  

Final Master Project for Master in Fashion Styling and Visual Merchandising Domus Academy Milano 2013