Francesco Mottola Thesis

THESIS : RETAIL DESIGN temporary cherry station Student : Francesco Mottola

INTRODUCTION The thesis has been divided into two parts: The first is a thorough study of the latest types and avant-garde in the design of scenarios of retail and deepens the theme of TEMPORARY SHOP used by companies especially the purpose of communication linked more and more to the areas dell'intertainment and event.

THE TEMPORARY SHOP is a commercial space which opens for a short period of time. Inside not engaged in commercial as conceived in the most classic sense of the term, but rather something more akin to an artistic event aimed at strengthening the relationship between product and consumer. It relies much more on the communication of a value of a product in relation to the experience that lives the user. " In this context, reference is made to a new way of conceiving the market, or to distribution shared and the sharing retail and Lawrence Lessig in his book Remix defines as the "meeting ground between trading economies and economies of sharing, giving an added value to both. " It analyzes, then, the theme of the relationship between retail and territory of the importance of the integration of the architecture of the trade with the pre-existing activities and structures in the urban districts before any design. The second part is directed to the project where the aim of the concept is to expand and integrate an urban regeneration project recognized by the District of Chiaiano and the city of Naples, facing the return appearance by a group of street artists Free marked graphically in the form of the infrastructure underground through graphic signs that refer to the connection with nature and with the cultivation of certain products like cherry distinguished by a PDO. It should be noted, therefore, tend to locate production facilities on agriculture and small entities. The design is the inspiration and the opportunity to foster the development of the green in terms of environmental sustainability and sharing of retail. The microenvironment is proposed to create a temporary pole for distribution to the best of products and goods resulting from the production of cherry. The temporary reality will take place during specific holidays and especially exploit the different flows that characterize the metropolitan area, during the weekdays, and will be the center of attraction during those holidays, as the area suffers a decline in the flow of people passing .

Brief The aim of the concept is to complement and broaden an urban regeneration project approved by the territorial constituency of CHIAIANO and by the municipality of Naples, that is based on artistic solutions by a group of free street artists that marked graphically 'infrastructure element of Metro of Chiaiano through drawings that refer to the link with the nature of this area.

Location Chiaiano is a distrinct of the city of Naples that is a zone mainly covered by forest called Chiaiano Forest: within it are farming villages, forests and agricultural areas but, in the urban area, is characterized by a large degradation.

creazione di un servizio esposizione prodotto

Location

There are countless farms and show a tendency to locate production facilities on agriculture, including moderate especially for the cultivation of cherries.The design is the inspiration and the opportunity to promote the growth of the green business in terms of environmental sustainability (km 0) and sharing retail.

CHIAIANO FOREST 546 ACRES CHIAIANO FARM 112 ACRES Parco Regionale de l Taburno Ambito di reperimento della fascia costier a regionale

Parco regionale dei Campi Flegrei Parco Metropolitano delle Colline di Napoli Parco regionale dei monti Lattari Parco Regionale del Terminio-Cervialto

Parc o Regiona le del Terminio- Cervialto

Parco Metropolitano delle Colline di Napoli

Parco Regionale dei Picentini

Parco Regionale dei Campi Flegrei Pa rc o Nazionale del Vesuvio

Parco Regiona le dei Monti Lattari

Location Distrinct of Chiaiano was analyzes Metrolitan area and analyzing the flow of travelling that characterized the area.

M

Sensi di Percorrenza opposti

M

P

P

Entrata Parcheggio metropolitana

Fermata autobus

Presenza di persone in corrispondenza con luoghi di attesa

Metropolitana

Zone verdi

mercato

Location P

Int ern

om

etr op

oli

tan

a

METRO

Persone

There are two different streams of people in the area of interest: one concerns the people who go directly into the Metro and the others are those who stop in the square waiting for alternative transports (bus)

Concept The concept is to create a microenvironment / temporary stands for the distribution of products and goods resulting from local food production which will integrate the redevelopment of the area acting on the offer and tasting of products and goods. The project makes use of hybridization, through the design, of three elements: RETAIL ,ENTERTAINMENT, EVENT

DESIGN

luogo di aggregazione punto di ritrovo

- Entertainment creazione di un servizio esposizione prodotto

- retail - event TEMPORARY

servizio

Sketches of the structure

Project The structure of the environment is mainly composed of grids of wood elements. The roof is made of sheeting barrisol. The opening to the public is through slippage of a part of it through a binary

Project The environment that will be created will be an OPEN SPACE

The balance between the two parties is strengthened through the elastic ties that hold stable the two sides together

Space

OPENED

Layout ATTIVITA’

ZONA ESPOSITIVA PRODOTTI

ZONA DISTRIBUZIONE PRODOTTI MANUFATTI DI DEGUSTAZIONE

SCHERMO ILLUSTRATIVO DELLE TECNICHE DI PRODUZIONE DEI MANUFATTI

Exibition A part of the structure consists of grids of wooden elements that are removable from the accommodation and that, combined with other elements of junction, form the exhibition

Visual

23 VISUAL

Design degli

The structure was designed in the square outside the subway entrance and below the viaduct underground A

A’

AA’

FS

E444

001

FS

E444

001

LOCATION

Interiors Views

Packaging of products

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Contact Francesco Mottola Mobile :+39 3397680169