Girlfriend Collective Launch Event

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GIRLFRIEND COLLECTIVE

LAUNCH EVENT

PROJECT THREE

CAPSTONE PROJECT DBE30004 BRANDED ENVIRONMENT CAPSTONE

ISABELLA GREEN 102487977

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ABOUT ME, ISABELLA GREEN Through studying the Bachelor of Design, majoring in Branded Environments, I have developed a sense of understanding in the ways I can be present with a creative thought, to push boundaries and excite my skills towards creating innovative unique designs. My passions invest in the application of a brand within a space, enhancing experiential design whilst being environmentally conscious. Through my cross disciplinary skills and interests including temporary events and stores, experiential design, Interior design, communication design, logistics, and more, I hope to produce educated, progressive design ideas and strategies to make a positive impact and connection to the community.

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CONTENTS DESIGN BRIEF & BRAND STRATEGY

04

BACKGROUND BRAND ANALYSIS DESIGN BRIEF

06 09 12

FINAL RESOLVED DESIGN

29

INTRODUCTION STRUCTURE DRAWINGS DETAILS

30 35 41 57

RESEARCH AND PROCESS WORK

68

RESEARCH PROCESS WORK

69 77

REFERENCES

82

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DESIGN BRIEF & BRAND STRATEGY 5


DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

RESEARCH QUESTION

Will developing a strategy through temporary stores and experiences help regenerate brands in a post pandemic world, or at least a reduced pandemic world?

6


DESIGN BRIEF & BRAND STRATEGY

EXPERIENCIAL

DESIGN TEMPORARY

STORES &

ACTIVATIONS

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

I find interest and want to educate and enforce the strategy about the power of something being ‘temporary’. After undertaking research it’s interesting to find that with a shorter opening period or a product launch that is unique to this temporary store, the hype and hunger you see from people is heightened. For small and even big businesses that have struggled through COVID19 pop up stores are a successful strategy in creating immersive and memorable experiences that will not only help the brands immediate profits but to help build awareness and interest for the future. Designing pop ups for a post pandemic world allows for companies to be fun, unique, and non-monotonous with the craving people have for sensory experience. Businesses can be as creative as they wish utilizing out of the ordinary spaces, choices of décor and experience, themes, and a chance to differentiate themselves from competition. Pop ups allow these qualities to be more viable than changing around a brick-and-mortar store, as its just temporary and can allow you to push boundaries and try different things.

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DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

01

02

03

FUTURE FOCUSED

BRAND REGENERATION

COVID SAFE

Educating people on sustainable ways of living

Increasing brand awareness

Creating sustainable, multi use structures

A change to re-create Brand values Promote memorable experiences

Comfortable situation through environmental recognition of the surroundings Open spaces Contactless experiential design through senses

04

05

06

ENVIRONMENTAL

SENSORY EXPERIENCE

DESIGN OPORTUNITIES

Green power

Can be unique and fun creating experiences for sense

Businesses can be as creative as they wish utilizing out of the ordinary spaces, choices of décor and experience, themes, and a chance to differentiate themselves from competition

Composting and Recycling opportunities Selling past stock Creating minimal waste by using a prefabricated structure or environment

People have missed it therefore will draw more people in Allows you to bring in elements of technology, installations, artists etc.

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DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

GIRLFRIEND COLLECTIVE. SUSTAINABLE ACTIVEWEAR BRAND FOUNDED BY QUANG AND ELLIE IN

2017.

BASED IN WASHINGTON, US. PRODUCTS ONLY AVAILABLE ONLINE TO AUSTRALIA.

NOT ONLY A SUSTAINABLE DRIVEN BRAND BUT MAKING AN ENVIRONMENTAL IMPACT FOR THE WORLD. 9


DESIGN BRIEF & BRAND STRATEGY

BRAND ANALYSIS

BACKGROUND

DESIGN BRIEF

PURPOSE & DRIVE

connect and communicate with customers

Sustainable products & process

transparent and educational bigger impact on social and environmental issues

BRAND VALUES 10


DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

SUSTAINABLE PRODUCTS & PROCESSES. MATERIALS.

BRAND ANALYSIS

GIRLFRIEND COLLECTIVE, NOT ONLY A SUSTAINABLE DRIVEN BRAND BUT MAKING AN ENVIRONMENTAL IMPACT FOR THE WORLD.

RECYCLED WATER BOTTLES.

CUPRO.

ECONYL.

Low environmental impact

A delicate fiber made from waste the cotton industry leaves behind

Each Pair of Leggings is made from 25 recycled water bottles

Recycled textiles, avoiding waste, reducing landfill

Bottles are shredded and turned into fibers creating yarn to sew with

Plant based

Diverts problematic materials from landfills as well as oceans and other environments where animals can be harmed

Made from raw recycled materials such as fishing nets, discarded carpet fluff and other waste products Helps to preserve natural resources by avoiding the extraction of crude oil, to reduce greenhouse gas emissions and energy consumption, to divert waste from landfill. WHERE? Factory in Vietnam, 14 staff cut and sew all garments, fair work SA8000 certification, free meals, fair pay, free health care

DESIGN BRIEF

It reduces the global warming impact of nylon by up to 80% compared with the material from oil

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DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

GIRLFRIEND COLLECTIVE.

LAUNCH LOCATED AT THE NATIONAL LIVING SUSTAINABLE FESTIVAL.

FEB 01 - 28

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DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

GIRLFRIEND COLLECTIVE. LAUNCH IMPACT. As part of this festival of art installments and community engagement, Girlfriend collective will launch their sustainable activewear and share their drive and passion towards environmentally conscious design. The space will include retail opportunities as well as an immersive pop-up exhibit that offers participants to leave feeling hungry and empowered towards a more sustainable future.

01

04

BRAND REGENERATION

LOW COST

$$

02

05

EXPANDING TARGET AUDIENCE

COVID SAFE

03 EDUCATION

06 SUSTAINABLE

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DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

DESIGN BRIEF

BRAND ANALYSIS

SITE ANAYLSIS

Parliment House

Fitzroy Gardens

Treasury Gardens

Yarra Park Birrarung Marr

Melbourne Park

MCG

Alexandra Gardens Rod Laver Arena

Queen Victroia Gardens

Arts Centre

KEY Sydney Myer Music Bowl OFF ROAD SHARED PATH ON ROAD BIKE LANE BIKE LOCK STATION

The chosen site for the Girlfriend Collective Launch Event is at Birrarung Marr on the Lower Terrace by the rivers edge. Surrounding the site there are many opportunities to travel an environmental transport route with many walking and running paths, off road and on road shared bike paths and multiple bike lock stations.

BIRRARUNG MARR.

ENVIRONMENTAL TRANSPORT ROUTES.

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DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

THREE

Birrarung Marr Parliment House

Melbourn

SUNSET

Alexandra Gardens

DESIGN BRIEF

BRAND ANALYSIS

PARLIMENT HOUSE TO BIRRAUNG MARR

Fitzroy Gardens

SUNRISE

Queen Treasury Gardens

ONE

Yarra Park Birrarung Marr

FLINDERS STATION TO BIRRAUNG MARR

Melbourne Park

MCG

Alexandra Gardens Rod Laver Arena

Queen Victroia Gardens

Arts Centre

Sydney Myer Music Bowl

TWO

SITE ANAYLSIS

Cool Routes, run by the City of Melbourne allows for human thermal comfort to and from locations via a map with colour coded areas depending on the heat. Cool Routes will be available to track on the GF collective app to allow for customers to have a more enjoyable, comfortable and environmental route to the event.

NGV TO BIRRAUNG MARR

COOL ROUTES * This example is at 2pm

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DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

MORETON BAY FIG TREES ARE SITUATED ALL ALONG BIRRAUNG MARR

Birrarung Marr

Melbourne Park

Alexandra Gardens

Queen Victroia Gardens THE PATH UP BATMAN AVE ALONG BIRRAUNG MARR IS LINED WITH OLD ELM TREES

SITE ANAYLSIS

VEGETATION 16


DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

KEY MAJOR LANDMARKS

PUBLIC TOILETS URBANISED AREA GRASS LAND

SITE ANALYSIS

Surrounding the site are masses of urbanised areas and grass land, as well as some of Melbourne’s biggest landmarks such as Federation Square, Flinders St station and the Arts Centre. This increases the foot traffic around the area from the public and allows for prime locations for advertising 17


DESIGN BRIEF & BRAND STRATEGY

The chosen site is easily visable from the large walkway that goes across the whole Birrarung Marr area, this increases visablilty for attention to the space

Amazing river views and vegetation

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

The site has amazing large trees in 2 rows creating a sense of direction and enhances light and shade within the space.

There is a river side walkway which leads from Federation square and surrounding landmarks straight to the site. This allows for easy way-finding with an added bonus of a scenic route with a city landscape and nature surroundings.

CHOSEN SITE: BIRRUNG MARR LOWER TERRACE

SITE VISIT

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DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

TARGET AUDIENCE. SUSTAINABLY CONSCIOUS. ACTIVE. ALL SOCIO-ECONOMIC GROUPS. ALL GENDERS. YOUNGER GENERATIONS. INTEREST IN THE NSLF.

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DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

Melbourne was founded on the Yarra River in 1835 by the Wurundjeri, Boonerwrung, Taungurong, Djajawurrung, and the Wathauraung people which make up the Kulin Nation. The Birrarung Marr is named in the Woiwurrung language of the indigenous Wurundjeri people, with Birrarung meaning “river of mists” and Marr referring to the side of the river being a place of gathering. This has developed through time although has always been seen as a location of gathering for event of social, educational, sporting and cultural significance. Surrounding this location there are a few major landmarks that bring inspiration through historical context and architectural values. Flinders street station was also a central meeting place then and now for millions of people. The building itself was built in 1910 through the use of unique forms, angles and shapes with distinct colours to create a place that people recognise and relish. Nearby, Federation Square was more recently built in 1998 creating a civic space to include both cultural and commercial spaces to hold masses of people. The building has a bold, geometric architectural form which is ‘made up of a series of interlocking and cascading spaces, opening at all angles into the city and creating unexpecting connections.’

HISTORICAL CONTEXT A PLACE OF COMMUNITY.

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DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

THE GF COLOUR STORY. A colour palette has been used to reflect the Girlfriend collective look & feel through their current social media and advertising visual story. This palette is used throughout the design document as well as through aspects of the launch event - some being signage, building materials and technology. The colour palette not only visually works aesthetically to speak about the brand but aligns with the brand values. 21


DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

THE PILLARS OF ENGAGEMENT The launch event is designed around the three pillars of engagement to successfully create a sensory, immersive and memorable experience for consumers while reflecting the brand values in each sector. Community connects primarily to give respects to the historical context and following what use to happen on the land in which the event is held on. Community also allows for a successful temporary event, allowing people to feel like they belong and are part of something special; aligning with one of the main brand values. Education promotes a consumer relationship with the brand as well as enhancing the experiential sector of the launch; coming away with more knowledge and excitement to live a more sustainable future. Sustainability is shown throughout the whole process as its what girlfriend collective is all about.

COMMUNITY

EDUCATION

SENSORY EXPERIENCE, IMMERSIVE EXPERIENCE & MEMORABLE EXPERIENCE

SUSTAINABILITY

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DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

SENSORY EXPERIENCE THROUGH TEXTURE & FORM 23


DESIGN BRIEF & BRAND STRATEGY

Hempcrete, Sustainable packaging, Cork, ECONYL, Bamboo

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

SUSTAINABILITY

24


DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

DESIGN BRIEF

BRAND ANALYSIS

WALK THE TALK

a climate focused program is being introduced into the National Living Sustainable festival to elevate the exhibits, being the 20th year of hosting in Melbourne as well as leaning forwards a carbon neutral future.

Green Power

Solar Installments Water heating

GREEN POWER USED ONLY WHEN NECESSARY NATURAL LIGHT PLANT A TREE

Composting toilets

Drinking water stations Filtration system

FILTERED WATER ON SITE

Waste Wise Plan Waste stations

Reduce plastic bottles by have water taps

COMPOSTING STATION RECYCLING ROOM PLASTIC WATER BOTTLES DONATED TO THE INSTILLATION WILL BE PROPERLY RECYCLED IN AUSTRALIA TO BE MADE INTO ECONYL.

SUSTAINABLE BUILDING MATERIALS

Promote walk, bike ride or PT to event

VIA THE GF COLLECTIVE EVENT APP WAY-FINDING ROUTES INTERACTIVE ROUTES HEALTH BENEFITS

SUSTAINABILITY

25


DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

BRAND ANALYSIS

DESIGN BRIEF

DONT MAKE WASTE

WEAR IT

DONT MAKE WASTE

BUILD IT

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DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

DESIGN BRIEF

BRAND ANALYSIS

INTERATIVE SCREEN

3%

2 X RETAIL STAFF 2 X PEOPLE CAN TRY ON CLOTHES AT ONE TIME

RETAIL SPACE 1 X SERVICE DESK PRODUCT DISPLAY 2 X CHANGE ROOMS STORAGE

20%

35%

5%

10 - 12 PEOPLE CAN EXPERIENCEAT ONE TIME

COMMUNITY

25%

SEATING TABLES LOUNGE AREAS CIRCULATION SPACE STAGE WALL

RECYCLING ROOM

COMPOSTING

HYDRATION

5%

STAFF AMENITIES

7%

LOUNGE FOR 2 STAFF MEMBERS

KITCHEN FACILITIES

PRIVATE PUBLIC BOTH

QUANTITATIVE 27


DESIGN BRIEF & BRAND STRATEGY

BACKGROUND

DESIGN BRIEF

BRAND ANALYSIS

QUALITIES SENSORY EMERSION

INTERATIVE SCREEN INTERACTIVE ENGAGING INSPIRING EXCITING

OPEN & CLOSED INTERACTIVE FUNCTIONAL MINIMAL ENGAGING INSPIRING

RETAIL SPACE TEXTURES THROUGH INDOOR PLANTS A VARIETY OF BUILDING MATERIALS AND SUSTAINABLE CLOTHING MATERIALS CALMING MUSIC AND SOUND OF EXCITEMENT THROUGH THE COMMUNITY

IMMERSIVE INTERACTIVE INSPIRING ENGAGING EDUCATIONAL

RELAXING CALMING OPEN

COMMUNITY

RECYCLING ROOM

A PREDOMINANT FOCUS ON NATURE TOUCHING ON POINT OF MEDITATION AND BEING PRESENT: THROUGH SIGHT, TOUCH, SMELL AND SOUND.

EMPOWERING FUNCTIONAL

FUNTIONAL HEALTHY SUSTAINABLE

COMPOSTING

AN INSPIRATION EXPERIENCE THROUGH SIGHT OF THE WATER BOTTLES

HYDRATION TASTE OF PURE WATER

STAFF AMENITIES RELAXATION THROUGH A QUIET SPACE AND SIMPLE DESIGN.

PRIVATE PUBLIC BOTH

QUALITATIVE 28


FINAL RESOLVED DESIGN 29


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

MOODBOARD 30


FINAL DESIGN

MATERIALS BOARD

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

GRAVEL, BAMBOO TIMBER, BAMBOO STICKS, WEAVED BAMBOO, CORK, HEMPCRETE, RECYCLED PAPWE, ECONYL, RECYCLED GLASS, VEGETATION.

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INTRODUCTION

FINAL DESIGN

STRUCTURE

DRAWINGS

DETAILS

SUSTAINABLY SOURCED BUILDING MATERIALS. ABOUT.

CORK.

HEMPCRETE.

BAMBOO.

ECONYL.

Cork is a natural resource that grows efficiantly from the bark on a tree. It is incredibly lighweight making it versitle and easy to use. Cork trees are commonly recognised as the lungs for the environment, harvesting cork bark assists in the absorption of CO2 and helps with the offset of 10 million tons of carbon evry year. They also contribute to producing oxygen. Cork is a naturally sustainable resource, both renewable and biodegradable being able to be easily recycled without producing any toxic waste.

Hempcrete is an ultra-lightweight material that is entirely bio-based made from a composite of mixed hemp stalks and hurds with traditional lime mixers. Hempcrete great eco-friendly alternative to concrete serving durability and sturdy nature but due to its weight can be more easily used. It is completely engery efficent when used to build bigger spaces as it regulaes temperate by absorbing moister in the air. Unlike most building products that come with a carbon cost, hemp masonry has a very low embodied energy and can be used to build carbon negative products.

Bamboo is renewable, durable, lightweight and strong. When stacked together bamboo has more strength than brick or comcrete therefore stands as a perfect sustainable material for a modular system that can last a long time. Its very veristle and resiliant and can be harvesred more sustainably than any other timber and is faster growing. The porcess of growing bamboo doesnt involve any fertilisers, irrigation or any chemicals that hurt the environment and re-grows without any need of human labor re planting.

Econyl is a form of nylon that is made entirely from comsumer waste products including fishing nets, carpets and textile waste and aims to be a green alternative to the orginal product which is usually derivative of oil. ‘Econyl is not only sustainable but postiviely helps the environment; the use of abandoned fishing nets helps to clean up the seas saving death of thousands of whales, dolphins and other sea life every year. For every 10,000 tonnes of raw materials recycled into Econyl 70,000 barrels of crude oil are saved, and 57,000 tonnes of CO2 emissions are avoided compared to traditional production methods.

Negative carbon footprint, Healthy living environment, No waste, Self-build friendly, Fireproof, Breathable, No landfill.

SUSTAINABILITY

* Note: all products are locally sourced and if possible second hand from local building sites, factories and salvage yards. 32


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

PARTENERING WITH THE REMAKE HUB. “The ECONYL® Regeneration System starts with rescuing waste, like fishing nets, fabric scraps and industrial plastic from landfills and oceans all over the world. That waste is then sorted and cleaned to recover all of the nylon possible.” A Process of Regeneration — Autumn 20 ECONYL® Fiber", n.d.

MADE FROM RECYCLED FISHING NETS IN AUSTRALIA AT THE GREAT BARRIER REEF

ECONYL.

MADE FROM WASTE MADE FOR IMPACT MADE WITH LOVE

SUSTAINABILITY

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FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

Ilse Crawford As part of the furniture selection for the launch event, the beautiful cork and natural fiber furniture range by Ilse Crawford has been chosen to elevate the space further. This will be displayed throughout the retail space as well as moments in the community area. After the launch event has concluded, the furniture will be donated to Federation Square to re-use for other shows, exhibitions or events they have on. This increases the use and sustainability of the product as a multi use item.

A modular design system has been designed to create a furniture system that is durable, transformable, lightweight and sustainable. Using a ‘lego’ approach each cube can be easily slotted into the next to allow for sturdy furniture pieces to be built. For the launch event they will be arranged for seating, shelving, staging although customers can easy move them around to fit any needs they have. Hempcrete is already a very sustainable material being a composite of mixed hemp stalks and hurds with traditional lime mixers. This Modular design system is made from recycled hempcrete from off cuts at building sites and company warehouses, allowing less material to be made.

Modular Design System

FURNITURE DESIGN 34


FINAL DESIGN

STRUCTURE

INTRODUCTION

DRAWINGS

DETAILS

80cm

22cm

160cm

22cm

80cm

GIF 80cm

22cm 80cm

22cm

22cm 80cm

MODULAR FURNITURE SYSTEM 35


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

GIF

STAGE.

SEATING.

SHELVING.

GIF 36


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

GIF

MODULAR FURNITURE. SEATING. 37


STRUCTURE

INTRODUCTION

DRAWINGS

DETAILS

0.5m

0.5m

2.5m

3.5m

3.5m

0.5m

FINAL DESIGN

0.5m 3.5m

SIDES

2.5m

0.5m

3.5m

TOP

MODULAR STRUCTURE SYSTEM

38


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

30cm

GIF

MODULAR STRUCTURE. WALL INSERTS. As well as the structure being modular, the walls also contribute to this system. Three different walls are designed which can be inserted in any part of the structure. A slatted bamboo wall is most useful for a solid wall or ceiling, whilst the bamboo tube wall promotes light instillations and community engagement. The paper wall is more commonly used for an entrance point acting as a sliding door.

39


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

GIF

MODULAR STRUCTURE. CUSTOMISE. RE-USE. RECYCLE.

40


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

LEVELS. AXONOMETRIC. 41


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

THE SHADE. COMMUNITY AREA.

LOCATION. COMMUNITY AREA. [shown in green] PURPOSE. Not only does it produce a colourful instillation , it acts as a shade and weather protection for guests, it allows for the indoor/outdoor experience still being amoungst the nature. THE SECOND PURPOSE. Is it made from polyethylene terephthalate [PET] these lightweight plastic disc’s can simultaneously generate solar power and let tinted daylight pass through creating interesting shadows and colour. This will generate the engery of the pendant lights, interactive screen and computer in the retail space. 42


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

COMMUNITY AREA. INDOOR OUTDOOR ENVIRONMENT. 43


FINAL DESIGN

INTRODUCTION

DRAWINGS

STRUCTURE

DETAILS

Second Level Bamboo Roof No Roof Space Bamboo walls hinge open 3.5m

Cork Modular flooring Shade instillation

1

1 2

Solar Panel x Shade Install

14m

2

Bamboo Circular light tunnel

3.5m

17.5m

4.1m 22.7m

Scale 1:100 | A3

0m

2m

4m

N

FLOOR PLAN. OVERVIEW. 44


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

N Retail space Recycling Room Community Space Staff area & storage Composting station Hydration station

Scale 1:100 | A3

0m

2m

4m

FLOOR PLAN. MAPPING AREAS. 45


FINAL DESIGN

INTRODUCTION

DRAWINGS

STRUCTURE

Change rooms made from quarter pipes of bamboo. Fabric curtain maybe from ECONYL, recycled fishing nets from the Great Barrier Reef.

Modular Furniture

DETAILS

YARRA RIVER

Ilse Crawford cork chair Ilse Crawford cork bench Ilse Crawford cork pendant light B

C

Large Bamboo Pillar Small Bamboo Pillars

N A

A

D

D

B

Scale 1:100 | A3

0m

2m

4m

C

BIRRARUNG MARR UPPER TERRACE

FLOOR PLAN. DETAILS. 46


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

A-A

N

Scale 1:50 | A3

0m

1m

2m

SECTION A - A 47


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

N

NOT TO SCALE

SECTION A - A RENDERED

48


FINAL DESIGN

INTRODUCTION

DRAWINGS

STRUCTURE

DETAILS

N

Scale 1:50 | A3

0m

1m

SECTION B - B

2m

N

SECTION B-B N

SECTION C - C

Scale 1:50 | A3

0m

1m

2m

49


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

N

Scale 1:100 | A3

D

0m

2m

4m

D

SECTION D - D 50


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

MODULAR SYSTEM. EXPLODED AXONOMETRIC. 51


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

DONT MAKE WASTE

WEAR IT

DONT MAKE WASTE

BUILD IT

THE GIRLFRIEND COLLECTIVE LAUNCH EVENT. 52


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

RETAIL SPACE. 53


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

RETAIL SPACE. 54


FINAL DESIGN

RETAIL SPACE. USER JOURNEY.

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

Have a browse, touch and feel of the products displayed on the modular furniture shelves.

2

Be met on entrance by one of the amazing staff members. They will inform you of the three main sections of the space as well as whats on.

Try something on! and check yourself out in the mirror. Self love only please.

4

1 WE LC

3

O

ME T O THE GF COL

IVE SPACE LEC T DO AS MUCH AS W E E IT OV

WE HOPE YOU L

Scan the GF collective QR code FInd out more about your products, the event impact and everything inbetween.

Enjoy the soft music as well as sounds of the natural surrounding environment. Mindfullness shopping.

6

2 Take a moment in the entrance for the beautiful surroundings.

The tree and light tunnel at the entrance surrounded by layers of textures and form through bamboo, hempcrete and the natural light installation throughout. The clothing brings pops of colour with the greenery in the space.

5 Buy a few special pieces and virtually plant your own tree on the interactive screen. Watch it grow on the GF event app - you’ll feel like you’ve given something back. 55


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

CHOOSE YOUR TREE

GIRLFRIEND COLLECTIVE.

DONT MAKE WASTE

WEAR IT

DONT MAKE WASTE

BUILD IT RECYCLE PLA

STIC BOTTLE

S HERE.

RECYCLING ROOM. IMMERSIVE EXPERIENCE. The recycling room is an immersive experience that guests walk through to educate and inspire people about how many plastic water bottles are saved each year from landfill to be recycled into Econyl. The installation encourages people to bring plastic water bottles from home to put in the GF collective bins and be properly recycled into yarn locally. This is one of the many ways you can connect with the Girlfriend Collective community and do more than just be ‘sustainable’

56


FINAL DESIGN

INTRODUCTION

ONE

STRUCTURE

TWO

RECYCLING ROOM

RETAIL SPACE IN CHANGE ROOMS

Scan to find the live Girlfriend Impact Talley.

Scan the QR code to check in Scan the QR code to find educational and inspirational videos of the products and processes at girlfriend collective including how the products are made, where and why, how workers are treated, how the recycled materials are made and more.

Scanning the QR code is part of the immersive experience in the recycling room to see the effect it has on the world and how you can personally help to increase those numbers of not only water bottles being recycled but CO2 prevention and water saved.

DRAWINGS

DETAILS

THREE RETAIL SPACE INTERACTIVE Scan the QR code to download the Girlfriend Collective app to watch your tree grow as well as environmental way-finding routes, information about the launch event, videos about the brand and heaps more.

QR CODE. TRANSPARENT AND EDUCATIONAL. 57


FINAL DESIGN

INTRODUCTION

STRUCTURE

DRAWINGS

DETAILS

COMMUNITY

FLOW. COME JOIN US.

The structure allows for the bamboo walls to raise up promoting an indoor/outdoor more covid safe environment. 58


FINAL DESIGN

INTRODUCTION

BACK

STRUCTURE

DRAWINGS

DETAILS

CHOOSE YOUR TREE

LLECTIVE.

GIRLFRIEND CO

PLANT A TREE. AND WATCH ME GROW.

As part of the Launch initiate of the event being carbon neutral, when customers spend $150 in the retail space they have have the chance to plant a tree on the interactive screen which they can follow, watch grow and see the imput they are giving back to the environment. Via the girlfriend collective launch app you can track this progress through the ‘my imput’ section. This interactive screen is made from recycled parts to decrease any further materials having to be made to run this activation. The screen will be kept as inventory for further events or pop up stores run by girlfriend collective. 59


FINAL DESIGN

INTRODUCTION

STRUCTURE

DETAILS

DRAWINGS

PLEASE, HELP YOURSELF SE, SELF PLEA YOUR HELP

PLEASE, HELP YOURSELF

E, PLEAS SELF YOUR HELP

TEA STATION. RELAX. REWIND. BE MINDFULL.

Located on the edge of the indoor section of the community area. This can be easily moved around to fit the space arranged due to the light cork furniture and big area.

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COMMUNITY AREA. PROGRAM.

ONE

TWO

THREE

SEATING & RELAXATION

LIVE SPEAKERS & PERFORMANCE

LONG COMMUNITY TABLE

Areas inside, under the shade and outside to relax and rejuvenate.

Educational speakers from:

A long lunch hosted by a local sustainable restaurant.

Complimentary Tea Modular furniture to move around to suit the consumers needs.

National Living Sustainable Festival. Girlfriend Collective Staff. Inspiring speakers & performers

Craft afternoon with your fellow community [patches for your clothes, tote bags, personalising a keep cup]

COMMUNITY

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INTRODUCTION

LIGHT & SHADOW. A NATURAL LIGHT INSTALLATION.

STRUCTURE

DRAWINGS

DETAILS

The structure has been built to enhance natural and environmental beauty using natural resources. Throughout the day different shapes, forms and textures are highlighted in different areas of the event, creating its own natural light installation. 62


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MELISSA. Early 30s, lives in St Kilda, plays volley ball but loves to walk in her spare time, enviromentally concious.

Enjoy the immersive experience through installationin the recycling room. Bring plastic water bottles from home and recycle them properly through our bins at the launch event. Walking through the recycling room is an educational and immersive experience around the plastic that gets made into ECONYL making the bike shorts and leggings.

JACK. Late 20s, lives in South Yarra, loves to cycle aroundand explore, attends the NSLF every year.

6

Stay around for the inspiring live talks from midday in the community area,

EMILY. Early 20s, lives in northside, practises yoga and mindfull activites, embraces s

We’ll have local sustainable activist speakers and a special apperance from Ellie, Co-owner of Girlfriend collective giving you all sorts of tips and tricks.

Browse in the retail store. Oportunities to try on clothes, talk to staff or enjoy the environment.

4 7 5

9

Plant a virtual tree. Spend $150 and plant a tree on our interactive screens.

1

10

Compost, Compost, Compost.

Sip on some complimentary tea.

Enahnce that relaxation

Your journey starts from home. Download the GF collective app and start your wayfinding experience.

EA

W A ST E

W

K DONT M A E

Be met on entrance by one of the amazing staff members. They will inform you of the three main sections of the space as well as whats on.

R IT

3

2

Relax in the community area. Find a seat, we have indoor, outdoors or under the shade to relax, enjoy the natural sounds of the environment and be mindfull.

8

Spot the GF collective signage on your route. Get 10% off if you post them.

USER JOURNEY.

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DONT MAKE WASTE GIRLFRIEND COLLECTIVE.

DONT WASTE IT. BUILD IT.

WEAR IT DONT MAKE WASTE BUILD IT

BIRRARUNG MARR.

GIRLFRIEND COLLECTIVE.

GIRLFRIEND COLLECTIVE.

DONT MAKE WASTE

WEAR IT

DONT MAKE WASTE

BUILD IT BIRRARUNG MARR

300m

SIGNAGE. WAYFINDING. 64


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FIND ME. MELBOURNE LANEWAYS. 65


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INTRODUCTION

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ARTEFACT // WELCOME TO GIRLFRIEND COLLECTIVE.

YOUR JOURNEY STARTS HERE.

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EXAMPLE USER EXPERIENCE

MELISSA.

Early 30s, lives in St Kilda, plays volley ball but loves to walk in her spare time, enviromentally concious

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RESEARCH & PROCESS WORK 68


RESEARCH

RESEARCH AND PROCESS WORK

PRIMARY RESEARCH

SURVEY

I conducted a survey to see the interest and nature of pop up stores and activations. Throughout my research I want to develop an understanding on the impact COVID-19 has had on businesses and develop a strategy through temporary stores and experiences to help regenerate brands in post pandemic world, or at least a reduced pandemic world. I sent the survey out to a range of different people to gauge broader research results. After receiving 60 results, 70% of people answered were female with 50% of people being between 50 - 60 years old. Still over a third of people in a younger generation answered which is great to get different data. Data will be shown throughout the document to back up my research with relevant quantitative data.

PROCESS

WHAT IS YOUR AGE? 50 - 60

30 - 50

19 - 30

10 - 18

60 +

WHAT IS YOUR GENDER? FEMALE

MALE

*other options to this question were answered but only male and female was chosen

70%

30%

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CASE STUDY.

COMME DE GARCON. Comme des Garçons is a Japanese fashion label founded by Rei Kawakubo in Paris in the early 1970s. She changed womens fashion at the time, exerting more influence on the history of modern fashion that known before. She challenged fashion ideas and forms to create groundbreaking designs, “It’s taking that concept [of imperfection] to the extreme. For my eye, it’s beautiful, Kawakubo told WWD.” (Socha, Miles, 2004) Kawakubo wanted to experiment in alternative retailing to push retail boundaries for Comme de Garcons. In 2004 they were the very first brand to open a temporary retail store known as a pop up, they called it Guerrilla stores. They launched their first store in Berlin which attracted a huge crowd and world phenomenon. Since then, the fashion label has been making its mark around the world through the low budget pop-up stores in Reykjavik, Warsaw, Helsinki, Singapore, Stockholm, Los Angeles, Hong Kong, Glasgow and Athens. As little as money possible was spent on the interiors of the stores to have the brand be physically present at each location. When positioning a new Guerrilla store, original fixtures, including raw cinder block and peeling wallpaper, are left as they are found. The aim was to have each store opened for one year and have them situated in unpredictable locations away from fashion hubs and districts to widen the brands audience. When the brand was starting out, they were challenged with who they believed their audience was and how to find them, so they went to different cities and locations you wouldn’t find your bulk of people and set up a store which caused a frantic attraction towards Comme De Garcon. Once ques started forming at 5am in front of stores, this is when Kawakubo realized she had made an impact on the retail industry through pop up stores. The clever thing about a pop up store is as soon as people know something is temporary or limited stock, this engaged a hype in consumers to line up at ghastly hours, which creates an important communication strategy for the brand. As queues grow they are continuing to generate even more attraction, and often grab the attention of the media as well.

“I think creating retail spaces like this is an integral part of the design world of Comme des Garcons.” - Rei Kawakubo (Socha, Miles, 2004) One of the reasons Kawakubo came up this strategy of the creating temporary Guerrilla stores was to create a sustainable approach on retail; help up with the build up of old stock and sustainably clear out the storage they had. As mentioned previously, these stores were generated at a very low cost not to add to material use and wasteful products as the stores had an expiry of just one year, even if it was still making money. ‘’To be creative at anything takes an unbelievable amount of energy, and the minute you start to feel content with your success is when you lose it. You don’t want to get too comfortable.’’ - Rei Kawakubo (Horyn, C, 2004) It all started in Berlin. “Instead of spending millions to build or renovate a building, Comme des Garcons spent just $2,500 to fix up a former bookshop in the historic Mitte district in Berlin. Because the company doesn’t plan to stay long in the 700-square-foot space, it didn’t bother to remove the name of the previous tenant from the windows.” (Horyn, C, 2004) This not only creates a sustainable system to sell past stock but its in an environment that pays for itself with no unnecessary material and resources. With rent prices being low at each activation site and minimal cost on upkeep, ”the store gives Comme des Garcons an inexpensive means to channel avant-garde pieces from the runway, sell off clothes from past seasons and reduce inventory.” (Horyn, C, 2004) As you can see in the image #3, this was their third pop up store situated in Poland using mostly furniture that came with the location. Whereas even though the store in #4 is located in a big shopping center in Hong Kong with fancy surroundings, the Guerrilla store continues to stay true to its values and core strategy which is appreciated nation wide. Comme Des Garcons has taught the world how to expand the idea of store retail and with the strategy of pop up stores there are so many of possibilities in success, increasing brand sustainability and curating a space that proudly reflects all your brand values.

1

#1 - This image reflects one of Comme Des Garcon’s strategies when approaching pop-up stores, they often launch one item of clothing for a short amount of time creating huge hype and lines forming out of the store. #2 - This is Comme Des Garcons third ever pop up store in 2006 in the capital of Poland, Warsaw. After the success stories from their first store in Berlin they continued to open Guerrilla store’s with an a to spend the smallest amount of money on the interiors. #3 - Comme started a worldwide following for their Guerrilla Stores although once that got old they started a new concept of stores titled Pocket. Very similar characteristics as the previous stores except now they have room to elevate; this was their first pocket store in one of Hong Kong’s newer shopping establishments at the time, The One.

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CASE STUDY. AESOP.

“We believe unequivocally that well-considered design improves our lives.”

Aesop is a beautifully curated a global skincare brand that was founded in Melbourne by Dennis Paphitis before it was bought out by 1987 by Brazilian company, Natura & Co. They have a strong focus on the Taxonomy of Design through their products and stores. Each uniquely designed store around the world is collaborated with a local architect and interior design team to create a store that reflects elements of the surrounding location and culture through underlying aesthetic consistency, material and conceptual inspiration. Aesop Tokyo, “a store that symbolizes the life of Tokyo during the good old times. This inviting space was inspired by the local riverside landscape, shaped largely by the ebb and flow of water over aeons. The influence is evident upon entry in a sculptural trapeze that subtly mimics the appearance of water via the surface of a polished copper panel.” (Aesop Australia, n.d.) Aesop Brisbane, “Its design was inspired by the fluid lines of artist Anish Kapoor’s sculptures and the intriguing image of an upturned fiberglass swimming pool. The entire interior is encased in fiberglass, its translucency effecting a welcoming, light-filled enclave. The grid-like framework is reminiscent of a boat’s internal structure, recalling languid summers spent along the Australian coastline.” (Aesop Australia, n.d.) Aesop Stockholm, “Aesop Bibliotekstan is a place to reflect on the flawed perfection of nature. An immediately soothing environment, its subdued palette reveals its secrets to those who take the time to discover the strength of its proportions, lines and materials – a quiet exemplar of the region’s design process.” (“How Aesop Creates Unique And Compelling Customer Experiences”, 2016)

Each store is so thoughtfully executed, starting with finding a theme from the surrounding area and making it feel like a comfortable, nostalgic, and amazing place to be in. Whether you walk into a store in Melbourne or in a foreign country, you will undoubtedly be treated with the whole incredible Aesop experience from start to finish. Starting from the moment you see an Aesop store; it is always architecturally stunning with the use of colour and material throughout uniquely consistent to each individual store. Often there are large windows with products or architectural moments highlights with lights to grab your attention. As you walk in you are gushed with Aesop scents and calming music to matching back to the brand. Products are always immaculately lined up on the uniquely crafted interiors and sinks around the store to try products. Often, they offer you a cup of tea to enjoy while walking around and incredible service by the staff, which are always very similar people, kind, calm and caring. Even though each Aesop store around the world is so individual, the presence you get from the smell, sound, touch, and helpful nurture from staff, you know you have stepped into an Aesop store even if your eyes were closed.

It would be hard to come across someone that doesn’t purely love the experiential design Aesop have created throughout their stores. The beautiful experience you receive when being in a store definitely heightens your wants and needs to buy their products and leaves you wanting to come back for more. More of the product or more of the experience, either way they have perfectly accomplished the whole package. Aesop also follow a strong value of working as a sustainable minded brand in every way possible. “Our sincere interest in intelligent and sustainable design extends to every aspect of Aesop’s workings.” Each stage of their developmental process behind the stores and products is carefully considered with environmentally responsible processes. They commit to being on a journey with reducing their carbon footprint while stilling manufacturing at the highest quality. “Our intention has always been to tread as lightly as we can, with an unwavering commitment to quality, excellence and integrity.” They only release new products after developing data this is a commonly wanted item to avoid as much waste as possible through access stock. “We source ingredients from the most reputable suppliers across the globe, then marry contemporary technology with long-established scientific practices delivering formulations of the highest quality and efficacy.” They have set an amazing goal “taking climate action and to reach net zero greenhouse gas emissions by no later than 2030.” Aesop has not only perfected experiential design through bricks and morter stores, they have also experimented with pop up stores around the world. In 2011 March studios designed an organic, flowing instillation in the boutique shopping complex named Merci in Paris. The grand structure, shown in image 7, was created with a net up the wall and featuring over the ceiling filled with 4500 branded boxes. These were the same boxes used to send customers their Aesop product which meant it was a very sustainable design as when the pop up finished they continued to use these boxes to ship out products. This was a clever and sustainable way to introduce a brand into the area and create a connection with the space surrounding. On a bigger level, Aesop was one of the sponsors of the MONA FOMA festival in Tasmania in 2016. To connect to the space, they commissioned local studio Partners Hill to create a pop-up space to showcase its products at the festival. A temporary box like structure was built using all locally sourced timber called Chamber of Light and Shadow. The purpose of the structure was to create a calm and quiet spot for people to nestle into our of the crowds. The structure looked very organic with large Aesop bottles used to support shelves beside openings adding to the brands aesthetic and multi use strategy. Inside you were offered scent-infused bracelets and to try products such as suncream and aloe vera. Again, they have created such a memorable immersive experience reflecting all the brands key values and positively involving the public.

#1 - Aesop has developed a following for its beautiful stores and the experience you gain from each. This store creates its own journey through the stunning architecture adding to the experience of buying product with a 360 basin and warm colours to complement the fragrance. #2 - Aesop strives to educate and communicate with customers personally, this image captures the high end experience of their stores with considered colours and forms to suit the style of each individual store. This store is located in London #3 - This is a photograph of an Aesop pop-up store at Merci in Paris, France. An instillation of Aesop branded boxes was created to make a large organic structure from the roof to shape the pop-up space, this was to celebrate and bring attention to Aesop coming to Merci for the first time.

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CASE STUDY. APEROL. Aperol is a Italian bitters apéritif, often mixed with bubbles and soda water to create an aperol spritz. This brand is globally recognised and absolutely loved especially on a hot summers day. Since 2004 Gruppo Campari’s Aperol brand has achieved dramatic growth sky rocketing to achieve four times as much after expanding the brand ‘throughout its core Italian market and into Austria and Germany.’ (Aperol Case study, 2011) A liquor company is hard to become the star of the show, especially making it worldwide although from starting just in small Italian towns Aperol has become one of the most loved spritz’. In fact, in the global spirits market they have been one of the most notable success stories in recent times. Aperol is successfully putting forth their brand through marketing techniques, performing to current trends and creating a visual positioning that is attracting a growing customer retail. In 2010, in just one year Aperol had its first dramatic increase experiencing a 36% rise in sales, which represented the sixth year in a row of double- digit growth (Gruppo Campari annual results, 2010) creating a successful and sustainable path for long term brand awareness and sales. Aperol thrive in very clever branding strategies through their visual message across advertisement, merchandise and global recognition of brand and text. When growing the business they thought of a few important contextual factors to grow the business which included, The decline in the Italian spirits market and making a premium option to offer, targeting marketing to a younger audience through vibrant sociable on-trade occasions, positioning of the brand to meet key customer tends of having a tasty refreshing beverage that effectively pairs well with food. Aperol is all about emerging customer trends and when they change, so does the brands strategy. In saying this their brand values stay the same through colour, type, print and overall experience although small elements are designed to perfectly fit the brief of the current time.

In 2008 a survey was put out to an Italian group by the owner Datamonitor to gauge what the consumers wanted. The survey came back with 68% would buy an alcoholic drink due to the taste of flavor with 39% saying a drink being refreshing is important. This is when aperol lifted its experiential design through events and activations worldwide. They undoubtedly always put on a show wherever they feature. Whether there is an instillation at a bar of aperol bottles or a whole aperol spritz bar at an event, you get a similar buzzy fun experience. Often if Aperol is served there also will be some kind of branded element such as a aperol branded glass or drinks tray. This further elevates the brand making it feel more special and fun, which aligns to the brand values. They commit to a lot of pop up and temporary activations worldwide. You would often see a pop up bar of various sizes at major events such as Australian Open, Film & Comedy Festival, Melbourne Cup, large festivals, just to mention a few in Melbourne. Sometimes their activations involve a huge brand immersive set up, seen in image 8, involving branding elements you can see from miles away. They also create smaller temporary activations with drinks carts and their famous traveling kombi van, seen in image 10. The kombi is a great sustainable model that can transported with no extra equipment and still feels special each time its uses. A multi functioning temporary store is fantastic way to populate the brand day by day without wasting unnecessary materials. Aperol projects a great deal of inspiration to any brands or individuals interested in branding techniques and following current trends. Their sense of consistency and security in their strategy is inspiring to lead my research into the success of pop ups.

#1 - I thought this image captured all the qualities and environment that aperol projects, being a perfect drink to enjoy in the summer air with your friends. It is filled with branding through logos, the aperol ‘orange’ and the bar setting. This was at a festival in Manchester, London. #2 - Example of the strong branding you see everywhere by aperol, they even become collectors items with the unique glass bottle and fun serving tray. These further details enhance the perfect ‘aperol experience’. #3 - The Aperol Kombi is one of their main traveling events that visit events, festivals and anywhere that has a crowd. I love this example for a more sustainable way of popping up an event using a multi-use structure. It also becomes part of their brand as a signature item with elevated branding awareness as it drives around.

3

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CASE STUDY IMPACT

RESEARCH

PROCESS

The case studies I undertook earlier in the process allowed me to think broader about what brands have to offer and how they express this through experience. I chose three quite different brands to learn this variety across different brand values and aesthetics. Even though I may have not learnt direct information about temporary stores and activations, It allowed me to learn what questions to ask and how to approach the design. As I researched I would find key phrases such as their sustainability plan or creating low cost options - this allowed me to research further into smaller details which has developed the impact plan for my design. 73


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CHALLENGES AND ISSUES. SECTOR AUDIT.

GRAPH 1.4

01

SUSTAINABILITY Two years ago climate change and shifting a more sustainable lifestyle with goals to reduce emissions to close to none has been taken over by every headline in the news about COVID19. This shift in news over the last 18 months may have you thinking people have forgotten about the importance of sustainability and current climate emergencies. A research was put out in the US by research company called Coresight, and found 29% of consumers think the pandemic has made environment sustainability a bigger focus especially when shopping. This has been a time to reflect and think more thoroughly, and in this instance reflecting ‘on their wider priorities and the fact that lockdown has demonstrated our collective potential to create rapid environmental change.’ (---) Another very relatable statistic came back saying 67% of consumers think that companies can ‘build back better’ if they focus on a strong strategy with sustainable solutions. Pop up designs have a potential to be a very sustainable model which would attract a whole different target audience that may not support the mass production in brick and morter stores. As pop up stores are generally small, money can be better spent on sustainable materials and an eco driven design process. Pop up stores also have the ability to be made modular to be re used in a completely different setting or by a different company creating their own environment without creating more material waste.

02

COVID19 IMPACTS COVID19 has made a huge impact on peoples lives worldwide, and the more you talk to people the more you realize everyone has been effected in different ways. On personal levels people have shifted mind frames in the way they operate with shopping being more cautious not go to the busiest place or more cautious to spend less after loosing hours at work. On a business level, whether its a small or large business, most would have re-adjusted strategies moving forward and altered a business plan to suit the new climate of living. Due to the Australian Industry report “Revenue for the Clothing Retailing industry has been adjusted to decline by 8.5% from the previous anticipated increase of 0.4% in 2019-20 due to government COVID-19 restrictions and negative consumer sentiment.” It is predicted that COVID19 will continue to constrain sale volumes significantly until at least the end of 2021 resulting in many retailers have huge amounts of excess stock, “This is expected to erode industry profit over the period for Australia” Pop-up stores are a perfect way to come back from this issue spoken about in opportunities and gaps further down. A pop up store would allow stores to sell off excess stock that has been built up over the 18 months while creating and controlling a COVID safe environment. A brick and morter store can have doors open and a QR code at the entrance to be a safer environment although with attitudes changing, people may be less likely take the risk in a closed environment. A pop up store allows you to set your own boundaries, whether its located outside in the open air or a large barricaded space so there is more room per square meter, people will be more likely to attend. In my survey undertook, I asked where people would most likely want to shop during the recent times with COVID19 and then also where they would shop in a post pandemic world. Its evident people are drawn to small shops, local areas and pop ups rather than big supermarkets and shopping malls.

WHERE ARE PLACES YOU WOULD COMMONLY SHOP DURING THE LAST 18 MONTHS WITH COVID RESTRICTIONS IN PLACE?

WHERE ARE PLACES YOU WOULD COMMONLY SHOP IN A PRE OR POST PANDEMIC WORLD?

Local Shops

72.5% Fresh food markets

Local Shops

77.5%

50%

Fresh food markets

Online

40% Small Businesses

30%

Online

30%

77.5% Small Businesses

50% 74


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CHALLENGES AND ISSUES. SECTOR AUDIT.

$

ECONOMIC OUTPUT

22%

15%

City of Melbourne

Rest of Victoria

The city of Melbourne suffers a disproportionate loss of economic outfit in 2020 compared to earlier projections

JOBS

15%

City of Melbourne Job losses are likewise more acute: the City of Melbourne is projected to shed 75k or 15% of jobs in 2020.

9%

Rest of Victoria The rest of Victoria loses 250k jobs, however this is a smaller proportion (9%) of the total number of jobs in the area.

03 FINANCIAL Due to COVID 19, businesses have struggled all over the world from not only having to shut down for long periods of time with restrictions but also from being impacted by the loss of staff and tourism. As we haven’t gone through a pandemic like this recently, businesses weren’t prepared to deal with the financial struggles they have had to face. One of the restrictions being a ‘snap-lockdown’ where residents must stay at home causing many businesses into a temporary cessation of operation, caused a huge loss of money through waste of food and drinks, rent, excess stock and further overhead costs. Just in 2020 alone, 75,000 people in Victoria lost their jobs due to COVID, and ‘over the next five years, there will be up to 79,000 fewer jobs than pre-COVID forecasts as an annual average.’ (City of Melbourne, n.p.) Using the pop-up strategy allows for a low cost option to sell stock and give people a chance to work and earn money after this hardship. It is a chance to lift financial spirits throughout communities and give businesses the boost they need.

04 COMPETITION It is extremely hard to stand out as a business especially as a retail store or in food and beverage as there is such a big market for both. When creating a pop up stall it is all about creating a strategy to make your brand stand out. Its not necessarily about spending a lot of money or size of the pop up, it might be more about location or unique sensory experiences that people are attracted towards. Pop-up could generate sufficient appeal and publicity by itself if situated in the right location or if its more hidden away then clever advertising would be more important. Pop-ups already have that leg up on a brick-and-morter stall being temporary and receiving that immediate hyper from customers not wanting to miss out. A way to stand out should be picking 1 to 5 of the senses and creating a memorable experience with them, whether its live music or perfume sprayed on your bag when you purchase. It is the little things that differentiate you from your competition. In the near future when covid restrictions have eased or passed creating an exciting pop-up store will allow your brand to stand our and flourish.

(City of Melbourne, n.p.)

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02

01

ENVIRONMENTAL

BRAND REGENERATION

An example of a simple temporary space to fit your brand values at a low cost option.

COVID SAFE A pop-up can allow for a customer to feel safe and comfortable in their surroundings. Spoken about in the Aesop case study, designing a store that creates environmental recognition of the surroundings makes it more inviting for the locals. A pop-up store has no restrictions on location and density therefore can be uniquely designed for the time we are going through. Designing for the future also involves using a lot of contactless experiences for the user including QR codes, contactless payments, display cabinets and more.

This to me somes up the environmental strategy, the plants need us and we need them

Choosing to create a pop up store whether its in addition to a brick and morter stall or just a one off, it is a very positive and sustainable strategy for help our atmosphere and surroundings. It is a way of selling old stock or samples with a positive outlook; often bigger brands don’t like to have ‘sales’ as it can decrease the value of their brand. This is a sustainable way of selling stock or samples that are from previous lines and avoids masses of waste into landfill. As they are open for shorter times there isn’t as much prefer to turn over masses of stock therefore manufacturing can be cut shorter.

Through pop up stores, it allows for a creative license to run wild. It gives opportunities to work out of locations you wouldn’t have normally done and attract crowds you could never imagine you usually would. Pop up stores give a brand the chance to create new purposes and align their branding to new trends that have developed over the time stores have had to be closed. This successful strategy of pop up stores, combined with a future focused design mindset will refresh store experience and boost brand engagement.

03

PROCESS

$$

04

LOW COST Pop-ups stores are a relatively lowcost and low-commitment way for companies to take creative risks, generate buzz, and introduce their brands to new audiences. They give you an opportunity to splash out and go all out, although it can be as simple as setting up coat hangers in a room and announcing its limited time only to attract crowds. Referring back to the Comme Des Garcon case study, it cost them just $2,500 to open one of their first Guerrilla stores. This could be a hugely beneficial way to grow a business and build customer relations.

OPORTUNITIES AND GAPS. SECTOR AUDIT. 76


RESEARCH AND PROCESS WORK

APPROACHES

RESEARCH

PROCESS

As stores set to move forward with their post-COVID-19 strategies, it is important for retailers to prioritize long-term goals for the environment. Pop-up stores allow for a sustainable structure to be build that can be transfered to different locations or used by different brands.

POP-UP STORE

ACTIVATION

‘Brand activation is necessary to get the word out to consumers when a new product is released or to increase awareness surrounding an entire brand. If a consumer is physically engaging with a brand in any way, they are engaging in brand activation.’

A pop-up store or flash retailing, is a trend of opening short-term sales spaces that last for days to weeks before closing down, they are commonly seen in popular shopping strips or at public events.

TYPES

SHIPPING CONTAINER MODULAR SYSTEM

STORE WITHIN A STORE ON WHEELS

This was the beginning of narrowing down how I was going to achieve my proposition question and which design techniques through experiential design and space were going to achieve this. In the middle section of the ven-diagram are the common similarities between all kinds of ‘temporary events’; I adopted these positive reinforcements to be the goals i want to achieve through my design. I decided to really focus on a few of these being sustainability and brand awareness to let them shine.

PORTABLE STRUCTURE

INTERACTIVE DISPLAY

INCREASED BRAND AWARENESS LOW COST OPTION SUSTAINABLE STAND OUT AMONGST BUSINESSES REGENERATE BRAND

IMMERSIVE EXPERIENCE ‘An “immersive experience” pulls a person into a new or augmented reality, enhancing everyday life (by making it more engaging or satisfying) via technology or through sensory experience.’

LOCATION LOCALLY

FESTIVAL

IN A PARK

LARGE EVENT

INTERNATIONAL

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THE BRAND.

– Quang

connect and communicate with customers

transparent and educational

“our values are to make clothes that have positive social and ecological impacts: treating workers fairly and paying fair wages, producing every product as sustainably as possible, and promoting garment manufacturers with the same values”

RESEARCH

PROCESS

THE IMPACT.

$$

bigger impact on social and environmental issues

Sustainable products & process

GIRLFRIEND COLLECTIVE. CHOSEN BRAND.

I started my design process defining the brand values and drive, and researching how, why and what will ensure this event or temporary store will make an impact. From a combination of research through surveys, articles and other alternative sources I came up with six main pillars which my design will be based on. These pillars were also based off the brand values, to ensure the brand is projected through the design in all aspects not just aesthetically. Girlfriend Collective strive towards big worldwide impacts through sustainability, transparency and education, so this was my starting point to base my design. 78


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CREATIVE IDEATION. THINK. SKETCH. CREATE.

RESEARCH

PROCESS

Visual Ideation through sketching, mind mapping and pen and paper work was the key to exploring ideas and pushing designs further. At the start of the process I was overwhelmed by the unlimited choice of experience I could design and how I would convey that. I found choosing one idea or concept and actually exploring it more enabled me to learn the importance of each ‘idea’ and what was going to help with the Girlfriend collective event impact towards my proposition statement.

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RESEARCH

3 After researching all over Melbourne for what would be the perfect location to be an impactfull, beautiful event for the launch of Girlfriend Collective. I have always loved and been very inspired by MPavilions designs each year through their designs and thought behind the community engagement. My first proper location I thought could work was a collaboration with MPavilion to hold the launch event as part of their program. After more extensive research I discovered the key mission through the MPavilions is about cultural events and experiences which didn’t exactly fit to my design. I still used their work to inspire me through other aspects of the event such as architectural forms and shapes, community engagement and creative ways of functioning a space.

MPAVILION.

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LOCATION. THE KEY INGREDIENT.

BIRRARUNG MARR. LOWER TERRACE.

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BIRRARUNG MARR. UPPER TERRACE.

One other option that caught my eye was having the event at the Birrarung Marr as previously I have seen events there have so much impact. I decided this would be the one after researching historical context of the land and surrounding inspiration through architecture and vegetation. After a site visit I learnt the upper terrace wouldn’t work for the event due to the slope in the landscape, decrease accessibility and i found the area was more removed. Although the lower terrace was perfect. Its located along the rivers edge with large amounts of space surrounded by old beautiful trees. I examined the space and how people interacted with it and found there was a much bigger foot traffic flow which would benefit the event.

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RESEARCH AND PROCESS WORK

I started off with a vision that my structure was going to be round with walk ways in between or circles attached as a circular organic structure. By doing this exploration whenever i thought of an idea helped bring together small parts of each to create the strongest one idea. For example, in this ideation I came up with an idea to allow the walls to come up to increase community flow within the shape - this idea i developed and bought through to the refined design.

THE STRUCTURE. DESIGN PROCESS.

RESEARCH

PROCESS

As you can see through the dotted lines i originally designed the structure to have most of its walls to lift up for the community flow system. After adding in furniture and multiple layers of the design i realized it wasn’t possible to have so many walls open with how I styled the furniture inside. I still kept this concept in my refined design although kept the open walls it to the minimal. Due to my structure being modular, re-usable and recyclable, in the next set up of the structure this could be done different with all walls up.

Along my process I was constantly rendering different views of the structure to refine it to perfection. Creating renders with the actual textures i was proposing to use allowed my designed decisions to be more clear.

My first design of the structure Involved a geometric style canape over the community area. I had the idea that sheets of Econyl would go between each column to block out sun although still be transparent. I decided after drawing the design up in a 3D structure that it didn’t fit well with the overall design concept. I undertook more research and refined my look to fit the brand values as well as giving enforcement to the event impact.

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REFERENCES WEBSITE - GIFS https://isabellaemmygreen.wixsite.com/gifs BRAND VALUES

MATERIALS BOARD Pritchett, M., & Pritchett, M. The ABCs of Coloured Glass | Perth | WA Glasskote. Retrieved 19 October 2021, from https://www.waglasskote.com.au/abcs-coloured-glass/

Image 1, 3 & 4 (clockwise frop top left) - Girlfriend Collective — Ethically Made Ac- Bamboo Raft Screen. (2021). Retrieved 19 October 2021, from https://www.bunnings.com. tivewear. Retrieved 17 October 2021, from https://girlfriend.com au/lattice-makers-1800-x-900mm-yellow-bamboo-raft-screen_p3041189 Image 2 - Material Guide: What is Econyl? · SupplyCompass. Retrieved 17 October 2021, from https://supplycompass.com/sustainable-fashion-blog/econyl/

HISTORICAL CONTEXT (clockwise from top left)

1,363 BEST “Bamboo Texture” IMAGES, STOCK PHOTOS & VECTORS. Retrieved 19 October 2021, from https://stock.adobe.com/au/search/images?k=%22bamboo+texture%22 Building a sustainable house of hemp. Retrieved 19 October 2021, from https://www. littleecofootprints.com/2015/05/building-a-sustainable-house-of-hemp.html

Howarth, D. (2015). IKEA launches “design quality” collection by Ilse Crawford. ReAncestors & Past - Wurundjeri Woi Wurrung Cultural Heritage Aboriginal Corpora- trieved 19 October 2021, from https://www.dezeen.com/2015/02/05/ikea-sinnerlig-collection. Retrieved 28 September 2021, from https://www.wurundjeri.com.au/our-story/ tion-ilse-crawford-cork-natural-fibre-furniture-homeware-stockholm-design-week-2015/ ancestors-past/ molo. Retrieved 19 October 2021, from https://molodesign.com/collections/space-partiHahn, J. (2020). Studio Rain erects translucent flat-pack sauna on banks of Yarra tions/paper-softwall-folding-wall/ River. Retrieved 28 September 2021, from https://www.dezeen.com/2020/08/12/studio-rain-sauna-atmosphere-revival-yarra-architecture/ Stunning photos of everyday life in Melbourne in the 1940s. (2014). Retrieved 28 September 2021, from https://www.heraldsun.com.au/news/victoria/photo-essayeveryday-life-in-melbourne-in-the-1940s/news-story/4d7709adf99716fa3293944df4bd38b8

ABOUT MATERIALS / ECONYL PAGE Hempcrete Blocks & Hemp Building Products Ireland, UK & EU Distributors. Retrieved 19 October 2021, from https://www.hempbuild.ie/?fbclid=IwAR0GEz381zJDsxwneQNbiLOy0xlKVwwlzknqdZSwgbFhliRHBync1BLV7rM

Flinders Street Station - Culture Victoria. (2014). Retrieved 28 September 2021, from Best Eco-Friendly and Sustainable Building Materials in Australia. (2020). Retrieved 19 https://cv.vic.gov.au/stories/built-environment/flinders-street-station/ October 2021, from https://www.superiorenergyrating.com.au/blog/eco-friendly-and-susWard, S. (2019). Apple’s Controversial New Federation Square Store Has Officially tainable-building-materials-in-au/ Been Canned. Retrieved 28 September 2021, from https://concreteplayground.com/ Bamboo enjoying sustainable growth as building material - Australian Design Review. melbourne/design-style/apple-federation-square-canned (2017). Retrieved 19 October 2021, from https://www.australiandesignreview.com/magazines/mezzanine-mag/bamboo-enjoying-sustainable-growth-building-material/ SUSTAINABILITY (clockwise from top left) Hempcrete Blocks & Hemp Building Products Ireland, UK & EU Distributors. Retrieved 30 September 2021, from https://www.hempbuild.ie/?fbclid=IwAR0GEz381zJDsxwneQNbiLOy0xlKVwwlzknqdZSwgbFhliRHBync1BLV7rM

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Girlfriend Collective. (2020). Retrieved 30 September 2021, from https://milled.com/ A Process of Regeneration — Autumn 20 ECONYL® Fiber. Retrieved 19 October 2021, from girlfriend-collective/introducing-the-wash-bag-because-clean-clothes-shouldn-t- https://www.norseprojects.com/page/econyl-autumn-20 equal-a-dirty-ocean-Gif0iKa40iuQl-_D Retrieved 19 October 2021, from http://www.remakehub.co/about

SUSTAINABLE PRODUCTS AND PROCESS ECONYL® Regenerated Nylon — STATURE. (2020). Retrieved 7 September 2021, from https://www.statureclothing.com.au/econyl-regenerated-nylon Girlfriend Collective. Retrieved 7 September 2021, from https://www.girlfriend.com/pages/our-story Process (location page) - MPavilion. 2021. MPavilion. [online] Available at: <https://mpavilion.org/about/> [Accessed 6 November 2021] IMAGES Joy. Retrieved 26 August 2021, from https://www.pinterest.com.au/ pin/388013324149426382/ IPolevoy, L., & Polevoy, L. Brands We Love: Girlfriend Collective. Retrieved 7 September 2021, from https://blog.kairosme.com/brands-we-love-thegirlfriend-collective/ Girlfriend Collective: More Than Just Clothes — Carmen Busquets. (2018). Retrieved 7 September 2021, from https://www.carmenbusquets.com/journal/post/girlfriend-collective-more-than-just-clothes ECONYL® Regenerated Nylon — STATURE. (2020). Retrieved 7 September 2021, from https://www.statureclothing.com.au/econyl-regenerated-nylon Girlfriend Collective. Retrieved 7 September 2021, from https://www.girlfriend.com/pages/our-story girlfriend collective logo | brand and business identity | Graphic design branding, Logo design, Branding design logo. Retrieved 7 September 2021, from https://www.pinterest.com.au/pin/85920305377672469/ National Sustainable Living Festival. Retrieved 7 September 2021, from http://www.slf.org.au City of Melbourne Interactive Map (CoMMaps). Retrieved 7 September 2021, from http://maps.melbourne.vic.gov.au/index.html

Howarth, D. (2015). IKEA launches “design quality” collection by Ilse Crawford. Retrieved 30 September 2021, from https://www.dezeen.com/2015/02/05/ikea-sinner- Conents page - Nast, C., 2021. 17 Picks From Girlfriend Collective’s 20% Off Everything lig-collection-ilse-crawford-cork-natural-fibre-furniture-homeware-stockholm-de- Sale. [online] SELF. Available at: <https://www.self.com/gallery/girlfriend-collective-sale> [Accessed 30 October 2021]. sign-week-2015/ A Process of Regeneration — Autumn 20 ECONYL® Fiber. Retrieved 30 September 2021, from https://www.norseprojects.com/page/econyl-autumn-20

Cool routes page - Coolroutes.com.au. n.d. City of Melbourne Cool Routes. [online] Available at: <https://www.coolroutes.com.au> [Accessed 30 October 2021].

Brand pages - Girlfriend Collective. Retrieved 7 September 2021, from https://www.girlHolcim Foundation for Sustainable Construction, i. (2012). Locally-manufactured cob and bamboo school building. Retrieved 30 September 2021, from https://www. friend.com/pages/our-story holcimfoundation.org/media/news/projects/locally-manufactured-cob-and-bamboo-school-building?show=26cb6ac8-40ee-4392-b267-cb5ca94f2cc9

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Case studies Comme Des Garcons Pop-Up Retail: Why Comme Des Garçons Was a Trendsetter. Highsnobiety. (2016). Retrieved 15 August 2021, from https://www.highsnobiety.com/p/pop-up-shops-comme-des-garcons/. [Article written on retail brand Highsnobiety website: HOW COMME DES GARÇONS MADE POP-UPS SO PREVALENT] Horyn, C. (2004, February 17). A Store Made for Right Now: You Shop Until It’s Dropped. New York Times, A1. https://link.gale.com/apps/doc/A113320214/AONE?u=swinburne1&sid=bookmark-AONE&xid=91e0d1e7 [Article written for the New York Times, found via Gale Accademic Onefile: A Store Made for Right Now: You Shop Until It’s Dropped] Gerlach, B. (2016). How Comme Des Garçons Changed Retail With Its Pop-Up Stores. Retrieved 24 August 2021, from https://fashionindustrybroadcast.com/2016/12/30/comme-desgarcons-changed-retail-pop-stores/ [Article written on fashion industry broadcast website: How Comme Des Garçons Changed Retail With Its Pop-Up Stores] Socha, Miles. “Comme des Garcons set for open.” WWD, 10 Sept. 2004, p. 4. Gale Academic OneFile, link.gale.com/apps/doc/A121943052/AONE?u=swinburne1&sid=bookmark-AONE&xid=5131b5ff. Accessed 23 Aug. 2021. [Article written by WWD interviewing the designer herself and giving insight on her iconic style and trends] Nast, C. (2005). The Unsettling Vision of Rei Kawakubo. Retrieved 22 August 2021, from https://www.newyorker.com/magazine/2005/07/04/the-misfit Detail, B. (2005). Pop-Up Stores - A Brief History | Retail Is Detail. Retrieved 24 August 2021, from https://www.retail-is-detail.com/pop-up/pop-up-stores-a-brief-history/

REFERENCES General research

Boustani, G. (2021). Pop-up retail : The evolution, application and future of ephemeral stores. ProQuest Ebook Central https://ebookcentral.proquest.com Klanten, Robert ; Kouznetsova, Anja (2018). Shoplifter! : new retail architecture and brand spaces, chapter pp. 64-67: experiential retail. Gestalten. Data Dive: Why the climate, rather than COVID-19, will define the future of retail design. (2020). Retrieved 26 August 2021, from https://frameweb.com/article/data-dive-sustainable-retail-covid-19 Barry, M. (2020). Clothing Retailing in Australia. Retrieved 26 August 2021, from https://my-ibisworld-com.ezproxy.lib.swin.edu.au/au/en/industry/g4251/about ECONOMIC IMPACTS OF COVID-19 ON THE CITY OF MELBOURNE. Retrieved 27 August 2021, from https://www.melbourne.vic.gov.au/sitecollectiondocuments/economic-impacts-covid-19-summary.pdf Baras, J. (2015). PopUp Republic: How to start your Own Successful Pop‐Up Space, Shop, or Restaurant. Jeremy Baras. Experimental Design | CMG Consulting. Retrieved 25 August 2021, from https:// www.cmgconsulting.com/post/what-is-experiential-design Baras, J. (2015). PopUp Republic: How to start your Own Successful Pop‐Up Space, Shop, or Restaurant. Jeremy Baras. Mack, S. 24 All-Star Brand Activations That Will Inspire Your Next Campaign. Retrieved 27 August 2021, from https://www.repsly.com/blog/field-team-management/ all-star-brand-activations-inspire-your-next-campaign

Aesop

What is an Immersive Experience And How Do You Create One? | CleverTap. Retrieved 27 August 2021, from https://clevertap.com/blog/immersive-experience/

Aesop Australia. Retrieved 25 August 2021, from https://www.aesop.com/au/

Cook, K. 15 Creative Examples of Branded Pop-Up Shops. Retrieved 27 August 2021, from https://blog.hubspot.com/marketing/creative-pop-up-events

Aesop Merci by MARCH STUDIO AUSTRALIA. (2010). Retrieved 25 August 2021, from https:// architizer.com/projects/aesop-merci/ How Aesop Creates Unique And Compelling Customer Experiences. (2016). Retrieved 25 August 2021, from https://www.anderssorman-nilsson.com/blog/how-aesop-creates-unique-compelling-customer-experiences Mairs, J. (2016). Partners Hill creates Aesop pop-up at Tasmanian music festival. Retrieved 25 August 2021, from https://www.dezeen.com/2016/07/21/viedo-partners-hill-aesop-pop-up-wooden-pavilion-tasmanian-music-festival-mona-art-gallery-movie/ Aperol Aperol Case Study: Aligning an authentic Italian alcohol brand with contemporary consumer needs. (2011). Aperol Case Study, 1–27. Aperol Spritz. Retrieved 25 August 2021, from https://www.aperolspritz.com.au

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