SPATIAL_DESIGN_1A_ISOBELLE_POVER

a vision of Fresh Airspace

“shop till you drop” tour for a one stop lifestyle experience T E A M

A S S I G N M E N T

isobelle pover-leong marika varady S PAT IA L D E S IG N : RE TA IL , E XH IBIT IO N + H O S P ITA L IT Y 2 0 1 0 C O L L E G E O F F IN E A R T U N IV E RS IT Y O F N E W S O U T H

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WA L E S

a vision of Fresh Airspace 1 Richard Branson aboard his houseboat office in Little Venice, Camden Lock, London, UK

vision, location client

2 With Al Gore

Vision Statement The ‘One Stop Shop’ will set a new standard of creativity in design and deliver the ultimate state of the art retail experience in the sublimely beautiful Sydney harbour location. It will be a dynamic, constantly evolving retail destination, while sustaining maximum ecologically sound development practice. The development of spaces for living, leisure, retail, hospitality and fun will make this an outstanding example of the principles of a socially and culturally diverse project.

1 Client : Richard Branson; entrepreneur, billionaire, philanthropist and is a British Industrialist, best known for his Virgin brand of over 360 companies Virgin has created more than 200 branded companies worldwide, employing approximately 50,000 people, in 29 countries.

Global branded revenues in 2008 exceeded £11 billion (approx. US$17 billion). Reference: http://www.virgin.com/about-us/ 2 Why we've selected him • he is a visionary and leader • someone with influence • a global citizen • someone to follow and watch • he can make things happen

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3 Type of retail experience: to aim at Richard Branson's ‘Big Idea’ the values looked at in the ‘Big Idea’ business plan; Championing the consumer - what do they want, aspire to: sustainability and a consumer experience that shows this.

Delivering a quality product / experience - creating an ambiance with a vibe that draws from the immediate environment and that is perceived by the user/customer/staff Offering value for money one of Branson’s key calls used in all his business media Driving innovation: new technology, investigating and developing leverage through this activity Competitively challenging - designers with new ideas that challenge tradition And of course, having FUN! - the vibe is in the air 4 Category: Health and Wellbeing facilities; spa, gym, relaxation and leisure areas. Retail and hospitality.

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a vision of Fresh Airspace The Barangaroo Delivery Authority encourages applications for activities to be held at Barangaroo that aim to: • • • •

build the Barangaroo profile and sense of place; contribute to the vision for Barangaroo; consider and develop relationships with local and relevant community groups; and mesh with the overall local, state and federal government events and marketing programs.

sustainability, carbon neutral, community wellbeing

A Climate Positive precinct exemplifying the next generation in environmental, economic and social sustainability: • • • •

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A water positive community by recycling and exporting more water than Barangaroo uses; A zero waste community by potentially reusing, reducing recycling more waste (from surrounding area) than Barangaroo generates; A carbon neutral community by generating more renewable energy than total net green house gas emissions from Barangaroo; District infrastructure such as decentralised water recycling, district harbour cooling, trigeneration and new renewable energy generation, providing locally generated services precinct wide and beyond to support the existing built fabric of the CBD; Community wellbeing valuing what matters to people and planet.

Location: Barangaroo, Sydney Harbour reference: text and images http://www.barangaroo.com

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a vision of Fresh Airspace

Houseboat interior, showing the library formed by the interior shape of the boats prow Little Venice, Camden Canal, London

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interior of houseboat ‘Missippi’ style design Waterliving

recycle, re-think using sustainable materials, eco friendly Interior of Nick Cave’s River Thames, Houseboat reference:Houseboats: A Buyers Guide. http:// www.findaproperty.com

london High quality housing on water is a new phenomenon globally. Waterliving has taken on the challenge of developing these new communities on water by combining contemporary architecture with an understanding of maritime design. The result is a new type of environment which not only sparks the imagination in individuals, but is also a unique solution to the growing problem of urban congestion and blight.

You can live or work in a completely new atmosphere, set apart from the ordinary, while still enjoying the security and comfort of a fully functioning modern home or office. The slight movements of your houseboat on the water will give you a greater sense of connectedness to the world around you. reference http://www.waterliving.dk/Husb%C3%A5de.htm Utility points have a central location in a marina to provide energy, fuel to moorings. The utilities use less power keeping costs low and technology has produced more compact and energy efficient electrical devices.

Recycle old houseboats and other craft to create a home or a new build of a custom-made design from sustainable materials.

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a vision of Fresh Airspace

Rooms at The Hotel dei Dragomanni, Venice, Italy

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romance, grace, pleasure, opulence, classicism, heritage conservation

venice

The Hotel dei Dragomanni, Venice, Italy This Hotel is renovated to preserve the charm and elegance of the Renaisance era, with interior architectural details, this hotel has a unique example of a double helix staircase in Da Vinci style that lets you leave you room at the ‘Dragomanni Parlor’ without having to cross the lobby. Rich soft furnishings and colours to create a seductive atmosphere from references of style of Italianate Venice. Set on the canal to experience the romance of history through exploring its piazza’s and corso’s. reference: http://www.hoteldragomanni.com/location.htmI connect: research and make connections with heritage architecture and reexamine ideas that may work with contemporary technology

The Hotel dei Dragomanni

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a vision of Fresh Airspace

interior design innovation creates a wow

tokyo Godiva Chocoiste – Harajuku District, Tokyo, Japan Wonderwall has designed this new flagship store for Godiva Chocolates in Harajuku, Tokyo.

The shop literally appears to ‘drip’ with chocolate, breaking the mould from Godiva’s normally more romantic branding.

This is a good example of innovation in retail design, branding and a successful street presence, potential customers can look in and see the product. They sell the most luxurious chocolate on the market and have the highest leverage in the market place with the most over the top packaging in the world of chocolate goods.

“This is Godiva’s new concept flagship store. Godiva’s idea was “treat thyself”. Wonderwall’s intention was to add a breath of fresh air to the more traditional image Godiva instill. The shop features humorous design details such as the “melting chocolate” ceiling combined with the primarily classical interior design. The boutique’s popular and fashionable location of Harajuku has also been considered in the overall design. Passers-by can view both its entrance as well as the customers enjoying their time with chocolate on the second floor cafe.” references http://wonder-wall.com !

http://tokyobling.wordpress.com

connect: this uses the ‘wow’ factor by design to increase popularity and sales of premium products to an ever expectant audience of fashion conscious shoppers

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dream, FUN, fantasy

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a vision of Fresh Airspace

tokyo Camper Store, Omotesando Designed by Spanish designer Jaime Hayon, the store feels like Charlie and the Chocolate factory and Alice in Wonderland rolled into one – appealing to the “ultimate shopping experience” craving of todays retail customers. The space was inspired by circus elements, inviting people to dream. There are no corners, only curved surfaces. Customers are encouraged to ‘interact’ with the merchandise.

With its distinctive candy cane door and shop front window with child-like graffiti, this store lets potential customers feel like this experience has the potential to be light hearted and FUN. http://www.dezeen.com connect: this reflects current trends in design and art, how many disciplines come together to produce an environment that is fun, it engages the fantasy and enhances the caché of the product

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a vision of Fresh Airspace

health, wellbeing, spiritual, ritual

bangkok Devarana Spa at The Dusit Thani, Bangkok, "Devarana" means "garden in heaven" in Thai. It was inspired by a literary work where the writer described this garden as situated at heaven's gate, surrounded by gardens and ponds, with a heavenly scent and a nurturing environment. In the garden, people can hear soft, melodic music and the decor of the garden glimmers with silver and gold, filled with natural stones and gems.

The emphasis of the spa is on pampering and wellness . The "East meets West " Thai health and beauty practices have been taken from age-old therapies and updated with modern knowledge to pamper and revitalise guests. The Devarana type of experience would give customers a place to relax, become/stay healthy and take a break from their ultimate retail experience of the rest of our project (and revitalize them so that they can go and ‘shop till you drop’ some more) reference http://www.devaranaspa.com http://lotusflowerimages.com connect: spiritual wellness is part of daily ritual, to receive this in an atmosphere of serenity and calm will revitalise mind and body, this is a part of the Thai way of life and connects most directly with the culture

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WOW, fashion is architecture

a vision of Fresh Airspace

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Stuart Weitzman Flagship Store in Rome, Italy by Fabio Novembre “Since 1966, I’ve responded to those who call me Fabio Novembre. Since 1992, I’ve responded to those who also call me “architect”. I cut out spaces in the vacuum by blowing air bubbles, and I make gifts of sharpened pins so as to insure I never put on airs. My lungs are imbued with the scent of places that I’ve breathed, and when I hyperventilate it’s only so I can remain in apnea for a while. As though I were pollen, I let myself go with the wind, convinced I’m able to seduce everything that surrounds me. I want to breathe till I choke. I want to love till I die.” reference http://www.dezeen.com With a design philosophy like that, Richard is going to love his designs. Individual, distinctive and a “out there”. The ribbons are made of Corian a very hard setting resin connect: makes a bold architectural and fashion statement, this environment immerses the shopper into an experience that leaves pretty much everything behind they take away the product as a part of a marked impression !

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a vision of Fresh Airspace

eating good = feeling good, honest, homely

london & dartington Cranks restaurant “Well it all comes down to one simple equation: eating good = feeling good. And of course feeling good also equals looking good. But, with today’s hectic lifestyles, it’s easy to let such a simple thing slip. Fortunately, Cranks have years of know-how that’ll help put a spring back in your step.” reference: http://www.cranks.co.uk/ The first truly vegetarian restaurant, 1961, in Soho, London, different from anything that had come before, a team help create a warm, homely atmosphere too and serve tasty, nutritious food. It is recognised that this signed a major shift in British view of vegetarianism and wholesome organic food. connect: this store has strong philosophy on a healthy vegetarian lifestyle to promote longevity, happiness and caring for the environment !

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a vision of Fresh Airspace

Neals Yard market stall for Cheesemakers fo Britain

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health, wellbeing, conservation and expansion of national produce

london Neal’s Yard Pharmacy Kings Cross St Pancreas Station Neal’s Yard Dairy, Borough, London

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Neal’s Yard Remedies, Neal’s Yard Store, Neal’s Yard Restaurant This originally set-up in the early 70’s to provide good organic food for sale and cooked in the restaurant. No excessive fit-out, packaging, or waste. The philosophy was strong, alternative and breaking the rules of anything before. It was run on equality at work and play.

Each store carries the branding of the home style and uses this in a language that meets the style and historical architecture of each city it sets up its business. Each one is distinct. reference : http://www.nealsyardremedies.com/store-finder connect: this store has strong social ethics and a philosophy that has proven long term to be genuinely organic, committed to local produce supply and shows a clear sense of community issues on recycling, packaging and delivering trusted no-nonsense products

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a vision of Fresh Airspace

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Rue Bonaparte, Paris

paris Aesops store, Rue Bonaparte, is a agship store. All the stores are designed each to it’s own suburb, city or country. The products remain the same worldwide. Each has a new theme and concept, these variance in design terms quite marked. Most approach the philosophy of cleanliness is next to pure water, taps and a sink feature in the store. reference: http://www.aesop.net.au !

connect: innovative store design, using colours and materials in harmony with eco practices such as recycling, packaging materials minimised

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a vision of Fresh Airspace

harmonius, spatial environments; market, retail and living

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rotterdam Market Hall in Rotterdam, Netherlands The MRDV open air market /retail / supermarket / residence is an example of how to incorporate local produce (which is good for the environment) with innovative supermarket design and high density unique housing.

The residences form an arc which covers the open air market (required by law in the Netherlands) creating a vibrant atmosphere for the residents, as well as the ability to shop at their doorstep for fresh local produce. There is also a 3000 square metre retail area, car park and supermarket on the ground and ďŹ rst levels. The interior face of the arc will b an LED projection for an ever changing interior, addressing the clients penchant for new technology. This project is a true “all in oneâ€? innovative concept. reference: http://www.archdaily.com connect: this project challenges the spatial notions of traditional market, retail and living environments.

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CO2 Visualising one Ton of Carbon

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a vision of Fresh Airspace

ambient technologies spatial perception

california Obscura Digital has produced technology that enables imagery to depart from the desk-top and flatscreen presentations to allow data to be broadcast and accessible in any situation. Obscura’s technology allows virtually any surface to be turned into a portal to the internet.

The designers are innovating the underlying technologies that have not be thought as possible before. These are ambient technologies that include touch, gesture, spatial perception, projection and holography.

“Immersive technologiesArchitectural and structural fabrication capabilities allow us to create custom environments at nearly any shape or scale, from personal video gaming pods to 90' projection domes to entire city blocks. Add our surround audio, projection and interactive capabilities and the possibilities are nearly limitless.” reference http://www.obscuradigital.com/technology

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a vision of Fresh Airspace

summary

isobelle pover-leong The opportunity to build and envision a one stop complex on a virgin, urban development, a clean land site with waterfront, is a gift looking from any perspective and the visionary to take on the responsibility without buckling under the challenge of so many local and big issues is a heady task. Richard Branson has shown his attitude of cut-through and innovation in his business that he’s expanded into areas that connect with people and their needs.

Many issues have to be embraced that move from the ephemeral to the ecological, so there’s a broad spectrum of new skills and materials, new technology with sound principles of sustainability and yet have the wow factor to thrill and excite.

Such a task requires assembling a team of likeminded and talented people who can work with the constraints and demands of such a socially responsible task. Branson has an entrepreneurial character, he has reached the heady climes of philanthropy as a billionaire. He has much of the world in his pocket from the small local to the big global issues to apply a balance. Can he make a a consumer’s and shoppers experience fun and within reach of such diversity in the community of Sydney at Barangoo?

Our team has sourced but a few experiences for the start of a tour of his research and no doubt someone of his experience would be adding many suggestions himself. We have looked at a few experiences that would start the tour rolling. The world is open 24/7 and communications are open and affordable, information is delivered faster than we can give it time to settle in our minds, time is one of those elastic properties that we need to learn to expand and contract.

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a vision of Fresh Airspace

summary

marika varady

One Stop Shop will set a standard of retail which provides high quality facilities beyond the stand alone retail store. One Stop Shop will be the ultimate destination for a variety of consumer desires and requirements.Our ‘Shop Till You Drop’ whirlwind tour will show our visionary client, Richard Branson, not only what “is in the air” at the moment, but also introduce him to farsighted designers who look towards the future and give him a taste of some of the latest technological experiences available.!!Able to develop and change over time, the ‘One Stop Shop’ will be accommodating the needs and dreams of its customers and staff.!

The inbuilt flexibility of the various combined retail, living, health and experience zones will enable the One Stop Shop configuration to adjust at any time, incorporating state of the art developments in technology and design whilst retiring “tired” and less workable aspects.!

What will remain stable and consistent is the adherence to sustainable design and ecologically sound principles in any changes and upgrades, and the ability to respond to new trends in creative innovation and consumer sentiment.

References for images and quoted text

page 2 page 3 page 4 page 5 page 6 page 7 page 8 page 9 page 10 page 11 page 12 page 13 page 14

http://www.virgin.com/about-us/ http://www.barangaroo.com Houseboats: A Buyers Guide. http://www.findaproperty.com http://www.hoteldragomanni.com/location.htm http://www.obscuradigital.com/technology/ http://wonder-wall.com http://tokyobling.wordpress.com http://www.dezeen.com http://www.devaranaspa.com http://lotusflowerimages.com http://www.dezeen.com http://www.cranks.co.uk/ http://www.nealsyardremedies.com/store-finder http://www.aesop.net.au http://www.archdaily.com

page 15 http://www.obscuradigital.com/technology !

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a vision of Fresh Airspace Hi Team Novembre Here is your feedback for Project 2B: Exquisite project, I love reading Team Novembre’s work!

Excellent presentation style– engaging, fun, informative, comprehensive and original. You successfully manage to communicate a huge amount of information without the reader feeling bogged down – ie the easy, chatty style of the narrative which discreetly inserts all sorts of gems into seemingly informal talking; the images which are accompanied by detailed descriptions which tie back into the text; and then a table of comparisons at the end to boot!

A wealth of information in the table (scary how often Justin Hemmes’ name appears!) which is broken down into sub themes which are rigorously researched and outlined – it makes it very easy to compare the venues in every way possible.

You are the only group that has included images that are predominantly (except for one or two) your own photographs, and I found myself scouring the images further to see if there were any photos of you (the reviewers) - and I was not disappointed! Your freehand sketches are wonderfully contrasted by your sophisticated interior layouts, which again, convey a depth of information about furnishings, lighting, textures, layouts, etc . Your submission is one of the few that includes notes about graphics, text, visual identity, special features, noise levels, references to past eras, etc etc.Very, very comprehensive observations which go well beyond the obvious requirements . I love the little comments scattered around (eg “a little bit smelly”) which are engaging and are 'proof' that you really did experience the space.

It is difficult for me to add any suggestions on how to improve on this submission. One thought would be to include a few more of the evocative freehand sketches as well – they convey an emotion and sensitivity to the observations, and add to the “we were there” theme that is evident throughout. Your title page images (pg 1 of the exterior of the buildings) probably has the least 'attractive' images on it, but I really am scratching around here to find suggestions on improvements! You could also include a type of location map at the start which graphically indicates where to find the venues.

But those really are minor points – this is an excellent submission that I thoroughly enjoyed reading, and has taught me much about the spaces that I thought I was familiar with.

Well done!

Grade: High Distinction Karin Watson COFA0920 - Spatial Design - Retail, Exhibition and Hospitality !

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