Capstone Project- Part I

RESEARCH SENIOR CAPSTONE PHASE I - DISCOVERY

KYANA FRIERSON INDS 470 - STUDIO V FALL 2020

PREDOMINATLY BLACK CITIES, TOWNS, NEIGHBORHOODS According to the Census 2000, 6 in 10 people who identify themselves as Black or African American resides in 10 states where half of the US population lives.

New York, California, Texas, Florida, North Carolina, Georgia, Illinois, Maryland, Michigan, & Louisiana are the 10 states with the predominatly Black/ African American population.

Black/ African American make up 54% of the South, 19% in the Midwest, 18% in the Northeast, 10% lived in the West 2.3 million Blacks made up New York City’s population, next city was Chicago with 1.1 million and then Detroit, Houston and Philadelphia Black population was between 500,000 and 1 million.

CHICAGO CITY, ILLINOIS (CST)

SOUTH CHICAGO

JULY 1ST 2019 - 30.1%

2014-18 - 76.5%

ATLANTA, GEORGIA (EST)

https://www.cmap.illinois.gov/documents/10180/126764/South+Chicago.pdf

JULY 1ST 2019 - 51.8%

FULTON COUNTY, GA (ATLANTA)

OAKLAND, CALIFORNIA (PST) JULY 1ST 2019 - 23.6%

2019 - 44.5% DEKALB COUNTY, GA (ATLANTA) 2019 - 54.8%

https://www.census.gov/quickfacts/fact/table/ US/PST045219

CASE STUDY- SPACES FOR BLACK OWNED BUSINESSES

https://www.census.gov/newsroom/releases/archives/census_2000/cb01cn176.html

SHERMAN PHOENIX LOCATED IN MILWAUKEE, WISCONSIN IN 2016, THE IDEA OF SHERMAN PHOENIX WAS BORN, IT REPAIRED A FIRE DAMAGED BUILDING AND TRANSFORMED IT INTO A “HIGHQUALITY SPACE FOR SMALL BUSINESSES- OF- COLOR OFFERING DIVERSE FOODS, WELLNESS SERVICES AND CULTURAL ACTIVITIES.” “RISING FROM THE ASHES AND HARNESSING THE SPIRIT AND ASSETS OF THE NEIGHBORHOOD AS A CATALYST FOR UNITY, THIS IS THE SHERMAN PHOENIX.” https://www.shermanphoenix.com/vision

IDEA MAPPING HARLEM SOHO LOS ANGELES

NEW YORK

DEKALB COUNTY

CALIFORNIA

ATLANTA

OAKLAND

FULTON COUNTY CHICAGO

LOCATION MAKE-UP SHOES POP- UP SHOPS

SHOPPING MALLS

DEPARTMENT STORES

SKIN CARE

BLACK- OWNED BUSINESSES BLACK MALE- OWNED

BRANDS CLOTHING BOUTIQUES

RETAIL

BLACK FEMALE- OWNED

EXPERIENCE FOR ALL GENDERS

WOMEN EMPOWERMENT

PROJECT PROPOSAL “CONTRIBUTING TO BLACK/ AFRICAN AMERICAN ENTREPRENEURS: CREATING A COMMUNITY OF BLACK/ AFRICAN AMERICAN OWNED BUSINESSES...”

• CREATING A SPACE FOR BLACK/ AFRICAN AMERICAN BUSINESS OWNERS TO SHOWCASE THEIR BRANDS FOR A LIMITED AMOUNT OF TIME TO ESSENTIALY GET THEIR NAMES OUT THERE AND PUSH FOR A SUCCESSFUL LONG-LASTING BUSINESS. • THE CHALLENGE I HAVE IS IN- PERSON SHOPPING IS DECREASING, SO LESS TRAFFIC IN STORES BUT IF I CREATE A SPACE FOR TEMPORARY SHOPPING EXPERIENCES, I FEEL LIKE THAT WILL BRING MORE PEOPLE IN AND DISCOVERING NEW BRANDS. • THIS SPACE WILL BE A PLACE THAT DEFINES SOCIETY TODAY, ALWAYS CHANGING, NEVER STAYING THE SAME. BUSINESSES WILL BE IN AND OUT OF THIS FACILITY WITH A POSITIVE OUTCOME, THE SPACE WILL BE FILLED WITH ALL THINGS YOU CAN THINK OF, ALL FROM BLACK/ AFRICAN AMERICAN ENTRPRENEURS • CLIENT: TBD • PROGRAMMATIC CONSIDERATIONS: WAREHOUSE/ STORAGE, OFFICE SPACES, KIOSKS, SMALL SHOPS, CAFE • ENTREPRENEURS • MAIN ISSUES CAN BE A LOW NUMBER OF BUSINESSES AT ONCE, SO CUSTOMERS CAN ONLY EXPERIENCE A FEW OF THEM RATHER THAN A WHOLE MALLS WORTH. THE AESTHETIC CAN BE AN ISSUE BECAUSE OF ALL THE DIFFERENT TYPES OF BUSINESSES, SO THE INTERIOR LOOK COULD POTENTIALLY BECOME TOO MUCH OR POSSIBLY UNDERWHELMING. • INTERVIEWS, SURVEYS, ARTICLES • BUILDING SPECIFICS: URBAN & SUBURBAN, 1 OR 2 FLOORS, 200,000-250,000 SQ. FT.

LITERATURE REVIEW- “TAKING BACK FIFTH AVENUE”

BY PHIL WAHBA

“This sense of theater epitomizes... is continued the company has to offer today’s shoppers...” (PG. 43) WHAT IS IT? REMODELING A DEPARTMENT STORE

WHO DOES IT IMPACT? SAKS FITFH AVENUE’S BRAND AND MODERN DAY SHOPPERS

“... It’s still trying to channel that spirit as it looks to make the Fifth Avenue store a modern destination.” (PG. 44) “The area, historically on street level to generate shopper visits, offers clean sight lines with more natural light from outside...” (PG. 44)

WHY IS IT IMPORTANT? SAKS FITFH AVENUE IS A WELL KNOWN LUXURY DEPARTMENT STORE BRAND THAT NEEDS TO CONTINUING BEING WELL KNOWN (in my opinion)

RULES FOR SUCCESSFUL DEPARTMENT STORES TODAY • MAKE NOT ONLY THE SHOPPING EXPERIENCE FUN BUT THE SHOPPING CENTERS’ AESTHETIC FUN • MODERNIZE THE SHOPPING CENTER, PUSH FOR A MORE SIMPLE LAYOUT

Fortune; 04/01/2019, Vol. 179 Issue 4, pages 43-45, Article

TIPS TO CONSIDER...

I WOULD LIKE TO DESIGN A SPACE WITH THE DEPARTMENT STORE LAYOUT IN MIND WHICH IS WHY I LOOKED INTO SAKS FIFTH AVENUE RENOVATIONS IN NEW YORK CITY TO SEE WHAT INTERESTING DESIGN ELEMENTS THEY WENT WITH TO REVAMP THEIR DEPARTMENT STORE.

WHAT ARE THE CONSEQUENCES IF IT IS NOT ADDRESSED? THE DEPARTMENT STORE WILL NO LONGER BE IN BUSINESS

HOW IS IT TYPICALLY ACCOMPLISHED/ ADDRESSED? RE-DESIGNING THE STORE FRONT, PUSHING FOR A DIFFERENT OUTLOOK ON HOW TO STAND OUT FROM ALL THE OTHER DEPARTMENT STORE COMPETITION. BRINGING IN A NEW APPROACH TO SATISFY THE NEW WAY OF THE SHOPPING EXPERIENCE

LITERATURE REVIEW- “THE URBAN DEVELOPMENT

POTENTIAL OF BLACK OWNED BUSINESSES” BY TIMOTHY BATES KEY LOCATION “A new generation of well-educated, skilled entrepreneurs is remaking the black business community in urban America.” (PG. 227) “Existing public policies sometimes promote and sometimes impede black-owned firms’ growth.” (PG. 228)

WHAT IS IT? THE RISING OF BLACK- OWNED BUSINESSES

WHO DOES IT IMPACT? BLACK/ AFRICAN AMERICAN ENTREPRENEURS

WHY IS IT IMPORTANT? IT IS IMPORTANT FOR ALL OF AMERICAN STATES/ CITIES TO HAVE A RISE IN BLACK- OWNED BUSINESSES

POTENTIAL FACILITY I WOULD LIKE TO DESIGN A SPACE FOR THE BLACK ENTREPRENEURS TO ALLOW THEIR BUSINESSES TO GET EXPOSURE, WHETHER THEY’RE JUST NOW STARTING UP OR IF THEY’VE BEEN IN BUSINESS FOR A WHILE BUT GOT THEIR START ONLINE

“Successful small businesses owned by African Americans benefit the broader urban black community by generating jobs and helping to reverse urban decline” (PG. 228) “... the impressive human-capital gains of African Americans choosing to create and expand small businesses are the primary driving force.” (PG. 228) “Further more, Black businesses were more likely than White-owned enterprises to operate in central- city areas and minority neighborhoods...” (PG. 229) “According to Boston (1999), “Survey results indicate that 82 percent of the employees Black- owned businesses located within the city of Atlanta are black...” (pg. 50)” (PG. 229) “Emerging lines of Black enterprise have also often chosen firm locations that facilitate serving non- minority clients, both public and private.”

Journal of the American Planning Association; Spring 2006, Vol. 72 Issue 2, pages 227-237

IN THIS ARTICLE IT STATES THAT MAJORITY OF BLACKOWNED BUSINESSES ARE LOCATED IN CENTRAL- CITY AREAS OR MINORITY NEIGHBORHOODS. I WANT TO ALLOW ALL ETHNICITIES TO BE ABLE TO SHOP BUT I ALSO WANT TO BRING REVENUE IN LOW- INCOME AREAS WHICH ARE TYPICALLY MINORITY NEIGHBORHOODS.

WHAT ARE THE CONSEQUENCES IF IT IS NOT ADDRESSED? NO CHANGE IN BLACK BUSINESSES ACROSS AMERICA

HOW IS IT TYPICALLY ACCOMPLISHED/ ADDRESSED? EDUCATION VIA SCHOOLS AND/OR RESEARCH

LITERATURE REVIEW- “A RETOOL OF RETAIL” BY ALAN ALEXANDER

“Shopping centers and malls are dynamic, ever changing retail properties that have experienced and continue to experience, change at a faster pace than perhaps any other property type.” (PG. 23) “Shopping essentially has always been considered a form of entertainment -- an experience that stimulates the senses and often leads to a purchase.” (PG. 23)

WHAT IS IT? THE DECLINE OF SHOPPING MALLS

WHO DOES IT IMPACT? MALL BUSINESSES, EMPLOYEES

WHY IS IT IMPORTANT? SHOPPING MALLS ARE SOME PEOPLES ENTERTAINMENT AND ESCAPE FROM PROBLEMS. RETAIL SHOPPING IS THERAPY

“The shopping experience at malls will continue to remain focused on selecting merchandise while also promoting opportunities for socializing, observing and participating in organized activities.” (PG. 24) “As consumer’s wants and needs change, so do shopping preferences and the venues for purchasing merchandise.” (PG. 24) “Malls are typically categorized by the following: 1. Class A malls, fortress malls, generally create the most profitable sales and have a good number of quality retailers in them... 2.

Class B malls are typically anchored by the many department stores that have recently gone out of business...” 3. Class C malls are those that are struggling and at risk of becoming extinct. They may contain sections of vacant spaces and may even be considered a negative draw for the region...” (PG. 24&26)

WHAT ARE THE CONSEQUENCES IF IT IS NOT ADDRESSED? SHOPPING MALLS WILL NOT EXIST WHICH LEADS TO MASSIVE VACANT BUILDINGS WITH LITTLE TO NO USE

HOW IS IT TYPICALLY ACCOMPLISHED/ ADDRESSED? MAJORITY OF SHOPPING MALLS NOW HAVE STORES, KIOSKS AND NOW BRINGING IN MORE ENTERTAINMENT BASED BUSINESSES LIKE MOVIE THEATRES, JUNGLE JIMS, ETC.

“As the online retail growth continues to chip away at the traditional brick and mortar market, the class B and C malls are attempting to bring in more diverse tenants and offer experiences beyond just shopping.” (PG. 26)

KEYS TO POSITIVE RETAIL EXPERIENCES • • • •

CONTINUOUS CHANGE STIMULATE SENSES FOR FLOWING PURCHASES PROMOTE OPPORTUNITIES FOR SOCIALIZING SUPERIOR/ QUALITY RETAILERS

“Pop up stores, which can be good revenue generators, represent another trend that has proven to be popular among malls and other types of shopping centers.” (PG. 27) “... pop-up stores are so popular that cities and developers are creating pop-up villages...” (PG. 27) “Those shopping centers and malls positioned for success in the midst of the changing retail landscape will have a merchandising mix tailored to the local consumers and function as experience- driven destinations for entertainment and socialization within their communities.” (PG. 27) Journal of Property Management; Jan/Feb 2019, Vol. 84 Issue 1, pages 22-27

POPULAR TREND WITHIN AN IDEA WITHIN THE FACILITY COULD BE TO BRING IN POP- UP SHOPS BECAUSE IT IS THE NEW THING HAPPENING IN TODAY’S RETAIL WORLD. THIS WAY WE CAN HAVE THE CONTINUOUS CHANGE AND NOT BECOME A CLASS B OR C SHOPPING CENTER.

LITERATURE REVIEWSTATISTICS

# OF BLACK / AFRICAN AMERICAN OWNED BUSINESSES IN US 1972- 2012

3,000,000 2, 584, 402 2,500,000 2,000,000 1, 921, 881 1,500,000 1, 197, 567 1,000,000 620, 912

823, 499

500, 000 187, 602 231, 203 308, 260 424, 165 0 1972

1977

1982

1987

1992

1997

2002

STATISTICS ON SHOPPING MALL EXPERIENCE

2007

I PREFER COVERED MALLS TO OPEN ONES

45%

I WOULD LIKE TO SEE MORE UNIQUE SHOPS IN SHOPPING MALLS

44%

I RATHER GO TO A MALL THAN SHOP ONLINE

21%

https://0-www-statista-com.library.scad.edu

2012

DATA COLLECTION- INTERVIEWS & ANALYSIS QUESTIONS TO ASK SHERMAN PHOENIX

• ON THE WEBSITES STORY TAB YOU MENTION CHANGE WAS THE PUSH FOR THIS PROJECT, WAS THE LOCATION OF THIS SITE THE REASON FOR THIS IDEA OR WAS THERE NOT A LOT OF OPPORTUNITY FOR BUSINESSES OF COLOR IN THE CITY? • CAN YOU GO INTO DETAIL ON HOW YOU WENT ABOUT GETTING FUNDING FOR THIS IDEA? • HOW DID YOU PUT THE WORD OUT TO THE COMMUNITY THAT A SPACE IS DEVELOPING FOR BUSINESS OF COLOR?

QUESTIONS TO ASK JAMESTOWN INVESTMENT COMPANY

• WHAT SPARKED YOUR INTEREST IN OWNING ‘ADAPTIVE REUSE’ PROJECTS? • WHO PITCHED THE IDEA OF PONCE CITY MARKET? WHAT WAS THE PROCESS OF GRANT FUNDS? • WOULD YOU BE INTERESTED IN SUPPORTING A RETAIL SPACE FILLED WITH BLACK-OWNED BUSINESSES?

• WITH THIS SPACE ARE THESE BUSINESSES HERE FOR A TEMPORARY AMOUNT OF TIME OR FULL-TIME?

QUESTIONNAIRE FOR DATA WOULD YOU BE INTERESTED IN BEING APART OF A BLACK OWNED FACILITY PART TIME OR FULL TIME? PART TIME

75%

FULL TIME

25%

SOCIAL MEDIA CONTENT ANALYSIS

• A LOT OF BLACK OWNED BUSINESSES GET THEIR START BEING ON SOCIAL MEDIA, INSTAGRAM NOW HAS A “SHOP” SECTOR ON THE APP SO ESSENTIALLY THEY HAVE AN ONLINE BOUTIQUE • MAJORITY OF THE FOLLOWERS ARE BLACK OR COLORED • MAJORITY INSTAGRAM BOUTIQUES DO HAVE WORKING WEBSITES

CLIENT SELECTION & ANALYSIS

WHO ARE THEY? AN INVESTMENT AND MANAGEMENT COMPANY

LOCATION HEADQUARTERS IN ATLANTA, GA & COLOGNE, GERMANY OFFICES IN NEW YORK, SAN FRANCISCO, LOS ANGELES, BOSTON, AMSTERDAM & BOGOTA

PROJECTS INNOVATION AND DESIGN BUILDING- BOSTON, MA INDUSTRY CITY- BROOKLYN, NY PONCE CITY MARKET- ATLANTA, GA CHELSEA MARKET- NEW YORK CITY GHIRARDELLI SQUARE- SAN FRANCISCO https://poncecitymarket.com/our-story/development/ https://www.jamestownlp.com

COMPANY BACKGROUND

JAMESTOWN FOCUSES ON INCOMEPRODUCING REAL ESTATE IN THE UNITED STATES. WELL KNOWN FOR OWNING WELL KNOWN ADAPTIVE REUSE PROJECTS ACROSS THE EAST COAST.

“JAMESTOWN PRIDES ITSELF IN CULTIVATING A UNIQUE SENSE OF PLACE IN EACH COMMUNITY IT WORKS WITH.”

PARTNERSHIP

• THEY ARE INVESTING IN THE PROJECT TO ADD TO THEIR PORTFOLIO AND TO SHOW EMPHASIS ON INVESTING IN PREDOMINATELY MINORITYOWNED BUSINESSES. • GOALS FOR THE PROJECT TO BE MAINLY SUSTAINABLE, POSSIBLY AN ADAPTIVE REUSE PROJECT

RESEARCH SENIOR CAPSTONE PHASE II - TELLING THE STORY

KYANA FRIERSON INDS 470 - STUDIO V FALL 2020

PERSONAS- USERS OF THE PROJECT PRIMARY USERS- CUSTOMERS

TEAIRA

• FEMALE • BLACK • 24 YEARS OLD • MAKE-UP ARTIST • FROM CHARLOTTE, NC

DEJA

• FEMALE • BLACK • 19 YEARS OLD • COLLEGE STUDENT • FROM ATLANTA, GA

LATOYA

• FEMALE • CARRIBEAN • 32 YEARS OLD • MOTHER OF 3 • FROM CANADA

PERSONAS- USERS OF THE PROJECT

SECONDARY USERS- BUSINESS OWNERS

OWNER OF JBD APPAREL

JOLIE SAUDIA IS A BLACK OWNER OF A LUXURY KNITWEAR CLOTHING BRAND,. FUN FACT, THE KARDASHIANS WERE SEEN WEARING HER PIECES. SOMETHING SHE IS PASSIONATE OF IS ASTROLOGY, SHE IS A FELLOW SCORPIO!

OWNER OF SOSHA BIANCA STUDIOS?

SOSHA BIANCA IS THE OWNER OF READY TO WEAR PIECES FROM UNDERWEAR TO OUTERWEAR. HER MISSION IS TO PUT INNOVATION IN FUNCTIONAL FASHION. SOSHA IS VERY BIG ON SELF CARE, LOVE AND FINDING HER PURPOSE IN LIFE.

OWNER OF JESSICA RICH COLLECTION

JESSICA RICH IS THE OWNER OF A LUXURY SHOE BRAND AS WELL AS AN AUTHOR. SHE IS DEDICATED TO HELPING WOMEN BECOME THEIR OWN BOSS. JESSICA IS OBSESSED WITH FINDING NEW THINGS TO GET INTO, KEEPING HER SELF BUSY!

PERSONAS- USERS OF THE PROJECT INDIRECT USERS- SERVICE WORKERS

MOVERS A BLACK OWN MOVING COMPANY TO TRANSPORT ITEMS

SECURITY PROTECTION FOR THE BUILDING AND MERCHANDISE

UPS/USPS/FED EX BRINGING IN PACKAGES AND MAIL, SHIPPING PRODUCTS OUT

USER CORE VALUES

SUPPORT AND EXPOSURE FOR THEIR BUSINESSES

INVESTING

ENTREPRENEURSHIP

BRINGING IN REVENUE AND VALUE TO THESE BUSINESSES

OF BLACK WOMEN

COMMUNITY NETWORKING, UPLIFTING, SISTERHOOD

USER EXPERIENCE MAP

ENTRANCE

ORIENTATION

BROWSING

- Mural of business logos - Shopping mall layout but with pop- up shops - Cater to users, interactive directory with apps

INFORMATION GATHERING

- Mini workshops gearing towards entrepreneurship PRODUCT ENGAGEMENT

PURCHASE

- Kiosk of business’ goods - Checkout experience

LEAVE

- Display experience, interactive or show piece, projection branding CONNECT

- Promote other black businesses

EXPERIENCE SKETCHES

RESEARCH SENIOR CAPSTONE

PHASE III - TYPOLOGY, BUILDING & SITE ANALYSIS

KYANA FRIERSON INDS 470 - STUDIO V FALL 2020

BREAK DOWN OF RETAIL

DEFINITION: THE SALE OF GOODS OR SERVICES FROM A TYPICAL RETAIL SEGMENTS: DEPARTMENT STORES, BUSINESS TO A CONSUMER FOR THEIR OWN USE; GOODS MUST BE SOLD FROM A SINGLE POINT DIRECTLY TO A CONSUMER FOR THEIR END USERS

DRUG STORES, DISCOUNT STORES, SUPERCENTERS, WAREHOUSE CLUBS, APPAREL/ HARDLINE SPECIALTY STORES, CONVENIENCE STORES

https://www.energystar.gov/ia/business/tools_resources/target_finder/help/Space_Type_Definitions_-_Retail_Stores.htm

TYPES:

INDEPENDENT RETAILER (STARTS FROM SCRATCH), EXISTING RETAIL BUSINESS (BUYS INTO BUSINESS), FRANCHISE (EXISTING BUSINESS PLAN THAT CAN BE PURCHASED), DEALERSHIP (BUSINESS BETWEEN A FRANCHISE AND AN INDEPENDENT RETAILER), NETWORK MARKETING (BUSINESS MODEL WHERE PRODUCTS SELL THROUGH THE PEOPLE IN THE NETWORK) https://erply.com/what-is-retail/

TYPICAL EMPLOYEES:

STORE LEVEL MANAGER, CASHIER, RETAIL SALESPERSON, CUSTOMER REPRESENTATIVE, STOCK CLERK https://work.chron.com/things-employee-retail-7474.html

TYPICAL LOCATIONS:

STRIP MALLS, MALL SPACE, DOWNTOWN AREA, FREE STANDING RETAIL SPACES, BUSINESS PARKS, HOME- BASED RETAIL STORES https://www.thebalancesmb.com/types-of-retail-locations-2890244

HISTORY OF RETAIL 9000 BC- EXCHANGING ANIMALS IN TRADE 3000 BC- MESOPOTAMIA WAS THE FIRST

1861- BLOOMINGDALE’S

TO HAVE SOME TYPE OF CURRENCY.

1886- SEARS

800 BC- ANCIENT GREECE CREATED

MARKETS WITH MERCHANTS AROUND TO SELL THEIR WARES.

18TH TO 19TH CENTURY- MOM AND POP SHOPS CAME ABOUT AND CONTINUE TO FLOURISH IN THE UNITED STATES.

MID 1900S- MODERN DAY SHOPPING

MALLS, BUILT IN SHOPS CONNECTED IN ONE LOCATION WITH COMMUNAL FACILITIES, STARTED OPENING.

1922- KANSAS CITY HAD THE FIRST OUTDOOR PLAZA THE DEPARTMENT STORES DEVELOPED AFTER MANUFACTURING AND INDUSTRIAL BUSINESSES TOOK OFF BRINGING IN NEW JOBS AND IDEAS FOR MORE FUNCTIONAL SHOPPING SPACES. NEW YORK CITY AND CHICAGO WERE THE FIRST TO HAVE DEPARTMENT STORES.

1858- MACY’S

https://www.bigcommerce.com/blog/retail/#the-history-and-evolution-of-retail-stores

1956- EDINA, MINNESOTA OPENED THE FIRST INDOOR MALL

WITH SOCIAL MEDIA RETAIL BEING AN EASY ACCESS TO ALL DEMOGRAPHICS BRANDS HAVE THE OPPORTUNITY TO CAPITALIZE FROM THERE. AS PEOPLES LIFESTYLES AND NEEDS CHANGE, IN- PERSON RETAIL IS CHANGING AS WELL. AS TECNOLOGY USE INCREASES, MOBILE ADVERTISING FOR RETAIL SHOULD INCREASE TOO. BUT BRICK AND MORTAR STORES ARE STILL THRIVING AND IS SAID THEY WILL OWN OVER 80% OF THE GLOBAL RETAIL SALES FROM 2015 TO 2021.

“CUSTOMERS EXPECT MORE AND MORE FROM RETAILERS AS TIME GOES ON. THEY WANT PERSONALIZE EXPERIENCES, BUT ALSO CONVENIENCE AND EFFECIENCY.”

FACTS OF RETAIL THESE STORES CAN USE CUSTOMER SUPPORT WHILE THE SHOPPERS CAN USE THE PERSONALIZATION AND FUN BOUTIQUE EXPERIENCE. AMERICA HAS AROUND 30 MILLION SMALL BUSINESSES, 19% ARE FAMILY OWNED AND OVER 1 MILLION ARE OWNED BY MARRIED COUPLES. BABY BOOMERS ARE MORE LIKELY TO SHOP IN PERSON LEADING WITH 72% AND MILLENNIALS RATHER SHOP ONLINE LEADING WITH 67% FROM THE START DEPARTMENT STORES WEREN’T JUST A PLACE TO SELL PRODUCTS, YOU CAN SIT IN ON LECTURES AND DEMONSTRATIONS, AS WELL AS WORKSHOPS FOR THE NEWLY WEALTHY CUSTOMERS ON THE BEST WAY TO USE THEIR DISPOSABLE INCOME.

THE MALLS MISSION WAS TO GET PEOPLE TO TRAVEL FROM THE CITIES TO THE SUBURBS, COME TOGETHER TO DO THEIR SHOPPING AND MAKE IT A WEEKEND ACTIVITY. YOU CAN THINK OF THIS PLACE AS A CULTURAL AND SOCIAL CENTER. 4,500 MALLS EXISTED BY THE 60’S MAKING UP 14% OF ALL RETAIL SALES. BRANDS THAT ARE KNOWN FROM ONLINE, THEY ARE SEEKING OUT IN- STORE OPTIONS AT NEW MALL- TYPE OPTIONS. OUTSIDE OF DALLAS, TX FOR EXAMPLE, NEIGHBORHOOD GOODS HOST DIFFERENT MERCHANTS THROUGH A ROTATING SERIES OF POP- UP SHOPS. https://www.bigcommerce.com/blog/retail/#the-history-and-evolution-of-retail-stores

“RETAIL DESIGN PROJECTS ARE ELIGIBLE TO RECEIVE “DESIGNED TO EARN” THE ENERGY STAR AT THE STORE LEVEL ONLY” FREE STANDING STORES, STORES LOCATED IN OPEN AIR OR STRIP CENTERS AND MALL ANCHORS ARE ALL ELIGIBLE STORE CONFIGURATIONS. ENTIRE ENCLOSED MALLS, INDIVIDUAL STORES LOCATED WITHIN ENCLOSED MALLS, ENTIRE OPEN AIR OR STRIP CENTERS AND INDIVIDUAL STORES THAT ARE PART OF A LARGER NON- MALL BUILDING. https://www.energystar.gov/ia/business/tools_resources/target_finder/help/Space_Type_Definitions_-_Retail_Stores.htm

SITE ANALYSIS

LOCATION

• 4783 PEACHTREE RD. ATLANTA, GA 30341

PLACES NEARBY

• PEACHTREE STATION (SHOPPING CENTER)- 0.5 MILES • CHAMBLEE MARTA (BUS STATION)1.3 MILES AWAY • TOWN BROOKHAVEN (SHOPPING CENTER)- 1.1 MILES • ISTORAGE SELF STORAGE- NEXT DOOR

• MAIN ENTRANCELOBBY • THREE-FOUR SHOPS IN EACH TENANT SPACE • LEVEL 2 WILL HOLD COMMUNITY ROOM

CIRCULATIONS

ENTRANCE & EXITS

MAIN ENTRANCE & EXIT

SUN PATH ANALYSIS

• SUNRISE: 7: 51 AM • SUNSET: 6:50 PM • SOUTHWEST PART OF THE BUILDING WILL GET THE MOST SUN • SHOPPING AREAS WILL HAVE ENOUGH SUN THROUGHOUT THE DAY

25’ 6 1/2” V.I.F 14’ 0” V.I.F

71’ 1” V.I.F

N https://www.suncalc.org/#/33.8802,-84.3205,19/2020.10.26/18:44/1/3

49’ 5 1/2” V.I.F

BUILDING ANALYSIS

BUILDING MATERIALS • STUCCO • GLASS • SATIN CHROME HARDWARE

• EXISTING COLUMNS • LIFE SAFETY

*USING RENOVATION FLOOR PLANS*

• VERTICAL CIRCULATION • WINDOW PLACEMENT

FIRST FLOOR

SECOND FLOOR

POP- UP SHOP OFFICES

COMMUNITY ROOM

POP- UP SHOP

LOBBY

MAIN ENTRANCE

POP- UP SHOP

PROGRAM

SPACES: STORAGE, BREAKROOM, OFFICE, SHOPPING AREA ACTIVITIES:

SHOPPING, MINI ENTREPRENEURSHIP WORKSHOPS, INFORMATIVE DISPLAYS, ENTERTAINMENT

OCCUPANCY GROUP: MERCANTILE (M- B) 25%

20%

15%

10%

5%

0% OFFICE (200 SQ FT.)

COMMUNITY ROOM

(750 SQ FT.)

STORAGE (3000 SQFT.)

RETAIL SHOPS (3600 SQ FT.)

RESEARCH SENIOR CAPSTONE PHASE IV - CONCEPT & SCHEMATICS

KYANA FRIERSON INDS 470 - STUDIO V FALL 2020

PRECEDENT STUDY CELINE FLAGSHIP STORE

PASEO PONTI, 154 NE 41ST ST SPACE 116 MIAMI, FLORIDA 33137 • ARCHITECT: VALERIO OLGIATI • AREA: 5, 242 SQ. FT • YEAR: 2018 PROGRAMS • GROUND FLOOREXHIBITION SPACE • SHOPPING AREA CIRCULATION • LINEAR • EFFECTIVE • UNOBSTRUCTED

TAKEAWAYS

• MATERIALS AND STRUCTURAL ELEMENTS DRIVE THE STORES IDENTITY • MINIMAL LAYOUT

• THE STORE’S ENTIRE BUILDING STRUCTURES ARE MADE OUT OF BRAZILIAN PINTA VERDE MARBLE. STAIRWAYS AND COLUMNS ARE OF EXPOSED CONCRETE • THE PALE BLUE FLOORING MAKES A UNIQUE BACKDROP TO APPEAR WEIGHTLESS. • OLGIATI DESIGNED THE TWO LEVEL STRUCTURE TO PERCEIVE AS A CANOPY ORGANIZING ITSELF AROUND A FLIGHT OF STAIRS

DARK GRAY FLOORING= LIGHT BLUE AND GRAY FLOORING=

PRIVATE SPACE

PUBLIC SPACE

https://www.archdaily.com/901267/celine-flagship-store-valerio-olgiati?ad_source=myarchdaily&ad_medium=bookmark-show&ad_content=current-user https://www.detail-online.com/article/like-in-heaven-valerio-olgiati-entwirft-celine-flagship-store-in-miami-by-valerio-olgiati-34154/

PRECEDENT STUDY HARLAN + HOLDEN STORE

LOCATED IN LOTTE WORLD MALL SONGPA DISTRICT OF SEOUL, SOUTH KOREA • ARCHITECT: DAVID CHIPPERFIELD ARCHITECTS • AREA: 2, 260 SQ. FT • YEAR: 2020 PROGRAMS • 3 INTERCONNECTED ROOMS • SHOPPING AREA

CIRCULATION • LINEAR • EFFECTIVE • UNOBSTRUCTED

LIGHT GRAY FLOORING=

PUBLIC SPACE

TAKEAWAYS

• MATERIALS AND STRUCTURAL ELEMENTS DRIVE THE STORES IDENTITY • MINIMAL LAYOUT

• THE CURVED FACADE IS COVERED GROOVED TERRACOTA PANELS • THERE ARE TWO OPENINGS CUT OUT OF THE FACADE FOR THE ENTRANCE AND FOR A DISPLAY WINDOW. • WITH THE WHITE PLASTERED CEILINGS AND WALLS COMES AN ATMOSPHERE WHERE YOU CAN APPRECIATE THE CLOTHING MORE.

https://www.archdaily.com/946939/harlan-plus-holden-store-david-chipperfield-architects

DARK GRAY FLOORING=

PRIVATE SPACE

PRECEDENT STUDY STANDARD DOSE STORE

1145 BROADWAY NEW YORK, NY 10001 • ARCHITECT: SR PROJECTS, TUNA • AREA: 1, 400 SQ. FT • YEAR: 2019 PROGRAMS • MEDITATION SPACE • TEA BAR • BEAUTY COUNTER • GRAB- AND- GO PRODUCTS AREA

CIRCULATION • LINEAR • EFFECTIVE • UNOBSTRUCTED

• “RAW MINIMALIST INTERIORS” WITH SOFT LIGHTING AND INFORMAL FURNITURE • “SUBTLE AND HARMONIOUS COLORS WITH EMPHASIS ON TEXTURE AND TOUCH” SACHA ROUBENI TO ARCH DAILY • PAID VERY CLOSE ATTENTION TO PLACEMENT OF PLANTS AND THE LACK OF “VISUAL DEADENDS” WITH ARCHES AND RADIUS CORNERS.

WOOD FLOORING=

PUBLIC SPACE

TAKEAWAYS

• EACH AREA HAS A FUNCTION • USE OF COLOR WAS IMPORTANT FOR THE COMPANY’S IDENTITY

https://www.archdaily.com/919804/standard-dose-store-sr-projects?ad_source=myarchdaily&ad_medium=bookmark-show&ad_content=current-user

PRECEDENT STUDY THE YARDS: THE BOILERMAKER SHOPS

300 TINGEY ST., SE WASHINGTON D.C • ARCHITECT: GENSLER • AREA: 46, 000 SQ. FT • YEAR: 2013

PROGRAMS • NINE TENANTS • RESTAURANTS • SHOPS

• NAVY YARD BUILDING 167 THAT WAS BUILT IN 1919 HAS BEEN TRANSFORMED INTO A RETAIL SPACE • RENOVATIONS STARTED IN 2011 AND WAS ABLE TO OPEN IN 2013 • THE PLAN TAKES THE CONCEPT OF IMPORTANT HISTORIC STRUCTURES • USING SIMILAR GLASS WINDOW LAYOUTS OF THE ORIGINAL BUILDING THEY WANTED TO MAKE SURE THE INDOOR/ OUTDOOR VIEWS WERE PUSHED https://www.jdland.com/dc/yards-boilermaker.cfm https://www.gensler.com/projects/the-yards?k=YARDS&l=search&s=date

CONCEPT IDEATION

CULTURE: STRENGTH & UNITY QUALITY: FEATURING EXCELLENCE TOGETHERNESS: EMPOWERMENT THROUGH COMMUNITY REVAMP: EVER EVOLVING, CONTINUOUS CHANGE BOSS: OWNING YOUR OWN STORY

PROVIDING A SPACE WHERE THE USERS CAN COME IN AND LEARN, SUPPORT AND EXPRESS THEMSELVES THROUGH THE AVAILABLE MERCHANDISE. THE EXPERIENCE THAT WILL TAKE PLACE ALLOWS A TAKEAWAY OF MOTIVATION FOR EACH PERSON THAT ENCOUNTERS THE ENVIRONMENT. QUALITY SERVICES, COMMUNITY- LIKE STRUCTURE AND AN EVER EVOLVING PLACE WILL PRESENT A FEELING OF ASTONISHMENT!

THEORIES OF DESIGN BEHAVIOR SETTING THEORY:

INTEGRATION (INTEGRAL) THEORY: GESTALT THEORY- GROUPING DIFFERENT SPACES TOGETHER INTO ONE WHOLE DESIGN; JOINING THE SPACES TOGETHER EVEN IF

THERE ARE CONTRASTING ELEMENTS THAT ARE ARRANGED IN A PARTICULAR WAY

USE OF MATERIALITY, LUXURY

THEORIES OF DESIGN

MURAL OF LOGOS

STIMULATION THEORY: A DISPLAY LEADING PEOPLE TO SEEK OUT ALL THE BUSINESSES THAT HAVE BEEN A PART OF THIS FACILITY AND SPARK THEIR INTEREST IN ALLOWING THEM TO LOOK INTO WHAT THEY HAVE TO OFFER

PROGRAM & SPATIAL NEEDS OCCUPANCY GROUP: MERCANTILE (M- B) ACTIVITY

SPACE

SHOPPING

RETAIL SHOPS

15

60

900

3

2700

18%

MANAGE

OFFICE

2

100

200

4

800

5%

WORKSHOPS, BREAKROOM

COMMUNITY ROOM

50

15

750

1

750

5%

STOCK, SHIPPING

STORAGE

10

300

3000

1

3000

20%

# OF OCCUPANTS FLOOR AREA/ OCCUPENT (LOAD FACTOR)

FIRST FLOOR

80

200 200 200 200

900 3000

80

80

900

900

750

# OF UNITS

TOTAL UNIT SQ. FT. (TOTAL SQ. FT / UNIT + # OF UNITS)

# OF LAVATORIES: 4 # OF WATER CLOSETS: 4

SECOND FLOOR 80

TOTAL SQ. FT / UNIT (OCCUPANT LOAD X LOAD FACTOR = UNIT SQ. FT)

% OF SPACE

ADJACENCIES DIAGRAMS

FIRST FLOOR

INDIRECT DIRECT

ST

SH

OFFICE

COMMUNITY ROOM

SH

RR

OFFICE

RR SHOP 3

STORAGE

SHOPS OFFICE

SH

RESTROOMS STORAGE OFFICES

SECOND FLOOR

COMMUNITY ROOM

SHOP 2

RR RR

O O O

LOBBY CR SHOP 1

MAIN ENTRANCE

BLOCK DIAGRAMS FIRST FLOOR

SECOND FLOOR RR RR

SHOP

OFFICE

OFFICE

STORAGE OFFICE

COMUNNITY ROOM AREA RR

SHOP

RR

LO B BY

SHOP