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TABLE OF CONTENTS 01

Brand & Client

02

Site Selection

03

Product Line

Company Profile/ History Quote

Quote Overall Map Specific Site Demographics of Williamsburg

Product in Store Best Sellers

04

Target Market

05

Competition

06

Performance Requirements

Demographics of Millenials Personas Psychographics

Space Ninety 8 Concrete + Water

Retail As Bubble Diagram Square Footage Adjacency Leed/Sustainability Codes ADA Innovation


AREAWARE Areaware started in 2004 when Lisa Yashon and Noel Wiggins started meeting designers around New York City and wanted to give them a platform to

Brooklyn Office: 267 Irving Ave Brooklyn, NY 11237

Mission:

Everything we encounter can use more thought and consideration, as our everyday context is continually evolving. Whether we manufacture it or not is a different story.

COMPANY PROFILE


Areaware is a gift and home accessories brand based in Brooklyn, NY. We work with independent designers to bring their design ideas to life. We work with a roster of 24 independant designers to produce designs exclusive to the Areaware brand. - Areaware

QUOTE


Williamsburg is the epicenter of Brooklyn as a fashionable worldwide brand. Quaint streets lined with inventive resturants, rooftop bars and eclectic shops... heed the hipster call. - TimeOut NY

QUOTE


NEW YORK BROOKLYN WILLIAMSBURG SHOPPING

BARS

COFFEE

RESTURANTS

OVERRALL MAP


Williamsburg 5th & Bedford

SPECIFIC SITE


Of the population are between the ages of 18 and 44 50.6% Women Costumer spending on household furnishings

Men 49.4%

69th

National Average = 100

DEMOGRAPHICS OF WILLIAMSBURG


CATEGORIES TOYS & GAMES KITCHEN & ENTERTAINING DESK & OFFICE HOME ACCESSORIES PERSONAL ACCESSORIES Products in store will always feature best sellers and other products will consist of new or featured products from select catagories.

PRODUCT IN STORE


1 2

5 11

12 3

4

8 9

10 6

7

BESTSELLERS


67% More likely to purchase products based on a friend’s social media posts

Age:18-33 $125 Billion to $890 Billion Average Annual purchasing power Prefer urban areas to the suburbs

Twice as likely to walk to work and have more of a desire for pedestrian friendly environments

DEMOGRAPHICS OF MILLENIALS


Liam, 23

Bartender

Just graduated from UMass with a Bachelors in Photography Moved to New York for the food, work, the people and creativity.

Jane, 30

Creative Director Native New Yorker, enjoys cooking and attending rooftop gatherings with close friends.

PERSONAS


Activities -Going to independent film showings, concerts and new art exhibits -Riding bikes through the park -Grabbing a drink with friends -Sitting in the nose bleeds at a -Knicks game -Staying caught up on new music -Brunch -Drinking coffee -Talking about politics and current events -Reading self help books

Values Invests in the aestheic culture of life, appreciates good design and knows the value of an artists work. Workaholics.

Lifestyle

Indoor, city-oriented people. From freelance work to 9-5’s, most of their time is taken by a passion for their work so they look to cultivate an enjoyable environment through design.

Personality Natuallry socal people due to their collaborative careers, whether thats a designer or barista. Desires a life thats as beautiful on the outside as it is on the inside.

PSYCHOGRAPHICS


CONCRETE + WATER “Concrete + Water is an online and brick and mortar lifestyle boutique born in Brooklyn. Concrete + Water is from the city, but not necessarily of it. As inspired by the vibrant colors of the tropics as the muted tones of the street, Concrete + Water’s apparel, accessories, and homewares lend a carefree note to classic style.”

Location: 485 Driggs Ave Brooklyn, NY

Concrete + Water carries both apparel and home goods. Their selection of home goods is over shadowed by their clothing. The primary reason for coming to this store would be apperal and home goods would be an after thought of their costumers.

COMPETITION


SPACE NINETY 8 “At Brooklyn’s Space Ninety 8, art, shopping, events, and dining come together under one roof with a shared five-story space that combines retail, galleries, a rooftop bar and gathering place, and an ever-evolving pop-up roster curated for the community.”

Location: 98 N. 6th St. Brooklyn, NY

Space Ninety 8 is a store derived from the brand Urban Outfitters. It hosts multiple forms of events and products. Prices are slightly higher than Areaware, but carry similar products. The space itself is an open concept but quite loaded with product.

COMPETITION


RETAIL AS COMMUNITY Creating a rich material culture without supporting the flood of useless products and blending the role of functionaly and authorship in design.

Areaware has a heavy focus on collaboration within the brand and outside the brand. Being a team of 24 designers, each product made is unique to Areaware. Putting these products out into the world deserves an explaination to their costumers. The store will offer “demo days�, where designers come and work with costumers on product design or show the process of design to create conversation within the design community and form an appreciation for design for non-designers.

RETAIL AS


BUBBLE DIAGRAM SALES AREA

EXIT AREA

CASH WRAP

ENTRY

DISPLAY

DEMO AREA/ FEAT. PRODUCTS

BATHROOM

Breakroom/ Storage

BUBBLE DIAGRAM


ALLOCATION Sales Area = 500 Sq Ft Demo Area = 500 Sq Ft Storage/ Break = 192 Sq Ft Bathroom = 100 Sq Ft Cash Wrap = 72 Sq Ft Display = 70 Sq Ft

Sales Area: Bestseller products, Tables for display Demo Area: Fetured or New Products are placed here, on “demo days”, tables for designer to demnstrate Storage/ Break: Small Kitchenette, Table space and storage for small product stock Bathroom: ADA accessible Cash Wrap: POS, Storage for custom bagging, gift cards, shipping, etc. Display: Gateway seen from window, merchandising featured products Entry: Decompression zone Exit: Code requirement for exit egress Shelving: Located behind cash wrap for small products, stickers, magazines, below store signage

Entry = 42 Sq Ft Exit = 25 Sq Ft Shelving = 14 Sq Ft

SQUARE FOOTAGE


ADJACENCY DIAGRAM

SALES AREA

Private

Semi- Public

Public

Main Enterance Second Exit Views Major Adjacency Minor Adjacency

EXIT AREA

CASH WRAP

ENTRY

DISPLAY

DEMO AREA/ FEAT. PRODUCTS

BATHROOM

Breakroom/ Storage

RELATIONAL/ ADJACENCY


SUSTAINABILITY/LEED LEED v4 for ID+C: Retail Materials and Resources

Interior Life-Cycle Impact Reduction Building Product Disclosure and Optimization Sourcing Raw Materials

Surfaces will use local materials from within New York or neighboring states

Indoor Environmental Quality

Store front windows will utilize self glazing glass and floor to ceiling height

Access to Quality Transit

Store location is a block from the L transit bus line

Daylight Quality Views Low Emitting Materials

Energy and Atmosphere Optimize Energy Performance

LEED/ SUSTAINABILITY


CODES ICC A117.1—2017 ACCESSIBLE AND USABLE BUILDINGS AND FACILITIES 604.9 Wheelchair accessible toilet compartments.

604.9.2.1 Minimum area. The minimum area of a wheelchair accessible toilet compartment shall be 60 inches (1525 mm) minimum in width measured perpendicular to the side wall, and 56 inches (1420 mm) minimum in depth for wall hung water closets, and 59 inches (1500 mm) minimum in depth for floor mounted water closets measured perpendicular to the rear wall.

ICC A117.1—2017 ACCESSIBLE AND USABLE BUILDINGS AND FACILITIES DOORS, DOORWAYS AND GATES

404.2.2 Clear width. Doorways shall have a clear opening width of 32 inches (815 mm) minimum. Clear opening width of doorways with swinging doors shall be measured between the face of door and stop, with the door open 90 degrees. Openings more than 24 inches (610 mm) in depth at doors and doorways without doors shall provide a clear opening width of 36 inches (915 mm) minimum. There shall be no projections into the clear opening width lower than 34 inches (865 mm) above the floor. Projections into the clear opening width between 34 inches (865 mm) and 80 inches (2030 mm) above the floor shall not exceed 4 inches (100 mm).

ICC A117.1—2017 ACCESSIBLE AND USABLE BUILDINGS AND FACILITIES SECTION 904 SALES AND SERVICE COUNTERS AND WINDOWS

904.3 Sales and service counters and windows. Sales and service counters and windows shall comply with Section 904.3.1 and either Section 904.3.2 or Section 904.3.3. Where counters are provided, the accessible portion of the countertop shall extend the same depth as the public portion of the sales and service countertop provided for standing customers.

CODES


ADA REQUIREMENTS Accessible Entrance

Doors at Entrances to Businesses

Sales and Service Counters

Lever handle added to or in place of round door knob. Landing extends 18" minimum beyond the edge of door and 60" minimum out from door. New landing and ramp eliminates step at entrance. Earth is graded up to landing and ramp to eliminate drop off. Ramp slope max. 1:12 and width is 36" minimum

A loop-type handle is also accessible because it can be used without grasping, pinching or twisting.

Accessible counter is at least 36" long and no more than 36" above the floor Provide a 30" by 48" space in front of the sales or service counter to accommodate a wheelchair or electric scooter

ADA


INNOVATION “DEMO DAYS” Demo days will allow for costumers to get to know the designers, the brand and the product. Designers will come and give a “how to” on a product of their choice. This gives the costumer a chance to make and take home theirvery own design. This experience brings people back into stores. This experience makes the store more than a store. It gives the community a chance to connect with products and appreciate their origins. For Areaware, its about quality over quantity and building foundations.

INNOVATION


CITATION “30 Millenial Demographics You Need”. Heidi Cohen, https://heidicohen.com/30-millennial-demographics-chart/ “Areaware”. Areaware, www.areaware.com/ “Millenials to Marketers: How we see the world”. Heidi Cohen, https://heidicohen.com/millennial-data-research-and-charts/ https://www.uschamberfoundation.org/reports/millennial-generation-resear ch-review “The Williamsburg Divide”, The New York Times, http://www.nytimes.com/2013/09/26/fashion/the-williamsburg-divide.htm Toffu, www.toffu.co/commonpeople. “UO Home.” URBAN OUTFITTERS, www.uospaces.com/ninety8/en/williamsburg-ny/blog/posts/uo-home. U.S. Department of Justice, https://www.ada.gov/smbusgd.pdf “Williamsburg”. Point2Homes, https://www.point2homes.com/US/Neighborhood/NY/Brooklyn/Williamsbur g-Demographics.html “Williamsburg, Brooklyn neighborhood guide” TimeOut NY, https://www.timeout.com/newyork/brooklyn/williamsburg-brooklyn-neighbo rhood-guide

Areaware: Final Process/Programming  
Areaware: Final Process/Programming  
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