Page 1

RDI STUDENT DESIGN COMPETITION 2012


Act 1 CONCEPT PHILOSOPHY In celebration of Toronto’s world renowned Theater District, Excelsior Toronto Couture casts it’s superior handbags and accessories as the stars of the show and the guests as the directors. Staying true to Toronto’s heritage, the name itself is derived from the company who named the city of Toronto in 1887; Excelsior & Co. The interior aesthetic is an homage to theaters worldwide with ornate fixtures, metal chain drapery, a balcony and a theatrical color scheme of black, red, gold and silver. The overriding concept revolves around our design center which allows our guests to bring in their old handbags to be repaired and save them from the landfill. The design center also allows our guests to create a one of a kind, custom handbags with materials they have hand selected from our extensive material’s library, including salvaged materials from vintage handbags. The top three critical factors for a successful business, which our store successfully implements, is as a follows: • An awareness that everything our business does affects the Earth on a local and global scale. • A commitment to providing superior customer service to it’s guests that goes above and beyond normal protocol, as demonstrated in our design center and customer service. • Staying on top of new technology by implementing innovative technology, such as our iPhone Ap which can also create stronger customer loyalty to the company and appealing to Gen Y.

RDI STUDENT DESIGN COMPETITION 2012


Act 2

DESIGN PROCESS

Quick concept sketches depicting our fixture ideations, material selections and visual merchandising. We started researching by looking at books and magazine on the history of Toronto & Canada, Theater and high fashion.

Our final inspiration board highlights all of our research and images on our pin-up wall. We were inspired by classical theater elements, bold color, sustainable fixtures resembling backstage trunks and of course Excelsior & Co., the company who named the city of Toronto in 1887.

We then did a site visit to the world famous Severance Hall to see the various design components of a concert hall.

We used a wall in our studio to pin up any and all images/ materias that inspired us. We organized these images into categories such as theater signs, branding, historical theaters, furniture & fixtures, lighting, and other highend retailers worldwide.

Bubble diagrams & customer journey

Exterior concept sketches

RDI STUDENT DESIGN COMPETITION 2012


Act 3

FIXTURE & BUILDING PLAN

1

Excelsior Toronto Couture: First Floor Scale: 1/8’=1’-0”

HANDBAGS

LUGGAGE/ACCESSORIES

DESIGN CENTER/LOUNGE

DESIGN CENTER

ACCESSORIES

FURS/OUTERWEAR

2

Excelsior Toronto Couture: Second Floor Scale: 1/8’=1’-0”

RDI STUDENT DESIGN COMPETITION 2012


Act 4

STOREFRONT ELEVATION & OPENING SHOW WINDOW CONCEPT

RDI STUDENT DESIGN COMPETITION 2012


Act 5

FIRST FLOOR INTERIOR ELEVATIONS

1

Excelsior Toronto Couture: First Floor Left Elevation

2

Excelsior Toronto Couture: First Floor Right Elevation

Scale: 1/8’=1’-0”

Scale: 1/8’=1’-0”

RDI STUDENT DESIGN COMPETITION 2012


Act 5

SECOND FLOOR INTERIOR ELEVATIONS

1

Excelsior Toronto Couture: Second Floor Left Elevation

2

Excelsior Toronto Couture: Second Floor Right Elevation

Scale: 1/8’=1’-0”

Scale: 1/8’=1’-0”

RDI STUDENT DESIGN COMPETITION 2012


Act 6

REFLECTED CEILING/LIGHTING PLANS

1

Excelsior Toronto Couture: First Floor Ceiling/Lighting Scale: 1/8’=1’-0”

2

Excelsior Toronto Couture: Second Floor Scale: 1/8’=1’-0”

RDI STUDENT DESIGN COMPETITION 2012


Act 7

FIRST FLOOR PERSPECTIVE RENDERINGS

The focal of the first floor is the design center, where guests are invited to be the director and create a custom Excelsior purse using our innovative iPhone ap. They can also bring their old handbag to have it repaired and saved from being cast aside in a landfill. The guests can first peruse the store to gain inspiration from our merchandise and use our Excelsior iPhone Ap to scan each purse and see other purses that fellow guests have designed. Since a selection of the purses contain reclaimed leather from previous handbags, they can also see the percentage of sustainability as well as a brief history of the handbag from where the material was sourced. They are then invited to sit with a design consultant and select each component that creates a custom Excelsior handbag or accessory. Innovative technology is used to project Excelsior’s latest runway show on metal architectural drapery.

RDI STUDENT DESIGN COMPETITION 2012


Act 8 SECOND FLOOR PERSPECTIVE RENDERINGS

The second floor is reminscent of luxurious theater box seating with gold wallcovering and herringbone flooring. Geared more to gentlemen, the fixtures’ materials have been changed to leather trunks and black fixture tables, clad in glamouros marble. The design center has been changed to a more intimate setting with a one-on-one consultation area, so men can feel more comfortable hand selecting the various materials being used in their luggage, briefcases, and accessories. As with the first floor, the iPhone Ap still functions in the same manner, allowing guests to scan each item and gain inspiration from it. The lounge and bar area invites our guests to stay and enjoy the grand Excelsior atmosphere, while having a cocktail and taking in our breathtaking balcony views overlooking the first floor and Bloor street.

RDI STUDENT DESIGN COMPETITION 2012


Finale

COLOR & FINISHES

RDI STUDENT DESIGN COMPETITION 2012


Cast

GROUP ENTRANT

NATALIE BENOS

SCHOOL INFO

Third Year Interior Design Student Mailing Address: Permanent Address: Email Address: nbenos@student.cia.edu Phone Number: 440.823.7826

School Name: The Cleveland Institute of Art Address: 11141 East Blvd. Cleveland, OH 44106 Phone Number: 440.421.7000

LAWRENCE LIPTAK Third Year Interior Design Student Mailing Address: Permanent Address: 440.413.4540 Email Address: lliptak@student.cia.edu Phone Number:

PROFESSOR INFO Name: Scott Richardson Mailing Address: 2570 Superior Ave Ste 500 Cleveland, OH 44114 School Address: 11141 East Blvd. Cleveland, OH 44106 Email Address: scott@richardsondesign.com Telephone Number: 216.470.0880

JEFF POOLE Third Year Interior Design Student Mailing Address: Permanent Address: Email Address: jpoole@student.cia.edu Phone Numbe r: 330.718.4735

JULIANNE RODRIGUEZ Third Year Interior Design Student Mailing Address: 2655 University Blvd. #205 University Heights, OH 44118 Permanent Address: 39405 King Edward Ct. Willoughby, OH 44094 Email Address: jrodriguez@student.cia.edu Phone Number: 440.477.5811 RDI STUDENT DESIGN COMPETITION 2012


Excelsior: Toronto Couture  

A store design for a fashion retail accessories store in Toronto, Canada

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