DESIGN INTENT Our design intent is to blend the interactive space and exhibition features of the gallery from the interior together with the atmosphere of the direct sunlight and open space from the exterior so that the user can enrich their connection between both sides, allowing them to continue anticipating, creating deeper understanding, happiness and satisfaction with Nespresso products and their values.
BY GROUP T1C: DAPHNE, ATHIRAH, HUIXIN
VISUAL IDENTITES OF
BRAS BASAH COMPLEX
History - Bookshops, second hand bookstores and stationery shops were commonly found along Bras Basah road.
Light
Natural Light(open space)
- Students regularly visit the bookshops there to buy school necessities. - A few years after Bras Basah Complex was built, bookshops by Bras Basah Road had to shut down and relocate to the Residential-Shopping Complex.
Fire Extingusiher
Art
- 4 years later, the HDB allowed the tenants working at the complex to change their trades. - However, most tenants preferred that at least 80% of the shops to be reserved for bookshops to uphold the clean and wholesome image of the complex as a 'City of Books'.
Experience Bras Basah Complex created their unique identity of selling knowledge, novelty and artisan goods, making them home of the Arts & Culture in Singapore
Vegetations
Stairs
Surroundings
Materials
CHARACTERISTICS OF
Post Office
BRAS BASAH COMPLEX
Foodcourt
1st storey
SENSORY NOTES Smell
HDB Entrance
Smell of paper from music book store To Block 233 Open Air
Bras Basah Food Court
Smell of food from Foodcourt
Touch
Retail Stores
Texture of old donated story books
2nd storey
Polyethene bag
Hear
Retail Stores Escalator
Chinese music Popular Foodcourt
Walkway
Footsteps of squeaky shoes
Feel
LEGEND Retail Store Foodcourt Ssak3 Bras Basah
Post Office HDB Entrance
Direct sunlight
Narrow opening
MICRO ANALYSIS Circulation pathway (1st storey)
LEGEND Heavy circulation Medium circulation Light circulation Pop-up store
WEEKDAY
CHILDREN
3.0% Seen taking escalator with parents at infrequent intervals.
ELDERLY
40.0% Seen going into bookstores and electronic stalls. Few are seen in the foodcourt or taking a stroll at level 1.
2300 USERS
Seen going into Popular and Art Friend frequently. YOUTH Some are seen with friends at Jack’s Place (restaurant).
20.0%
2PM - 4PM
6PM - 8PM
WEEKEND
Majority are seen coming down from HDB flats via escalator to level 1. Few are seen at optical stores.
10.0%
25.0%
Seen taking music classes and going to bookstores.
Seen going towards clock shop and eating at foodcourt. Some are seen going up to their HDB units via escalator.
6PM - 8PM
37.0%
CHILDREN
ELDERLY
2PM - 4PM
ADULT
2300 USERS
Seen going to music classes, going back home YOUTH and visiting stationary stores.
30.0%
ADULT
35.0%
Seen at foodcourt frequently, visiting optic stores / book stores and leaving the complex.
CHARACTERISTICS OF
Concept:
Physique (Logo)
Relationship
Culture
‘N' - two mirrored parts with elongated curve line - rich taste of brand's coffee
- Good quality - Easy - Instant
- Commitment to continuous innovation - Almost zero maintenance - Highest quality - Sustainable portioned coffee company - Creating pleasure with club members
Wordmark is bold and strict - Professional & Mature Black background - Evoking Confidence, values people and products
Personality
Self-Image
- Simplicity - Convenient - Innovative - Futuristic - Appealing
- Confidence - Powerful - Trustworthy - Clarity
Reflection 25-60 years old coffee drinkers who are seeking for quality and easy coffees and values coffee indulgence
History When Nespresso was founded in 1986, they modified the first espresso machine created by Luiggi Bezzera and crafted the world's first portioned coffee system four signature coffee blends; Capriccio, Cosi, Decaffeinato and Bolero (now Volluto)
Even after each Nespresso capsule has fulfilled its purpose of consistently providing the highest quality coffee, the contents left behind can continue on to their second life.
Aim: Shed light on Nespresso's myriad initiatives and encourage real, tangible change by creating responsible habits. Nespresso users are able to learn more about how they can contribute to a more sustainable lifestyle by recycling their capsules, knowing that they are doing their part to reduce what is sent to landfill. As they say, "the last drop doesn't mean the last use."
KEY MERCHANDISE OF
C
achine M e e f of VertuoPlus CitiZ
MODE OF BUSINESS Physical
Inissia Lattissima Plus Espresso
A
cc
Vertuo Machine Bundle
ries o s s e
Lattissmia Touch Machine Creatista Plus Maker
Nespresso Aeroccino
Boutique Retail Pop-up Store-in-Store
Nespresso Barista Nespresso Pod Holder Nespresso 2xCAP Nespresso Klapcap
C
a
ul s p
Online
e
Rosabaya
Linizio Lungo
Cosil
Ristretto
Fortissio Lungo
Arpeggio
Website Email Call center Online support Social Media Delivery & Shipping Nespresso club
USER JOURNEY OF BOUTIQUE @ION ORCHARD
3 Age: 45 Occupation: Journalist / Food Critic Other Info(s): Food enthusiastic, love Singapore local cusines
2
4
1
Reason(s) of going to store: Testing free sample To taste the capsules coffee before buying Likes to browse coffee machines occasionally. Frustrution(s): Cannot buy limited ones if not member Worth buying but pricey Experience(s): Always have new seasonal blends & flavours to freshen things up.
6
5
Step 1 (Entry)
Step 3 (Browsing)
John enters the store
Starts looking around the capsule gallery from the top to the bottom
Goes directly to the tasting area in search of free samples
Step 2 (Taste)
Step 5 (Browsing) Looks for potential cup collection that brings freshness to drinking coffee
Starts browsing machines that may be a new collection for coffee brewing
Step 4 (Browsing)
Exits the store
Step 6 (Leave)
CASE STUDIES The Capsule Journey
Final Wooden House
by Nespresso pop up store
by Sou Fujimoto Architects Location: Kumaoto, Japan Year: 2006 Area: 893 meter square Aim: Create architecture that fulfills different functions using lumber, a versatile material. The creation of new spatiality preserves primitive conditions of a harmonious entity before various functions and roles differentiated
Location: Elements mall, West Kowloon Aim: Users to contribute to a sustainable lifestyle by recycling their capsules Stay eco-friendly Design of Archway: Crafted from food waste and recycled coffee grounds filled with 264 mini herbs plants Outcome: Visitors will witness sustainable approach and take action
The space is divided into 3 distinct zones for users to learn about: 1. Nespresso's AAA Sustainable Quality Programme 2. Transformed products from recycled aluminium 3. The journey of repurposed coffee grounds to nitrogen to grow fruits and vegetables.
No boundaries between the floor, wall, and ceiling here. The house is built in a way that the floor could be a chair, a ceiling or a wall in various positions. Here, people are distributed three-dimensionally in the space. Application: Using this study, we decided to incorporate the idea of multi-functional boxes into our pop up store.
CONCEPT BOARD
Interactive, Fluidity, Professional
The concept is to play with the idea of fluidity, interiority and exteriority while also being professional and have an interactive environment.
SPATIAL DIAGRAM
Level 1
Entrance Capsule Gallery
Machine Gallery
Tasting Area
Interactive Boxes
Accessory Gallery
Payment Area
Capsule Gallery
Capsule Gallery
Machine Gallery Payment Area
Interactive Boxes
Interactive Boxes
Level 2 LEGEND Calm Optimistic Comfort Relaxing Motivate Happy
Machine Gallery
Colours represent emotion. Varying circle sizes indicates priority. Black lines indicates the possible routes.
Payment Area
Tasting Area
Accessory Gallery
Tasting Area
Red Arrow represents Entrance. Black Arrow represents Exit.
FINAL PROCESS
Final Draft Idea Exterior: some walls made of strips of wood for sustainability and to let fresh air enter the store. Glass dome for natural light First floor: Cylindrical pillar for machine display. Capsule and accessory display. Recycling area. Second floor: tasting area with cafe-like setting.
Ideation For the exterior, we thought of having it look like a capsule from Nespresso and sketched out some ideas on how we wanted it to look, such as the hexagon looking sketch or the half semicircle volume. We decided on the half semicircle volume as its easier to plan out the spaces in. For the interiors of the store, we wanted to reuse the key points of the Nespresso store we visited at Ion Orchard such as the Machine Gallery, Tasting area and Capsule Gallery.
However, after consulting with our tutor, we realised some flaws in our idea. The dome is going against the grid and we lack in sustainability. Our tutor also suggested to use recycled aluminium and angled staircases in our idea.
FINAL MATERIALS
WHITE WASHED OAK
METAL WIRE
TEMPERED LAMINATED GLASS
RECYCLED NESPRESSO CAPSULES ALUMINIUM
ISOMETRIC SCALE 1:50
FINAL LEVEL 1 USER JOURNEY
1
STEP 1: Enter store Feelings: Intrigued, curious
10
1
A
6 7
TIMBER R=160MM T=300MM
STEP 8: Interact with Boxes Feelings: Knowledgable, calm
STEP 2: Capsule gallery and interact with surroundings & machine gallery (from afar) Feelings: Warm and cozy from wood materials
STEP 7: View machine gallery (close) @LEVEL 1 Feelings: Attention-grabbing, Tranquility
9
8
8 A
TEMPERED LAMINATED GLASS R=160MM T=250MM
1
2
10
LEVEL 1 FLOOR PLAN SCALE 1:50
STEP 6: View more capsules Feelings: Warm and cosy
STEP 9: Payment / counter Feelings: Futuristic, wealthy
STEP 10: Exit store Feeling: Satisfied, Happy
ELEVATION 1 SCALE 1:50
FINAL LEVEL 2 USER JOURNEY
10
1
1
STEP 1: Enter store Feelings: Intriguted, Curious
STEP 2: Capsule gallery and interact with surroundings & machine gallery (from afar) Feelings: Warm and cozy from wood materials
A
STEP 3: Try coffee samples Feelings: Thirsty, Pleasant
2
3
7
6
5
4
STEP 5: Try more coffee samples Feelings: Thirsty, Pleasant
STEP 4: View accessories Feelings: Practicality
STEP 6: View more capsules Feelings: Warm and cosy
A
2
LEVEL 2 FLOOR PLAN SCALE 1:50
STEP 7: View machine gallery (close) @LEVEL 1 Feelings: Attention-grabbing, Tranquility
STEP 10: Exit store Feeling: Satisfied, Happy
ELEVATION 2 SCALE 1:50
FINAL DESIGN DESIGN INTENT Our design intent is to blend the interactive space and exhibition features of the gallery from the interior together with the atmosphere of the direct sunlight and open space from the exterior so that the user can enrich their connection between both sides, allowing them to continue anticipating, creating deeper understanding, happiness and satisfaction with Nespresso products and their values.
EXPLODED ISOMETRIC SCALE 1:75
SECTION A-A SCALE 1:50