DID Year2: Retail- Pop up: Group 3A (Li Xin, Zhi Yun & Pei Ying) by School of Architecture & the Built Environment

IDS 2 | T1A Pop-up! Retail Store

Group: 3A DID/FT/2A/03 Lau Li Xin, Whang Zhi Yun, Ng Pei Ying

DESIGN INTENT The design intent is to use natural rhythmic curves to pique curiosity. By incorporating interactive spaces, the store educates users on the benefits of different materials used in the products. Users will be aware of the positive impact Decathlon has on the environment and know their affordable sportswear are sustainable.

Main Concept To mimic the nature by using circles, bends, curves and undulations elements to show the flowing rhythm.

DIALECTIC OF TECTIONIC SPACE Rhythm Curvelinear

INTRODUCTION

Motto Sport for All, All for Sport

History of

Goal

Decathlon

To make sports accessible to as many people as possible.

1st Singapore Physical Outlet

Inspired by the belief that the best sports products should be accessible to everyone.

Target Audience

Launch of Decathlon.com.sg

Innovation Breakthrough: 2-Second Tent

Launch Of Decathlon Production, designing and manufactoring products

986

6 197

6 199

199

Decathlon founder Michel Leclerq opens 1st store in Englos, Lille.

1st UK Store in Surrey Quays

6 200 3 200

Finding the athlete in everyone People who enjoy sports, want to get affordable goods

3 201

201

Products Decathlon aims to have the best quality for the lowest price possible.

Decathlon has expanded to over 1095 stores worldwide.

Key Selling Points Apparel

Launch of Decathlon.co.uk

Bikes

7 Click & Collect Stores

Decathlon heads East and opened 1st store in China, Shanghai

5 Experience Stores

CLICK & COLLECT STORE

SEMBAWANG

Opportunities Newer brand creation

Launch of Exclusive Passion Brands

Offers to appeal to the local tastes

CLICK & COLLECT STORE

PUNGGOL

CLICK & COLLECT STORE CLICK & COLLECT STORE

TAMPINES

NOVENA CLICK & COLLECT STORE

JOO KOON

Store Layout Design:

Grid Layout Average area: over

4000 square meters

HOLLAND VILLAGE

BEDOK

CITY SQUARE CLICK & COLLECT STORE

ORCHARD

TIONG BAHRU

SINGAPORE LAB

CLICK & COLLECT STORE

CHINATOWN

1st Physical Outlet

in Singapore opened in 2016

Expansion

Constraints

High competition from global and domestic companies Overdependence on French Market (saturated with over 300 stores) “Mature market” saturated by other Amercian Sports brands

CHOSEN PRODUCT - SHOES Raw Materials

What is Eco-Design?

End of life

Eco-design integrates the environmental impact of a product from the initial design concept, taking into consideration the whole lifecycle of the product. Integrating environmental impact means producing goods with minimized environmental impact starting from the design process.

Production

Transportation

Use

A product that is designed (or redesigned) with this approach fulfills the same qualities of use while providing benefits to the environment.

3D Rendered Product

DESIGN

Discuss the materials for shoes

What is Recycled Polyurethane Foam?

Recycled rubber is rubber that has been reclaimed from scrapmaterials such as used tires. Comes from reuse of rubber tiles; beneficial to the environment and public.

Recycled Polyurethane Foam (Insole)

Recycled Polyester (Laces & loops, Upper, ankle support lining)

Product Launch

Eco-Conception

Select Textile/ Materials

Types of materials mainly use in shoes

What is Recycled Rubber?

Recycled Rubber (Outsole)

Recycled rubber is rubber that has been reclaimed from scrapmaterials such as used tires. Comes from reuse of rubber tiles; beneficial to the environment and public.

What is Recycled Polyester? A man-made fabric produced from synthetic fibers-comes from petroleum materials. However, instead of utilizing new materials to craft the fabric (i.e. petroleum), recycled polyester makes use of existing plastic.

Inspiration: Nature Sketch What is Dope Dyeing?

It is an effective, innovative dyeing process that reduces environmental footprint. Yarns are created by adding dyes directly to the polmer melt during the spinning process, while reducing energy, water and waste consumption.

Dope Dyeing (interior dyeing of the lining of this boot)

Draw Finalise Ideas & Product

Distribution

Unique Retail Experience

CASE STUDY 1

CASE STUDY 2

SND Fashion Store

Experience Snark Park “Lost and Found”

SND has been providing a discerning Chongqing demographic with forward fashion labels from across the planet. Founders Di Wu, Yina Hu and Stephanie Wu have maintained a holistic approach to business, and are keen to provide a matching setting for their merchandise.

Location: Area: Architect / ID:

Snarkitecture was founded over a decade ago by Mustonen and artist Daniel Arsham as a multidisciplinary studio, and the team has created installations, exhibitions and projects for brands including Caesarstone, COS, Kith and Valextra.

Location: Area: Architect / ID:

WFC mall, Chongqing, China 180 m² 3GATTI

Interior

Hudson Yards, New York, USA 557 m² Snarkitecture

Interior

Layout Changing Areas Storeroom

Cave-like lines of the interior and the size and shapes of the 10,000-plus elements

Cashier

Visitors will discover a hidden, two-way mirrored room that further piques curiosity and inspires a childlike fascination.

Gatti points out that the mirrors and the swoopingly low curves of the ceiling create the kind of ‘uncomfortable’ space

To make the visitor feel that they are like walking in a forest -City life should be more like nature.

Materials

Entrance/ Exit

Free for visitors to circulate

Lighting

Ceiling: Thin white translucent fiberglass

Play of light and shadow

Floor and Wall: Recycled timber

Lights are hidden between the fibreglass

Mirrors amplify the ethereal effect and maximise the compact floor area Simple grey felt cubes for furniture, cash desk and product displays

To challenge visitors to interact with the installation and reveal secret worlds. The columns look like an enchanted forest that people can experience collectively.

Semi-transparent strips filter and diffuse light

Offer visitors the opportunity to engage with a rotating program of design environments that play with material, texture and the reduction of color.

Materials EPS foam, mirror tile, acoustic paneling, cork, latex, ping-pong balls, faux fur,among others —offering a tactile experience.

Lighting Track lights on ceiling Strips lights inside the columns

Concrete-Minimal and monochromatic colours

Sound Collaborated with Polish electroacoustic musician Jacaszek on exclusive sound for the installation.

SITE HISTORY Golden Mile Complex was a mall like any other with retail outlets like Bata and Cold Storage during the first few years after it opened.

The Golden Mile Complex was described as the emergence of ”Little Thailand” further added colour and diversity to the area.

NOW

PAST

Business was tough in the starting years and many owners move out of the building. Changed in the early 1980s when the Thai community gradually settled in. First of several developments to line Beach Road as part of a wider project to redevelop Singapore’s central area in the 1960s, Golden Mile Complex was one of the first mixed-use developments.

Golden Mile Complex

It was located between Nicoll Highway and Beach Road, Golden Mile Complex (formly known as Won Hup Complex) was developed as part of the government’s urban renewal scheme.

Started with a few Thai shops but the turning point came when a Thai supermarket opened in 1985.

SITE MACRO ANALYSIS Textile Centre

Kampong Glam Coummunity Club

Golden Mile Food Centre

City Gate Shopping Mall

Golden Mile Tower

The Concourse

The following are the amenities of Golden Mile Complex. It is located around the Centre Business Districts and across the mall admist an HDB Estate. It also has a panoramic view of the sky and the sea as it is facing the Kallang Basin.

Sultan Plaza Shopping Mall

VISUAL IDENTITIES Impression

Upon entering, user are overwhelmed by the gloomy and mysterious atmosphere. -Many Stores -Incense at certain stores -Thai food/ spices/ grilled meat -Many different types of sounds

Product Showcase

Product showcase: Retail stores display products/ services outside their shops with signages such as discounts and promotions. Retaurants: Place tables and chairs outside their shops with signages about food menu and promotions to attract customers. -Boosts atmosphere -Encourage sales

LAYOUT

SENSES Aesthetics

Venue

Golden Mile Complex contain elements that are unique and typical back in the days aging shopping malls.

Old-school and nostalgia vibe, the signages were mostly written in Thai and Vietnamese words which gives off the Thailand and Vietnam atmosphere.

-Operates daily -Location: Remote, mostly -Retro Thailand/ Vietnam Vibe Thai and Vietnamese people and -Some hidden stores along a minority of tourists and locals the narrow walkways -Wide walkway at the atrium of the mall -Narrow walkways along the certain shops

LIGHTING

STORES & VENDORS

Fluorescent ceiling light-Retail Store outside (Level 2)

Navigation: Layout of Golden Mile Complex were generally straightforward but some shops along the narrow walkways were harder to be notice. -At one glance the shoppers know where to shop first or decide the place to dine -Some stores are hidden might have affect the sales

Public Safety: Golden Mile Complex fire escapes ad safe exists are easy to be seen. - Fire escape maps are clear for understanding - Shoppers know where to exist the place quickly

Tracklight-Retail Store (Level 2)

-No space for customers to dine and storage -Items are display everywhere -Boosts atmosphere

TOUCH

Halogen Outdoor Lamp-Atrium (Level 1 & 2)

Each levels have different light fixtures, no consistency of lightings. -Light fixtures were quite dim -Affect sales

Demographics: Ages around 20s to 60s would visit (Mostly for dining in and grocery shopping) and Mostly the vendors were around the middle-ages. -Stores that sells fashion: There was not much trendy items -Restaurants: Selling trending and popular food that most people eat nowadays

Rectagular Ceremic Tiles Main Walkway (Level 1)

Chipped of floor tiles

SMELL Mosaic Tiles -Staircase

Poor condition false ceiling Golden Mile Complex suffers from lack of maintenance with examples of chipped of floor tiles, unrepaired escalator floor plate and poor condition false ceiling.

HEAR

-Unopened Mask -People use utensils to grill -Soles of our shoes sticking to the greasy floor -The grime/stickiness of the tables/ chairs at the restaurants -Store owners mending stuff -Vendors help cutomers grilled and served food -Money

-Beeping sounds of the temperature screeners -Buses and cars driving by -Delivery trolleys being pushed around -Plates and cutlery clattering and clinking -Patrons chatting loudly -Store owners trying to sell their products/ promote their food -Music playing from stores (Old Chinese music, 2010s pop music, Upbeat Thai/ Vietnamese music

Materials & Finishings

Ceramic Tiles-Main Walkway (Level 2)

-Maybe unappealing -Affect sales

Recessed Lights-Along the walkway of Retail Store (Level 2)

Capcity: Stores in Golden Mile Complex are fairly large, some hidden stores are fairly tiny. Some vendors may also occupy space outside of the shops.

UPKEEP

Unrepaired escalator floor plate

SEE

-Safe-entry and thermometers of building -Safe-distancing markers and ambassadors -Greasy floors -Air Conditioners (the old type that look like vents) -Spotlights (old and cheap but very bright) -Air-conditioning -Signages (Posters, signs)

Vinyl PVC Flooring-Retail Store

White Paint -Interior of the mall

-Incense of certain stores -Smell of the food (Grilled Meat, Fried Food, etc.), Fruits (Durians, Mangoes, etc.) -Spices

PVC Laminated Gypsum Board -False Ceiling:tiles design

Golden Mile Complex has an abundance of different materials and finishes. -Chaotic and maybe confusing for the shoppers Wall: Golden Mile Complex has common motif of white painted walls -Make the shopping mall feel more spacious -Shoppers get to feel more comfortable when they shop -Helps to blend in the different types of stores in each levels

-People eating food -Drinking beverages

Floor: Main colour scheme of the floor is achromatic -Complements with the white painted walls, but not the stores on each levels -Does not give an overly strong attention Ceiling: Main corridor’s ceiling consists simple tiles pattern -Help to bring down the temperature of a space -Creating a smaller volume in the space

TASTE

PESDESTRIAN ACCESS

RETAIL CHARACTERS 12PM-4PM

12PM-4PM

WEEKDAYS CIRCULATIONS

Low Pedestrians

Entrance/ Exist

Lift

Low Pedestrians

4PM-6PM Level 1

Shops Pop-Up Location

Shops

Pop-Up Location Legends

·The circulation at this time: -Around 78 people entering per hour -Around 76 people leaving per hour

High Pedestrians

Pedestrians must go through safe entry at the destinated areas entrance before they go in. Hence, the pedestrians traffic maybe higher and slow to get in.

Low Pedestrians

·The circulation at this time: -Around 70 people entering per hour -Around 75 people leaving per hour

Shops

Convenience Store

Shops

Toilet

Boutique

Money Exchange

Shops

Floral

Legend

Zone A Shops

Shops

Fruits

High Pedestrians

Low Pedestrians

Shops

Toilet

Shops

Electronics/ Printing

Pedestrians must go through safe entry at the destinated areas entrance before they go in. Hence, the pedestrians traffic maybe higher and slow to get in.

Shops

Level 1 Floor Plan

Toilet

Legend

Fire Command Centre

Escalator Staircase

Staircase

12PM-4PM

Shops

Legend

·The circulation at this time: -Around 120 people entering per hour -Around 70 people leaving per hour

High Pedestrians

Pedestrians must go through safe entry at the destinated areas entrance before they go in. Hence, the pedestrians traffic maybe higher and slow to get in.

Entrance/ Exist

Shops

Toliet

Legends High Pedestrians

Pedestrians must go through safe entry at the destinated areas entrance before they go in. Hence, the pedestrians traffic maybe higher and slow to get in.

Low Pedestrians

Level 2 Zone B

Low Pedestrians

4PM-6PM

Shops

Entrance/ Exist

Level 2

Level 1

Shops

Lift

4PM-6PM ·More people starts to go in for dinner. ·Some were holding plastic bags filled with packaged food/ items the brought from the shops. ·Some were purchasing the items. ·Vendors serving food to customers.

Pop-Up Location

·The circulation at this time: -Around 150 people entering per hour -Around 70 people leaving per hour

Shops

Lift

Middle Age (36-55 years old): 45%

Shops

Toilet

Shops

Entrance/ Exist

Young Adulthood (18- 35 years old): 30%

Pop-Up Location

Shops

Void

Exist E

Exist

Childeren: 5%

Shops

Obervation Area (where we facing)

Shops

Things to note (Activities)

Shops

Escalator

Lift

Shops

Lift

Shops

Age Range in Percentage 12PM-4PM ·Most people go for lunch. (Locals and foreigners having lunch at the restaurants.) ·Some people were either looking or bargaining items with the vendors. ·Children were seen together with their parents. Either they are having lunch there or tag along to buy items. ·Vendors serving food to customers. ·People are still eating and chatting in the restaurants. ·Some people were either looking or bargaining items with the store owners. ·Some were purchasing the items. ·Store Owners/ Vendors chatting with either customers or other store owners/ vendors.

Entrance/ Exist

Level 2 Exist

WEEKENDS CIRCULATIONS

Carpark

12PM-4PM

Level 1

Lift

Shops

Carpark

Void

Shops

Entrance/ Exist

Food & Beverages

Entrance/ Exist

Exist Shops

Toliet

Pop-Up Store Located

Entrance/ Exist

Shops

Entrance/ Exist

Shops

Void

Shops

Legend

Lift

Shops

Lift

Shops

Entrance/ Exist

Level 2

Fire Comand Centre

Old Adulthood (56 years old and above): 20%

High Pedestrians

Pedestrians must go through safe entry at the destinated areas entrance before they go in. Hence, the pedestrians traffic maybe higher and slow to get in.

4PM-6PM

·People starts to go in for dinner after works. ·Some were holding plastic bags filled with packaged food/ items the brought from the shops. ·Some were purchasing the items. ·Vendors serving food to customers. ·People were seen dining, chatting and drinking in the restaurants. ·Atmosphere starts to be a darker, as businesses like bars are opened (lesser people since it is a weekdays) while some shops such as clothings starts closing.

Legend

·The circulation at this time: -Around 100 people entering per hour -Around 70 people leaving per hour

High Pedestrians

Pedestrians must go through safe entry at the destinated areas entrance before they go in. Hence, the pedestrians traffic maybe higher and slow to get in.

4PM-6PM Middle Age (36-55 years old): 45%

Legends

·The circulation at this time: -Around 103 people entering per hour -Around 73 people leaving per hour

Shops

Toilet

Exist

Young Adulthood (18- 35 years old): 30%

Shops

Entrance/ Exist

Childeren: 5%

·Most people go for lunch. (Office workers and foreigners having lunch at the restaurants.) ·Some uncles (50s-60s) were seen at the restaurants chatting while drinking. ·Some people were either looking or bargaining items with the vendors. ·Children were seen in school uniform together with their parents. Either they are having lunch there or take away the lunch. ·Some were purchasing the items. ·Vendors serving food to customers. -Most people left the place, only a few were still dining in the restaurants ·Store Owners/ Vendors chatting with either customers or other store owners/ vendors.

Shops

Pop-Up Location

Shops

Toliet

Entrance/ Exist

Exist Shops

Shops

Pop-Up Location

Shops

Shop

Lift

12PM-4PM

Shops

Obervation Area (where we facing)

Level 1 Zone A

Shops

Void

Shops

Things to note (Activities)

Exist

Shops

Lift

Shops

Age Range in Percentage

Level 1

Entrance/ Exist

Level 2

Shops

Void

Exist E

Pop-Up Location

Toilet

Pedestrians must go through safe entry at the destinated areas entrance before they go in. Hence, the pedestrians traffic maybe higher and slow to get in.

Pop-Up Location

Shops Legend High Pedestrians

Toliet

·The circulation at this time: -Around 85 people entering per hour -Around 75 people leaving per hour Pedestrians must go through safe entry at the destinated areas entrance before they go in. Hence, the pedestrians traffic maybe higher and slow to get in.

Low Pedestrians

Shops

Legends High Pedestrians

Shops

·The circulation at this time: -Around 80 people entering per hour -Around 70 people leaving per hour

Shops

Legend

Low Pedestrians

Pop-Up Store Located Food & Beverages

Conclusion: Weekdays and Weekends have around the same amount of people. Generally, lunch and dinner time there were more people shopping at the supermarket and dining at the restaurants. But compare to dining in, some also prefered to takeaway food.Most human traffic occur near the atrium area (staircase) level 1 (close to the bus stop area). For level 2, most peopl exit and enter near the pedestrian bridge (closer towards the bus stop).

Supermarket

Shops Lift

Boutique

Entrance/ Exist

Shops

Lift

Shops

Old Adulthood (56 years old and above): 20%

Shops

Void

Shops Void

Zone B

Beauty Toilet

Entrance/ Exist

Void Staircase

Lift

Escalator

Shops Shops

Shops

Shops Shops

Toilet

Shops

Level 2 Floor Plan Legend Escalator Staircase

CONCEPT BOARD

DESIGN PROCESS

Schematic Spatial Programming #2

Schematic Spatial Programming #1 MATERIAL 3 MATERIAL 2

IDEATION 2

IDEATION 1

HISTORY/ TIMELINE

CUSTOMISATION

STAIRS/ VOID

TRA

NC E

MATERIAL 1

LEVEL 1

MATERIAL 3

LEVEL 2

HISTORY / TIMELINE

MATERIAL 1

GRID Layout #1

LEVEL 2 EXIT

MATERIAL 2

TER MA

HISTORY / TIMELINE

VOID

STAIRCASE

E AT M

INTERACTIVE AREA

STAIRCASE

RIA MATE

AL RI

MATERIAL 3

VOID/STAIRS

CUSTOMISATION

GRID Layout #2

LEVEL 2

CUSTOMISATION

HISTORY / TIMELINE

VOID/STAIRS

ENTRANCE

LEVEL 1

EXIT

MATERIAL 4 CUSTOMERS WAITING AREA

MATERIAL 2

LEVEL 1

INTERACTIVE AREA

LEVEL 1

CUSTOMERS WAITING AREA

MATERIAL 1 CUSTOMISATION

MATERIAL 1 ENTRANCE

Draft Model 2

ENTRANCE

Draft Model 1

Organic shapes - stairscase Rhythm-curves and twist

Conclusion: -Could have use wisely the space as level 1 as the stairs takes up most of the space. -Explore more about the space

Curve shapes - stairscase Rhythm-curves and twist

Conclusion: -Specify the materials -Can add in interactive activities at each material sections (engage customers)

DESIGN PROCESS Schematic Spatial Programming #FINAL

Sketch

MATERIAL 3 MATERIAL 2

INTERACTIVE AREA

MATERIAL 1

LEVEL 1

MATERIAL 4 CUSTOMERS WAITING AREA

LEVEL 2 HISTORY / TIMELINE

ENTRANCE CUSTOMISATION

GRID Layout #FINAL

3D Model

LEVEL 2

LEVEL 1

e ycl Rec

Level 2

CUSTOMERS WAITING AREA

HISTORY / TIMELINE

Dope Dyeing

Level 1

VOID

CUS TOM ISA TION

ENTRANCE

STAIRCASE

ste

ye Pol

INTERACTIVE AREA

STAIRCASE

cled Recy ne Foam retha Polyu

Re c Ru ycle bb d er

EXIT

RENDERED PLANS, SECTION & ELEVATIONS

2 -

Decathlon Pop Up Store User Journey Map Stage 5: (Materials discovery (Recycled Rubber)

Phyllis Low

8 9 10 11

Visual, Touch, interact the Material (Games)

Put her children at the seating area, to wait

Stage 2: (Understanding of Decathlon) Look through the background of Decathlon

irs th Up

Level 1 Stage 2: (Understanding of Decathlon) Action: Find out the background of Decathlon

11 12

Void Seating Area

Read and look through customisation panel, approach the service to enquire more.

Stage 7: (Interactive Area) Action: While waiting for service, can try out the digital/ VR games they provide.

Level 2 Stage 6: (Void Area) Installation of Shoes surrounding by seats Action: Either tired of climbing the stairs can seat down and view installation.

Stage 8: (Exit) Exit after viewing the exhibits and enquires about the customisation.

Stage 5: (Customisation Service)

Enter in the store

Customisation Panel

Stage 1: (Entry)

Action: Read and look through customisation panel, approach the service to enquire more.

Enter in the store

Interactive Area

Entrance

Stage 5: (Customisation Service)

Stage 1: (Entry)

Customisation Service

Experience, Sensations, Emotions

Action: Use senses to interact with the Materials. Interact through games and test their knowlege.

Stage 6: (Void Area)

- To be able to find the right products that suits her and maybe for her family.

Stage 3: (Testing/ Interaction)

History/ Timeline

Stage 3: (Materials discovery (Dope Dyeing))

5 4

Dope Dyeing

-Likes to check out stores with afforable price ranges items

Overall Pop Up Store User Journey Map

Her children might get bored, allow her children try out playing the VR/ Digital Technology games while she enquire the service

Recycled Polyester

Stage 4: (Materials discovery (Recycled Polyester))

- Buy products for herself, her husband and children.

Married. 3 children

- Prefers to shop in store Convenient as it is located near her work place around the central business district.

Recycled Polyurethane Foam

Exit

Stage 7: (Interactive Area) 4

Recycled Rubber

Secretary

Ended the enquires, and done with customisation, leave the place with her children

Visual, Touch, interact the Material (Games)

Visual, Touch, Smell interact the Material (Games)

43 years old

Stage 8: (Exit)

Stage 6: (Materials discovery (Recycled Polyurethane Foam))

EXTERNAL VIEWS OF MODEL

Isometric View of first floor

Floor Plan of First Floor

Isometric View of Second Floor

Floor Plan of Second Floor

INTERNAL VIEWS OF MODEL

Entrance of the pop-up store

First material of the store: Dope Dyeing

Second material of the store: Recycled Foam

Second Material of the store: Recycled Foam

Third material of the store: Recycled Rubber

Second storey of the store: Customisation

Second storey of the store: Interactive Board

Second storey of the store: The Void