Sound CL IE N T : Fender Musical Instruments Corporation. Since 1946, Fender has been shaping the world of music. Without compromising the products’ quality and craft, Fender continues to push forward on innovation and is always willing to try new methods.
CO N CE P T: At Fender Sound, an interactive invitation is extended to all guests and is experienced by the wavering design from the entrance to exit. The sculptural sound wave that curves from the exterior to the interior is the visualization of sound, bridging together the past and future of both Fender and the site’s historical buildings.
S IT E : The Gerado Building and Arvizu’s El Fresnal Grocery Store are two historically registered buildings located in the Downtown Phoenix Whare House District. This community is on the rise for new business and residential growth. Cross streets are Buchanan & 3rd Street. CHALLE NG E : Three challenges include: Retaining the historic buildings’ integrity. Designing and conceptualizing a flagship store for Fender with competition consideration of online shopping. The educational decrease in the arts and music affecting instrument sales.
EXISTING
PROPOSED PLAN N
SE QU E NCE OF E XP E R IE N CE E NTR A NCE 1 welcome to Fender Sound
11 10
TU NE U P SH O P 2 repairs & upgrades for electrical instruments
9
L E G E ND E XP E R IE NCE 3 diverge into the shoes of a legend
2
MA IN ME R C H A ND I S E 4 user-friendly & open merchandise displays
12
1
SOU ND STU D IOS 5 escape with a Fender product for testing
8
LEVEL 1 N
OU TR E A CH 6 kids rock for free + more programs A COU STIC ME R C H A ND IS E 7 humidified room for specialty woods CU STOMS SHO P 8 ultimate customization & personalization on any fender products
7
open to below
3
A MP S ME R CHA ND I S E 9 perfect finds and all things amplifiers L IF E STYL E ME R CHA ND I S E 10 unique fender accessories & gifts for all ages
6
V E N UE 11 relax & enjoy live free concerts
4
BAR 12 enjoy a drink or two with live music
5 LEVEL 2 N
ENTRA NCE
LEGE ND EX PERI ENCE
M A IN ME RCHANDI SE vintage memorabilia
C ON CE PT S K ETC H E S
Visualization of sound waves, extruded as the architectural shell to connect the existing buildings.
picks
straps
amp
case
sound studio
ear-in monitors
Scanned by CamScanner
Scanned by CamScanner
sound studio
mirror
V E NU E P R OGRAM After the store’s regular hours, the venue remains open for late night entertainment. Level 2 transforms into a lounge and viewing areas.
open to below
INT 362: Fall 2017 Design Studio III: Retail
Student: Stephanie Hernandez Instructor: Gwendolyn Jarick