THE
EXPERIENCE
THE ONE-OF-A-KIND FENDER FLAGSHIP STORE
THE OBJECTIVE OF THIS PROJECT WAS TO CREATE THE FIRST FENDER FLAGSHIP STORE. THE SPACE CONSISTS NOT ONLY OF RETAIL ASPECTS, BUT INTERACTIVE ELEMENTS AS WELL . THE COMBINATION OF THESE TWO FEATURES MAKES THE SPACE A DESTINATION OF CHOICE FOR FENDER FANS LOCAL AND ABROAD.
THE HISTORY OF THE SITE
THE HISTORY OF FENDER
DOWNTOWN PHOENIX- WAREHOUSE DISTRICT � HISTORIC LANDMARKS � TWO SEPARATE BUILDINGS � DIFFERENT ROOF LINES AND CEILING HEIGHTS � GOAL IS TO RESTORE AS MUCH OF THE EXISTING STRUCTURES AS POSSIBLE �
� INDUSTRIALIZATION LEAD TO GROWTH IN TECHNOLOGY � GROWTH IN TECHNOLOGY ALLOWED FENDER TO EXPAND � “YOU WON’T PART WITH YOURS EITHER” ADVERTISEMENT � THESE ADVERTISEMENTS SHOW HOW TECHNOLOGY HAS ADVANCED � AS TIMES CHANGED, FENDER ADAPTED
THE CONCEPT
ROOF LINE STUDY
BLOCKING PLAN
ROOF OPTION 01: SLOPED
ROOF OPTION 02: SAW TOOTH
ROOF OPTION 03: FLAT
THE PROGRAMMING THE FENDER EXPERIENCE IS COMPRISED OF THREE ENTRANCES- ONE TO ‘FENDER LIVE’ AND TWO THAT LEAD INTO THE RETAIL SPACE. DUE TO THE EXTENSIVE WALKING CULTURE IN DOWNTOWN PHOENIX, IT WAS IMPORTANT TO CREATE AN ENTRANCE FOR GUESTS WHO BOTH WALK AND DRIVE TO THE BUILDING. THE ENTRANCE TO FENDER LIVE ALLOWS THE VENUE/RESTAURANT TO OPERATE AT NIGHT WHILE THE RETAIL AREA IS CLOSED. FIRST FLOOR PROGRAMMING INCLUDES OPERATIONS-RELATED FACILITIES (STORAGE, RESTROOMS, JANITORS CLOSET, AV/ELECTRICAL) AND GUITAR RETAIL. THE RETAIL AREA INCLUDES GUITARS, AMPLIFIERS, ‘FENDER LEGENDS’, A CLIMATE CONTROLLED ACOUSTIC ROOM, TWO SOUND STUDIOS AND A UNIQUE INTERACTIVE FEATURE. THIS INTERACTIVE FEATURE IS CALLED ‘FENDER FANTASY’. THIS IS A WAY TO BRING NEW LIFE TO A HISTORIC BUILDING. THE FUNCTION OF ‘FENDER FANTASY’ ALLOWS THE USERS TO CONCEPTUALIZE ON A COMPUTER, A NEW, UNIQUE, OUT-OF-THIS-WORLD, GUITAR; THEN, TURN AROUND AND TEST IT IMMEDIATELY THROUGH A HOLOGRAPH PROJECTION FROM THE LED COLUMN IN THE CENTER OF THE SPACE. THE SECOND FLOOR IS DESIGNED FOR A MORE CUSTOMIZED EXPERIENCE. THIS PROGRAMMING INCLUDES A GREEN ROOM, BALCONY SEATING FOR ‘FENDER LIVE’, RECORDED LEGENDARY CONCERT VIEWINGS, THE TUNE-UP SHOP, THE FENDER CUSTOM SHOP, AN OFFICE SPACE, AS WELL AS WORKSHOP AND OUTREACH SPACES.
PROPOSED SITE PLAN SCALE: 1/16”=1’-0”
JANITOR
OUTREACH
CUSTOMS CONSULTATION OFFICE 1
AV/ELECTRICAL
WOMEN’S RESTROOM
ACOUSTIC GUITAR MERCHANDISE
MEN’S W/C
CUSTOM’S LOBBY
SOUND STUDIOS 1 &2
TUNE-UP/MOD SHOP
OFFICE 2
MEN’S RESTROOM
WOMEN’S W/C
GRAND STAIRCASE
GREEN ROOM
GUITAR MERCHANDISE
OUTREACH & WORKSHOP LOBBY
GRAND STAIRCASE
NOT IN SCOPE ACCESSORY MERCHANDISE
COLLECTIBLES MERCHANDISE
OPEN TO BELOW ELEVATOR
ELEVATOR
STORAGE
STORAGE
BAR
FENDER LIVE- BALCONY SEATING LEGENDS- FIRST FLOOR
LEGENDS- SECOND FLOOR WILD CARD: FENDER FANTASY
SEATING AREA
AMPLIFIER MERCHANDISE
OPEN TO BELOW
WORKSHOP
DINING
OPEN TO BELOW STAGE
PLAN 07 FURNITURE SECOND FLOOR PLAN
FIRST FLOOR PLAN
SECOND FLOOR
SCALE: 1/16”=1’-0”
SCALE: 1/16" = 1'-0"
SCALE: 1/16”=1’-0”
THE VISION GUITAR MERCHANDISE, AMPLIFIER MERCHANDISE, & LEGENDS- FIRST FLOOR
1
OVERALL MATERIAL SELECTION
FLOORING
2
1
WALLS
MILLWORK
CEILING
ACCENTS
FENDER LEGENDS INTERACTIVE EXPERIENCE: THESE ARE FLOOR TO CEILING COLUMNS WITH LED SCREENS DISPLAYING LEGENDARY CONCERTS. AMPLIFIER AND GUITAR TESTING BELOW THE SCREENS ALLOW GUESTS TO CREATE A SIMILAR SOUND AS THE LEGEND DEDICATED TO EACH COLUMN, CREATING AN INTERACTIVE EXPERIENCE.
2 STAIRCASE HISTORIC SHADOW: SHADOWS ARE CASTED ON THE WALL AS GUESTS 3
VENTURE UP AND DOWN THE STAIRCASE. THE SHADOWS RESEMBLE THE DIFFERENT FIGURES IN THE HISTORIC “YOU WON’T PART WITH YOUR EITHER” ADVERTISEMENTS. THIS ALLOWS THE GUESTS TO BE EMERGED IN THE HISTORY OF THE FENDER IN A FUTURISTIC WAY.
3 LIGHT-UP STAIR SYSTEM: THE PEOPLE WHO REMAIN ON THE FIRST FLOOR GET AN
EXPERIENCE FROM THE STAIRCASE AS WELL. AS THE GUESTS WALK UP AND DOWN THE STAIRS, THE SIDE OF THE STAIR CASE IS ACTIVATED AND EMITS FENDER RED LIGHTING.
LEGENDS- SECOND FLOOR
SECOND FLOOR FF&E
4
4 FENDER LEGENDS VISUAL EXPERIENCE: THESE ARE COLUMNS WITH LED SCREENS
DISPLAYING LEGENDARY CONCERTS. THE SEATING AREA SOUTH OF THE COLUMNS ALLOWS GUESTS TO SIT END ENJOY THE CONCERTS, CREATING A VISUAL EXPERIENCE RATHER THAN AN INTERACTIVE ONE.
5 SUSPENDED GLASS FLOOR: THE SUSPENDED GLASS FLOOR CREATES A “WOW”
5
MOMENT AS GUESTS EXIT THE STAIRS OR ELEVATOR. IT ALSO CREATES A CONNECTION BETWEEN THE FIRST AND SECOND FLOOR.
FENDER LIVE- VENUE, RESTAURANT & BAR
FENDER LIVE FF&E
7
6
6 CORNER STAGE: THE ORIGINAL ENTRANCE TO THE BUILDING WAS CORNERED TO THIS
STRUCTURE. IN ORDER TO CREATE A BETTER FLOW, THE ENTRANCE WAS RELOCATED TO THE SOUTH END OF THE BUILDING AND THIS CORNER WAS CONVERTED INTO A WINDOW. THE STAGE WAS PLACED IN THIS SAME CORNER TO ALLOW VIEWERS ON THE SIDEWALK TO SEE ALL EXPERIENCE ALL SIDES OF A PERFORMANCE.
7 MEZZANINE & BALCONY SEATING: THE CEILING OF THE FIRST FLOOR WAS TRANSFORMED INTO A MEZZANINE TO OPEN UP THE SPACE AND CREATE BALCONY SEATING FOR PERFORMANCES.
INT 362: Fall 2017 Design Studio III: Retail
Student: Jillian Kelley Instructor: Gwendolyn Jarick