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Alei Design.
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AFENDS
RETAIL . CAFE . ARTS
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Contents.
AFENDS
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NICOLA S BUILDING
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THE MISSION.
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FLOOR PLANS.
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ZONING.
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WAYFINDING.
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DISPLAY WINDOWS.
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RETAIL.
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RESTORATION.
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CAFE.
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ART LOUNGE.
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Afends.
Focused on sustainability and Australian street fashion, Afends aims to launch a vibrant and exciting space within the Melbourne CBD, a multi-use environment of retail and hospitality. The potential for a small art lounge and cafe/bar will be collaborated into the new space for like-minded creatives, in an effort to reconnect people with Art and Sustainability. Afends’ welcomes all who walk in, reinforcing the importance of community and connections, some of the core values of the brand.
Afends aims to bring their values into the Melbourne CBD, creating an eco-friendly space that draws inspiration from the earth's natural elements. Sustainable materials like Hemp (used in their clothing), Cork, and recycled furniture, will be drivers for the design.
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WHY MARS?
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NICOLAS BUILDING. MELBOURNE CBD
rs inde
Fl
reet n St
with terracotta faience for the
nsto
Chicago inspired design, constructed
Swa
The building's architecture is a
e Lan
building's facade, with eclectic porcelain tiling arranged on the floor of the ground level arcade For the retail and cafe, the ground level will be used to embody the classical style of the building in hopes to maintain its eclectic appeal, implementing the heritage architecture as inspiration to the design.
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NICHOLA S BUILDING. 37 Swanston Street, Melbour ne.
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The Mission.
The mission of this project is to exhibit the benefits of reusing, restoring and recycling materials. This ideation intends to tear down the idea of fast fashion by using a sustainable and well-known brand to generate conversation around waste and the environmental impacts of fast fashion. Pushing against the commodities of high-end brands by endorsing and promoting Afends, a natural and sustainable brand with a genuine aim for eco-conscious fabrications.
Sustainability is more than a fashion statement.
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GROUND LEVEL + MEZZANINE 320 SQM.
The new store will be located within the existing arcade sector of the ground floor. This will take around 330 square metres of space within the arcade and will house the full retail space and cafe on one single level. This area will also include the mezzanine within the cafe space.
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GROUND LEVEL + MEZZANINE 320 SQM.
All partition walls within the existing build have been torn down to connect and open up the spaces. A connection via the main counter, located in the centre of the design, allows for a greater connection between the retail and the cafe. Bridging effortless accessibility for staff between venues.
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GROUND LEVEL + MEZZANINE 320 SQM.
KITCHEN
CHANGE ROOMS
MAIN COUNTER
ART LOUNGE / MEZZ
CAFE
Areas of the design are divided through the application of materiality to visually separate and clarify regions and important landmarks for consumers.
RETAIL SPACE
RESTORATION
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WAYFINDING THROUGH LIGHT. The use of light within the physical environment informally guides people through the space while enhancing their experience through colour and visual cues.
TASK LIGHTING.
WAYFINDING + AMBIENT.
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DISPLAY WINDOWS
Due to no external windows in the scheme, the display windows located at the entrance of both the cafe and the retail space will be what promotes the brand and entices customers in the store. These displays will be highlighted with neon lights that reflect designs of the preexisting stores currently in the Nicolas building.
MARS COLLECTION.
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HEMP COLLECTION.
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LATE NIGHT CAFE.
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RETAIL SPACE.
The retail space introduces customers to the brand, this space expresses the elements of the 70s space era that has become the initial inspiration for the project. The lighting within the space reinforces the wayfinding concept as well as amplifies the black ceiling. Mirrors within the space also reinforce these concepts, these motifs will be present within the rest of the design
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The use of rammed earth as the chosen flooring for the retail space creates a clear distinction between areas, as well as creating a sense of grounding with the physical earth whilst gazing upon the space-like themes that encapsulate the retail space. All furniture and materials within this project aim to be restored, recycled and reclaimed as a way to push the idea of saving the earth and using as few resources as possible.
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RESTORATION.
As a way to really push the brand message of restoring and recycling, a restoration station has been implemented into the space. This allows for existing customers of the brand to bring in their Afends clothing into the store and have them fixed, as a way to reduce the amount of waste produced on the earth from the demands of fast fashion.
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The bold and colourful mural situated on the main wall connects this space to the cafe and its art sector in the mezzanine. Art within the space as seen here is produced and created by local artists as a means to connect the community and promote the art lounge.
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LATE NIGHT CAFE.
The late-night cafe acts as a space for customers to connect with friends and stay for late-night drinks and coffee. The cafe is a collaborative space that includes private booth seating under the mezzanine, as well as a function space and arts area above. The booth acts as a darker and more secluded aspect of the design, allowing for intimate drinks and a mature seating area.
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Strong themes of Mars and Sci-fi elements are used ironically in the cafe as a promotion of the Afends main collection as well as a nod to the 70s inspiration of the project. Terracotta flooring has been used to reinforce the grounding aspect of the design present in the retail space, with rammed earth reappearing on the north wall.
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ART LOUNGE.
Upon the mezzanine, the art space acts as a function area, allowing for small groups for both painting sessions and local events. The furniture within the space is light and freestanding, making it multi-use and adaptable.
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The extended lounge area acts as a private space connected to the function space. This allows for complete privacy from the main cafe and can be hired along with the art space. The revival of the 70s sci-fi theme is present through the bold Panthella light installation, reinforcing the designs themes.
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Alei Design.
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AFENDS
RETAIL . CAFE . ARTS
AFENDS
Alei Design.