UID:
kobvindex_INT0000416
Format:
66 pages :
,
richly illustrated (chiefly colour) ;
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21.5 cm.
Content:
MACHINE-GENERATED SUMMARY NOTE: "This project aims at designing an interior space for the existing brand Victoria's Secret and adapting it to the cultural context, and characteristics of Berlin, and the local preferences for the shopping experience in Berlin. [...] My proposal is to bring Victoria's Secret to the heart of Berlin in Mitte and design a proposal of how lingerie can be branded and experienced in the specific context of Berlin through a new spatial concept for the interior organization, furniture, materials, customers' needs, and facilities for events. [...] This research aims to show how context, culture, and social structure can affect an interior space in space organization, materiality, and furniture. It shows a diverse concept and distinctive design of the brand Victoria's Secret in different locations, and also proposes a design of the brand Victoria*s Secret in Berlin/Mitte taking consideration of Mitte's characteristics and the Victoria's Secret characteristic as well. The research begins by explaining what a retail design is, and how it has been presented in the past to our current day. Furthermore, going more into retail design studies and explaining types of fashion retails. Then being more specific and explaining lingerie retail design for a brand such as Victoria's Secret. Additionally, explaining the shop exterior and, interior features in different locations around the world such as the United States of America, the Middle East, the United Kingdom, and Asia. Furthermore, explaining how the context and culture of each location are affecting the interior design of the Victoria's Secret Retail stores. Next, an explanation of the proposed retail design (the Victoria's Secret) in Berlin, which is based on the effect of the context on a retail design, the aim is to create a new experience of Victoria's Secret in Berlin by creating an interior retail space that aims to show Berlin/Mitte's vibe and culture through it. The proposed retail design is more like an exhibition and a boutique at the same time. The Berliner Victoria's Secret is having few characteristic of the actual existing brand. Such includes products, space division (display and exhibition section, cashier, sitting lounges, fitting rooms, and makeup sections), and the primary colors of Victoria's Secret (black, white, grey, and pink). It is different from the actual Victoria's Secret shop in the furniture, materiality, and the usual open closet look or bedroom that the shop has in almost all the branches. The Victoria's Secret of Berlin will have a sequence and more systematic approach of the spatial divisions; it is more of a pavilion or open interior, without interior walls, and the diverse spaces within the shop are being defined by the glowing columns that will exhibit the products inside. The aim of the shop is to represent Berlin/Mitte in a retail interior space, also a space that exhibits Victoria's Secret products. To sum up, franchises can have different space design in different space design in different locations around the world. Such includes the context, culture, and social structure of specific locations."
Note:
EDITORIAL NOTE: author's name on cover: Lazia Sarraf.
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DISSERTATION NOTE: bachelor thesis in Interior Design, BAU International Berlin University of Applied Sciences, 2017.
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SUPPLEMENT NOTE: includes a leaflet.
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ISSUING BODY NOTE: BAU International Berlin University of Applied Sciences is the former name of Berlin International University of Applied Sciences.
Language:
English
Keywords:
Academic theses
;
Academic theses
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