Format:
98 pages :
,
illustrations, plans ;
,
2 supplements (22, 2 unnumbereded pages).
,
30 x 21 cm. +
Content:
"This thesis aims to explore the relationship between brand and retail design in times of modern shopping and the brick-and-mortar store as a tool for brand experiences. It looks at what kind of spatial strategies can be applied for branding in retail design and differentiates various strategies through which retail design and architecture represent brands, the influence the brand identity has on the store design and the stores impact on the brand. These insights will be used in the process of creating a new store design for the brand YOU MAWO. YOU MAWO is a German eyewear manufacturer that uses modern technologies like face-scans and laser-sintering to create eyewear that is individually adapted to the customers face. Currently, the brand only sells through selected opticians and has no individual stores or brand space. This is why a specially designed retail system would enhance the brand recognition and presence at their external sales points. Additionally, a complete individual store design would create a totally controlled environment and brand space, which will push the brand identity and value to the next level. The design concept will include a system that can be used as a modular shop-in-shop system for their B2B sales channels at external optician stores, but also serves as a base for the brands first flagship store. Based on the results of the previous research, the concept will engage with the brand identity and create a brand experience which is coherent with the brand's background and values and translate them into a spatial strategy."
Note:
DISSERTATION NOTE: submitted as master's thesis in Interior Design, Berlin International University of Applied Sciences, 2020.
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1 Introduction 5 1.1 Aim of the Thesis 5 1.2 Methodology 6 2 The Change of Retail in the 21st Century 7 2.1 Historical Development 7 2.2 Online Shopping vs. Retail Shopping 12 3 The Value of the Brand Identity for the Future of Retail 16 3.1 Branding Through Design and Architecture 17 3.1.1 Apple Store 5th Avenue NewYork City 18 3.1.1.1 The Brand - Apple 18 3.1.1.2 Architectural Elements Implemented in the Store 20 3.2 Best Practices of Branding in Terms of the Use of Interior Design 32 3.2.1. Freitag Flagship Store Zürich 33 3.2.1.1 The Brand - Freitag 33 3.2.1.2 The Store 35 3.2.2. MYKITA Store Berlin and Barcelona 42 3.2.2.1 The Brand - MYKITA 42 3.2.2.2 The Store 44 3.2.3 Aesop Stores London, Geneva and Brussels 48 3.2.3.1 The Brand - Aesop 48 3.2.3.2 The Stores 49 3.2.4 Camper Stores NewYork City Lab, Milan and NewYork City 60 3.2.4.1 The Brand - Camper 60 3.2.4.2 The Stores 61 3.2.5 Valentino Store Rome 68 3.2.5.1 The Brand - Valentino 68 3.2.5.2 The Store 70 4 Conclusions 75 5 Practice - Design Project 78 5.1 The Brand - YOU MAWO 78 5.2 The Design 79 5.2.1 The Task 79 5.2.2 The Concept 81 Bibliography 88
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SUPPLEMENT NOTE: accompanied by a booklet entitled 'Strengthening a young company's brand identity through interior design : a modular system for the eyewear manufacturer YOU MAWO' and by a 2-page appendix without title.
Language:
English
Keywords:
Academic theses
