Breif section of design portfolio

ASHLEIGH HAYES t: +44 (0)7772927017

m: [email protected]

‘How are brands utilizing architecture and technology to inform the shopping experience.’

The purpose of this research project was to identify how architecture and technology is being utilized to enhance the brand identity, customer experience and product, which would arguably reflect positively on sales.

The paper focused on determining through qualitative and quantitative research how consumer pioneer brands such as Nike are revolutionising the future retail experience. Using the findings, I proposed innovative solutions for future retail spaces fusing memorable architecture and interactive technologies to enhance the consumer experience, in-store and online.

project researchChapter 5. The future of retail

Nike is irrefutably one of the most current, refreshing retailers hoping to

revolutionise the future shopping experience.

“Nike is changing the face of retail with the opening of Nike+ FuelStation at

Boxpark. Nike+ products and services have merged the physical and digital

worlds to help inspire and enable athletes of all levels to be the best they can

be. Now we’re taking this approach one step further by combining innovative

products with digital services and interactive multimedia experiences to create a

state-of-the-art retail environment,” Andy Walker.

Nike’s future stores will not necessarily be Nike Towns, but rather smaller-scale

stores targeting specific sports like running, soccer or basketball. The potential

challenge for Nike is whether the smaller stores can reflect the attraction of the

Nike Towns.

Futobol Bonito

Futebol Bonito is a revolutionary football academy designed for Brazilian sports brand Pele sports. The project offers a plausible environment in response to issues surrounding UK poverty. Brazilian football brand Pele sports will give children the opportunity to rebuild their lives through the beauty of the game.

Conceptualised through my project research, my aim was to globalise the brand by utilising architecture, technology and holistic design. The idea was to build a complex that stimulates interaction and learning, whilst flourishing the brands identity. The academy was set to launch during the 2014 World Cup hosted in Brazil.

The revolution is physical book I curated to exhibit the project. Features include: The brands history, Pelé story, Futebol Bonito, the culture, holistic design approach and design path.

Conceptual realisation and promotion

Graphic design: Ashleigh Hayes

Photography and styling: Ashleigh Hayes

Every great story has a humble beginning.

As the world gears up for next

year’s World Cup, Pelé sports

embark on a groundbreaking

journey that will transform a city

forever. Through community, sport,

health and education we are set to

create change. Futebol Bonito is the

next chapter to our story.

We are searching for the next

generation of football talent. Our

aim is to offer an extraordinary,

eccentric and professional football

academy experience. At Futebol

Bonito we make it our priority in

finding a suitable program that

will support and drive you to

your maximum potential. We do

everything in our power to propel

students, giving every player the

greatest chance at success. We will

develop you technically, physically

and mentally. Our academy absorbs

players, from the inspirational, high-

tech complex, to the innovative

training products and kits, to the

highly designed football programs.

conceptPRECISENESS. RAW TALENT. PROMISE. SPIRIT. PURPOSE.

“Futebol Bonito has a power that is not limited to the pitch”.

market sector

Strengths: •Create brand awareness in the UK•Bring communities together •Open opportunities for youths•Engage children in a healthy, active lifestyle

Opportunities: •The project could expand globally if successful •Potential to open up retail spaces in the UK.•More exchange programs incorporated

Weaknesses: •High costs •Might struggle to obtain the correct funding for the project to go ahead•Competition with more established football academies

Threats: •More established sports brands may set up their own football academy •Sponsorships may opt out further down the line.

The FA have recently proposed a new B team league to boost the number of people playing football in the UK and

to improve senior England teams. It was reported that "There should be 90 English players playing over 50% of

minutes in the Premier League (or any other top five European league) compared with 66 today - of these 30 should

be playing in the top six teams in the Premier League compared with the 18 today.” Having an unique academy like

Futebol Bonito will advance players to an international standard and in turn improve English teams.

With regards to the brand itself, Mintel’s sports Clothing and Footwear August 2011report states that, “many

consumers think that sports retailers have become too focused on leisurewear and they risk losing their identity as

specialists in the field.” Futebol Bonito will ensure that their products enhance a players performance and needs. They

build their products from the inside out, focusing on function first over style.

Direct competition will come from two major football clubs, Liverpool FC and Everton FC, who both run their own

successful youth academy. Competition will also come from other performance sportswear brands such as Nike and

Adidas.

In order to differentiate and attract aspiring football players, Pele-sports will provide a groundbreaking complex that

is open, with no restriction. The universal complex is built on efficiency and function. The architectural configuration

and morphological interior design is constructed using strength and balance as an instrument for inspiration. Unique

Features include, a performance football boot room, video gate analysis, indoor fustal training pitch and an

achievement space, where by athletes draw their own cartoon versions of themselves onto the walls of the academy.

GOALS SCORED11

MATCHES PLAYED 22

Competitors Analysis

swot

ARCHITECTURE AND DESIGN

Graphic design, floor plan and digital design: Ashleigh Hayes

Contextual, expressive and memorable architecture will create unforgettable experiences in a sports home that

stimulates interaction and learning. The design path will create a route for exploration with strong visual connections

between inside and out. The idiosyncratic layout focuses on both psychological and strategic aspects of the game

that supports a players training. Culture will amplify the character of the community and fulfill a vision that absorbs

players mentally through the world of sport.

- Rehabilitation room - Training gym - Physiotherapy room- Football boot room- Players lounge- Medical center- Education spaces - Library hub- Accommodation- Achievement room - Social hub - Sauna and steam room- Dining area - Changing rooms - Hydrotherapy room

Features

VISUAL VIEW POINT 1

RECEPTION AREA

VISUAL VIEW POINT 2

ANALYSIS ROOM

VISUAL VIEW POINT 3

FOOTBALL BOOT ROOM

Digital design: Ashleigh Hayes

pr and marketing strategy

‘Elevate the game’

‘Elevate the Game’ is a captivating

promotional film that will launch

on You Tube channels six months

before the 2014 World Cup.“

Players films will be shared onto

social media platforms such

as Twitter, with the hashtag

#elevatethegame. Fans have four

weeks to “like”, “share” and vote

for their favourite players.

the app

rio street festival CAMPAIGN

An interactive app will be available for the nation to download, showcasing live footage of trial football matches. The “elevate the game” app allows fans to follow matches, rate performances, commentate and vote.

Once votes have been counted, trial football matches will be unveiled around the world. This is where players who accumulated the most votes will get to truly try out their skills against their competitors. Players will need to shine to get noticed.

Rio Street is a day long street festival celebrating the opening of Liverpool’

s new state-of-the-art football academy, Futebol Bonito. The campaign will

pervade Brazilian culture into local towns on Saturday 14th June 2014 to

mark the start of the 2014 World Cup, hosted in Brazil. The football themed

block party invites the entire community to unite and embrace the tubular

drum sounds and cultural flavours of Brazil. The campaign is expected to go

viral through social media shares and mainstream coverage.

Financial analysis Cost Total Cost

Interior Location 1,100,000Renovation/Architect team To be announced tbInterior Team To be announced tbDesign Team To be announced tbTotal Cost tb

StaffFootball coaches £200,000 per annual, per coach £200,000Personal trainer/health nutritionist £30,000 per annual £30,000Martial arts Instructor £20,000 per annual £20,000Sports therapist £30,000 per annual £30,000Medical staff/opthalmologist £221,000 per annual £221,000Teachers 35000 average per teacher, per year £35,000Referees £100 per game+expenses £100Catering staff £20,000 per annual £20,000Security £20,184 per annual £20,184Secretary £18,000 per annual £18,000Total staff Cost per person, per year + referee £594,184

Legal Insurance £232 for 12 months cover £232Healthy and saftey and risk assesment cover £735.60 £735.60Legal documents £4,000 £4,000Total Cost of legal £4,967.60

Facilities Sports Equipment £500,000 funded by grassroots £500,000Library resources £5,000Apple mac Computers £1149x10 11,490Flat screen TV's £299.00x10 £2,990Accomadation facilities To be announced tbGym equipment £50,000 £50,000Medical equipment To be announced tbTotal Cost of facilities+TB £569,480

Academy careMaintance £20,000 per annual £20,000Cleaners £14,411 per annual £14,411Total Cost for care £34,411

Programs per studentSix week trial £2,900+VAT per person £3,500Redeemer short course: Twelve week program includes accomodation £5,600 +VAT per person 6720Eighteen week program includes accomodation £8,400+VAT per person £10,080

Trinity Long term course:One year Diploma program £12,600+accomodation per person 18600Three year BSc (Hons) degree program £13,850+accomodation per annual, per person £59,550Additional qualifications -‐ coaching certificate £300 per person £300Accomadation per annual £6,000 per person

Rio de janeiro exchange programProgram fee 3793.37 per person £3,793.37Flights 937 per person £937Visa Fee £108.41 + aplication form £41.56 per person £149.97Travel insurance £16.54 per person £16.54Total Cost for a student being enrolled on each course £103,646.88

Promotional CostsWeb Design £395Advertising Sheone artist £3,000Rio street festivalSecurity £14.95 per hour x9 £135stewards £12.50 per hour x 9 £113Event staff £25 per hour £225Entertainment £3,000Stage equipment 1500 £1,500Insurance £200 £200Cleaning £476flyers £80billboards £100License £280Prospectus Layout design £100Photographer £400Printing 40 for one book, purchasing in bulk cheaper £40Bible £400 per book £400Layout design £100Photographer £400Printing £400 per book £400promotional videoproduction company £70 per hour £70Film crew £1,200 per 10 hour dayModel/actors £400 per day £400Location T.B.A T.B.AEditing £60 per hour £60sound sound recording £(150) = editor (£60) per hour £210Total Cost for promotion £12,143

Minimum estimate of start up costs £2,983,344.53

Cost Total Cost











Cost Total Cost











Previous research into well-established football academies such as, Liverpool FC and Manchester City indicates that

the cost of building a groundbreaking academy is around £40 million. In order to reduce these costs Pele-sports

will be taking over an existing building. A budget of £15 million will be incorporated into the academy. The budget

provided will remain as an estimated cost until the project is finalised and approved. Collaborating with an authentic

design team that uses handcraft materials and found objects will keep costs low when refurbishing the building.

Another fundamental point is that the academy will be means tested so that wealthier families can fund those less

fortunate than them, effectively reducing costs.

Pelé will be appointed chairman of Futebol Bonito

and the ultimate owner of the club. He will invest

a substantial amount into the academy to cover

renovation and start up costs. The UK government

will provide additional funding as the project is

designed to enrich lives and improve UK poverty

statistics. Other major firms will be approached for

funding such as Brazilian executive member of Fifa,

Marco Polo Del Nero and representatives at the

Football Association, the governing body of English

football.

Grassroots will invest a maximum of £500,000 into

the project. The funding will be used for grass pitches

drainage/improvements, pavilions, clubhouses and

changing rooms, artificial turf pitches and multi-use

games areas, fixed floodlights for artificial pitches.

budget

Funding

Budget and finance: Ashleigh Hayes

Breif section of design portfolio

Documents

future of retail nike

future retail experience

nike products

nike towns

research project

future shopping experience

consumer experience

futobol bonito futebol