Environmental Design

Angela Robertson | Environmental ScaleAngela Robertson | Environmental ScaleAngela Robertson | Environmental ScaleAngela Robertson | Environmental ScaleAngela Robertson | Environmental ScaleAngela Robertson | Environmental Scale

Retail: Denim

a retail environment for the emerging fashion designer

company

Angela Robertson | Environmental Scale

The store showcases and sells denim items created by up-and-coming designers.

Appealing to a wider audience through a unique experience, the store has the opportunity to build brand awareness beyond just shoppers.

Angela Robertson | Environmental ScaleAngela Robertson | Environmental ScaleAngela Robertson | Environmental ScaleAngela Robertson | Environmental ScaleAngela Robertson | Environmental Scale

kind of like

Andrea Zittel’s Smockshop

offering

sumiinkclub.com

inquiry

Angela Robertson | Environmental Scale

Can the jean buying experience be reshaped by eliciting parallels between viewing/participating in art and buying clothing?

Can elements in a retail environment encourage people to enter and linger in the space even if they do not intend to shop?

kind of like

Ylang Ylang by Yuko Nagayama

Frame Magazine

Angela Robertson | Environmental Scale

This store seeks to elevate the work of up-and-coming designers to pieces of art by creating a gallery-like setting in the retail space.

In elevating the product toward art piece, it is important that the atmosphere encourage visitors to enter the space and interact with the clothing.

Angela Robertson | Environmental Scale

concept statement

kind of like

Christian Siriano

“fierce”

tinker.com

New York Times

Peter Som with

mood board

research

compare/contrast of retail and gallery

Angela Robertson | Environmental ScaleAngela Robertson | Environmental Scale

In comparing and contrasting different aspects

of the retail and gallery environments, it is clear

that the gallery allows more flexible use of the

space, thereby appealing to more than just an

art buyer.

Levi’s Store, Milwaukee Av Jackson Junge Gallery, Milwaukee Av

reason for visiting -need to buy jeans-something in window catches your eye -sale-see what’s new

-something catches your eye as you pass-see announcement somewhere-something to do-brush up on your culture-free wine (opening)-lecture by artist

user experience -enter-greeted by employee, asked if you need help-peruse items (look, handle)-comment on products to others-search for your size-take items to dressing room-try on items to gauge fit, look on you-show to companion, get second opinion-carry items to counter for purchase-pay-carry bag home

-enter-greeted by employee-grab pamphlet-read a little about artist and work-look at art-discuss art with others-read title, materials, explanation-exitor -speak with employee about purchase-pay-dot denotes purchase of piece-exit-pick up later or have it delivered

space is used to -display clothes-sell clothes-communicate brand identity

-display artwork-sell artwork-host events (openings, lectures)-experiment

Helen Tong Jackson Junge Gallery

research

Angela Robertson | Environmental Scale

The store at State and Washington is located in a dynamic part of the city.

Zones

Business district

Shopping district Tourist destination

Cultural institution The store

visitors

Angela Robertson | Environmental Scale

The store’s location makes it available to a wide range of visitors.

Shopper Tourist Art patron StudentBusiness person

may drop over lunch hour for a quick purchase, or stop in for a glass of wine during an evening lecture

leisurely walks from store to store on State Street during the weekend, chooses to visit the store because it looks interesting

on Michigan Avenue heard about the store from one of his travel blogs. As he’s in the area, he’ll drop by

visiting the MCA, she sees a poster for an upcoming designer lecture at the store

looking for inspiration for his final design project. First heard about the store when it hosted his school’s denim-centered fashion show

experience

Angela Robertson | Environmental Scale

clothing as art

Antonios Markos by Gonzalez-Haase

Ylang Ylang by Yuko Nagayama

Smockshop by Andrea Zittel

shop as experience

Prada Transformer by OMA/Rem Koolhaas

sumiink.com Frame Magazine

dezeen.com Frame Magazine

sketch model

Angela Robertson | Environmental Scale

Angela Robertson | Environmental Scale

program

approx sq ft %

public use product display 1000 20

dressing area 375 7.5

private use storage 350 7

excess inventory 180 3.6

associates area 180 3.6

circulation 2915 58.3

total 5000 100

Upper and lower levels Lower level only

experience

Angela Robertson | Environmental Scale

shop mode

Primary display

The primary display area is where a large selection from the designer’s collection resides after a couple pieces first appear in the preview area

Accessories

Denim accessories are featured on pedestals on the landing and on the way to the register

Excess inventory

Located under the stairs but still visible outside and inside is a slowly revolving rack of the pieces on the floor, in the different sizes available

Secondary display

After a month in the primary display, the pieces are moved to the secondary display to be shown for another month

Dressing area

Inspired by Molo, the two dressing rooms are in a large foldable bubble that glows from within. There is also a bench and large mirror outside of the dressing room for those shopping with friends

Preview area

A couple pieces from the next featured designer are previewed

experience

Angela Robertson | Environmental Scale

event mode

Designer speaksFeatured comes to talk about work

RefreshmentsLike an art opening, there are refreshments. Store accessories and use pedestals as cocktail tables

Fold dressing roomFor extra room, dressing room may be folded up

Getty Images Carteco Design CentreJanet Myer PR Photos

concept sketch

Angela Robertson | Environmental Scale

shop mode

concept sketch

Angela Robertson | Environmental Scale

event mode