Redefining Identity in Shopping Environments –3rd Year Interior Design Studio

8/18/2019 Redefining Identity in Shopping Environments –3rd Year Interior Design Studio

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redefining identity in shopping environments – 3rdyear interior design studio

IRINA FEIERCAMIL MILINCU

7th WorldConference on

EducationalSciences,

AthensFebruary 5-7, 2015

1Faculty of Architecture and Urbanism”Politehnica ” University Timisoara


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7th WCES,Athens February 5-7, 2015

redefining identity in shopping environments – 3rd year interiordesign studio

OUTLINE

1. INTRODUCTION

2. THEORETICAL ISSUES

2.1. Contex t

2.2. Curren t t rend s

3. TEACHING METHODS AND STUDIO BRIEF

4. SELECTED PROJECTS

4.1 . Francisc Pataki – pro jec t J ecza Ar t Ga l le ry

4.2 . Cr is t ina Blaga, pro jec t Fleur du m onde

4.3. Crist in a Blaga, project Mana Bakery

4.4. Răzvan If tode, pro ject Cyclop ath

4.5. Răzvan Iftode, project Mihai Eminescu Bookshop

5. CONCLUSIONS AND DISCUSSIONS


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1. INTRODUCTION

THE RETAIL TOPIC IN THE INTERIOR DESIGN STUDIO IS ESSENTIAL INENABLING THE STUDENT WITH A COMPLEX SET OF TOOLS AND A SOLIDTHEORETICAL APPROACH, THAT HE CAN LATER ON APPLY ASPROFESSIONAL.

1.finding formal and

spatial solutions forcurrent retail

trends

AIMS OF THE CURRENT RESEARCH

2.

presenting design studioteaching experiment that

involved interior architecturestudents


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AN IMPORTANT COMPONENT OF THE PROFESSIONAL PRACTICEINVOLVING INTERIOR ARCHITECTS IN ROMANIA CONSISTS IN RETAILDESIGN WITH APPLICATIONS BOTH IN AN ENCLOSED MALL TYPEENVIRONMENT AS IN HIGH STREET LOCATIONS.

EXPANDING RET ILINDUSTRY IN CEE

COUNRTIES

CONTEXT

inc rease o f large sc ale shopping developments

LOW QUALITY HIGH STREET

Iulius Mall imișo r hasdoubled its commercial surface in less then10 years since its opening and has a total builtarea of over 150000 sqm


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CREATING A UNIQUE PURCHASE EXPERIENCE WILL BE A MAJORCHALLENGE BOTH FOR LARGE SHOPPING FACILITIES AS FOR INDIVIDUALUNITS. WITH THE INCREASING IN COMPETITION, LOCAL BRANDS HAVE TOALIGN TO THE STANDARDS OF INTERNATIONAL RETAILERS, WHILSTDEFINING THEIR OWN IDENTITY.

Global retailers have a grown a strong brand image and they are widely recognized as setting”new standards in storefront and fit-out, and have often been at the forefront of raisingbenchmarks and taking new ideas from one countr y to anothe r ”

CURRENT TRENDS

Th e em erg en c e o f a m o re sophisticated c u s to m er an d n ew shopping

habits : PL Y BEFORE YOU P Y / IN STO RE EDUCAT IO N n eed to b e t r an s l at ed i n t o SPATIAL FEATURES

Uniqu eness and divers i ty are cent ra l i ssues for a com pet i t ive des ign .

CRE TING MEMOR BLE EXPERIENCESSENSE OF PL CE


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THE E SIG N S TU IO IS A COMMONLY USED METHOD OF TEACHING INARCHITECTURAL SCHOOLS, WHILE IT IS THE ONLY PLACE WHERESTUDENTS CAN EXERCISE THE C OM PL E X A C T O F D ES IG NIN G .

THE CURRICULUM ASSIGNED 3 TUTORS THAT FOLLOWED UP ON THEACTIVITY OF A NUMBER OF 25-30 STUDENTS ENROLLED AT THE FACULTYOF ARCHITECTURE – DEPARTMENT OF FURNITURE AND INTERIOR DESIGN

T HE A P PL IE D R ES EA R CH H A D M ULT IP L E O B J EC TIV ES :

1. investigating current trends in retail design and seeking i n no v at iv e f o rm a l ands p at ial s o l u ti o n s to fit them

2. enabling the students to ap p ly an d tes t their theoretical knowledge in animaginative exercise within a given framework.

THE B RIEF indulged them to invent their o w n c om m er cial brand (either inspired by actual local businesses or not) that would have a strong identity throughout the drawings and thestore atmosphere that they create.

PROJECT L OCATIONS:

1 st mall premises

2 nd high s t ree t space


7/167Faculty of Architecture and Urbanism”Politehnica ” University Timisoara



2 PROJECTS / year : While for the first project the brief pointed out thepremises, for the second one the students were asked to find freely their ownchoice of location.

URBA N LOCATION spr ing sem ester

S HO PP IN G M A LL U NIT f al l s em e st er

In order to create ahighly realisticscenario, we havecontacted the projectarchitect of Iulius MallTimișoara that providedus both with drawings ofa proposed premises and

the tenant designcriteria guide of the mall.

For the second project the students were appointed to chose a space accordingto their personal approach , providing a thorough site analysis and

including measurements .




PROJECT STRUCTURE

1. ANALYSIS OF THE EXISTING LOCATION / THEORETICAL APPROACH ONRETAIL ISSUES

2. DEVELOPMENT OF THE INDIVIDUAL BRIEF / CRITICAL ANALYSIS OFSIMILAR EXAMPLES

3. PRELIMINARY DESIGN AND CONCEPTUAL CONSIDERATION

4. CONSTRUCTION DRAWINGS

5. DETAILED DESIGN


THE THIRD YEAR BEING FINAL FOR THE FIRST STUDY CYCLE OFFURNITURE AND INTERIOR DESIGN, AT THE END OF IT SOME OF THESTUDENTS ARE SUPPOSED TO START THEIR PROFESSIONAL PRACTICE. INTHIS REGARD THE PROJECT STRUCTURE WAS FOLLOWING THE ”REAL-LIFE”PHASES

WORK ING SCHEDULE

- WEEKLY INDIVIDUAL CRITIQUES

- GROUP CRITIQUES AND DISCUSSIONS ON PROJECT PHASE COMPLETION




4.1. FRANCISC PATAKI – PROJECT JECZA ART GALLERY

The art shop is a local striving business ran by the Foundation Interart Triade and itis probably the only place that deals contemporary local artists .Deficiencies were identified regarding the way the space has been configured andused, both in commercial revenue terms as in functional layout

MULTIFUNCTIONA L SPACE / FURNITURE DESIGN

multifunctionalspace that would favordifferent uses:

exhibitions

small conferences

projectionsbook shop

cafeteria




4.1. FRANCISC PATAKI – PROJECT JECZA ART GALLERY

Deciding on exhibiting artifacts from the late sculptor, Peter Jecza in aspecially built addition placed in the courtyard enhanced both the

symbolical and educational values of the place.

CREATING L OCA L IDENTITY

Features of his designrely on clear linesand noble materials(marble, bronze,leather) that remind thevisitor of the abstractstyle of Jecza.




4.2. CRISTINA BLAGA, PROJECT FLEUR DU MONDE

Cristina imagined in the premises of Iulius Mall Timișoara a complex brief for aflower shop that would contain multiple activities: f lo wer an d b oo k retai l in g ,landscape design showroom that offers consu l t ancy and interactiveworkshop area.

PROACTIVE FUNCTIONAL LAYOUT

Increasing thecommercial valueby maximizing bothexhibiting surfaces andfloor plan usage.

Spatial division enablesdifferent privacyneeds.




4.2. CRISTINA BLAGA, PROJECT FLEUR DU MONDE

Exploiting the vertical garden theme she relied on an art gallery like effect thatexhibits large living flower surfaces , that change according to their bloomingperiod. She successfully constructed a dynamic setting for a memorable andmind changing experience, argued by a clear discourse and ingenious ideas

DYNAMIC AND MEMORABL E ENVIRONMENT




4.3. CRISTINA BLAGA, PROJECT MANA BAKERY

The space that Cristina chose for the second exercise is located at the ground floor

of a historical building that relates to a recently pedestrianized street. Itsvicinity to the Jewish Synagogue informed her theme and the brand that shedefined subsequently.

KNOWL EDGE AND CULTURAL VALUES

While choosing to havetraditional breadproduction method onexhibit ,the centralpiece of her design is

marked by a custommade oven that hasboth symbolical valuesand a functional purposewhile it is used during thebread making workshops




4.4. RĂZVANIFTODE, PROJECT CYCLOPATH

Răzvan chose to locate a bicycle store within the given premises in Iulius Mall. Theconcept for Cyclopath has been driven both by the ”play and pay ” idea andthe recent development of biking communities in Timișoara . He also followedup on an existing local business that is producing c us to m m ad e d es ig n bicyclesfrom recycled parts.

PAY A ND PL AY / MA SS CUSTOMIZATION

Bicycles becomeartifacts that areexpression of oneself,throughout aparticipative

implication of thecustomer in the designand creation process.The shopping experienceis fun and educative atthe same time.




4.5. RĂZVAN IFTODE, PROJECTEMINESCU BOOKSHOP

The second project developed by Răzvan identified as a starting point an existingbookshop located in the city center of Timișoara . His research revealed that thestore is strongly connected to the memory of people living in Timișoara , while it isone of the few commercial spaces that survived through communism. Răzvanfound that the existing facility is strongly outdated in terms of both functional andesthetical values.

CONNECTION TO CULTURAL HERITAGE

Local feel andsense of place isthus induced byarchitectural components.

A highly original feature

of his design consisted ininforming his custommade elements with thegeometry inspired by atraditional texturepattern.




5. CONCLUSIONS AND DISCUSSIONS

The current article aims to enhance the importance of the studio brief in

attaining specific learning outcome goals. In the context of immature andexpanding markets, that lack of quality models, the retail topic in the interior design studio is essential in enabling the student with a complex set of toolsand a solid theoretical approach, that he can later on apply as professional.

OUTCOMES

+5 projects/ semester that contained outstanding

features

a good feed back with external jury

the students have been innovative in the followingfields: experimental spatial and functionalconfiguration, establishing contextual ties, custommade furniture elements and new product ranges

academic conditions insured students a highlycreative medium and provided us with wider range

of solution to the same given situation,

-the freedom of having to build their own brief has been

a backdrop in some of the cases and causedconfusion regarding the functional layout

lack of quality models on the Romanianmarket that the students could relate tofinancial considerations of the context have been

ignored (further research should also involveprofessional practice in this regard)

Redefining Identity in Shopping Environments –3rd Year Interior Design Studio

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