Browsing by Subject "Fashion spaces"
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Item Restricted A design proposal for the interior design of fashion shows : Raf Simons, Kraftwerk Berlin(2018) Uyanik, Ceren; Martín, Javier; Pöğün-Zander, Yüksel; Faculty of Architecture and Design; Berlin International University of Applied Sciences"The aim of the research is understanding of a fashion show design elements, through a deep research about the fashion design field from the past to the present. Furthermore, using different examples and case studies of different fashion shows, then last creating a fashion show with respect to all the research elements in design such as light, materials, story telling, music, and sitting areas for a fashion show of the brand Raf Simons in Berlin, the show is inspired by the city Berlin and the fashion show is a story telling of the city BerlinItem Restricted Immersive fashion shows : motion graphics as a means of brand communication(2020) Kurmanaeva, Alina; Starck, Adrian von; Tibus, Alexander; bachelor thesis in Graphic Design"The thesis hypothesizes that Motion Graphics can contribute into Fashion Shows stage design and improve its perception. Therefore, the research is going to analyze how it can affect the events and how it can create a strong emotional effect on the audience. Moreover, the thesis assumes that Motion Graphics has a great potential to solve such problems as space, entertainment, showcase issues that some brands encounter at Fashion Shows. The importance of analyzing the field is realized when understanding how flexible and practical can be Motion Graphics for Stage Design of the events. Later on, the thesis is going to extend the analysis on how else the topic can be used for brands at Fashion Shows to improve space and perception of it, how to influence in a specific way on the audience. Consequently, the aim is to raise the awareness and to pay attention to the benefits of Motion Design for brands and reveal its possibilities. To conclude, the objectives of the research: firstly, to observe existing ways of using Motion Graphics at Fashion Shows; secondly, to analyze its benefits; thirdly, to consider future possibilities of exploiting it."Item Restricted Narratives and Representation Creating Spatial Narratives(2021) Grübler, Mary; bachelor thesis in Interior Architecture / Interior DesignMACHINE-GENERATED SUMMARY NOTE : "One cannot not communicate" (Watzlawick, Beavin and Jackson 1967, 51) The notorious quote by communication theorist and psychologist Paul Watzlawick suggests that it is impossible to not communicate, may it be verbally or non-verbally, since every kind of behaviour is a form of communication itself. Even if it is not the intention to communicate something, it will be perceived and interpreted by somebody. Therefore, it is of advantage to know how to convey a desired message to a target group as clearly and understandable as possible. In the fashion industry for example, good communication is key when it comes to promoting a designer's collection in a fashion show. What the designer wants to convey with their clothes and in what substantial context they want to present the collection, determines the creative orientation of the stage design. Nowadays, brands also make use of fashion films, which offer new narrative possibilities inspired by cinematographic approaches. In opposite to live fashion shows, a film can be edited beforehand, which changes the way a story is told and how the audience comprehends it. To define what a narrative is, a basic concept has been taken from the structuralist theory, that divides the narrative structure into two parts: First is a story that consists of the content or chain of events (like actions and happenings) as well as existents (characters and setting) and secondly a discourse, the means by which the content is communicated. In summary, the story is what happens in a narrative and the discourse describes how it is communicated (Chatman 1978, 19). The main objective of this thesis is to answer the research question, how the narrative in Dior's fashion film "Le châteaux du Tarot" can be translated into the spatial context of a fashion show. To accomplish this, the use of narratives in fashion shows and fashion films are compared with each other and the relationship between narratives and space are investigated. It is necessary to first find a general approach that explains how narratives are represented in space, to then adapt it to the specific example of Dior. Two scenographic approaches will be discussed, one from an exhibition design perspective and one from a theatre staging. Case studies will be analysed to provide further information and insights. Finally, the gained knowledge will be implemented into the practical part of the bachelor projectItem Restricted Relationship between Interior design and fashion design : interior design as branding for fashion brands(2020) Huld-Mejding, Louise; Larsen, Sigurd; Starck, Adrian von; bachelor thesis in Interior Design"Relationship between the fashion- and design industry has the purpose of fulfilling a lifestyle dream for the consumer. Lifestyle inspires, motivates people, and contributes the individual's way of life. Fashion wear and interiors support the consumer's look and wanted impression to others. This thesis is about the relationship between fashion design and Interior design, and how it represents a lifestyle. I have done literature review looking at the collaboration between the fashion and interior design, and how far back I can find a connection between the two. I also added three case studies showing how interior has been used within fashion brands today. As a design proposal I have designed an interactive art show where the interior design is the fundamental frame for achieving the complete lifestyle experience of a chosen fashion brand. By using various elements of interior design, art and architecture the aim was to create a holistic design show, which enhances the brand identity and not only showcasing a piece of clothing. [...] Research questions: 1 What influence does interior design and fashion design have on society? 1. How does fashion design and interior design communicate to the consumer? 2. How does fashion brands use interior design to commutate their fashion brand?"Item Restricted Strategies developed by interior designers in the sector of fashion design in Western countries to stay relevant in an upcoming era of ecommerce(2018) Gallegos Anda Garrido, María Gabriela; Martín, Javier; Starck, Adrian von; Faculty of Architecture and Design; Berlin International University of Applied Sciences"What strategies interior designers have developed in the sector of fashion design in western countries to stay relevant in an upcoming era of ecommerce? This questions forms part of the central motivation that drives this research forward. In order to answer this question this thesis will analyse in-depth three case studies of leading retail fashion stores. [...] The thesis is structured in four parts. The first part will be a brief historical introduction to retail design, followed by online to offline strategies then by instore technologies and finalized with the design of branded spaces where subjects like instore experience and storytelling will be discussed. The second part will be structured by three case studies. The first one will be the Prada Flagship Store in NY. Second the Nike Flagship Store NY and at last the Hugo Boss Concept Store NY will be presented. The third part will conclude by answering the research question can by mentioning recommendations for further investigations. Finally the researcher will present a concept store design under the strategies presented throughout the study."Item Restricted Using Digital media to create immersive experiences and blur the line between Physical and Digital to redefine the perception of fashion brand retail spaces(2021) Filipič, Miha; bachelor thesis in Interior Architecture / Interior DesignRetail spaces have always been a place of interaction where consumers could get close to the products and their brand; however, that has changed in recent years with the introduction of digital channels. Digitalization has deeply affected business and society; in particular, it significantly changed and continues to reshape retail. Global retail value is 14,9 trillion dollars, with the internet expected to be the world's largest channel with 15,4 % of sales forecast in 2021. In accordance with technological advances, retailers are constantly shifting towards online buying and mixing up digital and physical experiences (compare Alexander, Cano 2020). Jocevski claims that an omnichannel (referring to the physical store, mobile, social, online store and all other online and offline channels that connect into one seamless shopping experience) strategy is a base on which to establish a competitive advantage in the current retailing environment (Jocevski 2020). A seamless shopping experience consists of seams that one can define as obstacles or shortcomings that customers can come across while shopping. Seams are best expressed through a real-life example. As a Mosaic member of JetBlue airlines, one receives priority security and boarding, more sitting space, complimentary beverages, free ticket adjustments, and a dedicated customer care line. However, when one attempts to contact that customer support line through the JetBlue app - which is only available to Mosaic members - one is prompted for their 10-digit customer number. Despite the fact that one has signed in, and their phone number is associated with their account, one must go back and forth between the account information and the phone call in order to put in the number and speak with a person ("How To Unlock Seamless Customer Experience (Live) · Forrester" 2018). A seamless shopping experience is one in which customer data is used to customize customer interactions and offer a continuous, linked journey as customers move from one device to another and from online to offline and back. It keeps the consumer engaged and eliminates friction from their journey by putting them at the centre of every interaction ("Seamless Customer Shopping Experience" 2016). With so much consumer data collected in the retail sector, data security has become a major issue. Increasing data breaches and theft has prompted regulatory agencies to tighten data security standards. In order to enhance data privacy and protection, the EU has implemented the General Data Protection Regulation (GDPR). It has caused a stir in the retail sector to introduce this rule. Customer's data is vital to retailers. In every interaction, they depend on every bit of consumer data ("Importance of GDPR in the Retail Sector" 2020). Examining a real-life situation is the first step in grasping this elusive yet essential idea of a seamless shopping experience. Assume a lady is browsing for shoes on her mobile device while standing in line for coffee in the morning. Later that day, she takes out her tablet at lunch to continue looking, and despite the platform swap, the retailer she is buying with remembers where she left off. Finally, when she returns to her work, the shopper makes an online purchase through her Computer and picks up the item in-store that same evening ("Seamless Customer Shopping Experience" 2016). As a result, the role of the physical store in omnichannel retail is being redefined as part of a larger and more immersive experience that adds value to the existing store (concerning storytelling, engaging senses, customer interaction, personalisation and layering of technology) (Alexander and Blazquez Cano 2020). As Pantano and Laria state in their paper backed up by previous research Implying there is growing interest among consumers in entertaining and immersive retail environments (Pantano and Laria 2012). The question arises to the following "How do we respond to the Implied increasing demand for immersive experiences and the call for redefining physical retail spaces by adding value to them?". The relatively new Digital media that augments reality could be a possible answer adding an immersive layer on top, creating a seamless shopping experience that enhances the retail store of today. The purpose of this research is to identify potential solutions and effects Projection mapping, screens, augmented reality, and other digital media can have in enhancing and therefore redefining fashion brand retail spaces by creating immersive experiences in areas of safety, Information, orientation, enhancement and distraction... This study aims to contribute to the body of knowledge on augmented reality in retail by providing an in-depth conceptual and practical analysis for the use of this media in fashion brand retail spaces