Browsing by Subject "Shops, marketplaces"
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Item Restricted Arthalle X : maker's market in Berlin : contemporizing historic Arminius Markthalle through reprogramming(2020) Angra, Spardha; Ebert, Carola; Pöğün-Zander, Yüksel; master's thesis in Interior Design"The history of markets in Berlin dates back to the 15th century, when it had only three weekly markets held every Tuesday. In order to address the expansion of Berlin, Industrial Revolution and to cater to a rapidly growing population of the city, more markets were built and by 1860s it had over twenty weekly markets held every Tuesday and Thursday, on the streets. Several problems like questionable hygiene conditions, chaos on streets, high demand prices and dependency on weather led the government to search for better alternatives to tackle the situation. In 1875, the magistrate established a permanent commission to build affordable design plans for fourteen municipal market halls. City building councillor Herman Blankenstein and architect August Lindemann were appointed to design these plans as the project took off in the 1880s. Market halls soon became successful gathering points for each neighborhood. However, due to fierce competition from supermarket chains and destruction during the Second World War, only a few of them survive today. This thesis focuses on one such market hall, Arminius Markthalle (Market Hall X). The rich history of art and culture in the city, as well as the establishment of market halls into historically designated landmarks further forms the layers of the thesis. The research is guided through data from Berlin's monumental preservation authorities, exclusive interviews with the owner of Arminius Markthalle, as well as surveys conducted for artists residing in the city. The design project would be a direct reflection of learnings from the research and offer a plausible solution to the pertinent research question. The design project is an attempt to make this historic landmark culturally relevant today. It intends to adaptively reuse and rejuvenate an existing, preserved building through strategically reprogramming its functions into a Makers' Market. This conceptualized typology of a market creates an inclusive public place and integrates the design functions within, to support local art and artists. This structurally preserved market hall, that spans across an entire city block, turns into a flourishing indoor Makers' Market where artists from different fields of design come together to work, showcase and collaborate. It also provides an opportunity for the city, its tourists, and creative organizations to discover up-and-coming brands."Item Restricted Creating multifunctional retail spaces with flexible furniture(2017) Kilicaslan, Zuhal; Larsen, Sigurd; Pöğün-Zander, Yüksel; Faculty of Architecture and Design; Berlin International University of Applied Sciences"This thesis investigates the creation of multifunctional retail spaces through the use of flexible furniture. It gives an insight on why multifunctional retail spaces are needed and it explores how more than one function can be integrated into conventional retail spaces. Following a short introduction of the history of retail spaces and looking into the categories of multifunctional retail spaces, flexible furniture is analyzed with the qualitative research method of case studies. The questions that are asked are: What is the retail space of the future? How can two or more functions be combined together in retail spaces through the use of flexible furniture?"Item Restricted Designing a permanently temporary space : with a flexible furniture system as key element(2017) Jansson, Erika; Martín, Javier; Starck, Adrian von; Faculty of Architecture and Design; Berlin International University of Applied Sciences"E-commerce is becoming more popular, rents are getting higher and we are in the middle of a collaborative consumption movement. All these aspects have made the retail environment much more competitive and the model of a retail space has changed, and is continuing to change dramatically. The design of physical retail spaces has to change. They need to become more flexible and multifunctional to be able to rearrange venues for events and pop-up stores. This will give customers experiences as opposed to just selling products or services. The purpose of this thesis is to identify how temporary retail spaces look today and to investigate how they can be made to be more flexible by prioritizing furniture as their main tool. Thereafter, the goal is to develop a multifunctional and flexible furniture system that could create a permanently temporary space. The thesis includes researches about temporary retail spaces, three analyses of stores with flexible design, and finally the development and visualization of a final project. This project resulted in a furniture system with movable panels with different functions. They offer the possibility to rearrange a space with ease and to provide a rotation of a variety of pop-up stores, galleries, workshops and many other kinds of events."Item Restricted Retail Design surviving COVID-19(2021) Menge, Angelita; Brünjes, Katrin; Larsen, Sigurd; Interior Architecture / Interior DesignMACHINE-GENERATED SUMMARY NOTE : The COVID-19 pandemic has become a struggle for many economic sectors around the world. The retail industry needed to make use of e-commerce to be able to survive the lockdowns. However, as convenient as shopping online can be, the interaction and experience of going to the physical store cannot be replaced with some clicks on a screen. Retail Design will play a vital role in bringing the customers back again to the brick-and-mortar spaces. This thesis will focus on the different strategies that Interior designers are implementing for Retail spaces. Some of these new practices include the use of easy to clean materials, modern technologies that can help to make a design more functional, new circulations inside the stores, self-checkout systems, and last but not least, the creation of new experiences inside the retail spaces with more innovative ways to communicate visually and contact-sensitive with the customers. As a research methodology: literature analysis, case studies, and a practical design proposal will show different strategies used by retail designers to overcome the current situationItem Restricted Smart retail : opportunities of using augmented reality and contemporary media in retail design by the example of a sports brand(2018) Wohlfahrt, Charlotte; Pöğün-Zander, Yüksel; Starck, Adrian von; Faculty of Architecture and Design; Berlin International University of Applied Sciences"This research explores the boundaries between virtual and analogue space. What happens when we merge actual space with an augmented experience or illusion? A digital store design can change the future of shopping, bring advantages to retailers and customers and reform how retail designers approach their work. [...]. The aim of this research is to explore the challenges and opportunities when using augmented reality (AR) and contemporary media in retail stores, in order to determine their impact on how to plan a successful store design. To create a story within this thesis, a series of research questions will be asked. Starting with an overview of the existing shopping experiences before new media technologies and augmented reality. How do we shop? What are the factors that positively influence our buying behavior and how are retail spaces planned to influence this? Moving on, what the term augmented reality is commonly used for and what new media technologies we can profit from, will be defined. How does the technology work and what are current AR trends? How can it be integrated in retail effectively and what are some functioning examples? This research will examine whether it is even measurable and if so, can this technology lead to a higher ROI? [...] this thesis will propose a smart retail design that is user friendly and enforces shopping behavior by offering a unique experience, in addition to a fluid buying process. [...] Critically assessing and comparing existing literature will be the basis of this research. The analysis of three case studies on the integration of technology into a design concept will help to identify how retail design and technology can be smoothly interlocked in terms of the customers experience. Furthermore, conducting an interview with a retail space owner and interior designer will provide information to back up the importance of this research."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 Strengthening a young company's brand identity through interior design(2020) Schneeweis, Felicia; Martín, Javier; Pöğün-Zander, Yüksel; master's thesis in Interior Design"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."Item Restricted Strengthening existing retail qualities and adding further functions to the traditional luxury retail sector by enhancing benefits and adding additional attractors(2021) Arkenau, Maximilian Kaspar; bachelor thesis in Interior Architecture / Interior DesignMACHINE-GENERATED SUMMARY NOTE : The Covid-19 pandemic continues to negatively impact many different sectors of life. One of the industries that was hit the hardest is the retail industry, in particular the luxury retail industry. As a result of the pandemic, the luxury retail industry has been greatly impacted by several forced store closures. Unfortunately, this trend is likely to continue. Although this means the tragic ending for many stores, it is a well-known fact that retail stores and luxury retail stores have struggled increasingly long before the pandemic commenced. According to statistics published by Statista in 2018 (see graph below) three main causes can be identified for this. These are: a predominance of the online retail sector (62%), a general change in shopping behaviour (56%), and a lack of consumer confidence (49)%). When observing the luxury retail sector carefully, a number of weaknesses become apparent which are further highlighted by the statistics below. Firstly, the benefits of online shopping seem to be far greater for individuals than those of traditional retail. Especially during the pandemic, individuals are benefitting from the general convenience and the ability to shop contactless. Consequently, new customer groups who previously had not purchased goods and services online are attracted. When analysing the statistics below, there is a great chance that the percentage of individuals who prefer to shop online will increase even further to the point where individuals will choose to shop online exclusively. As inner cities have become increasingly depopulated in recent years, this purchasing behaviour is likely to be stimulated even more. The overall change in shopping behaviour can be attributed to the fact that retail is not transforming, and new adventures are not created. However, it is also due to people taking advantage of the convenience of online stores and thus staying away from retail stores. The lack of innovation in retail is then transferred to the poor consumer mood and explains why 49% of the people in the survey criticised this. New approaches are therefore necessary to revitalise the luxury retail sector and to increase the aggregate demand once againItem 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 spacesItem Metadata only Victoria's Secret meets Berlin : retail and context(2017) Larsen, Sigurd; Starck, Adrian von; Faculty of Architecture and Design; Berlin International University of Applied Sciences"This project aims at designing an interior space for the existing brand Victoria's Secret and adapting it to the cultural context, and characteristics of Berlin, and the local preferences for the shopping experience in Berlin. [...] My proposal is to bring Victoria's Secret to the heart of Berlin in Mitte and design a proposal of how lingerie can be branded and experienced in the specific context of Berlin through a new spatial concept for the interior organization, furniture, materials, customers' needs, and facilities for events. [...] This research aims to show how context, culture, and social structure can affect an interior space in space organization, materiality, and furniture. It shows a diverse concept and distinctive design of the brand Victoria's Secret in different locations, and also proposes a design of the brand Victoria*s Secret in Berlin/Mitte taking consideration of Mitte's characteristics and the Victoria's Secret characteristic as well. The research begins by explaining what a retail design is, and how it has been presented in the past to our current day. Furthermore, going more into retail design studies and explaining types of fashion retails. Then being more specific and explaining lingerie retail design for a brand such as Victoria's Secret. Additionally, explaining the shop exterior and, interior features in different locations around the world such as the United States of America, the Middle East, the United Kingdom, and Asia. Furthermore, explaining how the context and culture of each location are affecting the interior design of the Victoria's Secret Retail stores. Next, an explanation of the proposed retail design (the Victoria's Secret) in Berlin, which is based on the effect of the context on a retail design, the aim is to create a new experience of Victoria's Secret in Berlin by creating an interior retail space that aims to show Berlin/Mitte's vibe and culture through it. The proposed retail design is more like an exhibition and a boutique at the same time. The Berliner Victoria's Secret is having few characteristic of the actual existing brand. Such includes products, space division (display and exhibition section, cashier, sitting lounges, fitting rooms, and makeup sections), and the primary colors of Victoria's Secret (black, white, grey, and pink). It is different from the actual Victoria's Secret shop in the furniture, materiality, and the usual open closet look or bedroom that the shop has in almost all the branches. The Victoria's Secret of Berlin will have a sequence and more systematic approach of the spatial divisions; it is more of a pavilion or open interior, without interior walls, and the diverse spaces within the shop are being defined by the glowing columns that will exhibit the products inside. The aim of the shop is to represent Berlin/Mitte in a retail interior space, also a space that exhibits Victoria's Secret products. To sum up, franchises can have different space design in different space design in different locations around the world. Such includes the context, culture, and social structure of specific locations."