thimble Tattoo Shop abreviated process book pawel koszarowski

Transcription

1 thimble Tattoo Shop abreviated process book pawel koszarowski

2 introduction This Process Book is designed to guide the reader through my 5-months-long graduation project. It provides clear reflection on my research, decision making and how I applied my findings to create my final product. OBJECTIVES: Demonstrating my ability to apply the tools I obtained at AMFI resulting in a strong graduation project to take me with confidence into the work market, showing both my analitycal abilities as well as the creative skills in Brand & Concept Development.

3 retail formula : pop-up shop retail formula : pop up shop retail formula : pop-up shop Thimble Tattoo Shop is a pop-up formula meant to appear in multi brand environments the brand Objectives will be sold in, in order to introduce the brand and gain awarness. Locating the Shop in places popular among the Urban Gents like Harvest or Hutspot and using their marketting channels will make approaching the target group easier. Real life experience of the customization process and Introducing Thimble Leather Goods Creating a tangible brand experience Generating publicity & word-of-mouth observing the possibilities it offers will help generate traffic in less tangible online selling point as well as generate word-of-mouth promotion. why pop-up shop? - relatively low cost (no permanent rent for retail space) - considered a marketing tool more than retail space -> if successfull, generates publicity and brand awareness, makes a strong brand statement on already saturated market - provides a tangible brand experience that is less possible in online retail channels 4 5

4 context : urban multibrand stores context : urban multibrand stores why urban multibrand stores? Stores like Hutspot, Harvest, Raw Materials, Bendorff or Tenue de Nimes in Amsterdam or The Local Hero in Rotterdam already manages to reach Thimble s target group - The Urban Gents. By placing the pop-up shop there it becomes easier to introduce the brand to them. These stores also have already established marketing channels that can be used to further gain awarness among customers and media, lowering the costs of Thimble s own marketing. urban multibrand stores : analysis - repurposed vintage furnishings - raw, industrial architecture - rather dark and uniform - focal points exposed with warm lighting objectives for Thimble Find a way to both belong inside these stores (in form) nad establish differentiating elements (in material) 6 7

5 for whom? creative concept self-expressive nomadic groomed thimble s target group : the urban gents creative concept >> Your bag is a journal. Tattoo is the story. << The Urban Gents choose their attire and accessories very carefully, going only for the items that really say something about who they are and where they have been. Thimble offers the opportunity to express ones unique experiences in a form of tattoo engraving. Therefore the shop design must printed media and blogs multibrand store s marketing channels be focused around the product and the process of collaboration between the client and Thimble team to tell that story together. The keyword here is ESSENTIAL - only the objects of most quality and emotional value get to be in the spot light (products, customization areas, panelling of wood and leather) the rest serving purely functional purpose (simple metal modules for construction). for whom? design brief : values The Thimble Pop-up Shop is meant to introduce the brand to its target group. It is also a marketing tool for the brand to get featured in popular among the target group magazines and blogs. The pop-up formula and the customization process are also tools to attract other multibrand stores to CORE VALUE : ESSENTIAL & GENTLEMANLY EXPRESSIVE VALUE : ENGAGING & COLLABORATIVE FUNCTIONAL VALUE : MODULAR & SCALABLE collaborate with Thimble and together gain the publicity that such stunt will generate. 8 9

6 design inspiration : essential & gentlemanly design inspiration : essential & gentlemanly paneling in wood & leather tufted seating the use of rich materials for paneling within linear structure inspired by gentlemen s clubs design research : essential & gentlemanly simplicity of linear 60 s furniture Basic furnishing units inspired by simplicity of the 60 s industrial design with its lightness and linearity of form. The units paneled with rich, gentlemanly materials will elevate the design and add richness and luxury

7 design inspiration : engaging & collaborative design inspiration : engaging & collaborative tattoo equipment laid-back and collaborative atmosphere of a tattoo stufio developing and discussing the tattoo design or its placement with use of golden stained mirrors tattoo art displays design inspiration : engaging & collaborative executing the design on the spot with laser machine The atmosphere of the shop is drawn from the actual tattoo studios - relaxed and exuding collaborative vibe. Gold stained mirrors serve both at tattoo art displays as well as engaging tool to develop and test own designs that can be executed on the spot with the laser machine

8 design inspiration : modular & scalable design inspiration : modular & scalable interchangable modules and panels that can be modified seasonally modular construction allows several combinations adjustable to the space limitations of a specific venue design inspiration : modular & scalable Modular design of the display units and filling it with interchangable paneling allows modifications due to seasonal trends or space limitations. Both solutions make the design more practical and flexible as well as cost efficient

9 summary : look & feel summary : look & feel ESSENTIAL ENGAGING & COLLABORATIVE leather for work area linear construction with fine materials paneling teak color stained plywood for displays MODULAR & SCALABLE copper mirror panels with sesonal tattoo designs GENTLEMENLY tufted leather for seating 16 17

10 store units : sketches store units : sketches thimble leather goods thimble leather goodsupta demposs equisim repe doluptatis dolupie ndaecta tessiniscidi con leather goods nusdandentis simposse volup- Copper mirrors allow to display seasonal tattoo designs and discuss the custom design with the clients - making fast sketches, deciding where to place the design etc. Shelving unit 18 19

11 page title page title leather panel copper mirrors with tattoo design laser machine thimble leather goods Wall shelving system tufted leather Customer service / customization desk Bench and display 20 21

12 customization : laser engraving page title customization : laser engraving why laser engraving? cost efficient fast precise innovative Laser engraving is an innovative and efficient customization tool. Excluding the investment in the machine (about euros), cost per item is much lower than attisan s hand work. Laser engraved tattoo of approximatelly 20x20cm diamentions costs, depending on complexity, euros. Due to size limitations for the lasered object, the Thimble line will be split in two categories: Urban Line consisting of smaller bags and accessories that can be customized on the spot with clients own design; and High End Travel Line that requires production from pre-lasered leather. The latter line comes in limited seasonal editions that then can be personalized by hand with clients initials. Even though these bags can not be fully customized, their limited amount makes them exclusive. Changing tattoo design collections add the seasonal character to otherwise permanent Thimble line and allow to adjust to changing trends, while keeping the brand consistancy. urban line high end travel line 22 23

13 configuration #1 : view #1 configuration #1 : view # Product display 2. Customization service & Register 3. Laser machine 4. Sitting 5. Storage 1. Choose 2. Customize & Pay 3. Execute 4. Wait functional drawing & floor plan view #1 : BLENDED BACKGROUND view #1 : outline view #1 : full context 24 25

14 configuration #1 : view #2 configuration #1 : view # Product display 2. Customization service & Register 3. Laser machine 4. Sitting 5. Storage 1. Choose 2. Customize & Pay 3. Execute 4. Wait functional drawing & floor plan view #2 : BLENDED BACKGROUND view #2 : outline view #2 : full context 26 27

15 configuration #2 : View #1 configuration #2 : view # Product display 2. Customization service & Register 3. Laser machine 4. Storage 1. Choose 2. Customize & Pay 3. Execute functional drawing & floor plan view #1 : BLENDED BACKGROUND view #1 : outline view #1 : full context 28 29

16 check #3 : deliverables check #3 : deliverables screen research topic moodboard brand identity moodboard laser engraving moodboard concept slide show relevant trends moodboard target group moodboard concept moodboard wooden boxes thimble thimble Tattoo Shop thimble Tattoo Shop leather goods envelope full process book ipad abreviated research book brand book pop-up shop research book pop-up shop concept book wrapping paper thimble leather goods sample box stamp & ink pad self-evaluation form box 30 31

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