A VCU Brandcenter Project that takes the Willams-Sonoma brand out of suburban malls and into vibrant urban communities.

1. Van Gould
W-Space: A Third-Space Retail Bryce Issacson
Kayleigh Ma
Concept for Williams-Sonoma. Jake Mitchell
Jenny Starks
Jeff Vitkin

2. Challenge
Upscale Cooking Retailer
Willams-Sonoma is looking for a
way to connect with the younger
consumer.

3. Research
Pros. Foodies. Foodiots. To‐goers.
cook every day cook 5-7 days per cook 3-5 days per cook 0-3 days per
week week week
driven by passion
driven by driven by curiosity driven by
create unique intellectuality convenience
recipes blogs & websites
learn from the pros not trying to impress
trendsetter anyone on food and
aspiring to be
follow popular trends cooking
foodies
specialty/online
stores Target, Crate & Target, BB&Beyond TJ Maxx, Kohls,
Barrel Walmart
no food porn
Food Documentary Semi-Homemade or
Market research and independent surveying
revealed the “Foodiot”, those passionate about
food but lacking the skills to cook themselves.

4. Insight
Foodiots are aspiring foodies who have
extensive experience with food, but very
little with cooking.

5. Insight
Foodiots are aspiring foodies who have
extensive experience with food, but very
little with cooking.
Tactics
Engage Foodiots in their urban
environment with an interactive third space
destination that educates and entertains.

8. Interactive showroom designed
as a functional restaurant kitchen

9. Interactive showroom designed
as a functional restaurant kitchen
Dining area hosts a series of
exhibits on local food issues

10. Interactive showroom designed
as a functional restaurant kitchen
Dining area hosts a series of
exhibits on local food issues
Cooking classes occur in the
evening, drawing in the nightlife
crowd

11. Interactive Kitchen

12. Food Gallery