Metamorphosis

Politecnico di Milano Facoltà del Design Ms.c in Product Service System Design A designer has the ability to touch the best parts of the human beings; sensation, satisfaction and intelligence. A good design creates an endless potential and opens countless opportunities for the future steps. Good designs allow people to be more sensible; help each other, understand the reality and cooperate for a better future. Design, is not only considered physical space, or as product or visually. Design creates an opportunity to help the society and improve human personality. Design creates strong communications and if the way of designing is responsible to our environment, this positive effect will be encouraged to the community and it will provide a better future and a better quality of life for all. Retailing and Sustainable Service System Solution Student: Kagan Varoglum | 708018 Relator: Prof. Luisa M. Collina, Co - relator: Giulia Gerosa, Academic Year: 2008 - 2009

_ structure of the thesis PART II PART I PART III RETAILING & BRANDING FUTURE SCENARIO SUSTAINABLE DESIGN In the first theoretical part of the thesis, we will try to understand the relationship between branding and retailing; what is the basic principle of retailing? why branding is important? And what are the basic tools that make retailing visible in terms of marketing. In the second part, we will try to understand the sustainable service system and the existing service samples. third part of this thesis is a service and store designing project. The project explored greater with possible service scenario and interior design drawings.

_ retail design RETAIL DESIGN PART I Shopping is a very important social activity which has a major part in our lives. It’s an opportunity to socialize, to follow information and, trends in the world. Designing a shop is based on marketing strategy however the designer plays a major role to create an innovative shopping experience. street market in India

_ retail design THE NEW CONSUMER PART I Retail design is increasingly seen as a powerful resource. Retailing today is about people – their lifestyles, attitudes and beliefs – and design is part of the experience shopping. The important aspect of all retail design lies in understanding both the product and the aspirations of the customers. Liverpool, United Kingdom. For the elderly and lonely consumer it may be the only opportunity of the day to speak to another person. Brighton, United Kingdom. Young couple define themselves by style and image.

_ retail design TRENDS PART I ART FOR SALE Today’s shops provide experiences. People go shopping to be entertained. (Hiroshi Nakamura, Tessa Blokland, Dress Code, Interior Design for Fashion Shops, Frame Publishers, 2006) Even the most mundane transactions can be turned into memorable experiences. B. Joseph Pine II and James H. Gilmore (The Experience Economy) (Alina Wheeler, Designing Brand Identity, Wiley, 2006) SHOPPING EXPERIENCE TRY BEFORE YOU BUY CUSTOMIZATION / PERSONALIZATION ART EXPERIENCE DESIGNING ENTERTAINMENT DESIGNING LEISURE EXPERIENCE

_ retail design PART I TRENDS / Prada Marfa, Valentine, Texas, USA , 2005. ART FOR SALE SHOPPING EXPERIENCE TRY BEFORE YOU BUY CUSTOMIZATION / PERSONALIZATION ART EXPERIENCE DESIGNING ENTERTAINMENT DESIGNING LEISURE EXPERIENCE

_ retail design PART I TRENDS / Set & Sekt Store, Basel, Switzerland, Design: Andreas Brundler. ART FOR SALE SHOPPING EXPERIENCE TRY BEFORE YOU BUY CUSTOMIZATION / PERSONALIZATION ART EXPERIENCE DESIGNING ENTERTAINMENT DESIGNING LEISURE EXPERIENCE

_ retail design TRENDS / Samsung Experience Store, New York, USA. PART I ART FOR SALE SHOPPING EXPERIENCE TRY BEFORE YOU BUY CUSTOMIZATION / PERSONALIZATION ART EXPERIENCE DESIGNING ENTERTAINMENT DESIGNING LEISURE EXPERIENCE

_ retail design PART I TRENDS / Nike Air Force 1 Love, Harajuku, Tokyo. Desig: Torafu. ART FOR SALE SHOPPING EXPERIENCE TRY BEFORE YOU BUY CUSTOMIZATION / PERSONALIZATION ART EXPERIENCE DESIGNING ENTERTAINMENT DESIGNING LEISURE EXPERIENCE

_ retail design PART I TRENDS / Diesel Denim Gallery, Interior View, SoHo Street, New York. ART FOR SALE SHOPPING EXPERIENCE TRY BEFORE YOU BUY CUSTOMIZATION / PERSONALIZATION ART EXPERIENCE DESIGNING ENTERTAINMENT DESIGNING LEISURE EXPERIENCE

_ retail design TRENDS / Bacardi & 55 DSL, Amsterdam, Design: Wink & Andrea Rosso. PART I ART FOR SALE SHOPPING EXPERIENCE TRY BEFORE YOU BUY CUSTOMIZATION / PERSONALIZATION ART EXPERIENCE DESIGNING ENTERTAINMENT DESIGNING LEISURE EXPERIENCE

_ retail design TRENDS / Nespresso, Paris. Design: In – house and various. PART I ART FOR SALE SHOPPING EXPERIENCE TRY BEFORE YOU BUY CUSTOMIZATION / PERSONALIZATION ART EXPERIENCE DESIGNING ENTERTAINMENT DESIGNING LEISURE EXPERIENCE

_ sustainable design SUSTAINABLE DESIGN PART II Can Designer Save the World? (Jennshreve, Buzz Poole, Green Design, Mark Batty Publisher, New York 2006) Industrialism has a metabolic problem: it eats too much and it eats the wrong things. (Paul Hawken, environmental activist EnvironDesign1, Phoenix, AZ) When we destroy nature we diminish and impoverish our communities, our children and our lives. Our children need to know that they are part of a continuum. (Robert Kennedy, Jr., Environmental Advocate EnvironDesign6, Seattle, WA)

_ sustainable design PART II Freitag Store, Zurich Switzerland, Design: Spillmann Eschsle Architekten.

_ sustainable design PART II The Belmont Clothing Library, Australia.

_ sustainable design PART II Clothing Swap.

_ sustainable design PART II Swap – O – Rama – Rama.

_ sustainable design PART II Goodone.

_ sustainable design PART II Maternity Clothes Library (www.llloxford.org.uk).

_ sustainable design PART II Clothes Swapping Parties.

_ sustainable design PART II CUSTOMER SURVEY This section will analyze how eco - fashion design is perceived by customer. The survey aim is to get in touch with the customers’ points of view. The survey is conducted with 170 people by internet.

_ sustainable design PART II CUSTOMER SURVEY

_ sustainable design PART II CUSTOMER SURVEY To sum up, these results imply consumers’ approach towards eco – fashion design. Most of the costumers (65%) agree that eco – clothes designs are less aesthetic than the others. However, a large number of the consumers’ (92%) also agree that we should recycle clothes instead of throwing them away. As a result; all information concerning the eco – clothes design cannot be obtained by only being green. In this framework, the need to have a balance between being green and being aesthetically appealing can be seen. Therefore, eco – clothes designs have ‘image’ problems.

_ the problem with purpose PART II PROBLEM AND PURPOSE Problem Retailing is growing into the new technology. Producing a new product became as fast as consumption. Depending on the quality of clothes and users conditions, clothes turn into an obsolescent and most users throw them away. Producing ‘recycling clothes’ is an emerging concept which helps to minimize energy consumption, waste reduction, develop social structure, economic benefit and thereby save the environment. Purpose Metamorphosis is the name of the store design (service) project. The project is based on sustainability. The aim is to create a new shopping experience through possible sustainable solutions. Metamorphosis Store Design project fills the gap between human being; their needs, desires, satisfaction and environmental reality. The way of the connection between the two different issues is also demonstrated; i.e. how sustainable design solution can be ‘green’ and at the same time contemporary and luxury.

_ project proposal PART III FUTURE SCENARIO It is estimated that if every Briton purchased one item made from recycled wool a year it would save: 371 million gallons of water, 480 tonnes of chemical dyes and 4571 million days of an average family’s electricity needs. UK.Gov. The way forward then; second hand clothes and small ethical manufactures and designers, honestly it’s this seasons big thing. Bibi Van Der Zee (The Guardian 10th October 2006)

_ future scenario PART III FUTURE SCENARIO Metamorphosis Store is a retailing and service project that creates eco – efficient solutionand provides sustainable service system for waste minimization, energy consumptionand save the environment. Re – designing is an emerging concept that gives a new life to old clothes. To consider the industrial contexts, re – designing concept is improving both the social, economical, environmental qualityand benefit to developing sustainable concept for everyday life. Metamorphosis store / service project will build a new dimension and give a dynamic value to re – designing clothing concept. Metamorphosis store / service project will not only fulfill the right sustainable service but it will also demonstrate how sustainable design can be ‘green’ and the same time ‘unique’, ‘luxury’ and ‘contemporary’.

_ service proposal PART III SYSTEM MAP

_ project proposal PART III CONCEPT DEVELOPMET / INSPIRATION hanging clothes traditional method is hanging clothes on the string, to give an image of ‘new’, ‘clean’ and ‘fresh’ which is also matching by customers’ subconscioussness. Because re – designed clothes’ materials come from old clothes but new designed clothes are fresh, clean and ready to wear. Method of presenting the products this way instead of hanging on the line will break the idea of oldness and will give another dimension which is new and fresh.

_ project proposal PART III CONCEPT DEVELOPMET / INSPIRATION transparency transparency allows seeing through and creating endless vision.

_ project proposal PART III CONCEPT DEVELOPMET / INSPIRATION flower path flowers give a sense of smelling and fresh feeling which is also related with hanging clothes on the string because of new washed clothes good smell. It also creates a link between people and nature. In this case users integrate the nature and they will feel that they are part of the habitat.

_ project proposal PART III CONCEPT DEVELOPMET / INSPIRATION white gives a sense of cleanliness, hygiene and freshness. White reflects the light and creates abstract sense of surrounding.

_ project proposal PART III CONCEPT DEVELOPMET / THE IDEA

_ project proposal PART III NAME metamorphosis

_ project proposal PART III PACKAGING

_ project proposal PART III METAMORPHOSIS STORE DESIGN Metamorhosis Store Front View, Via stendhal, Zona Tortona District, Milano

_ project proposal PART III METAMORPHOSIS STORE DESIGN / LOCATION Metamorphosis Store / Workshop located in ZonaTortona district in via Stendhal at via Solari corner. Apartment location of about 150 sqm, between ground floor and first floor. Two large shop windows overlooking the street and bringing more natural light into the space.

_ project proposal PART III METAMORPHOSIS STORE DESIGN / TECHNICAL DRAWING

_ project proposal PART III METAMORPHOSIS STORE DESIGN / 3D RENDERING

_ standing hanger01 PART III METAMORPHOSIS STORE DESIGN / EQUIPMENTS

_ standing hanger02 PART III METAMORPHOSIS STORE DESIGN / EQUIPMENTS

_ hanger pulley03 PART III METAMORPHOSIS STORE DESIGN / EQUIPMENTS

_ molo paper softseating04 PART III METAMORPHOSIS STORE DESIGN / EQUIPMENTS Molo paper softseatingcan be used creatively and interchangeably, as seating. Softseating has envolved to include various forms and distinct materials. These materials, paper, and textile, are 100% recyclable. Paper softseating is made entirely from kraft paper with 50% recycled content.

_ conclusion PART III CONCLUSION Metamorphosis store is providing ‘sustainable life style’ into the retail environment. Metamorphosis store furnitures; workshop table, bar, bench, partition wall are all made from recycle materials, products; clothes, packagings designed from environmentally friendly source and recycled materials. Design, is not only considered physical space, or as product or visually. Design creates an opportunity to help the society and improve human personality. In this project, the aim is touch the best part of human being and create a new shopping experience through possible sustainable solutions. I believe that design creates strong communications and if the way of designing is responsible to our environment, this positive effect will be encouraged to the community and it will provide a better future and a better quality of life for all. As a conclusion, metamorphosis service and store design project provides a ‘sustainable life style’ to the retail environment.

_ conclusion PART III CONCLUSION ‘It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.’ Charles Darwin (1809 - 1882)

Metamorphosis

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