Shop entrance.
Pay point area.
Window display. Scenes have been created to explain the products. Interactive curtain display to the right.
Kitchen and Dining room universe, scene set up between the displays to showcase the products as they would be used.
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WhitehouseThe concept for this store design is “Portals to Parallel Universes...”
The layout and circulation of the store focus on portals offering opportunities for Denise to discover the parallel universes of products, which display stories and ideas for her own home. The universes are structured around the progression of Denise’s day showcasing the kitchen and dining areas, bathroom and bedroom areas. The layout incorporates a move from busy areas of the home to the quiet, restful bedroom where she would end her day. These universes run parallel to the facade with pivot doorways providing the portals between them to move through and discover. The window display contains scenes that offer a teaser to what is in the universes themselves. Through this design, each aspect of the brief has been addressed through a concept, which breaks the mould of standard retail design. Quirky elements have been incorporated in keeping with the witty way in which the brand seeks to position itself within the market. The resultant store design is completely different from standard designs, giving it a fresh and exciting edge. Project brief:
The project brief involved designing the flagship Whitehouse store in Pretoria, and creating a franchise package that can be carried through to other Whitehouse stores. There needed to be a hierarchy and flow to the interior with products displayed so that they can sell themselves via visual merchandising. Through product universes, there needed to be a focus on creating stories with the products, aimed at the target market, a character referred to as Denise and catering for her needs. Project entailed:
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Bathroom universe display.
Duvet display area with a special stand where different types of duvet inner can be felt and experienced.
Informal lounge or pause area within the bedroom universe. Situated at the back of the store, this space offers free coffee for shoppers to enjoy
Interactive curtain display, where there is a screen displaying images as if looking out of a window. These images change on a slideshow-basis. Spot lights and dim lights from behind can be switched on and off by the customer to see how much light the curtain is going to block out.
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Bathroom universe display.
Bedroom universe display.
Play box for children. This would create a space for parents to leave their children while they browse around the shop. Situated at the back of the store for privacy. Space includes a Nintendo Wii for the children to play with. The floor of the box is made of a mattress for them to jump on and live out their fantasy's of jumping on beds. Doors of different heights and sizes make the box more fun for them to be in.
Pay point in the front of house area.
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