dfs brain storming

HDAHUGH DUTTON ASSOCIÉS

DFS FaçaDeS DeSign

S t u D i e S


ConCept:

DFS DnA describes stores that offer multiple brands for travelling people, luxury, quality, exception, red..

This does not include one specific brand that already benefits from a reputation and identity as do the competitors on Canton and peking roads. A new, appealing and attractive image is required. We propose a façade of artistic quality for attraction and interest appeal. It is intended to provide an originality that enhances the store, but that does not obscure the store’s recognisability or cloud the commercial identity.

The Brand Image façade is based on an adaptable composition of an iconic portal set in a luxurious textured field. The field adapts and responds to its specific local context in each case. All will have a common denominator theme with a local variation. The DFS store is a cornucopia of good things. An abundance of gifts and precious luxury items. The façade should communicate this concept of a treasure trove inciting a desire in the passerby to enter a world of richness and gifts.The stores are to be beautifully wrapped packages. Shrouded in a poppaea’s veil that ‘hides her beauties behind a mask if not to make them more precious to her lovers, her veil engenders a perfection that is immediately stolen away, and by it’s very flight demands to be recaptured by our desire..’

The veil is a rich textured screen, in a luminous material the plays with light by day and by night. Light boxes like jewels appearing behind the veil with messages about the seasons and the merchandise, animate the large surface of the veil. Beginning as a pattern of tiny light crystals at the top they grow behind it gradually be-coming visible boxes finally manifesting themselves as display showcases that animate the entrance vestibules. The articles inside are lit with spotlighting to highlight the luxury and quality. The veil is softly lit in a white colour with a feint tint for the colour of the season.

The articulation of the veil suggests movement, and the pattern of this movement is a passive signal to locate the entrance. It is not a ‘wallpaper’ texture repeated mechanically, but one that evolves and responds to in-cidents and the falling jewel boxes.The iconic red portal is an architectural doorway, the entrance to the treasure trove. It is always identical, for every store. Illuminated in the rich and deep red colour of DFS.


Veils and lights

Suggested jewels

• Suggested jewels

• Suggested urge • Suggested jewels

• Suggested worlds

• Atmospheres


origami studies


curved fold studies

• Cellular Automata Circles studies


studies around a circle


studies around multiples circles

• Moires studies

• Cercles on surfaces studies



• Spirales spheres studies

• opening studies

• magnetics studies

• Julia set studies (fractales)


textures


• Stephen Sprouse for Louis Vuitton

• Fauchon

• Louis Vuitton-tokyo

• Letter press-Dice print-Stukenborg


• Wallpaper Carnovsky


• Bisazza


façade: possibles typologys


LocaL StuDieS baSeD on 3D moDeLS anD pictureS


A B C

A B

DC

D E

E

Sun plaza

• 3d base model

• Simple image view points

F

F


A

B

C

A B

C

D

E

D

E

Waikiki

• 3d base model



Waikiki


A

C

A B C

D

E

D

E

SCottSWALK

B

• 3d base model



SCottSWALK


Display

• Dior Ginza tokyo

• Chanel tower tokyo

teXtURe RepetItIon oF pAtteRn

• Louis Vitton tokyo


Display

• Louis Vitton Hong Kong

BoXeS : UnIFoRM FACADeS

• Louis Vuitton Boston • Burberry new York

• Louis Vuitton tokyo• Armani new York• Jil Sander new York


Display

• Loewe tokyo

dfs brain storming

Documents

studies fractales julia

hdahugh dutton associsveils

poppaeas veil

dfs store

iconic portal set

light boxes

lightssuggested jewels

faade of artistic quality