vm guidelines correct
TRANSCRIPT
CONTENTS
- Introduction - The Brief - The Brand - The Customer - Pop-up Strategy - Inspiration - Location - The Concept - Material Palette - Left Fixture Spec. - Right Fixture Spec. - Centre Fixture Spec. - Wall Unit Spec. - Floor Placement - Product Zones - Product Placement
INTRODUCTIONThis guideline will introduce and inform, how to
effective implement the new YMC pop up shop in Liberty London.
It will explain the YMC brand, their customer and consider the current seasons collection.
Current visual merchandising trends as well as the images and textures which have inspired the
concept are included to enable a true understanding for the pop up store.
The guidelines include instructions as to where to place the pop-up with in liberty, once the individual
elements have been produced as per the specifications.
The guide also includes directions for product placement, and product display techniques to be
used within the concept once it has been placed in store.
THE BRIEF
To design a pop up store for Liberty of London, to temporarily transform the retail experience and journey of existing customers. You will determine the product adjacencies, zoning, fixture and interior design of you pop-up store.
THE BRAND
The man who ‘designed American’ and the father of industrial design, Raymond Loewy, famously said when asked what he saw in the future for design: “You must create your own design and style”. It is this philosophy that is the inspiration and driving force behind the brand. The name, YMC, stands for ‘You Must Create’ and this ethos is maintained in the label’s collections. YMC do not follow current trends or styles, but instead focus on creating stylish, functional and modern clothing for men and women, allowing the product (rather than the marketing), to speak for the brand.
THE CUSTOMER
“… I’d like to think our customer is someone with a real sense of their own style.” – Fraser Moss
THE POP UP STRATEGY
A pop-up is a shop, a restaurant, a collection of shops, or an event that opens in a temporary location and is intended to operate for a short period of time. Consumers expect that the pop-up shopping experience will be unique — different from the average brick-and-mortar visit.
INSPIRATION
Looking at the curves and waves in the architectural structures, such as railway stations and bridges.
Observation how natural, feminine curved shapes, can create a large, strong structure.
THE LOCATION
The location is represented by the pink square on the small image
The pop up will be located on the denim casual floor in Liberty London on Regent
Street.
Its specific location will be in the current YMC space, at the back of the room when
entering from the main staircase of the store, coming up from the jewellery floor.
THE MATERIALS
Fixture: Formica Collection Woods: F8841 Colour: White Ash
Flooring: Plywood with a vinyl Finish: Van Gogh - Lancewood VGW44T Colour: Mid Brown
Carpet on Floor: New Shapes Cambridge 50F: Cam50F NS Colour: Bright Blue
Glass for Shelving: 4mm Tinted Grey Toughened
Rails Between Fixtures: 30mm diameter, round steel tube, chrome plated
Slimline Ledge 22 Lightbox - 63.9mm x 63.9mm
LEFT FIXTURE SPECIFICATION
Left hand fixture. Rail is shop-able from both sides. Shelving unit provides surface for fold down and accessory display
RIGHT FIXTURE SPECIFICATION
Right hand fixture, Like the left-hand fixture, this is shop-able from both sides. It doesn't feature the shelve but has a cross-bar providing two face-outs for key pieces
CENTRE FIXTURE SPECIFICATION
The centre fixture, creates a focal point for the concept. It has 2 glass shelves, providing space for fold down and accessories / shoes
WALL UNIT SPECIFICATION
This unit creates a focal point against the back wall of the pop-up store, whilst also providing a destination zone for the shopper.
FIXTURE PLACEMENT
The floor plan, with no fixtures, showing position of the carpet in the spacePositioning of each fixture within the space
Right
Left
*Arrow indicates main point of entry
PRODUCT PLACEMENT
E x a m p l e o f h o w accessories, shoes and fold down knits should be displayed on within the fixtures.
Products should be displayed on levels of one, except for fold down knits should be on twos. Key pieces / bestsellers should be displayed on the face-outs in key sight lines for the customer. Options should be placed in the rail with outfits in mind.