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Retail Visual Merchandising

Concept Report

Report by:

Goh Jun Long 1304777D
Kong Yee Ling Dayna 1304006H
Lee Ju Wen Gwen 1301177J
Queenie Lee Jia Jing 1302431J
Seah Li Yi 1306152H
Wee Jie Xin 1305450G

|Contents Page |
|Table of Contents |Page |
|3 Brainstorm Ideas | |
|Illustration of final selected concepts |1 |
|Window display |2 |
|Backdrop |2 |
|Focal Point |2 |
|Complementary Design |2 |
|Storefront |3 |
|Interior Display |3 – 6 |
|Cashier Area |3 – 4 |
|Panel Area |4 |
|White Wall Area |5 |
|Fitting Rooms |5 |
|Hanging Mobile |6 |
|Poster |6 |
|Detailed Budget Breakdown |7-8 |
|Work Plan |9-10 |
|Appendix |A |

2. Illustration of final selected concept

As shown on our mood boards, our team has come up with three ideas relating to the given theme, “Simply Hues”. In summary, the three themes are Happiness, Spectra and Ombré. Our final selected concept named “Colours of our Life” will be a combination of the three themes.

With the three themes, our team would like to bring out the essence of the individual themes. As the selected themes are Happiness, Spectra and Ombré, we have decided to use paper cranes, rainbow colours and gradual change in tone colours respectively whereby each has a meaning to our theme.

Our team’s main objective is to bring consumers into an environment filled with happiness and brings about a sense of peace. This would increase their time spent in the store, which leads to a higher possibility of consumers purchasing merchandise from 1st Avenue.

Spectrum colours are implemented around the store. In addition, these spectrum colours will be arrange in gradual tones. This will beautify the visual scene of 1st Avenue.

With the combination of our three themes, it will better relate to the students in Temasek Polytechnic as we believe that vibrant colours will have a psychological effect on people whereby it lightens up the consumer’s mood. The colours can influence the store ambience as it enhances the shopping experience of our consumers.

The following pages will include the detailed plan for 1st Avenue’s store design of window display, storefront and interior design. Let alone the designs, our team will be elaborating on the detailed budget breakdown and work plan.

1. Window display

[pic]

2.1.1. Backdrop

The blue gradient canvas backdrop fits the theme, Ombré perfectly. The simplicity of the backdrop complements with the overall design, which better brings out the focal point.

2.1.2. Focal Point

The descending swings made of wooden planks with ropes attached to the white frames above serves as the focal point of the window display. The swings painted in primary pastel colours bring an element of fun into our design that will be an attention grabber to our window display.

3. Complementary design

Cranes will be scattered around the platform in three Ombré colours, in pastel red, blue and yellow respectively.

In addition, the mannequins will be dressed in our very own Temasek Polytechnic T-shirts, with other merchandise displayed on the swings. On top of that, the mannequins will complete the look of the window display and helps to promote the 1st Avenue merchandise.

2. Storefront

[pic]

The coloured cranes decal pasted at the storefront of 1st Avenue creates a joyous atmosphere and allow customers to feel welcomed. We decided on the crane decal to avoid overcomplicating the store design as well as to prevent inconsistencies of the store designs.

3. Interior display

2.3.1 Cashier area

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The cashier area is design based on one of our brainstormed idea, Happiness. The origami cranes symbolises happiness, good luck and peace that emphasises on the idea, Happiness. The origami cranes are coloured to match with our theme, ‘Colours of our Life’.

2. Panel area

[pic]

There will be painted egg cartons hung against the panel area, next to the office door. The egg cartons are manipulated puzzles, when placed together it will form a rainbow with the correct coloured coded spectrum with a gradient blue background. This hence shows a consistency throughout the store from the storefront, store entrance and fitting room.

3. White wall area

[pic]

Strings of paper cranes are hung from the white wall in form of spectrum colours. It features the different vibrant colours that match to our theme, ‘Colours of our Life’.

4. Fitting rooms

[pic]

The crane decal would be a similar to the cashier area. The simplicity of the design is to avoid inconsistencies of the overall store design. Numbers ‘1’ and ‘2’ will be made with white cardboard. They will be placed below the crane to serve as an indication.

5. Hanging mobiles

[pic]

The flow of the design does not stop at the ground level. Strings of colourful cranes will be hung on air conditioner vents and ceiling of the store. The colours will be in the form of different Ombré colours.

2.4 Poster

The poster depicts a picture of paper cranes hanging downwards with colours of rainbow applied on the paper cranes. Our team would want customers to feel the excitement and to create curiosity upon entering 1st Avenue after looking at our poster. With the simplicity of the poster which consists of only a spectra of colours and paper cranes, customers will look forward to see the design of the store. As seen on the poster, the theme of our project, “Hues” which also means colours, has been emphasised on the fonts “Colours of our Life”. The poster includes the operating days and hours of 1st Avenue. Our team would be using this poster to publicise the reopening of our store with a new concept around Temasek Polytechnic. By publicising, our team hopes to see an increase number of customers coming into the store and thus, leading to an increase of sales. With a new concept shown on a poster, customers will be able to anticipate the new change from semester 2.1 in 1st Avenue.

3. Illustration of final selected concept

| |Props |Material |Price |Qty |Total |Remarks |
|Window Display |Backdrop |Canvas |$79.50 |3 |$238.50 |From Optimum Copier Trading and Services |
| |Rope |Polypropylene |$7.00 |2 |$14.00 | |
| |Plank |Wood |$2.00 |3 |$6.00 | |
| |Mannequin | |- |1 |- |From 1st Avenue |
| |Folded cranes |Coloured Paper |$3.55 per pack |9 |$31.95 |3 shades of Red, 3 shades of Yellow, 3 shades of Blue |
| |Wet Paint |Paint |$5.50 |3 |$16.50 |1 Red, 1 Yellow, 1 Blue |
| |Subtotal | | | |$306.95 | |
| |Subtotal | | | |$126.00 | |
| |Cranes Decal (Side) |Decal |$99.00 |1 |$99.00 |From Deprint Solutions |
| |Subtotal | | | |$223.00 | |
| |Spray Paint |Spray Paint |$2.50 |1 |$2.50 |1 Red |
| |Spray Paint |Spray Paint |$3.00 |2 |$6.00 |1 Green, 1 Blue |
| |Spray Paint |Spray Paint |$3.50 |3 |$10.50 |1 Orange, 1 Yellow, 1 Violet |
| |Spray Paint |Spray Paint |$5.50 |1 |$5.50 |1 Indigo |
| |Wet Paint |Paint |$5.50 |2 |$11.00 |2 White |
| |Subtotal | | | |$38.00 | |
|White Wall Area |String |Plastic |$2.00 |1 |$2.00 | |
| |3M Tape |Clear Film |$2.50 |1 |$2.50 | |
| |Folded cranes |Coloured Paper |$3.55 per pack |5 |$17.75 |1 Red, 1 Orange, 1 Yellow, 1 Green, 1 Blue |
| |Folded cranes |Coloured Paper |$7.00 per pack |2 |$14.00 |1 Indigo, 1 Violet |
| |Subtotal | | | |$36.25 | |
| |Subtotal | | | |$36.00 | |
| |3M Tape |Clear Film |$2.50 |1 |$2.50 | |
| |Folded cranes |Coloured Paper |$3.55 per pack |3 |$10.65 |3 shades of Red, 3 shades of Yellow, 3 shades of Blue |
| |Subtotal | | | |$15.15 | |

|Total | | | |$781.35 | | |

4. Work Plan

September |1 |2 |3 |4 |5 |6 |7 |8 |9 |10 |11 |12 |13 |14 |15 |16 |17 |18 |19 |20 |21 |22 |23 |24 |25 |26 |27 |28 |29 |30 |31 | |1st Meeting | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Brainstorm of 3 Ideas completed | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |2nd Meeting | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Research & printing for the Brainstorm ideas | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |October |1 |2 |3 |4 |5 |6 |7 |8 |9 |10 |11 |12 |13 |14 |15 |16 |17 |18 |19 |20 |21 |22 |23 |24 |25 |26 |27 |28 |29 |30 |31 | |3rd meeting | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Completed moodboard 1 (Liyi) | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Completed moodboard 2 (Jie Xin) | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Completed moodboard 3 (Dayna) | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |4th meeting | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |RVM consultation with Miss Tay | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Finalised theme selected | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Start and end of RVM report | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Start of google sketch up | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Poster completed (Gwen) | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Contact suppliers for quotations (Dayna & JunLong) | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Completed moodboard 4 (Queenie) | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |RVM report completed and submitted | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

November |1 |2 |3 |4 |5 |6 |7 |8 |9 |10 |11 |12 |13 |14 |15 |16 |17 |18 |19 |20 |21 |22 |23 |24 |25 |26 |27 |28 |29 |30 |31 | |Confirmation of The Hues theme | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Contact suppliers | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Start purchase of materials: | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Ropes, strings, wooden plank, 3M tape | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Spray paint, wet paint, colour papers | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Meet supplier for printing of all decals and backdrop: | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Blue gradient backdrop | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Storefront crane decal | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Cashier counter cranes decal sticker (front and Side) | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Fitting room crane decal | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Start DIY of: | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Cranes for white wall, window display, hanging mobiles | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Egg Cartons for Panel area | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Swing for window display | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Installation of props | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

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New Jersey

...smells, there are beaches… North Jersey is dirty and South Jersey is for rich people” another common reaction was “New York wannabe” and “Pennsylvanians garbage goes there”. I don’t quite understand why people have this opinion, but I certainly do not agree with it on any level. A major consensus remains that Jersey should be taken off the map! But why? To me all this prejudice toward Jersey never seemed to make any sense. Just as Jon Bon Jovi, Whitney Huston, Frank Sinatra, and Bruce Springsteen do, I call the beautiful state of New Jersey home. I’m sure Frank, Bruce, Jon and Whitney don’t appreciate the bad reputation that Jersey gets for what ever the reason may be either. Some interesting trivia information: The Statue of Liberty actually is placed on New Jersey territory. So take that New Yorkers! All those pins and “I love NY” shirts with Lady Liberty on them are all wrong. “I love NJ” that’s right I said it, I DO LOVE NJ. Some people believe that New Jersey has a lot of malls, if this is true they are no where near my town, to get to the nearest mall you must drive at least 45 minutes. New Jersey has a reputation for its beaches, and I'm not going to argue that, who doesn't like beaches and board walks? Atlantic City has the longest board walk in the world. The first baseball game was played in Hoboken NJ, and the first Indian Reservation was in New Jersey. So again why the...

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