Designing Brand-Building StoresArchitecture of Elite Fashion RetailersLouis VuittonSlide 4Quote to Think About…New RetailNew RetailSlide 8ProsConsOne last quote…SourcesDesigning Brand-Building StoresBret Overbaugh,Shayna Overbaugh, Nick PhillipsArchitecture of Elite Fashion RetailersoElite fashion retailers such as Prada and Louis Vuitton are looking to inventive architects to set themselves apart from the others.oArchitects such as Rem Koolhaas and Frank Gehry are two such architects that are being actively sought after by the elitist of all fashion designers.Louis VuittonoConceptual architecture is a key concept for all LV stores.o2002 – the same year that LV opened a sleek flagship store in Tokyo, designed by Jun Aoki and Assoc., the company’s overall fashion and leather good sales totaled $4.9 billion.o2004 – After they opened up three more stores (two in Tokyo and one in New York) designed by the same company, the sales increased to $5.1 billion.oThe sales jump is being attributed to the sleek design and architecture of the store; it is making shoppers wanting to go inside and then keep on coming back for more.LV Store, ParisPrada, TokyoNeiman Marcus,San FranciscoQuote to Think About…“Shopping is an effective way to see the city; these days, to see what’s new in architecture, the most efficient thing to do is to go and look at stores.” – Zaha HadidNew Retail oNew Retail, by Raul Barranche, (a journalist and architecture critic)oHe states that if brands want to compete against one another, they are going to have to hire “recognizable” architects to come up with new and interesting designs. oRetail spaces are building types that allow for innovation.oThe Prada store in L.A. has a mix of “hip and open-minded” architecture; it has no front door but it has security guards for protection.New RetailoThe main goal for a store’s architecture was to commission a building that could be recognized and identified with the brand immediately from far away, even in photographs, without any signage. oTourists come to the store because they see it as a destination; some see it as good and others see it as bad. The architecture is generally a form of advertising and a customer will buy things.New RetailoThe downside:oTo alter a strong store design might suggest changing the look and identity of a brand. oThe Mandarina Duck Store in Paris opened in 2001 but it no longer stands; the store’s architecture might have been the reason for the store’s demise.oBUT….oIt is important to stay fresh and new. Trendiness is a huge part of the fashion industry since it is “fast-paced and evolutionary and based on change.”oIt will be interesting to see which stores from the early-to-mid-2000s are still around in 5-10 years.ProsoGives recognition to the architect.oAllows the store to be different and possibly more appealing to the customers.oMight attract new customers.oAllows for store recognition as the store doesn’t look like most brick-and-mortar stores.ConsoCOSTLY!oThe overall design might detract customers instead of attracting them.oThe design might flop. oConstruction may take longer than anticipated.oNot every person will recognize the store.One last quote…“The reality is that retail stores are very visible projects – for both the brands and the architects.”SourcesoBusiness Week, Nov. 17, 2006oLouis Vuitton websiteoSeattle Public LibraryoExperience Music ProjectoLouis Vuitton, ParisoPrada BuildingoNeiman Marcus, San
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