Audience and Context (Part 1)
First of all, our project aim for this course is to re-branding or upgrading the retail shop of a selected brand and further explore the design possibilities that can apply into the retail design for solving the problems and making a better retail design of the selected brand. So, the first thing we did is site analysis, and our target site is Mid Valley Megamall. Mid Valley Megamall provides a continuous entertainment and retail therapy with its vast floors and many shopping outlets. It is also located right next to Cititel hotel, Boulevard hotel, Menara IGB and yet another mall- The Gardens.
The brand that I chosen for this project is Christian Dior. But why Christian Dior? So I started to study everything about this brand. Christian Dior is the world's best 10 brand names of fragrance, the fashion world's major ten brand names, finest ten on the entire world of cosmetics model, founded in 1947 in France, a world-renowned luxury brand inside the community, symbolizing the genteel aesthetic taste, symbolizing the spirit your French fashion tradition. Also to high vogue, Christian Dior (Dior) solutions together with men's garments, perfume, bags, furs, underwear, cosmetics, jewelry, footwear and kid's clothes.
Christian Dior founder Biography
Christian Dior was French fashion designer whose post- World-war II creations were wildly popular, and whose legacy continues to influence the fashion industry Legendary fashion designer. Christian Dior was born in northern France in 1905. His designs have been worn by film stars and royalty alike, and his company continues to operate at the forefont of the fashion industry.
Before I select the retail shop in Mid Valley Megamall, I also studied Dior retail design from different other countries.
After doing some research about Dior retail design from other countries, I started to choose a retail in Mid Valley Megamall. The retail that selected by me is located at 3rd level of the mall, which is originally a Dior outlet itself. The reason I chose this retail shop is because the surrounding of this shop lot is crowded and attractive as it's also located at the centre of the level.
Besides, I also studied the colour scheme of the brand Dior. I found that Christian Dior loves to use achromatic scheme and monochromatic scheme very much. These two colours are used almost in every collection. The achromatic scheme is especially often used in fall winter collections, to promote a mysterious and glamorous feeling.
Before the Dior's appearance, BLACK is always a heavy colour that gave people the feeling of serious, formal, boring and tradition in Dior black also can represent strongness, touch, modern image of post-war women. Achromatic colour scheme is always applied by top fashion brands like Christian Dior, only a single hue used in the poster. Also, To avoid bored feeling, different tones and saturation effects are made.
Concept for upgrading Dior
Ingredients of Christian Dior fragrance, make-up and skincare are came from the nature and plants. Christian Dior is a lover of flowers. Today, Dior has chosen the incomparable climate of Grasse and its unique terrain to cultivate its May rose and jasmine. The history of Dior is rooted in the Grasse terroir, for the founder himself lived in the region. May Rose is a powerful and sensual rose with unforgettable honeyed accents Next, Zesty, floral, fruity, the Dior Bergamot, grown in Calabria, boasts an unique and sunny quality. Jasmine is a fragrance all on its own. It is one of the revered flowers of the House of Dior perfumer.
Fragrance
May Rose
Cultivated in Grasse, the Rosa Centifolia or May Rose- named after the month in which it blooms, has a delicate, powerful and recognizable perfume similar to mimosa.
Calabrian Bergamot
Harvested in southern Italy, bergamot gives a sweet, tangy freshness to perfumes. It is found in Eau Sauvage.
Arabian Jasmine
A symbol of feminine gentleness, jasmine is one of the perfumer"s favorite flowers. Its delicacy makes it a perfume in itself. It forms the middle note of Miss Dior.
According to some problems from those existing Dior retails, I found out that some of retails aren't have sufficient lighting to attract the crowded. Also, they just used some boring and serious colours for the retail design.
Finally, I came out with my space planning for upgrading Dior retail shop based on my own concept. I also wish that my design could help on solving some problems of Dior retail. For the space planning, different areas will have different functions to make the whole retail works. I using my concept- nature and plants for the retail design. Besides, I also using some light colours for some furniture, yet still remain black and white colour in my design.
Last but not least, I designed my own presentation board for this project.
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