3D Logotype & Branded Retail Space

Creative process & methodology in retail interior design workshop synopsis.

We believe design research must accommodate interventions within the real. It requires future scenarios, or adopts to existing markets, and such research should not only address contemporary issues but also seek new or yet-to-be imagined solutions. Whilst we accept that every new design opportunity can be seen as research, investigations that address culture and language are important drivers. All insight explores the relationship between artefact and user via the interface of function. Furthermore, sustainability is also key and is a given, ie. an intelligent use of technology integral within the design process. Thus, we need to ask ourselves, what are the fundamental subjects central to this investigation and therefore central to any design opportunity?

The educational outcome of this Retail Design Workshop is to provide insight via analysis to establish a solid foundation for holistic design strategy. It is a methodology that links theory to practice. It is complementary to any existing design process and useful for both academics and practice-led 3D designers alike. Two interconnected studio workshops provide lecturebased theory exploring brand and logotype with their impacts on 3D spatial narratives, offering a creative process, facilitating the transformation of raw research into workable design approach.

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This foundation combining analysis and design concept as conclusions to workshop 01 will provide a point of departure for design development and production/presentation of retail proposals to workshop 02. The format links research to practice and is applied within a client and site-specific context. A recognition of the central idea witnessed in successful branding strategies, where space and 3D content are a continuation of the underlying brand architecture. A 2d and 3d expression of corporate agenda targeted to a clientele. Design working as a seamless woven product operating within marketing and lifestyle.

Workshop 02 will use the insights and provision of conceptual framework in Workshop 01 as a foundation and point of departure for a studio based project which translates all analysis produced previously applied to a real context. With a focus on key areas to be developed to showcase and present MUJI products in site specific retail environments.

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My biggest challenge is to come up with a design that is normal per se. If you make something that is truly normal, then it would just blend in with its surroundings. It wouldn’t stand out. My mission is to design things that seem normal, but they are a special kind of normal. So that when people pick up the product that I have designed, they will say, “Oh this is normal. But it’s a good normal_super normal.”

– Naoto FUKASAWA

Creative process and methodology in retail interior design language and client contextual analysis:
  • 09h 30m

    Outline of FNKlab Innovation and ARCHINOVA design projects and methodologies lecture duration 30mins, “We earn the right to teach”

  • 10h 00m

    INTRODUCTION TO WORKSHOP AND EDUCATIONAL OBJECTIVESOutline lecture on Brand, Logotype and Graphic Communication Insights within Retail Design and Space. Introduction to the strategies of 3D spatial logotype.

  • 11h 00m

    CLIENT CONTEXT_INTELLECTUAL ANALYSISOutline of all client contextual analysis (MUJI) and presentation of brief together with brainstorming in respective groups to establish specific design drivers visual branding/sustainability/typologies/functionality.

  • 13h 00m

    WORKING LUNCH

  • 14h 00m

    LECTURE USING CASE STUDIES OF 3D BRANDED NARRATIVE BASED RETAILContinued development of project analysis in studio with group tutorials.

  • 16h 30m

    PRESENTATION TO GROUP OF ALL RESEARCH WORK IN PROGRESSpresentation of initial outline concepts for resource sharing of all client analysis and lifestyle of target audience. group critique, to establish innovation, narrative and Creative Drivers.

  • 17h 00m

    FINAL CONCLUSIONS DAY 01 AND FRAMING/PREPARATION FOR DAY 02Each group to be given feedback to act as point of departure for detailed design production of conceptual framing and communication phase.

  • 17h 30m

    END


EDUCATIONAL OUTCOMES
  • Exposure to an analytical creative process based upon the revealing of good practice within existing projects and products through case study review and detailed formal/material insights.
  • Establish a foundation to the creative phase of project through a fullunderstanding of client and existing visible brand architecture.
  • Appreciation of what defines a creative process.
  • Introduction to broader aspects of the design arena.
Day 2
  • 09h 30m

    Arrival of participants informal conversations over breakfast establish objectives for studio presentation remit. Lecture on effective use of mood board methods and outline of the use of abstraction and reduction to generate appropriate formal language.

  • 10h 30m

    Studio review of all work to date brand architecture and logotype narrative approach.

  • 11h 30m

    Continued group tutorials design development in studio format Development and brainstorming ideas to establish solutions. Assembly of Mood boards to define user profile and lifestyle projections.

  • 13h 00m

    WORKING LUNCH

  • 14h 30m

    Continued production of design presentation 2d and 3d group work and production of abstracted and refinements to define 2d/3d language. CONTEXTUAL CLIENT ANALYSIS_CONCEPTUAL DEVELOPMENT_OUTLINE OF DETAILED THEMES RELEVANT TO BRAND.

  • 16h 00m

    Final 2d/3d group presentation of working solutions to visualise and communicate efficiently the imagined design agenda of MUJI as IMAGE_TEXT constructs in either 2d/3d. to invited guests/tutors. Together with all research presentation criteria and full photographic documentation. see brief for presentation requirements.

  • 17h 00m

    Overall combined feedback to group on workshop output and studio creative process.

  • 17h 30m

    ENDRefreshments together with invited guests.


EDUCATIONAL OUTCOMES
  • The translation of raw research data into useful and applied formal narratives to facilitate a creative process that accurately generates workable design solutions.
  • Development of working knowledge of creative abstract process.
  • Introduction to communication and presentation strategies.
Day 1

Conducted by

Dr. Ramesh

PHD in Architecture (UK)

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