FINAL BOTICCA

© Sandra Parnis DesignCLIENT : BOTICCA - MELBOURNE CENTRAL STORE SWANSTON STREET, MELBOURNE. 3001

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I N D E X

page 5. Brief Historypage 7. Target Marketpage 9 - 13 Major Competitionpage 15. Boticca Merchandisepage 17. Store Inspirationpage 19. Layout Concept 1page 21. Layout Concept 2 (Chosen Layout)page 23. Colour & Materials conceptpage 25. Store ElevationsSDJH��5HÁHFWLYH�&HLOLQJpage 29. Lighting Ideaspage 31. Chosen Lightingpage 33. Lighting Budgetpage 35. Lighting Schedule & Running Costs page 37. Securitypage 39. Spacial Requirementspage 41 - 43 Display Cabinets Technical Drawingspage 45 - 49 Interactive windowpage 51. Scent & Soundpage 53. Finishes Boardpage 55 - 57 Final Drawingspage 59. References

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Boticca is a London Based retail website for fashion accessories and jewelry that features a huge selection of emerging designers.

Began October 2009. Founder is Kiyan Foroughi - A French former investment banker.On holiday in December 2008, chatting to a jewelry designer - Mariam who would design and make jewelry and once a year travel to the markets in Marrakesh in Marocco & sell her stock mainly to the tourists. Fouroughi decided to launch a website with co founder Avid Larizadeh selling for emerging designers like Mariam all over the world.

2IÀFLDO�ODXQFK�ZDV�LQ��,W�KDV�VLQFH�IHDWXUHG�LQ�9RJXH�DQG�KDV�EHHQ�ZRUQ�E\�DUWLVWV�DV�.DWH�Moss, Cameron Diaz and Jessica Alba.

Co founder Avid Larizdahleft her role in the company in April 2014, but still remains as founding shareholder.

B R I E F H I S T O R Y

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Antoinette Borg is 31 years of age. She is a professional fashion designer & stylist & lives in Carlton.

Antoinette is always up with the latest fashion moves and never likes to be seen taking shortcuts in her daily attire.

Being a designer herself, she knows what stands out from the rest DQG�ZLOO�JR�RXW�RI�KHU�ZD\�WR�ÀQG�H[DFWO\�ZKDW�VKH·V�DIWHU��+HU�DQQXDO�LQFRPH�LV�DSSUR[LPDWHO\��3$�VR�VKH·V�RN�ZLWK�spending a little more for quality and style.

Antoinette loves to shop in bricks and mortar stores. She loves to feel and see the merchandise up close, but her favourite store happens to be an online store.

Boticca is the place Antoinette goes to whenever she is looking for KDQGEDJV��WRWHV��MHZHOU\��KDWV��VFDUYHV��6KH�ZDV�VR�H[FLWHG�WR�KHDU�RI�WKH�EULFNV�DQG�PRUWDU�¶%RWLFFD·�VWRUH�RSHQLQJ�LQ�0HOERXUQH�&HQWUDO��¶,·OO�EH�WKH�ÀUVW�WR�ZDON�WKURXJK�WKRVH�GRRUV�ZKHQ�WKH�VWRUH�RSHQV�·

T A R G E T M A R K E T

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1. T I L K A H

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2. C O L E T T E H A Y M A N

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3. F O S S I L

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B O T T I C A M E R C H A N D I S E

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��,�1�6�3�,�5�$�7�,�2�1S T O R E L A Y O U T & M E R C H A N D I S I N G U N I T S

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Concept 1 -- staight form display units.- ample access around units to manouver around the store- Counter is located at the back corner - store room by the doora nd out the way

B O T I C C A S T O R E L A Y O U T��&�2�1�&�(�3�7�6

- single door on entry- shelving taking up the full back wall.- 5 display counters within store

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Concept 2 -

- Decided on shifting the pay counter to the side- This enabled my to put a watch display unit by the register- Storeroom is a little roomier

- double door on entry��ER[�VKHOYLQJ�IXOO�ZDOO�KHLJKW�RQ�RQH�VLGH�EXW�DERYH�WKH�FRXQWHU�LW�LV raised- large round display unit that is visible from the outside of the store

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Concept 1 - Casual chic

��WLPEHU�ÁRRULQJ�WKURXJK�RXW��:KLWH�KLJK�JORVV�/DPLQH[�RQ�DOO�VKHOYLQJ�XQLWV- timber tables in front window- register counter to be timber��OLJKWLQJ�ZLWKLQ�VKHOYLQJ�ER[HV�WR�KROG�KDQGEDJV- BOTICCA branding on side of shopfront. Black laminate��OHWWHULQJ�ZLWK�WH[WXUHG�ZKLWH�ODPLQDWH�DV�EDFNLQJ

&RQFHSW��3UHVWLJRXV��(OHJDQW

��+LJK�JORVV�ODUJH�EODFN�JUDQLWH�ORRN�WLOHV�WKURXJKRXW�RQ�ÁRRU- Gloss black laminate shelving units mirrored by a little��ELW�RI�JORVV�ZKLWH�/DPLQH[- White laminate tables in the fromt by the window��ZKLWH�LQVLGH�VKHOYLQJ�ER[HV�DQG�OLJKWLQJ- BOTICCA branding on side of shopfront. Black laminate��OHWWHULQJ�ZLWK�WH[WXUHG�ZKLWH�ODPLQDWH�DV�EDFNLQJ

Concept 3 - Retro

��+LJK�JORVV�ZKLWH�WLOHV�WKURXJKRXW�RQ�ÁRRULQJ- gloss red laminate on all shelving units- white laminate for the actual shelves on unit and inside��WKH�VKHOYLQJ�ER[HV��OLJKWLQJ�ZLWKLQ�WKH�VKHOYLQJ�ER[HV�KLJKOLJKWLQJ�KDQGEDJV- white tables in the front window area- BOTICCA branding on side of shopfront. Black laminate��OHWWHULQJ�ZLWK�WH[WXUHG�ZKLWH�ODPLQDWH�DV�EDFNLQJ

Scale - 1 : 25 (these drawings not shown in full scale)

C H O S E N L A Y O U T

C O L O U R & M A T E R I A L ��&�2�1�&�(�3�7�6

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25Scale - 1 : 50

I chose this layoutfor the Boticca storebecause I feel it hasa classier look to it.The set up leaves thestore with a lot more open space which I thinkis in keeping with the merchandise withinthe store.There is more storage space too for the handbags whichcan be quite spaceconsuming.

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Throughout Boticca, the lighting will remain in keeping with the store. Low level lighting throughout most of the store as ambient lighting. Brighter lighting within the jewelery cabinets and at the front counter.

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L I G H T I N G I D E A S

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I am going to use commercial spotlights throughout the storebut I decided to have a few special chandeliers for effect and ambience.

This particular chandelier that I have chosen is modern, simple andclassy.

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7KH�DERYH�GRZQOLJKW�IURP�7KRUQ�/LJKWLQJ�9LF�LV�FRPPRQO\�XVHG�LQ�commercial sites.

Name - Clinic LED - dimmingMaterial - body & front frame : die cast aluminium body painted white5HÁHFWRUV��$OXPLQLXP�IDFHWHG�UHÁHFWRU0RGHO��+),�/��)3size - 140mm diam3ULFH��HDFK�

C H O S E N L I G H T I N G

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L I G H T I N G S C H E D U L E

LIGHTING FIXTURE IMAGE

FIXTURE NAME $33/,&$7,21 */2%(�7<3( No REQUIRED COST EACH 6833/,(5�'(7$,/6

Clinic LED DimmingModel - 1000 HFI /��)3

Modern Crystal ChandeilierModel - MD3039

Main lighting throughout the store

On top of roundjewelry display cabinets and just in front of register counter

LED 15W13W & 5WSpotlight

LED 5W Globe

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Meerose Online Store

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L I G H T I N G S C H E D U L E & R U N N I N G C O S T S

Lighting Running Costs � � �� +RXUV�,Q�XVH�SHU�ZHHN� �� .:+��:HHN� �/LJKWLQJ�7\SH��3ODFHPHQW��/DPS�:DWWV�;��/DPS�47<�� ¸��,Q�.:� � +UV�'D\� ;� 1R��RI�GD\V� �+UV��:HHN�� /('�'RZQOLJKWV��(QWUDQFH�� ;� �� ;�� /('�VPDOO�JOREHV�,QVLGH�ER[�VKHOI�� ;� �� ;� �� /('�VPDOO�JOREHV��6KHOYLQJ�XQLWV� � �� ;� �� ;� �� /('�JOREHV�LQ�FDELQHWV�� ;� �� ;� �� /('�DPELHQW�G�OLJKW��W�RXW�VWRUH� �� ;� �� ;� �� /('�'RZQVOLJKW�6WRUHURRP� � �� ;� �� ;�� &KDQGHOLHUV��DERYH�UHJLVWHU��URXQG�FDEV� �� ;� �� ;� �� 7RWDO�.:+��:HHN� 7RWDO�&RVW��0RQWK� � �� 66.50 �7RWDO�&RVW��4XDUWHU�� Rate 7RWDO�&RVW��<HDU� � �� 7RWDO�&RVW��:HHN��

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Security within Melbourne Central isvery strong. They have their own security service that walk around the centre FRQVWDQWO\�DQG�DUH�RQ�FDOO��

:LWKLQ�WKH�VWRUH�WKHUH�ZLOO�EH�&&9�FDPHUDV�installed in 3 locations of the store.On top of the watch display cabinetpointing towards the registerand on the wall of the main entrancepointing in towards the store.One more on the back wall behind the register.

As well as that there are already installedsecurity gates which will be closed shut during closing hours. (pictured)

S E C U R I T Y

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Bottica is a store where less is more. Room to move is essential not only for the comfort of the customer, but also for the look of the store.

For this reason there is in most cases ��PP�EHWZHHQ�DQ\�À[WXUH�Jewelry display cabinet and the register counter is at 1000mm high, keeping it at a non offensive height.

7KH�GLVSOD\�ER[HV�DQG�VKHOYHV�DURXQG�WKHstore also stop 1000mm above ground level so the customer has no need tosquat down to see merchandise.

The counter is situated at the back corner of the store by a watch display unit which stands at 1700mm tall.At eye level to catch the attention of the customer.

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The watch display cabinet to the rightstands 1700mm high and sits bythe register counter in the store.It is a full glass cabinet. The tophas dark tinted glass to conceal WKH�OLJKWLQJ�ÀWWHG�EHQHDWK�0RUH�OLJKWLQJ�LV�DOVR�ÀWWHG��concealed in the sides of the unit.This cabinet is purely for the range of watches sold.

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The jewelry display cabinet to the left sits at only1000mm high and is 2000mm in diameter.It is purely to hold all the PDJQLÀFHQW�MHZHOU\�pieces in he Boticca range.It has light concealed within the center cylinderwhich lights up the jewelry displayed.At a height that is easy to look view themerchandise, it is a total glass cabinet built with thickened glass.

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This technique has been used since 2008

They have worked with a huge array of different well known brands to promote.

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The window will be done by Nuformer by projection.

Customers will have the option as passing by the store to change the projected display from falling diamonds to falling pearls by placing there hand on a set location of the front window.

Still keeping the class of the store and adding a sense of dreaming.

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F R O N T O F S T O R E :�,�7�+��,�1�7�(�5�$�&�7�,�9�(��:�,�1�'�2�:

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The mood Boticca are after is one of calm. When people are calm they want to stay.If they are happy in their environment they are more likely to come back and tell friends.I have put the set mood together by using two different fragrances through Scent Australia.

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$XWXPQ�)LJ�LV�D�VFHQW�D�VRIW�IUDJUDQFH��,W·V�WKH�VPHOO�RI�ZDONLQJ�XQGHU�DQ�DURPDWLF�ÀJ�WUHH�LQ�WKH�$XWXPQ�EUHH]H��,W�LV�D�IUXLW\�DQG�ÁRUDO�EOHQG�

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The music played throughout the BoticcaMelbourne Central store will be a combination of vocal jazz and blues.

I would recomend starting the day with vocal jazz and changing the mood to blues in the afternoon.

([DPSOHV�RI�DUWLVWV�EHLQJ�EURDGFDVW�WKURXJKare John Lee Hooker, Fleetwood Mac early years, Albert king, Diana Krall, Nina Simone, Natalie and Nat King Cole, Sarah 9DXJKDQ�'LQD�:DVKLQJWRQ�DQGTony Bennett

S C E N T & S O U N D

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F I N I S H E S B O A R D

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F I N A L D E S I G N S O U T S I D E B O T I C C A L O O K I N G I N

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I N S I D E B O T I C C A

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REFERENCES

www.boticca.com.auZZZ�VWUDWXS�QHW�ERWLFFDZZZ�ODPLQH[�FRP�DXwww.beaumont-tiles.com.auThorn Lighting catalogueShop for Shops cataloguewww.towncommonsal.com (lighting)www.searchlighting.comwww.neuroformer.com (projected window)

ZZZ�DXVWRSURVKRS��VKRS�ÀWWHUV�www.retaildesignblog.net (for shop design ideas)www.moodiereport.com (shop design ideas)www.glamshops.rowww.fossil.com.auwww.collettehayman.com.auwww.tilkah.com.au

Date post:	09-Aug-2015
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FINAL BOTICCA

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