Wilson Chiu : Gap

To create a better understanding of how exhibits work, I think visiting actual store locations and understanding the fundamentals of featuring is a huge factor in our learning process. Out of the many stores to research in Stonestown, I decided to survey Gap, only because no one else is researching it.
The front view of the store features mannequins with different kinds of dressing styles. They were held up by metal poles on square bases and are cast over by lights suspended from the ceiling, creating an illuminated effect. There were also Gap posters behind the mannequins that were held together by thin wires to give a nice clean look. Upon entering the store, we can immediately get a sense of freeness with no restrictions. We can choose to look left or analyze the clothes on the right but above all, the spacing inside the store feels just about right.
The only thing I didn’t like about the store spacing is the side walls. The spacing in these areas tend to be a little bit more packed together with too many things to look at once, thus, causing our eyes to drift away easily. Another hindrance in the store were the pillars, one in the front and one in the back of the store. They are obstacles that could have been used to their advantage but instead they overlook it by only putting a mirror on it.

Project 1/Steve Belale

Before walking into the Gap, the first thing that stood out to me was the window displays, mannequins positioned with a poster behind them featuring the very same pieces of clothing the models wore. I like this form of reinforcement. It pulls you in for a closer look, maybe to find the piece of clothing on the mannequin on the actual poster and vice versa.

The layout of the Gap seems pretty simple and straight forward but taking a closer look reveals several layers of display. Shelves that overlap each other, each layer holding different articles of clothing, wall shelves under wall shelves on top of a hook rack to hang hangers and so forth. The Gap really utilizes the space they have.

Probably the most beneficial method of display is the hanging of the posters. Also, I overheard a worker telling another worker who was fixing the lighting say, “First the marketing then the mannequins.” Focus on lighting is also important...

Project 1: Paul Carlson

The Stonestown Apple Store is basically a long rectangle measuring approximately 80’ long by 22’ wide. The layout of the store emphasizes this in a linear fashion, employing simple rectangular and square tables on which Apple products are displayed. Tables are arranged along either side of the long walls as well as up the center of the space; this has the effect of not only creating two paths to the back of the store, but also putting many things within easy reach. Customers could literally turn away from one display area only to be immediately and spatially confronted with another display area.

Three types of materials were used throughout the store: glass/acrylic, wood, and metal. Combined, these create a very minimalist yet striking aesthetic, which also mirrors Apple’s product branding/identity. In addition, I believe these materials may be employed to convey subtle messages, that of transparency (glass/acrylic), sustainability (wood), and durability (metal). Apple hardware was placed closer to the entrance of the store, allowing customers the option of playing around with the products upon entering the store. Software and other accessories are placed closer to the back of the store, near the Genius Bar; presumably, this is because customers are more likely to take a less hands-on approach to software/accessories, and may require customer service assistance. Indeed, one thing I noticed was that on the day of our site visit, most people in the store were congregated near the back, even though the front of the store was more open and had plenty of unattended Apple products on display.

The window displays in the front were used to good effect; although the entire front façade (including the two doors) is glass, the two window displays on either side partially obscured the view into the store from the outside. I believe part of the motivation behind doing so was to give the Apple Store a sense of peace and tranquility, even when it’s bustling with customers. In addition, the window displays were used as teasers; the display on the left highlighted the new line of “green” laptops (with a large poster behind the laptops, calling attention to this fact), whereas the window display on the right had a larger-than-life model of the iPhone, along with a backdrop of oversized iPhone application icons, arranged in a grid (much as one would see them in the iPhone display screen). The effect was to both create a sense of calm yet entice customers and pique their curiosity.

Project 1 - Vans

Vans skate store -
Details such as the curved U ramp can be seen throughout the store, as well as exposed metal framing and concrete - materials that communicate skateboard culture. Another dominant material is birch wood used for tables, benches and several of the shelving units. The store is composed of four major pathways leading through apparel merchandise. All the way back are the company’s famed shoes dotted on display along a wall of birch paneling.
Display units and storage functions as dividers throughout the store and create sections (ie. skateboards, surf, accessories, shoes). Many tables and racks are on a slant and might clog circulation/keep a customer lingering. Mounted metal racks on the wall reach high and exhibit much of the clothing, advertisement paneling and framed sponsored sport exhibits.

Stephanie Wong- Project one: Lupicia

Lupicia Fresh Tea was small and narrow, mostly consisting of shelves and many display tables. The color themes of the store were green and brown, the walls were green with brown bamboo like tiles, and the wooden tables were also light brown. The Main entrance was made of glass doors and a poster hanging on the left side .The shelves were also made of glass that hung above the tables. There was a center piece when entering the store displaying their specially items. The lights were built into the ceiling, some rectangle and some circular. Some display lights were aimed towards the left large shelves and towards the register as well as the entrance. Several also hunger near the main poster in front. The smaller ones were evenly dispersed around the store. Also towards the back there were the register and storage rooms.

Alix Jiang-Stonestown-J.Crew

Alix Jiang-Stonestown-J.Crew

J.Crew store's display and layout is basically divided into women's and men's sharing almost equally half and half space. Among the high shelves, they fill the empty space with the display desks. So, the whole store feels pretty packed. The lighting is designed along the ceiling edge as well as some highlight display models. It is soft, gentle and warm lighting. 

The biggest problem of the store layout, I think, is lack of space. When I walk around the store, I don't feel like the flow is smooth enough. Full of display and full use of space makes the store a little bit disordered.

The successful part of this store is the color, which is black, since the J.Crew's clothing is very colorful designed. At this point, the store's theme color-black-is good for visualization.

 

Sherwin David - Project 1: MetroPark

Metro Park is hip clothing store that caters to young adults. Along with decorations, graphics, furnishings and lighting, the store utilizes just about each and every single space available for the products they sell. 

The store can be divided into five sections: women's clothing, men's, sales/discounted, checkout and the fitting room. The men's clothing section is on the left side of the store while the women's take up the right side. Both sections take up the store's entire floor space, stretching from the front of the store all the way to back which leads to merchandise that are on sale and the fitting room. 

The overall lighting and ambiance of the store is reflective of the lifestyle the store caters to. With large glass doors and windows, the store is rather inviting.  Three huge cylindrical lamp shades line up across the ceiling creating a soft lighting, while spotlights highlight featured clothing on mannequins. 

I thought that the overall set up or presentation of the store was rather good despite a couple of problematic areas. The flow, access and adjacency is very good. the set up draws customers into the store because they must walk from the front all the way to the back in order to see the selection of merchandise the store carries. Appropriately, new merchandise are displayed prominently in the front, while older ones get pushed back towards the back next to merchandise on sale or are discounted.

Besides being somewhat dark, I thought that the store was a bit overcrowded with clothes. The dark furnishing did not aid in opening or brighting up the store. Despite being overcrowded, the store felt full and complete. Jack Adams Hall is a huge space and I feel that one of the challenges in the process of realizing the exhibit is being able to utilize the space as cleanly and as efficiently as possible.

Project 1 - Noriko Matsuba

Stonestown Galleria Field Trip

Lupicia

We selected the store Lupicia, a retail store that sells fresh tea, and observed and analyzed its floor plan arrangement, circulation, display fixtures and visual identity. The overall dimensions of the store are twenty by seventy feet. The lighting consists of built-in ceiling lights as well as lights angled toward the displays along the walls. Display fixtures are very basic, just shelves, counter space and two freestanding tables. Surface textures are wood walls and flooring with a white painted ceiling. The circulation is linear. The visual identity is very clean, natural, organic and earthy with colors of wood, green and yellow.

Marion G. Project I : GAP Clothing

On the field trip to stonestown I chose to do my research on the GAP. When doing my sketches my attention was drawn to its simplistic floor plan. It had a museum feel to its decor. All of the display table and shelves were designed to maximize space. Anyone who walked into the store would not get lost in an abundance of merchandise that is hard to choose from. The latest arrivals were on tables at the front of the store and this would attract customers passing by looking through the large glass front windows. The front windows allowed people to see mannequins wearing new clothing. As I continued to sketch the interior I noticed there was only one shoe storage container. Its measurement was 4 feet high and 4 feet in length. This was odd because I didn’t see any shoes on display. The container was neat but didn’t look like it belonged there. This was one item on my floor plan and bubble diagrams I numbered as insignificant.

Project 1: Micah Cash

The apple store's layout is very simple, more of the modernist thing. One cool thing is that those huge banners above the tables that are off to the side are all up there by velcro, which is interesting. I also really liked the app. banner that they have at the front of the store. I like the "airy" idea, something that shows off the works more than the platforms that are holding the works. Especially if we are looking this to be re-usable for the next spring show, or to use somewhere in the department. I was trying to devise some sort of contraption that would hold posters with minimal effort but I haven't tested it yet, so I'm unsure that it will succeed under a stress test.