BONOBOSVOLUME:1 ISSUE:1NOVEMBER 1, 2012

WILL OUR HERO WIN HIS EPIC BATTLE AGAINST THE DREADED

SAGGY BUTT?ONLY TIME WILL TELL

Bonobos is a clothing store that caters to men between the yearsof 20 and 40. The brand offers a variety of clothing; however, they are best known for their pants, which offer a custom fit as well as a bold, colorful take on a

classic staple in men’s fashion. The Bonobos brand appeals to men of this age group by detailing their pants with unexpected pops of colors in the seaming or bright

patterns lining the pockets. They take an element of fashion and turn in into a fun statement piece that allows each man to express his individual tastes while still paying homage to the traditionally acceptable elements of menswear. This blend of

casual and professional, bold and respectful, fun and serious appeals to the traditional guy’s guy. A guy’s guy is able to balance the blend of all these

different personas and is the ideal man most men strive to emulate, therefore, an ideal customer of Bonobos.

Meet Our Hero...A Typical Guy’s Guy...Bonobo’s Customer

This Vigilante IsDressed to Impress by Day or Night

Q: Where Does Our Manly Hero Want to Shop? A: In a Manly Cave

Give a guy’s guy a man cave to chill in and he will never want to leave.

This is the concept that I worked with in order to design the ultimate shopping experience for a man.

Similar to Bonobos’ ability to take a classic item of clothing and put their

own surprising twist on it, I wanted to create a classic man cave characterized by unique detailing. These details modify the traditional

vision of the man cave, and personalize it so thatit is more applicable to Bonobos’ brand while also paying tribute to how the

company attentively details their clothing. Starting with the

storefront, this concept is evident. The front is backed by a wood panelled wall, and mannequins are displayed sitting in traditional furniture... suspended at various heights from the ceiling. Using a variety of bright and bold colors in a traditionally darker space brings attention to and highlights important elements while also creating an interested and engaging environment. Also, this

updated look will excite consumers and encourage them to enter the space and

explore the store.

This Becomes That

Will He Walk Past or Stop for a Closer Look? As if That Were a Question

Walking along the busy street of the meatpacking district our hero is on the prowl, hunting for a new fashionable wardrobe and a good time. He has been to many stores over the course of the day but has not been impressed enough to make a purchase. Dejected and empty handed, our hero walks along the street, vowing that the next

store he enters will be his last one way or the other. As he scans the storefronts, one in particular ATTRACTS his attention... Bonobos.

The storefront is attracting a lot of attention, with many people giving the store-front a double take as they pass so our hero pushes through the crowd to get a better look at the sight. Hanging at staggered heights from the ceiling are a variety of lovely classical lounge chairs with mannequins sitting in them. The mannequins are garbed in bright and colorful clothing, and our hero is enthralled by the display and

decides he needs to enter the store to see what they are selling.1

2

3

4

5

6 7

8

9

10

5

9

11

Just What is So Alluring? The Store at a Glance

Opening the front doors and striding underneath one of the lounge chairs, our hero walks through the wood paneling that backs the front display into what he can only describe as a “sexy” space. Spanning the wall to his right is the most

impressive collection of clothing he has ever seen and to his left is a large screen broadcasting what seems to be the store’s website. Men are wandering through the space, and a few others trickle in,

heading towards…a bar?

Thirsty, Our Hero decides to explore and heads on for a closer look at the bar…

Bonobos Ninja

Scaled Person

1

2

3

4

5

67

8

9

10

5

9

1. Front Window Display and Entrance Vestibule

2. Bonobos’ Bar

3. Personal Style Consultation

4. Casual Clothing and Accessory Display

5. Pant Display

Bonobos’ Technology

6. Formal Clothing and Accessory Display

7. Seasonal/Clearance Clothing and Accessory Display

8. Fitting Room Vestibule

9. Fitting Room

10. Cash Wrap

PLAN KEY

Circulation Plan

“A Drink? Don’t Mind if I Do!” Our Hero Replied to the BartenderApproaching the bar, he is greeted by a friendly bartender who takes his order and serves him a chilled glass of beer. The bar is a cheery space with several televisions broadcasting news, sports, or fashion channels as well as a collection of liquor that would make any man green with envy. As he pays for the drink the bartender asks what in particular our hero is searching for in the store and inquires as to whether or not he would benefit from meeting with a fitting specialist

to determine the best clothing for his body type and style.

Intriqued, our hero agrees to the consultation and is pointed towards the screen for his appointment...

1

2

3

45

67

8

9

10

5

9

1

2

3

45

67

8

9

10

5

9

1

2

3

45

67

8

9

10

5

9

“We’re Here to Help You” An Employee Informed Our Hero

Sitting on a barstool with his drink, our hero is greeted by another employee who approaches

and sits across from him. Using the large computer screen as well as an I-pad that the employee carried, the twosome determines what our hero is looking for in terms of style and fit while also pointing out where in the store or on the company website the clothing

can be found.

After a hearty conversation, our hero thanks the employee, grabs his drink, and wanders towards the clothing display determined to grab some Bonobos for his wardrobe...

3

1

2

3

45

67

8

9

10

5

9

“So Many Choices!” Our Hero Exclaims as He Compares the WaresStretching his legs, our hero explores the many different clothing items displayed in the store. The clothing is separated into three nooks running the length of the store, and a collection of colorful pants, Bonobos’ specialty, are located on two tables at the front of the store. Each nook seems to evoke a different sense of our hero’s personality. One is more formal and appropriate for work while another is more casual for a day out with the guys, while the last is dedicated to seasonal wear.

Prepared outfits and catalogue images are displayed amongst the many options, offering customers some INSPIRATION as they make their decisions.

Grabbing a shirt here and a pair of pants there, our hero picks up a multitude of items as he browses and makes his way towards the back of the store...

1

2

3

45

67

8

9

10

5

9

2

45

67

10

5

2

45

67

10

5

“Let’s See If These Clothes Fit As Well As Advertised” Our Hero PondersSatisfied with the

clothing he has selected, our hero walks into the back of the store to find a fitting room. Entering a small vestibule, a large mirror grabs his attention, and he assumes he is in the right place. Correct, He is greeted by an attendant who leads him to a room to try the clothing on. The fitting room is luxurious with a large lounge chair for him to sit in as well

as a rich looking chandelier hanging from the ceiling. Hanging his clothes on an ornate hook, he strips and garbs himself in the much better made

clothing and is immediately

impressed by the fit.

Making his final decisions, he redresses and grabs his clothes to purchase...

1

2

3

4

5

67

8

9

10

5

9

8

9

9

8

9

9

3...2...1...SAY CHEESE! Walking out of his room to show the

attendant and get a second opinion, he sees a man posing in front of the large mirror and taking

a picture. Interested, he asks what the man is

doing and determines he would like to do the same, whatever it may be. The man

explains he is taking a picture and then broadcasting it on a feed to be shown on the large screen in front of the store since he looks so good.

Interested, our hero waits for the man to finish and does the

same.

“I Want It All” Our Hero Proclaims As He Makes His PURCHASE

With his new clothes and goodies, our hero walks from the store and vows to return again soon and to spread the word of this exciting new store to

all of his friends...

Leaving the fitting room area, he walks right into the cash wrap, which is attached to the bar, a

space he hadn’t previously noticed. As he checks out

he converses with the employee and appreciates

his image, which is currently being broadcast on a screen behind him. After paying, he is given his clothing in a bag that seems to glow. The opaque bag is lit from within with

a glow stick, bringing special attention

BONOBOS, which is embossed on the bag in a clear

plastic. Also handed to him is a complimentary shot

glass.

1

2

3

4

5

6 7

8

9

10

5

9

10

9

10

9

The “OOH Shiney” Effect... Men and Technology

What man cave is complete without a heaping amount of technology for your traditional guy’s guy to fiddle with and explore? Bonobos’ man cave of a store is no exception to this norm. In fact,

technology plays an even larger role in this store because the brand got its start online with its website before moving their clothing in physical stores.

The technology within the space allows men to explore Bonobos

clothing in a variety of ways. Instead of

simply walking the aisles of clothing, a man can also search online with or without the assistance of an employee, broadcast

their personal image throughout the store after trying the clothing on, or even

appreciate a game or news channel on a television behind the bar. The “OOH shiny” effect offers men entertainment as well as

exposing them to a variety of other shopping methods they may not have previously considered.

OHH SHINEY

3...2...1...SAY CHEESE...

Mirror takes picture...Approve Image...

Broadcast in store!

IPad and computer screen used in

tandem to display Bonobos Web Site for

perspective customers while in

consultation meetings with

Bonobos’ Ninjas

Bar broadcasts television so that you can check the score, the fashion, or the

news while waiting for a drink

The Pretty Stuff...Materials Palette

The materials palette of the store utilizes a variety of darker, more traditional materials that are sharply

contrasted by bright and unexpected pops of color. Prints and patterns such as houndstooth and herringbone or

fabrics such as leather or suede are utilized but updated in unexpected ways to bring a modern touch to the space. As any man cave should be, the store is darker and offers

itself up as a haven for men to escape to after a long day.

B ELLS

AND

WHI STLES

Get ‘Em While They’re Hot...Or Still ThereWhile our hero vowed to return to Bonobos and to spread the word, he was warned that he would have to do so quickly. The current Bonobos store is merely a pop up shop, meaning that it will only be present for a

short amount of time to increase knowledge of the brand. Because of this temporary element, it is necessary to consider how

certain elements of the store can be put together and removed quickly and simply. Each element of the store is created so that it can be

easily taken down or put back together in a timely fashion.Below is an example of one such fixture, and all otehrs would be

assembled and disassembled in a similar fashion.

1

2 2

3

3

4

5

1. 2x4 beams attached as structural support using “L” brackets. Run the length of the interior every 2’.

2. Wood veneer siding attached to the 2x4’s.

3. Wood veneer resting on the 2x4’s in cut outs on the wood siding. Used to create cabinetry for folded pants.

4. Granite counter top. Rests on top of the piece and attached using a series of brackets to the top 2x4.

5. Alluminum bar attached to the granite counter. For displaying folded pants. Attached via holes in the granite.

Pants Display Exploded Axon

Until Next Time...

BONOBOS