Miriam Niembro ��

Conceptualizing an Original Store Design

INFINIMER

Boutique & Fish SPA

Table of Contents

1.Store Concept 1.1.Store Name & Logo 1.2.Original Concept 1.3.Brand Image (Identity) 1.4.Target Market (Customer Profile)

1.4.1.Geographics 1.4.2.Demographics 1.4.3.Psychographics

1.5.Merchandise Assortment

2.Fixtures, Placement & Traffic Flow 2.1.Fixtures 2.2.Placement & Traffic Flow

3.Budget

4.Conclusion

5. References

1.Store Concept

1.1.Store Name & Logo

Infinimer symbolizes and evokes a marine sophisticated image.

The name of the store is the combination of two French words. “Infini” means infinite and “mer” means sea, so that the name signifies “infinite sea”.

The name was chosen due to the relation with the products sell, which are swimwear, beachwear and beach accessories.

The logo includes an abstract image since it relates to the geometric store aesthetic, giving also a sophisticated and advanced feeling.

It has three different blue colours to make it contrasting and more interesting.

Blue colour evokes a marine concept, peace and relaxation, which are things people seek when they go to the sea, the beach or are in contact with water.

The name in the logo is all made with capital letters to transmit luxury and elegance.

The legend underneath that says “Boutique & Fish SPA” was made with a different font in order to create more contrast and have the “Infinimer” name standout.

In the logo it is also indicated that the boutique also offers a Fish SPA service to clients.

1.Store Concept

1.2.Original Concept

The Infinimer Boutique & Fish SPA is a boutique dedicated to offer exclusive beachwear and swimwear designs in unique sizes, having only one size (XS, S, M & L) available per model.

Also beach accessories like hats, handbags, sandals and jewellery can be acquired.

The boutique also offers a Fish SPA with champagne service to their clients, which involves a service in which little fishes on a tank eat all the dead skins from peoples feet.

The fish SPA service is offered in order to complement the clients purchase, offering them not to only show an amazing piece of swimwear but also beautiful feet.

Also, inside the store on the wall behind the fish SPA stations, a fish tank will be displayed in order to make people feel in a more marine mood and in contact with nature, creating a better shopping experience and a unique concept. This fish wall can be seen from outside the store, making it visually attractive for the people walking on the streets and inviting them to come in.

1.Store Concept

1.3.Brand Image (Identity)

The brand image is sophisticated, unique, marine, minimalistic and exclusive.

All the products will have a sophisticated-unique design with the latest trends. They will be created by a single designer who only works for the store.

Each piece will only have one size (XS, S, M, L) per model, making them unique and exclusive pieces.

The exclusive concept can be perceived by the store location in the luxurious Bal-Harbour neighbourhood in Miami.

The marine concept can be seen everywhere from the name of the store, the products sold, the Fish SPA service, to the fish tank located in one of the store walls.

The store ambiance will be characterized by its cold lights, which give a sophisticated and advanced feeling. Allowing the merchandise to be properly appreciated.

Different tones of blue, white, and silver can be seen representing peace and tranquillity from the blue, purity and clean feeling given with the withe and the luxurious, sophisticated and advanced meaning provided by the silver.

The store will have a very minimalistic, uncluttered aspect since only one size per model will be displayed, creating a balanced and harmonious environment, the rest of the sizes will be hold on the storage.

All the bikinis and one peace swimsuits will be hanged on walls. The beachwear such as sarongs and cover ups will be displayed on a 6 way rack. The jewellery will be found in on the counter showcases, and the rest of the accessories such as sandals, hats, and handbags on glass towers.

1.Store Concept

1.4.Target Market (Customer Profile)

1.4.1.Geographics

Primary: Bal Harbour.

Secondary: North Miami Beach, Miami Beach, South Beach, Aventura, Brickell, Downtown.

Tertiary: Miami.

Tourists: Latin America,

U.S., Europe, and Asia.

Primary

Secondary

Tertiary

It will be a destination store since the pieces sold are one of a kind and made by an exclusive store designer, making them a unique and a powerful reason for customers from all over Florida to come to the store.

Also, the store will offer fish SPA stations to the clients, making it a unique shopping experience, which is complemented by the marine ambiance added by a wall fish tank.

Neighbourhood Location: Bal Harbour, Florida.

1.4.2.Demographics

GENDER Female INCOME Upper middle to high PRICE RANGE Bridge BODY FORM Junior AGE 25 to 35 (Generation X) EDUCATION High School and up ETHNICITY Multicultural

1.4.3.Psychographics

BODY IMAGE Particular and mirroring. FASHION KNOWLEDGE Trend setter and fashion follower. TASTE LEVEL Sophisticated, fancy, trendy, fashion, advanced,

and elegant. SOCIAL ATTITUDES MTV generation, attention getter, open-minded,

individualist, loves the beach and thee sea, likes standing out.

VALUES Ethical, moral, cultural, and economic. CULTURE Miami Casual. PERSONALITY Outgoing, creative, self-confident, fashion,

sociable, flirty, sexy, fun, and extroverted. AESTHETICS (MERCHANDISE) Exclusive, colorful, unique, detailed, spontaneous,

unexpected, fearless, provocative, elegant, sophisticated, fancy, and authentic.

AESTHETICS (ENVIRONMENT) Structural, balanced, calm, uncluttered, geometric, harmonious, luxurious, marine, and minimal.

1.Store Concept

1.5.Merchandise Assortment

One piece

TWO PIECE

TWO PIECE

SHORT COVER-UPS

LONG COVER-UPS

SARONG

HATS

SANDALS

HANDBAGS

JEWELRY

2. Fixtures, placement & traffic flow

2.1.Fixtures

Floor Fixtures

Holding Glass Tower Dimensions: 68” H x 18” Sq. Finish: Chrome Quantity: 3 Manufacturer/Vendor: Bethel Fixtures Description/End use: Display sandals, hats and handbags Price: $150

Floor Fixtures

6 Way Rack Dimensions: 6” x 16” Straight Faceout and ½ x 1 ½ Inner Upright. Finish: Chrome Quantity: 3 Manufacturer/Vendor: Bethel Fixtures Description/End use: Display sarongs, short and long coverups (beachwear). Price: $124

Wall Fixtures

Wall Mount Straight Out Clothes Display Dimensions: 12” Finish: Chrome Quantity: 30 Manufacturer/Vendor: Garment Rack Store. Description/End use: Display the two pieces, and one piece bikinis which will be hanged on the walls of the store from this article. Price: $2.30

Dressing Room Garment Hook. Dimensions: 3.25” W x 4” D x 3.5” H. Finish: Chrome. Quantity: 10 Manufacturer/Vendor: 4 inside each fitting room so that the customer can hang the merchandise and one in each fitting room door. Price: $2.19

Bikini Hoop Hanger Dimensions: 15” L x 12” Diameter Finish: Chrome Quantity: 20 Manufacturer/Vendor: Garnment Rack Store. Description/End use: Display the two pieces bikinis. Price: $3.95

Wooden Silver Hanger Dimensions: 17” Finish: Chrome Quantity: 28 Manufacturer/Vendor: Wooden Hanger USA. Description/End use: Display the one-piece bikinis, sarongs, long and short cover ups. Price: $1.91

Mannequins

Female Mannequin Dimensions: Chest 33”, Waist 24”, Hip 34”, Heigh 70” Finish: Chrome with no coloration Quantity: 5 Finish of base: Glass Type: Abstract full body form with 5 different poses. Manufacturer/Vendor: Bethel Fixtures Description/End use: Display the merchandise sold at the store. Price: $240

Cashwrap

Strectched Curved Cash Counter Dimensions: Width 73”, Depth 22”, Height 42” Finish: Silver trimming and aluminium hardware. Quantity: 1 Manufacturer/Vendor: Tecno Display Description/End use: Make the purchase transactions and hold two counter top chowcases to display jewlery. Price: $2,650

Counter Top Showcase Rectangular Dimensions: 24” L x 12” W x 18” H Finish: Chrome Quantity: 1 Manufacturer/Vendor: Bethel Fixtures Description/End use: Display necklaces Price: $115

Counter Top Showcase Square Dimensions: 14” L x 12” W x 27” H Finish: Chrome Quantity: 1 Manufacturer/Vendor: Bethel Fixtures Description/End use: Display earrings and bracelets Price: $129

Furniture

Fish Spa Station Dimensions: 36” x 36”. The tank has a lenght of 30” x 30” and whn its taken out the width of the chair reaches 60”. Finish: White paint over polychrome. Quantity: 4 Manufacturer/Vendor: Evolution Cube Italia. Description/End use: Fish Spa station with chair and fish tank included. Price: $1,400

Fish Tank Wall Dimensions: 68” H x 140” W x 4.5” D. Finish: Silver Quantity: 1 Manufacturer/Vendor: Opulent Items. Description/End use: Fish tank behind the spa chairs in order to relax more the clients and create a marine environment. Price: $2,500

Aquarium Sink Dimensions: 34” H x 29.5” W x 23.5” D. Finish: Plastic and metallic bars. Quantity: 1 Manufacturer/Vendor: Opulent Items. Description/End use: A sink for customers bathroom, with an aquarium in order to evoke the marine concept. Price: $4,500

Respite Console Table Dimensions: 47” H x 16” W x 47” D. Finish: Tempered Glass. Quantity: 1 Manufacturer/Vendor: MH2G. Description/End use: A table for customers bathroom that represents the minimalistic, geometric concept . Price: $540

Infinity Floor Mirror Dimensions: 32” W x 2.25” D, 76” H. Finish: Mirror glass with aluminium frame. Quantity: 2 Manufacturer/Vendor: CB2. Description/End use: Used inside fitting rooms so that customers can have a whole body image of themselves while tying on the merchandise. Price: $399

Mazamet Mirror Dimensions: 36” W x 36” H. Finish: Mirror. Quantity: 1 Manufacturer/Vendor: MH2G. Description/End use: Used in the customer bathroom. Price: $649

Anchor Chair Dimensions: 30” W x 31” D, 31” H. Finish: Cotton fabric. Quantity: 2 Manufacturer/Vendor: Maisons du Monde. Description/End use: Used inside fitting rooms in case the customer wants to sit, leave their things, or so that their companion can seat. Price: $789

Novel Bench Dimensions: 52” W x 18” D, 16” H. Finish: stainless Steel. Quantity: 1 Manufacturer/Vendor: MH2G. Description/End use: Used in the waiting area near the fish spa so that people can wait while the spa treatments are finished. Price: $838

Office Desk & Chair Dimensions: 63” W x 17.75” D, 29” H (desk) & 22” W x 19” D, 25” H (chair). Finish: Wooden and white laquer with glass. Quantity: 1 Manufacturer/Vendor: MH2G. Description/End use: Located inside the office for one person to work when needed. Price: $700

Standing Wall Unit Dimensions: 48” W x 15” D, 72” H Finish: Wooden and white lacquer with glass. Quantity: 1 Manufacturer/Vendor: MH2G. Description/End use: Inside the office to store books and documents. Price: $939

2. Fixtures, placement & traffic flow

2.2.Placement & Traffic flow The main reason why the fixtures were chosen was due to its functionality, since some accessories need special fixtures in order to be displayed.

All of them have a chrome finish since it goes with the luxurious and sophisticated meaning of the silver colour. Also this finish is durable, doesn't’t scratch easily, and have a moderate cost.

There are only a few fixtures since all the swimwear will be hanged on the walls by a wall mount. The only apparel displayed on fixtures will be the 3 different cover-up categories (long, short and sarongs).

The 6-way fixture was chosen since there are 6 different pieces per categories in the cover ups, and each one of them will be shown individually.

2.2.Placement & Traffic flow

Another reason for the few fixtures, is because most of the apparel will be kept on the storage, and only one size per model will be displayed. This is with the finality to create a minimalistic and balanced atmosphere, in which shoppers can appreciate better the uncluttered merchandise.

The beach accessories such as hats, sandals, and handbags will be displayed on three different glass towers in the middle of the store, being able to separate them by categories.

The cash wrap will be located at the back, in the middle of the store, it was chosen on metallics and blue since it perfectly complements the sophisticated-marine theme of the brand. Also its semicircular shape gives the geometric look needed.

On the cash wrap, two counter top showcases will be used to display jewellery, and attract the customers to make one last purchase. They will be locked since the jewellery its expensive.

2.2.Placement & Traffic flow

All the furniture chosen has a minimalistic look, most of it shows white colours, glass and silver. Even the office furniture which is not visible to the public has this characteristics in order to involve employees with the same aesthetics.

The fitting room chairs and the bathroom sink were chosen due to their aesthetics. They have a very notable marine theme, the first one shows and anchor and the second one is a fish tank.

The fish SPA stations were chosen in white and blue since this are the main theme colours, they all show a very geometric squared shape, and they are very useful since the tank can be taken in and out, giving more space when there are no clients using it.

2.2.Placement & Traffic flow

The mannequins were picked due to their aesthetics and durability, they have a chrome finish, making them look sophisticated and making them more durable and moderately expensive.

They are abstract mannequins since this represents the minimalistic concept.

Mirrors will be all in silver and glass to combine with the fixtures and hangers. The ones located in fitting rooms are floor mirrors and are only made of glass giving a sophisticated look, they also have a rectangular shape to represent the geometric feeling.

The bathroom mirror is circular in order to represent the geometrics, and it has a very sophisticated and luxurious design.

2.2.Placement & Traffic flow

The first thing customers will see it’s a pair of mannequins, one will be dressed with a one piece and the other one with a two piece. Both will show the latest designs and matching cover-ups with accessories.

All merchandise will be found in the front and middle part of the store. The swimwear will be hanged on the walls, and the beachwear will be located on the 6 way fixtures on the right part next to the merchandise.

On the left part, the three glass towers of accessories will be located, each one containing handbags, sandals and hats.

The two fitting rooms will be located on the back part in the left, in order to give customers more privacy, and with the finality that they go through all the store first.

The cash wrap will be located almost in the back and in the middle, being visible from the entrance since its really visually appealing and goes with the brand image.

2.2.Placement & Traffic flow

The storage and the office will be located in the back par of the store, having access only for employees.

The bathroom will be located on the right corner of the store in the back, next to the fish spa stations in case the customer wants to freshen up after their foot treatment, or if they want to use the bathroom before it.

The Spa stations will be located in the right part on the back, making it more private for customers that want to take a treatment and not mixing it with the merchandise section.

The waiting are will be located in front of the Spa stations in case there are customers waiting to have a treatment, or that current customers on treatments have companions.

2.2.Placement & Traffic flow

2.2.Placement & Traffic flow Store Measurements (Scale ¼ inches = 1 foot)

�  Total Store 15x10

�  Storage 3x4

�  Office 3x3

�  Bathroom 3x3

�  2 Fitting rooms 2x2

�  Closed Back Window 2x4

�  Main Entrance 1.5

�  4 Fish SPA Stations 1x1

�  Fish Wall Tank 6.5x1.5

�  Cash wrap 2x2.5

�  Rest of the walls will be hanging space of .5

�  For the hanging merchandise a ¾ walking space should be considered

3. budget

4. conclusion

Infinimer is a brand that offers swimwear, beachwear and accessories in a unique way. The colorful, spontaneous, and sophisticated designs are made by the personal store designer, making them exclusive only to clients. A geometric, minimalistic, luxurious environment complements the marine atmosphere of the store created by the wall fish tank. This ambiance is made by the use of white, blue, and silver colors, chrome fixtures and mannequins, and the uncluttered merchandise distribution, giving the clients the harmony needed and the opportunity to fully appreciate each article offered. Infinimer is not only a brand that sells products, but wants to make the shopping experience of the customers unique and unforgettable. A Fish SPA service is offered to clients in order to complement their purchase, offering them not to only show an amazing piece of swimwear but also beautiful feet. Complimentary champagne is given during the service.

Infinimer will make an impact on Bal-Harbour since it perfectly fits the market found in this location, which are customers with an upper middle and above income who like to buy exclusive and sophisticated merchandise and have a unique shopping experience in a luxurious environment. On the other hand, there is no bikini boutiques located outside the “Bal Harbour Shops” complex, and this type of merchandise is really popular in Miami since it's a beach destination, being able to attract customers from all over the city, and tourists. It will be the first fashion retailer to show the marine concept with a fish tank wall inside the store, and to offer fish SPA services to their clients, giving the store the competitive advantage to differentiate among the competitive retail environment lived nowadays, and a very hard one to imitate.

5. References

Http://www.Bethelfixtures.Com

Http://www.Onlyhangers.Com/prod-31-1-193-9/circular_bikini_hanger.Htm

Http://www.Woodenhangersusa.Com/22-innovative-wooden-z-hangers

Http://www.Tecnodisplay.Com/nv502.Php

Http://www.Evolutioncube.It/en/index.Php

Http://www.Opulentitems.Com/homedecor/aquariums/unique-wall-aquarium.Html

Http://www.Cb2.Com/

Http://www.Mh2g.Com

http://www.retailresource.com/

http://www.maisonsdumonde.com/DE/de/produits/fiche/sessel-corsaire-123603.htm