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BRAVO FLAGSHIP STORE Baku, Azerbaijan BRAVO FLAGSHIP STORE Baku, Azerbaijan The new Bravo Flagship Store has been opened. Situated at the entrance of the city, it stands at a magnificent location. Close to iconic projects of Zaha Hadid, Coop Himmelblau and neighbour to the National Gymnastics Arena and the National Football Stadium. Not only did JDV create the store design, JDV also developed the architecture. End 2015, after having developed the concept and design for the Bravo Retail Concepts, we were also asked to pitch for the architectural design for the Flagship Store. A challenge we gladly accepted because we believe in ‘insi- de-out architecture’. When all manifestations of a brand tell one consistent brand story, all the puzzle pieces fall into place, from the layout structure to the store design. The circle is complete when the exterior of the store matches the interior as well. Af- ter an exciting process our design was chosen by a jury of the highest level. After a building period of almost 36 months the grand opening of the building was a fact. We are proud for our role as architects in cooperation with many local technical specialists guided by Pasha-Inshaat as main developer and contractor. It is an honour to be part of the scenery of Baku, Azerbaijan, the host of magnificent contemporary architecture. A new step in the future of JDV and its teams of retail architects. WELCOME TO THE BRAVO FLAGSHIP STORE Bravo makes shopping easier and above all fun! Bravo works with the best retail experts from all over the world but is primarily a real Azeri company. Thereby Bravo understands the needs of the Azerbaijani custo- mer better than anyone else. Bravo puts an end to the current idea that high quality products have to be ex- pensive. Bravo namely provides the high quality at the lowest price. To enable the Azeri families and to respond to their different shopping needs, JDV and Bravo developed a multi format store portfolio. Supermarkets for con- venient fresh daily shopping, superstores for a weekly extended food inspiration and hypermarkets for the monthly full shopping experience. The Flagship Store is the icing on the cake; showing the Bravo brand in its full potential. THE BRAVO CONCEPT < A I R P O R T < A I R P O R T CI TY > CI TY > NGA BUILDING NGA BUILDING ATHL ETES VILL AGE ATHL ETES VILL AGE GAS ST ATION GAS ST ATION METR O METR O LOCATION LOCATION BRA VO BUILDING BRA VO BUILDING NGA BUILDING NGA BUILDING Pa r king Pa r king Building Building Br av o Road Br av o Road Public pa r k Public pa r k M ain r oad M ain r oad Legenda Legenda Baku is the largest city and capital of Azerbaijan, and the biggest city of the Caucasus region. The city is a very important junction in the region, cultural and industrial. Around 2,3 million people are living in Baku in a city of 2.140 square kilometres. The Flagshipstore is situated at one of the biggest roads of the city. The strip of buildings along the Heydar Aliyev Avenue ends with the National Gymnastics Arena, or NGA building. The round shape of the NGA building forms the logical completion of this urban axis. The task of the new development was to form a link between the existing architecture along the Heydar Aliyev Avenue and the NGA building. The building is built up with 3 main elements; A colourfull trans- parent box with the hypermarket inside. The black box, a volume which is placed on top of the hypermarket and houses the Bravo headquarters. And a big canopy which embraces the two boxes and creates a public space, a square which can be used for mar- kets and festivals. LANDPLOT & ARCHITECTURE DEVELOPMENT For a compelling and successful shopping experience you need a modern and trustable brand. To stay top of mind in a changing retail environment the brand needs to appeal to conscious and unconscious driving forces. Always coming from the DNA and heritage of the brand itself. A clear and re- cognisable brand identity is of major importance to create the right brand perception, like a recognisable signage through every customer touchpoint. This brand identity makes sure that the heritage of the brand and the needs of the customer seamlessly fit together in an authentic and natural way. This is the basis the ultimate shopping experience. To help, inspire and inform. And last but not least to activate sales! For Bravo JDV developed a strong brand identity for all layers of communication: branding, information, inspiration, and ac- tivation. The honey well, which is a strong element within the Bravo brand, is recognisable in the architecture, on the store floor and even in packaging. The big advantage of a holistic approach is that these brand elements are coming back in every building block of the brand. BRAND IDENTITY AND COMMUNICATION “The details are not the details, they make the design”. This is a famous quote of Charles Eames, this is, also for us, the starting point. Every small element is part of the bigger concept, without it the concept is incomple- te. The lighting concept, the materials, the colours, eve- rything works together to tell the bigger story. And this is the power of the physical store, the complete experi- ence. We believe that in a time of internet shopping and technology the store has to be more relevant, more vi- sible and more exciting than ever. The store is a visible, touchable and full experience of the brand and every brand needs a home. THE DETAILS Shopping at Bravo is really fun! There is plenty to do and to see. You can see people picking up lunch and thanks to the fast checkouts, quickly go on with their busy day, children don’t know where to look in the colourful sweets department and you will find all the big brands at the cosmetic department. But we are mostly proud of the fresh departments. It is a supermarket where you will get hungry. The colours of the fresh fruit from all over the world and the smell of freshly baked bread. Everywhe- re you will find the staff of Bravo preparing fresh products. TAKE A LOOK INSIDE The perception of affordable prices is driven by a con - sistent approach of the ‘good-better-best’ structure in all product presentations in combination with strong fo- cus points of spectacular promotions. Based on a clear store layout structure the shoppers easily can find their way through the store in a natural rhythm between con- venience and inspiration. The striking fresh departments appeal to all senses with dominant product presentati- ons and full visibility to the preparation and production of food. Enhanced by appealing brand graphics and clear instore communication. STORE CONCEPT Seamlessy integrated within the building we created a state of the art office space that houses the Bravo global headquarters. The design includes a reception area, individual offices, open floor workspaces, meeting rooms and a cafetaria for over 400 employees. To create a good working climate in an office this big, we implemented a central courtyard. Ensuring each em- ployee access to natural light and the possibility to eat your lunch outside. OFFICE SPACES ADDITIONAL FORMATS In addition to the NGA location’s Flagship store we also created other formats in varying sizes. These range from hypermarket to supermarket size to accomodate the retail space available as well as being correctly situated in those specific urban areas. The height differences on this property were a major architectural challenge, which we solved by dividing the building into different floors. The car park also covers different levels. But challenges offer opportunities as well, and the result is a playful, dynamic design with a spacious balcony that gives the building a unique ap- pearance. Size: 12,786 m2 Retail area: 7,448 m2 HYPERMARKET - 20 JANUARY CIRCLE In addition to the hypermarkets, we also designed a smaller Bravo supermarket on Babek Road in Baku. The supermarket has a totally different dynamics than the hypermarket. It has an important role to play in the community, and therefore has a so- mewhat friendlier and more personal character. The front façade expresses this friendliness with transparent facades combined with wood claddings. We chose high quality materials for the front façade with basic claddings at the rest of the store, this makes the building efficient in cost. Size: 3,820 m2 Retail area: 3010 m2 SUPERMARKET - BABEK ROAD JosDeVries The Retail Company BV Bisonspoor 8000 Copenhagen-toren Verdieping 7/8 3605 LT Maarssen P .O. Box 1194, 3600 BD Maarssen +31 (0) 346 563 764 info@josdevries.eu www.josdevries.eu For more information about this project or other inquiries please contact us at: WE CREATE PART OF JOS DE VRIES INTERNATIONAL B.V. In addition to the hypermarkets, we also designed a smaller Bravo supermarket on Babek Road in Baku. The supermarket has a totally different dynamics than the hypermarket. It has an important role to play in the community, and therefore has a so- mewhat friendlier and more personal character. The front façade expresses this friendliness with transparent facades combined with wood claddings. We chose high quality materials for the front façade with basic claddings at the rest of the store, this makes the building efficient in cost. Size: 3,820 m2 Retail area: 3010 m2 SUPERMARKET - BABEK ROAD
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