Zoeken
Overzicht
Print linkerkant
Print rechterkant
Print beide zijden
LET’S IMAGINE THE NEW MEANING OF SPACE from spaces to places Part of Jos De Vries International B.V. LET’S IMAGINE THE NEW MEANING OF SPACE from spaces to places Part of Jos De Vries International B.V. from spaces to places FROM SPACES TO PLACES The world is full of empty places. Places that are vacant, empty, abandoned. Because companies couldn’t keep up, stores were replaced by internet shops or retailers were just not relevant enough. But we do not see empty and cast-aside spaces. We see potential places. Places for people to come together. To enjoy a physical brand experience with all their senses. Places to meet, to enjoy, to work, to shop, to study... to be... The only thing we need is a little bit of imagination. So we invite you, no, we challenge you: let ’ s imagine the new meaning of space. PT CO nce from spaces to places CONCEPT For over 30 years, JDV has helped clients throughout Europe, Russia, Africa and the Middle East to develop and design successful concepts. Concepts that surprise by not only being more fun, easier and personal, but above all the most relevant and distinctive. We offer a holistic approach, from strategy to realisation and everything in between. Always starting with a strong and unique concept. The concept is leading. With a great concept a space is more than a floor, four walls and a ceiling. Thanks to the concept a space becomes a place. EVERY SUCCESS STORY STARTS WITH A STRONG CONCEPT S S VISION WITHOUT STRATEGY REMAINS AN ILLUSION Strategy starts with imagination, with the curiosity to want to understand the world around you. A strong strategy provides answers to the conscious and unconscious needs of the customer in a changing society. STRATEGY ST ra TE gy from spaces to places A strong brand story that is shared by all channels from a strategic proposition. Always starting with the question: why? Why does our concept add value to the world around us? What do we want to give our customers and how do we want to do that? PROGRAM MANAGEMENT Program Management is the best way to integrate the strategic vision in every aspect of the brand. The different teams are connected by a shared vision. Program Management enables creativity, practical application and commercial viability to go hand in hand and produces a consistent and especially relevant customer journey. A STRONG STRATEGY ANSWERS THE CONSCIOUS AND UNCONSCIOUS NEEDS OF CUSTOMERS TALK TRANSLATION OF THE PROPOSITION TO UNIQUE COMMUNICATION AND TONE OF VOICE LOOK THE VISUAL TRANSLATION OF THE BRAND STORY ON THE PHYSICAL FLOOR ACT THE BRAND STORY SHOULD BE SUPPORTED BY THE ENTIRE ORGANISATION AND HOW IT ACTS OFFER THE OFFER AND RANGE MUST MATCH THE BRAND STORY, FROM ACTIVATION TO INSPIRATION STRATEGY STARTS WITH IMAGINATION, WITH THE CURIOSITY TO WANT TO UNDERSTAND THE WORLD AROUND YOU. RATIONAL EMOTIONAL 1. What are the added value and distinctive power of your formula? This question is addressed in the funnel workshop. During this workshop, we go through the funnel to develop a vision on the playing field and to formulate the trump cards of the formula. Step by step, we search for new opportunities in the market and mirror the formula to relevant developments in the field of consumer behaviour, the market situation and the competitive environment. A clearer and more recognisable brand identity is essential if you are to create a distinctive and successful brand. To know how to express yourself as a brand, you have to clearly envision your brand identity. To begin with, we explore the essence of your brand together to create unique brand values. Once the brand identity has been defined, it becomes the starting point for further brand development. The output? A strong proposition, four brand pillars that form a strong foun- dation and a set of brand values that bring the brand to life. STRATEGY FUNNEL 2. gn SI INTERIOR from spaces to places COMMUNICATION What is a store without design and communi- cation? No pictures, no explanation, no navigation. No branding, no colours and no inspiration. What are you left with? Nothing more than a large space full of shelves and products. You would get completely lost. A successful store goes beyond being a beautiful space. The function of the design is more than just a matter of aesthetics. Good design tells a story; it is the visual translation of the vision and manages to hit the right emotional chord. Colours, materials, shapes: they evoke all kinds of associations for customers and thus bring the brand story to life. That makes the difference between spaces and places. BRANDING COMMUNICATION Interior design determines the experience; it gives the brand a stage. Colours, materials, lighting, displays, racks and counters: together they make the shopping experience what it is. INTERIOR VodafoneZiggo THE NETHERLANDS Fairprice SINGAPORE Cleanshelf KENYA Capi THE NETHERLANDS According to the theory of the communication framework, communication is built up on the basis of five layers, each of which has its own visual characteristics. BRANDING Communication from the brand itself, from the brand identity. Branding clarifies what the brand stands for and what customers can expect, bringing the brand to life. NAVIGATION Contains the functional communication in the store itself, communication that helps customers navigate the store and find different departments. The navigation layer also utilises product segmentation to help the customer at shelf level. INSPIRATION Excites customers, and tempts them to make purchases by telling the story behind the product with the support of appealing imagery. ACTIVATION Activates and draws attention to the offers and promotions in the store and thereby ‘manages’ the price perception. INFORMATION Gives customers clear general information. This includes things like opening hours and guarantees, as well as product specification. FRAMEWORK CA COM muni tion КОНФЕТЫ Lenta RUSSIA Pyaterochka RUSSIA A good brand has a strong identity that ensures recognition and tells the story. A distinctive brand identity is able to make the brand values of the brand in the design tangible. BRANDING Perekrestok RUSSIA Naivas branding KENYA Askona RUSSIA Fairprice SINGAPORE AR chi TEC ture The ultimate retail experience is created only when all touchpoints during a customer journey tell the larger brand story together. 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 and the communication concept. The circle is complete when the exterior of the store matches the interior. That is the new meaning of space. EVERY BRAND NEEDS A HOME Bravo AZERBAIJAN JDV ROADMAP & STEP-BY-STEP MODEL from spaces to places Part of Jos De Vries International B.V. - www.josdevries.eu OUR ROADMAP FOR INNOVATION & DESIGN The ‘RIBA plan of work’ is a British project management method that gives an overall structure to guide the architectural, structural and construction process. One of the greatest advantages of the RIBA method is its modular character which can be adopted for small jobs, huge projects and everything in between. It divides the development process into seven stages, from the strategic definition to the handover and in use. JDV translated this to an effective concept development method. from spaces to places What makes the RIBA method successful? MODULARITY The RIBA method’s modular system makes it applicable to different processes. In some cases we only go through some of the stages, while in other cases, we go through all the stages. CLARITY FOR CONTRACTOR AND CLIENT Each stage has clear objectives so that everyone involved is aware about their responsibilities at each stage. This defines different delivery points and a transparant fee structure. It gives everyone involved greater control over the process. STRATEGIC DIRECTION Stages 0 to 2 involve defining a solid strategic starting point. This leads to a clear briefing. From experience, we know that a good strategic foundation is crucial for a strong conceptual design. HOLISTIC WAY OF WORKING We have believed for years that the combination of creativity and innovation is more than the sum of the parts. By bringing together different expertise and perspectives on a project, you can bring the entire project to the next level. The RIBA method is exceptionally suited to linking these different disciplines. RIBA METHOD from spaces to places 00. STRATEGIC DEFINITION 01. PREPARATION & BRIEF CONCEPTUAL CONTEXT DESIGN INPUT 01 GOAL: to set a strong strategic starting point and translate it into a clear briefing to the project teams. • ANALYSIS • FIRST GENERAL OBJECTIVES • STUDIES • PROJECT BRIEFING • PROJECT ROADMAP • BUDGET • FUTURE SCENARIOS • PROPOSITION • CONCEPT PILLARS • MULTIFORMAT • HIERARCHY OF THE ASSORTMENT • BRAND IDENTITY • PLANNING, PROCESS & TEAM JDV ROADMAP FOR INNOVATION & DESIGN PHASE 01 PROPOSITION STRUCTURES CONCEPT PILLARS M2 ANALYSIS OF THE LOCATION from spaces to places CONCEPTUAL OUTPUT DESIGN OUTPUT 02 GOAL: the first time the idea gets a physical form, based on design studies, finding the right balance between the rational and emotional. • LOOK & FEEL • GENERAL MATERIALS • PRINCIPLE GRIDS • BUBBLE PLAN • LAYOUT & ROUTING • FLOOR PLANS AND GENERAL SECTIONS • MATERIALS AND COLOURS / MOOD BOARDS • FIRST INTERIOR AND COMMUNICATION SKETCHES • COST CHECK 02. CONCEPT DESIGN JDV ROADMAP FOR INNOVATION & DESIGN PHASE 02 GENERAL MATERIALS FIRST FURNITURE AND COMMUNICATION SKETCHES LAYOUT MATERIALS AND COLOURS MOOD BOARDS from spaces to places EXTERIOR OUTPUT INTERIOR OUTPUT 03 GOAL: bringing the concept design to the next level: giving all elements a definitive size and place. Check compliance, client standards and commercial objectives. • SITE PLAN • VOLUME STUDIES • DEFINITIVE FLOOR PLANS, SECTIONS AND ELEVATIONS • FAÇADE • MEP STRUCTURE • DRAWING SET • DIGITAL LAYOUT • 3D IMPRESSIONS • PRINCIPLE DESIGN FURNITURE MODULES • OVERVIEW COLOURS & MATERIALS • LIGHTING PLAN • COMMUNICATION FRAMEWORK • MANUAL 03. DEVELOPED DESIGN JDV ROADMAP FOR INNOVATION & DESIGN PHASE 03 DIGITAL LAYOUT COMMUNICATION FRAMEWORK 3D IMPRESSIONS FAÇADE from spaces to places EXTERIOR OUTPUT INTERIOR OUTPUT 04 GOAL: create understanding of the location and of all the materials used and their amounts. Supply teams with technical details, so tendering and hand over to construction partners can take place. • MATERIAL AND LOCATION SCHEMES • MATERIAL SPECIFICATIONS • FINAL TECHNICAL DRAWING SET • FAÇADE, FLOORING AND CEILING DETAILS • SITE PLAN • FINAL TECHNICAL DRAWING SET • MATERIAL AND LOCATION SCHEMES • DETAILED DESCRIPTION FURNITURE • MATERIAL SPECIFICATIONS • LIGHTING, FLOORING AND CEILING DETAILS • COMMUNICATION FRAMEWORK • FAÇADE DESIGN SITE PLAN • TENDER MANUAL FIT-OUT 04. TECHNICAL DESIGN JDV ROADMAP FOR INNOVATION & DESIGN PHASE 04 SITE PLAN COMMUNICATION FRAMEWORK FINAL TECHNICAL DRAWING SET DETAILED DESCRIPTION FURNITURE from spaces to places EXTERIOR OUTPUT INTERIOR OUTPUT 05 GOAL: to assist building partners for an optimal realisation of the concept and thereby act as a 'concept keeper'. • SITE VISITS • ASSIST THE CONTRACTOR WITH DESIGN ENGINEERING • SITE VISITS • ASSIST / ‘CONCEPT KEEPER’ TO THE CONTRACTOR WITH DESIGN ENGINEERING • ASSISTANCE / ‘CONCEPT KEEPER’ GRAPHIC REALISATION SUPPORT 05. CONSTRUCTION JDV ROADMAP FOR INNOVATION & DESIGN PHASE 05 SITE VISITS ASSISTANCE / CONCEPT DESIGN ENGINEERING ASSISTANCE / CONCEPT REALISATION SUPPORT SITE VISITS from spaces to places EXTERIOR OUTPUT INTERIOR OUTPUT 06 GOAL: evaluation of the delivered work and, if relevant, the process of cooperation. • ASSESSMENT OF THE REALISATION • SUGGESTION FOR ADJUSTMENTS AND OPTIMISATION • EVALUATION • ASSESSMENT OF THE REALISATION • SUGGESTION FOR ADJUSTMENTS AND OPTIMISATION • EVALUATION 06. HANDOVER JDV ROADMAP FOR INNOVATION & DESIGN PHASE 06 ASSESSMENT OF THE REALISATION EVALUATION SUGGESTION FOR ADJUSTMENTS AND OPTIMISATION EVALUATION from spaces to places EXTERIOR OUTPUT INTERIOR OUTPUT 07 GOAL: keeping track of the operation to see where improvements are necessary to stay relevant; prepare the concept for future roll-out (might be full roll-out or just remodelling). • OPTIMISATION • OPTIMISATION • ROLL-OUT MANUAL 07. IN USE JDV ROADMAP FOR INNOVATION & DESIGN PHASE 07 OPTIMISATION ROLL-OUT MANUAL from spaces to places STEP-BY-STEP MODEL Modulair approach to accomplish key modules in a short time frame and with realistic budgets. Investment costs are prioritised by commercial weight. In other words, commercially important elements are implemented first. 1. Determine the priorities based on data analyses, data projection and targets. 2. Define the modules and structure them according to priority in line with the budget and scheduled roll-out. 3. The modules will be rolled out according to priority, building a new store step-by-step. BY PRIORITISING ACCORDING TO STRATEGIC AND COMMERCIAL CRITERIA, THE MODULES THAT PROMISE THE HIGHEST ROI ARE ROLLED OUT FIRST from spaces to places PRIO 1 FAÇADE ENTRANCE INSTORE COMMUNICATION PRIO 2 LIGHTING FRESH DEPARTMENT N E W C O N C E P T M A N U A L EXISTING STORE CONCEPT PRIO 3 N E W S T O R E C O N C E P T DRY GROCERIES DEPARTMENTS CHECKOUTS BECAUSE OF STEP-BY-STEP ROLL-OUT THE STORE IS IN MOTION AND IS ALWAYS SURPRISING STEP-BY-STEP MODEL Modulair approach to accomplish key modules in a short time frame and with realistic budgets. Investment costs are prioritised by commercial weight. In other words, commercially important elements are implemented first. 1. Determine the priorities based on data analyses, data projection and targets. 2. Define the modules and structure them according to priority in line with the budget and scheduled roll-out. 3. The modules will be rolled out according to priority, building a new store step-by-step. BY PRIORITISING ACCORDING TO STRATEGIC AND COMMERCIAL CRITERIA, THE MODULES THAT PROMISE THE HIGHEST ROI ARE ROLLED OUT FIRST from spaces to places
i-Flipbook aan het laden
i-Flipbook aan het laden
