Designing a concept store: an interdisciplinary design process

Yıl 2021, , 101 - 145, 29.07.2021

Silvia Rolla , Deniz Hasırcı , Yucel Selin Anal , Zeynep Edes

https://doi.org/10.37246/grid.889515

Öz

The aim of this study is to introduce a design method for interior architecture education that would lead the students through the stages of the development of their projects. The design process is structured into five stages: concept development; spatial development; technical drawings and physical model; detailing and three-dimensional representation; finalization. The second goal is to adopt an interdisciplinary approach to stimulate creative thinking. Therefore, in this project interior architecture was related to several aspects of retailing and branding during the design process of a concept store. The proposed method has encouraged the formation of conceptual ideas in response to a defined design problem. By integrating interior architectural problems with retailing concepts, students have learned to analyze, research, devise design ideas, and transfer ideas into spatial compositions. This led to creative design solutions and diverse design approaches. The organization of the semester into stages has guided the students to approach the design problem gradually and to explore design solutions parallel to their conceptual ideas. By the end of the semester, the students were able to comprehend their progress along the design stages and to benefit from the interdisciplinary approach. Findings may be beneficial for students, design educators and designers interested in design process, interdisciplinarity processes, and designing retailing concept stores. The developed method may be used to provide students with structured design process skills.

Anahtar Kelimeler

interior architecture education, interior design education, design studio, design process, interdisciplinary education

Bir konsept mağaza tasarlamak: disiplinler arası tasarım süreci

Öz

Bu çalışmanın amacı, iç mimarlık eğitiminde kullanılmak üzere öğrencilere, aşama aşama ilerlemelerini sağlayacak olan bir yöntem sunmaktır. Tasarım süreci, beş aşama olarak kurgulanmıştır. İkinci amaç, süreçte yaratıcılığı desteklemeye yardımcı olabilecek disiplinler arası bir yaklaşım izlemektir. Bu araştırmada içmimarlık, bir konsept mağazanın tasarımı sürecinde, perakende satış ve markalaşma ile ilişkilendirilmiştir. Önerilen yöntem, tanımlanmış tasarım problemine yanıt amaçlı kavramsal düşüncelerin gelişmesini teşvik etmiştir. Öğrenciler, iç mimari problemleri, perakende satış kavramlarıyla ilişkilendirerek, analiz etmeyi, araştırmayı, tasarım fikri üretmeyi ve bunları mekansal kompozisyonlar haline getirmeyi öğrenmişlerdir. Bu, yaratıcı tasarım çözümlerine ve farklı tasarım yaklaşımlarına ulaşmayı mümkün hale getirmiştir. Dönemin aşamalara ayrılmış olması, öğrencileri tasarım problemine kademeli olarak yaklaşmaya ve kavramsal fikirlerine paralel tasarım çözümleri bulmalarına yönlendirmiştir. Dönem sonunda, öğrenciler, aşamalardaki gelişmelerini kavrayabilmiş ve projenin disiplinler arası yaklaşımından yararlanmışlardır. Bulgular öğrenciler, tasarım eğitimcileri ve tasarım süreciyle, disiplinlerarasılık süreciyle ya da perakende satış mağazası tasarımıyla ilgilenen tasarımcılar için yararlı olabilir. Bu çalışmada geliştirilen yöntem, öğrencilere yapılandırılmış tasarım süreci becerileri sağlamak üzere içmimarlık eğitiminde kullanılabilir.

Anahtar Kelimeler

İçmimarlık eğitimi, iç mekan tasarımı eğitimi, tasarım stüdyosu, tasarım süreci, disiplinler arası eğitim

Kaynakça

• Ann, M., (2006). Are you experiential. Multi Channel Merchant, 12(8), 10-55.
• Babin, B.J. & Attaway, J.S. (2000). Atmospheric affect as a tool for creating value and gaining share of the customer. Journal of Business Research, 49(2), 91-99.
• Baloglu, S. & Brinberg, D. (1997). Affective images of tourism destinations. Journal of Travel Research, 35(4), 11-15. doi:10.1177/004728759703500402
• Bardsley, C. (2017, May 17). What is a successful concept store? Unibox. Retrieved from https://www.unibox.co.uk/news-inspiration/what-makes-successful-concept-store
• Beverland, M. & Morrison, M. (2003). Experience-brand ‘fit’: a contingent model. Proceedings of the 2003 Society for Marketing Advances Annual Symposium on Retail Patronage and Strategy, USA, 41-64.
• Bitner, M. J., Booms, B. H. & Tetreault, M. S. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing Research, 54(1), 71-84. doi:10.1177/002224299005400105
• Boradkar, P. (2000). Design as Problem-Solving. In R. Frodeman, J. Thompson Klein & C. Mitcham (Eds.), The Oxford Handbook of Interdisciplinarity (pp. 273-287). Oxford: Oxford University Press.
• Both, T. (2016). A D. School Design Project Guide. Hasso Plattner Institute of Design at Stanford.
• Carbone, L. & Haeckel, S. (1994). Engineering customer experience. Marketing Management, 3(3), 8-19.
• Ching, F. (1985). Architectural Graphics. New York, NY: Van Nostrand Reinhold.
• Clemons, S. A. (2006). Interior Design Supports Art Education: A Case Study. International Journal of Art and Design Education, 25(3), 275-285. doi:10.1111/j.1476-8070.2006.00494.x
• Cochrane, T., & Munn, J. (2016). EDR and Design Thinking: Enabling Creative Pedagogies. In Proceedings of EdMedia 2016--World Conference on Educational Media and Technology (pp. 315–324). Vancouver, BC, Canada: Association for the Advancement of Computing in Education (AACE). Retrieved April 3, 2021 from https://www.learntechlib.org/p/172969/
• Conran, T. (1996). Conran on Retail Design. London: Conran Octopus.
• Darbellay, F., Moody, Z., & Lubart, T. (Eds.). (2017). Creativity, design thinking and interdisciplinarity. Springer Singapore.
• De Ruyter, K. & Wetzels, M. (2000). Customer equity considerations in service recovery: a cross-industry perspective. International Journal of Service Industry Management, 11(1), 91-108. doi:10.1108/09564230010310303
• Demirkan, H. & Hasirci, D. (2009). Hidden Dimensions of Creativity Elements in design Process. Creativity Research Journal. 21(2): 294-301. doi: 10.1080/10400410902861711
• Doorley, S., Holcomb, S., Klebahn, P., Segovia, K., & Utley, J. (2018). Hasso Plattner Institute of Design at Stanford. Design Thinking Bootleg.
• Dorst, K. (2011). The Core of Design Thinking and its Application. Design Studies, 32, 521-532.
• Dubuisson-Quellier, S. (2007). The shop as market space: The commercial qualities of retail architecture. In D. Vernet & L. De Wit (Eds.), Boutiques and other retail spaces (pp. 28-45). New York, NY: Routledge.
• Frampton, K. (2005). The work of architecture in the age of commodification. Harvard Design Magazine, 23, 1-5.
• Goodrich, L. W. (2019). Sumak kawsay: Social empowerment through participatory user-centred design in Ecuador. International Journal of Art and Design Education, 38(1), 195-206. doi:10.1111/jade.12175
• Greenstreet, R. & Shields, J. W. (1988). Architectural Representation. Englewood Cliffs: Prentice Hall.
• Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: an organizing framework. Journal of retailing, 85(1), 1-14. doi:10.1016/j.jretai.2009.01.001
• Hansen, D. E. & Danaher, P. J. (1999). Inconsistent Performance During the Service Encounter: What’s a Good Start Worth?. Jorunal of Service Research, 1(3), 227-235. doi:10.1177/109467059913004
• Hasirci, D. & Demirkan, H. (2007). Understanding the Effects of Cognition in Creative Decision-Making: A Creativity Model for Enhancing the Design Studio Process. Ceativity Research Journal, 19(2-3), 259-271. doi:10.1080/10400410701397362
• Herbert, D. M. (1988). Study drawings in architectural design: Their properties as a graphic medium. Journal of Architectural Education, 41(2), 26-38. doi:10.1080/10464883.1988.10758473
• Holbrook, M. B. (1999). Consumer value. A Framework for Analysis and Research. London: Routledge.
• Hultén, B. (2011). Sensory marketing: the multi‐sensory brand‐experience concept. European Business Review, 23(3), 256-273. doi:10.1108/09555341111130245
• Keller, K. L. & Lehmann, D.R. (2006). Brands and branding: research findings and future priorities. Marketing Science, 25(6), 740-59. doi:10.1287/mksc.1050.0153
• Kelly, K. E. (2002). Architecture for sale(s). Harvard Design Magazine, 17, 1-6.
• Kent, T. (2007). Creative space: design and the retail environment. International Journal of Retail & Distribution Management, 35(9), 734-745. doi:10.1108/09590550710773273
• Klassen, F. (2003). Tangible to intangible. International Journal of Art and Design Education, 22(1), 92-99. doi:10.1111/1468-5949.00342
• Kotler, P. (1973). Atmospherics as a Marketing Tool. Journal of Retailing, 49(4), 48-64.
• Kotler, P. (2000). Marketing Management – The Millennium Edition. New York: Prentice Hall.
• Kumar S. (2019). Concept Stores: Bringing Innovative Ideas, Experiences to Indian Malls. Shopping Center News, 12(6), 22-27.
• Levy, S. J. & Kotler, P. (1979). Toward a Broader Concept of Marketing’s Role in Social Order. Journal of the Academy of Marketing Science, 7(3), 232-238. doi:10.1177/009207037900700207
• Loe, D. (2002). Psychology of lighting, Light, 10, 10-14.
• Mendoza, H. R., Benasconi, C., & MacDonald, N. M. (2007). Creating New Identities in Design Education. International Journal of Art and Design Education, 26(3), 308-313. doi:10.1111/j.1476-8070.2007.00541.x
• Micheli, P., Wilner, S. J., Bhatti, S., Mura, M., & Beverland, M. B. (2018). Doing Design Thinking: Conceptual Review, Synthesis and Research Agenda. Journal of Product Innovation Management (14) Design Thinking in Education: Perspectives, Opportunities and Challenges.
• Miller, W. E. (1982). Basic Drafting for Interior Designers. New York, NY: Van Nostrand Reinhold.
• Morganosky, M. A., & Cude, B. J. (2000). Large format retailing in the US: a consumer experience perspective. Journal of Retailing and Consumer Services, 7(4), 215-222. doi:10.1016/S0969-6989(00)00016-3
• Münster, A. H. M. B., & Haug, A. (2015). Design variables and constraints in fashion store design processes. International Journal of Retail and Distribution Management, 43(9), 831-848. doi:10.1108/IJRDM-11-2013-0207
• Nistorescu, T., & Barbu, C. M. (2008). Retail store design and environment as branding support in the services marketing. Management & Marketing, 6(1), 11-17.
• Ostrowski, P. L., O’Brien, T. V. & Gordon, G. L. (1993). Service quality and customer loyalty in the commercial airline industry. Journal of Travel Research, 32(2), 16-24. doi:10.1177/004728759303200203
• Otnes, C. C., Ilhan, B. E., & Kulkarni, A. (2012). The language of marketplace rituals: implications for customer experience management. Journal of Retailing, 88(3), 367-383. doi:10.1016/j.jretai.2012.02.002
• Padgett, D. & Allen, D. (1997). Communicating experiences: a narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62. doi: 10.1080/00913367.1997.10673535
• Panke, S. (2019). Design Thinking in Education: Perspectives, Opportunities and Challenges. Open Education Studies, 1(1), 281-306.
• Pavel, C. (2016). Concept Stores: A Strategic Approach for creating a Destination Experience. Calitatea, 17(3), 169-172. Retrieved from https://search.ebscohost.com
• Peñaloza, L. (1999). Just doing it: a visual ethnographic study of spectacular consumption at Niketown. Consumption, Markets and Culture, 2(4), 337-465. doi:10.1080/10253866.1998.9670322
• Popescu, D. I., & Popa, I. (2012). The Option for the Universe of Consumption and the "Efficient Consumer Response" Philosophy. Journal of Eastern Europe Research in Business & Economics, 1, 1. doi:10.5171/2012.623809
• Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., & Stewart, D. (2009). Customer experience management in retailing: understanding the buying process. Journal of retailing, 85(1), 15-30. doi:10.1016/j.jretai.2008.11.003
• Renard, H. (2014). Cultivating Design Thinking in Students through Material Inquiry. International Journal of Teaching and Learning in Higher Education, 26(3), 414–424. (14)
• Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.doi:10.1108/09596111211206141
• Schmitt, B. & Simonsen, A. (1997). Marketing Aesthetics: The Strategic Management of Brands. New York, NY: The Free Press.
• Schmitt, B., (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67. doi:10.1362/026725799784870496
• Simon, H. A. (1969). The Sciences of the Artificial. Cambridge: MIT Press.
• Smith, B. J. & Colgate, M. (2007). Customer Value Creation: A Practical Framework. Journal of Marketing Theory and Practice, 15(1), 7-23. doi:10.2753/MTP1069-6679150101
• Srivastava, M., & Kaul, D. (2014). Social interaction, convenience and customer satisfaction: The mediating effect of customer experience. Journal of Retailing and Consumer Services, 21(6), 1028-1037. doi:10.1016/j.jretconser.2014.04.007
• Thamrin, D., Wardani, L. K., Sitindjak, R. H. I., & Natadjaja, L. (2019). Experiential Learning through Community Co-design in Interior Design Pedagogy. International Journal of Art and Design Education, 28(2), 461-477. doi:10.1111/jade.12208
• Turley, L. W. & Milliman, R. E. (2000). Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence. Journal of Business Research, 49(2), 193-211. doi:10.1016/S0148-2963(99)00010-7
• Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31-41. doi:10.1016/j.jretai.2008.11.001
• Veryzer, R. W. (1999). A nonconscious processing explanation of consumer response to product design. Psychology and Marketing, 16(6), 497-522. doi:10.1002/(SICI)1520-6793(199909)16:6%3C497::AID-MAR4%3E3.0.CO;2-Z
• Wortzel, L. H. (1987). Retailing strategies for today's mature marketplace. Journal of Business Strategy, 7(4), 45-56. doi:10.1108/eb039175
• Zomerdijk, L. G. & Voss, C. A. (2010). Service Design for Experience-Centric Services. Journal of Service Research, 13(1), 67–82. doi:10.1177/1094670509351960