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by Hayleigh Magor

o V E R V I E W
cOMPAN Y
We are
The
Who l fi g e r s!
Hi
Hey!... are
we?

Who are The Hilfigers?


An advertising and campaign
phenominom...
Film
Here

• Tommy Hilfiger is back. And he brought family.


“This new ad campaign...takes our visual identity in
a fresh new direction while respecting our brand aes-
thetic,” Tommy tells Women’s Wear Daily. “This is the
first campaign to truly capture the brand’s 25 year
heritage of twisted, pretty American sportswear.”
And twisted and pretty it is...the family too. Bloody
Mary-loving mummy, daddy, a parade of kids, includ-
ing a son kicked out of boarding school, a Portuguese
exchange student who never left, a mute daughter and
two floppy-eared basset hounds gallivant in their Jeep
Grand Wagoneer for what’s been dubbed “The Ultimate
Tailgate.”
The fall campaign, photographed by Craig McDean and
styled by Karl Templer, exemplifies a Royal Tenenbaums
And the Hilfigers aren’t going anywhere anytime soon. The fashionable (and touch of quirkiness and humor. And it should. I have
fictitious) family will appear in future installments and are profiled in always thought Tommy to be the preppy cousin that nev-
detail on the “Meet the Hilfigers” section of Tommy.com. Though old-money,
they have embraced new media. Noah’s indie rock bands will be popping up er took himself too seriously. Templer touts depth,
on Pandora while Mummy and Daddy surf Facebook and Twitter to keep tabs on daring and imagination in his arrangements—convincing
their boarding school delinquent son. Other social media features include each and every one of us that Tommy Hilfiger truly is
Chloe’s closet, Morgan’s [one of the basset hounds] Must-Haves and Ber-
nard’s Books. Now this is family. for daddy as much as it is for Bunny.
Who we a r e . . .

What we want...
Chapter 2

Market
Research
Who?
1. Describe the type of person who could be your
typical customer? Preppy
Men and women ages between 18 - 45 a wide audience. From a mid-
dle to upper class background. The younger audience from pri-
vate/grammer schools. The majority being an American audience. Classic American

2. What is the age range of potential customers? Almost plain


Ages between 18 - 45

3. Gender of potential customers? Sporty/Chic


Female and male
Fashion Conscious
4. What is the geographical location of potential
customers? Mature/profetional
Large bustling citys, mainly New York Citys and London, how-
ever the need advertising scheme has seen the popularity of the
brand expand to the smaller citys especially in England. Hamiltons meets the
city
5. What are the most likely occupations of poten-
tial customers? Vintage
Large companies, PR, Fashion etc, mainly a group of people who
have been brought up with money and have always used the brand.
Family businesses.
Loyal

6. What are the general likes /dislikes of poten- Friendly/approach-


tial customers? able
poor quality and not upto date fashion.
Fun-loving
7. What does a typical customer want from the
product? Caring
High quality, the latest preppy/contemporary fashion trends as
well as offering suitable evening and work wear that are fash-
ionable. Mature fashion, not fad fashion that almost seems
tacky. P

8. What makes your product more suitable to po-


Typical COnsumer
tential customers?
attention to detail, producing the highest quality and the lat-
est trends.offering products that are slightly different to
competitors. Traditional american outfitters, offering smart/
Miss Hilfiger:Consumer Profile
casual wear.
Classic
American
meets prep
py
Chic

Initial inspiration:
As seen on the left a spider diagram of initial research
for the NYC Tommy Hilfiger Flagship store. On this diagram
are a number of elemnents that I believe should be in the
store - things that consumers see are apart of Tommy Hil-
figer and that need to be carried forward. Including things
that are typically America things that were ‘Tommy’ before
the new campaing, as it is really important to include
these elements so consumers still have brand awareness,
looking after the current and new customers.

DRINKS: Cocacola, Budweiser, Jack Daniels


FOOD: Peanuty Butter, Hersheys, Picnics, Jelly
SPORT: Baseball, Tennis, cheerleading, American Football,
Chess.
Say bye to Mannequins
and
Hi! to digital viewing
Whilst walking through the streets of NYC it was
clear this retailing outlet has hit a new height
using digital screens to express everything from
poromtions, to videos to catwalks. Demolishing the
old fashioned paper POS. This was even placed on
the front of the buildings. It is this idea that
I want to take forward and use. The current Tomm
y
stores use 3d typical mannequins like the image
to
the right, however I want to use digital screens
as my retail mannequins. What can be more real and
entising as seeing the clothes on real life mod-
els. ASOS now uses videoed catwalks to show what
the clothing looks liek on the move, showing form
and appearance. Using screens will give me more
space within the store and also bring the atmosp-
ehere alive. Tommy Hilfiger as said above has re-
lease the new Hilfigers campaign, this is exactly
what I want to be on the digital screen. A video
of The Hilfigers, this is promoting the clothing
and outfits as well as the image Tommy is trying
to create. I wish the screen to be along the wall
as a huge screen, as if the wall was alive, maki
ng
the store area itself look a lot larger.

There have been many videos released in differen


t
areas, i need to research into store in spiratio
n
and choose a correct video accordingly. This will
be researched within the research part of the pro-
ject.
Chapter 3
Research
Looking at the current Tommy Hilfiger
stores will help me indicate what is
Current Tommy successful and what is not, carrying
through key aspects into the new store.
cU
StRR
orEN
es T tOMMY sTORES The fifth avenue store in NYC is the flag-
ship store, with a massize sleek white
staircase in the centre as the main fo-
cal point, something I personally saw
and enjoyed, something I want to take
through to the new store design. The
SOHO store was more rustic and English,
again with a huge staircase.
Fifth Avenue NY SOHO NY Germany
One thing that seems to be in every
store is chandaliers and light bulbs,
this helped create a warming cosy light-
ing but also was an extremly creative
design aspect. Two things that customers
will think of in the Tommy stores, some-
thing i feel needs to be taken through
Canada Milan Washington DC to the new store design. However I do
not want modern, I want quirky, american
style aspects.

All of the stores have dark warm-


ing lighting, creating an at home atmo-
sphere, all playing music. Stock levels
Mexico Puerto Rico Fifth Avenue NY
are great in all of the current stores,
with masses of storage.
http://uk.tommy.com/
Current Store
Exteriors - NYC

This is topshop in NYC - good use YSL amazing clouded glass that
of colours and original featurres lights up at night - amazing afri-
including the staircase. The win- can themed display with a lifesize
dow displays are large and the giraffe. The building is amazing,
topshop flags make it clear that it stands out and really represents
is topshop. the brand.

Current Tommy store on 5th av-


enue in NYC. The builiding ext-
terior is decorated with a
large bow using the colours
of the brand. The bilding is
plain however the bow makes it
stand out from a mile away. The
building also has a glass panel didgital scr
the een on the f
on the fron something similar
s s i m p l e cement as lister - liv
e webcam in
ron of ho-
Prada use yet
to my designs.
e b u i l d i n g - plain fornia ocean
with a huge
the cali-
fron of th i l a r to the clo
th- feature/pool water
s i m ide type thing a
stylishs - s - i t is the ins fron as if t t the
se l l and he sea is co
ing parad h a t i s technical of the scree ming out
re t n - AMAZING
of the sto AMAZING AMAZING
amazing.
O R s T O R E
eX T E R I
E A R A N C E
aPP

Hollister has create


d a brand within ite-
self just from the ou
ter store appear-
ance. SOmething I wa
nt to look at to
help me turn Tommy Hi
lfiger into a kbown
worldwide phenominom
. Each Hollister
store has a beach hu
t like out interior
with the same scent
in every store, play
ing with ccustomer se -
nses which has in-
evitably worked as th
ese are two elements
customer always reme
mber. The inside of H i l f i g e r into a re-
the store is dark, mi ake Tommy out
of the displayed stoc
nimal yet carrys all I want to m n f o r g e t a b l e carrying
is u all of the
k. The company have tailer that a t u r e s i n
tried to make the st ore fe
being in a beach hous
ore experience like the same st s t o r e s . Above shows
a
h i p his was an
e as the brand is a trend flags m p e r v a n , t
surf brand. In NY th rican ca ior, as the
e fron of the Fifth typical ame t o r e e x t e r
Avenue flagship stor e outer s culture. Th
is
playing a live web ca
e is a digital screen idea for th l a m e r i c a n
pica can and cou
ld
beach, in front of th
m from a california brand is ty a l l y a m e r i
typic d remember.
is is then a water caravan is s u m e r w o u l
feature to represent g a con
to sea. be somethin
t o c a r r y through the
I wanted the
To the left f l a g , m a y be putting
can NY
Tommy ameri t o f t h e b uilding, in
fron ld stand ou
t
flag as the l e , i t w o u
possib link to Tom
-
ths can be d i r e c t l y
g would ffect
and the fla v i n g a shed like e
. H a eppy
my Hilfiger r y i n g t h r ough the pr
ca r are
underneath, t h e m e t h e y currently
land
garden/wood e r e c o rporate pac
k.
n t h
releasing i

http://www.google.co.uk/imgres?imgurl=http://www.thebestpageintheuniverse.net/images/hollister_facade2.jpg&imgrefurl=http://www.thebestpage-
intheuniverse.net/c.cgi%3Fu%3Dfashion&usg=__kCPASfjCTQ_8xSPd1TzHny3PF2M=&h=423&w=500&sz=71&hl=en&start=27&zoom=1&tbni
d=3PGrV_-QCgCDNM:&tbnh=108&tbnw=128&ei=oTFqTZ31M87
to
il fi ge r is tr yi ng to reinvent itself in
Tommy es brand compet-
cu lt am er ic an st yl
a preppy is
ch a Ralph Lauren. Th
ing against brands su when
so me th in g th at ne eds to be looked into
is pi-
gn in g th e st or e la yout. Upper class ty
desi
er ic an s ho us es ar e like what you get in
cal Am
to ns , th e ty pi ca l house you see in all
the Hamp is something that
ic an mo vi es . Th is
of the Amer to do for the front
ly in te re st in g
could be real build-
th e st or e. Wh it e washed wooden styled
of rna-
wi th th e hu ge po rc h with all of the fu
ings i-
, ca su al ye t el eg an t and typically amer
ture on ght show this, found
pi ct ur es to th e ri
can. The , th e one to the bot-
d Go og le Im ag es
on Flickr an
al ly de pi ct s wh at the houses are like,
tom re the
th e ol d fa sh io ne d styled shutters over
with
Th is is de fi na ly Tommy Hilfiger, yet
windows. tw ist, like with a
of a co ol fr es h
needs more an d the tall wooden
ru nn in g th ro gu h
brick wall stairs
am s le ad in g to th e above balcony. With
be
ng fr om th e de ck in g. A huge decorative
traili
at wi ll ca pt ur e th e cosumers eye and
stunt th also be realesed
th em in . Th is ca n
will draw gi ni sed as Tommy Hil-
at wi ll be re co
worldwide th s ha ppened to Holl-
ch li ke wh at ha
figer very mu
siter.
http://www.google.co.uk/images?rlz=1T4ADFA_enGB404GB404&q=tree+like+columns

c O L U M N S
iNSTO R E

sp ir at io n fr om th e currentl Tomym Hil-


Taking in th the Hilfigers in
rt is in g re le as e wi The three images abo0ve show a range of how di-
figer adve te a forest within the
I wa nt ed to cr ea verese the tree like colums can be. From extremly
the forest, gi ca l and surreal en-
th e st or e a ma basic to super skinns and twig ike to chunky and
store. Making rk an d tourist attrac-
in , a la nd ma painted in an array of colours. The above picture
viornemnt to be s
fl oo r pl an s ha ve many pillar like area is similar to what I would like for this store,
tion. My up per flor, these are
th ro ug h to th e yet looking colourwise like the one bottom left,
that follow s bu t also decorative.
in ca l pu rp or se realistic. These will form the base of the store,
both for tech the
nt to co lu ns to lo ok like trees, with a focal point in itself but not take away the at-
I wa flooors
of th e tr un k do wn stair and the upper tention from the main focal point in the middle
base ures. Both floors co
l- of
li ke th e ab ov e pi ct the store. The floor plan has carefully placed the
looking ng off, this will be
ha ve br an ch es co mi pillars so they do not overwhelm the customers,
umns with to hang on. The above
fo r th e co th es are their for purpose and do no detract from the
the railings e
re s re al ly de pi ct what I want within th other visuals. These columns will be seen through
ppic tu not
Ho we ve r th es e im ag es are tree like yet the glass fron of the store, showing customers the
store.
nt them to be.
as realistic as i wa trees all the way through the store.
http://www.momoy.com/2009/03/18/michelin-amazing-retail-store-interior-by-eventscape/

P I R A T I O N
T O R E i N S
iN S

Aboveistheinsideofthemichelinestore,withtyretracksalloverthewall
andacarhungfromtheroof..Thisstoredoesnotmakeamassizeprofitbut
reallyspeakstotheconsumersaboutwhatthebrandisaboutandwhatis
sells.Itisobviousfromthestoredesignitselfthatthiscompanysellstyres
withthetyretrackswallpaperandcarpet.Asthewallcoveringsarethe
mainfocalpointandthehangingcar,theydesignershavemadethebalco-
nys,stairsandfixturesclear,reallyallowingtheaudiencetoseethedesign
aspects.

I want the store to be a andmark in NYC, express-


ing the brand but also creating a statement, not
necerssarily there to may a profit from cloth-
ing sales but to make a point that Tommy is back
,
similar to other sompetitors on the Avenue. On
these pages are images of other flagship stores
making a statement. For example, stores in Times
Square are purely there to make a statemtn with
Toys R us having an indoor fairground, none of the
stores make a profit. The images aboes are light
and airy, very spacious with interesting lighting
.
Large pillars and baloconys make a statement and rbie flagship store. The
Above is images of the Ba pan-
also increase viewing areas. The glass walls make a single barbie in each
staircase is glass with eve-
the store seem more airy and visible, the walls
. Th e st ai rc as e is th e main viewing point with
el
lightly dusted with a pink colour. The barbie in g ar ou nd it ve ry mi ni mal. The walls are barbie
ryth
flagship has a staircase made up of purely bar- d wh it e. Th e st or e ha s a cafe, salon etc, a way
pink an
bie dolls with the celining covered in pink fair en ti ng wh at Ba rb ie is , having her life but
y of repres for
lights. You aoutomatically know it is barbie. This one. A tourist attraction
not necerssarily buying
is what I need to think about with Tommy.
every girl in the world.
a t i o n -
Inspir
R e s e a r c h
es are
These imag
ic, rus-
cintage-ch
r, wodden
tic leathe
This board is what
m e t a l i c walls with
and
has inititally in- ts coming
cement par
spired the design as-
o u g h t h e walls. The
th r
pects within the store
s a n d c h a lkboards
drawm
so far. Working from
h f r a m e s and book-
wi t
the previous research the stor-
and brainstorming and shelves as
adding visual inspira- age.
tion.

Very airy and bright


yet cosy, with the
domed walls and open
- fireplace. Birdcages
p e r f ect im and wooden floors. Open
s a
This i w ing on beams and again lots
o l l i
age f p i l lar re
-
of fittings that would
h e ow-
from t r e e s foll work pefectly.
. T
search t h e store
roug h
ing th a h anging
a s es
acting u t a l so giv
, b ke ap-
device s t - l i
fore
a open
ce.
pearan Very rustic, perfect
for the forest theme.
Open beams, apple
carts as storage, and
the open brick wall
with wooden panels as
the wall paper.

PERFECT COLOURINGS.
This is the sort of
eary, woodland feels
that I want to have in
the store. Magical,
weird and ultimatly Again a magical image,
mind-boggling. With where midsummer nights
the customers weaving dreams meets reality
in and out of the tree - a world that I want
and clothing. to remake within the
store. The candles add
a nice lightin feature
so could work within
the store - natural
light.
as been a
The bear h
c t o r t h r o ughout the
fa is im-
i n g s o i t
campa
r t a n t t o have him
po
store.
within the
n k i n g o f a stuffed
Th i
a c t i n g a s a sign I love this image -
bear
d i r e c t i n g the cus- hanging things of the
-
ough the branches. This is what
tomers thr
I want to do with the
shop.
clothing and the ac-
cessories - literally
tie them on the trees
- for display only.

Midsum-
N i g h t s
mer
a m m e e ts
Dre
This image is ea
ry
with the black be
au-
reality
tiful image with
the
light background
. This
image displays th
e
mood that I was
to
resemble within
the
store.
s
a b r i c swatche
f
s e l e c tion of w i l l be ap
-
A a t
ours th re. Flo
-
and col t h e s t o
r e n t within s a n d natu-
p a i p e
, o p a q ue, str a mixture
ral U s i n g
a l e l e ments. r e used on
r a t a
urs th his is
of colo a g a s t
rican fl ithin t
hw
the Ame c t o r w
d i m i n ant fa a t t h e back
a
- a s the flag rime fe
a-
stor e t h e p
t h e s tore is & W HITES
of U E S
EDS, BL colours
.
ture. R t u r a l
ith na
mixed w

The natural el
ements will be
ment concrete bark, ce-
and wood, all
elements are f of these
ound within th
and also seem e forest
dark and eary
ished with nat - yet fin-
ural magical l
could look bea ighting
utiful. The st
floral patterns ripes and
will bring the
back to relali store
ty, adding in
preppy aspects american
as brand ident
the customers. ity for

I want the sto


re to surreal,
more of a tour magical
ist destinatio
have Tommy Hil n yet still
figer key eleme
York anything nts. In New
is possible an
ing to make th d I am go-
e most of this
.
Floor 1

*Three levels to the store


Top floor *two ladder style staircases
*Trees for pillars plus act-
ing as a clothes fitting

*Changing room x 2 styles


like log cabins
*top floor is shoe lounge with
a seating area

*The back wall is the main


focal point - a wooden flag
*trees will be weaved in and
out of. Ground Floor

*a massive two door entrance


*Glass front of builidng to
be able to see the trees
*path way on ground floor
through each floor
*ground floor to look like
woodland floor
*concrete floor *Large till point
*floors to look like tree house *lift for diasbled access
Store Design
Progress examples...

Ch a p t e r 4
Played around with the th
to make each level a diff
ree levels
erent size
test the
The digital screen will be on the
left wall as you walk in - this is

Store
- the top being the shor going to be a video of the hilfigers
at this
second slightly longer - in the woodes - making you feel
ents have
point no decorative elem they are there too - again the lay-
nd with
been added - playing arou ers dont seem very treehouse like.
e.
stairs from the warehous More research needed into tree
houses.

De s i g n
se
n d w i t h the u
ou rectan-
e d p l a ying ar s i m p l e
Start - drawng
a
r aising
v e l s a n d
of le ying
b a s e and cop l i s inlight
.
gu a l r l e v e
i n g s u re each p l ans - t
his
mak the fl o o r and cut
o w i n g d w i t h
Foll be tamp
ere
l evels.
t h e n e r e n t
will e the dif
f
c r e a t
to re

once the stairs had been imported


- I cut holes for them to slot into Started playing around with the use
using the rectabgle tool and added of levels - drawng a simple rectan-
an edge to the layers - using the gualr base and copying and raising
lift tool to pull up the sides. The making sure each level is inlight.
stairs at this point look boxy and Following the floor plans - this
dont look very treehouse like. will then be tampered with and cut
to recreate the different levels.
Treehouse
Inspiration &
Research... Store Design
It was clear when starting to create the
interior of the store that I needed more
Progress...
research into treehouses in order for the
instore treehouse too look more realistic:

chnaged fro
the stairs have been
re tree-
ladder styled ones mo
e the chang-
house like. To creaat
a shed from
ing rooms: imported
ed - cutting
the warhouse and edit
d e d - of th e ro of an d half of the side
lu pied to creat two
e v e l s are inc o r c u s - wa ll - th is wa s co
the l the lef
t f ted.
All of
l e d g e t o b e a b le ch an gi ng rooms. - wooden pain
adding
a and
w a l k around m o re life
s t o r s -
tomer other fl
oo n-
v i e w t h e
e r e s e arch. I
to t h
r e e h o u se from n f e n c i ng has
a t ode
a d a l edge wo e s h a v e also
ste re
a d d e d - the t t h r o u gh each
been cu t
p l a c e d - and
been
level.
The wood
en paint
not what s on off
i wanted er were
image fr so i sav
om the w ed an
into the eb and i
paint ta m ported
that i u ble - it
sed to r was this
fencing, e-paint The second fl
changing all of t oor has been
top floor rooms an he ed with a ce paint-
floor, so d the ment like pa
like whe it all m i imported i int which
n a tree atched - nto the pain
is norma house is used the pen t bar. I
lly usin built it tool to draw
wood fro g the su way around a a path
m the sa rroundin ll of the tr
tra edge me tree. g it out to th e e and cut
The treehouses are all wooden with fencing as houses t The ex- en paint wit
- more o he chagn cement paint h the same
f a guid gin room . The ground
the edging - rustic and dirty looking. With am makin ance str
ategy - been pianted
w i
floor has
g sure i i t h f o r est shrug -
ladder styled stairs. each ele am posis image downlo an
ment str tioning aded from th
tomers h ategical e web.
ave to w ly so cu
floor. th alk and s -
e changi view eac
in a pos ng rooms h
ition wi are also
th a nic
e view.
Point of Sale
Ideas In-Store POS
Opening times are
simple and follow the
instore theme. Using
the same layout as
the Tommy file.

Here is a selection
of POS that will ap-
pear in the NYC Tommy
Hilfiger Store.

Offers
and pro
will ap motions
pear in
ing the clud-
real 20
nights % off
that ha
stores. ppen in

The changing room


signs are mr and miss
hilfiger - these will
be stamped onto the
doors of the cabins.
The vacant will be
changed by the in
store assistant.
Chapter 4

B R I C S
A l i v e
Plan
BRICS Alive

The BRICS ALive will be made up of 25 stills and


anaimation with both accesorized with music. The pre-
sentation clip will hold videos and a selection of mu-
sic to fit both the inspiration, research and final
shop floor layout. When taking a screen shot the qual-
ity was very poor and didnt not represent what the
store actually had to offer. I have specifically not
put in clothing and shoes from the warehouse as these
did not represent the brand or the quality that i want-
ed within the BRICS ALIVE. So the clothing and shoes
have been added in photoshop once the stills have been
taken,

V- RAY: All of the stills have been rendered using V-


ray in order to gain the higher quality. This really
shows in the following images. These still will then be
inputted into the tour of the store and the final pre-
sentation.

Other aspects in the snap shots have been aded: I made


sure I knew from the plotting section of the sketch
book what each window of the store looked out on. I
then pasted this in the background of the snapshots to
really show what the store would look like> The image
to the right has The Plaza Hotel in the background.

The image below has the real Tommy Hilfiger cloth-


ing unputted with the screen on the left - this is the
screen that will be playing all of the time within the
store.
BRICS Alive - snapshots

The image at the top right has had the background of


the apple store inputted with real fairy lights input-
ted onto the roof - showing what the outside of the
balcony will look like when the sky is darker.

The image to the bottom of the right has had wood tex-
tures inputted on top of the layers for this to look
realistic. The shoes are from the Tommy Hilfiger web-
site and have been directly inputted into photoshop -
cut and then pasted into place.

The Brics alive plan is for me to showcase the store


and show was inspiration has gone into it behind the
idea. This will be clearly shown in the presentation
through the use of boards etc. The tour itself around
the store does not have the same quality as the v-ray
images however, once exported into premiere elements
will hopefully look of better quality,

The tour will take place from a consumer point of view


- going up each ladder and to each focal point as a
typical consumer would including the disabled sections
as these have been specifilly design. The lift to the
back of the building provides entrance to each floor of
the building.

PRESENTATION:
The presenation will include a video tour of the plot
where the store will be positioned. Also the origi-
nal Hilfiger video that has inspired the whole building
plus additional videos.
o n i n g . . .
o s i t i
Store P o u t
r n a l L a y
E x t e
Situated in th
e heart of New
for a flagship York City - t
store to reall he only place
rounded with t y make a state
he high street ment. Sur-
sales and visu s biggest comp
al merchandisi etitors in bot
ng. h
The biuling is
both a stateme
outside so wil nt on the insi
l need to be s de and the
York where eve ituated in an
ry angle of th area of New
difficult prosp e building can
ect in a city be viewed - a
that is also fi built upon its Above is a satellite view - showing the space avai
tting for Tomm elf! In an are lable
most consumer y Hilfiger and a from above. THE ‘a’ Pin points the exact location
visits. will gain the also
showing the surroundings.
ADDRESS:5th Avenue, Ea
United States st 59th Street Below is the positioning wthin Manhattan - showing
the
, New York, close proximity to Central Parc and major historic
at-
Chosen due to tractions.
the area and t
he space.
THE AREA: In t The image below on the right shows the space up
he heart of Fi close
Parc, The Gran fth Avenue bet - with ‘a’ pinpointing the apple store with the
d Plaza Hotel, ween Central space
glass flagship FAO Shwartz & available on the right where currently a water feat
store. The gla Apples iconic ure
fit well within ss part of the lies.
this area due building will
interior and e to Apples glas
xterior of the s store. The
fitting well wi store are ‘woo
th Central Par dland’ theme
tures opposite c opposite and
. The building the water fea-
look out of pl needs to stand
ace. out yet not
THE SPACE: Eno
ugh space for
something of a the building t
challenge in N o stand alone
the building c e w Y ork City. Each
an be viewed. side of
20m - more tha S ize of the spa
n enough for t c e is 15m x
he building.
Above is the fountain which will be rep
laced by the Tommy
Hilfiger building. The space as seen is
large and consumer
based. With steps leading to and from the
store. The sur-
rounding areas are built up so this spa
ce is an unlikely gem
to find and is perecf in both size and sur
roundings. The glass
builidng will work well within this are
a.

THE NEIGHBOURS: The large space in front


leads straight
through to Central Parc. The greenery of
the store has been
chosen to fit with the surroundings of the
parc. With the
Two images above showing the glass Apple glass walls to fit with the apple store
store. The apple and not look bulky in
store goes underground leaving a larger front of the larger buildings. To the rig
space available to ht is the classy up-
the left. The building behind will also per east side. To the left is Fifth Ave
not be affected due nue and directly be-
to the size and being an office block rat hind is Madison Avenue. The infamous Pla
her than a retailer. za Hotel stands alone
in front.
Ch a p t e r 5

F i n a l
S t o r e
Ext e r i o r
The Final Brick....
The building followed a gruelling aim - to successfully
promote Tommy Hilfigers brand new campaign - really dev-
The Final Building... ling into the current inspiration with the final outcome
looking into the newly released advert based on treehous-
es and the outdoors - bring Preppy/vintage chic back into
the mainstream. The building was to be a flagship store
so needed to stand out and almost be an iconic pillar for
the tourist in New York. The problem with New York is the
lack of space and as the building has four very different
and attravtive sides it was important to find a plot that
could fit this....a very difficult task in a city that
are built upon themselves.

Finally a plot was found in a prominent and very tour-


isty area surrounded by New York citys top attractions
including The Plaza, Central Parc and FAO Shwartz. With
the newly built glass apple store it was important to fit
well with this. The glass exterior of the store fits well
and does not look bulstrous in front of the other build-
ings, with the bark life decoration and wooden balcony
making the building fit well the the central parc sur-
roundings. A staple builidng in a stable zone.

The interior is simple following a childs growing up


years where children would gather anything possible to
fill their treehouse...this is what has been used with-
in. The interior also has the woodland area will the up-
per two level representing the treehouse. In keeping with
the preppy chip furniture yet cinfortable and approach-
able, somthing Tommy Hilfiger stores have not had so far.
The store will be an iconic tourist attraction and real-
ly bring Tommy Hilfiger back into the fashion limelight.
The final builidng stands out enough to be a flagship store With the garments available in store to a minimal, which
with the prominance of the typical Fifth Avenue buildings. is why the ipads have been offered so customers can en-
The building also as it is glass fits well with the sur- joy browsing in a comfortable area and browse the whole
roundings with the balcond adding an additional focal point stock.
- almost as a retail lookout to see the surrounding views
of fifth avenue, central parc and the upper east side. The Hopefully the BRICS Alive tour and presentation will suc-
building will glisten with the sun - with the flag really cessfully show the maturity and procision of the build-
showing that this is TOMMY HILFIGER. ing.

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