500 Word Explanation and Reflection

The whole retail design and branding/ product creation for positioning block A aimed to take the atmosphere, ideals and mood of the 1920's Piccadilly, which for my group and me represented the height of Piccadilly. Through research in the style of art deco, the idea and theatre of tea in Britain, a selection of lectures and the presentations of history and theory, I aimed to create a retail and experiential space that was innovative in its ideas and blurred the lines between shop and entertainment to captivate and engage the customers.The critical factor that helped me grow my understanding theoretically in the retail aspect of design and the strategies used in the business was the History and Theory lectures and presentations. Through the sessions, I began to understand the paths of direction and zoning used in-store layout.

In my design, I created a one-way system that reflects the process and journey of our tea product right at its beginning stage, where the elements of water and tea leaves are separate to finishing in the drink aspect and customer testing of our five different tea choices. The formation of the journey also includes an element that I learned and understood the importance of in one lecture. Having other interaction pieces and not just purchasing the product was vital as it meant a more substantial connection between customer and brand. More than ever, after the economic reduction due to Covid, fewer people are shopping, and more are window shopping/ browsing and looking for an activity and interaction rather than constantly buying.

Due to this knowledge, I developed an interactive process of packaging your tea and a tasting bar during the day. While at night, our business continues in an intimate setting of a music and entertainment bar. The overall theme and setting will be a 1920's jazz focus with music inspired by this and short pieces of theatre, taking from the fact that during mapping the site, I saw that theatre and lounge bars were one of the things at the heart of Piccadilly. However, the entry to this area will be more selective, where the customers would have to purchase a certain amount to receive the 'key' to the entrance at night. During day hours, the stairs are also hidden. No photography will create more intrigue and keep the space appearing as a dreamlike experience through people personally talking about the bar, bringing a much more personal view of 'The Tipsy Cup' shop, brand and experience.

Lastly, the stair layered with curtain follow towards the bar, which has a middle position following the bar positioned on the ground floor works to place the customers in the performance and removes the divide. The bar will serve the blends of our five tea choices in a cocktail fusion. This product creates continuity throughout the whole idea. It connects each concept into a perfect package of retail and experience, achieving the aim of our history and theory studies and my thoughts for this retail project.

Daniela's Blog-Year 2

Daniela's Blog-Year 2

Unit 8 Final Explanation and Reflection of Work

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