INdexIntroduction
Observation of the brand 1 - 2Brand position 3 - 4Target public 5 - 6Problem and solution 7 - 8
Intentions
Art reference 11 - 12Proposed values 13 - 14Intention proposed values 15 - 16Stop motion intentions 17 - 18Intentions Materials 19 - 20Interior input 21 - 22
Concept
Concept development 25 - 263D view 27 - 32Materials windowstore 33 - 34Art reference 35 - 36Declined materials 37 - 38Technical plan 39 - 44Declining technicl plan 45 - 46 Indoor 47 - 483D indoor 49 - 52Déclinaison 53 - 56Communication 57 - 58Budget 59 - 60Stop Motion 61 - 62Conclusion 63 - 64
Oakley is a brand that promotes two strong values, technology and design, both are combined to sell a symbol of excellence.
These values can be felt on the internet pages as well as in certain advertise-ments
Oakley strives to innovate especially for events, the internet site is well furnished with celebrities and videos
Points to improve :
The shops do not have a common concept, problem of POSExternal communication is cold and does not follow a common lineAttract clientele with interactive shop windows and creating a wahoo effectExcite customers and give them an experience
ObServaTION Of THe braNd
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luxe
TechnologieTechniqueyle.
Lifestyle
Discount
To understand Oakleys values i twas necessary for me to study the positioning of the brand. My study rests on four criterias; Discount, technology, luxury and lifestyle.
Oakley is a brand with a strong technology that stands out as its best valuer. Pricing is adapted to a sporty clientele. Sports addicts are avid for quality.
braNd POSITION
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TarGeT PUbLIC
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Customer caracteristics and demands
The customer aimed for is a sporty one which knows and appreciates the quality of the products
Actual perception of the brand
The target clientele is sportsmen and woomen aged 25 to 35.
Desired perception
The brand wishes to enlarge its scope of clientele and not only the athletesTherefore a more broad scope of clientele is aimed for with our concept
Problem
The problematic of the Switchlock communication is that it does not catch your eye.Clients do not stop to look and those that do don’t understand
Clients do not stop to look and those that do don’t understandOakley has tried a poster technologie to communicate
Posters are a good means of communication but for this technique it does not work. It needs something more eye catching.
Actually the aimed public of the oakley brand are ones that use social networks.
The Oakley briefing asks us to create a concept with three points.1. Simplicity / 2. explanation / 3. interactive.
Solution
depuis l’extérieur du magasin à rentrer dans le magasin. My concept replies to the problematic through a stop motion flash. Stop motion is simple, clear and efficient. The clients are attracted directly outside giving them the wish to enter the shop
When inside the shop I push the client to try the switchlock themselves
My concept also replies to the internet problematic. To communicate my concept it is is totally declinable on all social networks and internet
PrObLeM aNd SOLUTION
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PrOPOSed vaLUeS
Animation
EmotionExperience
SimplicityRepetition
Reference
My first intentions came on seeing the rapper Stress involved in an advert for Coop
The values I propose are similar to this advert. 11
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INTeNTION STOP MOTION
Stop motion is a film technique
It consists of taking a multitude of shots and combining them to make an interactive film
Reference
Adidas Originals «stop motion» in the streets of Paris
The ESCP Europe Human Experience
Bruno Mars et B.O.B«stop motion» video clip17
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The switchmotion concept is a simplified version of switchlock with picture pacing. Symbolic usage of repetitive images create a dynamic message en abling easy understanding of the system of this technology.
deveLOPMeNT CONCePT
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3d vIeW Of THe WINdOSTOre
For my window the main aim is to attract the client
This concept answers this wish by diffusing stop motion on 8 screens. The stop motion is sent to the screens simultaneously so as to give 8 of the same pictures
The central box is lit up to clearly show the googlesThe concept is easy to make and carry. The effect is immediate on the clients 27
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MaTerIaLS WINdOWSTOre
Advantages
Light weightLow costWell isolatedRecyclable and biodegradableEasy to manipulate
Disadvantages
If it is crushed it will lose all its rigidity
Sustainability and eco design trend
Cardboard furniture is an obvious tendancy. Whether rimmed or compressed or with holes, cardboard is very strong and can be used for different ideas
Tendancies depend on our environnnement and events of our society. For example : oil spills, tsunami, politics, ecology. These events define color patterns, ma-terials and creative spirits
The tendancy which I use in my concept is very « a la mode » today.Many designers have adopted this material. As I said before this substance is very easy to work with which enables a close contact with the cardboard.
Basic structures are often made of this material. Designers then add a thin cardboard as a final layer to finalise their creations
Corrugated Carboard
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arT refereNCe
Here are some examples of furiture made by well known designers
Description of the pictures starting from the left.
1 | Chris Gilmour Italian artist, creator of car and scooter
2 | Lazerian Studio
3 | Kawamata Creator of the gallery while children board (workshop)
4 | Frank Gehry Collection designer inesca pable ‘Easy Edge’ sold in the home Vitra. 35
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MaTerIaL varIaTIONS
Richlite / bio1249 euros about
Aluminium666 euros about
Cardboard624 euros about
Wood / MDF16 mm thickness280 x 207 cm / 2 x637 euros about / with paint
Prices are for measurements of the windows-tore with cutting for screens, and box.
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TeCHNICaL PLaN
Thin black cardboard. To ensure a mat and smooth finish three plaques will be stuck together.
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TeCHNICaL PLaN
260
cm
116.6 cm
60 cm
Bottom plate
Opening for the door
Roof of the box
add spot41
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3 boxes are delivered separately
The assembling is very simple. One only needs to stick them together and then add a bolt to hold them together
The shelves are fixed iwth wooden pegs. Te pegs are pushed in and the shelves are then placed on them. (All the furniture is delivered in a black finish)
deCLINaTION Of TeCHNICaL
Proposition of the different panel declinations.
I propose that the panels should be smaller with less screen or smaller screens with smaller panels.
Therefore the mounting is similar but can be adapted to different sizes
Changed screen display Display size 60cm wideThe central box is replaced by a screen
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Display size 60cm wideThe central box is replaced by a screen
Same disposition with a smaller panel and screen
INdOOr
The interior concept is a follow on to the outside conept
On the back of the window kit I propose a backdrop and also a small shelf. The studio effect will therefore be found behind the window. I propose to use the back of the win-dow to gain place and facilitate signage
The interior concept proposes to place the client in front of the backdrop, to lend them a pair of glasse, gloves, and jacket making them feel like they are in the moutains. The client will then have a period of time to take 5 photos
They will then choose the nicest pictures with the salesman who takes the pictures.. These photos will then be sent directly to the screens in the shop
This concept enables the client to be with Shaun White, to take his place and become ambassador of the brand for a while
This concept is very strong because the client touches the product, he holds it his hands and is therefore much closer to buying it
The client can then find his photos on the Oakley internet site, facebook ,twitter and different newsletters 47
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3d vIeW
As shown the back of the window is in three parts. + shelf to place the products on and two others for the visuals.
The back of the kit open to enbale accessibilty to the screen
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rear deCLINaTION
Here are to variations possible. Either all in visual or with many shelves and a smal-ler visual. The system remains the same
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COMMUNICaTION
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Communication is essential in my project, therefore I have put the following publicity means into effect.
Communication Classic Online communication
Flyers Oakley websitePosters Social networks : facebook, twitterNewspapper NewsletterTV Youtube, Dailymotion etc.
These communication means are obviously declinable depending upon the budget.
The most important aspect of my concept is communication by the following means.
Contest
My concept suggests organizing a competition of videos stop motion realized by the cus-tomers. The notion of competition is very interesting because it attracts numerous persons, including those who don’t know the mark.
After the realization of stop motion, they send it to Oakley who spreads them one after the other on the social media. Stop motion will have to communicate 2 different glasses.
The video of the winner in the competition will be spread in the store as well as in the shop window. According to the budget, the winner will also receive a present.
bUdGeT
Outdoor / Windowstore
Material
Corrugated cardboardCut and assemblyCover black fine cardboard Finish (collage and cup)
Approximate total : Euros: 624.5
Multimedia
Rent of 8 screens LSD without frame
Communication
Sticker « SWITCH motion »
Various
LED
Indoor
Indoor concept
Impression of the thorough pictureCollage and pose
Impression of the logo
Total cost : between 835 and 1665 Euros
This budget depends on the choice of suppliers. The price also depends whether the
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STOP MOTION
The stopmotion was made in studio at the CEPV
With the participation of :
Edward rozzo /photographer and intervening
Jonathan Nicole / model
Virginie Ducommun / model
Noémie Petermann / model61
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CONCLUSION
To conclude my project replies to the problematic and the initial briefing.It is a simple, efficient and interactive concept which offers a large visionHere are the strong points of my concept
The strong points of my outdoor concept are :
Out of the boxThe respect of Oakley valuesThe Waho effect is imediateEasy to understandIt can be easily adapted depending on the materials, size and positioning of the screensIt is also adaptable to all windows
Indoor
The client becomes actor and ambassadorThe client touches the productThe competition is a strong pointVariation in communication 63
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