Pop-Up-Store Tachelesz
- 29. Juli 2019
- 4 Min. Lesezeit
Aktualisiert: 10. Feb. 2022
2. semester
Task:
Designing a pop-up store with retail for the brand "Tachelesz".
The staging is intended to generate an "not typical" spatial image that inspires targetgroups from the local "earlyadopter" segment (agencyscene, multipliersandopinionleaders).
For the design process, history, quality, origin and discovery of the diversity of the brand and products of Tachelesz are to be transferred.
Especially the manufacturing idea of the manufacturing process should be in the foreground of perception. A room concept is to be developed that includes the areas of gastronomy (60%) and retail (40%).
The design challenge is that despite different and previously unknown locations in terms of style, size, height and layout, the respective rooms create an exciting and authentic environment on a modular basis. Therefore the transportability of all elements used is an important part of the design process.
Roughfacts:
- type of business: meeting place with kitchenette, refreshment and LEH-offer
- duration per location120 - 140 opening days
- seats: approx. 40 pax
- opening hours: about 12:00 –23:00
Workingprocess: First step - storytelling
The first consideration in such a task is storytelling. What’s the customer about? What message should the concept transfer?
Sometimes it’s not so easy to come up with something.
My thought was – since it’s about "Tacheles reden", german "straight talking" (in terms of nutrition) – to deal with the animals and the classic barn. I wondered what we would do with an old farmhouse/barn if we stopped eating animals. So I chose the theme "Stable" with different pictures for my moodboard. In my concept everything should be freely positionable so that it would be really suitable for any location. I also wanted to "disappropriate" classic objects from the barn and convert a potion into a juice bar.
We only had 5 minutes to present our stories. If our professor couldn’t understand the story in that short period of time or wasn’t convinced about the storytelling (he was "representing" the client), then you had to think about it again. This recreates a quite realistic situation in this business.
Second step - 5 model variations
The second step involves reconstructing the premises on a scale of 1:20 with depafit panels. Then we should try out five different variations of what a spatial image might look like due to our storytelling. Third step - 3D modelling Since the course "Body, Space and Structure" is linked to the 3D course of our university, it was clear to us that we had to recreate the premises and our whole concept in Rhino. Some things and commands you've learned at the 3D course, others (and that was mostly the case) you had to learn by yourself. Learning by doing, so to speak.
My idea developed rapidly from a stable concept to a glade concept with the mantra "vegetables are my new meat". Further I will explain more in my final presentation (see below).
Here are a few examples of how these models in Rhino can look like:
Fourth step - renderings In our final presentations, we should visualize and explain our concept using rendered photos as if we were presenting it to the customer.
As I said, my concept has changed a lot during the development phase.
Find out what my Tachelesz concept is supposed to say now:
The brand "Tachelesz" should be something for everyone – for young and old, for small ones and for big ones. If we want to change something in people’s diet – if we want to have a Tacheles talk – then we have to start very early on and start with the youngest.
The pop-up store should deal with relatively simple cuisine: juices that the customer can put together himself, sandwiches, fruit bowls–inprinciple, the customer only meets the raw food, i.e. the unprocessed product. My design now has to revolve around this food & beverage concept:
The design concept is divided into different "levels". The first is the forest itself. He is sometimes creepy tousand nature is almost uncontrollable for us. The photo wallpaper is designed in a silhouette, which makes the whole thing not realistic, but rather abstract.
Everything that comes out of the forest shows into the room, as you can see on the treeshelf and on the geese. This is how the transition to the actual setting of Tachelez is created: the glade.
The glade itself has basically two sub-levels, the first of which is that of domesticated animals. Here I have limited myself to classic farm animals. The animals form two groups (herds), each positioned in the corner of the room and both point diagonally towards the center of the room. The animals serve as shelves so that the customer can put together his raw food as he wants. There are Fruit-Islands and Vegetable-Islands, plus a Milk-Island.
This takes us to the final level – the civilized world of mankind. Everything that you can sit on, where you stand or work is diagonally aligned in space. The refurbished drinking troughs serve as tables or a counter and make the customer, who enters the store, immediately aware that he can sit down or order there.
It’s a lot of work to get up and running such a project during six weeks. Other groups had for example four members – so you can divide work quite well. From a certain point I had to work on my own, which made things difficult. However, I am quite satisfied with my result. Yes, at one point or another you could have done more or created more renderings – but my concept was well received by the professors and that was the most important thing for me.
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