LINDSAY MILLER

0915011

FT3034

future vision-

The concept

To create an amazing brand space, experiential, taking away the hard sell retail element, incorpo-rating elements of social networking and AR.

The store is for everyone, but is focused on the generation interviewed in my ethnographic study, appealing to them visually, taking their confidence with modern and future technology into consid-eration, playing on their need for a more bespoke item and their desire to have a different experi-ence. The social network and app particularly appeals to the way that they share the experience of lingerie, comparing, championing, and complaining. The whole concept is supposed to feel like an experience, a treat, a novelty and appeal to the impulse spender .

LocationThis is to be a flagship store, an add on to the traditional store, at a location such as Westfield Stratford City where the Future Fashion Exhibition was held. This is a developing location with space to be had, and very in keeping I feel with taking the shopping experience to a different level.

The SpacePlaying on the original theatrical appearance of the store, take this further with clever use of dis-play and props, light installations etc.

Themes and stories built within the ranges, e.g.-a fairytale with pink trees, and product inside eggs in bird’s nests, cloud lights that change throughout with the mood of the story.

Products are on display but only a select few, scan product to add to your cart

The customer via the social network app has uploaded the music that is played in-store to the playlist.

How it worksCustomer signs up to the Boux Avenue social network website and mobile app, either before hand or on arrival to store.

If you put your payment and delivery details into the app, this allows for immediate payment and delivery.

The app allows you to scan items to add to your basket, upload your images into the fitting suite, pay immediately, share your purchase or look to share and discuss amongst friends or upload your design to be rated for possible display in store.

The Fitting SuiteFitting mirror is AR focused, a camera or camera behind the mirror which overlays images.

Each fitting room space has a body scanner and virtual mirror, you may choose to be fitted or choose to simply try on. Based on your measurements your back and cup size will be given and various styles suitable for your shape will be recommended. You may request the real garment to try on or choose from the options in front of you, which will overlay the virtual image over your own body. You can literally flick through the options, change the colours and go to an edit menu to add or take away detail i.e.-more padding, more bows, less lace etc to make it more tailored to your taste and needs. You can take a photo to upload to your account to share with friends, perhaps discuss on the forum or submit it to be a chosen design for the store.

You can upload images of your own clothes onto the app so when in the fitting suite you can add your images to the selection to see what your lingerie will look like with certain outfits.

Top ten designs uploaded by customers will be displayed in store weekly, so the customer is re-ally creating and sharing their own lingerie styles.

StaffStaff are on hand to help with questions, fittings, use of fitting suite, to explain how it all works etc.

Artwork by Christopher Zero