Project NO.5 : Branded Space

Flash shops

— illy coffe

1. Project Earlystage

Brief

Brand of choice: illy Coffee

Use function: Flash shop

Location: Shopping mall lobbies, Busy commercial areas

Stand-alone presence, does not affect the whole

Founded in 1933 in the Gulf city of Trieste in northeastern Italy, illy Coffee is a premium

coffee bean producer and the first coffee company in the world to receive ISO 9001

certification.

The company is the first coffee company in the world to obtain the ISO 9001

certification, allowing coffee lovers all over the world to drink the best quality coffee

and obtain the ultimate sensory and spiritual satisfaction.

1.illy Coffee specialises in espresso

coffee, which is rich and full-bodied.

2.illy coffee is packaged in pressurised

anaerobic tanks with inert gas to preserve

the aroma.

3.Operates a network of cafes in shopping

streets, museums and airports.

Stand-alone presence, does not affect the

whole

Research

Introduction to the Navigators

Nder of ill coffee, Francesco illy (1956-1892), was himself an inventor and reformer, and in 1935 Mr.

illy Sr. created the first automatic Espresso machine, the «illetta», which replaced the original

steam method with compressed air and later gave birth to The first automatic Espresso machine,

the «illetta», was created in 1935, replacing steam with compressed air. In the world of coffee

science, he is as important as Einstein, from the improvement of coffee cultivation, harvesting,

quality screening, roasting, production and packaging, coffee extraction technology and research

on caffeine and human health, which has brought Italian coffee beans to the world and led the trend

of espresso.

Keywords:

1.Invention

2.Machinery

Introduction to the Navigators

Andrea Illy, chairman of espresso, has

dedicated his life to perfecting his family›s

espresso and is now turning his attention to a

new challenge: to make the espresso company

%100 sustainable by 2033. He has gradually

become an environmentalist, advocating

sustainable initiatives such as using only

recycled paper, and further initiatives that

require more thought.

Keywords:

1.Environmental protection

2.Sustainable development concept

The five steps he proposes and practices

1. Using recycled paper to protect trees.

2.Using recycled takeaway cups to reduce plastic use and encourage

consumers to recycle coffee capsules.

3.Investing in more efficient coffee machines to save energy.

4.Planting trees next to farmland to

create biodiversity in the ecosystem.

5.Processing excess carbon into fertiliser

to protect the atmosphere. Sustainability

is something illy is currently working on.

Analysis of internal brand factors

1.Brand positioning: high-end brand

2.High-end brands create a sense of distance from customers : Higher customer psychological expectations

3.The appeal of the brand to customers: illy makes coffee, high quality coffee beans and a very Italian style brand

tone. In the Chinese market, for example, the development of other coffee brands will compress the market,

and customer loyalty to the brand will also be compressed, testing the interaction between the brand and the

customer, establishing a connection to bring brand goodwill.

4.External considerations: For a high-end brand such as «illy», the choice of location is inevitably a high-end

one (Facing higher rent costs). Although the popularity of coffee products is relatively high in China, consumers›

ability to judge the product itself is not enough. illy is a boutique coffee brand, which is more suitable to use

the brand to drive the product, and has formed a symbol of high-end, high-quality coffee brand in people›s

subconscious.

5.The brand itself: High-end consumers are familiar with this brand, the design is very high standard, the shop

matches the positioning value is high, as a beverage shop his profitability model does not need to worry.

→ High-end market (entry)

Analysis of internal brand factors

Brand‘s own advantages

1.High quality coffee beans, high quality raw materials, inert gas sealed

can packaging, logo silver can (packaging design).

2.Unique coffee capsule preservation technology, advanced coffee

machines and equipment for production, master craftsmanship

(drink making technology).

3.Coffee and contemporary art combined, illy invited design

masters to jointly launch a collector›s cup, giving each cup

a collector›s value, driving the collection frenzy wind.

Lux

u

n

Park

Heiping

P

a

rk

Ruihong Xintiandi Sun Palace

1.Life centre and commercial gathering point.

2.Multi-functional office and public hub.

3.The largest lighted canopy dome in the

history of Shanghai shopping malls.

4.With special food and beverage theme

block.

City park with beautiful greenery, close

to universities and surrounded by many

residential areas, easy access to the

metro network. Hongkou District›s top-ranked shopping

centres are located here.

Shanghai——Ruihong Xintiandi Sun Palace

Ruihong Xintiandi Sun Palace is located in the life center and commercial gathering point of Ruihong

New Town, a large-scale community in Shanghai, and has multiple functions such as office and

public hub. This -180,000square-meter commercial center not only has design highlights such as

the largest daylighting canopy dome in the history of Shanghai shopping malls and a three-story

super atrium space, but also a breakthrough in setting up dining-themed blocks and markets in

the mall 5th to the 7th floor has created a unique ecological and innovative urban complex, which

is another successful practice of ARQ Architects’ exploration of new business models.

Research ——Location research

Research ——Location research

South Li food collection

The choice of North & South Food Hub comes from the fact that

it is an immersive food and social platform created by Xintiandi

to provide young and trendy consumers with more creative and

unique food and experiences, and to provide the most creative

incubation platform for new food and beverage brands and

products. With light and greenery as far as the eye can see and

seating everywhere, this is a food village in the sky with an

outdoor vibe. The space is uniquely identifiable, distinct from the

rest of the mall›s public areas and integrated into the mall as a

whole.

Location analysis

1.The lobby is the brightest and most prime area at the entrance,

with a high gathering rate of people. 2.The unique dome structure of the mall attracts customers to

take photos and increase the probability of customer traffic. 3.From the category ratio, we can see that fashionable food

and beverage, mainly beverages and desserts, occupy a major

proportion, while nearly 3/1 of the retail-oriented brands are

introduced, with relatively few «full» brands. 4.The introduction of brands is more towards the mainstream

choice, illy coffee to meet and according to the project›s high

quality, high knowledge clientele, through the combination of

Chinese and Western food to meet the young consumers and the

surrounding white-collar catering.

Analysis of the illy brand and

surrounding brands

In FOODIE SOCIAL, a number of coffee brands such

as Seesaw, BIRDIE CUP COFFEE and BasdBan have

been introduced, while the main shopping centre

also has a coffee business on each floor, but the

business logic and consumer experience is different

between the two, with most of them developing

beverages in a long-term in-store mode, such as

Starbucks and illy Coffee:

illy vs Starbucks coffee brand research comparison

analysis

1.Starbucks to buy the environment to send coffee, illy coffee main

espresso beans fame. 2.For Starbucks loopholes about the choice of fine beans, no matter also

exceed the quality of illy coffee beans; illy coffee to do drinks will also

be inferior to Starbucks, because the domestic publicity is not high. illy

coffee is important to combine their own advantages to open shops. 3. Industry chain advantages and differentiation challenges, domestic

consumers have experienced the trend led by Starbucks, and then respond

to Starbucks scale offline shop model, illy coffee should focus on building

commodity coffee bean retail, art coffee cup exhibition to attract foot

traffic, shops should be semi-open and open structure, breaking people›s

long-term psychological barriers to illy high-end coffee, and give handmade coffee model leisure integrated design.

Inspiration

Design example

Architectural designer Adam Kerkin

designed this ‹button house› for illy

Coffee. Built from recycled materials, it

can be fully expanded at the push of a

button.

Although it is a flash shop design for the

illy coffee brand, it also provides me with

a range of ideas.

Design features

1.Foldability of the space. 2. Easy and quick to set up and take

down. 3.Functional. 4.Space saving.

’’BCE Place‘‘

kereskedelmi

komplexum

——“Bionics”(Plant Biomimicry)

Lisbon - Oriente

Railway Station

Plant Biomimicry(Tree structure)

Inside the long arcade, each side is supported by several

thick steel columns, which begin to diverge in the

middle, and the branches that diverge fork again after

stretching out for some length, and these thinner steel

rods then diverge into a dense mass of tiny branches

that converge at the roof of the -27metre-high gallery

to form a parabolic dome 14 metres across, as if a

primeval forest full of big trees were stretched out high

above «wave of leaves». In the middle of the long arcade

there is a small square-like space where the shape of

the trees is more pronounced and the curved structure

at the top is woven into a swell of waves.

Another small-scale application of this tree-like

structure was the variable transparent roof of the

outdoor restaurant at Bauschänzli in Zurich in 1988.

Calatrava wanted to make the tree move this time.

The restaurant is on an island with a medieval castle

nearby, and Calatrava is going to insert some metal

rods into the real tree, which also diverge step by

step, like in BCE Place in Toronto, to support a glass

square at the top of 12 metres high, supported by very

thin metal rods. This top metal pole is connected by

hinges and can be folded like an umbrella. When

it rains, the «branches» open up like a spring rain

and form a «dense» forest to provide shelter for

customers. And when the sun comes out, the top

can be stowed away, bringing the sunlight to the

customers sitting under the tree.

1. Project Earlystage

Early solution

Sketch of the top opening

and closing structure

Monoblock

Connections

Initial design ideas

Combined with the brand tone, seize the

environmental protection, space saving and

other perspectives, design a retractable

folding structure, from the compressed small

space through the hand crank unfolded into

a large space, the top tree-like umbrella

structure connecting the plane divided

into four areas, the square opening and

closing drive the top unfolded, the top lighttransmitting structure gives shade and light

transmission, so that people feel the feeling

of being enveloped by the forest. Highlighting

the ease of setting up and dismantling the

flash shop, it can also be used outdoors,

allowing the brand chain to develop in

multiple directions.

Overall functional area division:

Beverage production and sales

area, branded goods sales area and

peripheral items display area, coffee

cup exhibition area, office lounge area,

four parts.

Simple example model

(Approximate composition

experiment) →

Scheme Finalized 1.For whom: illy coffee flash shop design. 2.Environment: On the 5th floor of the Rui Hong Sun Palace in Shanghai, in the centre of

the Nanli Market Hall, three lotus leaf-shaped domes envelop the entire space at the top. 3.Modelling:In terms of styling, in the lounge area I have used a tree-like structure of

arcades to envelop the top of the lounge area. The tree-like structure is designed to echo

the surrounding ecology, and each piece of the foldable roof is made of triangular squares,

in order to form an echo with the overall ruffled dome, so that customers can experience

the feeling of a small «sun palace».

vertical view

Top

monolithic

structure

People Mobility Map Analysis

——Air bubble diagram

Adjacency Chart

(bubble chart)

Elevation

Indoor bubbles

Programme

improvements

Redesigned for wall renovation

to give functionality

Cups

exhibition → area

→

Cups

exhibition

area

Coffe

exhibition → area

Coffe exhibition →

area

Adjacency Chart

(bubble chart)

Hand-painted wall

concept drawing

Improved programme mapping

Elevation

(part of

the main

lobby of

the café)

Side view

(Coffee

House

main

room)

Programme improvement adjustment

advantages：

1.In the brand tone, through the same layer of coffee

brands Starbucks, want to develop a program aimed at

restraining Starbucks must be through the following two

points: （1, illy main high quality coffee beans 2, art cup

attractiveness.）

2.In the external wall adjustment is also to emphasize

the two aspects of illy coffee advantages, so that «wall»

in the role of encirclement at the same time, but also

can assume the role of publicity and shelf function,

transparent and open for consumers to find the brand

advantages at a glance, more optimal publicity and brand

tone.

Final model making

Coffee

making area

Coffee bar

Top opening and

closing structure

Canopied

monoliths and

columns

Outdoor coffee tasting table

Improving small models ——Small model experiments

Inspired by the iconic LV Foundation, an

architectural work by the master Frank Gehry,

the sheet glass is connected to the main body

by pillars, creating a sense of extension

through a series of connections.

This has a strong connection to my work,

and the connection between the roof

and the body of this work can be made

by using a rod connection to create a

sense of gradation between the roof and

the body.

The roof structure is connected to

the main café by a rod-like structure.

The triangular structure of transparent windows

ensures the stability of the transition structure and

provides a certain psychological and visual relief to

customers when they get their coffee from the main

café and go to the outdoor drinking area, reflecting the

human-centred design concept. Entrance

to the

main café

Interior to exterior

transition entrances

Transitional

articulation

section