Reserved Showroom
Client: LPP S.A.
Category: Fashion + Apparel
Scope: Preliminary and Technical Design | Rollout | Flagship | VR
Location: Warsaw, Poland
2016 - 2017
Overview
LPP is a vertically integrated clothing retailer, one of the largest in the CEE region. We were asked to design a showroom based on the retail concept of their core Reserved brand. Since Warsaw is the most important city in Poland and Reserved the best performing brand in the company’s portfolio, it goes without saying that we were in the CEO’s personal crosshairs and were expected to overdeliver.
Challenges
Design a showroom located in an office building using a shopping center-based brandbook
- Low ceiling
- No shopfront
- Atypical floorplan compared to traditional store layouts
- Integrate media/conference area
Stay true to the look & feel of the retail concept in a non-shopping environment
- Question density assumptions and practices for an optimal showroom experience
Modus operandi:
Initially the subsequent design revisions were communicated through traditional 2D architectural drawings and computer visuals prepared by an external studio. This did not work very well – the process was too slow and the visuals were only images that did not tell the whole story.
We made a VR application on top of our Revit workflow that delivered an immersive and photorealistic experience. Major design revisions were tested the next day in human scale. The CEO was able to base his feedback and ultimate sign off on precise and experiential data.
Benefits:
- Validation of a major design decision to increase fixture density. We had all underestimated the space due to the much lower ceiling height and non-standard room proportions
- A round of value engineering forced us to limit the amount of LED displays. A quick walkthrough helped us find new locations for POS materials and ultimately validate these decisions
- We were able to check the visibility of logos and props placed throughout the store
- A much quicker design and decision pipeline through the integration of REVIT and our VR software
- A general feeling from the client that the process is based on actionable feedback and that decisions are likely to be in line with reality
