veja flagship store / material board
How do I create a mood board for the materialization in a flagship store of a certain brand?
find out general information about the brand
what are the brand values?
how does the brand present itself visually?
what are the main materials, colors used in their products?
how is the brand different from others?
Above you can my research. The first two collages I created with pictures I found on the internet. The third option I put together in Materialarchiv Winterthur. So I presented three different versions of how a Veja shoe store could be looking in terms of material, color, and surfaces.
The feedback that I got from some people was that they couldn’t imagine the recycled rubber floor working together in combination with the rattan (which I imagined to bring some contrast, natural element, a connection to Brasil).
For our teacher Sebastian Lenggenhager, the option with the indoor sports floor was too sportive for a brand which focuses on streetwear which I could understand. He thinks that the first material visualization with the penny tiles floor would be the best fit to represent the brand in retail. Those tiles would bring in a retro feeling and would be an unusual floor for a shoe store.
I’d say the overall expression can be described as thoughtful and neat yet playful as well as modern with a retro charm. Still incorporating the leather (f.ex. in sitting furniture) and the rubber (f.ex. as parts of the floor or integrated or retail furniture) and then complement it with playful, well-chosen colors (lines, pattern in retail furniture and / wall surfaces).