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new floor plan

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Restart for checkpoints 1-4 (Group 3A)

Checkpoint 1

Store concept

Thank you for your comments. We have changed our mind now and get back to mural art. We will focus on tees with murals art. We want to have two lines of tees with murals about Fishtown history and music respectively. We will find the mural pieces in Fishtown about baseball, fish, old business etc. for the history line. For the music, we will search for the work of indie music. We may even find the elements outside Fishtown to collect more illustrations. We will only sell tees for the top, but we will produce some accessories such as bracelets, necklaces and glasses.

Store target market

- Aged 20 – 34

- Locals in this age range occupied 35 percent of Fishtown population

- Target at those who always wear in hipster and casual style

Store location

Our store will be located near Fishtown Tavern in the street of Frankford Ave. As there are many restaurants and bars, it will be a suitable place for people to chill out, especially young adults. The customers, who buy our clothes, can walk along the street to feel the atmosphere of Fishtown, and even bring this artistic form to their hometowns or become a part of Fishtown. The aesthetic environment of the street and the artistic walls also offer a  good atmosphere to DIY.

Product Category

Top: tees

Accessories:

Head: glasses, earrings, cap

Body: bracelets, necklaces, rings

Store name:

Our brand name may be “Off the wall” which has a double meaning. Our inspiration are taken from the wall and the creativity is extended on tees from the wall. Mural arts

will come into people’s minds immediately when they see the name.

Logo

Checkpoint 2

Moodboard

Floor plan

Look (Description of Floor Plan)

Walls of Mural Art will be displayed like these three walls.

Display Area will look like it.

Smell: coffee in waiting area

Music: indie music

Feel

 Combination of Mural Art’s history and music, to go back the time Fishtown’s birth and to be the part for creating the modern Fishtown

Fixtures

glass (the display areas, designer and DIY’s area), cement walls, wooden ground, display walls and drawers for accessories and products other than tees

Mannequins

We will use our designed characters there to be mannequins. They are one boy and one girl. As they are ordinary and hipsters, so we set their background as first time to come to Fishtown. And they find many things in Fishtown which matches their hipster styles.

Window display:

(Not the final version)

Pre-event

We create a character and set an original story in Fishtown. This character will be an US young hipster who is the first time to go to Fishtown. The character will go through different spots in Fishtown to experience different things. This story will be released everyday as a diary format story on Facebook, let our customer to trace the story and kept updated. In every post, we will have a cliffhanger and provide them three choices about the next coming episode. The choice that got most likes will be designed into the next episode. For the ending episode, we will release it in the opening ceremony.

Opening ceremony

A party for our guests and walk-in customers. With indie vibes in the background, refreshment will be served. Amid the party, a creative workshop will be happening too in our shop. We will border an area in front of a white wall, hang plain white t-shirts on it and let anyone who attend the event that day includes designers, to have a chance on creating mural, as well as graphic tees. This not only can close the distance between the brand and our fans, but also let them know the very fundamental theme of our shop—incorporating local creativity with fashion. We will also share the ending of the story of Facebook on another wall and post the picture of the on-site story wall and on social media to invite more people on Facebook to join our party.

The event party will be from 2pm-9pm. We welcome walk-ins and hipster bracelets will be a giveaway for those who attend the party. A hashtag for our Facebook and instagram, a story for our Snapchat will be associated with our party name and the game we design, which is the second highlight of the party. We will use Snapchat to play a game with our customers. We put 5 tees on the wall, and ask people to find the place that certain mural art on the tees is from, giving a hint about the certain street they are from. As long as people can find the spot and take selfies with that mural art, they can send to our company snapchat, include in our story, then we can provide them membership or discount. Any people who participate can join the membership with over $100 consumption while after that day will require over $300 consumption. Membership will provide a annual 10% off and exclusive discounts.These social media will link the customers’ experiences back to us, also achieve the promotional goal. (Facebook, instagram, snapchat and tumblr)

At 7pm, a mini fashion show will start, models will wear the exclusive designs of our graphic tee and walk on a temporary stage, showcasing the first collection of our brand. We will recruit models among ordinary people on social media platforms in order to make the fashion show more down-to-earth.

Calendar 

Checkpoint 3

Snapchat - Designers’ lives

We target at the young, funky, un-to-date hipsters. We will try to update our stories daily and have a live snapchat for our closest customers on some significant events. We will design a short clip to loop like a gif on our brand Snapchat story, this clip will be very hipster and show the time-limited discount (e.g. 30%off), we will set the deadline for the Story as 5 hours, so that people will follow and also keep updated to our Snapchat and check everyday for our surprise discounts on an irregular basis.

We might tape some video with own designer talking about the highlights of the fashion piece or showing some products that they designed. Also, to invite some local hipster figures to answer questions from our customers. We can also tape some fun facts about the street arts in Philly.

Whenever we decide to design new tee, we will shoot the 3 different graffiti from the wall and let them add ticks or text on to the next snapchat which is a polling sheet, then send to us as customer feedbacks.

Every video, photos, or text are well-designed in every story, we will create a custom snapchat filter

for every events, all the way to typesetting and editing.

These all fulfill the aesthetic satisfaction of the Snapchat users and put our brand in a more trendy position, providing up-to-date information of our brand or offer some knowledge that our customer cares.

We aimed to gain 20 followers each week.

Instagram - Extension of story (New characters)

Since Instagram is best at showing images, we will mainly display our products on it. Some customers may show they wear our tees on Instagram and tag us, then we will share their posts to interact with them. However, we will not forget to share the latest discounts or activities that have been announced on Facebook. Moreover, Instagram will act as an extension of the pre-event story of Facebook. We will post images of the adventure of other characters in Fishtown with wearing our tees in order to continue introducing different spots in Fishtown and the myth story. Our goal is to attract 30 followers each month.

Facebook - Products and Events

Facebook is the more effective platform for posting images and texts together and interacting with consumers, therefore it is used to publicize the pre-event story created by ourselves.

Besides, it will promote new products and discounts and activities. It will also update the latest clips of Snapchat and the accounts of other adventures in Fishtown plus the links directing to other platforms. We hope to gain 100 likes for all the episodes in total, 100 replies for choosing the resolution of the story and 80 followers each month.

Tumblr - Gifs

Since Tumblr is a very popular social media in US, we believe the fashion brand can have a relatively more flexible promotional platform on Tumblr, since they have gifs, and brands can mash all fundamental media into one post, make one post more fruitful in representation. Tumblr also focused heavily on the aesthetic and artistic sides, in addition to the flexibilities for users to modify themes freely and creatively, made easier for them to build the brand personality on this platform. Also, this platform focuses on visual graphics more than text, which can target on the people who are seeking for the lookbook of our brand, and reblogs on Tumblr is very efficient and is relatively an easy way to make one post viral. We may also offer some giveaway, like exclusive chokers or hipster style coffee cup pads, design the post with beautiful graphics and alluring texts, plus detailed instructions. The first 20 reblogs will be the winner for our decent giveaways. This way, our customers will follow our Tumblr and keep themselves updated, waiting for another round of giveaways. We hoped that there are at least 30 followers per month.

Checkpoint 4

Concepts:

A party

A fashion show

To have memorable life experience, “Use art to express creativity, to create history.” by employing our artists, models, 3D printers, staffs to help them DIY and design unique products

Distributing memberships (e.g. 30% off for our members and unique product creations)

To connect with our pre-event on Facebook by hiring models and to discover the ending for our story on Facebook

Budget

Party

Drinks:Coffee, beer, soft drinks, juice

Food: Pizzas, sandwiches,

Fashion show

models x5

designers x3

Shop in Fishtown (8000 square foot)

3D printers x 6

staffs x3

Total: around 400,000 US dollars

Questions for all checkpoints:

Checkpoint 1

Is the concept going to work very well in Fishtown? Is it workable to split the mural art theme into two directions: history and music?

Will we have competitors?

Which logo do you prefer? (Number 1-4) May we ask what color should have for logo?

Checkpoint 2

4. Although we will mainly sell tees, we will provide a DIY space and equipments for individuals to design. We are thinking about merging the DIY space and the display areas, i.e. the equipments and the products are put in the same area. We want to provide some inspiration for the DIY people with our products. However, we are concerned that the shoppers and the DIY people may feel a little bit uncomfortable with others doing totally different things. So the DIY and designer’s area are made of glass and cement walls. Or you think the area and designer’s area should be all made of glass?

Checkpoint 3

5. Do you think our social media’s strategies appropriate and workable?

Checkpoint 4

6. We also include the rent of Fishtown in our budget plan, is it okay? Should we also include decorations in our budget? Should it be higher or lower for our budget? How is the extent? Large or small extent to be higher or lower?

If you have any other suggestion, we are pleased to hear. Please don’t hesitate to tell us feedback.

Thanks :)

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preview for floor plan

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MAP

This is a very simple sketch that illustrates the shops and facilities in Kennedy Town and explains our understanding towards the city after our visits. We want to show how different kinds of buildings are scattered around the city, therefore we present the areas around different exits of MTR and make a contrast on this map.

There are a wide varieties of cuisines and restaurants close to the exit C. You will see Japanese restaurants, cafes, bars and Chinese restaurants. Relatively high-class residential buildings and hotels are standing near the restaurants. For leisure facilities, Belcher Bay Park is situated beside the harbour. There are occasionally other small parks with a few chairs and green plants next to some shops and buildings. Moreover, the tram runs through Davis Street and other intersecting streets near the harbour. When we walked around, we did see some foreigners like Southeast Asians.

The exit B and exit C are at the two different ends of the MTR station. There are also many restaurants near exit B, but they are traditional Chinese restaurants at rather low costs. Western restaurants can be rarely found there, which is a totally different situation from the above location. Small boutiques are opened there which target at locals. The buildings are very old, although few look more modern around Lo Pan Temple. We think that this area mainly accommodates low-income people whereas the other area attracts high-income people.

MIND MAP

Kennedy Town, geographically landed on the northwestern of Hong Kong Island, a significant part that can perfectly reflect the ultimate characteristic of Hong Kong — existed with the mixture of Western and Chinese culture. This area is reckoned as a remote area from the commercial areas, which led to a lack of tourists and also prosper of economic development. Until 2014, there is an enormous juxtaposition on the kinds of shops between now and then. K-town has gradually filled with homogeneous chain stores, largely include food and beverages, and shoebox apartments. The Hong Kong government had erected seven boundary stones in the very beginning of the twentieth century, one of those stones is placed next to the Kennedy Town Recreation Ground at Sai Ning Street.

In the first few excursion to this interesting zone, plus the researched information, we believed that people lived there are mainly locals, but gradually Westerns and East Asians had increased. The salary range of the citizens are mostly middle income, then follow by low income and high income. In around 80,000 people, middle-aged and elderly consisted most of the population, youth will be a minor group. For shoppers, most of them are locals, but the unique landmark has attracted many of the tourists from time to time.

When viewing the mind map, we would like to draw you attention to the COMMERCIAL ZONE, on the bottom left quarter. K-Town is undoubtedly a place that contains traditions and innovations. Shops can range from old-fashioned Chinese stores, to grocery stores, pet stores, or even some small-scale retailers. On the main street walking out from the MTR, a bunch of well-known restaurants are standing on both sides of the street, and surprisingly, the decorations are distinctively different from many other districts in Hong Kong, comparatively more luxurious and stylish, as if some tailor-made shops for the higher class customers.