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NewConceptStore
DesignConceptProposal
Update:05-03-2015
6thProposalPresentedon06-03-2015AllRightsReservedDoNotForwardWithoutAuthorization
DOWNTOWNCREATIVE
Content
INTRODUCTION
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WhatisBico?BrandSpirit
DESIGNCONCEPT
CASESTUDY
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CompetitorResearchSwissBrandResearchCaseStudyConclusion
NEWRETAILEXPERIENCE
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MoodBoard
MaterialSuggestion&ColorPortionSpacePlanning
HumanFlow3DRenderings
BeddingDecorationReferencePGDressingSuggestion
6thProposalPresentedon06-03-2015
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Introduction
6thProposalPresentedon06-03-2015AllRightsReservedDoNotForwardWithoutAuthorization
DOWNTOWNCREATIVE
BrandHistory&Introduction
BICOisaSwisstraditionalbrandfoundedin1861.Withthehistoryofover150years,BICOisfocusingonprovidinginnovativeandadvancedtechnology,reliableandlong-lastingproducts,premiumhomelifeandsatisfiedsleepexperiencetothecustomers.Withconsumers’long-termtrust,itistheNO.1mattressbrandinSwitzerland.
TargetCustomer
BICOistargetinginconsumersagedfromMID30Sto40S,whoareTAKINGCHALLENGINGJOBSwithABOVEAVERAGEINCOME.TheyareenjoyingandabletoaffordHIGH-QUALITYLIFE,suchasbuyingluxurybrands,enjoyingnicefoodandpremiumholidays.TheyconsiderHEALTHYLIFESTYLEisimportantandwillingtopaytoupgradetheirlifequality.
MarketingPosition
BICOisahouseholdnameinSwitzerlandwithhighconsumertrust-builtovermanyyearsandextremelysatisfiedusers.ItispositioningintheChinesehigh-endmarketwiththepricerangefrom15,000to25,000RMB.AsanPREMIUMBUTAFFORDABLEIMPORTEDBRANDwithINNOVATIONANDHIGHTECHNOLOGY,BICOconsidersSertaImported
andSwissFlexasthemaincompetitorsintheChinesemarket.
6h
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WHATISBICO?
CHALLENGE
NATURE
TECHNOLOGY
ADVENTURE
CLIMBER
WhatisSwissSpirit?
OwningthebeautifulJungfrau,oneofthehighestpeaksoftheAlps,Swisspeoplearedeicedtobebraveandstrong.Theylovetheplacetheylive,inthesametime,theyenjoytochallengethenature.OutdooractivitiesandextremesportsareimportantinSwisspeople’slife.Therefore,theycreatetechnologyandadvancedinventionstohelpandpreventthemfromthedangersintheadventures.
ThechallengingandenvironmentalfriendlySwissSpiritgivesrisetoSwisspeople’spassiontoextremesports.Theyplaygameswithnature,challengenature,inthesametime,loveandrespectnature.
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BRANDSPIRIT
THESTOREEXPERIENCEMUSTESTABLISH
BICOAS….
“SWISSHI-TECHNOLOGYMATTRESS”
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BRANDSPIRIT
JustAsSMARTPHONEistoAppleSOUNDSYSTEMistoBoseSANITARYWAREistoKohler
MATTRESSWILLBETOBICO
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BRANDSPIRIT
DesignConcept
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ThenaturegivessteepmountainsandclearwatertoSwitzerland.Swisspeoplelovetotakechallengefromthenature:climbing
themountainswithhigh-techoutdoorequipment,hikingwithmulti-functionaltools.Lifeisamassivemission,fullofchallenge.Itislikeclimbingthemountain,fromthebottomtothepeak.Wearefrustratedandstressfulsometimeswhenwearefacingthechallengesonthejourney.Afterchallengingwork,aproperlysupportiveandhigh-techmattressprovideshighqualityresttoreleasebothmentalandphysicalpressure.Wewillwakeupwithnewenergytochallengeanotherpeakinthebrand-newday.Technologyisalwaysacapableandessentialassistant,helpingandsupportingustoclimbhigherandgofurther.
GETSTRENGTHFROMNEW-TECH
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DESIGNCONCEPT
CaseStudy
CompetitorinChinaMarket
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6h
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COMPETITORINCHINAMARKET
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COMPETITORINCHINAMARKET
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COMPETITORINCHINAMARKET
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COMPETITORINCHINAMARKET
CaseStudy
SwissTechnologyinPractice
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VITORINOX
Lighting
RedColor
GlasswithPattern
SliverMetal
Structure&Layers
TransparentMaterials
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SWISSTECHNOLOGYINPRACTISE
TISSOT
Lights
ReflectingMaterial
Black&RedColorCombination
Clean&SimpleShapes
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SWISSTECHNOLOGYINPRACTISE
TAGHEUER
Sliver
Metal
Glass
Clean&
SimpleShapes
SliverMetal
Geometry
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SWISSTECHNOLOGYINPRACTISE
RADO
RawMaterial
Lighting
Clean&SimpleShape
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SWISSTECHNOLOGYINPRACTISE
NESPRESSO
Semi-Transparent
Lights
Projection
TVWall
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RedColor
6h
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SWISSTECHNOLOGYINPRACTISE
THETSCHUGGENBERGOASESPA
Glass
Lighting
Geometry
TechnologyintheNature
6h
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SWISSTECHNOLOGYINPRACTISE
Accordingtothestudies,thestoredesignofTISSOTissimilartoSwissFlex:cleanshapes,thecolor
schemesandelegantbutsimplestyle.ForBicoconceptstore,theuniqueSwisslifestylespacewiththecombinationofnatureandtechnology,herearesomeelementscouldbeusedforreference:
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Geometryandcleanlines/shapetocreatesimplebutmodernlookandfeel
Lightingandclearglasstoprovidespecialspaceexperienceandlightingeffects
Theuseofnaturalmaterials(wood,stone,etc.)andtechnicalsensematerials(stainlesssteel,glass,etc.)ThecombinationofSwisscolorsandearthtonecolors
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CASESTUDYCONCLUSION
NewRetailExperience
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MOODBOARD
C
AF
E
D
B
30%Khaki
30%CharcoalBlack
20%Brown
10%
OffWhite
10%
GradientBlue
5%Red
A
F
B
C
D
E
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MATERIALSUGGESTION&COLORPORTION
M-01
Stainlesssteel
RedPaintBlackPaintRockFabricCeramicTile
SandSprayPaint
WoodenMarble/OakWoodSliverMirror
ClearGlass
M-01
M-02M-03M-04M-05M-06M-07M-08M-09
M-02
M-03
M-04
07
M-06
M-07
M-05
M-08
M-09
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MATERIALSUGGESTION&COLORPORTION
LStandardStoreDesign(149sqm)
6thProposalPresentedon06-03-2015
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ProductDisplayArea
InformationCenter
Demo&
SeasonalDisplayArea
Conference/ConsultingArea
ProductDisplayArea
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MAINENTRANCE
SPACEPLANNING
SLATBASEMODEL(90*200cm)
2pcs
CLIMALUXE(90*200cm)2pcs
DemoSetSLATBASEMODEL
(90*200cm)2pcs
CLIMALUXE(180*200cm)
CLIMALUXE(180*200cm)
InformationCenter
Conference/ConsultingArea
DemoSetCLIMALUXE(178*197cm)
AIRFORCE(180*200cm)
AIRPULSE(180*200cm)
AIRPULSE(90*200cm)2pcs
AccessoriesDisplayArea
6h
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MAINENTRANCE
Cashier
SPACEPLANNING
6h
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HUMANFLOW
6h
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OVERALLVIEW
6h
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FACADE
有机片雕刻Layout
6h
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DEMOAREAINFORMATIONDISPLAY
6h
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PRODUCTDISPLAYAREA(CLIMALUXE)
6h
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PRODUCTDISPLAYAREA(CLIMALUXE)
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PRODUCTDISPLAYAREA(CLIMALUXE)
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PRODUCTDISPLAYAREA(CLIMALUXE)
6h
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PRODUCTDISPLAYAREA(AIRPULSE&AIRFORCE)
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PRODUCTDISPLAYAREA(SLATBASE)
6h
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ACCESSORIESDISPLAYAREA
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INFORMATIONCENTER
6h
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INFORMATIONCENTER
PartoftheSlatbase
MattressSample
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INFORMATIONCENTER–DISPLAY1
FabricSample20x20cm
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INFORMATIONCENTER–BOARD1
布料
20x20cm
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INFORMATIONCENTER–BOARD1
蓝色透光
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INFORMATIONCENTER–BOARD2
蓝色透光
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INFORMATIONCENTER–BOARD2
灯箱片
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INFORMATIONCENTER–BOARD3
灯箱片
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INFORMATIONCENTER–BOARD3
SpringSample
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INFORMATIONCENTER–BOARD4
LED发光灯带
灯箱片
亚克力diecut
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INFORMATIONCENTER–BOARD4
LED发光灯带
亚克力diecut
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INFORMATIONCENTER–BOARD5
Sponge&FabricSample12x12cm
SpongeSample35x25cm
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INFORMATIONCENTER-BOARD6
布料展示
12x12cm
海绵实物展示
35x25cm
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INFORMATIONCENTER–BOARD6
SOFTDECORATIONSUGGESTION
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A2
A1
B2
B3
B1
C1
C2
C3
6h
Prop
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