Van GouldW-Space: A Third-Space Retail   Bryce Issacson                                Kayleigh MaConcept for Williams-Son...
ChallengeUpscale Cooking RetailerWillams-Sonoma is looking for away to connect with the youngerconsumer.
Research              Pros.             Foodies.               Foodiots.             To‐goers.
       cook every day      ...
InsightFoodiots are aspiring foodies who haveextensive experience with food, but verylittle with cooking.
InsightFoodiots are aspiring foodies who haveextensive experience with food, but verylittle with cooking.TacticsEngage Foo...
Interactive showroom designedas a functional restaurant kitchen
Interactive showroom designedas a functional restaurant kitchenDining area hosts a series ofexhibits on local food issues
Interactive showroom designedas a functional restaurant kitchenDining area hosts a series ofexhibits on local food issuesC...
Interactive Kitchen
Food Gallery
W-Space: A New Store Concept for Williams-Sonoma
W-Space: A New Store Concept for Williams-Sonoma
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W-Space: A New Store Concept for Williams-Sonoma

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A VCU Brandcenter Project that takes the Willams-Sonoma brand out of suburban malls and into vibrant urban communities.

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  • W-Space: A New Store Concept for Williams-Sonoma

    1. 1. Van GouldW-Space: A Third-Space Retail Bryce Issacson Kayleigh MaConcept for Williams-Sonoma. Jake Mitchell Jenny Starks Jeff Vitkin
    2. 2. ChallengeUpscale Cooking RetailerWillams-Sonoma is looking for away to connect with the youngerconsumer.
    3. 3. Research Pros. Foodies. Foodiots. To‐goers.
 cook every day cook 5-7 days per cook 3-5 days per cook 0-3 days per week week week driven by passion driven by driven by curiosity driven by create unique intellectuality convenience recipes blogs & websites learn from the pros not trying to impress trendsetter anyone on food and aspiring to be follow popular trends cooking foodies specialty/online stores Target, Crate & Target, BB&Beyond TJ Maxx, Kohls, Barrel Walmart no food porn Food Documentary Semi-Homemade or Market research and independent surveying revealed the “Foodiot”, those passionate about food but lacking the skills to cook themselves.
    4. 4. InsightFoodiots are aspiring foodies who haveextensive experience with food, but verylittle with cooking.
    5. 5. InsightFoodiots are aspiring foodies who haveextensive experience with food, but verylittle with cooking.TacticsEngage Foodiots in their urbanenvironment with an interactive third spacedestination that educates and entertains.
    6. 6. Interactive showroom designedas a functional restaurant kitchen
    7. 7. Interactive showroom designedas a functional restaurant kitchenDining area hosts a series ofexhibits on local food issues
    8. 8. Interactive showroom designedas a functional restaurant kitchenDining area hosts a series ofexhibits on local food issuesCooking classes occur in theevening, drawing in the nightlifecrowd
    9. 9. Interactive Kitchen
    10. 10. Food Gallery

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