The document describes plans for a new luxury extreme sportswear retail store called Spirit of the Skull in Abu Dhabi. It will sell ski, cycling, and sand sports apparel designed in collaboration with artist Ali Gulec, known for his skull paintings. The store aims to bring fashionable yet conservative clothing to its target market of upper middle class and wealthy locals ages 20-40. Detailed budgets and designs are provided for the store layout, fixtures, lighting, displays, and cultural elements to incorporate into the window design.

1. Alexandra Caballero
Lana Mufleh
Misha Naqvi
Cara White

2. Spirit of the Skull
Extreme sportswear line
The line will provide Ski attire, Cyclin.g and Sand Sports
wear.
Collaboration Ali Gulec, a Mexican artist.
Ali Gulec is known for his skull paintings.

3. Ali Gulec
Skull #2
$999.99
Skull #6
$999.99

4. Very famous city
Richest city in the United Arab Emirates
Very luxurious
Brand name stores are common
Abu Dhabi, Dubai

5. To bring unique extreme sports wear to Abu Dhabi
Bringing fashion forward and functional clothing
To bring a conservative line for both men and women.
To meet the demands of designer brands in Abu Dhabi
The Objectives

6. Upper Middle Class 50,000+
High Income 100,000+
Ages: 20 – 40
Lifestyle: High status, luxurious
Style: Name brands, conservative, fashionable.
Target market

7. Logo

8. Merchandise
Ski Wear
 Ski Jackets
 Gloves
 Ski suits
 Ski goggles
Sand Sports/ Cycling
 Pants
 Jerseys
 Jackets
 Goggles/glasses

9. Theme colors are red, gold, black and white.
Have a clean and simple look with pops of color
Minimal design to add emphasis on the merchandise displayed.
Keeping the luxurious environment customer expect with a modern twist
Visual merchandising concept

10. Atmospherics
Italian White Carrera Marble
Polished Floor Tiles
$13.20 (150)
White by Devine Color and
Gold Metallic by Ralph Lauren
$47.98 (3)
Boston Mill Colonial Collection
Thin Bricks Flats
$58.09 per box (30)
Ultra Pure White Semi-Gloss
Enamel Interior Paint
$34.98 (5)

11. Atmospherics
4-Steel Wave Bar Track
Lighting with Cylinder Glass
$54.97 (11)
Samsung H4000 Series
24” Class LED TV
$149.99 (4)
Music System Bose
Sound Touch Stereo JC
Series
$1,199.00
Lithonia Lighting 3-Light
44.5in Track Lights
$149.00 (10)

12. Displays Black Aluminum
Hold Stands
$69.52 (4)
Conversational Signs
Luxury
this way..
Check out our
new
collection!

13. Mirror
Mirror
Platform/Riser
Clothing
Rack
TVScreen
Cash Wrap
Window Display Entrance
Clothing
Rack
TVScreen
Clothing
Rack
Clothing
Rack
TVScreen
TVScreen
Fixtures Plan-o-gram

14. Mirror
Mirror
Platform/Riser
ClothingRackClothingRack
ClothingRackClothingRack
Cash Wrap
Window Display Entrance
Track Lighting
TrackLightingTrackLighting
TrackLightingTrackLighting
White Recessed LED
WhiteRecessedLED
WhiteRecessedLED
Lighting Plan-o-gram

15. Fixtures
Custom Bike Fixture
$1,500
Custom Bike Tire Shelves
$300 (2)

16. Wall Elevation Sketch

17. Mannequin
White Abstract Male Mannequins
$269.99 (2)
White Abstract Women
Mannequins
$172.00 (3)

18. Budget
Atmospherics Item Unit Cost Required Costs
Paint *White by Devine Color
*Gold Metallic by Ralph Lauren
$59.95
$47.98
5
3
$299.75
$143.94
Flooring Italian White Carrara Marble Tiles 150 $1,431.00
Art Work *Skull #2
*Skull #6
$999.99
$999.99
1
1
$999.99
$999.99
Fixture *Red Bicycle Tire
*10 ft Gold Chian
$250
$50
2
2
$500.00
$100.00
Music System Bose SoundTouch Stereo JC Series $1,199.00 1 $1,199.00
Television Samsung H4000 Series 24” LED TV $149.99 4 $599.96
Mannequins *White Abstract Female Mannequin
*White Abstract male Mannequin
$172.00
$269.99
2
3
$344.00
$809.97
Lighting *5 inch White Recessed LED Trim
*4-Steel Wave Bar Track Lighting
$239.76
$54.97
2
2
$479.52
$109.94
Signage Display Black Aluminum Hold Stands $69.51 4 $278.04
Additional Boston Mill Colonial Collection Bricks $58.09 30 $1,742.70
Total $10,037.80

19. Sketch Up Window View

20. Sketch Up Store View

21. Sketch Up Store View

22. Window Design

23. Displaying our extreme sportswear concept into the
window.
 Hanging wheels on the back wall to emphasizing our
cycling wear.
Adding gold embroidered art pieces, sand and gutras to
the window to bring in the culture of Dubai.
Keeping the simple design to the window with cultural
elements will aid in maintaining our target market’s
idea of Alexander McQueen apparel.
Window Design Concept

24. This design is seen
on architectural
buildings in Dubai.
Sand is added to the bottom to
simulate the geographical location.
A golden brick wall
is on the back wall
to add drama.
A red wheel is placed
hanging on the back
wall to represent the
sports wear.
A gutra is added
on the male
mannequins head
to related to the
target market.
Window Sketch

25. Located in the brand name district
Keeping a sleek exterior design with an eye catching window
Continuing the clean design in the interior with modern pops of color
Providing excellent customer service
Incorporating the design aesthetics of both Alexander McQueen and Ali
Gulec in the merchandise
Store Evaluation

26. A lot goes into the retail environment, display, mannequins, lightning,
 Its super expensive
Location is very important
Researching the culture and incorporating elements can determine the
success of the extension brand.
What we learned

27. The End