2. ‘How are brands utilizing architecture and technology to inform the shopping
experience.’
The purpose of this research project was to identify how architecture
and technology is being utilized to enhance the brand identity,
customer experience and product, which would arguably reflect
positively on sales.
The paper focused on determining through qualitative and quantitative
research how consumer pioneer brands such as Nike are revolutionising
the future retail experience. Using the findings, I proposed innovative
solutions for future retail spaces fusing memorable architecture and
interactive technologies to enhance the consumer experience, in-store
and online.
project research
Chapter 5. The future of retail
Nike is irrefutably one of the most current, refreshing retailers hoping to
revolutionise the future shopping experience.
“Nike is changing the face of retail with the opening of Nike+ FuelStation at
Boxpark. Nike+ products and services have merged the physical and digital
worlds to help inspire and enable athletes of all levels to be the best they can
be. Now we’re taking this approach one step further by combining innovative
products with digital services and interactive multimedia experiences to create a
state-of-the-art retail environment,” Andy Walker.
Nike’s future stores will not necessarily be Nike Towns, but rather smaller-scale
stores targeting specific sports like running, soccer or basketball. The potential
challenge for Nike is whether the smaller stores can reflect the attraction of the
Nike Towns.
3. Futobol Bonito
Futebol Bonito is a revolutionary football academy designed for Brazilian
sports brand Pele sports. The project offers a plausible environment in
response to issues surrounding UK poverty. Brazilian football brand Pele
sports will give children the opportunity to rebuild their lives through the
beauty of the game.
Conceptualised through my project research, my aim was to globalise the
brand by utilising architecture, technology and holistic design. The idea was
to build a complex that stimulates interaction and learning, whilst flourishing
the brands identity. The academy was set to launch during the 2014 World
Cup hosted in Brazil.
The revolution is physical book I curated to exhibit the project. Features
include: The brands history, Pelé story, Futebol Bonito, the culture, holistic
design approach and design path.
Conceptual realisation
and promotion
Graphic design: Ashleigh Hayes
4. Photography and styling: Ashleigh Hayes
Every great story has a
humble beginning.
As the world gears up for next
year’s World Cup, Pelé sports
embark on a groundbreaking
journey that will transform a city
forever. Through community, sport,
health and education we are set to
create change. Futebol Bonito is the
next chapter to our story.
We are searching for the next
generation of football talent. Our
aim is to offer an extraordinary,
eccentric and professional football
academy experience. At Futebol
Bonito we make it our priority in
finding a suitable program that
will support and drive you to
your maximum potential. We do
everything in our power to propel
students, giving every player the
greatest chance at success. We will
develop you technically, physically
and mentally. Our academy absorbs
players, from the inspirational, high-
tech complex, to the innovative
training products and kits, to the
highly designed football programs.
concept
PRECISENESS. RAW TALENT. PROMISE. SPIRIT. PURPOSE.
6. market sector
Strengths:
•Create brand awareness in the UK
•Bring communities together
•Open opportunities for youths
•Engage children in a healthy, active lifestyle
Opportunities:
•The project could expand globally if successful
•Potential to open up retail spaces in the UK.
•More exchange programs incorporated
Weaknesses:
•High costs
•Might struggle to obtain the correct funding for the
project to go ahead
•Competition with more established football academies
Threats:
•More established sports brands may set up their own
football academy
•Sponsorships may opt out further down the line.
The FA have recently proposed a new B team league to boost the number of people playing football in the UK and
to improve senior England teams. It was reported that "There should be 90 English players playing over 50% of
minutes in the Premier League (or any other top five European league) compared with 66 today - of these 30 should
be playing in the top six teams in the Premier League compared with the 18 today.” Having an unique academy like
Futebol Bonito will advance players to an international standard and in turn improve English teams.
With regards to the brand itself, Mintel’s sports Clothing and Footwear August 2011report states that, “many
consumers think that sports retailers have become too focused on leisurewear and they risk losing their identity as
specialists in the field.” Futebol Bonito will ensure that their products enhance a players performance and needs. They
build their products from the inside out, focusing on function first over style.
Direct competition will come from two major football clubs, Liverpool FC and Everton FC, who both run their own
successful youth academy. Competition will also come from other performance sportswear brands such as Nike and
Adidas.
In order to differentiate and attract aspiring football players, Pele-sports will provide a groundbreaking complex that
is open, with no restriction. The universal complex is built on efficiency and function. The architectural configuration
and morphological interior design is constructed using strength and balance as an instrument for inspiration. Unique
Features include, a performance football boot room, video gate analysis, indoor fustal training pitch and an
achievement space, where by athletes draw their own cartoon versions of themselves onto the walls of the academy.
GOALS SCORED
11
MATCHES PLAYED
22
Competitors Analysis
swot
7. ARCHITECTURE AND DESIGN
Graphic design, floor plan and digital design: Ashleigh Hayes
Contextual, expressive and memorable architecture will create unforgettable experiences in a sports home that
stimulates interaction and learning. The design path will create a route for exploration with strong visual connections
between inside and out. The idiosyncratic layout focuses on both psychological and strategic aspects of the game
that supports a players training. Culture will amplify the character of the community and fulfill a vision that absorbs
players mentally through the world of sport.
- Rehabilitation room
- Training gym
- Physiotherapy room
- Football boot room
- Players lounge
- Medical center
- Education spaces
- Library hub
- Accommodation
- Achievement room
- Social hub
- Sauna and steam room
- Dining area
- Changing rooms
- Hydrotherapy room
Features
8. VISUAL
VIEW POINT 1
RECEPTION AREA
VISUAL
VIEW POINT 2
ANALYSIS ROOM
VISUAL
VIEW POINT 3
FOOTBALL BOOT ROOM
Digital design: Ashleigh Hayes
9. pr and marketing strategy
‘Elevate the game’
‘Elevate the Game’ is a captivating
promotional film that will launch
on You Tube channels six months
before the 2014 World Cup.“
Players films will be shared onto
social media platforms such
as Twitter, with the hashtag
#elevatethegame. Fans have four
weeks to “like”, “share” and vote
for their favourite players.
the app
rio street festival CAMPAIGN
An interactive app will be available
for the nation to download,
showcasing live footage of trial
football matches. The “elevate the
game” app allows fans to follow
matches, rate performances,
commentate and vote.
Once votes have been counted, trial
football matches will be unveiled
around the world. This is where
players who accumulated the most
votes will get to truly try out their skills
against their competitors. Players will
need to shine to get noticed.
Rio Street is a day long street festival celebrating the opening of Liverpool’
s new state-of-the-art football academy, Futebol Bonito. The campaign will
pervade Brazilian culture into local towns on Saturday 14th June 2014 to
mark the start of the 2014 World Cup, hosted in Brazil. The football themed
block party invites the entire community to unite and embrace the tubular
drum sounds and cultural flavours of Brazil. The campaign is expected to go
viral through social media shares and mainstream coverage.
10. Financial analysis Cost
Total
Cost
Interior
Location
1,100,000
Renovation/Architect
team
To
be
announced
tb
Interior
Team
To
be
announced
tb
Design
Team
To
be
announced
tb
Total
Cost
tb
Staff
Football
coaches
£200,000
per
annual,
per
coach £200,000
Personal
trainer/health
nutritionist £30,000
per
annual
£30,000
Martial
arts
Instructor
£20,000
per
annual £20,000
Sports
therapist
£30,000
per
annual
£30,000
Medical
staff/opthalmologist £221,000
per
annual £221,000
Teachers
35000
average
per
teacher,
per
year £35,000
Referees £100
per
game+expenses
£100
Catering
staff
£20,000
per
annual £20,000
Security
£20,184
per
annual £20,184
Secretary £18,000
per
annual
£18,000
Total
staff
Cost
per
person,
per
year
+
referee
£594,184
Legal
Insurance
£232
for
12
months
cover
£232
Healthy
and
saftey
and
risk
assesment
cover £735.60 £735.60
Legal
documents
£4,000 £4,000
Total
Cost
of
legal £4,967.60
Facilities
Sports
Equipment
£500,000
funded
by
grassroots £500,000
Library
resources
£5,000
Apple
mac
Computers
£1149x10 11,490
Flat
screen
TV's
£299.00x10 £2,990
Accomadation
facilities
To
be
announced
tb
Gym
equipment
£50,000 £50,000
Medical
equipment
To
be
announced
tb
Total
Cost
of
facilities+TB £569,480
Academy
care
Maintance
£20,000
per
annual £20,000
Cleaners £14,411
per
annual £14,411
Total
Cost
for
care £34,411
Programs
per
student
Six
week
trial
£2,900+VAT
per
person
£3,500
Redeemer
short
course:
Twelve
week
program includes
accomodation
£5,600
+VAT
per
person
6720
Eighteen
week
program includes
accomodation
£8,400+VAT
per
person
£10,080
Trinity
Long
term
course:
One
year
Diploma
program £12,600+accomodation
per
person
18600
Three
year
BSc
(Hons)
degree
program £13,850+accomodation
per
annual,
per
person
£59,550
Additional
qualifications
-‐
coaching
certificate £300
per
person
£300
Accomadation
per
annual £6,000
per
person
Rio
de
janeiro
exchange
program
Program
fee 3793.37
per
person
£3,793.37
Flights 937
per
person
£937
Visa
Fee £108.41
+
aplication
form
£41.56
per
person
£149.97
Travel
insurance
£16.54
per
person
£16.54
Total
Cost
for
a
student
being
enrolled
on
each
course
£103,646.88
Cost
Total
Cost
Interior
Location
1,100,000
Renovation/Architect
team
To
be
announced
tb
Interior
Team
To
be
announced
tb
Design
Team
To
be
announced
tb
Total
Cost
tb
Staff
Football
coaches
£200,000
per
annual,
per
coach £200,000
Personal
trainer/health
nutritionist £30,000
per
annual
£30,000
Martial
arts
Instructor
£20,000
per
annual £20,000
Sports
therapist
£30,000
per
annual
£30,000
Medical
staff/opthalmologist £221,000
per
annual £221,000
Teachers
35000
average
per
teacher,
per
year £35,000
Referees £100
per
game+expenses
£100
Catering
staff
£20,000
per
annual £20,000
Security
£20,184
per
annual £20,184
Secretary £18,000
per
annual
£18,000
Total
staff
Cost
per
person,
per
year
+
referee
£594,184
Legal
Insurance
£232
for
12
months
cover
£232
Healthy
and
saftey
and
risk
assesment
cover £735.60 £735.60
Legal
documents
£4,000 £4,000
Total
Cost
of
legal £4,967.60
Facilities
Sports
Equipment
£500,000
funded
by
grassroots £500,000
Library
resources
£5,000
Apple
mac
Computers
£1149x10 11,490
Flat
screen
TV's
£299.00x10 £2,990
Accomadation
facilities
To
be
announced
tb
Gym
equipment
£50,000 £50,000
Medical
equipment
To
be
announced
tb
Total
Cost
of
facilities+TB £569,480
Academy
care
Maintance
£20,000
per
annual £20,000
Cleaners £14,411
per
annual £14,411
Total
Cost
for
care £34,411
Programs
per
student
Six
week
trial
£2,900+VAT
per
person
£3,500
Redeemer
short
course:
Twelve
week
program includes
accomodation
£5,600
+VAT
per
person
6720
Eighteen
week
program includes
accomodation
£8,400+VAT
per
person
£10,080
Trinity
Long
term
course:
One
year
Diploma
program £12,600+accomodation
per
person
18600
Three
year
BSc
(Hons)
degree
program £13,850+accomodation
per
annual,
per
person
£59,550
Additional
qualifications
-‐
coaching
certificate £300
per
person
£300
Accomadation
per
annual £6,000
per
person
Rio
de
janeiro
exchange
program
Program
fee 3793.37
per
person
£3,793.37
Flights 937
per
person
£937
Visa
Fee £108.41
+
aplication
form
£41.56
per
person
£149.97
Travel
insurance
£16.54
per
person
£16.54
Total
Cost
for
a
student
being
enrolled
on
each
course
£103,646.88
Promotional
Costs
Cost
Total
Cost
Interior
Location
1,100,000
Renovation/Architect
team
To
be
announced
tb
Interior
Team
To
be
announced
tb
Design
Team
To
be
announced
tb
Total
Cost
tb
Staff
Football
coaches
£200,000
per
annual,
per
coach £200,000
Personal
trainer/health
nutritionist £30,000
per
annual
£30,000
Martial
arts
Instructor
£20,000
per
annual £20,000
Sports
therapist
£30,000
per
annual
£30,000
Medical
staff/opthalmologist £221,000
per
annual £221,000
Teachers
35000
average
per
teacher,
per
year £35,000
Referees £100
per
game+expenses
£100
Catering
staff
£20,000
per
annual £20,000
Security
£20,184
per
annual £20,184
Secretary £18,000
per
annual
£18,000
Total
staff
Cost
per
person,
per
year
+
referee
£594,184
Legal
Insurance
£232
for
12
months
cover
£232
Healthy
and
saftey
and
risk
assesment
cover £735.60 £735.60
Legal
documents
£4,000 £4,000
Total
Cost
of
legal £4,967.60
Facilities
Sports
Equipment
£500,000
funded
by
grassroots £500,000
Library
resources
£5,000
Apple
mac
Computers
£1149x10 11,490
Flat
screen
TV's
£299.00x10 £2,990
Accomadation
facilities
To
be
announced
tb
Gym
equipment
£50,000 £50,000
Medical
equipment
To
be
announced
tb
Total
Cost
of
facilities+TB £569,480
Academy
care
Maintance
£20,000
per
annual £20,000
Cleaners £14,411
per
annual £14,411
Total
Cost
for
care £34,411
Programs
per
student
Six
week
trial
£2,900+VAT
per
person
£3,500
Redeemer
short
course:
Twelve
week
program includes
accomodation
£5,600
+VAT
per
person
6720
Eighteen
week
program includes
accomodation
£8,400+VAT
per
person
£10,080
Trinity
Long
term
course:
One
year
Diploma
program £12,600+accomodation
per
person
18600
Three
year
BSc
(Hons)
degree
program £13,850+accomodation
per
annual,
per
person
£59,550
Additional
qualifications
-‐
coaching
certificate £300
per
person
£300
Accomadation
per
annual £6,000
per
person
Rio
de
janeiro
exchange
program
Program
fee 3793.37
per
person
£3,793.37
Flights 937
per
person
£937
Visa
Fee £108.41
+
aplication
form
£41.56
per
person
£149.97
Travel
insurance
£16.54
per
person
£16.54
Total
Cost
for
a
student
being
enrolled
on
each
course
£103,646.88
Promotional
Costs
Previous research into well-established football academies such as, Liverpool FC and Manchester City indicates that
the cost of building a groundbreaking academy is around £40 million. In order to reduce these costs Pele-sports
will be taking over an existing building. A budget of £15 million will be incorporated into the academy. The budget
provided will remain as an estimated cost until the project is finalised and approved. Collaborating with an authentic
design team that uses handcraft materials and found objects will keep costs low when refurbishing the building.
Another fundamental point is that the academy will be means tested so that wealthier families can fund those less
fortunate than them, effectively reducing costs.
Pelé will be appointed chairman of Futebol Bonito
and the ultimate owner of the club. He will invest
a substantial amount into the academy to cover
renovation and start up costs. The UK government
will provide additional funding as the project is
designed to enrich lives and improve UK poverty
statistics. Other major firms will be approached for
funding such as Brazilian executive member of Fifa,
Marco Polo Del Nero and representatives at the
Football Association, the governing body of English
football.
Grassroots will invest a maximum of £500,000 into
the project. The funding will be used for grass pitches
drainage/improvements, pavilions, clubhouses and
changing rooms, artificial turf pitches and multi-use
games areas, fixed floodlights for artificial pitches.
budget
Funding
Budget and finance: Ashleigh Hayes
