The document outlines the store concept and design for a boutique called Infinimer that sells exclusive beachwear and swimwear and offers a fish spa service. It details the store name, logo, target customer, merchandise, fixtures, furniture placement, and traffic flow layout to achieve a sophisticated yet marine-inspired shopping experience. The goal is to attract customers seeking luxury beach items and a unique retail therapy experience through the boutique's one-of-a-kind apparel pieces and relaxing fish spa service.

2. Miriam Niembro !
!
Conceptualizing an Original
Store Design
INFINIMER
Boutique & Fish SPA

3. Table of Contents
1.Store Concept
1.1.Store Name & Logo
1.2.Original Concept
1.3.Brand Image (Identity)
1.4.Target Market (Customer Profile)
1.4.1.Geographics
1.4.2.Demographics
1.4.3.Psychographics
1.5.Merchandise Assortment
2.Fixtures, Placement & Traffic Flow
2.1.Fixtures
2.2.Placement & Traffic Flow
3.Budget
4.Conclusion
5. References

4. 1.Store Concept
1.1.Store Name & Logo
Infinimer symbolizes and evokes a marine sophisticated image.
The name of the store is the combination of two French words.
“Infini” means infinite and “mer” means sea, so that the name
signifies “infinite sea”.
The name was chosen due to the relation with the products sell,
which are swimwear, beachwear and beach accessories.
The logo includes an abstract image since it relates to the
geometric store aesthetic, giving also a sophisticated and
advanced feeling.

5. It has three different blue colours to
make it contrasting and more interesting.
Blue colour evokes a marine concept,
peace and relaxation, which are things
people seek when they go to the sea, the beach
or are in contact with water.
The name in the logo is all made with capital letters
to transmit luxury and elegance.
The legend underneath that says “Boutique & Fish SPA” was made
with a different font in order to create more contrast and have the
“Infinimer” name standout.
In the logo it is also indicated that the boutique also offers a Fish SPA
service to clients.

6. 1.Store Concept
1.2.Original Concept
The Infinimer Boutique & Fish SPA is a boutique dedicated to
offer exclusive beachwear and swimwear designs in unique
sizes, having only one size (XS, S, M & L) available per model.
Also beach accessories like hats, handbags, sandals and
jewellery can be acquired.
The boutique also offers a Fish SPA with champagne service to
their clients, which involves a service in which little fishes on a
tank eat all the dead skins from peoples feet.
The fish SPA service is offered in order to complement the
clients purchase, offering them not to only show an amazing
piece of swimwear but also beautiful feet.

7. Also, inside the store on the wall behind the fish SPA
stations, a fish tank will be displayed in order to make people
feel in a more marine mood and in contact with nature,
creating a better shopping experience and a unique concept.
This fish wall can be seen from outside the store, making it visually
attractive for the people walking on the streets and inviting them to come in.

8. 1.Store Concept
1.3.Brand Image (Identity)
The brand image is sophisticated, unique, marine, minimalistic and
exclusive.
All the products will have a sophisticated-unique design with the
latest trends. They will be created by a single designer who only
works for the store.
Each piece will only have one size (XS, S, M, L) per model, making
them unique and exclusive pieces.
The exclusive concept can be perceived by the store location in the
luxurious Bal-Harbour neighbourhood in Miami.
The marine concept can be seen everywhere from the name of the
store, the products sold, the Fish SPA service, to the fish tank located
in one of the store walls.

9. The store ambiance will be characterized by its cold lights, which give a
sophisticated and advanced feeling. Allowing the merchandise to be properly
appreciated.
Different tones of blue, white, and silver can be seen representing peace and
tranquillity from the blue, purity and clean feeling given with the withe and
the luxurious, sophisticated and advanced meaning provided by the silver.
The store will have a very minimalistic, uncluttered aspect since only one
size per model will be displayed, creating a balanced and harmonious
environment, the rest of the sizes will be hold on the storage.
All the bikinis and one peace swimsuits will be hanged on walls. The
beachwear such as sarongs and cover ups will be displayed on a 6 way rack.
The jewellery will be found in on the counter showcases, and the rest of the
accessories such as sandals, hats, and handbags on glass towers.

10. 1.Store Concept
1.4.Target Market (Customer Profile)

11. 1.4.1.Geographics
Primary: Bal Harbour.
Secondary: North Miami Beach,
Miami Beach, South Beach,
Aventura, Brickell, Downtown.
Tertiary: Miami.
Tourists: Latin America,
U.S., Europe, and Asia.
Primary
Secondary
Tertiary

12. It will be a destination store since the pieces sold are one of a
kind and made by an exclusive store designer, making them a
unique and a powerful reason for customers from all over
Florida to come to the store.
Also, the store will offer fish SPA stations to the clients, making
it a unique shopping experience, which is complemented by the
marine ambiance added by a wall fish tank.

13. Neighbourhood Location: Bal Harbour, Florida.

14. 1.4.2.Demographics
GENDER Female
INCOME Upper middle to high
PRICE RANGE Bridge
BODY FORM Junior
AGE 25 to 35 (Generation X)
EDUCATION High School and up
ETHNICITY Multicultural

15. 1.4.3.Psychographics
BODY IMAGE Particular and mirroring.
FASHION KNOWLEDGE Trend setter and fashion follower.
TASTE LEVEL Sophisticated, fancy, trendy, fashion, advanced,
and elegant.
SOCIALATTITUDES MTV generation, attention getter, open-minded,
individualist, loves the beach and thee sea, likes
standing out.
VALUES Ethical, moral, cultural, and economic.
CULTURE Miami Casual.
PERSONALITY Outgoing, creative, self-confident, fashion,
sociable, flirty, sexy, fun, and extroverted.
AESTHETICS (MERCHANDISE) Exclusive, colorful, unique, detailed, spontaneous,
unexpected, fearless, provocative, elegant,
sophisticated, fancy, and authentic.
AESTHETICS (ENVIRONMENT) Structural, balanced, calm, uncluttered, geometric,
harmonious, luxurious, marine, and minimal.

16. 1.Store Concept
1.5.Merchandise Assortment

17. One piece

18. TWO PIECE

19. TWO PIECE

20. SHORT COVER-UPS

21. LONG COVER-UPS

22. SARONG

23. HATS

24. SANDALS

25. HANDBAGS

26. JEWELRY

27. 2. Fixtures, placement & traffic flow
2.1.Fixtures
Floor Fixtures
Holding Glass Tower
Dimensions: 68” H x 18” Sq.
Finish: Chrome
Quantity: 3
Manufacturer/Vendor: Bethel Fixtures
Description/End use: Display sandals, hats and
handbags
Price: $150

28. Floor Fixtures
6 Way Rack
Dimensions: 6” x 16” Straight Faceout
and ½ x 1 ½ Inner Upright.
Finish: Chrome
Quantity: 3
Manufacturer/Vendor: Bethel Fixtures
Description/End use: Display sarongs, short and
long coverups (beachwear).
Price: $124

29. Wall Fixtures
Wall Mount Straight Out Clothes Display
Dimensions: 12”
Finish: Chrome
Quantity: 30
Manufacturer/Vendor: Garment Rack Store.
Description/End use: Display the two pieces,
and one piece bikinis which will be hanged on the
walls of the store from this article.
Price: $2.30
Dressing Room Garment Hook.
Dimensions: 3.25” W x 4” D x 3.5” H.
Finish: Chrome.
Quantity: 10
Manufacturer/Vendor: 4 inside each
fitting room so that the customer can
hang the merchandise and one in each
fitting room door.
Price: $2.19

30. Bikini Hoop Hanger
Dimensions: 15” L x 12” Diameter
Finish: Chrome
Quantity: 20
Manufacturer/Vendor: Garnment Rack Store.
Description/End use: Display the two pieces bikinis.
Price: $3.95
Wooden Silver Hanger
Dimensions: 17”
Finish: Chrome
Quantity: 28
Manufacturer/Vendor: Wooden Hanger USA.
Description/End use: Display the one-piece bikinis,
sarongs, long and short cover ups.
Price: $1.91

31. Mannequins
Female Mannequin
Dimensions: Chest 33”, Waist 24”, Hip 34”, Heigh 70”
Finish: Chrome with no coloration
Quantity: 5
Finish of base: Glass
Type: Abstract full body form with 5 different poses.
Manufacturer/Vendor: Bethel Fixtures
Description/End use: Display the merchandise sold at the
store.
Price: $240

32. Cashwrap
Strectched Curved Cash Counter
Dimensions: Width 73”, Depth 22”, Height 42”
Finish: Silver trimming and aluminium hardware.
Quantity: 1
Manufacturer/Vendor: Tecno Display
Description/End use: Make the purchase
transactions and hold two counter top chowcases to
display jewlery.
Price: $2,650

33. Counter Top Showcase Rectangular
Dimensions: 24” L x 12” W x 18” H
Finish: Chrome
Quantity: 1
Manufacturer/Vendor: Bethel Fixtures
Description/End use: Display necklaces
Price: $115
Counter Top Showcase Square
Dimensions: 14” L x 12” W x 27” H
Finish: Chrome
Quantity: 1
Manufacturer/Vendor: Bethel Fixtures
Description/End use: Display earrings and
bracelets
Price: $129

34. Furniture
Fish Spa Station
Dimensions: 36” x 36”. The tank has a lenght of
30” x 30” and whn its taken out the width of the chair
reaches 60”.
Finish: White paint over polychrome.
Quantity: 4
Manufacturer/Vendor: Evolution Cube Italia.
Description/End use: Fish Spa station with chair and
fish tank included.
Price: $1,400

35. Fish Tank Wall
Dimensions: 68” H x 140” W x 4.5” D.
Finish: Silver
Quantity: 1
Manufacturer/Vendor: Opulent Items.
Description/End use: Fish tank behind the spa chairs in order
to relax more the clients and create a marine environment.
Price: $2,500

36. Aquarium Sink
Dimensions: 34” H x 29.5” W x 23.5” D.
Finish: Plastic and metallic bars.
Quantity: 1
Manufacturer/Vendor: Opulent Items.
Description/End use: A sink for customers bathroom,
with an aquarium in order to evoke the marine concept.
Price: $4,500
Respite Console Table
Dimensions: 47” H x 16” W x 47” D.
Finish: Tempered Glass.
Quantity: 1
Manufacturer/Vendor: MH2G.
Description/End use: A table for customers
bathroom that represents the minimalistic,
geometric concept .
Price: $540

37. Infinity Floor Mirror
Dimensions: 32” W x 2.25” D, 76” H.
Finish: Mirror glass with aluminium frame.
Quantity: 2
Manufacturer/Vendor: CB2.
Description/End use: Used inside fitting rooms so
that customers can have a whole body image of
themselves while tying on the merchandise.
Price: $399
Mazamet Mirror
Dimensions: 36” W x 36” H.
Finish: Mirror.
Quantity: 1
Manufacturer/Vendor: MH2G.
Description/End use: Used in the
customer bathroom.
Price: $649

38. Anchor Chair
Dimensions: 30” W x 31” D, 31” H.
Finish: Cotton fabric.
Quantity: 2
Manufacturer/Vendor: Maisons du Monde.
Description/End use: Used inside fitting rooms in
case the customer wants to sit, leave their things,
or so that their companion can seat.
Price: $789
Novel Bench
Dimensions: 52” W x 18” D, 16” H.
Finish: stainless Steel.
Quantity: 1
Manufacturer/Vendor: MH2G.
Description/End use: Used in the waiting
area near the fish spa so that people can
wait while the spa treatments are
finished.
Price: $838

39. Office Desk & Chair
Dimensions: 63” W x 17.75” D, 29” H (desk)
& 22” W x 19” D, 25” H (chair).
Finish: Wooden and white laquer with glass.
Quantity: 1
Manufacturer/Vendor: MH2G.
Description/End use: Located inside the
office for one person to work when needed.
Price: $700
Standing Wall Unit
Dimensions: 48” W x 15” D, 72” H
Finish: Wooden and white lacquer with
glass.
Quantity: 1
Manufacturer/Vendor: MH2G.
Description/End use: Inside the office to
store books and documents.
Price: $939

40. 2. Fixtures, placement & traffic flow
2.2.Placement & Traffic flow
The main reason why the fixtures were chosen was due to its
functionality, since some accessories need special fixtures in order to
be displayed.
All of them have a chrome finish since it goes with the luxurious and
sophisticated meaning of the silver colour. Also this finish is durable,
doesn't’t scratch easily, and have a moderate cost.
There are only a few fixtures since all the swimwear will be hanged
on the walls by a wall mount. The only apparel displayed on fixtures
will be the 3 different cover-up categories (long, short and sarongs).
The 6-way fixture was chosen since there are 6 different pieces per
categories in the cover ups, and each one of them will be shown
individually.

41. 2.2.Placement & Traffic flow
Another reason for the few fixtures, is because most of the apparel
will be kept on the storage, and only one size per model will be
displayed. This is with the finality to create a minimalistic and
balanced atmosphere, in which shoppers can appreciate better the
uncluttered merchandise.
The beach accessories such as hats, sandals, and handbags will be
displayed on three different glass towers in the middle of the store,
being able to separate them by categories.
The cash wrap will be located at the back, in the middle of the store, it
was chosen on metallics and blue since it perfectly complements the
sophisticated-marine theme of the brand. Also its semicircular shape
gives the geometric look needed.
On the cash wrap, two counter top showcases will be used to display
jewellery, and attract the customers to make one last purchase. They
will be locked since the jewellery its expensive.

42. 2.2.Placement & Traffic flow
All the furniture chosen has a minimalistic look, most of it
shows white colours, glass and silver. Even the office furniture
which is not visible to the public has this characteristics in order
to involve employees with the same aesthetics.
The fitting room chairs and the bathroom sink were chosen due
to their aesthetics. They have a very notable marine theme, the
first one shows and anchor and the second one is a fish tank.
The fish SPA stations were chosen in white and blue since this
are the main theme colours, they all show a very geometric
squared shape, and they are very useful since the tank can be
taken in and out, giving more space when there are no clients
using it.

43. 2.2.Placement & Traffic flow
The mannequins were picked due to their aesthetics and durability,
they have a chrome finish, making them look sophisticated and
making them more durable and moderately expensive.
They are abstract mannequins since this represents the minimalistic
concept.
Mirrors will be all in silver and glass to combine with the fixtures and
hangers. The ones located in fitting rooms are floor mirrors and are
only made of glass giving a sophisticated look, they also have a
rectangular shape to represent the geometric feeling.
The bathroom mirror is circular in order to represent the geometrics,
and it has a very sophisticated and luxurious design.

44. 2.2.Placement & Traffic flow
The first thing customers will see it’s a pair of mannequins, one will be
dressed with a one piece and the other one with a two piece. Both will show
the latest designs and matching cover-ups with accessories.
All merchandise will be found in the front and middle part of the store. The
swimwear will be hanged on the walls, and the beachwear will be located on
the 6 way fixtures on the right part next to the merchandise.
On the left part, the three glass towers of accessories will be located, each
one containing handbags, sandals and hats.
The two fitting rooms will be located on the back part in the left, in order to
give customers more privacy, and with the finality that they go through all
the store first.
The cash wrap will be located almost in the back and in the middle, being
visible from the entrance since its really visually appealing and goes with the
brand image.

45. 2.2.Placement & Traffic flow
The storage and the office will be located in the back par of the
store, having access only for employees.
The bathroom will be located on the right corner of the store in
the back, next to the fish spa stations in case the customer wants
to freshen up after their foot treatment, or if they want to use the
bathroom before it.
The Spa stations will be located in the right part on the back,
making it more private for customers that want to take a
treatment and not mixing it with the merchandise section.
The waiting are will be located in front of the Spa stations in
case there are customers waiting to have a treatment, or that
current customers on treatments have companions.

46. 2.2.Placement & Traffic flow

47. 2.2.Placement & Traffic flow
Store Measurements (Scale ¼ inches = 1 foot)
— Total Store 15x10
— Storage 3x4
— Office 3x3
— Bathroom 3x3
— 2 Fitting rooms 2x2
— Closed Back Window 2x4
— Main Entrance 1.5
— 4 Fish SPA Stations 1x1
— Fish Wall Tank 6.5x1.5
— Cash wrap 2x2.5
— Rest of the walls will be hanging space of .5
— For the hanging merchandise a ¾ walking space should be considered

48. 3. budget

49. 4. conclusion
Infinimer is a brand that offers swimwear, beachwear and accessories in a
unique way. The colorful, spontaneous, and sophisticated designs are
made by the personal store designer, making them exclusive only to
clients. A geometric, minimalistic, luxurious environment complements
the marine atmosphere of the store created by the wall fish tank.
This ambiance is made by the use of white, blue, and silver colors, chrome
fixtures and mannequins, and the uncluttered merchandise distribution,
giving the clients the harmony needed and the opportunity to fully
appreciate each article offered.
Infinimer is not only a brand that sells products, but wants to make the
shopping experience of the customers unique and unforgettable. A Fish
SPA service is offered to clients in order to complement their purchase,
offering them not to only show an amazing piece of swimwear but also
beautiful feet. Complimentary champagne is given during the service.

50. Infinimer will make an impact on Bal-Harbour since it
perfectly fits the market found in this location, which are
customers with an upper middle and above income who like
to buy exclusive and sophisticated merchandise and have a
unique shopping experience in a luxurious environment.
On the other hand, there is no bikini boutiques located outside
the “Bal Harbour Shops” complex, and this type of
merchandise is really popular in Miami since it's a beach
destination, being able to attract customers from all over the
city, and tourists.
It will be the first fashion retailer to show the marine concept
with a fish tank wall inside the store, and to offer fish SPA
services to their clients, giving the store the competitive
advantage to differentiate among the competitive retail
environment lived nowadays, and a very hard one to imitate.

51. 5. References
Http://www.Bethelfixtures.Com
Http://www.Onlyhangers.Com/prod-31-1-193-9/circular_bikini_hanger.Htm
Http://www.Woodenhangersusa.Com/22-innovative-wooden-z-hangers
Http://www.Tecnodisplay.Com/nv502.Php
Http://www.Evolutioncube.It/en/index.Php
Http://www.Opulentitems.Com/homedecor/aquariums/unique-wall-aquarium.Html
Http://www.Cb2.Com/
Http://www.Mh2g.Com
http://www.retailresource.com/
http://www.maisonsdumonde.com/DE/de/produits/fiche/sessel-corsaire-123603.htm