3. BIOGRAPHY
Name:
Martina Krausová
Nationality:
Czech
Adress including postal code:
Hammerum Hovedgade 7, 7400 Herning, Denmark
Mobile phone including countr code: +45 50 24 46 81
E-mail:
martaskraus@centrum.cz
Date of birth:
9th February 1990
Education:
8/13 - still
9/10- 6/13
9/09- 6/10
9/05-6/09
Exchange programs:
2/08-3/08
Trade proficiency:
8/11- 7/13
VIA University College / TEKO Design & Business – Herning / Denmark
- study programme Retail Design
Higher Professional School of Applied Art- Prague / Czech Republic
- study programme Interior Design
Czech Technical University in Prague
- study programme Architecture and Building Engineering
Secondary School of Applied Art- Prague / Czech Republic
- study programme Furniture Construction and Production
International exchange program Leonardo- Örebro / Sweden
Sales consultant- Hanák Forum
- sales consultant for living rooms, bedrooms and children´s rooms
- visualizations for clients in 3D program Kitchen Draw
www.hanak-forum.cz
12/12-still
Collaboration with the architectonic studio Glenn Architekti- architectural
- visualizations for clients in 3D program Rhinoceros (commercial and private spaces)
www.glennarchitekti.cz
3/12-5/12
Collaboration with the interior studio Dum Design / Vladka Kaderabkova
- visualizations of private spaces for clients in 3D program Rhinoceros
www.dumdesign.cz
7/10-10/10
Collaboration with the bathroom studio Chameleon Design
- visualizations of products (furniture to bathrooms) in 3D program Rhinoceros
www.chameleondesign.cz
5/10-6/10
Collaboration with the architectual studio MK Studio Design
- vizualizations of the sales booth for Philips (Rhinoceros)
- technical drawing for furniture production (AutoCad)
www.mkstudio.cz
2/10-3/10
Collaboration with the Association of Czech Cooks and Confectioners under the auspices
of Nestlé
6/07-8/07
Jakub Turek (architecture, interior design, furniture design and graphic design)
- design and creation of furniture formation
3
4. BIOGRAPHY
Other trade proficiency:
10/09-5/10
Barmaid Cafe SP (Bubenske nabrezi, Prague / Czech Republic)
9/06-4/10
Supervisor and catering of „Club Seats“- Sazka Arena / O2 Arena
(most modern multipurpose arena in the Europe)
9/09-10/09
Telephonist of NMS
6/08-8/08
Waitress in hotel Swing at Lipno / Czech Republic
6/07-8/07
Waitress and barmaid in restaurant “U Ševce Matouše”- Prague / Czech Republic
5/07-6/07
Telephonist of Call Centre GfK (Growth from Knowledge)- Prague / Czech Republic
Courses:
3/13- 7/13
Private English courses
3/13- 6/13
English course- Oxford Tefl
www.oxfordtefl.cz
9/06- 6/07
Figural drawing- organizer: Higher Professional School of Applied Art and Secondary
School of Applied Art- Prague / Czech Republic
9/06- 6/07
Drawing course- Haf Studio (Art School)
8/93- 12/06
Courses of Jazz Dance, Modern scenic dance, Ballet, Hip-Hop - Dance School Emotion
www.studioemotion.cz
Language:
English
Danish
Knowledge of PC programs:
Rhinoceros & V-Ray
Autocad
Word, Excel
Adobe InDesign, Photoshop, Illustrator
Sketch Up
Interests:
Culture, Design, architecture, art, sport (Fitness, Squash) and books
communication with people and meeting new people
7/08-8/08
World Cup Modern 2006, Small group adults, 3th placeBoston Massachusetts USA
Upper Intermediate
Beginner
user knowledge
user knowledge
user knowledge
beginner
beginner
4
5. STORE DESIGN - matas men
THE CONCEPT STORE FOR MATAS
THE NEW CONCEPT FOR MATAS FOCUS ON MEN COSMETICS PRODUCTS
DECEMBER 2013
5
21. DINNING ROOM
THE DINNING ROOM
DESIGN OF THE DINNING ROOM FOR THE POLICE ACADEMY IN PRAGUE
NOVEMBER 2011
21
22. VILLA - exterior
THE VILLA FOR THE TOP STATESMAN OF THE CZECH REPUBLIC
COLLABORATION WITH THE ARCHITECTONIC STUDIO GLENN ARCHITEKTI
FROM MARCH 2013 TILL NOW
22
25. ENTRANCE
THE ENTRANCE
VISUALIZATIONS OF THE ENTRANCE FOR FUTURE RECONSTRUCTION
COLLABORATION WITH THE ARCHITECTONIC STUDIO GLENN ARCHITEKTI
SEPTEMBER 2013
25
26. SHOP - defo furniture
THE ENTRANCE
VISUALIZATIONS OF THE SHOP DEFO IN THE SHOPPING CENTRE WHITE SWAN - PRAGUE
COLLABORATION WITH THE ARCHITECTONIC STUDIO GLENN ARCHITEKTI
SEPTEMBER 2013
26
27. FURNITURE TO BATHROOMS
THE FURNITURE TO BATHROOMS
VISUALIZATIONS OF THE PRODUCTS FOR WEB SHOP
COLLABORATION WITH THE BATHROOM STUDIO CHAMELEON DESIGN
JULY - OCTOBER 2010
27
28. EXHIBITION STAND
THE EXHIBITION STAND
THE EXHIBITION STAND FOR THE COOKING COMPETITION IN SINGAPORE 2010
COLLABORATION WITH THE ASSOCIATION OF CZECH COOKS AND CONFECTIONERS UNDER THE AUSPICES OF NESTLE
FEBRUARY - MARCH 2010
28
29. DUMB BUTLER
SIDE TABLE
THE DUMB BUTLER
THE SIDE TABLE
DESIGN OF THE DUMB BUTLER FOR COMPETITION
MUUTO DESIGN AWARD 2013
OCTOBER 2013
YEAR WORK
DECEMBER 2007
29
30. EXHIBITION STAND
COAT STAND
THE EXHIBITION STAND
THE COAT STAND
DESIGN OF THE STAND FOR LEVIS
APRIL 2013
DESIGN OF THE COAT STAND FOR COMPETITION
MUUTO DESIGN AWARD 2013
OCTOBER 2013
30
31. FRUIT BOWL
THE FRUIT BOWL
DESIGN OF THE FRUIT BOWL FOR COMPETITION
MUUTO DESIGN AWARD 2013
OCTOBER 2013
31
32. HOW I WORK
Here is an example
of my project
from first idea
until final visualizations...
matas men 2013
32
33. CONTENT
- CONTENT
/ page 33
- TECHNICAL REPORT /
page 34
- RESEARCH
A) MEN & CARE / pages 35 - 37
B) FAVOURITE PRODUCTS / page 38
C) TARGET GROUP / page 39
D) MATAS / page 40
E) STORE / page 41
F) FORM / page 42
- PROBLEM
A) SHOPPING MEN vs. WOMEN / page 43
B) PROBLEM TREE / page 43
- SOLUTION
- SPACE DIVIDING / page 44
- CONCLUSION
A) GROUND PLANS / pages 45 - 52
B) FRONT VIEWS / pages 53 - 54
C) VISUALISATIONS / pages 55 - 56
33
34. TECHNICAL REPORT
- PLACE
Our shop is situated at the pedestrian zone in the city center. We did not choose a specific city because we are thinking that
this store idea could be used everywhere, where is request for this kind of the shop. This idea could be also used in shopping
centers or shopping malls. If will be shop the situated in shopping center or shopping mall we do not to think about the background for the employees because usually shopping centers contains bathrooms, cloak rooms and dinning rooms for staff.
- COLORS
We are using colors which Matas using right now. We took colors from the logo – white and blue and colors from the Matas
Club card – tones of grey. Like accent is in the space orange color which Matas use on the Men packaging. Floor is made from
spatula with effect of the concrete. Whole idea is make light space in calm colors because products have different colors. We
want to take up products because products are in this kind of the shop like trophies.
- EQUIPMENT
Equipment in the shop is atypical because we want to make unique and extraordinary space. We decide to make organic furniture
(based on our reseach) with the lighting shelves which make products more eye-catching. Bottom part of the “shelves” is with
light in the blue color.
- STAFFS
The space of the shop is designed for two employees who will be cashiers and they will also work like the advisers and product specialists. We made for the staff background with the bathroom, kitchen and the cloak room where they could change and
leave their clothes. Equipment in the background is typified and is not part of this project.
- ILLUMINATION
We are using three kinds of the illumination. First are the troffers in the ceiling, second one is blue lighting in the bottom part
of the shelves and the third one are lighting shelves. All illumination brings together light and extraordinary space.
- STORAGE
We are thinking that more clear look of the shop is when, are not all products in the shelves. We decided to make storage
where will be keep rest of the products. Storage is furnished with the typified racks which are not part of this project.
34
35. RESEARCH
MEN & CARE
QUESTIONARIES ONLY FOR MEN:
-
WHICH COSMETIC PRODUCTS FOR WOMEN WOULD MEN TRY
HOW OFTEN MEN USE COSMETIC PRODUCTS
WHICH COSMETIC PROCEDURES MEN DO
FAVOURITE COSMETIC BRAND
WHERE MEN BUYING COSMETIC PRODUCTS
WHO IS BUYING COSMETIC PRODUCTS FOR THEM
MEN RESPOND:
- DURING OCTOBER AND NOVEMBER 2013
- ON-LINE QUESTIONARIES
- NUMBER OF PARTICIPANTS: 50 FROM NORTHERN EUROPE AND 50 FROM MIDDLE
EUROPE; AGED 30-58
QUESTION No.1
Imagine you wake up in the morning and for one hour only you are a woman.
Would you take an hour to try cosmetic products for women?
QUESTION No.2
If you answered, that you would try SOMETHING or EVERYTHING, name one product you
would like to try.
NORTHERN EUROPE
MIDDLE EUROPE
Northern Europe – data from TRY SOMETHING - 46%
Middle Europe – data from TRY SOMETHING - 54%
Make-up
Mascara
Lipstick
Perfume
5%
27%
Depilation
27%
Eyeshadow
41%
Hairspray
Hairbrush / hairdryer
54%
Face cream
Manicure / pedicure
46%
Face pow der
Eye-pencil
Not try anything
Try something
Try everything
Not try anything
Try something
ALMOST EVERY MAN WOULD LIKE TO TRY SOME
COSMETIC PRODUCT FOR WOMEN!
Try everything
Middle Europe
Northern Europe
MEN ARE MOST EXCITING FROM MAKE-UP,
MASCARA AND LIP-STICK!
35
36. RESEARCH
MEN & CARE
QUESTION No.3
How often are you using these products?
MIDDLE EUROPE
NORTHERN EUROPE
Self tanning lotion
Self tanning lotion
Hair loss
Hair loss
Body lotion
Body lotion
Conditioner
Conditioner
Lip balm
Lip balm
Face cream
Face cream
Cologne w ater
Cologne w ater
Hair gel
Hair gel
Shaving balm
Shaving balm
Hand cream
Hand cream
Mouthw ash
Mouthw ash
Deodorant stick
Deodorant stick
Perfume
Perfume
Deodorant spray
Deodorant spray
Shampoo
Shampoo
Soap
Soap
Daily
Sometimes
Never
Daily
Sometimes
Never
MEN DO NOT USE HAIR CARE PRODUCTS TO
AVOID HAIR LOSS!
MEN ARE NOT SO INTEREST IN COSMETIC AND
BODY CARE!
NORTHERN EUROPE
MIDDLE EUROPE
100%
100%
90%
90%
80%
80%
70%
70%
60%
60%
50%
50%
40%
40%
30%
30%
20%
20%
10%
10%
0%
0%
Combing hair
Styling hair
Beard trimming Underarm hair
removal
Daily
Chest chair
removal
Sometimes
Whole body
hair removal
Never
Eyebrow
correction
Hair coloring
Combing hair
Styling hair
Beard trimming Underarm hair
removal
Daily
Chest chair
removal
Sometimes
Whole body
hair removal
Eyebrow
correction
Hair coloring
Never
QUESTION No.4
How often do you do the following activities?
36
37. RESEARCH
MEN & CARE
QUESTION No.5
QUESTION No.7
Some men go periodically to a solarium sauna etc. please mark
where you have been at least once.
Who buys cosmetic products for you? (Multi choice answer)
91%
Sauna
54%
Receive as a gift
82%
Massage
72%
I buy myself (chemist)
71%
Solarium
42%
I buy myself (superstore)
27%
24%
27%
32%
Girlfriend / Boyfriend
24%
9%
10%
Pedicure
35%
Mother
Image consultant
13%
27%
Manicure
Cosmetician
60%
30%
43%
7%
I buy myself (Internet)
9%
3%
Shopping with girlfriend / boyfriend
9%
5%
1%
5%
3%
Others
3%
Middle Europe
50%
2%
Middle Europe
Northern Europe
IT IS NORMAL TO MEET MEN IN COSMETICIAN
OR PEDICURE SALOON!
Northern Europe
IS IT REALLY MAN WHO IS BUYING COSMETIC
PRODUCTS?
QUESTION No.6
What is your favorite cosmetic brand?
NORTHERN EUROPE
MIDDLE EUROPE
20%
Gilette
18%
L´oreal
13%
Nivea
11%
Adidas
7%
Avon
Nivea
15%
Matas
15%
5%
Axe
8%
No favourite
Str8
4%
No favourite
4%
3%
3%
Old Spice
3%
Gilette
3%
6%
Cerutti
6%
Shisheido
212
Hugo Boss
Oriflame
7%
Clinique
5%
L´oreal
2%
MEN MOST FAVOURITE COSMETIC BRANDS ARE
NOT EXPENSIVE ONE!
37
38. OBSERVATION
FAVORITE PRODUCTS
OBSERVATION MEN PRODUCTS:
- FAVORITE MEN COSMETIC PRODUCTS
- HOW DIFFERENT ARE FAVORITE COSMETIC PRODUCTS IN NORTHERN AND MIDDLE
EUROPE
MEN RESPOND:
- DURING OCTOBER AND NOVEMBER 2013
- PHOTO OF MAXIMUM 5 FAVORITE COSMETIC PRODUCTS
- NUMBER OF PARTICIPANTS: 5 FROM NORTHERN EUROPE AND 5 FROM MIDDLE
EUROPE; AGED 30-58
MIDDLE EUROPE
NORTHERN EUROPE
30%
25%
28%
20%
25%
20%
20%
20%
16%
15%
15%
12%
12%
8%
10%
8%
8%
12%
10%
4%
5%
4%
4%
4%
8%
8%
8%
8%
4%
4%
5%
ge
l
H
ai
r
el
er
g
Sh
ow
cr
ea
m
Fa
ce
ge
l
C
le
an
si
ng
as
h
M
ou
th
w
m
m
er
Be
ar
d
t ri
lo
tio
n
Bo
dy
Sh
am
po
o
ot
hi
ng
N
an
ts
ti c
k
eo
do
r
D
Pe
rfu
m
e
0%
0%
Perfume
Face cream
Deodorant
sprey
Shaw ing
foam / gel
Shampoo
Deodorant
stick
Show er gel
After shave
gel
Mouthw ash
38
39. RESEARCH
TARGET GROUP
A
t the beginning was our target group JUST “middle aged men” but after all the research we
realized that it is not just a man who is buying cosmetic products for him. Men receive cosmetic products as gifts from their wives, girlfriends and mothers. That brought us again at the
beginning because we can not afford to loose these customers.
Women have different thinking and different way of shopping. They are buying impulsively but
also with the shopping lists. Women are, compare with men, more focus on prices, sales and advertisement. We decided to make shop just with men cosmetic products but with disposition which
will be good for both genders – way how they are shopping.
Our concept store is focused on Northern Europe, because our project is connect with Nordic
company Matas. We are thinking, that this idea, make shop just with men products is really good
because actual disposition of Matas are not comfortable for men – usually small part in the corner of the shop.
We are thinking that most important for shopping are middle aged men because they know their
actual needs. Middle aged men also already have background – job, carrier, family. Man in middle
age has own identity and style – unique. Men in this age are success and they have higher work
positions – higher salary. With more money could our customers afford better quality products
(brand products). For these men are real shops still nnecessary because they are not so impacted by technologies and they are still shopping more in shops instead on the Internet.
Our clients are also younger men which are more focus on their visage. Younger people are also
more risky (trying new brands, products) because they want to be more extraordinary. For young
people, is shopping on the Internet more known, but they also needs to try new products in real
(perfumes etc.)
39
40. RESEARCH
MATAS - BRAND, COLORS, COMPANY
M
atas is a Danish based business, founded in 1949, that operates a chain of drug stores
across Denmark. The store’s motto is “Good Advice Makes the Difference”. Matas also sells
personal hygiene products and other home goods. The main types of merchandise sold in stores
are make-up products and cosmetics, such as hair colouring, lipsticks and rouge. Other things
sold by the retailer include: vitamin supplements, herbal remedies (such as ginseng extracts),
and liquorice root.
DECEMBER 2011
- lighting shelves - attractive products are more visible / better promotion for all products
- communication between customers & shelves - lighting + labels for every product
- strong idea and concept
- one from the best matas shops
- flagship store for health & beauty
- combination of shopping experience & peace
- interesting and innovate shop
- latest solution of merchandising
- interesting solution
WEB SHOP - SECTION FOR MEN
- white, grey, green and beige/cream colors
COLORS
- bright colors - white, beige, cream etc.
- tone of blue (logo) like accent
- natural colors
. strong lights (quantity & different intensity)
LIGHTING
- shelves with lights
- better product promotion
- more visible
- attracting customers from street
LOGO
- blue & white color
- curves in the logo
- clear & simple
COPENHAGEN SHOP
- the most important one
- the best known
- focus on selling perfumes
- atmosphere of shopping mall
- light, bright
- friendly atmosphere
- good way of showing products
PRODUCTS
- own series of cosmetic products
for men & women
- choice between expensive and
cheaper products
CLUB MATAS
- blue and grey
- blue and white
- tones of red and pink
40
44. DIVIDE OF SPACE
FRONT OF THE SHOP
Front of the shop has to serve as a presentation for products. Front of the shop is perfect
opportunity for products in sale, special offers and for new arrivals. We are thinking that it
could catch attention of new customers, especially women because they are shopping impulsively.
It does not mean that they will leave our shop just with the products in sale, because they have
to go inside to the cashier.
CENTRE OF THE SHOP
We were thinking that best way how to catch men is put their favorite products close to the entrance. Of course we want use this middle part of the shop for new arrivals and also more luxury products. With this lay out will men see their favorite and most widely used products. We are
planning to do this part of the shop really catchy for our costumers. We want to use unusual
shape for display and lights for catch attention. We think that this way of display could bring
men new experience from the shopping and they could be our recurrent customers which are for
this kind of the shop really important.
BACK PART OF THE SHOP
Back part and the walls of the shop are design for display other products. This way of exhibition is good for women who are looking for different brands and different prices. Usually women are going through whole shop.
STORAGE AREA
Because we are thinking about placing our shop in city center we have to also think about space
for storage. In the city centers we usually can see old houses which were not built for shops.
BACKGROUND
In our shop we also need some space for our employees. We decided to have inside the shop
small kitchen, change-room and toilet. All dimensions and dispositions are made by rules of
standard specifications. If we will have shop in some shopping mall we do not have to think
about the toilets because usually are toilets in the shopping malls shared.
CENTRE OF THE SHOP
FRONT OF THE
SHOP
BACK PART OF THE
SHOP
WALLS
STORAGE AREA &
BACKGROUND
SOLUTION
WALLS
44
46. GROUND PLAN
IDEA
O
ur ground plan idea is based on our research about differences between men and women shopping. Women spend more time for shopping and also more money. Men are going to
the shop when they actually need something. they are going for product which they are looking for.
From the entrance customer see almost whole shop which is really good for orientation in
the space. We situated cashiers in the back part of the shop. That means that if customer
need some help have to go through the whole shop. Higher possibility for buy product or
more products.
46
47. GROUND PLAN
ORIGINAL CONDITION 1:50
O
ur shop is situated in the city center at the pedestrian zone. Our shop could be in big city
but also in small city where is request for this kind of the shop. Our space has two entrances. First is from the pedestrian zone which is identified primarily for customers. Second
is from the homestead. This entrance is identified just for the employees and for shop supply.
47
48. GROUND PLAN
BUILD ALTERNATIONS 1:50
B
ecause of original ground plan we decide to make some building changes. We made the
background for the employees. Background includes bathroom with the toilet, kitchen with the cloak room and the storage for the products. Dimension of the bathroom in the
background fulfils all standard specifications for bathroom and toilets. Space of the shop
has high ceilings we decide to make soffites for troffers in two heights.
48
49. GROUND PLAN
NEW CONDITION 1:50
N
ew condition of the ground plan divides space on three sections: 1) the shop 2) the storage 3) the background. In the background is original high of the ceiling. In the shop is
ceiling lower because of the soffites. Mat in the background and the storage are tiles. In the
shop we used more innovative material – spatula. Spatula is in the grey color and imitates concrete.
49
50. GROUND PLAN
CEILING NEW CONDITION 1:50
N
ew ceiling in the shop has two heights. We made lower part in the part where cashier is.
It makes space more private but still open. This part is in blue Matas color. In the soffites are troffers. Rest of the ceiling is higher and contains troffers. This ceiling is in the
grey color. Sofittes are really good for hide electricity, air-condition, heating etc.
50
51. GROUND PLAN
COMMUNICATION ROUTES 1:50
W
e are expecting that men will go in the middle of the shop. That is reason why we put
stands in the center of the shop. These stands will show most favorite men products:
Perfumes, shampoos, soaps / shower gels, deodorant sprays and sticks – based on our research. Rest of the products will be exhibited on the side walls. Equipment in the shop is
atypical. Equipment in the storage and in the background is typified.
51
52. WITH EQUIPMENT 1:50
STORAGE
CASHIERS
ENTRY BACKGROUND
STAFF ONLY
B
SHELVES
ENTRY
ENTRY
STAFF
GROUND PLAN
A
D
STANDS
KITCHEN &
CLOAK ROOM
SHELVES
BATHROOM
C
TOILET
O
n this background we can see how is our space of the shop connects together by the
shape of the furniture and also by the disposition. Employees have good access to the
background but also to the shop. That means that employees could help our costumers with
selection of right product or brand.
52