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PORTFOLIO

martina krausová - martaskraus@centrum.cz - +45 50 24 46 81
CONTENT
- BIOGRAPHY

/ pages 3-4

- OWN PROJECTS

/ pages 5-21

- COOPERATION WITH COMPANIES
- PRODUCT DESIGN
- FULL PROJECT

/ pages 22-28

/ pages 29-31

/ pages 32-56

- TECHNICAL DRAWINGS

/ pages 57-63

2
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
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
STORE DESIGN - matas men

THE CONCEPT STORE FOR MATAS
THE NEW CONCEPT FOR MATAS FOCUS ON MEN COSMETICS PRODUCTS
DECEMBER 2013

5
STORE DESIGN - matas men

6
POP-UP EXPERIENCE

THE POP-UP EXPERIENCE FOR TON a.s.
THE POP UP EXPERIENCE FOR THE TON (BENDED FURNITURE)
SEPTEMBER 2013

7
POP UP EXPERIENCE - ton

8
KINDERGARTEN

THE KINDERGARTEN / study
THE KINDERGARTEN INTERIOR DESIGN
MAY 2013

9
KINDERGARTEN

10
READING ROOM

THE READING ROOM TAPATAN
THE READING ROOM DESIGN FOR THE COMPANY TAPATAN
MARCH 2013

11
READING ROOM

12
SHOP U:FON

THE SHOP U:FON
DESIGN OF THE SHOP FOR THE PROVIDER OF WEB CONNECTION U:FON
JANUARY 2013

13
SHOP U:FON

14
SHOP MONTEREY

THE SHOP MONTEREY
DESIGN OF THE SHOP FOR THE COMPANY MONTEREY (GOLF EQUIPMENT)
NOVEMBER 2012

15
SHOP MONTEREY

16
HOTEL OLSANKA

THE HOTEL OLSANKA
INTERIOR DESIGN OF THE APARTMENT AND THE SINGLE ROOM IN THE HOTEL OLSANKA
MARCH 2013

17
HOTEL OLSANKA

18
OFFICE FOR MANAGER

THE OFFICE FOR MANAGER
DESIGN OF THE OFFICE FOR THE MANAGER OF THE WINE COMPANY
FEBRUARY 2013

19
OFFICE FOR MANAGER

20
DINNING ROOM

THE DINNING ROOM
DESIGN OF THE DINNING ROOM FOR THE POLICE ACADEMY IN PRAGUE
NOVEMBER 2011

21
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
VILLA - interior

23
VILLA - interior

24
ENTRANCE

THE ENTRANCE
VISUALIZATIONS OF THE ENTRANCE FOR FUTURE RECONSTRUCTION
COLLABORATION WITH THE ARCHITECTONIC STUDIO GLENN ARCHITEKTI
SEPTEMBER 2013

25
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
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
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
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
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
FRUIT BOWL

THE FRUIT BOWL
DESIGN OF THE FRUIT BOWL FOR COMPETITION
MUUTO DESIGN AWARD 2013
OCTOBER 2013

31
HOW I WORK

Here is an example
of my project
from first idea
until final visualizations...

matas men 2013

32
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
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
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
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
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
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
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
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
RESEARCH

STORE

41
RESEARCH

FORM

42
PROBLEMS
SHOPPING MEN vs. WOMEN

PROBLEM TREE

43
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
GROUND PLANS

PROCESS

45
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
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
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
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
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
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
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
FRONT VIEWS

1:30

FRONT VIEW “A”

FRONT VIEW “B”

53
FRONT VIEWS

1:30

FRONT VIEW “C”

FRONT VIEW “D”

54
VISUALISATIONS

55
VISUALISATIONS

56
TECHNICAL DRAWINGS

all my projects contain detail technical drawings
here are some examples...

project matas men 2013

57
PORTFOLIO _ Martina Krausová
PORTFOLIO _ Martina Krausová
PORTFOLIO _ Martina Krausová
PORTFOLIO _ Martina Krausová
PORTFOLIO _ Martina Krausová
PORTFOLIO _ Martina Krausová

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PORTFOLIO _ Martina Krausová

  • 1. PORTFOLIO martina krausová - martaskraus@centrum.cz - +45 50 24 46 81
  • 2. CONTENT - BIOGRAPHY / pages 3-4 - OWN PROJECTS / pages 5-21 - COOPERATION WITH COMPANIES - PRODUCT DESIGN - FULL PROJECT / pages 22-28 / pages 29-31 / pages 32-56 - TECHNICAL DRAWINGS / pages 57-63 2
  • 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
  • 6. STORE DESIGN - matas men 6
  • 7. POP-UP EXPERIENCE THE POP-UP EXPERIENCE FOR TON a.s. THE POP UP EXPERIENCE FOR THE TON (BENDED FURNITURE) SEPTEMBER 2013 7
  • 9. KINDERGARTEN THE KINDERGARTEN / study THE KINDERGARTEN INTERIOR DESIGN MAY 2013 9
  • 11. READING ROOM THE READING ROOM TAPATAN THE READING ROOM DESIGN FOR THE COMPANY TAPATAN MARCH 2013 11
  • 13. SHOP U:FON THE SHOP U:FON DESIGN OF THE SHOP FOR THE PROVIDER OF WEB CONNECTION U:FON JANUARY 2013 13
  • 15. SHOP MONTEREY THE SHOP MONTEREY DESIGN OF THE SHOP FOR THE COMPANY MONTEREY (GOLF EQUIPMENT) NOVEMBER 2012 15
  • 17. HOTEL OLSANKA THE HOTEL OLSANKA INTERIOR DESIGN OF THE APARTMENT AND THE SINGLE ROOM IN THE HOTEL OLSANKA MARCH 2013 17
  • 19. OFFICE FOR MANAGER THE OFFICE FOR MANAGER DESIGN OF THE OFFICE FOR THE MANAGER OF THE WINE COMPANY FEBRUARY 2013 19
  • 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
  • 43. PROBLEMS SHOPPING MEN vs. WOMEN PROBLEM TREE 43
  • 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
  • 53. FRONT VIEWS 1:30 FRONT VIEW “A” FRONT VIEW “B” 53
  • 54. FRONT VIEWS 1:30 FRONT VIEW “C” FRONT VIEW “D” 54
  • 57. TECHNICAL DRAWINGS all my projects contain detail technical drawings here are some examples... project matas men 2013 57