Dot_2.0

G R A D U A T I O N P R O J E C T
2 0 1 5

2
653721853 Visual identity concept 8
Customizing logo 10
Old signs in oslo 11
Oslo//bogstadveien logo 12
Bogstadveien colours 13
Colour pallette 14
Fonts 15
Letterhead example 16
Lookbook 17
Merchandise 19
Inventory concept 5Concept description 3 Interior concept 21
Materials; white cube 23
Colour pallette; white cube 24
Floor plan: white cube 25
Floor plan; white cube 26
Area distribution 27
Area distribution 28
Visualisation: white cube 29
Bookstore//café 31
Bathroom 33
Materials; garden 35
Garden 36
Dot_bogstadveien 37
Location // bogstadveien 38
Interior; bogstadveien 40
Colours ; bogstadveien 41
Colour specification 42
Materials; bogstadveien 43
Furniture layout 44
Light plan 45
Movement plan 46
Section: product display 47
Section 48
Section 49
Visualisation: 1 floor 50
Visualisation: -1 floor 56
Visualisation: café 58
Visualisation: bathroom 60
Visualisation: garden 62
Dot_tokyo 65
Visualisation: tokyo store 66
C O N T E N T

3
Success in the retail market is often measured by the number of
outlets and everyone seems to strive after expansion. This along
with the increasingly globalised retail market, make shopping streets
look more and more similar. The result is often a chain of stores with
more or less the same form of communication, design and product.
The customers are by instinctually drawn to this familiarity and stay
safe away from the unknown.This obviously works for the chains
since they keep developing identical stores. Sadly though, this has
transformed the retail scene, put somewhat extremely, into one
giant super mall. The basic concept behind fast-food style retail has
become the guideline for the whole retail business and has wiped
out a large section of small retailer all around the world. You’ll find
H&M, Zara, Gap, Starbucks, McDonalds, Foot locker etc in almost
every shopping street, regardless of where you find yourself in the
world. At one point all of these stores started out with just one outlet
and with a uniqueness to their brand, store or product. However
somewhere along the way this uniqueness has been washed out
and «uniformity» is a more describable word for chain brands.
Brands are conforming their stores to deliver the same product and
experience all over the world, in the long run making the retail scene
uninspiring and boring. My goal with this project is therefor, to create
a concept that acts like a living organism always adapting to trends,
location and time. In a bigger picture, I want to create a retail concept
that will prevent the uniforming, of the retail market, and bring back
stores that are unique for their location, time and culture. I also want the
concept to potentially be a guiding star for other chain brands.
The different concepts I have developed for this project simultaneously
adress other major retail challenges such as the use of omni challenges
and bridging the gap between online-offline-retail. These challenges
are not the main focus for this project but given the opportunities the
concepts present, I have tried to integrate these advantages in my
project.
I hope to have developed’ a retail concept that meets the challenges and
demands of commercial interior head on, paving the way for the future
of retail.
My idea is to develop an international fictional brand, with a chain store
concept, in which every brick-and-mortar store in the chain is tailored
to its environment and location. Every store would be unique through
the inventory, visual identity and interior, all adopted to its surroundings
and culture.
The brandbe expressed thorugh an online store, a large warehouse
and multiple brick-and-mortar stores around the world. This is based
on the business plan many of todays modern retail brands. The brand
will mainly sell fashion goods and accessories and this concept can be
adopted to sell any types of products.
As mentioned above the brand is a chain of stores spread across the
world. I will only focus on developing the general concept for the brand
with one store in Oslo as an example or guideline for the remaining
stores in the chain.
In order to develop a type of brand as a living organism I will develop
unique concepts for the interior, inventory and graphics.
C O N C E P T D E S C R I P T I O N
B A C K G R O U N D / / P R O B L E M I D E A G O A L
I will present the concepts I have developed, starting with the inventory concept. Furthermore I will present the visual profile and the interior
in a slightly different way. Firstly I will present a concept which is for the brand in general and then I will demonstrate how the Oslo store as an
example, will use these concepts to adapt to its location.

I N V E N T O R Y C O N C E P T

6
C U S T O M E R S O R D E R C L O T H E S O N L I N E T H E S T O R E R E C E I V E S T H E C L O T H E S A N D
I N F O R M S T H E C U S T O M E R
T H E C U S T O M E R S H O W S T H E I R L I S T
T O A N E M P L O Y E E I N - S T O R E
T H E E M P L O Y E E P R E P A R E S A D R E S S I N G
R O O M F O R T H E C U S T O M E R
T H E C U S T O M E R T R I E S O N T H E
C L O T H E S
T H E Y D E C I D E W H I C H O U T F I T S T H E Y
W A N T T O B U Y
Using a computer or a smart device customers log on to a registered
user profile and select products they like. When they come to the
check out page they can choose to either order the clothes as a
”normal” online purchase; pay and have the selected products
delivered home, or they can choose to have the products delivered
to the closest store free of charge. Maximum 5 items.
If the customer decides to have the products delivered to the store,
the employees will inform the customer when the products have
arrived, or if they are already displayed in store.
The ordered items are placed in a fitting room for the customer.
Adding a personal feeling to the shopping experience
I N V E N T O R Y C O N C E P T

7
T H E P U R C H A S E I S M A D E A N D T H E
C U S T O M E R L E A V E S W I T H T H E I R
S E L E C T E D I T E M S
T H E U N - P U R C H A S E D O U T F I T S A R E
D I S P L A Y E D I N P A R T S O F T H E S T O R E
” D R O P B Y ” C U S T O M E R S C A N S H O P
W I T H O U T O R D E R I N G O N L I N E
T H E S H O W R O O M H A S O L D I T E M S , N E W
I T E M S , A N D I T E M S P I C K E D B Y G U E S T
D E S I G N E R S
With un-purchased items going through the store on a regular
basis the store is always changing making it exciting for drop
in customers to drop in often as they know there will always
be new items in the store. The items is in the store are orderd
by customers in the region making the inventory unique for
location and the customers head product buyer.
With items ordered by people in the stores region combined with
products that can be specifically picked out for the location of the
store. This make the products unique for the location of the store
and different from other stores in the same brand.
By using this concept the inventory will continually adapt to its
location and target group, making the inventory of that store
unique. Using the online store one could monitor which style
of clothes gets most clicks in one region and further facilitate
the store to carry these kinds of items. This along with the un-
purchased items makes the inventory of the store adopt to its
location. One could argue that customers does not want to buy
clothes other people do not want/fit, but I believe customers will
get a new type of shopping experience going on a treasure hunt
through the store, much like in a second hand shop.
Using this concept the target group for the store creates itself
through customer interaction the type of clothes and products in
the store. The products attract the target group created by the
users in that location. This varies the target group from place to
place.
To have the possibility to have new items coming in to the store
and have the target group change from geographical locations
it requires a large online library of items and a large warehouse.
To limit the size of the library and a warehouse I have made a
moodboard for what type of items and feeling I want the brand to
communicate. It is important to note that mood is still goinig to be
adaptable to its location, but it helps to set boundaries for the size
of the inventory library and target group.
One of the biggest challenges with online shopping is dealing with
returns of products that does not live up to its expectations or they
simply does not fit. This all boils down to not being able to see,
touch, feel and try the products before they are bought. Another
negative side is not being able to have experti help from any
employees with experience with the products.
Another challenge is on the other side; in traditional shopping the
inventory are limited by the size of the store. Also they are not able
to compete with the prices online stores have. Shipping costs are
cut down giving the store the possibility to achieve competitive
prices.
By using this projects concept one eliminates the negative sides
of both online and offline shopping, bridging customers in touch
with products creating local identity and the growing gap between
online and offline shopping.
It also involves the usage of smart devices and other platforms
encouraging the expansion of shopping experience through omni
channels, meeting their target group on a modern platform.
This concept also allows co-operation with other designers or
it-personalities. They can simply pick out their favourite items
from the online store which can further be displayed instore and
marketed without any significant effort from designers.
In Oslo the inventory might include more minimalistic types of
clothes compared to other cites outside Scandinavia, There would
however still be differences in the inventory in different parts of
Oslo. On the more exclusive side of Oslo there could be more
formal clothes while in the urban east side of Oslo would include
more informal clothes.
Instead of shipping the items back to storage the products are
displayed in the store giving them another chance to be bought.
If the items are not bought within a certain period of time, the
products are shipped back to main storage until someone orders
it again. By doing this, shipping costs are kept low as trucks can
arrive at the store, once a week with new orders and they can bring
back old items.

V I S U A L I D E N T I T Y C O N C E P T

9
V I S U A L I D E N T I T Y C O N C E P T
Every fictional brand needs a name and logo. The name and
logo presented here is meant to be used as the main logo for the
brand, but it has possibilities to adapt to any situation as I will
explain later.
The name and logo for the brand is a reference to the web and
it is customizable and possible to make personal for both the
customer, situation or for a location. The name for the brand
is DOT____. The reference to the web is the fonetic sounds
one make when spelling out an internet address ex: www.
(dot)”something”.(dot)com/uk/no.
The dot in internet addresses makes up an expectation of what
is to come. The underscore is therefor put to be blank in the logo
so that it can be filled with a suitable text.
All types of text can be used on the underscore, so that the logo
is adaptable to time, place and situation. The O in Dot makes
up an dot which will be used as a recognizable element for the
brand.
I’ve chosen not to use a tagline to keep the brand a mysterious.
DOT_ logo
D O T

10
The ”O” in dot makes up an recogniziable element through the shape of a dot that can be used in unlimited ways. The visual identity is always adaptable for every situation. The black dot can be used for
spescial occaisons or in marketing, co-ops etc.
C U S T O M I Z I N G L O G O
Examples of customisation of the logo for the customers. Their names can be put on things such as the recite, giftcards, shopping bags, user profile etc. making the logo personal to the customer.
Examples of customisation of the logo for the brand, both internal and external. The logo can be used in the different departments and also as a wayfinding sign in the stores aswell as online store.
Examples of the logo customized for marketing and co-lab purposes. In advertisement and on mercahndise this could easily be applied.
D O T D O T D O T
D O T D O T
D O T
D O T
D O TD O T
P E R S O N A L A I S A T I O N
F O R M A T : D E P A R T M E N T S
F O R M A T : M A R K E T I N G / G U E S T D E S I G N E R S
D O T
R E T A I L R E I N V E N T E D
Karl Lagerfelds picks now online, instore and for you to
choose.
Via Venezia 29
20230 Milano, Lombordia
+39 93 34 34 54 64
A D J U S T A B L E R E C O G N I Z A B L E E L E M E N T

11
O L D S I G N S I N O S L O

12
D O T BOGSTADVEIEN
O S L O / / B O G S T A D V E I E N L O G O
Using the possibilities in the visual identity and the logo provide
every store in the chain to have its own adapted logo to that
specific location, making it unique. The store I will develop in this
project has gotten its own name and logo. I will come back to the
name, but I can reveal surprisingly enough that it is based on the
location.
The font for the DOT__Bostadveien logo is chosen based on old
signs found spread across Oslo. I looked at old street signs and
the typography they used, and came up with what is a modern
take on these type fonts. Most of these signs where in capital
letter and in serif fonts. As I did not want a retro sign I decided to
use the contemporary twist of the older serif fonts.
I am using “Optimus Priceps”, which is a kind of messy Trajan
by Manfred Klein in which I have spread out the letter to get this
modern take of an older font style. This font and style is also
used by the Scandinavian inspired lifestyle magazine ”Kinfolk”.
The DOT____ Logo is meant to be adjusted to every new
establishment. No Logo will be the same.

13
B O G S T A D V E I E N C O L O U R S

14
C O L O U R P A L L E T T E V I S U A L I D E N T I T Y
PANTONE 556 C
R 110 C 60
G 148 M 29
B 136 Y 48
K 4
PANTONE 556 C
R 110 C 60
G 148 M 29
B 136 Y 48
K 4
PANTONE Black 6 C
R 0 C 100
G 0 M 100
B 0 Y 100
K 100
PANTONE 423 C
R 132 C 51
G 132 M 42
B 132 Y 42
K 6
PANTONE 420 C
R 198 C 22
G 198 M 17
B 198 Y 18
K 0
PANTONE WHITE
R 254 C 0
G 255 M 0
B 255 Y 0
K 0
PANTONE Neutral black C
R 33 C 72
G 33 M 66
B 33 Y 65
K 73
PANTONE 447
R 66 C 67
G 66 M 60
B 66 Y 59
K 43
PANTONE 573 C
R 191 C 24
G 226 M 0
B 214 Y 17
K O
PANTONE 573 C
R 191 C 24
G 226 M 0
B 214 Y 17
K O
PANTONE 621
R 240 C 4
G 255 M 0
B 250 Y 3
K 0
OSLO COLOURS
D O T
D O T
D O T
D O T
D O T
D O TD O T
D O TD O T
D O TD O T
For the visual identity of DOT___ I have chosen to use a
permanent neutral colour palette. This so that it can easily
blend in where ever it is used. Location based colours
can and should be added to the palettes so that the logo
adjusts to its surroundings.
For the extra colour palette to go with the Oslo/
Bogstadveien store I’ve picked out colours that harmonise
with the surrounding townhouses in this part of Oslo
making it location based, unique and in to consistent to
the concept.

15
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ
abcdefghijklmnopqrstuvwxyzæøå
H E L V E T I C A B O L D o p t i m u s p r i n c e p s
H E L V E T I C A R E G U L A R o p t i m u s p r i n c e p s s e m i b o l d
F O N T S
F O N T S U S E D I N T H E V I S U A L I D E N T I T Y
The main font chosen for DOT_ is HELVETICA. It was chosen as DOT_
is a innovative and modern concept, just as HELVETICA is a modern
font. The Sans serif font with tracking keeps the font minimal and
neutral so that it’s easy to adjust to customisation that might be added.
Optimus princeps is a traditional serif font, to match the traditional
styles used in street signs around Bogstadveien.

16
L E T T E R H E A D E X A M P L E
Asymmetric, but balanced letterhead keeps the visual identity playful and contemporary.

17
Erninum publibu ntimorit L. Simum actum sentrum inata L. et
L. Sus nostrem, consis am publin deperri in nes! Hala nerdie
avestra venaticiam fue pubis; nonsultum caecone confecon
difacentes!Tuescecutvidres?Opiocusconscevitinatuitales
viri inteatre publiaequem mentus halegere, cionsus catisus-
quit, uniquon sintert ervirmis. Num pri conficus auconde licat.
Me nonfenit? Rum perum ac factus entem unu senatiu spe-
ret atum iament. Batum in sese inamedi sidit, nequast? Loc
iacci in telaber ceperfes cam egit? quamdio vit quam. Bons
acia vesim cus poenit. At am ad ac fica noridetea idi pra
quodi intimus sendiistur. M. Servidet? Alem dii is licips, nos
lat, cons a me que nox sed fore constea tastriam la patus,
ne di peres nos vium hostiam inatiditiam tala Sp. Maximur
nihilic aperra? For a praequam que intrare addum quis
ocus, querarbis se publicaed dem atin tamprio contilicis.
Ad ipti, se fex sultus, quod re portabus habus inatus co-
nente cut vilicit L. corsum in vius, quissende oma, quo es
rehebus bonequam contea num abuntem prid cultia egeris
se aritum ma, utenicon visser quiur. Gerit. Bi in sci publi
patus in hocaes, nos bon vivast patus esciena tiquos au-
dam ina, videliquitis addum inatilique nir qua ret L. Hil hi-
cae am audamedit. Unum inc re morioribus, sentiam quius.
Iquam efactatquid fuem ingulem nu vid cat, ex nium es, non
Ita, omnonsu lturoratus, tem nonsum, notamdius vit nosse
mandam quidem novendius hos ius. Id sa des estraelum
efex nos consus iam que tea movirma, Ti. Nequit. Habulu-
dam te triorum vicasdam ingulic avemquo hiliam med interi-
bus vis ia maximoenius esimus. Si publinam di, vem sulinar
ehebulto etimmo ne factudet prectur nihicae commordie-
sim et int. Sciena, Catquo et adduc tem et praelius inameis
sultorte publicips, Cupions uperet vesum, quo iam ad fi
DOT_ONLINE
photo: Hank soths,
Styling : Ingrid Gerdesheim
T R E N D S
Black sweater 100 € apc . www.dot.com
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mus aliquis quia dipic temperit molor sun-
dis molorum quam fuga. Ignat apellantur?
Black hat 100 € apc . www.dot.com
Black sweater 100 € apc . www.dot.com
D O T
0 2 3 5 6 753 2 9 22 1 2
Men’s & Womens Fashion & Lifestyle
Spring / Summer 2015
Issue 02
On the Cover:
Mr. Artsilian Coveq
5 SPRING NEWS
fashion trends NYC & Milan
7 STAND AND WATCH
Photography by hgjgmg
styling by gfhvghv
9 INTERVIEW
We talked to Art comes first
13 MATERIAL
17 DOT_ GUIDE TO MILAN
We share our hidden treasures
19 STREET STYLE: PITTI UOMO
21 DOT
E D I T O R S T H O U G H T S
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is et aut am, sit, nis invelibus mos molorib uscipsam
que sero tem fugitiurest pratiuribus, sam inum volores
suntore num quid mollis imendelliquo to et verspere
dem ressequ atecere conse aut aribusam fuga. Sedi
il ex eos et, ommod quaererum sus, se optates inctat.
Bitamen tiisitat prore possus et harupta tissus-
dam harum ipsae pero optae con con nonse-
quo excea dolestrum utemolore es doluptas quat.
Consequis et pere quuntio eaque nimust hitamus antia-
niae porum ducite voloriore coresed ulparupta velluptis
de inusamet es autectios eati alibusdae pe laborporec-
te nobis quunt ipsum qui consequosam id qui non cor-
rorunt estecullaut volest aut molorecerem fuga. Igenim
et everfer uptior ma accum vellacim doluptaecus eum
imagnam voles rectaque rescilibus, nonsequi bla que
exernatur reperci licidus enia non commodi psandit pro-
reium hil iminverit, quos corepererunt quis eum asimus.
Omni dion poriorat eniet experis alibus magni voluptis
dolentiusam, quiaerro eossintibus, od modignis inctus.
Ipsusame non cus aut ut eos qui simporepudam ne-
ceate volorem olores adi sam num rest ma dolupta-
tur si ulla andae consequ oditaest, tem voluptatur?
Dipsaeptas est, sa volorrovit quatet is ipient aut labo.
Ut voluptur, sant, corepudisim eatas mi, ommolupti-
ur reribuscia dit haritio et vente amet voluptatur, co-
ribus et, conseque rem ium essinci libusam dolupta
sin pore voloribusa volorum endiae veliquo te quae
seque dolupid ucipsa dolupti simusdant porporiam
et odis esti occum quid quis ea idel magnimilibus net
ut aut aliam explaut ratendu cipsam hiciendel mo
berspit ut omniet eatem erum est, unt, sam nate v
S P R I N G N E W S
PHOTO BY AJKSDHKJASN MNSDM,N JNDKJASNDJKNKN-
KJNSDKJNSKJNDKJAS KJSNDK ASNKJ KSJND Vitio. Ut
Photograph by Vasilli BackjanEmo bla asped quis eos aruptior alit aut
quo tecatibus maximil loruntur, aut ariat evende praesti ducit aspiderei-
um hicid es eationsero erspero reictur, nim quis aut harum fugit molen-
da aboribus mi, te nientis sitior alit expedit,
Jacket; Filiipa k, pants; Comme de carcons, shirt;
Acne, hat; Fedora
THE SHIRT
quo tecatibus maximil loruntur, aut ariat evende praesti ducit aspi-
dereium hicid es eationsero erspero reictur, nim quis aut harum fugit
molenda aboribus mi, te nientis sitior alit expedit,
Acne, hat; Fedora
THE TRENCHCOAT
Acne, hat; Fedora
quo tecatibus maximil loruntur, aut ariat evende praesti ducit aspi-
dereium hicid es eationsero erspero reictur, nim quis aut harum fugit
molenda aboribus mi, te nientis sitior alit expedit,
THE COAT
quo tecatibus maximil loruntur, aut ariat evende praesti ducit aspiderei-
um hicid es eationsero erspero reictur, nim quis aut harum fugit molen-
da aboribus mi, te nientis sitior alit expedit,
Acne, hat; Fedora
THE PULLOVER
INTERVEIW BY DOT
photo: Hank soths,
Styling : Ingrid Gerdesheim
N E W I N : A C F
Leather jacket 400 € apc . www.dot.com
L O O K B O O K
Lookbook to be placed in the different stores to strengthen the sense of
one brand and communicate the brand identity. The lookbook can also
be adjusted to the different locations

18
D O T
0 2 3 5 6 753 2 9 22 1 2
Men’s & Womens Fashion & Lifestyle
Spring / Summer 2015
Issue 02

19
Wrapping paperr
Shirt packaging* Fitting room tags
Ordered clothes hanger with fitted piece
of paper**
Suit bag
Shopping bags
Shopping bags special editions
*All products will have a QR code that will link the customer to the product and other products that may be in interest.
**When customers orders clothes to the store their products will be placed in a fitting room on hangers with their name on a fitted piece of paper.
M E R C H A N D I S E

20
Price tag***
*** The price tag has a QR code that will link the customers to the product and where they can
read facts about the product, see sizes as well as other colours. If the store do not have the colour
they can easily order the products home, making the store inline. This QR code is placed on all
clothes and can also be used with magic mirrors placed in the stores.

21
I N T E R I O R C O N C E P T

22
I N T E R I O R C O N C E P T
The interior concept for DOT_ is divided into two parts, one permanent
concept that will apply for all the retail spaces in the chain unchanged
by location, and one flexible concept that will make the interior vary
from location ensuring uniqueness for each store.
I have decided to do it this way as I am strongly inspired by the
concept behind the interior of art galleries. Art galleries struggle with
the same type of challenges I encounter in this project. Because, in
order to keep changing the interior to fit the surroundings, I had to
come up with a concept where most of the interior remained the same
so that costs would not sky rocket every time it changed.
So highly inspired by art galleries the interior concept of DOT_ will
have one stationary part and one flexible part that will act like an
exhibition.
I will gain multiple benefits by following this concept. I attend to have
the products displayed and lit like art pieces, creating a different
shopping experience for the guests and the products will obtain a
higher perceived value. Like most galleries; all the stores will have
a bookstore/cafe. I have done this in order to relate the shopping
experience to multiple senses such as taste and smell. Involving
multiple senses create stronger experiences and memory of situations.
It also works as a place to rest and digest the impression of the store.
The menu for the cafe will have light dishes relevant to the location
and season.
The gallery inspired stores will hopefully differentiate them selves in
the market and scream for attention, attracting customers.
For the second and flexible part of the the concept I attend to invite
designers relevant in some way to the selected location to develop
displays and minor interior changes. In this way I ensure that the
design of the store is always relevant and the style of the store
changes somewhat because there is a new designer every time. The
design would change every six months if possible
For the permanent concept I have, like a lot of modern art galleries,
decided to create the space as a ”white-cube” where the designers
can put their mark on the space through their art and design. This is
done in order to create as little visual noise that might interfere with
the visiting designers visions. Also this forces the designers to not do
major changes in the stores.
To keep the stores local and unique the invited designers should
always keep their work relevant to the selected location and find
inspiration that relates to the location, time and culture
For the purpose of this project I will invite my self as a guest designer and design an interior for the store located in Oslo. The inspiration, and
ideas for the interior of the store will be presented.

23
Inspired by galleries I have designed the interior of the ”white cube” interior to be as aesthetically
pleasing as possible yet subtle for the designer and products to ”steal the show”.
The number of materials are kept to a spear minimum to have as few distractions as possible. For
that reason I have chosen products with discrete monochromatic colours.
With so few materials and colours I have focused on choosing materials and colours that works the
best with the concept. The materials are either neutral in their appearance to avoid distraction or
reflective to reflect the surrounding changes that would be added later.
M A T E R I A L S ; W H I T E C U B E
P O L I S H E D C O N C R E T E
T I L E S
M A T T W H I T E P L A S T E R
M I R R O R
Floor
Toilet
Walls
Fittingrooms.

24
C O L O U R P A L L E T T E ; W H I T E C U B E

25
47 660
47 660
15 260
11 150
39 270
15 230
F L O O R P L A N : W H I T E C U B E
1 . F L O O R
1 : 2 0 0
The space i’ve chosen for my project is large retail space stretching
over 1000 m2. The space has four different levels. a large garden and
beutiful roof windows allowing natural light to fill the space.

26
15 230
11 150
9 625
16 110F L O O R P L A N ; W H I T E C U B E
- 1 . F L O O R
1 : 2 0 0

27
M A I N
E N T R A N C E
M A I N S H O P P I N G A R E A
C A F É
BOGSTADVEIEN
W C
K I T C H E N
G A R D E N
A R E A D I S T R I B U T I O N
1 . F L O O R
1 : 2 0 0
The main entrance is facing Bogstadveien with large windows, while
the garden is located in the calm back alley also with a larger windows.
The space is designed to have a spacious room inspired by modern
art galleries. More technical drawings will follow in the visualisations of
second part of the concept.

28
S T O R A G E
S T A F F
R O O M
S E C O N D A R Y
S H O P P I N G A R E A
A R E A D I S T R I B U T I O N
- 1 . F L O O R
1 : 2 0 0

29
GSPublisherEngine 308.71.74.100
GSEducationalVersion
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
1
1
2
2
3
3
4
4
5
5
6
V I S U A L I S A T I O N : W H I T E C U B E
M A I N S H O P P I N G A R E A S Like mentioned everything is kept as clean as possible to have as
little distraction as possible in the environment so the artist/ designer
can unfold their ideas, undisturbed by any visual noise. For static
features such as the fitting rooms box like form are used to avoid
creating visual noise. The fitting rooms are made with mirrors and
the flooring is given a reflective polished finish to reflect what ever
the design placed in the room. Inclusive design through the use of a
ramp and an elevator helping disable guests to access all floors.

31
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
1 1
2
2
3
3
4
4
5
5
B O O K S T O R E / / C A F É
The café follows the same material concept as with the rest of the
store. With a soft design language and material usage.
Location determines what kind of iconic furniture will fill the café and
bookstore, in this case norwegian furniture are used.

32
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
6
6

33
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
For the bathroom the same design language is kept with a box like
shape. This type of shape is used as it is modern, but still subtle and
does not attract attention, making it ideal for the DOT_ concept.
It is designed to have shelves and spaces in different sizes to display
products relevant for the bathroom and the body. The spaces that
are created can be exploited to match the rest of the stores interior.
This unusual toilet helps to increases the experience of the store and
shopping experience.
1
2
4
2
1
3
3
B A T H R O O M

35
P O L I S H E D C O N C R E T E
W A T E R / I C E
G R A S S
M I R R O R
Sitting plattforms.
Watermirror.
Ground
Sitting plattform,
M A T E R I A L S ; G A R D E N

36
The same design language as through out the store with box like
shapes in reflective materials are continued outside in the garden.The
graden is filled with trees types that changes the most through out the
seasons.
The reflective materials in the garden will reflect the changes and
enhance the experience of a adaptable store. The materials include;
polished concrete, glass, water/ice, and mirror. In other locations the
vegetation would adapt to its climate and surroundings.
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
1
2
2
1
3 3
G A R D E N

D O T _ B O G S T A D V E I E N
I N T E R I O R

38
L O C A T I O N / / B O G S T A D V E I E N 2 0
The location chosen for the store is Bogstadveien 20 in the western
part of Oslo in the district of Frogner. Bogstadveien is one of the most
popular shopping streets in Oslo. I have chosen this location as this is
the place in Norway where the uniformed chain stores has contributed
the most to that the street has lost a lot of its original identity and
pushed out the smaller unique one-off stores that originally was the
reason people flocked to Bogstadveien. I want to reverse this trend and
show that chain stores can also be unique, and be a one-off store in
its own chain of stores. It is also located close to public transport that
will make access to the store easy. The reason I choose Oslo is the
fact that I am from Oslo and I know the retail market here better than
anywhere else. The building I have chosen to use is today a large shoe
store with big display windows facing the street.

39
Store placement. Main entrance will be facing bogstadveien, Garden entrance in the back alley.

40
For the customized interior of the DOT_Bogstadveien I found inspiration in
the streets and buildings surrounding the location, just like visual identity.
Bogstadveien is filled with colourful blocks of apartments lined slightly of
one another. These buildings creates small exciting spaces in between the
blocks.
Bogstadveien has the last 15 years been affected by restoration and this
has made some people associate the street with construction work.
Inspired by these elements I have designed an interior inspired by the,
colours, materials and spaces found in Bogstadveien, both on the
buildings and in the the construction parts of the street.
I N T E R I O R ; B O G S T A D V E I E N 2 0

41
C O L O U R P A L L E T T E ; B O G S T A D V E I E N 2 0

42
R 172 C 39
G 211 M 1
B 194 Y 28
K 0
R 141 C 54
G 184 M 9
B 178 Y 32
K 0
R 226 C 11
G 236 M 3
B 251 Y 0
K 0
R 75 C 78
G 83 M 69
B 119 Y 32
K 14
P A N T O N E 5 2 7 5 C
P A N T O N E 6 5 6 C
P A N T O N E 5 6 4 C
P A N T O N E 4 8 9 C
P A N T O N E 5 6 5 C
R 243 C 0
G 208 M 21
B 200 Y 14
K 0
C O L O U R S P E C I F I C A T I O N

43
A S P H A L T
W A L N U T
P L Y W O O D
P I N E
T I L E S
Inspired by the patchwork of asphalt surrounding
the location.
Inspired by transportation boxes for construction
found in Bogstadveien, also the most used wood
type in the Norwegian culture.
Inspired by the surrounding bulidings in
Bogstadveien.
Display case.
Material used in the never ending construction
work in Bogstaveien. Temporary constructions in
the streets made with plywood.
M A T E R I A L S ; B O G S T A D V E I E N 2 0

44
F U R N I T U R E L A Y O U T
A C C E S S O R I E S
S H O E / B A G D E P A R T M E N T
O N L I N E C O U N T E R
F I T T I N G R O O M S
W O M E N S D E P A R T M E N T
M A I N C O U N T E R
M E N S D E P A R T M E N T
F I T T I N G R O O M S
B O O K S / M A G A Z I N E S
C A F É C O U N T E R
S I T T I N G L O U N G E S
G A R D E N
The first products the customers will see are the accessories and
gadgets such as Iphone cases, umbrellas, sunglass, perfume etc.
Further they will find women and mens wear on each side of the main
shopping area with the main counter in the end of the room. In the
lower floor shoes and bags will be found, as well as the online counter.
This is where the ordered clothes online are stored, and where
customers can contact a empolyee to preper a fitting room for them.
In the cafe and bookstore there will also be all types of products to
continue the shopping experience and combine the experience to
taste and smell. There are also small lounges with sofas and chairs
the customers can enjoy drinks, a book or a small meal. In the garden
visitors can enjoy a coffee in the sun and relax in one of the many
sitting opportunities.
0
0 1 2 3
5 10 15
*5 = 5000
**1 = 1000

45
L I G H T P L A N
THE RUNNING MAGNET SPOT
Mounted on magnetic track 6W
LED
607 Lm
3000 K
80 CRI
21° beam angle
Remote controlled
Light instensity could be
regurlated
Diameter 34 mm Weight 0,19 kg
LED SQUAD
Mounted on surface wall or roof
56 LEDs Installation cables
included LED 24W
2307 lm
3000K
80 CRI
Remote controlled
Weight 0,37

DOWNTOWN NO TRIM Ø215
DIMMABLE
Fluorescent
TC-TEL/TC-DEL GX24q 18W
220/240 Voltage
Microprismatic diffuser glass
Reflector in Super pure aluminium
with
specular finish 78° beam angle
Remote controlled
Diameter 205 mm Weight 1,70 kg
MUUTO, MATTIAS STÅHLBOM
”E27 depa
MAX WATTAGE 18W E27 halogen
bulb, 40W E27 normal bulb
The space is Illuminated using a different approach than a traditional
retail space. It is Inspired by the way galleries and museums light their
products and art pieces to achieve a more dramatic light setting. This
is done using as little general lighting as possible and focused on the
usage of narrow beamed spots pointed towards the products. People
are by nature drawn towards light as the dark for thousands of years
used to be dangerous and light was safe. In this way the light setting
draws customers to the product, as a positive side effect to this it is
possible to draw and control the movement of the customers.
0
0 1 2 15
5 10 15
*5 = 5000
**1 = 1000

46
M O V E M E N T P L A N
U N I S E X M O V E M E N T
M E N S M O V E M E N T
W O M E N S M O V E M E N T
In order to make the customers move in the pattern necessarily to
make them pass as many products as possible the product displays
and clothing racks are placed in strategic places so that guests
take the desired path through the store without making it feel like
it is a forced walkway. There is placed attention points in form of
merchandise displays around the store that are, like mentioned in the
light plan, lit up in a dramatic way stealing the customers attention. In
order to make the customer go down stairs, this area was made into
an attention point as it is slightly off the preferred pathway. This is done
by using one material on all the displays and placing the most popular
product group there; shoes and bags. The womend clothes are placed
onn the right and mens clothes on the left as women shop more than
men. In this way, women has to move through the mens section in
order to get to the café//bookstore, hopefully buying more. The café
and bookstore are one of the biggest attention points. The customer
will be drawn to this section as well. In the cafe/bookstore the
customer is not ”controlled”. The customer is given the opportunity
to work their way through the books, magazines and products in the
same way as one would do at an old record store or a library in search
for a great bargain.
*0
*5 = 5000
**1 = 1000
**0 1 2 3
5 10 15

47
S E C T I O N : P R O D U C T D I S P L A Y
520
1 980
8 890
0 250 1000
10005000

48
S E C T I O N
E N T R A N C E , M A I N S H O P P I N G A R E A , S E C O N D A R Y S H O P P I N G A R E A
2 500
2 500
3 600 5 000
0
0 1 000 15 000
5 000 15 000

49
S E C T I O N
G A R D E N , C A F É , M A I N S H O P P I N G A R E A
3 600
3 500
4700
0
0 1 000 15 000
5 000 15 000

50
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
1
1
2
2
3
1)To slow down fast moving customers coming from a hectic city life a
large product display with “news” is immediately placed in the front of
the store. In this way customers reduce their pace and the shopping
experience can start at once. Way finding is also easily found at the
first product display.
2) Displays such as the perfume stand in the centre of the render leads
customers on a natural path trough the store.
3) In order to attract customers and stand out in the streets traditional
window displays are not used. To create more an art like installation to
mystify the store, the facade is kept partially closed so that customer
have to enter in order to gratify their curiosity. There will be screens in
the windows where passing customers can access the online store and
even order products 24/7.
In the window the most popular ”picks” of the month, co-lab products
or other news will be displayed.
V I S U A L I S A T I O N : 1 F L O O R

52
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
1
1
2
2
3
3
4
1) A magic mirror* is placed in one of the displays so that customers
can see them selves from different angle which can be hard with a
ordinary mirror. The mirror is able to read qr codes from the price tag
which can redirect the customer to the product online, giving them
the possibility to see the product in other colour, information (such
as materials, washing tips etc.), matching products etc. The customer
can also access their user profile to and save a photo of the outfit,
order a different size etc.
These magic mirrors are also placed in every fitting room.
2) Larger displays such as this ”pine-wall” displays products much
like paintings at galleries. The products are given extra attention and
should be reserved for special items such as season news, co-lab
products etc.
3) News from all departments are placed on this display close to the
main counter in order to create additional sales.
4) A big unisex display with news of the season is placed at the
beginning of the department to slow down customers coming down
the stairs. Mens wear to the left, women’s wear to the right.

54
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
1
2
2
1
3
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
1) There is a big counter with multiple storage opportunities and a lot of
workspace for employees. In the background Ipads can be seen. These
are for the customer to access the online store or/and scan qr codes
with if they don’t have the opportunity to it with their own smart device.
2) Clothing racks and displays are placed in order to guide the
customer in the desired pattern.
3) Women’s department. Natural light strengthens the gallery feeling of
the space.

56
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
1
1
2 2
3
3
4
1) Shoes, bags and some of the unbought items ordered from the
online store can be found in this department
2) The exclusive use of pine as a material is designed to create a
contrast to the rest of the store luring customers to this slightly outlying
department. The display mounters has fallen on the floor look like
they have fallen out of the wall, creating display opportunities both
on the floor and in the wall. This effect is inspired by the holes after
construction work and transportation boxes found in Bogstadveien.
3) Fitting room, fitted with magic mirror.
4) Spruce tree can work as a attraction point leading customers to the
shoe and bag department. Spruce is one of the most common tree
types in Norway. Inclusive design helping disable guests to acsess all
floors.
V I S U A L I S A T I O N : - 1 F L O O R

58
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
1
1
2
2 3
3
4
4
5
1) Colours and materials inspired by the colours and textures of
Bogstadveien, like the rest of the store.
2) Café counter with a back wall in glass exposing the kitchen creating
life and a active pace to the room. The Kitchen will serve slow food with
local ingredient.
3) The majority of the seats are placed close to the garden, giving a
relaxing sensation and prevent guests to destroy on products.
4) Products from all types of departments are displayed in the café and
bookstore, as mentioned, to relate the shopping experience to multiple
senses and for cafe visitors to be tempted to visit the rest of the store.
Ipads can also be found in the cafe for easy access to the online store.
5) Iconic Norwegian furniture such as the Scandia series, and Oslo sofa
designed by Anderssen & Voll are placed in the lounge areas of the
café
V I S U A L I S A T I O N : C A F É

60
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
1
1
2
2
3
3
4
1) Colours and materials inspired by the colours and textures of
Bogstadveien, like the rest of the store.
Skin care products, sleepwear and other products relevant to the
body can be found here.
V I S U A L I S A T I O N : B A T H R O O M

62
1,2)The surfaces in the garden reflect the surrounding environment
and changes that happens over the seasons. For the garden in
Bogstadveien birch tree type are chosen as it is very common in hte
area, and in norway in general. It is also the tree type that changes the
most thorugh the seasons.
3,4) The logo and menu for the day is found at the entrance to the cafe.
This is a secondary entrance and will be mostly used by guests only
going to the cafe. A smaller wall will refine the garden and create a
more private atmosphere, undisturbed by its neighbouring stores.
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
11 x 164 = 1 800
8 x 125 = 1 000
6x167=1000
1
1
2
2
3
4
V I S U A L I S A T I O N : G A R D E N

66
P A N T O N E G H O S T W H I T E
A K A M A T S U W O O D
F A D I N G W O O D
R 255 C 0
G 252 M 1
B 253 Y 0
K 0
Red pine, a very common construction timber
used in Japan
Combination of the two.
Inspired by Nendos Ghost Chair.
To visualize how an interior could change from location to location,
another store located in Japan is develped and the Japanese designer
Nendo is invited to develope the interior.
Since Nendo understandably did not have time to develop an interior
for this project, i decided to disguise my self as Nendo and develop
a Japanese inspired interior. Having little experience with Japan as a
culture I am highly inspired by Nendos previous work and imagine he
might develop this design.
V I S U A L I S A T I O N : T O K Y O S T O R E

70
By adapting every part of the store thorugh product inventory, visual identity and interior i hope Dot_bogstadveien has managed to create an
alternative solution that will benefit all types of retail stores and prevent the uniforming of shopping streets around the world.

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