This is my final project for my Principles of Visual Merchandising class. Our assignment was to develop a pop-up store of our own liking and be able to create an excellent visual merchandising concept for it. My store was called "Edge Pop," and the concept of it was that its merchandise blended the styles of sweet and edgy together.
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Visual Merchandising Final- "Edge Pop" Retail Pop-Up Store
1. “Edge Pop” Retail
Pop-Up Store
Principles of Visual Merchandising
Final
By: Adrian Quinones Rivas
2. Description of Edge Pop
• High-End Luxury Boutique
• Soho Location
• Will carry both designer brands and contemporary brands such as Saint
Laurent, Alexander McQueen, Chanel, Balmain, Golden Goose, Gucci,
Prada, Comme Des Garcons, Alexander Wang, Stella McCartney, Celine,
Blank NYC, Topshop, Kate Spade, Theory, Veronica Beard, Paige, All Saints,
Coach, and Tory Burch
• Offers a daringly whimsical blend of both sweet and edgy style
• Style-Wise, think of a blend between Saint Laurent and Kate Spade
• Unique characteristics of the store is both its bold color choices and sparkle
quality in its merchandise assortment along with its sparkly and colorful
interior with a wall-to-wall digital screen (will be discussed later in this
presentation)
10. Part 4: Multimedia Links for Edge Pop
Saint Laurent Spring/Summer
2020 Runway Show
Dua Lipa “Future Nostalgia”
Album Cover
For my Multimedia aspect inside
my “Edge Pop” Pop-Up Store, I
wanted to make the atmosphere
be high fashion and represent my
target customer of a sweet but
edgy girl. On the back of the store
behind the checkout station, there
will be a wall-to-wall digital
screen that will display both
fashion shows (from designers
such as Saint Laurent, Alexander
McQueen, Chanel, etc.) and music
videos from famous pop artists
(such as Dua Lipa, Doja Cat, Lizzo,
etc.). They will switch off
simultaneously and the screen will
be updated weekly as well.
12. Part 5: Final Written Proposal- Edge Pop
• Within the current state of the retail industry, the key component towards have a
successful retail store is creating a space that not only sells beautiful/attractive
merchandise, but one that brings something new to the table (and the customer).
When it came to developing “Edge Pop” (my retail concept store), I did have to take
into what type of store it would be, who my target customer was (demographically
and style-wise), the location of the store, the type of merchandise that would be
sold in the store, the overall visual identity of the store, and who the store’s
competitors would be. Because of this, I decided that Edge Pop would be a high-end
retail store that combines both the style of sweet and edgy. A vision that I personally
saw for the store was that it was a perfect blend of Saint Laurent’s high end edgy
appeal with the sweetness and cute factor of Kate Spade. This daringly whimsical
blend of the soft and hard is what differentiates Edge Pop from the other stores in
the industry as most retail stores usually have to pick one world of style. To this,
Edge Pop’s customer would be a girl who loves to be edgy (such as wear biker
jackets and tall stilettos) but loves to have a “pop” of color in her wardrobe.
Speaking demographically, the Edge Pop girl would be a super fashionable girl who:
makes $80,000+, loves designer brands, is well-educated (perhaps was a fashion
student at one point), currently is a professional in her career field, lives in trendy
neighborhoods (such as Tribeca, Soho, or the Upper East Side), is single/dating, and
she is willing to make a statement wherever she goes.
13. • Moving on, the store would be located in New York City’s fabulous Soho
neighborhood because not only does this neighborhood accentuate
fashion, it also brings a sense of sophistication and glamour, a key
defining factor that would help Edge Pop elevate its designer
status/appeal concretely. In addition, most of the merchandise that will
be sold in the store will be designer as well. From here, it’s important to
not that 90% of the merchandise at Edge Pop will be designer as that is
the main focus of the store, merchandise-wise. Even though the store
will also carry contemporary brands that are not as expensive as designer
brands, the main focus of the store will be to cater to a luxury customer.
Accordingly, the brands that will be carried at Edge Pop include Saint
Laurent, Alexander McQueen, Chanel, Balmain, Golden Goose, Gucci,
Prada, Comme Des Garcons, Alexander Wang, Stella McCartney, and
Celine. On the other hand, the more contemporary brands that will be
carried are Blank NYC, Topshop, Kate Spade, Theory, Veronica Beard,
Paige, All Saints, Coach, and Tory Burch.
14. Furthermore, the visual identity of the store will also reflect a very high-end look as well. For example, the
store will be layed out in a boutique style retail format and the walls will also be covered in a sliver glitter
wallpaper that will be sealed with a resin (in order to give it a solid, polished look). In accordance to the design
basics of interior design, Edge Pop will utilize the aspects of line, balance, accents, rhythm, color, and texture in
order to achieve its high-end look. Also, the store will be adorned with silver, gold, and neon accents
throughout, and the floor will be a polished white porcelain in order to allow the bright pieces of the store to
“pop” out even more on their own. In reference to lighting, there will be spotlight lighting and high density
discharge lamps throughout the store in order to allow the merchandise to stand out and look beautiful. In
terms of furniture, the store will use an abundance of gondolas, t-racks, pallets, garment circles, silver chain
curtains, and silver chrome mannequins. Lastly, the unique multimedia aspect that I wanted to integrate into
Edge Pop was to have a wall-to-wall digital screen (which will be right in the back behind the checkout station)
that will play both runway shows from designers (such as Alexander McQueen and Saint Laurent) and music
videos from famous musical artists (such as Dua Lipa and Lizzo). Finally, Edge Pop’s biggest competitors in the
retail industry will be stores such as Bergdorf Goodman, Neiman Marcus, Nordstrom, Saks Fifth Avenue,
Bloomingdales, and the Designer Store Boutiques themselves. These stores do an excellent job at each having
their own competitive edge towards their customers, but Edge Pop offers its unique store layout, fashionably
colorful merchandise that caters to the perfect blend of edgy and sweet style, its pristine Soho location, its
high-end appeal as a luxury store, the digital experience of the projected wall-to-wall screen of runway
shows/music videos, and its overall colorful/sparkly interior. In all I believe Edge Pop has all the characteristics
to be successful within the retail industry.
