PORTFOLIO
LILLIAN ELLIOTT
TRANSITIONAL SPACES
RETAIL
Brand: Locker & Co Hatters
3rd Year Project
This projects primary concern is the act of consumption and what makes us consume. The aim was to interpret the given brand/company of Locker & Co Hatter and their identity to express a narrative to encourage a relationship with the consumer and the product and generating a strong motivation to enter the store.
Site Location
Netherlands, Rotterdam, De Unie
Mauritsweg 34/35, 3012 JT
Locker & Co Hatter is a high-end retail store that personally designs and produces luxury hats to sell to a niche market. This store is branded and comprised of a rich history, through their craftsmanship and innovative design, Locker & co Hatter have graced the heads of some of Britain’s greatest figures.
Designed is a showroom for Locker & Co Hatters which create an experience and build an atmosphere/insight into the brand. This store encourages the customer to feel a personal relationship to Locker & co Hatters as a sense of identity around the brand is formed through visualising the brands history. It is important to note that this is not a museum, it is an experience. As to not impact or control the personal experience a customer may feel in each of these spaces, no further information is provided in-store on designs influence that these 6 eras had, to encourage customers to gather their own personal relationship to the store.
To build on this connectivity between the English and Netherlands culture are the use of – penny farthings and ‘safety bikes’ part, conjoined to create stands for the hats, acting as a backdrop to present these hats are certain panels that extend almost to the ground, these are scattered throughout the store with the specified hat relating to the era it was created.
This booklet provides a graphic visual indicating where each of the 6 eras are located and differentiated by variant materials. The materiality of panels in each era is influenced by 6 specific historical events discussed in the ‘Atmosphere’ booklet.
This booklet provides an abstract visual of the 6 eras that flow throughout the Locker & co Hatters store. The visuals express the feeling and atmosphere a customer should experience while walking the pathway of these eras.
These are visuals i created to understand the atmosphere that these 6 eras would project which directly influenced the materiality and flow of the space.