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RETAIL DESIGN
INT 300 F Fall 2009
Monday: 3:00 PM-5:30 PM / 6:00 PM-8:30 PM Prof. Katia Romano
Credit hours: 3
Contact hrs. 90
Additional costs:
Teacher contact/availability: available to see students individually by appointment; contact at:
katia.rom@libero.it - telephone: 055 599555 - cell. phone: 393 9121118
1 - DESCRIPTION
This course is structured to help the students to develop awareness of the importance of graphic arts in
design and execution of presentations and promotions for consumer merchandise. It incorporates
graphics into shop designs and product presentations. This course is intended to teach the students the
several aspects of the professional approach to the design of shops. Students will learn to design
complete layouts and how to represent them through drawings (plans, sections, elevations, etc.). During
the course a first project for a piece of furniture for retail spaces and a second one consisting in the
design of a retail space will be developed. Personal research on existing projects similar to the ones
they have to design will be led in class by the students in order to deal with the matter of Retail Design
and to develop personal sensitivity in creating project atmosphere. The projects will consider functional
and aesthetic aspects, trying to formulate a good solution and to present it in the appropriate way.
Each research will be exposed in class. Examples of finished projects selected by the teacher will be
analyzed in class to focus the main elements and aspects of our theme. The projects will born as the
development of the concept finding the idea, the style, the character, the colours, and the atmosphere of
the project according with the requests of an ideal client. Each concept will be exposed and discussed in
class, in order to learn public exposition and to answer to critics. As the concept is defined, the project
will continue on the drawings necessary to well represent it. A detailed list of drawings requested will be
handed in class. Usually the concept, a general layout and inspiration images, plans elevations,
sections, perspectives, and sketches will compose the project. The projects will be presented in class
during the designated dates. The presentations will be coloured and integrated with images, photos,
material samples.
2 – OBJECTIVES, GOALS and OUTCOMES
The goal of the course is to provide students with a general understanding of Retail Design through the
creation of personalized spaces employing the disciplines, details, and expertise that all designers use
daily in their creative process.
By the end of the course students will be able to:
Use specific terms and apply their newly acquired knowledge in the design layout for retail
spaces.
Practice the tools, information, and skills for expressing, creating, and representing his own
project with a personal language;
Develop a personal and critique approach to the matter.
Have a good background, necessary to continue to study Interior Design at a higher level.
3 - PREREQUISITES
Since this course is not a foundation level course but has specific prerequisites, the professor will give a
mandatory entrance/level exam on the first day of class.
Computer skills are required (Autocad, Rhino or similar, Photoshop, Power Point, etc.)!
In addition, the professor will interview each student individually, if possible view any photos or slides of
previous works, and have the student fill out the Level Test Questionnaire.
The course is held in English.
4 - METHOD
Lessons consist of lectures or visits and practical projects.
All the projects will be started in class with the teacher and will be continued by student as homework.
The teacher will correct the homework in class with the student at the beginning of each class.
Student will be provided with terms and words used commonly in retail design.
5 - ASSESSMENT
Every week there are usually drawing exercises or projects started in class to be completed by the
student at home in time for the next class. This homework will be corrected during the following
lesson. Which will allow the teacher to understand the single capabilities and difficulties of the student
to help her/him to improve in whichever area appears necessary. It will be also a useful instrument for
the teacher to value the student’s application and improvement.
The first day of class a mandatory entrance/level exam, called Exercise 1, will be assigned. It is to be
considered part of the homework and will be graded. Homework is mandatory and will affect the
final grade!
- The mid term exam is the presentation to the class of the first project created by the student during
the first part of the course. In grading the projects, the teacher will consider the student’s creativity,
design capability, general presentation.
- The final exam is the presentation to the class of the second project created by the student during the
course. In grading the project, the teacher will consider the student’s creativity, design capability,
general presentation and model and improvement.
6 - EXAMS
The Mid-Term exam consists in the design of an assigned retail space. The project will be presented to
the class. Students will be expected to design their project in a given number of slides specifying
dimensions, materials and colours, finishing. “Inspiration slides” are required. These slides should
contain pictures, sketches and descriptions showing the style references.
The Final exam consists in the presentation of the project for a shop or a showroom drawn during the
second part of the course. The project will be presented to the class. Students will be expected to
design their project in a given number of slides specifying dimensions, materials and colours, finishing.
“Inspiration slides” are required. These slides should contain pictures, sketches and descriptions
showing the style references. A model is also required. The final project will be reviewed by a guest
critic architect.
Remember that the date of the exams can NOT be changed for any reason, so please plan your
personal schedule accordingly.
7 - EVALUATION and GRADING SYSTEM
10% Class participation
25% Homework (including the mandatory entrance/level exam, called Exercise 1)
25% Mid-term
5% Mid-term presentation
25% Final exam
5% Final Model
5% Final presentation
Following grading system will be observed:
0 - 59 = F, 60 - 69 = D, 70 - 72 = C-, 73 - 76 = C, 77 - 79 = C+,
80 - 82 = B-, 83 - 86 = B, 87 - 89 = B+, 90 - 92 = A-, 93 - 100 = A
8 - ATTENDANCE and BEHAVIOUR
Mandatory attendance is a primary requirement for a responsible learning experience at LdM.
Please note that:
- If the student misses THREE classes, the Final grade will be lowered by one full letter grade.
- If more than THREE classes are missed, the final grade will be “F” and NO credits will be given for
this course.
It is the responsibility of the student to catch up on any missed work and to keep track of his or her
absences.
Make-up classes are always mandatory since part of the course program.
If a class occasionally creates conflict with another class, the student is required to inform in advance
both instructors. The instructors will then share a written excuse for the class going to be missed.
The percentage of attendance will be calculated only on the lessons you actually attended.
No excuse or "doctor’s note" will be accepted.
Correct, active and responsible participation is insisted on.
Neither food nor music is allowed in class. Please refer to the main school rules.
Remember all possible circumstances, dos and don'ts, in-class and out-door safety/security, studio and
equipment, cellular phones, late coming, disturbance, food and drinking rules, special visit rules,
museum and church behaviour, etc.
Be properly dressed on each occasion (no slippers in a studio lab, etc).
Each student is required to know exact meeting points and time for each scheduled visit. Late arrivals or
getting lost are considered absence.
Students with learning disabilities are required to contact their LdM Advisor or LdM Dean of students.
Coming late and leaving earlier affects the attendance and participation grade.
A no-show on days of visits counts as an absence.
Students are required to behave properly within the school premises.
Classrooms are to be left in order and clean.
Students must take care of available equipment and materials and promptly report any damage and
loss.
Students are required to read and respect the specific studio rules prior starting to work, especially
during open-studio time.
Academic dishonesty: should issues of academic dishonesty arise (plagiarism and so on), the teacher
will refer to the LdM written policy on such matters.
9 - READINGS & SOURCES
This course does not require a mandatory textbook.
The teacher in class will give all information and handouts necessary for students’ work.
Suggested Readings:
Shops and retail spaces (SR n°x)
IDSR1 Il disegno della farmaciaCristiano Toraldo di FranciaAlinea Editrice
IDSR2 Cool shopsArian MostaediCarles Broto
IDSR3 Cool shops New YorkDesirée von la ValetteteNeues Verlag GmbH
IDSR4 Cool shops London 63Llorenc BonetteNeues Verlag GmbH
IDSR5 Cool shops ParisLlorenc BonetteNeues Verlag GmbH
IDSR6 New shops 7 - made in italySilvio San Pietro Edizioni L'ARCHIVOLTO
IDSR7 Stores and retail spaces 2The Institute of Store PlannersST Publications, Inc.
IDSR8 Vogue shops guideFranca SozzaniEd. Condè Nast
IDSR9 ShowroomAntonello BoschiFederico Motta Editore
IDSR 10 Boutique e negozi di tendenza Logos
IDSR 11 Progettare negoziSimone MicheliAlinea Editrice
IDSR 12 New shops 6 - made in italySilvio San Pietro e Paola GalloEdizioni L'ARCHIVOLTO
IDSR13 Commercial spaces
IDSR14 New retailR. Barronche
IDSR15 The new boutiques (fashion and design) (new 2005)N. Bingham
IDSR16 New shops and boutiques (new 2005)Marta SerratsHarper Collins Publishers
IDSR17 Forefront The culture of Shops Window DesignMoreno ShonquisFrame Pubisher
Manuals (MAN n°x)
IDMAN 1Human Dimension & Interior Space-a source book of design reference Standards Julius
Panero & Martin ZelnikWhitney Library of Design
IDMAN 7The measure of MAN & WOMAN - Human Factors in Design Alvin R. TilleyJohn Wiley &
Sons Inc.
ID MAN15 Construction Drawings and Details for Int W.Otie Kilmer and Rosemary Kilmer John Wiley
& Sons Inc.
Materials (M n°x)
IDM 1 MATERIAL WORLD - Innovative structures and finishes for InteriorsEdwin van OnnaFrame
Publisher
IDM 3 Stone, design Kitchens bath and interior with natural stoneHeather E. Adams and Earl G.
Adams, Jr.Stewart, Tabori & Chang
IDM 4 GLASS - materials for Inspirational DesignChris LefteriRotoVision SA
IDM 6 Materials Matter -Every idea has a material solutionMaterial ConnexionClac-centro Legno Arredo
IDM 7 METALS - materials for inspirational DesignChris LefteriRotoVision SA
IDM 8 Marmi e pietre - I migliori materiali di cava Rosy StratiMotta Editori
Specialized texts and a wide range of international magazines are at students’ disposal at the class
library, not only to develop the teacher’s explanations but also to take inspiration for the projects.
Students should consult the LdM library in via dell'Alloro, 13 or the ID library for useful books or
magazines to help them with their researches.
The complete list of the Ldm libraries books is on line at:
http://www.lorenzodemedici.it/cms/varie/library.php
Individual Internet search during the course is strongly suggested.
10 – ADDITIONAL COSTS
Throughout the course students will spend approx. € 50,00:
€ 30,00 required for the bus round trip to Bologna for the “Cersaie” fieldtrip (details at #11,
#13A) - will be collected during the second class.
Approx. € 10,00 for the entrance ticket to “Cersaie”.
Approx. € 10,00 for materials to build the model of the final exam.
In case of additional visits students are expected to pay for entry tickets in those
exhibitions/fairs/museums where a free pass is not provided, and bus tickets if any (1,20 Euro each for
orange ATAF city busses)
11 - VISITS and TRIPS
A daytrip to Bologna will be organized on Saturday October 3 in order to visit “CERSAIE”, the
International Exhibition of Ceramic Tiles and Bathroom Furnishing (http://www.cersaie.it)
The field trip is mandatory since integral part of the course and strongly pertinent to the subject matter. It
lasts a whole day and counts as one regular attendance.
The fee requires approx. € 30.00 and includes only transfer to the exhibition. Lunch and dinner + ticket
entrance (10 euro) are left to personal expenses (food stalls available at the fair).
More visits could be eventually arranged within the semester, according to the availability of exhibitions
or temporary events in Florence that may be relevant for the class.
Usually such visits will be held during class time and last no longer than 1 or 2 hours.
12 - MATERIALS
Students have to provide individually and at their own expense the following supplies:
Materials (foam board, cardboard, glue, etc.) necessary to build the model for the final exam.
The approximate cost of the supplies is approx. € 10,00.
Ask for a student discount card at the front desk.
Above-mentioned supplies are available at art & office supplies stores, such as:
Rigacci, Via de’ Servi 71/r
Lory, Piazza Frescobaldi
Salvini, Via degli Alfani 127/r
Mugnai, Via San Gallo 105/ red
Il Plastico, Via S. Gallo, 127/Rosso. www.ilplastico.com
13A - CLASS SCHEDULE
Please consider that the contents of individual classes may be changed throughout the course
according to the class' progress.
Please consider that some visits may be rescheduled, and that additional visits -whenever available and
pertinent- may be included within regular class time.
1) Sept. 07
Presentation of the course. Mandatory entrance/level exam on the first day of
class, called Exercise 1. This is to be considered part of the homework and will be
graded.
2) Sept. 14
Introduction to the matter of Retail Design. Explanation of the 1st project. Focusing on
the Project 1: Sketches.
3) Sept. 21
Project 1: Exposition of the concept to the class - Focusing on the first project’s
theme: Zoning (functional organization of the spaces). Furniture layout.
--) Sept. 24
Interior Design Department Guest Lecture: 3:00 P.M.:Lecture by Dr Francesco
Ciulli, lighting Designer, at Classroom ‘Church’, 43, via Faenza.
Light Sources 1. Incandescence lamps
4) Sept. 28
Project 1: plans, sections, and shop-front. Defining colours, materials and furniture
5) Oct. 03
Saturday Mandatory Make up Field trip to Bologna (See #10 for the fee).
Substituting regular class of October 5th.
--) Oct. 05
No Class: The class is substituted by the field trip to the “Cersaie” in Bologna on
rd
Saturday 3 Oct..
6) Oct. 12
Project 1: Perspective and internal views. Finishing all the drawings.
7) Oct. 19
MID TERM EXAM. Power Point presentation of the projects to the class. Evaluations
and critiques.
Oct 26 - Nov 1 Midterm Break
8 Nov. 02
nd
Project 2: Explanation of the 2 project. Focusing on the second project’s theme:
Zoning (functional organization of the spaces).
9) Nov. 09
Interior Design Department Guest Lecture. 3.00 pm Lecture by: Pls design retail
Designer, at Classroom ‘Church’, 43, via Faenza.
Project 2: Exposition of the concept to the class. Furniture layout, plans, sections
10) Nov. 16
Project 2: Defining colours, materials and furniture.
11) Nov. 23
Project 2: Perspective and internal views.
12) Nov. 30
Project 2: Starting the construction of the model.
13) Dec. 07
Project 2: Finishing all the drawings and the model. Work on the projects for the final
presentation.
14) Dec. 14
FINAL EXAM. Presentation of the projects to the class in Power Point. Turn in the
final model. Review by a board of architects.
13B - ALTERNATIVE LESSON
Should the instructor be indisposed or otherwise unable to attend, a substitute teacher (whenever
available) will conduct the scheduled or a pre-prepared alternative lesson, at the regular class time.
This could take the form of the following:
Completion of ongoing project; supervised discussion on new project.
