The task from TVS was to design 3 different scales of the space by using the module system:
L – flagship store interior (30 m2
M – corner store (8 m2
S – linear wall (3 m)
The main problems we found out inside the TVS branding are: absence of clear visual brand ID and
communication, lack of unify retail environment design, too wide range of product collections (that
can’t be fully displayed).
After research we extracted the strongest TVS’s value – PASSION.
Why passion? We see the passion in the Italian TVS production and in the product design. But passion is
also the part of cooking process through TVS’ products from purchasing to using it at home. So passion
is what is strictly connected with Made In Italy brand, with Italian way of cooking and moment of
sharing.
Taking in consideration those features we’ve developed our concept based on the idea of SHARING THE
ITALIAN PASSION OF COOKING. Today people are expressing themselves and their personal passion in
cooking through ONLINE FOOD BLOG where they can share their food experience with others.
We analyzed the online BLOG style and extracted main features in order to convert them into physical
space:
- fragmented multiple views
- rhythm and repetition of elements
- different scales of reading (zoom in – zoom out)
- overlapping of real and unreal
- top view composition with background contrast in graphics
By using those elements we translated them into an architectural space that is completed by different
materials and graphics. The main experience is made by breaking down a typical layout of the store and
placing our caseworks faced to the entrance without involving the walls. In this way the customer
gradually discovers the TVS brand environment and products by having the longer passage around the
modules. During the customer’s experience inside the store he will found out some cooking tips and
recipes, collection information and interactive storytelling technical wall. All these activities will increase
the customer’s interest and passion for TVS! The same composition is adapted for the three main scales,
so in this way the customer will recognize the TVS brand ID worldwide.
We’ve designed caseworks that are:
1. Modular 2-sided system in 3 variations (2000/1500/600 mm)
2. Modular 1-sided wall shelving system (2000/1500/300 mm)
3. Island (600/600/600 mm)
4. Island (900/600/750 mm)
5. Cash desk (1100/1200/600 mm)
6. Graphics with recipes
So, entering in the new TVS concept store the customer is involved in a continuous series of moments
and experiences that increase his aware of TVS brand and his interest in sharing his passion in cooking!
