Sunday, 12 August 2012

target group men

I came across an interesting article about brands exploring their male clients and taking them more serious as an independent target group with own shops dedicated to men's wear. This doesn't seem so exciting at first glance, but from the architectural point of view, I was intrigued to find out what male interior design looks like.

The first example is the UGG for Men store in New York




The design elements feature a fusion of engineering, aviation, sailing and motorcycle culture. The decoration is quite minimalistic to not distract from the products. Highlights are rather set with functional objects, like for example the custom designed lights which resemble classic motorbike headlamps. 
The colour palette varies within earthy shades and the textures of natural stone, oiled oak and bomber jacket leather are rounding up the style.

The second example is the Jimmy Choo for Men store in London

                 























The interior is elegant with some exotic highlights like the zebra skin carpet and the red leather chairs which remind me of old smoking rooms. Altogether the atmosphere reminds rather of a gentlemen's club than a store. But the message is clear, men shall relax and feel good.

But do men actually need their own retail environments? This doesn't mean just new interior design, but it would cover also the packaging and the perception of the brand. 

The target in architecture is sustainability which includes also the potential of serving different groups of people and being flexible. But how can we built sustainable and flexible when we forget that different groups of people have different perceptions and different likings?

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