Category Archives: urban

Innovative communication or design innovation: eyewear

Italy is famous for its eyewear giants, Luxottica first. If you have ever visited an eyewear retail store in Italy, you would have noticed that more or less they all look the same: neon lights, mirrors, traditional displays, sales people wearing a white coat.
Today we would like to show you two very different approach to this kind of point of sale: Salmoiraghi & Viganò at Piazza San Babila, Milan and Kirk Originals in London.

The first looks like a “traditional Italian” eyewear store, we might say the “deluxe” version of it but from the design point of view, nothing extremely different from the typical layout, displays included. What is “unusual” in this point of sales is the concept and the services offered: a very fast service for those who need new spectacles, culture, events and corners managed by several fashion brands.

Kirk Originals flagship store, on the opposite, looks very unusual, and the only one eyewear wall with 187 “heads” for frames, and practically no furnishings ensure that customers will focus on the eyewear, not the trappings. Eye examinations and fitting take place in the basement, away from the main display space.

Two different, opposite concepts for the same product. Which one do you think will sell most? (Photo: courtesy of Salmoiraghi&Viganò, Luca Oliverio and TheCoolHunter).

A CONSCIOUS COLLECTION – SUSTAINABLE STYLE AT H&M

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Sustainability is a long term trend at H&M and this April as part of the focus on sustainability H&M will introduce the Conscious Collection – The collection which is for women, men and children is made from enviromentally – adapted and greener materials such as organic cotton, Tencel® and recycled polyester. H&M’s designers have been inspired by different shades of white, one of the most important colours this Spring. A minimalist, tailored look is combined with romantic lace, Broderie Anglaise, frills and draping. The Conscious Collection will be on sale in all H&M stores from 14th April. “It’s not just about organic cotton any more, the possibilities for creating a complete fashion statement with eco smarter materials are huge now. By designing recurring Conscious Collections we have the opportunity to show in a variety of ways what’s possible using more sustainable fabrics,” says Ann-Sofie Johansson, H&M Head of design. “Shades of white are the season’s biggest fashion trend and it feels right for this collection. White creates a romantic feeling with lace and Broderie Anglaise, but is also the basic colour in a sporty, relaxed style and in a preppy tailored look for men.” Womenswear is inspired by an updated romantic style in which blouses, tunics and T-shirts with Broderie Anglaise are a key trend. Tiered dresses are perfect for day or more dramatic Grecian gowns for night. Long floaty skirts are key as are cut-off shorts. The collection also includes the perfect white blazer and pleated trousers for a more minimalist look as well as Broderie Anglaise and lace lingerie. Menswear takes on a preppy mood with a white two-button blazer, collarless shirts and T-shirts with Henley detailing at the neck. There are printed and striped T-shirts, as well as a tank top for layering and trousers are either five-pocket jeans or tailored. Meanwhile the Children’s collection is full of white pieces for both girls and boys. It’s all about tiered dresses, tops, skirts for girls, and for boys t-shirts and jeans. (Source: H&M press release, Photos: H&M)

Greencity International Convention welcomes ECOFFEE

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DESITA and ECOFFEE have been invited to participate tgreencity_international_conventiono the Greencity International Convention, taking place at Cluster Grenelle (Paris) which aims at becoming a global reference centre for all activities concerning planning, building and managing the new sustainable city. Sustainable Architecture, Urban Quality Management, Renewable energy, New Technologies to create a new sustainable concept of living, working and entertaining in the city.

Zara 5000th store in Rome leads the way to a sustainable retail

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Showing off its real aim to embrace the latest eco-trends from top to bottom, from heart to head, Inditex has just opened its 5000th Inditex store as the flagship of its 2011-2015 Sustainable Inditex Plan. Inditex new global benchmark in eco- efficiency is housed in the Palazzo Bocconi, a building whose history dates back more than 120 years.

Just some figures: this is a store which consumes 30% less energy with regard to the annual average consumption of a conventional store, saves 50% of water consumption and avoids the emission of over 150 toms of CO2 per year.

If the Inditex’s Strategic Environmental Plan 2007-2010 achieved various certifications in 3 of its stores including a first of its kind in Europe with Zara Barcelona being awarded LEED (Leadership in Energy and Environmental Design) certification, the new Zara, located at exclusive Via del Corso , reflects the 2011-2015 Sustainable Inditex Plan announced at the company’s most recent Annual General Meeting by the Group’s Deputy Chairman and CEO, Pablo Isla.

Isla set a strategic target of 2020 for all Inditex Group establishments to meet these criteria, which
are guiding the launch of the company’s newly-created locations. “Environmental issues are a key component of Inditex’s global strategy”, said Isla. “This project marks a turning point in how we think of retail space”.

The sustainability and energy efficiency measures established at Zara in Portal de l’Àngel 11-13 in Barcelona, are to be replied in every new store opened by Inditex worldwide and under every single one of the brands gathered in the group (Pull&Bear, Massimo Dutti, Stradivarius, Zara, Zara Home and Oysho) structured around the requirements set down in each one of the categories of the LEED certification system and contemplate actions regarding materials, installations and control systems
and processes.

This new concept of boutique hides behind a façade that makes use of three key elements: shop windows and geometric composition with big metal and glass squares, and a large-format logo. The new-look shop interior comprises an extensive range of grey tones which contrast with its black furnishings. The sales area is spread over five storeys. The company has indicated that the eco-friendly boutique would not have been possible without the previous experience acquired by Inditex’s team at the Zara Korai store in the Greek capital Athens, the group’s first eco-efficient store, which opened in December 2008.

Highlights of features contributing to the store’s eco-efficiency include automatic monitoring of the store’s indoor air quality (CO2 levels, humidity, light intensity, noise), to ensure the comfort of employees and shoppers; motion detectors to turn lights on and off in low-traffic areas and a an air curtain system at entrance doors, equipped with special sensors that continuously monitor outside temperatures to prevent abrupt indoor air temperature changes, thereby reducing the need to run heating/cooling systems. Besides and in order to lessen the nocturnal light pollution which plagues cities, the establishment’s lights are programmed to dim by more than 50% when the shop is closed. The interior makes generous use of LED lamps, which offer a much longer lifespan than that of conventional bulbs.

But Zara is not the only spoilt child within the group in terms of state of the art design and efficiency. In mid November, Pull & Bear launched its flagship store in Madrid, Spain, in terms of both its prominent location, and the eco-efficient efforts made by the format. With this store, Pull & Bear has the opportunity to become LEED certified, a certification which recognizes the environmental commitment of the company in the design of its points of sale. LEED is a US green building certification system and one of the most demanding in the market.