Catering to the Selfie Generation The Pewter Store in Gandía, Spain

2019-03-14 14:32

When Marshall McLuhan declared, “The medium is the message” it was 1964, and Gen Xers were just starting to populate the world. Fast forward two generations and millennials literally live in the medium, where the message can be shaped and formed at will. Social media is not just about communication any more but rather a fourth dimension in which our lives unfold in parallel to the real word, which it is oftentimes re-created to fit our online existence. Sportwear brand Pewter's store in Gandía outside Valencia in Spain is a vibrant case study of the non-existence of physical limits in our brave new world. This is a space that focuses primarily around creating a communicable and photographable identity, labeling itself “a mobile-friendly concept”. As the brand's first flagship store, it proposs a new kind of retail concept where shopping blends with socializing, both physically and online, by creating an ideal setting to populate socila media timelines. Behind this recently launched endeavor is CuldeSacTM Custom Retail, a strategic and creative consultancy that explores alternative ways to carry out interdisciplinary projects for spaces, products, events and PR. From concept creation to branding and communication, CuldeSac has birthed Pewter as a 360° brand.

当马歇尔·麦克卢汉(MarshallMcLuhan)宣称，“媒介就是信息”时，那是1964年，X世代才刚刚开始在世界上流行起来。快进，两代人和千禧一代确实生活在媒介中，在那里信息可以随意形成和形成。社交媒体不再仅仅是关于交流的，而是第四个维度，在这个维度中，我们的生活与真实的世界平行展开，这个词往往是为了适应我们的在线生活而重新创造出来的。西班牙瓦伦西亚郊外的Gandía的运动服装品牌Pewter‘s店是一个充满活力的案例，研究了在我们美好的新世界中，身体极限的不存在。这是一个空间，主要集中在创建一个可传播和可拍照的身份，将自己贴上“移动友好概念”的标签。作为该品牌的第一家旗舰店，它提出了一种新的零售理念，通过创造一个理想的环境来填充Socila媒体时间表，将购物与社交结合在一起。这一最近推出的努力背后是CuldeSacTM自定义零售，这是一家战略性和创造性的咨询公司，旨在探索为空间、产品、活动和公关开展跨学科项目的其他方法。从概念创造到品牌塑造和沟通，Culdesac将Pewter打造为360°品牌。

Photo by David Zarzoso.

大卫·扎佐索的照片。

Photo by David Zarzoso.

大卫·扎佐索的照片。

Photo by David Zarzoso.

大卫·扎佐索的照片。

Photo by David Zarzoso.

大卫·扎佐索的照片。

Photo by David Zarzoso.

大卫·扎佐索的照片。

Nestled in a cozy and picturesque city street, the first thing one sees in lieu of a traditional display window is a large, direct message that speaks the language of its target group, Generation Y and Z consumers. McLuhan would have had a field day if he saw that a store, as a new type of medium, literally creates the message. Right under the bright hashtag that serves as Pewter’s shop sign is a metallic bench that works as an extension to the public space, urging the customer to use it as an entranceway to its instagrammable universe. The wide glass window offers a clear view of the inside, where a large, multi-surfaced white stand invites for laptops to be opened and discussions to get going, serving either as a meeting spot or an “office for the day”, to use the proper lingo. Metallic grids, transparent or yellow polycarbonate and PVC vertical panels create an original layout where the typical deco rules of retail do not apply: A path simulating large prefabricated concrete slabs leads you to a curation of products exhibited vertically on the panels while interacting campaigns with moving, LED texts generate a stimulating marketing scenario. Even the shopping bags can be seen on display, standing as a tongue-in-cheek nod to our addiction to branding.

它坐落在一条舒适、风景如画的城市街道上，人们首先看到的不是传统的展示窗口，而是一条大而直接的信息，它使用的是它的目标群体-Y代消费者和Z一代消费者的语言。如果麦克卢汉看到一家商店，作为一种新型的媒介，真的创造了这条信息的话，他就会大发雷霆。就在作为Pewter商店标志的明亮标签下面，是一张金属长凳，作为公共空间的延伸，敦促顾客将它作为进入其可安装宇宙的入口。宽阔的玻璃窗可以清晰地看到里面，一个巨大的、多面的白色展台邀请人们打开笔记本电脑，讨论开始，或者作为会议地点，或者作为“当天的办公室”，使用恰当的行话。金属栅格、透明或黄色聚碳酸酯和PVC垂直面板创建了一种不适用于零售的典型装饰规则的原始布局：一条模拟大型预制混凝土板的路径将您引向展示在面板上的产品，同时与移动的LED文本交互活动时，LED文本会产生一种刺激的营销场景。就连购物袋也可以被展示出来，就像对我们对品牌的嗜好开玩笑地点头。

Photo by David Zarzoso.

大卫·扎佐索的照片。

Photo by David Zarzoso.

大卫·扎佐索的照片。

Photo by David Zarzoso.

大卫·扎佐索的照片。

Photo by David Zarzoso.

大卫·扎佐索的照片。

Photo by David Zarzoso.

大卫·扎佐索的照片。

Speaking of branding, the brand’s yellow color takes over the entire rock wool ceiling creating, with the help of a grid of luminous tubes, a unique feature that the store can be associated with, as in ‘that shop with the yellow roof’. The exposed rock wool, a material normally used for insulation, is picked up by the visible air ducts and cables, the bare electric sockets and the striped surfaces. In the words of Borja Berna, Creative Director at CuldeSacTM Custom Retail, “Giving visibility to everything that has up till now been hidden, is part of the brand's identity. Not everything has to be integrated, embedded, measured. We prefer the spontaneous, the natural. We shed these complexes and reflect it in all the aspects of the brand: interior design, graphic identity and communication.” Connecting space to brand, customer and cyberspace, Pewter store is a successful experiment of how the keys to consumption are linked to the power of social media, in a world that, as its creators say, “worships the selfie”. In this era of overnight internet hits, it is more than appropriate to say that “word of mouth” has now given its place to “becoming viral”. And Pewter store succeeds at just that.

说到品牌，这个品牌的黄色占据了整个岩羊毛天花板，在一个发光管的网格的帮助下，创造了一个独特的特征，商店可以联系在一起，比如‘那家有黄色屋顶的商店’。暴露的岩棉，一种通常用于绝缘的材料，被可见的空气管道和电缆、裸露的电插座和条纹表面所收集。用CuldeSacTM定制零售的创意总监Borja Berna的话来说，“让人们看到迄今为止隐藏的一切，是品牌身份的一部分。并不是每件事都必须整合、嵌入、衡量。我们更喜欢自然的，自然的。我们摆脱了这些情结，并将其反映在品牌的各个方面：室内设计、图形识别和沟通。“Pewter商店将空间与品牌、客户和网络空间联系起来，这是一个成功的实验，展示了消费的关键如何与社交媒体的力量联系在一起。正如其创作者所说，在这个世界上，“崇拜自拍”。在互联网一夜成名的时代，说“口碑”现在已经成为“病毒传播”是非常恰当的。Pewter商店正是在这方面取得了成功。