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Read Case Study: Creating a Store Environment. This can be found on Page 77 at the end of Chapter 3 and on BlackBoard. 1. Once you have completed the reading, create a mood board reflecting the store image you would create for Scooters. 2. You will take into consideration the location, target demographic, and size of the store. 3. You can use PowerPoint to create a collage of images you find that reflect your vision. 4. You may include notes or callouts explaining the photos you have chosen. 5. Write a paper thoroughly explaining why you chose the theme that you did and how the elements you chose relate to the content you learned in Chapter 3. Chapter 3: Case Study Creating a Store Environment The Situation Scooters is the name of a children's clothing and gift store that is about to open on a city block that also has a natural food co-op, a pharmacy, and a pet store. The store is located in the first ring of a large Arizona city, about 5 miles from the central business district near several small parks, a YMCA, and two grade schools-one is a combination of all-kindergarten and extended-hour day care, the other is an elementary school for grades 1-5. Siblings Mike, Ron, and Mary Rodrigues have decided to open a retail store catering to young families moving back into the city. The older residents in the neighborhood are moving to apartments or the retirement communities that abound in the area. The three grew up here and are delighted to see the neighborhood change and welcome families who are rehabilitating older homes for their growing families. The basic services in the area are ideal-a foresighted response by the city and school district to the changing demographics. The only drawback that the owners can see is metered on-street parking, although there are six parking spaces directly behind the store that can be signed for store parking only. While the owners of Scooters have managed the financial aspects of their start-up without too much trouble, they are not exactly in agreement about how the store should look and what its physical image should be. In fact, Mary's name for the store-Scooters-was drawn from a hat after they failed to agree about the name and the overall look of the store. They have agreed to hire a consultant to guide them through the design of the store. The store's exterior is tan stucco with a traditional southwestern red tile roof. Its interior is 4060 feet for the selling floor with an additional 4020-foot backroom space, including a bathroom that is accessible to the public. The second floor is equally large, with office/storage space in the 4020-foot back area. Their plan is to sell clothing for infants, toddlers, and boys and girls up to size 12 on the main floor; and toys, books, and gifts on the second floor. Their principal differentiating factor will be pricing. The owners want their store to have an upscale environment, but they plan to sell at 30-40 percent off normal retail by purchasing off-price, promotional, and end-lot goods in the market. They want the environment to be playful and demonstrate to shoppers (adults and children) that Scooters understands what young families like, want, and need. Your Challenge - Assume that you are the design consultant hired by the Rodrigues family to get them started on their store's image and appearance. 1. Identify some of the atmospheric elements you think will impart the feeling that you have heard the owners describe for their store. Borrow elements from children's furniture, fixtures, large-scaled toys, and play equipment; cutting and pasting from magazines, catalogs, and brochures. 2. Choose an appropriate color scheme for the store exterior and interior walls and floor. Collect paint chips or sample cards from a decorating or hardware store, take photos of stores that you would resemble or print their images from the Internet, or simply cut and paste colorful elements from magazine pictures to help visualize your choices. Be prepared to explain why the color scheme will enhance Scooters' brand image and support the other atmospheric elements you have chosen. 3. Using the images you have or on your own, design a colored graphic element that would be appropriate for an exterior sign and that could be carried onto the store's interior walls. It could be a simple figure from a child's coloring book, a cartoon, pictures of toys, elements of a game, or anything that brings to mind the colors, activities, and happiness of a carefree childhood. Be prepared to explain how this graphic element captures Scooters' brand image and how it will support the store's atmosphere both outside and inside the store