House of Hoops by Foot Locker
Redesign and Relocation
Redesign and Relocation
"Final Major Project" is how our tutors decided to name our last project of our final year on the GSC course and the rest was up to us. We had to come up with our own design brief. I knew for our last project I had to chose something that would keep my attention for the two months and get my "design mojo" back. Consequently I chose a basketball retail environment; two things I love, a lot.
Currently House of Hoops is located underneath Foot Locker on Oxford Road. Most people don't know it's even there and often stumble across it. Therefore I decided to move it to Carnaby Street where similar shops such as Size?, Vans, Puma, Office and Adidas Originals are situated.
My solution isn't just a new retail space; it's more than that, it's a brand experience. Yes, you are able to buy shoes and apparel but it doubles up as an event space where athletes will give talks and workshops and a basketball community can evolve. Not to mention there's a basketball court on the roof for some after hours runs!
Currently House of Hoops is located underneath Foot Locker on Oxford Road. Most people don't know it's even there and often stumble across it. Therefore I decided to move it to Carnaby Street where similar shops such as Size?, Vans, Puma, Office and Adidas Originals are situated.
My solution isn't just a new retail space; it's more than that, it's a brand experience. Yes, you are able to buy shoes and apparel but it doubles up as an event space where athletes will give talks and workshops and a basketball community can evolve. Not to mention there's a basketball court on the roof for some after hours runs!
Street-Side Elevation.
Outside is clad in maple wood recognising the type of wood used for interior basketball courts. To the right hand side of the facade is "House of Hoops by Foot Locker" also made out of wood with a white paint finish and back lit that extrudes from the wall.
Outside is clad in maple wood recognising the type of wood used for interior basketball courts. To the right hand side of the facade is "House of Hoops by Foot Locker" also made out of wood with a white paint finish and back lit that extrudes from the wall.
Interior visual.
First look as you walk into the building. You are welcomed by the over-sized shoe display area. This is the main feature to the ground level. I decided to split the levels accordingly; ground floor for shoes and first floor for apparel.
There are six steps for the shoes to be displayed on. The top two while house the exclusive Jordans and Player Edition shoes and the wood will be a dark brown/black stain to differentiate it. The bottom four shall have the normal maple stain and will house your standard shoes.
The shoe display is then wrapped by circulation stairs which run centrally throughout the building.
First look as you walk into the building. You are welcomed by the over-sized shoe display area. This is the main feature to the ground level. I decided to split the levels accordingly; ground floor for shoes and first floor for apparel.
There are six steps for the shoes to be displayed on. The top two while house the exclusive Jordans and Player Edition shoes and the wood will be a dark brown/black stain to differentiate it. The bottom four shall have the normal maple stain and will house your standard shoes.
The shoe display is then wrapped by circulation stairs which run centrally throughout the building.
Interior Visual.
A look at where the customers will try on the shoes. Instead of uniform and fixed seating for trying on I opted for old school gym benches to be dotted around the space; allowing maximum flexibility and a sense of 'getting into the game'.
On the side wall there will be another extruded "House of Hoops by Foot Locker" sign in the same dimensions as the exterior with the same white paint finish. In addition there is a graphic consisting of memorable Jordan shoes (in this shot Air Jordan 1 to 7). This is because Jordan = basketball!
A look at where the customers will try on the shoes. Instead of uniform and fixed seating for trying on I opted for old school gym benches to be dotted around the space; allowing maximum flexibility and a sense of 'getting into the game'.
On the side wall there will be another extruded "House of Hoops by Foot Locker" sign in the same dimensions as the exterior with the same white paint finish. In addition there is a graphic consisting of memorable Jordan shoes (in this shot Air Jordan 1 to 7). This is because Jordan = basketball!
Interior Visual.
Up to the first floor. As I mentioned before there is a central staircase running throughout the building. Here you see how it interacts with the stock room. As a devoute sneakerhead myself I have always had a fascination with where the shoes come from and stockrooms. Consequently I decided to open up the stockroom for the customers by having a double height glass wall (that runs through both levels of stock room). So once you ask the staff member for a particular shoe, you can then see him getting your shoe from the stockroom.
The stock is placed on maple shelves to reitterate the finish throughout the building with a rolling ladder going across the space allowing the staff to reach the higher levels.
Up to the first floor. As I mentioned before there is a central staircase running throughout the building. Here you see how it interacts with the stock room. As a devoute sneakerhead myself I have always had a fascination with where the shoes come from and stockrooms. Consequently I decided to open up the stockroom for the customers by having a double height glass wall (that runs through both levels of stock room). So once you ask the staff member for a particular shoe, you can then see him getting your shoe from the stockroom.
The stock is placed on maple shelves to reitterate the finish throughout the building with a rolling ladder going across the space allowing the staff to reach the higher levels.
Interior Visual.
In order to display the clothes in a more exciting manner I opted to use the chain link fence as inspiration. This material is commonly used to surround outdoor basketball courts and consequently allows for clothes to be attached and displayed upon it also instead of using a mannequin. Underneath the fence shall be an LED strip light which will double up as a railing to hang the clothes. All these elements are suspended from the ceiling and are moveable through the use of a rope/pulley system. The five fences will move to the right and open up the space for events/talks/workshops.
In order to display the clothes in a more exciting manner I opted to use the chain link fence as inspiration. This material is commonly used to surround outdoor basketball courts and consequently allows for clothes to be attached and displayed upon it also instead of using a mannequin. Underneath the fence shall be an LED strip light which will double up as a railing to hang the clothes. All these elements are suspended from the ceiling and are moveable through the use of a rope/pulley system. The five fences will move to the right and open up the space for events/talks/workshops.
Interior Visual.
As aforementioned the first floor can double up as an event space by the moving of the fences by rope/pulley.
As aforementioned the first floor can double up as an event space by the moving of the fences by rope/pulley.
Exterior Visual.
No discussion - the best part of the building! A half court on the roof top. Initially I was very against wanting to put any obvious basketball visuals but as I decided to have this space double up and be an experience I fel it became neccessary. During the workshops and pro athlete talks they can come up to the top of the building and shoot around, involve the kids and other customers. It could also be a destination for some after hours scrimmaging between staff.
Note - I wanted there to be a stronger graphic presence to the project however with time limitations and tutorial demans I focused on the spatial/atmospheric elements. This is something I want to work on eventhough the project is finished so I will most likely post it under my personal projects.
No discussion - the best part of the building! A half court on the roof top. Initially I was very against wanting to put any obvious basketball visuals but as I decided to have this space double up and be an experience I fel it became neccessary. During the workshops and pro athlete talks they can come up to the top of the building and shoot around, involve the kids and other customers. It could also be a destination for some after hours scrimmaging between staff.
Note - I wanted there to be a stronger graphic presence to the project however with time limitations and tutorial demans I focused on the spatial/atmospheric elements. This is something I want to work on eventhough the project is finished so I will most likely post it under my personal projects.
