Perbedaan strategi Arpose dalam mendesain interior chain dan independent restaurant

Kellen, Agnes (2024) Perbedaan strategi Arpose dalam mendesain interior chain dan independent restaurant. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Arpose merupakan sebuah firma desain interior di Gading Serpong, Tangerang, yang berdiri sejak 2015 dan memiliki spesialisasi dalam mendesain interior restoran dengan visi dan konsep yang berbeda - beda. Berdasarkan pengalaman mendesain interior restoran, Arpose mengkategorikan restoran menjadi dua konteks yaitu chain restaurant dan independent restaurant karena perusahaan dari dua kategori ini memiliki visi dan konsep yang berbeda, yang mana menghasilkan strategi desain yang berbeda pula. Bagaimana pola perbedaan kebutuhan chain dan independent restaurant menghasilkan pola strategi desain yang berbeda, merupakan hal yang dipelajari dalam penelitian ini. Hasil studi ini dibutuhkan karena penggunaan strategi yang salah ataupun menyama-ratakan strategi desain dapat menghasilkan rancangan yang tidak tepat sasaran. Metode penelitian yang digunakan adalah studi kasus dengan metode pengumpulan data observer participant, termasuk wawancara dan survei lapangan. Penelitian ini menggunakan tiga studi kasus untuk masing-masing kategori proyek, dengan melihat enam parameter kebutuhan; yaitu (a) Tujuan Proyek, (b) Identitas, (c) Biaya Pembangunan, (d) Pengalaman Pelanggan, (e) Konsistensi Desain, (f) Efisiensi Desain. Hal ini bertujuan untuk memahami cara pandang Arpose dalam mengkategorikan proyek dan merespons kebutuhan dengan strategi desain yang tepat. Implementasi strategi desain dianalisis melalui tiga variabel; yaitu (i) Mengubah Narasi Menjadi Konsep Desain, (ii) Membentuk Konsep Citra, dan (iii) Efisiensi Desain. Parameter kebutuhan dan variabel analisis diturunkan dari teori Designing Commercial Interiors by Christine M. Piotrowski (2016). Melalui analisis ini, penulis menemukan perbedaan strategi desain antara kategori chain dan independent restaurant dalam memenuhi kebutuhan yang berbeda. / Arpose is an interior design firm in Gading Serpong, Tangerang, established in 2015, specializing in designing restaurants with unique visions and concepts. Based on their experience in restaurant interior design, Arpose categorizes restaurants into two contexts: chain restaurants and independent restaurants. This is because companies in these two categories have different visions and concepts, resulting in different design strategies. Understanding how the differing needs of chain and independent restaurants result in different design strategies is the focus of this study. This research is important because using the wrong strategies or generalizing design strategies can result in designs that miss the mark. The research method used is a case study with observer participant data collection methods, including interviews and field surveys. This study uses three case studies for each project category, looking at six parameters of needs: (a) Project Goals, (b) Identity, (c) Construction Costs, (d) Customer Experience, (e) Design Consistency, and (f) Design Efficiency. This aims to understand Arpose's perspective in categorizing projects and responding to needs with appropriate design strategies. The implementation of design strategies is analyzed through three variables: (i) Transforming Narratives into Design Concepts, (ii) Identifying Image Concepts, and (iii) Design Efficiency. The needs parameters and analysis variables are derived from the theory of Designing Commercial Interiors by Christine M. Piotrowski (2016). Through this analysis, the author finds differences in design strategies between chain and independent restaurants in meeting their different needs.

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