Perancangan interior PRADAWORLD (lifestyle center Prada) = PRADAWORLD Interior design (Prada's lifestyle center)

Christabella, Nadia (2020) Perancangan interior PRADAWORLD (lifestyle center Prada) = PRADAWORLD Interior design (Prada's lifestyle center). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kehadiran internet dan dunia online sangat mempengaruhi gaya hidup masyarakat modern, termasuk di dalamnya bagaimana mereka berbelanja. Dengan segala kemudahan dan kenyamanan yang ditawarkan, dibantu dengan kemajuan teknologi, membuat sebagian konsumen lebih memilih online shopping dibanding mendatangi toko fisik secara langsung. Fenomena ini berdampak langsung terhadap eksistensi toko fisik hingga muncul istilah “Retail Apocalypse”, toko fisik ditutup karena dinilai kurang mampu menarik konsumen untuk masuk dan membeli produk yang ditawarkan. Meskipun demikian, mayoritas konsumen masih meyakini keberadaan toko fisik sebagai wadah bagi mereka untuk melihat, merasakan, menyentuh, dan mencoba produk secara langsung sebelum akhirnya memutuskan untuk membeli produk tersebut. Retailer atau brand fashion harus beradaptasi dengan sistem omni-channel melalui konsep toko fisik yang baru, menyediakan pengalaman ruang yang utuh, membuat konsumen “menenggelamkan diri” dalam brand, sehingga tercipta brand awareness, perceived quality yang baik, (re)purchase intention, dan brand loyalty. Berdasarkan isu di atas, Proyek Akhir Desain Interior memiliki fokus bagaimana desainer interior menjawab tantangan tersebut; mengimplementasikan konsep toko fisik yang baru ke dalam konsep desain yang koheren, yang akhirnya dituangkan dalam bentuk ruang (physical space). Dalam kasus ini, dengan Prada sebagai brand terpilih, konsep tersebut akan dibawa dalam kesatuan gaya hidup yang utuh (complete lifestyle) berupa retail dan hospitality. Sebuah ruang fleksibel dan fungsional yang menjawab kebutuhan Prada dan masyarakat modern. / Human lives are constantly developing especially with the presence of the internet and online world, including how they shop for products. Convenient usage with the help of advance technology makes some consumers prefer shopping online than going to physical stores. This phenomenon makes some people believe the so-called “Retail Apocalypse”, physical stores are closed down because they are deemed under-performed and don’t sell. Even so, the majority of consumers still believe physical store as their media to actually see, feel, touch and try the products before deciding to or not to buy them. Retailers or fashion brands must adapt with omni-channel system by presenting new or developed ideas and concept, creating immersive-emotional physical experiences that delight, enrich and intrigue the consumers, to achieve brand awareness, good perceived quality, (re)purchase intention and brand loyalty. Based on the issue mentioned above, this Final Interior Design Project focuses on how interior designers provide solutions; how they implement the new or developed ideas and concept to a coherent design concept and made into a physical space. With Prada as the chosen brand for this project, the writer tries to implement the concept of ‘a complete lifestyle’ through retail and hospitality services. A flexible and functional space which designed and tailored only for Prada and modern society.

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