The site of the project was located adjacent to the Greenwood Cemetery in
Brooklyn, New York. After an analysis of the site, it became apparent that most of the
consumers who would be shopping at the flower shop were going to be those who were
visiting the cemetery. I began the design process by creating a three dimensional map
of the cemetery in order to understand the planning of it. In my analysis I found that
most of the built structures, pathways and land forms were located on the outskirts of
the cemetery and a clearing was in the center. These built structures, pathways, and
and land forms are what became the system of organization of the flower shop. It was
an attempt to recreate the consumer’s experience in the cemetery, in order to find clarity
in the center.
After researching Stephan Holmlid’s essay entitled Service-Scape and White
Space: White Space as A Structuring Principle in Service Design. I began to wonder
about the white space in a retail setting, and what the true meaning of this is. White
space in design is defined as empty spaces in design, it is used to separate design
elements. For instance, it may be the space in a magazine separating the title of an
article from its contents. I then defined the White space in this spatial sequence as time.
The time between consumer’s the entrance into the store, and the time they purchase
the products.The displays on the outermost spaces surrounding the point of sale (which
is the clearing in this case) are completely opaque, and only displaying few flowers.
As the consumer moves closer the point of sale, the displays change into a translucent
material that display more flowers. The final displays that are closest to the time when
the customer purchases the products are completely transparent and the flowers are
overflowing. The transparencies are a comment on the space and time between the
consumer and the product.
The project allowed me to explore the human being’s perception of space
through different levels of transparency, translucency, and opacity. The mapping of the
cemetery, allowed for a certain disorientation of the consumer, but the transparencies
gave the ability to always framed views of what was to come.
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