About Foreshadowing‬

Foreshadowing or adumbrating is a literary device in which an author hints certain plot developments that perhaps will come to be later in the story. It is used to arouse the reader, viewer or listener about how the story will proceed and mentally prepare them for how it will unfold.

The methods of placing hints: musical, verbal, visual and facial clues.
so, for my project(bookstore), I will use visual foreshadowing to hint the next event

                                                          What is Foreshadowing?

Foreshadowing, this method always use in film and story, which can attract people attention to think and guess what things will be happened in next. I will quote a famous quotation to use in window of bookstore to engage people curiosity.

Waterstones and the Changing Bookselling Environment in the UK: the Journey so far and Prospects Uzoechi Nwagbara

This article is about marketing analysis in Business for bookstore-Waterstones. Writter talk about SWOT from different ways to think Waterstiones’ situation. In article, he has mentioned that Waterstones mission statement:

“Waterstone’s mission is to be the leading bookseller on the High Street and online providing customers the widest choice, great value and expert advice from a team passionate about Bookselling.

Waterstone’s aims to interest and excite its customers and continually inspire people to read and engage in books” .

To my project, I chosen Waterstones as object to find a new way for window display of bookstore.so I will extend Waterstone’s mission to link my design – the content of Waterstones window display. Because Waterstones provides widest choice, great value and expert advice, it means Waterstones like universe has various books and visitors can read great stories in Waterstons. As we know, good stories can give reader amazing experience, like readers go into an amazing and imagined world which is different with real world. Through presenting this idea in window, the store’s face, to engage people experience outside, whilst to achieve Branding Culture Value, thereby building relationship with consumers. 

Link:

Uzoechi Nwagbara, 2011, Waterstone’s and the Changing Bookselling Environment in the UK: the Journey so far and Prospects, 

http://www.upg-bulletin-se.ro/archive/2011-3/2.%20Nwagbara.pdf

Data about model

the audience of my project is adult and children, because window display form has two parts,  generally, the height of box one is for child and upper part is for adult.   

and also based on the below picture

I got the box height,which suit for audience to see it.

and at top of box is incline, it should fit people's visual scope, so I have research Ergonomic design about vision part, to got a suitable angle for people's eyes.

theory 

box height

Brand Culture Value for Waterstones

How Waterstone's killed bookselling 

"When it started, Waterstone's was a breath of fresh air. But as it got ever bigger, many say it lost its soul. What effect has that had on publishing?... is that a problem? After all, I am the one who brings sentiment and culture to the book-buying experience. Spice's thought, though, is that Waterstone's has lost its literary soul in stooping to compete with supermarkets and stationery retailers WH Smith. "A big retail business will inevitably move to the lowest common denominator position. Their commitment to book quality has to wane." Why? "Because once companies get big they draw in business management that doesn't have any sensitivity to the product. "

by Stuart Jeffries

article link:  http://www.theguardian.com/books/2009/nov/10/waterstones-high-street-bookselling

this article can be as a reference to support the idea, Brand Culture Value, for bookstore window display. As a bigger bookstore company, expect for commerce, Waterstones can create brand culture in window. because window like face, it can give passer-by a good impression to built good relationship easily with costumers.  

BBC; the beauty of books

The beauty of books, is tell audiences history of physical book, let people know how beauty of paper book. this documentary can attract people to take a physical book to read and feel it. it is so amazing. so I think maybe I can create something in window of bookstore to engage people go into bookstore to find and read books. 

　　1、Ancient Bibles
　　A look at the 4th-century Codex Sinaiticus and 12th-century Winchester bibles.
　　2、 Medieval Masterpieces
　　Examining medi eval books such as the Luttrell Psalter and Chaucer's Canterbury Tales.
　　3、Illustrated Wonderlands
　　A look at the finest examples of illustrated books, including Alice in Wonderland.
　　4、Paperback Writer
　　A look at the emergence of paperback cover design in the 20th century. 

website： http://www.bbc.co.uk/programmes/b00ykww2

Andrew Stanton: The clues to a great story

I saw this speech from TED. Andrew Stanton is a filmmaker, he share what he know about storytelling, "staring at the end and working back to the beginning."  his idea is so interested, he think a story can catch people attention is giving audience two plus two, don't need give all in the same time. in his point, he want to go out the form of traditional story telling to create better story. so his team think maybe to create a story is based on no songs, no "I want" moment, no happy village, no love story and no villain.
therefore, this idea can give me some inspiration to think a new way for bookstore window display.

why do we read?

"You know the thing teachers say in elementary schools-”First kids learn to read and then they read to learn”?  I get that.  But what about when you’re done with all your schooling?  What makes any of us want to keep reading when it’s no longer required?  Why does anyone pick up one book at a bookstore and not another?  Are we still reading to learn or are we reading for some other reason?..."

article link:  http://www.bookstorepeople.com/2009/02/why-do-we-read/

this article is about writer share her experience and thoughts to think why we should read book. she think reading is for pleasure and escape. we can learn and relaxed in the world of book.

Creating Brand Culture Value

I found this in Boots library, this dissertation was written by Katherine Lattaway, she was BA Graphic design student in 2006. this dissertation discussed how art and commerce use in design by retail window display. she chosen fashion field to investigate different designers and artists how to arrange and use their artwork in windows.

in window dressing trade, Katherine has mentioned Dali's. "Dali's intentions to make a new visual statement from within a window continued to inspire those who understood the potential power in display design" so she think although dominate window display design is under threat new technologies, with the development of technology development, expect some retailers go back to use previous methods of window styling, retail window display still can change and evolving. she give a example is Harvey Nichols Christmas window display "outer space" 2005.

this window use the other way to create Christmas scene, to image how alien spend Christmas day in space, rather than use traditional method to express this theme.  

and she also got point is "... Ultimately this dissertation will prove that even in the 21st Century, traditional window display serves as both a valuable artistic and commercial commodity."

based on those and my research, in my opinion, expect valuable artistic and commercial commodity used in window display. in this situation which digital product develop rapidly,  window display also serve as brand culture value. in doing so, the window of bookstore not only affording vision effect for commercial commodity, but also paying attention brand identity to building relationship with costumers.

Ann Patchett on new chapter for independent bookstores

Best-selling author and store owner Ann Patchett (State of Wonder, Bel Canto) talks about the fate of independent bookstores and why a revival seems more possible these days than ever before.

For many years, independent bookstores were on the list of endangered species when national retail chains and internet commerce began to chip away at their consumer base. It left a city like Nashville, Tennessee (population 626,000) without a proper bookstore.

The BBC's Franz Strasser paid a visit to Ms Patchett's new Parnassus bookstore and spoke to customers as well as authors Myra McEntire (Hourglass) and Amy Plum (Until I Die).

Most statistics in the video are courtesy of Al Greco, Fordham University.

http://www.bbc.co.uk/news/magazine-18256087

30 May 2012 Last updated at 00:0

HMV failed not only is it undermined by online retailers, but also the wrong retail strategy lead downturn

HMV failed not only is it undermined by online retailers, but also the wrong retail strategy lead downturn.

The relevant chart went up and I said, "the three greatest threats to HMV are, online retailers, downloadable music and supermarkets discounting loss leader product".

......

"As for the other two," he continued, "I don't ever see them being a real threat. Downloadable music is just a fad and people will always want the atmosphere and experience of a music store."

It's important to remember that the dotcom bubble had just burst and many people were mistaking this stock market meltdown for an internet meltdown. As we sat reflecting in the pub afterwards we felt decidedly winded by his onslaught - but a few weeks later we were to discover, somewhat to our surprise, we had held on to the business. Virtually none of what we recommended ever saw the light of day but sometimes during difficult times clients simply want the comfort blanket of what's familiar.

why are local bookstores so important

“The people’s response has been so touching, so moving, that no matter how this entire situation resolves, we’ll always have the memory of so many people mobilizing themselves on our behalf... ” (Noe Valley Voice)

'The atmosphere, the books they could touch, the knowledgeable staff, the other customers, and the overall ambience were what brought people there, not the amount of books or how big the store was'.

'The stores give a warm and comfortable feeling to the people when they go into the store. The employees and the books in general are what draw the people to the store'.

http://www.freestyle.mvla.net/~AmandaN/project3/docs/Why%20are%20bookstores%20so%20special.pdf

WHY BOOK STORES ARE CLOSING

this article can be the background and resource for my project, to analysis the situation of bookstore. 



Author: Carl King    Topics: Business,Marketing,Totally Original Ideas 
http://www.carlkingdom.com/why-book-stores-are-closing

A bookstore is An Environment For Discovery. A Gallery of Written Ideas.

For those of us who have been disillusioned by formal education, book stores have offered an escape: a place to stumble onto new shit.

Since way back in high school, when I’ve needed creative juice, I’ve take a random stroll through a book store… to raise my awareness, study independently, and find inspiration in unexpected places. I’d sit down with 4 or 5 books at a time and dig through them. I’d usually go home with at least one.

I’ve purchased around 500 non-fiction books in my lifetime. I can’t put a price on how much I’ve learned from them. It’s millions of dollars worth of knowledge. And it wasn’t only the time I spent turning pages and moving my eyeballs. It was the time I spent staring into space, sitting on the floor of the book store, digesting alien ideas, wondering if this was the book that was going to reveal its secrets to me.

Say what you want about how “books are old media.” But there’s still something special about printing words on paper. It says “these words deserve to be here.” Anyone can make a PDF. It’s when you realize that even the copied words are worth killing a tree or squeezing an octopus.

But it’s not just the book, it’s the experience of being in the book store that matters. Instantly ordering and downloading exactly what you want with one click is not the same — and if you think it is, you’re one step closer to living in the fucking Matrix.

So long as people have physical bodies, GOING TO PLACES and DISCOVERING NEW THINGS THAT YOU CAN TOUCH will matter. That can’t happen when everything is linked and indexed and blurbed and reviewed and meta-tagged into sterility. 5,278,945 people Like this? Who cares?

Chaos must be involved. The element of surprise.

Me? I go to the book store to find what I’m NOT looking for. I want the book that I see out of the corner of my eye, just a few letters of the spine showing on the top shelf. Way up there, hiding from me. Probably in the wrong section, something I’ve never heard of. I don’t know who else has read it, and I don’t care. (Coincidentally, while writing this blog entry, I used some writing techniques I learned from The Art of Nonfiction by Ayn Rand — which I discovered during the above experience last weekend.)

If I only read books that I’m looking for, they’ll tell me what I already know. What good is that?

I admit… that was getting harder to experience, because there are too many published books to keep in one store. Only the cheesiest, pot-boiling easy-sellers were kept in stock. I’d see several square miles dedicated to a bullshit biography on Lady Gaga (or some other pseudo-celebrity that’s “famous for being famous”) while anything published more than a week ago was in Clearance. That is, unless it happened to be on a required reading list — and we know all those books are time-honored crap for conformists.

Sad.

Why not go to the library, then? Because their collection is made of whatever people decide to abandon, stuff they couldn’t even give away.

There must be a solution, right?

Boutique shops like Writers Store in Burbank have figured that one out. Nurture a community (give seminars, panel discussions), stock the best products and tools for a particular profession (writing), and most importantly — make people feel inspired. I always think, “Just by walking in here, I’m a real writer.” Makes me wanna go home and get to work, but not before I buy something to thank them.

I think Private Libraries are another fantastic business idea. Old books, new books, it doesn’t matter — as long as they’re personally-selected for a devoted audience. Instead of coffee shops, why not pay to hang out in a media library personally selected by the Coen Brothers or Kevin Smith? Go there and study all day. I think we’ll be seeing those popping up in the future. If I’m lucky.

Let’s hope that the businessmen behind book stores grow to understand what a book store is really about, and can turn this all around. I repeat: it’s not about selling widgets. I’d hate to see book stores go extinct because they can’t understand that simple premise.

about Space

space is in everywhere, it can bring fantasy experience to customers. there are two articles, through different aspect to discus the important of space.  one point thinks functionality is prized more than experience,

"non-places: when functionality is prized more highly than experience"

""But the real non-places of supertnodernity - the ones we inhabit when we are driving down the motorway, wandering through the supermarket or sit-an airport lounge waiting for the next flight to London or Marseille - have the peculiarity that they are defined partly by the words and texts they offer us: their 'instructions for use', which may be prescriptive ane'), prohibitive ('No smoking') or informative ('You are now entering the Beaujalais region'). Sometimes these are couched in more explicit and codified ideograms (an road signs, maps and tourist guides), sometimes in ordinary language. This establishes the traffic conditions of spaces in which individuals are supposed to interact only with texts, whose proponents are not individuals but `moral entities' or institutions {airports, airlines, Ministry of Transport, commercial companies, traffic police, municipal councils); sometimes their presence is explicitly stated ('this road section financed by the General Council', 'the state is working to improve your living conditions'), sometimes it is only vaguely discernible behind the injunctions, advice, commentaries and 'messages' transmitted by the innumerable 'supports' (signboards, screens, posters) that form an integral part of the contemporary landscape. France's well-designed autarautes reveal landscapes somewhat reminiscent of aerial views, very different from the ones seen by travellers on the old national and departmental main roads. They represent, as it were, a change from intimist cinema to the big sky of Westerns. But it is the texts planted along the wayside that tell us about the landscape and make its secret beauties explicit. Main roads no longer pass through towns, but lists of their notable features - and, indeed, a whole commentary - appear on big signboards nearby. In a sense the traveller is absolved of the need to stop or even look. Thus, drivers batting down the auto route du sud are urged to pay attention to a thirteenth-century fortified village, a renowned vine-yard, the 'eternal hill' of Vezelay, the landscapes of the Avallonnais and even those of Cezanne (the return of culture into a nature which is concealed, but still talked about). The landscape keeps its distance, but its natural or architectural details give rise to a text, sometimes supplemented by a schematic plan when it appears that the passing traveller is not really in a position to see the remarkable feature drawn to his attention, and thus has to derive what pleasure he can from the mere knowledge of its proximity."

"(Marc Augé pp.96-97))

link: http://folksonomy.co/?permalink=169

another point thinks effective physical connection can enhance brand success. which can bring good experience to customer.

Plug and play: the 'new purpose' of physical consumer space 

"an effective physical connection is still absolutely imperative to brand success. Rather than assuming that the physical space is being hindered by the growth of digital activity, brands and designers are beginning to embrace the newer channels where consumers are choosing to spend their time and deliver a physical environment that adds value around these. Get the basic understanding of the 'new purpose' of the physical space right and the physical manifestation of the design will boom from there. The key is to design interiors that can respond and morph with social and cultural shifts, so that the spaces become a form of 'cultural commentary', adding value to the popular activities of today's audiences. Above all, interior design must be approached in a way that ensures that the brand communicates a relevant message through this critical channel. This can be achieved by considering and responding to three key topics: cultural relevance, social context and technology integration." (Lucy Johnston, Design Week) 

link: http://folksonomy.co/?keyword=4815

Experience Design in different fields

Design is central to the shopping experience, it can engage people experience to communication with brand, thereby provoking them to purchase products.
there are some examples to analysis experience design in other field is how to use.  
 

Adrift in a shopping maze: it's successful no-exit strategy

"Penn went on to suggest that it was Ikea's strategy to keep customers inside the store for the maximum time possible. They achieve this by setting a route round the store from which it's difficult to deviate...

The effect is to boost impulse purchases. See a coathanger, and you might buy "because the layout is so confusing you know you won't be able to go back and get it later".

article link: http://www.theguardian.com/business/2011/jan/30/ikea-like-a-maze-ian-tucker

even though, IKEA, this example is not about visual merchandising, but the idea can be a reference to bring some ideas to me to develop bookstore window display.

and other example is for museum, this museum bring 360 degree fights around the building on a giant screen. it brings an amazing vision and experience to people.

Museum Beneath a Hotel: Settlement Exhibition Reykjavik City Museum

"ART+COM was awarded the contract to design a holistic media concept for the City Museum of Reykjavik. During the excavation works in 2001 for a hotel in the centre of Iceland's capital, the oldest proof of settlement in Reykjavik was found. The ruins of a longhouse and of a turf wall can now be visited "on site": The museum is situated in the basement of the new hotel; the longhouse's former main room is part of today's exhibition hall.

An interactive media installation presents the ruin, dated around 930 AD, the way it probably looked when occupied. The Multi-User installation resurrects the inhabitants as ghosts and shows them in their daily activities. The pater familias is welcoming a guest, servants take care of the livestock and the kitchen, the housewife is dyeing cloth, a child is playing. Museum visitors gain information by activating texts and images telling more on life in Iceland's Middle Ages. A spot light is also directed onto the relics found in the ruin. Touched by the visitor, they will show where they were located in the longhouse and explain their function. Additionally, the purpose of the building's different rooms is described."

article link: http://www.artcom.de/en/projects/project/detail/reykjavik-871-2/

and the example of experience design is about window display for cloth shop. designers use digital technology to create interactive window, which can follow passerby step to make window screen to play.

 WESC Interactive Window Concept

CLIENT: WeSC

BRIEF: Connect the brand to music and/or art with the purpose to engage, entertain, impress and create a feeling of wanting to know more.The end goal was to create an impression so great the receiver would want to be the first one sharing the experience.

link: http://cargocollective.com/bareilza/INTERACTIVE-WINDOW-CONCEPT

visual merchandising

(supplement something lose before)

Visual merchandising is the activity and profession of developing the floor plans and three-dimensional displays in order to maximise sales.^[1] Both goods or services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage and motivate the customer towards making a purchase. (wiki)

Visual Merchandising include Window display, Interior point-of-sale display and Special promotions ( or retail store and trade show).  

window display is a form of visual merchandising and it is not equated to visual merchandising.