VIRGINIA PHILIP
ACADEMY
INTERIOR & EXTERIOR
PALM BEACH
ROUND 1
These suggestions are designed to make people aware of the Wine & Spirits store from the Academy entrance. From signage, to lighting, wall design, and window additions, all these changes promote the brand and help create an inviting environment.
ACADEMY ENTRY EXTERIOR
THIS IS HOW THIS SIDE LOOKS NOW
THIS IS WHAT WE RECOMMEND DOING
We understand that not everything may be possible, such as the large signage on windows, but if it is a possibility, it should be done to fully brand the store. I know you’ve been very true to your logo, but sometimes the logo is not the best signage option and you need to stray from it a little. This does not conflict with your logo. Also, you may see that I used the logo in gold on the poster. These little ways of straying from the original are not only allowed within branding, but needed in may scenarios.
We added a white field behind your door logo so that it may always be read from the outside, which is what matters. An “Open” sign hangs from a hook behind it. We created signage customized for the store in order to improve communication and lure more people to open the door. See signage below.
We added pendant lamps to the windows to add light and get more attention. See lamps listed below.
We also added a vertical banner that helps with branding, educates people on the store, and opens it up to connoisseurs and not connoisseurs alike.
ACADEMY WALL
This wall was created to bring the wine and spirits feel to the main wall, which is the wall seen from all the windows. This area doesn’t need to feel like an academy, it is nicer to have the academy within a winery set-up. This wall should help walk-through traffic realize that this is a store, not just an academy, and this new look will also warm up the classes.
This image was created without any measurements. It was only created to convey the idea. Following the counter height of the piece on right, we suggest you create 2 pieces, to the left and right of the fridge. The top part is designed to showcase wines standing, so the depth of the these shelves can remain shallow and not obstruct the TV. Also, this will give you a counter all along the back wall, with a deeper storage area below. The piece on the left may need to have a shallower storage area, or end earlier leaving more space to the left, if the door is opening onto it. I was lacking imagery to figure out that corner. The bottom piece is designed as a table with covered sides and back, barn doors, and no floor, so you may still slide wine cases on the floor right in and out. A shelf within the storage area is an option but totally up to you, as you may prefer to stack boxes that high to use the maximum capacity. If you’d like to provide a floor plan, we can design with final measurements. But we believe you may prefer to take it from here, since you’ve built enough wine racks already. You can rework them to fit the space. The piece on the left, you may not need a shelf at and decide to add horizontal wine storage and bring the top part out to flush with the bottom storage area. So, up to you, just let us know if you need anything.
The crow lamp on top right is part of a collection of animal lamps we recommend you use throughout the store. They are a perfect complement to the stacked whine boxes, specially the 3 mice, and add a layer of whimsy which is a great separator from your everyday wine and liquor store.
We highly recommend replacing the projectors with an 85” TV. One of the projectors is not in use since the fridge is in that position, the projection on blue (the wall) lacks contrast and brightness, the projection always seems high, low, or not square, and projectors can’t be on for too long at a time.
Adding a TV screen will allow you to have it ON always. That TV should be playing interviews with Virginia Philip, ads about the classes, promotions, wines or spirits you’re pushing, your Delray store, online Virginia Philip classes, Virginia Philip suggestions for pairing wines for upcoming holidays, delivery awareness, curation services, subscriptions, lots of video of wines being poured, etc. This TV should be on even when the store is closed. That should bring light and movement to that dark corner. You could also use it to give classes remotely. And you could record classes, so that your someliers can run the VP classes and you don’t have to be present.
ALTERNATIVE ACADEMY WALL SOLUTION
This may be a cheaper, and faster update to this room. It would communicate wine from afar, and creates a layer over which the stacked wine bottles look good. We recommend the second option, the half mural, it integrates better into the room, and should be cheaper and faster to produce. We recommend the mural expanding the entire wall, which allows for boxxes to be stacked all the way to the entrance, adding to the decor.
Full Mural
Full Mural With Screen (or TV If Updated)
Half Mural
Half Mural With Screen (or TV If Updated)
ACADEMY SET UP
Including the tabletops we identified in the room, we believe this would be your most efficient layout including all tables, but keep in mind that we’re working without an actual floorplan nor measurements. So, if you believe this doesn’t work and would like to provide floor plans or have us measure, please let us know.
ITEMS
Below are the items we’re recommending you add to the store.
CEILING LIGHTS
We recommend that you update all ceiling lights to these, and set them up in groups per room. It will clean up the ceilings, and will give you control of the color of light per room, allowing you to change the feel of the entire store in seconds.
PENDANT CEILING LAMP
Chosen for windows, which need points of light. We added 4 to the image layout, staggered with the cork ball decorations. They’re glossy and bright, they almost look like upside down wine glass, and the rose finish adds warmth to the window. The light bulbs also emits the perfect light.
TABLE LAMPS
Chosen for tables by the window. They’re not necessary, but they will bring more light to the window and create a warmer setting.
DECORATION LAMPS
There is no better set up than a wine store for these whimsical characters. We’re recommending adding these throughout the store. The wine boxes set on top of the wine racks are the perfect stage for these little guys. They will bring a layer of sophisticated whimsy to the store, giving it more personality and separating it from most wine and liquor stores.
CUSTOM DOOR SIGNAGE
These signs should help better communicate from the start. We suggest you custom make these to get the correct message across. The first sign with front and back should be used on both doors, while the second sign (third Image) should be exclusively used on the Academy side door. If there is another message you’d need to get across, please let us know so we can lay it out. If you’d like to proceed with these, we’ll set up print files for you.