To gain a further understanding of the market I would operate in, I began looking at the different music related stores based in the UK and investigated aspects of their business. This includes their website, branding as well as the interior to their stores.
Rough Trade
Rough Trade are considered the biggest music emporium inside the UK. The only music based business that could rival this title would be HMV who although are best known for their vinyl and CD range, they are not considered or labelled as independent. Rough Trade have a few stores located in the south of England as well as one in the midlands and even have a single store in New York which are all run independently.
When looking at Rough Trade’s website, their is definitely aspects of brutalist graphic design used, whether this is intentional or not. For example the spacing and positioning of the album covers are slightly unorganised with is a method often used within the movement. In addition, the colour scheme used is very monotone, which although not exclusive, it is also a method that many designers gravitate towards within websites and other forms of media within the brutalist graphic design theme.
Due to the nature of Rough Trade and their independently ran model, the interiors of the physical stores do differ from location to location. Seen in Figure 3 is the interior design for the Soho store in London which is spacious with an element of warmth to add a sense of coziness to the shopping experience.
In comparison the Rough Trade East store seen in Figure 4 can instantly be quite overwhelming to a casual or inexperienced buyer. All of the stands holding the media are close together and packed with products which could be off putting for people who only want to find a particular album for example. However if we investigate deeper and analyse the design and aesthetics of the store, the Rough Trade East venue carries some of the brutalist graphic design characteristics such as the choice of font, the wall scattered with overlapping stickers as well as the headphone stations for customers to listen to recommendations. This store definitely amplifies the grunge and punk side of record stores which is a big contrast to the Soho store which creates the cosy and relaxed atmosphere that a big portion of record collectors aim for.
Pop Up Shops (The 1975 x Spotify)
In addition I looked further than record stores for my research into retail and the interior within these. While sticking on the topic of music, I investigated the pop up shop held by The 1975 and Spotify to celebrate the bands newest album. Within this there is a mixture of brutalist design themes from both the architecture industry as well as the graphic design scene. The use of stone and monotonous coloured flowers creates themes of physical brutalist design, however this is used in contrast with window stickers (seen in Figure 7), monotone canvases as well as merchandise carrying similar themes. The canvas on the far left, seen in figure 5 for example has been edited to create a repeating effect on the band member. This is a method used frequently with text and images within the brutalist graphic design scene to amplify and express messages within the edited asset.
In addition the abandoned car seen in Figure 6 once again carried characteristics from both movements, with the general aesthetic and model of car can be seen as a cold and stark in appearance however it has been covered with drawings and words in white which is a feature some designers add to their graphic design products.
Due to the nature of the project, Spotify and The 1975 have mostly been limited to the general design of the building externally and internally, however careful consideration has taken place to ensure the location and floor plan align with the desired style of the store. With a permanent establishment there is increased opportunities for creativity both design wise and physical installations. This in turn removes limitations for items such as bespoke units, murals of artwork as well as specific areas for certain products.
Third Man Records – London
Finally I looked at a record store that was opened by musician Jack White called Third Man Records. The London store has been carefully designed using mostly primary colours and even include refurbished pieces of art and decor that White crafted himself. Unlike other record stores, Third Man only sell projects that they have been involved in or Jack White’s own music which can be considered the stores niche when it comes to comparing it to other establishments.
Furthermore, the store has attempted to create “a little unique experience, every 5 to 10 feet” (White, 2021) by adding installations such as a yellow telephone box which features a ‘music making phone’ as well as a vending machine that dispenses books. On top of this, they also have a recording booth which allows you to create music and incorporate it into your own vinyl record, which is something White is experienced with considering he opened a “record-pressing plant in Detroit”(Wallace, 2021).
In addition to the previously mentioned installations, there is also a live music venue hidden underneath the store. This allows the store to host intimate gigs which Jack White himself actually performed a small concert to ‘celebrate the store’s opening’(Wallace, 2021). This adds further depth to the store and separates it from its competitors in the city due to its ability to host concerts in a designated area, instead of a temporary set up within the shopping space.
References
Rough Trade (2022) Rough Trade – Independent Record Store | Vinyl, CDs, Books +. Rough Trade. Available online: https://www.roughtrade.com/gb [Accessed 11 Dec. 2022].
Waller, E. (2022) Rough Trade Soho. Rough Trade Blog. Available online: https://blog.roughtrade.com/gb/rough-trade-soho/ [Accessed 29 Nov. 2022].
Time Out (2019) Rough Trade East | Shopping in Brick Lane, London. Time Out London. Available online: https://www.timeout.com/london/shopping/rough-trade-east [Accessed 29 Nov. 2022].
Luckman, A. (2022) Twitter. Available online: https://twitter.com/AndyLUC91/status/1580948514875789312 [Accessed 29 Nov. 2022].
Luckman, A. (2022) Twitter. Available online: https://twitter.com/AndyLUC91/status/1581172024247873536 [Accessed 29 Nov. 2022].
Wallace, R. (2021) Jack White’s New London Record Store Is an Interactive Ode to His Bold Design Style. Architectural Digest. Available online: https://www.architecturaldigest.com/story/jack-white-london-record-store-design [Accessed 11 Dec. 2022].
