In these Pages, you'll explore the inner workings of design and architecture as you look "over the shoulder" of design experts developing ideas and tackling the problems that arise along the way. Challenges such as unimaginative briefs, low budgets, commercial restrictions, and consumer research are analyzed and discussed as the projects evolve. Each case study traces the unique path taken by some of today's very best designers to arrive at award-winning results.
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Stafford Cliff studied art, Design and Photography in Adelaide, Australia before moving to London to join the Conran Design Group. Where he worked with Terence Conran in one of the world's first multi-disciplinary design companies. He designed the habitat catalog from its inception, as well as packaging and in-store signage in habitat's first stores in Paris and New York. Subsequently creative director of Conran Design Group, he ran many large scale design projects, including retail concepts.
A freelance design consultant since 1989, Stafford Cliff is now involved in magazine and book publications as author and designer. His recent books include a series of interior/lifestyle books, and series on aspects of graphic design, including "The Best in Catalogue Design", "The Best in Retail Corporate Identitites".Excerpt. © Reprinted by permission. All rights reserved.:
Instead of simply producing an essay on retailing in the 1990s or an analysis of retailing techniques, I have let the designers tell their stories in their own words. I asked them "What did you do? How did you do it? What were the alternative solutions?" I wanted to understand the tricks of the trade and to learn what special skills they needed and how they acquired them.
The retail projects gathered together for this book cover a wide range - from giant multinational chains and vast flagship stores making fashion statements, to tiny railroad station booths and small-scale outlets where no designer was employed at all. Each project discussed, focuses on the product and the customer and the effort devoted to producing something creative and original.
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