With support of Singapore's consumer price index and the statistics taken from Singapore Tourism Board, consumerism had been seen to be a concern in the society lately. Of such in order to cater to the increase demand of consumerism in Singapore the design concept and the location of the club is taken into consideration very wisely.
Consumerism is known to be the movement seeking to protect and inform consumers by requiring such practices as honest packaging and advertising, product guarantees, and improved safety standards. It is also the theory that a progressively greater consumption of goods is economically beneficial.
Consumerism had been a concern in the society lately and it had also been seen that the consumerism rate of consumers patronizing clubs in Singapore whether they are locals or foreigners had been increasing. Therefore, why do I say that consumerism actually links to my club design? With the statistic shown below, the consumer price index under the items for recreation and others (includes prices of clubs) had increased from year 2007-2009 to a figure of 100. This increase will show that consumers are spending more on the areas of recreation where clubs being an item that are inclusive under the recreation areas.
CONSUMER PRICE INDEX
Food Excl Prepared Meals
Clothing & Footwear
Education & Stationery
Recreation & Others
All Items Less Accommodation
Moreover, consumerism rate for clubs design is also believed to be highly contributed by the Generation Y where it is made up of consumers aged 18-26 years old either locally or tourists who come to visit Singapore. Of such, with the statistics shown below, the age structure of people living in Singapore is dominated by those who aged from 15-64 years old. In other words, the majority of the population in Singapore comprises of Generation Y. Besides, based on the statistics taken from the Singapore Tourism Board, tourist of aged 20-34 years who visits Singapore is the highest as compared to the other aged group. Hence, this shows that there consumers who patronize the clubs will by large be the Generation Y no doubt being locals or tourists in the long run.
Below 15 yrs 2/ ('000)
15-64 yrs 2/ ('000)
65 yrs & over 2/ ('000)
Singapore Tourism Board
What is more, with the fast moving pace of the modern society, people are seeking for the importance of the atmosphere, ambience, service and also the quality when they visit clubs. Therefore, it is seen that consumerism known to be the movement seeking to protect and inform consumers by requiring such practices as honest packaging and advertising, product guarantees, and improved safety standards is linked and plays a very important role for the club design.
5.1 Location of Club
Now moving on, with consideration of the physical club being located in town area, there will be easy accessibility as there are presence of public transport such as buses and MRTs. In addition, the physical club will be located in an area that will be facing the main road which will have high tendency to draw attention of passerby or even drivers which drove past. Furthermore, the target market of the club will be targeted on consumers of age above 23 years old. Apparently the club is looking into catering more for the tourists, working adults and also the Caucasian whom are living around the club.
5.2 Design Concept of Club
Next, having known that there will be dance and music in the presence of the club; it's logical that there will be lots of movements occurring and of such the design concept idea of fluidity came in. It meant that movements are actually seen having the changeability, flexibility, volatility, mutability and variability and hence with the picture of the design concept fluidity, the final design concept FLUX was derived. It refers to a flowing flow or a constant change that will be applied to the club.
Just a little bit more elaboration, Flux is link to my design in terms of the circulation and flow of the human and which allows the patrons to have diverse experience when they are moving from one zone to another of the club. The entrance of the club is designed to be located beneath the stage, as it's believed that when the patrons first entered into the club, their attention span will be immediately drawn to the bands which will playing on the stage above them that can be viewed by turning themselves around and looking up to the second floor of the club. They are expected to get to see the whole designs concept of the club at the very moment they enter the club.
5.3 Flow in the Club Design
Moving on to the flow in my club design, the layout of the spaces within the club is in double circular motion starting from the entrance. Adding on, in the middle of the club where the bar is located has a curve stairs which leads all the way up to the second level where the other dancefloor, lounge, outdoor bar and a mezzanine level VIP area could be found.
The key focus was highlighted on the stage as I will like the patrons at different zone having able to get the best view of the unique design of stage and also having able to enjoy the performance no doubt whether they are drinking or dancing. With the stage being my key focus, I will be designing the façade and the ceiling treatment in the way how it flows out to the main spaces in my club design.
Upon entering the club, the first thing which the patrons get to see will be the bar, the sitting area and also behind the sitting area is where the main dancefloor is actually located at. On the other end of the dancefloor, there will be stairs going down leading patrons to the toilet, emergency fire escape and the lounge. The lounge is being designed enclosed as I will like to provide the customers with a more personal atmosphere but on the other hand they are still able to look at the stage through the windows at the same time.
After the lounge there's a small area of space extended out of the building where the sofa sitting area is placed. Then, it is where the pool and store area is found designated having a flight of stairs next to the store leading up to the mezzanine VIP area.
Following on, now I will move on to talk about the spaces on the second level. The main curve stairs is located beside the bar as it is more visible and it will also add to the function of drawing attention of the patrons to move up to the second floor of the club.
Upon reaching the second level of the club, the first thing he/she will get to see is actually the DJ booth which is located directly above the bar from the first level and next to it will be the second dancefloor where patrons can get the chance to not only overlook down the stage but also having able to overlook the main dancefloor from the other side providing them with an experience dancing from different height yet being able to feel the interaction with the crowd that are below them.
After which, following the flow is where the semi outdoor lounge is located that will be link to the outdoor bar which is extended out from the building. Patrons will then get to feel the breeze under the moonlight while they enjoy their drinks and also look at the performance through the glass or overlooking the street level. Last but not least, re-entering to the indoor of the club is where the “hidden” stairs from first level that will leads to the second level VIP area. At the end of the VIP area it is where the flow brings the patrons back to first level from the landing of the curve stairs beside the bar.
5.4 Reasons consumerism linked to club design
As mentioned above, consumerism is linked to the club design where people are seeking for the importance of the atmosphere, ambience, service and also the quality when they visit clubs. What most important will also be the experience consumer will like to encounter when they visit clubs too.
Thus it is strongly believed with the diverse enticing experience in different areas of the club namely the awesome live band sitting area, the fantastic dancing floor, the amazing lounge, the cosy VIP sitting area, the open air bar of the club, the unique form follow flow design and also the fact that consumers are able to overlook the first level live band and dance floor from the second level dance floor, this will by design be a bonus to attract more consumers to patronize the club.
5.5 Case study
With justification Zouk being the number one well known club in Singapore will be taken into account as part of the case study to be used to relate to the consumerism of club design.
Zouk is located near the Singapore River in an old warehouse, which is considered as one of the older clubs in town which is well known for both local and visitors. Zouk is fragmented into four different area - Velvet Underground, Zouk, Phuture and the Wine bar. There are different levels in the club and each section contains different experience and atmosphere. Only regular patrons with vip card are allowed to access the second level member's area. Having many different kind of drinks available, the most appealing attraction there is Big-name foreign DJs, who frequently accomplish the bar's atmosphere with fun and entertainment.
Of such being ranked as the number one club in Singapore, it is proven that the consumer rate of Zouk is relatively higher as compared to other clubs located in Singapore. As mentioned earlier consumerism had been a concern in Singapore and it had also been seen that the consumerism rate of consumers patronizing clubs in Singapore whether they are locals or foreigners had been increasing.
Apparently with the feedback and information found as part of the research had ideally shown that Zouk are equipped with factors such as the enticing atmosphere, awesome ambience, excellent service and also the good quality of the club design which allowed them to have such high demands for consumers who patronize Zouk. As a result, in this case, consumerism is seen to be taken place as there is actually a high demand of consumers who patronize Zouk as they are aware that Zouk has practices of honest packaging and advertising of their club, product guarantees in terms of their goods and services, and improved safety standards within the club. On top of that there is a progressively greater consumption of consumers patronize Zouk too.
5.6 Advantages & Disadvantages of club design
Next, the advantages of setting up a consumer club design will be as follows: Firstly, the club will have the capability to gain excellent reputation through word of mouth and also with the increase consumerism rate of consumer patronizing the club. Secondly, with the increased reputation of the club, it will develop the club into a listed club. Last but not least, the club will have presence of better, safer, superior and tip top security measures in terms of having lesser fights or disputes occurring in the club.
Conversely there will also be disadvantages of consumer club design such as firstly, there might be chance of having lesser regular customer, secondly there might be lesser crowd during weekdays and last but not least, there may be the tendency to overpriced product in the club leading to a decrease in the consumerism rate to the club.
In conclusion, consumerism is believed to play a vital role to the design of the club. With modern consumers who are constantly looking for innovative and thrilling experience, the design of the club must be improved so in order to attract more consumers to the club. Our extremely productive economy that we make consumerism our way of life, that we transform the purchasing and use of goods into standards procedure, that we seek our morale satisfaction and our ego satisfaction in consumerism. We need things consumed, replaced and removed at an ever-increasing rate.
7. List of References
Martin Raymond., The Tomorrow People, Pearson Education Limited 2003
Masaaki Takahashi., Caon Toyosu by Tonerico: INC Design 2006
Michael R. Solomon, Stephen Dann, Susan Dann, Rebekah Russell-Bennettt., Consumer Behaviour - Buying, Having, Being, Pearson Education Limited 2007
Pamela N. Danziger., Why People Buy Things They Don't Need - Understanding and Predicting consumer Behaviour, Dearborn Trdeaborn tra
Tony B., Kevin B., Pip J., David S., Michelle S., Andrew W., 2003, Introductory Sociology, 3rd ed, Pearson Custom Publishing
Dooyoo http://www.dooyoo.co.uk/clubs-international/zouk/1123496/ (Last access 4/4/2010)
Passport http://www.stbpassport.com/newsbites_sept08_s10.aspx (Last access 4/4/2010)
Statistics Singapore http://www.singstat.gov.sg/stats/themes/economy/ess/aesa31.pdf (Last access 4/4/2010)
Top 10 in Singapore http://www.top10insingapore.com/top-10-clubs-in-singapore (Last access 4/4/2010)
Wikipedia http://en.wikipedia.org/wiki/Consumerism (Last access 4/4/2010)