Inspired by the growth of online and resale retail, Fragment rethinks the physical retail landscape with intent to provide a more relevant shopping experience for a new stream of sustainability-conscious millennial shoppers. Fragment embodies the dynamic shift in the roles of millennial shoppers, who are not only consumers but sellers too. As a result of combining physical retail, online retail and peer-to-peer social retail, a new unmanned and app controlled retail landscape emerges.


As a result of conclusions analysed from research of retail models, the following diagrams were created. Displayed are the condensed key factors that influence how millennials shop. The traditional model on the left shows a clear separation of online shopping and in-store shopping. On the right is a proposed retail model which combines online and physical retail as well as postal services to provide a self-sufficient space to host peer-to-peer resale.


The overarching reason why people pick online shopping was linked to convenience. The notion of convenience was further explored to uncover the key drivers of online shopping platforms. Additionally, in-store shopping was linked down to the experience factor of the space, and a key driver being the social aspect of retail. These two retail models inspired and informed the design of FRAGMENT, leading to physical spaces which provided the experiences offline and online shopping.


Offline spaces are experience and socially driven, designed for meet ups and pop up fashion events. The design language enhances social interaction through curvilinear form and social points. Key materiality in this space is recycled plastic packaging produced by the retail industry. The use of curvilinear design language accommodates the social aspect of physical retail whist providing a safe space to meet up with others to purchase, buy or swap products. The two curved structures divide the space creating privacy and opening up social spots.


The online retail space is designed with a systematic layout which guides the user through every page. ‘Hyperlinks’ move the user through the space mimicking the quick change from page to page when online shopping. These spaces provide a clear path with lighting and form pulling the user through the tunnel.


The online inspired retail space continues up into Level 2. The use of darker and visually heavier materials have been used in the space to further establish the design narrative of the retail space gradually being overgrown by technology. Materials made of recycled E-waste have been incorporated to bring awareness to the growing waste produced from technology.


Natural light is one element often forgotten about in retail spaces but from research and studies it has shown positive effects in buyer behaviour. Sky lights and light ducts have been used in social areas and incorporated into product displays.

Caitlyn Leaman

Majoring in Interior Design with minors in Architectural Studies and Construction Contract Management, Caitlyn understands the design process from concept to construct. Caitlyn acknowledges the responsibility of a designer relative to clients, communities and culture. This is demonstrated in her passion for creating user-centric spaces in her designs.