Bakery navigation: case study from DEZA

Contents:

• Task
• Research
• Concepts
• Navigation Test
• Guideline Development
• Opening a Bakery

In May 2022, DEZA Studio received an invitation to participate in a competition to develop navigation design for the Levashovsky Bakery, which was being restored by developer RBI. We recognized the project's scale, originality, and certain complexities, but we decided to embrace the challenge. Ultimately, we won. However, the joy of accomplishment quickly gave way to the realization of the scope of work ahead.

In June 2022, our team visited the site for the first time, and this moment became a significant milestone for us. We had no previous experience developing navigation systems for large buildings, but this project made us realize what an exciting challenge we were facing. Creating effective navigation for large spaces requires a special approach and attention to detail, and we are ready to embrace this challenge.

Participating in the renovation of a historic building is a unique experience that allows you to contribute to the preservation of cultural heritage. Even without specialized skills, you can successfully participate in the project, helping to restore a unique urban structure. Every moment of the work becomes a valuable lesson, enriching your understanding of history and architecture. Reconstruction requires not only physical labor but also a creative approach, making the process exciting and meaningful. It is important to realize that even small efforts can make a significant contribution to the common cause, preserving the historical identity of the city for future generations.

Task

In June 2022, we held a strategic session and debriefing with the client, and in July we organized a large-scale meeting. During these meetings, we discussed the key objectives and prospects of the project, defined the target audience, and also considered in detail the wishes for the design concept of the navigation system. We paid attention to the typology of objects and the routes visitors will take to create a more convenient and intuitive user experience.

RBI chose to collaborate with an agency from St. Petersburg, believing that the local cultural context and "St. Petersburg snobbery" would help preserve the uniqueness of the project. Although we do not consider ourselves snobs and there are few native St. Petersburgers on our team, we did not challenge this opinion. The most important thing for us is that our studio was founded in St. Petersburg, and we strive to preserve its cultural traditions.

Research

Work on the navigation began with research and analysis of the user journey map (CJM) - possible routes through the building. The audience of the bakery is divided into four key groups: RBI employees, the company's clients, guests, and residents. Each of these groups has unique perceptions and interests, which determine their points of attraction. Therefore, it was decided to divide the space into zones corresponding to audience segmentation in order to improve navigation and make interaction with the space more convenient and effective.

This working group currently includes a strategist and marketer, an account manager, an art director, three brand designers, and an intern designer. Each member contributes to the process, ensuring a comprehensive approach to the project and facilitating its successful implementation. The teamwork of these specialists allows for the effective development and implementation of creative solutions that meet market demands and the expectations of the target audience.

At this time, the space was undergoing reconstruction, and access was closed to visitors. To understand the routes, we recreated them ourselves.

We delved into the specifics of applying Customer Journey Mapping (CJM) in construction, analyzing the thickness limitations of acrylic elements and studying methods for cutting wayfinding icons from the material. We discussed each new step as a team, which allowed us to find optimal solutions and improve the project implementation process.

Concepts

In August, we presented three concepts to the client, each focusing on history and the connection between the past and the present. These concepts emphasize the significance of the bakery for the city, and also reflect the intelligent St. Petersburg style and positioning of RBI. We sought to show how tradition and modern values ​​​​can harmoniously coexist, creating a unique image for our client.

The client liked all the presented concepts and requested the integration of elements from each of them into a single one. We successfully combined them, choosing the third version as the basis for the design of navigation elements. The exterior lighting elements were borrowed from the second version, creating a harmonious and functional look.

During the conceptual process, we drew inspiration from the factory's historic sign, leading to the creation of a unique logo. Initially, the logo wasn't part of the planned activities and wasn't commissioned. However, to complete one of the concepts, we decided to develop one. This logo proved so appealing to clients that it became an integral part of subsequent projects.

When developing concepts and lighting structures, as well as other advertising media, it is necessary to take into account an important aspect: the building of the bakery has historical value and is under Protection of the Committee for State Control, Use, and Protection of Historical and Cultural Monuments. All signs and structures planned for placement on the building and in its vicinity must be approved by this organization. The approval process can take considerable time, and there is no guarantee that all ideas will be approved immediately. In the case of historic buildings, the approval time may increase significantly. Therefore, concepts that interact with the existing appearance of the building should be approached with particular caution already at the development stage.

Trying out navigation

Since September 2022, the project has combined the development of a navigation concept with further work on a visitor route map. This will improve orientation and enhance the guest experience, providing more convenient access to key sites and points of interest.

During the strategic session, we received information about the site condition from the client and also held discussions with the builders. Additional data about the project was collected independently during site visits and review of design documentation. We also needed to refresh our skills in reading floor plans, which became an important aspect of our work.

Work on the wayfinding began while the building's renovation was still underway. The RBI team worked with contractors to resolve numerous issues related to the space layout. This resulted in constant changes to the approved plans, requiring a high degree of adaptability to the client's changing requirements. Throughout the project, we strived to provide an optimal solution that would meet all new conditions and requirements.

The walls inside the bakery gradually began to acquire color, shape, and texture. These changes in some cases created difficulties during the installation of previously planned elements. However, several working visits to the site allowed us to fully complete the project and eliminate all the problems that arose.

Navigation prototypes played an important role in our project. We used paper circles of various sizes, which were cut in the studio. These circles were combined in different combinations when necessary and then applied to the factory walls for visualization. The process of developing and testing the layouts continued until the spring of 2023, which allowed us to make the necessary adjustments and improve the functionality of navigation in the space.

Before the site visits, we had an approved concept. Since the building was still under construction, we had the opportunity to pause. However, instead, we sought to carefully consider the design, materials, and colors of all navigation elements in a space where construction work had not yet been completed. As a result, we had to redo a lot, remove unnecessary elements, and add missing details.

While the customer journey mapping (CJM) process can be extensive, it doesn't need to continue throughout the entire project. It's recommended to take a break after the system framing phase. Resume CJM development when the space is complete and the workflow is uninterrupted. This will allow for more effective integration of the results into the overall project structure.

During the customer journey mapping (CJM) process, it's important to include a break during which to finalize the space's design. In the initial stages of the project, it's sufficient to approve the design, select navigation types, and create visual examples for them. Finalization of all elements and media should begin only after finishing work is complete to ensure their harmonious integration with the overall style and functionality of the space. This will help create a more user-friendly and intuitive interface.

Development of a Guideline

In May 2023, a month before the opening of the Levashovsky Bakery, the project seemed almost complete. We had prepared almost all the models, determined their installation locations, and could confidently remember the color of the door to the women's restroom on the third floor. This stage was an important step towards the successful opening of the plant, which promises to become a center for the production of high-quality bread.

The number of signs and signs, as well as the materials used, were approved, and the production plan was agreed upon. DEZA developed recommendations and formalized them into a guideline. However, a new contractor was brought into the project, responsible for the production of all navigation elements, which unexpectedly raised the issue of cost. Many of our ideas had to be revised and adapted to fit the adjusted budget set by the client and contractor.

We have updated the guidelines, reducing the number of tables and changing the materials presented. Unfortunately, we had to abandon the use of metal, which was replaced with artificial stone. This decision is aimed at improving quality and functionality, as well as meeting modern design and environmental requirements. Artificial stone has high performance characteristics and ensures durability, making it the optimal choice for our project.

The process of developing the guidelines and producing signs is closely intertwined with other partners, who are not always aware of the nuances of the branding agency's work. Frequent on-site modifications and periodic misunderstandings between contractors and the agency lead to the need to amend the guidelines. This emphasizes the importance of well-established communication and a clear understanding of requirements, which facilitates more effective collaboration and reduces the likelihood of errors during project implementation.

To prevent problems from arising, it was essential to resolve all financial issues with contractors in advance. This will help ensure the smooth implementation of the project and avoid delays. Clear budget planning and establishing transparent financial relationships with contractors are key factors for the successful completion of the project.

One of the pressing issues was a misunderstanding of the guide's structure—whether elements should be organized by floor or by type. As a result, we decided that sections of the guide would be dedicated to signage types, and all source materials would be grouped by floor. This solution allows users to navigate information more easily and effectively find the data they need.

Opening of the bakery

Installation of navigation system elements is the final stage of work before the opening of the facility. Thanks to pre-developed prototype layouts and clear guidelines, this process was quick and efficient, which contributed to the successful completion of the project. Proper installation of navigation elements ensures convenience and comfort for visitors, which is a key aspect of the successful functioning of the facility.

Development of the navigation system for the Levashovsky bakery took a whole year. We initially planned to complete the project in half the time, but the process was delayed due to concurrent construction and renovation. These factors significantly impacted the project's timeline.

The project also included reworking the logo, which, although not initially requested, caught the client's attention. As a result, work on improving the logo, its placement on various media and integration into the guidelines required additional time.

As a result, the space became accessible to everyone, and most participants and visitors were satisfied. Our work received positive feedback from the client, St. Petersburg residents, and the city media.

Over the year of working with the urban environment, we have accumulated significant experience, and for DEZA, this is an important milestone. From the first day of the project, we realized that this was not just a commercial order, but an important contribution to the preservation of St. Petersburg's cultural heritage. All our efforts were justified, and the result confirmed our commitment to high-quality work and respect for the historical values ​​​​of the city.

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