Sun Joo Kim

Sun Joo Kim

New York, NY, US


Beats by Dr.Dre

     Since 2008, Monster cable products has participated music appliances industry. Beats by Dr.Dre is a popular brand of headphones created by hip-hop musician Dr.Dre and Jimmy Lovine who is the chairman of Interscope-Geffen-A&M Records Company. Each product line includes 6 versions of the headphones, and earphones. In addition they designed new products with celebrities such as Lady Gaga .These are manufactured under exclusive license by Monster Cable Products. The first original product “Studio” was released 2008.From the “Studio”, the company has designed more than 12 earphones and headphones. One of the marketing strategies of company is that the headphones appear in music videos, movies, advertisements and other media.
     Before they sold products through the Internet, and some of the retailers such as Best Buy, and Apple Store .Now, The Company has decided to open a retail store in New York City at Madison Avenue above 57th street .The retail store will be a place for customers who want to have exclusive experiences about their products, also it will be the best place to test each lines of music appliances.
     The store concept will incorporate the modern and futuristic design featured on the headphones. Line, shape, and forms are strong design elements in the store. There are three main parts of the store: a façade area which is the first impression of the store, a middle tunnel that customers would see music videos which are appeared headphones, and play station those customers would try the products. In addition, there are three parts of the play station: a headphone section, an ear-phone section, and a celebrity section. Each section has different shape and forms. Glossy and polished textures make a futuristic atmosphere. Black and white which is the main product colors will be applied in to the store design. Red will be an accent color like their logo on the headphones.


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Status: School Project
Location: New York, NY, US