young designers 08
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Amritha Menon
amrithamenon2@gmail.com | Furniture & Interior Design | PGDPD
Design of Display Elements and Fixtures for ‘Freeway’ and ‘Home City’
Sponser: Grottini Shop Systems, Italy
Guide: P Rama Krishna Rao
AFD  26
CGD  7
FVC  14
FID  11
GD  27
IDD  6
LAD  16
NMD  9
PD  34
SUID  7
SDM  8
TD  17
Keywords
Apparel retail store
Furniture design
Retail interior design
Logo design
The major project was ‘Freeway,’ an apparel retail store that was coming up in Naples, Italy. ‘Freeway’ was a new venture of an Italian group of companies called ‘Piazza Italia.’ The store was being designed by the team at Grottini and the furniture manufacture and setting up of the store were also being done by Grottini. The other two projects that I worked on were ‘Home City’ and ‘Trendz.’ All of them took me through a learning process.
I joined the team a month after the project conception began. My primary assignment was to design some of the free standing furniture and later, assist the team with the interiors through all stages till execution. The furniture was then prototyped and mass produced. Apart from the design studio experience, I spent considerable time at the site of ‘Freeway’ when the construction happened and the shop was being set up.
All in all, this project took me through the complete practical process of design and execution of a retail outlet and the way in which an organization works to deliver solutions. It was also an exposure to aspects like design presentation, interior design, furniture design, prototyping, material selection, mass production, transport and assembly, etc.
‘Home City,’ my next project, involved the task of making the concept for interiors and furniture of a new store called ‘Home City’ in Ahmedabad, India. In ‘Home City,’ I single-handedly led the project. This work was an insightful look into retail interior design, design conception and design presentation, and involved some amount of research as well.
My third and last project, ‘Trendz,’ was a graphic design assignment in which I had to design a logo that could tell-a-tale for the shop of the same name as that of the project.
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