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Credits
 
Payal Sharad Machav
paymach@gmail.com | Graphic Design | PGDPD
Paint the Town Red: Signature Retail Store of Asian Paints in Mumbai
Sponser: Grandmother India, Mumbai
Guide: Tarun Deep Girdher
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
Retail signature store
Paints and colours
Experience design
Communication solutions
Colour, as we all know, is a magic spell that can instantly transform the appearance of a space by pushing walls away or bringing them forward. Colours can make a small room look bigger or a big room look smaller. Colours can turn the mood from cool and aloof to warm and intimidating. My project with Grandmother India was a live project for Asian Paints, a leading paint manufacturer in India that gave me the opportunity to explore the world of colours. I had to work on their retail signature store.
My role was to provide innovative and cutting edge design and communication solutions for the store. Being the design partner for the store, I was also expected to give strategic inputs wherever needed to ensure that the in-store experience is easy to navigate, memorable and inspiring for Indian customers.
While discussing concepts for the store, which is like a practical lab helping to browse, learn, interact, assist and offer a good quality Indian, yet global view in paint and colours, our major concerns were consumer interaction levels, on site execution, visualization for the game, knowing the market scenario, studying the brands, which helped in shaping and guiding the project while in execution to make it a successful piece of work.
This project was a perfect opportunity for any graphic designer to probe new design interventions, to think beyond text and image, and to consider form, structure, lighting, etc. as elements of design. The fact that I could translate the vision of Asian Paints into an enriching experience for consumers by applying my creative abilities across different mediums has been the most satisfying and fulfilling experience as a designer.
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