The client was aiming at developing a new concept of beauty stores called Head2toe, allowing for cosmetics, perfumes, accessories and other personal care product display and sale.
My objectives included understanding retail and the current scenario in the retail sector; probing how in a competitive scenario, retailers are involving designers to create experiences and visually stimulating spaces that attract consumers; identifying what’s in vogue; acquiring insights on people’s perception of the shopping experience; conceptualizing Head2toe as an outlet for personal care products; and finally to bring in design for experience.
Head2toe is a retail store for personal care products proposed in New Delhi. The design brief was to create a space that would cater to various brands under one roof, allowing for a comfortable shopping experience since retail has moved beyond the considerations of product placement, circulation, lighting, sound and street or mall presence.
The process involved discovering defining retail spaces, understanding branding and retail ergonomics, bringing the experience design aspect in and delivering on time. It began with concept sketches and schematic planning keeping in mind products, colours, textures and the target user. This involved understanding consumers and their perception of the retail space, which led to the creation of the store’s look and feel, consumer board, concepts and even fixture specification and detailing.
Being a store for personal care products in a very large mall, creating brand presence and drawing customers in was an important aspect. The project enabled me to understand the practical and feasible aspects in the current retail market. It gave me an exposure to international retail trends, practices and approaches to retail design, economics, materials, processes and the aspect of retail experience within stores, making me discover that retail is an interesting area of design possibilities.
