Young Designers 2010

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Raghunath Rajaram
Design for Retail Experience | PGDPD
AIRPORT - Store Design & Promotions
Guide V S Ravishankar
Sponsonr Nuance Group India Pvt. Ltd.
> Communication visuals
> Duty free
> Functional
> Merchandise
The airport retail environment presents a setting wherein retail is not a primary driver but one that is seen as a convenient or a pleasurable way of utilizing the waiting time. Airport duty free retail has its own challenges where the customer is a traveling passenger with little time or patience to browse and shop at leisure. He is also not sure which airport offers the most competitive price. Therefore, one needs to understand the ‘mind set’ of a passenger in order to make the sale.
My diploma project comprised of two phases. The main task was to redesign and re-merchandise an existing store located at the heart of the international departure section of the Bengaluru Airport. The objective was to design a store that would be unique, aesthetic, functional and cost effective and which would also increase sales. The other task was to design a set of communication visuals for the Bengaluru and Hyderabad International Airport to swiftly and effectively communicate that The Nuance Group offers the best prices in the world. A high priority requirement came in during the course of my project with the opportunity to design a promotional island for the FIFA World Cup 2010. The merchandise that was to be displayed as part of this promotion was limited edition FIFA World Cup liquor and a few Sony products that had a special sale price for the duration of the World Cup.
It was an enriching experience for me to see my design being realized after overcoming various hurdles right from the stage of conceptualizing the design. Working on a live project of this magnitude has given me excellent insight, confidence and a good understanding of how the industry works.
Interdisciplinary Design
DRE | 12
SDM | 13
Design for Retail Experience
Abhijit Mandal
Anshu George
Gokul K
Jalpa Vyas
Krishna Mohan B.R.
Mukta Limaye
Naveen G
Parul Agarwal
Radhika Prasad
Raghunath Rajaram
Sohini Dey
Supriya Sahai
Communication Design
AFD | 24
ED | 05
FVC | 16
GD | 18
I.T. Integrated Design
DDE | 09
IDD | 01
IID | 11
NMD | 10
SUID | 01
Industrial Design
CGD | 09
FID | 17
PD | 15
TGD | 08
Tr AD | 08
Textile Design
ADM | 14
LAD | 09
TD | 13
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