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Design for Retail Experience
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anshu.george@gmail.com |
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Redefining the Helios Brand Experience - A Multi-Brand Store from the House of Titan
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Guide Manoj Neelkanthan |
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Sponsonr Titan Industries Ltd.
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Titan Industries have entered the multi-brand watch market with the launch of Helios, a multi-brand watch store in Bengaluru. My diploma project was to study the existing store design, take the customer and partner brand inputs, study competition, redesign the brand identity and also to come up with a comprehensive and fresh store design at Chandigarh which could be later adapted as upcoming store.
This diploma project aimed at establishing the brand Helios in a multi-brand watch retailing sector among the youth without losing its association with luxury brands. The project aimed at repositioning Helios and cater to the youth target segment. It had to be achieved through design interventions in the area of visual communication and spatial design to enhance the Helios brand experience.
Research data of watch stores indicated that in most of the cases the fixtures were permanent and of a stipulated number despite the different number of watches in each brand. In other instances it was found that when a watch was sold or when there were lesser number of watches than the given display space, the watch fixtures lay empty. This was visually disturbing and thus modular and flexible fixtures to fit any format were proposed. State of the art IT integrated technology was also proposed to make the store more interactive so that customers could check virtual watch models without the need to walk around the store. Besides this, there was a proposal to motivate people to visit the store even if they did not intend to buy a watch. This occasion may be turned into an opportunity for the impulse purchase of the accessories.
This project gave me an opportunity to understand the process of multi-brand watch retailing holistically right from branding to store design. It also gave me the opportunity to work on the design of fixture development. |
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