Young Designers 2010

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Sohini Dey
Design for Retail Experience | PGDPD
Store Design for a Multi-Brand Retail Optical Store
Guide C S Susanth
Sponsonr Dr.Agarwal Eye Hospital Ltd.
> Ideating
> Identity
> Brand
> Spectacle
There are a large number of vision care stores in India. It is also one of the fastest growing industries recording 20% annual growth. In recent years, there has been a noticeable shift in consumer perception of eyewear. The shift is from ‘form and function’ to ‘form and fashion’. Dr. Agarwal Eye Hospital Ltd., Chennai has ventured into this retail sector to create an elite brand which would speak for itself.
Initially this diploma project came across as a project of store design. However, a deeper probe into the project revealed that people don’t buy spectacles as often as apparels or jewelry or even electronics since the purchase is driven by necessity and not by impulse. My diploma project brief looked at aligning my client’s vision of making spectacles an element of ‘desire’ rather than ‘need’. The aim was to launch a retail optical chain with a distinct character of its own.
My research showed that since the optical product caters to functionality, optical showrooms have never been experimented much with designs and thematic concepts. The difficulty was to make the products visible in the space. Optical products also require ease to try them and then placed safely back on the fixtures. The absence of an existing retail brand opened the scope for diverse perspectives during design conceptualization. The process of design had three basic simultaneous stages - understanding, ideating and evaluating. It specified the details of elements of space and planning for the store. Deliverables also included the technical drawings for execution which would help maintain the identity of the retail outlet all through. The project gave me the understanding of the relationship between the product and the user, the space and the customers in the context of store design for an optical brand.
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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