Young Designers 2010

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Parul Agarwal
Design for Retail Experience | PGDPD
Standardization of Display System for Tanishq
Guide C S Susanth
Sponsonr Tanishq - Titan Industries Ltd.
> Jewellery
> Retail
> Brand image
> Display system
Tanishq is Indiaís largest, most sought after and fastest growing jewellery brand that has changed the way people perceived jewellery. The brand is expanding now and is getting into large format stores covering the retail space of 12000‐25000 sq ft. In this context besides opening and renovating their regular store format the company needs standardization of store design elements to project a uniform brand identity across all the stores. My diploma project thus looked into the standardization of display system for Tanishq.
From boutique concept to mass brand, Tanishq has come a long way and in the process its brand image has diluted. Tanishq has though strong guidelines for putting up a new Tanishq store in place. However, the absence of correct guidelines is making the vendors and franchise do the store layouts according to their will which leads to the problems in retail operations and procurements.
The focus of my research study was the essence of retail; the display system at Tanishq. There was a need to identify the retail store elements that worked well in the past but now requires contemporary design interventions. In the process of standardizing display system, Lan Hub was redesigned and new element Oval Counter was developed. Design guidelines, technical details, specifications and all the findings were compiled in a manual form as a ready reference guide for the in-house project team, architects, designers, vendors and manufacturers essential for the layout procedures of a Tanishq store. The manual also contains the standard units and their arrangements in hypothetical situations. The holistic view of standardizing the units would be to project a strong and uniform brand image for Tanishq.
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TD | 13
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