Young Designers 2010

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Jalpa Vyas
Design for Retail Experience | PGDPD
Store Design for Mom & Me Mini Format
Guide C S Susanth
Sponsonr Mahindra Retail
> Retail
> Brand
> Visual merchandising
> Retail environment
Mom & Me the new chain of stores from Mahindra Retail has been built around the unique needs of mothers to be, young mothers, infants and children up to the age of nine. Mom & Me stores which has currently around 6000 sq. ft area, now plans to open a subsided version called Mom & Me mini (smaller format) having around 1500 sq. ft space which would target customers in the age group of 9 months to 4 years. In my diploma project I had to design a space, which is a subsided version of Mom & Me to fit in a new/alternate retail environment such as hospitals in some cases.
There were many aspects to be considered while conceptualizing the design. Important among them was that the space had to communicate the brand philosophy, branding adaption and alternation. Understanding perception of the people interacting with space and the environment was an integral part of my research study.
The project of Mom & Me mini was quite a challenging one as the client wanted the store design to be similar to the original Mom & Me and yet at the same time have its own identity. The existing store targeted the mother to be, the young mothers as well as the kids and thus was bright, colourful and very dynamic in its looks. This new small format store targeted the mothers to be and infants and therefore had to be calmer, peaceful and soothing, visually appealing, functional with clean lines. My project considered besides the shopping experience, the need to have value added services. The store design was made very pleasant and convenient for mothers to shop. It had large space, more aisle space, high visual merchandising standards, feeding area for infants and toddlers, kids play area, reading lounge and web-kiosk.
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