Young Designers 2011

Concept Store Design for Arrow Woman
Design for Retail Experience | PGDPD
C S Susanth
Arvind Lifestyle Brands Ltd., Bengaluru
Store design
Brand Recognition
Look and feel
The objective of my project was to create a concept store design for Arrow Woman. The women’s wear segment in Indian apparel and retail has been undergoing a transformation over the last couple of years, with the rise of women’s economic and social statuses in the country. Acknowledging this, the client asked me to design the store while keeping in mind Arrow’s brand identity.
The project comprised two phases: The first included understanding the current market scenario, the brand and the scope that lay in distinguishing the brand from its competitors. It required thorough research of current shopping trends, women’s shopping behaviour and their reflexes while shopping and expectations and needs. Then, data was synthesized to get a deep insight into the brand philosophy. This further structured the design process.

The second phase of the project involved the development of concepts as well as key suggestions for the brand. It was a challenge to make the brand stand out from its competitors in terms of the image and the in-store experience it offered.

This project gave me the opportunity to push myself into various domains of store design and overcome several hurdles that came my way right from the conceptualization phase. It helped me gain a better understanding of space design and boost my confidence to deal with the various aspects of spatial experience.
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