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Furniture and Interior Design
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mukul040@gmail.com |
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Retail Design: Melania Shoes Chain of Stores
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Guide Pradyumna Vyas |
Sponsonr Grottini Retail Environments, Italy
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My project centered on designing and developing a prototype store for Melania shoes for their re-launch of the brand. My intent was to expand Melania’s customer base by attracting young, sophisticated and fashion conscious customers while retaining the existing clientele.
The design and detail of the retail module required understanding established competitor brands, Melania’s own brand positioning in the market, utilizing combinations of different materials to produce effective design and understanding cost factors.
My research process included the study of retailing in the 21st century; case study analysis concerns of retailers, variety of store formats, store service formats, store design; display trends, store layout, visual merchandising, window display, focal points, signage and graphics, service areas, and ergonomics for shoe stores.
I then developed a retail kit for store interiors communicating the brand’s personality and commercial identity while ensuring aesthetic consistency. The shop front and signage expresses joy enticing customers to enter the shop. My design solution is flexible enough to fit different size formats such as full-line, cluster-specific, stand-alone island modules and soft-shops. The new environment is amenable to being transformed over time, constantly promoting a new experience in the store.
I have now realized that the entire design process is important and not just the finished product. Through my project, I acquired intercultural experience in terms of an Italian work environment. Singular was the observation that design in Italy flourishes because of the encouragement it gets from the public. This attitude has made Italy the mecca of design. |
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