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Design for Retail Experience
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mayurrar_5@yahoo.co.in |
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Designing Retail Spaces for the Brand Satya Paul
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Guide V S Ravishankar |
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Sponsonr Studio RF Square (India), Bangalore
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My project gave me an exciting opportunity to develop new retail space identity for mens’ accessories (tie displays) in both lifestyle stores and airport spaces for a famous lifestyle brand SATYA PAUL.
I commenced my project by conducting market research on ties, various types of display fixtures, mannequins and electronic display units, an international retail study to study global display ideas as well as the evolution of tie-retailing. I observed branding of the Tie Rack within stores and different ways of stacking of ties as per store space. I also observed airport kiosks. An analysis of retail merchandise in terms of human elements such as emotions, aspirations and memories followed. Next, I reviewed proper merchandise stacking, color blocking, visibility and proper lighting.
I had to strike a balance between SATYA PAUL’S existing image as a ladies’ accessories brand and its more recent image as a mens accessories brand. I conceptualized an element inspired from the female body curve. In men’s stores one can correlate this image with both mens as well as ladies accessories. The final design deliverables included tie display units and Column , L-shape, and U-shaped spaces and wall display units at Bangalore Airport. I also developed Gondola Design and Store Design in Emporio Mall, Chandigarh. My designs have lighting and reflective flooring to enhance merchandise within glass-top display units.
I blossomed as a retail designer by acquiring a clear understanding of all the different sub-systems involved in the translation of design to on-site execution and management. |
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