Young Designers 2009

Dinesh P.
Design for Retail Experience | PGDPD
Store Design for Venfield
Guide V S Ravishankar
Sponsonr Retail Fixtures & Furniture (RF Square), Bangalore
> Retail Store Design
> Visual Merchandising
> Brand building
> Lifestyle Brand
For my project, my sponsor R F Square provided me the opportunity to do the complete store design for the planned launch of their clientís flagship store in Bangalore. The client, Venfield, is a Chennai based menís apparel brand.
I commenced with preliminary research on the brand, brand image, product range and current stores. I also analyzed benchmark stores and conducted user studies. The inferences from these helped develop design directions. Taking squares as a theme, I designed the entire store including the visual merchandising elements, window displays, signage and fixtures, integrating the brand colors red, black and white. I used the material palette of stainless steel, wood and acrylics since R F Square is skilled in all these. Subsequently, my designs were detailed and then prototyped. Upon the clientís approval, the fixtures were manufactured and then installed in the store. I also designed a new brand identity for the store. The project extended to store design for another Venfield outlet in Madurai. I had to balance maintaining the existing brand identity while adapting the design for the new space.
My most significant learning is exposure to the inter-linkages between design and manufacturing aspects. Earlier, I had exposure to design aspects only. Engaging various stakeholders such as manufacturers, clients and customers with my ideas was a very rewarding experience. I developed a healthy respect for the knowledge of different individuals. Being involved in both studio-aspects and on-site implementation gave me the immense satisfaction of seeing my ideas transformed into reality.
Communication Design
ED 5
FVC 13
GD 18
Industrial Design
FID 11
PD 15
TrAD 8
Interdisciplinary Design
Design for Retail Experience 14
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Vandita Sharma
SDM 17
I.T. Integrated Design
NMD 10
Textile Design
ADM 17
LAD 10
TD 37
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