Capturing the brand ideology

Through multi-disciplinary approach, Sharkdesigns infuses life into spaces. The company has conducted projects for the brands like Bossini, Puma, Vimal, Yamaha and many other leading retailers.

CASE STUDY

Micromax is the largest Indian domestic mobile handset company and is the fastest growing among India’s top five mobile brands during the twelve month period ended March 31, 2010. The brand believes in differentiating itself from its competitors through innovation and design, use of advanced technologies and in-depth understanding of rapidly changing consumer preferences in India, which have enabled Sharksesigns to develop several new product categories that addresses unique customer needs.

PROJECT DESCRIPTION

1. Design Strategy: With its growing popularity and market share, Micromax was looking at creating more evolved retail spaces for the brand.  The idea of an exclusive space for the brand has to achieve the following:

• Enhancing the brand image to the next level
• Providing the consumers a platform to experience the innovation and technology which the brand is known for “We envisaged the space as a canvas of various cutting edge solutions and innovation in mobile handset category and came up with Micromax Studio concept”, comments Manish Jain, Director, Shark Design.

2. Store Design Signature: The main highlight of the store is the shape and form of the furniture which is “angular” thus capturing the attention of the audience instantly.  Apart from this, the brand colour (orange) is being highlighted through a loop running horizontally across binding the store together.

3. Store Front Design: The façade has been derived from the alphabet “M” which boldly speaks about the brand ‘micromax’.  The orange colour is visible from a distance and able to attract passerby.  The edgy design of the façade depicts the ‘dynamic’ character of the brand which is a general perception for the brand among the customers.

4. Store Interior Design: Micromax Studio’s interior design is being designed with a minimalistic approach in order to ensure that the shop fittings (product display modules) stand out and are the prime focus areas.

Flooring: Ivory 2’ x 2’ Vitrified tiles

Ceiling: The ceiling in two levels with a centre band running till middle of the store. This band is the extension of the brand wall which forms the main branding backdrop for the brand.

Walls: The walls are being treated with white finish since most of the walls are occupied with the shop fittings.

5. Visual Merchandising & Display

Product Display: Each product is being supported by information next to it in order to create self interaction between the products and the consumer. All products are kept live for true experience.

VM / Communication: The overall layout/product display is being divided into product genres for ease to locate the preferred choice. Simple icons are being created made part of the shop fitting which communicates categories visually. Each category has a space to communicate any highlights /offers / promos.

6. Shop Fitting Design: Since the spaces are very varied in sizes (200-500 sq ft), the shop fitting fixtures have been designed in modules of 600mm and 900mm width with adjustable height. The shop fitting fixtures are the highlight of the store due to their shape and form.              

We envisaged the space as a canvas of various cutting edge solutions and innovation in mobile handset category and came up with Micromax Studio concept.

Manish Jain, Director, Sharkdesigns