Retale Design has provided design consultation to retail projects from 300 sq ft to 1,20,000 sq ft, from value retail segment, high-end boutiques to POP/ signage design and mall identity projects. The company has provided services to Total Hypermarkets and departmental stores, D’Za Jewellery, Bossini, Kappa, Puma, Adidas, Pepe Jeans, Titan Raga, Soch, PN Rao, Blue Star, VNC, among others. Retale Design is growing at a rate of 50 per cent year-on-year since its inception.
CASE STUDY
Chandigarh-based D’Za Diamond Jewellery Store, a part of Zanders Diamonds Pvt Ltd, appointed Retale Design to create a unique retail brand identity. The area of the store is 2500 sq ft. The project involves designing of display fixtures and furniture, interior spatial treatment, arrangement of lighting, A/C, music, networking services, etc and designing of facade and signage. Retale Design created a retail brand identity from the scratch for D’za at the store level.
The brand identity
The brand identity for the jewellery is modern and contemporary to suit the product which is targeted at the new age Indian woman. The inspiration comes from ‘Diamonds’, which form the core of the product offerings. The design takes its cues from the shape, lustre and glitter of diamonds. Every element in the store is designed to flatter and offset diamond jewellery effectively.
Façade designing
The façade took the concept to the next level by breaking away from the conventional approach. The interior concept is carried over in creating a partly see-through, part opaque facade.
Layout planning
The display is several tiered to encourage customer interaction with the jewellery at different levels. Level 1 is the “Interactive Zone” to enable the customers to see the jewellery herself close up front. The components of this zone are:
Show window display: Jewellery display is embedded in the façade wall as well as within the show window counters to catch the customer eye and facilitate easy viewing.
Tall jewel counters: These are stand-alone counters designed like a diamond, which have display raised to be seen from a standing height from all sides.
Diamond walls: These are in the ante-space just after the show window, on both the left and right side in the store.
Level 2 is the “Active Sales Zone”. Here the sales counters also take a cue from the shape of a diamond in terms of its shape and profile. These are 12 feet long twin counters to display the bulk of the product in the store where the assistance of the sales staff is required.
Materials and colours used
The materials used:
- Black Corian as the primary finish on furniture, combined with Ash (grey dyed) and Ash (dyed black) wood veneer, raw silk and lustrous grey oikos paint
- Wallpaper in grey in prime display areas, and wallpaper in white on the other walls
The colours are monochrome black, grey and white, with only the jewellery and the brand graphics standing out.
Lighting solutions
The lighting in the store is designed to highlight the jewellery, and flatter the skin tones to give an enhanced customer experience. All wall finishes exude a soft glow to create a mellow atmosphere. There is extensive use of LED light source in the show window niches and wall displays, while the ambient lighting uses CDMT and CFl light sources.
The global trend is towards “conservation” or “green design”. In India, we are fairly prudent consumers to start with, yet more and more retailers are exploring avenues to upgrade their brands, while keeping an eye on low consumption of resources.
Juhi Santani, Principal Designer & Founding Partner, Retale Design Solutions
At Zanders, we were looking for a modern, upmarket, speciality retail space for our range of D’Za Diamond jewellery. Retale Design has worked closely with us, understanding our strategy and product placement and translating it into creation of a suitable retail environment.
Dharam Sharma, Head (Marketing & Business Development), Zanders Diamonds Pvt Ltd
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