Design translating into business

The company has 150 clients. Comprised of young talents, Lemon Design basically turns strategy into visual expression and visual expression into market success.

CASE STUDY

Good Homestore at Wakad, Pune is a lifestyle destination spanning three floors of more than 45,000 sq ft. Bed, bath and soft furnishing occupies the second floor; living, entertainment, dining and tableware are on the first, while the ground floor is largely devoted to offering consumers a preview of the store’s vast variety, along with the more impulse-based home-décor and the lighting section. There is also a pit-stop for the hungry shopper and a place for parents to leave their children while they shop.

This megastore’s proposition centres around providing “choice, value, service and experience” to its consumers; so building on this blueprint, high levels of entertainment, education and interaction have been engineered into its design.

Brand positioning

The brand, as the name suggests, is one that is about honesty, convenience and abundance. The soul and DNA of the brand is ‘Inspire GOOD living’ and emphasise on beautification of people’s lives and their well-being.  ‘Think fresh’ implies a fresh focus on the customer impact of every decision and not being hidebound by internal perspectives. ‘Deliver more’ is the key driver to customer delight and ensures that no shortcuts are taken by the company at the cost of the customer.

Real-life experience

Visitors are encouraged to take their time and get comfortable with home furnishing solutions and products in realistic room settings and real-life homes simulations; to sit, lie down, open and close drawers, compare styles, check out prices. Wood and glass etageres, curtains, pendant lighting and upholstered seating recall items that shoppers would find in their own homes. Refined finishes and textures dominate the new styling package, including wooden flooring, columns wrapped in custom wallpaper and installations that create interest at regular intervals.

Appealing layout

The layout introduces a processional division between object display areas – where individual objects occupy plinths, and open shelving – where stacks of competitively priced objects are displayed, with a neutral white palette to showcase the products, with zoned areas for transactions and circulation, articulated in primary brand colours.

The elegant proportions, and the sophisticated deployment of advanced material finishes yield an enriched and contemporary environment, reflecting the elegance of the brand. Use of eco-friendly bags and aids like an interior planning notebook and paper measuring tape, a dedicated consultation area, an extensive material library to refer to are just a few of the elements built into the experience.

User convenience and experience are at the centre of the design. Products are divided into categories and then further zoned according to theme and pricing. Despite the large space, the store is not flooded with excessive products, rather, space is optimised, based on percentage of area needed to allocate to each category.

The brand colours derived are bright yellow (sunshine and cheerfulness), balanced by a dark grey (stability and maturity), and a lot of white (transparency) to offset the multitude colours of the various products on display. Navigation and wayfinding systems – even using pillars in the space to function as section signages themselves – large visuals, engaging quotes and interior design suggestions, complete the retail experience.

Beyond the store design, we want the customer to have a richer, more nuanced visual experience - a new visibility for individual design objects.

Wasim Khan, Director, Lemon Design

With an enriched and contemporary environment, Lemon has made our store a complete experience with a rich and nuanced visual treat of our offerings which further translates into good business for us. Through research and design, Lemon definitely gave us an edge over the competition and optimised the functioning of the retail brand and the store experience.

Atul Chordia, CEO, Good Homestore