The company has clocked an annual turnover of Rs 2.4 crore for FY 2010-11 and registered a growth rate of 45 per cent post recession in consultancy services. Among the eminent clients that Four Dimensions handles are brands like Arvind, ITC Choupal Fresh, Indus League Clothing, Vision Express, Mom & Me, Reliance Retail etc.
CASE STUDY
Spice Route of Geetha Kanan Spices Pvt Ltd is a specialty store retailing premium ranges of exotic spices, herbs, nuts, olive, dates, honey, tea, and gourmet items.
With the tradition and richness and glory of spices from India being the base line, the store had to be designed for the discerning customer who is passionate about and looks for the best spices and flavour. The store, though traditional in offerings, had to showcase for the today’s generation and hence need to be best in class for look and feel. The store had to showcase all the spices in the best possible clean and neat displays. The richness of Spice as Black Gold had to be showcased and all the essence of the brand had to be portrayed as a master painting.
Design Strategy
The design strategy was multi-folded with various factors of elemental design and shopping comfort, display methodology, customer movement and the base of traditional class and richness to be evolved.
The theme of “Chettinad Architecture”, which has its origins in Tamil Nadu and Kerala, the main spice destinations, was evolved into various forms. Integration or fusion of tradition with modern shopping techniques was aptly applied. There was an intricate merchandise planning and evolving from a concept of traditional South Indian home. Thus, the concept of the house surrounding the central courtyard was evolved.
Store lighting also was planned with central bay of huge indirect lighting cutout with rafters to represent the traditional courtyard and frosted glass housing behind the major light source in the store.
The signature element of the store is the “Tree of Life” concept of the brand which is taken in all communication and visual elements of the store. The store façade is designed open and communicative and forms as window into the world of exotic spices. The simple graphics and communication make the store classy and appealing.
The cash / billing desk area and a LIVE KITCHEN is integrated in a strong, classy way into the design, making the store interiors in synergy with concept & approach. The store design uses a lot of tinted rubber wood with embellishments in cast iron and blackened steel. Flooring uses inlay patterns of Textured Ceramic tiles. Custom designed door knobs and door handles, hand crafted pendant lights and solid acrylic marble textured back grounds for relief to wood and graphic panels add traditional look.
Retail industry is going to be more organised and will have a strategic approach in all disciplines, from real estate to business. It will develop as a one of the main verticals for India, in its economic strength. More and more supportive systems for the Retail Industry will emerge to take the board and it is going to be one of the highest developing sector in the industry.
Nagaraja R, Director – Design and Shyam Sunder K, Director – Projects
Four Dimensions Retail Design India Private Ltd.
Four Dimensions shows a rare combination of professionalism and homeliness. Their flexible approach, accepting suggestions, enables easy translation of the client’s vision, mission and passion. It was pleasure to see Four Dimensions playing a crucial role in making our dream come true.
Kannan Doss, Managing Director, Spice Route: Geetha Kannan Spices Pvt Ltd
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