House of Red Chief Wereldwijde Retail Identiteit door Dart Design

Het ontwerp House of Red Chief Wereldwijde Retail Identiteit door Dart Design is een hoog aangeschreven winnaar van de zeer prestigieuze 2021 A' Design Award in IJzer in de competitiecategorie Interieur en Tentoonstellingsontwerp.

IJzerInterieur· 2021

House of Red Chief Wereldwijde Retail Identiteit

door Dart Design

Opdrachtgever: Red Chief

Winnaar van de A' Design Award in IJzer in de categorie Interieur

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Kleuren

Het Ontwerp

Over House of Red Chief Wereldwijde Retail Identiteit

Het team ontwierp en implementeerde een nieuwe retailidentiteit met innovatieve en creatieve elementen zoals de klimwand, loopband, basketbalveld, LED-wand en nog veel meer. Elk contactpunt werd met oog voor detail geplaatst om een soepele ervaring te creëren. Tijdens de bouw werd gebruikgemaakt van milieuvriendelijke en recyclebare materialen zoals groen gegoten acrylaat en papierhout.

De Erkenning

Over de A' Design Award in IJzer

House of Red Chief Wereldwijde Retail Identiteit is winnaar van de A' Design Award in IJzer, een prestigieuze erkenning die wordt toegekend aan goede ontwerpen die voldoen aan de professionele en industriële eisen die worden verwacht van goed ontworpen creaties. Winnaars in IJzer tonen grote vaardigheid, hoge specialisatie, deskundig inzicht en het creatieve vermogen van hun makers. House of Red Chief Wereldwijde Retail Identiteit wordt verwacht een hooggewaardeerde, bewonderde en gekoesterde creatie te zijn die praktisch en innovatief is. Dit ontwerp dat de A' Design Award in IJzer heeft gewonnen, integreert de beste praktijken uit de sector en heeft bekwame technische kenmerken die verbonden zijn met knowhow en talent. House of Red Chief Wereldwijde Retail Identiteit wordt gerespecteerd om zijn grondigheid en is ontworpen om verbeteringen van de levenskwaliteit te bieden die helpen de wereld een betere plek te maken.

Achter het Ontwerp

Perskit

Credits, teamleden en technische details verstrekt door de ontwerper.

Unieke Eigenschappen: The task was to amalgamate all 3 sub-brands in harmony with each other under one roof which was done using the same ambience, fixtures and style. Bringing the right experience with more than 3000 SKUs was a challenge yet justice was done with creative and innovative designs. Design strategy to fight with the market leader was to ensure a consumer gets the unheard experience of product inside the store like Gym, Climbing Wall, Treadmill, Basketball court and much more.
Afmetingen & Verpakking: The project covers a total of 3588 square feet. In order to better meet the functional requirements, each region carries its main tasks and specific functions according to its spatial characteristics.
Tags: Global Retail Identity, Retail Space, Interior Design, Retail Interior Design, Retail Store Design, Retail Flagship Store
Productietechnologie: With the aim of creating a premium design identity that could sustain in a harsh retail environment, sturdy materials were proposed. Fixtures were made with square metal powder-coated pipes. Using Virtual reality gear for product experience, a magic mirror was introduced, Digital Kiosk was placed, LED Wall, the conveyor belt was introduced for product display. Use of eco-friendly and recyclable materials like green cast acrylic and paper wood. For human safety, use of fire-resistant ACP.
Ontwerpuitdaging: The design studio was aware of the massive challenge of joining consumers belonging to masses and classes spread among 16 states of India together. The major task was to unite 3 brands together in harmony, with more than 3000 SKUs in a single platform providing a seamless experience from all the 3 brands and pulling the customer from ground to the First floor while introducing the hero product without force.
Onderzoek: The growth in the Indian organized retail market is mainly because of changing consumer behaviour. During the research conducted studying consumer behaviour was an important factor taken into consideration. Thorough research was conducted to identify various gaps in order to connect with customers who will experience the store. Also, various alternatives were evaluated before the final material selection. The aims were to come up with an engaging store that is able to create an experience better than competitors.
Inspiratie: The inspiration came from two perspectives. Firstly the business problems which was faced by a client as Furo, Lamoure and Red chief were seen as different brands due to its multi-location presence leading to a visibility clutter. Secondly, the client needs to develop a strong brand identity. With the advent of global players creating a challenge for the client to match the upcoming competition. Hence inspired us to work on a new global identity.
Projectduur: The project started in 15.07.2019 and finished in 03.03.2020 at 17, Sector B Rd, near Radhey Lal Sweets, Kapoorthla, Aliganj, Lucknow, Uttar Pradesh, 226024 IN
Werkproces: 1)Tactfully deciding sports brand on the ground floor. Thus, planting every touchpoint with strong precision and detailing to create an amazing experience for the end-user.
2)Biggest challenge was to match lighting with fixtures of 3 different brands. Hence, provided customized lux level as per the ask of the category.
3)To plug in experience, we ensured facade with "Tri-vision" for brands introduction, Mother brand 20 feet loud logo with glaze. All 2 floors packed with the complete experience.
Patenten: Sameer Khosla, 2020
Teamleden: Global Design Director: Sameer Khosla
Global Design Strategy: Syed Shahnawaz Zaidi
Global Operations Director: Deepak Kumar
Beeldcredits: Image #1: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2020.
Image #2: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2020.
Image #3: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2020.
Image #4: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2020.
Image #5: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2020.
Video Credits: Creator Sameer Khosla, D’ART PVT LTD, Video Shoot, 2020.