Dart Design ᱨᱮᱱᱟᱜ House of Red Chief ᱜᱞᱚᱵᱟᱞ ᱨᱤᱴᱮᱞ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱫᱚ ᱵᱷᱤᱛᱨᱤ ᱡᱟᱭᱜᱟ ᱟᱨ ᱯᱨᱚᱫᱟᱨᱥᱚᱱᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2021 A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱞᱚᱦᱟᱵᱷᱤᱛᱨᱤ· 2021
House of Red Chief ᱜᱞᱚᱵᱟᱞ ᱨᱤᱴᱮᱞ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ
Dart Design ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Red Chief
ᱵᱷᱤᱛᱨᱤ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#114711 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
House of Red Chief ᱜᱞᱚᱵᱟᱞ ᱨᱤᱴᱮᱞ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱴᱤᱢ ᱠᱚ ᱱᱟᱶᱟ ᱨᱤᱴᱮᱞ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱠᱚ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ ᱟᱨ ᱮᱴᱟᱜ ᱠᱮᱫᱟ ᱱᱮᱟᱹᱭᱮ ᱡᱚᱛᱚᱱ ᱟᱨ ᱵᱟᱹᱨ ᱦᱟᱛᱟᱣᱚᱜ ᱮᱲᱟᱭ ᱮᱢᱟᱱ ᱨᱮᱭᱟᱜ ᱮᱞᱤᱢᱮᱱᱴ ᱠᱚ ᱵᱮᱵᱚᱦᱟᱨ ᱠᱟᱛᱮ, ᱡᱮᱞᱠᱟ ᱠᱞᱟᱭᱢᱵᱤᱝ ᱣᱟᱞ, ᱴᱨᱮᱰᱢᱤᱞ, ᱵᱟᱥᱠᱮᱴᱵᱚᱞ ᱠᱳᱨᱴ, ᱮᱞᱤᱰᱤ ᱣᱟᱞ, ᱟᱨ ᱟᱨᱦᱚᱸ ᱚᱠᱛᱚ ᱠᱚ। ᱡᱚᱛᱚ ᱴᱚᱪ ᱯᱳᱭᱴ ᱠᱚ ᱮᱴᱟᱜ ᱠᱟᱛᱮ ᱵᱟᱸᱛᱟᱣᱠᱟᱱᱟ ᱡᱟᱦᱟᱛᱮ ᱢᱤᱫ ᱥᱟᱫᱷᱟ ᱟᱱᱩᱵᱷᱚᱵ ᱛᱮᱭᱟᱨ ᱦᱚᱭᱚᱜ ᱠᱟᱱᱟ। ᱵᱟᱸᱫᱨᱟ ᱚᱠᱛᱚ ᱨᱮ ᱮᱠᱚ-ᱯᱷᱨᱮᱱᱰᱞᱤ ᱟᱨ ᱨᱤᱥᱟᱭᱠᱮᱞᱮᱵᱮᱞ ᱢᱮᱴᱮᱨᱤᱭᱟᱞ ᱠᱚ ᱵᱮᱵᱚᱦᱟᱨ ᱦᱩᱭᱮᱱᱟ ᱡᱮᱞᱠᱟ ᱜᱨᱤᱱ ᱠᱟᱥᱴ ᱮᱠᱨᱤᱞᱤᱠ ᱟᱨ ᱯᱮᱯᱟᱨ ᱣᱩᱰ।
ᱢᱟᱱᱟᱱ
A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
House of Red Chief ᱜᱞᱚᱵᱟᱞ ᱨᱤᱴᱮᱞ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱫᱚ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ House of Red Chief ᱜᱞᱚᱵᱟᱞ ᱨᱤᱴᱮᱞ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- 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.
- ᱴᱮᱜ ᱠᱚ
- Global Retail Identity, Retail Space, Interior Design, Retail Interior Design, Retail Store Design, Retail Flagship Store
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- 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
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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. - ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- Sameer Khosla, 2020
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Global Design Director: Sameer Khosla
Global Design Strategy: Syed Shahnawaz Zaidi
Global Operations Director: Deepak Kumar - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- 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.
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