House of Red Chief Global Retail Identity by Dart Design

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DESIGN DETAILS
DESIGN NAME:
House of Red Chief

PRIMARY FUNCTION:
Global Retail Identity

INSPIRATION:
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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
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.

PROJECT DURATION AND LOCATION:
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

FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design

PRODUCTION / REALIZATION TECHNOLOGY:
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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
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

RESEARCH ABSTRACT:
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.

CHALLENGE:
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.

ADDED DATE:
2020-12-21 11:32:26

TEAM MEMBERS (4) :
Global Design Director: Sameer Khosla, Global Design Strategy: Syed Shahnawaz Zaidi, Global Operations Director: Deepak Kumar and

IMAGE CREDITS:
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.

PATENTS/COPYRIGHTS:
Sameer Khosla, 2020

Visit the following page to learn more: http://bit.ly/2WAvRLg
CLIENT/STUDIO/BRAND DETAILS
NAME:
Red Chief

PROFILE:
Leayan Global Pvt. Ltd, the fast-growing part of RSPL, is a respected name in leather industry since 1995. It’s an assemblage of potential manufacturing units with an unbeaten experience of 16 years. RSPL Limited started its primary business with a single production unit with its own FMCG soap Brand- GHARI in the year 1988. With its innovative and hardworking attempts, GHARI became a leading FMCG brand in India. The footwear range of Leayan Global Pvt. Ltd was launched under the brand name RED CHIEF in 1997 to meet the growing demand for branded high-quality leather footwear. The company is a complete leather and footwear manufacturer with its own tannery and two manufacturing plants. This recognition is inspiring the team to increase its production capacity and fulfil the growing needs of consumers.

NOMINATION DETAILS

House of Red Chief Global Retail Identity by Dart Design is a Nominee in Interior Space and Exhibition Design Category.

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AWARD DETAILS

House of Red Chief Global Retail Identity by Dart Design is Winner in Interior Space and Exhibition Design Category, 2020 - 2021.



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