Iron Interior Space and Exhibition Design · 2021
House of Red Chief Global Retail Identity
by Dart Design
- A' Design Award 2021 Iron Winner in Interior Space and Exhibition Design
- Awarded April 15, 2021
- CLIENT: Red Chief
- Estimated Number of Design Views: 21,209
- Verification code F8E41AC0BA · Verify this award
About House of Red Chief Global Retail Identity
The team designed and deployed a new retail identity using innovative and creative elements such as the climbing wall, treadmill, basketball court, LED wall, and many more. Every touchpoint was placed with detailing to create a smooth experience. Eco-friendly and recyclable materials like green cast acrylic and paper wood were used during the construction.
Press Kit
- Unique Properties
- 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.
- Dimensions & Packaging
- 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
- Production 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.
- Design 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.
- Project Duration
- 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
- Operation Flow
- 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. - Research
- 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.
- 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.
- 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
- Sameer Khosla, 2020
Colors of House of Red Chief Global Retail Identity
Design Interview about House of Red Chief Global Retail Identity
The Core principle applied here was “Design is nothing but experience”
Firstly we sketched an Educative Experience of the product so that consumer psychographics could reach “Well Informed Buying Process”. Here the consumer enjoys his complete freedom. Sales/fashion consultants have zero influence on consumer decisions. Secondly, we crafted a category wise engagement zone so that consumer should feel the entire product line in a very playful way and yet gets his complete confidence in his “purchase intent” which ultimately “intent transforms into purchase”
The IDEA & INSPIRATION have come from “DOMINO EFFECT”
The hypothesis was that, can there be a design that could provoke consumers to buy “NEXT”?
Design+Matrix+Coding was knitted in such a way that led to a “Domino Effect”
Literally, design seduced consumers. “An Eye View Develops CRAVING To Buy - NEXT”
Firstly we sketched an Educative Experience of the product so that consumer psychographics could reach “Well Informed Buying Process”. Here the consumer enjoys his complete freedom. Sales/fashion consultants have zero influence on consumer decisions. Secondly, we crafted a category wise engagement zone so that consumer should feel the entire product line in a very playful way and yet gets his complete confidence in his “purchase intent” which ultimately “intent transforms into purchase”
The IDEA & INSPIRATION have come from “DOMINO EFFECT”
The hypothesis was that, can there be a design that could provoke consumers to buy “NEXT”?
Design+Matrix+Coding was knitted in such a way that led to a “Domino Effect”
Literally, design seduced consumers. “An Eye View Develops CRAVING To Buy - NEXT”
Focus – Focus was to Create an unseen framework of mentally stimulating activity that triggers the consumer’s brain to act in a particular way. Giving a deep meaning to simple things to introduce the old technology into a high-end transformed experience for consumers.
Achieve – We controlled human eyes to make repetitive, uncontrolled movements at predefined “HOTSPOTS '' which helped us drive a predefined shopper journey.
Where consumers feel that he is a driver but he is “NOT”
Achieve – We controlled human eyes to make repetitive, uncontrolled movements at predefined “HOTSPOTS '' which helped us drive a predefined shopper journey.
Where consumers feel that he is a driver but he is “NOT”
Future Plan – The present crisis has to change the world completely in terms of everything that we can think of. As a responsible “Design Author of Future,” we wish to create a model which is compatible and co-exist with present challenges. Yet people should be safe & secure without compromising on brand growth. We are working on some interesting projects that may help the world look at our contribution to “HUMANITY”
As an agency, we don’t design anything before we are done with our work on “RESEARCH”. In this format, we conducted research work for about 1 month and we took around 3 to 4 weeks to close the concept and the technical docket took about 15 days. Overall from research to design docket completion we took about 2.5 months to deliver this project.
We had two options, either to design something trendy, high on tech AI/VR/AR etc or to take a risk and designs something which is more clutter-free and unique.
Red chief and D’ART is a very old and strong association. Whenever brands want to expand into something new, they call us for the discussion as part of an extended team only. There we saw this challenge with the client, seeking all brands to merge under one roof and display for wide and dense categories and within which large SKUs need to display. Practically at a 2-floor store, it becomes quite a challenge to ensure every consumer who walks in, ensures he or she walks up to the predefined journey path within the store.
Red chief and D’ART is a very old and strong association. Whenever brands want to expand into something new, they call us for the discussion as part of an extended team only. There we saw this challenge with the client, seeking all brands to merge under one roof and display for wide and dense categories and within which large SKUs need to display. Practically at a 2-floor store, it becomes quite a challenge to ensure every consumer who walks in, ensures he or she walks up to the predefined journey path within the store.
Yes, our design has been produced in India. It will certainly move to global locations now. We have already sold our design to Red Chief. The entire production work was done by the fabrication vendor right under the supervision of D’ART and site & factory hand-holding by D’ART.
Because we are “BELIEVERS” & “LOGICAL DREAMERS”. We work every day as “DESIGN WARRIORS” to hunt new thoughts and can weave with client requirements and ask. We live and die for our design passion and this pursuit us to deliver the “NEW” at whatever “RISK” possible. The madness and raw passion behind the design are what make D’ART the first choice of clients in global space.
A brilliant team who have made this possible. I need to take their names and the contribution they have given at every stage of the project that got delivered and WON the most prestigious award on earth in 2021.
Sameer Khosla – Global Design Head
Deepak Kumar – Global Operations Head
Syed Shahnawaz Zaidi – Global Head – Retail Strategy
Saurabh – Design Research
Smriti – Design Conceptualization
Sachin – 3D Formation
Sanjay – Project Manager
Anshu Raj – Project Architectural support
Shashank – Client Servicing Manager
Anees – Project Support Team
Shan-e-Alam– Project Support Team
Chiranjivi – Project Docket Assortment
Sameer Khosla – Global Design Head
Deepak Kumar – Global Operations Head
Syed Shahnawaz Zaidi – Global Head – Retail Strategy
Saurabh – Design Research
Smriti – Design Conceptualization
Sachin – 3D Formation
Sanjay – Project Manager
Anshu Raj – Project Architectural support
Shashank – Client Servicing Manager
Anees – Project Support Team
Shan-e-Alam– Project Support Team
Chiranjivi – Project Docket Assortment
Male & Female of all Age groups with a major focus on “YOUTH”, as they tend to be stylish and trendy with keeping an update on new fashions coming their way.
The ‘set apart’ factors were the creative elements (that includes climbing wall, treadmill, LED wall), precise touchpoints, eco-friendly and sustainable materials that were induced in the design. The trendiness approached differently laced with ‘old-school’ tech created a new bench-mark.
The name was given HOUSE because we were putting all the brands under one roof. Therefore, amongst many of the names suggested, we finalized “HOUSE OF RED CHIEF” as the name of this project.
The design incorporates both Autodesk 3D Max and a varied range of Adobe software like Photoshop, Premiere Pro, AfterEffects, Illustrator, and some more that come under Adobe Creative Cloud.
THE ABILITY OF DESIGN TO DEVELOP A CONFLICT BETWEEN TRENDY AND DIFFERENT.
Every inch of design & other services was rendered in-house only
The only place where we collaborated with fabricators to deliver this project for the client.
The only place where we collaborated with fabricators to deliver this project for the client.
We said no to AI/AR/VR and many more tech. We challenged the fact that we can use “OLD technology” to give a new meaning and transformational look to the design theme.
1-month research work was conducted to analyze the clear intervention areas and strategy behind such interventions as explained above-mentioned answers.
Gauging our ability to take the risk at the price, you may lose a business or client forever.
1.Delivering easy Design Vs Complex design thinking to deliver the best
2.Eco-Friendly material limitations and challenges Vs Easy material sourcing at a cheap price.
1.Delivering easy Design Vs Complex design thinking to deliver the best
2.Eco-Friendly material limitations and challenges Vs Easy material sourcing at a cheap price.
After winning an A’Design award in 2020, it’s our second consecutive A’Design win, in a row.
Every year we have a mindset that we deliver something that WINS an international design competition
Every year we have a mindset that we deliver something that WINS an international design competition
Few learnings came from:
1.We took learnings from our vendors what ways they make the same design look better at a cheaper cost
2.We took learnings from fresh design interns which worked very well.
3.We took learning from cross-sectional teams to drive the thought for uniqueness and differentiation.
1.We took learnings from our vendors what ways they make the same design look better at a cheaper cost
2.We took learnings from fresh design interns which worked very well.
3.We took learning from cross-sectional teams to drive the thought for uniqueness and differentiation.
Every time we work we pay attention to small things which means a lot to HUMANITY
1.360-degree safety SOPs were followed to avoid any mishappening. Hence HSSE at its “BEST”
2.Working in live site – We ensure zero disturbance to neighbours to keep the harmony strong
3.There were trees around the retail façade. We did not cut trees to take the advantage of better visibility.
1.360-degree safety SOPs were followed to avoid any mishappening. Hence HSSE at its “BEST”
2.Working in live site – We ensure zero disturbance to neighbours to keep the harmony strong
3.There were trees around the retail façade. We did not cut trees to take the advantage of better visibility.