House of Red Chief Global Retail Identity by Dart Design is a highly esteemed winner of the very prestigious 2021 A' Design Award in Interior Space and Exhibition Design Competition Category.
IronInterior· 2021
House of Red Chief Global Retail Identity
by Dart Design
Client: Red Chief
A' Design Award Winner in Interior Category
Verified Award Winner
Verify Award Status for #114711The Design
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.
The Recognition
About the A' Design Award
House of Red Chief Global Retail Identity is an Iron A' Design Award winner, a prestigious recognition granted to good designs that meet the professional and industrial requirements expected from well-designed creations. Iron winners demonstrate great skill, high specialization, expert understanding, and creative capacity of their creators. House of Red Chief Global Retail Identity is expected to be a highly regarded, admired, and cherished creation that is practical and innovative. This Iron A' Design Award-winning design integrates industry best practices and has competent technical characteristics linked with know-how and talent. House of Red Chief Global Retail Identity is respected for its thoroughness and is designed to provide quality of life improvements that help make the world a better place.
Interviews
Design Interview
What is the main principle, idea and inspiration behind your design?
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”
What has been your main focus in designing this work? Especially what did you want to achieve?
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”
What are your future plans for this award winning design?
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”
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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.
- 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.
- 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. - Patents
- Sameer Khosla, 2020
- Team Members
- Global Design Director: Sameer Khosla
Global Design Strategy: Syed Shahnawaz Zaidi
Global Operations Director: Deepak Kumar - 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.
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