Silver Interior Space and Exhibition Design · 2020
Studds Accessories Ltd Retail Space
- A' Design Award 2020 Silver Winner in Interior Space and Exhibition Design
- Awarded April 15, 2020
- CLIENT: Studds
- Estimated Number of Design Views: 37,634
- Verification code 0914895BDF · Verify this award
About Studds Accessories Ltd Retail Space
Studds Accessories Ltd is a retail store design for helmets and riding accessories, covering 600 square feet. The trade area is divided into two zones for the Studds and SMK brands, unified by one design language drawn from legacy, comfort and safety. Fixtures are made of square powder-coated metal pipes, combined with green cast acrylic, paper wood and fire-resistant composite panels. Virtual reality gear, an interactive touch table and a helmet sanitizing machine support the customer experience. The layout is adaptable to different markets and locations.
Press Kit
- Unique Properties
- This project consists of design, digital planning integration and construction. The design essential task was to drive scalability without compromising on premium design feel. A single trade area was split into two parts STUDDS and SMK, interior areas were created to seek and improve the customer experience, majorly a physical and digital experience. Asia is a land of diversity therefore the key achievement was design adaptability to all kinds of geographies, markets and consumers.
- Dimensions & Packaging
- The project covers a total of 600 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
- Retail Space, Interior Design, Interactive Design, Retail Interior Design, Retail Store Design
- 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 immersive product experience, an interactive touch table was introduced to reduce the inventory cost and helmet sanitizing machine for hygiene. 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 belongs to masses and classes together under one roof. In the design process of directing, ratios, mixing, balancing and various design elements such as the grey facade, brand wall, cutting space, category, Stock Keeping Unit into right proportions were respected, and the right mix of mass & class was maintained very well all across.
- Project Duration
- The project started in 10/09/2018 and finished in 07/03/2019 at 1 Mahant Laxman Dass Road- Dehradun, Uttrakhand, Dehradun 248001 IN
- Operation Flow
- 1.Prototyping was the foundation step for each production process.
2. Defining the lighting in store ambience in relation to product - This balance was highly critical.
3.Using the actual Studds Factory Manufacturing Process and transforming it into retail design was highly challenging while executing various brand touch points e.g Main glass facia shows the product explode view of helmet. Main door handle of the store was a HELMET itself. - Research
- Two-month detailed International research was conducted after the design brief, teams traveled to Malaysia, China, Thailand, Srilanka and India to develop a deeper understanding of consumer and market insights. In order to achieve the design into reality, various iterations were conducted on material selection and comparison. In the construction process, the design team joins with many parties, studies and discussions, so that the effect of the design scheme has been restored and landed well.
- Inspiration
- The concept of this proposal is about to unify two brands together (Studds and SMK). Therefore Studds, the world's largest helmet manufacturer desired a global retail Identity. In phase one brand planned to rollout 100 stores in Asia with an average area of 600 to 1000 sq ft. The broad inspiration came from three words of the brand - legacy, comfort and safety. The layer of the same design skin was sketched across every inch of the store to achieve a unified design identity. The design allows for generating a large flow of consumers to have a better experience. Yet a futuristic design for both consumer segments masses and classes.
- Image Credits
- Image #1: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2019.
Image #2: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2019.
Image #3: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2019.
Image #4: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2019.
Image #5: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2019.
Video Credits: Creator Sameer Khosla, D’ART PVT LTD, Video Shoot, 2019. - Patents
- We assure, post COVID19 lockdown we will apply for design copyrights. In order to assure the authenticity of this project, we have enclosed the No Objection Certificate from client and Project Contract documents in the licences. Please find the documents.
Colors of Studds Accessories Ltd Retail Space
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Award-Winning Retail Design Services
We transform retail spaces into compelling brand experiences. From concept through construction, our award-winning team creates scalable store designs that unify brand identity with customer journey. Specializing in multi-location rollouts with digital integration.
G0E23 ShopDesign Interview about Studds Accessories Ltd Retail Space
We had to create a space where masses and classes could shop together. Hence creating a combined retail identity for premium brand SMK and Mass brand Studds. The main inspiration behind the design was “Solving The Problems” faced by Client, Channel Partners and Consumers and we saw all of that in our detailed research across all segments.
Our main focus was to arrive on the right mix and optimum balance of design language where we could make mass consumers and premium consumers comfortable under one roof. Finally leveraging on product & price point try to upsell and cross-sell for all types of consumers. This strategy resulted in driving the mind-blowing sales number for the client.
We will be turning this project as a case study and will be taught in various
A.Design & Fashion Institutes – Domestic and International
B.Business Schools – Domestic and International
C.Professional Induction Programs - – Domestic and International
A.Design & Fashion Institutes – Domestic and International
B.Business Schools – Domestic and International
C.Professional Induction Programs - – Domestic and International
From Research to design we took 90 days.
STUDDS is an old client of D’ART. In the research paper from one of the interns of D’ART said that “why Studds sells Helmet from different Shops, Premium helmets from a different shop, Jackets etc., all biking accessories from a different shop. Why they cant open Franchisee shops where they can generate additional sales revenue by franchising the brand store as well. We pitched the same idea to our client and found that Studds was extremely excited to explore this opportunity with us.
As creating the master design we help the client to
1)Create design adaptation/Drawings/Civil details etc for new store rollouts
2)We have the authority to reject the new sites and partners if we don’t see the compliance and relevance.
3)We do outsource the production by the third party
1)Create design adaptation/Drawings/Civil details etc for new store rollouts
2)We have the authority to reject the new sites and partners if we don’t see the compliance and relevance.
3)We do outsource the production by the third party
There are two sections in our design masses and classes
For Masses – In our research, we found that people buy a helmet that fits and looks the best on face + sunglasses. On average there is about 62 type of faces & we got all these dummy faces with sunglasses and used them for helmet display. Therefore the purpose got achieved when people use to walk in the store, sales guy very easily directs them to the face cut type and with digital VR gear they see themselves in almost every SKU available or not available in the store.
For Classes – Premium consumer takes pride in who they are & this is why it was very important for us to give them “luxury ego massage” we kept helmets as Jewels in elite feel rectangular lit boxes and purposely we displayed very less number of SKU’s to craft the best experience. Needless to say, keeping premium consumer hygiene status we kept helmet sanitization machines to sanitize customers exiting helmet and sanitize helmets on display after every trial.
For Masses – In our research, we found that people buy a helmet that fits and looks the best on face + sunglasses. On average there is about 62 type of faces & we got all these dummy faces with sunglasses and used them for helmet display. Therefore the purpose got achieved when people use to walk in the store, sales guy very easily directs them to the face cut type and with digital VR gear they see themselves in almost every SKU available or not available in the store.
For Classes – Premium consumer takes pride in who they are & this is why it was very important for us to give them “luxury ego massage” we kept helmets as Jewels in elite feel rectangular lit boxes and purposely we displayed very less number of SKU’s to craft the best experience. Needless to say, keeping premium consumer hygiene status we kept helmet sanitization machines to sanitize customers exiting helmet and sanitize helmets on display after every trial.
We are a core team of three directors Sameer, Shahnawaz and Deepak who takes the final call on design after research of product, market, consumer, price point and material Vs cost.
All-Age groups right from kids, teens, youth, middle & to the old age group of people.
As explained above there is no match to this concept as we suggested this to our client post detailed research.
STUDDS is a very big name, the world's largest helmet manufacturer company. We have the name of this store as STUDDS only to pull the existing customer base and attract new with a brand historic legacy.
The software we use are SketchUp, Revit, 3D Studio Max, Autocad, V-Ray, Photoshop, InDesign etc and the equipment is VR {virtual reality} platform that dramatically transforms design collaboration and communication experience.
This design gives due respect to everyone without asking how much you carry in your pocket. The experience that store delivers is of different class if even don’t want to buy a product come to this store they will connect you with a lot of biker groups and communities that in turn that leads the customer to a different world altogether.
We didn’t collaborate with anyone. Every single inch of this design got developed under the roof of D’ART only, even the tech part too.
As we are living in the era of digitalization. Connecting brick and mortar stores with digital connect points takes the experience to the next level only.
1.VR to impact brain – What happens in an accident when you wear a low-quality helmet.
2.VR to convince human brain – Zero Sales person interference – Technology with which you helmet is built with.
3.Discussion Table Cum Touch Screen table – Decreases the inventory cost and while the friend is doing his purchase the guest with him is web browsing through various product categories/Playing games/checking social media over a cup of coffee.
1.VR to impact brain – What happens in an accident when you wear a low-quality helmet.
2.VR to convince human brain – Zero Sales person interference – Technology with which you helmet is built with.
3.Discussion Table Cum Touch Screen table – Decreases the inventory cost and while the friend is doing his purchase the guest with him is web browsing through various product categories/Playing games/checking social media over a cup of coffee.
We did extensive research
1.Heat Map analysis of multi-brand stores – to identify the layout challenges
2.Consumer gesture analysis – to identify the probability of buying a product
3.Consumer Qualitative and Consumer Quantitative – Across Asian markets to drive the right conclusions to design
4.Channel partner – Focused Interview across all markets national & International.
1.Heat Map analysis of multi-brand stores – to identify the layout challenges
2.Consumer gesture analysis – to identify the probability of buying a product
3.Consumer Qualitative and Consumer Quantitative – Across Asian markets to drive the right conclusions to design
4.Channel partner – Focused Interview across all markets national & International.
Some of the key challenges that we faced were
1.Arrive of right or optimum mix to deliver desired experience to all types of customers
2.Design implementation cost should highly be cost-effective to make it scalable with compromising on the quality and premium feel of the store.
3.Getting the phygital equation correct was an extremely difficult decision.
1.Arrive of right or optimum mix to deliver desired experience to all types of customers
2.Design implementation cost should highly be cost-effective to make it scalable with compromising on the quality and premium feel of the store.
3.Getting the phygital equation correct was an extremely difficult decision.
We always believe in our effort and we felt its time now to explore global competition to check where we stand in global competition.
Every day is a learning process and every client and project evolve you as a better designer. This project taught us “Design Empathy “in a deeper sense.
"Success is not final; failure is not fatal: It is the courage to continue that counts."
D’ART is the story of three very simple friends yet highly aggressive. Sameer Khosla – Creative Director, Syed Shahnawaz Zaidi – Marketing & Retail Strategy Director & Deepak Kumar – Operations Director. Ours headquarter in New Delhi, India. Our studio consists, a bunch of crazy designers who are in the quest to creating some new yet simple. In a very short journey of four years, serving 8 countries, significant share in blue-chip clients in national & international markets. We have a vision of expanding D’ART in more than 200 countries with our global alliances by 2030.
D’ART is the story of three very simple friends yet highly aggressive. Sameer Khosla – Creative Director, Syed Shahnawaz Zaidi – Marketing & Retail Strategy Director & Deepak Kumar – Operations Director. Ours headquarter in New Delhi, India. Our studio consists, a bunch of crazy designers who are in the quest to creating some new yet simple. In a very short journey of four years, serving 8 countries, significant share in blue-chip clients in national & international markets. We have a vision of expanding D’ART in more than 200 countries with our global alliances by 2030.