House of Red Chief Nazioarteko Salmenta Identitatea by Dart Design

House of Red Chief Nazioarteko Salmenta Identitatea by Dart Design is a highly esteemed winner of the very prestigious 2021 Burdinazko Saria A' Design Award in Barruko Espazioa eta Erakusketa Diseinua Competition Category.

BurdinaBarrualdea· 2021

House of Red Chief Nazioarteko Salmenta Identitatea

by Dart Design

Client: Red Chief

Burdinazko Saria A' Design Award Winner in Barrualdea Category

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Verified Award Winner

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Ikusi portfolioa Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About House of Red Chief Nazioarteko Salmenta Identitatea

Taldeak salmenta identitate berri bat diseinatu eta ezarri zuen, eskalada-horma, zinta ibiltaria, saskibaloi-zelaia, LED horma eta beste hainbat elementu berritzaile eta sortzaile erabiliz. Ukipen-puntu bakoitza xehetasunez kokatu zen esperientzia leun bat sortzeko. Ingurumenarekiko errespetuzko eta birziklagarriak diren materialak, hala nola akrilikozko galdaketa berdea eta paper-egurra, erabili ziren eraikuntzan zehar.

The Recognition

About the Burdinazko Saria A' Design Award

House of Red Chief Nazioarteko Salmenta Identitatea Burdinazko Saria A' Design Award irabazlea da, ondo diseinatutako sorkuntzetatik espero diren eskakizun profesional eta industrialak betetzen dituzten diseinu onei ematen zaien aitorpen prestijiotsua. Burdin-mailako irabazleek beren sortzaileen trebetasun handia, espezializazio handia, adituen ulermena eta sormen-gaitasuna erakusten dituzte. House of Red Chief Nazioarteko Salmenta Identitatea oso estimatua, miretsia eta maitea den sorkuntza izatea espero da, praktikoa eta berritzailea dena. Burdinazko Saria A' Design Award irabazi duen diseinu honek sektoreko praktika onenak integratzen ditu eta know-how-ari eta talentuari lotutako ezaugarri tekniko gaituak ditu. House of Red Chief Nazioarteko Salmenta Identitatea zehaztasunagatik errespetatua den lana da, eta mundua leku hobea egiten laguntzen duten bizi-kalitatearen hobekuntzak eskaintzeko diseinatua dagoena.

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.