House of Red Chief Chizindikiro cha Malonda cha Padziko Lonse by Dart Design is a highly esteemed winner of the very prestigious 2021 Mphoto ya Chitsulo ya A' Design Award in Mapangidwe a Mkati mwa Nyumba ndi Mawonekedwe Competition Category.
ChitsuloMkati· 2021
House of Red Chief Chizindikiro cha Malonda cha Padziko Lonse
by Dart Design
Client: Red Chief
Mphoto ya Chitsulo ya A' Design Award Winner in Mkati Category
Verified Award Winner
Verify Award Status for #114711The Design
About House of Red Chief Chizindikiro cha Malonda cha Padziko Lonse
Gulu la ntchito linapanga ndikukhazikitsa chizindikiro chatsopano cha malonda pogwiritsa ntchito zinthu zatsopano komanso zopangidwa mwaluso monga khoma lokwerera, njinga yoyendera pamalo amodzi, bwalo la basketball, khoma la LED, ndi zina zambiri. Malo aliwonse okhudzana ndi wogula anakonzedwa mosamalitsa kuti apereke chidziwitso chosavuta komanso chosangalatsa. Zipangizo zosunga chilengedwe komanso zogwiritsidwanso ntchito monga acrylic yobiriwira yopangidwa mwapadera ndi paper wood zinagwiritsidwa ntchito pomanga.
The Recognition
About the Mphoto ya Chitsulo ya A' Design Award
House of Red Chief Chizindikiro cha Malonda cha Padziko Lonse ndi mmodzi mwa opambana a Mphoto ya Chitsulo ya A' Design Award, kuzindikirika kolemekezeka komwe kumaperekedwa kwa mapangidwe abwino omwe amakwaniritsa zofunika za akatswiri ndi za makampani zomwe zimayembekezeka kuchokera ku zolengedwa zopangidwa bwino. Opambana a Chitsulo amaonetsa luso lalikulu, ukatswiri wapamwamba, kumvetsetsa kwa akatswiri ndi mphamvu yolenga ya opanga awo. House of Red Chief Chizindikiro cha Malonda cha Padziko Lonse akuyembekezeka kukhala cholengedwa choyamikiridwa kwambiri, chosirira ndi chokondedwa chomwe ndi chothandiza ndi chatsopano. Mapangidwe opambana Mphoto ya Chitsulo ya A' Design Award awa amaphatikiza machitidwe abwino kwambiri a makampani ndipo ali ndi makhalidwe a ukadaulo oyenerera olumikizidwa ndi chidziwitso ndi luso. House of Red Chief Chizindikiro cha Malonda cha Padziko Lonse amalemekezedwa chifukwa cha kusamala kwake ndipo anapangidwa kuti apereke kukonza kwa moyo kumene kumathandiza kusandutsa dziko kukhala malo abwino.
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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