House of Red Chief Idéntitas Ritél Global by Dart Design

House of Red Chief Idéntitas Ritél Global by Dart Design is a highly esteemed winner of the very prestigious 2021 A' Design Award Beusi in Interior Competition Category.

BeusiInterior· 2021

House of Red Chief Idéntitas Ritél Global

by Dart Design

Client: Red Chief

A' Design Award Beusi Winner in Interior Category

21,296

Verified Award Winner

Verify Award Status for #114711

Tingali Portofolio Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About House of Red Chief Idéntitas Ritél Global

Tim ngararancang jeung ngalaksanakeun idéntitas ritél anyar ngagunakeun elemen-elemen inovatif jeung kréatif saperti témbok panjatan, treadmill, lapangan baskét, témbok LED, jeung sajabana. Unggal titik sintuh ditempatkeun kalayan détail pikeun nyiptakeun pangalaman anu lancar. Bahan-bahan ramah lingkungan sarta bisa didaur ulang saperti akrilik tuang héjo jeung kayu kertas dipaké salila proses konstruksi.

The Recognition

About the A' Design Award Beusi

House of Red Chief Idéntitas Ritél Global mangrupa juara A' Design Award Beusi, pangakuan anu bergengsi anu dipasihkeun ka desain alus anu minuhan sarat profésional jeung industri anu diharepkeun tina kréasi anu dirarancang alus. Para juara Beusi nunjukkeun kaahlian anu hébat, spésialisasi anu luhur, pamahaman ahli jeung kamampuh kréatif para kréatorna. House of Red Chief Idéntitas Ritél Global diharepkeun jadi kréasi anu dihargaan, dikagumi jeung dipikanyaah anu praktis jeung inovatif. Desain juara A' Design Award Beusi ieu ngalebetkeun prakték pangalusna industri sarta ngabogaan ciri téknis anu mampuh pakait jeung pangweruh praktis jeung bakat. House of Red Chief Idéntitas Ritél Global dihormat pikeun katelitianana sarta dirarancang pikeun méré paningkatan kualitas hirup anu mantuan ngajadikeun dunya tempat nu leuwih hadé.

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.