Graduation project '17 by Aashna Parekh

2016 - India, Visual Merchandising

Copyright ÂŠ 2017 by Aashna Parekh and MIT institute of design All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.

“IF YOU CAN DREAM IT, YOU CAN DO IT.” Walt Disney

ACKNOWLEDGEMENTS Having Adobe follow me around till I fed him, or watching our favorite sitcoms during the lunch hour made me feel like office had become my new home. The office atmosphere is so welcoming and fun that time would just fly. I would like to thank Rooshad Shroff, firstly for giving me this opportunity to work with him and being so patient with me throughout the duration of my internship. Everytime I would turn around and ask him, “Rooshad.. How do I..?” he would just come to my desk and explain the smallest doubt. I don’t think I could have asked for a better mentor, I got lucky since I landed myself with a boss who was so young with a great sense of humor and still so particular about every detail when it came to work.

A big thank you to Ruchika Shah and Mohit Puri for teaching me so much and correcting all my mistakes, Aarushi Bafna and Dhruvin Shah for imparting their knowledge as the seniors to us before they left for their masters and Ayesha Wahid for all her support. I would also like to thank our friendly neighbors, the Shroffléon team, Kaizad Shroff, Maria Léon, Tanushree Agarwal, Priyank Shah, Rukhsar Bagwan for making the work atmosphere so lively. A sincere thanks to my faculty mentor at MIT ID, Prof Amit Deshmukh for dedicating his time and giving his valuable feedback throughout the project, and huge thanks to Prof Rajan Iyer, Arvind Merchant, Avinash Bhise and Sandeep Anjara for training me to this day. Lastly I would like to thank my parents and my friends for their love and constant support.

Biscuit - Adobe

AASHNA PAREKH | RETAIL AND EXHIBITION DESIGN

CONTENTS

Schedule

About

Intention

About Client

Brand Analysis

Competitors

Background

History, Positioning, Products, Location

Brand Values, USP, Market Value

148

158

165

Principal, Team, Projects

About VM

Project 1

Project 2

The wall

Atmosphere

The Exhibition

In-house, Global

Sketches, Concept, Process, Production, Execution

Sketches, Concept, Construct, Destruct, Create

Patterns, Colors, Assemly

Identity, Lights

Patterns, Furniture

168

169

Retrospection

Bibliography

JUNE

JULY

AUGUST

SEPTEMPER

OCTOBER

Hermes The Wall Batra Lodha Exhibition

Rooshad Shroff PRINCIPAL DESIGNER

Rooshad Shroff, received his undergraduate degree in Architecture at Cornell University and pursued his Masters in Architecture at the Graduate School of Design at Harvard University. He has worked at the offices of internationally acclaimed architects such as Zaha Hadid Architects in London and at the office of OMA/REX in NYC.

Team members

Ruchika Shah

B.Arch: Kamla Raheja

Mohit Puri

B.Arch : Balvant Sheth

Aashna Parekh Designer : MITID

Our friendly neighbours

Tanushree Agarwal

B.Arch: Rachna Sansad

Priyank Shah

B.Arch : Kamala Raheja

Rukhasar Bagwan

B.Arch : JJ Architecture

FEED ME! - Adobe

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ABOUT RSA+D ROOSHADSHROFF is a multi-disciplinary design and research studio founded in June 2011 in Mumbai, India. While the practice remains dedicated to the realization of interiors and buildings, the studio also operates in areas beyond the traditional boundaries of architecture including furniture, product,retail, fashion, publishing and graphic design.

THE 3 HOUR LUNCH AT LE 15 CAFE !

heads up! the temperature drops to -10Â° C

Office tradition : Wednesday lunch

PROJECTS IN THE PAST

Residential : Oberoi Reality

Retail : Jaipur Modern

Godrej Design Lab

Hospitalty : La Folie Lab, Bandra

Popup : La Folie Lab, Palladium

Frozen in motion

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INTENTION “WHIMSICAL”. One word to describe what I was heading in for.. Its beautiful knowing that such kind of imagination has no boundaries. “Flamingos morphed into giraffes and rhinos coming out of tortoises, feels surreal”,said the dreamer. When everything around you is going to inspire to create something for the world to experience,is when you know your job as a designer has been accomplished. Craftsmanship is abundant in a country like India,but it takes a keen eye and a leader to know how to use that talent and have so many people employed and work in unison to create what you have dreamt of. When you look at spoon do ever imagine it being projected across an entire room?

Does a roller coaster ever make you wish it could transport you into dessert lovers’ paradise? When I asked myself these questions I knew my answer. No, I wouldn’t have pictured it that way. At that precise moment I knew I had to work with the person who did visualize all of this and actually translated it physically. “THINK” Question everything you already know. Because there will be a Willi Wonka in your world who will make you experience the unimaginable. After meeting Rooshad, I knew I had met my version of Mr. Willi Wonka. Every story had an unconventional twist to it which made me feel like a kid in a candy land.The one thing I was confident about was, that I would learn how to create that MAGIC.Someday.

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ABOUT HERMÈS Hermès is perceived as the most exclusive luxury brand in the World, recognized by its luxury peers and high-end luxury customers for its superlative manufacturing, traditional craftsmanship, brand exclusivity and family values. The Hermès brand, with its equestrian origin has greatly evolved since 1837 to become a statement of luxury. This prompted me to research the evolution of this iconic brand, from bridle to Pop-up Bar, in search of the essence of this unique brand experience.

2016 - India

Thierry Hermès FOUNDER (1801-1878)

Thierry Hermès first established Hermès as a harness workshop dedicated to purveying to European noblemen, the Hermès brand started in 1837. His goal was to create the finest wrought harnesses and bridles for the carriage trade. With this foundation, the Hermès brand has been passed along family generations, continually evolving the retail offer to meet the ever changing desires of it’s target customer, whilst maintaining Thierry’s goal of creating the finest products.

THE SADDLE Saddlery was introduced to the offer in 1880 and retail sales began. Hermès later obtained the exclusive rights to use the zipper for leather goods and clothing and thus became the first to introduce the device in France. The first leather golf jacket with zipper, made by Hermès, was introduced in 1918. HISTORY: FROM WHERE IT ALL BEGAN

KELLY BAG Throughout the 1920’s the family added new accessory collections with the first leather handbags introduced in 1922. In 1929, the first women’s couture apparel collection was previewed in Paris. During the 1930s, Hermès produced some of its most recognized original goods with the first Kelly Bag (Sac à dépêches) in 1935.

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PRODUCTS As of 2008, Hermès has 14 product divisions encompassing leather, scarves, ties, men’s wear, women’s fashion, perfume, watches, stationery, footwear, gloves, enamel, decorative arts, tableware, and jewellery. Hermès sales are composed of about 30% leather goods, 15% clothes, 12% scarves, and 43% other wares. The company licenses no products and keeps tight control over the design and manufacture of its vast inventory.

Inside the orange box

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WOMENS UNIVERSE

Shiny Rouge H porosus crocodile 30cm Birkin Bag with Solid 18K White Gold & Diamond Hardwareâ&#x20AC;?, in red crocodile skin sold for more than 1.7 million!

MENS UNIVERSE

Most of the consumers buy 1 perfume every 6 months. The group which buys and consumes the most is men between 35-49 years old.

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SILK

Every HermĂ¨s scarf has a tale. The HermĂ¨s scarf is a coveted, much-collected symbol of success that defines the Paris-based luxury company. The scarves are designed by a far-flung array of freelance artists who have a tale to share with every scarf. 24

SMALL LEATHER GOODS

30% of the brand sales are mainly because of their small leather products. the luxury brand evokes the finest attention to detail that governs its new collection.

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EQUESTRAIN HORSE

HermĂ¨s initially specialized in the manufacturing of horse equipment like harnesses and saddles. This faithful passion has driven them since their origins, having everything originate in horses and imprinting into the brand the features oft an animal.

HOME COLLECTION

Robert Dallet, a naturalist artist whose expressive work comprises of “Fierce and Fragile” , and Hermès, which often worked with Dallet has his art on various range of products.

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HERMES CAMPAIGN, 2016 02

MUMBAI The store is located near Horniman circle, Fort. Starbucks, Christian Louboutain, Asiatic Library are around the store.

DELHI The store is located in DLF Emporio Mall. Amongst other kuxury brands like LOUIS VUITTON, CHANEL, PRADA.

TARGETING THE ULTRA RICH

PRICING

When taking a closer look at Hermès, which sells £300 silk scarves and £10,000 Birkin handbags, it is not difficult to see which customer group the company is targeting. According to Forbes, there are 1,426 billionaires recorded this year, which is 200 more than in 2012. With the increasing number of super-wealthy customers, the demand of exclusive luxury goods is also continuously on a rise. A while ago, a Hermès diamond BIRKIN was sold for $203,150 setting a new world record for the most expensive handbag ever sold at a public auction. Moreover, according to Forbes most billionaires in the world originate from US, which is one of the countries with the strongest sales growth for Hermès. Sales originated in Asia also experienced a surge, despite the new official policy forbidding business related gift-giving in China. The strong growth in Asia might be due to changing behaviour of the luxury customer, particularly in China, where exclusivity and craftsmannship are becoming more and more important.

The incredibly high prices provoke the sense of exclusivity, which is exactly what the luxury consumers are after. Another way of achieving exclusivity is launching limited edition series. Hermès is a big supporter of limited editions as well as generally limited amount of products being sold in their stores.

POSITIONING Hermès has a very strong positioning in the luxury market, which it owes its almost 200-year old heritage, exquisite craftsmannship and savvy marketing mix.

HERITAGE Hermès has a long and solid heritage. However, the most interesting fact about it is the way the brand is communicating it to the customers. I think that the “Festival des Métiers”, where Hermès fans have a chance to have a “rendez-vous” with the brand’s craftspeople and experience the fascinating insight into the exquisite production of Hermès hand-made objects. world tour is one of the best marketing strategies developed for this purpose, as personal contact has always made a stronger impact than any images or videos could ever have.

THE LOGO The company also acquired its duc carriage with horse logo and signature orange boxes in the early 1950’s. By the late 1950’s, the Hermès logo reached renowned status. Founded as a house of harness- and saddle-making in 1839 in Paris, Hermès has always been proud of its heritage and craftsmanship.

DISTRIBUTION Hermès has a limited online presence as distribution mostly happens through directly operated stores, where the company can control the level of care a client receives. Over the years, Hermès has grown its network of DOS and franchise stores while reducing distribution through third-party retailer as a way to preserve its brand integrity.

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BRAND VALUES

TARGET MARKET

Hermès International SA is a fashion brand renowned for its upscale luggage, apparel, and accessories. Initially starting as a manufacturer of premium leather harnesses for horse-drawn carriages, Hermès has now evolved into a luxury goods manufacturer with nearly 15 categories of products, including scarves, ties, watches, stationery, gloves, tableware, jewelry, perfume, men’s and women’s apparel, footwear, textiles, and home goods. Steeped with more than 170 years of history, the company operates 315 stores worldwide and is still majority owned by descendants of its founder, Thierry Hermès. The company’s emphasis on family ownership and superb craftsmanship and uncompromising quality is the hallmark of all Hermès products.

Major brands such as Hermès in the luxury fashion industry target a significantly different set of consumers, as compared to other players in the industry. The bulk of their target market is men and women, ranging from young adults to seniors with a net income of about $5,500 or above per month, as well as “high net-worth individuals (HNWI)”, or quantitatively, individuals with up to $1 million worth of liquid assets. The typical target consumer of Hermès, who has a keen eye for fashion and trends, will not flinch at paying a USD$10,000 (S$12,200) premium for a customized Hermès suitcase or any luxury good for that matter. In short, this particular customer is able and willing to pay a premium for something which exudes class and quality, and at the same time is unique, rare and customizable to his/ her needs.

UNIQUE SELLING POINT Hermès has earned a reputation for creating high quality designer fashion products to cater to the super rich and the premium luxury segment of the market. Hermès is also renowned for its creation of unique customized products. Urging its customers to to faites nous rêver (make us dream), Hermès skilled designers and craftsmen will put in their utmost to fulfil special and unusual customer requests. customers who are willing to pay will get a limited edition product that is unique and bears the hallmark of Hermès.

STRENGTHS

WEAKNESSES

Strong brand name and global presence.

Digital presence is limited in e-commerce.

Multiple production units.

Substantial waiting list for customization .

300+ exclusive retail stores including 180 boutiques .

OPPORTUNITIES To expand its market by a wider price range. To use digital revolution to its full potential. Exapand its presence in developing countries.

THREATS Intense competition. Imitation is the biggest threat in this industry. Eurozone financial crisis.

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COMPETITOR ANALYSIS We identified the competitors of Hermès to be Louis Vuitton and Gucci. The reason for this selection is because according to the Top 100 Global Brands in 2010, both Hermès and Gucci along with Louis Vuitton was listed as the top 3 luxury fashion brands. Hence, we felt that it is best to compare these 3 brands.

ABOUT GUCCI : BRAND VALUES Gucci is one of the world’s leading luxury fashion brands founded by Guccio Gucci in 1921 and it is part of the Gucci Group, which is owned by French company, PPR. The brand is recognizable by its icons of heritage; the green and red stripe. Focusing on its quality, Gucci has been growing for the past nine decades and continues to see growth in 2012 with a 30% jump in online sales and a 15% increase in China — signs that the luxury brand is in a good place despite continued economic uncertainty. Similar to both Louis Vuitton and Hermès, Gucci target men and women of the upper class. The brand also cater to individuals that seek for status and quality products. One that long for personalization and differentiation will be a possible target of Gucci as well since the brand does offer personalization and made-to-measure services.

UNIQUE SELLING POINT As quoted by Aldo Gucci, “Quality is remembered long after price is forgotten”, it shows Gucci’s emphasis on quality of its products and how it tried to convince customers a handbag isn’t just an accessory but an investment.All Gucci’s products are made in Italy and this iconic Made in Italy style has become a symbol of elegance, sophistication and desirability which has enabled Gucci to become one of the world’s most desirable luxury fashion brands. Another unique selling proposition of Gucci is its ability for personalization of its products which allow customers to differentiate themselves from the rest.

TARGET MARKET The brand also caters to individuals that seek for status and quality products. Gucci put great emphasis on it’s kids product line. It targets parents or parentsto-be who want to be fashionable and seen carrying a Gucci product even with their new-born or young child. Such products include the Gucci’s Diaper Bag and Baby Carrier. This product line will also meet the needs of parents who want their child to be seen with a Gucci brand from young.

STRENGTHS Strong brand image in the minds of the users. Diversification, becoming a multi brand group.

WEAKNESSES Lower margin Profits margins havenâ&#x20AC;&#x2122;t matched the competitors.

Custom made as the customer.

OPPORTUNITIES

THREATS

To expand its market by a wider price range.

Intense competition.for the postion

Exapand its presence in developing countries.

Users switiching to a cheaper brand. Eurozone financial crisis will increase the labour costs.

AASHNA PAREKH | RETAIL AND EXHIBITION DESIGN

BRAND VALUES

TARGET MARKET

In alignment with our brand purpose, “LV the Truth”, Louis Vuitton aims to reconnect the consumers with the true essence of the brand that is the heritage and the designer stories behind every bag. With this, we hope to strengthen the imagery of the brand and disassociate Louis Vuitton with unfavourable imageries such as “old-fashioned” and “boring”. n addition, with future plans to reduce availability to preserve exclusivity, this reconnection with Louis Vuitton’s heritage may offer the brand opportunity to increase the margin of selected product lines. Similar to what the Murakami bags have accomplished, focusing on the story and the designers of the bags, this approach appeals to the artistic side of the consumers. Their desire of the bags would transcend functional needs.

Louis Vuitton segments to multiple target markets. Many people, both men and women with different values and all walks of life are fans of Louis Vuitton. Vuitton has multiple avenues of communicating their brand to different target markets. Through high fashion print ads, and their Core Values campaign ads, these ads are segmented to both men and women in the Upper Class, to Upper-Middle class. By gaining the interest of both the wealthy and middle class, they have mastered the art of “less is more”, maintaining a sense of mystery, yet they really are an attainable brand. Marc Jacobs is Louis Vuitton’s creative director. Jacobs, like most designers, has a high end line, and a contemporary one, “Marc Jacobs” and “Marc by Marc Jacobs”. With his name affiliated with the brand, teenagers and young adults who are fans for Jacobs, begin to “up the ante” upon discovering Vuitton, creating a new fan who will eventually move into a segmented Target Market.

UNIQUE SELLING POINT Louis Vuitton’s promotion mix is in fashion magazines. The printed advertisements in these magazines will allude to the history, tradition and timeless nature of the brand.Building on the “LV The Truth” campaign, one message behind it is the freedom to express one’s individuality and the sense of who they are. In order for the men to do this, it is necessary to create a different store experience for them to facilitate the exploration of their inner self in relation to Louis Vuitton: “LV, That’s Me”.

STRENGTHS Strong brand image in the minds of the users. Diversification, becoming a multi brand group.

WEAKNESSES Lower margin Profits margins havenâ&#x20AC;&#x2122;t matched the competitors.

Custom made as the customer.

OPPORTUNITIES

THREATS

To expand its market by a wider price range.

Intense competition.for the postion

Exapand its presence in developing countries.

Users switiching to a cheaper brand. Eurozone financial crisis will increase the labour costs.

AASHNA PAREKH | RETAIL AND EXHIBITION DESIGN

VM FOR HERMÈS Innovation: Ranked #13 on Forbes’ list of the world’s most innovative companies Hermès changes every six months a third of its c. 50,000 SKUs thanks to freelancer’s creativity (60% of the Group’s designers). The innovative character of the group is exemplified by its new division, Petith featuring one of a kind objects made from rejects. The constant stream of innovation maintains clients’ interest and acts a good protection against counterfeit; a crucial point as the group places great importance on the protection and defense of its intellectual property rights.

VISUAL MERCHANDISING

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HERMÃ&#x2C6;S WINDOW DISPLAYS IN THE PAST BY THE RSAD TEAM

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HERMÃ&#x2C6;S WINDOW DISPLAYS ACROSS THE WORLD IN 2016

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HERMÃ&#x2C6;S WINDOW DISPLAYS ACROSS THE WORLD IN 2016

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WINDOW DISPLAYS AROUND THE WORLD

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NATURE AT FULL GALLOP UNDE RWATE R WORLD

JULY - OCTOBER,2016 51

ABOUT THE UNDERWATER WORLD This year Hermes is celebrating “nature at full gallop”. Hermes has a genuine and deep bond with nature, built on inspiration, admiration and respect. The display windows present the ocean in its full glory with the flora and fauna. We bring to life an underwater paradise with its innumerable finned creatures and a kaleidoscope of design and colour. When the dreamer woke up, he was surrounded by the beautiful Hermes products are the vivacious marine species, the swaying seaweed, the vibrant flowers and the diverse sea life creating an underwater wonderland.

DESIGN CHALLENGES - Converting the 3D to all the technical drawings. - Using the principle of interlocking for every prop. - Stability / Balance of these props (Checking if there was always a support member. -The biggest challenge was trying to manipulate all the designs to fit our entry to the window which was only 1’ wide. Our code was : (L R L R L L : Left, Right, Left, Right, Left, Left)

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SKETCHES

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MUMBAI PRODUCTION UNDE RWATE R WORLD

WINDOW 1THE DISCOVERY

In the dreamers wonderland, the idea of precious was redefined.. A shoppers paradise was right there as the oyster slowly opened up to reveal its contents..

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WINDOW 2FOLLOWING THE TRAIL

A bright purple creature caught his eye and he couldn;t resist.. he had to follow to know where this mysterious creature was headed.. what he saw blew his mind.. the trail of tiny bubbles lead his discover the beautiful patterns on a disc..

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WINDOW 3HIDDEN TREASURE

Lost in his trail of thoughts he started moving towards the rays of light which stroked the ocean.. He discovered something which assured him that he was dreaming .. a huge trunk was emitting the light he had been following all along..

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WINDOW 4THE LEATHER BAIT

He was still engrossed in the treasures he just discovered, when suddenly he looked over his shoulder and saw a giants face coming towards him in full speed.. Little did he know that the giant was chasing the leather bait and not him.

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WINDOW 5 FLYING UNDERWATER

Right when he thought there was no way out, he saw a bright blob of orange approaching him.. that was his ride to escape.. he sat on the creatures back and.. he felt like he was flying underwater! Was that even possible..?

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WINDOW 6 WRAPPED IN ITS ARMS

He opened his eyes and woke up in the arms of an octopus 20,000 ft underwater.. was this all a part of his fantasy or was it real..

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BACK PANELS

The serene shades of blue which transport the dreamer to his imaginary land.

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The reverse order : 3d to 2d

THE PRE SET UP STAGE

THUNDER BAY : 7368 STORM BLUE: 7367 ASHBERRY:7268 AMADA: OU29 AFTER DARK : 9229 STONE PATH : 8255 ELECTRICITY : 8256 SMOKE-N : 0616 WINTER MOON : 8258 ICE GREY : 8259

THE BLUE COLOR SPECTRUM

THE PROCESS

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DELHI PRODUCTION UNDE RWATE R WORLD

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WINDOW 4THE LEATHER BAIT

THE PROPS WERE SCALED UP AS PER WINDOW WIDTH

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Giacomo Balla ARTIST

Giacomo Balla (18 July 1871 – 1 March 1958) was an Italian painter, art teacher and poet best .In 1914, Balla began working as a sculptor, creating, in 1915, the well-known work titled Boccioni’s Fist. Balla’s 1914 series Mercury Passing Before the Sun depicts the November 17, 1914 transit of Mercury across the face.

PROPS 1

INSPIRATION FROM GIACOMMO BALLA SCULPTURES

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PROP 2

SHARK DETAILS

DELHI WINDOW AT DLF MALL

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SKETCH

PROCESS AT A GLANCE

RENDER 1

RENDER 2

RENDER 3

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NATURE AT FULL GALLOP N ATURE TAKE S OVE R ARCH ITE CTURE + ROB ERT DA LLE T

OCTOBER-JANUARY, 2016 95

ANGKOR WAT, CAMBODIA

NATURE TAKES OVER ARCHITECTURE Hermes is celebrating “nature at full gallop” this year. The brand has a genuine and deep bond with nature, built on inspiration, admiration and respect. The display windows present nature’s true essence in its natural setting.. soft moss growing over the ancient architechtural strcutures.. it alsmost feels like you can tell its age.. Yet another dream, although this time the dreamer almost felt like the place was somewhere he had visited before.. huge trees overshadowing him and patches of green which had taken over human cilivilaztion.. Where was he?

DESIGN CHALLENGES - Multiple attempts were made to perfect the kind of look we were trying to achieve. To make it look realistic

INSPIRATION :ARCHITECTURAL ELEMENTS AND WINDOW PLACEMENT- ROYAL PALACES OF INDIA AND NATURE TAKING OVER ARCHITECTURE - ANGKOR WAT, CAMBODIA

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WINDOW 1THE EQUESTRIAN

REFERENCES

Ridding on the horses back, the dreamer reached a structure, nestled in natureâ&#x20AC;&#x2122;s lap, the beauty of it was so mesmerising that he got off the horse and started heading towards the balcony..Curiosity got the better of him as he stepped in.. letting the cats tail lead him..

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THE BALCONY WINDOW

CREDITS : TO ALL THE ARTISANS FOR THE EXECUTION AASHNA PAREKH | RETAIL AND EXHIBITION DESIGN

101

WINDOW 2 MENS UNIVERSE

102

The cat had left behind a trail of his paw prints which led him to the stairway to the world of Robert Dallet, the dreamer made his way up, only to discover the hidden treasures these ruins had to offer him..

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STAIRWAY TO THE WORLD

1 2

1'-6 "

FRONT ELEVATION

SIDE ELEVATION

W2-A

4'-10"

PLAN W2-A

1'-5"

4'-10"

PLAN W2-D W2-B

1 2

2'-4 "

1'-5"

1 2'-4 " 2 PLAN

1 2

1 "

W2-D

1 2

2'-4 "

1 2

1 "

PLAN W2-B

FRONT1ELEVATION

SIDE ELEVATION

2'-4 "

5'-7"

1'-3"

6'-3"

PLAN

1 2

1 "

PLAN

1 2

SIDE ELEVATION

2'-7"

5'-7"

1 2

1'-1 "

6'-3"

1'-3"

2'-5" ELEVATION FRONT

4'-2 "

1 2

1 "

W2-C

1 2

4'-2 "

2'-5"

FRONT ELEVATION

SIDE ELEVATION

FRONT ELEVATION

1 2

1'-10 "

G.L.

SIDE ELEVATION

2'-7"

G.L.

1 2

1'-1 "

PLAN

SIDE ELEVATION

FRONT ELEVATION PLAN

W2-N

PLAN

FRONT ELEVATION QTY: 1 3 1'-3 "

1 2 2

1'-2" 0"

PLAN

W2-E

PLAN

1 2

W2-Q PLAN

FRONT ELEVATION QTY: 1 3 1'-2 "

1" ELEVATION 2 FRONT QTY: 3

R 1/2"

1'-7"

W2-P PLAN

1'-2"

1'-10 "

1'-4 "

W2-O PLAN

SIDE 1 ELEVATION

FRONT ELEVATION

1 2

W2-R PLAN

FRONT ELEVATION QTY: 13 1'-4 "

1 2

1'-10 "

FRONT ELEVATION QTY: 3

PLAN

FRONT ELEVATION QTY: 3 6"

PLAN

1'-7"

PLAN

1'-2"

FRONT ELEVATION QTY: 3

6'-3"

R 1/2"

FRONT ELEVATION QTY: 3

FRONT ELEVATION QTY: 3 W2-J

1'-4"

W2-I

1 2

W2-H

1 2

R " 4 "

W2-G

FRONT ELEVATION QTY: 3 W2-K

W2-L

11"

PLAN

1 2

R "

1 2

R "

FRONT ELEVATION

SIDE ELEVATION

G.L. FRONT ELEVATION

PLAN

FRONT ELEVATION QTY: 3

G.L.

FRONT ELEVATION QTY: 3

1 2

1" 2

FRONT ELEVATION FRONT ELEVATION FRONT ELEVATION QTY: 9 QTY: 5 QTY: 4

1 2

G.L. FRONT ELEVATION QTY: 3

PLAN

G.L.

1 2

9 "

G.L.

1 2

R "

11 "

1 2

PLAN

9 "

1 2

R "

11 "

PLAN FRONT ELEVATION 1'-4"3 QTY:

1" 2

PLAN W2-L

1'-4"

THE STAIRCASE STOLE THE SHOW ! THE ARCHITECTURE OVERPOWERED THE DISPLAY OF THE PRODUCTS G.L.

1 2

R "

1'-4"

SIDE ELEVATION

FRONT ELEVATION QTY: 3

PLAN FRONT ELEVATION QTY: 3

FRONT ELEVATION

G.L. FRONT ELEVATION

3'-11" 2'-9"

PLAN

G.L.

PLAN W2-K

1'-4"

G.L.

3" 6"

G.L.

PLAN W2-J

1'-4"

1 2

5" 3"

W2-I

W2-H

2'-9"

W2-G

PLAN

4 "

6'-3"

3" 6" 2" PLAN

11"

3'-11"

3" 6"

PLAN

G.L.

1 2

1'-3 "

W2-R

1'-2"

PLAN

1 2

W2-M W2-E

W2-QG.L.

1 2

1'-2 "

W2-F

1 2

1" 2

W2-P SIDE ELEVATION

4 "

PLANSIDE ELEVATION

W2-O

5 "

W2-N FRONT ELEVATION

5 "

W2-M FRONT ELEVATION

1 2

1'-10 "

4 "

W2-F G.L.

G.L.

AASHNA PAREKH | RETAIL AND EXHIBITION DESIGN FRONT ELEVATION FRONT ELEVATION FRONT ELEVATION QTY: 9 QTY: 5 QTY: 4

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WINDOW 3 HOME COLLECTION

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The big cat stood there frozen, his eyes stone cold, deep in those eyes the dreamer could tell that the cat had clamied his terriorty and the delicate items in the surrounding belonged to him.. The Mighty King..

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THE ONE WITH THE LION

ALL THE WINDOWS WERE DESIGNED KEEPING A ONE FOOT ENTRANCE ON EITHER SIDES FOR A PERSON TO ENTER

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WINDOW 4 SILK

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The cat stirred as the dreamer approached and sprinted to his secure place.. Almost like he was setting his position.. Ready to leap.. In his eyes the dreamer saw.. “FIERCE STILL FRAGILE”..

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THE BOLD COLOUMNS 112

AFTER THIS WINDOW WAS EXECUTED WE THOUGHT IT MIGHT HAVE WORKED BETTER WITH THE DELHI WINDOW AASHNA PAREKH | RETAIL AND EXHIBITION DESIGN

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WINDOW 5 FRAGRANCES

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The wanderer felt more alive when he could hear the ripples of water.. smell the fragrance of nature.. and touch the soft moss growing in the wild.. His dream had never felt this real !

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THE FOUNTAIN OF FRAGRANCE

THE SIMPLEST IN TERMS O FTHE PRODUCTION DRAWINGS.. BUT THE MAKING OF IT TOOK A COUPLE OF TAKES

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WINDOW 6 WOMENS UNIVERSE

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The heritage and the deatils of this structure were seen even in the smallest corners.. he had found his spot.. he sat on the swing in the corner which transported his childlike mind back to his memories.. as he sat there, he slipped into yet another dream !

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SWING TO SOAR

THE PERFECT SETUP AASHNA PAREKH | RETAIL AND EXHIBITION DESIGN

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Robert Dallet A NATURALIST ARTIST

Robert Dallet was born in 1923, and from a very young age, he was passionate about nature and drawing animals. In 1952, he decided to make a career of it, leaving his home region for Paris on a quest for a publisher who would give him a first chance. In 1985, at the Museum of Natural History in Paris he had the honour of presenting his collection to the public for the second time.That year, following his participation in the Salon des Illustrateurs, he was approached by Jean-Louis Dumas, then president of HermĂ¨s, who asked him if he would design a scarf.

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THE PROCESS

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THE CONSTRUCTION : PHASE 1

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THE CONSTRUCTION : PHASE 1

THE DESTRUCTION : PHASE 2

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THE DESTRUCTION : PHASE 2

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THE CREATION : PHASE 3

WINDOW 1

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132

THE CREATION : PHASE 3

WINDOW 2 AASHNA PAREKH | RETAIL AND EXHIBITION DESIGN

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THE CREATION : PHASE 3

WINDOW 3

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THE CREATION : PHASE 3

WINDOW 4 AASHNA PAREKH | RETAIL AND EXHIBITION DESIGN

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THE CREATION : PHASE 3

WINDOW 5

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THE CREATION : PHASE 3

WINDOW 6 AASHNA PAREKH | RETAIL AND EXHIBITION DESIGN

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THE CREATION : PHASE 3

DELHI WINDOW

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INSPIRED FROM NICHOLAS DE STAEL

EMBROIDERED WALL ABU DH ABI

BRAND : PRIVATE COLLECTION 147

148

6 PATTERNS , 24 COLORS

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150

A-1 TO J-1 = 10 TILES X 32 ROWS = 320 WALL TILES

50 ARTISANS + 320 HAND EMBROIDERED TILES

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152

RENDER TO REPRESENT THE PLACEMENT OF THE EMBROIDERED TILES

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154

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LIMITED EDISON COLL ABRATION WITH ATMOSPHE R E FA B RI CS

157

158

IDENTITY FOR THE BRAND

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FLOOR MOUNTED LIGHTS

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INSPIRATION FROM SLICED ROCKS

THE EXHIBITION FURNITURE

164

FURNITURE EMBROIDERED WITH PATTERNS INSPIRED FROM THE STONES

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RETROSPECTION

“Change is the only constant”, is what I learnt over my four years of experience in MIT. Fortunately all of it was great change.. The change I see in myself as a person and more over my growth as a designer. During the span of my internship the most important learning was being disciplined and super organized. Everything need to be placed in such a way that if anyone goes through your work its self explanatory. Working under pressure and still being clam was the key to getting to getting a great outcome. Being away from the comfortable and familiar life at MIT and being in the so-called “real world” was an eye opening experience. It brought forward the things I didn’t even I realize I learnt at MIT: from the classroom, as well as from being around so many people of varied interests. The outside world seems bland in front of all this, but equally exciting. It has been a rollercoster ride for me, and I can never be so grateful for it.

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BIBLIOGRAPHY THE WEBSITES

http://www.newretailblog.com/the-hermes-brand-experience/ https://www.luxurydaily.com/hermes-targets-new-generation-of-silk-scarf-buyers-via-short-film/ https://fashionmarketingsecrets.com/2013/07/23/hermes-success-story/ http://www.grotonmontessori.org/wordpress/wp-content/uploads/kors/Hermes-Target-Younger-Consumers.htm http://luxurylaunches.com/mumbai/hermes-india-pays-tribute-wonders-nature-sea-eye-catching-window-display/ http://www.theartworksinc.com/2016/03/21/jesus-sotes-stunning-window-display-fro-hermes/ http://www.vogue.com/13386585/fierce-fragile-hermes-bruce-museum/ https://louisvuittonbrand.wordpress.com/l-v-thats-me/ http://www.robert-dallet.com/en/biography/ http://www.tastingtravels.com/angkor-by-bike-part-2/

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