IR3002 Brand Building Through Spatial Design

IR3002

Brand Building Through Spatial Design

Unit Assistant

Pragati Murathia

Faculty of Design IR3002 Spring 2021

4th Year

Aayushi Bhatt Abhinav K Iyengar Aishwarya Nair Nimisha Bohra

5th Year

Mahak Jain Drashti Patel Rakshita Mohnot Ratnam Shah Ruchi Mehta

With the rise of e-commerce and omnichannel retailing and ubiquity of “brands” in the last few decades, the relevance as well as design approaches for “retailing” and “brand building” have evolved significantly. These novel challenges are demanding new approaches to retail store design. These are the challenges that tomorrow’s interior designers will be facing in their professional careers. To address this evolving nature of retail store design, this studio focused on design of a variety of retail formats through the lens of brand building.

The students selected their own design problems/brand that is either expanding its product/service portfolio; is a new and growing brand; is a brand that needs a flagship store or an experience centre to deal with its omni-channel presence; or is an old brand that requires revamping of its image.

The students’ projects commenced with an interpretation of the brand’s overall strategy, selection of the site and development of the program for an appropriate retail format. They then produced spatial design solutions for creating brand-centric customer experiences and presented the design with a complete set of schematic drawings, models and views and graphics to communicate the strategies.

Design UG Level-2 Fig 1 Nimisha Bohra Flagship Store for DJI drones in India Fig 2 Aishwarya Nair Visual Merchandising strategy for Jodi apparels Fig 3 Drashti Patel Brand Repositioning Strategy for Bata Red Label collection Fig 4 Ratnam Shah Flagship store for Audemars Piguet, luxury watch brand Fig 5 Rakshita Mohnot Form and strategy of a pop-up store by Nike x NBA Fig 6 Abhinav Iyengar 3D visualization for Citroen EV Experience Centre Fig 7 Aayushi Bhatt 3D visualization for Ubisoft Experience Centre

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Fig 5

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