Retail design for Airport Duty Free
KOMAL GOYAL Furniture and Interior design (B.Des) Guide: Susanth CS
National Institute of Design
THE PROJECT BRIEF To develop a retail space and to detail out interior elements for the space
The space into consideration is Hyderabad Duty Free, arrival section, Rajiv Gandhi International Airport, Hyderabad. Since the space is vast, focus will be given to the Perfumes and Cosmetics section. • • • •
A generic design concept of the entire duty free space (arrival section) A detailed design of the Perfumes and Cosmetics section Detailing of some key elements in the space Renders and product drawings
THE SPONSOR
FUTURE RESEARCH DESIGN COMPANY (FRDC)
FRDC (Future Research Design Company) is an umbrella organization with a vision of serving a 360 degree Design approach. FRDC is a multidisciplinary design company with core focus on Retail and Consumer/User environments. “Design is not only about good looks, but also about innovation and differentiated user and brand experience” is FRDC’s outlook. FRDC offers customized solutions and packages for retail requirements. FRDC has strategic International partnerships with USA’s leading retail Design firm JGA , Detroit and ADIG Studio, San Francisco with an International edge and highly talented local team.
Awards VMRD: EKK CUP CHAI Best store Design, Best Graphics, Green Initiative STUDIO WEST Best shop-in-shop, Best in Store Digital Experience RAYMOND-RTW Best lighting, Best Shop Fitting, Best Store Front Signage FIAT CAFE Best Store Design NOT JUST WINE AND CHEESE Best Store Design RAYMOND A.R.E. Design Awards Retail Design Institute 45th International Store Design Awards Class of 2015
RESEARCH HYDERABAD DUTY FREE Hyderabad is the capital of Telangana state. A major center for the technology industry. Hyderabad was historically known as a pearl and diamond trading centre, and it continues to be known as the City of Pearls. It is also home to many big companies like Google, Microsoft, etc. Hyderabad is the fifth-largest contributor to India’s overall gross domestic product. Hyderabad record Dubai as the top destination for departure. Other key destinations are Singapore, U.K., Malaysia, U.S.A., Thailand, Australia, Hong Kong, Doha. PRODUCT CATEGORIES LIQUOR TOBACCO PERFUMES CONFECTIONARY DESTINATION COSMETICS
CUSTOMER PROFILE STUDY HIGH PROFILE BUSINESS MEN Pampering, Exclusive/ Professinal service, Special treatment, On-spot billing
INDIANS Family/ Tourists
Businessmen
Students
NRIs
Blue collar & Skilled workers
FOREIGNERS Language assistance, Guidance in selection, Availability of Brands (Comparative prices), Cigars and tobacco driven sales CELEBRITIES AND VIPs Latest launches, Premium experience COMMON PROFILE/ MIDDLE CLASS Aspiring, Welcoming, Promotions and Offers, Comparitive prices PROFESSIONALS (IT, MNCs, Pharma) Effeciency, Brand choices and Info, Quick buying, Tech enabled, Experimental TOURIST GROUPS (Indians returning and Wedding travellers) Gifting choices, Discounts, Pricing Info, Promotion CORPORATE TRAVELLERS Last mintue buys, High on accessories, Discounts on liquor, Discount conscious
FOREIGNERS Tourists
Businessmen/ Professionals
Expats
LOWER MIDDLE CLASS/ BLUE COLLAR Tobacco local brands not available in the destination, Local language and Local price, Budget conscious, Communication of allowances, Domestic liquor WOMEN TRAVELLERS Destination, Wines and P&C driven shopping, 20 to 40 % single travellers, Tester bars and Costume counters, Bags and accessories RELIGIOUS TRAVELLERS (Haj) Typical gifting items on arrival FIRST TIME TRAVELLERS Communication, Navigation, Allowances and info, Value added services
CURRENT TRENDS IN DUTY FREE RETAIL
ANCHOR POINTS
FLOOR DISPLAY
LIGHTING AND FEATURES
TECHNOLOGY
COMMUNICATION
VISIONING SESSION On January 2016 ,22, FRDC met the members of the GMR & HDF team to discuss and understand what their vision od the new duty free. As seen from the graph, the vision for the Hyderabad Duty Free was vey coming-of-age and Hi- tech. Most people wanted to move away from the ethnic identity of the city. Hyderabad was to be potrayed as a technologically advanced city with its recent advancement in the IT sector.
Opulence
Minimalistic
Ethnic
Hi-Tech
INITIAL DIRECTIONS ATTRIBUTES Affordable Luxury | Understated Elegance | Classy Trendy | Unique | Competitive Reliable & Trustworthy Best brands with a wide product range, best service with a convenient and hassle free shopping experience Lively | Attractive | Colorful Experiential | Hi-Tech | Innovative | Futuristic Memorable | Indulgent | Inclusive Launch Pad for new products and brands In the League with the World’s Best | World Class Modern with a sense of place
DIRECTION 1
HYDERABAD NEXT
Contemporary and Opulant
FORM DRIVEN KEY WORDS ARCHES RICH METALS GLOSSY CLEAN FORM DE CLUTTERED POSH/ GRAND WARM LIGHTING
DIRECTION 2
SOUQ OF THE SOUTH
Contemporary with a sense of place
PATTERN DRIVEN KEY WORDS SOUQ WOODEN ORNAMENTAL INTRICATE BUSY EARTHY DAY LIGHTING
DIRECTION 3
DISTRICT NEXT
Ultramodern yet Grounded
TECHNOLOGY DRIVEN KEY WORDS URBAN MONOTONES STRIPES CLEAN FORM BOLD GEOMETRY BUSY LEDs, COOL LIGHTING
FEEDBACK When different designs and concepts were presented to the client, they preferred some individual elements of design directions 1 and 3. They wanted the final version to be an amalgamation of the various aspects put together. They wanted to explore a popular new material which is being used widely - birchply. A fusion of subtle ethnicity and contemporary to make a "New Age" design language. A green city with natural elements and an organic feel.
FINAL MOODBOARD
KEY WORDS URBAN CLEAN FORM RIGID GEOMETRY PORTALS SUBTLE RICHNESS CONTRAST
ELEMENTS LED visuals Eccentric bright city lights Stripes Birch ply Hi-gloss highlights Black and white
PROPOSED LAYOUTS LAYOUT 1
LAYOUT 2
LAYOUT 3
CENTRAL ELEMENT EXPLORATIONS
CENTRAL ELEMENT EXPLORATIONS
CONCEPT 1
INTERIOR VIEW | ENTRANCE
INTERIOR VIEW | CONFECTIONARY CORNER
INTERIOR VIEW | PERFUMES AND COSMETICS
INTERIOR VIEW | BACK VIEW
FEATURE ELEMENTS
GONDOLA
REGULAR UNIT
SMALL UNIT
WALL BAY
DESTINATION
PERFUMES AND COSMETICS
CONFECTIONARY
CONCEPT 2
INTERIOR VIEW | ENTRANCE
INTERIOR VIEW | CENTRAL ELEMENT
INTERIOR VIEW | PERFUMES AND COSMETICS SECTION
INTERIOR VIEW | PERFUMES AND COSMETICS SECTION (BACK)
INTERIOR VIEW | AISLE
INTERIOR VIEW | CONFECTIONARY CORNER
FEATURE ELEMENTS
GONDOLA
WALL BAYS
SMALL UNIT
REGULAR UNIT
3 SIDED UNIT
CONCEPT 3
INTERIOR VIEW | ENTRY (LEFT)
INTERIOR VIEW | ENTRY (RIGHT)
INTERIOR VIEW | CENTRAL ELEMENT
INTERIOR VIEW | AISLE (LEFT)
INTERIOR VIEW | LIQUOR AREA (RIGHT)
INTERIOR VIEW | CONFECTIONARY CORNER (RIGHT)
INTERIOR VIEW | PERFUMES AND COSMETICS AREA (RIGHT)
INTERIOR VIEW | PERFUMES AND COSMETICS AREA (BACK RIGHT)
INTERIOR VIEW | PERFUMES AND COSMETICS AREA (BACK LEFT)
INTERIOR VIEW | PERFUMES AND COSMETICS AREA (LEFT)
CENTRAL ELEMENT
GONDOLA | COSMETICS
BACK-LIT SIGNAGE
COSMETICS DISPLAY AT 60 ° ANGLE
ANGLED MIRROR TO TRY TEST PRODUCTS
STANDS TO HOLD PRODUCTS LIKE PENCILS AND LIPSTICKS EXCESS STORAGE IN SHELF BELOW WITH BACK-LIGHT TO STORE PACKED PIECES.
PLAN
Outer dimentions: 1600 X 800 X 1350 mm
FRONT ELEVATION
SIDE ELEVATION
BACK ELEVATION
LIGHT-BOX VISUAL MERCHANDISING ON BOTH SIDES FOR OFFER PROMOTION.
GONDOLA | PERFUMES
BACK-LIT SIGNAGE
PRODUCT DISPLAY ON BOTTOMLIT PLATFORM THAT HIGHLIGHTS PRODUCT
LIGHT-BOX VISUALS ON BOTH SIDES FOR OFFER PROMOTION.
PLAN
Outer dimentions: 1600 X 800 X 1350 mm
FRONT ELEVATION
SIDE ELEVATION
BACK ELEVATION
EXCESS STORAGE IN SHELF BELOW WITH BACK-LIGHT TO STORE PACKED PIECES.
GONDOLA | GENERAL
BACK-LIT SIGNAGE BACK LIT COLOURED ACRYLIC STRIP AS CATEGOGY SIGNIFIER
LIGHT-BOX VISUALS ON BOTH SIDES FOR OFFER PROMOTION.
STORAGE DRAWER
COVE LIT SKIRTING PLAN
Outer dimentions: 1750 X 800 X 1400 mm
SIDE ELEVATION
FRONT ELEVATION
WALL BAY CAEGORY SIGNAGE WITH IDENTIFIER BACKPLATE COLOUR
BACK-LIT BRAND SIGNAGE
SHELVES AT ADJUSTABLE HEIGHTS LIGHT-BOX VISUALS ON BOTH SIDES FOR OFFER PROMOTION.
PLAN
SIDE ELEVATION
Outer dimentions: Single unit: 1000 X 550 X 2475 mm Double unit: 2000 X 550 X 2475 mm Height including category signage: 3000 mm
FRONT ELEVATION
STORGE DRAWER
OTHER PROJECTS RANGRITI
GRILLICIOUS
END OF PRESENTATION.