Graduation report manjari sahu red by Manjari Sahu

MAEERâ&#x20AC;&#x2122;S

MIT INSTITUTE OF DESIGN

Graduation Project 2014

HIGH FLYERS

Sponsor

Restore Solutions Student

Manjari Sahu

Industrial Design (Retail and Exhibition Design)

Industrial Guide Faculty guide

Aarti Shegaonkar Shweta Gade

MAEER’S

MIT INSTITUTE OF DESIGN

GRADUATION PROJECT 2014 PROGRAMME : UG The Graduation Project Evaluation Jury Recommends MANJARI SAHU to be awarded the Graduation Degree of the MIT Institute of Design, Pune IN INDUSTRIAL DESIGN (RETAIL AND EXHIBITION DESIGN) herewith, the project titled “HIGH FLYERS” Members : NAME

ORGANISATION

on fulfilling the further requirements by *

(*Subsequent remarks regarding fulfilling the requirements :)

Chairperson of the Jury

SIGNATURE

ACKNOWLEDGMENTS

I would like to take this opportunity to thank Restore Solutions and their entire team for giving me a great workplace to learn and develop my skills in the industry. A sincere thanks to Mr. Anirudha Mukhedkar and Mrs. Lisa Mukhedkar for having trusted me with so many of their projects and for welcoming me into the Restore family. (and for feeding me a lot of cake) I am thankful to Ms. Aarti Shegaonkar for helping me along the way during my project. Her feedback and knowledge has proved most helpful. I am thankful to Prof. Pritharshv Pushkar and the retail & exhibition department for the education and experience provided to me in the past three years. A sincere thanks to my faculty mentor at MIT ID Prof. Shweta Gade who dedicated her time to me & gave me support and valuable feedback. I also thank my colleagues at Plan B, Craftsmen and Owl works for making it so easy to work in a team on various projects and making my stay in Bangalore a complete joy. Lastly, I would like to thank my parents, Mansi and Daisy for their never ending support and love.

THE WORK

06 STAGE ONE

01 SPONSOR 1a // SPONSOR BACKGROUND 1b // NATURE OF BUSINESS 1c // DESIGN PROCESS 1d // ORGANIZATIONAL STRUCTURE 1e // INFRASTRUCTURE

03 05 07 09 11

02 CLIENT BRIEF 2a // CLIENTS BRIEF 2b // SCOPE OF WORK 2c // DESIGN METHODOLOGY 2d // TIME LINE

15 16 17 19

03 RESEARCH 3a // THE BRAND 3b // BRAND HISTORY 3c // BRAND CAMPAIGNS 3d // THE BRAND TODAY 3e // BRAND POSITIONING 3f // BRAND ANALYSIS 3g // TARGET GROUP 3h // MARKET COMPETITION 3i // COMPETITION MATERIAL DATABASE 3j // EXISTING BRAND DESIGN 3k // EXISTING BRAND DESIGN ANALYSIS

23 25 27 29 30 32 33 35 43 45 49

04 SYNTHESIS 4a // BRAND REQUIREMENTS 4b // FUNCTIONAL REQUIREMENTS

53 54

05 DESIGN APPROACH 5a // CONCEPT STRATEGY 5b // SPACE DYNAMICS 5c // VISUAL LANGUAGE 5d // WORD ASSOCIATION

57 58 59 60

6a // CONCEPT MOOD BOARD 6b // CONCEPT SKETCHES 6c // LAYOUT 6d // CONCEPT RENDERS 6e // CLIENT FEEDBACK

63 67 73 89 102

07 STAGE TWO 7a // CONCEPT DEVELOPMENT 7b // REDESIGN RENDERS 7c // CLIENT FEEDBACK 7d // DESIGN CONCEPT PITCH DEVELOPED BY LEAD DESIGNER 7e //NEW MATERIAL BOARD 7f // FIXTURE DESIGN DEVELOPMENT

105 113 122 123 125 126

08 STAGE TWO 8a // THE SPACE 8b // THE SITE 8c // SITE MODIFICATION 8d // ZONAL SPLIT 8e // FINAL LAYOUT 8f // STRUCTURAL SHELL 8g // FINAL DESIGN ELEMENTS 8h // ELEVATIONS AND PLANOGRAM 8i // FINAL SPACE RENDERS

135 137 141 145 147 149 152 177 184

09 TECHNICAL DETAILING 9a // MATERIAL BOARD 9b // LIGHTING FIXTURES 9c // FIXTURE DRAWING 9d // MID FLOOR UNITS DRAWING 9e // FACADE DRAWINGS 9f // GFC SET 9g // BOM 9h // CONSTRUCTION & PROTOTYPES

211 212 213 222 231 234 253 261

10 RETROSPECT

263

SPONSOR SPONSOR BACKGROUND NATURE OF BUSINESS DESIGN PROCESS ORGANIZATIONAL STRUCTURE INFRASTRUCTURE

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

// 03 // 05 // 07 // 09 // 11

SPONSOR BACKGROUND

Description

Restore is a retail strategy and design specialist. Expertise extends from defining retail strategy, consulting on retail operations to designing retail identities and executing every element of the retail space. Restoreâ&#x20AC;&#x2122;s strength lies in providing International quality design based on an understanding of the retail market in India, the Indian consumer & shopper and an understanding of brands. This unique width of expertise offers clients (both local and global) an end-to-end solution for retail environments with a seamless integration of strategy, design and execution. A multi-disciplinary specialist team works together, pooling strengths in brand strategy, retail operations, architecture, interiors, visual merchandising & communication.

To be a world class design practice, which excels in creating an unforgettable experience for shoppers, thereby helping build successful and profitable businesses for our clients.

Company Overview

Rated as one of the Top 5 Retail Design Companies in India, Restore is known for its international best practices in retail, its global design standards and its expertise to design retail experiences rooted in the brand. Located in Bangalore, Restore has designed retail spaces for some of Indiaâ&#x20AC;&#x2122;s most respected brands as well as global brands that encompass categories including apparel, footwear, food, fashion accessories, automotive, health & wellness, etc. Whether the space is a 100 sq-ft. Kiosk or a 100,000 sq-ft. Mall, Restore provides the client with the best retail design solution.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

NATURE OF BUSINESS

Store & Space Design

At Restore, it is ensured that your store stands out from the competition.

Turnkey Implementation

Great designs need great execution. The in house projects team ensures seamless execution by delivering the envisaged store within the decided specifications.

Graphic Design

This is the language in which a brand or store speaks and Restore knows exactly how to bring out the best of the brand through its visual language.

Fixtures and Fit Outs

Their fixture designs are custom made & characterized by a unique brand signature.

Visual Merchandising

Restore adds a touch of magic to your store, empowering it with stunning visual impact that would help you glide past the competition.

Restore Solutions is one of the few design houses in India which provide services in a wide variety of Design Fields

Strong on â&#x20AC;&#x2DC;brandâ&#x20AC;&#x2122;

Restore has an in depth knowledge on what makes a brand click and how it can come alive in a store. All their work reflects a well articulated brand, as much as it does a well executed and inspiring design.

Passionate about Ideas

Restore prefers to demonstrate this rather than talk about it. One of the per-requisites of unlocking the energy of a store is bringing passion and energy to the task.

Sincerity and Integrity

There is a strong human face to our business. They believe that in the current buoyant market, they stand apart by freely expressing their belief in the way they work. While they do have a lot of fun at work, they take even the smallest task seriously.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

DESIGN PROCESS

DISCOVER

Process – The Restore Way The final store design and VM would primarily be inspired by the brand itself.

On receiving the brief from the client, the whole team at Restore springs into action, planning store visits, doing marketing audits and discussing the client’s needs through team meetings. Extensive research is done in this phase as to how to gain an edge over competitors. Initial thoughts and concepts are brainstormed and discussed with the client to arrive at a clear direction.

We would first articulate the brand vision and then use design to bring it to life in the retail space.

Once the brand language and tone has been decided, a team primarily consisting of space designers and visual merchandisers gets together.

DESIGN

While the brand guys articulate what the brand stands for, the retail team would add life to that through the design of the space, fixtures and visual merchandising.

TECHNOLOGY At Restore, we constantly strive towards becoming the most well equipped in Technology as a means of both creating and providing solutions for clients.

The design phase is when the whole team’s efforts come together. Backed by a strong store/floor plan, a mix and match of color swatches, fixtures, lightning, material finishes and the tone of communication, all elements finally come together to form a holistic, functional and an aesthetically pleasing design.

DEFINE

Once the idea has been substantiated by the client, the Restore team proceeds to give a definite and clear structure to it. Innovative approaches are devised that will help translate the idea into various collateral and media which will attract customers.

DELIVER

On ensuring the client is completely satisfied with the design, final detailed plans are handed over including final floor plans, fixture plans, ceiling/ lighting/merchandising plans, key elevations and GFCs. Restore continues project management with efficient follow-ups as and when required by the client.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

ORGANIZATIONAL STRUCTURE

EXECUTIVE TEAM

ANIRUDHA MUKHEDKAR

LISA MUKHEDKAR

STUART SIMON

22 years in the branding and communication industry – JWT, Ogilvy, Grey.

22 years’ experience in Branding and Channel Operations. JWT, Momentum Brand Consulting.

24 years in Retail operations across Europe, Africa and Asia.

SUMANTH KAMATH

AARTI SHEGONKAR

SANJAY ERIC

10 years’ experience in retail and fixture design.

Worked on a wide range of apparel and footwear brands over the years with Restore.

10 years experience in Retail Design and Visual Merchandising.

SHIKHA RANATALA

MANON FOUCRANT

LUCIE HERVE

Work experience in Paris & India.

Worked for Ernest Menard (French furniture company) before Restore.

FOUNDER

COO

CEO

CLAIRE SARROUY INTERN

VALENTINE BERCAULT INTERN

SHINIL MANOHARAN 3D DESIGNER

CORE TEAM

LEAD DESIGNER

FASHION TREND FORECASTER

10 years’ experience in retail and fixture design.

ARCHITECT

RETAIL DESIGNER

FIXTURE DESIGNER

SREEJITH MOHANAN 3D DESIGNER

PRODUCT DESIGNER

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

INFRASTRUCTURE

The office is a 3 storey building comprising of 2 office floors, one workshop floor and a terrace which serves as a cafeteria space. There are also two conference rooms for internal meetings as well as client meetings. The office is vibrant and fresh with various illustrations and playful elements spread around the whole building. 11

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

CLIENT BRIEF Client brief Scope of work Design methodology Time line

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

// // // //

15 16 17 19

CLIENT BRIEF

SCOPE OF WORK

Elements of the Space

The Future Store Experimentation : Sexy : Rebellious : Proud : Different : Fashion : Independence : Attitude : Innovation : Design : Cool : To design the Future Store for the brand FLYING MACHINE. Redesigning the Flying Machine experience through its Flagship store which is to be opened in Bangalore city. The store design needs to incorporate the brand Identity along with the brand personality so as to suit its target audience. : Store Design : In-store Visual Merchandising : Retail Fixtures : Graphics : Store size: 800 sft Target audience: 15 - 25 yrs Jeans: 1299 - 2999 T shirts: 699 - 899 Shifts 1299 - 1999 Merchandise mix : Jeans: 40% T shirts: 25% Shirts: 25% Womens / Accessories: 10%

Facade

Furniture

Interior mood

Cash desks Seating units Storage units Stand alone partitions Materials

Main sign-age Window Architectural elements

Flooring Ceiling Walls Colors Materials Lighting Graphics

Perimeter fixtures

Visual Merchandising New arrivals Wall mounted VM Floor standing VM Ceiling hanging VM

Graphic Language

Wall units Hanging units Stacking units Niches Materials Innovation (if any)

Mid floor units Display tables Gondolas Browsers Tower units Material

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

DESIGN METHODOLOGY

OBSERVE

1 2

DISCOVER : DEFINE : RESEARCH : UNDERSTAND : OBSERVE

3 4

BRAINSTORM

DESIGN

IDEATE : VISUALIZE

CRITIQUE : RE-DESIGN : DETAIL : IMPROVISE : ASSESS

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

PROTOTYPE &IMPLEMENT

CREATE : BUILD : RE-CREATE : DETAIL : TEST : PRODUCTION : LAUNCH

w10 w11

w12

w13

w14

w15

w16

w17

w18

w19

Understanding the Brief

Market Research & Analysis Brainstorming & Initial concepts

Client Feedback & Re-working the Brief

Concept Refinement

2nd Stage Feedback and Concept Refinement

Final concept Renders and Presentation

Detailing out the concept Material approval and prototyping

TIME-LINE

Construction of the space

w20

RESEARCH THE BRAND BRAND HISTORY BRAND CAMPAIGNS THE BRAND TODAY BRAND POSITIONING BRAND ANALYSIS TARGET GROUP MARKET COMPETITION COMPETITION MATERIAL DATABASE EXISTING BRAND DESIGN existing brand design analysis

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

// 23 // 25 // 27 // 29 // 30 // 32 // 33 // 35 // 43 // 45 // 49

THE BRAND

FLYING MACHINE is India’s first home bred denim brand. Launched in 1980, its authentic details, original graphics, first in class urban innovation and true Italian styling were the back bones of its success. Flying Machine combines the best of both worlds to present the young, bold and deadly designs. They are owned by Arvind Mills garments division. Since 1980, they were considered a cult for the next 10 years. They have always recognized the need to keep pace with the rapid changes in India with constant new store designs. An international collaboration of Italian styles and Indian craftsmanship had come together to launch a new urban youth fashion store ‘Flying Machine’ in India, designed by JHP London.

Italian Design They roped in the Italian designer Chicco (pronounced Khee-co) in 2007 to bring out a new line of apparel and concept stores spread across the North South and West of India. Chicco started his design career 11 years ago (he’s 33) with the famous Italian brand Replay, designed stuff for ‘Brad Pitt’ and ‘Beyonce’ and then went on to co-own a company that produced premium denims in Europe.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

FLYING MACHINE

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

BRAND HISTORY

2007 - 2008

Launched in 1980, FLYING MACHINE is owned by ARVIND MILLS, INDIA.

2008 -2009

Brand Re-launch First Standalone store in Bangalore Ambassador Abhishek Bachchan Fashion Tripping Story

2nd Year 43 Stores of FM «The Higher Gene» campaign Original graphics on Clothes

2009 -2010

2010 - 2011

Arvind is amongst a few organizations worldwide with a portfolio of brands that are as distinctive and relevant across diverse consumers. At Arvind, brands work across multiple channels, price points and consumer segments. The expanse of the Arvind brand-scape is spread across the Indian market with around 273 standalone brand stores in addition to 975 counters selling through key accounts and multi-brand outlets across India. Between 2007 - 2012, FLYING MACHINE has created a revenue of over 250 cr of retail sales. Today it has over 142 Standalone stores which are consistently ranked in TOP 5 brands (category) in Dept. Stores

Leap Forward Retail Expansion New Identity Elements Virat Kohli Joins FM

Quick Growth 61 Stores of FM «Find your own stage» campaign Improving the Products

Armed with a new pair of wings, literally too, as its logo sporting a World War II aircraft will give way to a set of stylish wings. Designed by Italian designer Chicco. Apart from men’s jeans, Flying Machine will also focus on women’s jeans and other offerings such as cargoes, knits and shirts.

2011 -2012 Until Now Opening of the 200th Store New Bold Campaigns New Fashionable Products

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

BRAND CAMPAIGNS

Flying Machine has launched various advertising campaigns since its launch in 2007. Being a youth centric brand, it has promoted itself through various Online social media. There campaigns have always been bold and over the top. They have always emphasized Flying machine as a rebellious brand - exploring an ‘against the tides’ and confident image.

THE NEW COOL

Latest campaign of FLYING MACHINE featuring their Brand Ambassador : VIRAT KOHLI

<< Don’t judge us by what you see. Don’t decide who we are. Don’t decide who we are not. Don’t label us with your perceptions. There’s more to us than your tags >>

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

BRAND POSITIONING - TODAY

THE BRAND TODAY

ASPIRATIONS

With the new Flying Machine, the flight for fashion tripping and international styles has just become shorter. They are a casual clothing and accessory brand whose target customers are young fashion conscious people Unique combination of trendy present and classy past. Empowering the Indian youth to find their own way.

YOUNG ENERGY

REFINED CLASSIC

CASUAL EVERYDAY

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

BRAND ANALYSIS

BRAND POSITIONING - FUTURE

ASPIRATIONS

STRENGTHS : Brand has tied up with Italian designers to get an Italian touch to Indian clothing. : Owns over 250 stores in India and is present in five countries abroad. : Good advertising and brand building through ad campaigns. : Good perception of the brand as a high quality yet affordable product.

OPPORTUNITIES : The market for the youth segment is huge : Foreign market for expansion

YOUNG ENERGY

REFINED CLASSIC

WEAKNESS : Still hasnâ&#x20AC;&#x2122;t been able to reach out to the growing urban centers in India completely : Global presence is very limited

THREATS : Existing competition from international and Indian brands : Dependence on the Indian market, where there is a possibility of high brand switching and low loyalty due to many options

CASUAL EVERYDAY

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

TARGET GROUP

Young adult audience, teenagers - 27 year olds. The Brand targets predominately males as when the brand begun it was inspired by the ‘working class man’. However in recent times the brand targets both males and females in their current campaigns and Ads. The target market are portrayed as fun-loving , young, energetic and somewhat rebellious.

Demographic Age

Age range of Flying Machine customers are people between 18 to late 20’s bracket.

Young independent fashionable - have some extra to spend on clothes.

Gender

The main Target group for FM are Men, they offered urbanity through masculinity towards the customer and brimming up self confidence towards opposite sex.

Education

People who use FM as their Fashion parameter are people who are well educated. They know quality of the product the vision and the aim that FM already set for the customer. And they know exactly that in case of FM product quality and price are linear, the more you spend the better it will be.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

MARKET COMPETITION

Lighting Unique lighting units on floor showcases. Glass chandeliers in some cases. Rest of the lighting is regular wall washers and down-lighters. Predominantly warm lighting used.

Fixtures wall

Accents

Wood shelves for half height and then style display. Painted wood shelf system. Style display against exposed concrete (when against the wall) or against Canvas clad boards. Style display against photograph prints in some cases.

VM elements such as suitcase, old metal table fans etc., garnish top most shelf of display. Printed photographs hanging by clips from wall hanger rods.

Fixtures Floor

Faรงade

White painted metal with wood top Solid wood short tables. Solid wood compartmentalized tables Black metal frame, wood casing and glass top units for ladies denim. Combination of thin metal frame and glass shelf tables.

Flooring

Overall Impression : Liberal use of wood and metal in stores. : Use of warm and cold materials in quirky styles gives the store a look which is clearly niche. : Unique display lights and stylish mannequin displays gives the store a hidden energy.

Wooden flooring used extensively. Mixture of wooden and tiled flooring seen in many cases.

Brand name in 3D white letters on a black background. Brand name in 3D steel letters against a metal background. Black faรงade with clear glazing seeing right into the store. Open window display using several mannequins.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

MARKET COMPETITION

Faรงade Flooring

Layered faรงade with graphics, mannequins and pattern on glazing. Back-lit logo against a black background Partially see through windows. Window display carries the brand idea for the season.

Wooden floor in most cases. Tiled floor in a few stores.

Accents Stores of full of VM elements scattered around the store. Top shelves of wall units have suitcases, sextants, old radios, telephones etc., Army jeep parked inside the store Ribbed wall completely covered by b/w photos in frames.

Wall Fixtures Wooden portals (painted) against a wooden panel with slotted angles. Wooden shelves on MS frames mounted on slotted angles. Picture frame corners for the portals in some cases. Slate board in wooden frame hung from portal top via rope for sign-age.

Ceiling Gypsum ceiling with track mounted lights. Ceiling same color as walls. Open ceiling also used. Dark color contrast in such cases.

Floor Fixtures Solid wood tables with metal hanger provisions. Powder coated metal hanging units.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Overall Impression: Has a casual, slightly retro look. : Inclusive, Stylish without being exclusive. : Liberal use of wood in flooring, wall units, tables etc., MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

MARKET COMPETITION

Façade Flooring Wooden floor in most cases. Combination of wooden and tiled flooring. Unique pattern tiled floor in some cases.

Simple contemporary black metal frame and glazing. Lee logo on black background on white metal boxing. Back-lit main sign-age.

Accents Photo frames of different sizes and frame colors behind the cash wall with pictures in b/w as well as color and sepia tints. Brightly colored ladder for merchandise display. Wall illustration in b/w and sketches in line art on the walls. Pictures along the length of the store on the topmost level of display.

Floor Fixtures Wood veneered nesting tables MS ‘A’ type hanging units. Suitcases with merchandise. Gondola sized laminated panels with MS hanging fixtures for hanging display. Suspended (from ceiling) MS fixtures with Wooden shelves for display.

Ceiling Wall Fixtures Wood shelves mounted on a MS framework. MS framework in ‘A’ shape with shelves at the bottom, styles at the top, hanging below the styles in some cases. Exposed brick or Limestone block in the background. Laminated slotted angle panels with MS fixtures. Wooden shelves on these MS fixtures. Wooden cabinet style display with hanging and stacking.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Gypsum ceiling with ceiling mounted lights. Completely exposed ceiling with surface mounted lights. A combination ceiling of exposed and gypsum.

Overall Impression: The space is informal and leaning towards the more artistic aesthetic sense. : The space tries to be young, but it’s a bit confused - The warmth from the wall and floor material grounds the store a bit. : The display methods are clever and obvious and neutral in appearance. MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

MARKET COMPETITION

Faรงade

Accents

Contemporary faรงade in design and structure. Brand name in white, on black background. Clear glazing with completely see through window display. Window display is simple with just a couple of mannequins and styles.

Stores of full of VM elements scattered around the store. Books on the top shelf with lanterns. Pottery and other terracotta artifacts Lamps and photo-frames (empty as well as with pictures). Glass jars with Tee-shirts stuffed in them. Globes and the union jack. Vases and sewing machines. Ropes and straps used for suspending denim styles against a UK flag in complete white against a grayish-white background. London telephone booth.

Flooring Wooden floor in most cases. Tiled floor in a few mall stores.

Floor Fixtures

Wall Fixtures Wooden shelves mounted on Exposed brick or wooden panels. Wooden shelves mounted on a adjustable MS structure painted in the same color as the shelves. Exposed brick or wood paneled walls. Use of corrugated metal sheet as background in one store. Metal and wood display mounted on stucco walls in one case.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Wood and metal tables for stacking and hanging display. Solid wood tables in 2 tones. Lighter top, dark bottom. Basic metal (MS pwd coated) hanging unit (A- type). Movable mannequins on castors to display styles. Wooden desks with drawers for stacked display.

Overall Impression: Highly energetic space which is gender and age unspecific. : Wooden flooring and wood veneered furniture and display give it a warm personal feel. : Huge amount of VM and quirky display gives the space a global, charged and edgy touch. MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

COMPETITION MATERIAL DATABASE BRAND

DIESEL

wood BRAND

Flooring DIESEL Floor units base wal unit shelves

LEE

LEVIS

metal fabric/ leather

fabric/ leather stone

Flooring Painted for floor units Painted for floor NAunits Wall unit hanging Wall unit hanging Floor units base fixture fixture Backdrop for main Backdrop for main walsignage unit shelves signage

NA NA

glass Exposed brick

yes, shelves for wallyes, shelves for wall NA NA display displayTable top surface, Table top surface,

Exposedconcrete/cement brick concrete/cement Tiles

Chandeliers

windows NA glazing

As background in some As background in some windows glazing displays displays NA NA

Tiles Gypsum

Gypsum

yes, mixed with wood yes, mixed with wood NA flooring flooring

unique NA pattern tile unique pattern tile Ceiling combination with combination with NA wood wood

Ceiling

suspended suspended display display suspended display Pine Mirror woodfinished seating steelMirror finished steel unitseating unit seating unit Flooring

Painted MS structure PaintedFabric MS structure upholstered Fabric upholstered Wall unit shelves Wall forunit wallshelves display and diwans sofas and diwans NA for wallsofas display PEPE Corrugated paintedCorrugated painted wall paneling wallsheet paneling as back panelsheet as back panel Desks and tables asDesks and tables as part of floor displaypartFloor hanging display Floor hanging display of floor display units unit unit units VM display round VMHanging display round display on Hanging display on tables and stools tables floorand tables stools floor tables Seating unit with Seating unit with Wooden floor Wooden rivets floor rivets

Wooden portals

laminateglass

Limestone block as Limestone block as background in somebackground in some Leather sofa cases cases NA

wall unit cabinet Main signage Main signage Leather sofa display metal frame work for metal frame work for shelves on wall unitshelves on wall unit wall units wall units A' frame hanging and A' frame hanging and stacking units for the stacking units for the Nesting tables Nesting floor tables floor

Wooden floor LEVIS

stone laminate

Windows glazing Windows glazing

wall unit cabinet LEEdisplay

suspended display Pine wood seating unit Flooring

PEPE

wood metal

MS framework for MS framework for Wooden floor NA shelves wall unit shelves wall unit PWD coated metal PWD coated metal Wooden portals unitsfloor hanging units floor hanging

NA NA

window NA glazing

As background for wall As background for wall small percentage ofsmallInpercentage some cases, of mostly In some painted cases, mostly painted window glazingunits units Stucco finish wall Stuccostores finish wall stores exposed ceiling exposed ceiling

Frost patterened glazing Frost patterened Background glazing for wallBackground for wall Cyp ceiling painted Cyp in wall ceiling painted in wall Wall casesfinishyes, in some smaller cases stores yes, smaller stores on window on window units unitsfinish in some Wall colours colours

Wooden back panels Wooden Base for back Round panels table Base for Round table Pic frame corners for Pic frame corners for the portals the portals Solid wood tables for Solid wood tables for floor display unit floor display unit Round floor table Round floor table Wall paneling for Wall paneling for pictures pictures

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

EXISTING BRAND DESIGN

FACADE

INTERIOR LOOK AND FEEL

Clean Casual Quirky Hinting on worker class/Industrial

Oversized graphic. Completely see through (mall store). Partial see-through and partial graphic (high street store). Hanging graphics and tag line. Mannequins on cargo boxes. Back-lit brand logo sign-age.

Italian design inspired sub Brand : Blue Label 6-8 ft wall in the new shop dedicated to Blue label Wooden Wall : Laminated Logo : Neon lights Graphic Advertisement

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

VISUAL MERCHANDISING

FIXTURES

Slotted angle channels mounted on brick textured wall. MS frame work mounted on slotted angles. MS powder coated perforated sheet as shelves.

WW2 Aircraft models. Cargo boxes with UK flag on the inside displaying jeans. Jeans styles displayed on frames.

Metal powder coated units. Circular unit for t-shirt stacking with central column for sun glasses. Simple tables with Metal surfaces in silver, body in black laminate. SS brush finish hanging units on black laminated platform.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

EXISTING BRAND DESIGN ANALYSIS

The store looks young and vibrant. Even though it is using the all too common (now) exposed brick wall look, the design looks fresh and is easy on the eye. The high street store does feel inviting and one would definitely step in if in a mood to shop. The simple fixture and furniture design, which is actually very nondescript ensures only the product stands out. The leather padding of the trial room doors and cash desk add a touch of luxury and a hint of retro, but it is slightly contradictory to the brand philosophy of being the next best thing. On its re-launch after a long hiatus, the brand publicly drew attention to the shifting of paradigms and its representation in the logo; from a WW2 aircraft to a pair of wingsâ&#x20AC;Ś symbolic shift from the mechanical to the intangibility of creativityâ&#x20AC;&#x201C; yet, the stores sport the WW2 aircraft model. A bit confusing with regards to the brand positioning and philosophy. The over sized graphics are a bit tiring and could be toned down a tad. The VM graphics showing styles is a nice touch and adds life to the store. The b/w picture frames on the wall is another over done design style and adds no value to the store.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

INTERIOR COLORS

-Brick finished wall texture -Black painted ceiling -White matte vitrified tiles

MATERIALS

-MS powder coated fixtures (black) -Steel table surfaces (silver painted) -Black Leather padded trial room door and cash desk -Brushed steel fixture arms for hanging floor units -Black matte finished pwd coated MS shelves (perforated) -Packing wood boxes and small furniture in window

DETAIL

-FM logo rivets on trial room door and cash desk -FM logo in hearts (stickers)

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

SYNTHESIS BRAND REQUIREMENTS // 53 FUNCTIONAL REQUIREMENTS // 54

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

STRATEGIC REQUIREMENTS

BRAND REQUIREMENTS

YOUTH Instant Gratification Standing out and Belonging Achievement Community Recognition Not about Rebellion Respect for the unconventional

Reinforce Connection With The Youth Building The Flying Machine Experience

Strengthen Category Codes International Appeal Focus of Youthful Hedonisms Focus Fun Rather Than Break Away From Convention

CATEGORY Rock and roll Sex appeal Strong product story

RELATIONSHIP Seek comfort in authenticity Heritage not age Story to believe and follow Symbols to own Icons to imitate Emotional at brand level Always rooted in product

Re-establish Brands Authentic Roots Create Direct Symbolism Use Authentic Story As The Backdrop To Create A Modern / Contemporary Experience

BUILD STORY AUTHENTIC TO THE FLYING MACHINE EXPERIENCE

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

05 DESIGN

APPROACH CONCEPT STRATEGY SPACE DYNAMICS VISUAL LANGUAGE WORD ASSOCIATION

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

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SPACE DYNAMICS

CONCEPT STRATEGY

Elements of the Space Facade

My approach to this design was with the single intent of re-establishing the brands authentic roots. In relation with this, the store look and feel was inspired from an Industrial Vintage era with a heavy grunge back-influence. Taking cues from an industrial aircraft hangar and the material and visual semantics associated with it, I wanted to add a mix of urban youth which could give a distinctive attitude to the space. The store will be bold and unconventional. It will help create a direct symbolism for the customers with the brands, Flying Machine.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Mid floor units

Main sign-age – Unconventional/ experimental Window ---- Fresh/experimental Architectural elements--Unconventional

Display tables--- Cool Gondolas--- Cool Browsers--- Sexy Tower units-- Sexy Materials--Innovation (if any)

Interior mood

Furniture

Flooring-- Exploratory Ceiling--Unfinished/industrial Walls—Exploratory Colors—Cool/fresh Materials--- Bold/ unconventional Lighting-- Industrial Graphics--- Spirited/ Naughty

Cash desks-- Unconventional Seating units— N/A Storage units--- N/A Stand alone partitions--- N/A Materials—Bold

Visual Merchandising --

Perimeter fixtures

Fresh, Experimental, socially active

Wall units--- Cool Hanging units-- Exploratory Stacking units--- Cool Materials--- Exploratory Innovation (if any)--- Experimental

Graphic Language---

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Spirited

WORD ASSOCIATION

VISUAL LANGUAGE

MONOCHROMATIC HINTS OF BOLD RED PREMIUM DIFFERENT

Client brief

Sexy Rebellious Independence Cool Design Different Fashion Innovation Proud Attitude

Keywords from research

Youth Fresh Cool Sexy Different Attitude Bold/courageous Spirited Naughty Unconventional Experimental Exploratory

Main Descriptors

Side heroes

Bold/courageous Unconventional Iconoclastic Experimental Pioneering

Fresh Cool Sexy Bold

Brand DNA : FM marches to its OWN drum beat

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

STAGE ONE CONCEPT MOOD BOARD CONCEPT SKETCHES LAYOUT CONCEPT RENDERS CLIENT FEEDBACK

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

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CONCEPT MOOD BOARD

CEILING Exposed painted ceiling Truss beam structure Truss arcs Grid lighting

WALL DETAIL Corrugated black sheets Exposed concrete Red rough texture wall Acrylic window in metal frame Industrial

COLOR SCHEME Dark grey and blacks Hints of red around the store Red focused wall Rough textures

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CONCEPT MOOD BOARD

FIXTURES Unconventional Industrial Modified units Rough Vertical uprights Modular shelving Powder coated MS

LIGHTING Focused wall lighting Industrial pendant Soft ambient lighting Spotlights

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

CONCEPT SKETCHES

: CREATING ARCHITECTURAL ELEMENTS : ELEVATIONS : ZONING : MATERIAL ALLOCATIONS : BRAND SPEC ALLOCATIONS

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

CONCEPT DETAILING

In order to get a more clear understanding of the various conceptual design elements for the store, we first developed the concept in a hypothetical space. This was done initially to get a better grasp of how the look and feel of each layout and zone will co-relate with one another.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

ZONAL SPLIT %

CONCEPT DETAILING HYPOTHETICAL SPACE FLOOR-MAP

CARPET AREA 180 SFT

DENIMS

Store space : 800 sq ft area

% CARPET AREA 24 %

47 %

SHIRTS

72 SFT

11 %

22 %

TEE SHIRTS

78 SFT

19 %

LADIES AND ACCESSORIES

40 SFT

12 %

430 SFT

11 %

COMMON AREAS (INCLUDES POS, VM, WINDOW DISPLAYS, TRIAL ROOMS)

PURE TRADING AREA - 58 % TYPICAL TRADING FLOOR (INCLUDES

87 %

POS AND WALKWAYS)

ZONAL SPLIT ORDER Shirts

T-Shirts DENIMS

Womens

Category selling Order

Blue Label

SHIRTS

COMMON SPACE LADIES & ACCESSORIES

T-SHIRTS

Flying Machine Denim

ENTRANCE

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

CUSTOMER FLOW

LAYOUT

Browsing walk flow

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Purchasing walk flow

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Exit walk flow

ARCHITECTURAL STRUCTURES

Taking inspiration from an aircraft hangar, I looked into many metal truss elements as an architectural language for the store. Metal beams with rivets, low turn arches with support truss members, and an overall rusted metal look and feel is what I began to explore with.

Low height arcs with support truss members.

The combination of the metal truss and the dark grey corrugated sheet acted as the base element for the store.

Metal pillars and beams with rivets.

With a fixed layout of these truss members, the interior of the store was being highlighted as an industrial warehouse. In step with the visual look and feel, the trial rooms were inspired from aircraft hangar changing rooms - corrugated wall paneling with curtain door partitions. I introduced corrugated TIN sheet paneling as wall cladding into the design language for the store to compliment the metal truss members.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

FACADE DESIGN

ARCHITECTURAL STRUCTURES

Main brand sign-age Inspired by aircraft hangar windows, I created a false window set up instore which would act as a separating wall backdrop for Blue Label denims

Metal framework

See through window

Horizontal Corrugated sheet paneling with Acrylic brand logo. Closed window option with corrugated sheet interior. Acrylic window paneling which would be inlit, most preferably have an graphic image on top. Gives the entire wall a very classy/ sophisticated feel.

Clear space for branding in Acrylic cut letters back lit.

Placement at the back of the store to create visual pull inside the store.

Metal truss language brought onto to the Facade.

See through glass window. Closed window option with corrugated sheet interior.

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STORE CONCEPT INTERIOR ARCHITECTURE AND FACADE

Store shell.

Truss arc framework.

Corrugated tin sheet wall cladding.

Facade and trial room placement.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

CASH DESK

Exploring options for the cash desk design, I got inspired from the packaging wooden crates. Going hand in hand with aircraft carriers and the industrial era, I began to experiment in mixing wood with metal frameworks.

Wooden paneling with metal truss box structures.

Wooden planks with metal framework.

Concrete cash desk with metal truss box structures. Pure wooden crate look and feel.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

FIXTURE STYLES

FIXTURE STYLES SS finish floor to wall uprights.

Wanting to explore into the experimentation and bold design aspect for Flying Machine, I played around with various ideas for the wall fixtures units. My aim to create a system which could relate to the attitude of Flying Machine.

Shelves in the form of Red acrylic box units (modular).

Perforated metal sheet box shelves as a complimentary material to the industrial look and feel instore. Red upright wall fixtures.

The perforated metal boxes will act as breaks between the upright systems and create a playful visual element.

Red glass box zones which can display mannequins as well as hanging denim.

Red acrylic boxes directly attachable to the uprights.

Modular shelving for various layout options

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

A chandelier form of Denim hanging display mounted from the ceiling. The red triangular hooks can also be used directly on the walls

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

FIXTURE STYLES

Additional units attached onto the Black PC uprights for Graphic display.

Inspired from industrial machines used in aircraft hangars.

Black powder coated Uprights.

Modular shelving with a hinge mechanism attachment.

Framed mirror suspended from ceiling.

Clamp form exploration as mirror holders. Suspended from ceiling by metal chains. Inspired from the food trays attached onto aircraft seats, the display shelves are modular. They can be opened up flat to act as a shelving display unit. At the same time the shelf can be folded up towards the wall and the back of the shelf acts as a area for graphical placement. Hinge fix. Suspended from ceiling by metal chains, it is a metal truss grid which can be used to hang denim jeans in VM hotspots.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

MID FLOOR UNITS

MID FLOOR UNITS Experimentive : Unique : Industrial : Bold : Unconventional Keeping these words in mind i explored various mid-floor unit designs.

Display table for women’s section Perforated metal sheet top or complete black gloss finish.

Display table inspired by scissor jack mechanism.

‘X’ leg formation going in step with the truss structure used inside the store.

Trial room chair.

Nesting unit (set of 3) MS powder coated finish with a perforated metal sheet top. Perforated metal sheet top.

Perforated metal top.

Trolley unit for denim stacks as well as folded hanging denim.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

CONCEPT RENDERS

Ply with gloss red finish.

Open Window.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

White acrylic cut logo Back-lit.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Truss structure facade Rusted black finish.

Closed window With display (seasonal change).

Black corrugated sheet wall.

Cash desk. Treatment of a mail wooden crate.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Truss structure Rusted black finish.

Washed out concrete flooring (With track marks and skid marks).

Industrial Light units.

Trial room curtain doors. Print of international flags.

Women’s section Different material finish. Red gloss painted wall with gloss finish display shelves. More classy with feminine vm elements.

Mirror unit.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Black corrugated sheet wall.

Red caution lining as floor graphics.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Women’s display table - more chic with high gloss finish.

Back wall towards entrance (Dead zone) Large graphic print.

Washed out concrete flooring (With track marks, skid marks and red caution lines).

Mirror with vm framework.

Shirt display Wall.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Metal truss arcs at 10 ft distance.

Dark grey corrugated sheet wall paneling used throughout the store.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Mid floor unit for Denim display.

Truss framework on wall.

Denim Display.

Industrial down lights. Truss structure Rusted black finish.

Track lights on open ceiling.

Graphics on display.

Trial room with curtain enclosing.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Back-lit acrylic with graphic b&w print.

Square grid with hanging chains and hooks for jeans display.

Metal window frame.

Black corrugated sheet. Space for open jeans hanging as well as stacking.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Caution flooring print on concrete. Red and black brand colors.

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CLIENT FEEDBACK

MID FLOOR TROLLEY Copper finish metal perforated sheet top.

MS Rod PC red for front and side hanging.

POSITIVE FEEDBACK Over all look and feel was appreciated. The clients liked the Industrial/authentic persona that we highlighted throughout the store. The truss beams used throughout the store was liked along with the Storefront and window design.

MS plate PC black for additional storage.

NESTING TABLE

RE-DESIGN FEEDBACK : Trial rooms need to have physical doors and not curtains. : Mid-floor fixtures need to be looked into. Did not like the use of copper perforated sheet. Instead they would prefer a much raw material like meshes.

Copper finish metal perforated sheet top.

: In the mid floor units more options need to be designed 4 way rail unit, Side hanging rail unit, A Pigeon hole unit where we can also display a full length denim, Nesting table option.

MS frame PC black.

: Need an option for the cash desk design.

WOMEN’s DISPLAY TABLE

: Need an option on flooring. : The women’s wall needs to have a more feminine approach.

MS plate PC black with gloss finish, with tapering edges.

: Would like the denim wall to be more exaggerated and in contrast, a BLUE LABEL wall which can be more sophisticated than the whole store.

MS frame PC black with gloss finish.

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stage two CONCEPT DEVELOPMENT REDESIGN RENDERS CLIENT FEEDBACK DESIGN CONCEPT PITCH DEVELOPED BY LEAD DESIGNER NEW MATERIAL BOARD FIXTURE DESIGN DEVELOPMENT

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FLYING MACHINE DENIM WALL

CONCEPT DEVELOPMENT

Wooden panel cash back wall. Graphic option to be considered.

Creating a separate wall design for Flying Machine denims, I kept in mind the metal truss structure in the store.

I made a two layer wall cladding made of MS sheet cut into a truss design pattern. The pattern is not symmetrical and is quite random. The mirror screws are for visual purposes only.

Wooden paneling with metal truss box structures. Used with the acrylic window wall, the pattern comes off as very busy and clustered.

22 inches

DENIM HANGING FIXTURE

‘S’ shaped hooks enlarged in size to be used as VM for Denim hanging. MS Powder coated red. I decided to give it an uninterrupted wall space with just the metal truss structure as a frame.

Screw on stop The wall fixture is simple and sleek with black gloss finish.

15 inches

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WOMEN’s WALL

BLUE LABEL WALL

The women’s wall needed to be approached with a more feminine outlook in mind but at the same time I did not want it to be extremely different to the surrounding material and finishes. Since I was using concrete on the flooring I decided to use a lighter concrete wall texture with a hint of feminine graphics but with a more grunge industrial look.

Inspired by the BLUE LABEL photoshoot wall graphics, I decided to take an intricate motif form and create a wall pattern.

The Blue Label collection is designed by the Italian designer Chicco. It is the premium denim collection of Flying Machine. While the client wanted a separate wall design for FM denims, it also wanted a much sleeker and sophisticated wall design for its Blue label section.

Dark Grey corrugated metal sheet as wall cladding in store.

2ft x 2ft tinted glass panels fixed on top of corrugated sheet wall. Edge lighting along the glass panels.

The glass panels provide a much cleaner look and finish against the rugged corrugated sheets. It also adds a premium look to the category section. Resulting pattern was created and a very ‘dirty’ grunge graffiti feel was given to it.

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The final graphics, along with the FM logo on the concrete wall paint.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

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PIGEON HOLE UNIT

MID FLOOR UNIT

Black hard mesh top

3.5 ft

5 ft 1ft x 1ft pigeon hole cabinets.

4 ft

Following the truss design language.

20 in Black mesh sheet An ‘A’ stand unit for full denim display, to be placed next to the nesting table unit.

Full length Denim displayed on unit.

15 in Denim stack basket

15 in

3 ft

Hard mesh with MS PC black frame.

Cut definition to show case denim sizes.

Black gloss finish with tapering edges.

3 ft

2.5 ft

15 in

15 in Nesting table format (2 units)

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FLOORING

RAILING UNIT

4ft

6 ft

2ft Railing unit large format. Metal railing for side hanging.

Creating tile patterns from dark slate as a contrast onto the light concrete flooring. Red edge lining around the slate tile for definition. Red MS PC frame work.

4ft

2ft 2ft 4 way railing unit small format. Metal railing for front hanging.

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RE-DESIGN

Wooden crate cashdesk with metal truss box Red MS PC logo on highlight. floor.

Slate flooring with red PC MS lining against the light concrete flooring

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MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Black truss cladding on trial room door.

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Womenâ&#x20AC;&#x2122;s section with motif graphics painted on the Concrete wall panel.

Trail room doors having truss cladding. Four way rail small format.

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Dead zone. Graphics on wall.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Light concrete flooring.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Contrasting dark slate flooring with red MS PC lining.

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Graphics pasted on back of fold-able shelf.

S hooks for denim display.

Denim VM ceiling mounted.

Trolley Mid floor unit.

Industrial down-lights. Denim style display Regular MS uprights boxes. black PC. Wooden shelves.

Flying Machine denim wall black truss cladding on cement wall.

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MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

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MID FLOOR TROLLEY

Black hard mesh used as top surface. Red PC MS rods for side hanging of folded denims. Merchandise holding capacity : 6 folded stacks 20 hangers

2 WAY PIGEON TABLE Full length denim can be displayed on top. Top surface is black hard mesh. Denim baskets for storage. Quantity : 6

Graphics pasted on back of fold-able shelf.

Blue Label wall Glass mounted on mirror screws on top of corrugated sheet with edge lighting.

Merchandise holding capacity : 16 folded stacks 2-3 full length denim display Denim baskets capacity : One stack of 10 denims per unit

FOUR WAY RAIL SMALL FORMAT 2 Waterfall front hanging rods. 2 straight front hanging rods. Black hard mesh as fixture base material. Merchandise holding capacity : 40 front hangers

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CLIENT FEEDBACK

FOUR WAY RAIL LARGE FORMAT

POSITIVE FEEDBACK

2 front hanging rods single rail for side hanging.. Black hard mesh as fixture base material.

All the mid floor units were finalized. The quantity need to be decided based on the actual site dimensions. The trial room doors were also accepted. The flooring option was also like by the client. The pattern formation needs to be decided depending on actual site dimensions and layout. The women’s wall graphic treatment was specially like by the client.

Merchandise holding capacity : 20 front hangers 15 side hangers

RE-DESIGN FEEDBACK : Need an option for the cash desk design. One preferably without the use of wood. : Wall fixture design needs to be reconsidered.

NESTING TABLE WITH ‘A’ UNIT

: The client wanted the store to have a much lighter feel. The wall cladding of corrugated tin sheet was giving the store a certain heaviness. So other wall cladding options needed to be considered.

Black gloss finish with tapering edges. MS PC black gloss finish.

We would now move our design concept into the actual site location and adapt the design and layout according to the site parameters.

Merchandise holding capacity : 6 stacks 1 full denim display

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Also, it was during this stage in the designing of the store that the client wanted us to use certain elements of another concept that we had presented to them earlier. This concept was designed by the Lead designer at Restore solutions, which you will see in the next page.

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DESIGN CONCEPT PITCH - DEVELOPED BY LEAD DESIGNER

Modular wall fixture unit fixed with the puck mechanism. Due to this mechanism, the shelves could be fixed in numerous layouts.

The client like the entire ‘International’ look given to the cash back wall. He wanted us to incorporate this into our concept but in a different design composition.

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MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Concrete tile wall cladding used throughout the store.

Also appreciated by the client was the concept of “taking denims to the top” as seen herein the render. Having a certain part of the ceiling covered in mesh with various merchandise hanging from it as Visual play.

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NEW MATERIAL BOARD

FIXTURE DESIGN DEVELOPMENT 12 in x 12 in square grid.

PUCK SYSTEM

CONCRETE WALL TILES

SLATE FLOORING PATTERN

Grid based format to be incorporated on the wall. The female joint is embedded in the wall and the male joint attachment in on the shelf fixtures.

LIGHT CONCRETE FLOORING

MS ANGLES ON FIXTURES

HIGH BEAMS ON FACADE

MS FLAT FOR FLOORING FRAME/FIXTURES/SHELF FRAMES The size of the shelf units is in two sizes : 2 feet wide and 4 feet wide. The vertical units to be 12 inches in height.

HARD MESH ON FIXTURES

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HARD MESH ON FIXTURES

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Shelves comprise of a C shape unit (basically a horizontal shelf for display with vertical side hands for show). The unit is to have a hard mesh material.

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FIXTURE DESIGN DEVELOPMENT

The shelf can have various styles and different fixing layouts. However, a single puck cannot be shared between two shelf units. To make this shelving a success the tolerance during construction would have to be perfect. In order to avoid constructional mistakes and complications, we designed the same fixture unit but with the system of vertical upright channels.

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FIXTURE DESIGN DEVELOPMENT

Black powder coated MS uprights.

Cylindrical rod attachment.

Horizontal shelf attachment. Hooks on side to attach to cylindrical rods.

Vertical partition attachment. Cylindrical sleeve on top and bottom to attach to cylindrical rods.

Slot attachment to fix to uprights.

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SIDE HANGING BAR

HORIZONTAL SHELVES

Semi circular hooks than cling on the cylindrical rod

FRONT HANGING BAR

VERTICAL SHELVES

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FINAL SPACE THE SPACE THE SITE SITE MODIFICATION ZONAL SPLIT FINAL LAYOUT STRUCTURAL SHELL FINAL DESIGN ELEMENTS ELEVATIONS & PLANOGRAM FINAL SPACE RENDERS

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THE SPACE

The property is located on 14th main , 100 feet road, Indiranagar, Bangalore. It is a prime location for the Flagship store as 100 ft road Indiranagar is a High street shoppping district of Bangalore.

The site is leased out to two brands which are under the wing of Arvind Mills Pvt Ltd. - Flying Machine & Nautica. The space has been equally divided and allocated to both the brands respectively.

Flying machine store.

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MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Nautica showroom to open next to it.

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THE SITE

The site property was originally a residential bungalow. The landlord leased the property to Arvind Mills with the clause that they could change the architectural shell of the site on their own expenses. Since the bungalow was to be shared between two brands - Flying Machine and Nautica - the facade had to be reworked in terms of construction to accommodate the facade threshold of both the brands and to make the property more commercial for visual purposes. The facade had a constructed false beam on both levels. The Beam on the bottom level was dwarfing the entrance into the site.

Since the facade was now being reconstructed, a design related input was made during the client meeting. We proposed to push the facade out by 7 feet onto the front pavement. Not only would this create an unobstructed facade which would be visually eye catching, it would also provide the stores with more interior floor space for their shop windows. Creating a complete glass box facade would also mean creating a mezzanine floor for both the stores, which would add more visual scope. It would also be easier to create separate entryways for both the brands.

It was decided to break the false beams on both the levels. It was also decided to create two separate entry ways for either Brands. A common entry and exit was not preferred.

False beam construction which could be removed

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MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Extending the facade by 7 feet

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INTERIOR VIEW

STORE FRONT

STORE REAR STORE FRONT

STAIRCASE

FIRST FLOOR

STORE REAR - TOWARDS STAIRCASE STAIRCASE

GROUND FLOOR TRIAL ROOMS

STORE REAR - PARTITION FOR TRIAL ROOMS 139

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

STORE REAR - TOWARDS STAIRCASE 140

ON SITE MODIFICATION GROUND FLOOR

THE ORIGINAL SITE FLOOR PLAN GROUND FLOOR

PRODUCED BY AN AUTODESK EDUCATIONAL

PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT 5'-10"

3'-5"

3'-3"

BOH

7'-1"

TRIAL ROOMS TRIAL ROOM

31'-7"

14'-8" 4'-5"

25'-4"

Slab Bottom 9'4"

7'-1"

12'-3" 7'-1"

Beam Bottom 6'5" ft 12'-3"

1'-0" 20'-4"

Area 642 sft

PARTITION WALL PULLED IN BY 20 INCHES

SLAB BOTTOM 9’4”

BEAM BOTTOM - 8’ FACADE PULLED FORWARD BY 7 FEET

7'-1"

ENTRANCE ENTRANCE

Ground floor

PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

Y AN AUTODESK EDUCATIONAL PRODUCT

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BEAM BOTTOM - 8’

3'-0"

Beam Bottom 8' ft

31'-7"

10'-0"

PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT

6'-3"

BOH

PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT

6'-0"

TRIAL ROOM

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

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THE ORIGINAL ON SITE MODIFICATION SITE FLOOR-PLAN FIRST FLOOR GROUND FLOORBY AN AUTODESK EDUCATIONAL PRODUCTPRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT PRODUCED 13'-8"

7'-4"

TRIAL ROOMS

12'-10"

Beam Bottom 8' ft

1'-3"

Beam Bottom 6'5"

1'-0"

SLAB BOTTOM 9’4”

BEAM BOTTOM - 8’

1'-4" 14'-8" 1'-4" 6'-10"

PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT

31'-7"

7'-1"

BEAM BOTTOM - 8’

MEZZANINE FLOOR

COLUMN IS SANDWICHED IN GLASS WALL PANELS FACADE PULLED FORWARD BY 7 FEET

7'-1"

FIRST FLOOR

Area 660 sft

BY AN AUTODESK EDUCATIONAL PRODUCT 143

PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCTPRODUCED

First floor

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PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT

Slab Bottom 9'6"

PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT

4'-11"

BOH

ZONAL SPLIT %

ZONAL SPLIT

Flying Machine wanted to create a new brand standpoint with the opening of this store. One of the main change catalysts was to increase its customer reach beyond male casual denims and into male formal shirts (Blue Label), International denim style (Blue Label) and also increase its extents in womens clothing and general gender accessories. Keeping these factors in mind the store was dived into the following category sequence.

Shirts

T-Shirts Womens

Accessories

CARPET AREA

SHIRTS

56 SFT

10 %

TEE SHIRTS

60 SFT

11 %

LADIES

70 SFT

13 %

BLUE LABEL

150 SFT

28 %

DENIM

180 SFT

34 %

7 SFT

1.3 %

780 SFT

60 %

ACCESSORIES COMMON AREAS (INCLUDES POS, VM, WINDOW DISPLAYS, TRIAL ROOMS)

Category selling Order

Blue Label Denims Shirts

% CARPET AREA

PURE TRADING AREA - 40 % TYPICAL TRADING FLOOR (INCLUDES

60 %

POS AND WALKWAYS)

Flying Machine Denim

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FINAL LAYOUT GROUND FLOOR

FINAL LAYOUT FIRST FLOOR

FIRST FLOOR 147

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STRUCTURAL SHELL GROUND FLOOR

STRUCTURAL SHELL FIRST FLOOR

BOH TRIAL ROOMS

TRIAL ROOMS STAIRCASE

BOH

SHIRT DISPLAY BLUE LABEL SHIRTS & T-SHIRTS DISPLAY

STAIRCASE

T-SHIRT DISPLAY

ACCESSORIES

WOMENS DISPLAY

DENIM DISPLAY

DENIM DISPLAY ON TOUGHENED GLASS WALL

CASH DESK

WINDOW DISPLAY

ENTRANCE

WINDOW DISPLAY

MEZZANINE FLOOR

GROUND FLOOR 149

BLUE LABEL DENIM DISPLAY

FIRST FLOOR MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

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DESIGN ELEMENTS FACADE

Site facade after removing the false beams on both levels.

Visual metal ‘X’s on side glass panels. Metal truss cladding on beams.

COMPLETED GLASS FACADE Proposed facade glass boxing.

Metal beam structural framework. Complete glass facade 4’ x 8’ panels mounted with spider glass fixture.

Double glass door entrance opening inside the store.

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CASH DESK

WINDOW DESIGN

In order to bring about the ‘International’ connection into the store, Flags of various countries were displayed behind the cash desk. The wall panel has black gloss paint with metal buttons stuck on top in grid formation. Each metal button carries a print of different countries all over the world.

Window display space.

SS finish logo with edge lighting behind cash desk.

Industrial hangar window frame work with rusted metal finish as the background for the shop window display. It also created a semi transparent view into the store..

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Cash desk designed by fellow Intern Clair Sarrouy. She was inspired by the wings in the FM logo and wanted to create a dynamic cash desk. The finish of the cash desk is red metal paint. Black gloss FM logo on the front of the cash desk.

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FINAL MID-FLOOR FIXTURES

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WALL FIXTURE PROCESS

CEMENT TILES WALL CLADDING

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BLACK PC UPRIGHTS FIXED ONTO WALL CLADDING

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RODS FITTED ONTO UPRIGHTS

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VERTICAL AND HORIZONTAL UNITS ATTACHED TO ROD FIXTURE

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HOTSPOT TREATMENT

COLUMN DETAILING

Hard mesh with Black metal frame.

Creating a negative shape fixture to compliment the detailing on the bottom of the column.

Concrete paint. Framed metal hard mesh black PC on every Vm hotspot. Creates visual breaks on the concrete wall cladding. Mirror unit.

Also playing with mesh surfaces on the pillars. Creates a dynamic flow of elements.

Hard mesh with Black metal frame.

Bottom column detailing.

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HOTSPOT DETAILING

Truss metal boxes with glass top for mannequin foot display.

2.6 ft 2.6 ft

Mannequins to be treated in Red and Black gloss finish.

In terms of Visual merchandising, we wanted to create an extremely eyecatching element within the store - something which would go along with the loud brand image of Flying machine. There are 3 mannequins which are treated in a different manner. We designed wireframe mennequins which would not only go with the Industrial look and feel of the store but also make a style statement on their own.

GROUND FLOOR

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FIRST FLOOR

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STYLE DETAIL

FLOORING

Trail room flooring. Flying Label has for denim styles : Prince slim Prince Eddie Jackson I created these panels to showcase the four styles of denim.

At the base of the main VM hotspot.

Mesh frame.

Acrylic lit box for style tag.

SS sheet.

Around the pillar.

Flooring Layout

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STAIRCASE DETAILING

The staircase was designed with the entire persona of bold/unconventional of the brand. The stairs are dark slate tiling to compliment the light concrete flooring. There are mirrors with black frame present along the staircase wall. It gives the staircase a much larger feel along with the glamorous hint. The staircase wall on the first floor has been mounted with industrial emergency light (non functioning).

Elevation AA

Elevation BB

Elevation CC

VM elements

Elevation CC

Elevation AA

Elevation BB

Black mesh on landing.

Mirror with black frame all along staircase.

Staircase view

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DENIM WALL

To get the ‘edge’ in the display of Flying Machine denims, I created a separate zone for the category. While the rest of the store wall fixtures were upto 8 feet, I extended the height of the denim wall fixtures till the ceiling. Along with this I created a mesh frame work mounted from the ceiling. This created a visual ‘L’ shape zone dedicated entirely to Flying Machine denims. The ceiling mounted mesh would have denims on its surface along with shirt and T-shirt flat-packs. Visually, we had merchandise going from the wall upto the ceiling framework.

Hard mesh.

MS Powder coated Black frame.

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BLUE LABEL FIXTURE UNIT

Initially, while designing all the zonal categories, the Blue Label wall was given not more than 8 feet display space. However, due to the client requirements as well as site layout, the Blue Label wall was allocated 22 feet of running fixture wall space. Due to the difference in size and area, I created new variations for the blue label wall. The glass paneling was done to have a see-through effect on the corrugated tin sheet wall cladding. However since we removed the corrugated sheet element from the store completely, I decided to explore more design options.

PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT

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20 ft

PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT

Blue Label

Initial Blue Label wall design

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

The client wanted a much more cleaner and sophisticated touch on the Blue Label wall. Another criteria was to have less merchandise shelving and more Visual merchandising space within the Blue label wall. Instead of having two broken sections of 8 feet wall display space, I decided to create a continuous wall fixture running the length of the entire wall.

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PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT

BLUE LABEL FIXTURE UNIT

Blue label logo mounting.

Wooden shelving.

SS finish Uprights Floor to ceiling fixture.

Modular wooden shelving. side hooks into SS uprights.

2’

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4’

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4’

2’

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BLUE LABEL FIXTURE BACK WALL OPTIONS Blue Label Logo mount. Logo to be in SS finish with edge lighting.

Tinted glass panel with LED tube lights behind forming a pattern.

Wooden shelves.

White Slate wall cladding. Seamless installation. Black Slate wall cladding Seamless installation.

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GRAPHICAL TONE OF VOICE

Size tagging on shelves

The space typography to introduce the new collection -

SS cut side sign.

Print on Sunboard.

Graffiti done by colleague Deval Maniar

Style tag options. Print on Sunboard top attachment.

Grunge/graffiti illustrations spread around the store on the concrete wall cladding.

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ELEVATIONS & PLANOGRAM PLANOGRAM AA

PLANOGRAM BB

ELEVATION AA

ELEVATION BB

Cash back design. FM logo in SS with edge lighting.

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Concrete tiling wall cladding.

Black MS uprights H-8ft.

VM hotspot.

Partition.

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VM hotspot.

Women’s wall graphic painted on Concrete wall cladding.

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VM hotspot Mirror unit.

Black MS uprights H-8ft.

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PLANOGRAM CC

PLANOGRAM AA’

ELEVATION CC

ELEVATION AA’

Store wall.

Black MS uprights H-8ft.

Trial room gallery Staircase. Black slate wall Column. tiling.

Toughened glass wall.

Black MS uprights H-9ft.

Concrete tiling wall cladding. VM hotspot Mirror unit.

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Partition.

Black MS uprights H-8ft.

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PLANOGRAM BB’

PLANOGRAM CC’

ELEVATION BB’

ELEVATION CC’

Concrete tiling wall cladding.

Wooden shelving. White slate wall cladding.

SS uprights floor to ceiling H-9ft.

Toughened glass wall.

Store wall.

Black MS uprights H-8ft.

Trial room gallery Black slate wall tiling.

Column.

Staircase.

VM hotspot.

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PLANOGRAM DD’

ELEVATION DD’ 8i

FINAL SPACE RENDERS

Toughened glass wall.

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Column.

Black MS uprights H-9ft.

Store wall.

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The facade sign-age is acrylic cut letters mounted onto the glass. The brand name and logo are backlit. The logo on the side of the store is also in red acrylic, but it is not backlit. The door handle is a custom made FM logo handpeice in SS finish.

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A view into the store interior on the ground floor. The cash desk is placed at an area where the salesperson has a complete visual of the ground floor.

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The new arrival would be displayed on the nesting table with the full length denim being displayed on the ‘A ‘unit’.

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The womenâ&#x20AC;&#x2122;s wall display with the wall motif pattern painted onto the concrete wall tiling. The hotspot mesh frame has various red colored aircraft steering wheels on it along with a SS finish FM logo.

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A wide view into the ground floor of the store. This level is dedicated to the womenâ&#x20AC;&#x2122;s merchandise along with t-shirts, shirts and accessories.

A view of the trial room gallery and the staircase leading to the first floor. MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

While walking up the stairs, the customer can see the FM logo in red metal finish mounted up on the ceiling. The wall opposite the staircase landing supports the Denim style panels with the supporting wall graphics. The emergency wall light fixtures create an interesting pattern on the wall. The special Wire frame mannequins are placed here at the staircase hotspots.

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A wide view into the first floor area. The floor is dedicated to Flying Machine denims and Blue label denims and shirts.

MANJARI SAHU | RETAIL AND EXHIBITION DESIGN MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

The Blue Label shirts area along with the Mirror unit. A peek into the trial room gallery where you can see the red metal cut sheet pattern mounted onto the trial room door. The wall material is black slate - same as the trial room flooring.

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The denim area on the first floor, which has merchandise display going on till the ceiling.

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The Blue Label wall Textured wall cladding, SS uprights, wooden shelving and large visuals - giving an extremly clean and classic approach to the design label.

TECHNICAL DETAILING MATERIAL BOARD LIGHTING FIXTURES FIXTURE DRAWING MID FLOOR UNITS DRAWING FACADE DRAWINGS GFC SET BOM CONSTRUCTION & PROTOTYPES

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LIGHTING FIXTURES

MATERIAL BOARD

CONCRETE WALL TILES

SLATE FLOORING/TRIAL ROOM WALL/STAIRS

LIGHT CONCRETE FLOORING

TRACK LIGHTS

LED DOWN LIGHT UNIT

MS ANGLES ON FIXTURES

HIGH BEAMS ON FACADE

FINAL LIGHTING FIXTURES

MS FLAT FOR FLOORING FRAME/FIXTURES/SHELF FRAMES

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HARD MESH ON FIXTURES MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

EMERGENCY LIGHT FIXTURE FOR STAIRCASE MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

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WALL FIXTURE DETAIL BLUE LABEL WALL FIXTURE DETAIL

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BLUE LABEL WALL FIXTURE DETAILING

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MID FLOOR UNITS CASH DESK COLUMN DETAIL

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FACADE

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9f GFC SET

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ELEVATIONS TRIAL ROOM DETAIL AND ELEVATIONS

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BOM

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CONSTRUCTION & PROTOTYPES

DENIM BASKET

LIGHT CONCRETE FLOORING

WALL

NESTING TABLE

TROLLEY UNIT

FACADE CONSTRUCTION

INTERIOR CONSTRUCTION 261

FACADE CONSTRUCTION

TRIAL ROOMS MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

A UNIT MANJARI SAHU | RETAIL AND EXHIBITION DESIGN

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RETROSPECT

My experience at Restore has been very educational and fun at the same time. To get a first hand expreince of designing a store for the actual market was very thrilling and one that I am unlikely to ever forget. Apart from the Flying Machine store, I was also able to contribute my design skills for Scullers Kids Shop-in-shop, MTR Corporate office, Atmosphere Studio store, Unibic Cookies and Planet Fashion. I am thankful to Restore for giving me these opportunities. I am also grateful to all my faculties who have been a support through out the past four years.

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THANK YOU