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Khaadi Report with Brief Combined final

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Khaadi Report with Brief Combined final

  1. 1. The re-modeling of an oriental fashion retail outlet for bringing traditional merchandise to be sold within a modern and contemporary concept Date: APR. / 26 /2016 Written By Student: Ahmed Al Amin Written to: NDA, Mr. ANTHONY RAYWORTH 1. Abstract A walkthrough the development of a new concept design for a Pakistani fashion outlet. The design incorporates the fusion of traditional culture aspects and blending them with modern interior elements. The retail outlet design brings the oriental “Bazaar” Concept introducing tea & coffee bar counter and a feature wall borrowed from the ancient design merged with bright colors to create a journey through memory lane in a modern setting. The new design concept will give the retail shop an Identity through the oriental spirit that comes from the east, represented by the rich culture of Pakistan and India. A magic carpet will be flown to a whole new world combining both originality and contemporarily design atmosphere showing the beautiful colors, modern and rich textures of fabrics and clothes. Also presenting the ancient look of wooden and metal trunks of the golden days in a modern figure. In addition to the delicious taste of Chai (Tea), coffee and Barfi (desserts) offered in sophisticated and elegant way, giving the chance to sit and relax at the lounge area to enthuse the eyes and smells of the Customers with the feature wall illuminated by magical scented looking candles.
  2. 2. Existing shop of Khaadi Contents: 1. Abstract. 2. Introduction. 3. The Client. 4. The Concept. 4.1 The Existing Concept. 4.2 The New Concept. 4.3 Space Planning and Shop Zones. 5. The New Design Content. 5.1 The Shop Front. 5.2 Inside The Shop. 5.2.1 Flooring. 5.2.2 Walls and Colorful Niches. 5.2.3 Ceiling and Lighting. 5.2.4 Displays and cashier. 5.2.5 Digital Screens. 6. Conclusion.
  3. 3. 2. Introduction: The retail sector considered to be one of the most important and vital part of economy; due to its content of the direct relation between the retailer and the consumer. This relationship reflects the high demand in the combination of different areas of expertise together in the design and construction of retail space of what we call it The Retail Design. A brief was received from Kingsman Interiors LLC, the interior and fit out contractor as one of their clients “Khaadi” a fashion retail company dedicated of having traditional Pakistani women, men, kids clothes and accessories and home style with outlets worldwide. Although Khaadi has numerous outlets all have been fitted out using different designs and schemes, now, the Khaadi’s management wish to develop a unified standard design to become a unique signature for their brand. The brief was to develop a concept that composite and complements their products using the existing shop in Dubai Festival City Mall (DFCM). The Idea of the new design gathered from “traditional Bazaar concept” women clothes and accessories arranged creatively among the store, combined by home goods and accessories that complement the customer house and a small coffee/tea outlet to indulge in while enjoying the shopping experience.
  4. 4. 3. The Client: “Khaadi” which means “hand-woven in the Urdu language” store was established in 1998 in Karachi Zamzama, Pakistan. The founder and chairman “Shamoon Sultan” wanted to brace the ancient craft using the hand-woven fabric which he continues to do so throughout the years. When the store opened its doors first; it received a massive attention within two weeks; Shamoon stated talking to Dawn News “We started getting feedback from day one. We were stocked out in two weeks and we had to shut down the store”. Khaadi started first with non-stitched hand-woven fabric; then introduced ready to wear women and men clothes. Later on; Khaadi expanded its product line to include Khaas which is an exclusive limited pieces, kids between (2-12 years), handbags, stoles and jewelry accessories and lastly home goods featuring unique furniture pieces, bedding and bath items. As Khaadi was expanding within smaller cities and towns in Pakistan; the decision to expand worldwide was taken in 2010 when they launched their first international store in Dubai. Later in 2013; another store in Abu Dhabi the capital of United Arab Emirates opened its doors. After achieving global success; in 2014 more stores branded in Malaysia and UK; five of them were khaadi home stores. Nowadays Khaadi has forty stores around the world, United Arab Emirates, Saudi Arabia, Canada, Mexico, America, Australia, Malaysia and the United Kingdom. An online store was launched at first in Pakistan in 2014; followed other countries at a later stage. Until this stage Khadi has been targeting the eastern customers; however a plan to present western line is on the table. The New Design of Khaadi shop Makes it easy to be constructed all over the world, whether the shop is in the UAE the east, or in the UK. The west. This is due to the
  5. 5. factors of the human big demand for the trend of traditional eastern wear, the modern and contemporary look of the new concept of the store, and the material that been chosen for example: a- The concrete flooring which is available globally and it is the foundation for every architectural structure. b- The white brick tiles or artificial white brick that comes from an international supplier are durable and sustainable. c- The Oak wood also can be found or shipped all over the world through international suppliers at cost that varies from low to high thus gives Khaadi the choice to stick to a budget. d- MDF and gypsum material are internationally well known and are easy accessed worldwide. e- Paints, Steel and steel powder coating are also available worldwide. f- Other shop accessories and hardware fittings, lightings, digital textile, digital screens, and all other material is reachable. 4. The Concept 4.1 The existing concept: Dubai Festival City mall is one of the modern and contemporary shopping destination which is located in the heart of Dubai facing the Dubai creek. The shops vary from mid- range to high-end retails along with franchised coffee-shops and restaurants. The Khaadi shop is located at the ground level of the mall, next to a big department store M&S; however the store lack any merchandising attraction that drift the customer attention to it. The existing design is too modern that hides the eastern ancient look and wipe of the soul of Khaadi; which make it similar to any new shop and not as authentic as khaadi. The design elements don’t stand out; it looks too western and it doesn’t present the sophistication and colorfulness of khaadi principle.
  6. 6. The retail design concept target customers using the five senses of the human being, which is the seeing, hearing, touching, smelling and tasting. The current design doesn’t show all these factors clearly. Lighting distribution was a factor that discourages customers from walking in; the current methodology uses more cool white lighting than warm white lighting which doesn’t create a dramatic harmonic atmosphere in retail interior. Some of the goods especially these are for Sale are displayed in unattractive way, wrapped in plastic bags which prevent the customer from touching them and sensing the beauty of the fabric; nor its organized in a way that matching items are exhibited together so it catches the eye to buy the whole set rather than one piece. Asia especially India and Pakistan are famous with aromatic spices that give a vibrant mood and a genuine link to home. Tickling the smelling sense of the customer would be a brilliant idea to welcome them to the store; which isn’t implemented at the moment. Music and sound plays a great role of attraction; being in a silent store or a store that plays non related music will definitely be pull-back. Nowadays every successful fashion retail sets the sound and digital merchandising that matches its fashion line concept to allow customer interaction. At the moment DFCM Khaadi has a poor sound system and No digital merchandising.
  7. 7. An existing shop of Khaadi showing Items in plastic bags 4.2 The new Concept: A new idea was generated, to announce Khaadi Café beside khaadi women and khaadi home, it’s a charged service that include a Chai (tea) , Coffee and desserts to be served to costumers to familiarize them with the oriental tradition. Facing the Digital Screen a coffee and tea bar island counter was constructed serving 8 customers with traditional tea, coffee and desserts. The counter comes with traditional upholstered modern bar stools that reflect the Pakistani ethnicities. The bar island has two sides access in order to give a better circulation entrée to the barman. The bar counter, the display tables, cashier counter top, and other wooden frames such as the ones framing the non- stitched fabrics display will be made of natural oak wood that will be sanded and smoothed then a MONOCOAT oil will be added to it as a protection layer to prevent it from scratches and liquid stains of tea or coffee. This oil will not change the original look of the wood color, also an alternative to the MONOCOAT oil can be the Matt Marine Coat.
  8. 8. This activity will increase the social networking among the costumers and will give them the chance to sit and relax while they are watching the latest Khaadi fashion shows, as well as the alternative revenue to the store. 1. The new design concept which will be described in details through this report; added its modern and practical touch along with keeping khaadi merchandising guidelines that states the following: 2. Identification of traffic flow. 3. The way of displaying Items, display methodology. a. Light to Dark _ Left to Right _ Small to Large 4. Graphics, posters & way finding signs to be displayed in store clearly. 5. The type of lighting, General, Accent, and task lights and lights color temperature (4000k to 5000k) that is used to feature products. 6. Offers and promotions or Sale Items have to be displayed in practical and stylish way with an easy access. 7. Colors and themes; Color does matter!! All merchandising plan should include bright colors not only for displays or end caps, but also for the middle of aisle runs. On the other hand, Themes connect customers to projects or activities, and as a result, connect their spending to your profits. All these elements will be standardized to retain the store its identity. 4.3 Space Planning and shop zones Khaadi is all about the spirit of culture and the essence of colors; thus the design is trying to express those through designing a local Pakistani old Bazaar concept, where the combination of different retail shops sets next to each other, demonstrating different experiences and activities classified into zones as follows:
  9. 9. A. Khaadi Women is the main goods line; it include women clothes stitched and ready to wear and non- stitched fabrics, women accessories like belts, scarfs, bags, necklets…etc B. Khaadi Home consist of loose furniture like single seat sofas, benches, coffee tables, night tables, beds along with home accessories like rugs, cochins, cushions & seat covers, beddings, throws...etc. C. Khaadi Café a new idea of a bar counter that serve the costumers with traditional Pakistani chai (tea), coffee, sweets, and light snacks. The clients can sit at the bar counter and enjoy watching the latest khaadi fashion show through the digital smart mirrors. D. Store the store will stockpile all the merchandize, kept in an easy to access steel shelving system. E. Fitting rooms the shop will be having two colorful fitting rooms with large mirrors and ottomans to give the customers that easing they need. F. Cashier the shop will contain a single counter equipped with two cashier machines placed in the middle of the shop to allow easy access and customers flow. G. The Lounge a relaxing and seating area facing a feature wall allowing the client to sit relax and socialize.
  10. 10. Khaadi Spaces and Zones
  11. 11. 5. The New Design Content 5.1 The Shop Front The Shop façade implemented with a modern and contemporary appearance, wide and large glass panels giving the outside costumers a clear vision for the shop inner elements. In addition to a minimalistic colorful shop entrance architrave cladded with a colorful UV printed wood strips that reflect the traditional oriental patterns. The shop front 3D-cutout illuminated signage remains white and simple to contrast with the vibrant background. This mixture of minimalistic and colorful strips will give the shop “Khaadi” the Iconic aspect in the shopping Centre. Behind the glass of the shop entrance, which is an area designated for visual merchandizing; a master piece of beautiful Pakistani tuktuk which is a truck art livery reflecting the tradition of Pakistan, with modern sculptures of models demonstrating khaadi’s women and home. The shop Gate will be open and close with electric shop roller shutter made of aluminum. Pakistani Tuk Tuk Art
  12. 12. 5.2 Inside the shop 5.2.1 Flooring With the first step taken inside the shop, the polished concrete flooring will give a modern, clean, easy to maintain, and sustainable design solution. Nowadays especially in retail design; polished concrete is one of the worthy maintainable design flooring as it uses the existing architectural building material. The majority of buildings currently are built originally on a concrete slab; by polishing the uncovered concrete we end up with satin semi-glossy flooring. This methodology reduces the cost, effort, energy and materials to produce new flooring. Semi-gloss Concrete Flooring
  13. 13. Concrete flooring is a green solution which is considered nowadays when building or reconstructing an existing building and modernizes it. First of all; it’s a low maintenance floor; as cleaning it is much easier that other flooring choices; warm soapy water mopping once a week is more than enough to be cleaned. Also; it’s a non-slippery floor due to its high coefficient of friction. Polished concrete is somehow hygienic flooring as it doesn’t support the growth of mold; and it decrease the dust mite and allergen problems. The concrete flooring is also considered to beat time; as It doesn’t chip or dent in comparison to softer surfaces like timber flooring. Studies showed that hardened and polished concrete have an extremely long life compared to other flooring. For example tiles will only last for about 10 – 20 years; however polished concrete that is well maintained can last for a hundred years. 5.2.2 Walls and colorful niches Simplicity, contemporary, and sophistication are the peculiarity of the new concept; the imprint of the old bazar atmosphere mirrors with the white brick niches that divide the retail shop merchandize into partitions and sections. The brick had played a big role in the beauty of Pakistan architecture so many years ago, on the other hand white brick is also considered to be the fashion trend in retails design these days. The niches sections, along with its decorative and colorful trunks pop out with different colors signifying a collection of beautiful non disturbing emerging colors. A latest study at the marketing Group; a professional organization of color designer in Alexandria, VA, USA showed that up to 85 percent of the reason customers buy one product over
  14. 14. Beautiful non disterbing emerging colors Another is the colors. Shoppers are influenced by colors; it doesn’t only affect the good they buy; but the surrounding colors play a role whether they make a purchase or no “Colors in a store format can create a different emotions and store retailers can use that,” says Rich Kizer, a St. Charles, III- based retail design consultant. The upper part of the niches was decorated with a collage of multiple different size traditional colorful metal and wooden trunks. Those trunks were used in the design as an authentic symbol due to usage of them in the past as they were used to store clothes instead of a closet. Beside the well-arranged and the beauty factor, and the symbolic ideology these trunks can be used as additional storage for the merchandize. The shop also contain long, colorful, modern mirrors are installed on the niches partitions to give the costumers the ability to visualize goods. Advertisement areas were
  15. 15. not forgotten from this design and LED Illuminated GI metal boxes were installed in different areas within the shop to place ads for Khaadi goods. Pishtaq wall in Agra Fort in India Another essential eye catching design element is a pishtaq* feature wall that faces the lounge area. The Pishtaq wall is based on a traditional architectural wall with arches and niches that has been an icon during the mogul period; it is all about inheritance, legacy and authenticity. Pishtaq* Wall had been in use long time before in Shalimar garden in Lahore, Pakistan, fulfilling both functional and decorative roles in garden pavilions. For example, at the Saawan and Bhaadon pavilions in the Hayat Baksh Bagh (at the Red Fort), a series of pishtaqs carved from white marble cover the front part of the platform. During the prime of the Mughals, these niches used to hold silver vases filled with golden flowers during the day, and burning lamps at night: which is a pretty sight indeed. In addition to Shalimar Gardens, the pishtaq wall was implemented in Agra Fort in India. Vaulted or arched recess, given in the wall; or sunk arch or niche with adequate depth, it is both functional & ornamental. It’s a wall that contain quadrilateral shelf like niche; that can be used to store items or hold lamps and candles to illuminate a chamber.
  16. 16. In Khaadi the design placed this pishtaq* wall right next to the lounge area in order to manifest a warm relaxing atmosphere. The wall will be executed from white cultured marble due to its, durability, sustainability, beautiful glossiness as a finish, and less cost price than the solid surface material. The glossiness of the cultured marble will help to reflect the LED flickering candles and real candles illumination inside the niches and mirrors which result in magnificent and dramatic light effect. Such lighting offers customers an opportunity to relax by this combination. Candles are usually associated with romantic moods, and calming sensation. They benefit the senses in two ways. The first way is by smell, studies has shown that candles are great for stress relief with their aromatherapy. The next sense that is affected by candles is human sight. The romantic low-light that comes from candles is captured by our sight and sent straight to our brain. This is when the body starts to feel relaxed and in an extraordinarily romantic mood. Also the feature wall will give clients the eye catching attraction which will blend artistically with the shop front merchandising and draw their senses toward the shop entrance. 5.2.3 Ceiling and lighting The shop ceiling remains simple and opened for better maintenance access, no false ceiling or cladding will be added, all the A/C ducts, fire alarm pipes and powering cable will be a part of the design and will remain visible. The shop will be lighted with three types of lights as below: a. General lighting for the shop floor, usually fixed in place will be around 4000K. b. Accent lighting for accentuating displays, flexible – cans, pendants as the teapot chandelier above the tea and coffee counter. Or warm LED track lights suspended from the ceiling and can be pointed to any desirable direction with the capability of
  17. 17. 360 degrees’ rotation. The light temperature will be warm white (4000 Kelvin) which it gives a warm atmosphere and enhance appearance dramatically. c. Task lighting is for cash wraps, display counters and work spaces (4000K). 5.2.4 Displays and cashier Beside the niches, displays unites will be distributed in front of the wall niches which will allows to exhibit different sale items, like foldable clothes, belts and hand crafts. Simple, Minimalistic, modern and heavy duty, the display top will be made of Oak wood and the base will be made of MS with black powder coating with rough finish. The Cashier comes with white brick base that blends with the wall niches and a natural Oak wood top. The counter has an elegant floating expression that is assembled in a black Khaadi logo made of 3D cutout letters fixed with spacers. The counter will be having two cash machines to reduce costumer flowing and queues.
  18. 18. Cashier Area at Khaadi new concept
  19. 19. 5.2.5 Digital screens Most of the high end brands especially fashion shops; nowadays use digital screens as an essential element in retail design. Some of the mirrors installed at the shop are in fact digital smart screens that demonstrate different merchandise and give the customer a wide range of online store collection. These monitors are becoming a trend now days for the facilities they are offering to the benefit of the retail market. P OSTED: 02/17/2015 A ODigital Screen as well as mirror
  20. 20. 6. Conclusion The design achieved its main goal which is keeping authenticity of Pakistani culture which is the core of Khaadi and add modern elements so it can branded and blended easily in any country around the world and still be authentic yet up to date. The design also took into consideration the marketing and how to reach to the customer through their five senses; sight, hearing, tasting, touching, and smelling. The vibrant colors, the feature elements and the way goods are displaying capture the shopper eyes and make them feel they are walking in a festive colorful atmosphere. Displaying the items in a creative reachable way; gives the shopper the chance to touch and feel the quality of the fabrics and goods whether its women or home. The addition of Khaadi Café; offers a trip to the Pakistani tea and delights tasting land. Music and Aroma is also part of this design; as suggested to the marketing department to add a contemporary oriental music with a sound system that will bring joyful and relaxing feeling to the shopping experience, and do add “bakhor” or an oriental fragrance yet to be light to mild aroma; taking into consideration that shoppers are international and not only Pakistani.
  21. 21. References List: 1- Shamoon Sultan, talking to Dawn News: https://en.wikipedia.org/wiki/Shamoon_Sultan 2- Jane Porter, 5 Ways Store Colors Can Influence Shoppers https://www.entrepreneur.com/article/223799 3- Rich Kizer, a St. Charles, Ill.-based retail design consultant., 5 Ways Store Colors Can Influence Shoppers https://www.entrepreneur.com/article/223799 4- Pishraq, Wonders of Pakistan First Blog on Heritage, Culture and Tourism in Pakistan. https://wondersofpakistan.wordpress.com/2011/07/26/shalimar-gardens- lahore/

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