Retail design- kiran kumar

RETAIL DESIGN
KIRAN KUMAR : ARCHITECT + DESIGN MANAGER: L'OREAL LUXE!

RETAIL is one of the largest,
Perhaps the largest sector of business in the World.
KIRAN KUMAR : architect + design manager: L'Oreal luxe!

WHAT IS DESIGN ?
D E S I G N
Is the FUNDAMENTAL
S O U L
Of a man-made creation

WHAT IS DESIGN ?
“GOOD DESIGN is Good business”
– Thomas J.Watson
“ What sells is a GOOD DESIGN”
– Stefano Giovannoni
“DESIGN is implicit and unifying”
– Lee Green

WHAT IS DESIGN ?
http://www.youtube.com/watch?v=WyxSZI2Iw6o&list=PL958A402B99C7CD34

VALUE OF DESIGN
DESIGN is the only thing that differentiates one
product from another in the market place.
DESIGN is an intangible value to product.

RETAIL DESIGN
RETAIL DESIGN is creative and
commercial discipline that combines
several different areas of expertise
together in the design and
construction of retail space.
Retail Design is primarily a
specialized practice of architecture
and interior design, however it also
incorporates elements of product
design, graphic design, furniture
design, interface design, exhibition
design, ergonomics, photography &
advertising.

RETAIL DESIGN
RETAIL DESIGN is complex
study which incorporates the
management of people and space
with the ability to respond to
r e t a i l ’s m o s t e s s e n t i a l
characteristics: change.
Of most industries, retail is
perhaps the most susceptible to
the ever-changing demands of
consumers, the economy, public
policies and even the weather.

ROLE OF RETAIL DESIGNER
Designer task is to combine elements of
psychology, technology and ergonomics with
the retailers’ knowledge of the market to
develop an interior which is most likely to ﬁt the
consumer proﬁle.

ROLE OF RETAIL DESIGNER
The challenge is to invent new kinds of retail environments which are
both efﬁcient (in terms of space, ﬂexibility and cost) and effective (to
communicate the retailer’s brand values and encourage consumer
activity), in order to meet ever-tougher consumer demands.

DESIGN THINKING
The importance of DESIGN is
being recognized and in
recent years, we have been
seen an enormous increase in
interest in DESIGN from the
BUSINESS WORLD.
Design thinking doesn’t
necessarily mean design as
such but rather the thought
process and the approach
needed to achieve new
i n s i g h t s , i n n o v a t i o n s ,
successful solutions.

DESIGN THINKING
DESIGN THINKING
-  In a Chaotic & Rapidly changing
Environment.
-  Holistic Approach
-  Solution focused
-  Each solution has its own unique
path & own Experimental way of
working
-  End-User is Central
-  A r e ﬂ e c t i v e , n a r r a t i v e &
entrepreneurial mode.
DECISION THINKING
-  In a stable context
-  Linear Approach
-  Problem- Oriented
-  Choose from Existing & proven
recipes.
-  Existing situation is Central
-  An Analytical, Rational Scientiﬁc
mode.

DESIGN THINKING IN RETAIL
In Retail, the Holistic approach
which is so essential to success in
design thinking…is even more
sensitive.
Retail Design has to be functional,
physically as well as Emotional…
Store Formula that is able to
seduce customers into purchasing
as much as possible. An
Important tool for temping
customers is BRANDING, which is
indeed an increasingly important
part of Retail Design

SHIFT IN RETAIL
RETAIL 1.0
The Power is in hands of the manufacturer
RETAIL 2.0
The Power is in hands of the retailer
RETAIL 3.0
The Power is in hands of the consumer

FUTURE RETAIL
INNOVATION IS THE HOLY GRAIL IN
RETAIL. AS THE TART DOESN’T BECOME
BIGGER; EVERY RETAILER WANTS TO
PUT THE COMPETITION OUT OF
BUSINESS.
RODNEY FITCH

BRAND
Brand is simply an organization, or a
production, or service with a personality.
It is the source of a promise to the
customer or a trust mark.
It is main source of emotional connections
with customers.
It is something that should drives the
design of the ‘total customer experience.

BRAND
The ART OF MARKETING IS THE ART
OF BRAND BUILDING. IF YOU ARE
N O T A B R A N D , Y O U A R E A
COMMODITY. THEN PRICE IS
EVERYTHING AND THE LOW-COST
PRODUCER IS THE ONLY WINNER
- Phillip Kotler Kellogg

BRAND
Branding comprises all the activities
that an organization undertakes to
bring their brands and products into
the minds of consumers, giving these
brands and products the ability to
a c t i v e l y p a r t i c i p a t e i n t h e
marketplace.

CONSUMER JOURNEY IN RETAIL
HOME
EXTERIOR!
STORE
DEPARTMENT
SUB
DEPARTMENT PRODUCT
BRANDS
•  Advertisement
•  Promotions
•  Club card
•  Mailing
•  Brochure
•  Apps.
•  Website
•  Social media
o  Billboard
o  Mobile Internet
o  Delivery
o  Shopping Street
o  Store brand
o  Shop front
o  Ambiance
o  Shop window
•  Store Brand
•  Product
Presentation
•  Staff clothing
•  Experience
•  Layout
•  Welcoming
message
•  Service
statement
•  specialization
o  Experience
o  Visual
Merchandising
o  Shelf
presentation
o  POS Material
o  Product
o  Mobile Internet
o  Apps
o  service
•  Experience
•  Visual
Merchandising
•  Shelf
presentation
•  POS Material
•  Brand
Experience
•  Digital
Integration
•  Information
o  Visuals
o  Visual
Merchandising
o  Packaging
o  Collection &
range
o  Price
communication
o  Product
specification
Customer Loyalty

360° RETAIL
Formats &
Channels
Digital
Integration
Online
Activities
Internal Branding
Location
Store
Experience
Mass Media
Communication
In-Store
Communication
Visual
Merchandising
Packaging
Packaging
Assortment
Price
Service

FUTURE RETAIL

FUTURE RETAIL
WHETHER PHYSICALLY OR TROUGH
C O N N E C T E D T E C H N O L O G I E S ,
S H O P P I N G I S S T I L L B E S T
EXPERIENCED SOCIALLY….
PSFK, FUTURE RETAIL REPORT

THANK YOU
A Special thanks to
Rodney Fitch
Michel Van Tongeren
Rasshied Din
Jacob Mathew

Retail design- kiran kumar

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