Fake

Visual Merchandising (FST 3016)
Project Based Learning (PBL)
Designing A Gaming Center
Submitted By,
N Saranya
16BFT1006

Preface:
My Project in visual merchandising is based on designing a gaming center where people
can come and play games in a virtual realistic way whenever they feel like taking a break. The
gaming center is designed in such a way to give a 360-degree surround gaming atmosphere
where the theme evolves right from entrance until exit. Other than gaming the center also
provides entertainment and fun to families through movie, snacks and games for kids. On the
whole the place remains an idealistic spot for families to enjoy during weekends and also for
teens to experience their complete virtual gaming experience. Gaming is a structured or semi-
structured activity undertaken as enjoyment, and now a days as challenge. Many of these games
are taken foe enjoyment while a few ones are taken for educational purposes. These games
come under 47 diverse categories among which few are graphical and few are simulational.
Games are a universal part of human experience irrespective of age, culture, gender and
profession. Games provide inspiration and gives an attitude of goals, rules, challenges and
interactivity. As technology reaches new levels, gaming has also found its profound position
in almost everyone’s life. Starting from random android games to play station and virtual reality
games todays generation has found lots of ways to keep the, staring at screens. However, they
play, the atmosphere and other environmental disturbances still exist. This gaming center
provides zero disturbances and help achieve complete solace and experience that a game can
give. In that way the gaming center has got its own advantages which would definitely make it
advance itself in market.
Introduction:
The most enjoyable and influencing category that seduces people irrespective of
age/gender/ profession is gaming. Once after a hectic day or a boring day the ones to which
people come back to are games. Games help a lot towards destress, laziness, insomnia,
irritation, anger, hatred and they also provide you necessary breaks from your hectic schedule.
Games are a kind of refreshment that we get along with fun. When you play a game, you get
into it. You move into your own world of challenges and goals, wherein you develop the
attitude of making your own way out. Way out by pushing yourself against all hurdles and
whatever hazards come in your way. You only aim to advance to the next level and win the
game. This way your attitude gets shaped up and you get ready to face all your real-world
challenges. The best among the things game teach us are, firstly “Not to be disheartened by
defeat” With one defeat you won’t stop playing. You play again and again to get back those
lost trophies and reach your peak. This instils courage and the mentality to not give up in case
of failures. We fight and fight until we succeed. The next best thing that game teaches you is
“Success isn’t a destination. It’s a journey”, With one success you don’t stop. You play again
and again so that you could reach the next tire. So along with these life lessons you also get a
lot of fun and excitement added up with stress relief. So why wait even more? Don’t depend
on people to make you happy. Depend on your own gaming consoles. Turn on, Game on!

About Store Design:
Brand: FAKE
The brand gets it name inspired from the moto of the game “Fight and kill everybody”.
The moto is abbreviated as the name as the brand (Fight And Kill Everybody).
Logo:
The logo has two different components and five different colours which has got its own
meaning.
Components:
Eagle Facing East, Eagle facing West, Shield.
Among these components, the eagle facing east (red-faced) represents the
opponent against whom the match is played. The west facing eagle(white-faced) represents the
person playing. The shield denoted the protection each player uses, or in other words the
strategy they use to shield themselves from the opponent. The two eagles are merged together
to denote that one player cannot exist without another. No game can be played without the
opponent. The two eagles facing opposite direction denotes the way they exist together being
completely different from each other just like two sides of the same coin. The bottom cut ends
of the eagles represent the crown of the king, blindly signifying the fact that both are here for
the crown.
Colour Theory:
There are five colours used here, Red, White, Orange, Lime yellow, Sandal, Black. Red
colour denotes danger, since it’s the opponent. White color denotes peace, as it shows making
peace with oneself. Lime yellow denotes the eagle not in its state of complete peace and instead
peeping in into the territories of the red opponent but still staying within the limits. The next
color sandal is formed when both the opponents come closer to each other. The sandal color
denotes the opponent peeping into the player’s territories but still staying within his limits.
Black color of the shield denotes opacity. It shows that the opacity is so high and if the player
wants to know the status or position of the opponent, he has no other way other than to move
into his territories.
Slogan: Fight and Kill Everybody
Vision Statement:” Destroy whatever blocks your way.”
Mission Statement:‘Reduce stress/ anger/ depression/ motivate’

Client Details:
Age Group 15 to 30
Social Status Middle class to upper middle class
Income Range >50,000
Interests Creativity, adventure, fights, competition,
challenges, arcade
Hobbies Android games, gardening, craft, cricket,
poker, Xbox
Demography City landscape
Season Holiday Season
Marital Status Single
Character Acceptable and confident person
Attitude Free going, fun loving
Motto in Life Hit and kill, win at the end.
Role Model Hulk
Product:
Being a play zone, FAKE doesn’t offer any take away products except for snacks. We offer
entertainment for every other person who comes here despite the age group to which they belong.
The gaming available inside are broadly categorised into three types,
1. Virtual Reality
2. Live Gaming
3. Hover around
Virtual reality is the main component of the center. We offer people to play in whichever way
they choose to play. Either as solo(1)/Couple(2)/BFF(3)/Squad(4)/Team(5)/Groots(6)/Gang
(7). Gamers enter their cabins, get themselves equipped and start playing.
Live gaming is named as FAKE-it-live, wherein people form two teams and fight with laser
light beams. The light that goes off first is lost.
Hover round is especially for kids who can loiter around with the HIRE-ME scooters.
How the Game goes:
FAKE is an online game that connects multiple players from around the
globe. In this game each player enters with a team of 7 players. Each one chooses one of the
game characters as an avatar so that they get acquainted with the super power from the character
that they’ve chosen. There in the play area appears a highlighted area within which you are
allowed to play. Once you are out of the play zone, BOOM! You are boomed (put into a prison
for 15secs) You are supposed to collect elixirs(energy) and other assigned articles along the
way and get to the winning point within the stipulated time. The one player/team that gets there
wins. Don’t get killed, instead kill all those blocking your way. Your winning is recognized
only after you reach the winning point with sufficient points. You will need to have minimum
100 points to attain winning status.

Price:
The pricing strategy that is involved here is ‘Freemium’ where the pricing level of the
product depends on the type of customer they are (membership) or the time they spend here.
The more loyal they are, the greater number of offers they enjoy. Based on that, I’ve included
combos and membership facilities by which they can get more discounts and feasibility.
Combos:
1. 4hrs game + 500Rs snacks + FAKE-it-LIVE (2)Rs.1500/-
2. 2hrs game + 200Rs snacks + FAKE-it-LIVE (1)Rs.1000/-
3. Unlimited game for a day + FAKE-it-LIVE (3)Rs.1200/-
4. Game Until one life expires + 300Rs snacks + FAKE-it-LIVE (2)Rs.1000/-
5. Game for 1hr + FAKE-it-LIVE (3)Rs.800/-
FAKE-it-Live:
1. Solo Ride: Rs.150/-
2. Couple: Rs.250/-
3. BFF: Rs.400/-
4. Squad: Rs.500/-
5. Team: Rs.600/-
6. Gang: Rs.700/-
Membership:
• Silver: Gaming for 2hrs/day + FAKE-it-LIVE
6Months: Rs.15,000
• Golden: Gaming for4hrs/day + FAKE-it-LIVE + snacks combo once in a week
6Months: Rs.20,000
• Diamond: Gaming for 5hrs/day+FAKE-it-LIVE+snacks-1000/week
6Months: Rs.35,000
• Platinum: Unlimited Gaming+ Unlimited FAKE-it-LIVE+snacks-1200/week
6Months- Rs.50,000
Pricing Range: Gaming center- Luxury
Fake it-live – Low affordable range
Snacks – Affordable range

Place:
IGX Mumbai
Being a Main gaming center, IGX stays as a connectivity center of almost all the top gaming
companies and also offers the maximum number of gaming consoles and play station. This
welcome people especially gamers from all around the globe and thus provide an increased
customer base for the Gaming Outlet.
Promotion:
Social Media Promotion:
Right now, and Instagram account with 1k+ Followers. The regular updates,
promotions, offers and new arrivals are posted as things happen.
You-tube Promotion:
Link: https://youtu.be/5LVMbpKqHJI
Instagram Promotion:

Store Layout:
2D Layout:
3D Layout Mini- Model:
Basis: Theme Based
Made by: Paper Craft
Main Objective: Conservation. Using bio-degradable products.
Structure Influence: Face. The way people show FAKE-Faces.
Materials: Paper. Using just one medium in a fusible way and implementing just one method
to achieve different results.
Fillings: As every other character/object focuses on gaming, every other cabin/sofas/item are
made on a different basis without using just the ideal structures.
Overall Theme Naming: “Crafterina”

Planogram:2d
3D Planogram:
Tinkercad link: https://www.tinkercad.com/things/l3I85vXucOd-stunning-amur-bombul/edit

Traffic Flow:
Decompression Zone:

Elements of Visual Merchandise:
Store Exterior:
Store Sign/Logo:
Marque:
Entrance:
Angled Entrance- Angled front is more similar to straight front, but the monotony is relieved
by angles away from the side walk contour. The designs of the doors or windows in an angled-
front store may be asymmetrical or symmetrical.
Banners:

Window Display:
Closed Window display. The background of the window display has the logo in it. The
window display is kind of interactive window display in which there is an option for dropping
the ball from the top left corner and it flows down through each step and comes down to the
bottom center. Each step has a series of serial lights. It looks more like a straight maze wherein
the ball flows along the path. The walls of the window display have neon lights that are
represented her by straws. The walls are embedded with mini golden lights that are stuffed
together. On the whole the window display follows themed window display with a hint of child
friendliness and attraction.
Store Interior:
Lightings:
Neon themed lightings all throughout the ceilings, giving an experience of fun filled
environment.
Recessed lightings around each pillar and around walls.
Music: Rock and punk music played. Depending on time period and seasonal drifts.
Wall Coverings: Textures walls with different textures at different compartments.
Wood Panelling done on the exterior of the store.

Interior walls are graffiti filled with metal frames and wall etches, the walls are themes and
covered with forest theme on one end and metallic theme on other to signify the importance of
nature and the growing digitalisation.
Instore Signage: Restroon Signage, Snacks signage
Game quote banners,
Floor Graphics,

Store Layout:
The gaming station follows Freeform Layout.
Outlet Plan:
FAKE takes shape of a mall rather than a retail outlet. The main reason is that, when
you decide to give the customers 100% of the experience then it doesn’t stop with just playing
it virtually. So, in order to give a surround experience, we ended up putting up all the required
inputs inside a single arena. This looks more like a atmosphere where you see everything in
and around looks like the game. More than just virtual, we go with live game modes along with
fun rides and mini 4d movies. Not stopping with just this we also offer a wide variety of
munching to end your hunger cravings and much more.
So why lag on when you can hang on.
Pop in. Let’s Fight and Kill Everybody!
Consists of:
 The Gaming Zones
 Snack Counters
 Hire me scooters
 FAKE-it-live
 Mini-Movie Hall
 Trampoline
 And other necessary amenities
The FloorPlan:
Power Room:
The power room is the place that has generators any other power equipments are
placed. This is a place where the customers are not allowed and is accessible only by the prior
officers.
Personal Space:
Personal space is the cabin/area for the employers to relax on. They have their own
respective cabins/place where they have their own time.
Mini-Movie Hall:
Mini-movie hall is a space where the viewers can enjoy a 4d entertainment by the game
theme. Movies like, the origin of the game, Star Wars, FAKE establishment and so on. A zone
that is completely allotted for a gaming atmosphere.
Parking:
Parking-lot for vehicles, in which the amount paid can be claimed at the POS.

Trampoline:
An extra attraction for kids where they enjoy jumping in the trampoline.
Photobooth:
An extra gaming themes place filled with wallpapers and statures exclusively for
photo-freaks. People can now take photos just like they are in their favourite game zone.
Gaming Zone:
The hub for those cabins in which gamers play.
Lobby:
More like a relaxation area which contains chairs/couches in which gamers relax.
POS:
More like a billing counter
Hire-me-scooters:
A kid’s entertainment zone which rents scooters for a stipulated hour and drive them
across the gaming mall.
FAKE-it-Live:
The place where the live gaming goes on in-between two teams.
Snacks:
The snack counters and restaurants
Washrooms:

Self SWOT Analysis:
Strength Weakness
Strong Management
Innovative Culture
Unique Products
Technology
Customer Loyalty
High staff Turnover
Online Presence
Cost Structure
Opportunity Threat
Innovation
New Services
Emerging Customer Base
New Technology
International Expansion
Government Regulation
Change in tastes
Political Risk
Volatile Costs
Volatile Revenue
Competitor Analysis:
Competitor: Supercell
Name: Supercell
Industry: Gaming, Since 14 May 2010
Products: COC, CR, Boom Beach, Hay Day
SWOT ANALYSIS:
Strength Weakness
Expert Personnel
Unique Products
Innovative Products
Customer Loyalty
Competitive Market
Repetitiveness
Opportunity Threat
New Services
Online Market
Emerging Market
New Products
International Expansion
Inflation of the economy of the game.
New market entrants
Inti Competition
Intense Competition

Conclusion:
The Gaming center proves to be a profitable attraction suited right for the current
generation. Being a technologically developed period of time, people are right now highly
obsessed with the dominance of android gadgets and since the influence of it is known in
every sector of the society it’ll be quite interesting to launch the same in a view of virtual
reality. So, in such a view, the gaming center would definitely be a healthy choice and will be
promising. Adding up to that, I’ve also learned a lot about the requirements and the little
details that needs to be framed well. As a whole the project contributed a lot in organising
ideas and thinking about the external and internal factors.

Fake

More Related Content

What's hot

Similar to Fake

More from Saranya Narayana Moorthy

Recently uploaded

Fake