Piyush Raj Singh , Commercial Design Interior Design, NSQF Level 6

Project Report On:
RETAIL DESIGN
At
Dezyne E’cole College, Ajmer
Submitted To
Dezyne E’cole College
Towards The Partial Fulfillment
Of
Diploma in
Interior Design
By:
PIYUSH RAJ SINGH
106/10, Civil Lines, Ajmer
Tel-01452624679
www.dezyneecole.com
2017-2018

SYNOPSIS
In This Project I Have Learned About The Retail Design , Why There Is A Need To Study The Principles Of Retail Design. During
The Study Program Of 2nd Year Commercial Design Diploma, NSQF Level 6 Of NSDC I Have Been Working On Many Projects,
Retail Design Is One Subject. A Case Is Given To Us , In Which I Have To Do The Designing Of The Window Display Of A Retail
Store. So Firstly I Choose A Product For My Window Display That Is Jewelry. The Working And Preparation For Doing A Window
Display Is Presented In My Further Pages.

I Piyush Raj Singh, Student Of Interior Designing Department Of Dezyne E’cole College, Am Extremely Grateful To Each And Every
Individual Who Has Contributed In Successful Completion Of My Project.
I Express My Gratitude Towards Dezyne E’cole College For Their Guidance And Constant Supervision As Well As For Providing The
Necessary Information And Support Regarding The Completion Of Project.
Thank You
ACKNOWLEDGEMENT

This Project Report Of Mr. Piyush Raj Singh, A Student Of 2nd Year Commercial Interior Design Diploma, NSQF Level 6 Of NSDC,
Has Been Checked And Is Graded As _________________
Thank You
_________________
Principal
(Seal & Sign)
GRADE SHEET

Piyush Raj Singh
Diploma Of One Year Commercial Interior Design
Dezyne E’cole College , Ajmer
(2017-2018)
Diploma Of One Year Residential Interior Design
Dezyne E’cole College , Ajmer
(2016-2017)
Bachelor Of Commerce (B.Com)
MDS University , Ajmer
(2013-2016)
12th CBSE Board
All Saints Sr. Sec. School , Ajmer
(2012-2013)
10th CBSE Board
All Saints Sr. Sec. School , Ajmer
(2010-2011)
Interior Designer
C o n t a c t
106/10, Civil Lines, Ajmer
305001(Rajasthan), India
E - m a i l
dezyneecole@gmail.com
W e b s i t e
www.dezyneecole.com
C o n t a c t N o .
9829024839
0145-2624679
Education Qualifications
Achievements
• Participated in College Identity Exhibition 2017
Showcasing My Interior Work (Residential) As A Volunteer
• Participated In College Annual Sports Day
Third Position In 100m Sack Race 2017
Second Position In 100m Three Legged Race 2018
My Aim Is To Use My Knowledge Of This Field To
Design Beautiful Spaces Of Commercial And Residential Areas, Which Is
Aesthetically Sound And Also Satisfies The Needs Of The People.
Software Applications
Interest
• Space Planning Of Residential And Commercial Areas
• Creating Conceptual Drawings
• Good Knowledge Of Materials
• Model Making
• Site Visit And Tour Of Construction Sites

Introduction To
Retail Design
Introduction To
Retail store
Look book of
Retail Design
Detail
Drawings
Case study
Introduction To
visual
merchandising
Introduction To
Retail sector
Exterior
presentation
Rendered view

Visual Merchandising
Retail Design Is A 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 Interior Decoration, Industrial Design, Graphic
Design, Ergonomics, And Advertising.
Retail Design Is A Very Specialized Discipline Due To The Heavy Demands
Placed On Retail Space. Because The Primary Purpose Of Retail Space Is
To Stock And Sell Product To Consumers, The Spaces Must Be Designed In
A Way That Promotes An Enjoyable And Hassle-free Shopping Experience
For The Consumer. For Example, Research Shows That Male And Female
Shoppers Who Were Accidentally Touched From Behind By Other
Shoppers Left A Store Earlier Than People Who Had Not Been Touched
And Evaluated Brands More Negatively. The Space Must Be Specially-
tailored To The Kind Of Product Being Sold In That Space; For Example,
A Bookstore Requires Many Large Shelving Units To Accommodate Small
Products That Can Be Arranged Categorically While A Clothing Store
Requires More Open Space To Fully Display Product.
RETAIL DESIGN

INTRODUCTION
TO
VISUAL MERCHANDISING

A Successful Retailing Business Requires That A Distinct And Consistent
Image In The Customer’s Mind That Permeates All Product And Services
Offering Visual Merchandising Can Help Create That Positive Customer
Image That Leads To Successful Sales. Visual Merchandising Can Be
Defined As Everything The Customer Sees, Both Exterior And Interior,
That Creates A Positive Image Of A Business And Results In Attention,
Interest, Desire And Action On The Part Of The Customer.
Eighty Percent Of Our Impressions Are Created By Sight That Is Why
One Picture Is Worth A Thousand Words. Each Customer Has A Mental
Image Of A Store And Its Merchandise.
Some Business Maintain A Minimum Staff To Reduce Cost, Which Means
It Is Even More Important For The Merchandise To Sell Itself. Greater
Efforts Must Be Spent On Merchandise Displays That Make It Easier For
The Customer To Find And Purchase The Items They Want Or Need.
The Basic Objectives For Visual Merchandising Is A Desire To Attract
Customers To A Place Of Business In Order To Sell The Merchandise.
VISUAL MERCHANDISING

The Job Of A Flagship Store Is To Promote The Brand In Large.
Key Retail Sides Around The World. The Interior Is Often An
Extension Is That Formed In A Retail But Produced In A Higher
Specified With Unique Features That Act As Brand Statement. The
Flagship Store Influence The Brand Choice Made By Consumer
Through Creating An Exhibition Like Experienced That Is More Like
Tourist Like Attraction Than As Place To Shop. The Flagship Store Is
A Clever Marketing Tool And Aims To Subconsciously Stimulate The
Consumer Into Choosing A Particular Brand.
FLAGSHIP STORE

The Concept Store Is A Place Where New Retailing Ideas Are
Tested And Promoted For The First Time In A Specific Location. The
Site Is Usually A Key Retail Space With A High Footfall And The
Aim Is To See If The New Store Concept Achieves A Good
Response From The Public Who Would Usually Buy A Brand And A
New Breed Can Also Be Attracted. The Success Or Failure Of New
Concept Is Judged Quite Crudely In Sales Figure. The Designer
Need To Be Careful Of A Particular Place To Input A Concept At
An Acceptable Level.
CONCEPT STORE

One phenomenon currently gripping retail culture is the pop-up
store or installation which is a derivative of guerrilla marketing.
The idea is that a store will appear in a location for minimum
amount of time. It may be in the form of a temporary structure or a
space that is not usually associated with retail. The venue and exert
is not advertised, aiming the concept for those who know about it.
The pop-up store concept is associated with cutting edge and
being within crowd. If you don’t know about, you don’t need to
know type of psychology. The concept is realized the lift, the status
of client and provide consumer with a different type of product
which is only be found in temporary location.
POP-UP STORE

The Concept Of A Lifestyle
Store Was Derived From The
Idea That A Chain Store
Could Provide A Diversed
Product Range Under One
Brand. This Seen As Being
For A Customer. The Lifestyle
Store Can Incorporated All
Of The Retail Sector By
Offering Fashion, Homeware
And Entertainment
Department. The Lifestyle
Store Sometimes Sees The
Merger Of A Diverse
Retailing Such As A Bank
With A Coffee Shop And A
Sport Store With A
Technology Area.
LIFESTYLE STORE

Food Retail Is A Huge Industry Which Has Café, Restaurant, Coffee
Shop And Supermarket.
SUPERRMARKET : Product Display Is More Like A Street Market And Old
Market Halls With The Produce Stalked High, Colour Of Food And
Packaging Are Mainly For Attracting Sales. The Layout Of The Aisles
Are Mainly To Push The Customer Towards A Particular Direction.
MARKET STALLS : These Are Constructed Form Simple Frames To Allow
Flexibility, Disassembly And Storage. Each Store Is Like A Shop With A
Awning Overhead Creating An Interior Space And Sheltering Goods
From The Elements.
MARKET HALLS : The Market Halls Have Seen A In The Recent Years
And Is Now For Tourist Destination. These Are Places For Finding
Speciality High Quality Ingredient, Arts And Craft, Textile And Fashion.
The Layout Of The Market Hall Are Based On Rows Of Permanent
Shop.
FOOD SECTOR

Fashion Has A Important
Influence On The Retail Sector.
Fashion Retail Had The Birth As
A Departmental Store Concept
In Britain And Later In The Year
1815 It Was Carried To Paris.
The World Of Fashion Stores Is
Everchanging, Fashion Stores
Demand Interior That Will
Appeal The Appropriate
Markets. Fashion Retail Can Be
Broken Down Into Three Areas :
 PREMIUM FASHION
 BOUTIQUES
 MASS CONSUMED
FASHION EMPIRE
FASHION SECTOR

Britain Became In
The Early 1960, A
Hub For Bringing A
Diverse Range Of
Inexpensive
Lifestyle Product To
The High Street.
The Store Named
As ‘Habitat’ Came
Up In Britain To Be
Recognized For
The Cookware
Product. The Same
Concept Than Enter
In Japan In The
Year 1982 And
Was A Huge
Success.
HOMEWARE

INTRODUCTION
TO
EXTERIOR PRESENTATION

EXTERIOR PRESENTATION
Good Exterior Visual Merchandising Attracts Attention, Creates Interest And Invites The Customer Into The Business. The Exterior
Presentation Can Offer A Conservative, Progressive, Lavish Or Discount Image To The Customer. How A Store Visually Welcomes
Customers Has A Lot To Do With Whether Or Not They Enter The Store. Although Good Prices And Positive Word-of-mouth Advertising
Is Important, It Is Hard To Overcome The Negative Image Of A Poor Store Exterior. When Examining A Store’s Exterior, Consider The
Following Questions:
 How Do Customers Locate The Business?
 Are The Sidewalks Clean, Safe And Accessible?
 Are The Exterior Signs Clean, Fresh And Readable?
 Does The Store Front Need Cleaning, Painting Or Touchup?
 Are The Outside Entrances Clean And Accessible?
 Are The Windows Clean, Bright And Inviting?
 Are The Window Display Preparation Materials Such As Tape,
 Pins And Packaging Materials Removed?
 Are The Window Displays Frequently Changed?
 Do The Window Displays Carry A Theme?

A Sign Is A Silent Salesperson, And Part Of A Shopper’s First Impression Of A Store. In Less Than 10 Seconds The Sign Must Attract
Attention, Tell Who The Business Is And What It Has To Sell. An Effective Sign Will Communicate What Type Of Business Is Being
Conducted.
EXTERIOR SIGNS
Off-premise Signs Provide Information And Direction, Especially For Travelers
And New Residents. Signs Can Also Help Effectively Communicate A Poor
Location.
A Sign’s Design Conveys A Great Deal About The
Business Inside. Signs May Also Be Used To Target
A Specific Market Segment Such As Youth, Women,
Senior Citizens, Singles, Etc. Where Many Signs
Compete For Customers Attention, Design And Logo
Become Even More Important.
Elegant And Expensive Sign
Materials May Suggest Luxury
Goods And Services.
A Stark Design And Limited
Materials May Suggest Discount
Prices And No Frills.

EXTERIOR SIGNS
How To Design A Good Signboard For Your Retail Shop ?
Simple, Brief, Well-designed, Well-lettered And Easy-to Read
Signs Will Convey A Feeling Of Welcome. They Should Be Unique,
Noticeable And Readable. When Preparing A Sign To Draw The
Customer’s Attention, Consider Size, Shape, Materials, Lettering,
Height, Placement And Structure.
THINGS NOT TO DO :
 Signs With Unlit Or Missing Light Bulbs
 Flaking Or Faded Paint
 Cracked And Peeling Backgrounds Can Hurt The Overall
Store Image
 A Shabby Or Dilapidated Sign Implies A Lack Of Concern
With The Business Image, And A Sloppy, Poorly Managed
Business. Signs Should Be Well Maintained, And Painted Every
Three Years Or Sooner If They Weather Or Fade.
A Store’s Sign Is Its Signature.
Bold letters are used

MARQUEES
This Special Type Of Sign Is Used To Display The Name Of A Store. An
Effective Marquee Must Stand Out From The Other Businesses To Attract
Attention. A Marquee On Some Older Buildings Is A Permanent Canopy
Projecting Over An Entrance That Provides Protection From The Elements.
BANNERS
Banners Are Used Increasingly As An Inexpensive But Colorful, Eye-
catching Means Of Promotion. Banners Can Be Hung From Flagpoles,
Projected From The Building Or Hung Flat Against The Exterior. To Provide
Continuity, The Same Banner Design, Reduced In Size And Scale, Can Be
Hung From The Marquee And Displayed Inside The Store.
AWNINGS
Color And Appeal Can Be Added To A Store’s Exterior With The Use Of
Awnings. They Provide The Customer With Protection From Weather And
Makes Viewing The Window Display More Pleasant As It Reduces Heat,
Cuts Down On Glare And Reflection, And Prevents Fading Of The
Merchandise From Exposure To The Sun.

WALKS AND ENTRIES
Approximately 75 Percent Of
First Time Customers Remember
A Store’s Entrance, Which
Provides The First And Last
View Of The Store’s Interior.
Picture Walking Up To An
Expanse Of Wall Whose Flat
Surface Is Pierced Only By A
Plain Glass Door, As Opposed
To The Protective Feeling
Offered By Walking Under A
Porch Or Canopy. A Properly
Designed Canopy Or Porch
Not Only Protects The
Customer In Bad Weather, But
Can Add To The Aesthetics Of
The Building.

LANDSCAPING
Landscaping Should Lead The
Customer’s Eye To The Focal Point
Using Color And Texture To
Provide Contrast And Harmony.
The Focal Point Is The Business
Sign And/Or The Building Itself.
Landscaping Can Also Screen
Undesirable Sights Such As
Garbage Receptacles, Power
Transformers And Refrigeration
Equipment.
The Essence Of Good
Landscaping Is Simplicity;
Simple Landscape Designs That
Are Easy To Maintain.

INTRODUCTION
TO
WINDOW DISPLAY

Special Emphasis Should Be Placed On A
Store’s Window Displays Because They
Are The Information Link To The Potential
Customer. Window Displays Can Be As
Important, If Not More Important, Than
Advertising. As Many As One In Every
Four Sales Could Be The Result Of A
Good Window Display. Window Displays
Should Attract Attention, Create Interest
And Invite People Into The Store To
Purchase Goods.
THINGS NOT TO DO :
Be Careful Not To Crowd Too Much
Merchandise Into A Window
Shoppers Also Lose Interest When The
Same Window Display Is Left Up Too
Long.
Properly Lighted Window Displays Can Help Sell Specific Products Or Ideas That
Promote A Store’s Image. Window Lights Should Be Strong Enough To Overcome The
Reflections From Outside Objects, Such As Parked Cars And Buildings.
WINDOW DISPLAYS

Principles Of Design Used In Display To Execute A
Display That Will Sell Merchandise, It Is Necessary
To Have A Working Knowledge Of The Principles Of
Design.
The Primary Principles Of Design Used In Display
Include :
 BALANCE
 PROPORTION
 RHYTHM
 EMPHASIS
 COLOR
 LIGHTING
 HARMONY
When Applied Appropriately, All Parts Of The
Display Are Pulled Together To Create A Purposeful,
Effective And Aesthetically Pleasing Presentation.
PRINCIPLES OF DESIGN
FORMAL BALANCE INFORMAL BALANCE

PRINCIPLES OF DESIGN
EMPHASIS PROPORTION RHYTHM

An Effective Way Of Attracting Customers To A Store
Is By Having Good Displays, Both Exterior And
Interior. A Customer Will Be Attracted To A Display
Within Three To Eight Seconds; That Is The Time A
Customer Spends To Determine Interest In A Product.
Good Design Makes A Visual Presentation Come Together. This Means The
Design Attracts Attention In A Way That Strengthens The Store Image, As
Well As Introducing Merchandise To The Customer.
Before Designing Good Displays, Answer The
Following Questions:
 What Is The Store’s Image?
 What Type Of Customer Is Being Attracted?
 What Is The Concept Of The Merchandise To Be
Presented In The Display?
 Where Is The Display Going To Be Set Up And
How Will The Location Determine The Design?
 Why Is This Merchandise Being Put On Display
As Opposed To Other Merchandise?
DISPLAY DESIGN

A Prop Is Something Used With A
Product In A Display That Clarifies The
Function Of The Merchandise Being Sold
Or The Story Being Told. Props Are An
Integral Part Of A Display. They Are
Used In Visual Merchandising To Tell A
Story About The Product, The
Merchandise Concept Or The Store
Itself.
A Display Prop May Be Something That
Is Not For Sale, Such As Floor Coverings,
Wall Treatments, Backgrounds,
Mannequins, Shelves And Steps. Props
May Also Be Merchandise That Is For
Sale, But Is Not The Theme Merchandise,
Such As Golf Clubs Used In Conjunction
With Golf Wear.
PROPS
SKATEBOARD SKATEBOARD SKATE

Color In A Display Can Catch The Eye And Make People Pause
And Look. The Color Combinations Of The Ceiling, Walls, Floor
Covering And The Overall Decor Can Affect The Atmosphere Of
A Store.
People Tend To Respond A Certain Way To Different Colors;
These Responses Are Outlined In The Chart On The Following
Page.Color Emotional Response
Blue A cool color (makes room seem cooler). Calms and
relaxes excited people. Makes time seem to pass quickly.
Tends to stimulate thought processes and encourage
conversation.
Green Easy on the eyes. A cool color. Restful and tranquil.
Stimulates conversations. Makes time seem to pass
quickly.
Red Excites and stimulates. Induces aggression. Makes time
seem to pass more slowly.
Yellow A cheerful color. Creates a feeling of
warmth and happiness. Draws attention.
Boosts morale.
Orange Friendly, warm and vibrant. Exhilarating.
Violet
and
Purple
A cool color. Tends to lend elegance and
sophistication. Royal.
Brown Relaxing and warm.
Gray Depressing. Cool.
COLOR
Color of
Merchandise
Black
Background
White
Background
Beige
Background
Dark Gray
Background
Yellow Enhanced
in
richness
Lightly
duller
Warmer Brighter
Red Far more
brilliant
Darker,
purer
Bright, but
less intense
Brighter,
but loses
saturation
Blue More
luminous
Richer and
darker
A little
more
luminous
Brighter
Green Paler,
sharpened
Deepens in
value
Lighter and
yellowish
Increases
brilliancy
Orange More
luminous
Darker and
redder
Lighter and
yellowish
Increases
brilliancy
Purple Loses
strength
and
brilliancy
Darker Brighter,
gray
becomes
greenish
Gray
becomes
green

1. Consider Intensity, Value And Contrast When Developing Color Schemes.
 Be Careful When Using Strong Contrast And Loud Colors.
 The More Intense The Color, The Smaller The Area It Should Cover.
 The More Intense The Color, The Softer The Second Color Should Be. Do Not Combine Two Or More Strong Colors Without
Changing The Value Or Intensity.
 Do Not Paint Large Areas In Strong Colors.
2. Match The Color Scheme To The Merchandise On Display.
 Use A Neutral Color, Or One Of The Main Colors Of The Merchandise For The Floor, Walls And Background.
 Use Soft Tints Rather Than Saturated Hues.
3. Associate The Value Of The Merchandise Displayed To The Selection Of Colors In The Display.
 Lower-priced Merchandise Is Generally Displayed In A Color Scheme Of Vivid Hue.
 Use A More Refined Color Scheme With The More Exclusive Merchandise. Color Schemes Seen In
 Current Fashion Are Acceptable.
 Do Not Mix High-priced And Low-priced Merchandise In A Display. Items Should Be Grouped By Price And Design.
COLOR RULES THAT CAN IMPROVE DISPLAYS :

4. Light Tints Are Pleasing To The Eye.
 Light Tints Seem To Deepen The Window Space, Increasing The Window Size.
5. Dark Shades Appear To Bring The Background To The Fore, Shortening The Perceived Window Space.
6. Colors Are Labeled As Either Warm Or Cool.
 Warm Colors Are Yellow, Orange, Red And Their Combinations With Black And White. All These Hues Please
The Eye, Enhance The Appearance Of The Merchandise, And Optically Push It To The Front Of The Display.
 Cool Colors Are Blue And Green. These Colors Are Calming, Soothing And Balanced. They Create The Illusion
Of Enlarging The Window.
7. Color Contrasts Are Welcome, But Dangerous.
 Watch For Color Clashes.
 Be Careful About Confining Strong Contrasts To Small Accessories.
 Bold Combinations Can Be Very Effective If Done In Good Taste.
8. More Than Two Principal Colors Can Be Grouped Proportionately In One Display. Greater Effort Must Be
Made, However, To Achieve Harmony. Pastels Go Well Together.

GUIDELINES FOR
PRACTICAL
IMPLEMENTATION

We Will Be Illustrating Numerous Visual Merchandising Guidelines Based
On 12 Different Topics, With Practical Examples And Implementation
Possibilities. Observing These Guidelines Will Lead To An Increase In Sales
And Reduce Personnel Costs On A Long-term Basis, In Addition To Many
Other Positive Effects.
VISUALMERCHANDISING
GUIDELINESFORPRACTICALIMPLEMENTATION
STORE LAYOUT
ARENA PRINCIPLE
WALL DISPLAY STRUCTURE
MID-FLOOR
DESIGN PRINCIPLES FOR
ARCHITECTURE
MODES OF DISPLAYS
FASCINATION POINTS
GUIDELINES FOR PRACTICAL IMPLEMENTATION

The Clearer The Store Layout Appears To The
Customer, The Less Sales Staff Are Necessary, As
The Customer Will Find What He Is Looking For Or
Is Incited To Make A Purchase By Special Displays.
Merchandise Which Should Appeal To A Large
Number Of Customers Is Positioned In The Centre
Or Front Of The Retail Space And Is Clearly
Visible.
The Busiest Areas Are The Store Entrance, Pathways
And Areas To The Customer’s Right. Less Frequented
Areas Are Middle Aisles, Areas To The Customer’s
Left And Upper And Lower Floors. Entrance Zones
And POS Zones Should Be Generously Sized To
Avoid Constriction. The Main Pathways Should Be
Approx. 1.5 – 2 M Wide, Side Aisles At Least 0.8
M (Between The Merchandise).
STORE LAYOUT

This Display Technique Ensures That The Entire Product Range Is Visible
From The Front Mid-floor Area Close To The Entrance Right Through To The
Back Wall.
Displays According To The Arena Principle Can Be Used In Shop-in-shops,
Large Stores And In Department Stores. If The Arena Principle Is
Respected, The Customer Can Spot The Product Ranges Displayed At Each
Level, Right To The Back Of The Store, From The Main Pathway. It Gives
The Customer A Good Overview And Draws Him Into The Store.
LAYERS WITHIN THE STORE INTERIOR :
• Height Of Furniture Directly Next To
The Main Pathway:
1.00 To 1.20 Metres
• Height Of Furniture In The Centre:
1.40 To 1.60 Metres
• Back Wall Elements:
Up To 2.60 Metres In Height
ARENA PRINCIPLE

Walls In Commercial Interiors Are One Of The Most
Important Display Areas For The Sale Of Merchandise.
They Play A Decisive Role In A Store’s/Brand’s Image.
Walls Are Generally Used Intensively For Display
Purposes. Only In The Premium Segment Is A Small
Quantity Of Merchandise Used To Express Exclusivity.
The Back Wall Can Be Divided Into Three Functional
Zones:
 The Top Zone Is Used For Information Purposes.
 The middle zone shows the merchandise theme.
The type, shape, colour and material of the item
must be visible.
 Large Quantities Of Merchandise Can Be Displayed
In The Bottom Zone. Here The Consumer Can Choose
From Different Models, Versions, Sizes And Prices.
WALL DISPLAY STRUCTURE
Top Zone
Top Zone
Top Zone

The Mid-floor Area Should Be Designed To
Match The Style And Shape Of The Wall
Units. The Merchandise Display In Mid-floor
Should Blend In Perfectly With That Of The
Wall Display And The Prevailing Colours And
Theme.
Display Tables, Stand Systems And Gondolas
Are The Traditional Display Units Most
Commonly Use In Mid-floor.
A Table Always Appears – A Presentation
Table Is No Different. Tables Of Different
Sizes Or Special Tiered Tables Can Create A
Rich Variety Of Displays. Tiers Are Ideal For
Different Sizes, Colours Or Models. Gondolas
are larger mid-floor units which can carry
merchandise on two or three sides.
MID-FLOOR

Many Innovative, Technically
Perfected Systems Have Been
Created Since The 1970s
With Customised Design,
Enabling A Range Of
Different Display Possibilities.
In Order To Gain A Better
Overview Of These Numerous
Systems, It Is Helpful To
Classify Them According To
Specific Architectural Design
Principles.
• Single Point Support Systems
• Horizontal Support Systems
• Vertical Support Systems
• Surface Support Systems
• Structural Systems
DESIGN PRINCIPLES FOR ARCHITECTURAL

Different Modes Of Display Are Selected And Combined
According To The Type Of Garment, The Position On The Sales
Floor And The Display Theme. They Can Create An Attractive,
Varied And Exciting Overall Merchandise Presentation.
 Side Hanging Displays Enable The Presentation Of Large
Quantities Of Merchandise.
 Front Display Is An Attractive Mode Of Display And Has
Proved To Be The Most Successful Version On The Sales
Floor.
 Folded Displays Are Extremely Appealing. Identical Items
(E.G. T-shirts, Shirts, Jeans, Knitwear) Should Be Carefully
Folded And Displayed In Neat, Uniform Piles That Are Not
Too High, Arranged According To Size And Colour.
 Merchandise Grouping Is The Basic Principle Of All Colour,
Stylistic And Thematic Displays, With The Exception Of
Specialist Stores And Store Departments (E.G. Displays In
Hosiery, Lingerie And Accessory Departments).
MODES OF DISPLAY

Fascination Points Are Striking,
Individual Display And Decoration
Solutions, Positioned At Prominent
Points Within Stores And Are
Designed To Be Visible From A
Distance.
Fascination Points Are Logically
Used At The End Of An Aisle, At An
Intersection Between Two Aisles, As
An Attraction Within Or At The
Entrance To A Department. They
Should Always Be Highlighted By
Additional Lighting (E.G. Spotlights
Pointing At The Decor).
FASCINATION POINTS

CASE STUDY
You Are Supposed To Design A Window Display And A Façade Of An Store. The Design Must Be Theme Based And All The Material
Specification And Dimensions Must Be Showcased By Detailed Drawings Of The Design. All These Details Need To Be Shown By The
Student Through Elevations And Placement Of Objects And Rendered Views.

SITE CONSIDERATION
MAP OF AJMER
Cine Mall
ABOUT LOCATION OF SITE
CLIENTELE OF AJMER
SBI Bank
Gaurav
path
Adidas
Showroom
Clientele Of Ajmer Is Mediocre And
Higher-end Both So There Is A High
Probability Of People Buy These
Types Of Jewellery. There Is No
Outlet For Any Pearl Jewellery
Showroom In All Over Ajmer.
People Love To Buy These Type Of
Jewellery Which Symbolizes
Royalty.
Ajmer Is One Of The Major And Oldest
Cities In The Indian State Of Rajasthan.
Ajmer Is Surrounded By The Aravalli
Mountains. It Is The Base For
Visiting Pushkar (11 Km), An Ancient
Hindu Pilgrimage City, Famous For The
Temple Of Lord Brahma, And Also A
Pilgrimage Centre For The Shrine Of
The Sufi Saint Khawaja Moinuddin
Chishti.
LATITUDE - 26.4499° N
LONGITUDE - 74.6399° E
POPULATION - 542,580
My Site Is Located In The Cine Mall,
The Area Where Mostly All The
Educational, Institutional, Assembly
Buildings Are Located. I Chosen
Mall Because It Is Best Place To Sell
These Jewellery, If I Take Jewellery
Of Gold And Silver Then They Must
Be Sold Only On Their Respective
Markets. Gaurav Path Where The
Mall Is Situated Is One Of The
Busiest Road Of This City. Mostly
People Come Here With Friends
And Family For Outing, Shopping
And Eating Purpose.

WINDOW DISPLAY 1
 Emphasizing Point In This Window Display Is The Oversized Wheel Of
Thread.
 Flow Is Generated Through Diagonal Lines.
 Alignment Is Followed.
WINDOW DISPLAY 2
 Water Tap Is Used To Show The Flow Of
Merchandise.
 Shoes Are Coming Out From The Tap Just Like Water
Flows .

WINDOW DISPLAY 3
 Informal Balance Is Followed
 Neutral Colour Scheme Is Followed
WINDOW DISPLAY 4
 The Colour Orange Is Highlighted In Window Display.
 Geometrical Shapes Were Used

WINDOW DISPLAY 5
 Bright Yellow Colour Is Used On Wall To Seek The Attention Of The
Customers, Eye Sensitive Colour.
 On One Side A Bag And A Shoe Is Put On The Stand And The Other A Sketch
Of Man Is Painted On The Wall To Balance The Composition.
WINDOW DISPLAY 6
 3 Cones Were Used As A Prop To Show The
Merchandise.
 Colours Are Soothing.
 Whole Composition Looks Unified.

My Concept Was Pearl I Took The Pearl Shell As A
Emphasizing Point In My Window Display To Attract
The Customer Attention. My Aim Was To Deliver The
Image Of The Store “PEARL COLLECTION” In The Minds
Of The People, Into A Big Brand. To Express The Tagline
"Rich Lively" I Designed A Window Display Of Jewellery
Shop . It Indicates The Quality Of Jewelry Inside The
Shop, And To Gives A Reputed Image In The Eyes Of
The People Purchasing The Jewellery.
In Window Display I Used Two Mannequin Wearing A
Pearl Jewelry And Then Balanced It With A Pearl Shell.
Background Wall Is Made Up Of Glass So That Whole
View Of Store Can Be Visible, The Emphasizing Point Is
An Open Shell In Which A Pearl Is Placed, On Flooring
Many Small Sized Pearls Props Are Placed. The Look Of
Whole Window Is Elegant And Posses A Classy Image.

Bottom Right Swing Door
Hinge
Stainless Steel
Door Handles
Upper Left Swing Door
Hinges
Letters Are Of Acrylic
Sheet Backlit- LED
Light
Aluminum Composite
Panel(ACP) Sheets
The Name Of The Brand Is Written From The Acrylic
Sheets Having Backlit LEDs Of White Colour.
Font – Book Antiqua Regular
Dimensions – 14’×1’×2”
FAÇADE OF RETAIL STORE (DETAILED)
6
About Façade
The Overall Design Of The Façade Is
Contemporary, Elegant Feel Look Because The
Jewellery I Chosen For My Window Display Is Of
Pearl. Natural Pearl Are More Expensive Because
They Are Very Rarer. Pearl Usually Creamy White
In Colour So I Choose White Colour On The Outer
Wall Of The Store.
Note : If I Had Choose A Traditional Facade For A
Jewellery Shop Than My Type Of Store For This
Will Be Of Gold Jewellery. Because In India
Mostly Gold Jewellery Is Preferred For Traditional
Occasions. And Then The Colour Theme For My
Window Display Will Be Red.

View Of Window Display In The Façade Of The Store
About Window Display : I Just Created A Visual Balance Between The Two Mannequin And The Structure Of Pearl Shell.
Shell Is Visually Heavy So I Used Two Mannequin To Balance The Window Display Area. Pearl Is Used To Show The
Royalty And The Elegancy That Symbolizes Our Store Image. The back wall of display is of transparent glass so that the
view of inside the store can be visible.
The Name Of The Brand Is Written From The Acrylic
Sheets Having Backlit LEDs Strips Of White Colour.
Font – Book Antiqua Regular
Dimensions – 14’×1’×2”
Track Lights(spot) Are Used So That Elements In The
Window Display Can Be Lighted Up At The Night
Time. It Must Be Recessed Or Hidden From Inside
Wall So That It Can’t Be Visible From The Outside.
PRINCIPLES OF DESIGN USED :
BALANCE : I Just Created A Visual Balance Between The Two Mannequin And The Structure Of Pearl Shell. Shell Is Visually
Heavy So I Used Two Mannequin To Balance The Situation.
SCALE & PROPORTION : The Height Of The Mannequin In Respect Of Shell, The Ratio Between Them Must Be Balanced.
HARMONY : In The End , There Must Unity In The Whole Composition Which You Have Designed. All The Elements Should
Make A Unified Identity.
GOLDEN RECTANGLE : The Ratio Of Window Display Rectangle Is Of 1:6
The Pearl Shaped Balls Are Used On
The Floor Of The Window Display To
Hide The Mannequin Metal Stands
And The Rough Surface Of The
Floor.
Size(diameter) – 6”
FAÇADE OF WINDOW DISPLAY (DETAILED)
height – 3’6”
height – 3’2”

Top Plan Of Window Display
A
A’ Cut Section Of Façade Of The Store
About Façade Cut
Section A-A’ : This
Vertical Cut Section
Drawing Has Been
Used To Show The
Hidden Parts Of The
Facade Wall. The Outer
Most Part Of Wall Is Of
ACP (Aluminium
Composite Panel)
Which Is Fixed Over On
The Metal Framing
Below It.
The Upper Jut Out Part
Of Store In Which
Store Name Is Placed Is
Made Up Of Plywood
And Then The ACP
Sheets Can Be Fixed
Over It .
About Top Plan
(Window Display) : I
Just Created A Visual
Balance Between The
Two Mannequin And
The Structure Of Pearl
Shell. Shell Is
I Just Created A Visual Balance
Between The Two Mannequin
And The Structure Of Pearl
Shell. Shell Is Visually Heavy
So I Used Two Mannequin To
Balance The Situation. Pearl Is
Used To Show The Royalty
And The Elegancy That
Symbolizes My Jewellery
Brick Wall
Aluminum
Framing
ACP Sheet
LED Light
Acrylic Sheet
Lettering
Cut Section Of
Façade Wall
Showing The
Material Used
Stair
Mannequin Stand
Mannequin Stool
Base
Pearl
Glass Wall
Brick Wall

BIBLIOGRAPHY
o Visual Merchandising Guidelines For Practical Usage
o Time Saver Standards
o Wikipedia
o Google
o Interior Design Magazines
o Pinterest

Thank YouPiyush Raj Singh ,2nd Year Commercial Design Diploma
NSQF Level-6 ( NSDC )
Dezyne E’cole College, www.dezyneecole.com

Piyush Raj Singh , Commercial Design Interior Design, NSQF Level 6

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