PROJECT 4 INDS-302-01 Professor Barrido
Visual Development of the Retail Brand Experience
Priyal Dalvi Spring 2021
HOUSE OF ANITA DONGRE WHO
Anita Dongre (born 3 October 1963) is an Indian fashion designer. She is the founder of House of Anita Dongre, an Indian fashion house. Dongre studied fashion design at SNDT Women’s University in her hometown of Mumbai, after which she designed and supplied designs for many of the country’s leading boutiques for 12 years, before launching her label.
WHAT
Founded in 1995, House of Anita Dongre includes four separate brands: AND, a western wear brand; Global Desi, a contemporary line; Grassroot; a sustainable luxury brand. Retailer, designer, and manufacturer of women's apparel and accessories in India. The company provides customers with ethnic wear which are known for their comfort and inclusiveness. Its contemporary western wear for women sports a free-spirited brand of boho-chic ensembles. It also offers exquisite bridal couture and a pret line for men and women along with Pinkcity, handcrafted jadau jewelry.
WHY
From an early age, Anita Dongre knew she wanted to helm her own fashion house. Having spent her summer holidays growing up in Jaipur, and later armed with a degree in Fashion Design, Anita’s influences were apparent right from her first collection. Her signature style showed an affinity for indigenous craft tradition, coupled with a modern aesthetic that soon made Anita Dongre one of India’s leading fashion designers.
WHERE
Growing up in Mumbai, she started noticing women who had corporate careers or were entrepreneurs. And while this inspired her, it also made her realise that there was no Indian brand that made affordable workwear for them. This spelled an opportunity for Anita: she wanted to take her interest in fashion and turn it into a clothing brand for the modern, working woman. The business has grown from two sewing machines to employing over 2,700 people directly, and thousands more indirectly.
HOUSE OF ANITA DONGRE
DESIGN NARRATIVE An initiative in preserving ancient craft traditions, HOAD by Anita Dongre is handcrafted luxury created by rural artisans to safeguard their skills and provide economic empowerment. The store is an ode to Rajasthan’s rich culture that inspires much of the designer’s work. Each section is carefully curated into a holistic experience and tied together but the dreamy rose petal aroma of royal gardens of a time past. The seating nooks are adorned with cushions hand embroidered in zardozi and a majestic Tanjore Painting watching over you. The walls are highlighted with hand-crafted thikri work and regal miniature paintings that keep you company as you make your way from one section to the other.
SWOT ANALYSIS STRENGTH GLOBALLY RECOGNIZED INDIAN BRAND, SPECIALIZES IN BRIDAL AND ETHNIC COLLECTION VARIETY IN HER BRANDMEN'S WEAR, WOMEN'S WEAR, JEWELRY, ACCESORIES. CELEBRITIES SWEAR BY HER UNIQUE & SUSTAINABLE COLLECTION HAND MADE PRINTS AND HAND WOVEN FABRICS ECO FRIENDLY MATERIALS USED
WEAKNESSES BRIDAL COLLECTION IS EXCLUSIVE YET EXPENSIVE IT IS NOT EASILY ACCESSIBLE IN THE LOCAL MARKET/LOCAL PEOPLE MAJORITY OF THE SHOWROOMS ARE ONLY IN INDIA
OPPORTUNITIES INTERNATIONAL EXPANSION: THERE ARE ONLY TWO SHOWROOMS OUTSIDE INDIA- NEW YORK AND MANHATTAN. PROMOTION OF TRADITIONAL ETHNIC WEAR OUTSIDE INDIA EXPOSURE TO INTRICATELY DETAILED BRIDALWEAR INDRODUCTION TO SUSTAINABLE FASHION-RAW FABRICS IMPORTED FROM INDIAN VILLAGES
THREATS THERE ARE UPCOMING HIGH END BRANDS SIMILAR BRIDAL WEAR BRANDS THAT ARE BUDGET FRIENDLY AND EASILY AVAILABLE IN THE LOCAL MARKET
HOUSE OF ANITA DONGRE LOCATIONS
Anita Dongre's retail network comprises almost 1,000 stores, including one in New York. The common thread unifying this brand is fuss-free design and details, like pockets added to the wedding lehenga, a hugely popular mix of traditional craft and textiles. United States
PRODUCTS
BRIDAL WEAR/ FESTIVE WEAR SAREE
SHERWANI
LEHENGA
MOODBOARD
INSPIRATION
EXISTING SHOWROOMS OF HOAD
https://www.vogue.in/fashion/content/everything-you-need-to-know-about-anita-dongres-new-flagship-store-hyderabad
VIBRANT COLORS FABRICS AND FURNISHINGS
INDIAN ELEMENTS EMBROIDERED CURTAINS, CARPETS, WALL TEXTURES.
DESIGN CONCEPT
INDIAN ARCHES TYPICAL INDIAN ARCH DESIGNS OR NICHE DESIGNS
PATTERNS TYPICAL FLOORING PATTERN USED IN ALL HOAD SHOWROOMS
TRADITIONAL LIGHTS DECORATIVE HANGING LIGHTS, OR HANGING ACCESSORIES
SITE OVERVIEW 1356 CORONADO AVE LONG BEACH, CA 90804
THERE ARE NO INDIAN BRIDAL STORES IN THE LOCATION, WHICH MAKES HOUSE OF ANITA DONGRE AN ATTRACTION SPOT AND CONVENIENT FOR DESTINATION WEDDINGS. AS DESTINATION WEDDINGS ARE EXTREMELY POPULAR NOWADAYS, LONG BEACH HAS MORE THAN 22 WEDDING VENUES THAT ARE FAMOUS FOR INDIAN WEDDINGS. AS, HOAD IS A BRIDAL STORE, IT FITS PERFECTLY IN THE LOCATION FOR DESTINATION WEDDINGS, AND IS CONVENIENT FOR PEOPLE WHO ARE PLANNING FOR THE CEREMONY AS THE VENUES ARE NOT MORE THAN 3 MILES AWAY FROM THE STORE.
https://www.maharaniweddings.com/2012-10-16/2376-longbeach-california-indian-wedding-by-samson-productions
https://www.maharaniweddings.com/2015-05-18/5678-longbeach-ca-indian-wedding-by-randeryimagery
https://www.linandjirsablog.com/hyatt-long-beach-indian-wedding-jessica-trushar/
EXISTING LAYOUT
FACADE OF THE SITE
HOAD USERS VIP CUSTOMER (BRIDE)
FRONT OFFICE MANAGER
REGULAR CUSTOMER
TAILOR
STYLIST
DELIVERY SERVICE
HOAD USERS VIP CUSTOMER
THINK AND FEEL EXCITED ABOUT WEARING EXCLUSIVE WEAR FOR THE D-DAY
BRIDAL WEAR DISPLAY
READY TO TRY ON AND FINALISE THE BRIDAL OUTFIT
JEWELRY DISPLAY
EAGER TO SHARE THE INDIAN DRESSES WITH FAMILY AND FAMILY
SHOWROOM INTERIORS
HEAR
A 28 year old famous Indian celebrity, excited for her big fat Indian wedding in South Carolina.She has planned a destination wedding at the long Beach, CA. She is excited to try on exclusive Indian Bridal wear for the first time, that too designed by Anita Dongre, who has designed amazing outfits for famous celebrities all over the world.
SEE
SAY AND DO
INDIAN SOFT MUSIC IN THE BACKGROUND
TRIES THE CUSTOMISED BRIDAL OUTFIT AND MATCHING JEWELRY WITH THE HELP OF THE DESIGN STAFF
DESIGNER TALKING TO THE STAFF ABOUT THE CUSTOM MADE DRESSES
DISCUSSES ABOUT THE DRESS WITH HER FAMILY
CONVERSATION OF STAFF MEMBERS
DISCUSSES THE COST OF THE OUTFIT AFTER ALTERATION AND FINALISES THE DRESS WITH THE JEWELRY
HOAD USERS REGULAR CUSTOMER
THINK AND FEEL EXCITED TO TRY ON READY-TOWEAR INDIAN OUTFITS
REGULAR AND HIGH END COLLECTION
FASCINATED BY THE RICH FABRIC AND DESIGNS
INDIAN ELEMENTS IN THE SHOWROOM
TRYING TO DECIDE WHICH OUTFIT TO PICK UP BASED ON THEIR BUDGET
EMPLOYEES GREETING AND ASKING IF ANY HELP IS NEEDED
HEAR
A 21 year old college girl, is looking for Indian dresses which she can wear anywhere, be it college or any occasion. She has a lot on Indian friends and loves wearing Indian clothes, that her friends have gifted her. Her friend's mentioned about the HOAD store, and she is excited to try ready-towear outfits that are exclusive yet budget friendly.
SEE
SAY AND DO
INDIAN SOFT MUSIC IN THE BACKGROUND
ASKS FRIENDS TO HELP DECIDE THE PERFECT DRESS
DISCUSSION OF OTHER CUSTOMERS
TRYING ON VARIOUS OUTFITS
CONVERSATION OF STAFF MEMBERS
FINALIZES AND BUYS THE OUTFIT
HOAD USERS STYLIST
THINK AND FEEL WHICH OUTFIT TO CHOOSE FOR THE CUSTOMER
DESIGNS AND CATALOGS
THINKING ABOUT THE ARRANGEMENTS OF DRESS COLLECTION
CUSTOMERS INTERACTING WITH THEIR FAMILY TO FINALISE THE DRESS
NERVOUS ABOUT PITCHING NEW CUSTOMERS
HEAR
A 35 year old experienced fashion design graduate, is working as a stylist in the HOAD. Her job is to assist the designer (who visits this store once a month), help customer choose the right outfits based on the occasions and instruct the tailor if any alterations are to be made in the dress.
SEE
CUSTOMER WEARING THE EXCLUSIVE COLLECTION
SAY AND DO
CUSTOMERS DISCUSSING THE BUDGET
DISCUSSING ABOUT EXCLUSIVE COLLECTION, MATERIAL AND PRICE WITH THE CUSTOMERS
PHONE RINGING (CALLS FROM CLIENTS/TAILOR ETC)
ASKING A CUSTOMER WHETHER THEY NEED ANY HELP WITH SELECTING A DRESS
CUSTOMERS ASKING FOR MORE OPTIONS
DISCUSSING ABOUT THE ALTERATIONS OR CHANGES TO BE MADE IN THE DRESS WHICH IS FINALISED BY THE CUSTOMER
HOAD USERS FRONT OFFICE MANAGER
THINK AND FEEL THINKING HOW TO MANAGE THE REGULAR AND VIP CUSTOMERS IF THEY ENTER AT THE SAME TIME
CUSTOMERS WALKING IN THE SHOWROOM
FEELING EXHAUSTED YET POSITIVE
CUSTOMER WEARING TRYING ON DRESSES AND JEWELRY
REMEMBERING THE LIST OF THE NEW PRODUCTS TO BE IMPORTED FROM INDIA
DESIGNER STAFFS HELPING THE CUSTOMERS
HEAR
A 32 year old, having a degree in Management studies, is working as a manager in the HOAD. His job is to keep check on the payrolls of the staff and other workers, schedule appointments, make list of the products that are to be imported from India, and helping the customers if they have any serious inquiries.
SEE
SAY AND DO
CUSTOMERS DISCUSSING WITH THE STAFF
MAKING BILLS AND LIST OF NEW ORDERS
PHONE RINGING (CALLS FROM ENQUIRIES/ APPOINTMENTS/ SALES ETC)
MANAGING BOTH THE ZONES AND ALL SORTS OF CUSTOMERS AND ENQUIRIES
STAFF MEMBERS DISCUSSING ABOUT A CLIENT'S REQUIREMENT
KEEPING CHECK ON THE PAYROLL OF THE STAFF MEMBERS
HOAD USERS TAILOR
THINK AND FEEL THINKING ABOUT THE MATERIALS THAT ARE NEEDED TO ALTER THE DRESS
STAFF MEMBERS WORKING
KEEPING CHECK ON THE MEASUREMENTS OF THE CUSTOMERS
MANAGER ON CALL, MAKING APPOINTMENTS
FEELING RUSHED BECAUSE OF THE WORKLOAD (DURING WEDDING SEASON)
CUSTOMERS FINALISING THE DRESS
HEAR MANAGER TALKING TO THE STAFF MEMBERS AND GIVING INSTRUCTIONS
A 29 year old freelance stylist, who alters the dresses as per the customers size and requirements. As the bridal wear collection is a semi-stitched dress, the stylist's job is to make it a ready-to-wear dress for the bride before the D-Day. She visits the showroom only when a brideto-be finalizes the dress and needs alteration.
SEE
CUSTOMERS AND DESIGN STAFF FINALSING THE DRESS MATERIAL AND COLOR TO BE CHANGED OR ALTERED DESIGN STAFF GIVING INTRUCTIONS ABOUT THE DRESS TO BE ALTERED
SAY AND DO TAKING MEASUREMENTS OF THE CUSTOMER ASKING THE CUSTOMER WHETHER THEY NEED ANY MORE CHANGES IN THE DRESS MAKING NOTES OF ALL THE CHANGES
HOAD USERS DELIVERY SERVICE
THINK AND FEEL LIST OF PRODUCTS THAT ARE TO BE DELIVERED
STAFF MEMBERS AND STORE MANAGER WORKING
REMEMBERING THE ADDRESS OF THE STORE TO DELIVER THE PRODUCTS
STAFF MEMBERS ARRANGING THE PRODUCTS AND DRESSING UP THE MANNEQUIN IN THE CLOSING TIME
THINKING WHETHER THE PAYMENT WILL BE ON TIME
STORE MANAGER COUNTING THE PRODUCTS THAT ARE DELIVERED AND CHECKING THE QUALITY
HEAR
A 37 year old delivery guy who works for a well-known delivery service center, regularly delivers all the packages that come from India. He is a dependable guy and delivers the materials on time. He co-ordinates with the store manager, and helps to keep the packages in the storage room during the closed hours of the showroom.
SEE
SAY AND DO
STORE MANAGER INSTRUCTING THE STAFF
KEEPING ALL THE IMPORTED PRODUCTS IN THE STORAGE SECTION
STORE MANAGER CONFIRMING THE DELIVERY WITH THE HEAD DESIGNER ON CALL
ASKING THE MANAGER TO CHECK THE LIST OF THE PRODUCTS
DESIGN STAFF ASKING FOR MORE MATERIALS TO BE DELIVERED
MAKING LIST OF THE DELIVERIES AND PAYMENTS
DESIGN TARGET SPACIOUSNESS LAVISH DESIGNS INDIAN ELEMENTS TO MAINTAIN SYMMETRY PROPER USE OF ARTIFICIAL AND NATURAL LIGHTS TO HIGHLIGHT THE PRODUCTS
THE LAYOUT IS DIVIDED INTO TWO ZONES. LOCAL AND HIGH END IN THE LOCAL ZONE, THERE WILL BE PRODUCTS WHICH ARE BUDGET FRIENDLY. FOR LOCAL CUSTOMERS. WALK-IN CUSTOMERS. IN THE HIGH END ZONE, EXCLUSIVE PRODUCTS WILL BE DISPLAYED. FOR VIP CUSTOMERS. ALTHOUGH THE AREAS ARE DIVIDED, IT WILL BE ACCESSIBLE TO ALL TYPES OF CUSTOMERS. THERE WILL BE CURTAINS THAT WILL MAKE THE DIVISION OF AREAS, ONLY WHEN THERE IS A MEETING WITH A HIGH PROFILE CLIENT.
BUBBLE DIAGRAM
GOOD
IMMEDIATE ADJACENCY NEAR ADJACENCY
MEETING ROOM
2 FITTING ROOMS
PRIVATE AREA
2 RESTROOMS
SEATING
ARCHES
STORAGE RECEPTION/ TRANSACTION AREA
AREA DIVIDED INTO LOCAL AND HIGH END ZONE DIVIDED BY ARCHES ENTRANCE: LOCAL ZONE:
SERVICE AREA
ALL PRODUCT DISPLAYS
LOCAL ZONE
SERVICE AREA AND STORAGE SERVICE AREA INCLUDES- PANTRY, ELECTRICAL AREA AND WASHROOM FOR STAFF
SEATING
ENTRANCE DISPLAY
FITTING ROOM2
HIGH END ZONE
HIGH END ZONE:
COMMON AREAS IN BOTH THE ZONES:
EXCLUSIVE PRODUCT DISPLAYS
WORK ROOM
- DISPLAY IN THE ENTRANCE FACADE - RECEPTION AREA AND DISPLAY IN THE CENTER OF BOTH THE ZONES. - WORKING ZONE NEAR THE ENTRANCE - SEATING AREA -TWO FITTING ROOMS - TWO RESTROOMS
- EXCLUSIVE PRODUCT DISPLAYS - MEETING ROOM FOR PRIVATE DISCUSSION - SEATING - ONE HUGE RESTROOM - TWO SPACIOUS FITTING ROOM (1 FOR BRIDE AND 1 FOR GROOM)
FITTING ROOM1
ENTRANCE/ EXIT
BUBBLE DIAGRAM
BETTER
IMMEDIATE ADJACENCY NEAR ADJACENCY 2 FITTING ROOMS
PRIVATE AREA
RESTROOM
ARCHES
FITTING ROOM1
STORAGE
- HUGE DISPLAY IN THE ENTRANCE FACADE - RECEPTION AREA AND DISPLAY IN THE CENTER OF BOTH THE ZONES. - WORKING ZONE NEAR THE ENTRANCE - SEATING IN FRONT OF THE RECEPTION -TWO FITTING ROOMS
FITTING ROOM2
PRODUCT DISPLAY
LOCAL ZONE
WORKING ROOM
HIGH END ZONE
- EXCLUSIVE PRODUCT DISPLAY - SEATING - ONE RESTROOM - TWO SPACIOUS FITTING ROOM (1 FOR BRIDE AND 1 FOR GROOM)
COMMON AREAS IN BOTH THE ZONES:
SERVICE AREA AND STORAGE SERVICE AREA INCLUDES- PANTRY, ELECTRICAL AREA AND WASHROOM FOR STAFF
SEATING
RECEPTION/ TRANSACTION AREA
SEATING
ENTRANCE: LOCAL ZONE:
HIGH END ZONE:
SERVICE AREA
PRODUCT DISPLAY
AREA DIVIDED INTO LOCAL AND HIGH END ZONE DIVIDED BY ARCHES
HUGE ENTRANCE DISPLAY
ENTRANCE/ EXIT
BUBBLE DIAGRAM
BEST
IMMEDIATE ADJACENCY NEAR ADJACENCY PRIVATE AREA
PRODUCT DISPLAYS
RESTROOM
FITTING ROOM
SEATING
ARCHES STORAGE RECEPTION/ TRANSACTION AREA
AREA DIVIDED INTO LOCAL AND HIGH END ZONE DIVIDED BY ARCHES
LOCAL SERVICE AREA
PRODUCT DISPLAYS
LOCAL ZONE WORKING ROOM
ENTRANCE DISPLAY
FITTING ROOMS
HIGH END ZONE
HIGH END ZONE:
- EXCLUSIVE PRODUCT DISPLAYS - SEATING - ONE ADA RESTROOM - STORAGE ROOM - SERVICE AREA - TWO SPACIOUS FITTING ROOM (1 FOR BRIDE AND 1 FOR GROOM)
RESTROOM
SEATING
ENTRANCE: LOCAL ZONE:
- DISPLAY IN THE ENTRANCE FACADE - RECEPTION AREA - WORKING ZONE - SEATING AREA -DISPLAY AREA IN THE CENTER -ONEFITTING ROOM - ONE ADA RESTROOM
EXCLUSIVE PRODUCT DISPLAYS
ENTRANCE/ EXIT
BLOCK DIAGRAM
GOOD
PROS:
- RECEPTION/TRANSACTION COUNTER AT THE ENTRANCE WILL BE AN EASY ACCESSIBILITY FOR THE CUSTOMER WHO WILL VISIT ONLY FOR ENQUIRING OR EXCHANGE OF PRODUCTS. - SPACIOUS FITTING ROOMS IN THE HIGH END ZONE FOR BRIDE AND GROOM WEAR TRIALS. - COMMON DISPLAY AREA IN THE CENTER- ACCESSIBLE FOR BOTH THE ZONES.
FITTING ROOM 1
LOCAL
FITTING ROOM 2
RESTROOM
RESTROOM
RESTROOM
MEETING ROOM FITTING (BRIDE)
DISPLAY
DISPLAY
CONS:
- THERE WILL BE TOO MANY DISPLAYS, WHICH WILL CONFUSE THE CUSTOMERS. - DIRECT PASSAGE WAY FROM LOCAL ZONE TO THE HIGH END SEATING, MIGHT CREATE DISTURBANCE DURING AN IMPORTANT DISCUSSION.
DISPLAY SEATING
SEATING DISPLAY
INSIGHTS:
- THE RECEPTION/TRANSACTION AREA WILL BE IN FRONT OF THE ENTRANCE. - THE DISPLAYS ARE IN THE CENTER FOR EASY ACCESSIBILITY, FOR ALL TYPES OF CUSTOMERS. - THE RED DOTTED LINES ARE THE ARCHES THAT ARE DIVIDING THE AREAS. -AMPLE OF DISPLAYS, EXPOSURE TO A LOT OF DESIGNER WEARS AND ACCESORIES. - THE FITTING ROOMS IN THE HIGH END ZONE WILL BE SPACIOUS, FOR THE BRIDE AND GROOM TO TRY ON EXCLUSIVE HEAVY DRESSES, WHEREIN THE DESIGNER STAFF WILL HELP THEM DRESS UP.
ENTRY/ EXIT
RECEPTION AND TRANSACTION COUNTER
DISPLAY
FITTING (GROOM)
DISPLAY WORKING ROOM
STORAGE
SERVICE ROOM
HIGH END
BLOCK DIAGRAM PROS:
- HUGE DISPLAY AREA IN THE LOCAL ZONE. - CLEAN PASSAGE AREAS - MAINTAINS SYMMETRY - AMPLE SEATING AREA IN THE HIGH END ZONE, IF ANY FAMILY DISCUSSIONS ARE EXPECTED TO TAKE PLACE. - BIGGER FITTINGS FOR DRESSING UP BRIDE AND GROOM FOR TRIALS.
BETTER
DISPLAY
LOCAL
FITTING ROOM 1
RESTROOM FITTING (BRIDE)
DISPLAY
SEATING
CONS:
FITTING ROOM 2
SEATING
DISPLAY
- WORKING ROOM BEHIND THE DISPLAY. - ONLY ONE RESTROOM. -
SEATING
RECEPTION AND TRANSACTION COUNTER
SEATING
DISPLAY
SEATING
INSIGHTS:
- THE RECEPTION/TRANSACTION AREA AND THE SEATING AREAS ARE ALIGNED. - THERE ARE TWO FITTINGS ROOMS FOR THE LOCAL ZONE (MEN AND WOMEN) - THE RED DOTTED LINES ARE THE ARCHES THAT ARE DIVIDING THE AREAS. -AMPLE OF DISPLAYS. - THERE IS A HUGE DISPLAY OF EXCLUSIVE COLLECTION FOR
DISPLAY
ENTRY/ EXIT
FITTING (GROOM)
DISPLAY
WORKING ROOM
STORAGE
SERVICE ROOM
HIGH END
BLOCK DIAGRAM
BEST
PROS:
- SPACIOUS PASSAGES. - SYMMETRICAL PRODUCT DISPLAY IN THE CENTER. - LIMITED PRODUCTS FOR LESS CONFUSION. - PRIVACY FOR THE HIGH END CUSTOMERS. - SPACIOUS RESTROOM IN THE HIGH END ZONE FOR DISABLED PEOPLE. -HUGE DISPLAY BEHIND THE FACADE TO ATTRACT CUSTOMERS.
RESTROOM 1
FITTING ROOM 1
LOCAL
DISPLAY
INSIGHTS:
- ALTHOUGH THE AREA IS DIVIDED INTO LOCAL AND HIGH END ZONE, IT WILL BE ACCESSIBLE TO ALL THE CUSTOMERS. - THE RECEPTION/TRANSACTION AREA WILL BE IN THE CORNER, BEHIND THE DISPLAY AREA. -THERE WILL BE CURTAINS IN THE CENTER OF THE LAYOUT, BELOW THE ARCHES, THAT WILL DIVIDE THE AREAS AND MAINTAIN PRIVACY IN THE HIGH END ZONE, ONLY DURING INTIMATE MEETINGS. - THE WORKING ROOM IS BESIDES THE RECEPTION COUNTER, WHICH MAKES IT EASY FOR THE STAFF TO ACCESS BOTH THE AREAS. - THE RED DOTTED LINES ARE THE ARCHES THAT ARE DIVIDING THE AREAS. -AMPLE OF DISPLAYS, EXPOSURE TO A LOT OF DESIGNER WEARS AND ACCESORIES. - THE FITTING ROOMS IN THE HIGH END ZONE WILL BE SPACIOUS, FOR THE BRIDE AND GROOM TO TRY ON EXCLUSIVE HEAVY DRESSES, WHEREIN THE DESIGNER STAFF WILL HELP THEM DRESS UP. - THE RAISED AREAS ARE FOR MANNEQUINS THAT WILL BE DRESSED AS BRIDE AND GROOM.
STORAGE
RESTROOM (HANDICAP)
RAISED
CONS:
- SMALL SEATING AREAS - DIRECT PASSAGE WAY FROM LOCAL ZONE TO THE HIGH END SEATING, MIGHT CREATE DISTURBANCE DURING AN IMPORTANT DISCUSSION.
RESTROOM 2
SEATING
RAISED
DISPLAY
RAISED
SEATING
FITTING ROOM 1 (GROOM)
DISPLAY
ENTRY/ EXIT
FITTING ROOM 1 (BRIDE)
RAISED
DISPLAY
DISPLAY
RECEPTION AND TRANSACTION COUNTER
WORKING ROOM
SERVICE ROOM
HIGH END
LIGHT MAPPING STUDY DISPLAYS AND ENTRANCE
NATURAL LIGHT
/TRANSACTION
Natural light is essential for highlighting the products, which is why there is display at the entrance, for the Facade.
FITTING ROOMS IN THE HIGH END ZONE As these fittings rooms are for brides and grooms for their trial. Natural sunlight provides the most accurate reflection of our face, and will show vibrancy in the dresses during the day
R.C.C COLUMN EXTERIOR WALLS WINDOWS INTERIOR WALLS GYPSUM PARTITIONS
SCALE- 1/8"-1'-0"
LIGHT MAPPING STUDY
ARTIFICIAL LIGHT
LIGHTING NARRATIVE WAYFINDING/ DIRECTIONAL LIGHTING The Halogen Track lights act as both Wayfinding and Directional. The spot lights inside the display are directional as it highlights the products
GENERAL LIGHTING The fluorescent panel light in the Service Area, Electrical and Accounts Room are examples of general lighting. The LED recessed lights in the bathrooms, fitting rooms and storage are also part of General lighting
DIFFUSED LIGHTING The LED Strip lights in the false ceiling, are dimmable and warm.
ACCENT LIGHTING The Chandelier above the seating and on the Reception counter are decorative and ornamental.
BRAND IDENTITY
TRACK LIGHTS SPOT LIGHTS RECESSED LIGHTS PANEL LIGHTS
The glass panel behind the Reception desk will have the logo which will be in Metal and will have LED strip light behind it to highlight the brand
CHANDELIER LED STRIP LIGHT
SCALE- 1/8"-1'-0"
FURNITURE LAYOUT INSIGHTS:
- THE AREA IS DIVIDED INTO LOCAL AND HIGH END ZONE, IT WILL BE ACCESSIBLE TO ALL THE CUSTOMERS. - THERE WILL BE LOCAL OR BUDGET FRIENDLY PRODUCTS IN THE LOCAL ZONE, NOT HEAVY BRIDAL WEAR. - THERE WILL BE HEAVY BRIDAL WEAR DRESSES IN THE HIGH END ZONE. - THE RECEPTION/TRANSACTION AREA WILL BE IN THE CORNER, BUT IN EASILY ACCESSIBLE NEAR THE ENTRANCE -THERE WILL BE CURTAINS IN THE CENTER OF THE LAYOUT, BELOW THE ARCHES, THAT WILL DIVIDE THE AREAS AND MAINTAIN PRIVACY IN THE HIGH END ZONE, ONLY DURING INTIMATE MEETINGS. - THE ACCOUNT ROOM, SERVICE ROOM AND ELECTRICAL LAYOUT ARE CONNECTED FOR STAFF MEMBERS TO ACCESS THE AREAS, AS THESE ARE THE PRIVATE ZONES - ARCHES ARE DIVIDING THE AREAS, WILL ALSO HAVE DISPLAY BESIDES THEM, CREATING SYMMETRY -AMPLE OF DISPLAYS, EXPOSURE TO A LOT OF DESIGNER WEARS AND ACCESORIES. - THE FITTING ROOMS IN THE HIGH END ZONE WILL BE SPACIOUS, FOR THE BRIDE AND GROOM TO TRY ON EXCLUSIVE HEAVY DRESSES, WHEREIN THE DESIGNER STAFF WILL HELP THEM DRESS UP. - THE RAISED AREAS ARE FOR MANNEQUINS THAT WILL BE DRESSED AS BRIDE AND GROOM.
R.C.C COLUMN EXTERIOR WALLS WINDOWS INTERIOR WALLS GYPSUM PARTITIONS EXAMPLE OF ARCHES IN THE CENTER DIVIDING THE AREA
SCALE- 1/8"-1'-0"
FURNITURE LAYOUT
R.C.C COLUMN EXTERIOR WALLS WINDOWS INTERIOR WALLS GYPSUM PARTITIONS
SCALE- 1/8"-1'-0"
MEASUREMENT LAYOUT
R.C.C COLUMN EXTERIOR WALLS WINDOWS INTERIOR WALLS GYPSUM PARTITIONS
SCALE- 1/8"-1'-0"
FLOOR PLAN WITH FFE RED OAK WOODEN FLOORING
ANTI- GLARE RICH LOOK
CARRARA WHITE MARBLE AND ROYAL BLACK MARBLE PATTERN
WILL ABSORB LIGHT TYPICAL PATTERN OF HOAD
ROYAL BLACK MARBLE WILL HIGHLIGHT THE DRESSES ON THE MANNEQUIN
WHITE MARBLE LUXURIOUS IN THE BATHROOM
R.C.C COLUMN EXTERIOR WALLS
CARPET TILES
WINDOWS
HELPS SOUND AND LIGHT ABSORBTION
INTERIOR WALLS GYPSUM PARTITIONS
SCALE- 1/8"-1'-0"
REFLECTED CEILING PLAN +10" +10" +14" +10"
+10"
+10"
+14"
CLEAR CEILING HEIGHT 16 FEET +10"
+14"
+10"
+10" +10"
R.C.C COLUMN EXTERIOR WALLS
+10"
+10"
+10"
WINDOWS INTERIOR WALLS GYPSUM PARTITIONS
SCALE- 1/8"-1'-0"
FLOOR AND BRAND LIGHT
BRAND LIGHTING BEHIND THE RECEPTION DESK MADE OF METAL
R.C.C COLUMN EXTERIOR WALLS WINDOWS INTERIOR WALLS DIRECTIONAL LIGHT AROUND THE RAISED FLOORING TO HIGHLIGHT THE DRESSES ON THE MANNEQUINS
GYPSUM PARTITIONS
SCALE- 1/8"-1'-0"
SWITCH PLAN
R.C.C COLUMN EXTERIOR WALLS WINDOWS GYPSUM WALLS
SCALE- 1/8"-1'-0"
LOOPING LAYOUT
R.C.C COLUMN EXTERIOR WALLS WINDOWS GYPSUM WALLS
SCALE- 1/8"-1'-0"
SECTIONAL ELEVATIONS A'
FITTING ROOM
ARCH
HIGH END ZONE
RECEPTION AREA
SECTIONAL ELEVATION A-A'
ENTRANCE
A
B
DISPLAY AT THE ENTRANCE
DISPLAY IN LOCAL ZONE
SECTIONAL ELEVATION B-B'
ARCH
ARCH DESIGN WALL
STORAGE ROOM
B'
SECTIONAL ELEVATIONS C'
C
D'
D
HIGH END ZONE DISPLAY
SECTIONAL ELEVATION C-C'
STORAGE
EXIT
SECTIONAL ELEVATION D-D'
HIGH END ZONE DISPLAY
WORKING ZONE
CUSTOM LIGHT-1 TRACK LIGHTS
INSPIRATION
NATURAL WOOD
SUSPENSION CLIP
NATURAL WOOD
GOLDEN PECAN 245, WOOD STAIN
FRONT
WIRE
PERSPECTIVE
TRACK LIGHT
PLAN TRACK LIGHT WITHOUT CAP
SUSPENSION CLIPS
CUSTOM LIGHT-1 TRACK LIGHTS
SUSPENSION CLIPS
CUSTOM LIGHT-2 INSPIRATION
BRAND IDENTITY LIGHT
YELLOW LED STRIP LIGHT
CUT OUT IN THE METAL SHEET. ELEPHANT MADE OF ACRYLIC. 6MM METAL SHEET
3D VIEWS BRAND IDENTITY The glass panel behind the Reception desk will have the logo cut out in a metal sheet which and will have LED strip light behind it to highlight the brand
3D VIEWS
3D VIEWS DIFFUSED LIGHTING The LED Strip lights in the false ceiling, are dimmable and warm.
ACCENT LIGHTING The Chandelier above the seating is decorative and ornamental.
3D VIEW DAY VIEW
EXTERIOR VIEW
FLUORESCENT LIGHT Manufacturer : CREE Lighting Product Name : UR Series Color Temperature : 3000K, 3500K, 4000K, 5000K WHITE CRI : 80 Light Distribution Angle : Omni-directional Lumens : 2,360 Lumens - 8,500 Lumens WATT : : 21 watts - 81 watts Lumens Per WATT : Up to 135 LPW at system level
AREAS: ACCOUNTS ROOM SERVICE AREA
HALOGEN LIGHTS Manufacturer : Osram
Product Name : DECOSTAR 51 PRO 14 W 12 V 36° GU5.3 Code: DECOSTAR 51 Color Temperature : 3000 K WARM WHITE CRI : 100
Light Distribution Angle : _ Lumens : 180 lm WATT : 14.00 W
AREAS: PASSAGES
LED SPOT LIGHT 1 Manufacturer : PHILIPS
Product Name : Essential SmartBright Spotlight Product Code: BGP150 LED520/WW 8W 20D Color Temperature : 3000 K WARM WHITE CRI: >80 Lumens : 60 lm/W WATT : 8 W
AREAS: AROUND RAISED FLOOR TO HIGHLIGHT THE MANNEQUINS
LED SPOT LIGHTS 2 Manufacturer : PHILIPS
Product Name : Philips myLiving LED Recessed Spotlight Shellbark, round SKU 34332 Color Temperature : 2.700 Kelvin - warm white Lumens : 500 lumens WATT : 4.5 watts
AREAS: DISPLAYS (WARM WHITE) SMALL PASSAGE (WARM YELLOW)
LED RECESSED LIGHTS Manufacturer : PHILIPS
Product Name : White Ambiance 5-6" Integrated LED Dimmable Smart Wireless Recessed Downlight Retrofit Kit Color Temperature : 2200K-6500K WARM WHITE Lumens : 75 WATT : 10.00 W
AREAS: BACK AREA OF RECEPTION BATHROOMS STORAGE FITTING ROOMS
LED BULB FOR CHANDELIER Manufacturer : CREE Lighting Product Name : The Connected CREE LED Bulb Color Temperature : 2700K Warm Whote CRI : 80 Light Distribution Angle : Omni-directional Lumens : 815 WATT : 11.5 watts Lumens Per WATT : 76
AREAS: ABOVE SEATING
LED STRIP LIGHT Manufacturer : PHILIPS Hue
Product Name :Lightstrip Plus extension V4 1 meter Material number (12NC) 929002269109 Color Temperature : 2000-6500 K Multicolor CRI : 80
Total lumen output Including extensions: 1600 Lumens : 815
WATT : 19 W
AREAS: ABOVE SEATING
FF&E MATERIALS Color Combination Logo design
Brown Mirror Behind the display areas
Metal Mesh Material: Stainless Steel Finish: Gold metallic paint Semi gloss finish
/TRANSACTION
Ornamental Console table made of natural wood and finished with duco paint
Angie Premier Ribbed Mid Back Office Chair – Black Premium Top Grain Italian Leather Aluminum Frame with Removable Full Loop Arms Pneumatic Lift Supports Over 400 LBS Five-Point Base with Casters Tilt Lock/Tension for Maximum Comfort Height Adjustable 360 Degree Swivel Super Fast Assembly 24″ L x 23″ W x 35 – 38.5″H
Carrara White Marble and Royal Black Marble Pattern on walls
Gypsum Grid Ceiling Bride and Groom mannequins at the display and in the center display
2'x2' grids
Plain Mirror Inside bathrooms, fitting rooms
Columbian Walnut LWZ Laminate for all Furnitures
Customised Sofa with Sheer Silk Fabrics
Tags: sheer silk fabrics, silk organza, silk chiffon
CONCLUSION
As the retail store is an Indian brand, it is already unique for American users. The project which aims to cater to bride and groom Indian outfits, is enhanced by the lighting design which improves the aesthetics of the clothes along with the vibrancy of the space. Since the lights are mostly warm white, there is a warmth in the space, and less glare created on the surfaces. The embroideries on the fabrics looks more appealing because of the color temperature used. The customers are much more appreciative of the same and increase the overall sale of the retail store thereby improves experience for the owner and the customers.