Srishti Sharma, 2 year Commercial design Diploma ,NSQF Level 6

Dezyne E’cole College
106/10, Civil Lines
Ajmer-305001,Rajasthan
Tel. -0145-2624679
This Project Report of Ms. SRISHTI SHARMA of 2nd year Commercial Design
Diploma NSQF Level 6 NSDC program has been Graded as
Thanking You
Principal
Seal and Signature
Grade Sheet

Project Report
Commercial Design
(Retail Design)
Submitted to
Toward The Partial Fulfillment of the
2nd Year Commercial Design
NSQF Level 6 NSDC
By
Srishti Sharma
106/10, Civil Lines, Ajmer
Tel:0145-2624679
www.dezyneecole.com
2016-2017

Synopsis
During the tenure of 2nd year commercial design diploma program, I
studied about commercial spaces. Commercial interiors are part of
publically owned facilities like retail spaces, restaurant design, office
design etc.
In commercial design I learnt about retail design. In retail design I learnt
types of retail stores, retail space planning, retail anthropometric and
ergonomic, visual merchandising, human behavior and branding concept
along with this I also studied lighting design and product design.
For doing space planning I learnt various types of retail store plans i.e.
straight plan, curved plan, geometric plan, varied plan, diagonal plan and
pathway plan.
I learnt that retail space are divided into three parts i.e. exterior
presentation, window display and interior presentation.
Exterior presentation include all the store name, walk and entries, sign
boards, landscaping, banners, awnings, marquee and window display.
These all are use to design store front to attract customers. Window
display plays important role in inviting customer. It tells the story about
the store i.e. what is the store all about? And connect the customer with
his/her lifestyle.
Interior presentation of the store is the second thing which develops the
consumer mind to purchase the product from that store. It plays
significant role in developing image of store in consumer mind. The type of
plan for the store, space planning of the store, proper transition space, no
but-brush effect, display of merchandise in the store, proper lighting in the
store, pleasing and soft music and good fragrance use in the store to
entice the customers.

Along with this I also study about Visual Merchandising. In visual
merchandising I learnt how to apply principle of design in window display
and the visual merchandising guidelines for practical implementation.
After the study of retail design we are suppose to design a retail space for
display selling and storage of a luxury brand of sports wear. The site is
located inside the City Square Mall. The site used for the product is based
on typical unit in a shopping mall and approximately 360 sq. ft. and the
ceiling height of 10’ with provisions for storage. The surrounding areas of
mall is residential and Big Bazar is also located inside the mall.
For designing retail store for sports wear I chose NIKE as my brand. I first
do research about various types of brand stores, their entrances, and the
types of display techniques. After research I made look book for my case
study and the story board for my design. With the help of this I made wall
sections and elevation of the store.

Acknowledgement
I feel proud to express the feeling of my gratitude to the person who
helped me to attain knowledge about various aspects of planning
commercial spaces. I am grateful to each and every individual who has
contributed in successful completion of my project.
I am extremely thankful to Dezyne E’cole College for their guidance and
constant supervision as well as providing the necessary information and
support in various aspect of commercial space planning and helped me in
completing the project.
Srishti Sharma
B.Sc. –Interior Design

Content
Chapter 1
 Commercial design
 Chapter 2
 Case Study
• Design Process
• Exterior Presentation of Site
• Principle of Design
• Location of the Site
• Introduction Retail Design
• Retail Space Changing Consumer Behavior
• Types of Retail Stores
Chapter 3
 Visual merchandising Guideline
• Practical Implementation
Chapter 4
 Consumer and Space
• Shopping Behaviors In Retail Space
• Customer Flow
• Types of Retail Store Plan

Chapter 5
 Space and Human Dimensions
• Standard Human Dimension
• Vertical and Horizontal Space
Chapter 6
 Brainstorming
• Elevation of Retail store
• Detailed Plan of retail Store
Chapter7
 Story Board
• How to make Story Board?
• Branding
• Principle of Branding
• Research board
• Concept board
• Color board
• Lighting board
• Detailed Elevation
• Lighting Layout
• Flooring Layout
• Render Views

Chapter 1
Commercial design
Commercial interior design is the process of
creating and overseeing the construction, creation
and renovation of a public space. Involving much
more than simply decorating the interior of the
space, commercial design will address such issues as
the choice of building material, layout and
placement of interior walls, furniture and lighting
system. You can see more about commercial design
in the further pages of my project.
What is commercial design?
What help do I provide to industry?
What is my role in commercial design?
What all components I studied in commercial
design?

What is commercial design?
Commercial interior design means designing any public place where
business activities take place. Commercial places are design to invite public
for more purchasing. Commercial interiors are part of publically owned
facilities like retail spaces, restaurant design, office design etc. the design
of commercial interior begins with understanding the goals and purpose of
a business.
What help do I provide to industry?
Working in commercial interior design is complex and challenging. My role
in commercial design is to provide technicality, detail, comfort with
working effectively as part of a team, and to work with numerous
stakeholders- individuals who have interested in the project. My work in
commercial design is to satisfy several users of the interiors.
What is my role in commercial design?
A commercial interior designer is the professional who will create and
direct the construction or renovation of commercial spaces. This
professional will guide you selecting the materials, layout, space
distribution, interior walls arrangement and can be the director of all
relationships between all related professionals working in the construction
project. In addition it will plan the decoration and themes to work around
your space, including some architectural knowledge and will help you
create functional and proper space distribution within your space.
Commercial interior design had wide scope and specialties from which I
studied about retail design, visual merchandising and restaurant design
and office design will study later.
Introduction Of Commercial Design

Retail design and visual merchandising are interrelated. Now a days
market demand goes too high and the consumer behavior changes day by
day. This is only because of money power. Along with this online market
take place which facilitates the need of people at there residence in less
time but it do not allow touch and feel of product. This is the advantage
for retail stores. A successful store or shop is one that is designed to
merchandise in addition to looking good. The first requirement of retail
shop design is an understanding of those portions of current
merchandising theories which effect the design problems. ‘’Merchandising
psychology’’ consist of first arousing interest; second satisfying it.
Tesco superstores are standard large
supermarkets, stocking groceries and
a much smaller range of non-food
goods than Extra stores. They are
mainly located in city centres beside
train stations, the inner city and on
the high streets of towns. They are
found in busy city centre districts,
small shopping precincts in
residential areas, small towns and
villages and petrol station forecourts.
Tesco provide home services to the
working people in metro cities.

What Components What I Have Studied
During the study of commercial design diploma program I study about
Retail spaces, Hospitality spaces and Office spaces. Along with this I also
study about Product design, Ergonomics and Anthropometrics i.e. Space
and Human Dimensions. The various subjects which I have studied in
commercial design diploma programme are:-
• Retail design
• Visual Merchandising
• Lighting Design
• Product Design
• Contemporary Indian and Architecture Design
• Restaurant Design
• Office design
 Retail design
Retail design is a highly specialized discipline based on concepts that are
central to marketing, merchandising, advertising, ergonomics, and interior
design. Retail design is a revolution in retail based on ergonomics of space
and the anthropology of buying. It is a place where buying and selling
activities take place. It is based on observations on what facilitates buying,
how people buying, what obstructs buying etc. Retail store design factors
into window displays, furnishings, lighting, flooring, music and store layout
to create a brand or specific appeal. In retail design I studied about
exterior presentation of the store, window display and interior
presentation of the store. Along with this I also study consumer behaviour,
types of retail store etc.

 Visual Merchandising
Visual merchandising is one of the final stages in trying to set out a store in
a way that customers will find attractive and appealing and it should follow
and reflect the principles that underpin the store’s image. Visual
merchandising is the way one displays 'goods for sale' in the most
attractive manner with the end purpose of making a sale. "If it does not
sell, it is not visual merchandising.“
 Lighting Design
In the study of commercial design I studied about lighting design which is
more powerful tool in retail design. It plays an important role in creating
an welcoming space and generate mood in the store. Light create
illumination, help in performing particular task, create drama and
emphasis.
 Product Design
During my study course, I learnt about product design. Product design
means to create a new product to be sold by business to its customer. It is
essentially the efficient and effective generation and development of ideas
through a process that leads to a new products.
 Contemporary Indian And Architectural History
I have studied about various designers who are famous for there unique
designs and styles. The purpose behind the study of designers is to gain
knowledge on the work of leading interior designers and their influence on
design through ages. This inspired me to design various aspects of
commercial design.
 Restaurant Design
Restaurant is a business of preparing and serving food in exchange of
money. Restaurants have always played an important role in the business,
social and intellectual life. It provides a perfect location for all celebration
or social gatherings. The various points to be studied are space,
requirement, ‘number of person’ allowance, other facilities etc.

 Office Design
Office design focuses on the public and private areas utilized by corporate
and professional service firms. This design requires knowledge of office
and the behavior because they are to be designed in such a way that the
working efficiency of the employees could be increased and this will help
in growth of the business.
 Computer Software
Along with theoretical study of commercial design I also learn practical
software's which help me in drawing final design of my own creation.
AutoCAD help me in making detailed layout, drawing, drafting and for 3D
rendering of my design. Other software like Google sketchup and
Photoshop help me in completing my project.
 Interior Design Studio
Under the subject interior design studio we have been provided with
certain case studies for designing and creating a space plan for visual
merchandising, shop interiors, restaurant interiors and office interior. Over
here in this project report of commercial design I am coming up with my
retail space planning methodology with anthropometrics, designing
vertical and horizontal of the retail space based on the case study, lighting
design, furniture layout plan, product design and orthographic projection
of the project provided. I request you to kindly go through the pages of my
idea of what exactly is space planning of retail spaces and design
development of the same. I am a learner of commercial space design and
this is my first commercial design project.

Chapter 2
Case Study
After study about Retail Design we have given a case
study to plan and design retail space for sports wear
brand store.

Case Study
We are supposed to design a retail space for display selling and storage of
a luxury brand of sports wear. In corporation a strong brand identity that
can be easily recognize and accepted from the world. The design has to
consider the variety of product ranges and the number of products to be
display. The site used for the product is based on typical unit in a shopping
mall and approximately 360 sq ft and the ceiling height of 10’ with
provisions for storage. The sales process in this design should allow the
customers to engage with the staff and once the customer shows interest
in the specific product there should be space where they can discuss about
its comfort. The design concept should be based on opulence, seduction
and use of luxurious materials, lighting so that the quality of the product
can be brought out and the space can mimic the identity of the brand. In
this case study we have to provide layout plan (space planning with use of
anthropometrics), rendered layout plan, four elevation, view of own
choice, lighting layout plan, furniture layout plan, design development.
1. List other sports brands. What makes your original?
2. Could these quality be echoed in the design of the space? How?
3. List the requirement of a space of this nature. Can the qualities of the
brand be reflected in these elements?
4. What elements can be carried across other branches?
5. The sports brand industry is fast-paced and competitive. How could
your design be easily updated.

We have given a space of 360 Sq. ft. L x B = 16x20 in which we have do
planning for retail sports wear brand store .
Before space planning of retail store I have to research about various retail
spaces which are located near the shop given to us and other brand store
in the city. The points to be consider in research are:
1. List other sports brands. What makes your original?
2. Could these quality be echoed in the design of the space? How?
3. List the requirement of a space of this nature. Can the qualities of the
brand be reflected in these elements?
4. What elements can be carried across other branches?
5. The sports brand industry is fast-paced and competitive. How could
your design be easily updated.

Design Process
The case study provided for designing of a retail space for the display of
sports wear has to be attended very meticulously because a successful
retailing business requires that a distinct and consistent image be created
in the customer’s mind that permeates all product and service offering.
Visual merchandising can help create that positive customer image that
leads to successful sales. It not only communicates the store’s image, but
also reinforces the stores advertising efforts and encourages impulse
buying by the customers.
Visual merchandising is a major factor often overlooked in the success or
failure of a retail store. It is second only to effective customers relations.
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. The points which I consider in my design for exterior
presentation are:-
Exterior
Signs
Marquee Banners Awnings
Walk and
Entries
Land-
scaping
Window
Display

Keeping the above points in mind it is imperative to know where this store
and mall location actually is. The store is situated inside the City Square
Mall and the location happens to be in right side from the entrance and
the surrounding areas around this mall is residential and schools and
colleges are near by . The location of surrounding spaces and outside the
mall, the landscape, the parking area and other facilities provided in the
mall has been depicted through photographs. The study of the mall
location and surrounding spaces is very important because eighty percent
of our impressions are created by sight and the mall exterior presentation
are good only than can it be inviting for the customer to enter inside the
mall. I cannot start directly with the designing of the store situated inside
the mall because the design of the space is supposed to show luxury and
opulence.
Front View of City Square Mall
Surrounding Area of City Square Mall
Front View of Store with neighboring stores
Parking Area

Site Consideration
The site is located in City Square Mall which is surrounded by residential
area. Reliance fresh is also located near the mall. The site used for the
product is based on typical unit in a shopping mall and approximately 360
sq ft and the ceiling height of 10’ with provisions for storage.

Location of the Site
The site for which I have to design the sports wear shop is located inside
the mall. The mall surrounding is residential area and it is also near the
reliance fresh. The footfall of youngster is high in the mall because school
and college is near by it.

Exterior Presentation Of Site
The quality of a store front is a major determinant for a customer,
particularly a new customer, and should not be underestimated. The
exterior appearance of one store, a block of businesses or a cluster, silently
announce what customers can expect inside. 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. To attract the
customer into the store I follow the points for exterior of the given store in
my design.
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 of given shop, I
consider the following questions in my case study :
• 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 presentation materials such as tape, pins and
packaging material removed?
• Are the window displays frequently changed?
• Do the window displays carry theme?

Exterior Signs
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. A sign’s design conveys a
great deal about the business inside. Also
consider a sign’s relationship with its
surroundings. A sign may look good on an
individual store front, but very unattractive
when viewed in conjunction with other
buildings on the street. Simple, brief, well
designed, well-lettered and easy-to-read
signs will convey a feeling of welcome
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. It can be
used to announce a change in seasons, a
special event or a promotion. The top of
the permanent canopy provides an
opportunity to showcase seasonal displays
or special promotional banners.

Banners
Banners are used increasingly as an
inexpensive but colorful, eye-catching
means of promotion. A new and
interesting appearance can be offered
by changing the banners frequently
consumers will think exciting changes
are taking place, and be drawn into
the store.
Awnings
Color and appeal can be added to a
store’s exterior with the use of
awnings. They provided 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 provide the first and last view of the
store’s interior. Entrance should be
attractive, well designed and inviting to the
customer. Entrances that allow shoppers to
come into a store without being aware of
their entering, is also becoming more
popular.

Landscaping
Landscaping should be lead the customer’s
eye to the focal point using color and
texture to provide contrast and harmony.
The focal point is the business sigh or the
building itself. Landscaping can also screen
undesirable sight such as garbage
receptacles, power transformers and
refrigeration equipment.
Window Display
Special emphasis should be placed on a
store’s window display because they are
the information link to the potential
customer. Window display should attract
attention, create interest and invite people
into the store to purchase goods. Window
display are more successful when a
dominate theme is carried throughout the
display, regardless of whether the featured
products are fashion-oriented, institutional
or promotional in nature.
Window displays should be in harmony
with the entries surroundings; a whole is
being created rather than a fragment.
When planning a window display consider
the building façade, street, people and their
perceptions, color harmony, lighting and
viewing angle.

Interior presentation
Selling space is the most important part of a store and therefore effort to
utilize each square foot will help to maximize sales. Planning interior
displays remember that the theme and image presented the exterior
must be carried throughout the interior of the store to provide consistency
for the customer.
Three major goals of a store should be to motivate the customer to spend
money, project the image of the store and keep expenses to a minimum.
Promotion and advertising dollars are less effective or even wasted when
effort are not made within the store to effectively merchandise the
product.
The percentage of in –store purchase decisions may vary by types of store
and product this is a critical selling point [information provided by the
point of purchase advertising institute] that nothing influences the
consumer’s purchase decisions more than advertising used where the
sale actually made-the point of purchase.
Display design
An effective way of attracting customers to a store is by having good
display, 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. Every display should be planned and have
a theme. Good design makes a visual presentation come together. For the
display of my store I follow principle of design in my design.
Principles Of Design

The points to be consider before I designing display for the sports wear
shop are:-
•Select an image to present to the public. Do not mix images within one
store it will only confuse the costumer.
•Use a display that reflects the targeted consumer. A display that works
well in one community may be ineffective in others community.
•The concept of the merchandise to be presented in the display should be
clear. Items should be displayed as they are meant to be used or worn.
•The display location in every store are windows, walls, cases, gondolas, or
islands. The principle of display should help make the location work for
display.
•Visual presentation and design will be determine by putting merchandise
on display as opposed to other merchandise.
Principles of design used in display
To execute a display that will sell merchandise I follow principles of
design. When principles applied appropriately, all part display are pulled
together to create purposeful effective and aesthetically pleasing
presentation an understanding of these principles will make it easier to
design a display for all types of merchandise in my design.

•Balance
Balance involve the equilibrium and weight of elements between two
sides of a display. Balance is based on a theory of equal.
1 Traditional or symmetrical balance is large on one side and large on the
other . This can be effective where expensive an quality merchandise is
being presented.
2 Informal or asymmetrical balance creates flow or rhythm and a felling a
excitement. The two sides of display appear to be of equal weight but they
are not replicas of each other.
When planning a display, consider the following point cornering balance:-
•If colors are too bright, they will overwhelm pastels.
•If several small object are more exciting than the large object, they will
overpower the large item.
•A large expanse of empty space will call attention to a single object
placed within it.
•If an item is placed at an angle or to one side the space on either side of
the piece becomes important.
•If an object is centered , empty space loses importance because its space
is predictable and therefore has less recognition as its own element.
•A pleasing distribution of weight using merchandise of similar value will
provide importance to both sides .

•Emphasis
Emphasis is the point of initial eyes contact. From this spot all other eyes
movement flow. Emphasis is therefore formulation of a focal point with all
else in the display subordinate. this can be by virtue of the focal point's
size color or position.
When planning a display , consider the following point concerning
emphasis;
•A display need to emphasize a theme or mood such as the use of sport
equipment , work equipment or leisure equipment set up in a life like
situation.
• An isolated item can be emphasized when surrounded by blank space .
•Shiny surfaces emphasize and enlarge object .
•Dull surfaces absorb light and help to de-emphasize an area.
•Color is a powerful medium for creating emphasis small amounts of
advancing color, bright intensities, extreme tints or shades contrasts in the
right places will provide striking accents.
•Unusual textures highlight an area.
•Emphasizes diminished with receding variation such as thin fuzzy lines;
nondescript shape; regular spacing ; even light absorption cool house ,
dull intensities, medium tints or shaped; dull, opaque texture ; and small,
all-over or no Patten.
Repetition usually means something is important; make sure if goods are
used in repetition that this good are emphasized for sale.

•Proportion
Proportion is the ratio of the part to the whole display . It is comparative
relationship of distances , sizes ,amounts, degree or parts . Each items
may look normal when isolated, but if it is if is inconsistent in area
dimension with neighboring items, it seen out of proportion.
When planning a display ,consider the following point concerning
proportion:-
•Does not used all large object , because there is nothing to break the
monotony and sameness of that large feeling .
•Adding a odd number of smaller , related items to large pieces creates
more than interest and balance .
Proportions take on more meaning when items define one another .
•Proportion and balance cab best be accomplished when articles within
the display play off each other through their size , shape and color.
•The ratio of props and show card to merchandise must be in propitiation
to avoid the appearance of stressing or selling your props rather than
your merchandise.
•Each object should not be large or too small nor too heavy or too light in
proportion to other items in display areas.
• proportion and contrast are important elements of good display. The
color and texture can work wonders in attracting attention to a display .

•Rhythm
Rhythm or flow involves the measurement of organized movement ; a
self- contained movement from object to object background to foreground
and/or side to side rhythm in display should lead the viewer’s eyes from
the primary presentation of the grouping down to the arrangement of
accessories or alternate parts the display. Rhythm many be broken-up or
continuous. A flow exists if the eyes travels from one area of a display to
another , covering the entire design.
When planning a display , consider the following point concerning rhythm
.
•Used element that means something together and relate to the
merchandise.
•Create a pattern through the use light and either with color or light.
•Overlapping of object placed together in the display area can prevent the
blank space that could exist with an even number of items of is a display
overlapping is one of the most effective tool for creating good flow .
•It is usually recommended to use an odd number of items when
displaying multiples .
•Use the technique of flying merchandise to create flow .

•Harmony
Harmony is a coordinating umbrella principle that can cover and
incorporate every other principal. Harmony is agreement in felling
consistency in mood ; without harmony , the observes uncomfortable and
will not be enticed to purchase merchandise .
Three forms of harmony functional, structural and decorative must be in
agreement in a display.
1. Functional harmony deals with how something work physically which
mean it must be realistic and must work .
2. Structural harmony is correctly fitting together all the pieces .
3. Decorative harmony include the part of display that are included
only for decorative purpose .

Retail Space Changing Consumer Behavior
After the site consideration has been done I need to pay attention to the
next level i.e. the type of retail spaces that needs to be considered for
opening for sports wear shop. Here we need to consider the consumer
behavior before we design the retail space and the types of retail spaces
which are developing around the consumer. A consumer expect and
demand more than just the product itself and their wants are more
important from their need. A customer bombarded from every side with
new products through the online portals like flip cart, amazon, snapdeal
etc. and the stores outlets from where the customer can purchase. As a
designer of commercial space I need to understand and focus on why and
how a consumer buys a product because I am supposed to design the
retail environment of the sports shop so as to increase or maximize
customer purchasing. Customer purchasing could be increase due to many
reasons. The basic and the most important is the arousal of a five senses
i.e. touch, taste, smell, vision, and hearing.
Retail is getting complicated. It is no longer a case of simply stocking
shelves with desirable goods and waiting for shoppers to flock through the
doors. Rapid developments in technology are changing the game.
Modern-day retailers have to make their goods available via websites and
mobile apps, run efficient e-commerce operations alongside – or instead
of – bricks and mortar stores, deliver goods to the consumer's front door
and be prepared to manage a backlash on social media if things go wrong.
Online Shopping

But before starting up with the human behavior and the way one
purchase. I need first to understand and recall the basic perimeters of how
many types of stores are their and which one should I selecting for
designing the sports wear shop because ‘’the case does not specify the
type of store. The case study says the shop needs to be based on
opulence, seduction and use luxurious materials lighting is that the quality
of the product can be brought out and the space can mimic the identity of
the brand.
I studied the different types of stores and their main elements and criteria
why they came up so that I could give a better selection of the type of
store for sports wear. Few of the points I came across and studied during
my education are discuss in the next pages.
Concept
Stores
Pop-up
Stores
Flagship
Stores
Lifestyle
Stores

Types of Retail Stores
•Concept Store
The concept store is a place where new retailing ideas are tested or
promoted for the first time in a specific location. The site is usually a key
retail space with high footfall and sales activity. The market of a particular
place in relationship to the brand, and can input the new concept at a
more acceptable level.
•Pop-up Stores and Events
This type of stores are only for developing an brand image in the mind of
customer. This type of stores are derivative of guerrilla marketing. The idea
is that a store will appear in a location for a minimum amount of time. It
may be in the form of a temporary structure or a space that is not usually
associated with retail.
•Flagship Stores
The job of flagship store is to promote the brand in large, key retail site
around the world. The store produced to a higher specification and with
unique features that act as a brand statement. The flagship store
influences consumer through creating an exhibition like experience that is
more like a tourist attraction than a place to shop. The flagship store is a
clever marketing tool and aims to subconsciously stimulate the consumer
into choosing a particular brand.
•Lifestyle Stores
The concept of the lifestyle store was derived from the idea that chain
stores could provide a diverse product range under one brand. The
lifestyle store can incorporate all of the retail sectors by offering fashion,
home ware and entertainment departments. The lifestyle store sometimes
sees the merger of diverse retailing, such as a bank with coffee house, or a
sports store with a technology areas.

Types Of Retail Stores
Concept Store
Pop-up Stores and Events
Flagship Stores

The retail can be defined and identified through different retail sectors
too. These sectors can be:
•Food- which later develops into a supermarket and a specialty food store
•Fashion clothing- accessories, shoes and beauty products
•Home- DIY, furniture, fabrics and cookware
•Leisure and entertainment- sports, technology, travel and finance
Each sector has been influenced through social and economic condition,
politics, history and development of design process.
Leisure and entertainment sector
As I am suppose to design a sports wear shop I need to pay attention to
this sector. This sector has grown significantly in the last 10 years whether
the activities based around destination or a product purchase the chances
are the interior space is encapsulate a brand. An outing to the cinema,
museum, or theater each will give an opportunity to buy into the
experience through a shop, bar or café. The leisure sector include sports
as an activity or apparel. In recent years the sports industry has taken on
the idea of enforcing their global brand identity through store image.
Retail space within the sports sector are sparse in products and are
exhibition like in the way that the particular moves around the space and
interact within the display. The graphic language is prominent throughout
the theme demonstrating the youth and physicality encapsulate the brand
message. For example- sports brand Nike has opened a series of Nike
towns around the world each town taking its interior influence from the
surrounding city. In 2002 Rebook brand at the head quarter is reinforced in
energy aspect of Rebook design- from apparel to the shop floor on every
eye street.

Chapter 3
Visual Merchandising
Guidelines
Based on 12 different topics, with practical example and
implementation possibilities visual merchandising
guidelines are illustrated. Observing these guidelines will
lead to an increase in sales and reduce personal costs on
a long-term basis, in addition to many other positive
effects. Countless factors come into play from first
glimpse of a product through its purchase. They naturally
include a neat, appealing store layout and a well-ordered
assortment of goods for the respective target group.
Impression and sensory perceptions, beyond visual
merchandising, also contribute to a consumer’s purchase
decision e.g. a pleasant room, temperature, attractive
general lighting, a nice fragrance and suitable background
music. Which I followed in my design for creating a mood
and impression.

Store Layout
•The layout should appear clearly to the
customer so that less sales staff are
needed.
•Appealing merchandise should positioned
in the center or front of the retail space
and is clearly visible.
•Entrance zones and point of sale zones
should be generously sized to avoid
constriction.
•The right hand side of the pathway and
the rear wall is important and has a good
overall view of the retail space.
Arena principle
•This display technique insure that the
entire product range is visible from the
front mid floor area close to the entrance
right through the back wall.
•The customer field of vision is structured
into different layers within the store- from
the front/low area (mid floor) to the
back/ceiling height area (back wall).
•If the arena principle is respected the
customer can spot the product ranges
displayed at each level. It gives the
customer a good overview and draws him
into the stores.
Practical Implementation

Wall display structure
•Walls are one of the most important
display areas in commercial interiors from
the sales of merchandise.
•Back walls should be divided into zones
with individual themes. This create an
overall view and attract customer
attention.
•Serenity and orderliness can be created by
putting shelves and hanging rails at
identical heights.
Mid floor
•The mid floor area should be design to
match the style and shape of the wall
units.
•Display tables, stand systems and
gondolas are the traditional display units
most commonly use in mid-floor.
•A table always appears attractive and
inviting. Assorted items can be arranged
according to themes.
•Presentations on table stands highlight
the merchandise and give it greater
exposure.
•The larger the sales floor, the greater the
need for a clear layout and structure in mid
floor. In a small area, a table and a few
display stands suffice and can be adapted
to the product range and theme.

Design principles for architecture
In order to gain a better overview of these
numerous systems, it is helpful to classify
them according to specific architectural
design principles. Today we are focusing on
different basic types of display systems
which can be used on the wall and in mid-
floor gondolas – design principles with very
different advantages for merchandise
display:
• Single point support systems
• Horizontal support systems
• Vertical support systems
• Surface support systems
• Structural systems
Modes of display
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.
• Front display
Front display the most successful version
on the sales floor. The type, shape and
colour of the merchandise are immediately
visible, as is the display theme. Garments
are arranged by size from front (small) to
back (large) so that the customer can easily
find his size.

•Folded display
Folded displays are extremely appealing.
Identical items should be carefully folded
and displayed in neat, uniform piles that
are not too high, arranged according to size
and colour. Folded displays are attractive
and effective both on wall panels and in
mid-floor, e.g. on tables and plinths. An
immaculate, impeccable presentation is
essential.
•Side hanging display
Side hanging displays enable the
presentation of large quantities of
merchandise. As very little of the garment
is visible, this mode of display requires
careful arrangement of sizes (from
left/small to right/large) and colours (same
colours together) so that the customer can
make his mind up quickly.
•Merchandise grouping
Merchandise grouping is the basic principle
of all colour, stylistic and thematic displays,
with the exception of specialist stores and
store departments. Merchandise grouping
provides the seller with more time for
important, personalized customer care.

•Colour display
Merchandise must be grouped
according to colour whatever the
type of display. This guarantees an
orderly overview of the sales floor.
The customer will be able to see the
available colours from a distance and
locate the one he is looking for. Sizes
can be arranged horizontally.
Display decor at point of sale
/Cross merchandising
•Display decor at the point of sale is an
visual incentives to incite customers to
make purchases.
•A decorative goods display speaks to the
observer and appeals to particularly
•on an emotional level. Purchases are then
mainly impulsive, with little rational
thought. Impulse buys are vital, extra sales
for every retailer.
•With cross merchandising, related articles
from different categories are displayed
alongside each other in a matching display
decor.

Fascination points
•Fascination points should always
offer customers a unique and
surprising visual experience and
create an emotional attraction to the
surrounding merchandise, whilst
contributing to the store atmosphere.
•Fascination points are striking,
individual display and decoration
solutions, positioned at prominent
points.
•Fascination can be images, display
decors or promotional displays. They
are eye-catchers and can also be used
to guide customers.
Lighting on merchandise support
•The retail store should have professional,
balanced lighting concept. It ensures good
overall lighting and creates an attractive,
comfortable in-store ambience.
•A lighting should be recessed ceiling down
lights for general lighting and wide flood
beams and spotlights for staging high-
quality merchandise.
•Lighting on merchandise supports also
gaining ground in retail sector.

Branding/Emotional Branding
•A brand name suggests quality and the
consumer can express his personality by
identifying with a style and brand image.
•The target group must be clearly defined
when developing a brand.
•A brand conveys emotions, dreams,
desirability and exclusivity and it will define
differentiating features and communicate
benefits.
•Once the brand concept has been created,
it is essential that the brand manufacturer
adapts this unique profile and its quality
and value proposition to all areas of the
company.
•Brand’s distinct identity, uniqueness and
recognition value can guarantee its survival
and corporate success.
Signage
•Signage should guide customers through
different departments in a large store and
provide information.
•These instructions must be clear,
customer-friendly, easy to read and
perfectly designed.
•Signs or sign holders can be replaced by
screens or tablets displaying digital
content.
They enable interactive use and can
communicate detailed information about
the brand, product range and article. This
attracts additional attention.

Promotions
•Promotions are short-term measures
organized at the POS to boost sales.
•Sales promotions can be held at any time
and involve numerous themes.
•Special offers are normally placed in eye-
catching locations, e.g. the entrance zone,
at the head of individual shelf units
(gondola head) or in specially marked
promotional sections, which extend to
other areas during “sales” periods.

Chapter 4
Consumer And Space
In today’s economy, creating a unique environment
becomes a necessity for customer binding and
differentiation. The design of a retail environment and
the resulting atmosphere has become increasingly
important, as the actual merchandise of competitive
retailers is often perceived as similar and is no longer the
distinguishing feature between them. This differentiation
trend, together with global economic changes and
shopping behaviour of consumers shifting towards a
more hedonic experience, has led to a different, more
sophisticated design approach. My case study of retail
design takes into account the needs of both the retailer
and the consumer.

My design is based on through research and understanding of our client’s
vision, target market, product, marketing and operations. Using innovative
thinking, I then translate this knowledge into integrated interior design
and brand solutions. I focus on function, space, lighting, detailing and
innovative merchandising to resolve intricate and highly challenging design
issues and to create enticing and functional retail environments.
Tendencies to turn to the right, to be attracted by doorways, to choose the
wider of two aisles, and to be fatigued by too much material on display are
all of utmost important to the store planner.
Consumer And Space
Space in Store
Lighting in Store
Detailing in Store
Wide Aisle Space
Functional Spaces

Brand stores
The emergence of new formats of retail chains it becomes essential to
examine the behaviour pattern of the consumer. The customers process
the information around them and approach the retail spaces to consume
according to their expectancy level. Consumers approach different store
types to explore product reviews and to shop products according to their
needs and their desired estimates. Some customers frequently visit the
brand stores to update themselves with the brand portfolio and some visit
to other forms of retail shops with competing brands to enjoy high price
saving offers.
At present scenario, time is constraint and money has become luxury. So
customers have focused on selecting an appropriate retail outlet which
gives a value added services, focuses on customer’s needs, attentiveness
for queries and customers’ patronage those retail space if they find greater
return over their total shopping cost.
NIKE Adidas
Puma

As Indian Economy is growing at a higher pace, more and more
sophisticated retail formats are giving a competitive edge their
unorganized counter parts in attracting footfalls. Every retail marketer
focuses on niche marketing to develop a long term relationship with their
customers and develop a customer centric environment for generating
positive word of mouth communication for the potential buyers in the
retail setting. The consumers process the information around them and
approach different retail spaces to consume according to their expectancy
level. Consumer approaches different store types to explore product
review and purchase to satisfying their needs.
Internal layout and presentation
Internal layout and presentation are most important for the retailer. As
they make a clear statement about the standard and quality of the
merchandise and service (total product) offerings. At first glance,
customers utilize the physical (and social) surroundings to gather the vital
clues that inform their expectations prior to service delivery. Throughout
these assessments, the effect of physical evidence – such as design
features and images presented- are highly important and unquestionably
guide customers’ decision making and evaluate process.

Overall appearance
The overall appearance of a retail store will therefore tend to pre-
determine a customer’s attitude towards the brand. Newcomers will
certainly base their expectations on the first visual encounter, which then
becomes a reference for future visits. A physical environment that
provides appropriate cues that might result in approach behaviour may
then, after consideration of social environment, be avoided.

It is important to consider how people shop, it may tell us something
about how retail environments need to be designed to maximize customer
purchasing. The science of shopping, makes several recommendations that
have relevance to designers interest in planning and executing effective
retail environments. My goal is to share five recommendations that I
believe are particularly important for designers to consider.
Transition Zone
Every store has a transition zone or area where customer begin to slow
their pace and make the transition from being outside of the store to be
inside. This is the shopper’s landing strip. The importance about the
transition zone is whatever is located in the zone is pretty much lost on
customers. If there is merchandise displayed in this area, customer are
unlikely to see it.
For a small store where space is at a premium, the goal is to keep the
transition zone as small as possible.
Chevroning
The key to having customer purchase items it their ability to locate items
in the store. We should maximize customer’ view of the merchandise by
chevroning. Chevroning involves “placing shelves or racks at an angle”. The
outcome of chevroning is that shelves are located at forty five degrees.
The Butt-brush Effect
Creating maneuvering room for customers eliminates or greatly reduces
the butt-brush effect. More maneuvering room extends time customers
spend in the store and enhances the probability of purchasing.
Shopping Behaviors In Retail Space

Seating Area
One of the things I note is shopping tends to be social activity. People like
to shop with others whether friends, spouses, or other relatives. These
shopping partners need a place to rest. “a chair says: we care”. If a small
seating area is given in store they will not complain and shopping can
continue for longer length of time.
Dressing Rooms
Retailers need to devote enough, time, money, or space on their dressing
rooms. Dressing rooms are the location where most apparel buying
decisions are made. Dressing room need lighting that is flattering, wall
hooks and hangers for customers’ clothes, and furnishing that entice their
use. The mirror should be large and first rate.
Final Thoughts
It has been well established that the amount of time a customer spends in
the store depends on how comfortable they are in the store. Any decisions
that involve signage, display, store layout, fixturing, and the like basically
impact the store’s effectiveness as a comfortable and enjoyable place to
shop.
Working With A Retail Merchandiser
Retail merchandiser are concerned with the planning required to have
right merchandise at the right time in the right place in the right quantity
at the right prices, and with the right sales promotion for targeting specific
customers. The most important reason is that the merchandiser has in-
depth knowledge of brands that are going to be featured in the store.

The planning of given store is based upon analysis of traffic indicate the
possibilities of organizing department in relation to the flow of customers
through the store.
Interest in articles on display was found to be inversely proportion to the
number displayed after a low limit had been reached. A central location in
a group seemed to lead to increase in a picture. One important conclusion
is that what a customer sees is more influenced by the arrangement of the
space and the walking habits of customer. Tendencies to turn to the right,
to be attracted by doorways, to choose the wider of two aisles, and to be
fatigued by too much material on display are all of utmost importance to
the store planner.
Customer Flow

There are two basic planning guidelines for laying out a retail sales floor:
•Use 100 percent of the space allocated.
•Do not scarifies function for esthetics.
Successful plans combine fullest. Six basic plans can help me to carry them
out. These are certainly not the only plans that can be developed, but they
form the foundation on which other can be created.
The six basic plans are:-
1. Straight plan
2. Pathway plan
3. Diagonal plan
4. Curved plan
5. Varied plan
6. Geometric plan
Types Of Retail Store Plan
 Straight plan
The straight plan is a conventional form of
layout that utilizes walls and projections to
create smaller space. It is an economical
plan to execute and can be adapted to any
type of store. Variety in the straight plan can
be introduce by creating niches with the
merchandise. To define transaction from
one section of the store to the other
displays can be placed to help the customer.
Elevate floor levels for a change of pace.
This plan lends itself well to pulling
customer to the back of the store.

Curved plan
People respond to circular and curved
shapes. The curved theme can be
emphasized with walls, ceiling, and
corners. To complete the look, specify
circular floor fixtures.
Varied plan
The varied plan is highly functional for
products that require back-up
merchandise to be immediately
adjacent. It is the variation of the
straight-line plan with sufficient square
footage allowed for box or carton
storage off the main sales floor with
perimeter wall stocking.
Geometric plan
In a geometric plan designer creates forms
with shapes derived from showcases, racks,
or gondolas. This plan is more exotic of the
six basic plans and can use wall angles to
restate the shapes dominating the sales
floor. This plan comfortable allows for fitting
rooms without wasting square footage.

Pathway plan
This plan is applicable to virtually any type of
store, the pathway plan is particularly suited to
large store. This plan, is a good architectural
organizer guest shoppers smoothly from the
front to the rear of the store. This plan also
focuses the shoppers attention. Designs of the
path using the floor or ceiling as directional
elements can also be created.
Diagonal plan
Diagonal plan is optimal for self-service stores.
The cashier is in central location, with sight lines
to all areas of the space. Visually, the plan has an
exciting and dynamic quality. Because it is not
based on straight line, it invites movement and
circulation. It permits angular traffic flow and
creates perimeter design interest and excitement
in movement.

For the planning of given store for my case study I used mixture of straight
and diagonal plan. The wall display and cash counter is arranged straight
and the gondola between the store is placed diagonally so that more
circulation space can be left.
Plan Of The Given Store

Chapter 5
Space And Human
Dimensions
In an retail interior environment, where customer
convenience and comfort are a matter of corporate policy,
the responsiveness of the design to human dimension
and body size is extremely critical. The interface between
the user and the various type of sales counter and shelf
display must be of the highest quality. Proper visibility of
display both from within and form without is also crucial
to the successful design of retail space. The
anthropometric measurements of significant importance
are indicated in the above matrix which I follow in
planning and designing the given sports wear shop.

For doing space planning and display of retail store I follow ergonomic and
anthropometrics. Important and standard human body dimension are
consider in my design according to 95% people and 5% peoples. Following
are the standard dimension which must be applied in retail stores are:-
•The height to vertical display grip reach dimension as well as to eye
height is 66” -72” maximum.
•The space for clerk’s aisle with circulation should be 48”.
•Consumer activity zone should not less than 18” in width.
•Consumer circulation zone should be 30” for one person with shopping
bags in hand.
•Cash counter height should be 35”- 38” if it means to standing.
•Shoe fitting zone will not less than 60”. It can extend to 66” is there is
more space.
•There should be 3’ maximum distance between 2 vertical racks.
•The height of the gondola will not be the hand reaches. Is should be of
height 24”-30”.
•The height of the window display should not be more than 68”.
•The aisle space for wheelchair person will be consider 36”.
•The length and with of dressing room should be 4’x3’. It can extend where
there is large space.
Standard Dimensions

Retailers should be well versed in different merchandising techniques that
can be used to maximize product sales. Store aisles should be
merchandised to make good use of the space available while also making
the shopping experience enjoyable and easy for the customer. Two main
merchandising techniques that accomplish both of these objectives are
vertical and horizontal merchandising.
Vertical Merchandising
When products are arranged in a vertical display, this is known as vertical
merchandising. Although some products will be out of the customer’s
direct line of sight, customers will not have to move their bodies in order
to see all the products in the display. Instead, all they have to do is move
their eyes up and down to take in each of the items on the different
shelves.
In vertical merchandising, put your most popular items on the shelves that
will fall into an adult’s direct line of sight. If any items that will appeal to a
younger crowd, put those on the bottom shelves.
Vertical merchandising also makes it easier to put items that could be
bundled together in the same place. The customer will be able to see the
relationship between the items after they looked up and down at the
display.
Vertical And Horizontal Space

Horizontal Merchandising
This type of display ensure all products are within the customer’s direct
line of sight, since they are all on the same level. Customer will have to
move their bodies in order to see everything in the display. This technique
will grab the customers’ attention with the first product sp they are
curious enough to walk through the rest of the display and look at the
other items.
Although the customer are more likely to see the items in a horizontal
display because of their positioning. Horizontal merchandising is usually
used to display similar products from different brands.

Chapter 6
Retail Lighting Elements
Lighting is an important area of opportunity for energy
savings, since it is a large fraction of use of electricity in
retail spaces. Lighting is one of the best, and easiest, ways
to improve the environment. The types of lights used by
me in my retail design project are discuss in the next
pages of my project.

Ambient lighting
General uniforms lighting using light fixtures the distribute the light widely
directly or indirectly Ambient lighting enables the customer to see and
examine the merchandise , and the sales staff to complete the sale and
perform their other duties .
Accent Lighting
Spotlighting used to provide higher levels of light in a focused pattern to
accentuate selected object in relation to their surroundings accent
lighting establish the important of certain object through the use of
contrast , and highlighting the forms, structure ,texture or color of the
merchandise.
Perimeter Lighting And Valance Lighting
Lighting is vertical surface asymmetrical light on tall vertical shelving and
display typically located at the perimeter of merchandise area. Valance
lighting allow the source to be quit close to the merchandise. Providing a
shield or valance to conceal the light sources from the view of a customer
valance are often built into the wall . shelving unit or gondola although
primarily intended to provide light down on the merchandise they also
can be designed to light up on signage or provide indirect ambient lighting
for the space.
Self Lighting And Case Lighting
Small or miniature light sources located very close to the object being
display. Shielded from the customer view the light must be carefully
selected for the particular application to avoid accidental contact with hot
lamp and to prevent damaging the merchandise with too much ultra –
violet radiation or heat.
Lighting

Chapter 7
Brainstorming
After studied all about retail spaces i.e. exterior
presentation, window display, interior presentation, types
of plan, anthropometric and ergonomics, space planning,
consumer and spaces and visual merchandising guideline
for practical implementation and retail lighting elements I
did brainstorming for my given case study.

Chapter 7
Story Board
After doing brainstorming for retail space I suppose to
design story board for my retail store design. As the store
is design for brand product I need to answer the following
question which are answered in the next pages of my
project.
•What I am suppose to do?
•What is the purpose of story board?
•For whom I suppose to design and what is the product?
•What is the product line of that particular brand and
what product do they have?
•What is my market segment?
•Category of that product?
•What is the design specification of this category?
•What type of store it is and why?
•Location of the space and surrounding?
•Type of crowd near the store and branding tool?
•What is branding and why it is done and how?
•Principle of branding?

I am suppose to design a retail store of sports wear products by using
principle and elements of design. Also keep in mind consumer behavior
and the brand for which I have to design. I think of Nike brand and the
associated color, pattern and logo.
The purpose of story board is to share overall vision of the business and
maximize business activities i.e. buying and selling and visual of their
concept for their client. Story board explicit ideas about what the interior
design scheme could be and how the graphic identity would impact on the
space.
I am going to design for the brand NIKE which is one of the world’s top
sports and fitness company. Nike is known for their top of the line sports,
apparels, and athletic shoes. Designing for the brand will successful when
the principle of branding are applied in the design. First I need to know
for whom the design has to be done or chose the market segment of the
particular product. My targeted customer is youngster and middle age
people. Keep in mind the need of today’s generation i.e. youngster and
middle age person I have to design the brand store. For this I need to know
what car do they drive? Where do they live? How much money do they
earn? And most importantly what would they expect from retail
experience? All of these questions form the basic from which to develop a
concept that will underpin the interior scheme. Use of organic lines and
the texture in the design which is related to the interior of that car which
the targeted customer drive will allow more connectivity to the store. They
like to see the design made from organic shapes.
How To Make Story Board?

Nike is the sports brand and sports product are categorized in leisure and
entertainment sector and I need to pay attention to this sector while
designing the sports wear shop. Leisure sector include sports as an activity
or apparel. I need to enforce global brand identity through store image.
The design specification of this category is to show luxury and opulence
into the store.
It is said that the value of product increases when their is less products are
displayed. To show luxury and opulence in the store I need to display less.
It shows the value and the quality of the product can be brought out and
the space can mimic the identity of the brand.
The type of store which I am suppose to design is concept store. I think of
design flagship store but it is not suitable for the given space. The concept
store is a place where new retailing ideas are tested or promoted for the
first time in a specific location. Concept store is the market of a particular
place in relationship to the brand, and can input the new concept at a
more acceptable level.
The store which I have to design is located in side the mall. In the mall it is
located in the right side from the entrance. The store is surrounded by
many other famous brand my brand is NIKE and the competitor of NIKE are
Fastrack, PUMA, Abdias. The type of crowd in the mall are mostly of
youngster and middle age peoples. The reason for this is GYM which is
situated in the mall and many other activity zone which are the hobbies or
the need of person like gaming zone, food stalls etc. these all things attract
more of youngster. This will help my design to attract more of customer to
visit the store.
For attracting these crowd I need to design the store as per the taste and
preference of the customer and today’s youth. As my selected brand in
NIKE so I need to use color related to NIKE brand. It provide direct
connectivity to the store. This will help in developing an store image in the
mind of consumer.

Branding is an approach used to market products and services under a
particular name. People can all identify with brands that are familiar to
them and part of there everyday life. Understanding a brand is one of the
most important aspects of the retail designer’s role but understanding a
building is the starting point and subject of investigation. In retail, the
brand is the starting point and the building or site often comes later.
The concept of branding is intrinsically linked with advertising, marketing,
and playing on the subconscious aspirations of the consumer. A brand can
be a product, a person, or a logo- anything that can be bought and sold, as
an idea or artifact, can be banded.
In retail terms, the store is built around the concept of the brand and the
products sold within it. The interior emulates the aspirations of the brand
values and qualities to enhance the relationship between the space and
the message. Everything about the brand must be consistence- from the
associated color and graphic style to the product range, whether diverse
or focused, and the interior. This consistency makes the message stronger
and re-affirms the brand’s worth.
Branding

While designing the front look of my space I imagine a shell of a space that
is a blank canvas with neutral walls, floor and ceiling. I think of NIKE brand
and the associated color, pattern, logo, sound and scent. Understanding
the product and who might buy it. Analyze the lifestyle of the targeted
market who use this brand:
What car they drive?
Where do they live?
How much money do they earn?
What would they expect from a retail experience?
All of these questions form the basis from which I to develop a concept
that will underpin the interior scheme. My concept for sports wear shop is
youth.
Branding The Interior

Every brand image is formed by defining the main principles behind its
meaning. Considering the product and its environment, it is important to
maintain a vision of how to establish a brand and how it stands alongside
its competitors. Those brands that stay true to their brand values are able
to survive and conquer in a ferociously competitive world.
The principle of a brand can be examined under the following headlines:-
Essence
The essence identifies the what is the heart of the business i.e. capacity to
spend money in brand store generation and the nature of the work which
is done through design and the display which has to be done in the retail
store.
Values
The term ‘brand values’ can be explore through the morals and the
standards of the organization and the vision of brand or a company chain
and the principle behind brand and social responsibility.
Image
The brand image is the most important aspects of brand development. The
image of the brand is developed into the mind of a person through its logo
and the colors used in the logo of a brand. It is par amounted in showing
the essence and value of the organization to world through visual means.
Big ideas
Big ideas create a look and impression and demonstrate what the brand
sets out to achieve.
Cash generator
Behind every brand is the ambition to make money. It is fundamental to
know how this will happen through designing.
Principle Of Branding

Strange attractor
The success of many brand is in the unknown and the additional offers that
can be made under a brand. It is important to question what else people
use/need the brand for.
Culture
Culture implies who is the market for which the store is designed? Who is
the consumer/user of that particular brand? And what does it feel like to
be part of this culture?

Product specifications
Overall gauge: 2.0mm
Wear layer: 0.3mm
Narrow plank dimensions: 114mm x
1219mm
Wide plank dimensions:
184mm x 1219mm
Flooring Board Armstrong Flooring
Ceramic Tiles
Product Specification
LxB= 2’x2’
Color – White
Top Plan

Laminated Glass used for main door of the retail store

Chapter 8
•Projects
•Assignments
•Bibliography
•My vision on Design

Contemporary Indian And Architecture
History Assignments

Visual Merchandising Assignments

Bibliography
•Retail Design Magazines
•Visual Merchandising
•Commercial Retail Space Planning and Anthropometrics
•Branding Principles
•Contemporary Indian and Architecture History

My Vision On Design
I believe that the visual aspect of design is an important factor , because
it can help to attract people and let them be attached to the different
commercial spaces. The design can help the user experience the space.
The visual language of the commercial space can shoe the identity and
vision of the designer and company which can be related to a certain
experience.
It is important to that commercial spaces are designed with the user
central during the design process. A user should have positive mood
while experience any commercial space, which can be achieved when the
user connect the space with his/her lifestyle and create the mood of
excitement. The design should adjust itself to the user. The design should
be attractive and have pleasing appearance and it should have
comfortable for the user. The commercial design is more focus on
different viewer and user. It should be according to 95% people and 5%
people.
Sustainability is an important aspect these days. It is important to be eco-
effective during the whole design process.

Thank You
Srishti Sharma
2nd Year Commercial Design Diploma
NSQF Level 6, NSDC
B.Sc. Interior Design
www.dezyneecole.com

Srishti Sharma, 2 year Commercial design Diploma ,NSQF Level 6

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a Srishti Sharma, 2 year Commercial design Diploma ,NSQF Level 6

Semelhante a Srishti Sharma, 2 year Commercial design Diploma ,NSQF Level 6 (20)

Mais de dezyneecole

Mais de dezyneecole (20)

Último

Último (20)

Srishti Sharma, 2 year Commercial design Diploma ,NSQF Level 6