Next Generation Vivek’s
Creating a new look for a new customer, leading consumer electronic brand Vivek’s has redesigned its showroom in Bangalore to give a fresh, spacious and contemporary look that is meant to attract a younger audience. Designed by DFC, FRDC the new store concept appeals to the youth with its minimalistic and no-fuss environment.
Established in 1965, Vivek Limited is one of the leading and trusted consumer electronics and home appliances retail chain in India serving millions of consumers. Recently it piloted a reimagined brand concept to appeal to a younger audience by revamping its Jayanagar store in Bangalore. The new ‘GeneratioNext showroom’ offered the best CDIT brands in an environment which is updated, uncluttered and interactive. Undergoing a complete makeover after 17 years, the Jayanagar showroom is now in its “new avatar”. “What we did bear in mind while we were redesigning the showroom was the fact that we needed to attract the much younger consumer besides our target audience of families. Obviously therefore the brief furnished to FRDC was not to merely create a showroom of International standards but to also ensure that younger consumers would be elated in shopping at VIVEKS,” says Vinay Bysani, VP- Projects and Marketing. Vivek’ s has always presented products and services to its customers in environments that were ahead of its time right from its inception and the brand identity had earned popular recognition. “The strategy was to keep this in mind, but explore the potential of creating an environment that was elating, personal as well as comfortable to the consumer without being too opulent and thus avoid being overpowering,” Vinay explained when queried about the design strategy for this outlet. “The strategy was also to create a “Technological Art Gallery” by giving each product segment its visual space, but allow for many others to co-exist” he added. Being associated with the Vivek’ s brand for about four years they thought it prudent to commission FRDC for this makeover. The new concept was developed to un clutter and bring consistency in brand experience across the store visually with the use of brand proprietary colours and forms. “As an objective of Vivek's is to recapture youth as its customers and build a loyalty amongst them, the interpretation in terms of retail as iconic and youthful was a mainstream stay in rendering design for the store and the brand. Taking the brand colour cues in form of signature across furniture and organising spaces and design forms which are