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

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