Cat­e­gory : Western Fash­ion Ap­parel - Spe­cialty Store Project : Peter Eng­land MERIT : Dalziel and Pow & Four Di­men­sions Re­tail De­sign In­dia


Craft­ing a new per­sona and ex­tend­ing its range from for­mal wear into a se­lec­tion of ‘work, rest and play’ ap­parel, the ‘Peter Eng­land Gen­er­a­tion’ was cre­ated to sup­port ev­ery as­pect of the mod­ern work­ing man’s life, ba­si­cally nur­tur­ing the cus­tomer through his pro­fes­sional life stages. The brand cre­ated per­sonas for each stage, in or­der to pro­file each cus­tomer type, along with an ap­pro­pri­ate brand en­vi­ron­ment and com­mu­ni­ca­tion. De­signed by Dalziel and Pow & Four Di­men­sions Re­tail De­sign In­dia, the store zon­ing and plan­ning was done to dif­fer­en­ti­ate the life stages of the brand with dif­fer­en­tial prod­uct of­fer­ings. The brand’s con­nec­tion with Bri­tish ar­chi­tec­ture comes alive with the use of brick, while it also con­nects the in­te­rior to the ex­te­rior of the store. Ac­cord­ing to the de­sign team, the space uses coloured fins to ac­cen­tu­ate var­i­ous zones that in­no­va­tively high­light Brand colours and bring syn­ergy with the life stages. In­for­mal ta­bles and wardrobe-style fur­ni­ture show­case prod­uct in a more per­sonal way, while soft seat­ing ar­eas and dig­i­tal in­stal­la­tions al­low the cus­tomers to re­lax and en­gage with the brand. Style tips and prod­uct in­for­ma­tion are in­te­grated into the mer­chan­dis­ing sys­tem, men­tor­ing cus­tomers through their ca­reer path. Graphic and sig­nage sys­tem have been de­signed to sync with the life stages. For in­stance, large ‘Brick wrap vinyl’ im­ages and spine walls on the ground floor re­flect street cul­ture for the youngest life stage, re­flect­ing the gen­eral mind­set of the tar­get cus­tomers who like large and loud street type rep­re­sen­ta­tion. As the stages move ahead, the size of the graph­ics re­duces, re­flect­ing the move­ment of the tar­get group to­wards smaller and more sub­tle vi­su­als which are classier and more ma­ture in na­ture

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