VM-RD RETAIL DESIGN AWARDS 2014
Category : Durables, Home Electronics, IT & Telecom - Specialty Store ( <10,000 SFT) Project : Croma @ Select City Walk, Saket MERIT : Infiniti Retail
Located at the corridor connecting Select City Walk Mall with MGF Metropolitan Mall, the Croma store is the most frequented store in the mall. In order to make the most of this, the brand wanted the store to be more engaging with a customer friendly merchandising system, where navigation is by products and not colours, besides having an impressionable entrance and eye catching yet simplified communications.
The store is broadly divided into two halves. Zone 1, which is the Experience, Engage & Interact area, houses televisions panels, IT digital products, gadgets and accessories, while Zone 2 is dedicated to planned purchases, home appliances etc, giving the customer a clutter-free zone for a richer product engagement experience. Wider circulation spaces, visual freedom above eyelevel in spite of bulky products on display and warm lighting invite the customer to spend more time.
The customer is greeted by a façade consisting of the goal post, its central feature clearly defining the entrance to the store. This initiates the fluid design, connecting the two ends of the store in a very unconventional manner. A digital signage sits at the center of the facade; and blends seamlessly with the Croma Goal post, naturally becoming a key highlight feature.
The false ceiling provided through the entire store is contrasted with dark baffle panels that highlight the central area. The entire store is lit with LED lights, a new initiative, that Croma has undertaken as a small step towards sustainable store design.
The integrated display board at the entrance of the store has been implemented as a Digital Display, aligning the high-technology positioning of Croma with the elite flavour of the mall environment
Interior work Aryamman Constructions
Electrical work Friends Electricals
Air conditioning work Kelvin Engineers
Light Fixtures Focus Lighting & Fixtures Pvt Ltd
Metal Fixtures Electrospark
Speciality wooden Fixtures Electrospark
Signages HG Graphics Pvt Ltd