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

VM&RD - - VM-RD RETAIL DESIGN AWARDS 2014 -

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

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