VM-RD RE­TAIL DE­SIGN AWARDS 2014

Cat­e­gory : Home Im­prove­ment - Spe­cialty Store (<10,000 SFT) Project : D'Decor GOLD : Fitch

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

An in­ter­na­tional trend­set­ter in the home fur­nish­ing seg­ment, the D'Decor store had to al­low the fab­ric to be­come a ‘larger than life’ hero. Ac­cord­ing to the brand, the space needed to trig­ger the cus­tomer’s imag­i­na­tion about not just a sofa or a cur­tain, but also about their homes and in the process re­flect their life­styles.

De­signed by Fitch, the store has been con­cep­tu­al­ized as an ‘ Ur­ban Chameleon’, where the fab­ric adapts it­self to the ev­er­chang­ing styles the brand has to of­fer. The flag­ship store cre­ates its own ur­ban bou­tique iden­tity, with a sim­ple and charis­matic store­front done in dark stone with a clear view to the dra­matic room sets in­side the store.

Sim­ple yet bold, the store de­sign takes on a min­i­mal­is­tic ap­proach al­low­ing the cus­tomer to vi­su­al­ize the fabrics in their true sense. The pe­riph­eral dis­play sys­tems al­low for easy self-brows­ing, where large slid­ing pan­els are used to mix and match fabrics and also dis­play the cur­rent and al­ter­nate trends.

Com­bin­ing cat­a­logues stacks with a clear con­sul­ta­tion zone ini­ti­ates dis­cus­sions and en­gages cus­tomers. The store dis­plays fabrics as per their use like cur­tains, up­hol­stery, bed­room fabrics in large open for­mats that guide the cus­tomer in mak­ing their pur­chases.

Turn­ing imag­i­na­tions into re­al­ity, the bed­rooms sec­tion con­sists of a mix of both stack­ing/packed prod­ucts and open dis­play fabrics, which al­low for cross mer­chan­dis­ing and up­dat­ing trends.

The store’s VM in­cludes pre­mium and “over the top” rooms sets and D’Decor theme based ac­ces­sories to give a real feel of the space and the trend. So, a bed­room collection with ac­ces­sories like frames, clocks, chairs etc. would feel like a bed­room and not just a collection of fab­ric stacked

Light­ing Con­sul­tants Plus Light Tech, Mum­bai

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