Par­min­der Pal Singh, Founder, LOCO De­sign

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With ex­per­tise from cre­at­ing be­spoke brand ex­pe­ri­ences and craft­ing ar­chi­tec­tural sur­faces to props and pack­ag­ing, LOCO De­sign is now look­ing at cre­at­ing a niche for it­self in re­tail de­sign and VM seg­ment too. Par­min­der Pal Singh, Founder, LOCO De­sign, tells us how re­tail strat­egy projects al­low them to dove­tail their brand­ing ex­pe­ri­ence with their man­u­fac­tur­ing ex­per­tise.

Amulti dis­ci­plinary de­sign house that com­bines its strengths in de­sign strat­egy, ma­te­rial craft­ing and prod­uct de­sign en­gi­neer­ing, LOCO De­sign aims to of­fer im­pec­ca­ble de­sign ser­vices in the realm of re­tail de­sign too. Hav­ing worked with brands like Carat­lane, Ray­mond, Zoya and more, LOCO De­sign of­fers vis­ual mer­chan­dis­ing so­lu­tions re­lated to props, pack­ag­ing and dis­plays. Chat­ting with VM&RD, Par­min­der Pal Singh, Head & Founder, LOCO De­sign, tells us how re­tail strat­egy projects al­low them to dove­tail their brand­ing ex­pe­ri­ence with their man­u­fac­tur­ing ex­per­tise. Read On.

Tell us about LOCO De­sign’s scope of work in re­tail de­sign projects?

We work with re­tail clients with an ap­proach that stems from un­der­stand­ing lifestyle and brand ex­pe­ri­ence. Our work and ser­vices en­com­pass con­cep­tu­al­is­ing and pro­duc­ing vis­ual mer­chan­dis­ing, win­dows in­stal­la­tions, dis­plays, spe­cial­ist props and pack­ag­ing. Be­ing in full con­trol of de­sign and sup­ply en­ables us to of­fer tech­ni­cal in­no­va­tion, a vast range of ma­te­ri­als, fin­ishes and R&D at­tributes that are built into our de­sign ser­vices.

Can you tell us about some of the strate­gic re­tail projects you have worked on?

We have worked with Carat­lane to de­velop the on­line brand into an off­line brand ex­pe­ri­ence. This ini­tially started a few years ago with de­vel­op­ing a mo­bile sales ex­pe­ri­ence con­sist­ing of prod­uct pack­ag­ing, dis­play and car­rier. As the brand grew into phys­i­cal spa­ces we worked with the brand on a sec­ond phase, de­tail­ing a re­tail­ing ex­pe­ri­ence scheme, adapt­able to dif­fer­ent lo­ca­tions whilst com­mu­ni­cat­ing a con­sis­tent mes­sage and ex­pe­ri­ence.

For Ray­mond Ap­parel, we de­vel­oped an ex­pe­ri­ence strat­egy which con­nected the cus­tomer with the brand’s core val­ues. The Ban­ga­lore store’s strat­egy, com­pris­ing

mer­chan­dis­ing dis­play, spe­cialised props and the­matic in­stal­la­tions, is an adapt­able ‘de­sign ethos’ which is cur­rently be­ing rolled out pan In­dia.

For Su­nar, we cre­ated a pack­ag­ing iden­tity that re­flected the jewel craft­ing ex­per­tise of the brand whilst for Zoya we de­vel­oped a pack­ag­ing sys­tem that en­hanced the view­ing ex­pe­ri­ence – this sys­tem dou­bled as a flex­i­ble stor­age sys­tem.

What com­pe­ten­cies does LOCO De­sign bring for re­tail de­sign projects?

Our de­sign & sup­ply ser­vices of­fer ex­pan­sive de­sign so­lu­tions from con­cept trans­la­tion to man­u­fac­tur­ing, lo­gis­tics and de­liv­ery. Pro­vid­ing an end to end pack­age prin­ci­pled by a for­ward-think­ing de­sign sys­tem this knowl­edge and en­ergy along­side an ex­ten­sive sourc­ing port­fo­lio, de­vel­oped across 20 years of busi­ness, lends a spe­cialised layer to all LOCO’s ser­vices.

Our his­tory and ex­per­tise in the lux­ury divi­sion, with a num­ber of the world’s most recog­nis­able brands, have honed our un­der­stand­ing of this sec­tor but more im­por­tantly cre­ated op­por­tu­ni­ties to evolve.

What is your ap­proach to re­tail de­sign?

Our ap­proach is one of brand ex­pe­ri­ence; we see our­selves as sculpt­ing an ex­pe­ri­ence – holis­tic and ap­pro­pri­ate to the brand.

Tell us about the team and ex­per­tise.

We have a team which comes with an ex­per­tise in analysing client’s need and putting their cre­ative ideas into a de­sign which is cost sen­si­tive and pro­duc­tion aware.

We spe­cialise in ma­te­rial craft­ing, prod­uct de­sign en­gi­neer­ing and de­sign strat­egy, with our em­pha­sis al­ways on in­tent, orig­i­nal­ity and qual­ity. Our team’s breadth and ex­pe­ri­ence en­able us to evolve our ser­vices ex­pe­ri­enced de­sign­ers, tech­ni­cal spe­cial­ists, crafts­men and ar­chi­tects bring to­gether a unique brew of skills har­ness­ing the de­sign house’s craft­ing ex­per­tise, tech­nol­ogy and sourc­ing port­fo­lio.

How do the other spheres of the com­pany - Fur­ni­ture & Ac­cents, Ac­ces­sories & Ob­ject and Crafted Sur­faces, add to cre­at­ing be­spoke re­tail spa­ces?

Our holis­tic ap­proach in­te­grates the dif­fer­ent ver­ti­cals of our ex­per­tise. For in­stance, for Ray­mond we worked across cus­tom fur­ni­ture and ac­ces­sories ser­vices and sur­faces by Pin­tark, our in­house ar­chi­tec­tural so­lu­tions brand. Each el­e­ment of de­sign played their unique role in en­hanc­ing the Ray­mond iden­tity.

Hanger Wall: Ray­mondIn­spired by the his­tory of hang­ing meth­ods in men’s cloth­ing, the in­stal­la­tion re­pro­duces his­toric hangers from across eras, form­ing a wall fea­ture.

Par­min­der Pal Singh Founder, LOCO De­sign

Cus­tom Fur­ni­ture & Travel TrunksDed­i­cated to Ray­mond’s de­signer col­lec­tion, the Spe­cial Edi­tion Lounge uses cus­tom props to cre­ate an en­vi­ron­ment for ‘spe­cial’ wear. The vin­tage de­tailed-travel trunk in­spired wardrobe, houses de­signer gar­ments and ac­ces­sories from the Spe­cial Edi­tion col­lec­tion.

Crafted Sur­faces by LOCO De­sign

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