Services
VISUAL MERCHANDISING
Skills
CREATIVE THINKING
RESOURCE MANAGEMENT
Overview
Retail giant — Shoppers Stop, planned to launch its largest store in South City Mall in Kolkata. Sized at a humongous 83,000 square feet, it was critical for this store to create a deep impact on their customers.
The architects and I — spearheading the VM project, collaborated intensively to chalk out vantage zones within the retail space. It was a significant move for a retailer to have large earmarked zones set aside only for interaction and display.
``KOLKATA IS BEAUTIFUL
WHEREVER YOU PLACE A CAMERA
YOU GET A VISION`` - PRADEEP SARKAR
``KOLKATA IS BEAUTIFUL
WHEREVER YOU PLACE A CAMERA
YOU GET A VISION`` - PRADEEP SARKAR
CONTEXT
The city of Kolkata boosts of heritage Victorian and Gothic architecture that seamlessly weaves through the fabric of the Kolkatan’s life. Popular landmarks are hubs for flourishing art either in yester years or today’s time. Most importantly, Kolkatans take immense pride in their Cultural roots and heritage, practically every home boasts of an intellectual, be it an artist, writer, or poet, Thus, a creative concept was conceptualized based on these observations and insights. It aspired to draw an emotional response from the audience by drawing parallels between their Culture and the brand.
A custom made shelving system was developed with a fixture designer to support modularity between mannequins and merchandise, Visually arresting, they were designed as a cluster of dive boards with mannequins on floating shelves.
CONTEXT
The city of Kolkata boosts of heritage Victorian and Gothic architecture that seamlessly weaves through the fabric of the Kolkatan’s life. Popular landmarks are hubs for flourishing art either in yester years or today’s time. Most importantly, Kolkatans take immense pride in their Cultural roots and heritage, practically every home boasts of an intellectual, be it an artist, writer, or poet, Thus, a creative concept was conceptualized based on these observations and insights. It aspired to draw an emotional response from the audience by drawing parallels between their Culture and the brand.
A custom made shelving system was developed with a fixture designer to support modularity between mannequins and merchandise, Visually arresting, they were designed as a cluster of dive boards with mannequins on floating shelves.
Approach & Response
A thematic thread of ‘art’ ‘architecture’ & ‘apparel’ ran throughout the store from the full scale drive past windows, to the pivotal center podium display near the entrance & other display arenas within the store.
The concept received overwhelming response both the internal and external audience. The marketing team took the cue from it and developed the media campaign around it. Customers were delighted to see a brand that could speak to them in their language and value their sentiments.
Approach & Response
A thematic thread of ‘art’ ‘architecture’ & ‘apparel’ ran throughout the store from the full scale drive past windows, to the pivotal center podium display near the entrance & other display arenas within the store.
The concept received overwhelming response both the internal and external audience. The marketing team took the cue from it and developed the media campaign around it. Customers were delighted to see a brand that could speak to them in their language and value their sentiments.
This Concept was considered as one of India’s best at the VMRD Retail Design Awards 2009 across retail brands, departmental stores and hypermarkets in the country.
This project was done in the capacity of a Category Visual Merchandiser at Shoppers Stop.