PROJECT PROPOSAL

Retail environment design to create brand experience.

499, Park Avenue, New York, USA

Lippincott
Mentor

Sponsor

Partner, Lippincott

Mike Sloan
Guide

Co-ordinator, DRE

Susanth C S

Mithin R Kumar
4th SEM DRE 2010-2012

Diploma Project

Introduction
Retail environments have gone further from being a point of sale to more of communication and interaction medium. Todays focus of retail environments are far stretched to provide the consumer with communication and experience of the brand and the product, building long term association and developing brand loyalty. With increase of online retailing, the physical environment has to act more as a medium to activate the brand presence and create a lasting impression on the consumer.

Project brief and outcome

Development of designs derived from strategy for developing experiences to consumers in retail environments.

Outcome
-Research on global brands communicating through experience -Identifying experience parameters which activates consumers brand loyalty in a retail environment. -Designing and developing a retail environment for a global brand which would encompass expression, essence and experience. -Validating the design against existing and future trends in retail environments.

Retail environment design to create brand experience.

Mithin R Kumar | 4th SEM | DRE 2010-2012

Scope of work
Analysing unique experience rendered by leading global brands in retail environments by observation by participation literature study Categorizing the experiences based on uniqueness, impact and results. Identifying a brand that requires developing of transformational consumer experience. Establishing strategies based on consumer research, experiential requisites and physical reality (such as scaling up, multi geographical delivery etc.,) Designing a prototype retail environment for the chosen brand based on the evolution of strategies. Validating the design for physical realities, system adaptation, and implementation techniques and scaling up. Feedback: Relative feedback on the design complementing the existing and future scenarios of consumer behaviour and brand perception.

Time line of the project

Time line Research on existing retail environments and brands. Synthesizing the research outcome. Trend spotting and think-tank. Strategizing and conceptual development. Design development. Prototyping and design modifications Validating the design Feedback and modifications 3 weeks 2 weeks 2 weeks 1 week 3 weeks 3 weeks 2 weeks 2 weeks

Total

(Extendable by 2 weeks)

18 weeks

Retail environment design to create brand experience.

Mithin R Kumar | 4th SEM | DRE 2010-2012