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Studds Retail Space by D'ART PVT LTD |
Home > Winners > Design #88161 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
DD: We had to create a space where masses and classes could shop together. Hence creating a combined retail identity for premium brand SMK and Mass brand Studds. The main inspiration behind the design was “Solving The Problems” faced by Client, Channel Partners and Consumers and we saw all of that in our detailed research across all segments.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
DD: Our main focus was to arrive on the right mix and optimum balance of design language where we could make mass consumers and premium consumers comfortable under one roof. Finally leveraging on product & price point try to upsell and cross-sell for all types of consumers. This strategy resulted in driving the mind-blowing sales number for the client.
FS: What are your future plans for this award winning design?
DD: We will be turning this project as a case study and will be taught in various A.Design & Fashion Institutes – Domestic and International B.Business Schools – Domestic and International C.Professional Induction Programs - – Domestic and International
FS: How long did it take you to design this particular concept?
DD: From Research to design we took 90 days.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
DD: STUDDS is an old client of D’ART. In the research paper from one of the interns of D’ART said that “why Studds sells Helmet from different Shops, Premium helmets from a different shop, Jackets etc., all biking accessories from a different shop. Why they cant open Franchisee shops where they can generate additional sales revenue by franchising the brand store as well. We pitched the same idea to our client and found that Studds was extremely excited to explore this opportunity with us.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
DD: As creating the master design we help the client to 1)Create design adaptation/Drawings/Civil details etc for new store rollouts 2)We have the authority to reject the new sites and partners if we don’t see the compliance and relevance. 3)We do outsource the production by the third party
FS: What made you design this particular type of work?
DD: There are two sections in our design masses and classes For Masses – In our research, we found that people buy a helmet that fits and looks the best on face + sunglasses. On average there is about 62 type of faces & we got all these dummy faces with sunglasses and used them for helmet display. Therefore the purpose got achieved when people use to walk in the store, sales guy very easily directs them to the face cut type and with digital VR gear they see themselves in almost every SKU available or not available in the store. For Classes – Premium consumer takes pride in who they are & this is why it was very important for us to give them “luxury ego massage” we kept helmets as Jewels in elite feel rectangular lit boxes and purposely we displayed very less number of SKU’s to craft the best experience. Needless to say, keeping premium consumer hygiene status we kept helmet sanitization machines to sanitize customers exiting helmet and sanitize helmets on display after every trial.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
DD: We are a core team of three directors Sameer, Shahnawaz and Deepak who takes the final call on design after research of product, market, consumer, price point and material Vs cost.
FS: Who is the target customer for his design?
DD: All-Age groups right from kids, teens, youth, middle & to the old age group of people.
FS: What sets this design apart from other similar or resembling concepts?
DD: As explained above there is no match to this concept as we suggested this to our client post detailed research.
FS: How did you come up with the name for this design? What does it mean?
DD: STUDDS is a very big name, the world's largest helmet manufacturer company. We have the name of this store as STUDDS only to pull the existing customer base and attract new with a brand historic legacy.
FS: Which design tools did you use when you were working on this project?
DD: The software we use are SketchUp, Revit, 3D Studio Max, Autocad, V-Ray, Photoshop, InDesign etc and the equipment is VR {virtual reality} platform that dramatically transforms design collaboration and communication experience.
FS: What is the most unique aspect of your design?
DD: This design gives due respect to everyone without asking how much you carry in your pocket. The experience that store delivers is of different class if even don’t want to buy a product come to this store they will connect you with a lot of biker groups and communities that in turn that leads the customer to a different world altogether.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
DD: We didn’t collaborate with anyone. Every single inch of this design got developed under the roof of D’ART only, even the tech part too.
FS: What is the role of technology in this particular design?
DD: As we are living in the era of digitalization. Connecting brick and mortar stores with digital connect points takes the experience to the next level only. 1.VR to impact brain – What happens in an accident when you wear a low-quality helmet. 2.VR to convince human brain – Zero Sales person interference – Technology with which you helmet is built with. 3.Discussion Table Cum Touch Screen table – Decreases the inventory cost and while the friend is doing his purchase the guest with him is web browsing through various product categories/Playing games/checking social media over a cup of coffee.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
DD: We did extensive research 1.Heat Map analysis of multi-brand stores – to identify the layout challenges 2.Consumer gesture analysis – to identify the probability of buying a product 3.Consumer Qualitative and Consumer Quantitative – Across Asian markets to drive the right conclusions to design 4.Channel partner – Focused Interview across all markets national & International.
FS: What are some of the challenges you faced during the design/realization of your concept?
DD: Some of the key challenges that we faced were 1.Arrive of right or optimum mix to deliver desired experience to all types of customers 2.Design implementation cost should highly be cost-effective to make it scalable with compromising on the quality and premium feel of the store. 3.Getting the phygital equation correct was an extremely difficult decision.
FS: How did you decide to submit your design to an international design competition?
DD: We always believe in our effort and we felt its time now to explore global competition to check where we stand in global competition.
FS: What did you learn or how did you improve yourself during the designing of this work?
DD: Every day is a learning process and every client and project evolve you as a better designer. This project taught us “Design Empathy “in a deeper sense.
FS: Any other things you would like to cover that have not been covered in these questions?
DD: "Success is not final; failure is not fatal: It is the courage to continue that counts." D’ART is the story of three very simple friends yet highly aggressive. Sameer Khosla – Creative Director, Syed Shahnawaz Zaidi – Marketing & Retail Strategy Director & Deepak Kumar – Operations Director. Ours headquarter in New Delhi, India. Our studio consists, a bunch of crazy designers who are in the quest to creating some new yet simple. In a very short journey of four years, serving 8 countries, significant share in blue-chip clients in national & international markets. We have a vision of expanding D’ART in more than 200 countries with our global alliances by 2030.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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