House of Red Chief
Global Retail Identity for Red Chief
The team designed and deployed a new retail identity using innovative and creative elements such as the climbing wall, treadmill, basketball court, LED wall, and many more. Every touchpoint was placed with detailing to create a smooth experience. Eco-friendly and recyclable materials like green cast acrylic and paper wood were used during the construction.
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Red Chief by D 039 ART PVT LTD
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Global Retail Identity by D 039 ART PVT LTD
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D 039 ART PVT LTD Red Chief
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D 039 ART PVT LTD Global Retail Identity
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Red ChiefBrand Logo
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House of Red Chief Global Retail Identity Press Releases
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House of Red Chief Global Retail Identity Media Articles
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Unique Properties
The task was to amalgamate all 3 sub-brands in harmony with each other under one roof which was done using the same ambience, fixtures and style. Bringing the right experience with more than 3000 SKUs was a challenge yet justice was done with creative and innovative designs. Design strategy to fight with the market leader was to ensure a consumer gets the unheard experience of product inside the store like Gym, Climbing Wall, Treadmill, Basketball court and much more.
Tags
Global Retail Identity, Retail Space, Interior Design, Retail Interior Design, Retail Store Design, Retail Flagship Store
Production Technology
With the aim of creating a premium design identity that could sustain in a harsh retail environment, sturdy materials were proposed. Fixtures were made with square metal powder-coated pipes. Using Virtual reality gear for product experience, a magic mirror was introduced, Digital Kiosk was placed, LED Wall, the conveyor belt was introduced for product display. Use of eco-friendly and recyclable materials like green cast acrylic and paper wood. For human safety, use of fire-resistant ACP.
Design Challenge
The design studio was aware of the massive challenge of joining consumers belonging to masses and classes spread among 16 states of India together. The major task was to unite 3 brands together in harmony, with more than 3000 SKUs in a single platform providing a seamless experience from all the 3 brands and pulling the customer from ground to the First floor while introducing the hero product without force.
Project Duration
The project started in 15.07.2019 and finished in 03.03.2020 at 17, Sector B Rd, near Radhey Lal Sweets, Kapoorthla, Aliganj, Lucknow, Uttar Pradesh, 226024 IN
Operation Flow
1)Tactfully deciding sports brand on the ground floor. Thus, planting every touchpoint with strong precision and detailing to create an amazing experience for the end-user. 2)Biggest challenge was to match lighting with fixtures of 3 different brands. Hence, provided customized lux level as per the ask of the category. 3)To plug in experience, we ensured facade with "Tri-vision" for brands introduction, Mother brand 20 feet loud logo with glaze. All 2 floors packed with the complete experience.
Research
The growth in the Indian organized retail market is mainly because of changing consumer behaviour. During the research conducted studying consumer behaviour was an important factor taken into consideration. Thorough research was conducted to identify various gaps in order to connect with customers who will experience the store. Also, various alternatives were evaluated before the final material selection. The aims were to come up with an engaging store that is able to create an experience better than competitors.
Inspiration
The inspiration came from two perspectives. Firstly the business problems which was faced by a client as Furo, Lamoure and Red chief were seen as different brands due to its multi-location presence leading to a visibility clutter. Secondly, the client needs to develop a strong brand identity. With the advent of global players creating a challenge for the client to match the upcoming competition. Hence inspired us to work on a new global identity.
Image Credits
Image #1: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2020. Image #2: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2020. Image #3: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2020. Image #4: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2020. Image #5: Creator Sameer Khosla, D’ART PVT LTD, Still Photography, 2020. Video Credits: Creator Sameer Khosla, D’ART PVT LTD, Video Shoot, 2020.
Project Overview
House of Red Chief Global Retail Identity has been a Iron winner in the Interior Space and Exhibition Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
Iron Recognition
D'ART PVT LTD was recognized with the coveted Iron A' Design Award in 2021, a testament to excellence of their work House of Red Chief Global Retail Identity.
D'ART PVT LTD Press Releases
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Introducing House of Red Chief: A Global Retail Identity by D'ART PVT LTD
D'ART PVT LTD unveils the innovative House of Red Chief, a harmonious amalgamation of three sub-brands under one roof, offering a unique retail experience.
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