Viewing posts categorised under: Modern Design
Design Strategies for User-Centric Interior

By Ar S. Shadab Alam

User centered interior of retail store— provide designers a better understanding of designing spaces which are humanistic, inclusive, and resolve peoples’ day-to-day issues. It can be successfully achieved by consumer observation and participation. How a customer will perceive the product or the merchandise is determined by how the layout of the store will guide and interact with them. The design also requires to have the direct reflection of the brand which plays an important role in staying in competition with the present day e-commerce trend. Thus the key challenges which require utmost attention while designing a retail store interior are –

  1. How to create a user-centric experience which encourages customers to come visit the store? and,
  2. How will the store stand out from its competitors?


  1. Visual Merchandising Strategy

It is the core strategy. It is how the store speaks, and how the store communicates with its customers through visual graphics and presentation of the merchandise. A well designed entrance, strategically placed furniture, fixture, promotional graphics and product display together help create a unique customer experience. It is what influences the customer behavior and makes their journey unique, efficient, and memorable.

  1. Zoning Strategy

It is the second most important strategy of the retail store design. Customers respond to how and where the products are placed. A zoning strategy combines visual merchandising and layout design to highlight and feature high-value products. Creating zones using innovative and creative furniture layout, merchandise exhibition, and instructional signage helps separating areas of display. The product displays should also act as a speed-breaker to have the customer spend more time in the display zone.

  1. Lighting Strategy

Proper lighting is more than just making sure the customer can see and interact with the merchandise. When done well, light can help structure and influence the customer’s mood during shopping. Store design should include lighting solutions to focus and highlight specific areas of the store to draw in customer’s attention, and create an environment that works in sync with the retail brand and the merchandise offered.

  1. Signage Strategy

Signage serves multiple purpose for retailers. Apart from providing the product information for specific merchandise, it helps customers navigate the store efficiently and create the desired value perception. They also act as the graphic representation of the retailers brand and merchandise.

  1. Display Strategy

Along with the store design and layout design, strategic placement of the product merchandise display also helps set the stage for the customer’s overall experience while moving around the store. The selection of the type and placement of displays, and their furniture too play a crucial role in enhancement of the overall design.



  1. Window Strategy

Windows welcome the customers from the outside and draw them into the store. Thus, the window display requires careful attention to lighting, size of display units, type of merchandise featured, and signage. Since the customer has yet to enter the store, a window display must combine all of the visual merchandising elements to successfully pick the customer’s interest and promote the store’s brand.

Photo: Flickr/ Thai Pham

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Designing and execution of Retail Project -TOKYO Store

By Vatsalya Bajpai


Tokyo store is a store of Japanese products in India and they have 3 outlets in three cities of Gujarat which are- (1 Ahmedabad- Gulmohar Park Mall, 2. Vadodara – Center Square Mall, 3. Surat- V.R Mall.) They use to sell variety of product for example- stationary, daily need, house hold, kitchen tool & crockery and may more for that their primary requirement was that they own a store for not only display there Japanese products but the store itself orates the store of products inside so that people get attracted towards it.

Designing stage

Keeping in mind that products are from japan, we need to provide a background to products which support the products and not dominate them.

Process 1- case studies

We did many case studies (including their existing store) to frame their requirement like we differentiated the products that for how many products we need hanging display and for how many products we need shelves for display and work out the ration between hanging and shelf.

Process 2- primary design

In this we designed two type of display system, wall display system and island display system both the display system have simultaneous options for hanging display products and shelf display products now the part comes where we need to do the branding of products which is visible from far distance as well so we designed our wall rack in such a manner that its height will be of 9 feet in which the area above the human reach is used for storage and branding. For branding we used the Japanese graphic and text written in Japanese font to enhance the feeling that products are from japan.

We introduced tori gate and pagoda as Japanese element in our design. tori gate in entrance and pagoda in front of gate. Island display is being used to display their extra ordinary products and they are placed just in front of entrance door so that people get attracted towards it.

Furniture used for display purpose is kept fully modular so that in festive seasons the complete language of store can be changed, and most important aspect of this furniture is that the products of different shapes and sizes can be displayed in same rack because height between shelves is adjustable. Shelves can also be removed if not needed and extra shelf can also be introduced when needed. This kind of furniture allows us to change the language of store time to time.

Process 3 – finalizing the design

In this step we finalized our design with above thought process and made the drawings of it for execution of product and scheduled the execution of project.

Process 4 – execution

We all know that execution of project in same manner as designed or decided is quite tough but somehow, we managed to do the same we scheduled the work of different agencies and asked them to finish their work in given time. We explained them the complete procedure of work at every point of work and we noticed that to finish the project in designed manner what we require the most is perfect supervision.

Problem faced during execution of project-

  • If a slight change comes in execution it disturbs the complete work. For an instance we are doing project in shop (inside mall) where we have limited space and if single agency not completed its work on time then multiple agencies have to work simultaneously and there is a mesh between them which affect the quality of work and delay the project to organizing the work of agencies is very tough job .
  • If and decision of change is taken at site it should be worked out as soon as possible because it may also affect the other things.
  • Supervision is tough when multiple agencies work together.
  • Agencies always keep on delaying the things we need to follow up and remind them again and again about the work to make things happen.
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