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    Talks Retail Spaces: Going Beyond the Looks        Factfile

Retail Spaces: Going Beyond the Looks

INDEX Seminar 2007, Mumbai.


20th October 2007.

Sometimes, bucking the trend helps. Counterintuitive thinking, with a touch of whimsy and a dash of wisdom may just work. In a crowded marketplace, with myriad design attempts vying for attention, it becomes difficult to engage a customer at a conscious or sub-conscious level. Customer perceptions about the brand or the product quality are partly formed by the space in which they are exhibited. Generally, products are getting increasingly homogenized……and the onus of differentiation falls on retail design. However, new goods or services demand new shops to sell them and sell them 'differently'. Understanding the fundamental brand attributes and evoking them in the 3D construct is one key. The commercial imperative and how design can ensure greater return on investment is the other.


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