About the project
Designed by the Dubai office of Schwitzke & Partner with contracting work by Disha Retail Fixtures, the latest addition to the department store chain located in Delhi embodies the brand’s persona as a one-stop location for everyone’s fashion needs.
The department store chain has always implemented the latest concepts when designing their stores and explains their desire to explore efficient, contemporary, and modern design features. The aim was to create a new concept that would reflect the latest international trends when it comes to retail strategy, includeing aspects like merchandise presentation, customer navigation, and department adjacency.
To help customers become familiar with their favorite departments, the client requested certain materials and elements to highlight each division in order to boost recognition. The proposal also needed to provide smooth transitions and a delicate balance so as to preserve the chain’s identity while allowing brands to express their individual personas.
The atrium space is adequately utilized while a new plan for integrating the corridor on the first and second floors into the retail section was needed. This enhances the individual stores’ visibility throughout the location, including the café and main atrium.
The design team had to develop an environment that is not only iconic but sleek enough to accommodate the various product categories and brands on display.
The departments implement new merchandise presentation solutions, which includes fixture designs to accentuate individual products. Customer touch points i.e. areas that leave the biggest impression on customers got a makeover as well. This includes the First Citizens Lounge, cash front, Customer Service desk, and fitting rooms.
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