The Objective

Much loved, respected, and trusted for its mass segment brands, our client was in the phase of expansion into the premium segment and planned to build a distinct identity with its world-class premium products. The challenge was to create the new showroom design and its branding that mirrors the ethos and vision behind the premium range and provides consumers with an exclusive, premium, and global buying experience.

The Strategy Unfolded

The task was accomplished by employing ‘Virtual Reality’ wherein the consumers could feel the space, walk through various parts of the store, and get close to different elements - the idea was to give them as close to real-life experience as possible. The facade, the layout, every single zone, the use of merchandise, the images, colors, and textures - they were all assessed in detail for what they signify and the values, emotions, and memory trails each of these elements evoked.

In addition to the above, understanding the category from the eyes of a premium consumer and how the same gets reflected in a store was important to decipher. Along with this, the branding of the store was examined to identify the name symbolic of the intended premium values and in alignment with the store design

The Impact

The premium stores were launched with research providing important guardrails, analysis of every design element that could pave the way for the premiumization of the brand, and the overall visual identity most apt for the brand amongst all the options.