TRANSFORMING RETAIL INTO INTERACTIVE

EXPERIENCE
• Due to the current advances in
Information and Communication
Technologies and consumers’ increasing
interest in entertaining and interactive
retail environments, the sector of retailing
is forced to pursuit innovation to maintain
existing consumers and attract new ones.
Especially the use of virtual reality
techniques offers tools for supporting the
design of innovative systems capable of
enhancing this process. the immersive
technologies can be an efficient tool for
pushing innovation in retailing
TOPIC
• Shopping is an activity that is a part of our
everyday lives. Whether we are shopping to
feed ourselves, clothe ourselves or simply
out of enjoyment. We create relation with
the retail environment where we feel
comfortable with and reject spaces which do
not match our image. The design of retail
store is an ever changing cycle following
fashion trends and consumer aspirations.
Retail Spaces are at the forefront of
contemporary interior design and keep on
updating to stay competitive and appealing.
• Now a days E-commerce is over Taking retail
Historically, retailers have played a role in society by making it possible for consumers to
purchase goods and by providing services (Berry et al., 2010). However, in order to continue
with prosperous growth, retailers need to face challenges and global competition within the
retail sector and become more efficient, more flexible and better able to innovate. At the
same time, there is also a need for retailers to understand how they actually contribute to
innovation, and provide a means whereby they can be inspired to continue their work. The
ongoing structural retail change we are seeing in terms of new channels and new actors on the
market means that traditional retail business models are being challenged and new business
concepts are being established. The need for innovation in ongoing multichannel behaviors
and multimedia retailing environments is obvious (Dholakia et al., 2010); however, how to
accomplish this is unclear.
In addition, the growth of e-commerce affects many small retailers which are not able to keep
the same price levels and assortment of goods that the big players can, which means they will
disappear from the market. For many retailers one of the prioritized contemporary challenges
is how to react to the threat posed by e-commerce. In order to become more connected with
the multichannel consumer and to learn from their behaviour a number of private actors
special characteristics of how the retail sector actually innovates, and will be based on the
idiomatic belief that e-commerce is threatening the brick-and-mortar store. On the other
hand, e-commerce actors risk becoming stuck in the same path, and continue to develop the
old advantages of smooth logistic solutions and a focus on return management. Our distinct
belief is that e-commerce and brick-and-mortar stores both are retail actors, and should be
treated the same way in terms of how to boost innovation. , making retail innovative is not
only a matter of internal concern to retailers, but is a concern to all actors in the value chain.
The transition to a digital society where individuals are constantly connected to the Internet is
one of our greatest social changes and as such it affects competition, business models,
business growth, global development and innovation. Whether a firm succeeds or not depends
on consumer value delivered and retail firms must strive to better align themselves to
consumers’ evolving needs. As a result, the ability to innovate successfully to create customer-
centric differentiation is critical to the overall success of the retail sector.
• Firstly to understand the retail industry.
• How the trending change of E-commerce
overtaking offline retails.
• Understanding in detail the Fashion &
Accessories Segment under flagship store.
• Understanding the current Industry
• To understand the gap between retail
design and how the changing trend of e-
commerce affecting retail sector and how
this gap can be fulfilled.
• Forecasting the demands of Future Retail
through a better design solution.
• The aim is to entice, excite and enthral
the consumer by creating an Interactive
Experience.
• I am going to design a Retail Store for
apparels which will be of interactive
nature, highly technological, experiential
store where an individual can experience
the store in terms of commodities which
he/she is buying, the inner environment,
the facilities provided.
• When it comes to shopping it’s all about
quality, speed, time, comfort ability,
flexibility, convenience, seamless
experience etc. which will be all together
be experienced in one space UNDER 1
ROOF
7 Most famous Flagship Stores from around the World
CASE 1
The Dubai Mall is
the world's largest
shopping, leisure
and entertainment
destination
There are now
over 1,200 shops
open in The Dubai
Mall.
 ICONIC has recently The store offers a unique Showca
It is a destination where
won the Most combination of high-street and cult sing the
fashion, innovation and latest
Admired Social Media brands divided in sections like
lifestyle meet and offer collecti
Campaign of the year Trend, Youth, Smart, Boutique, Bea
‘Fashion Different’ for ons is
Award for the year ch &
men, women and kids. the
2012. Sport, Contemporary, Denim, Foot cutting
This retail concept
ICONIC has also won wear, Lingerie, Accessories, Station edge
currently has 30 stores
the Store Design ary, Gifts, Gadgets and Art giving fashion
across KSA, UAE and
Awards for the year consumers the opportunity to section
Kuwait.
2011. trade up or down at ease. of.
ICONIC
 The brand represents a meeting point for fashion, innovation and
lifestyle, where people of any age, gender or culture are welcome.
First ICONIC fashion lifestyle store in Dubai opened its doors in February 2010.
From this initial 70,000 sq. ft. flagship outlet.
 UNDER ONE ROOF WHICH boasts over 130 brands
Collections KIDS Store’s 20% area has been covered for Kid’s
feature leading Section which divided Clothing,
labels like Stationary,Gifts,Gadets & Art
Paul’s Boutique,
Lipsy,
Lucy in the Sky, Store’s 50% area has been covered for Women’s
Philosophy, Section which divided in sections like Trend,
Adidas and Nike, WOMAN Youth, Smart, Boutique, Beach & Sport,
Contemporary, Denim, Footwear, Lingerie,
etc along with Accessories, displays all the latest collection.
interesting
designer
collaborations
like Store’s 30% area has been covered for Men’s
Aisha Ramadan MEN Section which displays all the clothing,
and accessories of latest collection.
Dar Al Hazar.
INTERIORS Inside the Store

• Wide open entrance in Glass with Central Displays for attraction.

• There are various furniture units from Central Display Unit to
Mannequin Display, Gondola's , Wall Display, Etc.
• Material used in the furniture is Korean Wood, Stainless Steel
• It has False Ceiling with LED lights.
• Different Flooring Pattern for different Sections of area’s eg Black &
White Chekers, Plain Dark Color Vitrified Tiles.
• It also adds upon a Mezzanine Floor
• The total height of the store is 22’
• Apart from this the store has Led display screen which Display different
upcoming products, fashion shows, product information etc.
• Display Criteria is 6:4 , that is 60% Display and 40% Folding Display.
• It also has 20% of Back Storage of the total area.
CASE 2
DLF Emporio is a shopping
mall situated in Vasant Kunj, New
Delhi.
It is one of the first truly zoned luxury
malls to open in India.
It is also one of the most expensive
malls in the country with rental rates of
Rs.900-Rs.1,000 per sq. ft. per month.
It is said to be Asia’s luxurious mall.

Made in Italian marble, burnished wood, and

gleaming brass detailing. DLF Emporio has four
floors including Ground Floor and comprises an
area of 320,000-square-foot (30,000 m2). The
mall features over 170 brands including 75
International Brands. It was developed byDLF
Universal and opened in August 2008.
MAJOR
BRANDS
FLOOR
PLANS
Burberry, established 1856, is an
iconic British luxury brand, recognised
globally for its innovative menswear,
womenswear, childrenswear,
accessory, beauty and fragrance
collections.

10,000 Sq Ft area, Flagship Store

By exploring unique brand innovations

such as Burberry Acoustic, Art of the
Trench and 3D hologram runway
shows, Burberry continues to connect
heritage with pioneering technology
and digital media.

The Emporio Mall store is Burberry’s

second in India. The store showcases
men and women ready-to-wear as
well as a full range of accessories and
Childrenwear.
INTERIORS Inside the Store

• Wide open entrance in Glass with brass framing in golden polish with
Central Displays for attraction.
• There are various furniture units from Central Display Unit to
Mannequin Display, Gondola's , Wall Display, Etc.
• Material used in the furniture is Korean Wood, Stainless Steel, Burnish
Wood
• It has False Ceiling with LED lights.
• Flooring in Italian Marble
• The total height of the store is 15’
• Apart from this the store has Led display screen, 3D holograms which
Display different upcoming products, fashion shows, product
information etc.
• Display Criteria is 6:4 , that is 60% Display and 40% Folding Display.
• It also has 20% of Back Storage of the total area.
SERVICES
 CRITERIA
BEHIND DOING
THE CASE
STUDY

• Firstly studying the largest flagship store in the world of multi-branded store in
world’s largest Mall- outside India in fastest developing Country with all latest
technologies.
• Secondly studying the flagship store in India of the most luxuries brand in the
world for Mens, Womens and Children in the Asia’s luxurious Mall.
• By doing these two case studies I got to know about the planning, concept,
zoning,circulation,services of a multibranded flagship store as well as an individual
flagship store.
COMPARITIVE
STUDY
ICONIC
Located in world’s largest Mall
Situated In Dubai
Store Area 70,000 Sq Ft
Latest technology and Features like Led
Displays, Fashion Show etc.
Multi- Branded Store
Deals in Men, Women, Kids Wear, Accessories,
Gifts, Stationary, Lingerie's, Beauty&
Cosmetics, Footwear, Bags Etc
Most luxuries in Multi-Branded Format
BURBERRY
Located in Asia’s Luxurious Mall
Situated In Delhi
Store Area 10,000 Sq Ft
3D Hologram Displays, Fashion Show
Individual Fashion Retail Store
Deals in Men, Women, Kids wear, accessories,
Beauty Products.
Most luxuries in Individual Retail Format
 MARKET
Marketing Study is "the process that STUDY
links the consumer and end users
to the market through-
1. information used to identify
problems
2. evaluate marketing actions;
3. monitor marketing performance;
4. improve understanding of
marketing as a process.
- And thus analyse the result.
 •A street which is centrally located in a city
from past so many years and which is a hub of HIGH STREET TYPES OF
marketing, important shops and business of a
town or city.
MARKET

•It’s a multi activity complex which makes

SHOPPING MALLS self sustaining trading hub which is more
over located with facilities & brings latest
technology to its customer.

•Clients and customers who will buy a product in

the region or area in which it is produced.
•For marketing purposes it is important to know who will buy
the product, where they are located and how far they LOCAL MARKET
will travel to obtain the product.
•The local market includes customers located within the
region the product or service is produced or made available.
 Vaishali Nagar Market LOCAL
All other local markets of MARKET
Jaipur

AREAS CATER BY VAISHALI NAGAR Fashion Store(Clothing)

Near By Areas
MARKET Military Area Local Brands
Vaishali Nagar National Brands
International Brands
2% Multi-Branded Store

28%
49%

*Source-www.googlemaps.com 21%
 Government hostel Sanganeri Gate

HIGH
STREET

•John Player
• U.S.Polo • Adidas
•Parx
• Reebook
MEN

• Puma
WOMEN
•Vanheusen

KIDS
•Clubfox • Adidas • Nike
•U.S.Polo • Puma
•Monte Carlo • Woodland
•Lacote • Wills lifestyle
•Zodiac • Lee
•Reebook • Allen Solly
•Adidas
•Louis Philippe
SHOPPING
MALL
 COMPARITIVE
LOCAL MARKET HIGH STREET SHOPPING MALL STUDY
PARKING SOMETIMES SOMETIMES YES
RESTROOM NO NO YES

SPACIOUS STORES NO NO YES

ORGANISED NO NO YES

VARIETY OF BRANDS LIMITED LIMITED YES

FASHION ASSESORIES WITH

NO NO YES
IN THE STORE
60% FOLDED 40%
DISPLAY SHELF SYSTEM FULLY DISPLAYED
DISPLAY
NOT SO PLEASING AND
AMBIENCE NORMAL VERY PLEASING AND ATTRACTIVE
ATTRACTIVE

CIRCULATION LIMITED LIMITED PROPER CIRCULATION

ZONNING NO NO PROPER ZONNING IN TERMS OF CATEGORY DIVISION

SECURITY NO NO YES
 MARKET
Market we have chosen for Fashion and Accessories
Multi-branded Flagship Store Retail Outlet is Shopping
ANALYSIS
Mall

• Multi shopping unit

• Involve each and every aspect of other markets.
• Time saving concept.
• Easily approachable for all the class
• Having full facilities like parking, securities etc.
• Studying the future consideration the graph is going high
towards shopping mall.
 SITE
GEOGRAPHICAL
LOCATION
 DELHI HIGHWAY

AGRA ROAD

JAIPUR CENTER

AJMER HIGHWAY

TONK
ARTISTIC
VIEW
REALISTIC
VIEW
The project is spread Over a hundred well
over 2.6 Acres of appointed stores
ABOUT
Land, the potential from apparel and SITE
development of the beauty, fragrance and
complex is well over
accessories, home decor and
4,50,000 Sq. Ft.
electronics with limited high
At Jaipur Centre you
value items for shopper to
can showcase your
stroll and shop to one's classy offering to woo
Our Jaipur Center
heart's content. the creme de la creme
is premium
located High street plaza , of society.
which is just 2 Km’s from Jaipur Centre is a high-
the Sanganer Airport, at end retail cum state of art
the intersection of the Tonk office complex .
Road & the proposed The entire project
highway to Ajmer, near
Asia’s biggest Circular Park
promises to be a
– Jawahar Circle. landmark of eloquent
architecture.

This high street plaza is
in beehive of 2500 four
star and above keys.
The complete structure is of 2
basements + Ground + First to
sixth floors. Both the basements
are dedicated for parking and could
contain around 600 cars at a time.
Ground, first & second floors are
retail areas, having niche &
premium brands outlets and
retailers.
Third floor is dedicated for food
court and entertainment zone.
From 4th to sixth floor, we have
offices.
Low CAM charges
High height of retail (Floor to
Floor-14’ Feet) FEATURES
Use of post tension
technique for the beams (Vis- a-
Vis depth of the beam is mere
1.5 ft.)
Dual metering for all retail
and offices
Independent Water Cooled
Package units using green
refrigerant
This is state- of art , one of
the first commercial Leed
Vast parking
certified gold rated Green
space of more
building. By virtue of green
than 600 cars
building ,there is saving in
energy of more than 20%.
• Project Highlights
• One of the First Commercial Green Buildings of Rajasthan
• International and Niche Brands PROJECT
• 5th Generation Addressable Alarm and Fire Fighting System HIGHLIGHTS
• Mechanized parking for over 600 cars
• IBMS with 24 hours security and CCTV
• Low Maintenance Charges
• Proximity to the Airport, Metro Station and Premium hotels
• What is Inside?
• Over Hundred well-appointed stores
• Premium Offices
• Mini Shops
• Food Court
• High-tech Kids & Entertainment Zone
• Health Center with Spa and Gym
• Restaurants
• Fashion Bar
• Cinema with 3 Screens
 NEAR BY
AREAS

TONK ROAD
JLN MARG
JAIPUR MARRIOT

FORTUNE,BELLA CASA

JAIPUR CENTER
B2 BYPASS
JAWAHAR CIRCLE

TONK ROAD
AIRPORT ROAD
 MAJOR
CONNECTING
HIGHWAYS
 R1’’
R1
VEHICULAR
movement

R2 R2’

R3

R2’’
R1’

PRIMARY ROAD SECONDARY ROAD TERTIARY ROAD

R1’-New Sanganer Road R1’’-JLN Marg Jaipur Center
R1-Tonk Road
R2- B2-Bypass R2’- Jawahar Circle Road R2’’- Airport Road
R3-Jawahar Circle Road
Jawahar Circle
PEDESTRIAN
movement
 SUMMER SUN PATH SITE
12:00pm ANALYSIS
WINTER SUN PATH
12:00pm
WIND MOVEMENT
(WESTERLY WINDS)

AREA EXPOSE TO SUN

AMPLE OF NATURAL LIGHT IN THE CENTER ATRIUM BECAUSE OF SKYLIGHT USED ON THE ROOF
Area = 15229 Sq Ft
Personal Lift Inside the Store
No of Entrances for the store-
Near By Services- Lift, Escalator, Washroom
 SITE
IMAGES
Fully High Tech Building with Auto control System.
SERVICES
Water Supply & Treatment
•The Complex has been planned with two tube wells and adequate water storage tanks, with AT THE
state of the art water softeners and sand filtration plants.
•1 lakh ltr 2 tanks underground SITE
•75 thousand 2 thanks
•20 thousand ltr 2 overhead thanks
•16 thousand ltr 2 overhead tanks

Waste Water Disposal & Management

•Sewage water recycling will be done through a well designed Sewage Treatment Plant.

Rain Water Harvesting

•Rain Water Harvesting System to recharge Ground Water.

Vertical Circulation
• Passengers Lifts Connecting All Floors.
• Escalators Connecting Ground, First, Second & third floor( after third floor offices)
• Service Lift.
• Stair Cases Including 2 Service Staircases.

Parking
•Mechanized Parking for 600 cars.
Earth Quake Resistant RCC Structure
•Earth quake resistant RCC structure.
•PT Beams& Slab PROJECT
•Construction as per Vastu HIGHLIGHTS

Green Building
•This Project is Certified for Gold Rating by LEEDS.

Mall Exterior
•Imposing Entrance.
•Magnificent Elevation with Glass Facade.
•Stone Cladding up to Retail area.
•Entire exterior is enclosed with high performance Double Glass Unit &
Insulated brick work for energy conservation as per Green Building norms.
Flooring
•Granite / Vitrified Flooring in all common areas.

Doors & Windows.

•Glazed door in Retail and well seasoned wooden flush doors and windows in
Office area.
 Mall Lighting
Facade lighting, Site lighting and well designed Internal
lighting.
Lighting fixtures include 24 Hrs compact Fluorescent
Burners, Energy Efficient Lamps, Effect lighting in Atrium.

Other Features
First Aid
Travel Desk
Rest Room Handicap Assistance
Well equipped gents and ladies wash room on all floors. Mobile Phone Recharging
Disabled rest room. Baby Strollers
Rest rooms on both the basements for staff. Foreign Exchange
1. Architect LIST OF
Maithel & Associates Architects Pvt. Ltd. ASSOCIATES
2. Structural Consultant
Vijay Tech Consultants Pvt Ltd.

3. Services Consultants
Spectral Services Consultants Pvt. Ltd.

4. Green Building Consultants

Kamal Cogent Energy Pvt. Ltd.

5. Project Management Consultants

V. G. Architects & Engineers

6. Technical Auditor
Indrajit Maitra Associates
 Aim is to Satisfying Customer
bridge the gap Needs & Demands
between Brick under 1 Roof by
& Mortar Store providing futuristic
& E-commerce design solution

By bridging the gap it will Retail will be on boom

be more convenient and after giving this design
satisfying for the solution, which will be a
customer that will help in futuristic approach in
increase the economic design.
growth of retail market
BASIC
PROPOSAL
Providing customer to
interact with the store Giving customer an
at multi-sensory Interactive Store
level, that generates Experience with
an emotional various facilities
response and attract
attention
 Brick & Mortar Store/In
Bridging the Gap E-commerce/Online
Store Shopping
D
Limited Merchandise Almost all Merchandise
I
Time Consuming Fast Process
S A
Interaction with the Product No physical Interaction
D
Trial No Trial
A Flagship V
No Misleading with the customer Store Chances of Misleading with customer A
D
V No Cash Back Opportunity of Cash Back N
A Physical Store Experience No Physical Store Experience T
Concept Interactive A
N Filtration of Product is difficult
Filtration of Product is more convenient
Store Experience & easy
T G
Add-on services like alteration No add-on services
A E
Additional Discount services like use
No-Additional discount services as they
G have to maintain their brand norms
your credit card and get 10% cash S
back, use promo card as they have
E and regulation
tie ups with other brands
S Seasonal Sale Sale throughout the year

Limited scope of making payment Cash, Wider scope of making payment e.g. Go
Credit, Debit -Cash, Pay tm, My Wallet
FLAGSHIP ALL CHAINS LARGEST
MERCHANDISE & FIRST RETAIL
STORE
OUTLETIN THE
CITY

WORLD CLASS
CATERING MOST
DESIGN
UPSCALE
EXECUTION AND
CUSTOMERS
ATTENTION TO
DETAILS

MORE ABOUT PROVIDES MOST

SHOPPING FOR MEMORABLE &
LEISURE INTERACTIVE
, PLEASURE & SHOPPING
EXPERIENCE EXPERIENCE
INTERACTIVE Holograms Visual
EXPERIENCE Window Display
Displays Screens

Cash
Visual Trial
Deposit
Screens
Machine

Hologram
Product 3D Fashion
Display Show
-WINDOW DISPLAY CONCEPTUAL
-DISPLAY -SELF CUSTOMIZATION STORE
-PAYZONE AREA

-REST ROOM -BACKSTORAGE

-SERVICE ROOM

-CAFETERIA -ALTERATION
-LOUNGE -TRIAL ROOM
-KIDS ZONE
CONCEPTUAL
AREA
REQUIREMENT
STORE
 AREA
ANALYSIS &
ZONING
Minimum Area Required for Display of Clothing = 500 Sq ft
MINIMUM
Minimum Area Required for 2 Trial Rooms = 50 Sq Ft
AREA
Area Required for Window display = 50 Sq Ft REQUIREMENT
Area required for basic required furniture=100 Sq Ft
(Including 2 CDU, Gondolas, Cash Counter)
Back Storage – 20% of total area of the store
Minimum Area Required for Cafeteria-258 Sq Ft
Minimum Area Required for Lounge- 20 Sq Ft per person (400 Sq Ft for 20
People at a time)
Minimum Area Required for Kids Zone- 150 Sq Ft
Minimum Area Required for Rest Room- 30 Sq Ft
Other Spaces- 400 Sq Ft
Minimum area required for Service Room- 10 Sq ft

Minimum Area Required for all the above Spaces is 2000 Sq Ft excluding
circulation.
 Cafeteria Requirement

• Seating area – enclosed space

• Seating area – semi-enclosed space
• Kitchen
• Counter area (where you would have the display of various snacks you would like
to have.)
• A refrigerator (for ice-creams and cold drinks)
• A store room (very important)
• A decorated entrance foyer
• Some natural and artificial plantations to make the interior space look greener and
livelier.
• Seating area = 6m x 10m = 60sqm
• Number of persons that can be accommodated = 50
• Area per person = 60/50 = 1.2sqm
• Seating style = round tables with 5 chairs each.
• Kitchen = 3mx4m = 12sqm
• Store = 3mx3m = 9sqm
• Area per person (Kitchen) = 12/50 = 0.24sqm
• Area per person (Store) = 0.18sqm
• Area per person for Kitchen of a Cafeteria = 0.24sqm
• For 100 persons, the area will be = 0.24 x 100 = 24sqm
• That means, to serve a crowd of 100 persons at a time, the area of the cafeteria
required to be designed will be 24sqm/258sqft
Lounge Requirement

• Social recreation spaces should be minimum twenty (20) square feet per person
• So for Minimum 20 Personx20 Sqft = 400Sqft