Instore Asia 2013, Mumbai
Every two years, a national retail expo takes place in mumbai. This expo is held to bring together the creative minds involved in retail to discuss the latest trends, technology and design. As students of the Design for Retail Experience (DRE) from the National Institute of Design, we were invited to showcase our work and capabilities and to effectively make our presence felt amongst the retail giants of the industry.
CONSTRAINTS:
- Transportation of materials from Bangalore to Mumbai
- Space dimensions: 2m x 10m
- Transportation of materials from Bangalore to Mumbai
- Space dimensions: 2m x 10m
The entire batch of DRE - 2012 were divided into teams which comprised of the Space, Graphic and Logistics. The Space team came up with the following idea to use the space effectively. The entire structure was constructed using white corrugated packing boxes placed at an angle of 45. This would enable information to be visible from both angles depending on the publc flow.
3D simulation to get a basic idea of the placement of boxes and the TV unit
The Graphic team was incharge of the display of data and creation of other print collaterals. The entire exhibit was divided into four categories based on the projects we had to showcase. This enabled to showcase our forte to the industry effectively.
The visual language selected was simple and did not dominate the space and information
The panel design went through a number of iterations before we decided on the final design. It started with an introduction of a full colour background but finally went onto becoming colour coded with just 20% colour bands. The layout itself was quite dynamic in relation to the number of images and the break up of data.
Each category had a different placement of the coloured band which made it easy to distingush the data. It also engaged the viewer in terms of eye movemnt in data placement.
A panel was also designed to display crucial information about our institute and the educational course. The colours itself help in highlighting the information.
Other Collaterals
Other than the Panel design, other small touchpoints had to be designed to provide a
hollistic experience while we were at the expo. These were in the form of t-shirts and
pocket size brochures.
Other than the Panel design, other small touchpoints had to be designed to provide a
hollistic experience while we were at the expo. These were in the form of t-shirts and
pocket size brochures.
T-shirt design. A simple Black tee would stand out in the space which was overpowered by white.
The brochure size was 80mm x 80mm. The size picked was such that it would be easy for the viewer to carry around rather than keep it in his hand considering he would have too many other brochures. It was printed on Maplitho 120GSM paper front and back and had an accordian fold.
On site work
The space that was provided was a blank concrete floor which was neither clean nor levelled. The only form of lighting available were huge warehouse type lighting which provided ambient lighting to the enitre space. We were a team of twelve who arrived in Mumbai to construct the entire space as per planned.
The space that was provided was a blank concrete floor which was neither clean nor levelled. The only form of lighting available were huge warehouse type lighting which provided ambient lighting to the enitre space. We were a team of twelve who arrived in Mumbai to construct the entire space as per planned.
Work in progress
The boxes were stacked together with the visuals coming on them as per required directions and data availability
The Final Design
The design team: (standing L to R) Manish Kumar, Shefali Sharma, Anindita Saha, Sushant CS, Purva Sharma, Vineeta Soni (sitting L to R) Atish Shawarna, Shashank Johri, Prabhashish Singh, Ushakiran barla, Hafsah Parkar (me) & (not in image) Sabah Mahajan, Apoorva Jain and Preksha Shukla.
