There was nothing authentic about CARPLUS store earlier where heaped up car accessories in a mere setup of what a traditional garage is always supposed to be. But it took no formulas but certain guidelines from Lemon Design, a design and branding firm, to groom the dull car accessory outlet, which eventually got the look that flung totally into a modern setting. The brand strategy around the new setup of the store conveyed a perfect dynamism to fit into every single product on display. And the display systems are modular in nature as they could be adapted to any kind of space. This in turn makes CARPLUS a completely ‘Lemonised’ environment to present in an interactive and informative way.
PHOTOS: Wasim Khan and Lionel Lobo
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Client summary
CARPLUS is an organised retail chain offering a complete spectrum of car accessories and enhancement solutions for customer safety, entertainment, convenience, connectivity, style and maintenance. The all-under-one-roof CARPLUS store offers genuine products (and services) of leading brands to suit all car models. Lemon Design elaborates on the pilot store’s branding, design and other challenges.
Total retail experience
Competition for the CARPLUS brand came from the unorganised sector and the comfort and trust associated with local garages. CARPLUS had to embody the values of local retailers but in a lifestyle space. So, Lemon Design created an interior inspiring from an old-world garage, to a modern setting. The design of the store intensified the retail journey and the customer experience. The service centre is placed within the main store area where glass partitions enable customers to watch their cars being serviced even as they browse through the store. Metallic finishes, bold graphics, interactive demos, displays and infographics complete the retail experience.
Special display elements
There are special display systems designed for product categories such as alloys, tyres and entertainment products for the buyer’s convenience. To take care of space constraint, the store design is based on a modular yet dynamic system. The display systems are modular in nature so that they can be adapted to any kind of space with minimal effort. By simply using the same basic module and changing only one component, most of the merchandise can be displayed. The dimensioning of the units is done in such a way that one particular display can be changed with another allowing the store to be more dynamic.
Exclusive materials
Select materials were used to construct the modular signs and overall graphic elements of CARPLUS store. Special material like MDF, which is made from recycled materials, was used to extensively decorate the interiors. The lighting was done through floating panels, and the AC through exposed ducting to accommodate varied spectrum of ceiling heights. The ambient lighting was largely through CFLs. And the glass facade of the store was used as a daylight source to enhance energy-neutrality.
Visual branding
Overall framework of CARPLUS store was built on seamless systems to convey its visual branding, while its softer offerings were conveyed through visuals, graphics and interactive displays for products, so that customers can make informed decisions. It borrowed this from the colours and textures quite impressively relating the automotive industry; with some bits inspired from the Formula One racing track. The almost fluorescent lime green and metallic finishes bring the zing, freshness and dynamism that the brand talks about, while the bold visuals and infographics convey its transparency.
Challenging task
According to the creative team of Lemon Design, the biggest challenge was to make a manufacturing organisation understand the nuances of retail business, and how to leverage the dual benefits of functionality and aesthetics to serve the consumer more meaningfully.
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About Lemon Design
Wasim Khan
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Lemon Design, a leading design firm in India, has been associated with over 120 clients from various industries all across the globe. Led by Wasim Khan
as one of the directors of the company, Lemon Design believes in turning strategy into visual expression and set to ‘Lemonise the World’ ever since its inception eight years ago. The firm offers multi-disciplinary range of services including Brand Strategy & Naming, Identity Development, Print, Interactive, Environments, Retail Design, Product Packaging and Software - UI Design. Lemon Design helps clients establish, renew or reinstate the strength of their brand. Lemon Design has three offices in Pune, Mumbai and New Delhi. For more info, visit: www. lemondesign.co.in
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