This project is created based on the commercial design concepts learned by me at Dezyne E'cole College for the retail design creation . you can see my product design creations too here .

1. Retail Design
Commercial Design
Nisha Parwani, B.Sc.-Interior Design,
II Year Diploma In Commercial Design
Dezyne E’cole College, www.dezyneecole.com

2. CONTENT
• Introduction – Retail Space
• Case Study
o Design Brief
o Requirements
• Exterior Presentation
• Window display
• Interior Presentation
• Design ideas
• Assignments

3. INTRODUCTION
“Retail Exists Wherever There Are Consumers With Money To Buy”.
• Retail shops are the places where taking and giving is done, i.e., taking of services or goods and giving
money.
• A successful store is the one that is designed to merchandise in addition to looking good.
RETAIL SPACE
During the tenure of my study of Commercial Diploma, I studied about Commercial spaces and one of them
is Retail Space.
A case study is assigned to me for retail shop design in which I have to design a store for the brand STANLEY.

4. CASE STUDY
I am suppose to design a store for a leading furniture and interior finishes brand Stanley. The space has to
reflect the brand positioning, the range of products and brand image. The space has to be given due justice
to the various sub categories of products, the space and the décor has to be modular and the space should
have the ability to transform, move around and be utilized as per the product need.
All services for the space should keep this in mind while being designed.
Retail design is an ever evolving field that has to be able to relate the end user. The end user comes from
various strata's and the store should be welcoming to all.
RETAIL SPACE
The 2,109 sq.mts. Floor space is located on the ground floor of a premium mall in the upcoming suburbs of
Pune. The façade and the store frontage are of prime importance to the client.
The building is on the corner plot surrounded by the two roads north and east side. The views from these
two sides the road are other office buildings on the north and east side. This is just for your knowledge, the
store is inside the mall and has no show window or external view.
DESIGN BRIEF

5. CASE STUDY
The client’s requirements consists of:
1. Cashier and help desk station
2. Customer interaction area
3. Sofa set display 3/2/1
4. Display of 2 to 3 bedroom sets
5. Display of 25 sofas (should comprise varied range that Stanley offers)
6. Wardrobes (you have free hand in deciding)
7. Collection series
REQUIREMENTS

6. To design any store for retail space we need to understand, it is like a Cart Blanche (blank document) and to
design it in a proper manner, we need to understand certain aspects, to start with my design process, I have
to first go through a procedure of steps
• Exterior + window display
• Interior
Exterior gives identification, encompasses the storefront, show windows & display.
Interior promises the storefront display is delivered.

7. CASE STUDY
EXTERIOR PRESENTATION : The Design Of A Entrance To A Store Is Very Important.
“How a store visually welcomes customer has to do a lot with whether or not they enter a store”.
The storefront and the design of the façade must be attractive in order to catch the shopper’s attention.
“Graphic identification, lighting, lettering & logos, & attractive display are the initial steps”.
EXTERIOR PRESENTATION

8. STORE SIGN a sign is a silent sales person and a part of
shopper’s first impression.
MARQUES are a special type of sign to display the
name of the store. An effective marque must stand out
from other businesses to attract attention.
BANNERS are used increasingly as an inexpensive, eye
catching means of promotion.
AWNINGS add appeal to the window display. It
provides customer with protection from weather.
WALKS & ENTRIES 75% of the first time customers
remembers the store front, it provides the first and
the last view of the stores interiors.
LANDSCAPE screens the undesirable sights such as
power transformers, garbage areas, etc.
I Am Not Considering All These Points As A Few Of Them Are Not Applicable According To The Case Study
Assigned To Me.
CASE STUDY
EXTERIOR PRESENTATION

9. Windows must be ‘dressed’ quickly, if they are hard to work with, they will not be changed as often as
merchandising policies indicate to be necessary.
A few points to be followed for window display are
• Principles of design
• Color & lighting
• Influence of background color on merchandise
• Color rules that can improve display
CASE STUDY
WINDOW DISPLAY
1. PRINCIPLES OF DESIGN
In order to design satisfactory shops, the first requirement is an understanding of principles of design.
Design Principles are an important factor needed to be paid attention to for designing a space or to create a
look.
The principles are:
• BALANCE
• PROPORTION
• RHYTHM
• REPETATION
• HARMONY
• EMPHASIS

10. 2. COLOR & LIGHTING
“Light Catches Our Attention And Lead Our Eyes”
• A shopper’s eye is drawn automatically to the brightest item or area, we need to pay attention that the
lighting used outside should be 2-5 times stronger than the lighting used inside the store
• If the object is of warm color warm light will be used
• If the object is of cool color, cool light will be used.
CASE STUDY
WINDOW DISPLAY

11. 3. INFLUENCE OF BACKGROUND COLOR ON MERCHANDISE
COLOR OF MERCHANDISE BLACK BACK-
GROUND
BEIGE BACK
GROUND
GRAY BACK
GROUNG
WHITE BACK
GROUND
YELLOW
RED
BLUE
GREEN
ORANGE
PURPLE
Far more brilliant
Enhanced in
richness
More luminous
Paler, sharper
Loses strength
More luminous
Darker, purer
Lightly duller
Richer & darker
Deepens in
value
Darker & redder
Darker
Warmer
A little more
luminous
Bright but less
intense
Lighter &
yellowish
Bright, gray
becomes greenish
Lighter &
yellowish
Brighter but loses
saturation
Brighter
Brighter
Increases
brilliancy
Gray becomes
green
Increases
brilliancy
CASE STUDY
WINDOW DISPLAY

12. 4. COLOR RULES THAT CAN IMPROVE DISPLAY
• If colors are too bright than they will overwhelm pastels.
• Several soft colors in a large space can be balanced by one bright color because the intensity of bright
color will compensate for its small size.
• Pastel color object will not be seen with bold color object.
• If yellow color is used with white then white will not be seen because yellow has high frequency.
• Small objects are seen in front of a bigger object. But if the bigger object is of bold color then small
objects will not be seen.
CASE STUDY
WINDOW DISPLAY

13. CASE STUDY
WINDOW DISPLAY
These are the two display
devised by me for the Retail
store.
After the brief study of the
exterior space & window
display, I studied about
interiors and the types of
plan that are used in a Retail
Space.

14. CASE STUDY
The successful retail shop is an efficient selling machines or sales factory. Merchandise and space must be
organized to help customer in making a selection and to help the sales person in selling. Easy circulation
and exposing the customer to the maximum amount of merchandise are part of good design.
To device the interiors of the space I have to do the space planning and for doing space planning I studied
the types of retail layouts to incorporate in my design.
The types of plan are:
• Straight Plan
• Diagonal plan
• Curved plan
• Varied plan
• Pathway plan
• Geometrical plan
I have devised my space using geometrical and diagonal plan.
INTERIORS

16. After studying all the different types of plan I have selected diagonal plan and geometric plan for the
Retail outlet. I did brainstorming to get the maximum utilization of space and to provide all the facilities
that is mentioned in the case study assigned to me. In the next page you will see a rough idea of my
planning that I did for the retail space with all the areas mentioned in the plan.

17. BRAINSTORMING PAPER

18. After this step of brainstorming, I have made a detailed layout of the store, showing the placement of
furniture and all the dimensions of the space in the next page and then In the next subsequent pages you
will come across the Top Plan and the Elevations of the store.

19. Detail Plan

23. I am suppose to device certain spaces for displaying the furniture. In the subsequent pages you will come
across spaces devised by me for the Retail Outlet.

24. C
A
D
B
DETAILED TOP PLAN HIGHLIGHTING THE SPACES DEVISED BY ME IN THE NEXT PAGES

25. A

26. B

27. C

28. Sofa Set Display
D

29. In the previous slides you came across the pages of planning done by me for the Case Study assigned to
me. Now in the subsequent slides you will see the assignments made by me during one year of my
study of Commercial Diploma.

30. The land resource is getting less day by day and
where people are living in the studio
apartments, the need of getting more from less
is increasing. People are now preferring
multipurpose and modular furniture’s. Product
Design done by me is inspired from creating
more space from less.
In the subsequent pages you will see the
assignments made by me for Product Design.
PRODUCT DESIGN

35. During the tenure of my study of 2nd year
Diploma, I learned many different things related
to commercial design and along with it I studied
detail drawing. Detail drawings are important as
one can understand all the things that will be
used to make a product along with the
dimensions, one can easily get an idea about
what is being made and with what dimensions.
In the next pages you will see the assignments
made by me related to the detail drawing that
includes detailing of wall panel, fabric panel,
partition wall, etc.
DETAIL DRAWING

36. 1:1
Commercial Design

37. 1:1
Commercial Design

38. 1:1
Commercial Design

39. 1:1
Commercial Design

40. 1:1
Nisha Parwani
B.Sc. Interior Design
2nd Year Diploma
Commercial Design

41. Nisha Parwani
B.Sc. Interior Design
2nd Year Diploma1:1
Commercial Design

42. Commercial Design

43. Nisha Parwani
B.Sc. Interior Design
1:1
Commercial Design

44. Nisha Parwani
B.Sc. Interior Design
1:1
Commercial Design

45. I am still working on my next project of Commercial Design which is Restaurant Design. The project is still
in the making.
Thank You