Diageo concept store by Fourfoursixsix, Bangkok
Fourfoursixsix were invited to produce a concept store design for drinks brand Diageo and supermarket chain Big C. The core of the brief was to provide an innovative design that enhanced the customer purchasing experience and create a benchmark retailing concept within this sector. The design takes inspiration from luxury retail window displays that highlight key products in order to drive brand value and desirability. The plan utilises curved forms to differentiate between product types and create smaller intimate spaces within the store.
The design also creates a gallery-like space; a ribbon of display forms a linear band throughout the space, attracting attention and allowing customers to easily navigate the space and view products in an ergonomic manner. Coupled with distinct, informational signage, the customer is better educated about the product and more able to make an informed and enjoyable buying decision. For the client, the design was also an effective way of increasing product density in the relatively small space ensuring that revenue per square metre predictions could be easily met.
The concept store will serve as a test precedent on which to base the future strategy of the “store in store” rollout in other branches of the supermarket and beyond. Therefore, it was important to provide a concept that fits the site, yet provides the flexibility for applications within different locations with minimal on-going design adjustment. The store is a prototype, using modular construction techniques to prefabricate the key elements, ensuring less time spent on site and minimal disruption of sales revenue.
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