This project is taken up for my university dissertation.
Millennials, who dominate the shopping sector, largely prefer shopping at brick and mortar stores than online shopping, main reason being the lack of touch and feel. An experiential retail store aims to SIMPLIFY retail experience with the use of TECHNOLOGY. The retail sector is fast adopting the OMNICHANNEL approach to provide customers with a SEAMLESS shopping experience. There is a shift from a features and benefits approach to a focus on CUSTOMER EXPERIENCE.
The retail store is engaged in a mid-high range apparel, shoes, bags and accessories for men and women. The building consists of three floors with the ground floor hosting the majority of the men and women's collection and is hypothetically placed in City Walk, Dubai as it is known as one of the most popular and sophisticated shopping hubs in Dubai that receives residents and tourists alike.
The concept of this retail store revolves around "TIME". It aims to make shopping a wholesome experience rather than a tedious job. The concept of time is seen in the circular movement and circulation in the store and proper segmentation of areas similar to segmentation of time into minutes, hours, days and so on.
This store is also against the notion of "fast fashion" and aims to compete on factors other than price. Fast fashion causes harm to the environment and leads to many other adverse effects and hence the theme chosen for designing the space is tropical style as it is very close to nature.
Site location and analysis - City Walk, Dubai, United Arab Emirates and sun path
The total area of the store is about 2920 sqm. with the first floor hosting the activities comprising the talk zone, workshop area and the socializing cafe.
A perfume customization area occupies the small mezzanine floor where customers can combine their preferred scents to make their own personal perfume.
A central elevator runs through the entire structure connecting the three floors and opens on a glass flooring on the third floor. It comprises the apparel customization area with tailor spaces for 4 tailors. One can also find the designers', consultants', manager's and other office cabins on the third floor too.
