Schwitzke & Partner’s Shoppers Stop project in India offers upgraded shopping experience!
Schwitzke & Partner, Dubai office has recently completed the Shoppers Stop project in Delhi, India. The department store will embody the brand’s persona as a one-stop location for everyone’s fashion needs spread over 33,000sqft. The objectives for the ‘next generation’ Shoppers Stop location included the implementation of a new concept that would reflect the latest international trends when it comes to retail strategy. This includes aspects like merchandise presentation, customer movement and navigation, and department adjacency. After having expanded operations to over 80 locations across India, Shoppers Stop is looking to evolve their stores’ aesthetic and presentation to provide customers with an upgraded shopping experience. The department store chain has always implemented the latest concepts when designing their stores. This explains their desire to explore efficient, contemporary, and modern design features.
To help customers become familiar with their favourite departments, the client requested certain materials and elements to highlight each division in order to boost recognition. Another objective was to design the brand areas unobtrusive, so all brands get a good amount of space to express themselves. The atrium space is adequately utilised while keeping local authorities’ restrictions in mind. Moreover, a new plan for integrating the corridor on the first and second floors into the retail section was needed. This enhances the individual stores’ visibility throughout the location, including the café and main atrium. Keeping in mind that Shoppers Stop is home to a number of retail brands, the proposal needed to provide smooth transitions and a delicate balance. One that preserves the chain’s identity while allowing brands to express their individual personas.
The design team had to develop an environment that’s not only iconic but sleek enough to accommodate the various product categories and brands on display. Furthermore, a major feat was to upgrade the biggest stores, but without having to make significant infrastructural changes. The result includes a framework for adjacencies, a block plan, and customer circulation. Several changes at the face level that aligned the store’s space with international trends were also made.
The departments implement new merchandise presentation solutions, which includes fixture designs to accentuate individual products. Customer touch points i.e. areas that leave the biggest impression on customers got a makeover as well. This includes the First Citizens Lounge, cash front, Customer Service desk, and fitting rooms.