This was a hypothetical proposal for a retail store for the Bangalore based brand, Wildcraft, done as part of my final project . The project was done in an academic context and doesn't involve the brand in actuality.
The brand Wildcraft prefers to assert itself as an adventure gear brand. Its products allow its customers to enter and particpate in adventure and outdoor activities. However, the impression of the brand being very product specific, it became necessary to re-envision its retail formats to promote the sprit of adventure that Wildcraft began with.
I tried to put a bit of 'Wild' back into 'Wildcraft'.
The attributes, product range and positoning of the brand was studied, to gain insight into the kind of design necessary.
The idea of being 'wild' , involves a sense of flexibilty ,hence the attempt of
Putting the 'Wild' into 'Wildcraft'
and
Putting 'Wildcraft' into the 'Wild'
came about
The idea of a store whose design is adaptable struck a chord with the ethos of the brand. A store that could materialize anywhere, permanently, as a kiosk, or even a pop up, was an excitng avenue to explore.
Concept Note: A Nomad Store
A nomadic lifestyle is one of the most traditional and sustenable life styles in the world. A nomad carries with him everything he needs to survive, and live.
Nomads are seasonal, restless, constantly on the move. Their home, and everything they need to survive moves with them.
They come and go, and leave ittle trace of their presence.
Wildcraft’s products allow us to have that lifestyle: restless, on the move, with all the essentials we need to survive.
Some sketching was done to see how the concept could be translated into space
Furniture Concept
The furniture was conceptualized to be a flexible system in keeping with the nomadic nature of the store. The design would be extendable to many spatial formats, both indoors and outdoors.
Inspiration was sought from the Yurt, and a concertina based display system developed along with my batchmates previously .
The Plan
The plan centers around the concept of the camp, reflecting the 'sitting around a fire' image of camping. The store's centre is a demo area, where an open tent is kept as a VM display, and is removed , provding floor space for demonstrations by store employees, while customers surround the area.
Facade when closed:
Inspired from the grill and wood doors of garages
Store Interiors
On the left, the Adventure section was positioned, with an open attic visible storage overhead. When a piece is requested, the idea of the store employee climbing up to retrieve it, adds to a bit of the store' s drama. The area below the attic and to the right of the store would carry the apparel and lifestyle backpacks.
The merchandising has been shown to explain how products will be stacked. The nature of the display makes it easier to curate the number of products on display.
A view of the interiors wth the products stacked.
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