Yash Agarwal , Commercial Design Interior Design

WHAT ACTUALLY ATTRACT’S IN
R E TA I L S PAC E S
BY- YASH AGARWAL
DEZYNE E’COLE COLLEGE, AJMER

Project Report
On
Retail Design
At
Dezyne E’cole College
Ajmer
Submitted to
Towards the
Partial Fulfillment of
2 Year Commercial Design Diploma
By
Yash Agarwal
Student of 2nd Year Commercial Design Diploma
NSQF Level 6 of NSDC
106/10 Civil Lines, Ajmer
Tel- 0145-2624679
www.dezyneecole.com
2017-18
Today A Reader
Tomorrow A leader

ACKNOWLEDGEMENT
I Yash Agarwal student of Dezyne E’cole College, am extremely grateful to
each and every individual who has contributed in successful completion of
my project.
I would like to express my special thanks of gratitude towards Dezyne
E’cole College and its mentors for their guidance and constant supervision
as well as for providing me the necessary information and support
regarding the completion of project.
I also want to thank my parents my friends who helped me a lot in
finalizing the project within a limited time frame.

SYNOPSIS
In this report I discus the points that is helpful to attract the customer
attention towards the store. I particularly focused more on that, What
Commercial Retail Design actually is? And What actually attracts in the
Retail spaces ?. It is a place where buying and selling of goods takes place.
So by keeping this in mind I listed all the major points which are helpful for
design a retail store. After that by following the listed points I done a case
study, case study of design and development of a store façade and its
window display of own choice. So in that I take the concept related to
women power and design the store front and its display to improvise the
woman's. Then after I have to design the space in such a way that it could
maximize the sales and footfall could be increased. After setting my role,
The site has to be seen because where the store is situated, what is the
culture, footfall matters on the success of the retail space. I have to see the
site consideration because the store nearby it also matters, as my store
should look different from the others and also attractive. The design is
based on opulence, seduction, and use of luxurious materials, lighting so
that quality of the product and the space mimic the identity of the brand.

5
07 Introduction Of Retail Design &
L I S T O F C O N T E N T S
09 Retail Sector & Its Types
14 Retail Stores & Its Types
21 Exterior Presentations
29 Walks & Entries
32 Window Display & Its Types
34 Principles Of Design
39 Colours In Visual Merchandising
47 Case Study
48 Brainstorming
49 Location Of Site
50 Concept Development & Idea
Generation
Visual Merchandising
54 Detail Layout Of Façade
56 Look Book For Window Display
64 Sketches For Window Display
66 Design Of Window Display
69 Bibliography

“Creativity is allowing yourself to
make mistakes. Design is knowing
which ones to keep.”
- Scott Adams

R E TA I L D E S I G N
V I S U A L M E R C H A N D I S I N G
WHAT IS RETAIL DESIGN ?
Retail design refers to designing spaces for selling products and services and
a brand to consumers. It is trans-disciplinary in its intention to create a
sensory interpretation of brand values, through physical or virtual stores. A
retail designer therefore tends to conceptualise the consumers needs into a
spatial programme.
7

WHAT IS VISUAL MERCHANDISING ?
“Visual merchandising is everything that the customer sees both exterior and
interior that creates a positive image of a business and results in attention,
interests, desire and action on the part of the customer. “
Eighty percent of our impressions are created by sight; that is why one
picture is worth a thousand words.
8

RETAIL SECTORS
Retail can be defined & identified through different retail sectors. Each sector has been
influenced through social, economic condition, politics, history and the development
processes.
RETAIL SECTORS
1. FOOD SECTOR
• Evolution of
market into
super market
• Specialty food
store
2. FASHION SECTOR
• Clothing
• Shoes
• Accessories
• Beauty products
3. HOME SECTOR
• DIY (Do It Yourself)
• Furniture
• Fabrics
• Cookware
4. Leisure & Entertainment
• Sport
• Technology
• Travel
• finance
9

1. FOOD SECTOR
It is a huge industry which has (café,
restaurant, coffee shop) & super market
product displays are more like a street market
& old markets hall with the produce stacked
high, colours of food & packaging are mainly
for attracting sales layout of the aisles are
mainly to push the customer towards a
particular direction.
The retail sector of the food industry
encompasses food sold to consumers for
preparation and consumption at home as
well as the final preparation of food for
consumption away from home. Grocery stores
and other food markets generally sell food
that is not ready for consumption but will
require the consumer to complete the final
preparation.
10

Fashion has an important influence on the
retail sector. Fashion retail had the birth as a
department store concept In Britain and later
in the year 1850’s it was carried to Paris. In
Paris shopping was an experience.
Fashion retail can be broken down into three
areas : Premium fashion level, Boutiques and
the mass consumed fashion empire.
There are numerous displays in the field of
fashion retail where in from the year 1980’s
innovative retail spaces started up. Minimalist
stores came to the fore front and these
spaces were very well crafted & detailed,
referred to as white boxes. In which clothing
could be displayed as piece of art.
2. FASHION SECTOR
11

3. HOME SECTOR
Britain become in the earlier 1960’s a hub for
bringing a diverse range of inexpensive
lifestyle products to the high street. The store
named as habitat came up in Britain to be
recognized for the cookware products. The
same concept than enter in japan in the year
1982 and it was a huge success
Furniture – the biggest innovation in furniture
design was in the year 1940’s. by the Swedish
designer Gillis Lundgren. These further was the
concept store developed by IKEA. This idea
was opened in Sweden in 1958 to promote
cheap mass produced furniture & home ware
that was easily accessible. The main concept
the flat pack furniture devised by the designer
as it become easy to store & assemble.
12

The leisure and entertainment sector has
grown significantly in the last 10 years. An
outing to a cinema, museums & theatre will
each give an opportunity to but into the
experience through a shop, bar or café. The
leisure sector includes sports as an activity or
an apparel; technology- audio, sound and
gaming; travel – modes of transport & travel
agency; finance – the services of bank &
building societies. Banks are now abandoning
the high street and going online.
Sport – Retail spaces within the sports are
exhibition like in the way that the participator
moves around the space and interacts with
the display. The graphic language is
prominent throughout and a theme
demonstrating youth and physically
encapsulates the brand message E.g. Nike ,
Reebok Etc.
4. LEISURE & ENTERTAINMENT SECTOR
13

RETAIL STORES AND TYPES
A retailer or retail store is a business enterprise whose primary source of selling comes
from retailing. Retailing includes all the activities involved in selling of goods or services
directly to final consumer for personal, non-business use – Philip Kotler.
TYPES OF STORES
1. Flagship Store 2. Concept Store 3. Pop up Store 4. Lifestyle Store 5. Markets
• Market Halls
• Super Markets
• Specialty Food Store
• The Boutique
14

The job of a flagship store is to promote the
brand enlarge key retail sides around the
world. The interior is often an extension of that
found in a retailer chain store but produce to
a higher specification and with a unique
features that act as brand statement.
The idea is that to the consumer will visit a
flagship store may or may not purchase
goods but while visiting they buy into the
brand & may shop in the retailers other stores
closer to home.
The flagship store is a clever marketing tool
and aims to subconcially stimulates the
consumer into choosing a particular brand.
1. FLAGSHIP STORE
Apple (New York)
Louis Vuitton (Singapore)
15

Concept store is a place where new ideas are
tested or promoted for the first time in a
specific location. The site is usually a key retail
space with a high footfall in sales activity
The aim is to see if the new store concept is
achieve a good response from the public
who’d usually buy into a brand & if a new
breed of customer can also be attracted.
The success of failure to a new concept store
is judged quiet crudely in sales figure. If sales
go up the concept is a success. There are
cases where the concept store is a major
location is successful but roll out in smaller
cities.
2. CONCEPT STORE
Levis (London)
16

One Phenomenon currently Gripping retail
culture is the pop up store or installation,
which is a derivative of guerrilla marketing.
The idea is that a store will appear in a
location for a minimum amount of time it may
be in the form of temporary structure or a
space that is not usually associated with retail.
The venue & event is not advertise aiming the
concept for those who know about it they will
come.
The pop-up store concept is associated with
the cutting edge & being with in crowd : “If
you don’t know about it, you don’t need to
know about it “. Type of psychology.
3. POP-UP STORE
Nike Shoe Station (New York)
Pantone cafe (Monaco)
17

The concept of lifestyle store was derived from
the idea that the chain store could provide a
diverse product range under one brand. This
was seen as being aspiration for the consumer
as they could they buy into a whole lifestyle
store can incorporate all of the retail sectors
by offering fashion, Home ware, &
Entertainment department.
The Lifestyle stores sometimes sees the merger
of diverse retailing. Such as a bank with a
coffee shop, or a sport store with the
technology area.
4. LIFESTYLE STORE
M&S Life Style (UK)
18

The market halls have seen a reemergence
in the recent years & it now for tourist
destination these are places for finding
specialist high quality ingredients, arts &
crafts, textile & fashion the layout of the
market halls are based on rows of
permanent or temporary shop
accommodation overlooking open market
space for pitching stands each stall is like s
little shop with the awning overhead
creating an interior space & sheltering.
A. MARKET HALLS
The rise of the supermarket came down in
the year 1920’s the food here tends to be
cheap & easily accessible and readily
available, don not depends on seasons to
grow. Supermarket are now a destination for
all types of retail coming together under one
roof. It is very organized and easy to
navigate fruits & vegetables are groups
together and today this king of market is an
essential need
B. SUPER MARKETS
Covent Garden Market (London) Wool Worth's (Australia)
5. MARKETS
19

5. MARKETS
A retail outlet that focuses on selling a
particular product range and associated
items. Most specialty store business
operators will maintain considerable
depth in the type of product that they
specialize in selling, usually at premium
prices, in addition to providing higher
service quality & expert guidance to the
shoppers.
Rise of the boutique as am small
independent retailer began in the later
1950’s after the second world war. These
revolutionary shops in UK has called BAZAAR
and it was more attractive to the youth
culture which took places in the 1960’s. In
today’s time the boutique has become
more often custom made or a specialty
pieces store- more like for a premium market
place. The clientele today consists of
wealthy & elite.
Citarella Gourmet (New York)
Decades (Los Angeles)
C. SPECIALITY FOOD STORE D. THE BOUTIQUES
20

EXTERIOR PRESENTATION OF THE STORES ….
The quality of a store front is a major determinant for a customer, particularly a new
customer, and should not be underestimated. The exterior appearance of one store, a
block of businesses or a cluster, silently announces what customer can expect inside.
Good visual merchandising attracts attention, creates interest and invites the customer
into the business. The exterior presentation can offer a conservative, progressive , lavish
or discount image to the customer.
21

I. EXTERIOR SIGNS
A sign is a silent sales person and part of shoppers first impression of a store. In less than 10 seconds the sign
must attract attention of the customers towards the store, sign tells what the business is and what type of
merchandise is selling in the store. An effective sign will communicate what type of business is being
conducted.
HOW DO CUSTOMERS LOCATE THE BUSINESS ?
ON PREMISES sign related to the actual
sign which are placed on the exterior of
retail outlets.
OFF PREMISES signs provide information
and direction especially for travelers
and new residents by the help of
digitalization through Google maps. We
can locate the store through others
parameters of promotion like facebook,
twitter, Instagram. We can gave any
famous landmark so that consumer can
recognize easily.
Through on premises sign and off premises sign :
22

WHAT DOES A SIGN DEPICTS OR CONVEY ?
1. If a sign is very fancy, having too much frills and many
colored LED’s then it conveys that the store is for low price of
goods.
2. If a sign is unique as well as simple and the look conveys
about the business type then we say that the store is having
normal range of products.
3. And if we use expensive & elegant material with high
textures on the sign boards, so by the look of the sign we can
easily conveys that the store is for expensive price of
products.
Youth Woman Kids Professionals Senior Citizens
Sign may also be used to target a specified market segment such as:
23

Points to be considered while designing any sign board….
1. They should
be unique,
noticeable &
readable
3.The lettering should
be large enough to
read from 250 feet ,
which is the distance
required to stop a car
travelling by 40 km/hr.
4. A sign’s design conveys
a great deal about the
business inside. Elegant
and expensive sign
materials may suggest
luxury goods and services
2.The main is to be
consider that how sign
is look in the day time
or in the night time, is
the sign & lettering
visible in both day &
night time or not ?
A store Sign is its Signature
24

II. Marquees
• Marquee is an special type of sign is used to display the
name of a store.
• An effective marquee must stand out from the other
business to attract attention.
• The top of the permanent canopy (marquee) provides
an opportunity to showcase seasonal displays or special
promotional banners.
examples of marquees –
1. The ‘M’ of MacDonald's place high on a pole outside
the building so that a person can recognize easily from
a far distance.
2. At the top of the mall sometimes a area is projecting
out or a glass box is placed on high with too much of
light and elements
3. Marquee is also placed in the parking of malls . From
where the rush moves towards the elevator or to the
stairs.
25

III. BANNERS
Banners are used increasingly as an inexpensive
but colourful, eye catching means of promotion.
• A new and interesting appearance can be
offered by changing the banners frequently.
• Consumers will think exciting changes into the
store, “if a seller is alert than only buyer will
going to be alert”
1. Banners can be hung from the flagpoles
2. Projected from the exterior building
3. If we used same design of banners in
continuation the size should be reduced and
can be hung from the marquee and displayed
inside the store.
How banners is used ?
26

IV. AWNINGS
Awnings a roof like shelter of canvas or other material
extending over a doorway from the top of a window
display. In order to provide protection from the direct
entry of sunlight.
• With the use of awnings color and appeal can be
adder to the stores exterior.
• They provide the customers with protection as it
reduced heat, cut down on glare & reflection and
prevent fading of the merchandising from exposure
to the sun
• Awning in which we place inner lighting systems as
egg crate type at the bottom that allows light to
shine through and not allow birds to seat also.
27

• Landscaping defines as placement of different types of plant with the help of leaves
colours and textures in the specific area so that it attract the attention and look
balance.
• Planters, flowers boxes and plants used in front of a store to add the general
appearance. Real Flowers and plants are recommender over artificial flowers; high
quality silk flowers may be used in some cases.
• Hardy Native trees In groups at ends of the buildings. This breaks long building lines and
give shade as well as reduce noise & give privacy to the building.
V. LANDSCAPING
Landscaping should lead the customers eye to the focal point using colour and
texture to provide contrast and harmony. Its also helps to enhance the overall
look of the store and also adds to the stores positive reputation in terms of
beautifying the community.
• Always place plants by make a overall composition means one big planter then small,
and always hides the soil surface in the planter by the help of stones shrubs,
28

WALKS & ENTRIES
Approximately 75 percent of first time customers remember a store’s entrance, which
provides the first and last view of the store’s interior. A cluttered entryway causes
shoppers to indefinitely postpone entering a store, while an attractive, well-designed
entrance is inviting to the customer. Entrance that allows shoppers to come into a store
without being aware of their entering, is also becoming more popular.
TYPES OF ENTRIES
1. On Road Single
Window Display
2. On Road Double
Window Display
3. V – Shape
Window Display
4. Corner Entry
29

1. Single Window Display 2.Double Window Display
30

3. V – Shape Window Display
4. Corner Entry
31

WINDOW DISPLAYS
Special emphasis should be placed on a store’s window displays because they are the
information link to the potential customer. Window displays can be as important, if not
more important, then advertising. As many as one in every four sales could be the result
of a good window display. Window displays should attract attention, create interest
and invite people into the stores to purchase goods.
TYPES OF WINDOW DISPLAYS
1. Open Window Display
“As many as one in every four sales could be the result of a good window display.”
2. Closed Window Display 3. Half closed Window Display
32

Open window display is in
more demand because a
customer can see the
Window Display as well as
the interior of the store. But
in this type of display we
can’t follow proper theme
that we have to create to
attract the attention.
Closed window display is more
attention sicker because we have
our own choice of background so
that the foreground merchandise
highlight more. And by the mean
of a proper box we can hide the
light fixtures under in it.
Half closed window display
are the combination of
both Open and Closed
window display, in this
window display we can
create drama through the
half closed background
and the customer can also
see the interior of the store
too.
33

PRINCIPLES OF DESIGN
To execute a display that will sell merchandise, it is necessary to have a working
knowledge of the principles of design. The primary principles of design include
BALANCE, PROPORTION, RHTYHM, EMPHASIS, COLOR, LIGHTING & HARMONY. When
applied appropriately, all parts of display are pulled to create a purposeful, effective
and aesthetically pleasing presentation. An understanding of these principles will make
it easier to design a display for all types of merchandise.
34

1. BALANCE
Balance involves the equilibrium and weight of elements
between two sides of a display. Balance is based on a theory of
equals.
Symmetrical balance can be described as having equal "weight"
on equal sides of a centrally placed fulcrum. It may also be
referred to as formal balance.
Asymmetrical balance, also called informal balance, is more
complex and difficult to envisage. It involves placement of
objects in a way that will allow objects of varying visual weight to
balance one another around a fulcrum point.
35

2. EMPHASIS
Emphasis is the point of initial eye contact.
From this spot all other eye movements
flow. Emphasis is therefore the formulation
of a focal point, with all else display
subordinate. The merchandise is the focal
point in a majority of displays.
36

3.PROPORTION
Proportion is the ratio
of the parts to the
whole display. It is a
comparative
relationship of
distances, sizes,
amounts, degree or
parts. Each item may
look normal or
isolated, but if it is
inconsistent in area or
dimensions with
neighboring items, it
seems it out of
proportion.
37

4. RHYTHM
Rhythm or flow involves the
measurement of organized
movement; a self
contained movement from
object to object,
background to foreground,
and/or side to side. The
rhythm lead’s to the
viewers eye. A flow exists if
the eye travels from one
area of a display to
another, covering the
entire display. The eye
should travel easily through
the entire design.
38

COLORS IN VISUAL MERCHANDISING
Color contributes significantly to people’s impression of a display, as well as a store’s
overall appearance. Color in a display can catch the eye and make people pause
and look. Color can change the shape and add interest to a dull room, and can direct
attention toward a specific object or away from problems area.
Colors must be considered in view of their surroundings, as color can change
dramatically when viewed under different circumstances.
ELEMENTS OF DESIGN….
39

COLOR OF
MERCHANDISE
Black
Background
White
Background
Beige
Background
Dark gray
background
INFLUENCE OF BACKGROUND COLOR ON MERCHANDISE COLOR :
RED
Far more brilliant Darker, purer
Bright, but less
intense
Brighter
40

COLOR OF
MERCHANDISE
Black
Background
White
Background
Beige
Background
Dark gray
background
Far more brilliant
YELLOW
Enhanced in
richness
Lightly Duller Lightly Duller Brighter
41

COLOR OF
MERCHANDISE
Black
Background
White
Background
Beige
Background
Dark gray
background
Far more brilliant
Enhanced in
richness
BLUE
More Luminous Richer & Darker
Little more
luminous Brighter
42

COLOR OF
MERCHANDISE
Black
Background
White
Background
Beige
Background
Dark gray
background
Far more brilliant
GREEN
Paler,
sharpened
Deepens In
Value
Lighter &
yellowish
Increases
Brilliancy
43

COLOR OF
MERCHANDISE
Black
Background
White
Background
Beige
Background
Dark gray
background
Far more brilliantMore Luminous Darker & Redder
Lighter &
yellowish
Increases
Brilliancy
ORANGE
44

COLOR OF
MERCHANDISE
Black
Background
White
Background
Beige
Background
Dark gray
background
Far more brilliant
GREEN
Loses Strength &
Brilliancy Darker Brighter Dull
PURPLE
45

CASE STUDY
You have to Design and develop a retail store front Façade
and its window display of your own choice by following a
proper and interesting concept.
The things that you have to show while creating your project
are :
• Brainstorming papers
• Location of your site
• Concept development and idea generation papers
• Detail layout of façade by using Autocad
• Look book for window display
• Your window display by using Photoshop
47

HISTORY
AJMER IS DIVERSE IN ITS BUILT AND CULTURAL
HERITAGE. THE CITY HAS A LONG HISTORY
STRETCHING FROM THE CHAUHANS ALL THE WAY
TO THE BRITISH AND THE PRESENT DAY. THE BUILT
INDENTITY OF AJMER REMAINS TRUE TO RAJPUT
AND VERNACULAR STYLES. THE MUGHAL
BORROWED FROM THESE EXISTING STYLES
INTEGRATING IT WITH ISLAMIC IDEALS. THE BRITISH
CONSTRUCTIONS ALSO TAKE INSPIRATION FROM
THE OLDER CONTEXT OF THE CITY.
PRESENTLY THE IDENTITY OF THE CITY IS LOST IN
FAVOUR OF A HYPER MODERNIZATION. OLDER
ELEMENTS SUCH AS COURT YARDS, JHAROKHAS
AND BRACKETS HAVE DISAPPEARED ENTIRELY.
THIS IS DUE TO THE IGONARANCE OF THE LOCAL
POPULATION TOWARDS TRADITIONAL
ARCHITECTURE OF THE CITY.
HOW DO PEOPLE OF AJMER LIVES
AROUND THE ANASAGAR ?
LOW DENSITY, BIGGER PLOTS,
BUNGALOWS. MOSTLY POPULATION IS
WEALTHIER THAN OTHERS.
WHAT DO THE PEOPLE OF AJMER DO ?
MAJORITY OF THE WORKING
POPULATION ARE MEN. MAJOR
ACTIVITES ARE RELATED TO TOURISM
EMPLOYED IN INFORMAL SECTOR.
MOSTLY PEOPLES EMPLOYED IN THE
RAILWAY. POPULATION EMPLOYED IN
HOTELS.
MAP OF AJMER
MAP SHOWING LOCALITIES NEAR ANASAGAR
SITE IS LOCATED IN VAISHALI NAGAR
IN FRONT OF ANASAGAR CHAUPATI
MAP SHOWING LOCATION OF SITE
AND NEAR LOCALITIES
SUBWAY- EATING POINT
SITE LOCATION :
ADDRESS – GURUKRIPA BUILDING
IN FRONT OF ANASAGAR
CHAUPATI,VAISHALI NAGAR,AJMER
GROUND FLOOR – SITE
SECOND FLOOR – RG ACADEMY
THIRD FLOOR – CRAZY TALES CAFE
ANASAGAR CHAUPATI & GARDEN
CLIMATE OF AJMER
AJMER IS SURROUNDED BY ARAVLLI HILLS.
AJMER HAS A HOT, SEMI-ARID CLIMATE
WITH OVER 55 CENTIMETRES (22 INCHES)
OF RAIN EVERY YEAR, BUT MOST OF THE
RAIN OCCUR IN THE MONSOON MONTHS,
S I T E A N A L Y S I S
49

Concept
Development
and
Idea Generation

As the great saying goes “It’s a mans world” which women have started
proving wrong in every field, from Mary Kom’s fighter spirit, to Kiran Bedi’s
braveness , from Lady Diana’s elegance to OPRAH WINFREY’s courage!! Yes,
women are truly ruling every sector of the world, matching men shoulder to
shoulder.
But, even then we see women are being teased, and raped and assaulted
and thought of as minority.
One such personality, who went through assault was OPRAH WINFREY. She
started with scratch. At the age of six, when her family was poverty struck, she
wore clothes made of potato sacks, and later at the age of Nine, she states
being molested by men in the own family, and after years of abuses, she ran
from her home at the age of 13.
She is an inspiration to all the women of the country and the world. After a
childhood like this, today she is a star. She hosts television shows, and
interviews the top rated celebrities and she acts as well! She has co-authored
five books! If a lady like her can start from point-blank and reach a level
where everyone just dream to reach, why not other women’s.
51

SHE TURNED
HER CANT’s
INTO CAN’s
&
HER DREAMS
INTO PLANS !
52

Red for Contradiction.
Red for Anger.
Red for Love.
Red for Life.
Red for Blood.
Red for Power.
PANTONE RED
032 C
PANTONE
1795 C
PANTONE
423 C
PANTONE BLACK
02 C

CO.
LED video wall
Company Backlit acrylic logo
Wall to be treated with 9x19cm and
10mm thick brick finished with grey
colour
Rectangle border of black colour of
the material Aluminum colour sheets
(ACP) matt finish
Brand Sign – INVISBLE WINGS
Space for Banners 5’10” X 7’7”
40x40mm square pipe finished with
black powder coated (matt Finish)
Double Door of 5’ X 7’7” for entry
and exit
12mm thick clear toughen glass
Space for store window display –
11’4” X 7’7”
8” each three staircase and one 8”
staircase for platform
FAÇADE OF THE STORE
54

HIGHLIGHTING THE ENTRY AREA OF THE STORE
DETAIL OF ENTRY AREA
SPACE FOR WINDOW DISPLAY
DETAIL OF WINDOW DISPLAY
55

LOOK BOOKFOR WINDOW DISPLAY
56

LOOK BOOK FOR WINDOW DISPLAY
I like the idea of using signage in window displays; it
invites the viewer to think about travel, modern
destinations, the elegance of certain places .
In this display type I like the use of mask and frames with dark
toned down colours. Each outfits only shows arms holding the mask
and rest of the body seems transparent. And the main element the
use of fan below so that eye catches the movement. 57

In this window display I basically like the use of designing
principal rhythm : Flow is created by radiation from the center
or dominant object to subordinate objects in the displays and
also use of shiny arrows against the shade colour wall.
Sometimes thing done out of the box makes the overall
look unique. In this display I like the idea to highlight the
bag in the beak of the large scale bird.
58

In this window display of louis vuitton I like all the
overall composition, just to highlight the hand bag
using of a ice cream cup in front of black background.
In this hand bad works as a cherry on a ice cream cup.
Because perfumes bottles are small in sizes so for get
attention towards that a high scale nose of white
shade gives a 3d appearance.
59

In this I like the hanging idea , to show the
merchandise use of light tint makes it more visual.
Overlapping of frames against each other fulfill the
principal of unity.
In this window display of hat and shoe I like the use of
background and foreground for making an drama
scene to attract the customer.
60

Because a single piece of shoe is small in size so to
make it visible use of all colors from the shoe it self in
front of white background make the shoe more
attractive.
61

In this I like the scale factor of the hand so that eye
catches the handbag.
From the colour tubes fabrics are coming out which makes
it a unique from other surroundings; because of white
background fabrics and tube colours enhance more
62

How to catch attention quickly of the viewers …. Is seen
in this display break down the pencil and from the lead
of that showcasing the black color purses , I like the
overall composition theme of a paper and pencil
In this display of paper I like the colour combination of
all the bright hues with the black this type of display in
a store make interest and catches the attention more
fast. 63

Rough sketches for window display
64

Rough sketches for window display
65

In this window display I want to gave a social message. THE POWER OF WOMEN. Inspired by Oprah
Winfrey, I feel that girls and women's have their own WINGS to fly high up in their career and achieve
what they want but they can’t see their wings because they are INVISIBLE. Invisible in the sense of
pressure they suffer, the injustice, the burden of families, the burden of society she all bears that’s why
they all can’t see their wings.
So, I Created a scene of Sky layer, Three Mannequins are standing up on Clouds with their large Wings.
Behind them the scene of Galaxy is used to compliment the foreground elements.
NOTE : The props that is used in this display is for reference purpose only to show the look.
66

Principles of design that I followed in this window display are written below :
Balance – I followed visual balance by the help of colour, in the picture window if you see the main colour is red
which is in both background as well as foreground.
Rhythm – Principle of rhythm is followed by colour, textures and shadows. Mostly people read from left to right so
their eye is also moves from left to right by keeping this thing in mind, in left I place a bright red colour dress
mannequin and with her right again a red colour dress mannequin so that rhythm, doesn’t brake but after that I
place a white dress mannequin but with a waist belt of red colour so that the eye should catch the red belt and
see the whole dress.
Scale and Proportion – Because of the large white wings the forefront mannequins becomes more attractive.
Emphasis – in this window display focal point is the Big Feather Wings because of that the front merchandise
which I want to highlight is easily seen and get attention.
67

PLACEMENT OF WINDOW DISPLAY TO ITS POSITION TO SEE HOW ITS LOOK TO THE WHOLE 68

BIBLIOGRAPHY
• Time Saver Standards Book By Joseph De Chiara
• Indian Retail Spaces Book By IAG
• Architectural Digest Magazine
• Better Interiors Magazine
• Wikipedia.com
• Pinterest.com
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Yash Agarwal , Commercial Design Interior Design

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