Aerin Lauder (American heiress and Business owner Estee Lauder) rightly said ,
“Luxury is anything that feels special. I mean, it can be a moment, it can
be a walk on the beach, it could be a kiss from your child, or it could be a
beautiful picture frame, a special fragrance. I think luxury doesn't
necessarily have to mean expensive”
In keeping with this view, we at DCA
believe Luxury to be an experience.
DCA’s contribution to Luxury Retail in
India, gives it the much-desired opportunity to create an
exemplary experience for the customer. Through DCA’s expertise, the
brand owner gets the opportunity to showcase the brand product in the deserved
realm of opulence and finesse, thus attracting the most decorous customer for
the product.
Having designed the best and foremost
jewelry, watch and other lifestyle product showrooms in the country, some of
DCA’s design essentials are laying utmost importance on the following aspects:
Façade - The façade of any showroom is
the very first impression of the brand. It is the one element, which needs to
reflect the aesthetics and individuality of the Luxury Brand as also attract
the customer into the showroom. Needless to say, it needs to be exemplary.
Due to its importance, a façade goes
through intense design development stages. Starting with inundation of ideas
& brand vision, the design practicality, material selection, the design
proportion, originality, longevity, and adherence to budget is given sufficient
thought. After a series of design developments, presentations, approvals and
amendments, the resulting design is one that is inherent and unique to the
brand.
Spaces - The spaces inside a showroom often
flow into one another. The idea being to ensure the customer has had an
opportunity to view the entire range of products on display. In addition to
this, the spaces are designed with opulence, thus giving a special space to
showcase the product, as also giving a luxurious feel to the customer seeing
the product. It is ensured that the opulence borders towards warmth &
coziness - so a customer feels comfortable being around the product, and feels
special being in the showroom, which eventually fuels the desire to own the
product. This also fosters good relationships with the customer. The
entry and exit to showrooms, the spaces behind the display counters and in
front of them, the placement of showcases and billing counters are all designed
around this essential need and encourage ease of movement of both staff and customers.
Lighting– No part of the design exercise can ever
underestimate the importance of lighting. The color of lighting is important to
set the mood of the showroom. The brilliance of light is important to correctly
showcase the product. The lighting design makes or breaks the beauty of the
overall showroom design. Optimizing the number of lights to be used, decision
on the use of concealed lights in some places and detailed lights in others
also becomes an important decision in the design aesthetic. While working out
all this, it is imperative to optimize the energy usage as well.
Since, finding lighting, which meets
all of the above requirements, is a herculean task, DCA very often designs
lights for the showrooms. Having specialized vendors on its panel, DCA thus,
customizes lighting for a brand, making it unique and functional.
Other Elements – Utilization of small spaces &
corners, maximizing display areas, ease of movement within the showroom, ease
of entry into and exit from the showroom (even to the extent of working out the
parking facility), multi-functionality of elements & spaces, are some other
design essentials that add to the virtue of the showroom, the brand and the
product.
Some of the design accolades to the
credit of DCA are:
· Hazoorilal,
New Delhi
· Anand
Jewels, Indore
· Punjab
Jewellers, Indore
· Mallika
Empire, New Delhi
·
Abhishek Zaveri, Ahmedabad
-Amit Aurora and Rahul Bansal
