RETAIL EXPERIENCE DESIGN
Designing a compact Last Minute Duty-Free (LMDF) at the Hyderabad Airport drawing inspiration from the local culture.
The departure duty-free at Hyderabad airport was incurring a loss because it was far from the gates, travelers are anxious and tensed about missing flights so they sit near departure gate lounge since almost every Airport is a silent Airport. There was a lack of Identity. The design brief drafted was to come up with a new concept of a small duty-free or the ‘LAST MINUTE DUTY-FREE or LMDF’, opposite the gates, where customers could come and shop while being able to get updates about their boarding.
Benchmarking (Multiple Indian & International Duty-free stores)
Studying & mapping challenges of the existing space.
Communication/ Technology study
Analysis and Insigh
Design Directions and
Branding, Packaging & furniture Design
In-store communication and detailing
Market Study &
In market study areas covered were retail, retail in India, travel retail, travel retail in India, retail strategy, case study on Indian and International duty-free.
(Benchmarking: Sydney Duty-Free, Munich Duty- Free, Norway Duty-Free, Delhi Duty-Free, Mumbai Duty-Free & Bengaluru Duty-Free.)
The incoming and the outgoing traffic at the airport was studied and so were their purpose of travel and their areas/ items of purchase. Further, the customers for a simpler understanding were divided into Foreign and Indian categories. Their profiling was done, movements were mapped, and so were the other important aspects of their retail experience. Their needs, aspirations, and motivations were also documented.
Understanding the Brand (Hyderabad)
To understand the context better and tap into the unique qualities, Hyderabad itself was studied as a brand. This helped to develop the space and experience better and make it more relevant and one of a kind. This would also help us learn from our past rather than aping the west to provide a world-class experience.
Visioning & Positioning LMDF
After the research, 4 different directions of what the Duty- Free could be were proposed. Based on the client discussion and mapping, one direction was chosen and what this store would essentially NOT BE & BE was mapped.
Inspiration & Vision
Final Design Direction
Branding, Packaging &
Identity for LMDF was developed and based on that packaging was designed. Staff Attire and other soft experiences were also curated.
(For detailed research and solutions)