Mari
retail spaces : small stores no.2, Page128-129
Marchiori, a young and fashion-forward Chinese footwear and accessory retailer / manufacturer, wanted to clearly differentiate itself from the competition with the next generation of their retail concept. The brand commissioned rkd retail/iQ to help them move ahead in what is a very competitive retail segment.
“The first step of the process was name and brand refinement,” explains RKurt Durrant, president of rkd retail/iQ. “As Marchiori is a difficult name to remember, as well as pronounce for a native Chinese speaker, it was agreed to abbreviate the name to Mari. The shorter name is significantly more effective for name recognition and brand communication opportunities.”
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The next step in the process was the creation of a dramatic and colorful environment to surround the customer and present the footwear–often also brightly hued. The designers developed an eclectic combination of materials, colors and forms to keep the interest level high. Internally illuminated panels define the perimeter of the space while bright shapes pop from the dark ceiling. A collection of baroque tables contrasts with the sleek wall units and provides points of interest and mid-floor merchandise presentation. On both shelves and tables the shoes and accessories shine like spot-lit stars on a glamorous stage.
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