SB design square ratchadapisek
retail design and visual presentation, january 2007, page 22-25
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With a net space of 48,500 sq. ft., the SB Design Square store shows off to great visual advantage the products produced by S.B. Furniture, a leading vertically integrated contemporary furniture manufacturer/retailer with export partners throughout Asia. Their existing network of retail distribution had focused on promoting their own high end furniture (S.B.), a mid rang line (Koncept) as well as built in solutions (Zelection) and kitchens (Cucine) in shopping centers. Now, in their new space in their own building in Dindeang in Bangkok, they called upon RKurt Durrant of rkd retail/iQ to create their new retail space.
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The new strategy and position of the new format is based on several key components. “The new location strategy is based on creating a synergy with the leading home improvement retailer and SB Design Square to create a branded but seamless transition between both retailers.” For the merchandise assortment the idea was to “de-emphasize the vertical integration aspect of the business by expanding the assortment to include new to the market own sourced merchandise from Europe and Asia. Thus, they could offer a unique merchandise assortment across all the key categories of SB Design Square business---essentially all areas and rooms of house and garden.
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The most important new “experience/marketing/event space” is the Idea Garden. This main focal point in the two story space is located in the well at the heart of the store. “The Idea Garden’s customer contribution is inspiration, exposure and education to the latest trends, colors, lifestyles and possibilities.” Shoppers circulate through both levels as they revolve around the Idea Garden, The location of key categories are featured on “show walls” at the end of an aisle and they act as focus points to help create interest as well as assure customer flow throughout the store on both levels. The signature brand and category colorization was developed as an organizational layer to the design. The Show Walls, mentioned above, are highlighted with large triptych panels with furniture silhouettes in white on the signature color of that particular category. “Room settings within each category depart from the brand coloration consistency and embrace the latest trends of home design to set the tone and highlight the furniture on offer. For dramatic effect and to frame the highlighted furniture, the Idea Garden is in black.” To clearly identify the new format a new logo type and graphic system was developed that complements the existing S.B. mark. |
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