Rolls Royce store design

Based on the retail branding strategies

The project is based on the retail branding strategies to propose a retail space design for the Rolls Royce store. The proposal includes facade plan, three dimensional model of the store, bubble map and circulation plan and fixture layout.

Project brief

Identify a brand and study its communication and marketing strategy. Develop a brand persona and pick a suitable brand personality. Then based on the retail branding strategies, propose a retail design for the store.

Approach

The brand was to be chosen keeping in mind that the store is to be set up in India for which a proper research was done to figure out what brands are expected to be set up in the country in the coming years. An article by Rhik Kundu on ‘Financial Express’ claims Rolls Royce next target to be young entrepreneurs in India.

The brand

Rolls Royce: British Manufacturer of luxury automobiles

“Take the best that exist and make it better when it does not exist design it”
_ Sir Henry Royce

Vision

1. Strive for perfection in everything you do.
2. Take the best that exists and make it better.
3. When it does not exist, design it.

Mission

1. To provide mobility with comfort, style and speed anywhere be it on land, water or air.
2. To delight customers by providing excellent sales and after sales service.

Core values and objectives

1. Built on trust, driven by performance
2. Integrity, reliability and innovation
3. Emotional brand: Feeling of great pride
4. Design without compromise
5. Design the best car regardless the cost

Marketing strategy

1. Rolls Royce focus on brand consistency. It maintains great relationship with its customers by offering them emotional rewards and high-quality experience.
2. There are no co-branding endeavors. Dealers are chosen based on their common interest with customers.
   3. Rather than building a wider customer base, it focus on repeated purchase. Nearly 1/3rd of business comes from its loyal customers. Buyers receive personalized letter from the CEO inviting them for exclusive dinners.

Kapferer’s brand prism

The brand personality

Developing a brand persona

Location Selection: Vitthal Mallaya Road, Construction site beside Lamborghini showroom, Bengaluru, Karnataka

Inspiration board

Inspiration for facade

1. The Design of Rolls Royce
2. The Parametric Shapes

Facade development

First prototype

Design alteration

Planning stage

Understanding space

Bubble map and circulation plan

Fixture layout

Final floor plan developed keeping arena principle in mind.

Ground floor: Product display and reception area

Mezzanine

First floor: Workspace

Second floor: Cafeteria I Playroom I Washroom

Reference

Time Saver Standards

Contact

📧 sakshi.kumari.1@nift.ac.in