( 2001 - 2003 ) The Design Store, Bangalore /Chennai
Consultant :Retail Communication
Scope of work :
Consultant :Retail Communication
Scope of work :
- Communication Design
- Media Relations
- Events & Promotions
- PR & Publicity
- Store display.
The Design Store offered two labels under one roof : Tessaract ( Contemporary furniture ) and Industree Crafts Pvt.Ltd ( Natural fibre and Indigeneous crafts of India - wood inlay, laquerware, stoneware etc ) and was one of its kind in Bangalore. Set up by National Institute of Design, Ahmedabad alumni, the core idea was to make design accessible and relatable to the masses.
Communication strategy : Showcase the products and price points by building stories around existing /new product collections and creating events for media visibility - direct engagement with the customer to convey this information.
Positioning : Affordable Design
Events : Exhibitions/Workshops/Designer showcases
Communication : All the events were supported by traditional publicity ( media releases, emails to store customer databases, e-vites, invitations ). Instore VM collateral included product stories on tent cards, posters of individual collections and a take home brochure with a price list.
Additional :
A special publicity /brand visibility partnership with The Hindu, Chennai where every month an informative article ( written in-house by me ) on craft, design and interiors appeared with photographs, credits and captions highlighting the products in the store alongside the store address and contact details. The article positioned the store as an accessible, reliable friend you could count on for advice and quality products that suited your lifestyle.
Press
Press
