House of Red Chief: A Global Retail Identity

Amalgamating Brands and Creating an Unforgettable Experience

The House of Red Chief stands out from other retail spaces due to its innovative approach to design and its focus on creating a harmonious environment for all three sub-brands. The designers used the same ambience, fixtures, and style throughout the space, ensuring a seamless transition between the different areas. With over 3000 SKUs to display, the team faced the challenge of showcasing the products in a creative and innovative way. The solution was to incorporate elements such as a gym, climbing wall, treadmill, basketball court, and more, providing customers with an immersive and engaging experience.

When it came to the realization of the design, the team opted for sturdy materials that could withstand the demands of a retail environment. Square metal powder-coated pipes were used for fixtures, ensuring durability and a modern aesthetic. Virtual reality gear was introduced to enhance the product experience, while a magic mirror, digital kiosk, LED wall, and conveyor belt were incorporated for product display. The use of eco-friendly and recyclable materials, such as green cast acrylic and paper wood, further emphasized the brand's commitment to sustainability. Safety was also a priority, with the use of fire-resistant ACP to protect both customers and the space itself.

The House of Red Chief covers a total area of 3588 square feet and was completed between July 15, 2019, and March 3, 2020, in Lucknow, Uttar Pradesh, India. The design team, led by Sameer Khosla, Global Design Director at Dart Design, worked closely with other team members, including Syed Shahnawaz Zaidi (Global Design Strategy) and Deepak Kumar (Global Operations Director), to bring the vision to life.

Extensive research was conducted to ensure that the design met the needs and expectations of the target audience. The team studied consumer behavior and identified gaps in the market, aiming to create a store that would provide a better experience than its competitors. The challenges faced during the project were significant, including the task of uniting consumers from different regions and backgrounds under one brand. Additionally, the designers had to seamlessly integrate three sub-brands, each with its own unique identity and product range, into a single platform.

The House of Red Chief has received recognition for its exceptional design. It was awarded the Iron A' Design Award in 2021 in the Interior Space, Retail, and Exhibition Design category. This award acknowledges the innovative and practical nature of the design, as well as its ability to meet professional and industrial requirements.

The House of Red Chief, with its global retail identity, showcases the power of design to create a memorable and immersive shopping experience. By bringing together three sub-brands and incorporating unique elements, Dart Design has crafted a space that not only showcases products but also provides customers with an unforgettable journey.