Category
Retail Design
Arrow — New Store Identity Development
Developing a refreshed retail identity for Arrow through concept planning, spatial detailing, material development and on-ground execution.
Brand
Arrow
Year
2018
Location
The Skyzone, Phoenix Palladium, Mumbai
The Challenge
Retail design often ends at deployment, leaving a gap between what was designed, what reached the store, and what actually performed.
Across a large retail network, campaign execution, store visits, planograms, visual standards and merchandise performance existed across different workflows and data sources.
The challenge was to create a connected system that could answer a simple question:
Did the design reach the shelf as intended — and what can we learn from what happened next?
Design Approach
The approach was to design a closed-loop Visual Merchandising Intelligence System rather than another reporting dashboard.
The journey was mapped from end to end:
DESIGN → PLAN → DEPLOY → IMPLEMENT → MEASURE → LEARN
Individual intelligence layers were created for campaign deployment, store health, field visits, planograms, mannequin styling and merchandise performance, and then connected through a central VM Command Hub. The system can track execution gaps as well as link displayed merchandise to its lifecycle and sales performance.
The interface was designed to turn complex operational data into simple, visual and actionable signals — allowing teams to move from reporting what happened to understanding what to do next.
The Outcome
The result is a connected intelligence layer between design, stores and business performance.
Instead of viewing design as a finished creative output, the system creates visibility from initial intent through deployment and store execution to performance and learning.
It enables teams to identify implementation gaps, field coverage, visual compliance, merchandise performance and campaign impact within a common framework.
Most importantly, information from the shelf can now feed back into the next creative decision.
Design → Shelf → Data → Insight → Better Design.
SCOPE
Retail Identity, Store Planning, Experience Design, Visual Merchandising, Fixture Design, Prototype Development, Production Design, Execution, Retail Architecture