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Idiom Design & Consulting Ltd.

Joseph Chemmanur Hall
Indiranagar, 1st Stage 1st Cross
Bangalore 560038

India

Email: info@idiom.co.in

Call: +91 80 4174 4700

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How can design transform a business, and possibly a category too?

THE BIG QUESTION

Creaticity

THE BIG QUESTION

KEY INSIGHT

BUSINESS IMPACT

How can design transform a business, and possibly a category too?

To leverage Ishanya’s unique offering mix and open, outdoor physicality to re-invent the ‘role of the mall’ for the city and its people. 

The footfalls, which was one of key impact areas, rose by 45% in the period of Apr to Oct from 2017 to 2018.

Though conceived as a path breaking home specialty mall, Ishanya could neither provide ‘typical mall’ engagement nor stand for anything unique otherwise

Ishanya was country’s first and largest home specialty mall, conceived as a one stop destination for all things home. It had undergone a slew of changes over a span of 10 years in the pursuit of a differentiated experience and a distinct identity. However it could not stand for anything unique.

 

The conflict between its general perception as a ‘mall’, and its somewhat niche offering, created disparity in expectations, whereby people visited seeking a ‘mall experience’, but found a specialized, big ticket category shopping center, unable to provide any meaningful engagement.

Large portions of the space gradually fell into disuse, with trickling footfall. Retailer-tenants, thereby, exercised liberty in promoting their respective brands as they saw fit creating a cluttered space. Devoid of even proper navigation signage, the experience of Ishanya was dull, non-unified, often cluttered, and highly inconvenient to . The mall had minimal footfalls which would further reduce during evenings due to the lack of proper lighting.

Our Big Hairy Audacious Goal was to leverage Ishanya’s unique offering mix and open, outdoor physicality to re-invent the ‘role of the mall’ for the city and its people.

After intense research, multiple management and consumer interactions, we concluded that the business required a multipronged approach.

 

This one year long exercise started with a complete transformation of the Brand, expanding into an inspired and layered Experience design, reinforced with relevant and elevating Service design, curated Events framework, and an internal work Culture redesign to help the management internalize and deliver on the brand’s promise.

 

A key part of our goal was to transform the idea of the space from a ‘home mall’ to a ‘living campus destination’, which included expanding its offering from just home to lifestyle, food, art, education, entertainment,sports.

The new brand was built around the philosophy of ‘Democratization of Creativity - a belief that everyone is creative', and the brand promises to enable the expression of this creativity for the city and its people.

The core brand thought that led to the company’s conception - “Creativity makes life worth living” - led us to expand the idea of the ‘mall’ from that of a mere commercial center, to that of a campus that fosters creative expression, belonging to a creative community, and co-creation, of customers’ living environments, as well as a variety of qualitative aspects of their lives.

 

The brand name ‘Creaticity’ captures the scale and ‘un-mall’ core thought. The brand identity gives personality and solidity to the thought and reflects the multi-faceted nature of the Creaticity experience. The tagline ‘Let’s Express More’ showcases the Creaticity belief of inclusive expression.

 

The brand’s visual language was designed to be vibrant & colorful with the brand communication using simple action oriented words to convey the reliability and simplicity of the message. The product communication keeps brand in the lead message, with content that depicts scale, range & curation in the different categories.

The signage system ensured navigability while ensuring footfall irrigation of the campus

For the vast indoor-outdoor campus, a robust SIGNAGE SYSTEM was designed and installed with a dual purpose – improving navigability while ensuring footfall irrigation across the campus and its various contours and levels occupied by F&B and retail partners.

 

Over 300 pieces of signages including directories, pylons, mini-pylons, drop downs were designed and implemented across the mall

Experience design exercise focused on fixing the NAVIGABILITY & SHOPABILITY of the space and create a sense of DESTINATION.

The goal for the EXPERIENCE DESIGN was to fix navigability & shopability in the space and create a sense of 'Destination' – a place full of new experiences and offerings and yet that provides a sense of belonging and comfort.

In order to drive the sense of destination, the different parts of the mall were renamed from ‘Arcade 1/2/3 etc’ to be based on the physical characteristic of the space, ex. ‘Fountain House’, ‘Bridge

House’, ‘Sky loft’ etc.

An overall visual refresh of the mall interior and exterior spaces gave it a fresh and inviting look & feel, while brand led communication and brand inspired installations brought uniformity and seamless-ness to the experience, however some key interventions were made to achieve specific goals – Foyer experience, Living Exhibits, Break out zones & Third place furniture

The central landing zone, THE FOYER was completely revamped with relevant brand communication. It also included a ‘Design Café’, where visitors could familiarize themselves with Creaticity’s offerings and access category related knowledge and expertise.

Strategically located BREAKOUT ZONES were installed to offer visitors reprieve from the sensory and physical fatigue resulting from having to traverse a large campus.