Dhairya Srivastava

IR3002

WHAT A flagship store aligned with BURBERRY’s vision to revamp its brand imageWHY BURBERRY is going through a change of leadership and is in the transition phase to revamp its image. In Indian context it has been perceived only as a trench-coat brand while it is interested in positioning itself as an approachable luxury apparel and accessory brand. 
WHERE The proposed store is in DLF Emporio, a mall carrying the most international luxurious brands in India. 
HOW Create a flagship store that is not alienated from its existing image but helps in creating a revamped image by: • decoding its revamped logo • allowing brand’s focus on leather products to be highlighted • maintaining a medium density of product display • using material palette to communicate more modern outlook • integration of digital screen to engage more people • use of check pattern at necessary places for brand recall • adding a champagne bar to attract and ensure higher engagement of customers