Mumbai: Grandmother India Design has bagged the VMRD Retail Design Award in the “Speciality Store (below 10,000 sq for their work with Usha’s ‘The Hab’. ‘The Hab’ by Usha is an extremely trusted and respected name in the Home Appliance industry and GMI stood out by providing a unique and memorable strategic solution for the brand by creating a fresh context in retail design for Usha.
For ‘The Hab’ by Usha, Grandmother India’s task was to engage a new, younger segment of buyers. The approach that was taken was to map possible areas of change where people could engage with the brand in a more personal way. Retail emerged as a key touch-point, however, there was a bigger challenge at hand. Sewing machines are a large part of Usha’s product portfolio, yet the art of sewing as we know it is fast becoming redundant and secluded to rural areas. The design challenge was to be able to connect with a young, urban Indian audience with the hope of reviving the fading art of haberdashery.
The answer was to reinvent the art of sewing by conceptualizing a state-of-art experiential haberdashery store – ‘The Hab’ by Usha. ‘The Hab’ is a new direction in haberdashery. It is an experiential store that invites its audience to undertake fresh, youthful and highly contemporary perspectives on the forgotten art of sewing and accessorizing.
The GMI team was responsible for the end-to-end solution of the retail design strategy, which included everything from conceptualizing the brand name and identity and formulating the brand strategy, to designing the complete in-store experience, setting up Usha’s retail team and creating the visual merchandising for the store. As part of the project GMI was also tasked with designing all collaterals and communication for ‘The Hab’ by Usha.
Speaking about this milestone for GMI, Kurnal Rawat, Managing Director (Creative) – Grandmother India Design Pvt. Ltd. says, “we are delighted with this recognition as this was an early foray into the retail design domain. ‘The Hab’ was a special challenge, also because of the end to end nature of the solution right from the business strategy through to the design detailing.
Grandmother India Design has developed design, identity and communication for a broad based roster of brands including Godrej Properties, Interglobe Enterprise, Bombay Realty, Hinduja Healthcare, Taj Group of Hotels, Asian Paints, GoodEarth, Pidilite Industries & John F. Kennedy, Center, USA
Grandmother India was founded in 1999 and is a broad based, multi-disciplinary design and communications company based out of Mumbai. In over a decade of diverse experience, their work has covered the gamut of media and styles, from the solidly corporate to the totally quirky. From being known for their off-the-wall solutions in design, GMI has matured into a multi-disciplinary visual communication home with the ability to see communication in a holistic, broad -based perspective. GMI was born of the simple, yet firm belief that even though everything in the world is not design, it certainly could be.