Landmark: NEW STORE LAUNCHES A FRESH APPROACH FOR A TRADITIONAL RETAILER

  • Context

  • India’s leading books and music retailer, Landmark, one of the retail brands owned by Trent a division of the Tata group, commissioned FITCH to create an entirely new retail concept to house its extensive range of products.

  • Challenge

  • Working with existing Landmark brand guidelines, the challenge was to create a fresh and exciting store experience taking in multiple categories and zones, including games, movies, stationery and gifts as well as books and music. Furthermore, as the typical size format for Landmark stores is 30,000 to 40,000 sq ft, it became critical for the different zones to have distinct personalities to ensure that the customer journey is engaging as well as intuitive across a very large footprint.

  • Solution

  • Using columns as colour navigation devices, creating bold ceiling zones and forming shop in shop areas created a more intimate space to shop, inviting curiosity and browsing. For the Kid’s zone Fitch also created a new character and mascot, Bookman, to help encourage Landmark’s younger customers to explore and learn.
     
    FITCH are currently working on a one level 40,000 sq ft flagship store for Landmark, soon to be unveiled in mid-town Mumbai. The first of its kind in India, the store will incorporate multimedia displays, interactive gaming zones and a live entertainment stage where selected bands and artists can perform during opening hours or at ticketed events.

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