The brief was to bring out the unusual sense of design that comes with Simon Carter from his acute ability to look at the world with the freshness of a child using his vast & varied experience. His mixed sense of humor & quirky musings interpreted in his design sensibilities has been an inspiring influence for the ‘Art of Dandy Dressing’.
The store design strategy was conceived to bring to life the design ethos and imagination of Simon Carter in a sophisticated British quirk character. The customer journey is created and staged in zones such as, ‘The Announcer’ (the store front, which is designed to be easily reconfigurable), ‘The Ante Room’ (the window and entrance), ‘The Dandy Parlour’ (the merchandising area) and ‘My Cuppa Tea’ (the trial & service lounge) based on the unique personalities of Simon Carter.Each area has its own unique character based on the different musings and the personality of Simon Carter. Gervaise, Simon’s imaginary pet dog which is the fun persona of a British gentleman and a dandy, is involved in every ‘dialogue’ in the store experience in 3D forms, silhouettes and comic strips. Elements of déjà vu like a vintage radio, walking sticks, turntables and graphics wrapped mannequins serve as fixtures to complement style statements and surprise customers in the store experience journey. Digital projection is planned on a books installation wall to animate Simon Carter’s unique design and product imaginations.