For my thesis we presented Hint: a branding and retail design concept for one of the largest cookware producers. TVS asked IED to propose a flagship store and adapt basic design principles to a smaller retail solution as linear unit or island. In addition, the concept had to be easily adaptable for different countries in its look&feel. Our proposal also included a new visual communication and branding.
Inspiration for the concept and look was taken from Italy’s 60’s era “La dolce vita”. A feminine, dreamy atmosphere became the mood for this interior. TVS products are displayed as if being at a stylised fashion show, transforming the idea of cooking being more than a routine.
The formal language is inspired by timeless Italian design and architecture icons.
The concept proposes two types of customers in the customer journey with each a tailored experience. The first customer type sees the products as a whole and notices the details. The other type is more focused and has an objective. We use these types to create clear focus points as well as hidden details or “hints” to guide them.
By dropping emotional hints the customers feel involved and will start looking for hidden clues that will guide them in a personal exploration of the store.
Each interaction in the store is a clue leading to a hint. Everything is thought of and designed at every step to the last detail. From the props that look like accessories, technological advisors, to the perfect shopping bag that resembles a fashion brand.
The interior look&feel is light. Pastel colours set the tone and are used in graphics. The gradient blue is applied in the lover part of the retail furniture. The light fixtures are modern retro themed pieces. The interior gives emphasis on the product and does not distract.
The shop window display is a still life with TVS products. When you enter the store there are islands showcasing products – for the focused user type. Behind is seating with digital screens and last in the layout is the counter. That area is the representation of the country.
The displays are made out of different components. Solid, wireframe and shelving.
The base component serves also as a storage unit. Storage boxes, as well as product boxes, can be stacked on top of each other. There are two ways of displaying the items on the wall. Hanging them or placing them horizontally. Shelves are used for general products, while the box display highlights and gives focus. Inclined shelves mimics the connection to a shoe/accessories store.
Inclined shelves mimic fashion store accessories displays. And highlights the product and makes it more welcoming to try.
Boxed display with hidden drawing and about message.
Props enhance the stories around the products.
TVS is an ambassador of Italian culture worldwide, leaving hints through fashion and design. The stores abroad have modification in their look&feel that appeal better for the local market.
The Hint concept had to be adapted to 3 scales: The largest one was a flagship store. Then the medium version of an island (shop in shop) and a linear meter to be placed in other retail scenarios.
In line with the hint theme. We proposed an interactive quiz to match your cooking habits and perfect kitchen fit.
As an extra detail we proposed a new visual language. Combined with a product shooting, we wanted to show the imagination and inspiration that TVS products express. That it is not just a cooking tool, but an accessory, design piece in the kitchen.
