The re-modeling of an oriental fashion retail outlet for bringing traditional

merchandise to be sold within a modern and contemporary concept

Date: APR. / 26 /2016

Written By Student: Ahmed Al Amin

Written to: NDA, Mr. ANTHONY RAYWORTH

1. Abstract

A walkthrough the development of a new concept design for a Pakistani fashion outlet.

The design incorporates the fusion of traditional culture aspects and blending them with

modern interior elements. The retail outlet design brings the oriental “Bazaar” Concept

introducing tea & coffee bar counter and a feature wall borrowed from the ancient

design merged with bright colors to create a journey through memory lane in a modern

setting.

The new design concept will give the retail shop an Identity through the oriental spirit

that comes from the east, represented by the rich culture of Pakistan and India.

A magic carpet will be flown to a whole new world combining both originality and

contemporarily design atmosphere showing the beautiful colors, modern and rich

textures of fabrics and clothes. Also presenting the ancient look of wooden and metal

trunks of the golden days in a modern figure. In addition to the delicious taste of Chai

(Tea), coffee and Barfi (desserts) offered in sophisticated and elegant way, giving the

chance to sit and relax at the lounge area to enthuse the eyes and smells of the

Customers with the feature wall illuminated by magical scented looking candles.

Existing shop of Khaadi

Contents:

1. Abstract.

2. Introduction.

3. The Client.

4. The Concept.

4.1 The Existing Concept.

4.2 The New Concept.

4.3 Space Planning and Shop Zones.

5. The New Design Content.

5.1 The Shop Front.

5.2 Inside The Shop.

5.2.1 Flooring.

5.2.2 Walls and Colorful Niches.

5.2.3 Ceiling and Lighting.

5.2.4 Displays and cashier.

5.2.5 Digital Screens.

6. Conclusion.

2. Introduction:

The retail sector considered to be one of the most important and vital part of economy;

due to its content of the direct relation between the retailer and the consumer. This

relationship reflects the high demand in the combination of different areas of expertise

together in the design and construction of retail space of what we call it The Retail

Design.

A brief was received from Kingsman Interiors LLC, the interior and fit out contractor as

one of their clients “Khaadi” a fashion retail company dedicated of having traditional

Pakistani women, men, kids clothes and accessories and home style with outlets

worldwide.

Although Khaadi has numerous outlets all have been fitted out using different designs

and schemes, now, the Khaadi’s management wish to develop a unified standard

design to become a unique signature for their brand. The brief was to develop a concept

that composite and complements their products using the existing shop in Dubai

Festival City Mall (DFCM).

The Idea of the new design gathered from “traditional Bazaar concept” women clothes

and accessories arranged creatively among the store, combined by home goods and

accessories that complement the customer house and a small coffee/tea outlet to

indulge in while enjoying the shopping experience.

3. The Client:

“Khaadi” which means “hand-woven in the Urdu language” store was established in

1998 in Karachi Zamzama, Pakistan. The founder and chairman “Shamoon Sultan”

wanted to brace the ancient craft using the hand-woven fabric which he continues to do

so throughout the years. When the store opened its doors first; it received a massive

attention within two weeks; Shamoon stated talking to Dawn News “We started getting

feedback from day one. We were stocked out in two weeks and we had to shut down

the store”. Khaadi started first with non-stitched hand-woven fabric; then introduced

ready to wear women and men clothes. Later on; Khaadi expanded its product line to

include Khaas which is an exclusive limited pieces, kids between (2-12 years),

handbags, stoles and jewelry accessories and lastly home goods featuring unique

furniture pieces, bedding and bath items.

As Khaadi was expanding within smaller cities and towns in Pakistan; the decision to

expand worldwide was taken in 2010 when they launched their first international store in

Dubai. Later in 2013; another store in Abu Dhabi the capital of United Arab Emirates

opened its doors. After achieving global success; in 2014 more stores branded in

Malaysia and UK; five of them were khaadi home stores.

Nowadays Khaadi has forty stores around the world, United Arab Emirates, Saudi

Arabia, Canada, Mexico, America, Australia, Malaysia and the United Kingdom. An

online store was launched at first in Pakistan in 2014; followed other countries at a later

stage. Until this stage Khadi has been targeting the eastern customers; however a plan

to present western line is on the table.

The New Design of Khaadi shop Makes it easy to be constructed all over the world,

whether the shop is in the UAE the east, or in the UK. The west. This is due to the

factors of the human big demand for the trend of traditional eastern wear, the modern

and contemporary look of the new concept of the store, and the material that been

chosen for example:

a- The concrete flooring which is available globally and it is the foundation for every

architectural structure.

b- The white brick tiles or artificial white brick that comes from an international

supplier are durable and sustainable.

c- The Oak wood also can be found or shipped all over the world through

international suppliers at cost that varies from low to high thus gives Khaadi the

choice to stick to a budget.

d- MDF and gypsum material are internationally well known and are easy accessed

worldwide.

e- Paints, Steel and steel powder coating are also available worldwide.

f- Other shop accessories and hardware fittings, lightings, digital textile, digital

screens, and all other material is reachable.

4. The Concept

4.1 The existing concept:

Dubai Festival City mall is one of the modern and contemporary shopping destination

which is located in the heart of Dubai facing the Dubai creek. The shops vary from mid-

range to high-end retails along with franchised coffee-shops and restaurants.

The Khaadi shop is located at the ground level of the mall, next to a big department

store M&S; however the store lack any merchandising attraction that drift the customer

attention to it. The existing design is too modern that hides the eastern ancient look and

wipe of the soul of Khaadi; which make it similar to any new shop and not as authentic

as khaadi. The design elements don’t stand out; it looks too western and it doesn’t

present the sophistication and colorfulness of khaadi principle.

The retail design concept target customers using the five senses of the human being,

which is the seeing, hearing, touching, smelling and tasting. The current design doesn’t

show all these factors clearly.

Lighting distribution was a factor that discourages customers from walking in; the

current methodology uses more cool white lighting than warm white lighting which

doesn’t create a dramatic harmonic atmosphere in retail interior. Some of the goods

especially these are for Sale are displayed in unattractive way, wrapped in plastic bags

which prevent the customer from touching them and sensing the beauty of the fabric;

nor its organized in a way that matching items are exhibited together so it catches the

eye to buy the whole set rather than one piece.

Asia especially India and Pakistan are famous with aromatic spices that give a vibrant

mood and a genuine link to home. Tickling the smelling sense of the customer would be

a brilliant idea to welcome them to the store; which isn’t implemented at the moment.

Music and sound plays a great role of attraction; being in a silent store or a store that

plays non related music will definitely be pull-back. Nowadays every successful fashion

retail sets the sound and digital merchandising that matches its fashion line concept to

allow customer interaction. At the moment DFCM Khaadi has a poor sound system and

No digital merchandising.

An existing shop of Khaadi showing Items in plastic bags

4.2 The new Concept:

A new idea was generated, to announce Khaadi Café beside khaadi women and khaadi

home, it’s a charged service that include a Chai (tea) , Coffee and desserts to be served

to costumers to familiarize them with the oriental tradition. Facing the Digital Screen a

coffee and tea bar island counter was constructed serving 8 customers with traditional

tea, coffee and desserts. The counter comes with traditional upholstered modern bar

stools that reflect the Pakistani ethnicities. The bar island has two sides access in order

to give a better circulation entrée to the barman. The bar counter, the display tables,

cashier counter top, and other wooden frames such as the ones framing the non-

stitched fabrics display will be made of natural oak wood that will be sanded and

smoothed then a MONOCOAT oil will be added to it as a protection layer to prevent it

from scratches and liquid stains of tea or coffee. This oil will not change the original look

of the wood color, also an alternative to the MONOCOAT oil can be the Matt Marine

Coat.

This activity will increase the social networking among the costumers and will give

them the chance to sit and relax while they are watching the latest Khaadi fashion

shows, as well as the alternative revenue to the store.

1. The new design concept which will be described in details through this report;

added its modern and practical touch along with keeping khaadi merchandising

guidelines that states the following:

2. Identification of traffic flow.

3. The way of displaying Items, display methodology.

a. Light to Dark _ Left to Right _ Small to Large

4. Graphics, posters & way finding signs to be displayed in store clearly.

5. The type of lighting, General, Accent, and task lights and lights color temperature

(4000k to 5000k) that is used to feature products.

6. Offers and promotions or Sale Items have to be displayed in practical and stylish

way with an easy access.

7. Colors and themes; Color does matter!! All merchandising plan should include

bright colors not only for displays or end caps, but also for the middle of aisle

runs.

On the other hand, Themes connect customers to projects or activities, and as a

result, connect their spending to your profits.

All these elements will be standardized to retain the store its identity.

4.3 Space Planning and shop zones

Khaadi is all about the spirit of culture and the essence of colors; thus the design is

trying to express those through designing a local Pakistani old Bazaar concept, where

the combination of different retail shops sets next to each other, demonstrating different

experiences and activities classified into zones as follows:

A. Khaadi Women

is the main goods line; it include women clothes stitched and ready to wear and non-

stitched fabrics, women accessories like belts, scarfs, bags, necklets…etc

B. Khaadi Home

consist of loose furniture like single seat sofas, benches, coffee tables, night tables,

beds along with home accessories like rugs, cochins, cushions & seat covers,

beddings, throws...etc.

C. Khaadi Café

a new idea of a bar counter that serve the costumers with traditional Pakistani chai

(tea), coffee, sweets, and light snacks. The clients can sit at the bar counter and

enjoy watching the latest khaadi fashion show through the digital smart mirrors.

D. Store

the store will stockpile all the merchandize, kept in an easy to access steel shelving

system.

E. Fitting rooms

the shop will be having two colorful fitting rooms with large mirrors and ottomans to

give the customers that easing they need.

F. Cashier

the shop will contain a single counter equipped with two cashier machines placed in

the middle of the shop to allow easy access and customers flow.

G. The Lounge

a relaxing and seating area facing a feature wall allowing the client to sit relax and

socialize.

Khaadi Spaces and Zones

5. The New Design Content

5.1 The Shop Front

The Shop façade implemented with a modern and contemporary appearance, wide and

large glass panels giving the outside costumers a clear vision for the shop inner

elements. In addition to a minimalistic colorful shop entrance architrave cladded with a

colorful UV printed wood strips that reflect the traditional oriental patterns. The shop

front 3D-cutout illuminated signage remains white and simple to contrast with the vibrant

background. This mixture of minimalistic and colorful strips will give the shop “Khaadi”

the Iconic aspect in the shopping Centre.

Behind the glass of the shop entrance, which is an area designated for visual

merchandizing; a master piece of beautiful Pakistani tuktuk which is a truck art livery

reflecting the tradition of Pakistan, with modern sculptures of models demonstrating

khaadi’s women and home. The shop Gate will be open and close with electric shop

roller shutter made of aluminum.

Pakistani Tuk Tuk Art

5.2 Inside the shop

5.2.1 Flooring

With the first step taken inside the shop, the polished concrete flooring will give a

modern, clean, easy to maintain, and sustainable design solution. Nowadays especially

in retail design; polished concrete is one of the worthy maintainable design flooring as it

uses the existing architectural building material. The majority of buildings currently are

built originally on a concrete slab; by polishing the uncovered concrete we end up with

satin semi-glossy flooring. This methodology reduces the cost, effort, energy and

materials to produce new flooring.

Semi-gloss Concrete Flooring

Concrete flooring is a green solution which is considered nowadays when building or

reconstructing an existing building and modernizes it. First of all; it’s a low maintenance

floor; as cleaning it is much easier that other flooring choices; warm soapy water

mopping once a week is more than enough to be cleaned. Also; it’s a non-slippery floor

due to its high coefficient of friction. Polished concrete is somehow hygienic flooring as

it doesn’t support the growth of mold; and it decrease the dust mite and allergen

problems.

The concrete flooring is also considered to beat time; as It doesn’t chip or dent in

comparison to softer surfaces like timber flooring. Studies showed that hardened and

polished concrete have an extremely long life compared to other flooring. For example

tiles will only last for about 10 – 20 years; however polished concrete that is well

maintained can last for a hundred years.

5.2.2 Walls and colorful niches

Simplicity, contemporary, and sophistication are the peculiarity of the new concept; the

imprint of the old bazar atmosphere mirrors with the white brick niches that divide the

retail shop merchandize into partitions and sections. The brick had played a big role in

the beauty of Pakistan architecture so many years ago, on the other hand white brick is

also considered to be the fashion trend in retails design these days.

The niches sections, along with its decorative and colorful trunks pop out with different

colors signifying a collection of beautiful non disturbing emerging colors. A latest study

at the marketing Group; a professional organization of color designer in Alexandria, VA,

USA showed that up to 85 percent of the reason customers buy one product over

Beautiful non disterbing emerging colors

Another is the colors. Shoppers are influenced by colors; it doesn’t only affect the good

they buy; but the surrounding colors play a role whether they make a purchase or no

“Colors in a store format can create a different emotions and store retailers can use

that,” says Rich Kizer, a St. Charles, III- based retail design consultant.

The upper part of the niches was decorated with a collage of multiple different size

traditional colorful metal and wooden trunks. Those trunks were used in the design as

an authentic symbol due to usage of them in the past as they were used to store clothes

instead of a closet. Beside the well-arranged and the beauty factor, and the symbolic

ideology these trunks can be used as additional storage for the merchandize.

The shop also contain long, colorful, modern mirrors are installed on the niches

partitions to give the costumers the ability to visualize goods. Advertisement areas were

not forgotten from this design and LED Illuminated GI metal boxes were installed in

different areas within the shop to place ads for Khaadi goods.

Pishtaq wall in Agra Fort in India

Another essential eye catching design element is a pishtaq* feature wall that faces the

lounge area. The Pishtaq wall is based on a traditional architectural wall with arches

and niches that has been an icon during the mogul period; it is all about inheritance,

legacy and authenticity. Pishtaq* Wall had been in use long time before in Shalimar

garden in Lahore, Pakistan, fulfilling both functional and decorative roles in garden

pavilions. For example, at the Saawan and Bhaadon pavilions in the Hayat Baksh Bagh

(at the Red Fort), a series of pishtaqs carved from white marble cover the front part of

the platform. During the prime of the Mughals, these niches used to hold silver vases

filled with golden flowers during the day, and burning lamps at night: which is a pretty

sight indeed.

In addition to Shalimar Gardens, the pishtaq wall was implemented in Agra Fort in

India. Vaulted or arched recess, given in the wall; or sunk arch or niche with adequate

depth, it is both functional & ornamental. It’s a wall that contain quadrilateral shelf like

niche; that can be used to store items or hold lamps and candles to illuminate a

chamber.

In Khaadi the design placed this pishtaq* wall right next to the lounge area in order to

manifest a warm relaxing atmosphere. The wall will be executed from white cultured

marble due to its, durability, sustainability, beautiful glossiness as a finish, and less cost

price than the solid surface material.

The glossiness of the cultured marble will help to reflect the LED flickering candles and

real candles illumination inside the niches and mirrors which result in magnificent and

dramatic light effect. Such lighting offers customers an opportunity to relax by this

combination.

Candles are usually associated with romantic moods, and calming sensation. They

benefit the senses in two ways. The first way is by smell, studies has shown that

candles are great for stress relief with their aromatherapy.

The next sense that is affected by candles is human sight. The romantic low-light that

comes from candles is captured by our sight and sent straight to our brain. This is when

the body starts to feel relaxed and in an extraordinarily romantic mood. Also the feature

wall will give clients the eye catching attraction which will blend artistically with the shop

front merchandising and draw their senses toward the shop entrance.

5.2.3 Ceiling and lighting

The shop ceiling remains simple and opened for better maintenance access, no false

ceiling or cladding will be added, all the A/C ducts, fire alarm pipes and powering cable

will be a part of the design and will remain visible. The shop will be lighted with three

types of lights as below:

a. General lighting for the shop floor, usually fixed in place will be around 4000K.

b. Accent lighting for accentuating displays, flexible – cans, pendants as the teapot

chandelier above the tea and coffee counter. Or warm LED track lights suspended

from the ceiling and can be pointed to any desirable direction with the capability of

360 degrees’ rotation. The light temperature will be warm white (4000 Kelvin) which

it gives a warm atmosphere and enhance appearance dramatically.

c. Task lighting is for cash wraps, display counters and work spaces (4000K).

5.2.4 Displays and cashier

Beside the niches, displays unites will be distributed in front of the wall niches which will

allows to exhibit different sale items, like foldable clothes, belts and hand crafts.

Simple, Minimalistic, modern and heavy duty, the display top will be made of Oak wood

and the base will be made of MS with black powder coating with rough finish.

The Cashier comes with white brick base that blends with the wall niches and a natural

Oak wood top. The counter has an elegant floating expression that is assembled in a

black Khaadi logo made of 3D cutout letters fixed with spacers. The counter will be

having two cash machines to reduce costumer flowing and queues.

Cashier Area at Khaadi new concept

5.2.5 Digital screens

Most of the high end brands especially fashion shops; nowadays use digital screens as

an essential element in retail design. Some of the mirrors installed at the shop are in

fact digital smart screens that demonstrate different merchandise and give the customer

a wide range of online store collection. These monitors are becoming a trend now days

for the facilities they are offering to the benefit of the retail market.

P

OSTED: 02/17/2015 A

ODigital Screen as well as mirror

6. Conclusion

The design achieved its main goal which is keeping authenticity of Pakistani culture

which is the core of Khaadi and add modern elements so it can branded and blended

easily in any country around the world and still be authentic yet up to date.

The design also took into consideration the marketing and how to reach to the customer

through their five senses; sight, hearing, tasting, touching, and smelling. The vibrant

colors, the feature elements and the way goods are displaying capture the shopper

eyes and make them feel they are walking in a festive colorful atmosphere. Displaying

the items in a creative reachable way; gives the shopper the chance to touch and feel

the quality of the fabrics and goods whether its women or home. The addition of Khaadi

Café; offers a trip to the Pakistani tea and delights tasting land. Music and Aroma is also

part of this design; as suggested to the marketing department to add a contemporary

oriental music with a sound system that will bring joyful and relaxing feeling to the

shopping experience, and do add “bakhor” or an oriental fragrance yet to be light to mild

aroma; taking into consideration that shoppers are international and not only Pakistani.

References List:

1- Shamoon Sultan, talking to Dawn News:

https://en.wikipedia.org/wiki/Shamoon_Sultan

2- Jane Porter, 5 Ways Store Colors Can Influence Shoppers

https://www.entrepreneur.com/article/223799

3- Rich Kizer, a St. Charles, Ill.-based retail design consultant., 5 Ways

Store Colors Can Influence Shoppers

https://www.entrepreneur.com/article/223799

4- Pishraq, Wonders of Pakistan

First Blog on Heritage, Culture and Tourism in Pakistan.

https://wondersofpakistan.wordpress.com/2011/07/26/shalimar-gardens-

lahore/