Implementation of Interior Branding in Retail Interior Design

Sari, Sriti Mayang and Nilasari, Poppy Firtatwentyna and Tedjokoesoemo, Purnama Esa Dora (2022) Implementation of Interior Branding in Retail Interior Design. GATR Journal of Management and Marketing Review (JMMR), 7 (1). pp. 13-22. ISSN 26369168

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Abstract

Objective The purpose of this research is to discover the ways to implement aspects of interior branding in the interior of commercial and retail spaces. It seeks to articulate how space as an interior branding medium can convey the message of retail owners to visitors through retail interior design. Methodology/Technique - This study uses the descriptive qualitative method with the Tiara Handicraft Store as a case study. Data collection was achieved by conducting interviews with retail managers and visitors, and field observations. The data were analyzed descriptively to elaborate on how to apply every aspect of interior branding in the interior design of the Tiara Handicraft Store. Data analysis in this study was performed based on Kim Kuthteubls aspects of interior branding, namely: clear vision, unique story, and energy. Findings – The results of this study indicate that the interior design of the Tiara Handicraft Store has implemented the interior branding aspects of clear vision, unique story, and energy. The combination of these three aspects in the interior design of this store has supported the construction of the identity or brand of the store through the media of its interior space. This application can be seen in the selection of shapes, colors, materials for interior elements, organization of space, and arrangement of furniture and displays. An ambiance of cheerfulness, fun, and comfort has been formed with the play of bright color compositions, patterns, and materials of the interior spatial elements. In this design, space as an interior branding medium conveyed stories, messages from shop owners to visitors through the ambiance, logos, signage, and other interior elements such as the decorative Tiara Handicrafts wall of fame. Through this wall, visitors were entertained with the idea that every item created has its own story, that there is a creative process behind every artwork, and that there are job opportunities for people with disabilities, encouraging a call for social awareness. It is this story or message that uniquely distinguishes Tiara Handicraft Store from other stores in general. Novelty - This study provides insight and is expected to bring awareness to interior designers about the importance of implementing holistic interior branding in retail interior design to increase the value of their designs.

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