Insight School and renowed Parisian brand BA&SH collabrate on a retail design project for Asia.

BACKGROUND

Renowned Parisian fashion brand BA&SH came to Insight School for help with their retail expansion in HK and broader Asia. Recently acquired by LVMH, BA&SH enlisted the help of Insight School Diploma students to translate and adapt their strong European retail design to the local Asian markets.

BRIEF

To adapt the existing European retail store design to better meet the Asian consumer’s needs and tastes
To develop a store layout that is more “lively” and better lit
To create striking store facades which appeal to the Asian market
To redesign and increase customer seating throughout the store
To redesign the accessories visual merchandising
To create a new window display for Chinese New Year

 

 

 

 

 

 

 

 

 

 

CHALLENGE

To stay true to the DNA of this Bohemian Paris brand

To effectively translate the BA&SH brand guidelines to the Asian retail store roll-out

DELIVERABLES

• A printed and bound A3 booklet and a 15 minute powerpoint verbal presentation to existing BA&SH Asia CEO, as well as retail design expert and lead teacher Yacine Bensalem from In Situ & Partners and Insight School teachers.
• Included in the presentations were 2D and 3D store layout drawings, a materials proposal and a marketing & design strategy

STUDENT WORK

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

CLIENT FEEDBACK

BA&SH client and Asia CEO Isolde Andouard was very impressed with the student’s creative ideas and presentations. BA&SH will consider implementing the Chinese New Year window displays and some of the visual merchandising shelving systems in their new Harbour City and Times Square stores in Hong Kong.

“Thank you Insight School of Interior Design students for your incredible work on BA&SH Asia store concept! We loved your ideas! & Thank you Eve Mercier!” Isolde Andouard