HOTHouse of Technology

IntentE-Futures, a Delhi-based electronics retailer approached Idiom to design what is now the largest electronics store in India. Over the course of 8 months, Idiom was empanelled for the experience design of an outlet dedicated to retailing technology and personal computing devices.

InsightsThe brand created for the new electronics store recognizes the immediate urge in consumers to not just know about latest technology, but also buy into them.

IdeasHOT houses electronic brands of different categories across many brands in shop-in-shop formats. To be able to integrate these brands with that of HOT, without any conflict, the overall look of the store was kept minimalistic.

ImplementationHOT also incorporates a groundbreaking concept of being open 24/7. Having opened on Jun 13, 2013, HOT is a store to watch out for!

InsightsConsumers today are well-informed of technology products and have researched in advance, the specs, features, design, performance, cost, etc from tech review sites, consumer-experience sites and self-styled tech geeks. Their imagination has been triggered by numerous stimuli – product teasers, reviews, etc.

Consumers want to see the gadgets and experience them to be early adopters, and not just be followers.

The brand created for the new electronics store recognizes the immediate urge in consumers to not just know about latest technology, but also buy into them. The brand name – HOT, House of Technology is representative of this thought.

What if HOT could be a place where electronics is as hot as fashion? We designed an identity that is trendy, ever-changing like fashion.

An identity that is personal, and up-to-date. The logo is symbolic of an experience that constantly gets refreshed and reloaded.

wow!dynamic grooving exciting alive energetic fashion-inspired fresh warm buzzing ‘ now’ness desirability fashion-inspired

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IdeasIdiom envisioned HOT as a store that lends an experiential touch to all the products it retails. Spread over 35,000 square feet and located in the Nehru Place Metro Station, Delhi, the store has been broadly divided into 2 zones.

One zone is dedicated to business computing (servers, imaging solutions, printers) and another is dedicated to personal computing (mobiles, cameras, tablets) technology.

PLAY HOT – complete gaming solutions such as monitors, processors, keyboard, mouse, etc.

WORK HOT – laptops and tablets

HOT SHOT – cameras and accessories

HOT CONNECT – wireless and mobile services

HOT LIFE – lifestyle gadgets such as health-monitoring devices

and many more...

HOT houses electronic brands of different categories across many brands in shop-in-shop formats.

To be able to integrate these brands with that of HOT, without any conflict, the overall look of the store was kept minimalistic.

This was done by adopting a simple approach to furniture – clean, white furniture and fixtures are complemented with black suspended signage.

The section signage are designed in a cuboidal format setting them apart as contemporary pieces enhancing the look of the store.

E-future’s personalised service and customer care has won itself a loyal base of customers. In HOT as well, service is a huge component in delivering a young and trendy brand experience.

A dedicated customer service space was created to take the customers through detailed product walkthrough once they have made a purchase.

The service staff at HOT is updated with latest developments in technology. To reflect this, Idiom’s uniform design reflects this ethos of the young and trendy brand.

SERVICE STAFF (men)SERVICE MANAGERASST. SERVICE MANAGER

‘May I Help You’ badge

MAY I HELP YOU?SENIOR STORE MANAGER

Black casual sneakers

Orange wristband

Black jeans

Black collared shirt

MAY I HELP YOU?

SALES EXECUTIVE

Smart black jacket

The manager’s uniform adds on a jacket to the service staff’s uniform

Black jacketBlack jeans Black collared shirtBlack badgeOrange loafersOrange wristband

IDIOM DESIGN AND CONSULTING LTD.

A youthful stylish look for the shop floor sales staff. Easy and comfortable, a predominantly black look with hints of the logo colours.

Black jeans Black t-shirt with logo colours on sleeve and collar edges.A large HOT logo rubberprinted onto the back.

Black badgeOrange loafersOrange wristband

SHOP FLOOR SALESGIRLSR. SALES EXECUTIVESALES EXECUTIVE | BILLING EXECUTIVETRAINEE SALES EXECUTIVE

MAY I HELP YOU?SENIOR STORE MANAGER

‘May I Help You’ badge

Orange wristband

Orange suede loafers

Black polo neck t-shirt

Black jeans

HOT logo on back

Winter inners in HOT colours (yellow,orange,pink, mauve)

Gradient piping in logo colours on sleeves and inside collar

IDIOM DESIGN AND CONSULTING LTD.

MAY I HELP YOU?

The magnanimous façade available for HOT was divided to not just create impact for the brand, but also turned into a source of revenue.

Ample space-on-hire on the façade allows partner brands to integrate with HOT on this prime real estate.

Implementation HOT also incorporates a groundbreaking concept of being open 24/7. Having opened on Jun 13, 2013, HOT is a store to watch out for!

Thank you