MOST ADMIRED

STORE DESIGN OF THE YEAR

Customer Insight

Do you often walk into a book store and see

plethora of messages on the Navigation boards ?

Do you often ask at the counter, for the section

you just cant see ?

Does your child feel he/she is reading a kid’s

book in an adult atmosphere ?

Do you feel crammed with loads of stuff around

but no clarity

Just over 200 square meters - we believe that large

bookstores are no longer sustainable so we're trying

out this new store size and format.

The look and feel is also a departure from traditional

bookstores: High impact graphics, a fresh store

environment and uncluttered presentation with an

emphasis on displaying books front facing so that

the whole cover is visible - graphic designers put a

lot of work into these covers so we think that you

should, in fact, judge a book by its cover.

Introduction

Our core philosophy is that bookstores are places

where people go to discover cultural entertainment

so we've expanded our product range beyond

books and magazines to include a careful selection

of DVDs, educational toys from Leapfrog that help

parents teach their kids how to read and tablets,

e-readers and media players from brands like Sony

and Samsung with more cool stuff coming soon.

Lastly, we want visitors to our store to be connected

so that they can continue their search for

knowledge online. Like all of our stores we've got

totally free, high-speed Wi-Fi access - no purchase

necessary.

Introduction

Concept Statement

"When we consider where bookstores are heading in today's digital age and how to keep them relevant we got to thinking about

books as physical objects rather than simply containers for content. So we set out to create a retail environment that celebrates printed books: we highlight the graphic design work that goes into their covers by emphasizing full cover displays and echoing it with

a strong graphic design scheme of our own with the in-store signage. Developing new, young readers is also crucial and we're encouraging this with a fun kid's section that's got a diverse range

of products beyond just children's books such as the Leap Frog educational reading system, National Geographic DVDs and Lego. Magazines and other related products also remain a key part of the offer."

Narain Jashanmal, General Manager Jashanmal Books

Floor Plan

and

3D Renderings

Open, uncluttered windows that leave enough space

to create striking window displays lead into a front of

store that balances commerciality and seasonality

On the left hand side there's the Top 10 wall which

enables us to display best-selling products from up to

5 different categories at the same time, giving time-

pressed customers a quick over view of products from

across the store.

In front of this there is a floor unit that highlights

seasonal offers.

Floor Plan

Opposite this, on the right hand side of the store is

the graphic novel section followed by the art, design,

photography, interiors and architecture sections -

positioning these high value sections towards the front

of the store has contributed in driving up the average

transaction value.

The seating section is positioned roughly in the middle

of the store, yet still visible from the outside, this

extends potential customers the invitation to come

in and browse in a relaxed, comfortable and stylish

environment.

Floor Plan

The cash till is located in a corner at the back-left

of the store to enable sales associates to have a

comprehensive view of the stores so that they can

assist customers wherever they may be.

The children's section is located at the back of the

store with it's own seating so that parents can leave

their children in an easily supervised area, far fro

the entrance.

Floor Plan

Floor Plan

Store Front : 3D Rendering

Store Inside : 3D Rendering

Floor Unit – Type A

High impact, high visibility unit designed for showcasing full cover displays.

Encouraging customer browsing by placing the books at a comfortable height for easy reading.

Eliminating the need to lift up the books and hence ideal for heavy hardback books but works

equally well for smaller paperbacks.

The low height also allows for big stacks of books reducing the need for a stock room in the store,

as do the low height shelves on the bottom of the units.

Like all the fixtures in the store they're on wheel to make it easy to move them around and reconfigure

the store for events. They have demonstrably improved both, customer dwell time and conversion rate.

Illuminated category headers use high contrast black vinyl letters on a white background that are easy

to change.

Floor Unit – Type B

Low profile, high density unit that mixes both full cover and spine out displays.

The top shelf again makes it easy for customers to read large format books without needing

to lift them up.

Slat-wall end-caps enable high impact, promotional displays to attract customer attention.

Also on wheels for easy mobility and with illuminated category headers.

Floor Unit – Type C

Very low profile but quite high density units to highlight new arrivals.

Seasonal and special offers.

Ideal height so that they are visible above the "A" units but low enough to not block overall

visibility through the store.

On wheels so that they can easily be repositioned and deployed around the store as required.

The

Mall of the Emirates

Store now

Mall of the Emirates Store

A Design where the comfort shows through, while passing by!

Mall of the Emirates Store

Inside Store View

Navigation

A range of icons and nomenclature

which make it interesting, simple and powerful

Navigation

Cooking • Design • Photography • Art

Navigation

Reference• Crime• Business• Romance

Navigation

Young Adult • Arabic Books • Gifts

Graphic Novels

A huge attraction and

an interest for the youth

which was not a TG

known to be drawn

to book stores.

Navigation

Navigation – A Closer Look

MY SPACE

Feel Factor

Feel Factor

My Space, My Clouds

Feel Factor

My Space, My Red Carpet

Commercial Performance

With the fresh, contemporary and uncluttered new

look and by focusing on a hot product category

such as superhero graphic novels we have brought

in a new, younger customer who previously didn't

shop with us and have taken a previously marginal

category to now being the number two category

in the store that contributes more than double the

average sales to space ratio in the store.

The increased ranging and strong product

merchandising of high value books in categories like

art, design, architecture, interiors and photography

and creating an upmarket ambience that entices

customers to buy these types of books has led to

over a 20% increase in average transaction value.

Reviews

Creative Review The signs have just been installed in Jashanmal’s Mall of

the Emirates branch in Dubai, which re-opened this week

after a shop refit. The plan is to roll them out to the chain's

other shops across the United Arab Emirates. Here's a

selection - note the playful elements such as the rocket

taking off in the Technology sign, or the zip made of aero

planes on the Travel bag...

http://www.creativereview.co.uk/cr-blog/2012/june/illustrations-to-aid-bookshop-navigation

Reviews

Huffington Post The art is surprising and beautifully detailed (the man

climbing the ladder of reference books for the "reference

section," the hero inside the dragon's eye in the "fantasy &

sci-fi," the carrot in the whisk for "cooking"). Now if only

they'd start doing stuff like this in the United States. Sigh!

http://www.huffingtonpost.com/2012/06/28/book-genre-art-bookstores-_n_1635014.html utm_hp_ref=books#slide=1159564

The Team

Concept Design: Narain Jashanmal

Project Management: Gibu George

Mohan Mondkar

Graphic Design: Patrik Svensson

3D Rendering and CAD: Ryan Prado

Contractor: Kalandoor