4. VMD of Leica
Visual Merchandising
Design
Design
When
Fall 2019
Duration
3 months
Fall 2019
Duration
3 months
Tools
SketchUp,Illustrator, Photoshop
Collaboration
individual design based on a team research
(Hoo Kim, Sohyung Kim, Jieun Lee)
Research Methods
Field Research
SketchUp,Illustrator, Photoshop
Collaboration
individual design based on a team research
(Hoo Kim, Sohyung Kim, Jieun Lee)
Research Methods
Field Research
Overview
Design the retail experience of Leica
Leica is a high-end camera brand in Germany that first created a 35mm camera. With the slogan ‘Das Wensentliche’ meaning the essential, Leica’s primary focus is on the quality of a product.
To enhance brand awareness and deliver the brand identity through the store, I redesigned a Leica offline store in Cheongdam with a concept of ‘Craftsmanship of Leica’.
01
Analysis
Brand
Brand Identity
Target Audience
Marketing Strategy
VMD
Store
Merchandise Presentation
Communication
Brand Identity
Target Audience
Marketing Strategy
VMD
Store
Merchandise Presentation
Communication
Brand Identity
Leica can be described as 3 keywords:
Classic, High-end, and Professional.
Target Audience
Key Demographics
- Age Range: the late 20 - 30s
- Common Job title: photographers, reporters
- Has enough budgets for high-end products
- Age Range: the late 20 - 30s
- Common Job title: photographers, reporters
- Has enough budgets for high-end products
Lifestyle
- Values a camera more than the electronics
- Has a passion for professional photography
- Considers photography as an art
- Values a camera more than the electronics
- Has a passion for professional photography
- Considers photography as an art
Products
M-System
the original product that has a digital body with a visual likeness to an analog camera.
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RF Camera / 10mil KRW
the original product that has a digital body with a visual likeness to an analog camera.
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RF Camera / 10mil KRW
Compact Cameras
the most high-end compact cameras that are popular for beginners.
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V-Lux,D-Lux etc.
compacts/ 1.5 mil KRW
the most high-end compact cameras that are popular for beginners.
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V-Lux,D-Lux etc.
compacts/ 1.5 mil KRW
Store
Leica Cheongdam
420, Dosan-daero, Gangnam-gu, Seoul
420, Dosan-daero, Gangnam-gu, Seoul
Strength
- Concept & Image: The center counter makes a professional image of Leica
- Display: Suitable for exhibitions
- Service: the only store in Korea that offers AS service
- Concept & Image: The center counter makes a professional image of Leica
- Display: Suitable for exhibitions
- Service: the only store in Korea that offers AS service
Weakness
- Zoning: Too many spaces occupied for rest areas
- Communication: Lack of signage or information about the products
- Retail Experience: Lack of the experience zone
- Zoning: Too many spaces occupied for rest areas
- Communication: Lack of signage or information about the products
- Retail Experience: Lack of the experience zone
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02
Planning
Concept
Concept Image
Image Positioning
Space
Zoning
MP
Item Presentation
Point of Sale
Presentation
Visual
Presentation
Concept Image
Image Positioning
Space
Zoning
MP
Item Presentation
Point of Sale
Presentation
Visual
Presentation
Image
Positioning
Key Feature
- curation by product system - Leica Experience Zone in the yard - Professional Image of artisan
Style
- Modern & Classic - a digital screen showing how Leica is made
Material
- Matte marble stone - mix & match of red and khaki color - halogen track lighting
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- curation by product system - Leica Experience Zone in the yard - Professional Image of artisan
Style
- Modern & Classic - a digital screen showing how Leica is made
Material
- Matte marble stone - mix & match of red and khaki color - halogen track lighting
Zoning
03
Design
Simulation Model
Overview
Facade
Interior
Yard & Exterior
Overview
Facade
Interior
Yard & Exterior
Overview
Leica Cheongdam is a concept store that delivers craftsmanship of Leica. Not only can customers get recommendations on which product suit the best, they can also try the camera outside the store. This store will give a memorable retail experience to people who are passionate about photography.
Facade: a digital screen displaying how the Leica is made
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Showcase: White Marble showcases that display special editions
Visual Presentation: Leica Photography
Item Presentation:
Zigzag wall to categorize products by their system
Zigzag wall to categorize products by their system
Camera Experience Zone: Visitors can get recommendations and try one of the products outside
Visual Presentation:
Opened After Service process to visitors
Visual Presentation: Giant Camera Lens in the yard as a subject for taking a picture.
Exterior:
a Little Leitz Park
a Little Leitz Park
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Tour Video
Click here to see
the work in detail
the work in detail
