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As the lead designer at Bulchee, I was asked to create a design guideline for two upcoming selling points for a brand that would revitalize a brand that had not undergone many changes since the late 1990's. The two selling points were a store and kiosk respectively, in two different cities and a few weeks apart in development. The design guidelines encompassed the look and feel of the store, with special emphasis placed on the fabrication materials, the modularity of display units and layout. The end goal was to create an immersive and seamless brand experience for customers entering the stores.

The Bulchee Store Exteriors at RCity Mall, Mumbai, IndiaThe store interiors with 3 new modular units that I designed, included in the briefThe large merchandise unitstore interiorsAnother view of the store interiors, not in the brief


The original rendering in the design brief for Image 5Renderings of the store exteriors in the design briefRenderings of the store exteriors in the design briefRenderings of the 3 new modular units integrated in the briefThe rendering of the large merchandise unit in the design briefA concept for a modular wall, not in the store


This project was a first, and in order to prepare I studied the existing stores, identified problematic areas, examined the stores and display systems of several other retailers. A large part of my learning curve was influenced by the several craftsmen and industry professionals who I met and learned from. Customer movement, product accessibility, lighting provisions and several other factors played a key role in determining the layout and design for these two spaces.

Initial Concepts - Top translucent viewInitial Concepts - Front translucent viewInitial Concepts - Presented Colour SchemesInitial Concepts - Front with ShadingInitial Concepts - Front without ShadingInitial Concepts - Angled view, SouthInitial Concepts - Angled view, NorthFinal Brief - frontFinal Brief - SouthFinal Brief - NorthFinal Brief - Angled South ViewFinal Brief=Angled North View


The renderings form the design guidelines submitted to an interior architect agency, who were encouraged to use it as a starting point. The end result was a refined version of the design guideline, and I was pleasantly surprise to find that the changes to the brief were at a minimum.

As an extension to this project, a modular signage system was designed and implemented across the Bulchee stores. I was given the opportunity to lead a core team, formed with an external signage fabrication partner and key players from construction and carpentry. After several prototypes, self-illuminating ‘bullheads’ of three distinct sizes were fabricated and used in accordance with the size of the exterior facade across all the pre-existing stores.

Materials: MDF & Wood, Formica Laminates, ACP sheets, Chromed SS, Aluminium Channels, Duco painted SS, Brass Bullheads.
Mahima Pushkarna