ABOUT
Founded in the 1990’s, Malabar Gold and Diamonds has become one the top jewellers, globally. For their 30th year and their 300th store, the brand wanted to go beyond the jewellery and push the boundaries to speak to their consumers in a new engaging way.
Malabar Gold & Diamonds
Going beyond jewellery with retail experiences for Malabar Gold and Diamonds.
ROLE
They approached us at GAS to create an experience centre for the store, a first for the brand. Our task was to build engaging, memorable and interactive installations that would inform and delight customers alike.
An experience centre for everyone.
Take a look at the store, below.
Going beyond the product
Malabar’s store in Kozhikode is said to be the world’s largest jewellery destination. The store boasts of 3 levels of retail area with a manufacturing unit on the fourth. It was the perfect place for the brand to introduce their first experience zone. Kozhikode has a jewellery buying culture unlike any we had seen. The sprawling store was always abuzz with people of all age groups.
The store catered to entire families who would spend their day exploring jewellery. It was important for the brand to treat their customers to new retail experiences, where they could add value to the jewellery buying experience.
We decided to narrow down to creating content for gold and diamonds with an addition of a key collection of jewellery they would wish for customers to explore.
We estimated the average customer to spend about 2-3 minutes at every installation and planned the complexity of the content accordingly.
Creating a mix of experiences across 3 installations.
It was important for us and the brand that everything not end up on a screen. While the role of technology was important, the content needed to be celebrated first. Some experiences were planned to be informative, while others were more enjoyable, depending on the subject. An experience centre should have a healthy mix of digital, physical and interactive elements.
Keeping the customer
in mind.
Kozhikode has a jewellery buying culture unlike any we had seen. The sprawling store was always abuzz with people of all age groups. The store caters to entire families who spend their day exploring jewellery. It was important for the brand to treat their customers to new retail experiences, where they could add value to the jewellery buying experience.
All about diamonds.
We designed a table for everything relevant to diamonds.
On one side, the table showcased a handcrafted ecosystem, with a diamond mine in the centre.
Using projection mapping, we were able to bring the physical model to life, providing information to the customer. We divided the content into 3 groups that could be accessed using a tablet device. With the press of a button you could know about -
Diamond mines.
The mine to market journey.
Ethical mining.
On the other side of the table, we incorporated a 10 foot long process view of how diamonds go from being rough to becoming polished stones.
Watch the video to know and see more.
All about Malabar’s brides
Making Malabar’s largest jewellery collection accessible, at your fingertips.
Malabar has created jewellery for bridal styles catering to every corner of India. The aim was to make this repository instantly accessible to the customer in an engaging way.
The installation requires you to tap on any part of the map to discover a bridal style specific to the region.
The entire wall was created to be responsive. It reacts to approach, movement and touch creating a sense of magic and play.
We created a system where all the video content was fed into a database. With every touch, a video would appear within an arch on either side
Go behind the scenes
CREDITS
Design agency and production : Guruji Art Studio
Technology partners : Studio Blink + Studio Ocupus
Design Lead : Devashish Guruji
Design Team : Priyanka Chaurasia, Purna Srivastava,
Pratik Doshi, Diksha Sharma
SOLUTIONS
Innovation
Design
Production
Technology
Installation
SOP development
Training for operations
PROJECT
Malabar Gold and Diamonds
2023
Brand Experience, Retail Innovation