Landmark Penguin Design & Branding LANDMARK MUMBAI INDIA by Fitch

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Industry Publishing, streaming & media, Book store
Media Design & Branding
Market India
Agency Fitch
Released May 2010

Credits & Description

Category: Permanent Retail
Agency: FITCH
Date of First Appearance: May 1 2010
Entrant Company: FITCH, Mumbai, INDIA
Media placement: Permanent Retail Store Design - Mumbai - 1 May 2010 - Permanent

Describe the brief from the client
Landmark, India’s leading books and music retailer, owned by Trent, a Tata group division, wanted to create an entirely new retail concept to house its extensive product range of books, music, gaming and other gift size purchases.
Owing to the intrusion of easily available online alternatives, it was crucial to come up with something new that spoke more to overarching ethos of entertainment while maintaining the traditional warmth of the books and music retail experience.
This 40,000-sq.ft site is India’s largest specialist books and music store, located within a huge basement in the Palladium Mall.

Describe the challenges and key objectives
Being a basement store with no frontage, a ground level black portal and glazed escalator well form the stores ‘shop front’. The chart area and live performance zone was located as the first department on arrival to create a buzz.
The space was dominated by large circular columns, which have been used as dynamic navigational and brand devices. The store design is dominated by a ceiling ‘race track’ to help navigate customers to the rear of the store.
With 40,000-sq.ft it became critical for the different zones to have distinct personalities to ensure an engaging and intuitive customer journey.

Describe how you arrived at the final design
Using columns as navigation devices, bold ceiling zones and shop-in-shop areas, a concept was created that is relevant to a variety of consumer needs and need states. Large-scale graphics and illustrations, like the enigmatic Bookman, add drama and help guide customers throughout the experience.
Utilizing the good height, the book department features high-level pigeon hole displays and book cover images for a floor to ceiling book experience. White suspended fins break up the open area and provide a visual ‘rhythm’ to the rear of the store. The specially commissioned large format illustrations add a touch of personality and humour.

Give some indication of how successful the outcome was in the market
This flagship store has elevated the brand in the minds of its consumers. It has empowered customers to make informed decisions like the gaming zone that allows them to experience the game before buying it, leading to increased sales. It has been described by the Wall Street Journal as “the zany, cool intellectual’s destination” and an “an oversized art gallery” by Also viewed as the blueprint for large format leisure retailing in South Asia, Landmark has won 2 Gold Awards in the prestigious VMRD Retail Design Awards, 2011.