Strategi desain interior Nata Design Studio terhadap branding ritel - studi kasus: ritel f&b Hiro Grup

Laurentsia, Imelda (2023) Strategi desain interior Nata Design Studio terhadap branding ritel - studi kasus: ritel f&b Hiro Grup. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Branding menjadi satu faktor yang memberi pengaruh besar pada perancangan interior ritel. Peran branding adalah sebagai identitas yang mendorong munculnya suatu strategi khas dalam merancang interior untuk memenuhi tututan dari suatu brand. Branding perlu melekatkan diri pada interior untuk dapat memberikan pengalaman ruang yang berkesan dan membekas pada memori pengunjung. Penelitian menggunakan metode studi kasus instrumental dan pengumpulan data dilakukan melalui observasi langsung terhadap konsultan desain interior Nata Design Studio. Tujuan dari penelitian ini adalah untuk menemukan kesamaan dan perbedaan strategi yang dilakukan pada dua proyek terpilih untuk menemukan pola strategi yang dilakukan konsultan dalam menjawab tantangan branding. Teori mengenai branding, proses desain, dan aplikasi pandangan psikologi menjadi teori utama yang digunakan dalam melakukan analisis. Penelitian ini menjadi relevan karena dapat memberikan masukan bagi dunia f&b yang sedang berkembang pesat dalam beberapa tahun kebelakang. Melalui penelitian ini, ditemukan satu pola yang menjadi strategi desain interior untuk menjawab tantangan dari branding. Faktor terikat dan faktor bebas memegang peran penting dalam strategi yang dilaksanakan untuk merancang ritel. Kedua faktor berkerja sama membentuk suatu hubungan antara branding dengan psikologi pengunjung dan bagaimana kedua elemen tersebut dapat memberi pengaruh terhadap desain interior pada ritel. / Branding is a factor that has a major influence on retail design. The role of branding is as an identity that provokes the emergence of a distinctive strategy in designing to meet the demands of a brand. Branding needs to attach itself to the interior to be able to provide a memorable space experience and leave an impression on visitors' memories. The research used the instrumental case study method and data collection was carried out through direct observation of the interior design consultant Nata Design Studio. The purpose of this study is to find similarities and differences in the strategies carried out in the two selected projects to find patterns of strategies carried out by consultants in responding to branding challenges. Theories regarding branding, design processes, and psychological applications are the main theories used in conducting the analysis. This research is relevant because it can provide input for the f&b industry which is growing rapidly in the past few years. Through the results of the analysis of this study, one pattern was found which became an interior design strategy to answer the challenges of branding. Dependent factors and independent factors play an important role in the strategy implemented to retail design. The two factors work together to form a relationship between branding and visitor psychology and how these two elements can influence interior design changes in retail.

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