Transforming the shopping experience at a new flagship arts and crafts store and its e-commerce application.
To elevate a small local business into a distinguished brand with a unique visual and verbal identity, while maintaining its original concept.
This involved not just designing a new store branch and mobile app, but also redefining the entire brand.
I not only greatly enhanced shopping experience, both in-store and online but also refined how customers perceive the brand.
This new brand identity is focused not just on supplying creative materials, but more importantly, on nurturing artistic inspiration and cultivating a space for creative expression.
In the heart of the Kyrgyz Republic's capital, I led the development of a vibrant new flagship store for MyHobby Arts and Crafts in the city's bustling southern district. This endeavor was more than just constructing a store; it was about creating a space infused with inspiration.
My team and I achieved our design goals by creating the minimalist interior, acting as a 'blank canvas,' allowed the vibrant product range to be the focal point, sparking creativity and imagination in every visitor. The floor plan was thoughtfully divided into key areas: a sales floor, cashier section, master class zone, and a compact office, a photo studio, a pantry and restroom facilities.
For the center of the sales floor, we developed custom-made displays consisting of several parts that can be disassembled and rearranged to accommodate the product range's varying types and sizes. They were designed to be compact, not exceeding 1000x1300mm, optimizing seamless movement and ensuring effortless circulation for customers and staff alike.
Along the walls, the ceiling height allowed us to expand storage at the top and bottom of the displays, utilizing space not suitable for showcasing products. This approach adeptly accommodates the store's extensive inventory.
We strategically positioned a compact area at the back of the store to house a compact office for 2-3 people that doubles as a photo studio, complete with pantry and restroom facilities.
MyHobby arts and crafts store didn’t have a product taxonomy and one of the main challenges was to classify thousands of different products into categories and come up with a naming system based on product type, brand, color, and other relevant criteria to help users find exactly what they need quickly.
It was crucial to offer personalized recommendations and promotions based on user preferences and browsing history.
Also, my team and I had to conduct photoshoots for high-resolution images to showcase products.
MyHobby arts and crafts store didn’t have a product taxonomy and one of the main challenges was to classify thousands of different products into categories and come up with a naming system based on product type, brand, color, and other relevant criteria to help users find exactly what they need quickly. Also, my team and I had to conduct photoshoots for high-resolution images to showcase products.
To cultivate a space for artistic inspiration and creative expression, my team and I dedicated a special area in MyHobby store for hosting master classes. Leveraging our substantial Instagram following, we curated a network of skilled arts and crafts professionals. Our vision was to build a vibrant community of DIY enthusiasts and kindle a passion for handmade crafts among all our customers, both loyal and new.
Additionally, my team and I were working on production of online tutorials, which became a hit, consistently drawing triple the views, likes, and comments compared to our other posts. These efforts not only engaged but also deeply inspired our audience, solidifying the store as a hub of creative inspiration.
I've put a lot of time, hard work, and love into this store, making it a place full of warmth and creativity, where even the small details matter. The best moment for me was when a kid walked in, looked around, and just said "Wow!" That really showed me I'd done something special.
