GH GRAPHICS: A HOUSE OF IN-STORE DESIGNS

Moving in with newer prospects to expand bigger

Companies famous for router cutting and printing for indoor decors are common. And there are many engaged in retail store designs. However, there are just a few who posses both and GH Graphics Pvt Ltd located in Gurgaon, Haryana is one of these. Uniqueness of this company known for myriad of incredible in-store designs catered to a large number of corporate firms is measured by its unmatched infrastructure and outstanding work profile. GAGAN GANDHI, CEO, GH Graphics spares a few moments with SIGN & GRAPHICS to narrate about the company and its virtually distinguished works done far.

Gagan Gandhi 
Shop-in-shop display is considered to be the latest craze developed in the large-format retail marts. As a solution provider in this trend is GH Graphics whose works include kiosk designs, retail branding, vinyl printing and many more related to in-store displays. In addition to it are graphic designs for corporate houses in the company’s work profile. Dedicated creative team of GH Graphics comprising designers (autocad) and other experts has the nose to sense materials, designs and displays catching the latest trend.

The company initially outsourced its jobs is now proud of its complete in-house production facility. GH Graphics owns the production facility segregated into various departments viz. designs, printing, carpentry and moulding respectively. “There is no more question on quality production ever since we control every aspect of manufacturing in-house,” assures Gagan. GH Graphics has pan India installation base, which means the company’s team presence in south, west, east and other parts of the country.

‘One Mobile’ project

Distinguished in the list of the company’s latest projects are the shop-in-shop kiosks for ‘One Mobile’ installed in all major cities across India. The mobile store chain of Future Axiom Group was designed within six months to install in Big Bazaar marts. “It was a great challenge to design and implement 80 shop-in-shop kiosks in Delhi, Mumbai, Chennai, Bangalore and other metros in three months time,” asserts Gagan.

Talking about design treatments, he explains that GH Graphics gives a final touch to the proposed design from the client and prepares a prototype (dummy model) of the store. “We normally get 10×13 ft space for the shop-in-shop store in a modern retail format malls like Spencers, Big Bazaar and others. The kiosks designed to sell mobile phones have front and back counters fitted with some translite boxes. Basically structure of the display wall is arranged to showcase mobiles in attractive way. “In a big mart like Big Bazaar, movement of people is too high, we took all those consideration into the design structures of the kiosks,” explains Gagan. This complete shop-in-shop kiosk consists of thirteen units including three counters and gondola. The overall design is in modular format easily portable from one place to another and can be assembled overnight with minimal manpower.

Signage treatment: Pre-laminate MDF boards are used to prepare the overall designs of the kiosks. Display panels are structured with toughened glasses. Graphics used are printed on eco-solvent HP 5500. Creation of the graphics as well as designs are done using other machines including a flatbed Flora for flex printing, two Color Edge CNC routers, laser cutters, GCC laser, etc.

Factors involved

One Mobile store prototype 
Modular stuffs are the main materials popularly used in the contemporary retail store display and designing. The reason is simple as this material is cost effective and retail companies in these days wish to create the best possible display in minimal investment. “Earlier we used to develop the concept and designs to show it to the clients. But sometimes the clients turn down the design because of their low budget and this disturbance our overall efforts and charm behind the design. That’s why we now study the client’s affordable level, then create the designs,” exclaims Gagan.

Commenting on quality when it comes to working on low budget projects, Gagan points out clearly, “If we reduce quality as per the budget we will be out of the market soon. So we manage the same quality but with different material even if we work on reduced budget. Our focus is to create similar look and quality using different materials.” The company has done extensive research on materials to demarcate options applicable in different designs and displays. “We use 8 mm ply board or waterproof board and 12 mm MDF board in alternative ways. If acrylic is expensive then we can go for thinner MDF,” conveys Gagan.

Forward move

Titan in-store is the next big move GH Graphics is planning to launch in the pan India level. Another mega project in pipeline is Odyssey bookstore chain coming up in big cities across the country. “However, the designs at Odyssey bookstores are just ordinary, nothing unique we could implement in it,” mentions Gagan.

Expansion plan is yet another big step the company is planning to take shortly. The overall set up of 10,000 sq ft is going to be expanded hundred percent to an area of 20,000 sq ft. New machineries (not in the printing unit) will be added in moulding and designing departments. The company celebrating its 10th anniversary next year is ready to explore in the signage sector.
(from left to Right) Inside Chikkadpally Big Bazaar, Hyderabad , At Ameerpet Big Bazaar, Hyderabad & Bansankri Big Bazaar, Bangalore