Target Video Game
Endcap Redesign
I designed this product display in a course on retail fixture systems. I was asked to select a fixture that could be redesigned to better suit the customer’s needs.
I selected a Target video game gondola endcap due to my prior familiarity with the brand and many of its fixtures.
Existing Endcap & Opportunity Areas
Graphic text small, difficult to read
Graphics block view of merchandise from side
Associates are required to unlock cabinets
Varied merchandise lost in one large section
"New Releases" repeat
2 - 3 times
Stock storage often left empty, unutilized
Develop a more dynamic, sculptural form
Showcase newly released products
Increase accessibility,
literally and visually
Brand reinforcement
Maintain stock capacity
Goals and Strategy
Visual Ideation
Concept #1
Concept #2
Engaging sections
Acrylic case for
product presentation
Inviting layout, large
graphic space
Concept #3
Huge graphic area
Lots of inviting storage
space above and below
Presentation space
front and center
Sculptural, 180° form
Provides a variety of
graphic opportunities
Eye-catching
Dynamic diagonal arrangement of graphics and merchandise
Graphics are breathable,
dynamic, exciting
Glass case for focused
product presentation
Storage complimented
with graphics
Sides of display function as accessible storage areas
Final Design
In the final product display, I split the large graphic, originally located on top, into two dynamically placed graphics with larger text and images. I also changed the header from "Nintendo" to read "Video Games" to expand flexibility.
The storage space below has been slightly reduced in favor of side storage areas with easy to access compartments. Worries of theft could be easily monitored with light sensor systems such as those in use at brands like ULTA Beauty.
This model was designed in Rhinoceros 3D and rendered in Keyshot 9.
Graphic Detail Bottom
Below, graphics relate to one another and draw the eye in to the overall composition.
Oval holes allow for easier opening of the glass doors.
Graphic Detail Side
Graphics on the side contrast diagonally to advertise major new releases.
The case in the front presents the newest system and games.
Thank you for viewing.
Disclaimer:
Nintendo Switch product photos and Pokemon Promotional Images were taken from the Target.com website and are not owned by me. They were utilized for educational purposes. This is not a Target endorsed project.