The 15-month old out of home agency, Apex Integrated Marketing, has ventured into the retail designing and implementation space by launching its retail vertical, Apex AIM Retail.
Explaining the functions of the new outfit, Vikas Bhambri, managing partner, Apex Integrated Marketing, says, "Retail solutions is about designing experiences, decoding impulsive buying behaviour, the thought process, strategic relevance and the apt synchronisation of all the elements to deliver the final product. An important aspect of our division will be way finding solutions. With the rapid growth in infrastructure development, we have seen the advent of large projects hitting the market, from modernisation of airports to big real estate projects and metro transit development."
Amit P Kapani will be the chief executive officer for the new agency, while Subhash Palan and Shailesh Vala will join in as chief administrator and chief design officer, respectively.
Kapani says, "A retail design must create a thematic experience for the consumer by using the key elements to entertain as well as entice the consumer to purchase goods and interact with the space. Enhanced emphasis will be laid on creating suitable environments in order to reflect the merchandise to the potential target consumer group."