VM&RD April 2012 by VJ Media Works

Volume 7 Issue 7 15 Apr 2012 - 15 May 2012

Stepping up! C

rossing another milestone in In Store Asia 2012 always leaves me with an elated feeling of finishing a great chapter and flipping a page to move to the beginning of new one. The sheer anticipation of what’s in store this year and how it will unfold in a dynamic market like India is exciting in itself. Last issue we covered the event of In Store Asia and the celebration of excellence in the community of Retail Design and Visual Merchandising in the sharing of knowledge and success stories from India and overseas ending on a high note in the VMRD Awards. We are, as always, delighted to create a platform for the congregation of the retail design industry and playing the role of a catalyst in gathering and reporting transforming stories from across the globe that add value and make a difference to our readers. This issue of VM&RD brings you interesting ideas in design and visual merchandising in stories and trends from India and the international markets. The Indian stories have a bouquet of Indian ethnic store concepts like a unique and glamorous boutique for designer label Manav Gangwani , an urbanized ethnic fashion debutant called Mineral and the birth of a new fashionable enterprise called Seven East. International inspirations in India are featured in a multi-cuisine food outlet Lebmex and cool casual fashion brand IZOD from the US. New International trends in retail design are featured in a techno driven slumber solution provider store Sleep Number, Wormland- an arty fashion store and the Aura – a super glitzy entertainment destination. Adding eye-catching ideas to the read are reports on window displays from Lifestyle with real cool summer windows and unconventional abstract art windows from Antropologie that use just dripping paint to create drama. We also have an interesting and informative chat with Balaji Natarajan, Head - Visual Merchandising, Store Design and Branding at Tanishq on his journey in the ever changing retail industry of India. Our regular columnist Surender Gnanaolivu draws attention to an upcoming trend of pop-up stores and its impact on the Business of Design with some innovative adaptations of this trend from across the world. We have also got new product launches from Wim Plast and Nitco and News updates on new retail design and presentation projects that have taken shape in the Indian market. Overall, loads of interesting information with learning and thought provoking ideas that are sure to make a difference. Read on and have a great time! Cheers!

Vasant Jante

APRIL 2012

EDITOR & PUBLISHER ADVISORY EDITOR CHIEF CONTENT PLANNER & MARKETING STRATEGIST SR. CORRESPONDENT (Mumbai) ASST. MANAGER PRODUCTION & OPERATION

Vasant Jante Surender Gnanaolivu Sachin Jante Smitha Samuel Vinod Kumar V

CIRCULATION / EDITORIAL OFFICE #1019/2, 1st Cross, Geetanjali Layout, New Thippasandra, Bangalore-560 075. Tel : 91-80-40522777 / 25294933 Email: info@vjmediaworks.com www.vjmediaworks.com Mumbai Office 201, 2nd Floor, Krishna Commercial Centre, 6 Udyog Nagar, Nr. Kamat Club S.V.Road, Goregaon (W), Mumbai-400 062. Tel: 022-28769616 Delhi Office 3rd Floor, Building No. 489/55/II, Corner Market, Malviya Nagar, New Delhi - 110 017, India, Tel: 011-4710 3401 Sales Mansi Chawla 98999 00399 Neetu Sharma 95603 55586 Subcription: subscribe@vjmediaworks.com VM-RD Visual Merchandising & Retail Design is a bi-monthly Owned, published and edited by Vasant Jante, printed by B S Suresh Pai, published from 1019/2, 1st Main, 1st Cross, Geetanjali Layout, New Thippasandara, Bangalore-560 075 and printed at Sri Sudhindra Offset Process, #97-98, D.T. Street, 8th Cross, Malleswaram, Bangalore - 560 003. The opinions expressed by authors and contributors to VM-RD are not necessarily those of the editor’s or publishers. VM-RD may not be reproduced in whole or in part without permission of the publisher. Subscription for one year Rs: 1200/For Nepal Rs 5000 For overseas $ 190 USD All subscriptions are to be pre-paid. The claims and statements made in the advertisements in VM-RD are those of the Advertisers and are in no way endorsed or verified by VM-RD

Studio J Ad

CONTENTS

WINDOWS 8

Lifestyle

Anthropologie

BEHIND THE SCENE

Balaji Natarajan

INDIAN DESIGN

Manav Gangwani

Lebmex

Seven East

Mineral

IZOD

COLUMN

Surender Gnanaolivu

INTERNATIONAL DESIGN

Sleep Number

Aura Light and Sound Suite

Wormland

PRODUCT NEWS

APRIL 2012

Wim Plast

Nitco

WASSUP!

RESOURCE

Restore Ad

window display

Heralding the Spring Summer Season

Lifestyle department store announced the launch of their Spring Summer Collection with three different window displays each representing different fashion occasionssummer casuals, summer informal and formals.

Lifestyle Department store announced the launch of their Spring Summer Collection with three different window displays, each representing different fashion occasionsSummer Casuals, Summer Informal and Formals. Lifestyle Department Store, popular for its updated global fashion offerings for the whole family, launches its Spring Summer Collections in three distinct window themes: ‘Beach’ casuals theme, ‘Floral’ informal theme and the ‘Classic’ formals theme.

“The themes we have chosen for this season have been based on global trends. These are considered to be one of the biggest influences this summer,” says Devarajan Iyer, VP Marketing, Lifestyle International (P) Ltd. He adds, “Our offering was the focus of the display. We wanted to feature the entire range of our offering including apparel, accessories, footwear etc. And hence we’ve designed each of the window concepts in a way that it showcases the Spring Summer Collection at its best.”

The Beach theme interpreted in a focal point in the casuals department

FEBRUARY 2012

The Floral theme interpreted in a focal point in the ladies informal department

The ‘Floral’ theme features informal women’s fashion apparel and accessories in a park setting that complements the fashion statements featured on mannequins

The Beach theme featuring the casual collection is displayed in a beach setting. Devarajan explains, “Sea, Sand and Sun – the key elements reminiscent of the summer season were taken as the key ingredients to the design.” The window is a combination of back drop graphics, wall and floor standing props depicting a beach and complementing stylized mannequins featuring casual fashion apparel and accessories. Product information like feature and price are communicated with framed boards and ticketing, The ‘Floral’ theme features informal women’s fashion apparel and accessories. “Through the Floral theme, we wanted to create a romantic space in the windows with floral elements, highlighting the feminine pastel and fruity shades. Ladies love color and flowers, and this, we thought, was a nice way to announce the availability of the wide floral theme merchandise collection we are offering this season,” explains Devarajan. The setting is created with a printed back drop with artificial flowers in relief and baskets with flowers, park benches and watering cans as props to complement the fashion statements featured on mannequins. 9

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The ‘Classic’ theme features formal fashion for men in a Classic setting that complements the display of formal apparel and accessories

The ‘Classic’ theme features formal fashion for men. The setting is made very formal and classic with the help of props like ornate wooden furniture, picture wall frames, table top accessories that complement the formal apparel and accessories. Explaining the concept further, Devarajan says, “The display in the window portrays an alchemy between shapes, lines and material where the structure match together - in a pure and simple manner. The communication here has been kept authentic and clean. Moreover so, we have given the window the look of a fashion magazine – where customers can literally flip through the fashion trends housed in our stores.” Each of the three themes has been strategically carried forward into the store into focal points in the departments they highlight. The windows would remain on display for a period of 45 days before being changed for the next campaign l Smitha Samuel

APRIL 2012

The Classic theme interpreted in a focal point in the Mens Formal department

window display

Drama in the drip Going beyond the walls of modern art galleries, Abstract Expressionism is exhibited on the windows of Anthropologie at Regent Street, London, with renderings on its glass panes that include multicolour paint drip creating an interesting art piece to draw attention to its new fashion merchandise collections.

nthropologie is a distinctly differentiated store brand that sells women's apparel and accessories, home furnishings, imitation found objects and an array of gifts and decorative items. Its store presentation and merchandising has been a powerful medium in communicating its unique, one-of-a-kind designs that deliver lifestyle rather than products. The window on Regent Street conspicuously follows the same brand ethos. “For this window, we were more inspired by the subject matter of Abstract Expressionism itself,

FEBRUARY 2012

rather than being driven by trends or specific fashion. Art will always be in fashion, and fashion is always inspired by art,” explains Patrick Minkley, UK District Visual Manager, Anthropologie. Rich colours drip on the window panes in different textures and layers emphasising the attitude of spontaneity associated with expressionism art with great dramatic effect on the store front. Through these layers of paint, one gets a peek of Anthropologie’s latest fashion merchandise displayed within the store. Apt props like paint stained stools

add to the drama and help display fashion accessories like handbags. Speaking about the execution of the window display concept, Patrick says, “The display team got a firsthand experience of working with some of the most famous artists. Although Expressionism can sometimes appear spontaneous and momentary, there is careful planning and thought behind it.” With paint being the only material for this window installation, the display team had limitations on how much could be prepared

Challenges in different drying times, bleeding, paint consistency and even weight unexpectedly contributed to the beauty Apt props like paint stained stools add to the drama and help display fashion accessories like handbags

beforehand. Aside from a little testing on the glass, the display team relied heavily on pre-planned drawings to help guide colour choices and the general layout of how the glass “canvas” would be used. From there, controlling the paint became a more organic and challenging process. “Stepping outside and across the street consistently during the installation was important to help maintain the bigger picture. Different drying times, bleeding, paint consistency and even weight, all became challenges. However, these challenges unexpectedly contributed to the beauty. It also took a lot more paint than anticipated to get the layers and texture we wanted to achieve. The end result was a good mix of thought and planning with that of some spontaneous Expressionism,” Patrick comments. Although the visual merchandising within the store was more focussed on selling lifestyle clusters, traces of the expressionism concept have been used to bring in continuity with the window display’s subtle communication. Besides Regent Street, this window concept on Abstract Expressionism was created in all Anthropologie stores across UK and USA. “Although minimal materials were used, it’s amazing how each window and outcome can be so different based on the variety of interpretations and inspirations. The different size and architecture of each window from store to store also plays a huge part in the end result,” Patric concludes l Chanda Kumar Regent Street Visual Managers (Managed the process and vision) Peggy Schofield Luisa Cinque Regent Street Display Coordinators (Created, executed and installed the windows) Katie Vale Kate Insley

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behind the scene

A Maverick at Heart At a time when his peers looked at careers in Information Technology, Balaji Natarajan decided to embrace retail environments and successfully continues to do so 20 years later. As Head – Visual Merchandising, Store Design and Branding at Tanishq, Balaji passionately talks about his early days as a Visual Merchandiser, his significant achievements, his biggest challenges, and the responsibility that the Visual Merchandising community in India has to undertake to reach newer heights in the future.

Balaji Natarajan Head-Visual Merchandising, Store Design and Branding, Tanishq

isual Merchandising (VM) was a “pleasant accident” that happened to Balaji at his first job as a trainee manager of the Weekender flagship store in Bangalore in 1992. In addition to daily duties, “my deep interest in interior design drew me to create a small focal point with simple elements and material, yet creating a smart and cool display to communicate the story of a collection called Bus Stop,” Balaji fondly recalls. Post this, Balaji continued to innovatively design windows with readily available aluminium foil rolls and factory’s waste fabrics, as he says, “The budgets used to be very small and simultaneously we had to ensure that the concept could be replicated in other Weekender stores as well. It was a delight to see that windows actually made heads turn and connect.” It was then, when Balaji realized his niche in the market and the power that product presentation holds in getting customer attention. In the year 2001, after a brief stint in Shoppers Stop as a Corporate VM (Mumbai), Balaji’s first visit to the Tanishq flagship store at Bangalore made him recognize an opportunity that the brand held in the area of VM. It was then that he pitched for his talent in Tanishq and beginning from then to this day, Balaji believes that VM has been one of the key aspects that positioned Tanishq as a classy, contemporary and high fashion jeweller. The theme-based product displays and interesting facades of collections APRIL 2012

like Aria and Diva have been making a huge mark on the customers’ mind. This has crucially helped the brand acquire new customers and till today VM has been significantly contributing to Tanishq’s brand positioning. Moreover, during his earlier days at Tanishq, Balaji, drew his inspiration from Jacob Kurien – the former C.O.O at Tanishq. He shares, 14

“Jacob Kurien taught the team to look at things differently, and constantly pushed to go beyond the ordinary. Owing to this, the quest to move beyond the mundane has grown exponentially with the people at Tanishq;” a habit that has drawn roots in Balaji as well. Taking on each day with a passion for his field, Balaji shares his views on Visual

working hands-on as a window dresser to now creatively directing his projects, be it the luxury space for Zoya, the contemporary window displays at Tanishq in the U.S. or the very recent Tanishq large format flagship store at Andheri (Mumbai), one of Balaji’s most satisfying achievements has been to put together a wonderful VM design, production and the branding team, besides a strong regional VM team; which has been consistently meeting the various demands of the brand. Balaji believes that as a member of the VM community it is his responsibility to bring in new talents, which he achieves by identifying the right resource who have a similar mindset of how things work, and train them in various areas of Visual Merchandising. In the next five years, looking forward to a 100% FDI, Balaji hopes to see a huge demand for VM professionals who can implement international designs in their Indian stores. Having said that, Balaji also wills to see design talent equally emerging from India, good enough to be attention grabbers for global brands, thus engaging them at their global headquarters.

merchandising. He emphasizes on the use of simple elements in VM and store design; and ensures that nothing overwhelms the product or the service more. Stressing on ‘less is more’, Balaji considers the ‘product to be the hero’, and that all communication should be designed around it. Balaji confides that one of his greatest strengths has been: “the ability to see things from a customer’s view point. Today it is amazing to see the diversity in customers who are never satisfied with what they get. The moment you put yourself in your customers shoes, one can sense their expectations, thus opening up an opportunity to surprise the customer by exceeding those expectations.” He explains visual merchandising and design to be a harmonious gathering of graphics, product presentation, lighting, flooring, fixtures, etc... all of which contribute to a

holistic store experience. Nonetheless, Balaji lays emphasis on his personal favourite - the basic store hygiene. He states, “A clean store is a delight, particularly in India, and it is this aspect that gets you half way through to providing your customer a good shopping experience.” Having shared his views on VM, Balaji also points out a few loop holes in the trade. He says, “Projects are fun when occasionally there aren’t enough budgets, and the team still churns out something very dramatically different. However, although having low budgets are taken in good spirits, it’s sad that people often make it a habit to come with low budgets and short deadlines. Somehow, the complexities of visual merchandising aren’t understood well.”

While being aware of the importance of global trends, Balaji stresses, “India has a lot of inspiration for storytelling and we should stop getting influenced by the way the west retails, and create new unique way to do things; one of the ways could be: reviving the many dying crafts of India and use them in storytelling.” His obsession with detailing and a maverick attitude at work has made Balaji live his dream today as one of the most successful VM professionals in the country. He has won the coveted Gold award for the Tanishq Andheri store at the recently concluded In-Store Asia 2012 in the Leisure, Personal & Fashion Accessories – Speciality Store category. But for him, “Real recognition comes when customers appreciate your work.” l Shikha Krishna

In the last 20 years of his career, from 15

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Grotto to Glamour The recently launched Manav Gangwani boutique personifies what the couture label stands for - glamour, drama and opulence, offering a brand experience through its exquisite store design and presentation. Lotus Design Services conceptualized and brought to life the very unusual store design at its new store at the Luxury Mall Emporio in Delhi. Read on to unfold the dramatic concept in the store.

anav Gangwani is a couture designer of international repute known for dressing up royalty and celebrities across the world. His designs have a fantastic record of being sold out in every ramp show he puts up. His creations have an international silhouette but are Indian in soul rendered through his unapologetic love for drama in fashion. The new Manav Gangwani flagship store was

launched at the DLF Emporio mall, New Delhi where Manav unveiled his latest collection. The store design theme for his boutique is a dramatic mix of contemporary and classic forms inspired by cave like grottos. “An intimate cave like space,” as described by Pankhuri Goel, Senior Project Designer at Lotus Design Services, the agency commissioned to conceptualize the new concept. The brief given by Manav Gangwani was simple in articulation but with a loaded objective: “a boutique that

Block letters add a sophisticated ‘monogramed’ branding to the storefront in the windows

INdian Design

The space is segmented into alcoves that visually unfold the experience of each collection in intimate private spaces. Focal points feature exclusive designs at intersecting spaces when transcending from one alcove to the next

The store design theme for his boutique is a dramatic mix of contemporary and classic forms inspired by cave like grottos

would showcase my garments at its best, and would make my clients more perceptive of the beauty of my creations.” From outside the boutique, a row of mannequins reminiscent of a ramp is displayed, but the garments reveal themselves only once the customer enters and explores the store. The luxurious furniture has been brought exclusively from ‘The Charcoal Project’, Mumbai by Mrs. Sussanne Roshan and Andrew Martin. The store environment brought out the inner essence of the artist and his exquisite creations with a concept that created an intimate luxurious setting to the experience offered. “We designed the store fronts with butterfly forms, suspended from the roof, embellished with Swarovski crystals in the color of the season flutter; creating a sense of playful glamour. The window was titled ‘Social Butterfly’ - a tongue-in-cheek take on the glitterati,” explains Pankhuri. Block letters add a sophisticated ‘monogramed’ branding to the storefront in the windows. Spread over 1500sft of retail space, the store space is segmented into alcoves that visually unfold the experience of each collection in intimate private spaces. Focal points feature APRIL 2012

exclusive designs at intersecting spaces when transcending from one alcove to the next. Pankhuri explains the spatial concept, “The space is a series of intersecting vaults finished in white plaster with mirror polished chrome racks set into a raw shell of stained distressed brick walls and a stained polished concrete floor. The raw finishes create the perfect backdrop for the richly embellished products.” Adding to the experience of the couture label, is the way its high profile customers are given special personal attention in an exclusive meeting area. “The store also has an exclusive salon space where the designer meets customers by appointment. One would find here a curated display of Manav’s most exclusive pieces,” explains Pankhuri. Adding to this, the plush changing rooms with quilted walls and rich velvet curtains reflect the attention the store gave to delivering superlative customer experience. The lighting concept played a very significant role in creating a dramatic ambience and emphasizing the store concept and its offerings with the help of accent and wall washers. “We also worked with up-lighters at 18

the base of the vault, to highlight form and structure,” adds Pankhuri. Exquisite style and elegance is reflected through Manav’s new collection. His new collection comprises of a wide range of innovative saris and stunning blouses, artfully draped anarkalis, novel suits, scintillating gowns and gorgeous lehengas, amongst a host of spectacular creations to choose from. “The idea behind having this store was to let my clients have an exceptional omnibus of styles that are breath taking and timeless, enhanced with the interesting shop ambience,” says Manav. The store also has a private ‘timeless’ section where the designer meets customers by appointments only. The store location being in a Luxury Mall helped build awareness and opportunity to engage with the brand and its offerings for the very exclusive target segment of the rich and the famous. Manav Gangwani says with utmost surety, “Being located in one of Delhi’s best malls with a huge footfall, the location was perfect. What makes it more ideal is that it is easily accessible to my clients.” l Smitha Samuel

Adding to the experience of the couture label is the way its high profile customers are given special personal attention in an exclusive meeting area

Design Team Ambrish Arora- CEO & Design Principal Pankhuri Goel, Senior Project Designer Dipti Das, Project Designer Contractor Buildkraft India

Mosh Ad

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The building facia was used to draw attention to the differentiated culinary destination using graphics and subtle ethnic architecture

INdian Design

Creating Something New Parented by DAI Foods Pvt. Ltd., Lebmex opens doors to its standalone eatery at Lavelle Road, Bangalore. Designed by ACME Designers, the outlet portrays an environment that is inspired by the cultures of Mexico and Lebanon.

ebmex was born out of a need to provide international vegetarian cuisine with the motto "Create Something New". It caters to Indian consumers who want to get a taste of the bold, vibrant and eclectic tastes of authentic Lebanese and Mexican Cuisines, and demonstrating that food served fast doesn't have to be a "fast-food" experience. At its new exclusive outlet on Lavelle road in Bangalore, the store design concept brings to life this service objective with the use of forms, colors and graphics inspired from the cultures the cuisine comes from. The concept is spread across 1800sft, adapted in a challenging narrow three level building. “The ground level houses the main cash counter and the kitchen, while the other two floors each represent a different theme: the first – Lebanese, and the top floor – Mexican,” explains Isaac Varsulkar, Co-Director, Lebmex. The building facia was used, without conventional building materials, to draw attention to the differentiated culinary destination using graphics and subtle ethnic architecture to communicate interestingly what to expect inside. “The facade of the store 21

is an interesting mural depiction cultures and colors, and elements from both Mexico and Lebanon,” explains Dhawal Udeshi, Co-Director, Lebmex. “The effect has been acquired without the usage of ACP, bricks, cladding or any glass options,” adds Sunita. K, Chief Architect, ACME Designers. The compromised building width which was squeezed between adjacent buildings was a challenge for the interior design to deliver a good dining experience in terms of access, circulation and comfort. Sunita comments further on this: “The site being a very old building, execution was a big challenge. Also, the narrowness of the building made it even tougher; nonetheless we overcame this by designing the space, making it look wider and inviting. The space planning with proper divisions and doing justice to each area was enterprising. Moreover, to make an old building look attractive and inviting, making the façade look extremely decorative was necessary, hence the huge mural.” The design concept of the restaurant is drawn from quirky interpretations of the culture of Lebanon and Mexico. “The strategy was to APRIL 2012

The First floor offers Lebanese cuisine in an environment inspired by the culture with iconic cultural mnemonics like a hukka

The top floor offers Mexican cuisine in an environment inspired by the culture with iconic cultural mnemonics like a guitar and a Mexican Sombrero

incorporate the basic feel of these places and showcase their art and culture with respect to using various interesting elements to enhance the ambience,” explains Sunita. Iconic mnemonics like a guitar, a Mexican Sombrero, a hooka and ethnic graphics have been added to the environment to complement the setting. The lighting concept plays a significant role in creating a combination of comfortable ambient, decorative and dramatic accent lighting. Sunita explains, “The lighting was inspired by art features used in fabrics that got transformed into light elements featuring on the ceiling.” The restaurant sports a jaliworked lighting chandelier in its Lebanian section, which is known to be quite famous in Lebanon. Some of the special features of the restaurant are the low heighted seating area in the Mexican section which is very cosy, and the bar area, which has comfortable bar stool seating. This area also has a gaming zone adjacent to it, such that customers can enjoy both food and games. On the whole, the outlet is a refreshing place to hang out in, and “has been gathering overwhelming response till date,” concludes Akshay Rathod, Co-Director, Lebmex l

Smitha Samuel

Architects & Interior Designers ACME Designers, Bangalore Construction Contractor GovardhanaRaju, Acme Interiors, Bangalore Murals Madhu Chandrika, Earthen Symphony Electrical & Lighting Gopal, Power Links Flooring Bhuvnesh, SBT International Photographer Manoj Masand 23

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Ethnic inspired A recent entrant in retail, ethnic fashion brand Seven East launches yet another stunning concept at a premium shopping destination in Mumbai. Designed by We Architects, the store design concept is a luxurious interpretation of the inspiration from the merchandise it offers.

tarting on a new journey, Sanjay Bindra, who earlier had stakes in BIBA, sold them and moved over to launching his own independent ethnic wear brand for women - Seven East. Now Director of Seven East, Putin Impex Pvt. Ltd., Sanjay Bindra says, “Seven East will spur a retail revolution. Indian women are looking for a unique solution to express their ethnic choices with a modern outlook, and this is exactly what Seven East would provide them. An ethnic, multi-cultural and inspiring brand, Seven East is a total reinvention of women’s ethnic wear in retail.”

With most of its stores located on high streets and shopping destinations with high footfalls like Khar Linking Road, Inorbit, Infiniti and Marketcity in Mumbai, it was an obvious choice to launch another new Seven East store at the very successful shopping hub - Phoenix Mills Mall in the same city. The boutique spread over 575sft is designed to address the modern women across regions, cultures and lifestyles to offer day wear and occasion wear fashion merchandise. The brand offers a wide specialized portfolio of made-to-measure, mix-and-match and SKD options.

We Design, the store design agency commissioned for the concept, developed a very distinct boutique store design concept inspired from the intricate patterns and motifs used by the designers in ethnic fashion. Explains Samir Dharurkar, Principal Architect, We Architects, “Seven East showcases a clothing line that includes natural elements in its embroidery fabrics and lace motifs. Having discovered that, we came to the conclusion that motif design should be the central idea in the store design and hence our design is oriented towards the artwork that reveals

The store front has a bold rendition of the ‘jaali’ motifs in a stunning architrave embellished with subtle graphics screen on the glazing

INdian Design

Crema Marfil Italian Marble flooring ,brilliant white walls, a self-patterned ceiling, wooden carvings of motifs and gold laminate skirting help articulate the design concept

elements from nature and the surrounding environment.”

Interpretations of the motifs have been used as a signature for the concept which as timeless mnemonics never seem to go out of style

Interpretations of the motifs have been used as a signature for the concept which as timeless mnemonics never seem to go out of style. They have been rendered onto various elements in the store to make it visually proprietary to the store design concept. The store front has a bold rendition of the ‘jaali’ motifs in a stunning architrave embellished with subtle graphics screen on the glazing. “This is visible even from a distance,” says Samir Pansare, Director, Samir Scantech Pvt. Ltd. (who implemented the VM for the store). “Another jaali work has also been added as background for mannequins enhancing the spatial display,” adds Samir Dharurkar. The brand logo is integrated in a backlit panel in the façade and back open windows help present expectations of the store offerings. The store interiors continue the use of the motif language across different elements. Samir adds, “There’s jaali work behind the cash counter as well, which forms the focal point of the store radiating a row of lights outwards. Brown mirror placed behind the jaali adds emphasis to the design pattern giving way to forming reflections, multiplying the illusion of space.” 25

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‘Jaali’ work has also been added as background for mannequins enhancing the spatial display

Crema Marfil Italian Marble flooring has been used to give a luxurious look to the store. The brilliant white walls, a self-patterned ceiling, wooden carvings of motifs and gold laminate skirting help articulate the design concept and create a stunning setting for presenting the brand’s specialty design merchandise. The lighting is boutique type with combinations of ambient, cove and accent. Adding to that, some innovative applications of lights help create interesting highlights in the store. Samir Dharurkar explains, “We have used Barrisol with T-5 tubes, providing a complementary look to the jaali work on the ceiling. Moreover so, the translucent white Barisol provides a firm background showcasing the store’s collection as standouts. Also, the acrylic with LED strip lighting synchronizes well with the jaali work.” Adds Samir Pansare to this: “All the VM elements with the jaali work have been backlit with special fittings for easy replacement of posters and enabling low maintenance cost.” Overall, the store design concept plays a significant role in delivering the brand promise in the store environment through design and presentation. Customers responded to the concept in delight and the brand owner Sanjay happily testifies: “Customers have appreciated our look and feel and accepted us as a brand for bringing new fashion to India. We Architects have done many stores with us and have really been a value addition in terms of design. Understanding the exact need and implementing this into a good creative design has considerably increased footfalls for us.” l

Smitha Samuel

Design We Architects VM Implementation Samir Scantech Pvt. Ltd. APRIL 2012

Urbanized Ethnic Mineral, a new entrant in exclusive women’s fashion with creations from designer Priyadarshini Rao was launched at Grand Galleria, Phoenix Mills in Mumbai in a unique store setting. The creative freedom given to the Design agency Ajay Shah Design Studio (ASDS) resulted in a signature contemporary cum vintage look for the brand which has helped differentiate and delight customers.

ineral, is a women’s fashion line from the well known fashion designer Priyadarshini Rao, who with her distinct signature style is successfully retailing her creations in over 15 premium boutiques in India. She prefers to define her work as luxury pret, and believes that her customer is someone who seeks an elegant and evolved clothing solution, and is not a frivolous fashion victim chasing fleeting fashion fads. Mineral is clearly positioned as an original premium fashion apparel for the confident modern woman between the ages of 22 and 35. That is “urban women who wear western clothes for atleast three days a month. Women who seek upmarket clothing that is original and allows them to express who they are and

who aren’t influenced by ‘celebrity’ culture. Two thirds of our customer base are working women who do not dress to conform to stereotype at work,” explains Jaydeep Shetty, Founder & CEO, Mineral Fashions Pvt. Ltd. Jaydeep further explains, “Mineral is a smart recombination of natural fabrics with a western construct, creating clothing that makes a woman look and feel special.” The brand’s retail strategy is to be available more through exclusive outlets in premium shopping destinations and with that in mind this store has been launched at Grand Galleria, Hight Street Phoenix. “We have used similar locations in Infiniti (Mumbai), at Colaba (Mumbai) - a collaborative single store with Hidesign, and Bandra (Mumbai) where we are across the street from Lacoste,”

The bright ‘Tangerine Tango’ colored store front renders a distinct signature for the brand and open back windows offers an honest view of the warm store interiors

INdian Design

explains Jaydeep. The store design of Mineral has a distinct signature concept that is a combination of various styles in a casual home setting. The differentiation starts from its bold store front and flows into the store interior design and presentation concept. Shares Ajay Shah, Owner, Ajay Shah Design Studio, “Before we got into the nitty gritties of designing the store, we had several meetings with the client, trying to understand her likes and dislikes, her style, work, etc... We found it an important factor to imbibe the traits of the designer and project these in the store design.” The bright ‘Tangerine Tango’ colored store front renders a distinct signature for the brand. Open back windows offer an honest view of the warm store interiors. Says Milind Karelia, a young Interior Space Designer at ASDS, “Tangerine Tango is the pantone color of 2012. By using

Visual Merchandising plays an important role of adding convenience in engaging with the merchandise and also positioning the brand with the help of unconventional vintage props like lanterns and sewing machines

this very striking color at the store front, we were sure it would make the store stand out from the rest.” The store environment is designed to be warm and understated to draw attention to the fashion offerings. The perimeter walls are left white, complemented with warm tactile stone colored flooring. Furniture and visual frames inspired by home décor help present the store offerings in a warm and inviting ambience. The ceiling is left stripped down with exposed services. Comments Ajay, “With Mineral, things were easy, and we were allowed a lot of creative freedom. We left most of the elements in the store at its natural state, without altering much.” The merchandising fixtures have been kept simple and they blend with the store interior as they are powder coated to match the wall color. The lighting concept is kept simple but effective. Open incandescent lamps and florescent tubes provide warm ambient lighting while CDMT tracks add the accent punch to the walls. “Inside the store, we’ve gone with a vintage look. The intention was to create a comfortable environment for the customers, creating a sense of familiarity, binding the customers and making them ‘feel-at-home’,” explains Ajay. 29

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The store environment is designed to be warm and understated to draw attention to the fashion offerings. The perimeter walls are left white complemented with warm tactile stone colored flooring and the furniture and visual frames inspired by home décor

Visual Merchandising plays an important role in making it convenient to engage with the merchandise and also position the brand with the help of unconventional vintage props like lanterns and sewing machines. “So mannequins turned out to be body forms, vintage artefacts and displays were sourced to create displays, and many areas were planned with pieces of fabric, corsages and similar material,” explains Shrutika Gupta, Visual Merchandiser, Mineral Fashions. To this adds Karan Battin, Visual Merchandiser, Mineral Fashions, “The advertising shoot material was framed and put upon walls creating visual points of interest. All in all, creating the right mix of VM elements at the store meant combining the streets and flea markets to see the right material we could find, as well as the right printers and fabricators, for what we had to achieve.” The visual presentation strategy was to create an environment that stood out from a typical fashion brand store and that was achieved with interesting visual cues in the store. Jaydeep explains, “We wanted Mineral to have the mood and look of an upmarket home rather than a store. Charming accents like vintage sewing machines, turntable players dating back to the 60s and old teak cupboards create this feeling. The walls are painted in broken white and the trial rooms are tucked APRIL 2012

away within a small receiving area rather than stark placement in the main store area.” The new store concept has had great response for its unique simplicity in merchandise and experience. Encouraged by that feedback from customers they plan to add more stores to the existing four in Mumbai and Thane. “We also expect to go to two locations each in Bangalore and Hyderabad,” concludes Jaydeep l

Smitha Samuel

Designer Ajay Shah, ASDS Lights Ankur Lighting, Delhi Fixtures Exemplar Systems, Mumbai Fitouts Rigved, Mumbai Mannequins BasX, Switzerland 30

Cool Casuals

The American sport-inspired lifestyle brand IZOD opened its first exclusive outlet at the Phoenix Market City in Bangalore. Positioned as casual luxury, its essence lies in Clean, Colorful and Outdoors attitude conveyed by its Fashion Offerings and Store Design. Sandesh Shet – Head Projects & Visual Merchandising at IZOD highlights the special features of the store.

hillips-Van Heusen Corporation from USA, which owns brands like Calvin Klein, Tommy Hilfiger, Van Heusen, IZOD, ARROW and Bass, has licensed Arvind Mills Ltd. to manufacture and market men's, women's and boys' casual apparel and accessories under the IZOD brand in India. The cool sports inspired casual brand made its debut in India through an exclusive brand outlet in Phoneix Market City Mall in Bangalore. Spanning an area of 800sq.ft, the IZOD store instantly captures attention with its distinct branded facade. The powerful red store front with a clean white branding creates a visual signature for the brand and

helps draw attention to the windows display stories. The story of the ‘Fisherman’s Cove’ is communicated in the windows “but with a twist,” says Sandesh. Continuing he adds, “We didn’t want to use the obvious elements like canoe or oars,” says Sandesh. Instead he chose subtle elements like lanterns, ropes, maps, fishnets and buoys with a wooden planked backdrop to highlight its fashion merchandise on white mannequins. The wooden parquet flooring in the store is quite welcoming and brings warmth to the store décor. The store environment is kept a neutral white with brand red highlights on the central column and cash counter backdrop. Red was used strategically “to break the

The façade was made of curtain glazing with metal strips resembling a textile pattern

INdian Design

monotony of white and to increase the visual aesthetics when viewing the store from the entrance,” adds Sandesh. In sync with the brand philosophy, the overall display of merchandise is uncomplicated and easy and visually separated into different collections. This store offers three collections – the Washed formals line Backyard Ivy, the Outdoors line - Fisherman’s Cove, and the Indy inspired Car Race line Racetrack. The collections are distinguished using presentation themes comprising of planograms, display, graphics and props. Sandesh explains, “We have consciously taken a call to not demarcate each zone distinctly with different lights or fixtures. This gives

A winding contemporary staircase transforms customers from the lower to the upper floor past a ‘Living Garden’

us the liberty to move the collections, or introduce new collections easily.” Perimeter walls and floor display presented with different combinations of face-out, shoulderout, stacks and complementing props helped create interesting collection stories across the store. One of the key visual highlights of the store is a prominent brand colored in-lit column niche jacketing a central column which has transformed a visual obstruction to a merchandise highlight point. According to Sandesh, “It was wide, and blocked the view of the store from the entrance. There were a number of design iterations done, but to keep it simple and straight we finally gave it the brand colours – red and white, and created a niche to make it visually lighter. Two of its sides hold props to create a mood of outdoor sports and the other two communicate the IZOD story with visuals and story boards.” The cash area has a curved wall, inspired by the ‘IZOD Centre’ in Texas. With a collage of visuals it communicates the essence of IZOD – music, racing, surfing, and an outdoor lifestyle. The store doesn’t use large lifestyle visuals. In Sandesh’s opinion, “The store size is small and The store design was ‘tailored’ in great detail for different categories of offerings inside the store

APRIL 2012

The store design personality blended the European love of simplicity with the Indian love of colours

large visuals might have made the space look claustrophobic. There should be some viewing distance else it could have overpowered the store.” The store has a back office area for stock storage, which has been smartly named the ‘Crew pit.’ The trial room is spacious and opens into a lobby so the customers don’t have to come out straight into the store after trying their garments.

IZOD Team Deepu Jacob Mathew Lekha Gajwani, Project Manager Robin Ranjan, Visual Merchandiser Sandesh S Shet, Head Projects & Visual Merchandising - VM Implementation APRIL 2012

The lighting concept of the store is a well-lit warm white lighting ranging from 1000 Lux for ambient and 1200 lux for display accents to draw attention to window display, floor focal points and wall high points with 25 degree lamps.

in this pilot store Sandesh hopes to roll out a few more stores in the next six months across other similar markets l

With a successful proof of concept in terms of the brand environment and its offerings

Shikha Krishna

Interiors MK Interiors

Fixtures Glomac Retail Fixtures Pvt Ltd.

Lighting Asian Retail Lighting

Window Display 3N Display Solutions 34

Column

Popping-up to sell! To cater to today’s dynamic market, consumer preferences and expectations businesses have had to innovate and experiment consistently with new ideas and offerings. Pop-up stores, usually believed to be the game of opportunistic discount retailers, are now used as powerful platforms to create a buzz around the brand experience by taking the new offering directly to the target consumer without the worry of long term commitments of capital investments. Store Design and Presentation play a vital role in achieving diverse business objectives.

raditionally pop-up stores were about niche retailers “popping-up” one day with small and temporary shopping environments and selling limited edition products for which consumers would essentially line up and once the products were sold out, usually within a matter of days or hours, the store would be closed until the owner received more products. The operating model was suitable for business and objectives that prefer a short, flexible hire term to a traditional long lease. This trend is believed to have started in 1991 and since then used to strategically address various business objectives of brands, marketers and retailers offerings services and products. Design and presentation of a pop-up store was as critical as a window display for a fashion retailerinnovative, attractive and enticing. Let’s look at some diverse applications of this concept from across the world that was used to achieve specific business needs.

high visibility, presented the offerings in a well-organized display and communicated through clear signing to deliver the same brand experience as the regular store with great topline success. Malls have picked up this demand and offer space on hire for pop-up store in prime congregating areas in the mall, often at a premium. The spaces on hire are either Open, where the tenant has to completely construct, or Ready Shells that are in the mall design concept that need only to be infilled with merchandise. Retailers offering impulse seasonal or specialty products hire these spaces with the objective of inducing

Open Type space antiques pop-up store (designed by the retailer) at Ibn Battuta Mall, Dubai

Iconic toy retailer Toys R Us, opened 600 popup stores during the Christmas-New Year with the objective of boosting seasonal sales. The pop-up store design and presentation created

The store design and presentation objective was to create high visibility, present the offerings in a wellorganized display and communicate through clear signing to deliver the same brand experience as the regular store

APRIL 2012

Ready Shell type Fashion Jewelry pop-up store (designed by the Shopping Centre) at Bugis Junction, Singapore

impulse buying by offering compelling value or sheer novelty. Though the degree of effort for store design varies from complete in the Open type to minimal in the Ready Shell type, attractive presentation to attract and engage passers-by is critical. Brands hire space in high footfall areas of their target segment to put up pop-up stores with the objective of creating Brand Billboards that create awareness and induce trial of their product or service in synch with advertising in mass media. They always prefer the Open type spaces to maximize the presentation of their brand identity and sale is not the key objective of the store. Product Brands Seiko and Fastrack are successful testimonies of this strategy in a popular mall in Bangalore. The store design and presentation is very brand proprietary and designed to grab the attention and delivery brand experience. Singapore Airlines set up 400 sft. pop-up stores in select malls in Kolkata, Bangalore and Chennai to promote a new offering – an inflight experience of its enhanced economy and business class seats. The store design created a real life like complete detailed mock-up of the seats and in-flight amenities and facilitated consumers to see, touch and feel the new offering that generated excellent walk-ins and trial. Some bold and innovative brands and entrepreneurs have thought out of the box and come up with innovative interpretations of the pop-up retail environment that have made significant impact in the markets they have served. Illy, the Italian coffee specialist, came up with a pop-up café also called the ‘ illy Push Button house’, at Time Warner Center. This was developed by famous architect Adam Kalkin who retrofitted a shipping container with hydraulic powered systems and transformed it into a mobile coffee house. Illy's demonstrated that its focus was on art acts as well as coffee and that it constantly challenged and rejuvenated tradition through new experiential initiatives. The pop-up store created tremendous buzz and proved to be a powerful platform that evangelized their brand and also promoted their new invention, the Illy Hyper Espresso home-use cartridge machine.

Brands Seiko and Fastrack hire space in high footfall areas to put up well branded pop-up stores that create awareness and induce trial so the target segment can try the products and experience the brand

Incredible as it may sound, the world’s first pop-up mall branded aptly as Boxpark ‘popped up’ along a vacant strip of east London's fashionable Shoreditch High Street. It is composed of 60 standard-size shipping containers, stacked two stories high and five rows wide. The park, which has taken a year to complete, is the brainchild of British entrepreneur Roger Wade. The Boxpark has APRIL 2012

The world’s first pop-up mall Boxpark which ‘popped up’ in east London's fashionable Shoreditch High Street is composed of 60 shipping containers, stacked two stories high and five rows wide

a temporary lease of just five years and houses a unique shopping experience with an interesting tenant mix of more than 40 retailers, cafes, restaurants and galleries in a space of about 500,000 sft. The mall offers small brands affordable short leases and help promote low-risk retailing in a unique setting that would generate walk-ins. The ‘ illy Push Button house’ is a retrofitted shipping container with hydraulic powered systems that transforms it into a mobile pop-up coffee house

APRIL 2012

Over-all, pop-up stores are catching up as a serious retailing medium for brands and retailers in a highliy competitive and dynamic

market place compounded with volatile consumer trends. The challenge and race is going to be speed and innovation in design, presentation and execution to meet business objectives in a limited space and time window. With many successful testimonies available to learn from, the task of getting the business and operating model of the pop-up store right the first time is no more left to sheer chance but to serious strategy, innovative conceptualization, presentation and impeccable execution l

VM&RD Ad

The contemporary store design concept creates a sophisticated â&#x20AC;&#x2DC;wowâ&#x20AC;&#x2122; setting right from the unique architecture of the store front

INternational Design

Perfect Number for Slumber The Sleep Number flagship store in Illinois, redefines the way customers can create their own individualized sleep solutions. The interactive shopping environment in a contemporary soothing setting transforms a rational shopping activity into an experientially emotional one. Designed by JGA, the store design exudes a residential feel where neutral tones and soft design elements create a perfect mood for the perfect snooze.

elect Comfort Corporation recently unveiled its premier flagship store called Sleep Number at Oakbrook, Illinois where a unique and individualized shopping experience is delivered with an innovative combination of advanced technology and stunning presentation. The store was targeted at the discerning shopper with higher income and who valued healthier lifestyle with the objective of delivering individualized solutions created by them by interacting with the store. The Sleep Number store’s unconventional design and presentation strategy sets new standards that help transcend the common expectation of ‘one-size-fits-all’ solutions offered by other retailers and brands. This is achieved with innovation and technology in the specialized products, their features and the visual communication that integrates them in the store environment. The contemporary store design concept creates a sophisticated ‘wow’ setting right from the unique architecture of the store front rendered into the store interiors. “As an enticement to the drive-by or walk-by visitor, the exterior creates a welcoming and elevated look and feel, providing the shop an anchor 41

position, exposing the graphics, as well as the luminous character of the space,” explains Ken Nisch, Chairman, JGA. A contemporary and calm residential setting is created with a palette of earthy and pastel colors rendered onto contemporary forms and finishes. The store layout and presentation is planned to create settings for its product categories and solutions like Sleep Number Beds, Specialty Mattresses and Bedding Accessories. These departments are visually segregated with different settings and suggestive header messages like ‘Create your perfect pillow’, ‘Experience Pillow Fit’, ‘Choose your Bedding Solutions’ etc. in interactive consultative selling bays. A unique customer experience in the Bedding Solutions department is a personal mapping system called the IndividualFit 3-D imaging which measures 1,000 pressure points between the customer and the bed’s surface and helps recommend a solution, an individualized ‘Sleep Number’. This unique ‘Sleep Number’ is used to eliminate the mapped pressure points and offer a prefect bed and mattress combination. This is communicated using high end imagining digital technology that projects the customer’s body image and illustrating the relieved pressure points and a APRIL 2012

The store layout and presentation is planned to create settings for its product categories and solutions Comfortable upholstered Lounge seating are provided for taking a break or a break-away discussion

A unique personal mapping system called the IndividualFit 3-D imaging helps which recommend an individualized â&#x20AC;&#x2DC;Sleep Numberâ&#x20AC;&#x2122;

The Sleep Number store’s unconventional design and presentation strategy is achieved with innovative technology, products presentation and the visual communication that is integrated into the store environment

Client Team Angela Hoekstra – Director, In Store Experience Annie Bloomquist – Chief Product Manager & Merchandising Officer Tom Miles – Director of Construction Jodi Hanna – Construction Project Manager Michael Jeske – Store Planning Manager

The Inner Circle Lounge is a special service zone in the store where customers interact with store staff for addressing specific service needs

Design Firm JGA JGA Design Team Ken Nisch – Chairman Miho Koshido – Creative Director General Contractor BHL Services Architect L&M Associates Ltd. Mechanical & Electrical Engineers Dunham Associates solution that addresses this. Various interactive tools like iPads, Touch Screens and Flip Charts, strategically placed conveniently in the store in each department, assist the customer in choosing their individualised solutions. The Inner Circle Lounge is a special service zone in the store where customers interact with store staff for addressing specific service needs. Lounge seating with lush comfortable upholstered chairs are also provided for taking a break or having a break-away discussion .Projection screens and privacy elements, such as central fabric scrim panels add softness and scale, while floating walls and curved back panels create more of a sense of place and intimacy. The lighting concept is a combination of indirect cove washes that create a soft glow and enhance the calming effect of the space and accent spots that help draw attention to special features. The Sleep Number store environment is thus a great setting for distinctly differentiated store experience offered through interactive product display and communication to help deliver unique individualized solutions. This has helped them create a premium niche for the brand and a definite leadership position amidst competition l

Chanda Kumar 43

Lighting Designers Villa Lighting Lighting Manufacturers HE Williams Lightolier BL Innovative Lighting Juno Lighting Group HQ Floors Tandus Amtico Beaver Tile and Stone Wall Covering/Graphics Graphic Systems DFab Grafix Shoppe APRIL 2012

Suite of Indulgence The newly launched Aura Light and Sound Suite at Long Island, a nightclub and event space, is a unique entertainment experience conceptualized by bluarch architecture + interiors + lighting. The unique environment design concept presents plush interiors with its stateof-the-art lighting and crystalline sound, making Aura the newest sensation in New York.

pening its door to East Meadow, Aura Light and Sound Suite has added a new dimension to the Long Island nightlife scene. Offering a completely new and high energy atmosphere, Aura is a contemporary lounge that is rendered in a futuristic design language. “The venue is conceived as a vibrating space that is as fluid and mobile as light and sound, interfering in ripples, waves and swells. Surfaces of light undulate and push, soft walls lift and reveal. Here all is ephemeral and light, momentary,” explains Antonio Di Oronzo, Principal, bluarch architecture + interiors + lighting.

According to the design firm, the concept was derived from the client’s requirement of an experiential lounge differentiated with design and technology. Forming the center of attention, the space is layered with a series of vertical planes progressively rising as they approach the center of the room. As these reverberating surfaces rise and float, they reveal a slanted lighting grid that clarifies their materiality of chocolate brown vinyl, and their edges outlined with a deep red vinyl. Spread over 6000 sq.ft, the space has been structured on two main levels, fitted with three bars, one of which is freestanding at the lower level. Some of the special features in the store

are its flexible LED video display screen ceiling (first and only one in New York), elevated and LED illuminated VIP Tables, private banquettes appointing dance floor, curved upholstered walls and DJ booth, soundproof curtained entranced and exits, a private VIP entrance and LED illuminated bars. Talking about what went in building and enunciating the lighting effects in the lounge, Antonio comments, “We researched on various light technologies which were necessary in executing a design highlighting flexible LED mesh screens as one of its primary features.” These screens along with an arrangement of undulating seemingly precariously hung

The venue is conceived as a vibrating space that is as fluid and mobile as light and sound, interfere in ripples, waves and swells

INternational Design

Forming the center of attention, the space is layered with a series of vertical planes progressively rising as they approach the center of the room.

chromed panels, lay beyond the innermost winding surface of the lounge, playing and amplifying video signals and the vibe beneath. Along with the extraordinary aura created by its lighting, Aura also boasts of a fully Integrated D&B Audiotechnik Electro-Acoustic Sound System direct from Germany, offering the best in sound. A complete nightclub experience of the best in sound and lighting technology makes Aura a new and unique experience for those in Long Island. Described aptly by the design firm, this space offers no straight profiles, just as no living being does. Not surprisingly Aura has received excellent response since its launch where bookings for private parties are full for the next six months l

Chanda Kumar A special features in the store is its flexible LED video display screen ceiling, the first and the only one in New York

Design bluarch architecture + interiors + lighting

Reverberating surfaces rise and float, and reveal a slanted lighting grid that clarifies

outlined with a deep red vinyl 45 their materiality of chocolate brown vinyl, and their edges FEBRUARY 2011

The dramatic faĂ§ade creates a strong statement with the use of architecture to represent the dominant positioning of the brand and itâ&#x20AC;&#x2122;s offering

INternational Design

Modern Masculinity The redesigned Wormland flagship store concept at Hannover offers an ultra-modern environment to present fashion collections to the discerning urban male. Designed by Blocher Blocher Partners, the store is a stunning mix of club atmosphere and the adventure spirit presented through store design and visual merchandising.

he men’s fashion brand Wormland recently unveiled its redesigned flagship store in Hannover, to offer its collections in a highly urban setting. “Customers at Wormland Men’s Fashion are not only into clothes. They are buying manliness. The world of these men is easy going, cool and rough, but it also has plenty of room for feelings. You might say this is where a club atmosphere meets the adventurous spirit, with a healthy dose of zeitgeist,” says Angela Kreutz, Partner at Blocher Blocher Partners.

The urban store design concept and the fashion offerings come together to create a unique store experience. The store concept’s sophisticated monochromatic color palette is rendered across the entire environment across forms and finishes. A dark flooring, in an anthracite-coloured stone called Basaltina, and a dark stripped down ceiling create a backdrop to draw attention to the spectacular winding staircase and abstract drop ceiling highlights.

According to the brand, the progressive store design is the perfect expression of Wormland’s typical concept of style groups, which are not defined by age but by shared preferences for art, music, fashion and lifestyles.

Store fixtures and furniture are made of a combination of lacquered tables and minimalistic black metal hardware. They draw focus to the fashion merchandise and statements across different categories in the store. Architectural finishes like bare brick walls, distressed wood and graffiti add interesting highlights to the sophisticated environment. A boutique style accent lighting concept adds drama to the store presentation and visual merchandising. Stylized and ‘posing’ headless mannequins present the brand fashion statements in the store window and across focal points in the store to attract and entice customers to engage with the merchandise.

The dramatic store front makes a masculine statement with a three floor high glazed façade that flaunts a closed back window and an interesting view of an eclectic spiral staircase. The store is spread across four floors of retail space, each measuring approximately 1,500 sq m from the basement up to the second level. Backlit router cut metal letters brand the building at the store entrance level and the building top. 47

APRIL 2012

Closed back windows create a prominent platform that draw attention to the new fashion offerings in the store

A neutral palette of finishes sits as a backdrop allowing maximum expression for departments, collections and campaigns

Adding to the experience are leisure points to take a break at like a cozy lounge with designer chairs or an Espresso Bar with integrated iPads. A DJ booth on the lower level invites artists to indulge. “Music has always been an integral theme at the store. Through the Wormland Music digital label, the Hannover firm offers great DJs an opportunity to shine creatively,” Angela explains. A special room-scenting system, where customers are introduced to fragrances designed especially for Wormland, completes the sensory experience in the store. Completed in nine weeks, Blocher Blocher Partners have created a dramatic and differentiated shopping environment for Wormland’s fashion discerning urban male customer l

Chanda Kumar

Architecture & Interior Design Blocher Blocher Partners, Stuttgart Graphic Design Blocher Blocher View, Stuttgart Shop-fitting Vizona GmbH, Weil am Rhein; KordaLadenbau, Bad Salzuflen Lighting elan Beleuchtungs- und Elektroanalgen GmbH, Köln

FEBRUARY 2011

PRODUCT News

Wim Plast launches Wall Panels & False Ceiling Applications

im Plast Ltd., a Cello Group Company, has off-late introduced in the market a set of Wall Panels and False Ceiling applications of Cello Bubble Guard.

Cello Wall Panel Cello Bubble Guard Poly Propylene Wall Panel is an economical and maintenance free application. Available in a variety of colors and patterns, the application omits hassles of re-painting and polishing. The panels offer high tensile strength, resisting stress cracking, retains stiffness and flex. These wall panels are also available in seamless appearance, clad with tongue and grove system offering permanent utility/decorative panelling designed to provide flexibility, durability and beauty.

Inherent Advantages: • 100% Water Proof • Extremely easy to install (no mudding or painting is required) • Can be applied directly over existing wall • Termite Proof, Corrosive-resistant, Aging- resistant • High intensity & Impact-resistant, Non- staining • Easy to clean, Hygienic APRIL 2012

• • • •

Class V2 fire rating (offered on request) Acid & Alkali Proof Heat & Sound Insulation Value No need of paint, Epoxy Coating

Standard sizes: 8ft x 4ft 8ft x 3ft

Cello False Ceiling The False Ceiling application of Bubble Guard is not only cost effective and durable, but also an easy to install application. A good choice for recessed lighting, the application helps in lowering or levelling an existing ceiling;

although, it requires a drop of at least 6” from current ceiling. Ideal for Stores, Hotels, Offices, Warehouses, Industrial Sheds, Commercial Complexes, etc…, the false ceiling application from Wim Plast, can be easily replaced if need be. Since these sheets are made out of Poly Propylene, they are best suitable for covering A/C ducts above the ceiling.

Standard Sizes: 2’ x 2’ 4’ x 4’ Inherent Advantages: • Light Weight, yet Strong & Durable 51

• • • • • • •

Moisture & Water Proof Termite, Insect & Bacteria Proof User Friendly Eco-friendly High Aesthetic Appeal Excellent Thermal Insulation Fire Retardant

The organisation, after launch of the applications, already have an impressive demand from clients as Tata Motors Ltd., SBI ATMs, Reliance Retail, HDIL, Reliance Industries Ltd. and Mayfair Housing Pvt. Ltd. For further information, www.cellobubblegaurd.com

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APRIL 2012

PRODUCT News

Nitco launches new Collections

stablished in 1953, NITCO is amongst the leading flooring and interior aesthetics provider. The brand has under its fold Nitco Tiles, Nitco Marble, NITCO Art (Mosaico & Inlay), NITCO Wall Tiles & NITCO Earth (Construction Division), of which Nitco Tiles is leading player in the flooring solution segment. One of the largest tile manufacturing companies and the fastest growing, NITCO Tiles known for its constant innovations, has recently introduced to the market its latest Natural Marble and Oak Wood Collection. NITCO’s Natural Marble Collection

Besides being elegant, the fascinating properties of NITCO’s Natural Marble are their cooling properties in warm climate, natural feel, easy maintenance and its durability. NITCO is the only company in India to execute UV polishing on marbles to enhance the shining life of marble. Available in: 3ftW X 4ft H till 10ft X 4ft slabs (depending upon the marble quarry) NITCO’s Oak Wood Collection

Inspired from natural wooden textures, NITCO brings to you its latest Oak Wood Collection, a spectacular range of wooden finish tiles.

In its Natural Marble category, NITCO has launched Onyx and Travertine Marble, a bold and beautiful range of natural marbles, emanating an elegant look and feel. NITCO’s Onyx is available in a wide variety of sizes, textures and colors. Onyx Marble is known for its translucent nature. Onyx is the premium kind of marble available throughout the world. They are most commonly used as backlit in showrooms, malls, bars and residential properties. Onyx range is available in orange, white, green, honey, mango, tiger, vanilla and sunrise shades. Price range for Onyx Rainbow Marble starts from Rs.1,500 – Rs.4,000 Travertine Marble proposition is that they have holes on its surfaces, which gives it a natural look and feel. These can be used with or without filling, as per the requirement. These are commonly used on façades, wall cladding and floors. The Travertine range is available in cream, red, noche, silver, walnut and yellow shades for a classy look. Travertine Yellow Marble starts from Rs.300 – Rs. 850. APRIL 2012

The NITCO Oak Wood Collection emanates the look and feel of natural wood, are very easy to maintain, and are environment friendly. They are highly durable and have high resistance to physical wear and tear, looking the same even after years of use. These tiles are made with high purity clays and minerals and fired at very high temperature to make it impervious and stain resistant. They do not absorb any moisture from atmosphere and do not exhume any gases during usage. Utilization of in-house industrial waste, make the tiles eco-friendly with its green features. The fully automated process and in-house ETP treatment plant (recycles 100% of water used in production process) at NITCO allows to use energy efficient methods at various stages of production process. These tiles are meant for areas like stores, boutiques as well as commercial premises, and also can be used in high traffic areas. Available in: 600mm x 148mm NITCO Group has a wide spread and well established network of 800 dealers and 5000 sub dealers spread over India. The company owns 15 exclusive showrooms under the brand name ‘Le Studio’ at Mumbai, Pune, Nasik, Ahmedabad, Indore, Kolkata, Gurgaon, Chandigarh, Cochin, Coimbatore, Chennai, Bangalore, Delhi and Hyderabad l

wassup! All-organic store Organic Haus launches in Mumbai

rganic Haus, a premium all-organic products brand, opens its first store in Mumbai after the successful launch of its pilot flagship store in Ahmedabad in November 2011. Speaking on the occasion of the opening, Dilip Doshi, Chairman, Organic Haus said, â&#x20AC;&#x153;Indian consumers are now increasingly becoming health conscious and are opting for organic products acknowledged for their virtues. The growing awareness among urban population in India about the health benefits of non-synthetic, naturally produced organic products encourages Organic Haus to be represented in all major cities in India with its own brand stores, through franchise partners, as well as other like-minded stores.â&#x20AC;? The store environment is planned simple and uncluttered with elegant embellishments to offer its specialized products in an elegant ambience. Product presentation is planned keeping in mind customer convenience. The design concept is planned warm and friendly with parquet wooden flooring and wardrobe like fixtures that add a peaceful homely touch to the ambience. Organic Haus, founded by Dilip R. Doshi,

former Indian cricketer, retails a wide range of EU certified organic products from vegetarian packaged foods, natural cosmetics to home detergents and food supplements that provide vital nutrition. The company sources its products mainly from German, Austrian and Northern European manufacturers as they stand for the best in organic quality

worldwide. The Mumbai store followed soon after the successful launch of its flagship store in Ahmedabad in November 2011 l

Bliss Chocolate now at Forum Mall, Bangalore

liss Chocolate Lounge, a premium destination for the chocolate lover seeking luxury and finesse, opened its new outlet at the happening Forum Mall at Bangalore. The Lounge offers a great place for people to interact socially whilst enjoying an eclectic mix of handcrafted chocolate, chocolate beverages, cakes, deserts and chocolate meals. Its speciality lies in raw chocolate sourced from Belgium.

Located on the Ground floor over a modest area of 350sft in the centre of the atrium, the lounge draws a lot of attention and successfully entices passers-by to try the exquisite offerings. The Lounge has two distinct sections: the Display-Sell and the SitDown Service section. The Display-Sell section has in-lit glass vitrines, jars and back wall shelves to offer handcrafted into exquisite pieces of chocolate for indulgence and gifting. The Sit-Down Service area is a cosy group of seating arrangement under a wooden pergola segregated from the bustle of the mall with a honeycomb shaped suggestive partition. The chocolaty colors and finishes complement the product and enhance the food appeal of the super-specialty destination. The Lounge is very well branded on all sides and also the top to optimize visibility of the island from all sides. Encouraged by its successful presence in prominent location across popular malls in Bangalore like Forum Value Mall, Mantri Mall, UB City Mall and now Forum Mall, the brand has plans to open over 80 stores all over India l 53

APRIL 2012

wassup! Reimagined Mom&Me Concept

om&Me launched its reimagined concept in its 75th store in Bangalore at Sarjapur. The store is spread over 2800 sft and is a specialty destination for Maternity, Baby and Kids lifestyle solutions for apparel and non-apparel needs. The store design conceptualization was the result of a collaborative effort by 4Dimensions and Mahindra Retail.

Fixtures in a combination of rubber wood, chrome and glass helped in giving unobtrusive embellishments to the store and drawing attention to the store offerings

The objective of the concept was to keep in line with the new trends in customer lifestyle preferences for an environment that was contemporary, minimalistic and emotive. This was attained through store design, store environment graphics and visual merchandising. The operational objective was to make the store more flexible for strategic changes in merchandising and business needs. To integrate Mom&Me’s physical store with their popular virtual one, the store has a prominently located e-commerce station. Though the brand’s store design material palette was not changed, the forms and renderings were redefined in the new concept to give the store environment a fresh and updated look. The wooden slatted ceiling combined with scattered wooden tiles mirroring it was a focal signature feature at the store entrance. Fixtures in a combination of rubber wood, chrome and glass helped in giving unobtrusive embellishments to the store and drawing attention to the store offerings. The environment graphics were made very brand proprietary with an ‘ampersand wall paper’ graphic over-laid with The main signage was designed to change in color in the day and night to maximize visibility of the brand logo

FEBRUARY 2012

category specific colored locators and emotive visuals. The Visual Merchandising strategy was to use the emotive back drop and present solutions by cross-merchandising apparel and non-apparel clusters. Skin-tone headless mannequins help draw attention and present the offerings stylishly. The main signage of the store was updated with the application of an innovative signage design and audit software tool called Visual Attention Service (VAS) from 3M in collaboration with the 3M Signage design team. The signage was designed to change in color in the day and night to maximize visibility of the brand logo. Overall, the effect of the redesign was well received by the core customers and having tested this successfully in the pilot store ,Mahindra Retail is implementing the same across its new store rollouts l

The environment graphics were made very brand proprietary and complemented with emotive visuals

Design Concept Four Dimensions Retail Design Pvt Ltd & Mahindra Retail Pvt Graphics Design and Visual Merchandising Mahindra Retail Pvt Ltd

Fixtures Disha Retail Fixtures Pvt Ltd

External Signage 3M India Limited, Commercial Graphic Division

Mannequins Tranz Mannequins

Internal Graphics We Design and Supra Digital

Lighting Asian Retail Lighting Pvt Ltd

Store Build Lavens

APRIL 2012

retail solutions providers Aluminium Composite Panel Manufacture Alucopanels Limited D-19/3, Okhla Industrial Area, Phase-II, New Delhi - 110 020. India Tel: +91-11-2638 6641 / 42 / 43 Fax: 4140 3248 Mob: 09810192105 Email: deepak_indobond@yahoo.co.in www.indobond.com

Digital Printer MMT Digital Unit-46, A to Z Ind. Estate, G.K.Marg, Lower Parel, Mumbai - 400 013. Tel: 022-2493 7187 / 91 Email: popmedia@vsnl.com Vijas Digital (India) Pvt. Ltd. Vijas House, C-1, Cama Estate, Walbhat Road, Goregaon (E), Mumbai - 400 063. Tel: +91-22-4068 3700 www.vijasgroup.com

Retail Design Firms Ajay Shah Design Studio Arch # 33, Below Mahalaxmi Flyover Mahalaxmi. Mumbai - 400034 Tel: 022-23541861 / 6451 2487 ajay@asdswow.net / admin@asdswow.net www.asdswow.com / twitter.com/asdswow Four Dimensions Retail Design India Pvt. Ltd. #15, I Floor, Saraswati Complex, 5th Cross, Malleshwaram, Bangalore â&#x20AC;&#x201C; 560 003 Telefax: 080 4132 3099/ 4132 3198 Email: nagaraja4d@gmail.com Design For Change Future Research Design Company Pvt Ltd 742. 8th A Main, 80 Feet Road Block 4 Koramangala, Bangalore - 560 034. Tel : 91-80-6001 6288 info@designfc.com Glue Design Pvt. Ltd C-51, Sector-6, Noida 201 301. Tel: 0120 - 4747600 Email: contact@gluedesign.in Idiom Design & Consulting Ltd., Joseph Chemannur Memorial Hall, 1st Crs, 1st Stage, Indiranagar, Bangalore - 560 038. Tel : 080 41525300,41525301 Kingsmen Fairtech International Pvt. Ltd. B-25, Lala Lajpat Rai Marg Lajpat Nagar II, New Delhi - 110 024. India. Tel: +91-11-4660 6100 Email: mailbox@kingsmenfairtech.com www.kingsmen-int.com APRIL 2012

MADISON + rkd retail/IQ Ground floor, Corporate Centre, Andheri Kurla Road, Andheri East, Mumbai 400 059, India. Tel: + 91.22.6177.1505 Cell:+91.9833913465 rachna.lanewala@madisonrkdretailiq..com

Dovetail Furniture Pvt. Ltd. 240/B, Bommasandra Industrial Area Hosur Road, Anekal Taluka Bangalore - 99. Karnataka, Tel: 080 - 27832430 / 27835927 Fax : 27831516 info@dovetail.in

Shark Design+Manufacturing # D-7/1, Okhla Phase 2, New Delhi - 110 020. Tel: 91-11-46634400 Cell: 98100 45935 / 98101 13834 avenish@sharkdesigns.com Studio J No.3484, 1st floor, 14th Main, Behind New Horizon School, HAL, 2nd stage, Indiranagar, Bangalore â&#x20AC;&#x201C; 560 008. India Cell: 91 9686113406 Tel: 080 42185485 Email : jenny@studioj.co.in WD Partners India Pvt Ltd. 3rd Floor, Techweb Center New Link Road, Oshiwara Jogeshwari West Mumbai 400 102. Tel: 91-22- 6780 3256 Mob: 99877 05666 Email: rohit.patra@wdpartners.com V-Design Architectural Solutions Pvt. Ltd. 61/63, K K Marg, Jacob Circle (Saat Rasta) Byculla, Mumbai - 400 011. Tel: +91-22-3192 8383 Email: info@vdesign.co.in www.vdesign.co.in

Fixtures

Flatbed Printing Printech Digital Imaging Pvt. Ltd., #270/2, Near Bhanu Nursing Home, Bommanahalli, Bangalore - 560 068. Tel : 4150 8666 / 8679 Email: info@printechdigital.net www.printechdigital.net

Lighting Plus Light Tech Basement # 1, Lachwaad Building., Opp. Mc Donalds, Station Road, Vile Parler (W), Mumbai 400 056. Tel: +91-22-3263 1667 Mob: 93200 32995 Email: amit@pluslighttech.com

Mannequins

BP Ergo Ltd. 3rd Floor, DGP House, 88C, Old Prabhadevi Road, Prabhadevi, Mumbai 400 025. Maharashtra (W) India Tel: 91-22-6619 5500 / 6619 5555 www.bpergo.com

Clone Mannequins D-9/4, Okhla Industrial Area, Phase 2 New Delhi - 110 020. Tel: 91-11-4066 4000 Email: clone@clonemannequins.com

Creative Display 85-B, Mohammed Ali Road, Opp Bombay, Mercantile Bank HO. Mumbai - 400 003. Tel: 91-22-43344750 / 99 Mob: 95946 51981 Email: sales@creativedisplay. in

Mosh India Corporation Inc. B-53, Shukla Industrial Compound, Ashok Van, Dahisar (E), Mumbai - 400 068. Tel: +91-22-2848 3458 Mob: +91-98673 91614 Email: bhavesh@moshindia.in www.moshindia.in

Disha Retail Fixtures Pvt. Ltd. Plot No 299,300 & 301, Bommasandra - Jigani Link Road Jigani, Bangalore - 562106 Karnataka. Tel : 08110 - 417000 Email: murali@dishafixtures.com info@dishafixtures.com

Tranz Mannequins Pvt. Ltd. 217, 10th A Main, 1st Block, HRBR Layout, Opposite State Bank of Travancore, Bangalore - 560 043. Tel: 91-80-4160 1289 Email: tranzmannequins@airtelmail.in

retail solutions providers

Solution Provider

Retail Security System

Stonarts.D Adugodi, Bangalore - 560 030. Tel: +91-80-2210 1010 Email: feedback@stonarts.com

Tyco Fire & Security India Pvt. Ltd. D - 601, Campus – D, 6th Floor, RMZ Centennial, Kundalahalli Main Road, Bangalore – 560 048, India Toll Free: 1800 – 102 – 8926 Email: adtindia@tycoint.com tycoindia@tycoint.com

Signages Signage Systems India C 106/4, Naraina Indl. Area, Phase - 1, New Delhi - 110 028. Tel: +91-11-2589 5816 / 8 Email: signage@airtelmail.in www.signagesystemsindia.com

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