ROADSTER: PIONEERING EXPERIENTIAL RETAIL IN INDIA
Designed by Restore, this first-of-its-kind store in India offers a seamless online to offline experience to the consumer. The road comes alive on a video wall.
Myntra’s first offline store for one of its in-house brands, Roadster, opened its doors to treat shoppers to a pioneering experience. The first impression of the difference of the Roadster store is, the clearly visible technology. But, the idea of that experiential store runs deep. It stands on the solid ground of creating an unforgettable experience through design and technology.
`The Roadster Store’, the first-of-a-kind retail store in India, designed and executed by Restore offers a seamless online to offline experience to the consumer. The state-of-the art design allows the customers to just walk into the store and see the road come alive on a video wall. Co-Founder and Director Lisa Mukhedkar of Restore, spoke about some highlight features of the store to Images BOF.
Roadster is among the top choices of denim aficionados when it comes to apparel, footwear and accessories. The brand is modeled on an outdoor life style. When Restore created the Roadster store, it was with a singular purpose of giving the shoppers an experience like never before.
The customer experience design and the design of the space, which resembles a garage, form a symbiotic relationship and create the desired experience. While the space design brings alive the brand’s identity, the customer journey helps the shopper immerse in different aspects of the brand and do much more than just shopping.
‘The Talking Store’ moniker of the store comes from the larger than life LED façade, which is the store’s voice. It transforms into a medium of communication, information dissemination and inspiration for customers. The primary focus as you enter the store is the product, technology just enables and ensures a seamless interaction. The digital displays on the left side of the store are much more than endless aisles, they have the brand ethos in them. Shoppers can plug in and know more about the different collections that are displayed in the adjacent hotspots.
Restore recognized the need of the brand to tell its story at a very early stage. The video wall along with the multitaction table at the cul-de-sac of the ground floor primarily does that, but does not stop there. The video wall is a mirror display of the multitaction screen, a technology which is a first for an Indian retail store. The multitaction display gives a greater opportunity for the shopper to immerse in the brand. Shoppers can watch how the denim apparel is made, select apparel based on the destination they are travelling to and also get a discount. The adjacent ‘Denim Bar’ showcases the best of Roadster denim apparel. The shoppers can know more about different washes, cuts and stitches of Roadster’s denim catalogue. A complete experience of the brand by design and technology.
The move to the first floor has many visual elements to continue the conversation between the shopper and the brand. The first floor is a product intensive area, but not short of unique experiences. Bespoke design elements that express the brand’s individuality are integrated in the space. From hotspots to fixtures, the store design is immersed in the brand’s soul.
The Croma screen or green screen technology at the selfie zone separates it from the others. Restore wanted to gift the shoppers a memory of their experience at the Roadster store. Another first in the Indian retail environment, the selfie zone uses trick photography to give shoppers different scenes for their pictures. The switch to offline world is made seamless by another technological innovation. Shoppers can scan the bar code of the products in the store on the Myntra app, which automatically adds it to their cart.
Passive browsing/ shopping is also encouraged in the space outside the dressing rooms. Shoppers can also use the iPads to browse the internet, watch Youtube videos, know more about the brand’s collections or shop.
The Roadster store is a space for customers to experience the brand, shop with ease, connect with people and enjoy everything that the brand has to offer from apparel to idiosyncratic experiences.