STORE WATCH

ROADSTER: PI­O­NEER­ING EX­PE­RI­EN­TIAL RE­TAIL IN IN­DIA

Business of Fashion - - Contents -

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.

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