The French Al­lure: Be­ing Hu­man @Sea­woods Grand Cen­tral Mall, Mum­bai

@SEA­WOODS GRAND CEN­TRAL MALL, MUM­BAI

Business of Fashion - - Contents -

Be­ing Hu­man gets a fresh start in Mum­bai with a com­pletely re­worked 2-storeyed re­tail space that flaunts an ar­chi­tec­tural setup rem­i­nis­cent of 17th cen­tury France.

Ap­parel brand, Be­ing Hu­man Cloth­ing gets a fresh start in Mum­bai, with a com­pletely re­worked 2,558 sq.ft., 2-storeyed re­tail space that flaunts the best of the fast fashion brand in an ar­chi­tec­tural setup rem­i­nis­cent of 17th cen­tury France, dur­ing the war with Italy. Lo­cated at the Grand Cen­tral Mall in Navi Mum­bai, the aes­thet­ics of the new store evinces the con­cept of a 2-storey un­der­con­struc­tion build­ing.

De­signed by Be­ing Hu­man Cloth­ing’s in-house de­sign team, the mo­ti­va­tion was to give a new feel to the ex­ist­ing store de­sign by adding el­e­ments which would en­hance the large­ness of the space at Sea­woods. The brand has utilised state­ment el­e­ments which were used in bare min­i­mum in its other lo­ca­tion stores and made them larger than life at this store. “Like the drawer wall, which ideally is used be­hind the cash counter in other stores, but at Sea­woods we have used it in the façade of the store,” says Karan Berry, Cre­ative Head, Be­ing Hu­man Cloth­ing.

The De­sign

Stand­ing at a stag­ger­ing height of 19 feet, the Be­ing Hu­man Cloth­ing store at Sea­woods looks like a 2-storey build­ing un­der-con­struc­tion. The con­cept of French win­dows, tes­sel­la­tion

of draw­ers with vin­tage brass han­dle on both sides of the fa­cade and the I beam, on which the struc­ture has been made gives it a very French mood.

The French win­dows, made up of wood and glass, serve as a door/win­dow of a house open­ing on to a bal­cony. The wall pan­els are made chiefly of grass and wood with the walls kept bare to give the un­der con­structed feel­ing. The brand also has added rus­tic nat­u­ral tex­tures, like wa­ter leak­age, to give it a more au­then­tic feel. The floor is built with a mix of wooden floor­ing and pavers block giv­ing a street like feel in the cen­ter of the store. The gazebo is placed on the pavers block in such a way so that ev­ery­one who en­ters the store feels that they are shop­ping on the streets of France. The mer­chan­dise too is dis­played in a man­ner that ex­em­pli­fies the feel of a street shop.

The ceil­ing is kept bare with sus­pended grass and lights give a very open and fresh feel­ing to the store. The wiring has also been kept bare to give it an un­fin­ished look which adds to the de­sign. The track lights add to the raw and ro­bust feel of the de­sign. The store also fea­tures half­way stairs which are mounted on the walls giv­ing the feel of houses on the street. Be­ing Hu­man Cloth­ing has also re-cy­cled old bar­ber chairs for seat­ing within the store, with seat cov­ers that are de­signed in denim patch work. On be­ing asked about the re­sponse that the store has hith­erto reg­is­tered, Karan Berry proudly states, “The re­sponse has been great so far. This lace and de­sign has helped us to in­crease the stock ca­pac­ity which fur­ther helps us in dis­play­ing more styles and op­tions. Ev­ery­thing is well placed out and give the cus­tomer enough space to browse peace­fully.” Be­ing Hu­man Cloth­ing aims to keep this de­sign con­cept unique to the Sea­woods store al­beit tak­ing el­e­ments from it for fu­ture stores.

“BE­ING HU­MAN CLOTH­ING STORE AT SEA­WOODS LOOKS LIKE A 2-STOREY BUILD­ING UN­DER-CON­STRUC­TION.

THE CON­CEPT OF FRENCH WIN­DOWS, TES­SEL­LA­TION OF DRAW­ERS WITH VIN­TAGE BRASS HAN­DLE ON BOTH SIDES OF THE FA­CADE AND THE I BEAM, ON WHICH THE STRUC­TURE HAS BEEN

MADE GIVES IT A VERY FRENCH MOOD.”

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.