The French Allure: Being Human @Seawoods Grand Central Mall, Mumbai
@SEAWOODS GRAND CENTRAL MALL, MUMBAI
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.
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.”