In­dia’s Largest Creative Liv­ing Cam­pus ‘Creatic­ity’ Launched in Pune

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From of­fer­ing holis­tic so­lu­tions in home and in­te­rior life­styles to an ar­ray of food and bev­er­age and en­ter­tain­ment op­tions, Creatic­ity is more than just a mall, it in­tends to amal­ga­mate com­mu­ni­ties into its space while bring­ing out the in­ner cre­ativ­ity of the city and its peo­ple.

Deepak Fer­tilis­ers and Petro­chem­i­cals Cor­po­ra­tion Lim­ited (DFPCL) re­cently an­nounced the un­veil­ing of its creative liv­ing cam­pus ‘Creatic­ity’ in Pune (for­merly known as Ishanya). Lo­cated in Pune and spread over a cam­pus of 10-acre, Creatic­ity will re­deͤne and rev­o­lu­tionise the cus­tomer ex­pe­ri­ence be­yond con­ven­tional shop­ping cen­tres/malls. The com­pre­hen­sive re­brand­ing of the cam­pus dra­mat­i­cally el­e­vates the fo­cus from a mall to es­tab­lish an ecosys­tem that fos­ters co-cre­ation, be­long­ing and ex­pres­sion. Ar­guably, In­dia’s largest Creative liv­ing Cam­pus of this na­ture, it aims to trans­form tra­di­tional re­tail spa­ces into a des­ti­na­tion for all by nur­tur­ing mul­ti­ple cities such as Home city, Food city, Sports city, Art city, En­ter­tain­ment city and presents a plethora of fresh of­fer­ings in the F&B, En­ter­tain­ment, Home Dé­cor, Art & Cul­ture and Mu­sic en­ter­tain­ment cat­e­gories. The aim is to en­able ev­ery­day cre­ativ­ity el­e­ments in ev­ery per­son who vis­its and en­gages with the cam­pus called Creatic­ity and in­spire them with the joy of cre­ation.

Speak­ing on the oc­ca­sion, Ma­hesh M, CEO, Creatic­ity said, “I am de­lighted to share this beau­ti­ful trans­for­ma­tion from Ishanya to Creatic­ity. We hope to pro­vide the plat­form where ev­ery­one can ex­plore, en­gage and ex­press their cre­ativ­ity. As we roll out our new iden­tity, we will con­tinue to re­main as fo­cussed as ever on our cus­tomers and their needs, be it shop­ping, Din­ing or En­ter­tain­ment. We have un­der­taken an in­ten­sive re­brand­ing and repo­si­tion­ing ex­er­cise over the last sev­eral months based on some de­tailed re­search and con­sumer jour­neys, we plan to build on our strengths de­vel­oped over ten years and equally learn from the new op­por­tu­ni­ties and chang­ing con­sumer be­hav­iour and ex­pec­ta­tions. This ex­er­cise forms a vi­tal part of our trans­for­ma­tion strat­egy and we have in­vested around 10 crores to en­hance the phys­i­cal space ex­pe­ri­ence. On the space front, we are tar­get­ing to have an exit oc­cu­pancy rate of over 80 per­cent by end of next ͤs­cal.

At Creatic­ity, we will col­lab­o­rate with our cus­tomers and pa­trons to de­liver many ex­pe­ri­ences, be it as a one -stop cam­pus for per­fect­ing the art of home, with over 80 re­puted home and liv­ing brands from In­dia and abroad and over 52,000 home dé­cor ideas spread over 2 lac soft or a foodie’s des­ti­na­tion with a menu of a dozen restau­rants and over 25 de­lec­ta­ble cuisines or as a cool place to un­wind with an en­er­getic and fast game of fut­sal or cricket at in­door and out­door turf are­nas. Add to this a paradise of en­ter­tain­ment and joy, with mu­sic con­certs to rock shows, com­edy acts and se­ri­ous theatre, dance per­for­mances to fash­ion shows, mul­ti­ple venues from a 600 seater am­phithe­ater to a 500 pax ban­quet spa­ces, sweet lit­tle pock­ets of in­door/out­door zones for work­shops and chat shows and a lovely and lively art gallery, all make up this creative liv­ing cam­pus. In­ter­est­ing and in­no­va­tive de­ploy­ment of tech­nol­ogy and ser­vice de­sign ideas will help us to make our con­sumer jour­neys more con­ve­nient and fa­cil­i­tate them to make in­formed de­ci­sion choices.” said Ma­hesh.

Creatic­ity is home to over 100+ na­tional and in­ter­na­tional brands across the three cat­e­gories of Home, F&B and En­ter­tain­ment, like Ash­ley Fur­ni­ture from North Amer­ica, Gau­tier from France, Natuzzi Edi­tions from Italy, M&D Casa Italia, Mag­ni­flex from Italy, King Koil USA, to name a few in the Home and liv­ing cat­e­gory and Baraza, Zora, Iron Bar n Grill, Rasta café, Pub­lic and Good News Dhaba in the F&B cat­e­gory with XLR8 ad­ding to the sportain­ment zone.

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