A recent entrant in retail, ethnic fashion brand Seven East launches yet another stunning concept at a premium shopping destination in Mumbai. Designed by We Architects, the store design concept is a luxurious interpretation of the inspiration from the merchandise it offers.
Starting on a new journey, Sanjay Bindra, who earlier had stakes in BIBA, sold them and moved over to launching his own independent ethnic wear brand for women - Seven East. Now Director of Seven East, Putin Impex Pvt. Ltd., Sanjay Bindra says, “Seven East will spur a retail revolution. Indian women are looking for a unique solution to express their ethnic choices with a modern outlook, and this is exactly what Seven East would provide them. An ethnic, multi-cultural and inspiring brand, Seven East is a total reinvention of women’s ethnic wear in retail.” With most of its stores located on high streets and shopping destinations with high footfalls like Khar Linking Road, Inorbit, Infiniti and Marketcity in Mumbai, it was an obvious choice to launch another new Seven East store at the very successful shopping hub - Phoenix Mills Mall in the same city. The boutique spread over 575sft is designed to address the modern women across regions, cultures and lifestyles to offer day wear and occasion wear fashion merchandise. The brand offers a wide specialized portfolio of made-to-measure, mix-and-match and SKD options. We Design, the store design agency commissioned for the concept, developed a very distinct boutique store design concept inspired from the intricate patterns and motifs used by the designers in ethnic fashion. Explains Samir Dharurkar, Principal Architect, We Architects, “Seven East showcases a clothing line that includes natural elements in its embroidery fabrics and lace motifs. Having discovered that, we came to the conclusion that motif design should be the central idea in the store design and hence our design is oriented towards the artwork that reveals
The store front has a bold rendition of the ‘jaali’ motifs in a stunning architrave embellished with subtle graphics screen on the glazing