Ethnic in­spired


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

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