In Vespa Style
An iconic brand, an emblem of timeless fashion and lifestyle, the Vespa has made its return to Indian shores in style. The scooters have been launched through a store concept that makes a distinct ‘Vespa’ statement in the understated Italian style.
The best selling scooter in Europe Vespa, arrives in India for a third time, and this time brought by its original Italian owner Piaggio in India. The loved brand is introduced to the Indian customer through 50 exclusive showrooms across 35 major cities in the country.
“Vespa in India will meet the aspirational needs of the fashion, style and brand conscious individuals, who would like to be exclusive, distinctive and in fact are a breed apart. Our target customers exude style, not effort. They make a statement with everything they do, seek interesting conversations, and seek a way of life, not merely a mode of transport,” says Ravi Chopra, Chairman and Managing Director, Piaggio Vehicles Private Limited (India),
The Vespa store concept is designed to create a stage for experiencing the lifestyle statement that scooter stands for. “The focus at each store is to offer the consumer an unmatched and cherished experience. The exclusive stores should stand out as contemporary and inviting for potential customers to feel comfortable and a differentiated buying experience,” Ravi adds.
According to the brand, the objective was to create a store environment that would help draw attention to the real hero – the iconic brand offering. “Our scooter has vibrant colours that we wanted to stand out and therefore wanted the showroom design to be subtle, stylish and purposeful. We have been able to achieve this objective,” Ravi comments.
Realm Retail was assigned to create a complete ‘Retail/Dealership’ identity for re-introducing Vespa in India. Speaking about the store concept Arunangshu Ghosh, Executive Director, Realm Retail Solutions says, “The idea was to make the showrooms look contemporary, furniture to look elegant and minimalistic, showcase “Vespa’s” long and rich history etc.”
According to Realm, the store design strategy was to make the showroom look stark enough to help the vibrantly coloured scooters and the brand imagery to stand out.
The Vespa brand stores measure between 1500 sq ft and 2000 sq ft, spread over a single level. The store’s layout is planned with distinct areas such as a reception, an open scooter
display area, discussion area, lounge seating for customers, sales and back office area.
The storefront is designed to give an uninterrupted view of the whole brand experience and its aspirational offerings. The open back window features the key offerings complemented with young accessorized mannequins. “Full height glazing has been used to ensure there is good visibility of the showroom interior. The concrete area of the store front – columns and top signage area needed clean look. Therefore use of ACP cladding was proposed which was designed to include the front signage as one seamless unit,” Arunangshu adds. The store's main signage is understated and smart with edge lit CNC cut box letters with a sharp halo effect.
Entering the store, the reception area acts as the first impression point for the brand experience created with the use of trendy graphics and dynamic communication. “We created a wall that served dual purpose. Towards the reception is a very youth centric poster with SS cut ‘Vespa’ logo and on the other side is the history wall with the television screens for the customers seated in the lounge area. The history wall has several LED poster panels showing rich heritage of the iconic brand ‘Vespa’,” Arunangshu explains.
The scooter display stands are designed for two specific purposes – a raised platform for the show window and a flat base for the display of the range of scooters for customers to examine closely.
An accessory corner has been planned to offer Vespa style accessories like helmets, t-shirts, bags, key chains, coffee mugs etc. The furniture design is contemporary and minimalistic.
Lighting plays an significant role in enhancing the stark white look of the store. “The idea was to make it as white as possible without overheating the place. We used LED white lights in Millennium Drive showroom thereby promoting green technology. Wherever more emphasis was required like the reception wall, scooters & VM posters – we used 3 fitting track lights to focus on the elements,” says Arunangshu.
Another interesting brand experience add-on in the showrooms is the trendy Vespa Café in the Millennium Drive Pune showroom. “This was not part of the initial concept but when we were developing the final designs we created the design of Vespa café. We implemented the first one of around 400 sq ft at Millennium Drive in Wakedwadi area of Pune, which was very well appreciated by PVPL,” Arunangshu comments.
The second Vespa Café, which is larger in size, has been added in another Millennium Drive showroom in Pimpri Chinchwad area of Pune. With 50 dealerships rolled out across India, Piaggio plans to further expand the same into newer markets to cater to growing demand for the brand
Design Manager & Interior Designer
Sachin Adsul & Rajesh Kamble
Drawings & Detailing
Sachin Dabade & Jeetesh Nalwade
The storefront is designed to give an uninterrupted view of the whole brand experience and its aspirational offerings
The reception acts as the first impression point for the brand experience created with the use of trendy graphics and dynamic communication
The store design strategy was to make the showroom look as stark enough to help the vibrantly coloured scooters and the brand imagery to stand out
An accessory corner has been planned to offer Vespa style accessories like helmets, t-shirts, bags, key chains, coffee mugs etc
An interesting brand experience add-on in the showrooms is the trendy Vespa Café