In Vespa Style

VM&RD - - INDIAN DESIGN - Chanda Ku­mar

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

Realm Re­tail

De­sign Man­ager & In­te­rior De­signer

Pra­jakta Upad­hye

De­sign­ers

Sachin Ad­sul & Ra­jesh Kam­ble

Draw­ings & De­tail­ing

Sachin Dabade & Jeetesh Nal­wade

Pro­duc­tion Man­ager

Sachin Dabade

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

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