The Black­ber­rys Sig­na­ture

VM&RD - - INDIAN DESIGN -

Black­ber­rys, one of the lead­ing Life­style Brands since 1991 which has es­tab­lished it­self as a renowned fash­ion brand and is as­so­ci­ated with innovations in fash­ion and a strong im­age of Sharp Edged Cloth­ing in In­dia, has launched a flag­ship spe­cialty store in Ban­ga­lore with an in­ter­na­tional brand pro­pri­etary sig­na­ture in store de­sign and pre­sen­ta­tion cre­ated by Liganova, the Ger­man brand re­tail com­pany. The store fea­tures its en­tire range of trousers, suites, jack­ets, shirts and ac­ces­sories and of­fers the to­tal brand ex­pe­ri­ence of Black­ber­rys.

Es­tab­lished in 1991, Black­ber­rys has a tradition of of­fer­ing fash­ion cloth­ing for the chang­ing needs of the In­dian male. It has es­tab­lished it­self as the man­u­fac­turer of trousers, suites and jack­ets and grad­u­ally com­pleted the wardrobe look with shirts, and ac­ces­sories. The brand rec­og­nized the need to cre­ate a uni­fied and dif­fer­en­ti­ated look and hence com­mis­sioned Liganova, the 360 de­gree brand re­tail com­pany from Stuttgart & Ber­lin, to cre­ate a flag­ship brand ex­pe­ri­ence store. The mega store is lo­cated on a pop­u­lar fash­ion high street of Ban­ga­lore, 100 feet road, Indi­rana­gar which is lined with flag­ship stores of lead­ing fash­ion brands. In this com­pet­i­tive mar­ket, the new con­cept aims at giv­ing an in­ter­na­tional look to the brand which is ren­dered in the store front, the in­te­ri­ors and the visual mer­chan­dis­ing in the store. “We take pride in car­ry­ing for­ward the brand value of in­no­va­tive­ness and a prom­ise to de­liver unique­ness in or­di­nary, be it our prod­ucts or even in our store. Ev­ery 3 years, we have grad­u­ated and en­hanced the pre­mium qual­ity ex­pe­ri­ence for the men’s of­fer. We again wanted to take the next big leap of be­ing truly in­ter­na­tional and up­grade stan­dards of over­all brand recog­ni­tion and ex­pe­ri­ence,” says Meera Sapra, DGM- VM & Store De­sign, Black­ber­rys. The store is spread over a re­tail area of 8000 Sq. Ft. and is de­signed to give a dis­tinct sig­na­ture look for the brand. Within the store it is di­vided into two dis­tinct lev­els each ded­i­cated to Semi-for­mals and for­mal wear. “The Brief was to cre­ate a unique sig­na­ture look which will em­pha­size on brand strengths of be­ing sharp, dressed up and sets up a stage to show­case its fash­ion edge and truly this as­so­ci­a­tion with Liganova has given Black­ber­rys a unique sig­na­ture look. The store stands out with great promi­nence and the Brand takes the Next Big Leap into the fu­ture," says Mr Su­nil Gok­lani, VP Re­tail, Black­ber­rys. The store front is de­signed to give a gen­er­ous view into the store in­ter­cepted with fash­ion state­ments fea­tured on styl­ized man­nequins. “Store front has been kept open and im­por­tance is given to the main win­dow which ac­tu­ally cov­ers half of the façade. The widow has been treated as one of the main tools for brand ap­pear­ance on the façade,” men­tions Elena Mau­rer, Manag­ing Di­rec­tor, Liganova Brand Re­tail Pvt. Ltd. and Sankalp Sahu, part­ner, 02 June, De­sign Stu­dios. The de­sign con­cept took into con­sid­er­a­tion the aes­thetic, busi­ness and func­tional needs of the store and em­ployed a mix of ma­te­ri­als, pre­sen­ta­tion and com­mu­ni­ca­tion to de­liver

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