Mahin­dra Re­tail launches Con­cept “Beanstalk Ex­press”

VM&RD - - WASSUP! -

Mahin­dra Re­tail Pvt Ltd launched a new in­ter­pre­ta­tion of Beanstalk, its Toys For­mat Store at An­nana­gar, Chen­nai. This is the 26th store in the chain. The idea of a con­cept store was born out of a dis­ad­van­tage in a site that was nar­row, long and low and just 701 sq.ft. of car­pet area! Be­ing lo­cated on a busy cor­ner of a main road with lots of loud visual clut­ter, the store de­sign ob­jec­tive was to de­liver vis­i­bil­ity and foot­falls for the store. The de­sign strat­egy was put to­gether by the in-house team with clear de­liv­er­able of high vis­i­bil­ity that made the store stand out as a des­ti­na­tion for fun and toys and com­pel the tar­get cus­tomer to en­ter and en­gage and fi­nally to make the store look vis­ually larger than it ac­tu­ally was. The dis­ad­van­tage of the build­ing phys­i­cals was trans­formed to a clear win­ning ad­van­tage with the help of a de­sign con­cept of a Toy Train – Beanstalk Ex­press! The ex­e­cu­tion of this strat­egy was done with the help of ex­te­rior col­ors and props that helped cre­ate a visual im­pres­sion of a train engine and com­part­ments. For strong vis­i­bil­ity from three sides, a top sig­nage that also acted as a ‘chim­ney’ was de­signed on top of the store front. Fun el­e­ments like lit ‘head­lights’ in the front , a train hooter that kids could pull when they left the store and train win­dows that had back lit toy brands vi­su­als helped com­plete the visual im­pact. The store houses a wide range of toys from dif­fer­ent brands with store staff called ‘play part­ners’ trained to play with kids and do magic tricks to en­gage them! This store was com­pleted in just 22 days from start to fin­ish

In­dia's stain­less steel table­ware ac­ces­sories and mod­u­lar kitchens premier brand, Arttd’inox launched its sec­ond ex­clu­sive store in Gur­gaon. Arttd’inox is a flag­ship brand from the house of JSL Life­style Lim­ited, a sub­sidiary of Jin­dal Stain­less Lim­ited. Cov­er­ing an ex­ten­sive area of 2000 sq. ft, the store is pri­mar­ily di­vided into three zones -home dé­cor prod­ucts, stain­less steel mod­u­lar kitchens, and the 'De­sign With Us' cor­ner. The store is de­signed by DFC, Fu­ture Re­search De­sign Com­pany. “We wanted to pro­vide a de­sign driven by In­dian min­i­mal­ism. Store color pal­ette is muted for so­phis­ti­ca­tion, hence the nat­u­ral washed ozone grey floor­ing, ce­ramic tiles on walls, curvi­lin­ear shelves with LED glow and mus­tard yel­low tint of glass as sur­face

all are blend to­gether to har­mo­nize the en­vi­ron­ment and make it look like a work­ing

stu­dio,” ex­plains San­jay Agar­wal, Di­rec­tor, FRDC. Dis­play props such as fresh flow­ers help break the monotony and present a home-like set­ting for the mer­chan­dise.

Speak­ing on the oc­ca­sion, Mrs. Deepikaa Jin­dal, Manag­ing Di­rec­tor, JSL Life­style Ltd

said, “We are ex­cited to open an ex­clu­sive store in Gur­gaon. We aim to serve shop­pers the best qual­ity prod­ucts and a great shop­ping ex­pe­ri­ence. We hope to be­come the one-stop des­ti­na­tion for any­one look­ing to in­stall mod­u­lar kitchens and buy qual­ity steel life­style ac­ces­sories as de­sign and qual­ity are the cor­ner­stones of Arttd’inox.” The un­usual store­front in­te­grates a stag­gered form with fus­cia high­light to cre­ate a visual sig­na­ture for the brand

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