Mahindra Retail launches Concept “Beanstalk Express”
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