Min­eral launches its sixth store in Mum­bai

VM&RD - - WASSUP! -

The post­mod­ern women's wear brand, Min­eral un­veiled its sixth store in the city at the Oberoi Mall, Gore­gaon. The store en­vi­ron­ment has been glam­or­ized us­ing op­u­lent ma­te­ri­als and ar­chi­tec­ture and with this a chal­lenge of a hav­ing a dou­ble level store with a base­ment was con­verted in to an ad­van­tage.

The 1000 sq.ft store sports a spe­cially crafted ensem­ble, tar­geted to­wards the 24year + woman, which ranges from tops,

tu­nics, dresses to trousers and skirts. “The cus­tomer has be­gun to ex­pect an evo­lu­tion in the fash­ion aes­thetic of Min­eral, and this sea­son has been chal­leng­ing try­ing to meet or ex­ceed what she ex­pects. Our col­lec­tion this sea­son seam­lessly blends dif­fer­ent col­ors, fab­rics, tex­tures and in­flu­ences into a sin­gle lan­guage. Rais­ing the bar to what is avail­able con­ven­tion­ally in the mar­ket is some­thing we wish to be known for and we ex­pect the re­sponse to be equally en­cour­ag­ing,” says

Priyadarshini Rao, De­sign Di­rec­tor. Fea­tur­ing back open win­dows, the con­cept of­fers an un­in­ter­rupted view into the store. Striped down open ceil­ings, body forms in­stead of tra­di­tional man­nequins, spa­cious trial rooms and in­no­va­tive prod­uct pre­sen­ta­tion hang­ing op­tions help main­tain the dif­fer­en­ti­ated look of the brand. Vin­tage el­e­ments like Rol­liflex and Yashica Twin Lens cam­eras and old teak wardrobes re­gen­er­ated as stock­ing fix­tures is fused with mod­ern lighting, pan­eled wooden floor­ing and a clas­sic Euro­pean store front to aug­ment the store de­sign. The store stocks the bridge fash­ion line gen­er­at­ing a sig­na­ture state­ment for the brand. While the ex­te­rior zone of the store is em­braced with the hue of ma­genta, the brand has also mo­ti­vated the cus­tomers on Face­book to make the fi­nal choice while fix­ing on the color theme. “We find cus­tomers get­ting in­creas­ingly in­volved with Min­eral, and want­ing to be a part of the process de­sign­ing the ex­pe­ri­ence. Al­most 50% of our sales in the ex­ist­ing stores are com­ing from same cus­tomers," avers Jay­deep Shetty, Founder & CEO, Min­eral

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