Color­plus Style

Color­Plus, which has been at the fore­front defin­ing the way In­dian men dress, has now un­veiled a ‘New Re­tail Iden­tity’ for its stores.

VM&RD - - INDIAN DESIGN - Sus­mita Das

The com­plete life­style brand Color­Plus launched its new flag­ship store at Nungam­bakkam high road in Chen­nai in an all new in­ter­na­tional store de­sign con­cept. The store of­fers a col­lec­tion of smart ca­su­als for men.

De­signed by US based agency Gensler, the store de­sign cre­ated an en­vi­ron­ment that show­cased the brand in a so­phis­ti­cated world class in­te­rior with prod­uct pre­sen­ta­tion to match. “Gensler comes with a rep­u­ta­tion of be­ing one of the largest de­sign firms in the world with a very solid port­fo­lio of works for some of the best names in the re­tail world. They bring a very in­ter­na­tional and world­wide per­spec­tive trans­la­tion in their works,” says He­tal Ko­tak, COO, Color Plus Fash­ions Lim­ited.

Oc­cu­py­ing 2500 sq ft, the store is spread across two lev­els, fea­tur­ing the Gallery of Style and the Color Shops. Gallery of Style is a space which con­stantly em­pha­sizes on new looks along with an as­sort­ment of prod­ucts and life­style im­agery. In the case of Color Shops, the prod­ucts are dis­played and stored in a sys­tem of wardrobes based on col­lec­tions which is be­ing es­corted with work ta­bles to show­case the prod­ucts and dis­play ac­ces­sories.

The store­front de­sign is planned to give an im­pres­sion of lux­ury and fash­ion with the use of ar­chi­tec­ture. Ex­plain­ing about the de­sign strat­egy, Ali­son Carr, De­sign Di­rec­tor, Gensler ex­plains, “Pre­sen­ta­tion of prod­uct is de­signed to be in­spi­ra­tional and or­ga­nized by looks and en­sem­bles. A large scale graphic panel im­planted at the Gallery Wall is in black and white life­style im­agery that can be changed sea­son­ally while the Gallery ta­bles ad­ja­cent to the dou­ble height gallery wall pro­vide op­por­tu­ni­ties to tell sto­ries and in­spire the cus­tomer with ob­jects, prod­uct and ac­ces­sories. But the work ta­bles in the Color Shops dis­play ac­ces­sories in pull out draw­ers un­der a glass top and pro­vide lay­out space to aid in the sell­ing process.”

“The ceil­ing height at the color shops is in­ten­tion­ally kept low to cre­ate a warm in­ti­mate en­vi­ron­ment with high den­sity mer­chan­dis­ing and stor­age ca­pa­bil­i­ties. The store is split down the long axis from the store­front to the back wall with the dou­ble height space high­light­ing the Gallery con­cept.

Porce­lain tile floor tiles, creamy ivory and dove gray are sep­a­rated by a thin line of small scale quartzite stone tiles,” fur­ther adds Ali­son.

Props like yarn, but­tons and fab­ric were in­cor­po­rated to em­bel­lish prod­uct

pre­sen­ta­tion. “Prod­ucts were in­te­grated and used as props. The Gallery wall was given a life­style ap­proach with lighter mer­chan­dis­ing and en­sem­ble look. It pro­vided con­sumers a look they can buy rather than prod­ucts. The color shops used the con­cept of colours and dis­played prod­ucts in color fam­i­lies so that con­sumers bought amongst a fam­ily of colour rather than com­pare be­tween colours,” ex­plains Jose Maria Bus­tos, Cre­ative Di­rec­tor, Vis­ual Mer­chan­dis­ing Asia. This store has also used art to ap­peal to the dis­cern­ing cus­tomer and cre­ate an as­pi­ra­tion.

With in­tent to aug­ment the ex­cite­ment a spe­cial seat­ing i s cus­tom de­signed ac­com­pa­nied by bronze glass topped cof­fee ta­ble. Apart from this, a lounge area is also crafted to re­lax in and as well as to try on footwear.

“To cel­e­brate the con­cept of ‘Mak­ing’ and the ‘Col­or­ful Life’, there is a fea­ture wall at the back of the store lead­ing to the fit­ting rooms fea­tur­ing spools of thread. Fit­ting rooms are

well ap­pointed with cus­tom benches, hooks and in­te­grated light­ing within the mir­rors,” avers Ali­son.

Ac­cent light­ing has been used pre­dom­i­nantly to draw at­ten­tion to the high­lights in the

store, ar­chi­tec­ture and prod­ucts. “In case of light­ing, the over­all at­mos­phere is de­signed to be warm and well lit while still al­low­ing a lit­tle drama in the prod­uct pre­sen­ta­tion,” shares Ali­son.

With ad­mirable re­views since its launch,

He­tal says, “The con­sumers have re­sponded very pos­i­tively to the new store de­sign. They find the store de­sign very con­tem­po­rary, in­ter­na­tional & clas­sic. The store also pro­vides con­ve­nience and ease to cus­tomers.”

Fur­ther com­ment­ing on the brands fu­ture plan He­tal con­cludes, “We plan to roll-out all our new ex­clu­sive stores in this for­mat and also up­grade our ex­ist­ing stores to this new ‘re­tail iden­tity’ over a 3-4 year hori­zon”.

Apart from this Chen­nai store the brand has adapted this con­cept at an­other out­let launched at the Bri­gade Orion Mall in Ban­ga­lore

De­sign Gensler - Ali­son Carr (Se­nior As­so­ciate, De­sign Di­rec­tor), Gensler, San Fran­cisco, USA

De­sign Im­ple­men­ta­tion Part­ner

FRDC- San­jay Agar­wal (MD, FRDC), Ban­ga­lore.

VM Con­sul­tant

Jose Maria Bus­tos, Sin­ga­pore

Gen­eral Con­trac­tor

Man­ju­nath (True Di­men­sions), Ban­ga­lore

Store Fix­tur­ing

Disha Re­tail Fix­tures, Ban­ga­lore

Light­ing

Plus Light­ing, Mum­bai

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