ColorPlus, which has been at the forefront defining the way Indian men dress, has now unveiled a ‘New Retail Identity’ for its stores.
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.
Jose Maria Bustos, Singapore
Manjunath (True Dimensions), Bangalore
Disha Retail Fixtures, Bangalore
Plus Lighting, Mumbai