House of Aroma
Iris, the newly launched a unique aroma boutique concept, houses fragrance, accessories and home decor artefacts under one roof. Designed by 4 Dimensions, the store is prominently located at Lavelle Road in Bangalore and is designed in an ‘outdoor in natu
IRIS from Ripple Fragrances, the spatial fragrance initiative of the Mysore-based N R Group launches India’s first complete home fragrance boutique at Lavelle road, Bangalore. The IRIS Aroma Boutique is designed to provide fragrances and décor for fine living and features an extensive fragrance collection of both eclectic and affordable luxury. The offerings include IRIS fragrance products, accessories and home decor artifact that includes an extensive candle range rarely seen under one roof.
The design inspiration for the store environment is taken from the elements of nature to create a unique experience of the store and its exclusive offerings. “The need took shape of a design brief which was to create an ambience around the product without overwhelming the products and at the same time adding value to the same. The
idea was to create something simple, elegant, earthy yet contemporary,” avers Nagaraja R, Director Design, 4 Dimensions.
Spread over 1295 Sq. Ft, the store space is categorized to offer a range of products for key categories like premium, luxury, ethnic and lifestyle. The diversity in the presentation of each was rendered with the use of special design elements like fixtures, lighting and
props. “For iris, everything was customized to achieve the environment that perfectly complements the products, the rustic metal ceiling, the herringbone patterned floor, the furniture, the hanging shelves with metal moldings and the pendant lamps. Taking note of each product range the research involved was a detailed study of what, where and how the products are going to be showcased,” says Nagaraja.
The design strategy was to create a store character that epitomized nature and the
freshness of its produce. “Imitating nature in its raw and rustic form, the milieu was conceptualized from the act of ‘Picking fragrance from the garden’, thus emphasizing the authenticity of the products as though the products are handpicked from nature itself,” shares Nagaraja.
Carefully selected props were used to add drama and authenticity to the store character across the different categories in the store.
“Keeping in line with the concept, VM was designed to enhance the overall ambience and communication in the store. Woven baskets, colourful dry flowers, white pebble on the floor together create the mood,” adds
Nagaraja. The store character of ‘Outdoors in nature’ determined the selection of the store design elements like the flooring, ceiling features, seating, display furniture and the graphic language used to create the perfect setting. “The customer seating is inspired from the benches in the park while the promotional visuals are showcased on an easel used by the artists. Each element is unique in nature which gives the customers an opportunity to discover something new at every corner,” says Nagraja.
The store lighting strategy and the special effects to draw attention to design features in the store played a significant role in creating the setting. Warm boutique lighting was used to create an ambient outdoor feel and shape accents used to highlight the store offerings. Explaining further about the lighting strategy Nagaraja says, “To render the wooden logo a floating feel behind the cash counter was back lit with white LEDS against a serene white backdrop. Several petals inspired by the logo drops through the rusted metal frame at the entrance as pendant lights to complete the scenario.”
The store front with the use of materials like wood, stone, wrought iron and foliage create a distinct personality of the store and also beckons with an expectation of the store experience. A back lit lettered logo stands out sharply over the back open windows and create a signature for the store. On entering the store the layout and the category adjacencies help achieve convenience in customer experience in terms of circulation and informed decision making.
“As soon as one enters the store he is greeted by the bold wooden brand logo against the white wall while various supporting elements unique in character from other points of attraction. These elements are used to demarcate zone and thus categories of merchandise. The cash counter is strategically placed in the center of the store to assure surveillance of the entire area. It couples as a greeting desk for the customers as well. The walls on either side of the entrance describe the brand history and product types in details with a new arrival gondola at the center exhibiting the new launches of the season. The left zone is dedicated for candles and accessories highlighted by the aroma tree and the right by the suspended shelf for lifestyle products,” explains Nagaraja.
Speaking about the challenges in creating a customer friendly retail space, Nagaraja explains, “Biggest challenge was to convert a residence into a commercial concept store appealing to the T.A. A lot of walls had been reconfigured to achieve the desired zoning along with changes in the frontage to improve the visibility of the store. Also to compliment both heritage and contemporary within a space, showcasing various kinds of products with a concept very new to the Indian market was pretty challenging,” shares Nagaraja.
After seeing a lot appreciation from positive customer feedback, the brand plans to open more company owned stores in Bangalore and then scale up with a franchising