Ar­row

Ar­row the her­itage brand launched in 1851 un­veiled an ex­clu­sive store con­cept in Chandigarh flaunt­ing the brand’s rich ex­per­tise along with its her­itage Amer­i­can look. This re­fur­bished store com­mu­ni­cates the whole iden­tity of the brand.

VM&RD - - CONTENTS - Sus­mita Das

Ar­row re­fur­bished its Chandigarh store lo­cated at sec­tor 17, a pre­mium fash­ion street. “It was quite an old store, which caught fire and af­ter that we re­designed the space im­ple­ment­ing a com­plete new con­cept. The store il­lus­trates the com­plete life­style look of the brand and show­cases a daz­zling uni­fi­ca­tion of the her­itage with the moder­nity of the brand,” avers Rishi Va­sudev, COO, Arvind Life­style Brands LTD. The new store con­cept re­volves round three per­sonas- Ge­orge, Arnie and Erica. Ge­orge is a se­nior ex­ec­u­tive who is classy and has made a place for him­self in the world. Arnie is a young ele­gant, out­spo­ken man who prides on be­ing a good per­former and de­sires to be­come like Ge­orge in fu­ture. Erica is cre­ative, poised, and full of life. Im­pres­sions of th­ese per­sonas is used to present its two key lines- the Clas­si­cal

Line of Ar­row For­mal, Ar­row Sports and Ar­row Pres­i­dent and the other, New York Line of Ar­row New York men’s wear and Ar­row New York women’s wear.

“Ear­lier we had sep­a­rate en­clo­sure in our store, there were sports sec­tion, for­mal sec­tion and suits zone but now we have mixed a cou­ple of them, we have fused sports and for­mal to­gether. And we have also cre­ated a new work kind of sec­tion within the store dis­play­ing more slim fit and styl­ized gar­ments,” says San­desh S Shet, Store De­sign and VM head .

Spread over 2,800 sq., the store is di­vided into three lev­els with a clear zon­ing strat­egy. “We started off with women’s range be­cause it is a very woman dom­i­nated brand, so Erica was first, fol­lowed by Arnie and then Ge­orge which is a more clas­sic range” ex­plains San­desh.

Speak­ing about the de­sign strat­egy of the store, San­desh says, “The store is fash­ioned with a blend of the con­tem­po­rary and the con­ven­tional. Though it is warm it has the touch of the con­tem­po­rary, wood is in­fused along with steel. The wood is painted and pol­ished white while wooden floor­ing is in­stilled in the out­let. Warms light have been em­ployed along with white to main­tain a bal­ance. The light changes its ra­di­a­tion ac­cord­ing to the time of the day. Whilst for

win­dows nar­row beans have been in­stilled. We have used nar­row beans, means in case of light­ing so that we can high­light what is re­quired and not the en­tire win­dow,” avers San­desh.

One vis­ual fea­ture in the store to add drama is a set­ting of a sofa seat­ing next to a ‘lit’ win­dow over­look­ing the New York sky­line. The dis­play win­dows have styl­ized man­nequins to fea­ture the brand fash­ion state­ments of the key lines for men’s and women’s wear. In-store busts are used to draw at­ten­tion to fash­ion co-or­di­nates across the store zones.

Height stood as one of the most con­cerned fac­tor while de­sign­ing the ground as well as the mez­za­nine floor. Ex­plain­ing in depth about the hur­dles San­desh avers, “As the height of the mez­za­nine floor was mea­sured to be 7 feet, it came up to be a ma­jor con­straint but we have man­aged to put in the suit sec­tion there and that has worked well for us. There were a great num­ber of pil­lars which we felt could play an ad­mirable role in cre­at­ing an in­trigu­ing look for the store. We also left an open sky­light too within the store.” On the chal­lenge of project com­ple­tion “we had to fin­ish 60 days’ work in 25 days. We had a huge team of around 40 to 50 car­pen­ters work­ing on the site it­self while the fac­tory fab­ri­ca­tion was also go­ing

on hand in hand, so with­out los­ing much time we could achieve our goal within such a short span,” fur­ther adds San­desh.

Af­ter re­ceiv­ing a warm ap­pre­ci­a­tion from its loyal clien­tele base in Chandigarh, the brand is now plan­ning to carry for­ward this iden­tity to its other stores across the coun­try

Store San­desh De­sign S Shet and VM head

Project Arun K Vi­jay Man­ager

Vis­ual Mer­chan­diser

Gauri Tri­pathi

Store In­te­rior and Fix­tures

Shree Ram Sharma & Co. New Delhi

Man­nequins

Clone Man­nequins, New Delhi

Pho­tog­ra­phy

C&D Con­cepts

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