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.
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
Store Interior and Fixtures
Shree Ram Sharma & Co. New Delhi
Clone Mannequins, New Delhi