Eka, the ethnic India lifestyle brand launched a super specialty store Eka 2 in South Bangalore. The store design was conceptualized by FRDC to create a home like environment that offered an extensive range of handcrafted products in a home concept.
After seeing success with the first store, Eka 2 was launched in Jayanagar in Bangalore in a 9000 sq ft standalone duplex residential building along with a landscaped garden. Bangalore based Future Research Design Company (FRDC) was commissioned to conceptualize this project. “The brief was to create a retail space that would generate a WOW response first and foremost. Also, we wanted minimal structural changes to the house in order to retain its heritage characteristics. The idea was to create a walk-through space that allows each room a unique display theme and yet strings it all together as one coherent experience. Given the excellent working relationship we had with FRDC and the acclaim we received for our Eka CBD store, working with them was a natural choice,” says Kimiko, Director at Eka.
The store presented an extensive range of ethnic Indian lifestyle products handcrafted from natural materials and sourced
directly from artisans, NGOs and selected manufactures. The store offers an interesting assortment of Divinity Idols, Wall art, Metal Sculptures, Figurines, Tribal Art, Stories in Slate, Poetry in Wood, Bags, Foot wear, Silver Jewellery, Wall Clocks and Rustic Colonial Furniture with Home Linen. The offerings are zoned logically in ‘rooms’ to make browsing and shopping convenient.
“As a design approach we created different zones for each product group, in line of the blueprint of the house such as bedroom - apparel section, living room - divinity section, backyard - outdoor furniture & stone sculptures and so on. We deemed to have a zero modification or alteration in the existing built form,” says
Sanjay Agarwal, Director, FRDC.
The offerings and the buying patterns of the customers determined the category adjacencies and presentation strategy of the store.
“As per product categories we defined the zoning strategy. Main ground floor had Divinity & furniture zone. First floor had workshop, jewellery, bed linen, apparel, bags & shoes section which were combined with cross merchandising for the central display in each space,” says Sanjay.
The design strategy to retain existing greenery, like the Almond tree at the store front, was used to draw attention to the store and add to the concept of a home like destination. On this note, Sanjay explains,
“Since the property was located off the main retail area, we wanted the store to stand out through colour, lighting and natural surroundings and Greenery. Existing greenery and palms were either retained or transplanted and with minimum interventional design in backyard spaces for ‘ bazaar’ and more promotional displays were created, which on one hand softened the house building and on other provided perfect setting for the home store. Leaf structure of Metal as a pattern for the fence and the Bold Signage above the beam provided elements of retail to the existing building front.”
Explaining in detail about the design approach, Sanjay avers,
“The main entrance and the cash counter have graphic elements into it. While on the ground floor, I-shaped blocks are engraved on the front yard for the parking space and metal green leaves on the compound walls to create green effect in front space. The front entrance space is designed with 25mm thick polished granite for the grand opening. For the divinity section, we had used crystal peak white on the walls whilst the ceiling is highlighted with desert yellow. There are Bamboo Green laminate at the back of the wall fixture system which act as a highlighter in the space and the dining room walls are kept neutral as crystal peak