Ar­row points to New York

VM&RD - - INDIAN DESIGN -

Ar­row launches a fo­cused vari­ant of its store brand to ad­dress the young pro­fes­sion­als. The con­cept was launched at the pop­u­lar Great In­dia Place Mall in Noida. The de­sign con­cept is clean and con­tem­po­rary and has im­pres­sions of New York to give an In­ter­na­tional touch.

Ar­row, fa­mous for its pre­mium ul­tra­for­mal shirts pop­u­lar with the older busi­ness class, tar­geted emerg­ing young Turks with it new sub-brand -Ar­row New York. “We are try­ing to cre­ate a new cat­e­gory as young for­mal. The new brand is de­voted to the young pro­fes­sion­als. In terms of mer­chan­dise, we are of­fer­ing styling and in­ter­est­ing pat­terns in for­mals. While launch­ing the store Great In­dia Place, our key ob­jec­tive was to have max­i­mum foot­fall and cre­ate a place to see and be seen at,” shares Rishi Va­sudev, COO, Arvind Life­style Brands Ltd. Spread across 700 sq. ft. the store of­fers young busi­ness fash­ion in an en­vi­ron­ment which is ul­tra-con­tem­po­rary and stylish. The heavy use of metal at the store front is an as­sertive pro­logue of the story which un­folds in­side the store. The Façade has been in­spired by the fa­mous Brook­lyn Bridge in New York with min­i­mal use of sharp ac­cent and edge-light­ing mak­ing the store front sharp and styl­ized.

Though the

‘Ar­row iden­tity’ is un­der­ly­ing the con­cept, it is dif­fer­en­ti­ated dis­tinctly with el­e­ments in the store de­sign. San­desh S Shet, Store De­sign and VM head ex­plains, “The de­sign of the wall pan­els has been in­spired from the New York build­ings' glass win­dow panes by do­ing away with chan­nels and slat wall. The back pan­els are made up of ab­stract win­dow panes with high gloss polyurethane fin­ish.” The store de­sign pal­ette is a com­bi­na­tion of monochro­matic col­ors, con­tem­po­rary forms and so­phis­ti­cated pre­sen­ta­tion of the store of­fer­ings. The pro­tag­o­nist of the new store de­sign has used th­ese el­e­ments to cre­ate a the­atri­cal store en­vi­ron­ment. Styl­ized ab­stract man­nequins help present the fash­ion state­ments in the win­dows and the in-store pre­se­n­ata­tion. “We tried cre­at­ing drama through pow­er­ful vis­ual mer­chan­dis­ing state­ments and im­pact­ful use of back­lit vis­ual in the lounge area which gives the look and feel of New York City. We have also planned to al­ter the back­lit area into a real touch screen in which vis­ual will change ac­cord­ing to the mood/ cli­mate,” af­firms San­desh.

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