Arrow points to New York
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.
‘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.